(1) Optimize the organizational structure and post setting; ?
(2) the system with the post responsibility system as the core; ?
(3) Improve and implement the evaluation and incentive mechanism; ?
(4) Establish a training system; ?
(5) Strengthen the construction of corporate culture. ?
The team needs to have the following functions:
Decision-making, management, implementation, information
In the project of investment promotion system, human factor is the most critical. In order to make product sales advance by leaps and bounds and the company's operation develop steadily, it is necessary to establish a capable investment team from top to bottom, which is the top priority of enterprise investment promotion. However, in addition to professional investment enterprises, general investment enterprises are relatively weak in team building.
First of all, we must build a team: there is a leadership team, which consists of three parts: the first leader is the head of the team, the second is the core member, the planner and supporter of the overall problem of the department, and the third is the important functional leader, the decider and marketing executor who participates in the team. In the decision-making process of major issues, project initiation, investigation, discussion and decision-making shall be required. Moreover, the main procedure should be "listening to the opinions of the majority, consulting a few people, and the core has the final say".
Secondly, determine the strategy: there should also be five key issues:
(1) Determine the medium and long-term goals;
(2) Determine the overall front and stage to achieve the goal;
(3) setting the current goal;
(4) Determine the decomposition mode of tactical actions;
(5) How to adjust in the implementation.
The third is to lead the team: the key problem is how to manage a business team well and whether a business team can play its due level, which requires excavating the skill level of a manager.
We should also pay attention to five points:
(1) Optimize the organizational structure and post setting;
(2) the system with the post responsibility system as the core;
(3) Improve and implement the evaluation and incentive mechanism;
(4) Establish a training system;
(5) Strengthen the construction of corporate culture.
In practice, how to form a capable investment team?
First of all, we should establish a perfect investment organization system.
According to the different scale of enterprises, the organizational system of investment promotion is also different. In the investment organization system, there are generally several core functional departments and posts:
I. Director of Investment Promotion:
The main function of the investment promotion director is to be responsible for the overall situation of investment promotion, coordinate the relationship between departments, and undertake the important functions of formulating investment promotion project strategy and supervising the implementation of tactics. Specifically, it includes determining the work plan of each stage of the department according to the company's business objectives; Complete the investment objectives and tasks assigned by the company; Conduct business negotiations with major distributors in various regions of the country; Supervision and implementation of the contract; Supervise and manage the operation of the distribution market; Coordinate various relationships between various departments and distributors of the company; The development and rational distribution of the national marketing network;
Second, the planning department:
The planning department is the "brain" of attracting investment, and is responsible for collecting market information, investigating and studying the market, planning and attracting investment, and providing comprehensive market guidance and support for attracting investment, including the formulation and implementation of all investment strategies and the formulation of investment instructions; Media selection of investment promotion advertisements; Investment promotion expense budget and effect evaluation; Organize and implement investment promotion meetings; Investment information management; Frequently asked questions of dealers; Dealer selection criteria and verification. Generally set up planning, copywriting, graphic design, media delivery, market research and other major fields. Some enterprises outsource the work of the marketing department to think tanks with investment experience, and think it is unnecessary to set up a planning department. In fact, it's a misunderstanding, so it's best to combine inside and outside, so that on the one hand, it can avoid the shortcomings of the marketing department, on the other hand, it can take advantage of the "clear to outsiders" advantage.
Three. Ministry of Commerce (Investment Promotion):
Business (Investment Promotion) Department is the executor of investment promotion, working hand in hand with dealers, shouldering the heavy responsibility of business negotiation and investment promotion, establishing and improving customer files, strengthening household administration management and maintaining two-way communication with customers; Dealing with the loss of goods in the market; Handling of returned goods; . There are usually several managers, regional managers, joint sales managers and business assistants.
The responsibilities of the investment manager include: drafting the annual sales plan and submitting the payment target to the sales director for approval and implementation; Develop and improve the distribution network according to the medium-term and annual sales plan; Investigate and predict the access crisis, and put forward improvement suggestions for approval in time; Grasp key customers and control the sales trend of more than 80% products; Pay attention to the ideological trends of the personnel under their jurisdiction and communicate and solve them in time; Participate in major investment negotiations and sign contracts; Regularly report to the immediate superior; Responsible for formulating departmental working procedures and rules and regulations, and reporting them for approval and implementation; Formulate the responsibilities of direct subordinates and clarify their work; Organize regular meetings every week and participate in the company's investment promotion business meeting; Responsible for the correct implementation of departmental workflow; To draw up plans and cost budgets for major national investment promotion conferences; Responsible for the reasonable control of departmental budget expenditure; Responsible for the safety of enterprise secrets managed by the department; Have on-site command over major investment promotion activities; Have the right to assess the business level and performance of subordinates; Have a certain range of sales discount rights; Have the right to return and exchange goods; Have the right to handle the smuggling of goods.
