As advertising, brand, promotion and service play less and less roles as market driving forces, consumers are more and more resistant to advertising and price temptation, which can even be described as numbness and resistance. In this case, the role of marketers, especially brand promoters (or direct sellers and shopping guides) will be more prominent. As the most important market resource, human resources are gradually recognized by managers of various enterprises.
Promoter management, as an important part of terminal management, is a very broad topic. Based on the management experience of promoters in Nantong, Nanjing and Ganqingning markets in recent five years, I would like to talk about my superficial understanding and ask Fang Jia for advice.
I. Sponsor and Sponsor Management
Promoters (some enterprises call them: shopping guides and direct sellers) are the spokespersons for brands, products and sales of refrigerator manufacturers, who recruit, manage, assess and pay salaries by themselves and accept the on-site management of shopping malls. It belongs to a special sales group that accepts dual management. Because it is a labor relationship, it belongs to the factory, but the work place is in the refrigerator counter of the shopping mall. As a sales representative of refrigerator manufacturers, we must fully understand this and avoid the absence of management of promoters. At the same time, we should also clearly understand that promoters, as the audience who accept dual management, how to coordinate the market share competition between similar product brands in their shopping malls, and the factual competitive relationship between promoters and other shopping malls; And how to solve the problem of how to choose promoters if the daily management and interests of shopping malls conflict with the management system and concept of enterprises?
We should also clearly understand the composition of promoters as a special sales group. As the occupations of promoters belong to low-income occupations, the educational background and age level of promoters are obviously different from other industries (such as culture, IT, tourism, etc.). People with high education and high ability will not choose the professional type of promoters unless they have to. Therefore, laid-off workers and unemployed youth aged around 20-30 have become the main groups of promoters. The social experience of laid-off workers and unemployed youth determines that they have rich social experience and communication skills. At the same time, because he was in the low-income class before employment, he attached great importance to the promotion work, so he was highly dedicated. For them, sales are money. So I cherish it and put it into promotion.
The management of sponsors must clearly understand the above problems and carry out management work on this basis. Through the selection, training, assessment and emotional investment of promoters, we can cultivate and enhance their loyalty to the enterprise, constantly strengthen their understanding of the brand and concept of the enterprise, promote their integration into the cultural atmosphere of the enterprise, and improve their promotion skills and quality, so as to build a strong and high-quality team of promoters. It can be said that the quality of the promoter team determines whether the area where the brand products are located can reach or exceed the sales volume and market share matched with the overall brand market, and determines the success or failure of terminal sales.
Second, the selection of promoters and the training of new promoters.
The promoters are mainly selected from laid-off workers (especially female workers) and unemployed married young women. Mainly considering that the promoter occupation is a kind of salesperson occupation, women are the most suitable group. Because of women's psychological and physiological characteristics, such as patience and meticulous, enthusiasm and generosity, strong affinity, it is easier to communicate with same-sex or opposite-sex consumers, and the decision makers of refrigerator products are mainly housewives and female promoters, which makes it easier to promote purchases and form sales, which determines the advantages that men cannot have. At the same time, we should also pay attention to the background information such as previous occupation (whether it has the characteristics of communicating with many people, whether it has a bad or commendable record), family (whether the relationship between husband and wife is harmonious, whether the family economy is too rich or too poor), social relations (whether there are a lot of bad friends or whether their social relations can promote their participation in promotion work). People with experience in the same industry or similar industries are the main candidates. This can reduce the time cost and difficulty of training, help to get started as soon as possible, and achieve faster and better promotion performance. At the same time, it is required that the hired personnel have efficient and quick response ability, and their personal image need not be too prominent, but their appearance must be correct and not aggressive, that is, they have affinity; Outstanding language expression ability, with a high level of local dialect and Putonghua; Diligence, dedication, loyalty, reliability and high team spirit; Recruiting high-quality promoters with high starting point is the key to determine whether the overall quality of the promoters can be continuously improved. Training new promoters is an important job. Because, as a new employee, I don't know or understand the enterprise, products, market, work mall, company system culture and promotion skills. The successful training of newly hired promoters should be based on the enterprise's entrepreneurial history, reputation, basic knowledge of products, product sequence and selling points of each item, market competition, sales performance and position of products in the local market, comparative advantages of products, relationship with dealers and customers in the shopping mall, brief information of the shopping mall and related management system (on-site sales process), basic promotion skills and daily work of promoters (document report, customer relationship with the shopping mall) because there are many contents. Then, the training will be conducted in different topics and stages, and experienced and excellent promoters will be responsible for the job training and job tracking of new promoters.
