Sales plan management system, basics of sales plan management
Annual sales plan management
Sales policy plan 1. Basics of sales plan management
□ The structure of the sales plan
1. Is the sales plan the basis of each plan?
The sales plan must include the entire detailed product sales volume and sales amount to be complete. In addition to the company's business policies and business goals that require detailed product sales plans, other plans and implementations, such as future development plans, benefit plans, profit and loss plans, asset and liability plans, etc., all need to be based on the sales plan. ?
2. Contents of sales plan?
The content of a concise sales plan should at least include the following points:?
(1) Product plan ( What products will be produced?)?
(2) Channel plan (through which channel?)?
(3) Cost plan (how much will it cost?)?
(4) Sales unit organization plan (who will sell?)?
(5) Total sales plan (where to sell? What is the proportion?)?
(6) Promotion plan (how to sell?)?
It is easy to see that the total sales plan in item 5 is the most important, and the content of the sales plan can be roughly covered in it. The total sales plan is often the sales plan The essence of the sales plan is also the central issue of the sales plan. The content of the sales plan can be seen in Figure 14.2.1. □ Preparation of annual total sales plan
1. Refer to the sales performance of itself and competitors in the past year?
As shown in table (2.2.2), the first and Column 2 is a comparison of the company's performance in the past year and its competitors' sales performance. With reference to this information, sales volume and average unit price plans can be listed. ?
2. Benchmarks such as profit and loss balance points?
As shown in column 3.4.5.6 of the table, the calculation formula is also listed in the notes of the table. ?
3. The total sales volume of the business development plan?
The total sales volume of the business development plan is compiled by integrating many political, economic, and social changes. ?
4. Convene a meeting to make final inspections and improvements and final decisions?
Columns 1 to 7 of the table must be comprehensively inspected item by item in the meeting, and the The final total sales plan decided at the meeting is recorded in the decision plan in column 8. This final decision amount is the basic total sales plan for business development, and the sales target of each business department can be increased as appropriate to serve as the department's internal target plan. Among them:
3. Benchmark of profit and loss point = fixed expense estimate + planned sales profit/planned profit margin × 100?
Planned profit margin = 100 - (variable expense estimate (estimate/total sales) × 100?
4. Asset turnover rate basis = planned assets × number of turnovers per year?
5. Net profit rate basis = planned annual net profit before tax/planned total sales to pre-tax net profit rate × 100?
6. Added value basis = (planned number of employees × added value target per person) / planned added value rate × 100 □ Preparation of monthly sales plan
1. Collect monthly sales performance in the past three years?
As shown in Table 14.2.3, take out the sales performance data for the past three years, and carefully understand the monthly sales of each year.
2. Total the sales performance of the past three years?
As shown in the table, total the monthly sales performance of the past three years. ?
3. Get the monthly sales ratio for the past three years?
Finally, as shown in the rightmost column of the table, the total sales for each month during the three years is 100 Calculate, divide each month's three-year total performance by the total three-year performance to get the monthly sales ratio, and fill in the calculated result in the table on a monthly basis. Depending on the monthly sales situation, it can be seen that changes in seasonal factors affect the sales of that month. ?
Thereafter, the monthly sales plan for the past three years can be obtained by applying the monthly sales ratio to the final total company-wide sales.
□ Preparation of monthly product-specific sales plan
1. Obtain product-specific sales proportion?
First, compare the product-specific sales proportion of the same month last year and the product-specific sales proportion of the same month in the past three years or so. Find out the sales performance of each category, calculate the sales proportion of each product (as shown in Table 14.2.4), and understand the product groups with better sales and the product groups with higher profit margins. ?
2. Consider the product sales proportion policy and adjust the sales proportion?
The next step is to revise the past by considering the product sales proportion policy, opinions of stakeholders and product demand forecasts. The sales proportion of product groups during the three years and the same month last year. ?
3. Use the corrected product sales proportion to set up a product plan?
Use the corrected monthly product sales proportion and monthly total sales plan amount to obtain the product Other planned sales amounts. ?
The column on the right side of the table lists the monthly planned sales amount of each detailed product, which is the basis for the monthly sales amount budget. □ Preparation of departmental and customer-specific sales plans
1. Obtain the sales ratio of departmental and customer-specific products?
As shown in Table 14.2.5, compare the sales volume of the same month last year Analyze and study the sales proportion by department and customer. ?
