Understanding of the role of market supervision. Obligation of supervision 1. The concept of supervision is a person who manages employees who manufacture products and/or provide services. 2. The role of supervision As a supervisor, you must fulfill your obligations to branches, customers and employees, which puts you in a connecting position. For your employees, you represent management, power, instruction, discipline, vacation time, income increase and promotion. For the branch or your superiors, you are the link between them and their employees and specific work. You represent productivity, cost, labor efficiency, quality management and customer service; At the same time, you represent the needs and requirements of employees. For customers, your products and employees represent the whole company. 3. Obligations and obligations of supervisors to branches: A. Do your job well, which is related to their interests and the reason why they hire you. B the supervisor has the obligation to finish the work authorized by the agent efficiently. C due to frequent contact with employees and customers every day, the supervisor is also obliged to report the requirements of employees and customers to the agent. Obligations to customers: a. Assist the whole process of opening new stores. B assistance in daily operation and management (people, goods, storage yard, etc.). ). C. Assist in the daily training of franchisees. Obligation to employees: create an open working atmosphere for employees and make them feel accepted, recognized, frank and relative, fair and belonging. For most employees today, the previous tough and high-pressure management methods no longer work. Creating a working atmosphere that makes them willing to pay for you is not only your obligation to them, but also the need of your own work. Second, the supervisor's job description (1) The supervisor's job responsibilities are 1. Ensure that the customer department completes the work plan on time and with good quality. 2. Ensure the sales of direct stores and franchisees go smoothly. 3. Responsible for the implementation of the company's policies in direct stores and franchise stores. 4. Be responsible for the accuracy of market research content. 5. Be responsible for the feasibility of location selection of franchise stores. 6. Be responsible for the security of sales data. 7. Be responsible for the sales tasks, training results and display status of the franchise stores. (2) The main job of the supervisor is 1. Responsible for the training, post assessment and salary assessment of all employees in the store. 2. Be responsible for the personnel management of the exclusive store, such as recruitment, appointment, promotion, transfer and dismissal. 3. Be responsible for the pre-preparation and post-implementation of new products in the store. 4. Be responsible for the management of employee welfare and salary procedures in the exclusive store, including reporting to the company. 5. Preside over the weekly, monthly, quarterly and annual marketing meetings of the store manager, inspect the store regularly and fill in the store inspection report. 6. Supervise the implementation of store promotion activities and the feedback of promotion results. 7. Ensure the accuracy of all reports submitted by the store. 8. Supervise and guide the sales of direct stores and franchisees. 9. Supervise the implementation of company policies in direct stores and specialty stores. 10. Complete all investigation tasks assigned by superiors. 1 1. Provide scientific and effective promotion plan according to market conditions. 12. Assist franchisees to investigate the market and prepare the investigation report. 13. Assist investment personnel to investigate the background information of franchisees. 14. Assist franchisees to select the store location and determine it. 15. Guide and supervise the renovation of franchise stores. 16. Assist the comprehensive training of franchisees. Market supervision responsibilities (self-employed) 1. Open a shop 1. Everyone should plan a business circle plan for the area he is responsible for, clearly mark the place where he has opened a shop and wants to open a shop, and then discuss with the supervisor. After the supervisor agrees to give the order, he will really look for the right store according to the business circle scheduled in the plan for expanding the new store. 2. After finding a suitable store, submit the detailed business circle location and related information (such as the map of nearby business circle, shop floor plan, rental price and personal evaluation report) to the supervisor for discussion. 3. The supervisor can sign the lease contract with the landlord only after confirming the consent. 4. After signing the contract, the supervisor should first register the signboard at the store head, and then go to the industrial and commercial bureau and the tax bureau for business license and tax registration. During the construction of the store, the supervisor should immediately start to recruit and train new shop assistants and assign store managers. 6. Before the renovation is completed, you should first understand the consumption structure of the business circle and suggest the distribution ratio, and contact the distribution center for distribution. 7. Before the trial operation, you need to fill in the list of items to be collected in the store (see the application form for newly opened stationery, daily necessities and statements) to collect miscellaneous items needed in the store, and ask the artist to find out whether the advertising products and uniforms of the sales staff are ready. Except for consumables, all the collected items are placed in the property registration form of the registered store, which is signed by the manager within one week after the store opens, indicating that it must be kept as much as possible (see financial registration form). 8. After the decoration is completed, the supervisor will lead all the staff to do cleaning work in the store, cleaning supplies (rag, rope, scissors, glass cleaner, broom, bucket, etc. ) collect it in advance. 