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Discussion On Team Management In Mature Market

2008/5/27 16:18:00 10

The development of brand market usually goes through four developing stages: cultivation period, growth stage, maturity stage and recession stage.

Shengyuan brand has entered a period of rapid growth after ten years of development. However, from the local market, the existence of objective factors such as regional economic differences, cultural differences, habits and differences in market development strategy of Shengyuan makes the difference between Shengyuan brand in the whole country. In some areas, the reputation and reference rate of Shengyuan products are quite low, and the market is still in the nurturing stage. In some districts or cities, consumers' awareness rate and purchase rate of Shengyuan brand are quite high. The market share and market share of Shengyuan products are also absolute, and the brand value is outstanding.

Such a market is a mature market which is usually located in the marketing field.

The market is in different stages of development, and its management methods and operation modes are different.

This is exactly the difference management model advocated by marketers.

Personally, I think that the mature market is more important in management, and through intensive cultivation mode, we should manage sales to management and efficiency to management.

In fact, the essence of management lies in how to manage good people, clarify things, give full play to people's initiative and enthusiasm, make people do their duty, make people's thinking clear, concise and clear, take fewer detours, and make the best use of them.

Man is the first productive force and the first element.

In mature markets, the role of human beings is extremely important and especially prominent.

In terms of team performance, it is how to motivate team members' greatest potential, mobilize the enthusiasm of team members, how to coordinate the relationship between teams and make them operate efficiently, and how to manage team members meticulously and comprehensively.

This is how to manage good people mentioned earlier.

As a frontier city in Southeastern Hubei Province, Xianning is located in the mountainous area, where the population is only 2 million 700 thousand. In the 07 year, the sales volume has been completed by 15 million 800 thousand (excluding Honghu), the market share has reached 30%. In the 08 year, the sales volume is 24 million (excluding Honghu), and the market share target is closer to 45%.

The market is highly mature. The huge base makes the growth difficult. Salesmen are under the pressure of overloading.

How to manage personnel efficiently is the first problem to be solved in 08 years.

There is no doubt that for such a mature market, it is very important for a good person to clear the matter with a good person for the successful completion of sales.

How to build and manage team in mature market so as to make the team have cohesive force, combat effectiveness and centripetal force?

Personally, I think we should start with the following aspects: team building and management:

First, institutional management: "right people first".

Successful and efficient team leaders often lead by example.

For example, Li Yunlong in the sword is confronted with a strong enemy. When the two armies fight against each other, they often take the lead and rush into battle.

As a leader of a team, when they are strict with their subordinates, they must first take the lead and act directly in the minds of their subordinates, so as to establish an image of integrity, dedication and self interest.

Only in this way can team members be convinced, prompting them to eliminate excuses and act early.

The city manager is the leader of the city team and the executive of the company policy. When he completes the tasks assigned by his superiors, he must make reasonable arrangements and finish in time, and set a positive example for his subordinates to set an example.

Only when you have done your best, can you ask your subordinates to get the bottom of your heart.

In normal work, I ask the team members to keep the phone open and not shut down, so they usually carry two batteries on their own to keep them in good communication.

On one occasion, I forgot to take the battery and turn off the machine, and let the market commissioner get the punishment notice.

After all, everyone is equal before the system.

The management of team members in mature markets should be focused on strict management and strict management.

The first aspect of management is "compliance, compliance, irregularities, and strict enforcement."

In October 07, referring to the "regional daily affairs management measures" and the actual situation of the city, we formulated the "Regulations on the management of daily affairs in Xianning", and issued the "regional routine work schedule" to the members of the city team, clarifying the daily duties of personnel at all levels, and clarifying the responsibilities and rewards and punishments of each post.

Six months ago, according to this method, some illegal employees were punished, and some advanced employees were rewarded.

The execution power of the whole city team has been effectively improved.

This is the management of team members from the aspect of system. The management principle in this respect is equality before the system.

In addition to system management, team members also need training management, time management, job management, performance management, incentive management, and supervision management.

Two, training management: training can enable everyone to master skills, find the right ways, clear up the train of thought.

The purpose of training is to improve the skill level of team members and improve the professional level and comprehensive quality of the whole team.

In terms of training, though the city manager is not a professional, we should also try to collect some courseware for some common problems, or sign training materials for some excellent companies.

For example, how to deal with customer objection, persuasive sales mode, customer management skills, how to understand customer psychology, etc.

These basic theoretical training can guide staff to work at ordinary times, improve their professional level, and require employees to participate in training to digest through practice.

The final feedback of the sales supervisor is very necessary for training in skills, which has a very good guiding significance for practice.

Later, it will also make use of City regular meetings to do customer management skills and communication skills training.

Although it is not professional, it is always better than doing nothing. At least after training, we know which methods are right and which methods need improvement.

