The manager of the region who had contacted a pharmaceutical company was in a communication. The manager was helpless. He asked about the reasons for helplessness. He was dissatisfied with the company’s sales policy. The company’s policies often changed, allowing market personnel to change frequently. There is no way to go.
So for enterprises, how to effectively formulate sales policies, how to make sales policies adapt to and meet market demand?
First, based on reality, the principle of enforceability
The formulation of the sales policy must be based on the actual situation of the market, and the formulation of the sales policy should be based on a comprehensive analysis of the resource status of the enterprise and the resource status of the market competition.
When we develop a sales policy, we must fully study the actual situation of the market when using SWOT for analysis. The formulation of the sales policy should not be based on feelings. Once our sales policy is formulated, we must face the market and must fully guarantee the market's enforceability. The policy without enforceability is a waste paper, a little value. No.
Second, simplify the procedure, simple operation principle
The implementation procedure of the sales policy is based on the principle of simplicity and simplicity. Regardless of the internal policy writing process and process, or the policy of resellers and customers, at the level of executing the program, we must first consider whether it can be simple operation, whether there are complicated and cumbersome procedures and processes.
The minds of our sales staff must be fully used in market operations, not the process and process of thinking about how to deal with sales policies.
Externally, customers get the corresponding spiritual and material benefits from the sales policy, and there is no complicated procedure for signing and providing evidence. The core of our sales policy is to fully mobilize the enthusiasm of sales personnel and distributors or customers to sell our products. Instead of letting them feel that our process is in trouble, and not because of the process problems, the sales policy implementation effect is greatly reduced.
Third, the text is strict, understand the principle of clarity
The sales policy must be reflected in the form of words, and the characteristic of Chinese characters is that if the words are not strict, it will lead to a variety of understandings, which leads to the situation that “the public said that the public and the wife are reasonable†and eventually leads to The makers of sales policies will become "clear officials who are difficult to break chores." Maybe the policy is a good policy. Maybe the policy makers themselves don't have so many ambiguous explanations. But if the sales policy is not strict, it will be counterproductive.
Therefore, the text content embodied in the sales policy must be strict. It is necessary to consider the words, discretion of language, and discretion. In the end, it is necessary to formulate a rigorous text that fully reflects the sales policy. It is easier for sales personnel and customers to understand. Such a policy can be reflected in a more basic sales policy if there is no ambiguity in the policy.
Fourth, reserve space, separate market principles
The Chinese market is a complex market. The Chinese market is a huge market. The formulation of sales policies must fully consider the regional characteristics. In formulating policies, certain operational space is reserved to facilitate the separation of different market areas. So that our market can adapt to all markets.
If there is no space left, some markets will be fundamentally unable to implement and implement. If the implementation is tough, the end result may be that we will waste market opportunities, and the loss may be our own, so the policy space must be effectively reserved. .
V. Guarantee long-term, operational stability principle
The introduction of any sales policy must take into account the long-term principle. The fundamental principle and core of a policy can guarantee at least one year.
For the customers, the policy is unstable, the realization of the interest space is not guaranteed at all, and the fundamental guarantee of the interest space is lost. Any customer will not easily make up their mind to cooperate with us for a long time without the intention and confidence of long-term cooperation in the market. There will be no long-term plans and practices in operation.
For our internal sales staff, we can't see the possibility of achieving the goal, and we can't see the fundamentals of value. In today's society where the pressure of increasing survival is increasing, who can guarantee the loyalty of the enterprise!
6. Timely regulation and adaptation to the principle of change
The market is changing, our competitors are changing, the interests of our customers are also changing, and the relative interests of our team members are also changing, so the sales policy must also be able to ensure timely Regulate to adapt to market changes.
Both philosophically and physics, the change of everything in the world is the opposite, and it also explains this truth. As the maker of the sales policy, it is necessary to consider the ability to make timely adjustments in policy. It cannot be said that once the policy is formulated and released, no matter how the market changes, we can change everything, which is impossible in the market competition. It does not exist at all.
Seven, guarantee benefits, team incentives
Benefits are a topic that can never be spared, especially for salespeople at the grassroots level. For the grassroots, the development of the mr. is the basic principle. Without survival, there is no better development. For the enterprise, the salesperson cannot be required to treat his own business like a boss, and treat his own business as a child like a boss.
Therefore, in the formulation of sales policies, the interests of members of the sales team must be effectively guaranteed. Benefits include two aspects, the realization of material interests at the basic level and the realization of the relatively long-term benefits that can be expected. All the interests can not be made to let the sales staff feel the feeling of being in the air. In the case of pressure on the sales staff, the sales must be satisfied. The realization of the basic interests of the personnel, so that the sales staff like to pick up the peaches, in the case of physical strength, a few times to pick the peach, instead of being unable to achieve many times, then the sales staff will soon lose Confidence, the team's interest-driven and motivating is a fundamental guarantee for the sales team. With a stable team, there will be a fundamental sales policy.
Eight, flexible mastery, encourage innovation principles
After the policy is formulated, it involves the implementation of the issue. As a policy, as a policy maker and manager, in the specific implementation of the policy, it must be considered to be flexible at all implementation levels. Within a certain range, market personnel are allowed to make "errors", allowing market personnel to play the ball. For the short side of the market players, we must maintain relative flexibility, can not be based on the sales policy.
Policy makers should be clear that while we allow salespeople to play the ball and make mistakes, it is also to some extent the salesperson is innovating, actively researching sales policies, and actively studying the state of the regional market. If there is no positive research, it will not be possible to play the ball and make mistakes. We must know that innovation is the foundation of our market. Without innovation, there is no motivation for sustainable development.
Nine, meticulous and careful, do not leave the principle of suffering
The market is dynamic, and the market is cruel and ruthless. The formulation of sales policies must be carefully and carefully considered. Principleal flaws and mistakes must not be allowed, because once such problems occur, they may lead to devastating and unresolved errors. Therefore, we must make careful and careful considerations, carry out repeated and repeated considerations, conduct in-depth market research and analysis, and relatively develop a sales policy that does not leave behind.
Ten, adhere to the implementation, the principle of core invariance
As long as our sales policy is based on the actual, based on the market, based on innovation, based on actual results, then in the actual implementation process, we must adhere to the fundamental core sales policy. Isn't there a slogan saying that there is no future without persistence?
In China's current market conditions, the degree of implementation is far greater than the strategic and innovative, 99% of the execution power +1% of the innovation power is far greater than 99% of the innovation power +1% of the execution power, to Knowing that execution is fundamental at all times.
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