The organizational structure led to the sale. The structure led to the sale. You can see the carnage. Pros and cons Effective sales structure

Managers of many great companies today clearly understand that there is no popularity of the brand, no high-quality advertising, no carrying out of significant promotions for clients, or more and more Product prices do not raise the problem of sales efficiency at any time. Such methods lead to short-term splashes of water, through which more material inputs are required.

If the company is engaged in the sale of a specific type of product, then it can earn a fair profit and earn a profit for the additional creation of sales, thus selling absolutely everything and again. In this case, it can conduct its activities based on any factors that may not be attributable to the company: changes in exchange rates, seasonality, changes in the economic situation, etc. You can say that this is impossible. However, as long as the sales department and its further management are organized competently, everything becomes possible.

Subtle organization of the process

To complete the sale as soon as requested, it is necessary to hire agents. In this case, the focus should fall not on primary sellers, but on supporting managers, who have high professionalism in this area, as well as production work for the company.

Therefore, it is impossible to carry out sales without hiring reliable sales specialists, and that is what the real “sales people” are, a trace of the same information. It’s interesting what is the reason for this phenomenon: people with new knowledge and work experience compete for equal success in sales. What is the answer to this?

The human brain is formed and grows 90% over the course of the first four years, and then it develops with constant interaction with excess light, recording new evidence and reflections over the course of life. Our brain works the same way, and this factor means that we will be successful in any activity that is doomed to failure. As a result of the investigation carried out with more than a thousand prominent sellers, it has now become clear what kind of stench emanates from the fruits and vegetables.

These facts about “relevant sellers”

1. Vinyatkova remembers the accusation. It is easy for active people to recognize those whom they have seen more than once in their lives due to many fates. This social skill is even more important, and for sellers even more so, the fragments constantly interact with a large number of different clients. Investigations have shown that such creation is innate and cannot be developed or developed.
2. Should Vidmov really be hurt? Now, you are a sales specialist, and it became clear that the great pleasure with the potential client, on which you had great hopes, was lost. Naturally, you will be disappointed in the emotional and mental senses, which will also cause physical pain, so check the results of research conducted by Columbia University. During the analysis, the brain and reaction of emotionally aroused people have finally come back to the point that both mental and physical pain is richly strong, leading to the loss of the client until the approval of the necessary "wound".
3. Addiction to painting in the fields. A sales worker who is skilled at handling and painting during the hours of telephone conversations, meetings, and meetings, is 29% more likely to remember information that needs to be found beforehand. These rapes were taken away from the name of doodling. In general, this means that it’s like a little thing that is concocting spontaneously, in automatic mode. And research in cognitive psychology has shown that it is possible to achieve an effective method of memorizing data.
4. Are you ever so cute? Recently, research has been carried out, as a result of which it has become clear that such human qualities as kindness, kindness and generosity are directly related to the activity of the hypothalamus and the secretion of oxytocin and vasopressin. which stand for a sense of sweetness and tenderness. A good sales professional understands the natural need to help people, and this is the result of chemical reactions in their brains.
5. Why read obov'yazkovo? Sellers don’t like to read much, this is due to the fact that they only work directly on talking, and for reading they have no purpose. Language is an automatic process, which is the largest natural part of cerebral activity, and reading requires extensive work in three areas of the cerebral cortex. Materials for sales coaching are subject to obligatory obligations at this time.
6. Sorom's sarcasm is not a virus. It is clear that the stereotype about easy-going, selfish salespeople being top sellers is incorrect, as 91% of top sellers are characterized by humble and modest giving. Investigations have shown that rude sales reps, more than rudeness and boasting, win far fewer clients and less profit.
7. “I’m not cool, I’m just cool.” All effective salesmen have the power of this kind of rice, as well as a rich knowledge and a rich mind. Availability is a thirst for information and new knowledge. Research has shown that 82% of successful sellers are equal to most people. This power of reason helps it, in discussions with clients, to provide the most difficult and inconvenient ones in order to cover all the nutritional needs, and at the same time it gives them more confidence.

Now you will understand that profitable sales can be realized from the earnings of such people themselves. When recruiting new employees, it is necessary to identify the particularities of the idea and the particularities, so that the effective operation of the new structure in the company can be ensured.

Features of a promising seller

It’s really hot that a high-class manager will put “pluses” on the crown instead of the khrestivs. Regular salespeople are satisfied with their work, gaining satisfaction from new acquired clients and satisfied customers. For them, their robot represents a drug in their family. The sales manager is not just a skilled, knowledgeable and practical person. This fahivet, who lives by sales, eats them. Only such a manager works for the company in a proper manner.

Welcome to the staff

Also, the organization of sales requires respect for the way managers themselves work: whether the activity will be based on the individual work of each seller, or whether there will be team interaction. Sales management, as practice shows, will be most effective when the salesperson is both professional and well-educated, working collectively and individually. It turns out that a person who is applying for a position in the sales department may want to focus on a specific result, and in this case it will be possible to interact with other people. What is important here is understanding and awareness of sales techniques, so the seller can develop the skills of positive communication on a professional level.

Also, having organized the sale from scratch, you must understand that more or less intelligent people can count on a number of supporters who help with the conversation. During the interview, show respect to those who are human beings who may hear evidence of what kind of food you want. It is much simpler to understand the theory, without the insufficiency of such human mercenaries as a sense of humor, kindness, and tolerance.

Mathematical approach

Before you start selecting new crops for planting as a sales manager, you can create a clear profile of this planting. The profile indicates what kind of qualifications you have before the applicant, what kind of obligations they will have. When choosing a sportsbook, it is impossible to describe the characteristics I have received as adequate. The entire list could be formulated as clearly as possible before planting. It is not possible to hire a person whose behavior model is not suitable for the job, and even if you cannot change it. Your sales manager's responsibility is to match the type of business you are in.

Coordinator for sales and activities

With proper management, this structure is designed to generate significant contributions from successful companies. In this case, it is absolutely unimportant what you sell: diapers or mobile phones. The process itself in any trade sphere follows common principles. There are three stages of sales, the main ones being:

• search for new potential buyers;
• out-of-the-box product sales;
• Compliance with all necessary documentation has been signed.

Functions in the sales department are derived from everything, and it is easy to replicate the process in the warehouse. However, in some companies, sales managers deal with additional rights, zokrema. invoices, accounting, calling new clients and others. For clear management of the sales department, it is necessary to divide the obligations between the sellers, and also to work them together as a single mechanism. 100% of a sales manager's working hours may be devoted to the sales processes themselves, such as working with clients, as well as directly selling products. This task can be done most effectively so that your company's income grows. Other functions in the sales department can be transferred to frontline workers who are not directly involved in the sale of products, but rather to specialized accountants.

Management: division of the task and control of the process of their execution

Sales managers are the key personnel of all companies involved in the sales sector. They themselves interact with clients and generate income. And for this reason, managers need to hire additional assistants for their work. The structure of the sales department conveys this obviousness. Companies of this profile are even cheaper, since the average payment for each of them is approximately 500 dollars. These expenses are completely repaid in a number of ways that will be achieved by the manager.

Sometimes people become assistants because they simply succumb to the habit. When you accept them, you create a strong personnel reserve for the company. First of all, among them there are candidates who will take over the position of the manager for sale. They are already working with a company that is familiar with the specifics of its activity, and there is no need to spend additional money on it. Since the sales job assumes the need to sell, with the help of assistants you can hire managers and get as much time as possible to complete the main obligations.

Effective motivation

While the sales department faces the problem of lack of employee motivation, the biggest problem for the company is that it fails to make money. There are no demotivation factors that need to be addressed, otherwise they will have a negative impact on the company’s activities. You can change these factors:

• the student has no financial motivation;
• the athlete does not fully understand his basic obligations;
• a person was hired as a professional who is not a professional in this field;
• the sales coordinator does not cope with his responsibilities well;
• non-literate division of ob'vyazkov, which ob'yazkovo lead to a decrease in productivity.

It is important to understand that the main motivation for a manager to sell is the price of money that can be taken away every time new things are beneficial for the company. Other incentives take away from another role, but no more. This is due to the fact that a qualified sales specialist is worthless. It is understood that the greater the number of clients a company signs contracts with, the greater the profit it receives as a result of everything.

Competition is a constant reality among managers in the middle of sales. Manage it competently so that competition becomes a motivating official, encouraging, insightful and honest. The structure of the sales department will depend on a specific motivation scheme:

• for the manager, everything should be simple and understandable, so that he can easily navigate;
• Everything will be automated, so we will be perfectly transparent;
• The manager may be able to independently treat his skin.

The work scheme of most of the company's employees is based on the fact that managers are paid a salary that is made up of hundreds of sales per job. The main option is to find out the base rate from the provider, to which all the hundreds are added. The bid is determined in order to obtain the truth from reliable facists, so that the functions of the sale can be completed again.

Intangible benefits

You can also motivate volunteers using intangible methods. It is important to understand that it is not your fault to turn off the material warehouse of the motivation program. Among such methods we can name the following:

• setting new professional assignments for the students in order to make them interested in reaching the target in order to achieve it;
• competent care, which allows the skin specialist in the sales department to understand the importance and indisputability for the entire company;
• giving independence in the singing framework;
• creation of the non-median activity of the sedative worker of the most comfortable minds;
• automation of sales and sales management.

The development has been sold for sale and may be used for obligatory washing as a means of automation. The market is expanding to a wide range of special software, which provides the opportunity to increase the efficiency of sales management and managers.

Visnovki

The wholesale sales department operates on a similar principle, the difference being the nature of the trade. In this case, one important point is missing - the sales manager is guilty of his superior qualifications.

Part of divisional logistics is the creation in the company of an organizational structure that ensures effective sales of products, and then the gradual development, improvement, adaptation of this product before changing to the market . This structure is called the “sales department”.

Added for sale- The key leader of any enterprise. The detection of effective sales is necessary for trade organizations, and for all other enterprises that earn money from the sale of their goods and services. The essence of the sale lies in the mutual search between the seller and the buyer of options for the most important problem of the client.

The enterprise gains enormous recognition of the results of its activities and the financial sector for them after the buyer pays for the products acquired by them. We can safely say that the company's salespeople are not as concerned with their work as sales managers (sellers) sell products to customers. This fact may lead business practitioners to believe that salespeople play an important role in the life of a company.

Foreign investigators respect that the people did not stand day-to-day with the buyer, did not put effort into selling the company’s goods, did not take part in the important process of “proving to the market” the value of what is vibrated, and cannot be I'm a business maker. In connection with this, F. Kotler confirms that, in addition to the type of sales workers, the effectiveness of the company’s work will lie: “Sales personnel are one of the most productive and high-value assets of an enterprise” (Cat Lehr F. ​​Marketing according to Kotler: How to create, conquer that is the market: translated from English (M.): Alpina Business Books, 2007. P. 214.).

The remains were sold as a structural subdivision of the enterprise, which is responsible for the financial development of the company, whose organization and work will give great respect.

Organization of sales It begins with the selection of a professional and his importance in determining the status of the decisions made by him. Then, at the same time, the company’s management formulates the goals of the business and develops a sales system aimed at their implementation.

Sales department management- First of all, people and the organization of their work: the selection of sales managers and their training, the organization of interaction between subdivisions that take part in serving clients. Linked to this core of sales management is a reliable and qualified sales force.

Sales department management

Sales department management is based on the upcoming task blocks.

Sales planning

In order to succeed in sales, you need to clearly set goals. The main meta-sales management is the creation of planned sales and the reduction of profits. Having set the right goal to serve as an active tool for work with sales personnel, which may involve changes in setting tasks that are realistic and achievable, to ensure all the features of the business and to ensure a fair assessment of the work of skin problems. Robotnik.

Creation of an optimal organizational structure

The organizational structure determines how the company develops its sales plans and develops its sales strategy.

Organization of minds for the successful activity of workers

This unit is tasked with providing the business with the necessary resources, and developing internal documents that regulate the “Sales” business process.

Control and evaluation of the results of the work of the specialists

Controls the monitoring of planned tasks of the department. Development and implementation of a system for evaluating, motivating and monitoring the activities of sales employees.

Without regular monitoring of this complex, it is impossible to achieve a stable monitoring of the sales of positions in a new function. Like the entire company, the sales department must constantly develop in response to the minds of the external (market) and internal (company) environment.

Stages of development and sale

His descendants see such stages of development in the sales department (Kondrashov V.M. Sales Management. P, 80-81.).

Adoptive stage

It is characterized by the fact that there is a minimum of rules and regulations, so that the process of selling selected products to clients is practically free of formalization. The main hopes are placed on the availability of products and the flexibility of managers, and not on a clearly developed sales technology.

Stage of disturbed corporate practice

conveys the basic classification of buyers; specialization of managers from the territory and market segments; promotion of sales technology to different types of clients, consolidated as a special procedure; development of planned indicators (number of sales to clients, number of new clients, etc.). The role of control in the sales process is played by the safe monitoring of these indicators with skin inflammation and added tanning.

Algorithmization of the sales process

In the world of accumulated professional knowledge, trade practitioners have learned and consolidated methods and techniques for servicing customers. The main algorithms for obtaining and maintaining clients are formulated, which are assigned to a special sales agent (section 10.5). This is especially important for businesses that make sales in various ways (Internet, telephone sales, special sales), in various methods (active and passive), to various clients (individuals and legal entities, end-users or we call intermediaries).

The plant of spivorbitniks went on sale

By analyzing the numerical data related to sales management, you can see the main tasks of the specialists in the sales department:

• have a good understanding of the situation on the market, competitors and the government (trends in the market as a whole and in specific places, regions), in order to quickly identify opportunities for increased sales;
• I'm clear on the strategy Sales: who are the company's target clients, whose needs the company can satisfy on an equal basis and with whom the interaction will be mutually beneficial, how to win its target client, you know new niches and develop in them;
• keruvati sales of the company: correctly select channels across the entire spectrum, number of channels, participants in the middle of the channel; plan, motivate, control channel participants;
• develop and energize the minds of sales, which is mutually beneficial for target clients of the same company;
• develop relationships with clients: encourage regular drainage; expand customer purchasing obligations; formulate my loyalty, favor;
• get new clients for the support of active, kind, motivated personnel who love and know their products (services) and the company; comply with the company's customer service standards;
• vary the price depending on the market situation, competitors, the purchasing power of the population, the global economic situation in the region and other minds of Dovkill;
• consume wholesale and retail buyers, respond to customer requests and claims; formulate your needs as far as possible.

