Branch Internal Resource Management Essentials

Branch management is the focus of the company's work, the branch's sales and returns directly affect the completion of the company's overall sales, therefore, the position of the branch manager can be said to be pivotal, and is often referred to as the "frontier official". But in this attractive title has a heavy pressure: some branch managers do not know what their work includes, often catch this lost that, tired to cope with a variety of temporary things; there should be a good job on the work of no rational plan, no clue, it seems that the daily work is very busy, but the work progress is not obvious, no classification of their own work, can not grasp the main and secondary, do not know what should be done, do not know what time to do, do not know what time to do. What should be done, do not know what time to complete what work, often appear "temporary huddle" phenomenon, the results can be imagined ......

Most sales managers are promoted by the excellent salesman, they tend to be better at business, but after being promoted to the sales manager, its role by the original After being promoted to sales manager, his role changed from the original "business-type" to "management-type", and his main responsibility is to realize the multiplication of sales performance by improving the ability and enthusiasm of the sales team. However, in real life, many salesmen were promoted to sales manager, the role of its often failed to do a timely change - although their position as sales manager, but also do the businessman to do things. Most of the sales manager's time is still used to run customers, orders above, it still plays the role of the order master, and ignored the management of the salesman, guidance, motivation and control. As a result, it is often "personally dry" and finally to "alone dry", both "do not let go" more "do not feel at ease ". As the sales manager's energy and time is limited, he is tired of running at the same time, no longer have the energy to guide, motivate their subordinates, so that the branch performance of the continued improvement of the lack of energy; on the other hand, the sales manager is often more than enough and not enough, easy to stagnate personally, the development of the limitations. In the above role mismatch, the salesman can only engage in procedural work, the salesman's morale is easy to go down. In fact, the value of the sales manager does not lie in the number of results achieved, but in the training of the number of masters who can achieve results, lies in whether or not to create a team capable of fighting for effective branch management.

So, how to ensure the completion of the branch task? How to "cultivate" into an excellent branch manager? The author here combined with some of their own work experience, to share with you the experience.

First of all, the branch manager to have a general concept of their own work. To a fast moving consumer goods company, for example, the branch manager is mainly to manage the sales and financial content of the two blocks, which sales according to geographic and channel classification, but also can be divided into regional managers, food and beverage business managers, wholesale business managers, retail business managers and their respective subordinates. Generally speaking, the routine management of the branch is mainly divided into three categories: the internal management of the branch, the basic management of business and outreach management. The following author first on the branch of the internal resource management to mention some of their own views.

Want to do a good job in sales, there is no doubt that there should be a group of excellent sales staff, and to have a team with vitality, combat effectiveness, the first should start from the internal management of the branch. Branch manager in the management should keep in mind six words: "sincerity is born, strict birth of Wei", both to treat people with sincerity, but also to be strict with themselves and others, to achieve the right to have Wei, Enwei and weight. According to the author's many years of branch management experience, found that the following two aspects of the content of the branch manager in the internal resource management must pay attention to:

One, soft, hard resource waste, waste of mobile resources to control

Soft resources on the waste of often lead to an out-of-control situation:

Branch in the business and business expenses, logistics and transportation, and supermarkets, stores and other soft resource management deductions. Related to the deduction of costs and other soft resource management is often easy to lose control of the situation.

Business trip costs, the branch manager needs to control the work of the line of business personnel and the efficiency of the visit, in order to reduce the work of the waste of time on the way, through the financial strengthening of the business incurred cost standards and the amount of management and monitoring, and to make timely horizontal and vertical comparisons, strict control of cost expenditure.

Logistics costs, logistics, part of the cost of logistics is often invisible, especially in the headquarters of the warehouse to the branch and then to the customer, due to the lack of good monitoring or early warning management, in the transportation of goods is easy to produce losses and other costs, this time the financial more need to use the early warning management, the possibility of early loss of control over the cost of effective control.

