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为深化市场管理与控制,许多大中型消费品公司在全国各地设有办事处。其中办事处负责人(主任、地区经理、销售主管、商务代表等等,本文统称厂方代表)通过管理辖区经销商来控制市场,是其最为重要的职责。但营销实务中,许多办事处(特别是许多国企、民营办事处)形同虚设,仅仅起到客户联络作用,根本无法控制市场,不能有效管理客户。究其根源,有些是根本不知该管什么,有些不知怎样管。本文结合客户管理制度完善的外企和中国本土实际,作以下肤浅论述,但愿能抛砖引玉。一、客户管理,管什么“发货,回款”是销售人员的最基本的职责,到目前为止,中国尚有无数的销售人员的销售概念仅停留于此,尚
To deepen market management and control, many large and medium-sized consumer products companies have offices throughout the country. One of the most important responsibilities of the head of the office (director, regional manager, sales executive, business representative, etc., referred to in this article as the factory representative) through the management of regional distributors to control the market. However, in the marketing practice, many offices (especially many state-owned enterprises and private-owned offices) are negligent and act as customer liaisons alone. They simply can not control the market and can not effectively manage their clients. The root cause, some do not know what to control, some do not know how to manage. This article combined with the perfect management system of foreign customers and the actual situation in China, for the following superficial discussion, I hope to start a discussion. First, the customer management, what “delivery, payment ” is the most basic duties of sales staff, so far, there are still numerous sales concept sales in China stay here, yet