What is the sales plan? Sales plan what kind do you have? Use the sales plan aims? In set a target, clear these problems, you can start writing plan. Then, you should undertake condition analysis. Condition analysis is about your product or service relevant market of the whole situation, industry situation, the enterprise internal and competitor factors to evaluate and analysis. Finally, you want the SWOT analysis, it will help you determine your advantage and disadvantage, it's for your writing plan is of vital importance.
(a) sales plan
Sales plan means can be used to guide shops in a certain period all sales activities in written documents. Sales plan is essentially to the boss said, "please believe me, just do it this way, we will win." Only see the inevitable result, the boss just real will support your plan. Sales plan for executives, it is to tell all the relevant person ought to do, But for managers, it will be the means of control. Sales plan according to the time length can be divided into: long-term plans, medium-term and short-term plan plan.
1, why should formulate sales plan
Sales plan is to realize the target of the way but also sales personnel daily work content guidelines. An effective and controllable sales plan, and can regulate contact existing customers and attract new customers method, still can help you determine your target customers type, how to contact them, and how to follow up on the results, in order to understand what work can improve business. Therefore, the sales plan in the importance of the total sales effort is self-evident. Also say, establish a practical sales plan, is shop runs half of success, so, should how to establish an effective and feasible sales plan, is the supreme leader, manager of the shop first function.
2, the main content of the sales plan
Successful marketing program need not very complex or lengthy, but should contain enough information to help you build, guiding and coordinating your marketing work. A practical and effective sales plan shall include the following contents:
(1) the market analysis
Market analysis is ZhuanGuXing summary, refers to the shop decision guiding outline. Text requirements concise, and highly generality. It is mainly to the operating retail market, products and competition situation, consumer behavior characteristics of past sales history, current situation and future development of highly generalization and summarized.
(2) shop sales goals
Shop sales target is refers to shop in a certain period to achieve the ideal situation. Can using qualitative and quantitative two ways of expression. Shop sales targets can be divided into qualitative targets and quantitative goals two kinds.
(1) the qualitative goal: usually refers to store market image, the service of the shopkeepers quality, market competition status objectives etc.
(2) quantitative goals: usually refers to store manages commodities market share, business revenue of the quota, profit, return on investment objectives etc.
(3) shop sales plan of action
Shop sales action plan is to point to to achieve shop established set with the aim of various implemental plan, to achieve target set by specific action steps and careful arrangement, in other words, store daily work instructions.
A good action plan should be clear rules out sales activities, the main content, the person in charge of the activity start and end dates of the activities, the cost budget, activity schedule and performance evaluation method, etc.
(4) develop sales plan can achieve the effect
(1) clear store marketing plan and its development direction, through the sales plan and clear thinking, thus for sales concrete operation market clear direction and realized sales plan from subjective to rational transformation.
(2) realized digitization, institutionalization, streamline kind of marketing management. Not only meet the sales target, but through the sales target, refining the reasonable decomposition to each and every day.
(3) integrate enterprise marketing mix strategy, through sales plan, and determine the new marketing executive mode and means for the market effectively expand provides strategic support.
(5) make the sales plan should follow the principles
(1) the sales plan worked to implement the enterprise marketing's overall strategy, with relative stability, and at the same time, according to the changes of the market will have certain flexibility.
(2) sales plan must be worked out from the reality, made beforehand market research and product analysis, and look at stores the future development.
(3) sales plan worked full consideration should be off-season or business sales poorer period goals.
(4) program not only emphasize the plan is executable, more should emphasize the controllability planned results.
(6) make the sales plan of steps
Make the sales planning process: collect information - the SWOT analysis - setting goals - select strategy - a plan.