Third, the training of promoters.
There are often two forms of training for promoters: on-the-job training (OJT) or non-on-the-job training outside JT.
On-the-job training is generally carried out by business managers and promotion supervisors in the market, and in special circumstances, it is attended by excellent promoters or other personnel, mainly to correct and guide the problems and shortcomings of promoters in sales points, transaction processes, customer reception, etc. As managers of promoters, business managers and promotion supervisors must attach great importance to organizing and implementing on-the-job training for promoters as an important part of their daily work. On-the-job training is characterized by timeliness and pertinence, and it is the most direct, effective and quick-acting training method. However, if there are customer consulting products at the same time, it must be interrupted, so on-the-job training has the shortcomings of weak continuity and systematicness. On-the-job training should choose the time when the passenger flow is the smallest on the normal sales day, such as 5-6 pm. Holidays or noon 10 to 4: 00 pm is not good, because the turnover and passenger flow during the above periods are the largest, and sales should be the main thing. On-the-job training can adopt the teaching system, that is, the trainer points out more reasonable and effective methods according to the problems and shortcomings of the trainees, but must avoid preaching and pay attention to the feelings of the promoters. Only by interacting with each other can the training effect be guaranteed. On-the-job training can also be implemented through on-site demonstration and correction, and promoters can observe it on the spot to achieve better training results.
Full-time training and intensive training. Centralized training should be the main content of promoter management and decided in the form of regular meeting. In addition to the role of personnel training, the regular meeting of promoters should also have the functions of market analysis, personnel assessment and task decomposition. The regular meeting of promoters should be held once a week, which we call the weekly meeting of promoters. (Attached with "Weekly Meeting System for Promoters in Refrigerator N Market")
The weekly meeting of promoters is usually arranged in the morning (afternoon) of every Monday or Friday, because Monday's meeting is conducive to timely summarizing last week's sales and market situation, decomposing this week's sales target, formulating this week's marketing strategy, giving promoters the opportunity to work overtime on weekends and embodying humanized management. Friday's holding is more conducive to the increase of sales next weekend (because the holiday economy plays an increasingly prominent role in boosting sales).
During holidays, if there is a conflict with the time of the weekly meeting, the date of the weekly meeting should be changed. Before legal holidays such as the Golden Week on May 1st and 11th, New Year's Day and Spring Festival, and local festivals such as city celebrations, large-scale exhibitions and celebrations, we should hold a mobilization meeting for promoters' holiday preparation, focus on analyzing the expectation of market fiery degree, possible measures taken by competitors and related shopping malls, formulate corresponding market offensive (defensive) strategies, determine the overall sales target and decompose it into each promoter, and make clear the assessment of rewards and punishments. If the overall target is exceeded, all promoters will be organized to have a dinner, picnic and so on. After the festival, we should focus on the analysis of the holiday market, analyze the sales situation of the overall market and various shopping malls, and sum up the experience and lessons of success or failure. Promote the realization or overfulfilment of the sales target in the next stage. Strengthen the communication, cooperation and colleague relationship of team members through group activities, enhance team cohesion and improve combat effectiveness.
Fourthly, the examination and promotion system of promoters.
The age, gender and income of promoters determine that the assessment of promoters must be specific, fair and strict, otherwise it will not meet the requirements of building a high-quality promotion team. We solve this problem by examining the sponsors. The specific assessment methods are attached for your reference.
