1. market positioning.
Positioning is the problem that determines the direction. If a catering enterprise has a wrong positioning, then the sales efforts will have little effect, especially in a highly competitive environment. Catering enterprises should make clear their positioning and choose the correct target market according to their geographical location, decoration style, facilities and equipment. That is to say, we should know what our advantages are, and at the same time look at the position of catering enterprises in the eyes of consumers from the standpoint of consumers. Which consumer group will like it? Only by answering these questions can we use the existing resources of catering enterprises to obtain a relative share of target customers.
2. structure of customers.
It is unrealistic for any catering enterprise to focus on only one target market, and it is necessary to obtain more market segments. By analyzing past data and competitors, we can know where our business comes from. What are their respective proportions? If it is a catering enterprise that has been in business for more than one year, it is easy to determine the share of each market segment through the data of previous years. Only by analyzing these data can we know which market is the most important? Which market still has potential to tap? How many important customers are there? Only through the analysis of the customer source structure can we formulate the marketing strategy and action plan for each market segment.
3. Price system
Is the price system of catering enterprises reasonable? According to all kinds of room types, there can be store prices, door-to-door individual customers, company agreement prices, online booking prices, travel agency team prices, conference prices, etc. Prices should be set according to light, flat and peak seasons, and package prices suitable for specific market segments can be set according to product characteristics and some resources. When setting the price, we must also refer to the price of competitors, and adjust the price to match the increase or decrease of the number of rooms in each market segment, so as to create more room business income.
4. Promotion Plan
How do the target customers choose catering enterprises? What kind of media can attract the attention of catering enterprises' target customers? In order for catering enterprises to establish a unique position in the target customer base, it is necessary to make an overall arrangement for the annual advertising budget, plan, media selection, delivery time, the production of small gifts and the design and printing of sales materials.
5. Management of sales team
First of all, we should examine the sales plan, sales report, the number of customers visited and the number of phone calls made every day. How much information is mailed? How many customers do you receive? And so on must be done through quantification. Is it reasonable to standardize the contract model, the application for suspense account and the proportion of accounts receivable? Are customer comments collected? Can it be handled in time and effectively? These are management methods to help catering enterprises increase revenue. Secondly, every day, we should evaluate the progress and achievement of the business objectives of catering enterprises, predict the sales objectives and housing rate in the next day, and help sales staff maintain their passion for work. Finally, designing a reasonable sales reward system is also an important aspect of improving sales performance.