The first step to collect information
Collect information can be divided into two stages: on one hand we should collect objective information, including information, news reports and industry analysis and practical cases, company and market environment and the competition rivals, etc. On the other hand to collected information on the subjective thinking, and relevant personnel of discussion panel, or to related consultation, and summarized. The method is as follows:
(1) location products and services
In order to make a good plan, please remember marketing four P: products (easiest), Price (Price), Promotion (end) and local (Place). Sales target is the right price, at the right time and place will be suitable for products and services to the customers. Present need A good way to start work related to your shop is to answer some of the basic problems. Below are generally shop universal questions. For example:
Your sales object is who?
A travel agency is designed for busy working professionals provide personal travel service. According to the information collected, the typical customers is the age between 35 and 55 years old between, earning more than 100,000 yuan from their parents.
Those customers need what service?
Its target market is with child of on-the-job couple, they hope to have designed for family customize travel plans. The company's goal is to every family provide convenient and unique and easily comfortable travel experiences.
With competitors, of your product or service difference is what?
It has various age children in adapt to the family of ability competitive edge, from comprehensive amorous feelings and entertainment travel to formulate short-term or extend the notice of special accommodation travel plans, and provide domestic or international flight service. The travel agency also has an advantage as a based on the family enterprises, and the traditional travel service enterprise, compared to need overhead cost and run low cost.
The most suited to your enterprise marketing strategy is what?
Studies show that, for the travel agency services, the most effective advertising tools are in the local newspaper's small advertising as 5,000 to 40,000 subscribe to readers' community weekly. They are still in the local boating groups newsletter, and to advertise on bigger enterprise send pamphlets.
...
2 hear trusted advisers suggestion
In order to ensure your own enterprise a clear knowledge, from the people around you to gather information is very useful way. With a trusted friend, staff, consultants and peers meeting and listen to their advice for the following items. From them get on a shop key question answer.
Your enterprise sales object is who?
Your clients need?
With competitors, of your product or service difference is what?
You should when to perform and every how long to execute a marketing work?
Within one year, your company should achieve what status?
3 listen to customers and potential customers suggestion
In order to successfully to clients, you need to understand their promotion of your product, price, brand or services and related enterprise with you all things have reaction. Ask several existing customers and potential customers and ask them about what your enterprise, product and service, sales opinions and to your opponent's opinion. Can be either by mail, telephone or marketing postcard asking them, asking, add some exciting information (such as discounts or reward) can be more easily get feedback.
By answering these about your store in key problems, and analyze customer feedback information, you can for your business shop have a correct understanding, and based on this, can begin to formulate a plan.
The second step SWOT.
This is a common information analysis.
(1) the superiority analysis (Strenth) : namely, to see their comparisons, choose effective means offensive market.
(2) disadvantages (Weakness) : namely, to find their own weaknesses, choose how to defense and improve gradually turned into a advantage.
3 Opportunity analysis (Opportunity) : is selected targeted target. Marketing success often depends on opportunity of choice and grasp.
4 Threat analysis (Threat) : in market attack simultaneously to clear where protection, just can enter can attack, back can keep it.
The third goal setting
Sales target setting should notice the following six problems (SMARTC)
(1) Specific. Target be specific sweeping, not the etheric, which is conducive to management, is conducive to target reaching. For example: the manager in determining the shop sales goals when not only have general goal, and must its refined to every month even every day. Every day such as a shop assistant to finish? How many customers to sales turnover to complete how? A shop manager, he almost every year complain of actual plan agreed not ideal, so when complain that many of the time will shiftless guy said to myself: finished three 80% will do. But as far as I know, he is unlikely to have his own performance satisfied, can why every mission has bias? Plan a year oneself and director of sales together to determine ah. Main is his goal too sweeping, paid no attention to monitor daily target accomplish amounts, everyday sent some, accumulate over a long period, natural end finished the task. He tricky question and: for months of management and subordinate of target tracking always can not satisfactory work, busy like disorderly into a pot of porridge, carefree up and really don't know what you will do. This is due to the goal set by lack of specificity.
(2) Measurable. The goal should quantification, with material to talk, so we have actual guiding significance, had the concrete number can very intuitive clearly know every day should be accomplished goals.