The increase in sales is influenced by the image and reputation of the company, the promotion of consistently high quality products, the accuracy and regularity of deliveries, the advantageous distribution of products in retail outlets (merchandising), professional management and company personnel ii, optimized business processes, investments in developments and sales.

Thus, any business has a lot of resources and opportunities to improve its sales performance. Unfortunately, they often use vikorists unsystematically, which does not give the necessary effect. Only a comprehensive system approach to the organization and management of the sales department will provide the minds for reliable work in today’s world and create new ideas for future development.

Sales structure

A systematic approach to the organization of the sales department includes the design of its internal structure and business processes, as well as the identification of its relationships with other departments of the company. Which department is responsible for the internal organization of sales, the division of functions and the responsibility between its employees.

Stages of design of the structure for sale

Direct robot sales service

From the very beginning it is necessary to carry out priming directly from the robot and sales service. This work should be carried out in accordance with the strategy of the company's divisional logistics. It is clear that when the warehouse and service are working, the first thing that comes into play is which channels of the division will be involved in the business (direct, through intermediaries or offending channels). The direct channel requires the creation of large sales volumes from a loose and foldable structure. However, there are a lot of resellers (especially large ones) who have a small staff in the sales department and therefore have high obligations in selling products.

The strategy has set the goal of developing a certain channel (for example, increasing sales in the regions) and, for example, reducing its importance (for example, shortening the water flow) also affects the structure of the division.

The important function has led to the sale

The next step is to assign the function to sales. At this stage there is a division of functions between the sales department and other departments of the company: marketing department, transport service, warehouse, accounting, etc. The mechanism of this interaction is indicated (section 10.3). Vikonanna low-functioning will require strong forces from the branches, which will require a clear division of tasks. For example, close connections between the sales department and the marketing department will promote the effectiveness of both departments: on the one hand, the results of marketing research will be more valuable, since sales personnel are recruited before collecting data; On the other hand, sales will increase as marketing empowers sales staff with the necessary marketing tools.

Organizational structure models for sale

Behind the pouches assigned to the functions of the compartment, you can create a different structure. It is clear that great companies have similar models of organizational structure in the sales department.

Functional structure

The functional structure conveys two main functions: acquiring new customers and ensuring sales to existing ones. In order to convert a new buyer to the advantage of purchasing goods from this company, and not from a competitor, the sales manager needs a high level of expertise. To maximize the potential of talented sellers, they hire other robots. Thus, the structure of the division has a subdivision whose employees will be engaged in the acquisition of new customers and the first sales to them. Then they transfer their clients to a line sales service. The direct sales function takes up a significant portion of the hour, but does not require talent or high qualifications. Here, it is most important to follow the procedure for servicing customers clearly stated in the documents.

The functional structure is more suitable for a newly created company that is about to enter new markets, or when there is a need to expand its client base.

Commodity structure

The advantages of this structure are: the possibility of strengthening the product assortment policy, an effective product and credit policy, better knowledge of the manager from the sale of his group of goods, a clear selection of resellers for sales In addition to a wide range of types of goods, there is an increase in the interaction between managers and sales with manufacturers. However, this structure may not be easy for many categories of buyers (especially the others and the middle ones), who find it difficult to deal with many sales managers.

Client structure

The assignment of managers to specific groups of customers is favored when the specific needs and other characteristics of customer behavior initially influence the technology of their services or formulate a strategic sales direction . Buyers can be classified using different signs. For example, using the time sign as a basis, you can see one-time and permanent clients. Managers who are involved in transactional sales and sales to partners are exposed to different motivation systems and require different competencies.

The advantages of the client structure in the sales department are the ability to closely adapt to the characteristics of clients, to better serve and satisfy their needs, and to develop prospects for the development of other groups of buyers. Positive aspects appear especially clearly if there is proper service to large purchasing organizations. This structure lacks a weak image of the territorial specifics of the Ukrainian market and the characteristics of work with different groups of goods.

Territorial structure

The territorial structure transfers the assignment of managers to the main regions of the country and abroad (as the enterprise imports products). This often chosen variant of the structure holds the greatest advantages that are important for a country with such a large territory as Russia. Managers report on their regions. On this basis, it is more important to ensure that different areas of the region are more effectively protected by local trade intermediaries, and it is possible to establish effective connections with regional government bodies.

For all the advantages of the specialization of sales managers there may be a few:

• additional expenses required for sales personnel;
• Sometimes the buyer has to deal with a number of representatives of the business;
• it is important to organize effective interchange of workers;

In order to patch up the deals from these shortcomings, a lot of companies will create a structure mixed type, which also gives an essential increase in the level of adaptation to the unprecedentedly low demand for sale and to the insignificance of the modern environment. When the structure is mixed, two or more signs of specialization of managers from sales are used.

For example, sales can be divided into several subdivisions: a group of sales to Moscow trading enterprises, a group of regional sales (territorial sign); robot group with VIP clients (client sign); group of sales of experimental goods (trademark) Mixed structures - at the same time, the trading company tries to soften quickly under the greater complexity of dovkille zagalom and the market of zocrema.

The fragments of the enterprise vary greatly in the size and functions of the distribution channel (wholesale, retail), it is impossible to establish an optimal structure for all types of life and give it a structure for sale. p align="justify"> When forming a structure, it is first necessary to take into account the peculiarities of the company. For example, a wholesale trading company is constantly faced with customers who are unprofitable for it, since it requires purchasing in smaller lots. The company cannot deal with them through strategic development, but they add significant resources, so to work with such clients, it is possible to organize a separate structure, for example, a back-sales sector.

A number of insurance products from the sales department can be purchased from the number of buyers who are served. For this purpose, it is necessary to determine how many clients can be clearly served by one sales manager. For example, the following options are possible:

• from 30 to 40 small and medium-sized clients;
• from 10 to 15 average and great clients;
• from 1 to 3 particularly great clients.

The organizational structure of the sale must be documented by the order of the company's management in order to prevent any discrepancies. Then it is your responsibility to find out the variations in the standard schedule and in the plant instructions of the department’s workers.

At the same time, the structure of the sales department cannot be created once and again; it must change depending on the dynamics of changes in the sales force and the company's strategy. In order to immediately address the need for changes, regularly conduct testing (evaluation) of the organizational structure, in the course of which analyze:

• to what extent is the diversity and importance between athletes clearly differentiated;
• It does not blame undeveloped market segments, unnecessary competition or conflicts between employees;
• What is enough for the skin athlete to be more important in order to achieve the goals set before him.

The organizational structure will require monitoring of its effectiveness. Assessing the effectiveness of the sales structure be carried out according to the following basic criteria:

• rational part of management functions;
• optimal number of lanes and equal control;
• Rational division is increasingly important and consistency is essential for making management decisions.

The expanded and tested functions and structure of the sales department may be reflected in the documents, so that documentation of the sales department is ensured (details of the Regulations on the field, planting instructions of its employees, etc. o).

Kerivnik for sale

The head of the sales department is an extremely important issue in the field of retail logistics. Briefly, the essence of it can be summed up in these words: organizing the execution of all necessary work in order for the team to reach the top goal - an increased obligation to sell products.

The heads of sales departments are both people on the side and people who have earned their careers in the middle of the company. Another option is better if you create the product from scratch. Before this, it’s best to ask people for calls, so that you can help eliminate conflicts and familiarity that arise when you change the status of one of the volunteers in the department when you are recognized. and the boss.

Since the sales manager is the head of the department, he is responsible for making sure that he bears responsibility not only for his decisions and actions, but also for the trust of his team. This robot requires the functioning of an entire department, and coordinating the actions of two people will complete the task. At this point, the manager takes a low-level and unimportant role in important tasks for the company: planned, negotiated decisions about the increase or short-term work of the team, in marketing and sales incentive programs, etc.

The obligations of the sales manager are largely dependent on the specifics of a particular enterprise. As a rule, stinks are prescribed in the planting instructions very often. It’s more boring to specify rights, so let’s see their typical set:

• make proposals to a high level of professionalism in order to enhance the work of the field;
• discredit the unlawful actions of the middle-class boss;
• categorize information as necessary to fulfill assigned tasks;
• obtain documents of management activities within the limits of your competence;
• provide health workers with the necessary information about nutrition, which is included in the duties of the village authorities;
• to obtain from the Vikonavians the further processing of documents, preparations due to violations of the rules of their formation and registration.

The manager's office led the sale

The head of the sales department is a ceramicist of the middle lanka: he cares with his subordinates and faces the interests of his department. Let's take a look at the situation that the boss in charge of the sale may have in his activity.

Viralization of strategy

The development of a strategy for searching for new clients, which may be spelled out: who the target clients are, where to look for them, what parameters are used to evaluate the prospects of the strategy. Kerivnyk is responsible for the fact that sales managers need to conduct a search for clients of one type or another, as technology has stagnated in order to get them to the company.

The beginning of the Russian Federation

The department's professional development activities include an active participation in the selection, hiring, adaptation and professional training of sales managers, and the organization of mentoring for the department.

Information about the market situation

Informing the company about the market situation. Not all companies are involved in marketing. As it turns out, the sales manager can supplement marketing information with information about the results of the successful combination of sales managers with buyers. It is no less important to increase the respect of industry workers for the quality of sales services that the company hopes for the steadily growing benefits of buyers.

Encouraging discipline

Encourage discipline in your branch. Without discipline, it is impossible to ensure the completion of plans and the achievement of goals set for the business. In this case, it is not possible to stifle the independence of managers from sales, so that the smell does not turn into non-initiative Vikonavits. It is necessary to know the golden mean between freedom of action and organization.

Rozpodil that production of the command

Establishing a task for the medics in the field. The worker is responsible for dividing the tasks between his subordinates in such a way that they clearly indicate the need to work immediately and further. The tasks will be extremely realistic, realistic, and will specifically indicate the results obtained and the criteria for their achievement.

Evaluation and control of results

Without effective control, an objective assessment of workers is impossible.

Stimulation of antihypertensives

The manager is responsible for being able to fairly distribute the desires, so that the spies maintain positive motivation, and carefully select incentives to respect the individual characteristics of the spies and the underlying interests of the team.

Improvement of business processes

Optimization of business processes - development, implementation and adjustment of sales regulations. Kerivnyk is looking for new possibilities in advanced operations to create the “Sales” business process. This is an important official in promoting the efficiency of work.

Working with problems and conflicts

Working with clients’ money often goes beyond the competencies of a sales manager and will require the involvement of a sales manager. In addition, scammers are an important source of information, which makes it possible to identify weak points in the workplace and the company as a whole. When dealing with money, it is necessary to maintain coordination with the client and create guidelines that will allow you to avoid repetition.

Help with searching clients

Kerivnik may indicate a direct search for methods of improving mutual relations with buyers.

Maintaining documentation and information

Without documentation, it is impossible to control the sales process, unless a large number of documents may be corrected, which does not interfere with the main function of the sales staff - to serve customers.

Organization of technical support

The more technically (software, development of new communication features, etc.) the sales personnel are provided, the more effective your robot will be.

Effective control of legal practitioners

Control over vikonannym spivrobitniki posadovyazkiv. Good organization control allows you to ensure the efficiency of work in the field.

Work with VIPs

Working with key clients - the largest and most profitable for the business.

Work “between two fires”

This function serves as a buffer between the company's sales team and sales managers, in order to accommodate interests without complicating the work of the parties: the sales team is always dissatisfied with sales, and the sales staff is forced to pay and work.

You can make a sale to your boss

The list of jobs shows that the ceramics specialist in the sales department is responsible for a large set of responsibilities or, more correctly, competence, so that the special class of professional workers is responsible for the special features of the job (Sukhanova I.M. What competencies in Volodymyr Kerivnik is responsible for sales // Business Management, 2007. Traven.S. 21.).

I am asking the group to develop managerial competencies necessary for the role of a custodian. These include: leadership (to achieve results through the management of people, resources and processes), development of competitive skills, as well as self-development, customer orientation. Customer orientation means transferring and satisfying needs, attracting the customer in such a way that the company as a result takes away benefits.

The competencies that characterize the level of intelligence of a sales professional include: analysis and development of problems, orientation towards achieving goals, decision making, creativity and innovation. The sales manager often faces problems that do not provide a clear solution. In such situations, the competencies of this group are most clearly revealed.

Even more important for a ceramic worker are the competencies that are necessary to improve the effectiveness of his professional activity. It’s important to be aware of your abilities, by showing initiative, recognizing mercy and avoiding them carefully.

No less important for the activity of the ceramic maker is the moisture development: uninterrupted strength and flexibility. Uninterrupted progress is of particular importance for the pottery industry. Often people who have reached the level of respect for the head of the sales department begin to think that she already knows everything and knows everything. However, in our days, knowledge is aging even faster. Flexibility requires the ability to quickly adapt to innovations, move from one activity to another, and focus on different tasks and issues.

Sales manager

The main figure in the process of selling products to various types of buyers (companies or private individuals) is the seller. The word “seller” denotes a number of workers who work at different stages in the distribution of goods at the distribution channel. Retailers see these types of sellers (Brizhasheva O.V. Trade Marketing. P. 172-174).

Priymalnik request

One of the most extensive and simplest types of sellers. Negotiators receive calls from buyers, conduct preliminary negotiations and decide on the purchase and sale transaction.