Supermarket-related costs, the branch in the modern channel with the supermarkets and stores to settle costs, these supermarkets and stores are usually set out in the contract costs (annual fees, store celebrations, promotions, etc.) and give a detailed list of costs, due to the costs incurred in the past, so the need for business personnel and financial staff to timely statistics generated in the past costs, and clear proof of the cost of generating to ensure that there is no "muddled accounts", and to ensure that there is no "muddled accounts". Ensure that there is no "muddled accounts".

Waste of hard resources often appear weapons "vacation" waste phenomenon:

Headquarters to the branch of the hard resources, including promotional resources, branch of the configuration of fixed assets, and invested in the market advertisement (store sign, car box advertising, etc.).

Headquarters as well as sales regions will have channels of promotional expenses to support market sales, but promotional products in the wholesale channel into the business staff is usually placed in the dealer by the dealer according to the standard of the activity to go to the lower line of the customers who buy goods, which is very easy to produce out of control of the situation. And retail supermarkets in cooperation with the branch, although in the promotional promotion will agree to have promotional shelves or stacking code, but they will often be withdrawn in advance to other manufacturers, or in remote stores did not reach the promotional requirements in a timely manner; in the time to do the store sign, the business staff and it is easy to decide according to their own preferences.

In order to prevent the waste of hard resources, the branch manager needs to strengthen the monitoring of each approval of the implementation of the link, and to spot checks and financial reconciliation of the way to control, not only to ensure that the business staff of the market support, but also to avoid the expansion of unnecessary waste of resources.

The waste of mobile resources often brings the high cost of work:

Personnel salary is a part of the higher cost of the branch, and this resource is a two-way resource: if the human resources are used properly, then the personnel salary is an important incentive to carry out the work and efficiency of the work of protection; on the contrary, not only all kinds of work costs rise, but also the personnel slacking off, the whole work of the efficiency of the lower.

As a manager, sometimes do not necessarily see the generation of these costs. For example, the salesman to carry out business work outside, because of its mood when the work efficiency is low, for specific market problems are not dealt with in a timely manner, will produce additional costs increase. Therefore, if the management of personnel is poor, not only to the branch can not bring sales, but also invisible increase a high cost.

Branch managers should establish a good internal communication mechanism, building branch culture and training mechanisms and the use of assessment system to control the waste of mobile resources.

Two, financial management focus, control is the core

Branch financial management and headquarters financial management is different, the focus of the branch in the operating expenses, accounts receivable and treasury control.

Branch operating expenses, general marketing costs and changes in distribution costs account for a larger proportion, so it is particularly important to pay attention to the rational use and control.

Since the retail stores, supermarket chains and some large restaurants are direct sales, so the accounts receivable with the increase in retail and restaurant increase, the branch can not be very effective control of accounts receivable, and the branch of the legacy of the bad debt of the past years the proportion of the year also increases, it is very easy to affect the branch's capital turnover. These are the problems that need to be seriously considered by the branch manager to solve.

Branches have logistics warehouses, product turnover and storage, as well as return and exchange of goods caused by the loss must be strictly controlled; branch managers can enhance the effective management of marketing activities to improve the reuse rate of materials.

Branch management series (2): branch manager soft culture tricks

Branch manager in addition to strict control, sales, finance, both hands, constructing a soft cultural atmosphere is also essential to the branch manager's management skills. How to build a branch culture and training system, how to establish a communication mechanism and leadership skills is to become a good branch manager of the necessary tricks.

Trick one: relevant branch culture

Branch culture should be relevant, the atmosphere should be adapted to local conditions.

Decorate the office environment to ensure a good working atmosphere, let's say the establishment of "wall culture", that is, to do the "Learning Corner", "task time card ", "Dragon Tiger List", "corporate culture plaque" and so on. This not only fully reflects the staff work environment and cultural atmosphere, but also enables employees to give full play to their individual uniqueness, in order to realize the branch **** the same values and business objectives.

