The annual target of M Company in 2020 is 500 million yuan, of which the target in East China is10 million yuan. We use the reverse method to determine how many marketing actions are needed to achieve this goal.
1, the average sales of each project is about 200,000-300,000, and here we take the median value of 250,000; 400 projects need to be completed in the whole year to achieve the goal.
2. Each final contract needs 1.5 projects to enter the business negotiation stage, that is, 600 projects need to enter the business negotiation stage one year, and the conversion rate of this link is 67%.
3. Before the business negotiation, most of the projects need to be tendered, and the winning rate is about 30%. It takes 2,000 tendered projects to meet the demand.
4. Before bidding, you need to submit the first draft of a specific plan, establish a certain trust relationship with the relevant person in charge, and complete a series of marketing actions such as visiting, demand mining and plan formulation. As long as you can dig and solve the demand, you can basically get the bidding documents. But if you don't have a good understanding of customer needs, you may not invite customers to bid or negotiate. About two-thirds of the projects here are available, so the number of project information to be stored has risen to 3000.
5. An important link in project tracking is to obtain project information, get in touch with relevant responsible persons and enter the visit stage. About 50% of the calls in this area cannot be further tapped. Therefore, the number of required project information rises to 6000 again.
6.M Company publishes advertisements through the Internet, participates in exhibitions and has a good interactive relationship with relevant design units. You need to invest about 5 million yuan every year to get some project information. In addition, the information of marketers' old customers has been introduced for one year. But some information is useless, and the available information after screening is about 60%.
7. Therefore, M Company needs 65,438+00,000 items of project information in East China to achieve the annual target.
8. There are about 400 marketing personnel in East China, each of whom needs to collect more than 250 project information, complete the telephone call of 150 customers, complete the in-depth tracking of 80 projects, complete the bidding of 50 projects, negotiate at least 15 projects, and finally sign at least 10 project contracts.
Therefore, the proportion of the overall project information converted into successful projects is 4%. From this picture, we can see why life is unsatisfactory in nine cases out of ten.
This inference is made through the data of a large area. For the overall goal of 500 million, although the conversion rate of each link will be different in different regions, taking East China as an example, it can basically be inferred that the whole enterprise needs at least 50,000 project information. For an enterprise, this is a very considerable figure. Moreover, the demand of any industry is not infinitely increasing, and it is more or less within a certain range. In other words, it is obvious that you need 50,000 project information, while there are only 40,000 projects in the market all year round. This is a very realistic problem. Therefore, many times the goal can't be achieved, and it is often that a series of links have more or less problems, rather than a complete link. In the next article, we will discuss how to ensure the realization of the goal without changing or even reducing the amount of project information.