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Big Marketing Department
How to establish and develop the marketing department, implement the complete version, including organizational structure, Recruitment planning, daily performance, new employee training, etc.
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Big Marketing Department
- bacteria
This is a mind map about bacteria, and its main contents include: overview, morphology, types, structure, reproduction, distribution, application, and expansion. The summary is comprehensive and meticulous, suitable as review materials.
- Plant asexual reproduction
This is a mind map about plant asexual reproduction, and its main contents include: concept, spore reproduction, vegetative reproduction, tissue culture, and buds. The summary is comprehensive and meticulous, suitable as review materials.
- Reproductive development of animals
This is a mind map about the reproductive development of animals, and its main contents include: insects, frogs, birds, sexual reproduction, and asexual reproduction. The summary is comprehensive and meticulous, suitable as review materials.
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Big Marketing Department
organizational structure
Director of Marketing
Telemarketing (supervisor 10 employees)
Market Department 1
Marketing Department 2
Market Department 3
Community (supervisor 6 employees)
Community Department 1
Channel (supervisor 6 employees)
Channel 1 Department
Supermarket (supervisor, 6 employees)
1 supermarket
Recruitment planning
hiring
Local recruitment partners: job fairs organized by local talent markets and other organizations
Headhunting, poaching people
Major recruitment platforms
School recruitment negotiation
Keep people
People move alive and trees die. Strictly implement the personnel training process and strategy.
Establish employees' sense of belonging and set their career and life plans
eliminate people
Performance appraisal KPIs are implemented and the results are used to eliminate people. Use processes to train people.
daily performance
Telemarketing
long talk time
90 minutes
Total call time
Or keep the call volume at 250
Add enterprise WeChat
3
Determine type B customers for the month
1
daily interaction
5
Interactions that are not related to decoration are regarded as invalid interactions and will not be calculated for performance appraisal.
The returned message shall not be less than 20 messages
Call volume
250 pieces
Cumulative calls made
Or keep the call duration at 90 minutes
If a customer enters the store, the call duration/volume will be reduced by 20%.
If you sign an order, it will be reduced by 50% year-on-year, and the duration or call volume will be reduced by 50% year-on-year.
The assessment of the electronic sales team shall be based on this and other items must be completed and will not be changed.
Supermarket
add micro
5
interactive
8
The number of returned messages shall not be less than 20
Interactions that are not related to decoration are regarded as invalid interactions and will not be calculated for performance appraisal.
Enterprise WeChat
5
Determine type B customers for the month
1
In-store interaction decreased by 20% year-on-year
If there is a signed order, the interaction and adding WeChat will be reduced by half year-on-year.
No changes will be made to other assessment criteria than project completion.
community
Add 5 WeChat/Enterprise WeChat
Group interaction
The number of daily interactive groups shall not be less than 2.
A single group interaction must return no less than 50 messages.
Owner private chat interaction
Private chat interactions must not be less than 10
Each interaction must not be less than 50 return messages
Identify type B customers
Confirm 1 group of customers can come to the store this month
If you enter the store, all interactions will be reduced by 20% year-on-year.
If there is a signed order, all interactions and WeChat additions will be reduced by half year-on-year.
channel
Supervisor invites intermediary every day
1 group invitation from supervisor level or above
Or 3 agency employees
Add 3 corporate WeChat accounts
Determine a group of type B customers
Determine a group of customers who will visit the store within one month
Group interaction 1
It can be a group of owners or an intermediary group.
Interactive themes must not be separated from decoration
Each interaction must return no less than 50 messages.
Private chat interaction 5
It can be an invitation interaction from an intermediary (promoting angel partners)
Decoration interaction with monthly customers
The number of interactive return messages shall not be less than 50
If you enter the store, WeChat and private chat interactions will be 20% less per group compared to the same period.
If there is a signed order, WeChat and private chat interactions will be reduced by 50% year-on-year per group
New employee training
Training objectives
Let new employees understand the company, integrate into the corporate culture, and establish a sense of belonging and honor
Let new employees learn and implement the company's relevant systems and regulations
Let new employees become familiar with the team, integrate into the department atmosphere, and get into the groove as soon as possible.