Consultant

Consultants work in one of the most important areas of work - in sales areas (sales floors of stores), where buyers make decisions and buy goods. With whom they are assisted by a consultant, explaining and demonstrating the advantages of the goods, encouraging them to make a purchase decision.

Merchandiser

The merchandiser is responsible for the display of goods on the sales floor of the store, which will ensure the greatest profitability for the buyer. As a rule, you do not come into contact with customers, so the amount spent on training and training of merchandisers is significantly less.

Sales manager

A sales manager, as a rule, works for manufacturers and wholesale companies and sells goods to resellers or purchasing organizations. For practitioners in this category, it is typical to understand all stages of the sales process: planning, searching for clients, conducting negotiations and presenting goods, preparing a list of buyers, arranging the purchase and sale process.

Sales manager for key clients

This category of sellers spends most of their time on supporting and developing relationships with key clients. Their goal is to gain an important competitive advantage for the company in the form of loyalty of important customers. Fake goods of this type are highly valued in the market.

This article gives characteristics to just one type of salesperson – the sales manager. In the middle of this category there are also differences that are determined by the specifics of different markets and companies. For example, the work of a sales manager is subject to a serious influx in the market where he works. The market is stable, and has long been divided between the main competitors of the markets, which has the main buyers and its ability. In the minds of the most important tasks of the sales manager, there is a decrease in buyers. New segments may emerge and develop rapidly. A seller who operates in this market segment may concentrate on acquiring new clients.

Unrespectful in all minds, the work and task that is ending, all sellers are united by the secret professional goals: satisfying the needs of buyers for goods put on the market by the company, and achievements on this basis sales growth.

The role of a sales manager in a company

The sales manager, providing sales services to external (buyers) and internal (subsidiary companies) clients, assumes such roles.

Consultant

Consultant - advises food buyers related to the promotion of goods, the minds of the purchase and the services that accompany the purchase; advises company executives, providing them with information about market entry, buyer benefits, new trends, competitor behavior, etc.

Integrator

A sales manager is a representative of the company through whom all communications between the buyer and the supplier of goods take place.

Analyst

By analyzing the dynamics of the development of the market, and identifying trends in the behavior of buyers and competitors over the market, the sales manager can predict the behavior of purchases, choose methods of servicing clients, etc.

Manager

An important warehouse job of a sales manager is self-management, so that one can independently make decisions, plan, organize, regulate and control one’s activities. In addition, the manager’s job includes managing the sales process: planning work with buyers, organizing interactions with them, monitoring the decisions made - both by his own company in relation to buyers, and by purchases in relation to the company anii. The manager manages conflict situations with clients and finds ways out of them.

Seller

The sales function is the main one, and everything is ordered first. Effective purchases are possible if the buyer receives not just an assortment of goods, but an individually formed set of goods and services that suits his interests. The manager must be able to put together a competent commercial proposition in which the distinctiveness, value and superiority of the products being promoted is equal to those of competitors. In addition, I need to know well the client’s needs, his psychological and other characteristics, or effectively market the goods.

Only a talented type or, for example, a good seller can understand all the roles. It’s not easy to find talented salespeople, so businesses need to not only look for talent, but also create a system for training and supporting sales managers.

Obligations of a sales manager

The sales manager's obligations depend on the specifics of the business activity. However, you can see the most hidden areas, which include the following:

• will ensure effective communication with clients, considering their benefits, the causes of conflicts, living the approaches to their priority and saving business connections;
• There are now necessary deadlines for arranging new contracts and re-arranging old ones (formalization, communication with a lawyer, accountant, sales manager, signing the contract);
• provides clients with recommendations and consultations;
• adheres to the rules of document management, valorization and return of goods, execution of agreements and supporting documents;
• control over the client's agreement on the withdrawal of goods and payment;
• will ensure that the interests of buyers are retained before their acquisition by subsections of the enterprise;
• draws up documents (invoices, invoices, packages, acts of acquisition and transfer) and prepares a set of necessary supporting documents for the delivery of goods to clients (certificates, instructions, powers of attorney);
• forms and maintains a client database and makes changes to it promptly;
• make proposals to ensure thorough customer service;
• It consists of information that displays the results of sales and customer satisfaction.

For a successful professional job, the manager is responsible for all the necessary skills and skills. Necessary characteristics of a sales manager are a positive attitude towards people, a knack for cooperating and helping, and optimism. We can rely on buyers to solve their problems in a wide range of ways.

Before professional skills, first of all, we must have a good knowledge of goods, i.e., knowledge of those that can satisfy the buyer’s needs through the use of additional items. For the intermediary buyer, such a need is ideal for selling goods; for the final merchant - satisfaction with the special needs of an essential product. In all cases, the sales manager marvels at the client’s product and looks for their advantages that are important for him.

Professional skills of a sales manager include: being a smart seller, creating an atmosphere of trust, speaking to the buyer, listening, competently supplying food, converting the buyer, correctly presenting the product and effectively completing sales.

Payment of fees to sales personnel

The establishment of a manufacturing and trading company will contribute to the prosperity of its business, thereby increasing sales. The rest must remain with the sales staff. To improve the efficiency of work, staff need to be given special motivation. Motivation to serve the convergence of the goals of professional workers with the goals of enterprise. Well-thought-out incentives for workers will help shorten the workforce, increase their loyalty to the company and, ultimately, improve the efficiency of work.

The reason why workers are dissatisfied is not so much with the size of their salary, but rather with its connection with the results of work, with its unfair assessment, and with the sharp difference in the salaries of similar workers at different enterprises. Dissatisfaction with the payment of the cost of staffing, instability of the team, expenses of the enterprise on new employees who are constantly being renewed, etc.

There are severe problems of material incentives there, where the level of payment to sales personnel is low. Therefore, the required exchange of funds that the company can see to pay for the proceeds will be very effective.

The main steps before paying staff, commercial expenses, look like this:

• eliminate the function of stimulating sales personnel to clearly serve customers and eliminate other items supplied by servicing;
• ensure a fair assessment of the performance of sales personnel;
• acceptance of high-class sportsmen and the friendliness of the company's sales staff;
• be flexible and stable at the same time. Flexibility is necessary in order to generate significant benefits and brains in the market. At the same time, the basis of the payment system may remain stable;
• Be forgiving and reasonable to your employees, so that they can easily predict their income. The number of indicators that influence the amount of payment may be small, but they may be associated with the main tasks of the sales staff.

In order to develop a system for paying sales personnel (or redesign the existing one), it is necessary to move to a lower stage (Spiro R.L., Stanton W.J., Riya.G.A. Sales Management. P. 345-351.).

Disclosure of payment method

The first stage of developing the payment system for the sale is carefully following the instructions of the workers for the sale. The plant's instructions reflect functional requirements and support the professional competencies of workers.

Further, with the coordination of the strategy of divisional logistics, the possibilities for the payment system are established. In addition to the significant benefits, a specific enterprise at the early stage of its development has specific goals. For example, promote the sale of this or other product categories; reduce costs for product delivery; develop sales in new territories and beyond.

The highest level of payment. At this stage, the manager’s average profit per sale for the current period is established. Here it is important to look at the average level of salaries, as well as the level of payment for similar categories of healthcare workers in other areas. If sellers find out that they don’t charge enough, then they, for all intents and purposes, won’t get such a job regardless of the payment method, which will stagnate.

There are three widely used payment methods:

• Fixed salary. The salary is just a penny worth of wine to the city of Vikonanny of singing obligations over the span of a singing period of time.
• Direct commissions. The commission is a regular payment for the victorious duties of a singer. Well, the commission is an important element that absolutely lies behind the results of the work, taken away by the practitioner.
• There is a combined system that consists of two parts: salary and commissions (bonuses).

The combined payment system is most often used, so we will look at this report. This system means that the worker withdraws a fixed part of the payment (salary), and when he reaches the indicators, a commission (bonus) is paid.

Salary

The salary is set either based on employment or depending on the length of service and qualifications of the worker. Another option is to stimulate the commitment of the company's sales staff.

Premium part

The indicator, which contributes to the premium part of the salaries of the sales staff, is responsible for the sale. Protea for such an approach is stimulated by an increase in sales, which may be unprofitable for the company. For example, sales managers ensure a high sales volume, but insist on giving large discounts to buyers, and as a result, the company's profits decrease. In connection with this, it is recommended to ensure that the sales indicator is taken into account in conjunction with the profitability of sales, which is ensured.

As additional indicators that contribute to the size of the premium part, sales managers can focus on: acquiring new clients; average purchase price; obligations of receivables; quantity and nature of complaints (skarg).

To ensure that sales personnel work to achieve the company's strategic goals, the company can align the compensation system with these goals. In the way, in the Yakhai Pereoda strategically important for the companent of V Wedyennya on the rinke of the new product, Chi Rosshiren Kanaliv Rosal for Rachunov, the novelty of the new trading in the region, Chi Ubitmann Kliyntiv Ta Pydvishchensnnya of the skin of them.

If in the system there is a manager's bonus for selling more than three or four items, then it becomes complex and very sensitive for a section of his professional team. The specialist may understand: what can he do; for which actions you are paid a salary, and for which you are paid a bonus; for any actions (or inactivity) he will be fined.

Often the managers of enterprises establish an upper limit, which may exceed the salary of the seller. This is always demotivating in nature. In this case, the seller sells exactly as many items as are required to meet the maximum payment, and no more.

After developing a system for paying sales personnel, it is necessary to check its effectiveness. For this purpose, the goals of the sponsor (removing the maximum amount of payment) should be aligned with the goals of the sales department and the company as a whole. Since the manager is not motivated to act for the benefit of the company, the payment system needs to be improved. The system can also motivate managers to focus on sales and avoid unhealthy competition, preventing the salesperson from diverting payments for the performance of other sellers.

Evaluation of the results of the work of doctors

Payments to the sales staff of an enterprise are closely related to the assessment of the results of the work of the employees.

When assessing the results of work, it is necessary to:

1. Compare actual results with planned ones and identify discrepancies.
2. Find out what is the cause of the inconsistencies.
3. Make the most of your visits in order to be aware of any possible negative results for your sales staff.

The evaluation procedure must be formulated by the manager for the sale to be correctly set up. If a person knows what is expected of her and understands the criteria for evaluating her activity, she feels like a superior person. Fair assessment helps workers understand their strengths and weaknesses, which can motivate them to improve their performance.

A good assessment of the results of the work of the sales personnel helps to ensure proper training of service personnel, development of programs, etc.

Evaluation indicators can be divided into two categories.

Indicators of the effectiveness of the work of sellers (sales volumes, profits, the number of transactions made, etc.) allow you to compare the work of one seller with the work of others, the results of the work of the seller for the current and past periods, and so on. Some indicators reduce to a minimum the possibility of subjective assessment and proactive consideration from the side of the examiner. Besides, they are obviously easy to die out.

Indicators of expenditures can help explain why the results of one manager's work differ from the results of another. This group includes such indicators as the number of contacts with purchases, calls, consultations, etc. With this assistance, actions are assessed that will ensure service and development of transactions with clients. The value of these indicators is that they reveal the weak points of the salesperson. As a result of the assessment, it is determined which skills specific salespeople need to develop to improve the performance of their professional activities.

Training for sales personnel

In a competitive environment, businesses need clear human resources to save and improve their positions. In addition, as a trading company develops and develops its personnel, it is initially possible to achieve success in the market. An important part of the work with the development of sales personnel is internal development.

In-house training is a system of training and development for sales personnel, which focuses on the acquisition of internal and external investors and directly increases the problems faced by this organization. From now on we can ensure advanced professional knowledge, including training and development of specialists in line with the strategic goals of the company. On this basis, in-house staffing contributes to increased profits and competitiveness of the organization.

Coming to the beginning as a result of the contributions of powerful managers and representatives, the company will ensure the availability of knowledge and information that will beneficially flow into the corporate culture, the internal climate in the organization, and the fermentation of the ingredients. another team.

Meta training for staff

The main typical goals of the internal corporate activity of the organization's employees:

Growing profits of the organization

Provide employees with the knowledge, skills and skills necessary for efficient work, which will cope with the increased income and decrease in other economic indicators of the organization.

Professionalism and mutuality among staff

Promote the professional level of specialists, launch new technologies and methods of selling goods, inform about changes that are entering the market. Prepare sickness workers before the replacement of colleagues under the hour of release, illness, stress, etc. For the successful operation of the company, some of its employees will be trained in skills that allow them to replace their daily colleagues.

Drying or relocation of personnel

Prepare military personnel before moving or serving. The organization is responsible for carrying out planned work on the development of promising plant breeders with the method of preparing them before possible placement on other plantings or horizontal movement (rotation).

Motivation and loyalty to staff

Create and encourage trade workers to feel respect for the activities of the enterprise, become familiar with its strategy, development plans, introduction of new services, changes in technology in the trading process. On this basis, the level of work motivation, the friendliness of the workers of their organization and the involvement to this information is moving forward.

Encouraging a positive attitude among staff

Encourage workers to have a positive attitude towards work. To achieve this goal, you must reinforce the social importance of your activities by getting the company’s core workers to participate in the initial rounds, which truly demonstrates their commitment to human resource development. .

Understand the legal requirements

The Labor Code of the Russian Federation obliges all workers to comply with the rules of safety and security technology. In addition, low professions and specialties will require regular certification.

In order to develop a training plan for business practitioners, you need to know the types of internal training, as well as their features.

Login has begun for new students and may include low initial modules:

• information about the organization, its structure, culture, internal rules, main clients, partners, etc.;
• main groups of the assortment – ​​information about the categories of goods sold by the organization, training and consultation of buyers;
• beginning the process of servicing customers, organizing the material supply system, safety equipment, rules of behavior in conflict situations, etc.;
• the beginning that brings the newcomer to the team, a reasonable culture of interaction with other professionals.

An effective method for inducting new recruits is the mentoring method, when a mentor is assigned to each new recruit (referred to as the top managers of the organization).

