Annual sales plan management

Sales policy plan 1. Fundamentals of sales plan management

□ Structure of sales plan

1. Sales plan is the basis of all plans?

The sales plan must include complete detailed sales volume and sales amount. In addition to the company's business policy and business objectives, it is also necessary to have a detailed commodity sales plan. Other plans and implementation, such as future development plans, profit and loss plans, asset and liability plans, etc., need to be based on the sales plan. ?

2. What is the content of the sales plan?

A concise sales plan should at least include the following points:

(1) commodity plan (what products do you make? )?

(2) Channel planning (through what channels? )?

(3) cost planning (how much will it cost? )?

(4) sales organization plan (who will sell? )?

(5) the total sales plan (where to sell? What is the specific gravity? )?

(6) promotion plan (how to sell it? )?

It is easy to see that the total sales plan of item 5 is the most important, and the contents of the sales plan can be roughly covered in it. The master sales plan is often the essence and the central topic of the sales plan. See figure 14.2. 1 for the contents of the sales plan. □ Prepare the annual total sales plan.

1. Refer to the sales performance of yourself and your competitors in the past year?

As shown in table (2.2.2), columns 1 and 2 in the table are the comparison between the company's performance in the past year and the sales performance of competitors. With reference to such data, sales volume and average unit price plan can be listed. ?

2. Breakeven point and other benchmarks?

As shown in the column of 3.4.5.6 in the table, the calculation formula is also listed in the notes of the table. ?

3. Total sales of career development plan?

Comprehensive a large number of political, economic and social change data, calculate the total sales of career development plans. ?

4. Hold a meeting for final inspection, improvement and final decision?

In columns 1 to 7 of the form, a comprehensive inspection must be carried out item by item in the meeting, and the final total sales plan decided by the meeting should be recorded in the decision plan in column 8. This final decision is the basic general sales plan for career development, which can improve the sales targets of various business departments as appropriate to plan the internal targets of the departments. These include:

3. Breakeven point benchmark = fixed cost estimate+planned sales profit/planned marginal profit rate × 100?

Planned marginal profit rate = 100- (variable cost estimate/total sales) × 100?

4. Asset turnover benchmark = planned assets × annual turnover times?

5. Net interest rate benchmark = planned annual pre-tax net profit/total planned sales to pre-tax net interest rate × 100?

6. Value-added benchmark = (planned number × value-added target per person)/planned value-added 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 of the last three years and carefully understand the monthly sales of each year.

Add up the sales performance of the past three years?

As shown in the table, the monthly sales performance of the past three years is summarized. ?

3. Get the proportion of sales in recent three years?

Finally, as shown in the rightmost column of the table, if the total monthly sales for three years is 65,438+000, the monthly sales ratio can be obtained by dividing the total monthly performance for three years by the total performance for all three years, and the calculation results will be filled in the table on a monthly basis. According to the monthly sales situation, we can see the influence of seasonal factors on monthly sales. ?

After that, the monthly sales plan can be obtained by taking the monthly sales in the past three years as the proportion of the total final sales of the whole company. □ Preparation of monthly sales plans for different commodities

1. Get the sales proportion of goods?

First of all, find out the sales proportion of goods in the same month last year and the sales performance of goods in the same month in the last three years or so, and calculate the sales proportion of goods (as shown in Table 14.2.4) to understand the commodity groups with better sales and higher profit rate. ?

2. consider the policy of commodity sales ratio and adjust the sales ratio?

In the next step, we will comprehensively consider the commodity sales ratio policy, the opinions of stakeholders and the commodity demand forecast, and revise the sales ratio of commodity groups in the past three years and the same month last year. ?

3. Set the product category plan with the revised product sales ratio?

The planned sales amount of other commodities can be obtained through the revised monthly sales ratio and total monthly sales. ?

The right column of the table lists the monthly planned sales amount of detailed commodities, which is the basis of the monthly sales amount budget. □ Prepare sales plan by department and customer.

1. What is the sales ratio of goods obtained by departments and customers?

As shown in table 14.2.5, the sales ratio of departments and customers in the same month last year was analyzed and studied. ?

2. Modify the sales proportion of commodities by department and customer?

According to the following three viewpoints, adjust the actual sales ratio of goods according to departments and customers. ?