Five, other issues in the management of sponsors
The concept of humanized management should be introduced into the management of promoters. We carried out activities such as giving birthday gifts to promoters at the counter, holding birthday parties for promoters, professional knowledge, cultural and sports competitions, group dinners, picnics, tours and a group meeting to thank the promoters' families before the Spring Festival, which further strengthened the mutual understanding and friendship among team members. Usually, I pay special attention to helping promoters solve personal or family problems, and even act as a mediator in family disputes between promoters and their husbands and wives. Because, as a mass crowd, promoters must ensure happy work, influence consumers with enthusiasm, and realize sales and brand promotion.
Sixth, the implementation effect
The management of promoters in XX refrigerator N market in recent three years has been relatively mature through the cooperation and efforts of all promoters. Basically form the above system. The market returns are also satisfactory. 1999 The retail volume of XX refrigerators in N market is less than 2,500 units. In 2000, 200 1 year and 2002, 6,553 sets, 8 189 sets and 7,894 sets were sold respectively, and the market share was continuously improved. XX brand has also entered the ranks of strong brands from the weak brand of 1999 in the N market. At present, this upward trend is still maintained. Competing brands in the same industry and people in N-market shopping malls all spoke highly of XX brand.
In fact, the effectiveness of promoter management in XX refrigerator N market and the quality of promoter team have played a decisive role. Therefore, we call the management of promoters a weapon to win the terminal.
Attached:
Measures for assessment of promoters in XX refrigerator N market
First, the purpose of the assessment
After commending advanced awards, establish a fair competition mechanism, conduct effective management, promote overall promotion and expand market share.
Second, the evaluation stage.
Monthly assessment, quarterly assessment, first half assessment and annual assessment.
Third, the content of the assessment
1, market share evaluation
The ratio obtained by dividing the sales volume of XX brand by the total sales volume of similar products in shopping malls (or dividing the sales volume of XX brand by the total sales volume of similar products in shopping malls) is the market share (SC: store coverage).
Sc vs MC (market coverage) 0. 1%- 10 yuan.
2. Market share evaluation
The ranking of similar products in the shopping mall where XX brand is located is market share. Compare the ranking of XX brand in the market:
1-50 yuan.
3, task completion rate assessment
(1) sales completion rate (2) sales completion rate of profit products.
(3) Sales completion rate of profitable products (4) Sales completion rate
The weighted average of the above four indicators calculates the task completion rate of the comprehensive indicators:
(1), 100% or more (including 100%) basic salary * task completion rate+promotion commission.
② 80%- 100% (including 80%) basic salary+promotion commission.
③ 60%-80% (including 60%) basic salary *80%+ promotion commission.
(4) cancel the basic salary below 60% and pay the promotion commission salary.
Check on duty and submit demonstration report.
(5) If the task completion rate is less than 60% for two consecutive months, they will be transferred immediately; If the completion rate is below 70% for three consecutive months, it will be removed immediately.
4, n market task completion rate assessment
The monthly task completion rate of N market is the ratio of the weighted average of the four indicators of N market to the approved basic salary of all mall promoters * the monthly task completion rate of N market;
N The market completion rate is below 80%, and all mall promoters have approved the basic salary *80%.
5, point of sale and promotion personnel evaluation.
Irregular inspection of sales points and promotion personnel, and included in the stage assessment:
(1) If the score is above 90 (including 90), 25 yuan/person will be rewarded.
②80 -90 points (including 80 points) reward 10 yuan/person.
(3) 70 -80 points (including 70 points) without rewards and punishments.
(4) Punish 25 yuan/person for 60-70 points (including 60 points).
(5) Punish 50 yuan/person with a score below 60.
⑥ A person with less than 50 points 100 yuan/person will be punished and removed from the list.
(See Detailed Rules for Scoring Sales Points of XX Refrigerator N Market.)