We encourage the ongoing work of the active military workers. These can be devoted to different topics and formulated for different purposes:

• molding of new robots with new groups of products;
• provision of new trade services (for example, acceptance of contracts for goods that are currently for sale);
• activating the skills of athletes, increasing their motivation, etc.;
• harmonization of methods of vikoristaniya different standards in the display of goods;
• forming a first-class service for various categories of buyers.

Problematic is called the behavior of practitioners who are simultaneously experiencing a problematic situation with their business (decline in sales, emergence of strong competitors). And here, the company’s internal efforts are aimed at providing specialists with tools that can help alleviate the problem situation.

A priority effort is being made to formulate a management reserve in the company, as well as to prepare for the introduction of new trading technologies.

In advance, it is important to pass through to reach people. For them, methods such as thematic seminars, participation in projects, and batches of yakos are suitable. In the course of advanced chewing training, methodological materials are created (initial guides, programs), which are then used for other types of training.

Development of the initial program

The organizing system of systems of the intra -naval personnel to the person who is about the passing through the person, the yaki fіksu is a male module, inhabited by the resources, Nechadni Fores (Matterialnin, Timchasovi, Kadrovi).

The initial program is created by the initial skin group, formed in accordance with the new needs of the new person (new start, start of a new computer program, business etiquette, etc.).

Before starting the program, it is important to take a look at the following foods, which will help you formulate the most effective training method:

• what are the key tasks;
• change of knowledge, skill and knowledge will be the result of learning;
• what logical connections emerge between the initial modules;
• what methods of learning will most effectively help you achieve your goals and goals;
• What resources are necessary for the use of these methods.

In initial programs, a relationship is established between the theoretical and practical parts. This relationship is determined by the nature and scope of the problems that the salesperson faces in his activity. The more important the job is, the higher the importance of theoretical knowledge and the greater need for practical knowledge and skills. However, the more unimportant the problems, the less standardized their solutions, the greater the need to pay attention to theoretical knowledge.

The initial module should include: a theoretical part, a description of practical situations (cases), a guide to practical training, training and nutrition. The initial module must be written in such a way that reading and working with it will be useful for learning; butts were drawn from theory and taken from real professional activity; the right and the job practiced important skills and skills for a worker.

In the process of internal corporate development, the following methods are used: lectures, seminars, trainings, discussions, mentoring, analysis of specific situations, analysis of video materials, business games, distance learning self-indulgence, self-indulgence and self-development. For the skin category of students, the most different types of training methods are selected.

An important part of the initial module is the worker’s work, in which the student finishes his job. The worker can determine the success of the program initiated by the specialist and, on this basis, adjust the process of its initiation.

The initial module should be completely visible in a manual and electronic form (placed in a computer environment of a manufacturing or trading organization), so that you can work with it at your own convenience.

During the period of internal company leadership, sales personnel are recommended to implement the following:

Relevance

Initial occupations are directly responsible for the professional activities of students.

Fate

Learned brothers take an active part in the initial process of immediately vikoristovat taking away knowledge, intelligence, skills.

Repetition

It helps to consolidate the knowledge in the memory and transfer the skills and memory to the base.

Gateway link

The authorities need to constantly provide information to those who have pushed forward. The visibility of such information allows them to adjust their behavior to achieve better results.

In the process of internal corporate development, new knowledge, ideas and habits are to be acquired by people who were previously created by people, who were previously learned and whose song patterns were formed. In connection with this, in the early days of adulthood, adults are forced to worry about counteracting too many stereotypes of thought and behavior. This greatly complicates the initial process, relying on the knowledge of psychology and special tact in those involved with the studies.

Fahivtsi indicate the following features of adult education:

• An adult has a leading role in the learning process.
• People have grown up in independence, self-realization, and self-respect in all areas of life, including primary activity.
• The grown-up bears witness to the fact that he may be victorious at the hour of his beginning.
• As an adult, a person begins to tackle important life problems and reach a specific goal.
• The grown-up grows up on the non-gain stagnation of the results of the beginning.
• An adult student has a lot of problems with what he has learned (social, time-consuming, financial, professional, etc.).
• The process of becoming an adult is due to the organization of the seemingly active activity of the one who begins and the initial one.

At the beginning stage, it is necessary to gain trust and recruit workers before the start. And therefore it is necessary to clarify to the students the goals, misfortunes, and accomplishments of the beginning. Workers should realize that, as a result of the staff, the enterprise will help them, some of them will be able to achieve their work with significant results, both as doctors and and the quality of business.

The organization's plans for the start of the work force must comply with their plans for professional upgrading. Workers are responsible for meeting the identified needs and setting goals. In this case, they will be placed before the beginning as an element of career planning, which will significantly advance her motivation.

Monitoring the results of the work

An important part of the organization of internal corporate responsibility for sales personnel is monitoring results. As a rule, such warehouses are controlled.

The thoughts of the participants began so that the tasks that had been set had reached them, and it was a mess. To make the assessment more accurate, you can fill out the questionnaire.

Knowledge is the amount of information acquired by the practitioner. To evaluate your skin, you must undergo testing. There are two options: tests before and after starting, or one bag test after starting.

Behavior. We received daily changes from the doctor's behavior. The change is valued by a ceramicist who is able to closely monitor the seller in the market.

The practical results of the work are that the knowledge is transformed into an increased number of sales, a greater number of customer savings, an increased number of transactions, new customers, etc.

Interactions with other species

To achieve the goals and objectives of departmental logistics, it is important to have effective interaction between the sales department and other departments of the company. Successful sales are impossible without the well-informed work of the sales staff, including manufacturers, producers, and purchasing departments (from a trading organization), as well as accounting, transportation, warehousing, customer service, etc. We will first focus on the effective exchange of information and rational methods of discussing problems.

Poor interactions with other partners reduce the productivity of sales managers. Instead of working with buyers, they are hesitant to try methods on the children of other species, so that they will finish their bonds well.

In the table 16, several conflicts that arise between the structural parts of the company during the sales process are identified, as well as the reasons for them and possible methods of elimination.

Properly organized mutual cooperation between sales and other subdivisions transfers the responsibility of each participant to the “Sales” business process of services to other participants. In this case, all at once we can ensure clear service for buyers of goods. The marketing department provides information about market trends, data from surveys, and sales managers provide marketers with information about sales and customer benefits. This information is transmitted to the advertising department so that they can analyze the effectiveness of advertising runs. The advertising department closely interacts with the sales department, so in order to plan and evaluate the effectiveness of an advertising campaign, it is necessary to obtain information about buyers. In addition, he sold closely ties to accounting and legal services.

Necessary ongoing efforts for the participation of specialists in sales, marketing, advertising, and manufacturing before the release of new products. We must all inform ourselves about the products that are being released and planned before release, in order to carefully explore new directions and ways of selling goods. It is necessary to carefully search for ways to color the products, so that they more accurately resemble the customers' drink.

* 70 - Vertogradov V.A. Keruvannya sales. 2nd view. St. Petersburg: Peter, 2005. pp. 104-105.

Responsibility for working with customers, handling sales and obtaining prices may not only lie in the sales department. It is your responsibility to properly distribute yourself among all the divisions of the company that take part in sales. Often sales managers' efforts do not reach clients through incorrect placement, including lawyers, accountants and warehouse clerks. This may result in the untimely execution of documents, filing of claims with buyers, delays in the delivery of goods, etc.

In practice, sales managers often do not provide complete information (for example, about the availability of goods in stock, delivery terms, etc.) necessary for customer satisfaction. As a result, the buyer loses unclear service, and the company loses profits. In this case, none of the participants in the “Sales” business process should be in a bad situation and cannot be involved in the entire cycle of this process. Every participant, at the very least, has to clearly perform his work and then follow his own criteria for assessing his quality.

Because customer service is fundamental to the well-organized work of all departments, it is necessary to develop and enforce corporate customer service standards. Internal regulatory documents are an important tool for regulating the work of workers in the sales process.

Today, the company that is competitive in the market is the one that, with reduced costs, saves or increases sales. Today there is a need to work no more, but more efficiently and effectively, so it is important that sales work harmoniously integrates with the company’s other business processes.

Efficiency in the sales department of an enterprise – this means increasing sales with an overnight reduction in resources. The main indicators that are used to assess the effectiveness of a robot for sale are:

• dynamics of growing sales of goods;
• an increase in the number of permanent clients;
• middle sum please;
• connection with the outstanding receivables and the legal obligation of sale;
• part of a number of benefits from discounts, increased payment delays and other favorable considerations for a large number of benefits;
• Compatibility of sales.

Sales planning

Sales management is reflected in its functions: planning, organization, motivation, control.

Sales planning- this is the process of identifying goals in the sphere of sales and their achievements. The key point of the plan is to link the sale and production of products, the sale and supply of buyers, the sale and transport, the sale and warehousing activities.

Sales planning conveys:

• training of buyers (population, development dynamics, behavior);
• the importance of strategic and tactical tasks of the enterprise in the sales sphere (short for pennies);
• development of programs for one hundred buyers;
• planning the work of all subdivisions of the enterprise to ensure compliance with the sales plan;
• organization of the plan in the sales department (division of work, instruction, etc.);
• monitoring the child's life with a view to clarifying plans;
• Fitment of supplies to the plan (including analysis of planning efficiency, risk factors, marketing information efficiency, etc.).

Sales planning is a complex task and requires a strong information base. It can be based on the follow-up market and the results of managers’ work from sales to buyers.

From the point of view of the organization of the planning process, sales managers see three ways of planning sales (Brizhasheva O.V. Marketing of trade: a basic textbook. Ulyanovsk: Ulyanovsk State Technical University, 2007. P. 134-135).

Layout below. In this case, sales practitioners plan their sales for the next period of time and transfer the spoils to the potter. Based on the removal of documents, a plan for the sale of each business is formed, which is approved by the general director.

At times planning for the beast The plan is initially formed and confirmed at the level of the company's senior management team, and then transferred to the sales department. After this, the ceramics department distributes the duties of its employees, providing medical services to a number of clients, a fixed territory, and selling their skin beforehand.

Combination method The plan uses two important methods. In this case, the planning process involves two sides. After analyzing both projects, a decision is made about the adjustment of the data from below (subordinate) and from the top (type of core).

The advantages and disadvantages of planning methods are indicated in the table. 17.

As can be seen from the table, the strongest sides are found in combination methods. It allows you to understand the benefits, capture the thoughts and interests of various sellers - including high level of care for sales managers. With the combined planning method, a comfortable psychological climate is created among the team, which is very important for achieving the sales plan and achieving the company’s goals.

To develop planned sales indicators, two methods are used:

Planning according to what has been achieved

This method is simple: the sales funds will be transferred to the river, which is planned, with a slight increase, which means the reliability of the enterprise. This method has the right to be used in order to effectively achieve the planned increase in sales. Its main disadvantage is that, as a rule, new opportunities that have appeared both in the production field and in the sales sphere are not covered. This streamlines the development of the company, while it continues to use its best practices.

Planning for buyers (for the market)

This method includes the following stages:

• analysis of the flow of wholesale buyers of products, collection of information about them, analysis of their purchasing behavior;
• analysis of the possibility of changing the purchase price of existing clients, increasing (reducing) the company’s share of client purchases;
• preparing a sales plan, as well as plans for work with existing and new buyers;
• Compliance with the plan with other divisions of the company (firing, financial, etc.).

The method of planning for buyers is strong, as a result of the insurance dynamics of market development, changing purchasing behavior. The sales plan is the figures for the sale of goods. They may have resources allocated to ensure that their sales targets are achieved.

The sales plan is a written agreement between the sales and maintenance departments of the business for three key elements of activity:

• sales plan: employees in the sales department are obliged to comply with planned indicators (sales obligations, profitability, price, commercial credit policy, discounts, etc.);
• budget for sale: the company undertakes to finance business activities under established obligations;
• payment system pratsi: The company’s integrity means bringing to the staff a system of payment for sales workers.

The sales plan is the basis for the formulation of all other plans of the company and, first of all, the financial plan. This means that businesses can develop stably and achieve their goals without losing financial resources for the sale of their products.

Documents that regulate the activity of the branch

Many companies are dissatisfied with the results of their sales work and are constantly looking for effective sales managers. On the other hand, many sales managers have no control over their work, and they don’t think about how to change them. This is largely explained by the lack of clear documents in companies that regulate the activities of sales personnel. For example, unclear instructions from sales managers make it possible to attract agents with obligations beyond their control. Perhaps, this allows you to save on hiring additional sales personnel, but the result is low efficiency of the main process - selling goods.

The complexity and unclear development of regulations for robots has led to sales:

• before the recognition of the results of sales between subdivisions and employees of the company;
• loss of the company's competitiveness through strict management of the sales department;
• Unnecessary sickness brothers are responsible for their responsibility;
• In fact, sales personnel understand the relationship between their salary and their obligations, which demotivates them and encourages them to quit.

The main documents that regulate the work of the sales department and its workers are: Regulations on the sales department, planting instructions for the kerivist and workers in the department, the Sales Book, regulations on the outskirts of warehouses and trade activities. Let's take a look at these documents and reports.

The base document is Regulations on sale. This document usually includes the following sections:

1. Zagalni position.
2. Veddilu structure.
3. Directions of activity.
4. Functions of the subdivision.
5. Rights.
6. Responsibility.

The location of the skin area is largely determined by the specifics of the activity of a particular enterprise. The “Direct Activities” section displays key business processes related to sales. For example: forming and updating the database of these buyers, searching for potential clients, conducting negotiations, drawing up and setting up sales agreements, concluding agreements, etc. Here the areas of activity that may be relevant are recorded dates indicated the sale of the company.

In the next section, “Functions of the subdivision”, the power supply is given: what the subdivision can achieve. For example: increased profitability of contracts, an increase in the number of large buyers, and clearly the timely preparation of documents, etc.

