Real Estate Marketing Manager Manual - the vernacular of commercial real estate

 Contents Chapter functions of sales and marketing manager duties (up, down) the functions of sales department sales management responsibilities of sales manager sales manager's role in the functions of Chapter II: Sales Manager background (upper, middle, lower) the market basic knowledge of marketing, financial management basic knowledge of the basic principles of economic management, sales sales manager ethical skills of Chapter III (upper and lower) the basic norms of business sales manager in basic business skills, verbal communication skills, strategic management of non-verbal communication and negotiation strategies under the section four chapters of market research (upper, middle and bottom) Why were the contents of market research market research market research market research steps in the form of interior design of the questionnaire survey fieldwork research customer research advertising media marketing plan competitor research chapter (upper, middle, below) sales budget sales forecast annual sales target to determine the establishment of sales quotas marketing sales plan sales force management control of Chapter VI (upper, middle, lower) sales training sales staff recruitment incentive sales management sales operations sales Chapter VII of team building to enhance customer management team (upper, middle, lower) sales process management customer satisfaction customer service customer management development of Chapter VIII of sales management control (upper and lower) target management performance and job satisfaction, sales performance assessment personnel evaluation and reward sales performance evaluation of capacity development issues in the communication of Chapter IX (upper and lower) the principle of communication within the company's method of communication channels communication communication communication skills barriers to horizontal communication and vertical communication and marketing intelligence Product Strategy Chapter systems (up, down) five levels of the product portfolio of new product development, product life cycle product packaging strategy services brand strategy decision-making pricing strategy of Chapter XI (up, down) to develop the basic price of the basic price of the revised product related products, pricing the product life cycle services, pricing strategies and price competition in the price of network marketing distribution channels, pricing strategies XII (upper and lower) and the structure of distribution channels, development of distribution channel systems distribution channel intermediaries Design and Selection physical distribution of electronic distribution of Chapter XIII promotional mix (up, down) promotional mix advertising personal selling sales promotion XIV marketing and public relations of power (upper and lower) power marketing public relations sales of CI Systems Chapter XV innovation (above, below) features green marketing database marketing marketing network marketing innovation marketing mix marketing manager for the new economic era Chapter I: The functions of sales and marketing manager duties (on) Drucker, importance. studying this chapter, you should know the following: 1. the sales department's work. 2. Sales Manager of the main content. 3. the basic functions of sales management. 4. sales manager role. the functions of sales department sales department is the leading enterprise, is the most direct benefits realized by those who, in the enterprise plays a decisive role. sales directly determine the success of business success or failure. business end of the work is market test. sales is critical to achieving business goals of a ring. then the sales department is doing it? sales manager should do what? This is as a professional sales manager should first understand the problem. This chapter describes the sales department in the organization the role and functions of the sales department and the relationship between relevant departments, as well as head of sales department, sales manager duties to be performed. 1. sales department's role throughout the marketing process sales are an important component of marketing management It is a bridge connecting enterprises and the market. In the present marketing organization, usually there are two major functions: one for sales, two for the marketing department. which sales marketing organization's role in the main are:. sales directly with the market and consumers linked, it can provide the basis for market analysis and positioning.. sales department through a series of sales activities can be combined with the marketing strategy.. through the results of test marketing, sales planning, marketing and management departments and other developing competitive marketing strategies develop new marketing plans. sale is the center of business activities, sales of enterprises, work for profit enterprises, and continue to meet customer needs. sales department in the company's overall commitment to the core of marketing is to sales and service. 2. sales department functions. the market first-line information gathering, market research work. to report annual sales forecast to vice president of marketing;. the development of annual sales plan, the goal of decomposition, and perform implementation;. management, supervision and operation of marketing centers to work, normal business operations;. the establishment, management and oversight of regional offices normal operation;. marketing network development and rational distribution;. to establish levels of customer data files and maintain two-way communication with customers;. reasonable control of the sales department budget;. research to grasp the needs of salespeople, and fully mobilize the enthusiasm; . Development of business personnel action plan, and to examine control;. with the relevant departments within the system make promotional activities;. forecast channels crisis, reporting and treatment;. Check the channel blocker, reporting and treatment;. according to Programme requirements display of goods, promotional materials and distribute Zhang post;. according to the enterprise system of the back section, collection or settlement payment. 