To ensure that the communication of the monthly marketing meeting, but also to ensure that the three meetings: that is, the morning meeting, regular meetings, weekly meetings held on time to ensure that the monthly task of the clarity, clarity of the goal and how to solve some of the problems that arise. The meeting should adhere to the three objections: against the meeting without discussion, discussion without decision, decision without action. Everyone must know the meeting of several formulas: "meeting + do not implement = 0; set up the work + do not implement = 0; seize the non-implementation of the matter + pursue the non-implementation of the person = implementation". In addition to the work carried out above, the branch manager should be process management, and regularly check the progress or develop the next step of the plan to analyze and check the performance of the salesman in the specific sales action, and pointed out that there is room for improvement. Only through the continuous improvement of the follow-up cycle, in order to continuously improve the sales team's overall sales ability. At the same time, the manager and the salesman should maintain good, effective communication and the development of effective incentives to strengthen the team spirit and to ensure that the salesman to maintain a strong fighting spirit and entrepreneurial spirit.

Trick two: training, training, retraining

Must establish a systematic and comprehensive training system, in order to allow employees to think in one direction, to a place to make strength. Therefore, our goal is: training, training, retraining!

There are various types of training, so that employees learn vigorously, learn realistically, learn effectively. Can be taught, meeting instead of training, simulation training, discussion, activities on-site training, etc.; training knowledge to be paired, product knowledge training (product knowledge, return visit tracking training) + corporate culture training (to enhance the sense of responsibility and loyalty of employees, so that employees have a sense of belonging) + sales skills training (activities on-site training in various aspects as well as summarizing the meeting and teaching by example, so that everyone's business skills, Marketing skills, mental model can be improved) ＋ management skills training (for the growth of business managers and salesmen targeted management methods of stage-type training), can be packaged, can be combined.

Trick three: good communication

Only good communication, the branch manager may be able to understand the market dynamics in a timely manner, give instructions, do a good job of uploading and downloading. The purpose of communication is to ensure that the collection and sending of information, as well as information accurately conveyed to avoid communication barriers:

Communication in advance to make a good advance reservation? Is there a hierarchy of communication? In order to make communication more efficient, and really make each market a united, pragmatic and efficient team, the branch manager is best to communicate well in advance of the content of the pre-booking. At the same time, communication with superiors to learn to work in some of the problems in the positive feedback; communication with colleagues to exchange experience; communication with subordinates when the problem of feedback, timely processing.

Communication only verbal communication? Communication is not the only kind of verbal communication, pay attention to other forms of communication.

Has a learning organization been established? The branch manager should reach a kind of friend in life, superior and subordinate relationship and partner in work with the employees. Branch managers and employees can share, exchange and complement each other's internal experiences in order to unify their behavior in order to achieve the **** same goal. This process will benefit every participant as far as the individual is concerned, and ultimately the branch itself becomes the biggest beneficiary. As shown in the diagram below, branch employees can learn and communicate through the resolution of incidents, thus forming a team effort to achieve ****same benefits. This circular learning diagram is similar to the Deming Ring in Total Quality Management, which gradually forms team cohesion and establishes a true learning organization through a continuous cycle.

Does routine communication stick? The routine communication requirements for each level of personnel in the branch are shown in Table 1. The branch manager should follow the requirements in the table and promptly examine whether the communication of each type of personnel meets the requirements, so as to form a practice and culture.

Trick four: practice leadership skills

Branch manager in the new takeover, should recognize, for dealing with the previous legacy of problem solving, is also part of their own work. At the same time, also remember that too much rendering of the previous problems will be interpreted as looking for excuses or to show themselves, because the front of the many problems, your superiors are also responsible for. The best way to behave is to prioritize, be quick, and deal with the remaining issues quickly with integrity and fairness.

There are four leadership models for managing a branch office, and these four leadership models are not superior or inferior, but just need to be used for different subordinates. If a branch manager can consider and use these four basic leadership models in conjunction with the characteristics and work experience of his or her staff, then his or her management level will be taken to the next level. For example, if you must complete a work and its complexity, and your staff is inexperienced, work without initiative, and time is urgent, but you must complete, the most suitable for the command leadership model. If the employee is more proactive and has a lot of work experience, you are suitable to choose the directive leadership model. If the employee is skillful in the required technique and you have a closer relationship with the employee, you are suitable for the Enabling Leadership Model. When you and the staff of the relationship is very close, and they are fully capable of this work, you can rest assured that he went to do, this time to choose to entrust the leadership model.

