How to write a sales plan?

As we all know, before the promotion, we should make a sales plan and define our sales target. The so-called goal is our inner description of the expected result when we finish a job. Salespeople must set goals when visiting. A good goal, in the sales process should consider two aspects:

1, sales target: whether to require old customers to increase the order quantity or order variety; Whether to place an order with a new customer.

2. Management objective: whether it is necessary to recover the accounts; Whether there are any complaints or inquiries to be handled; Whether it is necessary to convey the company's new policy.

(2), the customer's choice:

1. Customer selection is based on:

We should choose those customers who are respected by peers, have monopoly power, the best service level, stable sales, strong market expansion ability and stable customer base.

2, the basis of customer classification

Customers should be classified according to their reputation, business scale, personnel quality, storage capacity, transportation capacity, internal management and organization and the coverage of sales network. Then, according to the company's policies, market conditions and other factors, the target customers are determined, and their work is listed as a post-sequence list or a sequential list.

3, M&A, M&A, M&A rules

Generally speaking, potential customers can be divided into three levels:

Grade a-the most likely transaction in the near future;

Grade b-it is possible to trade, but it takes time;

Grade c-it's difficult to judge according to the present situation.

The rules for M, A and N to judge A-level customers are as follows:

M (money):

That is, whether the other party has money or not and whether it can raise money from a third party. Know each other's economic strength in advance and don't make a move.

A (authority):

That is, whether the object you want to convince has the decision-making power to buy. If you have no decision-making power, you will only waste your breath in the end. In the process of successful sales introduction, it is the key to success to accurately grasp the real purchasing decision maker.

N (required):

That is, if the other party doesn't need this product, even if you are rich and powerful, any encouragement from you is invalid. But "need" is very flexible. Generally speaking, demand can be created, and ordinary salespeople adapt to demand, while professional salespeople's duty is not only to stimulate and create customers' needs, so as to develop their deep consumer desires.

(3), the formulation of the action plan:

Each salesperson manages and controls a sales area. In order to achieve the sales volume or sales volume set by the company, we must carefully consider and plan the itinerary.

The specific steps are as follows:

1. Customer classification: according to the importance and growth potential of customers, it is divided into four levels: A, B, C and D:

A-level customers: the visit should be arranged in the first week, and accordingly, important customers should be arranged to visit every morning to make full use of their brains and physical strength.

B-class customers: most of them are scheduled to visit in the second week. Because they have more customers than "A", the number of visits to each home will be reduced accordingly;

C and D customers: the visit should be arranged in the third week.

Every four weeks, you should concentrate on customer service (maintenance, technology and operation), commodity display and collection, and plan the work for next month. Of course, sales staff can also arrange ABCD customer visit plans according to the actual situation, such as visiting two customers, A and B, every day and every week, and using C,

D-level customers, but no matter how to arrange sales staff, you should know clearly that visiting A-level and B-level customers in the first phase can help you grasp part of the turnover in the area you need to be responsible for as soon as possible. From this, it can also help you improve your confidence and courage and face future challenges.

2. Frequency and form of visits:

As a salesperson, he is responsible for achieving the company's sales target, so obviously, the sales focus of the salesperson should be on those customers who are "sold out" quickly and collect the accounts in time. Therefore, the salesman must visit this kind of customers repeatedly in the form of fixed-point patrol, and achieve our sales target through continuous customer service.

In a highly competitive shopping mall, it is especially necessary for salespeople to maintain a very high frequency and enough visits to make it difficult for competitors to set foot in our customers and markets, and to have stable turnover and continuous professional customer service.

3. Improve the access rate:

Because the salesman chooses different customer levels, the number of customers he visits every day will be different. According to authoritative statistics, many salespeople spend no more than 2 hours a day on real sales demonstrations. According to a good plan, we can avoid the lack of visit time due to cross-visit in this area. Therefore, careful planning of daily work can increase the number of visits and ensure that each visit is more effective. Ideally, the daily itinerary should be set in advance, and the arrangement of each visit should be the most economical and effective.

