Chapter 1: Personal annual work summary, Marketing Manager. Looking back on the past year, I have matured a lot, and I am filled with emotion and gained a lot. "Busy and rewarding, tired but happy. For me, this year's work is unforgettable and impressive. The change of work place and environment, as well as the adaptation and adjustment of a series of work ideas and methods, pressure has brought me the horn of progress, and fatigue has also integrated into the joy of harvest. With the support of the company's leaders and the close cooperation of colleagues, we are loyal to our duties and conscientious, and have completed our own work and all the work assigned by the leaders. I will summarize my performance, thoughts and actions in the past year as follows:
I. Work performance
Go out to see customers every day, strengthen your image, improve your quality and be strict with yourself. Don't be lazy, forget your job, forget your job responsibilities and tasks just because of one person. We should be aware of our work and responsibilities. Be sure to treat customers sincerely. The law of office work is "irregular". Therefore, I must have a correct understanding of my work and value, correctly handle the bitterness and joy in my work, gain and loss, persist in dedication, be honest and dedicated, and have a summary and reflection on my personality in the process of business tempering. My business is efficient when I finish my work on the same day. The company may keep idle people, but I don't expect them to be me. So I must work hard, study hard and strive for an early breakthrough. After such a long time of study and exercise, I have made necessary progress in my work.
Second, the work attitude
Work attitude should be strict with self-discipline, and constantly strengthen the construction of their own style. Since I came to the company, I have been strict with myself, and I have always regarded plain, willing to pay and obscurity as my own criteria. Style is an image problem of the company. Can't let customers say that Guangyuan's style is problematic for personal reasons, and regard Guangyuan as their home, sharing weal and woe. At work, we should use our own actions to regulate all our words and deeds. Strive to strengthen self-professional knowledge and do a good job in customer service. Adhere to the follow-up principle, follow up every customer with the results, and strive to improve the communication level. In this year, although I encountered many difficulties, I can still learn a lot as long as I try my best to solve them and have an optimistic attitude.
Iii. Organization of work
I have done a lot of work in the past year. Although I haven't achieved anything yet, I will keep working hard and believe that my grades will get better. Because the company attaches great importance to our _ _ market, it has specially sent an automobile cooperation office to make us more confident in our work and business. So far, the car has been with me for four days, all the way from _ _ to _ _. I went to about 19 homes, and the route and address may not be very familiar, so some customers did not visit in the plan, but the effect was very good and achieved the expected effect. Because three companies have collided with Zhang Jing's haircut, seven of them are my intended customers at present. I will continue to work hard to track and communicate, and strive to make achievements in the next year, which is also a subtle reward for myself and the company. At present, there are also two basic verbal commitments to place orders around next year. I can't relax at this time. The more critical it is, the more decisive it is. So when you laugh before the goods arrive, maybe it's just the beginning.
Four. Next Work Plan and Prospect
In the next step, I will continue to follow up the current intended customers until I get the result. I will conquer targeted manufacturers, visit more and communicate more. Then according to the information, contact new customers to find the person in charge, expand slowly, expand when I can grasp the situation, strive for progress steadily and develop steadily. These are my personal experiences and ideas, and I will devote myself to the market work.
Chapter II: Personal annual work summary of Marketing Manager. The first half of the year will be over. In the past six months, I have gained something through my efforts. The work in the second half of the year is about to begin, and I think it is necessary to make a summary of my work as a sales manager. The purpose is to learn lessons and improve myself, so that I can do a better job as a sales manager, and I have the confidence and determination to do a good job as a sales manager in the second half of the year. Next, I will make a simple summary of the sales manager's work in the first half of the year.
I. Summary of work
In the past year, through the joint efforts of all employees in the sales department, the popularity of our products has gradually been recognized by market customers. Good after-sales service and excellent product quality have won unanimous praise from customers, as well as valuable sales experience and some successful customer cases. This is what I think we have done well, but there are still great problems in our work in other aspects.
Second, the sales situation
Judging from the above sales performance, our work is not good, which can be said to be a big failure in sales, which has caused great pressure on us to open up the market.