Branch managers also need to master the leadership skills, which can be simply called 3 E: Envision (depicting the blueprint), Enthusiast (arouse the enthusiasm), Enable (teaching methods), in other words, that is, to do a good job of publicity, agitation and training, only to cultivate these three basic skills, in order to basically achieve an excellent branch manager's requirements. The only way to achieve this is to cultivate these three basic skills to basically meet the requirements of a good branch manager.

Trick five: adhere to the hierarchical assessment and work to promote

In order to establish a regular assessment system, should do a good job of the three "adhere to": adhere to the daily assessment and end of the month assessment, the quarterly assessment of the combination of principles; adhere to the assessment of the work of the timeliness of the assessment work with the employee's awards, promotions, selection linked; adhere to the qualitative assessment and quantitative assessment of the combination. Qualitative assessment and quantitative assessment. In other words, in addition to looking at the market performance, the participation in the assessment of the management ability, business ability behavior, way of thinking, dedication and so on. On the other hand, to establish the branch task advancement table, according to the expected time, the implementation of the task, the field and the activities of the show; the establishment of this month's branch of the training program table, in the branch to form a learning atmosphere; listed sales histogram (the planned amount of comparison with the actual amount of comparison) and listed sales curve (last month's completion of the completion of the situation and the completion of the situation in this month comparison), through the embodiment of the charts and graphs to compare the market and sales of specific Data reflection, so as to get rid of the previous work by feeling, simple sales data collection, more analysis to find new problems and sales direction.

Branch management series (3): branch business management and outreach management strategy

Ⅰ: business management

As a branch, a variety of channels and terminals is undoubtedly an important part of the source of the branch's sales return, we must make reasonable use of this part of the resources.

I. Sales Channel Management

1. Market Planning

(1) Market Planning Purpose

Establishing and improving the sales network in order to form the best coverage of the target group in the regional market.

(2) the basic procedures of market research

A, market research

Investigation of basic information and consumer characteristics. Basic information includes population, administrative divisions, market characteristics of the districts, the size of the market capacity; consumption characteristics include which products are readily accepted by local customers, or which competitors are selling well here, how they are characterized, the customer's psychological price of such products, and what opinions and dissatisfaction with the products on the market now.

A, access survey

The main wholesale markets and characteristics of the key dealers, key customer information and resistance to purchase (for example: dealers have signed an exclusive sales agreement with competing products); the channels of such products expected sales policy, promotional methods and how much profit; from which channel, which sellers to cut into the market is less difficult to see the results faster.

B. Competitor Survey

Price of competing products, performance and the comparison of this product; competitive brands reach out to which layer of the channel? How much manpower does the manufacturer invest? How is the ability of the seller? Competitive brand's current price and channel profit how? Competitive brand's current promotional methods, sales and new product trends.

2, analyze and derive the market development plan

According to the region near and far, the size of their own strength, the size of the competitors to invest in the product as well as the advantages of determining their own market model: sales, pulling the sale of the marketing, channel marketing, or sales assistance. Comparison of these modes is shown in the table below:

Promotion: regional agents to do promotions to the second batch of merchants to fully mobilize the ability of access to the product level by level distribution down. Application conditions are: the product has just entered the market, the urgent need to expand the product by the power of access; out of town market regional agents can not be reached; pulling sales: regional agents to face customer promotions, stimulate customer desire to buy, pulling the market demand. Stimulate the willingness to cooperate, and then seek distributor cooperation. Application conditions are: strong products, customers are very easy to accept, create pull, start from the terminal, and then negotiate with the second batch; in the outskirts of the network stores and distributors to find the phenomenon of "you love him, but he does not love you". Distributors do not have confidence in the distribution of this product, this time to do the channel upside down, create momentum to facilitate the cooperation of the distributor's willingness; channel marketing: first of all, the establishment of the product in the second batch of the sales network, expanding the product radiation surface, and at the same time, send out a direct team, as soon as possible, to enhance the rate of product market, promote the flow of goods, and then the key customers to directly cut into the; marketing: demarcation of the region, the region's right to distribution to the second batch of merchants, cycle visits, to help the second batch of merchants to manage the market. If the regional market is too large, the regional agent is unable to fully implement the channel marketing strategy, with the help of a few downstream two batch of the power to plow the market, if the regional market for some specific channels (such as food and beverage outlets) the regional agent network is insufficient, can not be directly cut into the channel with the help of the channel has a certain network of strength of the two batch of the business to cover the market.

