Personal sales plan model 1
(1) subdivide the target market and vigorously carry out multi-level and three-dimensional marketing promotion activities.
The customers in charge of the _ _ department can generally be divided into four categories, namely, cash management customers, corporate non-loan customers and e-banking customers. Combined with the development goal of the whole year, we should adhere to the market-oriented, customer-centered and customer-based, grasp the big and not let go of the small, adopt the strategy of "ensuring the stability of big customers, striving to change small customers and actively expanding new customers", formulate detailed marketing plans, carry out a series of media publicity, online sales, large-scale product promotion meetings and door-to-door promotion of key customers, organize bidding and centralized marketing activities throughout the company, and form a continuous marketing offensive. Consolidate the leading position in the cash management market. Continue to promote cash management services at different levels and depths, and strive to enhance the customer value of products. It is necessary to expand the market influence by grasping key customers and enhance the brand effect of cash management. All branches and departments should conduct surveys on key customers, large industrial households and group customers within their jurisdiction, deeply analyze their business characteristics and models, design feasible cash management schemes, and actively carry out marketing work. Explore the deep-seated needs of cash management customers, solve existing problems and improve customer contribution. Strive to add 185200 cash management customers this year.
Deepen the development of the company's non-loan market. Small and medium-sized enterprises have no loan customers, and they are also our basic customers, providing an important source for the development of asset business and intermediary business. On the basis of the theme marketing activity of "Hongye Settlement" for small and medium-sized enterprises last year, we summed up experience, deepened marketing and improved marketing effect. It is necessary to maintain the growth of the company's non-loan marketing in quantity and pay attention to improving the quality; It is necessary to optimize the structure, increase the proportion of high-quality customers, reduce the financing cost rate and increase the sales of high value-added products. It is necessary to focus on the account opening marketing of the company's non-loan households and strive to expand market share. We should strengthen the maintenance and management of the company's non-loan customers, deeply analyze their settlement characteristics, carry out product marketing and expand our settlement market share. In _ _ _, we will strive to open 35,8001enterprise settlement accounts, with a net increase of 272,430 settlement accounts.
Do a good job in marketing and maintenance of large system users. In view of the fact that some township finance offices in our city have not opened accounts in our bank, we will use various resources for marketing and strive for full bloom. And take this opportunity to launch a marketing offensive to other government branches in towns and regions in order to win a larger share of deposits. At the same time, large and medium-sized enterprises, famous brand enterprises, world top 10, pre-tax 8000, pre-import and export 7334, etc. 10, etc. were listed for subscription, and targeted customers of other banks were targeted for key research. The best and most complete free official documents,
(two) to strengthen the management of service channels, in-depth development of the "settlement of quality service year" activities.
Customer resources are the most important resources of the whole company, and corporate customers are high-quality customers and potential customers of the whole company. We should make use of the unified view system of corporate affairs to further embody personalized and diversified services on the basis of providing comprehensive and high-quality services. We should establish three channels:
First, according to the requirements of the Head Office, "the settlement and cash management department of tier-two branches shall be equipped with at least three account managers; Each company's business outlets (including comprehensive business outlets) should be equipped with at least 1 account manager according to business development, and the outlets with rich customer resources should be appropriately configured to "build a high-quality marketing team.
The second is to strengthen the construction of physical outlets. At present, the counter service channel is still the most commonly used channel for corporate customers due to the diversity of corporate settlement business modes and the differences of corporate management modes. The Bank should strengthen the construction of outlets, fully consider the business needs of corporate customers in the transformation of VIP wealth management center, and meet the needs of customers. Each branch shall formulate detailed business marketing guidelines for branch companies to guide the service contents, service requirements, service behavior norms and service processes of different branch companies.
The third is to expand e-banking business channels and increase the proportion of counter business. This year, e-banking business will continue to "compete for territory" and expand market share, and at the same time, it will "intensively cultivate" and expand target customers at different levels. All branches should pay full attention to and make use of the target customer list issued by branches, carry out marketing work with emphasis and pertinence, and occupy an absolute advantage in the high-quality customer market. At the same time, do a good job in customer service and in-depth marketing. By establishing the corporate customer e-banking ledger as an important basis for customer support and service, we will solve the problems encountered in the use of our e-banking products for customers in time, recommend new e-banking products to customers in time, improve the "transfer rate" and customer utilization rate, and carry out the "Settlement of Quality Service Year" activities in depth. It is necessary to establish a customer-centered modern financial service concept, sort out the system, integrate the process, and be oriented to the needs of target customers. Accelerate product innovation, improve service efficiency, deal with problems in time, strengthen service management, improve customer satisfaction, and build a customer-centered service model. Improve the service quality of _ _ department in an all-round way, and realize the development goal of the whole company well and quickly.
Personal Sales Planning Model Part 2
This year, with the momentum of previous years, the company stepped into the fast lane of rapid development, achieved rapid growth in benefits, and successfully listed on the Shanghai Stock Exchange. From then on, a company will be presented to the world with a brand-new attitude, and a new company with more vitality and vitality will be born. Its responsibility is to safeguard the interests of shareholders.