(4) Matters needing attention in formulating an action plan:

We all know that before the promotion, making a sales plan will give you confidence. But in the face of different customers can only use the same program, but it will vary from person to person. So when making a plan, we should pay attention to the following aspects:

1, there must be a special proposal.

If you want to sell goods smoothly, you should prepare a special sales plan every time you visit. In other words, when you face a potential customer, you must "prepare some special suggestions for him"

2. Can't just rely on ordinary commodity description.

The instructions you intend to show potential customers must be different from person to person and fully meet the characteristics of each potential customer. In other words, you must have? Quot the special reason for visiting that person. "

In other words, we must be clear about the following questions:

(1) What should I say to him (appeal)?

What should I persuade him to do?

(3) What "methods" should I adopt to promote its realization?

(4) How to prepare the "reasons for visiting"? These "reasons for visiting" must have different contents.

Perhaps, you think it's quite difficult. In fact, as long as you make up your mind to write, you only need to spend 15 minutes on this assignment. Don't underestimate this homework. It will ignite your fighting spirit and let you constantly produce various sales plans.

When you prepare this special sales plan, you will meet your customers. At this time, you should give yourself two minutes to think about these things in your mind:

1, remind yourself that the purpose of sales is to help people feel satisfied with the products they buy and feel wise about their purchase choices.

2. Imagine what will happen:

(1) Imagine yourself standing from the customer's point of view, that is, considering the problem from the customer's height.

(2) Imagine the advantages of your products, services or suggestions, and imagine how to use these advantages to meet the needs of customers.

(3) Imagine a happy ending. Your customers get the feeling they want, that is, they are satisfied with the goods they bought and the choices they made.

(4) Imagine that your wish has come true, that is, to sell more goods with half the effort in a relaxed atmosphere.

(5), the five rules of successful invitation:

Successful invitation of salesman is the first step of effective marketing. How to take this crucial step? Experienced people have summed up five rules for this, which can be a ladder for marketers.

1. Telephone invitation:

This invitation method is suitable for the discovered object, that is, potential customers.

Use this incentive method should pay attention to:

Before answering the phone, you should make careful preparations to know his commute time and his recent situation.

Call excitedly and happily.

After making an appointment with the other party, end the conversation as soon as possible.

Don't tell the business content, so as not to cause misunderstanding or backfire.

2. Interview:

This kind of invitation is suitable for deliberately arranged recommended objects or friends who don't meet.

The key to using this method is:

Don't talk about business at first, and talk about it later.

3. Strongly invite:

This invitation is suitable for long-lost friends. Sometimes good friends date for a long time. At this time, you can tell him in a strong tone without affecting your friendship, let him think about the business you are running and let him meet you.

4. Sincere attitude:

No matter what kind of invitation you use, your attitude should be sincere A sincere attitude will make customers feel good about you and increase their trust in you.

5. Kind tone

A kind tone can please people's body and mind. People are easy to accept other people's demands when they are in a good mood, while a cold tone will make people unhappy. A person in a bad mood will not accept invitations from others.

(six), to develop their own standard statement:

The first step to improve the sales promotion statement is to make up a set of "statements" in advance. Salespeople with several years of sales promotion experience usually unconsciously standardize part of the negotiation. In other words, he has memorized some of them and used them habitually in any negotiation when negotiating with different clients. Naturally, in the process of negotiation, we gave our sales promotion a certain "model".

What we want to study now is not to make it exist unconsciously, but to make this "model" exist consciously (deliberately). This is the main idea of compiling sentences in advance. What do we call it in the promotion? Quot standard statement "

There are many advantages to standardizing what you have to say in sales promotion. For example, if you have a "standard saying" that can be used flexibly without rote memorization, you will have a well-thought-out plan when selling. The same words are used repeatedly, and the redundant parts are gradually deleted, and finally become concise and orderly sales promotion. When you sell, every sentence will become natural and coherent, so there will be no prevarication and nonsense.

How to make up a "standard statement"

1, write first.

As long as you write what you want to say first, through this "writing" process, you won't catch the head and tail things in your mind like a light fog, and you can sort out a clue.

