1、稳战求实破敌堡垒市场-一个销售经理的实战手记（Steady war - a realistic war Fort market sales manager combat notes）Fu Bing image of water, the water line to avoid high and increasingly, the soldiers of the form to avoid the real and imaginary attack; water flow due to the system, because the enemy soldiers and winning. The
2、 water is work out measures to suit local conditions. F city has a population of nearly 2 million of the coastal city, K, tea beverage market in the first ranks F city brand position for many years, its sales volume is second times more than 3 brands, in accordance with the blue chesterian market sh
3、are rule, F, tea beverage market belongs to monopoly oligopoly. The T brand was second unwilling to the position of branch company F city this year must be broken K fortress and K brand market, narrowing the gap, to achieve the goal of quadrupling sales. Just to thirty years of age Chopin, enter the
4、 T company for nearly six years, from the lowest level of generation of assistant industry start, just from the sales director in March was promoted to the city of F city manager. Six years of sales experience for Chopin on the market more and more love thinking. The F market has been a burden of T
5、company, the company in recent years to the F market costs no less investment, especially in the year before the subversion project, the cost of inputs is almost a full year operating income of small enterprises. The result is just the opposite, a money market funds, the market bubble burst with the
6、 appearance and cost contraction, followed market sequelae, until now we are still in urgent need of a large number of problem solving. This company is the heart of iron to make tea in the city of F, to achieve the goal of quadrupling the GNP, such high growth that Chopin has just appointed brooding
7、 oliver. Last year to now F city for the 3 city manager, Chopin was the fourth. Would like the previous city manager, was killed in this battle? Chopin with some loss. Wholesale market situation six years ago Chopin is from the city into the post, the city has too much of his memories. Four years of
8、 University of ivory tower life spent here, then start from here the work process. After entering the workplace is basically around the city to mobilize to and fro. After six years, full of passion and dreams he is shouldering the back where we started. How many city some changes, changes in the mar
9、ket for Chopin to attend to city edifice and heavy traffic. The first day I can not wait to expand market research. The wholesale market is filled with various kinds of beverage flavor, indicates that the beverage Street streams of people busily coming and going in the upcoming season. K company has
10、 just opened last month in the head order will be, in all aspects of information display orders will is very successful, the performance of K in February the company completed 23 million, only F, accounted for 30%. Wholesale stores with K brand drinks, tea drinks are in PET500ML. Visited more than a
11、 dozen wholesale sales, T tea brand customers less than half, and inventory are few. Most customers complain that the price of T products, the profit is too low, the velocity of circulation is slow, worry too much stock funds can not be quickly turning. Business people need to clear, profit two aspe
12、cts that one is the product of the rate of profit, the other is the ROI (return on investment). Customer complaint is understandable. The market concentration of F, the largest food and beverage wholesale customers, their problems are representative, daily circulation here are difficult to measure.