Rodlі “Rights” FIKSULY Rights SPIVROTYVIV VIDDILOL SALE: WITHOUT WITH SPIVROTYVIVIVAVIVAIA INFORMAI, Documentary TA MATERIALI, NEKHIDNY VICKANNALY FUNCHIY VIDDILELA SALEMENT; introduce propositions for the consideration of the central manager so that the sale can be carried out in a thorough manner; take part in the selection of medics in the field; take part in the preparation and implementation of plans and budgets; indicate the functions and obligations of the workers involved in the sale.

In the “Responsibility” section, it is indicated that the responsibility for the proper and proper execution of the functions transferred to the Regulations is carried out by the head of the sale.

The instructions of the head of the sales department include the following sections: laying positions, planting obligations, rights and compliance. During the course of development, the standard form must be thoroughly developed.

The sales manager's instructions for sales and other practitioners may have similar sections.

When setting up managerial instructions, it is necessary to recognize that managers need a lot of freedom to make independent decisions, otherwise they can follow clear rules. On the one hand, the same document cannot describe all the nuances of the work of the nurse. On the other hand, the lack of fixed rules of business can turn into an amorphous world, where no one knows their obligations and rights.

Posadov's instructions, specifying the functions of the cutaneous inflammatory agent, facilitate its adaptation. This document will highlight the most common problems associated with discipline. The stagnation of disciplinary restrictions and desires to become obstructive.

Apparently, the viral behavior of a spivotnik consists of three warehouses: “required” – “can” – “want”.

« Treba“- reflects the spyvrobitnik’s understanding of how the virus’s behavior is correct. The description of such behavior is recorded in the plant instructions.

« I can- reflects the potential, qualifications of a professional specialist, the extent of professional knowledge, and the novice.

« Want» - Encourages the professional worker to demonstrate correct professional behavior, realizing his or her professional potential.

Due to the professionalism of the sales professionals, there is a lot to do with the financial development of the company, so everything needs to be done to make the business process of sales easier. The real role that can be played is the development and description of the order of operations, warehouse sales process. For this reason, the managers recommend creating a Corporate Book for sale.

Book of standards on sale

A corporate book of sales scenarios (or standards) is an internal document of the company that contains information about the rules of work in the sales department, techniques, methods of work for sales personnel, methods of servicing customers, distributing goods to them ів that service. Naturally, like all other internal documents of the company, the Sales Book is largely due to the specifics of the company’s work. Prote, relying on the evidence of rich companies, the fachivts give recommendations on the structure, instead of methods for developing this document.

Corporate book of sales scenarios (or standards) – this is:

• information and rules for servicing customers accepted by the company;
• a collection of general forms and norms of behavior for sales personnel in the sales process;
• assistant in theory and practice for the company's sales staff.

The corporate book of sales scenarios describes:

• unique characteristics of the organization that inspire confidence and satisfaction among the buyer;
• the specificity of the company's product offerings that motivate the client;
• unique characteristics of goods that attract the buyer and attract his sympathy;
• argumentation of the reasons that encourage the buyer to gain the company's products or to gain from this trading structure.

In addition to the situation, if the seller himself discovers and establishes the methods of sale, the enterprise develops standards for all workers of the company. The salesmen say that with the help of the Sales Book it is possible, without losing significant resources, to improve the sales system and obviously increase the company's profits. This strategy speeds up the adaptation time of a new salesperson to a worker by 30–50%. The sales book helps to develop training for sales personnel based on the relevant standards and rules of sale, as well as to conduct certification of sellers.

The structure of the Book of Sales Scenarios could be as follows:

1. About the company: mission and values; positioning above the market; facts about the company that you can trust in it.
2. Company products: direct description of goods; competitive advantages of a product (group of products); target audience for a product (group of products); cause you to buy your product yourself; reasons to buy the product yourself from your company.
3. The company's clients: groups and characteristics of work with each group of clients.
4. The company's competitors: their strengths and weaknesses.
5. Negotiate and list: rules of work with clients; telephone etiquette; registration of commercial propositions; introduction of electronic listing.
6. Description of sales stages: establishing a contact; z'yasuvannya requirements; presentation and argumentation; robot with bars; completion of justice; Leave the contact.
7. Seller's vocabulary: customized phrases: greetings and farewells to the client; Prepare phrases for the skin stage of sales; words and expressions that promote sales; the defense of the word and the expression; power supply technique.

The sales book can be constantly updated and supplemented with new evidence of interaction with customers, and it can serve as a working tool for the sales staff.

As necessary, sales books are divided into other documents that regulate areas of trading activity that are especially important for a given company. Let's look at examples of such documents:

• regulations for work with a new buyer;
• regulations for re-selling;
• procedure for documenting the sale of goods;
• Regulations for working with VIP clients are the same.

The main task of the regulations of the victorious singing work is the formalization of evidence accumulated over the course of many years of victorious work. The regulations are formed not only from the core of the company to the core of its work. We are looking forward to receiving information about the methods and methods used by the best sales managers.

Let us see the main results of the implementation of regulatory documents by a trading company.

Sports athletes in Sweden are achieving better results. The Regulations are an effective tool for the adaptation of new employees to the team, their acquisition before the process of servicing clients, and their achievement of the necessary professional level.

Economy. You will quickly spend money on selection and training of sales personnel.

Client trust. Business regulations bring order to the business, and at the same time, give clients the assurance that the company's security personnel will accurately carry out their functions.

Knowledge necessary for staff is stripped from employees, consolidated in regulations, and transferred to new employees.

Control and motivation. It will be possible to control the process of sales, customer service and other work of employees, as well as create a motivation system, where standards are closely related to the evaluation and performance of personnel. Once fixed on paper, the regulations become an official document of the company. By reading from him, the specialist will always know what to do in one or another situation. This brings stability to your robot and saves time and effort.

An important aspect of sales management is control.

Sales control- this is a system that makes it possible to know what is happening in the sales room: how many contracts have been concluded, at what stage the negotiations are, how effective the negotiations are, etc.

When implementing control, it is necessary to consider two aspects: what to control and how to control. Control requires only the most important indicators that allow the results to be determined, otherwise the amount spent on control will be inconsistent with its effect.

When monitoring sales, there are two levels of control: systemic (sales indicators) and specific (indicators of inflammatory diseases). The systemic market allows you to collapse before the planned sale and paint the picture, which will promptly mark market trends. A special tool allows you to evaluate the effectiveness of the skin therapy and, if necessary, make adjustments before the procedure.

Sales control can be external or internal. Internal control means control carried out by the company's security specialists (regular communications with sellers, suppliers, etc.). To control the activity of sellers, they do not use internal resources, but rather receive external ones. This could include the “mystery shopper” method, test calls, promotions, etc.

Control will only be effective if it is inevitable. For this purpose, it is necessary to record all the assignments and assignments entrusted to the military specialists, their duties, and then regularly check the document and obligatory work on the control bags.

It is necessary to say that it is unacceptable for the potter to control those who were not guarded from behind. This is disorienting for the mild ones.

Solution "Pomichnik purchasing" for 1C

Automatic replenishment of stocks. The product is always available at the required quantity and location. Budget savings. Control of the availability of surplus goods Automatic replenishment of goods from postal customers in one click

Website website

Company

First system. Trade automation center

It reveals the concept of sales organization as a function, identifying all the main elements of the sales system. Continuation of the series of articles " Organization of sales"In this publication I want to discuss the topic: " Based on the organizational structure of the sale

I would guess that companies create structures in order to coordinate and control the activities of their subsidiaries and military personnel. Under the organizational structure we understand: as elements - departments, services, divisions, positions, and those how they interact with each other.

In other words, the position, the place and the role that the military specialist plays in the organization.

As a result of the organizational structure, sales ceased to be an element in the development of the enterprise. The organizational structure must constantly change and constantly adapt the strategy and the core of the functioning of the organization due to the differences between the elements of the structure.

90% of companies and large corporations face administrative problems when changing their strategies, which leads to the loss of the effectiveness of work through a delayed reaction to the immediate reorganization of the structure and motivation system. robotics for the purpose of developing a new strategy.

Yakshcho is at a farther to the theory of the "live cycle of organizas" mi bachimo, the guru manager I.Adizes Tu A. Greiner to be embraced, the organized structures of the compani Obov'yazkovo, the process of Podolalan, the crisis of his own outbuilding.

Crises in the development of enterprises cannot be carried out by powerful forces, without interfering with the system of sales of goods and services, and also the organizational structure of the sales department.

The recent reorganization resulted in the sale - this is a more complex subject of design and a more practical task. In the report, you can get acquainted with the process of reorganization and a comprehensive solution to the creation of the sales department and follow the instructions on the page and menu on the sub-site. Let's look at the next element of the sales function - the organizational structure of sales.

Well, everything depends on strategy. In this article, I will omit all the elements of the specific organizational structure of the company as a whole, I will outline the assumption that the strategy is determined, all the main elements of the business structure of the company. What is the organizational structure of the sales department depends on the chosen sales strategy, assortment portfolio, the age and size of the business, the geography of its operations.

From the classics of organizational design, we know that G. Mintzberg sees the following models of organizational structures of companies:

Functional
Divisional
Matrix
Design

They are victorious and in case of inducement to sales, which may become stagnant and exotic at first glance, but not effective schemes.

The main models of organizational structures on sale:

About the peculiarities, problems and imperfections of the skin and structures can be identified through direct contact in the company’s office. when providing consulting services and business advice.

The key element of the skin organizational structure is. Effective selection of personnel, whose placement and coordination directly contributes to increased sales. It is important to remember that highly qualified sales personnel with various internal motivations will be less effective, and sometimes even less productive, if they are integrated into a different organizational structure. It’s better to talk about this with specialists from organizational consulting, and I strongly recommend working with this process until the molding process starts selling.

A new influx of consulting services in the field of sales organization on this side of the site.

The organizational structure of the sales department may reflect the marketing orientation of the company. Sales is only part of such a system as an organization. In addition, it is important to remember that the structural structure is not to blame without serious reasons to become more significant than others. Sales are the purpose of the warehouse and the work of all structural units and the entire team of the organization. S. Beer's law says: the improvement of the work of one element of the system should not lead to the increase of the work of the system by ignition. Therefore, even if the sale was carried out effectively, without the coordinated work of all subdivisions it is impossible to achieve the desired results of activity.

Overworking of one of the structural parts of the organization can lead to overgrowth. Also, in managing an organization, effective coordination is necessary between the sales department and other marketing departments of the company, and non-marketing departments.

The result of the work resulted in sales associated with the work beyond all other parts of the organization. We are reviewing several points that may interfere with the increasing obligations of sales with effective work in the market: the production process does not promptly prepare a contract; The logistics department was unable to deliver the order to the client in a timely manner;

There are no restrictions on document processing when the order is drawn up and the documents are placed, and the security guards cannot contact the sales department, since the connection with the transition to 1P-telephony, all telephone lines will be occupied i. Obviously, the promise can be wasted through problems that arise from the fault of other children.

In some companies the sales department is an independent unit, in others it is included in the marketing department. In our case, we consider the organizational structure as an independent unit, if the sales function functions as an independent unit. Every well-established wine sales operation interacts with other sub-units that are otherwise associated with the sales organization process.

Let's look at the following interactions:

• sales department - sales department: the sales department will provide information about the forecast of sales obligations, on the basis of which the production department forms a production schedule;
• Sales department - planned-economic service: they are responsible for closely monitoring product prices and working with receivables;
• contributed to sales - contributed to marketing: efficiently forming a customer base; Sales Manager acts as the head of marketing services: sales registration, market analysis, development of information and advertising materials, sales analysis.

In fact, the interaction between sales and marketing is most difficult to achieve. The main reason is the lack of understanding among the breeders of these species that their purposes are to sleep, and their cats for achieving these purposes are different.

The marketing department can and is responsible for imposing on the purchaser the need for the product; The sales department can and is responsible for helping the buyer to fulfill their needs for the product. And the meta of their activities is hidden: increasing the sales and profit of the organization. It is possible to improve effective communications and communications between the marketing and sales departments by removing the offensive minds:

• 1. Effective communication between subgroups (prompt reaction to the presentation of a request, clear regulation of communication, good communication, well-planned campaigns and marketing approaches).
• 2. In the provisions on marketing and sales, it is prescribed (obviously) the renewal of the areas of responsibility, interaction with other sub-units.
• 3. The criteria for assessing the activity of the skin area are fixed and validated.
• 4. Sports professionals are motivated by the final result, and not by the process.
• 5. The thoroughness of the organization recognizes the need for the work of both subdivisions and their contributions to the final result.

The main direct interactions between the marketing and sales departments are presented in Table. 5.3.

Direct cooperation between sales and marketing

Table 5.3

Information flows “from marketing to sales”

Information flows “from sales to marketing”

Vidomosti about the country and forecasts for the development of production on domestic and foreign markets; recommendations for creating power sales channels; recommendations for the development of alternative distribution networks; analysis of intermediaries based on various criteria and development of recommendations for obtaining intermediaries with methods to thoroughly improve the sales process; development of marketing tools to support dealership; molding assortment and maintaining the necessary quantity of goods in warehouses; development of merchandising approaches (packaging design, sales design, product placement); organization of advertising activities; promotion - sales support; development of instructions for effective communication between sales personnel and clients; Information about upcoming exhibitions, fairs, tenders, competitions; adjusting prices and changing forms of payment for goods, depending on financial structures; development of loyalty programs

planning sales obligations and collecting value from sales; organizing the collection of marketing information to improve product and service availability, at goods transport barriers; development of propositions to increase sales obligations, reduce the cost of work, change the minds of work with clients; formulating a schedule for the payment of payments for goods and services in accordance with the established standards for accounts receivable; analysis of the goods pipeline and in-depth development of goods distribution schemes; proposals for a more comprehensive assortment; collection and expansion of information about complaints from agents and products; quarterly data on the number of products that are supplied under the nomenclature specified in the established contracts; recommendations for replacing advertising messages; participation in the development of the pricing policy, the formation of the discount system; the importance of forms of payment for goods and services depends on the type of deputy and mind; identifying potential buyers and establishing business contacts with them

You can see the following models in cooperation with sales and marketing services:

Internal cycle. Sales and marketing focus on the area of ​​their expertise, which does not allow project and other types of activities to be carried out independently.