3. sales department sales department organization types and characteristics of the choice of organizational model is subject to corporate human resources, financial status, product characteristics, consumer persons and competitors and other factors, enterprises should be based on their own strength and business development planning and careful sales organization model.. area organization model of this structure is the most simple marketing organization, was sent to all sales staff in different regions, the Plenipotentiary of businesses in the region (chart below). the sales department structure due to sales methods vary, sales-oriented approach to the sales department to sell the structure is different from the structure of sales of professional sales, professional sales structure of the sales department to sell more sales-oriented structure of more intensive , deeper and more substantial. in the organization model, the regional head of the relative concentration of power, decision-making speed; geographical concentration, relatively low cost; officers to concentrate on easy to manage; in the region is conducive to the challenge. regional responsibility to improve the sales staff initiative, and encourage them to develop and nurture local business relationships, but the sales staff to engage in all sales activities, technically not be professional enough not meet many kinds of high technology products. In China, due to a vast territory, the regional differences great, so most companies have adopted regional sales by institutions, the regional director is responsible for all the region's sales of enterprise products. From the beginning the grassroots organizations, distributors, sales staff to be responsible, while the latter is responsible to the regional director. in the development of regional structure, corporate characteristics to be analyzed in some areas: ease of management in the region; easy to estimate sales potential; can save travel time; each salesperson must have a reasonable workload and sufficient sales potential. Through size and market area shape measures to meet these characteristics. regional offices or sales potential can be designated workload. Each method will be met by the dilemma of benefits and costs. have the same sales potential of the region provided to each salesperson to get the same revenue opportunities, but also to provide a measure of job performance standards. over a long period of different sales, sales can be assumed to be members of the different levels of ability or effort to reflect. Seller motivated will do their best work. But , the density of consumers in all regions due to different areas with the same potential as the size of the area may be very different. were assigned to major cities salesman, with a smaller effort to achieve the same sales. and was assigned to a vast and sparsely populated areas, it could pay the same to the case made only small results, or make greater efforts to achieve the same results. A better solution is posted to remote areas to salesperson higher payment to compensate for the additional work. But in remote areas cut from the sales. Another solution is to recognize the attractiveness of different regions, distribution of good or higher than the sales staff to good area. area consists of a number of smaller units, such as city or county, these units together to form a certain sales potential, or work load of the sales area. by geographical region to consider the natural obstacles, the adjacent region consistency, ease of transportation and so on. Many businesses like to have a certain shape region, because the different shapes will affect the cost, ease of coverage and sales teams on job satisfaction. the more common areas are circular, elliptical shaped and wedge. Today, companies can use the computer program to divide sales territories, so that the density of each region in the customer balance, workers and the minimum quantity or sales potential and travel time to the optimal combination of other indicators. The organization model is more suitable for medium and small enterprises , book sales management are talking about are in this mode as an example.. Product sales organization model and the importance of staff understanding of products, coupled with product development and product management departments, many companies are using product lines to create sales force structure. particularly when the technical complexity of products, product contact between the large number of small or when the composition of sales by product teams specialize on the more appropriate. For example, Lucky enterprises ordinary film for its products and industrial and medical films film with a different sales teams. ordinary film distribution sales force responsible for the simple intensive products, industrial and medical film sales force is responsible for those who need some technical understanding of industry products. This structure closely linked production and marketing methods, products for goods in a timely manner, suitable for high technology products, many kinds of businesses. However, due to geographic overlap, resulting in duplication of work