Although there are some objective factors, other practices in the work of sales managers also have great problems, mainly in:
1. There are too few basic customer visits in sales work.
The marketing department began to work in mid-April this year. At the beginning of the work, there were _ _ recorded customer visits. Plus _ _ days of unrecorded time, the total number of customers visited by three salespeople in one day is _ _. Judging from the above figures, our basic work of visiting customers has not been done well.
2. Communication is not deep enough
In the process of communicating with customers, salespeople can't clearly convey the situation of our products to customers and understand their real thoughts and intentions; Unable to respond quickly to suggestions made by customers. When conveying product information, we don't know the customer's understanding or acceptance of our products. __X and Automobile Transportation Co., Ltd. are an obvious example.
There is no clear goal and detailed plan for the work.
Sales staff have not formed the habit of writing sales summaries and plans, and sales work is in a laissez-faire state, which leads to various adverse consequences such as the lack of unified management of sales managers' work, unreasonable distribution of working hours, and chaotic work situation.
4. The development of new business is not enough, the business growth is small, the personal salesman's sense of responsibility and work planning are not strong, and his business ability needs to be improved.
Third, the market analysis
There are many brands on the market now, but mainly those companies. Now our products are first-class products in terms of product quality and function. In terms of price, it sells at a high price. In the process of selling products this year, the most involved problem is the price of products. Several customers lost their orders because of the price. In the face of small customers, price is not very important, but some customers are very sensitive to the price of products.
Fourth, summary.
In the sales work in the second half of the year, I think the price of products should fluctuate appropriately, which can promote the sales of sales staff. In _ _ _ region, our company entered the market late, and the product popularity and price have no advantage. There is great pressure to open up the market in _ _, so we put the main market in regional cities, where the market competition is relatively less than _ _. With the reduction of external factors and the flexibility of our sales staff, I believe we can do better than before.
The market is good and the situation is grim. It can be summarized in this sentence. Today, with the rapid development of science and technology, this year is a year of great achievements. If we don't do a good job in the market within this year and seize this opportunity, we are likely to lose this opportunity and never have a chance to do this market again.
I think the development of the company in the second half of the year is inseparable from the overall quality of employees, the company's guidelines and team building. Improving the standard of execution, establishing an excellent sales team, and having a good working mode and working environment for the sales manager are the keys to the work.
Chapter 3: Summary of Marketing Manager's Personal Year-end Work. This month is a bit long. I don't know what's going on, maybe it's because there are too many intermediate problems! First of all, I had a little problem when I visited my customers, and then the fire broke out in Daxing Old Palace, which also caused our customers to be a little afraid to place orders!
Generally speaking, I am analyzing my career. Now we have only done more than 10 thousand in these two months, which is not as good as the business volume in another month! Even better, the turnover of a contract is not as high as others! I still can't get the first place in the third echelon, let alone the second echelon, that's my limit! In these contracts, there is also a large vertical milling machine, and the rest are some customers who may cooperate with it once, that is, online customers.
Your own work objectives:
I didn't achieve my work goals, even the minimum tasks stipulated by the company. This is an oversight in my work. Although I worked hard, I still didn't do well enough. As long as I do it well, I believe I will succeed one day, but I can't just do it if I want to. Even if you don't do it, it's equivalent to nothing!
Compared with last year, this year's market should be incredible, but why do you still feel so hard to do it yourself? Is that I don't have my own customer base. I didn't do what manager Wang asked me to do at first. I just found out that there are three potential customers a month. It has been two years now, that is to say, it has been x months. Multiplying x means that I should have 72 customers in my hand now, but the result is! Not much! That is, xx customers can't maintain themselves well, so there should be 36 customers now! Really? No, if you have xx potential customers now, your life will not be worrying. There are 20 bosses who pay you every month. What are you worried about? Still not doing well enough!
The market is different:
Now this year's situation should be dominated by us, but it is our weakness that makes it look like it has been pinned down by customers. Maybe that's why we have to sign the bill! Just like the customer signed a contract today, the customer said that you can just pull the goods and get the cash directly. I said this is cash, you have to pay the full amount, and we will deliver the goods to you. The result is a difference of 500, because some banks stipulate that they can only remit 50 thousand!