Informing. Conducted in earnest, unspoken rules for avoiding conflict situations have been developed, and positions from the outside food are taken into account.

Full moderation of the development. There are clear rules and regulations between areas of responsibility and, more importantly, comprehensive planning and coordination of inputs that are carried out; the marketing service supports the sales process.

Full integration of business processes. Actively research information and analytical systems; there is a formal system of motivation and stimulation; developed to work on a single method, achieving a synergistic effect; give credit for the result.

Information interaction between structural units of an organization is traditionally a problem for most of them. And bringing a high level of information in an organization does not always allow us to solve the problem of establishing effective interaction between subdivisions of the organization. All horizontal connections between units must be specified in the planting instructions. In the process of activity in the sales department it is necessary to interact with other subsections of the organization (div. Table 5.4).

Thus, when assessing the performance of the sales department and improving its work, it is necessary to consider the following:

• What impact does this and other parts of the organization have on the effectiveness of sales management?
• To what extent are the activities coordinated according to the planned parameters of activity?

Evidence of this type of information, which is not always clearly visible, can lead to the sale of the organization being carried out during the audit.

During an audit of a sales management system, it is often possible to identify conflicts that interfere with the organization’s effective sales (div. Table 5.5). Ignoring or incomprehensible conflicts can lead to direct losses and wasted benefits.

Effective sales management requires the organization of well-established channels between all services, branches, sub-divisions that support sales. This is the basis for formulating a sales strategy, selecting a warehouse, structure, sales management mechanism and a unified marketing concept.

Table 5.4

The procedure for information interaction regarding sales with the main structural divisions of the organization

Input flow generated sales	Exit flow
Planning, economic and financial services Prices and system of reductions for the entire product range Financial plan and preparation budget broken down by period and information about the selection of planned displays Inventory of finished products on rocks Current information about the availability of products in warehouses Standards for general prices for finished products Information about the agents who violated payment lines Safety of the finished product Information about expenses for organizing the sales process	Budget (plan) sale Analysis of sales and their structure. Conducting factor analysis of profit versus sales Analysis of sales by channels Bills of lading and documents for the refurbishment of finished products News about the improvement of finished products News about transport tariffs Service fee project Information about the conclusion of the contract for the supply of products Plans for the expansion of commercial products Documentation for advanced products Data about giving discounts and changing individual forms and payment methods
Viral services Product release schedule Plan of production by periods at the boundaries of assortment groups. Data about the achievements of the demonstrations of the observance of production Technical characteristics of products that facilitate implementation Data about product reliability and ease of use. Information about the recovery from the production of old products A set of regulatory technical documentation necessary for pre-sale, warranty and post-warranty service Plans for production of the expanded assortment by periods and data about his actual victory	Information about the exhibition of commercial activities and sales obligations Projects of costs for work and services that are signed by Kostoris for the strengthening of goods pipelines, service centers Information must be provided to ensure the reliability of the devices to detect defects and defects Propositions for upgrading or changing products, improving the continuing characteristics of products Statistical data on expenses for warranty service Data from marketing surveys, collected in the distribution network for the quality of products

Completed table 5.4

Input flow generated sales	Exit flow
Plans for development of new products, modernization, and upgrading of products. Plans for the technical re-invention of production, the development of new types of products or the reduction of production (withdrawal from production) of other types of products, the transition to new types of packaging and packing NDDKR services Information about the distribution of new products Data about technical characteristics of products, description of product, information about testing Plan for preparing the production of new products Logistics service Information about the organization of transportation, storage and storage of products Information about the organization of delivery, terms and conditions Information about the passage of products on the road to the zamovnik Plans for the expansion of products by all modes of transport	Information about short-term sales in conjunction with old-fashioned products or the appearance of more complete analogue products Request technical information Propositions for modernization of products, development of new products Proposals for expanding the possible range of stagnation of products based on the analysis of current trends Propositions for the effective modification of products for various market segments Applications for improvement of finished products Plans for increasing requests for tariffs and transport facilities Propositions for optimizing logistics flows Recommendations for upgrading the warehouse logistics system
Propositions for optimizing material and information flows with logistics support Schedules for the delivery of components and spare parts to warehouses Plan for the supply of products based on established contracts at the territorial level Added personnel Perspective plans for personnel needs Propositions for improving the qualifications of military specialists in the field and organizing internships Formation of a friendly social and psychological climate and adherence to the code of corporate ethics	Learn about nutrition, selection, placement and training of personnel Propositions about the supply of qualified personnel to the reserve Applications for satisfaction of the needs of personnel Applications for managerial positions from sales, increased qualifications of specialists in the division

Table 5.5

Conflicts in sales with structural parts of the organization,

Their reasons and methods

	Reason viniknennya	Method of permission
Other species are included in the sales department	Replacement zones are not clearly indicated In line with sales and interaction between sub-sections	Formalization of all business processes and communication of information to all structural units
Claims from marketing to sales to protect customer acceptance of products	Lack of qualifications and certification of sales managers, poor interaction with marketing and sales services	Detailed analysis of the situation, additional training of sales managers
Claims related to the sale of products or services related to the supply of products or services, which is the result of disruption of the organization of the sales process	The presence of clearly demarcated responsibility for the results of work, ineffective communication with the logistics and production departments	Identification and analysis of the causes of the situation, identification of relevant inputs of the organizational flow and communication of them to all structural units
Specialists in the sales department are encouraged to interact with the marketing department, as a result of differences from nutritional policy.	The number of effective synergies between sales and marketing departments, robot divisions in the branch is one type of one, Interpersonal conflicts among the Soviet Union	Identification of the causes of discrepancies at the level of the kernels of podrozdils, streamlining of approaches to reduce interaction and improve communication

The ability to coordinate cross-border sales activities within the structural units of the organization is determined by both the organizational structure itself and the totality of its surrounding parts and other permanent connections. kiv, vidnosyn. Damage to the ligaments between sales and structural units can lead to interruption or permanent interaction, which reduces the effectiveness of sales management. Therefore, the development of the organizational structure, the consolidation between areas of responsibility and, more importantly, the formation of the principles of interaction between sub-units may be accompanied by an analysis of vertical and horizontal, linear and functional connections and in the organization.

In highly competitive markets that are developing dynamically, the company must set clear goals and define the paths to achieve them. The sales goal is based on satisfying customer needs and successful competition in the market. The planning of activities in this area is based on the involvement of wealthy officials, the particularities of the market, the number and geographical distribution of potential partners, the market share of competitors, and the marketing strategy for the distribution of products. And many others.

Organization of activities in the sales department is an important warehouse planning activity for the entire organization of sales. Regardless of the fact that great companies sometimes deal not so much with the creation of the sales department, but rather with its reorganization, in the first and in the other, the company's core business may be wiped out as follows:

• formulate the goals of the sale;
• develop an optimal organizational structure;
• take into account the peculiarities of work with clients;
• establish criteria for assessing activity in the sales department.

This chapter is devoted to the nutrition of the organization of a business company, although we also refer to the nutrition of outsourcing. obtaining external contractors.

Sales goals and objectives

The organizational structure of any company is a way of managing the activities of a group of people working together, which is aimed at achieving the final result. The meta-creation of the organizational structure lies in such a division of responsibility and coordination of the activities of group members, so that when defeating assigned tasks they act as one team. If a structure is to be created, the objectives of the specific substructure are formulated based on the marketing goals of the company.

When the organizational structure is created, the memory will be as follows:

• the field of specialization of the security personnel will be of benefit to the company;
• the sales organization is responsible for ensuring the stability and continuity of the company’s sales;
• The organization of sales can ensure the coordination of various types of business activities carried out by nearby manufacturers and affiliated companies.

Two centuries ago, Adam Smith proclaimed that the specialization of workers is closely related to the productivity of the people. The division of leathers and specialization lead to increased productivity, and the skin of the skin specialist focuses on the clear cut of his gardening leathers. However, such a statement is not always true for special sales, if the sales representative has a very wide range of functions - this may be related to the peculiarities of the goods produced by the company or the need to sell a new range of products or service everything Their company's clients are in the singing region. However, some companies may have a complex nature, and specialization can lead to a significant increase in the effectiveness of the product. In these settings, the management focus is on creating an organizational structure with an optimal distribution of types of daily activities that will bring maximum benefit to the company.

It is common to see two main organizational schemes, which will be discussed in detail below.

The horizontal structure divides the purposeful activities of the enterprise into tasks and functions and its integration into other subsections. As will be shown below, such a structure is based on several basic principles, both with their advantages and disadvantages.

The vertical structure breaks the hierarchy of the organization. The more equal management there is between the higher ranks and ordinary personnel, the more complex the structure of the organization. As a company grows, the number of hierarchical levels within it increases, and there is a greater need for coordination of their activities.

Despite the fact that many companies base their sales organization on the principles of specialization and specialization of sales personnel, they often ignore the fact that it is not people who need to organize, but types of activities. Otherwise, the types of activities - and functional obligations of the sales staff - may be similar to the best practices, and not to the special qualities of these or other salespeople. After developing an organizational structure that is rational for the company, the next step is to implement it practically. recruitment of personnel at the warehouse of military personnel and requests for facists from the side. Nowadays, lower-level doctors, having received sufficient qualifications, will be able to make career moves, ensuring the stability and continuity of the functioning of the structure.

The division of this specialization among the spies is driven by the need for coordination and integration of their efforts aimed at achieving the goals of the organization. The more organizational tasks different clerks have to manage, the more difficult it is to coordinate their work. Since the work will involve the forces of external agents and intermediaries, it is difficult to grow, since the manager cannot directly monitor their work and how to control their actions in the future.

Coordination and integration of the activities of spivorobnitniks in the power sector of the sales organization may be carried out on the following principles:

• focus on the needs and interests of the company’s clients;
• interaction with other departments of the company (production, design bureau, logistics, financial department, etc.);
• Convenience of the task between specialized groups that combine different functions within one sales department.

Horizontal structure of the organization

The organizational structure must be a powerful tool for achieving the goals of the company. Although the structure can be modified due to changes in operational orders, strategies and external officials, it is not possible to establish an ideal option for the division of functions of a skin specialist or a group of specialists in the sales department. However, the first question, which requires confirmation, is formulated as follows: after the company creates a power system, will it be possible to turn to the services of third-party household structures?

Outsourcing

Companies that are likely to distort the power structure of their everyday life will sometimes turn into independent companies that specialize in the sale of similar products. The transfer of an organization's part of business processes or functions to another company that specializes in the same industry is called outsourcing. Outsourcing allows a company to expend less time and effort on its operations and concentrate on the main types of its activities without having to worry about other activities. This is especially true for companies that operate in regions with a relatively small number of clients and low sales potential, then. It is financially unprofitable to sell the power of the ruler. Companies often resort to a combined method: creating a powerful small sales force and recruiting independent agents.

Decisions about those who create a power sale or outsource will be made based on a variety of factors, but until the most important, the following can be considered:

• economical efficiency;
• the need for control and coordination;
• transaction expenses;
• strategic flexibility.

Economical efficiency

When choosing between a traditional humidification system and transferring this function to outsourcing, it is important to carry out an analysis and level of costs associated with both options. The results of the alignment are shown in Fig. 1.

Small 1. Spend less time on sales and outsourcing

The graph shows that until the end of the day, full-time staff will cost more than contractors. This is explained by the low overhead costs for third-party agents, the lack of demand from the salary fund and other costs. However, the costs for the services of external contractors increase due to increased sales obligations, as agents expect to receive large commissions from the arrangements. Therefore, the main point (V b in the figure), after reaching any company, it is better to formulate a power structure. This explains why outsourcing is used, as a rule, either by large companies in small territories, or by small firms whose sales are so small that the creation of a high-volume sales line is economically unfunded. The significantly low costs for the services of independent agents will promote the benefits of outsourcing when the company expands into new regions or introduces new products to the market. In this case, the company's expenses for the immediate result are minimal, since the outsourcer (contractor) does not take away the grapes until the goods are sold.

On the other hand, it is important to note which service can be ensured by the authority responsible for the sale of the company and which outsourcing company. It is often important that the creation of a staff department be more effective, fragments:

• sales personnel deal with the company's products;
• Specialists can undergo special training before working with specific groups of clients and product categories;
• It’s easier to stimulate your workers;
• Clients rely on the distributor of products rather than on the middleman.

However, be aware that external sales agents with great knowledge and high qualifications who specialize in a specific area can bring more value, lower power system - especially if the company I am exploring a new geographical region, introducing a new product to the market, or the company-coach, which has no structure.

Control and coordination

The ability to control and coordinate sales consistently to specific goals and the company's goals is another argument for the benefit of a powerful sales department. On the right is that external agents, re-pursuing important short-term goals, may be encouraged to participate in the strategic approaches of the broker-company, the return of which is only possible in the long-term perspective, for example, in the case of where to get new customers from other clients with significant growth potential , after-sales service, in the market of new products. In addition, outsourcers can rely on tight control from the side of the replacement company, which the specialists of the company's sales department would not allow themselves to do.

A replacement company may at any time consider outsourcing, but it will always try to objectively analyze and formulate the reasons for dissatisfaction with the work with the contractor. These reasons can be both objective (for example, the outsourcer’s failure to provide its obligations) and subjective (unfriendly minds in the market). Please ensure that the buyer calls an external agent, then any replacement with a government agent may damage the relationship between the buyer and the client. It is easier to control and coordinate the actions of high-power sales personnel, for whom there are various methods in the arsenal of managers - the selection and introduction of new agents, the establishment of internal business regulations and policies, the establishment of evaluation methods nki ta vinagodi tosto. before the release of the practitioners, who showed unsatisfactory results with the bags during the singing period.

