You will need
- – market analysis of advertisers and their interest in the advertisement;
- – analysis of competitors over the past few months;
- – data on young companies that entered the market in the last year.
Explore the market of potential advertisers that may be interested in advertising. Often managers are insufficiently examined the industry in which they operate, due to which without attention is the businesses that have a small turnover. But as experience shows, it is the most selling budget promotional packages brings up half of the profits of each advertising company.
Take advantage of a client base of their colleagues in the case, if the company employs a staff of managers on sales. This method allows you to exchange with an employee of clients who for unknown reasons refuse to go on contact. In the advertising businesse often plays an important role what kind of impression the Manager has made a potential advertiser. Most often, a crucial role is played by personal animosity, unpleasant Association with the image Manager or the failed acquaintance. Transmission potential client will be useful not only for the Manager but for the whole enterprise. So, the commercial Department will demonstrate loyalty and interest in the advertiser.
Analyze competitors in the event, if you do not conduct this monitoring on a monthly basis. Write down the names of all new advertisers, and those who refuse to cooperate with your company, preferring a competitive organization. Assume that forced the advertiser to refuse your offer, and what benefits it attract competitors. If you have come to the conclusion that the main problem does not depend on your work: poor quality of printing and a small circulation (for printed promotional publications) or small traffic in the area of banners (outdoor advertising), then take this issue to the meeting or inform about the results of the analysis of the immediate supervisor.
Advice 2: How to find advertisers
Advertisers are a necessary component of many types of successful business. Whatever type of business: media company or advertising Agency, publisher, or even a blog to be profitable, you need customers to pay for advertising. Well, if you could once and for all to find advertisers to forget about this concern, but in fact searches lead have all the time.
Finding customers can be arranged in several ways. First you need to decide what your advertiser where it can be found. The most convenient and common database search is yellow pages, business directories in your city, search engines, and other podrobnyi resources. Method them good for small cities, as companies would gain relatively little.
For those who are looking for advertisers in major cities, you can try to search for target areas, or to focus only on large companies-a potentially big advertisers. There are sites that constantly publish the ratings of the largest companies in certain industries. Your task is to find the sites in their field as many of them and there are always new.
In some specific cases when you need to get feedback from a specific group of customers, located in a small town, specific area or within a trading platform, you need to contact them directly yourself. Several people, whose number depends on the size of coverage area, suitable for all entrepreneurs and offer a package of advertising services. The agreement can be concluded on the spot. If the entrepreneur no, turns out its coordinates, you can leave an offer. Sometimes the most effective way.
If the search takes you, and your employees, to increase their effectiveness, you can enter the plan found customers. It is necessary to calculate their number based on how much would be enough. If we assume that currently you already have enough advertisers, you need to consider that approximately 20-30% of clients during the year, dropping out for different reasons. So you need each month to find new. Really work months per year not 12, and 10, as January and August, you can almost not be considered. This figure, which is the percent annual loss of customers, divided by 10, and should fill each Manager during the month. Enter promotion system and reduction factor the payment, if the plan was not implemented.
Can be effective approach, in which managers are divided into two camps: some bring in new clients and deal with them first 3-5 months, the latter are all regular customers. In this case, since the first are much heavier, their percentage should be considerably higher, while the second percentage is greatly reduced. They have a large customer base, so the managers of the second group have an incentive to expand cooperation with the advertiser.
It is advisable to search advertisers handled by a special employee, and if the company is large, then several. Someone should "sit on the phone," prozvanivaya customers from the database, to clarify whether a person takes the decision, what is the approximate size of company (we need to develop the characteristics of your industry), from time to time passing on this information to those who will work directly with clients.
Advice 3: What does the sales Manager
Now a good sales Manager is very in demand in the labour market. A competent leader understands that the person skilled in the art is able to regularly bring to the company considerable profit. What is the direct activity of sales Manager?
In different companies the functions of sales Manager are not always the same. It depends on the job descriptions developed for each specific company, as well as from strategic plans leadership and management practices of the organization.
But most often, especially in small business, the sales Manager performs a variety of functions. He not only responds to incoming calls and emails from potential customers, but, as a rule, is responsible for finding new customers and building with them close business relations. Ie, it expands the customer base of the company, performing functional responsibilities of the development Manager and working with customers.
In addition, the selling Manager is often independently meets with the representative of the customer is the contract's invoices for the supply of goods or services. Further, it controls the process of money transfer from counterparties to the account of the company. If funds from clients are received, the sales Manager has to call and find out what caused the delay. Thus, the selling Manager sometimes performs a limited set of accounting functions and control functions.
