Summary of reasons for the decline in sales performance

Summary of reasons for the decline in sales performance

Summarizing the reasons for the decline in sales performance is very important for every enterprise. When the performance declines, it is necessary to sum up the reasons in time, stop losses in time, and find ways to improve the performance. Let me give you a brief summary of the reasons for the decline in sales performance.

Summary of reasons for the decline in sales performance 1 The company's sharp decline in net profit in the first half of the year was mainly due to the decline in sales revenue, which was mainly reflected in the following two aspects:

1, policy reform factors and intensified market competition.

Since 20021,with the deepening of the reform policy of medical insurance fee control, changes in drug circulation mode, a new round of drug bidding and purchasing, low drug proportion in public hospitals, and increasing market competition, especially the traditional OTC channel for cold medicines, the company's proprietary Chinese medicine business has experienced a significant decline, which has a certain impact on the operating performance in this reporting period.

2. Changes in business model, team structure and market choice of Chinese patent medicine industry.

(1) Company's proprietary Chinese medicine products such as antiviral oral liquid, Banlangen granules, orange series, etc. Originally based on the dealer model, a small amount of proprietary Chinese medicine products were directly distributed to retail terminals such as pharmacies. In recent years, with the rapid development and scale increase of the company, the disadvantages of the original dealer model have gradually emerged, leading to the backlog of channel inventory, the increase of sales expenses, the stagnation of market share and the inertia of sales staff. In view of the disadvantages of the original dealer model, the company changed from the previous dealer model to self-operated sales to directly manage end customers this year, that is, the company's products were directly sold to retail terminals such as pharmacies and clinics. This change in sales model will adversely affect the company's performance in the short term; But in the long run, this change in sales model will enhance the company's control over the terminal. At present, the most intuitive performance is to digest the company's early inventory, shorten the intermediate links and improve the inventory turnover rate. At the same time, it also conforms to the reform trend of the "two-vote system" and other policies in the pharmaceutical industry.

(2) In 2065438+06, the company also changed the sales team structure. It turns out that OTC and prescription drugs are a sales system. At present, the company is divided into OTC and prescription drugs for refined management. This structural change will take a certain period for the running-in and management of sales personnel, products and resources, and will have a certain impact on the company's sales performance in the short term.

(3) The original bid-winning prices of some products of the company in some cities are low, which has a great adverse impact on the company's national layout and price maintenance. For the long-term healthy development of the company's products and the construction of the national overall price system, the company voluntarily gave up the low-priced bid in some areas this year. This will have a certain impact on the company's sales performance in the short term, but it will be beneficial to the healthy and sustainable development of the company in the long run.

Summary of the reasons for the decline in sales performance II. Analysis of the reasons for the decline of marketing personnel's performance

1, the enthusiasm of marketers is not high, and the team cohesion is not enough, which leads to the low enthusiasm of marketers.

2, personnel professional knowledge is not in place.

3. Unreasonable points selection will lead to failure to attract effective customers who are interested in concluding a transaction.

4. Marketing personnel did not pay a return visit to customers and ask questions in time.

5. Marketers don't know the information of other real estate activities, so they can't make correct work arrangements and points distribution in time. Actually, a large part of our business comes from competing products. )

In view of the above problems, the following solutions are proposed.

1, hold more meetings for the team, communicate with the marketing staff, summarize the daily work, and discuss and solve the problems encountered in the work.

2. Regularly train marketing personnel in eloquence, rhetoric and professional knowledge, and conduct assessment, so that marketing personnel can satisfy and convince customers in communication and exchange with customers. Achieve the purpose of customer visits and transactions.

Marketing night shift work arrangement plan

1, 4 people (rotation shift system)

2. Time17: 00-21:00.

3. Location: Hejiangmen Square.

4. Materials: sunshade x 1, table x2, stool x4, display frame x2, lighting x 1, gifts and customer registration form.

Analysis and summary of the reasons for the decline in performance II

One month's pre-sale, the total sales amount is 93 15 yuan, and the total commodity cost is 7 13 1.7 yuan. Excluding the commission and other expenses, the profit of * * * is 2 183.3 yuan. * * * 386 units were sold, accounting for 32. 16% of the sales target.