(1) Sales policies of different departments and customers. ?

(2) Reference to the opinions of department heads and customers. ?

(3) Customer's usage, credit status, competitive relationship with competitors and new customer development goals. ?

3. Use the revised sales ratio to obtain the sales plan amount of customers and departments and prepare the sales expense plan.

1. Sales management fee included in consolidated profit and loss plan?

In the fourth column of the annual plan income statement, the annual total amount of sales expenses can be listed as follows. ?

1 See table 14.2.6 for the items of project sales variable expenses. On the one hand, the sales fixed cost of item 2 refers to the past performance and other information, on the other hand, it lists the appropriate planned quantity information. 2. Preparation of monthly sales change expense plan?

Because the monthly total sales plan has been made, in order to achieve the monthly total sales plan, the required annual change fee must be set. ?

3. How to draw up a fixed monthly sales plan?

Just average each fixed expense amount in the annual total plan amount, and you can calculate the approximate monthly sales fixed expense amount. ?

Monthly sales of fixed cost plan items, including depreciation expenses, wages and interest expenses. ?

□ Preparation of promotion plan?

1. Product-related promotion plan?

(1) Systematic sales?

(2) Commodity quality management?

(3) Freshness, hygiene and safety of commodities?

(4) patent right?

(5) sample promotion?

(6) Exhibition promotion?

(7) Commodity sales?

2. Promotion plan related to sales methods?

(1) Determine the point of sale?

(2) Pay sales gifts and bonuses?

(3) host the promotion meeting?

(4) Grasp the promotion in the festival population gathering place?

(5) Promotion of agency stores and specialty stores?

(6) Establish chain stores?

(7) Sales return system?

(8) installment promotion?

3. Sales staff related promotion plan?

(1) Performance reward?

(2) Action management and education strengthening?

(3) competitive sales?

(4) teamwork sales?

4. What is the focus of the promotion plan such as advertising?

(1)POP (point of sale display)?

(2) Are the leaflets included in the newspaper?

(3) Model display?

(4) catalogue and poster promotion?

(5) Newspaper and magazine advertisements?

□ Prepare sales payment plan.

1. Customer credit recovery plan and sales plan are parallel?

Cooperating with the monthly total sales plan (as shown in table 14.2.7) is the collection plan of this monthly sales plan. Therefore, the past collection performance and other information can be used as an analysis reference, in addition, the collection strategy also has an impact. ?

2. Use this form as the basis of customer credit recovery plan?

According to the actual situation, the customer's payment recovery plan cannot be said to be complete without the preparation of 14.2.7 table. In management, this form is very important for requiring business personnel to control the recovery of customers' funds. ?

3. Is it necessary to shorten the days of customer account arrears?

This table is very important for improving the recovery rate of customer accounts. However, the increase in the recovery rate only extends the maturity date of the bill, which has no substantive significance. ?

The following formula is more meaningful for shortening the days of outstanding accounts. ?

Days in arrears of customers = (customer credit balance+bill balance received by our company)/total daily sales □ preparation of sales staff action management plan.

1. Is it important to manage the future actions of salespeople?

As shown in table 14.2.8, every salesperson will clearly write down the key action targets for next month. According to this action plan, the supervisor can also clearly point out the necessary matters. ?

2. Weekly Action Management System?

After the key action targets of the month are determined, the direction of weekly efforts can be listed in detail in the weekly action management system. In modern commercial society, many enterprise activities are based on "week". If the weekly management is not perfect, the performance will not be good. ?

3. Check the implementation results of the weekly plan with the realized workday report?

Salespeople can use the weekly action plan as the performance reference benchmark when submitting it to the business newspaper orally or in writing every day, so this table is quite convenient to use. As long as the action plan is compared with the daily performance, the performance of the sales staff will be clear at a glance, which can completely achieve the purpose of sales management. □ Prepare profit and loss management plans of departments and branches.

1. The thorough implementation of the departmental profit and loss system?

As shown in the following table, it is an example of the monthly departmental profit and loss system management table. This table can clearly show the profit and loss benchmark of each department, branch, department and other units and their corresponding performance and achievement rate. ?

