Marketing activity summary 1 I have worked in the company for many years. Perhaps only I know how much effort and sweat I have paid from a small salesman to the position of sales manager of the company. However, I can say that my efforts are several times that of ordinary people, and I have made some achievements in my work.
This year, sweet and sour mixed with sweat, efforts and efforts will be rewarded. For me, the results of the past year are still very good, and I think I did a good job.
Under the leadership and help of general manager Wei, the person in charge of the company's operation, and with the full assistance of all members of the group, I stood on my own job, fulfilled my duties and worked hard. By February 24, I realized the annual sales of 65,438+0,300,000 yuan and completed 60% of the annual sales tasks. Now I will summarize my experience and feelings in sales work in the past year as follows:
First, earnestly implement the post responsibilities and earnestly perform their duties.
As a sales manager, my job responsibilities are:
1, do everything possible to complete the regional sales task and make timely reminders;
2. Strive to complete the requirements in the sales management measures;
3. Be responsible for strictly implementing the outbound procedures of products;
4. Actively and extensively collect market information and report to leaders in time;
5, strictly abide by the factory rules and regulations and various rules and regulations;
6. Have a high degree of professionalism and a high sense of ownership;
7, complete other work assigned by the leadership.
Job responsibilities are the job requirements of employees and the standard to measure the quality of sales manager's work. I always take my job responsibilities as the standard of action, start from bit by bit in my work, and strictly follow the terms in my duties. In business work, I can start with product knowledge, carefully analyze market information while understanding technical knowledge, and make marketing plans in time. Secondly, I often communicate with other sales managers frequently to analyze the market situation, existing problems and countermeasures, so that in my daily work, I can actively complete the task on time on the premise of ensuring the quality of work.
In short, practice has proved that a sales manager's skills and performance are very important, which is the standard to test a sales manager's work gains and losses. This year, due to the four-month production limit for hosting the Olympic Games, and my lack of solutions to the ever-changing market, my performance is not good.
Second, clear customer needs, be proactive, and strive to supply on time with good quality and quantity.
At work, I always know that a sales manager must have a clear purpose. On the one hand, he should take the initiative to understand the customer's intentions and the standards and requirements that need to be met, and strive to prepare as soon as possible and supply the goods within the time limit required by the customer. On the other hand, he should actively communicate with customers, know the repayment ability of customers in time, and consider and supplement them.
Third, correctly handle customer complaints and solve them properly in time.
Sales is a long-term and step-by-step work, and product defects are common, so the sales manager should treat customer complaints correctly, treat them as equally important or even worse than product sales, and handle them carefully. In the process of product sales, I will strictly follow the sales and service commitments made by the public. When I receive a customer complaint, I must first make a record of the customer complaint and make a verbal commitment. Secondly, I should report to the leaders and relevant departments in time. After receiving the instructions from the leader, I will work with the personnel of relevant departments to formulate a response plan. At the same time, I want to communicate with customers in time to make them satisfied with the treatment plan.
Fourth, seriously study our products and related product knowledge, and determine the agent's product variety according to customer needs.
Familiarity with product knowledge is the premise of good sales. I also pay attention to the study of product knowledge in the process of sales. I can basically answer questions about the use, performance and parameters of the coating products produced by the company, and I can basically grasp the use, price and construction requirements of some related products.
Market analysis of verb (abbreviation of verb) coating products
The sales area of coating products is large and the market potential is huge. The market analysis of coating sales is as follows:
(A), market demand analysis
Although the market potential of coating application is huge, the competition of most coating factories in Beijing has been very fierce. In addition, after the Olympic Games, there will be a gap in the New Year due to the Olympic rush to build projects. In addition, some paint sales have directly threatened our market share. Although we have a good reputation and excellent quality, we do not have an advantage in price and sales means. Sales tasks will increase by 30%, and sales managers will have a hard time. However, we should also see that we have obtained the certification of three certificates in one this year, which provides more guarantee for next year's efforts. If the last three editions of the market are fully supported by funds, there is still hope to achieve good sales performance. The key is that the company gives greater and stronger support and encouragement to the sales manager.