2. Correction of the sales ratio of department and customer products?
Adjust the actual sales ratio of department and customer products according to the following three perspectives. ?
(1) Sales targets for departments and customers. ?
(2) Reference for opinions from department heads and customer trends. ?
(3) Customer usage level, credit status, competitive relationship with competitors and new customer expansion targets, etc. ?
3. Use the revised sales proportion to obtain the sales plan of customer and department □ Preparation of sales expense plan
1. Sales management included in the total profit and loss plan Expenses?
In the general sales and management expenses in column 4 of the annual plan profit and loss statement, the annual total of sales expenses can be listed as shown in the table below. ?
The first item of sales variable expenses is shown in Table 14.2.6. The sales fixed expenses in item 2 refer to the past performance and other information on the one hand, and the appropriate amount information of the plan on the other hand. 2. Preparation of monthly sales variable expense plan?
Since the monthly total sales plan has been prepared, in order to achieve the monthly sales amount plan, the required annual variable expenses must be set. ?
3. Preparation of monthly sales fixed expense plan?
Use the annual total planned amount to simply average the fixed expense amount to calculate the approximate Monthly sales fixed fee amount. ?
The items of the monthly sales fixed expense plan include depreciation expenses, wages and interest expenses, etc.
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□ Preparation of promotion plan?
1. Product-related promotion plan?
(1) Systematized sales?
(2) Quality management of goods?
(3) Freshness, hygiene and safety of goods?
(4) Patent rights?
(5 )Sample promotion?
(6) Exhibition promotion?
(7) Product sale?
2. Promotion plan related to sales method?< /p>
(1) Determine the point of sale?
(2) Pay sales gifts and bonuses?
(3) Receive promotions?
(4) Understand the sales promotions in crowded places during festivals?
(5) Promotions at agents and franchised stores?
(6) Establish chain stores?
( 7) Sales return system?
(8) Installment promotion?
3. Promotion plan related to sales staff?
(1) Performance rewards?
(2) Action management and education strengthening?
(3) Sales competition?
(4) Teamwork sales?
4. What should be the focus of promotional plans such as advertising?
(1)POP (point of sale display)?
(2)Inclusion of leaflets with newspapers?
< p>(3) Model display?(4) Catalog and poster promotion?
(5) Newspaper and magazine advertisement?
□ Sales account Preparation of recovery plan
1. What is the customer credit recovery plan in parallel with the sales plan?
In conjunction with the monthly total sales plan, (as shown in Table 14.2.7) is this sales Monthly payment plan. Therefore, past collection performance and other information can be used as a reference for analysis. In addition, collection policies also have an impact. ?
2. Use this table as the basis for a customer-specific credit recovery plan?
Based on the actual situation, without preparing Table 14.2.7, the customer payment recovery plan cannot be called For completeness. In terms of management, this form is very important for requiring sales personnel to control the recovery of customer funds. ?
3. Is it necessary to shorten the number of days in arrears on customer accounts?
This table is important for improving the recovery rate of customer accounts. However, the increase in recovery rate only extends the maturity date of the bill and does not have any real meaning. ?
The following formula is more meaningful for shortening the number of days of outstanding debt. ?
Number of days in arrears on customer accounts = (customer credit balance + balance of bills received by the company)/average daily sales □ Preparation of sales staff action management plan
1. Sales staff Is future action management important?
As shown in Table 14.2.8, each salesperson clearly writes down the key action goals for the next month. Based on this action plan, supervisors can also Provide clear instructions on necessary matters. ?
2. Weekly action management system?
After the monthly key action goals are set, the weekly action management system can be used to specifically list the direction of efforts each week. In modern business society, many corporate activities are based on "week" as a cycle unit. If weekly management is not perfect, performance will not improve. ?
3. Use the completed business day report to check the implementation results of the weekly plan?
Every day, the sales staff submits the business daily report orally or in writing, The weekly action plan can be used as a performance reference benchmark, so this table is very convenient to use. As long as the action plan is compared with the daily performance, the performance of the sales staff can be seen at a glance, and the purpose of sales management can be fully achieved. □ Preparation of departmental and branch-specific profit and loss management plans
1. Thorough implementation of the departmental profit and loss system?
As shown in the table below, it is a monthly departmental profit and loss system management table example. This table can clearly show the profit and loss benchmark of each department, branch, section, etc. and its corresponding performance and achievement rate.