After the company goes public, the management level will be greatly improved, which is not only the external requirement of market competition, but also the internal requirement of its own development and growth. For the marketing department, it is both a kind of pressure and a kind of motivation to comprehensively improve the management level and keep up with the pace of the company's development. In order to achieve the overall management goal of the company's contract amount of 3 billion yuan, the marketing department has formulated the following work plan.
I. Information Network Management
1. Establish a direct leadership relationship
The marketing department is the functional department responsible for the construction and maintenance of the company's information network, information collection and processing, and accepts the leadership of the deputy general manager of marketing. There is a direct leadership relationship between the information manager of the marketing department and the regional market development assistant, that is, directly guiding and directing the market development assistant in the aspects of information network construction, maintenance, information processing and assessment, and assuming the leadership responsibility of information network work.
2. Establish a new organization.
3. Increase staffing:
(1), Information Administrator: There are 3 full-time information administrators in the marketing department, who are in charge of different areas and no longer hold other jobs.
(2) Market development assistants: there are two market development assistants in six offices in Zhejiang Province and one in the areas under the jurisdiction of other offices.
4. Strengthen personnel quality training
Before the Spring Festival, the recruitment and training of information administrators and market development assistants of marketing departments in various regions will be completed, so that the marketing department can fully ensure the quality of personnel in the implementation of the new management system. Choose and hire marketing assistants carefully, and don't make up figures.
5. Strengthen personnel assessment.
The establishment and maintenance of information network are specified in detail from the aspects of personnel allocation, resource guarantee and performance evaluation. And ensure this work from the system. Establish an assessment system for market information administrators to regularly patrol various regions to guide information management, conduct targeted analysis and research according to the actual situation and existing problems in various regions, and urge them to establish and improve information management in a short time according to regulations.
6. Dynamically manage the market network
Market development assistants and information administrators regularly and dynamically evaluate information network members according to four indicators: information quantity (in units of 1), project scale, information achievement rate and the number of subordinate information officers. On the basis of analyzing the classification of information officers/units, information managers and market development assistants should make a detailed analysis according to the background information of information officers to determine the possibility of performance growth after their help. To further strengthen information management, the integrity, timeliness, effectiveness and confidentiality of information are better than that of the previous year. (See Market Development Assistant Management System for details)
7. Strengthen market research
According to the information provided by regional information members/units and the company's business progress in various regions, the development status and potential development trend of regional structure business will be fully investigated by special personnel. Obtaining first-hand information through investigation is helpful for the company to set up reasonable institutions in various regions and explore new markets.
Second, brand promotion.
1. In order to further promote the company's brand, expand the market share and take advantage of the opportunity of listing, we initially consider holding brand promotion meetings and seminars in Chengdu, the capital of Sichuan, Xi, the capital of Shaanxi, Urumqi, Shenyang, Changchun, Jilin, Guangzhou, the capital of Guangdong, Nanning, and Shanghai, the capital of Guangxi Zhuang Autonomous Region, to publicize and expand the company's brand, expand the information network, create more market space, and lay a solid market foundation for doubling the contract.
2. At the completion of key or large-scale engineering projects, invite relevant departments to hold a press conference at the scene, show and publicize Hangxiao's brand with completion examples, show the fact that Hangxiao occupies the first-class level in technology and performance, establish the demonstration role and leading position of listed companies in the building steel structure industry, and make the publicity work get twice the result with half the effort.
3. Further do a good job in advertising, information and other aspects of publicity. Make and install large publicity banners or billboards at various construction sites to show the strength of the enterprise on the spot; Make the new performance and publicity materials of the enterprise in time, supplement them to the performance introduction in the bidding documents, and distribute them to the business personnel, so as to enhance the depth and intensity of brand promotion as much as possible.
4. Strengthen the professional knowledge training and quality education for those who come into contact with the outside world, establish a good employee image and advanced corporate culture connotation, and leave a beautiful and deep impression on everyone who comes into contact with Hangxiao, so as to have a clearer and deeper understanding of Hangxiao and steel structure.
Third, customer reception.
Guest reception is still one of the priorities of the marketing department. Doing a good job of guest reception is the necessary premise and foundation of business contact. How to do a good job of guest reception with good quality and quantity according to the relevant regulations of the company and the requirements of the Ministry of Commerce is an important topic that the marketing department must seriously study and discuss. On the surface, reception is relatively simple, but in essence, customer reception is a very profound knowledge. Without in-depth study and discussion, it is impossible to make the work perfect. So the marketing department should work hard on methods, steps and details. In order to spend less money without affecting the reception effect, it is necessary to learn more about the guests' life experience, personality, way of doing things, hobbies, eating habits, style of doing things, enterprise value orientation, business philosophy, product characteristics, industry status and so on from the leaders of the Ministry of Commerce and business personnel in various offices. Carefully study, analyze and consider the arrangement of the schedule, so that every guest can have a comprehensive, clear and in-depth understanding of the company in the shortest time, show the greatest sense of identity with Hangxiao products, and have enough interest in the company's management model and corporate culture. Treat every group of guests seriously for a long time and make them satisfied with the reception work of the company, which is the criterion for every receptionist in the marketing department. So as to improve the success rate of project tracking, reduce the difficulty of business negotiation and achieve the fundamental purpose of improving the economic benefits of enterprises. Therefore, the marketing department focuses on the following aspects:
1, urge all staff to always take enthusiasm as the principle, and do a good job in reception of all guests politely and thoughtfully to ensure that the reception effect is better year by year.
