How does a sales manager do a good job?
First, the formation of the team:
(1) sales team number: according to the sales volume of different projects, the general project team number is 8- 12.
(ii) Composition of the group:
Old salespeople are experienced and have relatively high sales skills, but they lack passion.
Newcomers have passion that old employees can't match, and there is a lot of room for improvement, but they are inexperienced.
In order to maintain the sales passion of the project without affecting the sales speed of the project, it is generally recommended that the personnel structure be 70% for old salespeople and 30% for newcomers.
(3) Selection method of team members:
Recruitment → training → running → assessment → eliminating the weak and retaining the strong.
Second, pre-employment training
(A), the running-in sales team
The mutual understanding between the sales manager and the team members enhances the cohesion and combat effectiveness of the whole team.
First meeting of project members: The sales manager must be fully prepared, because the style of the first meeting will determine the future style of the whole team. The sales manager must set the tone of the work style and atmosphere he wants to facilitate the management of the team in the future.
(B), the sales team's ideological mobilization
In order to make the sales team members spontaneous, keep the passion of the whole team and keep the fighting capacity of the team at the highest point, ideological mobilization is definitely indispensable.
Tips for ideological mobilization:
1. Let the leaders brainwash the sales team: Let the grass-roots employees know that the senior leaders of the company attach great importance to this project, which will give employees the motivation to work hard to a certain extent, because any employee hopes that the company leaders can attach importance to themselves.
2. "Cake": Every employee has his own ideal, which is also the starting point of ideological mobilization. Give them some sunshine to make them brighter and more motivated. But pay attention to the expression of "dividing the cake", don't let the salesperson sound like a promise, and don't just use the commission point as bait.
(3) Market survey, competitor analysis and regional market situation analysis.
1, investigation and analysis of the surrounding conditions of the project:
Learn more about the surrounding areas of the project: education, medical care, entertainment, catering, transportation and other supporting facilities.
Education: school nature, school scale, charging standard, whether there is a degree in this project, distance from this project, traffic route, etc.
Medical treatment: hospital scale, departments, charging standards, whether social security cards can be used, distance from this project, traffic routes, etc.
Entertainment: business nature, time, content, distance between charging standard and this project, traffic route, etc.
Catering: Cuisine, business hours, the distance between consumption standards and this project, traffic routes, etc.
Transportation: the transportation routes, charging standards and business hours of this project leading to all directions in the city.
2. Analysis of competitors:
"Know yourself and know yourself, and you will win every battle!"
According to the characteristics of this project, find out the projects that are in conflict with this project in terms of price, products, location and landscape resources, and conduct key investigation and analysis. Familiar with the basic data of competitors, focusing on analyzing their advantages and disadvantages, and summing up a unified caliber that can not only amplify the buying point of this project, but also reasonably explain the shortcomings of this project.
Note: Don't deliberately attack other projects around you, and give customers a relatively objective analysis.
3. Analysis of regional market situation:
Investigate and analyze the district market from a macro perspective, grasp the overall population composition, economic income, consumption level and living status of the district, analyze the total sales volume, apartment structure, price level and promotion direction of the district real estate market, and find out the blank of the district market as the main appeal point for the promotion and sales of this project.
(4) Basic knowledge of real estate, basic information of the project, project promotion ideas and project positioning training.
1, real estate basic knowledge training: mainly to improve the professional quality of sales staff (especially new employees), truly understand the meaning of professional terms such as floor area ratio, building density and greening rate, and convey professional image to customers.
2. Training of basic information of the project: be familiar with and unify the basic information of the project, which is what every team member must do, because it is the main rhetoric of future sales work.
3. Training on project promotion ideas and project positioning: These trainings completed by project planners can enable sales staff to understand the project from a deeper level, and then they will convey this feeling to customers, and the success rate of sales will be greatly improved.
(5) Etiquette and on-site management training.
1. Business etiquette training: it is also an effective means to improve the professional image level of sales staff and enhance customer trust.
2. On-site management training: Although the situation of each project is different, the following aspects should be emphasized:
A. On-site discipline: including commuting time, professional image of sales staff, customer reception order, etc.
B. Management of sales AIDS: specifications for the use of various application forms, requirements for filling in subscription books, etc.
C requirements in principle: it is forbidden for sales personnel to speculate in real estate, collect any income other than commission, and prohibit private communication with the leaders of developers on work issues.
Third, the preparation of various materials at the sales site:
1. Preparation of management tools: on-site management regulations, sales attendance book, customer visit register and customer visit register.
2. Preparation of sales tools: including sales frequently asked questions, project models, apartment leaflets, folding pages, loushu, customer questionnaires, sales staff folders, calculators, etc.
3. Other auxiliary materials: the work clothes of the sales staff and various newspaper clippings that are helpful to the project.
Fourth, internal management.
1, fill in the admission notice
2. If there are sales people involved in other projects, fill in the staffing table.
3. Various forms required by the company's logistics department, such as registration forms and attendance sheets.
Five, after entering the focus of work.