The main role of the selling Manager, of course, connected with the sale of goods or services. In every company, managers in charge fixed monthly plan of sales. The plan necessary to ensure that the company was able to pay rent, taxes, salaries of office workers and other current expenses of the enterprise. Usually earned from sales of money in excess of plan income form the selling Manager.
Therefore, the Manager who knows how to sell and to win over clients, brings enormous benefits to the enterprise. In addition, due to their skills such a specialist may receive a high income. Thus, a sales Manager will always be honored the authority of his superiors.
Advice 4: The prestigious profession of a sales Manager
Sales Manager – employee, which deals with the presentation of the product, attracting customers, closing deals. It is not only the engine, but the face of the company. A good specialist in the field of sales – gold.
Professional in sales and very able to make good money. Consider the pros and cons of this profession. The main advantage of this profession is that you can sell anything. This can be a variety of product or service. You will have the opportunity to choose what you would like to sell, and selling what brings you pleasure. Your professional knowledge will always be in tone, and added, as have to constantly raise the level of education and skill. Knowledge about the product, about the market, competitors. The higher they are, the easier it will be to sell. Your schedule is likely to be irregular. This means that you will be able to do the daily routine. To adjust the number of calls, transactions and meetings. You will generate your income. As the earnings of the sales depends directly on the number and quality of sales.
As for the cons of a profession, here they are. A big burden, limit the dynamics of the work. A high degree of responsibility. This is, perhaps, all the disadvantages.
The sales Manager is quite popular profession, but the popularity there is always another side of the coin. The widespread belief that people in this sphere – Amateurs. That sale is for those who have not had a normal career. It is the alternate that you leave yourself in case you will not be able to land in some of the company's specialty. To work there can anyone, even a person without education. Opinion is that this profession requires specific knowledge and skills. The sales Manager – not having a career profession. The main skill that you need to have is the ability to "sell" unnecessary product. That can achieve success, only a person not honest at hand.
And in fact, real, true, that to find a good sales Manager is very difficult. Recruiters know this, and if the firm has an open vacancy, you will have to work hard in the selection process. Historically, getting an education, often a person changes the stream and goes to work not on a speciality. A true sales Manager should be by vocation and by education. His experience and skills should be recommended from other firms. Personal data base and communication established. The desire to work for the benefit of the company and personal commitment core indicator. A good sales Manager is interested in the future percentage of the transaction, and not a fixed salary. And if you match all the criteria – good salary and career growth are guaranteed.
Advice 5: What qualities need to a sales Manager
The sales Manager is not the seller, and the face of the company. This person represents the company hundreds of times a day by phone and via e-mail. From the Manager presents the goods depends on the income of the entire company.
The most important quality needed by the Manager – communication skills. Need to find contact with any client. To be sociable, to learn and competently use sales techniques. You must maintain contact with the client until the shipment of the products. You need to clearly know what you sell and to convey to the client all the benefits of the product and cooperation with your company.
The Manager needs to have assertiveness and powers of persuasion of the benefits of purchase. At the same time, you need to be quite delicate and gentle, so as not to alienate the client. To acquire these skills, through various training and learning videos.
Regardless of the activities of the company the Manager needs to look presentable, intelligently speaking, to have foresight and to be able to resolve the conflict. In addition, the Manager must clearly know the theory and have their own customer base. He should be able to apply their knowledge, thoroughly to remember their products and its features.
Managers need to examine the competing firms and their weaknesses, to point them out to the customer and to lure to his side. Sales professionals need not only to study the professional literature, but be sure to attend all trainings and refresher courses.
The Manager should be respectful to his work, he should want to sell. If there is no desire to achieve high results in sales, then the other qualities will not help in the work. The person in this job must be hardworking, active, Executive and stress-resistant.
A good Manager must be ready for setbacks. Not all contracts and negotiations will bring a successful transaction. It is important not to take the bad to heart and always be open to new deals, do not get hung up on one client.
To achieve effectiveness in sales, you need to exercise, as strange as it may sound. After all, sports competitions are comparable with the sales process. Managers also struggle to score. Specialist, actively involved in sports, it behaves much better. The athlete will not be defeated by a fleeting failure, and he will move on.
The Manager needs to call the customer trust. It does not need to lie to customers. We need to honestly inform on the timing of delivery, quality of product, etc. It is honesty that will enable you to build a solid, long-term relationships that will bring good profit to the company.
Advice 6: What is the salary paid to sales Manager
In every company, regardless of its size, there is the position of sales Manager. After all, the sales Manager attracts new buyers to the company, as well as working with existing clients. As a rule, salaries of sales Manager consists of an invariable part of the salary and also includes bonuses and a percentage of sales.