Distributors Mrs. Lok Company

Profit The most fundamental purpose of the customer's business is to earn profits, and all other activities are centered around this purpose. Mrs. Lok Company as an economic entity needs to create benefits for shareholders, employees and society.

Long-term development of business Distributors want to have a long and stable source of profit, and they want to be guaranteed the long-term development provided by Mrs. Lok Company. The development of Mrs. Lok comes from the development of customers, and Mrs. Lok hopes to win the victory of both parties through the planning of business and the support of customers.

Expansion of sales channels The basic factor of sales development is market development. Distributors want to develop more markets and take over the wholesale and retail channels so as to keep the logistics smooth. In order to ensure the sales of the products, the company wants to have strong distributors and a large number of smooth channels. The network of Mrs. Lok distributors is the sales network of Mrs. Lok Company.

Developing people/organization All business planning ideas are ultimately done by business people. Customers get highly qualified people to work for them to ensure that the business grows hydraulically. Mrs. Lok has always attached great importance to the development of personnel. At the same time, Mrs. Lok would like to assist its distributors in developing their personnel to ensure that the business of both parties grows together.

Improving sales and service system An efficient internal system is the basis for business development and profit realization. Distributors want to minimize internal conflicts and thus increase the competitiveness of their business in the marketplace. Improvement in the efficiency of the customer's sales and service system is the improvement in the efficiency of Mrs. Lok's sales force. The company hopes to improve its own functioning by supporting training and collaboration with its customers.

Next, it needs to determine the marketing and sales targets based on the size of the local market, the strengths and weaknesses of competing products (products, sales volume, business investment, and promotional investment) - target sales volume, target sales channels, target coverage areas, key sellers and key customers.

Based on the price of the product and competitors, performance comparison and local consumption characteristics, to find our advantageous products, to determine the product structure, first on which variety? Supply which model?

Additionally, we should consider: whether we need to expand the peripheral market, increase sales opportunity points, consider when to launch new products, increase sales opportunity points.

3, the type of channel

Generally speaking, the sales network can be divided into two categories: conventional sales network and flat sales network.

(1) Conventional sales network

Conventional sales network from manufacturers to wholesale to retail sales network, the advantages of this sales network is to penetrate the market quickly; reduce the workload of manufacturers; high rate of spreading; manufacturers bear little risk; prices can be guaranteed; easy to manage. The disadvantage is that the first push rate is low; the work can not be detailed implementation; terminal hard and soft packaging is not enough in place, the need to set up a special customer service department

2, flat sales network

Flat sales network from the manufacturer directly to the retail supermarket, it is the advantage of fewer links; merchants are lucrative; the flow of goods is easy to manage. Disadvantages are more difficult to manage; easy to cause dead accounts; price instability.

Branch managers should choose the most appropriate one channel mode according to their own situation.

Terminal management:

1, terminal classification and management

The branch manager should classify and manage the terminal, which is mainly divided into soft terminal and hard terminal. Soft terminal construction mainly refers to the maintenance of customer relations. The construction of soft terminal mainly includes the convening of the association (consumers, chefs); promoter training; sales of points competition; small gifts; brand promotion; community activities. The construction of hard terminal mainly includes the display arrangement; the setup of exhibition board; poster POP posting; the hanging of banner; the production and maintenance of light box; and the production of store sign.

2, the type of delivery settlement

Branch managers also need to distinguish the type of delivery settlement, is the first payment after the goods, or cash in stock, or sales and so on. In order to control the sales approach and through the financial strengthening in the control of accounts, collection, to reduce losses in the sales process.