3 Achievable. Target although due and certain height, but cannot too exaggeration, the manager must according to their own shops objective conditions, the clerk actual levels and various objective factors make the sales target.
4 Realistic. The sales target should work closely combining with actual sales, let it manifests fully in the actual sales process. In when setting goals must carefully analyzing the actual situation, will be those who need improvement, directly influence the sales results factors first set in the target.
Timebound will5. Set up the goal must be there is a time limit, such ability won't make target for dragging time is too long and cannot be measured. But it is often ignored by people, no time limit of target equals no goal.
6 Compatible. Namely with overall objectives consistent, regional sales targets to service and subject to overall marketing objectives.
Fourth step formulate sales strategy
General will focus on the following aspects:
(1) sales ability: mainly sales organization quantity and quality and customer quantity and quality.
(2) choosing products: strong specification of product selection, new product promotion.
(3) price strategy: designation appropriate price system, look to whether strict control on prices.
4 promotion strategy: with the company's sales promotion strategy formulation area promotion strategy.
Will5 competition strategy: coping rival means, etc.
Step 5 draft plan
Sales plan shall include the following contents:
(1) the program
Briefly summarize shop goals and measures of the sales plan of content, facilitate readers use. Namely summary of the parent company store future sales situation expectations and shop will be how to achieve the mission.
(2) organization situation
Including organization at present situation, the market environment and competitor information, etc.
(3) market analysis (SWOT analysis)
Annual sales plan, is the basis of formulation in the past year to the market situation and market analysis of the current status, usually is using SWOT, namely enterprise advantages and disadvantages of analysis and the competitive threat and existence of opportunity analysis, by means of SWOT analysis, can learn about the market competition, and combining the status of enterprise defects and opportunity, integration and optimize the allocation of resources, make its maximize the use. For example, through the market analysis, can very clearly know the market situation and future trends, product and channels to etc.
Alleged advantage refers to shop in the favorable factors in the process of development. For example: shops in the service industry is the first-class, the prices of goods in similar products of low, the quality of the goods is very good, commodity update quickly and commodity exhibition has distinguishing feature very much, etc.
So-called disadvantage is refers to the market environment existing in the development of factors unfavorable to shop. For example: shop position is not too good, manages commodities brand in congener commodity of fame is not very big, etc.
4 shop sales idea formulation
Sales idea is according to the market analysis to make guidance annual sales plan spirit programme, is marketing work direction and the soul, is also sales need often instilled employees operating philosophy. Including the following contents:
1) establish overall sales idea, reflect truly "marketing life, life marketing change".
2) implementing deeply distribution, plan and key to guide every sales personnel.
3) comprehensive utilization of product, price, promotion, dissemination, distribution and service marketing mix strategy.
4) in the market operation, i.e. to operation adhere to the principle of differential, and should reflect unique operation characteristics. The determination of marketing ideas, must fully combine the actual, not only content must be accurate and have maneuverability, but also embodies the spirit of innovation, so as to exert a guidance.
4 sales forecast
Sales forecast is shop undertake all decision-making basis. Almost every shop's annual report includes to next year's sales forecast. Is a very small shop, no formal sales forecast programs, but its decision is still based on the future of certain prediction based. Why to want to make sales forecast? Sales forecasts are formulated for the sales plan starting point.
In the short term, policymakers will often predict cash backflow, so that pay bills, sales manager to allocate sales quota to the sales staff or regional executives, these are sales forecast based.
In the long term, the company according to sales forecast to determine equipment purchase, the staff recruitment and training, financing, etc. That is to say, sales forecast is the enterprise the market uncertainty into operation the specific objectives and plans of tools.
Many factors affect sales forecast, such as company's marketing strategies, rival reflect, distribution channel structure, legal restrictions, cost and industry total needs, any sales plan must reflect the impact of these factors.
Understand the process helps sales forecast sales manager to comprehensive analysis sales forecast factors, thereby obtain objective and reasonable predictive value.