2. On the premise of ensuring the reception effect of customers, we should save reception expenses as much as possible to reduce the overall operating cost of the company and improve the profit level of the company.
3. Continue to manage the reception files of visiting customers, classify and save the files of potential customers and contract customers, accurately grasp the progress of the project, and strive to cooperate with the commercial departments and offices to promote the project business.
4. Adjust the positions of department personnel and recruit high-quality personnel to enrich the reception force. With the continuous expansion of business volume, there are more and more visiting customers, and the personnel in charge of reception in the marketing department are obviously insufficient. In order to meet the needs of the company's business development, it is also very important to do a good job in reception and recruitment.
Fourth, internal management.
1. Strictly implement version C quality management system documents and management system standard documents, and strictly implement the strategy of "everything is managed according to documents, everything is operated according to procedures, everything is said with data, and the work is done well at one time", so that the marketing department will gradually become an executive team.
2, further strictly in accordance with the requirements and marketing system stipulated by the joint-stock company, to carry out the management of this department, and strive to improve the management level.
3. Give full play to the work enthusiasm and initiative of employees in all positions of this department, and emphasize process control and final effect in their work. Improve their sense of responsibility and quality. Implement the assessment system in strict accordance with the corresponding post responsibilities.
4. Everything starts from the overall situation of the company and emphasizes the marketing system. Actively coordinate the contact and coordination between various departments of the marketing system to improve the overall combat effectiveness of the marketing system and provide the best service for the completed marketing objectives.
5. Cooperate with the deputy general manager of marketing to do the daily administrative work of marketing system. Take the initiative to do a good job in logistics support and daily service of various departments. Create a better corporate culture atmosphere and working environment for them.
Article 3 of personal sales plan mode
In order to achieve the planned goal of next year, combined with the actual situation of the company and the market, we have determined several work priorities for next year:
1. Expand the sales team and strengthen business training.
The introduction and cultivation of talents is the most fundamental and core, and talents are the primary productive force. Enterprises will stop when no one is around, increase the introduction of talents and replenish the company's fresh blood. Iron battalion is a mobile soldier, so we are trying to retain reasonable talents. Choose the right people, use good people and use the right people. Strengthen communication with the office staff of the company, select and introduce more excellent sales staff, use their own relationship, integrate some business personnel, use the salesman's strategy to introduce, strive for more business personnel, increase recruitment, and improve the company's staffing and the establishment of the early sales team. In addition, recruit some mature technical and business personnel in the market. I intend to focus my work on setting an example and cultivating new ones. First, I mainly do a few examples to set a good example. Because the power of example is infinite.
Man is plastic, but he is inert. The knowledge training, professional knowledge and sales knowledge training of the sales team can never be relaxed. Training is an important means to establish and consolidate business teams. Regular training is of great benefit to the psychological shaping of sales staff. And according to the development of business personnel, select, introduce and train regional managers. Business people will be more motivated.
2. The sales channels are perfect and the sales channels are sinking.
In order to ensure the completion of the annual sales task, I usually actively collect information and summarize it in time, and strive to open up new markets and expand the market share of products. Reasonably and effectively decompose the target.
_ _ _ _ _ three provinces, the market is the core competition area of the company. In these three provinces, it is necessary to improve the sales team and sales channels. On the one hand, it is the allocation of personnel, on the other hand, it is the integration of customer resources and the key areas of customer personnel. We should set an example for the company here and establish a model market. Cloning is complicated.
Other provinces and cities mainly focus on an existing business staff, focusing on finding partners and some big agents. Companies that take the wholesale route should relax their sales policies appropriately.
If the business personnel explore the market by themselves, the company will provide business support in the early stage, focusing on training for one month, and technical support for three months in the later stage.
3. Product adjustment and product update.
Products are the lifeline of enterprises, not what we want to buy, but what customers want to buy. What we bought and what our customers want to buy. Finding the needs of customers is fundamental. Therefore, product adjustment should be combined with the market. In addition, we should also consider the profit of the product. If the product is unprofitable, there will be no living space. The same is true for customers. Customers don't buy products, but profits, and profits are the profits they get from the products they buy. The principle of rational distribution to maximize product profits is the only unchangeable rule. Enterprises are not welfare homes, and creating maximum value for enterprises is the most basic requirement of management. The change from development to making money is the last word.
The life of a product is limited. Constantly increasing new products, on the one hand, shows the strength of the company, on the other hand, also shows the vitality of the company. Eliminate unprofitable and inappropriate products. Combined with the professional quality of the company's business personnel, the products should be adjusted from three aspects: conducive to the company's development, conducive to the sales of business personnel, and conducive to customer demand.
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