2. Read the first draft repeatedly, listen to other people's opinions or refer to related books, and make appropriate amendments to it.

3. practice.

(1), make a sound and read it out.

(2) listen with a tape recorder.

(3) For field use, preview it before visiting customers, and correct it after field use.

(4) After field use, check the following items:

What's the matter? Can you make it better?

How did the customer react?

(7) Preparation before the visit:

1, project preparation:

Including product samples, company and product information, quotations, contracts, business cards, small gifts and so on. The contents of these items can be collectively referred to as visiting bags. Before visiting, you must carefully check the visiting bags to prevent missing necessary items.

2. Information preparation:

Mainly for customer information, including competitive products, know what you know, can be targeted.

3. Image and psychological preparation:

Before visiting, we must check and adjust our image and mentality, which is an important factor in the quality of visiting.

4, clear the purpose of the visit, so as to decide the focus of the speech.

(8) Using strategic skills in marketing:

Someone once said, "if you have power, use it to overwhelm your opponent;" If you have money, you can use it to defeat your opponent; If you have neither power nor money, you have to use strategy. "Strategy is" surprise, surprise. "That is to say, when the other party is unprepared, attack, and the action should be unexpected. Shopping malls are like battlefields, and those who plan win. Promotion is no exception. How to use strategy? Here are some ways to help you succeed without power and money.

1, playing hard to get:

Playing hard to get, "capture" is the purpose and "vertical" is the means. How to use this "vertical" means?

The trick is: when you talk to a customer, you can show a casual attitude, that is, you don't care if you can sell the goods to him. This attitude can arouse the interest of customers.

Why is this happening? The reason is not complicated.

If the salesman doesn't sell seriously, customers will think that the goods promoted by the salesman have a good market prospect. "The emperor's daughter doesn't want to marry, or the salesman thinks he has neglected himself. The former's psychology will arouse his desire to buy; The latter psychology will enhance his desire for expression, and he will try his best to let others see how the salesman is derelict, that is, he wants to show how he is ignored as an important person by careless salesmen. But whatever the psychology, it has brought the salesman a chance of success.

This strategy is especially suitable for those headstrong and self-righteous customers, so salespeople should pay attention to learn to use this strategy.

2. Stimulate emotional strategies

The strategy of arousing emotions can also be called "the strategy of inspiring people". Its connotation is: stimulate the other person's mood with stimulating language, make the other person emotional impulse, lose his mind, and do something we expect him to do under the emotional impulse.

For example, in an American shop, a couple were interested in a diamond ring, but they hesitated because it was too expensive. The salesman saw this situation and said to them? Quot a president's wife also couldn't put it down because she didn't buy it. Hearing this, the couple immediately took out their money and bought this expensive diamond ring, which was very proud.

As the saying goes, "It is better to urge the general than to persuade him." If the salesman convinces her from the front, the couple may not be able to make up their minds to buy a diamond ring. And the opposite stimulus, but prompted them to make up their minds. Because everyone has a sense of self-esteem and honor, and this couple is no exception. When they heard that a president's wife also liked this diamond ring, but she didn't buy it because it was too expensive, her strong self-esteem and competitiveness were aroused. In this way, the salesman achieved his goal.

Although motivation is a common language strategy in marketing negotiation, it also has its limitations, which deserve the attention of salespeople:

(1) When using the goad method, you should pay attention to the observed object.

The challenge does not apply to anyone. Generally speaking, it is more suitable for people who are inexperienced in negotiation and easy to get emotional. As for those experienced people who are prudent and sensible, it is difficult for them to challenge them. People who are cautious about stories, have a strong sense of inferiority and are introverted should not use provocation. Because irritating language will be mistaken for sarcasm and ridicule by them, it is likely to cause disgust. Therefore, the use of provocation should be directed at the object.

(2) Pay attention to the use of provocative words.

Not all languages can arouse each other's emotions. The sharpness is too exposed and too mean, and it is easy to form a confrontational psychology; Moreover, the language is weak and painless, and it is difficult to make the other person's mood fluctuate. Therefore, when using provocation, we must pay attention to the "degree" of words. Not only to prevent "over", but also to avoid backwardness.

