This customer is a modern technology enterprise that produces electronic products in China, mainly engaged in the production and sales of audio equipment, digital products and computer peripherals. Due to the lack of scientific and standardized management system, customers have been in a state of loss for a long time.
Key customer questions:
The sales forecast is not accurate enough, and the accuracy of sales forecast within one month is only 60%-70%, which leads to the temporary scheduling of some temporary orders and the temporary procurement of raw materials, resulting in rising costs; In terms of sales channels, relying entirely on dealers and rarely using direct sales not only affects the establishment of enterprise product brands, hinders the feedback of market information, but also directly leads to the reduction of enterprise profits; Customers do not analyze the key links in the sales process, so it is difficult to strictly control and grasp the key points, and the sales process is arbitrary, which leads to high sales cost and difficult to improve efficiency; Without a special market department, the functions of market planning and market information analysis are seriously lacking.
Solution:
On the basis of all-round investigation and diagnosis, the marketing management system of customers is deeply analyzed through consultation, and the bottleneck that hinders the sales promotion of enterprises is found. Help customers to establish a scientific and standardized sales forecast system, submit sales forecast information regularly, and compare it with sales situation to realize dynamic management of enterprises; Adjust the customer's channel strategy, improve channel management, ensure the reasonable proportion of direct sales and distribution, and strengthen the maintenance of middlemen and end customers; Establish a complete and standardized sales process management system for customers to ensure the success rate of sales; Greatly adjust the assessment of existing sales staff, incorporate sales forecast and communication with end customers into the assessment system, and promote the overall improvement of sales performance; Design and customize a set of perfect market function system for customers to ensure the rapid and orderly development of enterprise sales and always be under the control of enterprises.
Implementation effect:
Because the new marketing system and sales plan solve the problems from the macro and micro aspects of the marketing management of customers' enterprises, after the implementation of the new plan, the marketing management of customers presents an efficient and orderly state, and the control of enterprises on the market and sales is obviously enhanced. These are clearly reflected in customer performance. After the implementation of the consulting project, the customer realized a profit of100000 yuan in that year, and turned losses into profits completely. At the same time, it helps customers to fully integrate domestic business and international business and realize the optimal combination of internal and external business. In terms of sales, we have forged a strong sales team for our customers, developed many new customers on the basis of retaining the original customers, and promoted the overall sales performance.