1. Summary: As any profit-oriented unit - only the sales department is the only profit-making unit, and all other departments are cost units. However, the sales department of our company can only be regarded as a sales department at best. Judging from the current fierce competition in the furniture market, the sales department must be upgraded from passive sales to active sales with scientific plans, implementation standards, and quantitative assessments. .
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2. The construction of the sales team: there is no one who can be used for the director, and no one who can be used if the person is short. Reorganize existing employees. Old employees are our wealth. They are familiar with customers, familiar with the operation process of our factory, and have a certain understanding of the market. They can better reduce the impact of structural reform on customers. They only need to follow the company's plan It is enough to reorganize the structure and divide the various functions and powers. It is important to formulate executable standards or requirements so that they understand the methods and techniques of active sales. At the same time, do a good job in the recruitment, training, screening and reserve of relevant personnel;
Three, the functions of the sales department:
1. Conduct market front-line information collection and market research;
2. Analyze market conditions and demand analysis, make correct market sales forecasts, and provide scientific basis for inventory production;
3. Formulate monthly, quarterly and annual sales plans. The reference basis for the plan is the sales statistics of the same period of this year and last year;
4. Summarize market information, submit product improvement or product development recommendations
5. Grasp the key customers and control the sales dynamics of products;
6. Exploitation and rational layout of marketing network;
7. Establish and improve customer information files at all levels, and continue two-way communication with customers;
8. Management and maintenance of potential customers and existing customers;
9. Cooperate with relevant departments in the system to do promotional activities;
10. According to the requirements of the promotion plan, carry out the design and distribution of goods display and publicity materials;
4. About the brand: The "Ying**" brand has been established for a long time and has certain preconceived advantages. This advantage will continue to expand. In addition, independent brands must differentiate themselves and have accurate positioning in terms of product style, decoration atmosphere and audience. Differentiation is reflected in products, decorations, accessories, etc. Products include materials, structures, elements, etc. We must not only learn, but also surpass.
5. Channel management: Upgrade from bulk cargo to monopoly, which is also the main purpose of this reform. Make full use of existing customer information, optimize the composition of dealers, and upgrade from mom-and-pop stores and self-employed to mass units and group units. Slowly develop to regional, provincial and municipal general distribution. This is not far away. As long as our product quality and service can stand the test of customers, and we have in-depth communication, big customers will naturally be interested. Where there is an opportunity to make money, there will be people who will find it, the problem is that we prepare for the opportunity.
6. Information management and utilization: At present, there are more than 2,000 (more than 800 foreign businessmen) dealers, furniture stores, and shopping malls. The contact information has not been properly divided and utilized due to unclear functions and powers. In addition, the population and economic statistics of each region of the country, the ranking of the top 100 counties in the country, etc. There are also information on investment promotion of stores collected online, and information on actively contacting customers with monopoly intentions, etc. These are precious materials for marketing. Due to the sales department's inertial thinking of passively waiting for customers and the leadership's decision-making, these things have been put in drawers, which is a pity. To make full use of it, determine the target market and target customers faster and more accurately.
7. About dissemination: Newspapers and periodicals are currently very weak. Only Guangzhou Furniture Newspaper is doing it, and there is no soft article that can be given away, which is a waste. In addition, through the promotion of blogs, some furniture newspapers have recently published some articles in the newspapers, which has a certain promotion for brand building. The dissemination on the Internet has achieved good results due to the continuous promotion in recent days. There are four advertising spaces in the ** Furniture Forum, and the number of registered people in this forum is more than 200,000. Three advertisements have also been exchanged on other websites. In addition, the furniture blog on Sohu has more than 40,000 page views, and the SouFun blog has more than 30,000 page views. Articles are often recommended to the front page. The number of page views of our company's website has reached nearly 20,000, and there are more than a dozen other platforms that are doing promotion, but the traffic is not counted. Of course, customers can turn into purchases after reading it. The purpose of promotion is to let more people understand our brand and form word of mouth. Since there are no other publicity channels, the network publicity still needs to be strengthened.
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