Transaction expenses

According to the transaction cost theory, the cost of dealing with outsourcers will outweigh the cost of high-volume sales if it requires significant investment. The reason is trivial: agents often shift their interests to the detriment of the interests of the manufacturer, for example, they formally approach the provision of after-sales service to buyers and ignore the needs of other clients, so that such benefits are not brought to their attention. a nice profit. The reciprocal company cannot control such agents and influence their actions, especially when choosing such services on the service market. In such settings, transaction costs are high. However, both the provider and the outsourcer are configured on a long-term basis and are mutually exclusive, and important business connections are installed between them.

Strategic flexibility

Strategic flexibility is an important criterion that must be ensured when the power system is transferred to the outsourcer. In an unstable, market and competitive environment that is rapidly changing, the regular introduction of new technologies and the disruptive life cycles of goods dictate the minds in which companies benefit from external agents. This allows them to maintain the flexibility of their channels across divisions and successfully compete in the market. The main reason is that it is quick to reorganize a vertically integrated system that will be more complex, but it will be easier to find a qualified agent, especially since selling products does not require additional investment or signing line contracts. In other words, dealing with outsourcers can make sense when it is even more difficult to control the power of sales, but it is not necessary to deal with independent agents.

Classification and criteria for selecting intermediaries

If a company decides to outsource its work, it will have to turn to intermediaries, which can be divided into four categories:

• sales representatives of the pharmaceutical company;
• agents zi zbutu;
• distributory;
• dealers.

Sales representatives deal with the brand's products under a long-term contract. They are neither the legal nor the physical owners of the goods that are sold, their responsibility lies, including in the sales of products. Representatives do not have the right to change the sales policy of the manufacturing company, on the basis of which a pricing strategy is formed, including sales and so on. As a payment for their services, they deduct commissions from the regulations. As a rule, representatives operate in strictly limited areas and specialize in a number of mutually related, rather than competing, product lines of different manufacturers. This approach will provide representatives with low advantages.

• You can install long-term subscriptions with a number of potential clients in your territory.
• You can take a look at the entire range of products that are for sale.
• It is possible to significantly reduce the costs associated with wasting the products of many manufacturers.
• You can set up a payment scheme for the sale, and the remainder of the commission amount will be included in the total amount of products sold.

Agents will also be engaged in the sale of goods and select wines from the city in the form of commissions, without being legal or physical owners of the products that are sold. The type of representatives of the company is that they deal with the entire range of products of the dealer. Also, the agent not only represents the company’s products in a specific territory, but also performs other functions for the sales staff. As a rule, the agent will determine the importance of the price and can adjust the price and the sale. In addition, it is possible to infuse program sales and incentives to become “your” deputy.

A distributor is a legal or physical person who purchases wholesale lots of goods and sells them on regional markets. Acting as a representative or agent, the distributor purchases products wholesale and resells them to other buyers. A distributor is not just a wholesaler who is not bound by the company-distributor with the same problems. The distributor enters into an agreement with the brokerage company, in which the distributor establishes a minimum sales obligation for the first period; If the actual sales obligation turns out to be lower, the company may terminate the agreement with the distributor. Sometimes the manager gives his distributor the right to speak out, voluntarily leaving the market and promising not only not to compete with him, but also to avoid promotion and advertising; grants the right to use its trademark, assigns to the organization's personnel and post-sales service. The distributor's duties may also include collecting information and market analysis, advertising, searching for dealers and working with them, organizing and stimulating sales channels, logistics, adapting products for the benefit of buyers, for lack of technical and warranty service.

A dealer is most often a company or enterprise that purchases goods at wholesale prices from manufacturers and distributors and sells them to their partners. They operate on the basis of agreements with manufacturing companies and, as a rule, take part in their advertising campaigns.

Distributors and dealers are engaged in the resale of goods, in which case the dealers are close to the retailer, and the distributors are close to the distributor. Dealers and distributors select wines from the city to see the difference between the purchase price and the resale price. The interest of the deputy manager and the outsourcer is mutual here. Manufacturing companies are expanding their sales range and entering new markets, and intermediaries, buying goods at prices lower than those on the market, make a substantial profit on their sale.

Organization of sales within the company

When companies believe that spending money on employing sales personnel pays off, they create a powerful sales force. Whose organizational structure will have one or several basic principles:

• geographical;
• for product categories;
• for types of clients;
• I will be in charge of the functions.

Organization of sales based on geographical principles

This is the simplest and most extensive method of organizing work for the company's sales personnel. The essence of this lies in what
Each sales representative is assigned to a certain region or territory. The obligations of the sales representative include sales of the entire range of products that the company develops, to all categories of potential clients in this territory.

Advantages of this approach:

• minimization of waste;
• soon the hierarchy will make a decision;
• seamless interaction with clients.

A large territory is divided into regions, and a sales representative is assigned to each region. This allows you to save hours and time spent on cleaning. In addition, the number of managers at different levels is changing to coordinate the work of the sales staff, which will ensure a reduction in overhead costs and simplification for management. Another advantage of this approach is the company’s relationship with customers: as many as the client is associated with only one sales representative, all organizational and other services are addressed to you.

The main shortcoming of the geographical principle of organization lies in the fact that the shortcomings of the field of specialization are lost. Also, the representative will be able to sell the entire product line of his company to all categories of potential clients, then. be a master of all trades. Sports workers will gain more freedom of action while renewing their obligations, instead of taking the path of the least support and focusing on the simplest or most profitable plots - for example, they sell only a large group of goods. Or even with great clients, which goes against the strategic goals of the company This is our customer service policy. To avoid such situations, the company's policy is to strictly control the activities of regional sales branches or to stagnate carefully thought out motivation schemes.

Despite the limited power of this method, its simplicity and cost-effectiveness are widely sought after by small companies that produce a wide range of simple products. The largest companies are encouraged to use this approach in conjunction with others. For example, the sales department has two divisions with many product lines, each organized on a geographical basis.

Organization of sales for product categories

Companies that produce a wide range of products will have their own system for classifying products into groups. The features of this approach are:

• specialization led to sales;
• There will be close mutual cooperation and production;
• Effectively keruvannya zbutom.

One of the main advantages of this approach lies in the fact that the leather seller becomes a specialist in the company’s products, having a good understanding of the technical characteristics of a particular group of goods, the methods of their storage and the most effective methods of sale. The organization of production for product categories (if any type of product is generated by a related enterprise) corresponds to the close development of manufacturing and consumer goods. This kind of interaction is especially useful for personalization and the acquisition and retention of clients, who require a precise recruitment and delivery schedule. Of course, this approach allows you to quickly respond to changes in strategy and will simplify the coordination of sales activities. If there is a need to increase the sales of a specific group of products, care can be concentrated directly to the sales staff.

The main disadvantage of this principle of organization is the risk of duplication: representatives of different product categories work on the same territory and come into contact with the same clients, which causes dissatisfaction among the others. In addition, the organization is based on the geographical principle, which is more cost-intensive. There is a need to clearly coordinate the activities of different units, to increase the number of management apparatus, and the types of its replacement are constantly growing.

Organization of sales by types of clients

The organization of sales is widely expanded according to the types of clients, when the company creates several divisions to serve different groups of buyers - large and small, corporate and individual clients. etc. The priority method should be:

• Closely interact with clients;
• non-standard methods of drying;
• little girl, the policy is good for the staff.

The focus of sales personnel on satisfying the needs of “their” group of clients allows them to better understand the specifics of their activities and evaluate their satisfaction. This method of organizing sales is a natural extension of daily marketing and market segmentation. By training sales personnel in a variety of selling methods, the company can more successfully implement its marketing and marketing programs. In addition, knowing the needs of your customers can give sellers useful and unsatisfied ideas for creating new products and services, marketing approaches that allow the company to differentiate on the market. and competitors and ensure unbeatable dominance in the market. In addition, the organization of sales by client groups allows you to correctly set goals for sales in different markets and, consequently, change the number of specialized sales personnel of the company.

Few of such sales organizations are the same as those required for product categories. Seller companies operate with different clients on the same territory, which leads to an increase in trade costs and administrative costs. Moreover, great companies that operate in different markets are dissatisfied when different sources of food are transferred to different representatives of the same company.

In general, it is important that the benefits of customer-oriented organizations will be greater, but not limited, so it will be expanded. This is especially relevant for two types of organizations: those that produce different types of products aimed at different markets, and use different methods of selling to different types of clients (for example, in the government and private sectors). In addition, specializing in types of clients is effective when a company enters a new market.

Organization of sales functions will be

If the seller has to purchase a variety of items, they will require special information, knowledge and qualifications, the structure will be entirely consistent with the functional requirements of the athletes, then. for specialization of sales personnel. Example: one group of sales representatives specializes in finding and developing new clients, and another group specializes in their further servicing.

There are not many schemes that often result in customer dissatisfaction. Every company is looking for the most competent, experienced and energetic specialists to recruit buyers, after which new clients are transferred to other specialists, service level and service level. which may not be suitable for clients. It turns out that a supernatural situation begins between the two functional groups, which makes it difficult to control and coordinate the work of the group.

In the industrial goods market, many companies successfully implement another form of functional specialization. There are so-called “retailers” who take part in the development of new products and in the early stages. “Retailers” conduct marketing research, provide assistance to the research and development departments of their company, and engage in the sale of innovative products. These are made by the specialists of the latest development and design bureau of the company, which is not subject to sale. They are recruited to develop new products with high potential, because they are well acquainted with the operations and needs of their clients, as well as with the technical and manufacturing capabilities of the organization.

Telemarketing

Another form of specialization with the function of transferring the parallel activities of two groups to sales personnel has become increasingly popular. The first group works with obvious channels of communication - with the telephone, the Internet, mobile communications, electronic mail (to put it simply, “sitting on the phones”). This activity was not called telemarketing. Another group of trade unionists are foreign trade representatives who work locally. In front of the two groups stand the massacre. Although it is obvious that the diversity of communication channels can replace real life, telemarketing plays an important role in these types of activities.

• Search and classification of potential clients; Information about them is then passed on to field spies for further work. To simplify the search for new potential clients, all advertising materials of the company, its products and packaging indicate a free telephone number to the call center. By calling there, the client can view the report information about the goods and services assigned to the company.
• Providing a quick response to clients’ problems (one form of service is a “hot line”, through which clients can call if they have any problems).
• Organizing repeat purchases by the company's clients, if an economically ineffective special visit of a representative is expected - for example, it is necessary to bring a small profit to a far-expanded company.
• In Sweden, clients will be regularly informed about important news and changes in the program (for example, about the appearance of new and long-discovered products), about special stimulation programs, or about changing the minds of the work force.

Telemarketing has expanded widely, because, first of all, it is beneficial for both parties, but on the other hand, it promotes the effectiveness of the work of sellers. In the opinion of clients, through the centralization of purchasing activity and the superior supply of goods and potential customers, the level of working hours of the purchasing agent increases. Therefore, with this method, savings over the phone are better, especially when it comes to improving routine services, for example, placing repeat orders, informing about special sales programs, giving discounts, etc. It takes less than an hour for the phone to ring, but it doesn’t ring particularly well.

From the point of view of the selling company, the activities of “their” sales agents and current sales agents are combined with a well-thought-out complex of other accesses to the target advertising platform, postal outlets, “hot lines” for Life and an active website will promote the effectiveness of work for sales personnel. The combination of telemarketing with other approaches to promotion will significantly reduce costs on routine operations and concentrate a large number of high-value outsourced salespeople on activities that will ensure maximum returns for long-term employees Their prospects (for example, in search of new and servicing great existing clients).

However, telemarketing is especially effective if the corporate policy of interaction with clients transfers a division of responsibility to the sales staff for different categories of clients depending on the size and purchasing potential lu of the rest. Thus, previously, certain companies did not praise the work of their salespeople with other clients, leaving the purchasing potential of the remaining ones not only without bringing in a daily profit, but without covering the costs of commercial travel . Today's development of communication channels makes it possible for sales personnel to deal with such clients directly from the office for much lower costs, which allows the company to exploit the segment of other buyers.

At the same time, the creation of two and more specialized groups in the structure will be required (for example, in the case of high-power personnel and third-party agents) to place additional assignments before the servicing process. Different functions require the development of different policies and different plans for the treatment of the skin group. In order to maximize the potential of telemarketing, it is necessary to develop typical scenarios for specialists who contact clients by phone and online. Field sales representatives have greater freedom to operate and tailor their presentation to suit the needs of specific clients. In other words, the combined approach will require advanced preparation of related programs and payment for various groups of healthcare workers.

Organizing sales to key clients

Regardless of the basic structure of activity of sales personnel, many companies develop different organizational approaches to satisfying customer needs. It is important to achieve the level of service that allows you to obtain and retain the largest and most important customers, or key clients. A sales representative who is responsible for servicing key clients is not just a salesperson, but a manager. This means that he is responsible for finding ways to adapt products to the needs of specific customers, to better understand the strategies and goals related to the company's key customers, to formulate and implement without non-plans for work with key clients. The technical complexity of current goods, Galuzian concentration and trends towards centralization of purchasing will lead to the fact that commercial success in both industrial and consumer markets is ensured by an equally small number of finds Larger clients. Moreover, in a global market that is constantly expanding, key clients often become global and demand greater coordination from their counterparts. With such minds, companies are trying to establish and support the money of hundreds of people with poor clients.

If a company is expanding a program by obtaining and retaining key clients, it is even more important to consider those who effectively serve these clients. Most companies do not have special regulations, and the same salespeople deal with large clients as they serve other clients; Additional administrative and trade expenses are not planned. This is not an effective approach, since servicing key clients requires advanced and highly qualified personnel, and such clients often require special respect and prompt nutrition.

Obviously, many companies have a special policy for the care of key clients. Sales personnel are faced with two main tasks: secure sales and identification of waste and waste from such clients. The loyalty of key customers will ensure the seller a significant part of the transaction, increases profitability and reduces labor costs. At the same time as sales, a special policy for key clients is that the people who serve them are obliged to show them the utmost respect. This approach is often conveyed:

• assigning key clients to the company's top managers;
• The company created the sale of a special product;
• The formation of a special group of specialists will be required to serve important clients.