In this department, the role of business assistant is very important. She is the receiver and handler of a dealer's first call, and also assists the regional manager in handling daily correspondence, information processing, investment negotiation and dealer file management. In the absence of the regional manager, he will become the "body double" and "buffer zone" between the distributor and the regional manager, so the role of the business assistant is very important. The specific responsibilities are generally: to summarize market information and put forward suggestions and plans for expanding investment; Organize the establishment and improvement of customer files to ensure that customers are not lost; Be responsible for answering consultation calls, answering and introducing related questions; Responsible for the reception of important customers and ticket liaison; Responsible for ensuring the reputation of dealers.
The importance of regional managers is self-evident. He is directly related to the company's investment promotion performance, not only to pass on the company's investment promotion policy to the dealers, but also to carry out the secondary planning of products according to the regional market conditions, so as to describe the operable market plan and bright market prospects for the dealers and urge them to "respond"; Keep close contact with dealers at all levels; Participate in customer negotiation and booth layout of the National Merchants Association; Participate in the first-level negotiation and second-level negotiation of dealers; Responsible for the pick-up and drop-off station, reservation and reception of customers; Answer customer calls and introduce product knowledge; Investigate the credibility and network situation of customers; Manage and prepare various reports; Manage and prepare all kinds of publicity materials; Responsible for maintaining good relationship with customers; Have the right to handle returns within a certain range; Have the right to dispose of goods within a certain range.
Co-marketing manager is mainly responsible for the market control of performance dealers, helping dealers to start the market, and is the hub for enterprises to provide market services for dealers; Responsible for ensuring the timely collection of payment; Have the right to arrange venues for major investment promotion activities; Have the right to control limited funds.
Second, strengthen the communication and management of the investment promotion team.
A person without thoughts is a walking corpse, and an investment promotion team without core ideas can only be fragmented. Therefore, in communication and management, we should not only teach employees how to use various skills to attract investment, but more importantly, the team should have a cohesive mind.
"Ideas determine the way out, and details determine success or failure." The Roman Empire was not built in a day. The Great Wall of Wan Li is built brick by brick. Investment promotion pays attention to market skills and details accumulation. No matter how high the investment promotion goal is, it is also accumulated by investment promotion achievements of one size after another.
Investment promotion enterprises must emphasize the concept of attracting investment from all employees. In addition to the core personnel, logistics, finance and other auxiliary personnel should also understand the distribution policy and product knowledge of the company's products. Because it is very likely that one day all the regional managers are busy holding investment promotion meetings, and there are only logistics personnel in the company, and at this time there will be dealers calling to ask questions. If the logistics personnel are ignorant, it will cause a very bad impression on the dealers. On the contrary, if a logistics person can thoroughly understand products, markets and other aspects, the dealer will regard the enterprise with special respect.
Therefore, an excellent investment team should have: a core; Excellent staff; At the same time, strict and scientific management is the guarantee of excellent investment team: establish business management system, standardize operation process and personal behavior; Establish performance appraisal and performance-linked salary policy to motivate employees and ensure the realization of investment promotion goals.
Third, the investment promotion team must conduct complete, in-place and meticulous investment promotion training.
Investment promotion is most afraid of inconsistent understanding. Everyone has a set of evaluation system and negotiation standards, and they express their opinions on products, markets and investment promotion, which leads to internal information confusion and low investment promotion efficiency. Efficient and practical investment training is one of the most important guarantees for the success of investment promotion. Through training, we should unify our thinking, unify the internal understanding and standards of words and deeds of all members, keep pace and advance together. Therefore, investment promotion training is an indispensable "internal strength" to build an excellent investment promotion team. All investment personnel should not only understand the company's strategic thinking, but also master the core advantages of the company's investment promotion. The market input budget, advertising process and operation plan exported by dealers must be consistent, and the achievement of these goals must rely on unified training.
Usually, the three core contents of company investment training are:
1, enterprise and product knowledge training: enterprise situation, product situation, etc. ;
2, communication skills training: answering the phone, answering the language, negotiating skills, appearance and behavior. ;
3. Professional knowledge training for investment promotion: investment promotion process, negotiation skills, form filling, etc.
4. Training of investment promotion essentials: strategic steps of investment promotion, target decomposition, interpretation of dealer positioning contract, market operation plan, answers and responses to frequently asked questions, etc.
In actual combat, it is found that after systematic training, the cohesion and combat effectiveness of the team will be rapidly improved, and investment personnel will quickly integrate into the atmosphere of enterprise investment, and get back real money for the enterprise in a shorter time.