(3) Attitude factors should be considered when challenging.

It must be pointed out that "challenging method" generally uses words, not "attitude". Never shake your face or strike the table because of provocation, which will not only damage the negotiator's demeanor, but also make the other side feel disgusted. According to relevant records, Khrushchev often used the method of throwing shoes to stimulate his opponent in negotiations. As a result, he not only failed to achieve his goal, but also became a joke in the negotiation field.

3. Case-inspired strategies

The so-called case enlightenment strategy is to persuade the other party not to speak directly, but to list some similar events for the other party to learn from, enlighten, understand the truth and accept your views.

4. Knock on the door with a brick.

Among all kinds of industries, the marketing industry is one of the most difficult. Many salesmen want to sell their goods, but they can't get in or out of the door. Although he is smiling and respectful, he often gets a cold face and a dismissive expression.

How to change this situation? You might as well knock on the door with a brick. Please see how the American Bran company uses this strategy.

In order to break through the barrier that people can't enter the house, Bran Insurance Company of the United States first sent various insurance brochures to customers with coupons. The coupon says, "Please fill in the blanks in the questionnaire, tear off the coupon and send it back to us. We will send you two ancient imitation coins from Rome, Greece, China and other countries in the world. This is to thank you for your help, not to let you join our insurance. " Bran Company sent more than 30,000 such letters. After the letter was sent, the response was very good. I received 20,000 to 30,000 replies. For these replies, the company did not directly issue coins, but used antique imitation copper coins to ask merchants to visit according to their addresses. "I specially brought rare coins from ancient countries to visit you." In this way, the marketer not only looks much more comfortable on the phone at home, but also has no cold expression on the other party's face. Customers happily invited the shop assistant in, thanked him, and happily selected their favorite coins from various ancient coins in various countries. In this way, the feelings between salespeople and customers will be much more harmonious. When the salesman gently solicits insurance business from customers, it is particularly smooth. In this way, Bran Company successfully recruited more than 6,000 merchants from 20,000 to 30,000.

Obviously, Bran's success lies in its strategy of knocking on the door with bricks. They use the bricks of ancient coins to knock on customers' doors and hearts, so that customers can happily take money out of their pockets.

5, fishing raiders roll call

The so-called famous fishing strategy is to use celebrities, famous brands and places of interest to improve the popularity of their products and achieve the purpose of marketing.

Psychology shows that "name" is very attractive to people. Because people worship authority, the persuasiveness of "name" is greatly enhanced.

In the 1920s, foreign tobacco occupied the China market, and it was very difficult for domestic tobacco to open the market. Nanyang Tobacco Company is very helpless. Later, the company manager had a brainwave and remembered the celebrity effect, so he found the comedian Hou who was called "the first generation comedian" and "the first smile" in Shanghai at that time and asked him to help promote the "Bai Jinlong" brand cigarettes. Du Baolin immediately accepted the invitation and said, "It is the unshirkable responsibility and obligation of everyone in China to resist foreign products and promote domestic products. I will do my best. " Soon after, Du Baolin skillfully led the topic to smoking in a performance. He said humorously, "Smoking is actually the worst thing in the world. How can you say that? I spend money on nicotine to smoke. Some people say that' smoking is not as good as farting' because there are still three and a half minutes of gas in the fart, and there is nothing but poison in the smoke. Because I smoke, my wife is clamoring for a divorce from me every day. So, I advise you not to smoke? Quot The whole audience laughed, but the manager of Nanyang Company present was disappointed. It never occurred to him that Du Baolin would give him negative publicity. Unexpectedly, Du Baolin suddenly turned to this point and said, "But then again, quitting smoking is the most difficult thing in the world. I want to quit smoking every day since 16, and I have been quitting smoking for more than ten years. Not to quit smoking, but to smoke more and more. My wife is on tenterhooks all day, afraid that I will get lung disease and be cremated.