(2), competitors and price analysis
Through my own understanding of the paint market in recent years, there are two types of paint manufacturers: one is imported and joint venture brands such as DuPont, Shanghai Lin Kai, Shanghai International and Haihong. These enterprises are powerful, and their sales prices have been lowered, and some of them are basically the same as our company, so they have formed scale sales; The other kind is equal to the products produced by our company, and the sales price of such enterprises is lower.
Six, 0* years sales manager's work philosophy
Summing up the work in the past year, there are still many problems and shortcomings in my work. I need to learn working methods and skills from other sales managers and peers. 0* years, I plan to learn from each other on the basis of last year's work gains and losses, focusing on the following aspects:
(1) According to the regional sales situation and market changes in 0* years, I plan to focus on the supply channels of steel structure factories. First, I mainly supply the original steel structure factory, and choose several ones with large consumption and good economic conditions as the focus; The second is to develop new big customers, and the third is to take the form of agents in some areas, so as to make profits for agents to carry out sales work. (2) In 0* year, we should first actively recover the arrears of previous years, and strive to recover the arrears in time, report to the leaders in time, and obtain the support of the company.
(3) In 0 * year, we plan to collect market information more actively, contact in time, strive to participate in bidding, and form large-scale sales.
(4) In order to actively cooperate with agency sales, I plan to study the knowledge, performance and use of agency products after determining the product variety, so as to facilitate the agency products to enter the market quickly and form sales.
(5) While doing a good job, I intend to improve my theoretical knowledge by learning business knowledge, skills and actual sales, and strive to continuously improve my comprehensive quality.
(6) In order to ensure the completion of the annual sales task, I usually actively collect information and summarize it in time, and strive to open up new markets to expand the market share of products.
Seven, some suggestions on sales management measures.
(a), 0* year sales management measures should be clear and concise, clear sales area, task, cost, assessment, reward, delete vague terms, after the end of the year, the sales manager will be paid in full according to this method.
(2) In 0 * years, under the premise of satisfactory negotiation between the company and the sales manager, the standardized and unified sales management measures were carefully revised to make them adapt to a wide range and adjust the ex-factory price according to market changes every year.
(3) In 0 * years, the sales manager was loosely managed, and the fixed eight-hour work system was cancelled, and the form of regular report and summary was adopted. The sales manager will go to the company on business every week 1-2 days. If you are on a business trip, you should report the destination and return time to the leader, and arrive at the company on time after receiving the notice from the leader, so that the sales manager can have enough time for sales planning. (4) Considering the actual situation of the sales manager, reasonably let the sales manager bear the freight, small packaging fees and capital occupation fees, and reduce or compensate the sales manager for the expenses and losses caused by the company's product quality problems.
(5) Due to the shrinking regional market, fierce competition among peers and falling prices, leaders should carefully review the information fed back by the comprehensive sales manager in 0* years, and work out the ex-factory price of the company in line with the company's market conditions to stimulate the sales enthusiasm of the sales manager.
In the past year, because of the global financial crisis, our company's performance did not increase greatly, but the temporary financial crisis did not have a great impact on our company, but we must be vigilant. No company is safe under the financial crisis. Maybe a good company will go bankrupt tomorrow, so we must be alert and alert to the impact of the financial crisis on us.
In the years to come, I will work harder and harder and try not to make mistakes. This is necessary for me. I am the most strict with myself, and I must do my best for the cause of the company!
I hope the company can continue to develop and improve its performance in the new year, which is a better future for the company!
Summary of Marketing Activities Chapter II Preface I have studied in a university for three years, but most people still have a little knowledge of this major. At the end of the freshman year, the college organized a one-week internship for us, but because the knowledge learned at that time involved very little knowledge of this major, it was difficult to connect what we saw with this major, and many students were always at a loss about this major. This summer vacation, a group of students in our marketing department were recruited to Galanz for special reasons. Due to the rush of time, we finally gave up the final exam and came to Zhongshan base to start a one-month marketing internship.