6 the potential market forecast
A reasonably accurate market potential prediction is the starting point of all prediction. Market potential is a certain period and region and, some products maximum sales. If the market potential prediction deviation is too big, then the subsequent sales potential, sales quota of prediction is not reliable.
Many company strategic errors was derived from the potential market forecasting errors. For example, in the United States in the early 1980s, the computer industry is expected to 1987 personal computer usage will reach 27-28 million. Based on the forecast, 1983-1984 years, nearly 70 new computer access to the American market. But to the end of 1986, only 1,500 million copies. Therefore, many PC manufacturers not giving up market is bankrupt.
Generally speaking, not accurately predict not because of quantitative forecast technology is not reliable, but because the basic premise mistake, the premise is past the environmental factors affect demand will continue, when economic conditions change, the past trends will become very poor forecast method.
Another common mistake is to substitute neglect. For example, office communication products market demand is the total number of office workers and their individual needs. However, some office system market potential is edtemined by its relative to substitute price and additional benefits.
Likewise, a kind of new product may replace the previous fully owns the market of product. Such as electronic computer rapidly supplanted the slide rule and mechanical calculator.
In sales forecast method can meet some of alternatives. For industrial products from customers, can get substitutes information, you can ask questions they may consider alternatives or the change of demand, For consumer products, different types of market research helps to find consumption market changes. Relevant industry expert opinions and publications are helpful to the discovery of the potential threat.
7 shop target plans
Sales target plans are all sales work the starting point and the foothold, therefore, scientific and reasonable sales target plans also sales plan the most important core part. So, how to make the sales target? We can follow the following principles:
1) according to the last fiscal year sales amount, according to certain growth rate, such as 10 per cent or 20 per cent, to determine the current annual sales volume.
2) sales targets reflected not only in specific each monthly, and even individual responsibility, quantification, subdivided into specific to work.
3) weigh sales targets and profit goals relationship. Make a super store, the specific performance is optimized commodity structure, and merchandise sales target specific segment to all levels of goods. For example, according to the classification of goods, goods structure proportional positioning in (prices, image profits products) : (parity, small profit, the product quantity on) : (low, strategic cannon-fodder products) = 2:3:1, so as to better control commodity sales and profits relationship.
The sales target confirmed, can make anyone find sprint object, also make the sales target tracking a foundation, so as to facilitate the sales target reached smoothly.
7 marketing strategy
Marketing strategy is to provide achieve the goal of strategic and tactical, is smooth to reach the company sales targets effectively protected. Such as: product strategy, price strategy, promotion strategy, service strategies, etc.
Sales action plan of action specific arrangements (implementation)
Namely specific sales activities program arrangement. Make sales action plan, should formulate detailed specific actions scheme content program table and each program specific executive detailed rules for the implementation and check each step.
9 expenses budget
Sales plan should also include the cost of sales of the budget. Namely in the sales target, the enterprise put in expenses reached after the output ratio. For example, someone firm, sales target 5 billion, of which, salary expenses: 500 million; Travel expense: 300 million; Management fee: 100 million; Training, reception and other miscellaneous expenses 100 million, total 1000 yuan. Expenses 2%.
Through the expense budget, can be reasonably for cost control and allocate, corporate resources to obtain reasonable apply, in order to maximize the use of the capital enterprise, thus not deviate from the market development track. Doing annual sales plan, should make full use of form tools, such as, sales target decomposition, personnel planning, training medica and expense budgets etc, it can be reflected by forms of form, not only be clear at a glance, and still have comparative, riskevaluation, make content more intuitive and easy to understand.
Step 6: tracking and control system
Sales manager and formulate plans last need to consider the problem is, how to control and track all the above content. The need to build corresponding sales information system, and regular review to assure the program realization. Every once in a while a re-examination of your programs can help you determine whether it produce the desired results. Is to the marketing plan execution control. The most common method is the manager will sales plan according to the specified objectives and budget and quarterly decomposition, in summary report, facilitate superior for effective supervision and inspection, and it is helpful to the urge unfinished department and individual improvement work, to ensure the effective implementation of the plan. Meanwhile should also pay attention to market changes, regularly updated plan in response to changing market environment.