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2. Try to calculate it as a profit center?
As shown in Table 14.2.10, clearly identify the variable expenses and fixed expenses of the department or branch. The simplest method is to divide and deduct the calculated benefits from the total sales of the department or branch. However, it is difficult to implement in the example. We can only try to use the most fair method that does not cause disputes among departments. ?
3. Use the achievement rate as the evaluation basis for profit and loss. 2. Annual Sales Plan Management
□ Basic Objectives
The Company’s ×× annual sales targets are as follows:?
(1) Sales Target
(1) More than ××× yuan for the whole department?
(2) More than ××× yuan per employee/month?
(3) Each business Department staff/monthly ×××× yuan or more?
(2) Profit target (tax included) ×××× yuan or more?
(3) New product sales target ×××× yuan or more?
□ Basic policy
In order to achieve the next goal, the company has established the following policies and put them into practice:?
(1) The company's business organization must not make any changes until all personnel are proficient in their business, feel at ease, have crisis awareness, and can operate effectively. ?
(2) To implement minority elitism, we must devote all our energy to work regardless of mental or physical strength, so that work can develop in the direction of high efficiency, high profits, and high distribution (high wages). ?
(3) In order to enhance the agility and rapidity of functions, the company will delegate authority to a large extent so that personnel can make decisive and quick decisions, thus establishing the principles to achieve the above goals.
(4) In order to achieve the purpose of responsibility and establish a responsibility system, the company will implement the policy of heavy rewards and heavy penalties. ?
(5) As regulations and rules are completed, the company will strengthen various business management. ?
(6) MS Co., Ltd. and our company have a written agreement on transactions and abide by each other's responsibilities and obligations. Based on this stance, the company should strive to achieve budget targets. ?
(7) In order to promote sales in retail stores, a sales method system should be established to transform the original buyers' market into a seller's market so that the company can dominate the leading agency stores and retail stores. rights. ?
(8) Target retail stores and strive to cultivate and guide their promotion methods to further stimulate the increase in demand. ?
(9) The goal of the strategy includes powerful ×× stores across the country, and the "distribution method system" is used to promote its progress. ?
(10) Establish regular social gatherings to further strengthen ties with retailers. ?
(11) Use the customer survey card management system to establish statistical management work such as ①retail store performance, ②sales performance, ③demand forecast, etc. ?
(12) In addition to following the previous sales expansion strategies for agency stores, the above methods will be used as strengthening policies, starting from two aspects, and striving to promote sales expansion. ?
(13) As the buyer's market changes to a seller's market, a long-term contract system should be established to uniformly manage the conditions for transactions. ?
(14) Examine the relationship with agents and establish a consistent subpoena accounting system. ?
(15) The plans in this policy should be specific and effective and implemented to all relevant personnel. ?□ Business Organization Plan
(1) Internal Organization?
1. JCDecaux Service Center will be upgraded to a sales office to promote sales activities. ?
2. Establish a new business trip office (or service center) within the jurisdiction of JCDecaux sales office. ?
3. The food department was disbanded and its personnel were transferred to the JCDecaux sales office to devote themselves to promoting sales activities. ?
4. The above-mentioned business organizations under the new system will temporarily maintain the status quo and not make changes, thereby establishing their respective responsibility systems. ?
5. If there are any deficiencies in the handling of business, make improvements as appropriate. ?
(2) External organizations?
The trading organization and system will maintain the old sales method through the company → agent store → retailer.
?□ Retailer’s promotion plan
(1) New product sales method system?
1. Divide the powerful ×× retail stores across the country according to regions and place them in each division Adopt new product sales method system.
2. The new product sales method means that each person is responsible for about 30 stores, and visits once a week or every other week, taking the opportunity of the visit to supervise and reward sales, and conduct surveys, services and Sales guidance, technical guidance, etc. to promote sales. ?
3. The total amount of the company’s products sold by the above ×× stores must be doubled from the past. ?
4. The inventory level must be maintained within the limit of one month's inventory for retail stores and two months' inventory for agents. ?
5. The duties and processing standards of the sales manager should be made clear. ?
(2) The establishment and activities of the new product collaboration meeting?
1. In order to coordinate the promotional activities promoted by the new product sales method, in addition to the main force across the country With retail stores as the center, new product collaboration meetings will be set up according to locations. ?