and high cost. If the business by a customer to purchase a variety of products, this may not be the best team structure. For example, Johnson Enterprises has several product segments, each segment has its own sales force. It is possible that the same day the sale of several members of Johnson Enterprises to promote the sales of the same hospital. If only to send a salesperson to the hospital All products to sell, you can save a lot of expenses.. Organizational Model of Enterprise customers can also press the market or consumers (both customer types) to form their own sales force. For example, a compatible computer manufacturer, it can be to customers by customer Service industries (finance, telecommunications, etc.) to be divided. Organization of the sales force to market the most obvious advantage is that each salesperson can understand the specific needs of consumers, and sometimes also reduce the cost of the sales force, more channels to reduce friction, provide ideas for new product development. But when the major customers to reduce the threat would cause some companies.. complex sales structure if the firm within a broad geographical range of all types of consumer marketing a wide variety of products, usually Several structures above the mix of use. Seller may by region products, markets, regional markets and other methods to organize, a salesperson may be one or more of the same time, product line manager and department manager. 4. sales department in the company the position of sales manager must be very concerned about the company's organizational structure, because it helps you complete the job. sales manager and corporate headquarters to contact time, going to different departments and company-level contact, such as finance, marketing, transportation departments. In addition and production, research and development, administration and other departments do not often but stable contact opportunities. the only way to ensure that customers can be satisfied with the service. Chapter: sales functions of the department with the sales manager duties (below) the sales manager duties 1 . Sales Manager functions. demand analysis, sales forecasting;. to determine target system sales and sales quotas;. sales plans and budget development;. sales force organization;. sales staff recruitment, training;. to determine the remuneration of sales staff ;. sales performance assessment;. sales operations management;. sales team building. 2. sales manager's responsibility. to the sales department responsible for the completion of objectives;. of the sales network construction is reasonable, responsible sexual health;. on responsible for ensuring the credibility of dealers;. withdrawn from circulation is responsible for ensuring timely payment;. on the development and sales targets responsible for the rationality of decomposition;. of sales responsible for the impact to the enterprise;. discipline over their subordinates act, work order, the overall mental outlook is responsible;. budgeted expenditure on the sales department responsible for the reasonable disposal;. to the sales department is responsible for proper implementation of the process;. to the sales department of supervision and inspection is responsible for the implementation of rules and regulations;. on the sales of the company in charge of the Secret responsible for the security. 3. Sales Manager permissions:. have the sales staff and the Ministry of the management of operations;. have the right to report to the vice president of marketing;. right to make recommendations for screening customers;. on major promotional activities field command;. has the deployment of the recommendations directly to the lower right position and role of the nomination;. of the work belongs to the lower right of supervision and inspection;. dispute over their work have lower levels of adjudication;. on the recommendations of direct subordinates have incentives rights;. for their respective junior management level, business level and performance have the right assessment;. on the amount of funds have control over;. a representative of business and the relevant government departments and relevant social organizations to contact the authority;. a range of customer complaints for compensation rights;. a certain line of credit within the right of the dealer;. has the right to return handle;. a range of sales split to the right. Case: a chemical company's sales department is the responsibility of a chemical material production and sales of health side, sales Manager Mr. Xie's contacts with customers found that clients often complain about a few things: (1) of the material in the production line processing, the staff of the technical requirements for high tension is too big or too small will affect the quality of the final product, while In the debugging process also increases the waste of materials; (2), unstable quality of materials sold; (3) the time when delivery of the phenomenon are not allowed. Faced with this phenomenon, Xiejing Li organized a departmental meeting to solicit The sales staff's views. salesman Wang is not that these questions can be resolved in this sector, reflecting the situation can only go up. Zhang that should be directly related to the production department, technical department and the Department of Transportation to contact to obtain relevant departments for their support. Several other members also believe that this is not a sales sales department's responsibility. as a sales manager, how you do it? Xiejing Li after careful consideration, decided to take the form of written reports directly to the General Manager. Total After seeing the report manager, Lee, marketing vice president Cheng immediately recruited to make him responsible for solving these problems. Zheng General Manager read the report, Mr. Xie recruited to sell, why not blame the first report to him after also directed the sales manager direct contact with the relevant authorities to resolve these issues. Xiejing Li according to the instructions of the Deputy Zheng met with Transportation Department, Production Department,cheap UGG boots, Supply Department, the Finance Department to contact, get the following reply: Transportation Department: not finished, the production can not keep up, the production department to find. ; Finance Department: goods. Tip: 1, the problem lies in where? 