What is the sales plan? Sales plan what kind do you have? Use the sales plan aims? In set a target, clear these problems, you can start writing plan. Then, you should undertake condition analysis. Condition analysis is about your product or service relevant market of the whole situation, industry situation, the enterprise internal and competitor factors to evaluate and analysis. Finally, you want the SWOT analysis, it will help you determine your advantage and disadvantage, it's for your writing plan is of vital importance.(a) sales planSales plan means can be used to guide shops in a certain period all sales activities in written documents. Sales plan is essentially to the boss said, "please believe me, just do it this way, we will win." Only see the inevitable result, the boss just real will support your plan. Sales plan for executives, it is to tell all the relevant person ought to do, But for managers, it will be the means of control. Sales plan according to the time length can be divided into: long-term plans, medium-term and short-term plan plan.1, why should formulate sales planSales plan is to realize the target of the way but also sales personnel daily work content guidelines. An effective and controllable sales plan, and can regulate contact existing customers and attract new customers method, still can help you determine your target customers type, how to contact them, and how to follow up on the results, in order to understand what work can improve business. Therefore, the sales plan in the importance of the total sales effort is self-evident. Also say, establish a practical sales plan, is shop runs half of success, so, should how to establish an effective and feasible sales plan, is the supreme leader, manager of the shop first function.2, the main content of the sales planSuccessful marketing program need not very complex or lengthy, but should contain enough information to help you build, guiding and coordinating your marketing work. A practical and effective sales plan shall include the following contents:(1) the market analysisMarket analysis is ZhuanGuXing summary, refers to the shop decision guiding outline. Text requirements concise, and highly generality. It is mainly to the operating retail market, products and competition situation, consumer behavior characteristics of past sales history, current situation and future development of highly generalization and summarized.(2) shop sales goalsShop sales target is refers to shop in a certain period to achieve the ideal situation. Can using qualitative and quantitative two ways of expression. Shop sales targets can be divided into qualitative targets and quantitative goals two kinds.(1) the qualitative goal: usually refers to store market image, the service of the shopkeepers quality, market competition status objectives etc.(2) quantitative goals: usually refers to store manages commodities market share, business revenue of the quota, profit, return on investment objectives etc.(3) shop sales plan of actionShop sales action plan is to point to to achieve shop established set with the aim of various implemental plan, to achieve target set by specific action steps and careful arrangement, in other words, store daily work instructions.A good action plan should be clear rules out sales activities, the main content, the person in charge of the activity start and end dates of the activities, the cost budget, activity schedule and performance evaluation method, etc.(4) develop sales plan can achieve the effect(1) clear store marketing plan and its development direction, through the sales plan and clear thinking, thus for sales concrete operation market clear direction and realized sales plan from subjective to rational transformation.(2) realized digitization, institutionalization, streamline kind of marketing management. Not only meet the sales target, but through the sales target, refining the reasonable decomposition to each and every day.(3) integrate enterprise marketing mix strategy, through sales plan, and determine the new marketing executive mode and means for the market effectively expand provides strategic support.(5) make the sales plan should follow the principles(1) the sales plan worked to implement the enterprise marketing's overall strategy, with relative stability, and at the same time, according to the changes of the market will have certain flexibility.(2) sales plan must be worked out from the reality, made beforehand market research and product analysis, and look at stores the future development.(3) sales plan worked full consideration should be off-season or business sales poorer period goals.(4) program not only emphasize the plan is executable, more should emphasize the controllability planned results.