13、However, these wholesale customers is the most difficult, the words to ridicule this wholesale market of manufacturers: do not do is dead, is dead! A lot of food and drink manufacturers are the large nose, the wholesale market operations become a barometer of many manufacturers in the F market. Even
14、 the T company and K company so big, a large number of people may not buy your account for them, milk is the mother! Do the wholesale market business is to achieve the total F market half of the business! This temptation to make many manufacturers involved in the meantime. The status quo of the whol
15、esale market impact of Chopin originally on the F market, many years of sales experience so that he had a strong desire for the market.As a Veteran General in the face of a stronger enemy, let him make the decision not to retreat but to conquer! The terminal customer issues supermarket named Lianfen
16、g food scare brother, after several years of development, from a small grocery store today evolved into a chain of three Lianfeng supermarket. As early as Chopin was a member of the terminal business, the store was Chopin made VIP customers have always admired the boss Lianfeng dedication has a drea
17、m of young people, Chopins visit to Lianfeng boss overwhelmed by an unexpected favour. After greeting, Chopin carefully check the store shelves in T products. The shelf irregular placed a few bottles of T tea brand, can not see the main Green Tea. Chen Liejing tea shelf products occupy the position
18、of 2/3, and display orderly. The door stood on both sides of the refrigerator and delicious, Pepsi, Wahaha and huierkang Chopin, tried to find their companys products in the freezer, but over half a bottle also failed to find. Lianfeng boss with a guilty to have a friend Chopin up his grievances. In
19、 the past two years does less to sell T products a lot, originally T VIP customers who, due to frequent replacement of T company, and the clerk of lack of responsibility, greatly reduce the quality of service, even some of the most basic and do not do, such as the first refrigerator in Chopin has be
20、en put on hand the end of life, want to let the clerk the replacement of a new refrigerator, the clerk said no problem, the results of successive, never to go for old. Want to complain, do not know who to call, to find competent business department, in charge to push this thing. Finally, in the refr
21、igerator under the boss Lianfeng when sold for scrap. There is no refrigerator, plus a large manufacturer for each array, T products have no chance of getting into their fridge, so sales are very limited, now to the point of sale. In addition, the end frame and T company signed the agreement previou
22、sly has not renewed after the expiration, finally end frame was also signed with the company K. After listening to the boss complained Lianfeng, Chopin actually feel unworthy of the friend like old customers. Previous business strategy mistakes, such as domino effect, a series of problems exposed. T
23、he problem is just one of many Lianfeng terminal customer problems in miniature, more and more problems are waiting to pick up the chopin. Fragile team oriented science and technology, especially marketing! It is a great marketing strategy is through the grassroots marketing personnel can be realize
24、d. China 60 billion marketing people have created the vast market in the world, they put the more than 400 companies in the top 500 in the world to Chinese. Marketing is very great, but very small. Iron barracks of soldiers, doomed to wandering marketing. February business department clerk of the tu
25、rnover rate of 40%, almost all of the rest of the staff do post adjustment. Now although leaving personnel are added, most new business personnel and lack of business experience, and some even do not want to become a real sales staff ready. This is not a team of Tarawa, individual combat capabilitie
26、s are very limited, the team needs some time to hone combat capability. Sun Tzu said: when the country event of the death, the survival of the road, can not be ignored. With the F market, like to attack a city, not only need to have enough strength, intent and foresight. With such a like infant team
27、 with high pressure policy will make it die, which doomed its commander not only a general but also both intelligent and courageous, if their good teachers and helpful friends. A window for the removal of the old houses have been stripped only one frame, reduced to fragments still seem to clear it w
28、as solid, but now, as long as the effort, they will be completely swept into the ruins of the history. A gust of wind swept through the window, Chopin long sigh, whispering that sentence favorite poem “Man Road as the iron, chamc“!The four rule of law 1: stability war war team construction. His husb
29、and, Wu Lan heart of a hero.Paul reward meritorious, annals to the public. Chopin aware of market behavior all the people oriented, outward first, a pressing matter of the moment is build up a high efficient active combat team. The rapid expansion of the following actions. 1, the establishment of th
30、e core team. The backbone of the team played an important leading role. Chopin the business personnel divided into five groups, each group selected a seniority salesman for the head. Each leader must grant the rights at the same time, each group is steps to educate the members of the team, enhance t
31、he capacity of all aspects. In addition to establish the group heroism sub culture, to create a small team spirit, is to cultivate every member of the collective sense of honor and sense of belonging. As a result, several backbone are attention, enhance their sense of responsibility, and fully mobil