To sum up, we should observe the market trend better and more closely now, so as to better grasp the form of our industry!
Improve your business ability and quality! In fact, doing business is being a man. People do well, have a wide range of friends and strong communication skills, and business can be done better! Being a man is a very important aspect, and your professional knowledge is indispensable, so if you want to do a good job, you must learn unlimited knowledge in a limited time, and have better communication scope and conversation ability than ordinary people in being a man!
What I am doing now is to improve my service quality and business ability, so that the business of a group of old customers can be consolidated and developed. In my future work, I will further improve my working ability and professional quality.
(1) Strengthen communication and contact with customers and try every means to establish a good cooperative relationship;
(2) Constantly sum up your work, improve your working methods, strengthen the study of professional knowledge involved in the work, keep abreast of the production and operation of customers and competitors, and handle problems in time when found;
(3) Feedback customer requirements and product quality to relevant departments in time, strengthen communication and cooperation with horizontal departments, and make our product quality and service meet customer needs;
(4) Do a good job in pre-sale, in-sale and after-sale services.
Chapter Four: Personal annual work summary of Marketing Manager. Since I took over the sales work, I first learned and sorted out some customer problems left over from the original work, enriched the sales scene, and then learned about the customer groups targeted by the project. In my opinion, to improve sales performance, we must first understand our customer base, the direction of customer concern and the perspective of trust. Through these publicity, we will definitely arouse the voice of our customers. Thus, it enriches the revision of sales cases, outdoor publicity, outdoor huge advertisements and leaflets. So as to change the visual impact of customers on xx, and once this step is completed, potential customers can be excavated again.
After that, I got to know and communicate with every salesperson in the sales department. There are old employees and new employees (not formally employed). It is difficult for old employees to meet their own quality and requirements, and it is really difficult to drive new employees.
I think this kind of team is too scattered. Although everyone is gold in some ways, they must get together to have energy. After seeing this situation, I called the whole sales team together. We have meetings, discussions and exchanges, and everyone has to talk. I want to change this team through various channels. Change your original work attitude and understanding of sales work. Enhance their sense of urgency. So as to achieve a strong sales team. Although many discordant factors were encountered in the reform, with the support of the company leaders, a certain goal was finally achieved. Price increase once and discount adjustment twice, achieving the result of selling xx suites in one year.
The sales department has gone from a dozen people to seven or eight people to five people now. Although the number of people is decreasing, the job performance has not decreased with the decrease of each job task. So the strength of the team is infinite. The real estate market is ups and downs. As front-line salespeople, they should know the local real estate market like the back of their hands. For competitive real estate, we should know ourselves, be competitors and learn from them, and establish our own unique characteristics.
Looking back on the work process in the past year, the support of company leaders is the most important, and the fighting spirit of company leaders deeply shocked me. I hope that in the future work, the company leaders can create more learning and exercise platforms for us, so that each of us can go up a storey still higher.
Chapter Five: Personal annual work summary of Marketing Manager. I started to work as the sales manager of the company in X this year, and started to set up the marketing department in X. Before I took charge of the marketing department, I had no sales experience in xx, just because I was enthusiastic about sales and lacked sales experience and industry knowledge in xx industry. In order to quickly integrate into this industry, I started from scratch after I joined the company, while learning product knowledge and exploring the market, and encountered difficulties and problems in sales and products. I often ask the manager, several leaders of the head office and other experienced colleagues to seek solutions to problems and study targeted strategies for some difficult customers, which has achieved good results.
By constantly learning product knowledge, collecting information from the same industry and accumulating market experience, I now have a general understanding and understanding of the xx market. Now I have been able to respond to all kinds of questions raised by customers clearly and fluently, accurately grasp the needs of customers and communicate well with customers, so I have gradually gained the trust of customers.
Therefore, after half a year's efforts, we have also achieved several successful customer cases, and some high-quality customers have gradually accumulated to a certain extent and have a more transparent understanding of the market. While constantly learning product knowledge and accumulating experience, my ability and business level have been greatly improved. In view of some changes in the market and competition in the same industry, I can now come up with a relatively complete plan to deal with some emergencies. For a project, you can always operate.