2. Try to calculate by profit center?

As shown in table 14.2. 10, it is the simplest method to clearly distinguish the variable cost and fixed cost of a department or branch, and deduct the calculation benefit from the total sales of the department or branch. However, it is difficult to implement it in practice, and we can only try our best to adopt the fairest method without causing disputes between departments. ?

3. Take the achievement rate as the evaluation benchmark of profit and loss. Second, the annual sales plan management

□ Basic objectives

Our company's annual sales targets are as follows:

(1) sales target

(1) All departments are above ×××× yuan?

(2) More than ××× yuan per employee/month?

(3) Personnel in various business departments/more than ×××× yuan per month?

(2) The interest target (including tax) is greater than ××× yuan?

(three) the sales target of new products is more than ××× yuan.

□ Basic policies

In order to achieve the next goal, the company has formulated the following policies and put them into practice:

(1) The company's business organization will not be changed until all personnel are proficient in business, stable in mind, with a sense of crisis and effective in operation. ?

(2) To promote minority elitism, we must devote ourselves to our work, whether mentally or physically, so that our work will develop in the direction of high efficiency, high income and high distribution (high salary). ?

(3) In order to strengthen the agility and rapidity of functions, the company will greatly delegate power so that personnel can make decisions decisively and quickly. Only in this way can the principle of achieving the above objectives be realized.

(4) In order to achieve the purpose of responsibility and establish a responsibility system, the company will implement a clear policy of rewards and punishments. ?

(V) The company will strengthen the management of various businesses after the regulations and systems are perfected. ?

(6) MS Co., Ltd. and our company have a written agreement on this transaction, and both parties abide by each other's responsibilities and obligations. Based on this positioning, the company should strive to achieve the budget target. ?

(7) In order to promote the sales of retail stores, a sales model system should be established to transform the original buyer's market into a seller's market, so that the company can hold the leadership of agents and retail stores. ?

(8) Focus on retail stores and strive to cultivate and guide their promotion methods, thus further stimulating the increase of demand. ?

(9) The strategic objectives include the powerful XX stores in China, which are promoted by the "distribution system". ?

(10) Establish regular friendship associations to further strengthen the contact with retailers. ?

(eleven) the use of customer survey card management system to establish statistical management of ① retail store performance, ② sales performance and ③ demand forecast. ?

(12) In addition to following the previous sales expansion measures of the agency, we will take the above methods as strengthening policies and strive to promote sales expansion from two aspects. ?

(13) With the change from the buyer's market to the seller's market, a long-term contract system should be established to uniformly manage the conditions of transactions. ?

(fourteen) check the relationship with the agent and establish a consistent accounting system for subpoenas. ?

(fifteen) the plan between the guidelines should be specific and effective, and implemented to all relevant personnel. ? □ Business organization plan

(1) internal organization?

1. Gaode Service Center will be upgraded to a business office to promote sales activities. ?

2. Set up a new business department (or service center) within the jurisdiction of Gaode business department. ?

3. Dissolve the Food Department, and its employees will be transferred to Gaode Business Office to promote sales activities. ?

4. The business organizations under the above new system will temporarily maintain the status quo and do not make changes, so as to establish their own responsibility systems. ?

5. If there are any inadequacies in business handling, make improvements as appropriate. ?

(2) External institutions?

The trading organization and system will maintain the old sales model, through our company → agents → retailers. ? □ Retailer's promotion plan

(a) new product sales system?

1. Divide the powerful domestic retail stores into regions, and adopt a new product sales system in each divided region.

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 visit as an opportunity to supervise and reward sales, and conduct investigation, service, sales guidance and technical guidance, so as to promote sales. ?

The total amount of our products sold by the above-mentioned ×× stores must be twice as much as before. ?

4. Inventory should be kept between one month's inventory of retail stores and two months' inventory of agency stores. ?

5. The work content and treatment standard of the sales person in charge should be made clear. ?

(2) The establishment and activities of new product collaboration meeting?

1. In order to coordinate the promotion activities promoted by the sales methods of new products, in addition, a new product cooperation meeting was set up centering on major retail stores in China. ?