(6) make the sales plan of stepsMake the sales planning process: collect information - the SWOT analysis - setting goals - select strategy - a plan.The first step to collect informationCollect information can be divided into two stages: on one hand we should collect objective information, including information, news reports and industry analysis and practical cases, company and market environment and the competition rivals, etc. On the other hand to collected information on the subjective thinking, and relevant personnel of discussion panel, or to related consultation, and summarized. The method is as follows:(1) location products and servicesIn order to make a good plan, please remember marketing four P: products (easiest), Price (Price), Promotion (end) and local (Place). Sales target is the right price, at the right time and place will be suitable for products and services to the customers. Present need A good way to start work related to your shop is to answer some of the basic problems. Below are generally shop universal questions. For example:Your sales object is who?A travel agency is designed for busy working professionals provide personal travel service. According to the information collected, the typical customers is the age between 35 and 55 years old between, earning more than 100,000 yuan from their parents.Those customers need what service?Its target market is with child of on-the-job couple, they hope to have designed for family customize travel plans. The company's goal is to every family provide convenient and unique and easily comfortable travel experiences.With competitors, of your product or service difference is what?It has various age children in adapt to the family of ability competitive edge, from comprehensive amorous feelings and entertainment travel to formulate short-term or extend the notice of special accommodation travel plans, and provide domestic or international flight service. The travel agency also has an advantage as a based on the family enterprises, and the traditional travel service enterprise, compared to need overhead cost and run low cost.The most suited to your enterprise marketing strategy is what?Studies show that, for the travel agency services, the most effective advertising tools are in the local newspaper's small advertising as 5,000 to 40,000 subscribe to readers' community weekly. They are still in the local boating groups newsletter, and to advertise on bigger enterprise send pamphlets....
2 hear trusted advisers suggestionIn order to ensure your own enterprise a clear knowledge, from the people around you to gather information is very useful way. With a trusted friend, staff, consultants and peers meeting and listen to their advice for the following items. From them get on a shop key question answer.Your enterprise sales object is who?Your clients need?With competitors, of your product or service difference is what?You should when to perform and every how long to execute a marketing work?Within one year, your company should achieve what status?3 listen to customers and potential customers suggestionIn order to successfully to clients, you need to understand their promotion of your product, price, brand or services and related enterprise with you all things have reaction. Ask several existing customers and potential customers and ask them about what your enterprise, product and service, sales opinions and to your opponent's opinion. Can be either by mail, telephone or marketing postcard asking them, asking, add some exciting information (such as discounts or reward) can be more easily get feedback.By answering these about your store in key problems, and analyze customer feedback information, you can for your business shop have a correct understanding, and based on this, can begin to formulate a plan.The second step SWOT.This is a common information analysis.(1) the superiority analysis (Strenth) : namely, to see their comparisons, choose effective means offensive market.(2) disadvantages (Weakness) : namely, to find their own weaknesses, choose how to defense and improve gradually turned into a advantage.3 Opportunity analysis (Opportunity) : is selected targeted target. Marketing success often depends on opportunity of choice and grasp.4 Threat analysis (Threat) : in market attack simultaneously to clear where protection, just can enter can attack, back can keep it.The third goal settingSales target setting should notice the following six problems (SMARTC)(1) Specific. Target be specific sweeping, not the etheric, which is conducive to management, is conducive to target reaching. For example: the manager in determining the shop sales goals when not only have general goal, and must its refined to every month even every day. Every day such as a shop assistant to finish? How many customers to sales turnover to complete how? A shop manager, he almost every year complain of actual plan agreed not ideal, so when complain that many of the time will shiftless guy said to myself: finished three 80% will do. But as far as I know, he is unlikely to have his own performance satisfied, can why every mission has bias? Plan a year oneself and director of sales together to determine ah. Main is his goal too sweeping, paid no attention to monitor daily target accomplish amounts, everyday sent some, accumulate over a long period, natural end finished the task. He tricky question and: for months of management and subordinate of target tracking always can not satisfactory work, busy like disorderly into a pot of porridge, carefree up and really don't know what you will do. This is due to the goal set by lack of specificity.