First, there are shortcomings.
I don't know the market deeply enough, and I have a weak grasp of the technical problems of the products, so I can't explain them clearly to customers, and I can't come up with good solutions to some big problems quickly. In the process of communicating with customers, we rely too much on and trust customers, which leads to a series of adverse reactions. The work is not done well, and I feel that I am still in the position of a salesperson. My lack of training and guidance for marketing personnel has affected the sales performance of the marketing department.
Second, the department work summary
In the past year, through the joint efforts of all the staff in the marketing department, our company's product popularity has gradually been recognized by customers in xx market. Good after-sales service and excellent product quality have won unanimous praise from customers, as well as valuable sales experience and some successful customer cases. This is what I think we have done well, but there are still great problems in our work in other aspects.
Third, the company's total sales in 20xx.
1, judging from the above sales performance, our work is not good, which can be said to be a big failure in sales. The product price is chaotic, which brings us great pressure to open up the market.
2. Although there are some objective factors. Other practices in the sales manager's work also have great problems, mainly in the fact that there are too few basic customer visits in the sales work. The marketing department started to work in the middle of this year. At the beginning of work, there were xx customer visits with records, and the summary without records was xx. Generally speaking, the number of customers visited by three salespeople in a day is xx. Judging from the above figures, our basic work of visiting customers has not been done well.
3. Communication is not deep enough. In the process of communicating with customers, salespeople can't clearly convey the situation of our products to customers and understand their real thoughts and intentions; Unable to respond quickly to suggestions made by customers. When conveying product information, we don't know the customer's understanding or acceptance of our products. Automobile transportation co., ltd is an obvious example.
4. There is no clear goal and detailed plan for the work. Sales staff have not formed the habit of writing sales summaries and plans, and sales work is in a laissez-faire state, which leads to various adverse consequences such as the lack of unified management of sales managers' work, unreasonable distribution of working hours, and chaotic work situation.
5. The development of new business is not enough, the business growth is small, the personal salesman's sense of responsibility and work planning are not strong, and his business ability needs to be improved.
There are many brands in xx market now, but mainly those companies. Now our products are first-class products in terms of product quality and function. In terms of price, it sells at a high price. In the process of selling products this year, the most involved problem is the price of products. Several customers lost their orders because of the price problem. In the face of small customers, the price is not too important, but in the face of large purchases, customers are very sensitive to the price of products.
In next year's sales work, I think the price of products should fluctuate appropriately, which can promote the sales of sales staff. In xx area, our company entered the market late, so we have no advantage in product popularity and price. There is great pressure to open up the market in xx, so we put the main market in regional cities, where the market competition is relatively smaller than that in xx. With the reduction of external factors and the flexibility of our sales staff, I believe we can do better than before.
The market is good and the situation is grim. It can be summarized in this sentence. Today, with the rapid development of science and technology, next year will be a promising year. If we don't do a good job in the market and seize this opportunity in the next year, we are likely to lose this opportunity and never have a chance to do this market again.
Four. 20xx work plan
In the sales manager's work plan for next year, the following tasks will be mainly completed:
1. Establish a sales team that is familiar with business and relatively stable.
Talent is the most valuable resource of an enterprise, and all sales achievements come from having a good salesperson. Establishing a united and cooperative sales team is the foundation of an enterprise. In the sales manager's work next year, it is an important task to build a xx, lethal team.
2. Improve the sales system and establish a clear and systematic business management method.
Sales management is a long-standing problem in enterprises. It is a laissez-faire state for salespeople to go on business trips and meet customers. The purpose of perfecting the sales management system is to let the salespeople exert their subjective initiative in their work, have a high sense of responsibility for the work of the sales manager, and improve the sense of ownership of the salespeople.
3. Cultivate sales staff to find problems, sum up problems, and constantly improve their habits.
The purpose of training salespeople to find and summarize problems is to improve the comprehensive quality of salespeople. In the work of sales manager, I can find and summarize problems, put forward my own opinions and suggestions, and improve my business ability to a new level.