Field. I think, since I can't give up smoking, the best way is to smoke cigarettes with the least nicotine. As we all know, foreign cigarettes have high nicotine content, so don't buy them. Let me tell you a secret. Believe it or not, nicotine in Bai Jinlong is the least on the market at present. Since I smoked' Bai Jinlong', my cough and phlegm have decreased, and my wife is no longer worried. Of course you don't want to divorce me ... "

The manager of Nanyang company was very happy to hear that. This advertising campaign greatly increased the value of "Bai Jinlong" cigarettes, made them famous far and wide, and quickly occupied the market.

6. Humor talks about reconciliation strategies

Humor is everywhere. In the field of marketing, it is still a strategy.

For example, the owner of an American company entrusted the owner of a drugstore in London as the general distributor to replace the sales of "R.k.d Hair restorer" in order to open up the situation in the British market. The owner of this drugstore is a 27-year-old young man with a good sense of humor. He hired 10 bald men as his salesmen. He writes on the 10 bald head? Quot“R.k.d hair restorer "with some strange pictures, let them walk the streets to publicize.

Advertisements with human heads are really fresh and interesting. Therefore, as soon as this hilarious bald advertisement appeared, it caused a sensation on the streets of London, and various news media in London also reported this rare advertisement in the world. This undoubtedly made free publicity for this company. As a result, the company's financial resources are rolling in.

7. Play dumb.

In the eyes of ordinary people, excellent salespeople are those who are eloquent, quick-witted and smart, but they are not. Sometimes, those salesmen who look "stupid", "clumsy" and "ignorant" often win at the negotiating table. So they adopted the strategy of "playing dumb", that is, deliberately posing? Quot the attitude of a fool who knows nothing makes tough opponents "heroes useless."

An example of Japanese-American business negotiation, which is talked about in the negotiation circle, vividly illustrates this method.

Once, Japan Airlines sent three representatives to negotiate with an American company. Before the negotiations, the Japanese side learned that the negotiators of American companies were not only quick-thinking and eloquent, but also prepared sufficient information. Obviously, they may not win even if they fight hard, so they decided to negotiate with the Americans by playing dumb.

At eight o'clock in the morning, the United States and Japan officially began negotiations. Sure enough, as the Japanese expected, the United States controlled the situation from the beginning. They introduced our products to Japan in detail on the screen, and expressed with confidence that their prices were reasonable and their quality was excellent. This demonstration and introduction process lasted two and a half hours.

During this period, three Japanese representatives have been sitting quietly at the negotiating table, saying nothing.

The American host was very happy that the Japanese were attracted by their agency, so he turned on the room light and confidently asked the Japanese representative, "What do you think of our talk?"

Who knows, a Japanese representative smiled politely and replied, "We don't understand."

This is tantamount to a bolt from the blue, and the American leader suddenly lost his smile on his face: "You don't understand? What does this mean? What don't you understand? "

Another Japanese representative also smiled and replied, "We don't know anything."

The United States felt a dull pain in the liver during the negotiation, but he still tried to ask calmly: "When did you start not understanding?"

The third Japanese representative replied slowly, "You started after turning off the lights in the conference room."

Americans are dumbfounded. The Lord asked helplessly and anxiously, "What do you want us to do?"

Three Japanese representatives replied in unison: "I hope you can introduce it again."

Americans are completely discouraged because they really don't have the initial enthusiasm and confidence to repeat a two-and-a-half-hour publicity introduction. Besides, even if they insist on doing this, who can guarantee that the Japanese side will not repeat its old tricks?

As a result, the smart and accurate Americans were defeated by the ignorant Japanese: the asking price was overwhelmed by the lowest price. This is really "still water running deep".

Playing dumb is an effective weapon against tough negotiators. Imagine, when you are negotiating with someone who doesn't understand what you are saying, even if you have extensive knowledge, rich information, rigorous logic, profound theories, incisive opinions and sharp arguments, what's the use? It's like a guy who got lucky and punched you. Instead of fighting back, you will take a step back and walk away. It is conceivable that the embarrassment of the other party is definitely worse than being slapped.