(2) Measurable. The goal should quantification, with material to talk, so we have actual guiding significance, had the concrete number can very intuitive clearly know every day should be accomplished goals.3 Achievable. Target although due and certain height, but cannot too exaggeration, the manager must according to their own shops objective conditions, the clerk actual levels and various objective factors make the sales target.4 Realistic. The sales target should work closely combining with actual sales, let it manifests fully in the actual sales process. In when setting goals must carefully analyzing the actual situation, will be those who need improvement, directly influence the sales results factors first set in the target.Timebound will5. Set up the goal must be there is a time limit, such ability won't make target for dragging time is too long and cannot be measured. But it is often ignored by people, no time limit of target equals no goal.6 Compatible. Namely with overall objectives consistent, regional sales targets to service and subject to overall marketing objectives.Fourth step formulate sales strategyGeneral will focus on the following aspects:(1) sales ability: mainly sales organization quantity and quality and customer quantity and quality.(2) choosing products: strong specification of product selection, new product promotion.(3) price strategy: designation appropriate price system, look to whether strict control on prices.4 promotion strategy: with the company's sales promotion strategy formulation area promotion strategy.Will5 competition strategy: coping rival means, etc.Step 5 draft planSales plan shall include the following contents:(1) the programBriefly summarize shop goals and measures of the sales plan of content, facilitate readers use. Namely summary of the parent company store future sales situation expectations and shop will be how to achieve the mission.(2) organization situationIncluding organization at present situation, the market environment and competitor information, etc.(3) market analysis (SWOT analysis)Annual sales plan, is the basis of formulation in the past year to the market situation and market analysis of the current status, usually is using SWOT, namely enterprise advantages and disadvantages of analysis and the competitive threat and existence of opportunity analysis, by means of SWOT analysis, can learn about the market competition, and combining the status of enterprise defects and opportunity, integration and optimize the allocation of resources, make its maximize the use. For example, through the market analysis, can very clearly know the market situation and future trends, product and channels to etc.Alleged advantage refers to shop in the favorable factors in the process of development. For example: shops in the service industry is the first-class, the prices of goods in similar products of low, the quality of the goods is very good, commodity update quickly and commodity exhibition has distinguishing feature very much, etc.So-called disadvantage is refers to the market environment existing in the development of factors unfavorable to shop. For example: shop position is not too good, manages commodities brand in congener commodity of fame is not very big, etc.4 shop sales idea formulationSales idea is according to the market analysis to make guidance annual sales plan spirit programme, is marketing work direction and the soul, is also sales need often instilled employees operating philosophy. Including the following contents:1) establish overall sales idea, reflect truly "marketing life, life marketing change".2) implementing deeply distribution, plan and key to guide every sales personnel.3) comprehensive utilization of product, price, promotion, dissemination, distribution and service marketing mix strategy.4) in the market operation, i.e. to operation adhere to the principle of differential, and should reflect unique operation characteristics. The determination of marketing ideas, must fully combine the actual, not only content must be accurate and have maneuverability, but also embodies the spirit of innovation, so as to exert a guidance.4 sales forecastSales forecast is shop undertake all decision-making basis. Almost every shop's annual report includes to next year's sales forecast. Is a very small shop, no formal sales forecast programs, but its decision is still based on the future of certain prediction based. Why to want to make sales forecast? Sales forecasts are formulated for the sales plan starting point.In the short term, policymakers will often predict cash backflow, so that pay bills, sales manager to allocate sales quota to the sales staff or regional executives, these are sales forecast based.In the long term, the company according to sales forecast to determine equipment purchase, the staff recruitment and training, financing, etc. That is to say, sales forecast is the enterprise the market uncertainty into operation the specific objectives and plans