2, as a sales manager, how do keep responsibility? 3, try the next step of action that Xiejing Li? sales management, sales manager of the functions of leadership as a sales manager, you should pay attention to to play the four basic functions of management. manage the basic functions can be summarized as planning, organizing, leading, controlling. 1. program plan is the most important of all management functions of one of the functions. practical and challenging program is other work prerequisite for the smooth implementation. If the plan did not, then you in the next organization, leadership, control work, will be thrown into passivity. to develop a good marketing plan, you must first understand the company's overall strategic plan and marketing strategy plan, because if there is no strategic objective, there will be no sales departments, or deviate from the direction of the company's strategic direction. only know what the goal is only possible to plan the work and led the entire department in the right direction. Scheme The following main steps are followed:. Environment and situation analysis as a sales manager, you must clearly know: Compared with competitors, what advantage do you have, what are the advantages our competitors; What are the disadvantages of your competitors is a disadvantage What; what you have in the market opportunity, you face the prestige which the Society. SWOT analysis is a good way, that a comprehensive analysis of the advantages of enterprise and its competitors (Strengths), inferior (Weekness), opportunities (Opportunities) and threats (Threats). enterprises often have a competitive advantage: cost advantage in the production of the Company or other operating costs, relatively low compared to other companies to form a cost advantage. low cost, the company's products more competitive pricing, This is a common enterprise to pursue one of the important competitive advantage. the quality of products or services generally have advantages of high, medium and low quality of different grades, if the quality is good and recognized by consumers, and that the quality of the product or service becomes an advantage. because consumers might be willing to spend more money to buy this product, or at the same price, willing to consume. brand will not be born with that advantage, you want to have this advantage, usually enterprises have invested a lot of effort, such as advertising investment, the introduction of various promotional activities and public service activities; establishment of a popular brand, is a very difficult task, but after the establishment will become the most valuable advantages. efficiency advantages, also known as productivity advantage. production efficiency or higher operating efficiency, its relatively lower cost, the natural benefit of competition. Generally, employees have a streamlined and efficient high quality comparative advantage. scale advantages of scale Large market size is big, big sales and big market share. enterprises share a large, and has economies of scale, it has a cost advantage. If the company's products are not the kind of economies of scale of products, market share rate is high, is still very favorable. usually the first brand on the market or large brand, sales, promotion, distribution all have a lot of convenience; just to advertise for an advertising board and amortization in the body of each product advertising costs less, which in turn form another cost advantage, is a form of economies of scale. technical advantages of certain companies to compete in the market, it relies not on cost and quality, but others do not have the technology, which technology licensing from abroad may, perhaps from his own research and development. has unique technology, usually means that companies can produce products others can not, and may be detached to create a business, the company's technology may also produce the lowest cost or highest quality product, which has a cost advantage and quality advantages. the quality of staff level employees strengths and cohesion also affect the level of product or service efficiency. consciousness of the high staff to reduce the company management costs, a serious and responsible collective cooperation of the staff but also can reduce waste and improve efficiency. sales manager by the SWOT analysis, you can clearly know what are the advantages of your company, how to strengthen; disadvantage is, how to overcome; market Where opportunities, how to seize; market, what is the threat and how to avoid it.. good sales forecasts, sales targets to develop SWOT analysis based on the results, you can develop a detailed sales forecast feasible and specific sales targets. However, goal setting, should pay attention on purpose, implementation plans, resource allocation, schedules, etc., in short, to be specific, measurable, realistic so that you can finish on time.. to develop departmental goals vision system to achieve the goal must be to develop sector system, each target is successfully achieved, will achieve sales targets.. to develop specific action plans for all of the sales program, should make specific plans of action, and regularly checked. 