9. After the goods arrive at the store, the total number should be counted according to the quantity of the delivery list and put into storage according to the actual situation of the warehouse. 10. After all items are put into storage, count the dimensions. After checking with the delivery note, the cashier makes the size table, and the manager establishes the account. 1 1. At the same time, the cashier should put a price tag on the sample and make a price tag. 12. Then, according to the arrangement method stipulated by the company, the commodities to be sampled are displayed in categories, and whether the number of advertisements and bags is enough is checked. After everything is ready, the business personnel put on the tooling and start the trial sale. Recruitment, training and counseling: 1. Post a job advertisement first when recruiting personnel. 2. Concentrate on interviewing candidates and determine the admission personnel. 3. Admission personnel fill in the new employee data sheet (see employee data sheet). 4. Prophet the new employee's shop personnel rules and regulations, and ask him to memorize the shop assistant rules (see shop personnel rules and regulations, shop assistant rules). 5. Send the new employee to the designated model shop for internship, get familiar with the company's commodity prices, and ask him to understand the store's operation process and store environment for at least one week. 6. If it is the first newly opened store in other cities, the supervisor should ask the newly appointed store manager to be familiar with the responsibilities of the store manager, and the supervisor should stay in the newly opened store for more than two weeks for counseling. 7. Ensure that the reserved personnel declare their tooling, so as to ensure that the tooling and work number plate have arrived at the store when opening. 8. The supervisor should learn more about the responsibilities of the store manager, cashier and shop assistant, and be familiar with the operation of POS machines. Personnel management 1. The supervisor is responsible for checking whether the employees of the exclusive store really abide by the shift schedule, and the store manager shall submit the shift schedule and vacation schedule for next month to the supervisor under his jurisdiction before 25th of this month (see shift schedule). 2. Provide suggestions for the manager's training, configuration, performance appraisal, salary increase, promotion, rewards and punishments, resignation and other management contents. 3. For the responsible store, go to the store at least once a week and organize the morning and evening. Fourth, supervise the store affairs; The supervisor usually needs to supervise the following items: store image 1. Whether the shop is clean and whether the shop is kept clean at all times. 2. Whether the personnel and instruments wear clean and tidy uniforms and light makeup, and whether the work number plate is neat. 3. Welcome customers into the store. Can you speak standard spoken English both inside and outside the mall? 4. Standardization of service processes. 5. Is the morning and evening training really held? 6. Is the warehouse clean and the clothes neatly arranged? 1. Whether the window can attract customers' attention, show the characteristics of clothes and change them frequently. 2. Whether the booth is properly placed to show the product features and frequently changed. 3. Whether the shelves are classified by category and placed by shape. 4. Whether the advertising materials are used and placed correctly. 5. The cashier is clean and tidy, and the goods are quantitatively positioned. 6. Check the sample goods and the inventory list in the store to see if the samples in the store are complete. Store maintenance: 1. Electrical appliances: follow up the maintenance situation and recheck the maintenance results: 2. Decoration: Check the maintenance results: 1. Every time promotional goods arrive at the store, we need to check whether the prices of all kinds of goods are correct: 2. New products: 3. Consigned goods: 4. Defective product discount treatment: the range of defective product discount shall be implemented according to regulations: 1. Cleaning supplies: 1. Whether the cleaning and maintenance supplies are complete and properly kept. 2. Whether the cleaning supplies in the store, such as glass water, rag, mop, broom, tourmaline, bucket, floor brush, toothpaste, etc., are complete and put in the designated position. Other aspects 1. Documents: price documents, supervision advertising documents, other matters, morning and evening training and handover records, supervisor's inspection book, sign-in book and sales register. 2. Check the accounts and check the accounts in the store. Sales record book, discount certificate) 3. Coordinate with the mall and communicate with the mall 4. Check whether the performance achievement table is completed within the specified time and implemented to the day. Every time you arrive at the store, you need to check whether the store manager has actually implemented the latest company discount instructions, fill in the store arrival time, departure time and the actual situation according to the above contents in the store manager's patrol record book, and fill out a weekly work report every Monday according to last week's work. 5. Sales analysis; Analysis of the sales situation of the stores under the jurisdiction of 1.: A. First, analyze the range in which the prices of the goods sold are mainly concentrated according to the weekly sales, such as below 200, 20 1-499, etc., and what is the percentage of this range in the weekly sales. B. According to the weekly sales situation, analyze the percentage of sales forms and styles, such as fashion and leisure, in the weekly sales. C. analyze the relevant factors that affect the sales situation this week. D. According to the above situation and the relevant information provided by the shopping malls this week, make a comprehensive analysis and suggest the supervisor to adjust the commodity allocation of the shopping malls under his jurisdiction. 