4. Establish sales and service outlets in regions and cities. According to a series of problems encountered in this year's business trip, the scheduled customer suddenly changed the itinerary, broke the contract, and the vehicle was not at home, which disrupted the planned itinerary and failed to successfully complete the business trip. Causing a waste of time and money.
5, sales target, the most basic sales target this year is to have a list of monthly income. According to the sales task assigned by the company, the task is divided into month, week and day according to the specific situation. Divide the monthly, weekly and daily sales targets into each salesperson to complete the sales tasks in each time period. And improve sales performance on the basis of completing sales tasks.
I think the development of the company next year can not be separated from the overall quality of the employees of the company, and can not be separated from the company's guidelines and team building. Improving the standard of execution, establishing an excellent sales team, and having a good working mode and working environment for the sales manager are the keys to the work.
Chapter VI: Personal annual work summary of Marketing Manager. First of all, it summarizes the overall environmental conditions of the market this year, such as the change of industry market capacity, brand concentration and competitive situation, the change of competing products market share, the change and characteristics of channel mode, the change and characteristics of terminal types, the change of consumer demand and the characteristics of regional markets. The purpose is to understand the present situation and development trend of the overall market environment and grasp the pulse of the market environment.
Secondly, the performance of the main competing products in the market is deeply analyzed from the aspects of product series, price system, channel model, terminal image, promotion, advertising, marketing team and strategic partners. , so as to know yourself and know yourself. The purpose is to find the excellent marketing model of benchmarking enterprises, and tap the gap and deficiency between themselves and benchmarking enterprises.
Finally, it summarizes and analyzes its own marketing work, including sales data, target market share, product mix, price system, channel construction, sales promotion, brand promotion, marketing organization construction, marketing management system, salary incentive and so on. SWOT analysis should be made for key projects, so as to be comprehensive and systematic. The purpose is to extract the key problems, analyze the initial reasons, and then it is possible to formulate corresponding solutions.
Take precautions and win thousands of miles away. The marketing work plan for the new year is to emphasize that man proposes something, and to plan and deploy the overall marketing work of the enterprise in the new year systematically and comprehensively. However, we also need to understand that the annual marketing plan is not a marketing plan, but a strategic thinking based on annual analysis and summary. A detailed marketing plan needs to be broken down into quarters or months, and only in this way can it be of practical significance.
Goal orientation is the key to marketing. In the new year's marketing work plan, the first thing to do is to formulate marketing objectives, which are concrete and data-based objectives, including the overall annual sales objectives, cost objectives, profit objectives, channel development objectives, terminal construction objectives, staffing objectives and so on. , and do a detailed decomposition. For example, the sales target of end products should be decomposed into every region, every customer, every system and so on. Circulation products are decomposed into every region, every customer, etc.
The second is product planning. New product development plan and product improvement plan based on consumer demand analysis; Analyze regional leading products through sales data and draw up regional product sales mix; According to the characteristics of different regional markets and the existing customer network resources, the channel positioning of regional products is put forward. Then, a standardized price system should be formulated, from the CIF price to the suggested retail price, including the price fluctuation range of all intermediate links. Sometimes it is necessary to draw up a phased price adjustment scheme in combination with the product life cycle.
If the enterprise still has blank areas to fill, or the existing dealers can't afford to sell new products, it is necessary to formulate regional investment promotion plans or customer development plans. Terminal products also need to improve the development planning of Shang Chao store.
Then draw up a brand promotion plan to expand brand influence and enhance brand reputation and loyalty, which needs to be divided into terminal image building, promotion activities, advertising, public relations activities and so on. Clarify the theme of promotion planning and the form of promotion combination.
Finally, the marketing cost budget, which calculates the distribution ratio of each project cost, each product cost and each stage cost respectively.
In this way, the overall annual work summary and the new annual marketing work plan can be considered as a complete system. However, in order to ensure the smooth and efficient development of marketing work, it is necessary to strengthen key work processes and key systems from within the enterprise and cultivate organizational execution.