2. The business contents of the New Product Cooperation Association generally include the following ten items:?
(1) Distribute and send government magazines;
(2 ) Present a tie clip to the person responsible for the company's products;
(3) Install signboards of cooperative stores in each region;
(4) Distribute trademarks to cooperative stores in the city;
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(5) Sales competition among collaborative stores;
(6) Distribute advertising leaflets;
(7) Actively support dealers;
(8) Hold workshops and seminars;
(9) Add a young people counter;
(10) Introduce new products. ?
3. The cooperative meeting is informal. ?
(3) Improve the responsibility awareness of retail store clerks?
In order to strengthen retail store clerks' concern for the company's products and enhance their willingness to sell, the following implementation points should be strengthened: ?
1. Bonus incentive strategy - every time a retail store clerk sells the company's products, he will be asked to send a sales card. When the sales card reaches 10, a bonus will be given to him to encourage his sales. Will. ?
2. Personnel coaching: ?
(1) Responsible personnel can use the visit to provide educational guidance, thereby improving the sales skills of retail store clerks and strengthening their understanding of products. knowledge. ?
(2) Sales personnel can personally stand at the front of the store to receive customers, demonstrate sales actions or give technical explanations, so that the retailer's clerks can receive indirect guidance. ?
3. Educational guidance from JCDecaux: ?
(1) Let the store clerks who participated in the collaboration meeting also attend store clerk seminars to improve their sales skills and products Knowledge, technology. ?
(2) Through the clerks who participate in the seminar, we can expand the teaching of sales techniques and product knowledge and techniques to other clerks, thereby increasing everyone's willingness to sell. ?
□ Plan to expand customer demand
1. Real advertising plan?
(1) Before the new product sales method and system are established, temporarily use personnel to visit activities as the main focus, and regard advertising activities as future activities. ?
(2) Check the advertising media again to ensure that the advertising plan achieves the goal of creating maximum results at the minimum cost. ?
(3) In order to achieve the above two goals, sufficient research should be done on advertising and publicity techniques. ?
2. Utilize purchase survey cards?
(1) Check the collection method of purchase survey cards, survey methods, etc. to truly understand the true purchasing motives of customers. ?
(2) Utilize the survey statistics of purchase survey cards, new product sales method system and customer survey card management system to accurately predict demand. ?
□ Management and statistics of business performance
1. What is the management system for customer survey cards?
(1) Use the information sent back by the clerks of each retail store Customer survey cards can be used to tally sales performance, or to carry out new product sales method structure and other management based on these. ?
①According to the business location and region, count the sales of ×× stores?
②According to the business location, count the sales of ×× stores other than stores.
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③ Other sales statistics must be produced for each business office. ?
(2) Based on the above statistics, you can observe the sales performance of each store and understand the activity performance of each responsible person and the sales performance of each product category. ?
□ Establishment and control of operating budget
(1) The operating budget and expense budget must be established. The decision on the expense budget is usually adjusted up or down according to the operating performance. ?
(2) Various budgetary standards and essentials must be improved into a model book, and contracts must be exchanged between the headquarters and each business department. ?
(3) Establish countermeasures based on statistics, comparison and analysis of budgets and actual amounts made by each business department. ?
(4) The managers of the business departments should formulate the business policies and plans of the department by year, period and month, and submit them to the headquarters for revision and finalization. ?□ Improve the ability level of managers
(1) The relationship between the headquarters and the business offices?
1. The person in charge of each business unit should treat the business office as an enterprise. Promote its operation and management with the spirit of an operator (in addition, you must also regularly participate in training). ?
2. The business manager needs to prepare and propose policies and plans for the business department in terms of sales, general affairs, operation management, labor, procurement, equipment and other aspects by year, period and month. ?
3. The business manager shall submit reports on prescribed matters such as activity content and performance for the year, period and month. In addition to budget, performance, differences, analysis, and reflection, the content must also propose countermeasures for the next year, period, and month. ?
4. The business management system between the headquarters and sales offices should be clarified and improved to become a model that can be followed. ?
(2) Inside the business office?
1. The business manager should establish the management method for daily business operations within the business office based on the following nine points: (1) Various accounts The books and evidence materials are complete. ?
(2) Various rules, regulations, and notification documents are complete. ?
(3) Establish business plans and regulations. ?
(4) Establish instructions and command systems. ?
(5) Affairs reporting system. ?
(6) Written request system. ?