2. organizations rapidly in today's market environment Under the pressure of change, business development and change within the organizational structure is to be revolutionary. that the success of adjusting the organizational structure of the company will successfully into, and those who can not adjust the company will fail. organizational structure to adapt to environmental changes directly affect ability. especially the organizational structure of the sales department. Marketing Organization Structure on the ability to meet customer needs has important implications. Meanwhile, sales organization design also affects the operating costs. So, in effect the company's revenue and profitability cost in terms of both sales organization has an important role. sales organization design staff within the department also affected the relationship between. are often organized to consider the design of the lack of communication. the right sales organization structure can not guarantee sales success; but not the right sales organization will hinder success. Although organizations are vastly different, but the smooth running of any organizational structure, have certain common characteristics. the general organizational structure design should follow the following principles:. level of principles. from the organization low-level upwards, each level of each post on a level all his subordinates to a position.. unified command. no one at the same time the organization has two immediate supervisor. matrix organization is an exception, but the matrix organization only used in certain circumstances.. management scope. to a higher number of subordinates directly reporting should be properly controlled. In general, the charge of 3-6 direct reports were more appropriate. Management amplitude of the complexity of the work should be based on in charge of capacity and other factors to determine the.. line and staff. line agencies to complete the main functions of the organization, and staff agencies to line agencies to provide support, advice and services. the separation of the two functions help to improve efficiency and ensure the work of the organization is not caught in mountain of the sea.. professional. Work should be designed to not overlap. When employees only in a particular job, he will be more skilled and efficient. This will increase efficiency throughout the organization. the traditional management theory breakdown of the four methods of work: objectives, process, customer type and geographic location. 3. leadership to ensure the normal operation of sales, you need to be leaders for all salespeople to guide what they do, how and why to do and when to do it. if it is to achieve the desired salesperson effectiveness of the action, you should try to let them build consensus, give them responsibility and mission, the salesman should know exactly the requirements of their company. so be sure to Seller understand the company's overall sales goals, what they must do the work and asked them to meet specific criteria. know the reason for the work of sales staff can work more effectively in accordance with procedures and standards work. If they understand the purpose of their actions, we can play a more active initiative. salesman working in the command, you should be able to direct the sales staff in the right direction, take the lead, but also have affinity, and much praise for his men to depreciate less, do more to motivate sales staff good. 4. Control Plan for the implementation and completion of goals, you have to always pay attention to the development of salespeople and business trends and to develop benchmarks, master of information feedback to the overall assessment by tracking sales and personnel control. Also, You should also understand the plan is how, and if necessary make some adjustments, including increased work pressure on sales staff to stop or to prevent the sales staff to make foolish or dangerous thing to so. a good reputation and service to the company is vital to establish a good corporate image takes a long time, and destroy the good image of just a few minutes. so to carefully monitor and control the overall product and service quality corporate sales. So, you want to be comprehensive understand the business situation, pay close attention to the details, on a regular basis to assess performance, determine how the performance of employees, and the focus of attention management. Sales Manager role 1. the role of interpersonal relationships. The most basic role of the easiest. Manager because of its formal authority, the symbol of a department must perform many duties of this nature. Some of these functions is routine, some with inspiring nature, all related to interpersonal relationships activities, without a significant information related to processing or decision-making. In some cases, the sales manager in the company's system requirements, such as a document signed by department; in other cases, the manager's participation is a needs of the community, such as the host of certain events or ceremonies.. leadership role as a sales manager responsible for the sales department official who is responsible to motivate and guide subordinates, including subordinate in the hiring, training, evaluation, compensation, upgrading recognition, intervention and even dismissal. sectoral rhythm is usually determined by the sales manager, sales department sales manager is effective to the department decided to inject the power and vision. sales manager for incompetence or negligence tends to work in