(A), sales staff training
1, sales training:
A. Purpose: Let the sales staff master all the information of the project skillfully, and the more detailed the better, but only the information confirmed by the developer can be used as the sales caliber for going out of the street.
Methods: It was completed word by word.
2. Product training:
A. purpose; Let the sales staff be familiar with the advantages and disadvantages of the product itself, successfully avoid the disadvantages, and enlarge the advantages of the gift area, landscape resources and utility rate of the apartment, so as to achieve the purpose of successful sales.
B. Method: First, get familiar with the apartment information and have a general understanding of the products, and then go upstairs to check and compare on the spot to master the details of each unit.
3, the developer's corporate culture and background, engineering, design, model houses, gardens, property management training:
Manager of the sales department of the developer (explaining the corporate culture and business philosophy of the developer)
Architect (explaining project design concept and architectural features)
Landscape architect (explaining project design concepts and garden features)
Interior designer (explaining the design concept of model house)
Intelligent engineer (explaining the selling point of project intelligence)
Property management personnel (explain the characteristics, contents and expenses of project property management, etc.). )
4. Integration of buying points: We can find many buying points for each project, but in actual work, we must find the core point, so as to hit it off and improve the transaction rate.
5, unified caliber and sand table explanation: after the integration of core buying points, combined with the basic information of the project, a set of project introduction rhetoric is integrated, that is, unified caliber. Pay attention to the method of introducing sand table, whether it is face to face or point to face, the most important thing is to convey the core selling points of this project to customers.
6, sales process and sales skills training:
A. Sales process: A standardized and smooth sales process will greatly promote the success of sales. It is very important to leave a professional and profound influence on customers from the moment they enter the door to the moment they leave.
Entering the door: get up and say hello at the first time.
Sand table explanation: introduce the project in detail according to the trained unified rhetoric.
Look at the architectural route: take the route that can show the advantages of the project, and introduce the garden and planning of the project in detail along the way.
Explanation of model house: introduce the characteristics of apartment in detail, highlight the advantages of apartment, and pay attention to guiding customers not to live in inferior areas.
Main push unit and price calculation: according to the pre-agreed main push unit, create an illusion of selling well, and pay attention to the bargaining space when calculating the price.
Forced: The key point is to create the atmosphere of the sales site, and the cooperation between colleagues is very important.
B, sales skills training: mainly to enrich the sales methods of sales staff in the whole process, so as to adopt different methods for different customers.
Mode: You can invite some top colleagues or senior sales managers to the site to do training with your colleagues, or you can take the initiative to go out and practice in other people's sites.
(B), the establishment of the relationship between the parties and docking
This is also one of the key points after entering the scene. In order to facilitate the work of the sales team in the future, it is necessary to establish relationships with various functional departments of the developer.
Such as: sales department, finance department, contract department, property management company, customer service department, security, cleaning and so on.
Customer accumulation period
1. Collect customer information in time.
Enter the electronic version of visiting customer information to facilitate customer information statistics.
2, according to the feedback information, timely communication with planning colleagues, adjust the promotion ideas and direction.
By analyzing the information of visiting customers, find out their characteristics, such as age, occupation and region. , and timely feedback to planning colleagues, as the direction of the project.
3, according to the latest situation of the project, timely adjust the sales caliber of colleagues.
With the progress of the project, new situations will appear constantly, so it is necessary to adjust the sales caliber of colleagues in the project team in time to avoid customer complaints after the transaction.
Priorities during the opening of intransitive verbs
(a), before the bid opening, the focus of the project team:
1, the model room is open.
2.VIP registration
2. Price calculation
3. Pre-sale control
4. Initial sales target forecast
(2) Prepare various sales materials:
1. Five certificates hanging: construction land planning permit, construction project planning permit, building construction permit, state-owned land use permit and pre-sale permit of commercial housing.
2. Publicity of sales price list, model contract and subscription book.
(3) Opening remarks
1, formulation of opening process
2. Sales colleagues create jobs
3. Preparation of materials required for all aspects of business opening.
4. Layout of the opening site
Step 5 rehearse
6. Control of all links and handling of emergencies on the opening day.
(four) the follow-up work.
1. Documentation: Timely statistics of opening performance.
2. Verification of sales control: avoid repeated sales.
3. Count off and hand in the documents
4. Opening summary: customer analysis, etc.
5. Customer follow-up service: signing a contract.
6. Commission settlement
VII. On-site management during the hot sale period
(A), personnel management
1, rotation rest: it's time to adjust after a long battle in the early stage of opening.
2. Work summary: review the work, listen to the opinions of sales staff in the work and make progress together.
3. Personnel adjustment: the last elimination system is introduced, and colleagues with weak sales ability are adjusted out of the project team.
4. Team motivation: timely launch incentive measures, strike while the iron is hot, and strive to create another sales climax.