Guangdong Galanz Group Co., Ltd. is one of the best groups in the global household appliances industry.
Galanz Company was established on September 28th, 1978. Over the past 29 years, Galanz has developed healthily, continuously and rapidly, and positioned itself as a global famous brand home appliance manufacturing center. By XX, Chile had promoted more than 20,000 employees, and the development of three manufacturing bases, namely, the global microwave oven manufacturing center, the global air conditioning manufacturing center and the global small household appliances manufacturing center, kept the microwave oven manufacturing number one in the world. Entering the world's first-line air-conditioning brand camp, Galanz electrical products sell well in nearly 200 countries and regions around the world, with annual sales of 654.38+03 billion and foreign exchange earned by export reaching 700 million US dollars.
First, we were assigned to practice in Zhongshan for a week, from the initial corporate culture to the introduction of expanding sales, then to the basic knowledge, sales skills and skills training of air-conditioning products, microwave ovens, small household appliances, kitchen and bathroom products and specialty stores. During so many days of training, I felt the strength of the enterprise and my own confidence in the enterprise, which made me feel the affection and teamwork spirit of big enterprises and big families.
During the training internship in Zhongshan, all of us worked hard. Because of my outstanding performance in this training, I was assigned to Dongguan as an internship by Zhongshan Personnel Department. When I came to Dongguan, I was assigned by Dongguan Galanz Home Appliances Chain Co., Ltd. to be the manager of Galanz Store in Hubao Huangjiang. At that time, I was assigned here, and everything was terrible. It's hard to be alone outside, and no one cares about me. For the first time, I ate and lived with the decoration workers. At that time, I really wanted to leave when I thought of the good study environment before, but I didn't, because I knew this was my opportunity to work in a big company. I believe I can support it. In the future, I may face more difficulties. If I can't even overcome this difficulty, I'll be too sorry for myself. After I came to Huangjiangbao Lake, I began to take over the decoration problems here, for fear that they would cut corners. So I, the store manager, will be responsible for the decoration here first. Galanz Company is the first group in China to directly open a home appliance chain. Galanz Group will open 3,000-5,000 Galanz home appliance chain stores nationwide in the next three to five years to implement real direct sales. This sales strategy will be the future development trend of the whole country and even the whole world. Galanz has taken the first step, which is another myth after 13 microwave oven continuously hit the first place in the world.
Dongguan Galanz Home Appliances Chain Co., Ltd. was established in May this year. June is the renovation period of each store, and it is also a good opportunity for us to find customer resources. Because the door is being renovated now, we are only responsible for the management here. At the same time, we are looking for new customers here. First, establish a good network here, be familiar with the environmental protection work in Huangjiang town, and so on. "Try to impress customers!" Is the purpose of our enterprise.
As employees of Galanz, we are well aware of many existing problems. There are still many problems in the establishment of Dongguan Company and the new company in May. First of all, logistics preparation, personnel management, the company's price, after-sales service of the company's products, promotion plan and other issues have become our current thorny issues. The company has great defects in personnel management, but these problems need to give the company some time to polish. Let him grow up in an all-round way. We firmly believe that new things will definitely overcome old things, because new things have strong vitality, but there are also many difficulties and setbacks in the growth of new things, which need our joint efforts and cooperation to solve.