At present, the whole Xianning team has a very clear direction and clearer thinking. Everyone is very clear about "one center, three basic points", that is, sales volume is the center, with market, display and mouth integration as the basic point.

It can be said that training plays a very important role in enabling everyone to identify their priorities and directions.

For the mature market, the comprehensive ability and quality of the people determine the success or failure of the market to a large extent.

A person with strong thinking ability and comprehensive ability can give him limited resources. He can make rational use of it and achieve great results. From the point of view of Xianning City, Chibi area is a clear example; on the contrary, the supply of resources to a person with unclear ideas and ability is not necessarily able to achieve good results, or even make a mess, resulting in waste of resources.

Training is an important way to improve people's comprehensive ability. Although the effect of training is invisible, the effect is enormous.

In the later period, we still plan to arrange the time reasonably and strengthen the training of the members of the Xianning team. Even if it is not professional, we should keep on doing it.

After all, sharpening is not the wrong way to cut firewood.

Three, time management: "everything is predetermined but not predisposed".

For the time management of team members, we must always emphasize planning, making long-term plans, short-term plans, implementing plans for action, not enough one plan, and preparing another case to prevent accidents.

In the process of implementing the plan, it is necessary to communicate with relevant personnel regularly, establish confidence and guide the correction in time.

For example, the negotiations on the construction of hundred stores in Chibi, first let sales director Lu Qiyuan take the strategy of negotiation and give guidance, then communicate with him about the plan time and plan, and always maintain communication with Lu Qiyuan during the negotiation process, give him confidence and help him analyze the psychology of the other side. With the help of some small skills, only half a month's time is spent, and the lowest cost is used to win the support of Chibi's 100 best shelves, stacking and store image publicity.

In addition to early planning, team members should insist on regular visits to customers and improve the success rate of visits.

For time management, the latter plan also requires the members of the team to know the quadrant management principles, so that they can clearly know the time sequence of dealing with things, prioritize them, and make reasonable arrangements and orderliness.

If you clearly tell the salesperson, it is very urgent and important that you need to deal with it for the first time; if it is urgent and unimportant, you can ask your colleagues or clients to help you; it is very important and urgent that you deal with it again when you have time.

Four, work management: for the management of team members, there are various ways, one is form follow-up management, the other is collaborative visit, field guidance, and three is conference management.

For example, this year's company market, display, image shop construction, you can advance the design of related forms, follow up the completion of the situation with the form, feedback to complete the progress.

Xianning requires the sales director to give feedback on the completion of the display on the market every Sunday, and then use Monday's city network to analyze and guide, so that the sales manager has a sense of urgency and pressure.

For some areas and individuals whose progress is lagging behind, city managers cooperate with the sales supervisor to visit and conduct effective guidance.

In addition, some routine routines such as log, weekly, distributor weekly Invoicing, monthly sales entry are also a way to strengthen team work management.

Five, performance management: good process produces good results.

The performance management of team members is actually a process management. The purpose is to achieve the desired results through effective control of the process.

The performance management of team members is now a weak link for us.

The reason is that the city lacks inspectors, and there is no special staff to check the standardization and planning of the sales supervisor's customer visits. There is no special person to monitor the completion rate of the sales supervisor, the order success rate, the 180 control rate, the completion rate of the shop, the rate of new product entering, the implementation rate of sales promotion activities, and the progress of the display improvement.

Next, our plan is to use forms to follow up management and give timely guidance to feedback information.

At the same time, it is also hoped that the company will consider setting up supervisory personnel in the mature market to effectively supervise and feedback the performance indicators.

In fact, mature markets especially need responsible salesmen to achieve the desired results through careful planning, careful consideration and intensive farming.

This is the reason why some people in the marketing field have suggested that a mature market needs a "farmer" salesperson to do it.

We know that the mature market is entirely dependent on the "farmer" salesperson who spades and hoes.

At the same time, people are inert, even the "farmer" salesperson is no exception.

If no one monitors, how many degrees of achievement will be achieved, and how much truth it is, there is no way to verify it.

Therefore, it is strongly recommended that the company consider the supervisory personnel in the mature market to effectively promote the sustainable development of the mature market.

The success of Shanghai Pepsi's success in China's local market has also contributed to its monitoring system.

For example, when Shanghai Pepsi and terminal customers sign the stacking contract, the stacking area is clearly marked on the contract, and the inspector takes the meter size according to the contract area, and takes the meter to measure the amount of difference. When the cost is paid, the number of stacking fees will be deducted. The salesperson will be forced to maintain the customer relationship and be forced to take the contract and the Ministry of supervision's rectification notice to find the end customer to recover the short part of the area.

This is the power of supervision and supervision.

Six, incentive management: strong sales staff also have low morale.

How to keep sales personnel in a positive and confident state for a long time and how to maintain the high morale of sales team for a long time?

This calls for the regiment.