I. Self-censorship:

The actual sales are far below the target sales. After analysis, the reasons are as follows:

1 overestimates the market demand. Before our products entered the market, many consumers had already bought related products. Moreover, there was no physical store in the early stage of sales, which led some consumers to buy with trepidation.

2. The time for commodities to enter the market is relatively slow. Due to the abnormal weather and temperature this year, winter comes very late, and it is difficult to judge the purchase period. And misjudged the consumer's purchase motivation and psychology. It is believed that consumers will not start buying until the weather starts to get cold. In fact, many consumers have already purchased related products in advance.

3. The ability to predict the quantity of goods purchased is seriously insufficient. As a result, some goods were sold to nearly 1/4 of the total sales, and some goods were not sold. At the same time, due to this reason, the inventory of some commodities is too high.

4. Sending people to sell at home lacks a reasonable and effective distribution method. This leads to repeated promotions in some dormitories, which wastes human resources. Moreover, there may be problems such as conflicts of interest of salesmen.

5. There is something wrong with the supply of sales staff. In principle, every salesman has a complete set of goods. But in practice, because the salesman is implementing door-to-door sales. Therefore, some salesmen will take more goods at a time to facilitate door-to-door sales. After consumers buy a product, they can make up the product version in time and then sell it in other dormitories. Because the quantity of the goods was not arranged correctly when supplying the salesman. As a result, their own inventory is not enough, and there is too little inventory that can be deployed. Among them, moisturizing lip balm is because of this problem, resulting in too little adjustable inventory, and then buy it from the buyer. Finally, the lipstick on the salesman's hand could not be sold, and all of it was returned, which was too stressful.

Second, the actual sales process:

1, positioning sales price:

After considering the purchase price, the initial idea of employee commission, the cost and the market price in Guangzhou, the commodity price is positioned. Finally, it is determined that the commodity price is slightly lower than the market price for the following reasons: First, considering that the commodity price is far lower than the market price, it is afraid of reducing consumers' trust in the authenticity of the commodity. Second, considering the low profit, it is impossible to distribute the commission and expenses of employees. Third, there is a high enough profit margin, which is conducive to the scheduling of goods in the sales process. For example, some consumers can give appropriate price concessions when they buy more than one commodity. It can also provide favorable space for future commodity clearance and price reduction.

2. Distribution of royalties:

In terms of commission, in order to stimulate the enthusiasm of salesmen. Give a relatively high commission return. And according to different sales volume, according to different unit commission return. You can get the highest commission of 3.5 yuan/branch. High commission, first, can promote the efficiency of work enthusiasm. Second, it can give salesmen more space to lay out their downline. Let the sales network spread quickly in the market. Looking for a salesman, in addition to the basic ability and credibility, but also from two aspects to promote the market. One is the propaganda that one dormitory has passed another dormitory, commonly known as "sweeping the building". Second, sell through network resources. Try to find some people with a wide circle of friends and prestige in the student groups or departments.

3. Publicity work:

Related blog sites have been established on the Internet. Print relevant leaflets and stick them in crowded places. Its purpose is to let consumers know that the school has related products for sale, rather than going to the supermarket to buy them immediately. So as to slow down the sales of supermarkets, retain customers and lift the monopoly position of supermarkets in the eyes of consumers. There are also leaflets for salesmen to play by themselves. Not only increased the scope of publicity, but also reduced their workload.

4. Finance:

In the import and export of goods, in addition to using spreadsheets to record, there are also manual bookkeeping. Using basic computer knowledge, using spreadsheets to quickly calculate relevant data (such as total sales, procurement cost, sales quantity, sales performance, etc.), so as to facilitate the data reflection and analysis of inventory and procurement quantity.