the stagnant sector as before. As a leading role in the important purpose is to department members in their personal requirements with departmental goals combined in order to promote effective work.. liaison role in liaison role involves the sales manager with his leadership outside the department numerous individuals and groups to maintain an important network of relations. Sales Manager through a variety of formal and informal channels to establish and maintain contact with the outside world in this sector. These channels are: to participate in various external meetings, participate in various social activities and public affairs manager with other departments to access or exchange information with each other, with other agencies concerned with the sales staff for a variety of formal and informal contacts and so on. liaison role with the sales manager duties on behalf of a key part of the beginning. manager role through liaison with the outside world. Then, communicators and negotiators, these roles to further development of such contacts, and access to the benefits provided by this link and information. 2. information role. The role of information receiver Sales Manager get the information to the following five categories: internal business information: a standard business reporting, under the special report on the inspection work of the department to obtain. external events information: such as customer, personnel contact, competitors, peers , market changes, political changes, process technology development, through his subordinates, trade organizations, newspapers and periodicals available. Analysis Report: He from various different sources (subordinates, peers or outside organizations, persons) are the analysis of a variety of different events report. the various views and tendencies: Sales Manager in many ways to a better understanding of his environment and access to a variety of new ideas. He attended various meetings, pay attention to read a letter from the customer to browse the report of trade organizations, and from a variety of contact and subordinates get the various views and suggestions. pressure: the pressure is also information on a variety of sources, such as those under the requirements of the application and the outside world, the views of other departments and social institutions such questioning.. the role of the communicators Sales Manager is the external dissemination of information to his department, the internal dissemination of information from one subordinate to another subordinate. Information can be divided into two types: the facts of information: such information can be accepted with some measure of to determine whether correct. sales manager will receive a lot of information about the facts, and to a large part of which transferred to the subordinates. The information about values: as an information disseminator of such information an important role is the role of passed on in the organization's statement of values to guide under the right decision. whenever important business issues in the discussion, can be made by the department manager of information about values. sales manager to sales staff spread the facts information or information about value, so that subordinates understand the situation, to facilitate their daily work to boot. communicators role is closely related with the licensing issues. Because, we must deal with some matters delegated to subordinate positions, it is necessary to deal with dissemination of information about the transaction to the subordinate.. The spokesman of the role of sales manager's role as disseminators of information is within the department for, and its role is the spokesman for the exterior, to the department's information dissemination to the surrounding environment . the role of spokesman for the sales manager asked him to pass information to the two types of people: the first of their direct supervisor. The second is the enterprise outside of the public. sales manager only to their own contact information with him to share in order to maintain his network of contacts. Meanwhile, the sales manager of the information must be immediate. In the spokesman's role, the sales manager was asked in the sales department is an expert. because of his status and information, sales managers should have in his department Many of knowledge and industry. Thus, the various departments, often working in the sales department sales manager for some of the problems to seek advice. 3. decision-making role. changes are changes in the role of sales manager who is the sales manager role within its mandate to act as the initiator of many changes in this department and designers. changes in the activities of those who began in the role of observation, looking for opportunities and problems. When they find a problem or opportunity later, if the sales manager to take action deemed necessary to improve the current status of his department, should be made to improve the program should be reported to higher authorities for implementation after the organization of the department.. the role of troubleshooting are the following types of faults: the conflict between subordinates: This is due to competition for resources allocation, personal or professional conflict between the overlap caused; conflict between departments: the loss of resources or risk of loss. In Trouble, the timing is very important. fault rarely routine information flow (such as report) was found, and usually take work schedule, troubleshooting devote to early settlement, dark strive for more time to work out an improvement of the program. Manager of the role of troubleshooting are of significance. because, troubleshooting ...