2. The business content of the new product cooperation meeting generally includes the following ten items:

(1) Distribute and send agent magazines;

(2) Give the person in charge of our products a tie clip;

(3) Install the signboard of the cooperative store in each area;

(4) distributing trademarks to cooperative stores in the city;

(5) Competitive sales between cooperative stores;

(6) distributing advertising leaflets;

(7) Actively support dealers;

(8) Holding workshops and seminars;

(9) Adding youth counters;

(10) launch new products. ?

3. The cooperation meeting is informal. ?

(c) Enhance the sense of responsibility of retail store employees?

In order to strengthen the attention of retail clerks to our products and increase their willingness to sell, the following key points should be strengthened:

1. Bonus incentives-every time a retail store clerk sells our products, he will send a sales card. When the sales card reaches 10, he will be given a bonus to motivate his sales intention. ?

2. Personnel counseling:?

(1) The person in charge can use the education guidance during the interview to improve the sales skills of the retail clerk and strengthen the understanding of the products. ?

(2) The person in charge of sales can personally stand in front of the store to receive customers, demonstrate sales actions or give technical explanations, so that the clerk of the retailer can get indirect guidance. ?

3. Education guidance of Gaode Company:?

(1) Let the shop assistants attending the collaboration meeting also attend the shop assistant seminar to improve their sales skills, product knowledge and technology. ?

(2) By participating in the seminar, the shop assistants will expand the teaching of sales technology and product knowledge technology to other shop assistants, so as to improve everyone's willingness to sell. ?

□ Expand the customer demand plan

1. Clear advertising plan?

(1) Before the establishment of the new product sales model system, personnel visits will be the mainstay for the time being, and advertising activities will be the future activities. ?

(2) For the advertising media, check it again to make sure that the advertising planning can achieve the purpose of creating the maximum effect with the minimum cost. ?

(3) In order to achieve the above two goals, we should fully study the advertising and publicity technology. ?

2. Use the purchase survey card?

(1) Check the recovery method and investigation method of purchasing survey cards, and truly grasp the real purchasing motivation of customers. ?

(2) Using the survey statistics of purchasing survey card, new product sales method system, customer survey card management system, etc. And do a good job in demand forecasting. ?

□ Management and statistics of business performance

1. Customer survey card management system?

(1) Make use of the customer survey cards sent back by the clerk of each retail store to count the sales performance, or manage the new product sales model system according to these. ?

(1) Count the sales of xx store by business hall and region?

(2) According to the business department, statistics of sales outside xx stores. ?

(3) Other sales statistics must be conducted by each business office. ?

(2) According to the above statistics, we can observe the sales performance of each store and master the activity performance of each person in charge and the sales performance of each commodity type. ?

□ Establishment and control of business budget

(1) Business budget and capital budget must be established, and the decision of capital budget is usually adjusted up and down with business performance. ?

(2) Various benchmarks and key points of the budget should be improved into model manuals, and contracts should be exchanged between the Ministry and various institutions. ?

(three) to establish the statistics, comparison and analysis of the budget and actual amount of each institution. ?

(4) Managers of public institutions should formulate their business policies and plans in different years, periods and months, and submit them to the Ministry for revision and finalization. ? -improve the ability level of managers and cadres

(a) the relationship between headquarters and institutions?

1. The heads of institutions should regard enterprises as enterprises and promote their management with the spirit of operators (in addition, they must attend training regularly). ?

2. The business manager needs to put forward the policies and plans of the business department in business, general affairs, operation and management, labor services, procurement, equipment, etc. ?

3. The business manager shall report the annual, regular and monthly activities, performance and other specified matters. In addition to budget, performance, differences, analysis and reflection, we should also put forward countermeasures for the next year, the next period and the next month. ?

4. The business management system between headquarters and business offices should be clarified and improved to become a model. ?

(2) Inside the organization?

1. The business manager should establish the management mode of daily business operation in the business office according to the following nine points: (1) All account books and evidence materials are complete. ?

(2) All kinds of rules and regulations and notices are complete. ?

(3) Establish business plans and rules and regulations. ?

(4) Establish a system of instructions and orders. ?

(5) Transaction reporting system. ?

(6) Written instruction system. ?

(7) Implement guiding education. ?

(8) patrol and tour. ?

