How to write a plan for dealer business?

In the process of making a sales plan, we must pay attention to the analysis of the sales market, then draw up marketing ideas and determine sales targets, so as to make a relatively perfect work plan. The following information is a sales plan template for reference only.

First, market analysis.

The basis for making the annual sales plan is the analysis of the market situation in the past year and the current market situation. The tool used is SWOT analysis, which is often used by enterprises at present, that is, the analysis of the strengths and weaknesses of enterprises and the threats and opportunities of competition. Through SWOT analysis, we can understand the pattern and situation of market competition, combine the defects and opportunities of enterprises, integrate and optimize resource allocation, and maximize its utilization rate. For example, through market analysis, we can clearly know the current situation and future trend of the market: products (grades) are rising, channels are moving down (intensive channels and in-depth distribution), oligopoly competition is emerging, and marketing mix strategy will become the hot spot of the next round of competition, and so on.

Second, marketing ideas.

Marketing thinking is the "spiritual" program to guide the annual sales plan on the basis of market analysis, the direction and "soul" of marketing work, and the marketing operation concept that sales departments need to instill and implement frequently. In view of this, formulate specific marketing ideas, including the following aspects:

1, establish the concept of all-staff marketing, and truly embody "marketing in life, marketing in life".

2, the implementation of deep distribution, establish the idea of decisive battle terminal, and guide dealers to directly operate the terminal market in a planned and focused way.

3, comprehensive use of products, prices, channels, promotions, communication, services and other marketing strategies to form a strong marketing force.

4. In terms of market operation, it embodies "two highs and one difference", that is, it should adhere to the principle of "operation differentiation, high price and high promotion", foster strengths and avoid weaknesses, and embody unique operational characteristics.

The determination of marketing ideas is fully combined with the actual situation of enterprises, which is not only informative and operable, but also keeps pace with the times and embodies the innovative marketing spirit. Therefore, it has played a good guiding role in the previous annual sales plan.

Third, the sales target.

Sales target is the starting point and destination of all marketing work. Therefore, scientific and reasonable sales target formulation is also the most important and core part of the annual sales work plan.

1, according to the sales amount of the previous year, according to a certain growth ratio, such as 20% or 30%, determine the sales amount of the current year.

2, the sales target is not only reflected in the specific monthly, but also the responsibility to people, quantitative to people, subdivided into specific markets.

3. Weigh the relationship between sales target and profit target, and be an operation marketing talent. The specific performance is a reasonable product structure, and the product sales target is subdivided into products at all levels. For example, according to the ABC classification of enterprise products, the product structure ratio is positioned at A (high-priced, image-profitable products): B (low-priced, low-profit products): C (low-priced, strategic cannon fodder products) = 2: 3: 1, so as to better control the relationship between product sales and profits. The confirmation of sales target makes the tracking of sales target have a foundation, which is conducive to the smooth achievement of sales target.

Fourth, marketing strategy.

Marketing strategy is the tactical decomposition of marketing strategy and a powerful guarantee for the smooth realization of enterprise sales objectives. According to the industry operation situation, combined with market operation experience, the following marketing strategies are formulated:

1, product strategy, adhere to differentiation, take the road of characteristic development, products enter the market, fully embody the characteristics of the cluster, give play to the core competitiveness of products, form a strong product combination battle group, and avoid individual combat.

2. Price strategy: high quality and good price. The product price conforms to the industry model. At the same time, it emphasizes the transportation radius of products and implements "one price system and two rebate modes", that is, the price is the same, but the rebate standard varies according to the distance.

3. Access strategy, innovatively put forward the idea of sub-item and sub-channel operation. In addition to intensive cultivation, we should do a good job in traditional access, concentrate resources such as material resources, financial resources, manpower and transportation capacity of enterprises, vigorously develop some special access, and implement all-round and three-dimensional breakthroughs.

4. Promotion strategy. On the basis of "high price and high promotion", the marketing concept of "chain promotion" is creatively put forward, which has the following characteristics:

First, the promotion embodies "linkage", which leads to the whole body. Its purpose is to greatly contain dealers, make full use of all available resources such as funds and networks, and effectively squeeze competitors.

Second, there are at least two ways of chain promotion to fully attract the attention of dealers and end consumers.

Thirdly, the selection principle of promotional products is novelty, novelty and differentiation, that is, to "sell" the market through attractive promotional products and activate promotional channels.

5. Service strategy, details determine success or failure. Under the concept of "no one has me, no one has me, no one has me, no one has me, no one has me, and no one has me", we will work hard on the service details. Put forward the "5S" warm service commitment, establish the service concept of "close-fitting" and "nanny", and strive to provide warm and sincere service before, during and after sale. Through the formulation of marketing strategy, it has made a good start for the smooth realization of its goals.

Fifth, team management.

In this module, we mainly lock in two aspects:

1, personnel planning, that is, according to the annual sales plan, reasonable staffing, personnel recruitment and training plan, with specific planning details.

2, team management, clearly put forward the slogan of "XX" team, and according to this goal, the following measures have been taken:

First, improve and perfect the rules and regulations, from the "laws" and regulations of enterprises to the "sub-laws" of marketing management systems, all of which have been revised and supplemented. For example, the daily behavior norms and management regulations of marketers, the "Three Ones" day monitoring system of marketers, the marketing operation process of marketers, and the marketing management manual are formulated.

Second, strengthen training to improve the overall quality and combat effectiveness of the team. For example, make a sales training plan for the whole year. Training is divided into internal training and external training, and internal training is divided into potential stimulation, skill improvement and operation practice. Foreign training is to send excellent marketers to some large enterprises or universities and training institutions for training.

Three, strict rewards and punishments, establish a good incentive assessment mechanism. Stimulate the internal vitality of marketing personnel through regular promotion, exceptional promotion, encouraging competition for posts, and selecting marketing pacesetters.

The purpose of this series of team integration is to strengthen the team's joint efforts and truly build an "iron team" with strong cohesion, centripetal force, combat effectiveness, explosiveness and deterrence.

Sixth, the cost budget. The last item in the sales plan is the budget of sales expenses. That is, after reaching the sales target, the output ratio of enterprise input expenses. If the sales target is 500 million yuan, including 5 million yuan for salary, 3 million yuan for travel expenses, 6,543.8+0,000 yuan for management expenses and 6,543.8+0,000 yuan for training, entertainment and other miscellaneous expenses, totaling 6,543.8+0,000 yuan, accounting for 2% of the expenses. Through the cost budget, the cost can be reasonably controlled and allocated.

When making the annual sales plan, make full use of tables, such as sales target decomposition, personnel planning, training outline, expense budget, etc. These are reflected in the form of tables, which are not only clear at a glance, but also comparative and referential, making the above contents more intuitive and easy to understand.

The formulation of the annual sales plan can achieve the following objectives:

1. defines the annual marketing plan of the enterprise and its development direction. Through the formulation of marketing plan, not only the sales idea is clear, but also the direction for the specific operation of the market is pointed out, which makes the annual sales plan change from subjective to rational.

2. Realize the basic marketing management such as digitalization, institutionalization and process. It not only quantifies the annual sales target, but also refines it to personnel and month through reasonable decomposition of the sales target, which provides technical support for the formulation of monthly marketing planning scheme.

3. Integrate the marketing mix strategy of the enterprise, and determine the new one-year marketing execution mode and means through the annual sales plan, so as to provide strategic support for effective market expansion.

4. It sounded the horn of "XX" team building, and determined the "XX" construction plan through the formulation of the annual sales plan, which laid a solid foundation for the rapid development of excellent marketing teams and the building of learning and consulting marketing teams.