32、ize the enthusiasm of the backbone of the team building, greatly help chopin. 2, the theory of Y management. Understand the needs of employees, managers can meet staff needs, respect the needs of interests and the needs of self realization, the individual and organizational goals fusion, achieve the
33、 purpose of raising productivity. Most of them are facing new sales team, the most basic and the most important is to help them with their occupation career planning, let them find in the value of the enterprise. Spare no effort to sort out his Chopin in T company for six years of growth, and the co
34、mpany brought the gold medal lecturer, with a fresh case for business people to do a vivid career planning. Subordinates greatly touched this time for training, mentality have changed greatly, has largely been stable. Of course, the pure spirit can only play the recent effect, material reward must f
35、ollow up. Chopin to the general company for performance target discount three months bonus calculation requirements. Considering the actual situation of the Fuzhou market, in order to calm the company also granted the case. Art of war “to“ cloud: “the man of war, and heavy Paul in Chongli. Li Chong
36、Zezhi scholar to Paul, heavy light righteous dead Therefore, Li Shi to reward the dead men. Rewards are tireless, Shi Zhengs death. 3, the correct performance evaluation. When a team or an employee performance, as managers should give appropriate performance evaluation through the correct recognitio
37、n and rewards, its purpose is to stimulate the creativity of employees and team spirit of cooperation. Chopin set the rating system in the operation of the Department, according to the weekly and monthly performance best sales star and best team. According to the staff and small team assessment, ins
38、pire members of the potential, and help members to find out the reasons for poor performance, which makes the whole team fighting capacity has been greatly improved. Rule 2: to enhance the terminal access visibility, control point. Chopin to F, divided into ten parts, divided into ABC three grades.
39、A zone is in the downtown area, there is a flourishing business district, is the most tea beverage production place; B area is divided in districts and industrial areas, the consumption is relatively concentrated, a single point of sales is definitely the biggest; grade C wide range of points and mi
40、scellaneous, the sales staff is not easy on line maintenance. The first is to try the street distribution, with many tricks to attract customers to purchase gifts. Within a month the city completed turnover of 3000 customers. Chopin the target assigned to each group every day, every three days for a
41、 small sum, a total day per week. Found behind schedule for individual and group meeting summary analysis of the causes, find out the problems and seek effective solutions to eliminate drag phenomenon. Indeed, the distribution schedule is well controlled, the overall distribution points in a month.
42、T tea brand visibility to upgrade quickly, K company began to realize the T brand movement, followed also began to strengthen the corresponding visibility. After the completion of the first round of distribution, then control according to the different regional visibility and effective reinforcement
43、 points. A visibility requirements in more than 90%, the visibility level B area requirements in 70% above grade C requirements in more than 60%.Special grade A and B areas according to the time line to visit customers, each salesperson daily customer visit number less than 50, to vivid display, esp
44、ecially the products in the refrigerator. Some brisk give some display cost support, signed the agreement in order to ensure the display, display position and display surface damage by competing products. Responsible for grade AB salesman established more than 2 street model, visibility and display
45、momentum must be more than K. C area car pin commando periodic special, to continue to enhance the maintenance of grade C visibility and old point. K obviously felt Ts fierce offensive, but T Ks counter a trend which cannot be halted, hinder not much, T brand tea rapidly in the city of F spread high
46、 streets and back lanes. His previous K business habits of customers, many customers have offended, and now by Ts threat, had to lower the figure to win over customers, but not necessarily how many customers will buy it. Chopin to seize this opportunity to each customer to establish business personn
47、el in charge of their own regional TOP50 customers, good services, play a personal charm, let these can yield customers to become Ts fortress households. Through the business of terminal customers frequent visits and improve service level, T company has established a good brand image in the customer
48、 terminal, terminal customers with flexible promotion means, T tea brand gradually open end customers door, sales showed a steady growth trend. Rule 3: catch large number, do two batches of cargo. In this Chinese complex market environment, even the world retail giants like WAL-MART, if there is no
49、support for it in the China wholesalers, still could not handle. Well aware of the importance of Chopin wholesale, never dare to say can only rely on the terminal is king, he realized that only opened a wholesale natural circulation function, the product can smoothly in the market. In the wholesale channel for the circulation of products must meet two conditions, one is the product must be sold; two is the product of profit distribution is ordered. K brand of tea beverage is one of the best sellers in absolute F, but due to the wholesale profits is not well protected, but by the T com