3, the practice of how to manage the terminal

Terminal maintenance is a very important part of the terminal problem, as the saying goes: "easy to attack the city, difficult to defend the city," the terminal maintenance is a long-term and arduous work, in the "simple" persistent work, so that your products will always be different, shiny, dazzling, which is the core of the terminal maintenance.

(1) the content of terminal maintenance

①Daily maintenance: in the daily visit to the terminal, the product display and publicity placement maintenance.

② Key maintenance: easy to be destroyed by competitors, "problem terminals" to implement daily maintenance. But take the necessary means to make good customer relations. For the weekend terminal traffic, targeted maintenance of such terminals on Friday.

③Product maintenance: the number of products on display is reduced or there is still display space on both sides of the display to increase the number of products, product placement if not ideal, to strive to adjust over.

④Sales: timely replenishment, to prevent out-of-stock, to prevent the rush to tamper with goods. Promotion: from time to time in the store to carry out a variety of promotional activities, pulling sales.

⑤ Maintenance of publicity materials: publicity materials are neatly arranged and in place. The more types of publicity materials to be the better, sea, land, air three-dimensional one publicity. Publicity materials are the most easy to destroy a link, therefore, diligently replenished, diligently organized.

(2) do a good job of terminal maintenance must be a fixed point, regular, fixed-line tour

Branch managers must require the salesman is responsible for a number of terminal outlets, in accordance with the visit route and visit efficiency, and regularly visit each terminal, each business person should be their own regional situation to carry out a comprehensive understanding and investigation to determine the distribution of various types of outlets, and then determine the degree of different types of visits, according to the efficiency, and then determine the degree of different types of visits, and then determine the distribution of different types of outlets, and then determine the degree of different types of visits. Different types of degree of visit efficiency, according to the optimal transportation route design visit route.

(3) set a good plan

Branch manager to do a good job of the above work is based on the development of standards for each job. Branch manager to plan their subordinates weekly, daily visits to how many stores? Different types of terminals should maintain what level of safety stock? (One week or two weeks, which directly affects the efficiency of visits) How to display products in different types of terminals? What kind of packaging and publicity should be done for different types of terminals? According to the actual situation of each store to develop the store's customer relations program.

II outreach management

Outreach work is a branch of the work of the focus, directly affecting the work and activities can be carried out normally. The ability to create a favorable business environment for the company is an important test of the branch manager.

Many branch managers have just assumed office, focusing on sales, do not pay attention to outreach construction, no outreach work and marketing work to synchronize the promotion. When the occurrence of outreach things due to the lack of awareness of outreach, no ideological preparation for the work caused by a very large passive situation, the manager can not take measures to lead to the market followed by a decline, resulting in management chaos, the manager of the market loss of confidence, nothing to do. Therefore, we must attach great importance to outreach management.

The general rule of outreach visits are:

1, greetings beforehand

Prior to the publicity in certain areas, as a supervisor first of all to not be anxious, stabilize the situation, to avoid the expansion of the event will be the first event to report the work of the office as usual, visit and then to analyze the situation and deal with some of the programs of this event. For example: first analyze. First of all, the matter is analyzed; the social management to analyze, and then through the nature of the incident and the character of the person in charge of the corresponding solution.

2, more visits after the fact

After the fact of frequent interference with the department (social management departments, including: business administration, taxation, labor departments, justice, community management and other departments or agencies) and the main leaders to visit. Pre-visit according to the character of the person in charge of this department hobbies, to develop the communication content; office visits during office hours, the humility to ask for advice, prior to consulting; holidays to visit their homes; according to the situation, and the relevant departments of the office staff to carry out emotional liaison.

Branch sales management work is mainly composed of three major components: resource management; internal communication sales management; outreach management. Whether the enterprise's products can be sold out, sales strategy can be correctly implemented, the key lies in the management of the sales force. People are the core strength of sales, the establishment of a sales force and the implementation of effective management, which is the enterprise in the fierce market competition will always be invincible fundamental protection.