What problems will e-commerce operations face?

The demographic dividend of the social e-commerce industry has ended, and the cost of obtaining traffic is getting higher and higher. There is no doubt about this! Next, it is time for the social e-commerce team to fight for management and operational capabilities. Once an industry transitions to a mature stage, small brands and teams that follow suit will inevitably be eliminated! Several taboos of social e-commerce team management, don't let yourself be recruited!

1 Unplanned sales

No matter what e-commerce, it is sales, and social e-commerce is no exception. The basic rule of sales work is to make a sales plan and sell as planned.

Sales plan management includes not only how to make feasible sales targets, but also the methods to achieve them.

The details are as follows:

On the basis of analyzing the current market situation and team situation, formulate clear sales targets, payment recovery targets and other qualitative and quantitative targets; Prepare the budget and budget distribution plan according to the target; Team members, responsibilities and time for specific implementation.

However, many social e-commerce teams have a series of problems in the management of sales plans:

If there is no targeted annual, quarterly and monthly market development plan;

The determination of sales target is not based on accurately grasping market opportunities and effectively organizing team resources, but on patting the head;

The sales plan is not broken down by regions, customers, products and team members. , so that the plan can not be implemented;

Many social e-commerce team sales plans have never been specifically quantified to each team agent. Agents can't make specific sales activity plans according to the indicators and contents decomposed into their own heads, and even some agents don't know how to make personal sales plans.

Because there is no clear market development plan, the sales work of the team has lost its goal, various sales strategies, schemes and measures are not matched, the budget is uncertain, the personnel are not implemented, the sales activities have no concept of space and time, and there are no sales process monitoring and effect testing measures.

In this way, in the highly competitive market, the sales work of the social e-commerce team is like a bison that broke into the fire, running around and finally hitting a wall.

2 uncontrolled process

"As long as the result, regardless of the process", it is a common problem that social e-commerce teams do not supervise and control the sales behavior of team agents. Many social e-commerce companies have very extensive management of team agents: they announce a preferential policy to the agents, then release the agents to the market like pigeons, waiting for the agents to bring orders to the team and open up a market. This has caused a series of problems: the team agent action has no plan and no assessment; Unable to control the agent's actions, so that the sales plan can not be guaranteed to be realized; The sales level of agents has not been improved, and the construction of social e-commerce team is weak. "If you don't work hard, what will you gain?" Without effective management and control of the sales process, there will be no good performance results.

3 customers are not managed.

A grain of wheat has three fates: first, it is ground into flour and consumed by people to realize its own value; The second is to sow as seeds, bear rich fruits and create new values; Third, due to poor storage, wheat has gone moldy and deteriorated, losing its own value.

In other words, with proper management, wheat will realize its own value or create new value for mankind; Poor management will lose its own value.

By the same token, if the team manages the agents well, the agents will have sales enthusiasm and will actively cooperate with the policies of the manufacturers to sell their products; Poor management will lead to sales risks.

However, many teams have not effectively managed the agents, so the teams can neither mobilize the sales enthusiasm of the agents nor effectively control the sales risks.

At present, the common problems in the sales process are the result of improper management of agents by the team.

4 No feedback information

Information is the life of enterprise decision. Team agents are in the front line of the market, and they know the market trends, the demand characteristics of consumers, the changes of competitors and the requirements of dealers best. This information is fed back to the team in time, which is of great significance to decision-making. On the other hand, the problems existing in sales activities should also be reported to the superior quickly so that the management can formulate countermeasures in time. However, many teams have not established a systematic market reporting system and collected and fed back information in time.

The results of team agency work include two aspects: one is sales, and the other is market information. For the development of social e-commerce team, sales are not important, but market information is important.

Because the sales volume was yesterday, it has been realized, and what has become a reality cannot be changed, so it is of little significance to the team; What is meaningful is market information, because it determines the sales performance of the team tomorrow and also determines the market tomorrow.

However, many teams have neither asked agents to collect information nor established a market reporting system to collect and feedback information in time.

It is not terrible that there is a problem with team sales. The terrible thing is that the team can't find the problems in all aspects of marketing activities in time, and give timely feedback in management, so that these problems can be solved quickly without causing great harm to the team.

5 Performance without evaluation

Many teams assess the sales performance of agents from time to time. The team regularly conducts quantitative and qualitative assessments of social e-commerce agents, including the assessment of sales achievements of agents, such as sales volume, repayment amount, profit amount and number of customers.

Check the sales actions of the agent, such as the average number of customers the agent follows up every day, the time spent in each communication, the average income of product sales every day, the number of new customers developed in a certain period of time, the number of old customers lost in a certain period of time, etc. Qualitative evaluation of agents, such as cooperation spirit, enthusiasm for work and sense of loyalty and responsibility to the team.

On the one hand, the assessment of team agents is an important basis for determining the salary, rewards and punishments, elimination and promotion of agents, thus mobilizing the enthusiasm of agents;

On the other hand, reviewing and analyzing the performance of agents can help agents make progress.

An important content of sales management is to cultivate the sales ability of sales staff. Without the promotion of agents, sales performance will not improve.

6 system is not perfect

Many teams don't have a systematic sales management system and a sales management policy that matches all sales management systems. If a team can't think of a big problem in sales, the premise is that the team's sales management system has no obvious defects and omissions, the sales management system is coordinated and balanced, and there are corresponding sales management policies to match it.