Servicing of key clients will be carried out by custodians

Responsibility for servicing key clients in the marketing and marketing branches is a common practice. This is especially common in other companies because they do not have the resources to create a dedicated department or a special group of sales personnel. This approach is used in these situations if the company has few large buyers. The advantage of this approach, in addition to low costs, lies in the fact that key clients are served by individuals who occupy a high position in the organizational hierarchy, which allows them to make decisions (or hire people to pay attention to their practices) about the distribution of labor costs and inventories, and also about pricing policy. All this allows us to demonstrate flexibility in approaches to key clients and ensure a high level of service.

One of the shortcomings of this approach is that managers who serve key clients may misunderstand the company's marketing goals. This manifests itself, for example, in the fact that they see “their” clients additional resources from the company’s reserve fund for the price of others, in order to reach incoming customers. In other words, managers try to extract the maximum possible from their great clients, without being concerned at all with the responsibility of being involved in the daily life, operations and profits of the company. Another problem arises from the fact that servicing clients with servers takes up the remaining hours required for the functioning of management functions. This may have a negative impact on the control and coordination of sales and marketing activities of the company as a whole.

Ocremy has developed robots with key clients

The company has one or a number of clients who occupy such a portion of the total sales obligation that the volume of their purchases can seriously impact the production plan, inventory and distribution of the company's resources Yes, then it is necessary to completely formulate the whole business that will take care of servicing only such clients. Various manufacturers, for example, work in conjunction with the production of models that are sold under the brand name of a wholesaler or retailer. This structure allows for close interaction between production, logistics, marketing and work.

The main challenge, as in organizing sales for product categories and types of clients, lies in duplicated costs and additional costs, which are influenced by the orientation of the production process and marketing policy per person many great buyers. In addition, such an organization is associated with a significant risk, the successes and failures of this structure have a lot to do with the policies and activities of clients.

Group of work with key clients

It is not obligatory to create an entire department to serve large clients; you can do it more simply by forming a special group of specialists to deal with the work of key clients. This approach has little advantage. First of all, this group will have the most knowledgeable and qualified employees to guarantee a high level of service to customers who are important to the company. Alternatively, by focusing on work with numerous clients, specialists can thoroughly understand their needs and satisfy them as much as possible, which will result in increased loyalty. In addition, such an organization will create additional incentives for the company’s personnel: teams to work with key clients select competent and proven workers, transferring to such a group is tantamount to promotion and possibly e vikoristavatsya for motivation and desire for short-term sportsmen.

There is little duplication of activities within one sales department, leading to an increase in overhead and administrative costs.

Team sales

In today's minds, people with disabilities will be presented with advances. They need to gain a deep knowledge of the specifics of the activities and needs of clients, and to intelligently ensure a stable and profitable relationship with them. high level of service. Working in a team gives the company a low turnover rate, allows you to serve clients without delays and ensures the smoothness of the process - for example, some of the team members are not present, but they can easily be replaced by others what other spivorotenik.

However, to organize a team sale, it is necessary to meet the needs of clients, which is what the team wants.
manager and specialists of the functional departments of the company (research, design, manufacturing and financial) - often expands to include one or more representatives of the client company. Today, a large number of organizations create service centers, which include representatives of functional departments (marketing, service, sales, design, etc.). The department of the clothing center means close interaction with the sales staff to increase efficiency. Health care centers will ensure the full-time work of various specialized specialists in the area of ​​customer service.

Team sales are suitable for working with great clients, which bring high profits to the company. Most often, teams of facists work to acquire new clients, but sometimes they end up working with existing clients (albeit, in this case, the personnel of the lower level). In order to maximally satisfy the needs of clients, the team also includes representatives of the procurement and forwarding agents.

Bagatory Sales

Bagatory sales are a type of command. It has a team of representatives of various management levels, who can compare equally with managers of the same rank in the purchasing company. For better coordination of activities with the client, such a group can act on a permanent basis, but more often it is created on the spot and vikorist to find the optimal solution for a particular situation; In this case, the specialists are responsible for interacting with the key client at their functional level, rather than entering the local specialized team and acting independently.

This approach is consistent with organizational etiquette, as well as every member of the sales team is in contact with a peer of the purchasing company. It is important that established relationships with prospective clients share the same fate as the stones of their peers, since they do not need a special sanction for those who take actions during the negotiation process and avoid them Our minds can turn a potential buyer into a permanent client.

Marketing alliances

In many markets, including high-tech ones, on computer and telecommunications platforms, buyers often buy goods that consist of many components, which are also supplied by different manufacturers. In this case, the producers also profit from the services of independent intermediaries, combining their goods with the germs of other customers and creating products that satisfy the needs of the final producer. This type of activity is practiced in the information technology industry, when software is supplied to the finished hardware. Often, employers create marketing alliances that expand comprehensive marketing programs and develop complex systems and innovative products without any compromise.

Marketing alliances are created by competitors - in order to obtain resources that are rejected. For example, if a company is introducing a completely new product to the market without the infrastructure to support it, it can partner with a company that has such an infrastructure. This alliance will be a group of representatives of both companies. Sometimes such a practice can lead to further anger among the member companies of the alliance.

The alliance allows both parties to waive additional benefits for access to the partner’s resources and capabilities, such as labor markets, advanced technologies, financial and human resources. Promising start-up companies will refuse to form alliances with larger and established firms, possibly denying access to their marketing and consumer channels and reputational support. In traditional galuzahs, alliances are formed over a wider area of ​​production, shorter expenditures, lower productivity of products, etc. The decision to protect the alliance is extremely important and ensured.

Alliance in logistics

Another significant innovation of the remaining forces that is being watched in many countries is the creation of alliances in logistics, which is followed by the formation of electronic procurement systems. This system allows large regular clients to place and complete orders directly in the customer's computer system.

Logistics alliances for automatic replenishment of inventories are created by delivery companies and large supermarket chains that sell a large assortment of wide-ranging goods. Information from scanners of cash registers goes directly into the information system of the postal buyer and is processed by a special computer program, which then automatically forms a plan and creates a delivery schedule directly to various stores. This approach practically eliminates the hassles when making an order, simplifies paperwork between organizations, optimizes the stock of products in buyer and seller warehouses, reduces service costs and generates greater profits.

Such systems are used by growers as standard living goods and goods for the industrial market. Particularly relevant is the creation of logistics alliances for companies engaged in personalization and customization. Reliable payment directly into the electronic system allows the customer to quickly store and change production schedules, speed up the production process and minimize stocks of finished products in warehouses.

For the buyer, the electronic order placement system has a whole low advantage: ease of use, flexibility and saving time on completing the order. The salesman of electronic systems with key clients helps to “link” them to a certain client and increase the share of purchases.

The wide expansion of such systems encourages the further role of sales personnel in serving customers. Evidence from companies that use electronic contract placement systems shows that the organization of salespeople by changing routine transactions with acceptance, registration and execution of contracting allows them to concentrate more on sales , look for established connections with new potential clients.

Vertical structure of the organization

As was previously stated in the beginning of the chapter, a clear organization is necessary, both horizontally and vertically. The vertical structure means the re-importance of the military service of the military management levels, which will ensure effective integration and coordination. The widest are two types of vertical structure.

• Linear organization means that punishments are passed down from the neck to the lungs. In this case, the ceremonial council is ordered only to one ceremonial worker, which is located on the closest level of hierarchical gatherings, and the functions that are transferred to this level are reduced.
• Linear-functional organization is more common in medium-sized and large organizations. It is surprising that all types of business management activities, for example, selection and assignment of personnel or communications with distributors, are entrusted to specific specialists from the head office of the company .

When developing the vertical structure of an organization, it is necessary to adhere to two important provisions:

• number of regions of Keruvania;
• There are a number of practitioners who order the skin kernel, then. rate of keratinization.

The relationship between these officials is obvious. The higher the rate of kernel handling for the sales staff, the less equal management (and, obviously, managers) is necessary for the organization. It is important that there are fewer rivals between the high-level kernel and ordinary specialists, the closer their interaction and easier control over the work of their employees. In addition, in a “flat” structure there are lower administrative expenses, leaving fewer managers. Here is another idea: “flat” management schemes create additional emphasis on top management, and savings are an illusion, since the small number and low intensity of work of managers reduces the efficiency of the organization and in general.

Doctors say that it is important to establish a uniquely optimal management structure and the standard of care for all companies, as a result of which recommendations can be made.

• It is possible to increase the number of management levels due to changes in the inkeration standards for the following minds:
  • in front of the sales department, stand in a regular warehouse;
  • There is a connection between the company's profits and the productivity of the skin from the skin;
  • The sales staff has high qualifications and a high level of payment.
• Otherwise, it seems that the functions of the sales department are more complex, then there is a greater need for sales personnel to respect the organizational structure of the organization.
• Change the standards for trace quality at higher levels of sales management, so that top managers have to change management functions, analyze activities and make decisions. In addition, those directly subordinate to top managers must have qualified and certified accountants who can independently cope with difficult tasks.

Another simple rule that applies to all organizational structures of sales management: the more important the decision, the greater the managerial level, which one can take on.

In addition to nutritional information about the number of diarrhea agents in each sales manager, it is necessary to determine the level of importance of the dermatological manager for each patient and identify the diarrhea(s) responsible for the treatment. at work, compilation and assessment of the results of the activities of ordinary healthcare workers will be carried out. In some companies, lower-level managers are given the right to hire (subject to subordination) new employees. As a rule, this is how companies with a lot of low-paid ordinary military workers work, as they produce awkwardly manufactured products. In organizations where employees are employed, they are professional and qualified salespeople, who carry out complex tasks and significantly influence the performance indicators of the company, when hiring a job, and especially depending on the types Ceremonies of higher ranks are sold. This is especially true for organizations in which the position of an ordinary sales representative is seen as a springboard for career advancement and the promotion of a sales or marketing manager.

Sales manager services

We are also concluding our essential obligations related to the coordination of activities and implementation
According to the company's policy, many sales managers - especially locally or regionally - take an active part in sales. If the manager has withdrawn his promotion after recognizing the merits of an ordinary salesman, the company cannot waste the high qualifications and evidence of such a salesman. Thus, good salespeople, after being promoted to the rank of sales manager, are often allowed to serve the largest and most important clients and want them from someone.

This practice is beneficial for managers because they eliminate commissions from sales and maintain direct contact with the market, taking an active part in real sales. The downside to this approach is that managers spend a lot of time on sales at the expense of their direct responsibilities - managing employees. In large companies, where control and coordination of the activities of a large sales force requires a great deal of care, the role of sales managers is limited.

Functions related to life

There are a lot of companies operating in the markets, where competitiveness lies in the level of service to competitors. For example, companies that trade in electronic components, in order to increase competitiveness, are obliged to provide their customers with services from the development and design of related products, manufacturers of goods and equipment - to ensure the Swedish economy and delivery of replacements. laziness, sales of industrial goods are guilty of supporting services for installation, installation and technical service All these services may be integrated into the marketing of the company. The loyalty of satisfied customers will provide companies with a superior position above the market, which makes it necessary to enter into their strategic goals.

But here comes the food: what kind of farmer is responsible for controlling functions directly related to life? The answer lies in specific functions, product features and customer requests. Proper processing and delivery are completed - no need to remember, but other important functions will be performed. In some companies, procurement processing is seen as part of the sales process and is essentially controlled by management, and in others - as a function of inventory management and data processing is carried out by the selected production workers. .

In practice, if the processing and delivery arrangements are critical for the company, they are best left to sales managers. In some companies, repair and maintenance services are provided by the sales division, in others they are subordinated to the manufacturing plant. The first option is the most important if, when selling a product, the possibility of its improvement or further processing for better satisfaction of the client’s needs is demonstrated. Sales departments are focused on the goal of gaining and attracting potential clients.

Since these additional functions do not directly affect sales, the sales team allows them to be effectively coordinated. Serving great clients is especially valuable, and so much of their spending is due to the viciousness of this approach, which is entirely justified. Therefore, although the manager who is responsible for working with regular clients, formally does not have the right to control the representatives of other divisions of the company who enter the team warehouse, he is responsible for organizing the work so that all members of the sales team work with maximum efficiency.

New technologies and their infusion into business activities and sales

Any organizational structure, including a vertical one, will soon recognize changes that will lead to the emergence of new communication technologies and ways of processing information. New technologies make it possible to increase the productivity of the workplace of a wide range of species, as well as health and safety. A wide range of CRM applications are customer relationship management systems that support the entire process of acquiring and maintaining a client, allow you to streamline business processes and analyze the results of activities. CRM allows companies to maintain a valuable position in a highly competitive market, maintain consistent contact with their customers and create a distinct customer-oriented culture.

The role of head office clerks and outsourcing

In many great companies, sales specialists focus on specific functions that are not directly related to everyday life. For example, the head office manager is in charge of administrative duties that require special knowledge that the average sales manager simply does not have the time to do. This indicates that for a number of specific tasks, you can provide assistance from the collected and analyzed information that line managers need to make decisions, rather than empowering line managers. I'm for sale. Standard functions that are performed in the sales department by specialists from the head office include hiring, personnel training and sales analysis.

The advantages that specialization and field of practice provide allow for greater success in obtaining qualifications, knowledge and evidence of managers of the head office, the number of sales personnel of the company and promote efficiency the activity of the organizational structure of sales management, immediately reducing costs. Moreover, the personnel reserves of the head office can be used as a basis for training managers in high-level sales.

At the same time, it should be noted that the presence of the structure in the head office is justified only because the company’s activities are transferred to its effective substitute. However, most companies are increasingly questioning the usefulness of such personnel policies. More and more companies are turning to outsourcing. Types of activities that do not fall within the core competencies of the organization (so as not to require special assets for these operations) can be effectively handled by external (third-party) facilitators on a contract basis.