In different regions the average wage ranges from 20 to 30 thousand rubles. In Moscow the average salary of a sales Manager is around 40 - 50 thousand rubles. Salary of sales managers varies, because the system of remuneration of employees in each company is different.
One of the options to know what salary gets a sales Manager in a specific region, like this: to perform the amount of wages proposed by the employers to the sales managers on the job site. Also information on the salary of the Manager can be obtained from sources such as: the Center of employment, personnel agencies and others.
Undoubtedly, the final salary of the sales Manager depends on the system of awarding bonuses to employees is installed in Position about payment of workers of the organization. In this system usually includes a factor of labour productivity, which determines the benefit that the employee brought to the company. In the case of a sales Manager takes into account the number of committed sales for the month or other reporting period, and the number of new customers it attracted in the company. Therefore, this coefficient is the variable part of the salary of the sales Manager.
In the fixed part of the salary of a sales Manager includes the tariff rate (salary) that in the regions ranges from 10 to 15 thousand rubles. In Moscow the salary of a sales Manager is about 30 thousand rubles.
However, each enterprise developed its own system of personnel motivation, which also depends on the scope of activities of the company. For example, a Manager may sell insurance company and can sell the product - cars. Therefore, regardless that the goals of both are the same Manager, plan for the sales they have are different.
The work of sales managers is considered to be paid, because it involves emotional and intellectual stress. The sales Manager must have a number of personal and professional qualities in order to successfully sell the firm's product. Such requirements include: stress resistance, sociability, competent speech, pleasant appearance, purposeful. Data quality is recommended to specify candidates for the position of sales Manager resume.
Most sales managers make calls "cold" clients, go on meetings with the presentation of a product or service of the company. Thus, the responsibilities of sales managers included a list of actions aimed at attracting new clients and work with existing buyers.
In General, the value of wages in addition to external conditions such as fluctuations of the ruble, the dollar and the Euro, influenced by such characteristics as: education, qualifications, experience, seniority.
It is known that in order that the employer pay the highest wage, the worker needs to be as useful to the organization. Therefore, a potential candidate for the vacant position must systematically improve their qualifications, improve skills, increase knowledge.
You need to improve the skills of Manager, because most of the companies have established incentive payments. These allowances depend on qualification categories and allow you to increase the value of wages.
Most companies establish a personal multiplying factor to the salary which the head applies in relation to the sales Manager on the basis of the results of his work (the plan).
Advice 7: What you need to know the sales Manager
The task of the sales Manager - to liaise between the buyer and the trading or producing organization. The profession was most widespread in the wholesale trade. In addition, there are various specialization sales managers: services, consumer products, and industrial products.
Professional knowledge of the sales
The sales Manager of a very wide range of responsibilities, from finding a buyer and before processing the transaction. In the interval between the steps of a sale are always present, attracting the attention of potential customers, contacts with partners, organisation of advertising presentations, participation in exhibitions, the search for mutually beneficial options transactions, creating the preconditions for further cooperation. First and foremost, the sales Manager should be familiar with the history of the sector and direction of the organization, to understand the process. This should definitely study the customer service standards adopted by the company. In principle, the interaction with the customer implies adherence to the rules of business communication and the firm will have its own peculiarities in the technology of sales that the employee should be able to apply in practice. Of course, a novice Manager needs to thoroughly examine the goods which he sells. Moreover, it should not just learn all the information about the product, and be able to competently present the advantages and skill to talk about the shortcomings, with an emphasis still on the benefit the buyer receives.
Developing the right mental attitude sales Manager
The sales Manager is extremely important to be experienced in terms of communication with the buyer. Even a novice Manager should at least have the skill of negotiating. It is important to understand the different types of buyers, to be able to adapt to them. A true professional not only grows based on experience, but also as a result of various trainings. Teaching sales techniques, much attention is paid to internal mental attitude of the Manager. The ability to concentrate, to focus on the results, tune in to some serious work with the client, to act with enthusiasm and confidence: these are the psychological qualities of the sales Manager. For working out future professionals often derive their knowledge from books. For example, the benefit of Nikolay Rysev "Active sales" or collaboration Catherine and Olga Gorshkova Bocharovoj "sales Management". These books are written by experienced professionals, who have something to share: the secrets to boosting sales, strategy, negotiation, practical tools that affect the financial result and much more. Such publications are a look at the sales of the top, covering all the nuances. Incompetent sales Manager is more of an enemy of the company, which aim to profit from sales.