2. Analyze the competitive brands in the area under its jurisdiction; A. Understand the situation of competitive brands, compare performance differences and analyze influencing factors. B. analyze the products of competitive brands on the counter. C. analyze the promotion and price differences of competitive brands. D. Understand the business circle and consumer groups where the competing goods store is located as a reference for the company to open new stores. Training manual for marketing personnel 1. The staffing and responsibilities are directly managed by the company manager, who is called the market developer. Name of market developer: responsible for market development and management, new customer development, existing market maintenance and management. The specific contents include: order management and payment tracking, dealer return and exchange processing, information collection and collation, store opening guidance, store decoration guidance, store manager and shopping guide service training. The breakdown is as follows: ※ Achieve the sales target according to the rose year to ensure the smooth flow of customer orders in the sales area ※ Achieve the set distribution target on a monthly basis based on the annual plan in the designated area, and pay attention to the implementation and completion of different product targets in different seasons ※ Complete the collection plan according to the rose year ※ Complete the distribution and display work on a monthly basis based on the annual plan in the designated area ※ Actively increase the sales quantity and expand the distribution network in the designated area. Achieve the goal of distributing goods and ensure the effective and economical operation ※ Complete the sales target according to the annual plan of the designated area ※ Assist in the implementation of the advertising and promotion work in the responsible area according to the requirements of the superior supervisor ※ Provide maximum support for marketing activities ※ Help customers manage goods and avoid inventory and shortage of goods ※ Provide sales reports, customer information cards, information feedback, etc. Assist the supervisor to set the annual marketing target every day, establish and improve the collection, processing, communication and confidentiality of marketing information, master the purchasing psychology and behavior of consumers, collect, sort out and analyze the performance, price and promotion means of competitive products, analyze the advertising strategy and competition means of competitive brands, plan the regional market, formulate strategic work planning responsibilities such as product planning strategy and advertising publicity, and be responsible for the business operation planning of the branch company: make the promotion plan for holidays, special dates and extraordinary periods in advance. And supervise the implementation and effect evaluation of various programs. Choose the right plan: cooperate with the advertisement release during the promotion period and supervise the production of the agent production company to promote the brand. ※. Design, production and distribution management of promotional items. ※. Make various budgets for different promotional activities in different periods and control the use of promotional funds according to the budgets. ※. 1. Training content ★ Development history, present situation and prospect of Dancing with Wolves ★ Introduction to the branch ★ As a very important subsidiary of the head office, the branch is self-financing. The purpose of training such as order management and payment tracking, dealer return and exchange processing, information collection and arrangement, store opening guidance, store decoration guidance, store manager and shopping guide service training is to let market personnel understand the essence and basic skills of corporate culture and marketing. In the future market development and management, effective work can be carried out according to the requirements of the company ★ Course content and requirements Sales policy management※ Sales policy is a special interest return and incentive system formulated by enterprises for dealers and group buyers, with the purpose of encouraging dealers to sell products more actively while clearly promising to return benefits to all dealers and group buyers. Sales policy is the top secret information of enterprises in the marketing process. ※. Usually include: year-end or quarterly rebate, shelf support, regional price difference. Making sales policy is a very rational process, and it is necessary to fully understand the commodity management system required by competitors and distributors. ※. Each branch company is only allowed to set up X warehouses to store goods. ※. Goods must be correctly classified and neatly stacked. ※. In order to facilitate the distribution, storage and inventory of commodities, special warehouse managers should be designated to handle the receipt, delivery, storage and accounting of commodities. The sales management department and the finance department should check the inventory registration and actual receipt and delivery at any time. The inventory quantity of goods must be within the range of goods pressure index specified by the company, otherwise it should be handled immediately. The goods must be filled in according to the variety, specification and quantity of the goods. You should also set up a "goods inventory memo book" to record the receipt and delivery of goods. Purchase management should fill in the "branch order form" according to the inventory and sales situation, and then purchase will be carried out after the branch manager signs it as a reasonable order. ※. The warehouse keeper shall check and accept the delivered orders one by one according to the items recorded in the delivery note. ※. If the warehouse keeper finds that the quantity or variety is not in conformity with the actual order and is damaged, he will not only inquire about the transportation unit quickly, but also contact the sales department of the head office for handling. ※. If it is really the responsibility of the transportation unit, it shall ask the transportation unit for