Came to Dongguan Galanz Home Appliances Chain Co., Ltd. to receive financial training. I applied the financial knowledge I learned before to my present job. Every company here has its own financial knowledge. As a qualified store manager, I must know my own products like the back of my hand, and I must also know my competitors' products like the back of my hand. Huangjiang is not famous for Gome or Suning Appliance. He is an obscure private entrepreneur named "Huangjiang Huaxing Electric Appliance" and "Biaosheng Electric Appliance" in Huangjiang, because Huaxing has a strong network in Huangjiang, and Biaosheng Electric Appliance has a good business promotion in Huangjiang, and the prices here are not low regardless of Gome or Suning. In this air-conditioning industry, Gree buys brands, Midea sells brands and prices, and is ready to eat this big fat meat of air conditioning. However, Galanz now has its own stores in almost every town in Dongguan. Galanz divided a big store into 10 small stores, and let us send our services home, not only selling brands, but also selling our services. We can deliver the product to the customer's door, but the only thing we still lack is to deliver the product to the customer's home. Our Galanz products are absolutely dominant in this place. Why do you say that? First of all, our price is cheap. For example, Galanz was selected as the special product of the Olympic Sports Center in XX (that is, we used Galanz's light wave air conditioner during the XX Olympic Games). Kf25-p5o machine only bought 1450, Haier's KF25 machine sold 1799 and Gree's sold 1850. Midea sells the same amount to 1680, and we follow up the service, so our products are absolutely dominant. As far as I know, Huangjiang Town is one of the "Top 100 Towns in China" with developed industries and complete facilities. At present, there are more than 700 internationally renowned foreign-funded enterprises such as Philips, whose main industries are electronics, plastics, hardware, footwear, furniture and toys. Guangdong Sun God Group, which is famous at home and abroad, grows and develops here, so Huangjiang Town is also known as the place where "Sun God" rises. In XX, the gross domestic sales value of Huangjiang Town was 65.438+26.9 million yuan, and the total export value was 627 million dollars. Dongguan was rated as one of the top ten most attractive cities in the world in XX. Therefore, our company is most optimistic about the development of Dongguan.
In personnel management, we send messages to company leaders before going out every day. Every day when you go to work, you should make a good work plan for yesterday, then assign the work of the shop assistant, fill out our work plan and fax it to Dongguan subsidiary before 4 o'clock. The company will conduct telephone spot checks on the store managers and shop assistants of all doors at any time, hold regular meetings as usual every week, write a summary every day, have a summary every week and have a statement every month. Put forward the question, why the sales performance of specialty stores is not good, and analyze it from two aspects. Let's summarize the situation in the store and the situation outside. The sales of specialty stores are divided into two parts, the first store sales. Secondary out-of-store sales (including engineering machines, group purchases and bundled sales).
As for the distribution of work in chain stores, managers and shop assistants take turns to go out to run business. What a person needs to do in a store is to register the people who enter the store, comprehensively analyze the questions raised by customers (potential customers or prospective customers), and then summarize the questions raised by customers at night. Everyone who goes out should work according to the plan written yesterday, because Galanz has a saying that greatness lies in action! In essence, it is to visit the customer, talk about what to write (including the basic situation of the customer, the willingness to cooperate and the way of cooperation), and then tell the clerk what I did and what kind of information I got when I came back at night.
A qualified store manager should have several qualities.
First: thinking, planning and action-analysis and summary.
Second: sensitive to new things.
Third: the ability to convince customers.
Fourth: carry the greatness to the end-it lies in action.
Fifth: organizational ability, good publicity and promotion ability (publicity and promotion are directly proportional to business scale)
Sixth: Demobilization ability (failure is not terrible, what you are afraid of is that you can't stand up and be defeated by yourself after failure), with strong action motivation,
What Dongguan Galanz Company wants is teamwork spirit, and does not emphasize individuals, because teams are composed of individuals, and individuals form teams. At the same time, we should embody our team spirit. Why can wolves survive after thousands of years of evolution, but there are no old, weak and sick wolves? Because they never act alone and never attack living animals stronger than themselves. So they survived. So teamwork is very important.