of tools.Many factors affect sales forecast, such as company's marketing strategies, rival reflect, distribution channel structure, legal restrictions, cost and industry total needs, any sales plan must reflect the impact of these factors.Understand the process helps sales forecast sales manager to comprehensive analysis sales forecast factors, thereby obtain objective and reasonable predictive value.6 the potential market forecastA reasonably accurate market potential prediction is the starting point of all prediction. Market potential is a certain period and region and, some products maximum sales. If the market potential prediction deviation is too big, then the subsequent sales potential, sales quota of prediction is not reliable.Many company strategic errors was derived from the potential market forecasting errors. For example, in the United States in the early 1980s, the computer industry is expected to 1987 personal computer usage will reach 27-28 million. Based on the forecast, 1983-1984 years, nearly 70 new computer access to the American market. But to the end of 1986, only 1,500 million copies. Therefore, many PC manufacturers not giving up market is bankrupt.Generally speaking, not accurately predict not because of quantitative forecast technology is not reliable, but because the basic premise mistake, the premise is past the environmental factors affect demand will continue, when economic conditions change, the past trends will become very poor forecast method.Another common mistake is to substitute neglect. For example, office communication products market demand is the total number of office workers and their individual needs. However, some office system market potential is edtemined by its relative to substitute price and additional benefits.Likewise, a kind of new product may replace the previous fully owns the market of product. Such as electronic computer rapidly supplanted the slide rule and mechanical calculator.In sales forecast method can meet some of alternatives. For industrial products from customers, can get substitutes information, you can ask questions they may consider alternatives or the change of demand, For consumer products, different types of market research helps to find consumption market changes. Relevant industry expert opinions and publications are helpful to the discovery of the potential threat.7 shop target plansSales target plans are all sales work the starting point and the foothold, therefore, scientific and reasonable sales target plans also sales plan the most important core part. So, how to make the sales target? We can follow the following principles:1) according to the last fiscal year sales amount, according to certain growth rate, such as 10 per cent or 20 per cent, to determine the current annual sales volume.2) sales targets reflected not only in specific each monthly, and even individual responsibility, quantification, subdivided into specific to work.3) weigh sales targets and profit goals relationship. Make a super store, the specific performance is optimized commodity structure, and merchandise sales target specific segment to all levels of goods. For example, according to the classification of goods, goods structure proportional positioning in (prices, image profits products) : (parity, small profit, the product quantity on) : (low, strategic cannon-fodder products) = 2:3:1, so as to better control commodity sales and profits relationship.The sales target confirmed, can make anyone find sprint object, also make the sales target tracking a foundation, so as to facilitate the sales target reached smoothly.7 marketing strategyMarketing strategy is to provide achieve the goal of strategic and tactical, is smooth to reach the company sales targets effectively protected. Such as: product strategy, price strategy, promotion strategy, service strategies, etc.Sales action plan of action specific arrangements (implementation)Namely specific sales activities program arrangement. Make sales action plan, should formulate detailed specific actions scheme content program table and each program specific executive detailed rules for the implementation and check each step.9 expenses budgetSales plan should also include the cost of sales of the budget. Namely in the sales target, the enterprise put in expenses reached after the output ratio. For example, someone firm, sales target 5 billion, of which, salary expenses: 500 million; Travel expense: 300 million; Management fee: 100 million; Training, reception and other miscellaneous expenses 100 million, total 1000 yuan. Expenses 2%.Through the expense budget, can be reasonably for cost control and allocate, corporate resources to obtain reasonable apply, in order to maximize the use of the capital enterprise, thus not deviate from the market development track. Doing annual sales plan, should make full use of form tools, such as, sales target decomposition, personnel planning, training medica and expense budgets etc, it can be reflected by forms of form, not only be clear at a glance, and still have comparative, riskevaluation, make content more intuitive and easy to understand.Step 6: tracking and control systemSales manager and formulate plans last need to consider the problem is, how to control and track all the above content. The need to build corresponding sales information system, and regular review to assure the program realization. Every once in a while a re-examination of your programs can help you determine whether it produce the desired results. Is to the marketing plan execution control. The most common method is the manager will sales plan according to the specified objectives and budget and quarterly decomposition, in summary report, facilitate superior for effective supervision and inspection, and it is helpful to the urge unfinished department and individual improvement work, to ensure the effective implementation of the plan. Meanwhile should also pay attention to market changes, regularly updated plan in response to changing market environment.
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