proof and compensation, and inform the sales department of the company of the results of proof and compensation. The warehouse keeper shall immediately log in the inventory memo book and the record card of goods in and out of the warehouse, and notify the branch manager that the warehouse keeper will deliver the goods with the "goods requisition form". ※. The warehouse keeper shall distribute the goods in time according to the "material requisition" and properly pack them out of the warehouse. ※. It must be signed and approved by the branch manager, financial statistician and applicant. After the goods are delivered out of the warehouse, the warehouse keeper shall immediately log in the "Inventory Memo Book" and "Goods Delivery and Receipt Record Card" for inventory management. ※. The branch manager and warehouse keeper should pay attention to the stock situation in time to prevent the shortage caused by shortage. ※. The warehouse manager is responsible for checking and counting the safety and integrity of the goods in stock. ※. The branch should make an inventory once a month. ※。 The manager of the branch company can withdraw the goods at any time for return management ※ Handling of goods with quality problems: the branch company shall timely summarize and report the relevant information to the sales department of the head office, and after obtaining the consent of the sales department, properly package the goods and return them to the company ※ Handling of unsalable products: the branch company shall timely summarize the relevant information to the sales department of the company. Customer management for requesting goods transfer or promotion※ Customers are divided into three types in chronological order: old customers, new customers and potential customers ※ According to market position, they are divided into major customers, general customers and scattered customers ※ According to sales channels, they are divided into wholesale, retail, direct sales and special channel customers ※ Customer management principles: record customer situation, manage dynamically, highlight key points, use flexibly, and be responsible by special personnel. Regular communication and collection management ※ Classification of accounts receivable If the payment for the current month fails to be collected before the last day of the following month, it will be listed as a reminder of non-collection from the next day to the last day of March: bad debts will be subject to overdue collection: 1) The customer has declared bankruptcy or the employee has not officially declared bankruptcy, but the symptoms are obvious; 2) The store was sealed up according to law due to other cases, and the payment for goods could not be paid off; 3) The payment bill has been refunded for many times without convincing reasons, and the delivery has been stopped for more than one month; 4) The dunning has not been settled, and the delivery has been stopped for one month. Handling of accounts receivable → handling of unpaid accounts. If the payment for the current month cannot be recovered on the last day of the following month, the sales manager shall submit the details to the corresponding department for payment before the 5th of the third month. The sales representative in this area urges settlement within the unpaid period → dunning treatment. The procedures of dunning are generally: letter notification, telephone dunning, interview and legal action to determine a reasonable dunning method. There may be many reasons for customers to default on payment, but in general. Enterprises should be determined. ※. → Disposal of quasi-bad debts The sales department is responsible for the disposal of quasi-bad debts. In terms of legal procedures, the company's legal department or financial department will take legal action to recover debts through case studies to minimize losses. Vivid management of shops ※ Vivid management principles of shops → Creating a buying atmosphere → POP, hanging, posting, balloons, decoration, etc. → improve the image of the store → put new products on the market and implement new advertising schemes. Some Skills of Vivid Management of Stores → Circulation of Displayed Goods: To meet the objectives and requirements of overall operation, and to keep the freshness and seasonality of display. ※. → Display: According to the arrangement of the product system and the key points of distribution, each product should be placed in turn, with at least six display surfaces, and the display products should not be out of stock. All trademarks of the display products should be uniformly oriented to consumers → Correct use of on-site display tools: the display products and display tools should be fully coordinated, and new display tools should be applied to the model. → obvious price tag: the price tag should be accurate and unified; All display varieties must have price tags → Clean inventory management of products and venues (proper inventory to prevent out of stock) → Correct use of POP advertisements in store display positions and handling of customer complaints ※ The purpose of complaint handling → Improve the service of enterprises, correct mistakes in marketing, remedy and recover customers' losses → Maintain and improve the reputation and image of enterprises and consolidate old customers. Attract new customers ※ Contents of customer complaints → Complaints related to product quality, quality defects, inconsistent product specifications and quantity, and damaged packaging → Complaints related to purchase and sale contracts, complaints related to product quantity, specification and quantity, delivery time, settlement method, and trading terms inconsistent with the original contract → Complaints related to cargo transportation, complaints about damage and loss of goods in transit → Complaints related to services. Service quality, service attitude, service mode and service skills → Various suggestions, suggestions, criticisms and opinions put forward by customers ※ Customer complaint management principles → Improve the organization and system, improve the mind and service awareness of the incumbent, and prevent