Let's talk about the placement, transportation and storage of our Galanz store products. We adopt unified logistics and distribution, and are very particular about the placement of products. Those who should be placed in a conspicuous position should take these questions as customers and take stock of the goods in our store once a week. Ensure the safety of products. Ensure that the products in the store are intact. Moisture-proof
Galanz will sign contracts with store managers and clerks in June and February of 5438. At that time, the store manager and the clerk will be responsible for the sales of their own stores. But now it is only a transitional period, and a joint-stock system will be established around March next year. According to this development model, the company will gradually break away from the restrictions of subsidiaries and implement a joint-stock system, accounting for about 30%-50% of the shares. According to the company's plan, 3,000 to 5,000 rooms will be opened nationwide in the next three to five years, which meets the needs of the market and future economic development. The company model has been established, and Galanz will create new myths in the near future.
After a year and a half of hard work and struggle, as a marketer engaged in credit card marketing in Guangfa Bank for nearly a year, I always think that all marketing products should have the following qualities: sensitive response ability, knowing how to guess the psychological changes of customers, understanding and interpreting products, language expression ability and good psychological quality.
After a year and a half of hard work and struggle, there are joys, sorrows, laughter, tears, successes and failures in this year's marketing work. However, in a very short time, I deeply realized that no matter what I do, I should have full confidence in myself.
In addition to having enough confidence and experience in yourself, it is more important to have your own mentality. I am a marketer and have just been promoted to the head of a small team. I feel honored to have just been promoted, but invisible pressure is coming at me, but appropriate pressure can give me motivation. I also want to share it with you here. I believe many colleagues who work in the company also have unique opinions. Learn from others, apply what you have learned, and open up a world for yourself!
Lesson 1: Have confidence in yourself.
When I first started my marketing work, I hesitated when I wanted to visit my customers, and I was afraid to enter the door. I finally got up the courage to enter the door, but I was too nervous to know what to say. At the beginning of introducing the product, the customer sent it away in a few words. Repeated visits failed, and I began to make excuses and complain for myself. But I never realized that while making excuses for myself, I had become quite negative. Negative emotions have a great influence on my work. Later, the leader knew about it and talked to me a lot. He told me: "A qualified salesman must first have full confidence. Only when he has full confidence in himself can he eliminate the fear of facing customers, give himself a clear idea and introduce products to customers through fluent language. " These words are deeply engraved in my mind. Whenever I feel depressed, I secretly cheer myself up. I firmly believe that as long as you have confidence in yourself and your products, you have already achieved half the success.
Lesson 2: Set yourself a goal that can be achieved at different times.
Everyone should arrange their work reasonably every day, with a plan and purpose. In order to avoid blindness, it can be said that there is no direction. This kind of situation often gets twice the result with half the effort, not worth the loss. Now, as a new marketing team leader, I have to lead the team members besides myself. Since you have led a small team, you must have a careful work plan, reasonable time arrangement, adequate personnel deployment, good team spirit and so on. Set a goal for yourself and your team members!
Lesson 3: gain the trust of customers in an instant
When marketing products, make friends with customers, so that customers have a good impression and trust in themselves. What you say when you meet a customer for the first time is very important, and a good opening speech is often half the battle. Of course, gaining customers' goodwill and trust in an instant is not only reflected in the first meeting, but customers may be cold to marketers for a long time in the conversation, but some changes in details may win customers' hearts.
Lesson 4: Learn new knowledge in marketing failure.
As the saying goes, "failure is the mother of success"! In the process of marketing, many times you will meet all kinds of customers. Maybe you are lucky to meet easy-going customers, but there are also unlucky days when customers are particularly difficult to catch you. Don't be discouraged after so many failures. We should find the reason from the root of the matter, why it failed, whether the professional knowledge is not in place or the marketing skills are not as good as others. I hope we won't make the same mistake often next time.
The above points are some of my experiences from the position of marketing personnel to the position of marketing team leader. If we can do it: "Grasp the present, learn from the past and start to create the future. Imagine a bright future, make a practical plan and do something today to realize it. Clear your goals and explore ways to make your work and life more meaningful, and you will be happier and more successful!