(9) Establish a meeting system. ?

This management system must be implemented, so as to make a direct contribution to sales and budget completion. ?

-improve the ability level of responsible personnel.

(a) Guidance and education for managers?

Usually, the boss's manager and department head should educate and guide the responsible personnel in information collection, discussion and countermeasures. ?

(2) How to establish the sales response benchmark?

The person in charge shall formulate the sales response benchmark according to the following points, and educate and train the person in charge on this benchmark. ?

1. sales response benchmark a?

This is the benchmark for the person in charge to deal with retail store owners and clerks. ?

2. sales response benchmark b?

The benchmark for the person in charge of a retail store or the clerk to receive customers. The so-called benchmark is to screen and publish the success stories of responsible personnel. ?

3. Customer survey card performance statistics?

According to the customer survey cards collected by various places (responsible persons), the sales performance is counted, managed and tracked. Third, the sales policy plan

XX Co., Ltd. designated XX Commercial Company as its sales company, and formulated the basic business policy of our store according to the following provisions: □ the policy of mainly selling commodities and a large number of sales bases.

(1) The company mainly sells mass goods. For mass marketing, we should try our best to pursue low price and high quality. ?

(2) In the future, we will devote ourselves to producing practical products with low price and excellent texture, and regard them as our main commodities. ?

(3) We don't pay special attention to simple mass products or products that are cutting-edge in the times. However, such cutting-edge popular items will still be launched. ?

(four) in the selection of sales base, to medium-sized or medium-sized sales stores as the goal. Except in special circumstances, in principle, small-scale store marketing methods shall not be adopted. ?

(5) With regard to the sales base mentioned in the preceding paragraph, we must be cautious in selecting, making decisions, planning and handling transactions, so as to consolidate the business base of the company. ?

(six) before starting a new transaction with the store, it must be submitted for inspection, and then do a good job of investigation, deliberation and condition check in accordance with the regulations before deciding to conduct the transaction. □ Policies on order acceptance, delivery and collection.

(1) Straighten out relevant sales organizations and systems, and improve the efficiency of receiving orders, delivering goods and collecting money. ?

(2) When accepting orders and collecting money, salespeople must be separated from the related incidental transaction processing, so that salespeople can concentrate on their own sales business. Therefore, in terms of sales, we should make another plan and set up a Commissioner to handle this matter. ?

(3) Improve the procedures (steps), strengthen the contact and internal contact with sales stores as much as possible, and improve the overall management of the business and the efficiency of related affairs. In particular, we should skillfully use various accounts (leaflets, daily newspapers) to improve efficiency. ? □ Policies for handling foreign orders and manufacturers' business.

(1) 35% of the total purchase amount is used for ordering from XX manufacturing company, and the rest is used for subcontracting projects of the company. ?

(two) the purchase of goods should be concentrated in a certain season as far as possible, and the ordering activities should be done in a planned way. The conclusion of a trading contract should not only make itself advantageous as far as possible, but also make the other party feel safe. ?

(three) set up a delivery promotion system when purchasing goods, calculated according to the following circumstances; For manufacturers with excellent delivery performance, the commission will be refunded as follows:

(1) purchase quantity

(2) delivery date and quantity (3) delivery delay and quantity?

(4) In order to make the procurement business operate reasonably, the company holds monthly meetings attended by various procurement manufacturers, outsourcers and relevant personnel to negotiate, contact and reach an agreement. ? □ Trade policy with XX manufacturing company

(1) All transactions between XX manufacturing company and our company (including three companies that currently have formal trade relations with this manufacturing company) are directly traded with our company. ?

(2) The company refuses to accept the summons, and once the goods are delivered to the company, they belong to the company's business scope. □ Delivery supervision

(a) In order to urge the goods as soon as possible, the person in charge of purchasing should contact the manufacturer every day to urge the other party to start work as soon as possible. ?

(2) When handling foreign orders, the report should be used, and the material name, color, product style, quantity, size and manufacturer's number should be recorded, and then submitted to the manufacturer (the account of the manufacturer should also be written in). ?

(3) The statement mentioned in the preceding paragraph should be attached when placing an order. In addition, it should be attached to the packaging box of the product and handed over to retailers and consumers together with the product.