the occurrence of customer complaints → After receiving customer complaints, immediately handle them properly and give customers a satisfactory answer as soon as possible → When handling complaints, you should pay attention to defining the responsibilities and responsible persons → For each complaint, Make detailed records of the process and results ※ Customer Complaint Management Department → General Complaint: Branch Manager, Sales Manager → Serious Complaint: Information Specialist of Marketing Department ※ Customer Complaint Handling Process → Detailed Record of Complaint Content → Determination of Complaint Establishment → Determination of Complaint Management Department → Analysis of Complaint Causes by Responsible Department → Proposal of Handling Scheme → Submission of Instructions from Competent Leaders → Implementation of Handling Opinions → Summary and Evaluation ★ The sales skills of marketers are based on solid professionalism and need to have a keen sense of the market. It's hard to explain sales skills. Let me explain it from three aspects: "Courage": It means that marketers are required to be as courageous as possible in the process of sales, and to establish a correct concept of work, that is, my work is what I love and meets the needs of society, and everything I do is moral in society, so no matter what way I take, it is wise. "Careful": Be clear about your job responsibilities and have a delicate mind. For example, the company sends you to investigate a strange market. What do you want to investigate? -local consumption level, local store rent, competitors (how much can competitors sell every day? Their selling price is the ex-factory price, what promotion they have made, how should we enter, how much to invest after entering, what level of income will be reached, how low the store rent can be, and so on. ) "thick-skinned": just don't be afraid of setbacks, go forward bravely, this road can't be taken, take another road until you reach your goal, and there is no way to find another way. When you are doing market research, you may be kicked out of the store. At this time, don't feel ashamed. Please continue your investigation. Anyway, when the sun goes down and rises again, no one knows anyone. Marketing department management plan 1. File management of marketing personnel ※ Establish a file form (application form and year-end file form) → fill it out by the filling person's boss, and fill it out for each employee at the end of each year as the basis for assessment and funds. Two copies, one for the branch manager and one for the personnel department. 2. The time of marketers and managers is limited. Marketers should do things selectively and must know what they need and what they should do. And arrange the time reasonably. Time management directly affects the performance of work. Therefore, branch managers should focus on time management. Principles of time management → Set work objectives and determine priorities → Write a daily work list → Start with the most important things → Do only one thing at a time → Strive for perfection → Act immediately, without waiting or delaying → Time management auxiliary tools → Manual → Diary → Desk Calendar → Notepad → Telephone Address Book → Various action benchmark forms, etc. Problems needing attention in time management → Complete deadline work by stages. ※. → If the meeting is short and effective, then the task assignment should be concise and clear, with clear tasks, time and person in charge. Timely process supervision. Marketing personnel performance management → evaluation indicators: sales achievement rate, payment return, new customer development, visit rate and visit success rate, customer relationship, cost control, reporting system, work attitude, management ability → marketing personnel performance management is directly linked to marketing personnel salary. Expense management ※ Principle of expense management → Expense is the expense needed by marketing personnel for business development. It is not part of the salary of the marketing staff → the expenses should be reviewed fairly and reasonably, and the management method should be simple and easy ※ The expenses of the marketing department, sales staff management marketing department and sales department include office expenses and travel expenses. Office expenses are mainly used for saving and pursuing maximum utilization. As a big expenditure item, travel expenses should be strictly examined and required. → The expenses required for monthly business trip shall be reported by the department manager at the beginning of each month → Accommodation, local transportation, food allowance (long-distance bus expense reimbursement) and telephone charges for business travelers shall be subject to the responsibility system and the verification system. Daily expenses; The maximum amount of accommodation, food allowance, local transportation and telephone charges is RMB, which will be reimbursed according to the invoice. → Formulate corresponding reimbursement standards for the actual verification system. One-person business trip standard and two-person multi-person business trip standard V. Marketing personnel action management restricts marketing personnel's actions in the form of tables, so that marketing personnel can work efficiently. → Decide on target customers and visiting methods. Marketers should divide customers into several different ABCD types according to their sales, profit rate and growth rate, and then decide that customer A must visit four times, customer B must visit three times, customer C must visit twice and customer D must visit once in a fixed time. → Decide how to visit the target potential customers. Marketers must spend some time to develop new customers, but the same customer will be abandoned after several unsuccessful visits. If the company is left unchecked in developing new customers, it is bound to spend most of its time on existing customers, and most marketers are reluctant to develop new customers. Therefore, branches must have a mandatory new customer development plan.

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