6. Test: According to the training content of the weekly meeting, design a written test paper, including: market, competing products, corporate culture, ideas, brand knowledge, promotion activities, prices, new product knowledge, promotion skills, negotiation skills, document system, professional ethics and other knowledge points; At the same time, the test will be conducted in the form of live lectures at regular meetings and live demonstrations at the point of sale.
According to the test results, appropriate rewards and punishments.
7. Comprehensive evaluation method
Based on the above assessment results, evaluate the quality of promoters, refer to the assessment results, the implementation of price order, and combine the assessment of rules and regulations at this stage to select the star promoters at this stage, and serve as the basis for the promotion of promoters.
Fourthly, the organization of evaluation.
It will be implemented by the business director, supervised by the office director and the marketing director, and involve excellent promoters to ensure the fairness of the assessment. Scoring Rules for Point of Sale and Salesperson
Scoring purpose: to strengthen the beautification of selling points and the construction of team image quality.
Scoring standard: clear, fair and recognized.
Scoring method: 1, with total score inverted; 2. Percentage system; 3. Three comprehensive evaluation systems
Scoring rules:
1. Hygiene, cleanliness and sundries placement of the booth (10)
① Whether the base, floor, backboard and light box are stained; ② Whether the power cord is placed and whether the waste is hidden.
2. Placement of prototypes, storage of accessories, sanitation and smoothness of boxes (10)
(1) Clean, scientific and display.
② Whether the thermostat cover, bulb, computer monitor and anti-collision block are missing.
(3) Whether the display panels in the box conform to the specifications and whether there are stains on the inner wall.
(4) There is no gray stain on the panel, so it is not sticky to print.
3. POP posting and stop sign placement (15)
(1) ① Whether the POP posting is in strict accordance with the posting specifications and whether it is correct and tidy.
(2) Whether the signboard is placed in accordance with the placement specifications, whether it is correct, whether it is curled and whether it is neat.
(3) Whether there are expired and long-term standing POP cards.
4 types, quantity and stacking of leaflets (5 points)
① Whether the leaflet is complete; (2) whether the number of single pages keeps the stock of 10-20 pages.
(3) Whether the piles are neat; (4) Whether the piles are placed scientifically.
⑤ Whether there are expired leaflets of other brands.
5, point-of-sale publicity, poster release, gift display (8 points)
(1) Are there any posters and signs for marketing?
(2) whether the poster is hung, whether it is eye-catching and whether it is standardized; (3) Whether the gift placement is scientific and outstanding.
6. Personal image, mental state and clothing appearance of promoters (12)
(1) Whether the clothes are dignified, elegant and neat, and whether they are dressed in strange clothes.
(2) whether the spirit is full and whether the customers are warmly received.
(3) Whether the standing posture is correct and whether the facial expression is natural and enthusiastic.
(4) whether the speech is warm and elegant.
7. Personal hygiene status of promoters (15)
(1) Whether there are dirty marks on the face and whether there is heavy makeup.
(2) whether the eyes are bright and generous, whether there are eye secretions, and whether the nails are neatly trimmed.
(3) whether the hair is messy, dandruff, and neat appearance.
(4) Whether the teeth are clean and whether there is food residue.
⑤ Whether the oral cavity is fresh and whether there is bad breath.
⑥ Whether the palm and back are clean and hygienic.
All landowners leather shoes as bright as new, with or without dirty spots.
Is there any odor such as body odor?
Pet-name ruby has bad habits, such as drinking, smoking, tooth picking and so on.
Attending whether swearing, swearing, rude words.
8 professional skills of promoters (25 points)
(1) Whether the product knowledge is basically mastered and can be clearly expressed.
(2) Can you maintain good relations with the cabinet team and other colleagues?
(3) Whether the inventory can be grasped immediately and reflected in time.
(4) Whether you can get a good understanding of competitors' products and sales.
⑤ Can you cope with different customers and different promotion situations?
⑥ Can you put forward opinions on the promotion work?