Many businesses are taking steps to ensure that reorganize or create a new system of marketing business. For such works are usually involved management consultants who can provide professional support reform processes of the enterprise, to transfer experience and train staff. What measures can be taken by the leaders of the company to improve efficiency?
Given that most companies are in a difficult financial situation, we usually recommend that you start with activities that do not require a significant investment. Usually this measure organizational and administrative nature, which, when implemented, will the company focused significantly increase the effectiveness of Marketing and Sales. Of course, it would be desirable to carry out a detailed market research to determine the potential of different consumer groups, to assess the company's ability and competitive advantages, as well as to develop a new marketing strategy, consider these advantages and market potential. More effectively the work can be carried out with the participation of management consultants. But the following steps can be done now and without assistance:
1) Evaluate a position in your company takes marketing director (marketing and sales). If your company manages several such, determine the one that will not only have comprehensive powers, but also take full responsibility for the performance of the company on the market. Typically, the manager responsible for marketing and sales, is the second after the Director General of the person in the management team of the enterprise.
2) Analyze the who and how does your company the following functions: see attached picture.
It is necessary to assign responsibility for the implementation of these functions, provide them with the authority and resources to determine the criteria for evaluating the effectiveness of their work and responsibilities. The system of remuneration of the marketing department and sales should be linked to performance of the company.
3) Describe your products or services:
• the name of the product;
• advantages and disadvantages;
• the most important competitive advantage.
4) Determine the consumers (target groups of consumers). And assess the potential of each target group.
5) For each target group of consumers specify:
• the reasons why customers buy your products and services;
• the reasons why customers refuse to buy.
6) Describe ways to promote products target consumer groups, determine the most effective ones.
7) Analyze pricing. As the price of your products are different from competitors' prices? Analyze the system of discounts based on product distribution system.
8) Evaluate the contribution of each product to cover the total costs of the enterprise.
9) Identify the typical trade sizes (large, medium, small), their amounts in cash and kind.
10) Identify priorities, concentrate their efforts and resources only on those products that make the most significant contribution to cover the total costs and only those target groups of consumers who have the highest potential.
11) Determine the break-even point of (the minimum acceptable volume of sales) in monetary terms.
12) Calculate the individual sales plan for each employee.
13) Specify the minimum number of transactions, which should make the company during the reporting period.
14) Analyze the productivity of sales: how many contacts set every month, how many customers buy the products and in what amount.
15) Determine the number of contacts, which should provide the company in order to achieve the necessary sales.
16) Determine the number of contacts and customers, who must ensure that one salesperson.
17 Create a system of motivation of the personnel that will orient the officers of marketing and sales to achieve results.
18) Consider, what do employees of the department of marketing and sales during the working day.
19) In view of the data analysis tasks and functions to determine the composition and number of employees of marketing and sales.
20) Analyze the sales process and identify critical steps (search for contacts or information provided to the client, initiating interest, determining customer needs, preparing proposals, receiving payment), which require improvement.
21) Develop a marketing plan:
• What kind of products to sell and to whom?
• Pricing policy.
• The distribution system.
• Methods to promote products, how will you inform customers about their products or services.
22) Determine the sales plan and other indicators that you will measure the results of marketing and sales departments.
23 Marketing Service shall submit regularly to the sales marketing program developed by "attacks", focused on the target group of consumers.
Комментариев нет:
Отправить комментарий