(7) Implement guidance and education. ?
(8) Carry out inspections and tours. ?
(9) Establish a meeting system. ?
2. This management system must be implemented to make a direct contribution to sales and budget completion. ?
□ Improve the ability level of responsible personnel
(1) Guidance and education for managers?
Managers and section (unit) heads who are usually superiors Responsible personnel should be provided with education and guidance on intelligence collection, discussion of countermeasures, etc. ?
(2) Preparation of Sales Response Benchmarks?
The person in charge should prepare the sales response benchmark based on the following points, and use this benchmark to educate and train the responsible personnel. ?
1. Sales response standard A?
This is the standard for the responsible personnel to respond to retail store owners and clerks. ?
2. Sales response standard B?
The standard for responsible personnel or retail store clerks to receive customers. The so-called benchmark is to select and publish the successful examples of each responsible person. ?
3. Performance statistics of customer survey cards?
Statistics, management and tracking of sales performance based on the customer survey cards collected by different regions (persons in charge). 3. Sales policy plan
×× Co., Ltd. appoints XX Business Company as its sales company and formulates the store’s basic business policy in accordance with the following provisions:?□ Main sales of goods and large-scale sales locations Policy
(1) The company mainly sells mass merchandise. In order to achieve mass marketing, try to pursue low price and high quality. ?
(2) From now on, we will focus on producing practical products with low prices and high quality, and make these our main products. ?
(3) We do not pay special attention to simple fashion products or cutting-edge products. However, cutting-edge popular items of this type are still being released to some extent. ?
(4) When selecting sales locations, target sales stores that are medium-sized or above. Small-scale store marketing methods shall not be used in principle except under special circumstances.
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(5) Regarding the sales bases in the preceding paragraph, you must act with caution when making choices, decisions, or planning and handling of transaction conditions, so as to consolidate the company's business foundation. ?
(6) Before starting a new transaction with a sales store, you must first submit an inspection, and conduct investigation, review, and verification of conditions in accordance with regulations before deciding to proceed with the transaction. □ Policies for handling orders, delivery and payment collections
(1) Rationalize sales-related organizations and systems and improve the efficiency of handling orders, delivery and payment collections. ?
(2) When the salesperson accepts orders and collects payments, he must be separated from the incidental transaction processing work related to this, so that the salesperson can concentrate on his sales duties. Therefore, in terms of sales, separate plans should be made and specialties should be set up to handle this matter. ?
(3) Improve the processing procedures (steps), try to strengthen the connection with the sales store and internal communication, and improve the overall management of the business and the efficiency of related affairs. In particular, various accounts (leaflets, daily reports) must be used skillfully to improve efficiency. ?□ Policies for external orders and business dealing with manufacturers
(1) 35% of the total purchase amount will be used for orders from XX manufacturing company, and the rest will be used for the company's external subcontracting projects. ?
(2) The purchase should be concentrated in a certain season as much as possible, and ordering activities should be done in a planned way. When establishing a transaction contract, in addition to trying to benefit yourself, you must also make the other party feel safe. ?
(3) A delivery promotion system must be established when purchasing goods, and calculations shall be made according to the following conditions; manufacturers with excellent delivery performance will be dealt with in the form of commission refunds, and the regulations are as follows:
(1) Purchase quantity
(2) Delivery date and delivery quantity (3) Delivery delay degree and quantity?
(4) In order to facilitate the purchase business In order to operate reasonably, the company convenes monthly meetings attended by various purchasing manufacturers, outsourcers and related personnel to conduct consultations, liaisons and agreements. ?□ Transaction policy with XX Manufacturing Company
(1) All transactions between XX Manufacturing Company and our company (including the three companies that are currently officially trading with the manufacturing company) shall be attributed to our company conduct direct transactions. ?
(2) The company refuses to accept the subpoena. Once the items are handed over to the company, they fall within the company's business scope. □ Supervision of delivery
(1) In order to urge the goods to be purchased as soon as possible, the personnel responsible for the purchase should go to each manufacturer every day to communicate and contact them, and urge them to start as soon as possible. ?
(2) When processing external orders, a report form should be used to record the material name, color, product style, number, size, and manufacturer number, and then submit it to the manufacturer (the manufacturer's account should also be entered ). ?
(3) The report in the preceding paragraph should be attached when placing the order. In addition, it should be affixed to the product box and handed over to the retailer and consumer together with the product.