5. Team activities: Let the sales team relax.
6. Weekly meeting: summarize the weekly situation and convey the latest instructions of the company.
(2), daily work
1, sales control book management
2. Make weekly and monthly reports
3. Count off every week
4. Follow-up work of signing the contract
5. Commission settlement
6. Implementation, supervision and feedback of marketing implementation plan
7. Customer data entry
8. Other on-site work: sand table maintenance, on-site sanitation, newspaper clippings and other information collection.
Eight, late site management
(A), personnel management
When the project enters the later stage, the sales pressure will be reduced accordingly, and the sales staff will be lazy. So besides normal work, how to keep the passion of the sales team and the hearts of team members is the focus of the later work.
Tip:
1, to carry out criticism and self-criticism, so that team members can communicate in depth and get to know themselves clearly, which is very helpful for their own career.
2, regularly hold reading, reading newspapers or internal debate. Learn, summarize and share the latest and hottest books on the market. Or debate the topic of the current real estate market. While increasing knowledge, enrich the sales staff's trading means and improve their confidence.
3. Adopt an interesting and powerful reward mechanism. Such as "welfare housing distribution".
(2) Management of other aspects of the sales website
1. When the project enters the later stage, the cooperation of developers in many aspects will be relaxed, so we should remind them in time and ask for cooperation.
2. According to the product characteristics of unsalable units, constantly try new entry points for promotion, strive to break through one by one, and complete the task as soon as possible 100%.
3. Settle the sales commission in time to avoid the developer's default.
Personal work understanding
1, things in principle can't be loosened.
2, other aspects of management as far as possible varies from person to person.
3. Use empathy to consider the performance of sales staff.
Interview skills of sales manager
Question 1: Is it no longer feasible to visit strangers by phone?
Example: Some interviewees may take a defensive stance, or think that this is a problem with hidden traps. The answer is of course no, when all means (market environment, marketing, etc. ) failure, answering the phone is something that the sales representative can always control. But it is extremely important that they call, who they call, what information they provide, and what frequency and rhythm they use. In today's buyer-centered world, strange phone calls must be customer-centered and value-oriented.
Question 2: Should sales representatives get hot leads or build their own sales funnel?
Answer example: similar to the first question, but from a different angle. The correct answer is "Yes, we should get hot clues", but this is not because they are lazy or can't build their own business from scratch. Lead-oriented sales are often more cost-effective than inviting expensive sales representatives to visit strangers.
Yes, of course, leads are expensive, but if sales representatives use hot leads more effectively, the individual final cost of obtaining leads and new customers will have a better performance on the overall life cycle value and profit rate of the enterprise.
Question 3: What is the ideal relationship between sales and marketing, and how to implement it?
Answer example: the collaboration between sales and marketing is not just inviting the marketing team to attend the sales meeting. The ideal relationship will first make them understand the vision of success and the definition of some problems, such as suitable potential customers, leading advantages, short-term opportunities and so on. Ideally, they should work together in the same sales funnel to ensure that their work results are measured and pay is allocated according to the performance of the overall sales funnel. The marketing function needs to be responsible for winning qualified opportunities and closing business. When the marketing and sales are coordinated, the daily and weekly operations will be solved.
Question 4: Why don't you want to make more money in this position with better personal performance?
For example, the sales manager also has a part of salary, which is a performance bonus or commission based on team performance. The best sales managers know that in this condition, in order to make more money, what they need is not to push up their own sales, but to improve the team's performance and constantly push up the overall sales.
Question 5: What kind of internal structure is needed for the best operation of the sales department?
Answer example: I think a layer structure like yours is very reasonable. Because there are few people in your company, you can adapt to the change of demand more quickly. The larger and more hierarchical the organization, the longer it takes to respond to the sales feedback. If you spend too long, customers will soon turn their attention to new products.
Question 6: How to effectively manage salesmen?
Salespeople are as important as company salespeople, but you must make sure that they do a fair deal for your brand.
Question 7: Should the sales representative pay the commission?
Example of answer: Yes. Today, more and more companies pay their representatives, but the best representatives still want their salaries to change, because what they want is actually a raise. When they finish the task, they will be willing to accept a high salary comparable to that of the top management, even if the income is not good once in a month or a quarter.
Question 8: How do you make different employees do suitable jobs according to their characteristics?
Ex: I will support them to do what they want to do and help them achieve their creative goals. Compared with many colleagues, I have more skills in accounting and financing modeling. When they have a good idea, I will say, "Let me measure some numbers according to that idea and try it." Then I offered them "live ammunition" to prove these ideas. So, my answer to your question is that I will try to balance their creativity with my own ability.
Question 9: What is the most difficult task you have ever handled?
Example: My supervisor arranged an advertising project for me to attract customers to the shopping mall with small passenger flow for Christmas shopping. The survey shows that the shopping market is very popular with young people, but parents don't like it. Therefore, in order to increase the flow of adults, we made advertisements and held a mom-and-dad competition. In fact, I brought some advertisements and press releases today, which are in my briefcase. do you want to see it ?
Question 10: What do you think is the biggest challenge for sales managers?
For most salespeople, knowledge comes entirely from experience. Lack of formal business training will have an impact on strategic planning and finance, but I have attended many seminars to learn this knowledge. In addition, I will also consider receiving any administrative education that does not conflict with my business trip arrangement.