Let new employees learn the theoretical knowledge needed for work and lay a solid foundation
Get new employees to the point where they can work independently
Training schedule
first day
morning
Corporate culture, study the development history and regional distribution of the company in detail, especially the cases where the corporate culture is visible, explain it in detail, let new employees realize the strength of our company, and educate new employees that our company will work tirelessly and overcome difficulties. Go up, be pragmatic, etc., let employees establish a sense of struggle, and then learn various contents of corporate culture.
afternoon
The department holds a welcome ceremony for new employees and feels the atmosphere within the department together. Help new employees integrate into the department, then arrange temporary seats for new employees, sit among all employees, and give new employees tasks: observe everyone's work content, share it at the party, and take this opportunity to promote the company's corporate culture and bring employees together Inform new employees of responsibilities and division of labor. Finally, a learning plan for the next six days is formulated for the new employees, and the training progress is informed step by step from easy to difficult each day, so that the new employees can be prepared.
the next day
morning
Distribute a 50% discount page and tell them that this is the core basic knowledge for subsequent work, especially the company's advantages and package projects. We have some projects that everyone has and I have excellent projects. In the afternoon, I will go to the supervisor to share them. The supervisor will then Provide training and guidance based on learning progress and local conditions
afternoon
New employees explain the five-fold page to themselves and use their own understanding to explain it. If local supervisors find deficiencies, they will explain them in detail until new employees can understand them on their own. (Remember to throw new employees into the crowd)
The third day
morning
Review the five-fold page and ask employees to explain it again using their own understanding. If any problems are found, the supervisor will supplement them and explain them in detail. Until employees can fully understand the knowledge points.
afternoon
Give the new employee three hours to rationally recite a single page of the conversation sheet. At four o'clock, he will go to the supervisor to recite it. The supervisor will supplement the recitation results and provide guidance.
The fourth day
morning
First, review in the form of memorization, and then take new employees to learn about the model exhibition hall-craft exhibition hall-project volume, focusing on the explanation of the craft exhibition hall.
afternoon
Help employees review the exhibition hall content they learned in the morning, including the relevant knowledge learned in the process, materials, and model rooms, in the form of memories until after get off work. In the morning of the second day, I will clear the knowledge about the company's advantages-process-material-project and be able to answer customer questions simulated by the supervisor.
fifth day
morning
Start learning ERP, e-sales system, WeChat account maintenance, build your own personal brand, and let new employees summarize the key points and basic requirements by themselves.
afternoon
Explain telesales techniques - WeChat chat techniques - to new employees and gradually explain them in detail, so that they can have a simple initial phone call with their supervisor before leaving get off work.
The sixth day
morning
Review the process of making phone calls, as well as key points, how to create your own WeChat and persona, learn how to answer some of the most common questions, and repeatedly strengthen simulated sparring exercises to answer various targeted questions and pay attention to details.
afternoon
Learn the most common problems in telemarketing, summarize the experience of the morning simulation practice and share it with the supervisor. The supervisor will summarize and start learning customer tracking management and intention customer management, and be fully prepared to start making phone calls.
seventh day
morning
Review the key points of making phone calls, as well as answers to targeted questions, and start calling some old resources. Every phone call must be recorded. The supervisor will listen to the recording together, explain and summarize it, and repeat it many times to help employees build their own ability to analyze problems and guide them where they are deficient and need improvement.
afternoon
Continue to make continuous calls, repeat the actions in the morning, and be summarized by the supervisor. Finally, the new employee has the ability to work independently.
Assessment of training results
Completely memorize corporate culture and have your own understanding
Master the entire text of the five-fold page, and be able to communicate fluently. Have your own understanding of telephone communication and be able to explain without script. You must be able to analyze what you said well and what you said poorly on your phone calls, and have ideas for improvement plans. My own opinion
Note: The community does not accept people with zero basic knowledge. Community staff and supermarket staff must be transferred from the telemarketing team. Channel department personnel must have telemarketing communication skills before they can officially join the post.
Matching training tools
"Five fold pages"
"Basic Skills of Telemarketing"
"36 Invitation Strategies"
"company culture"
Old employee training
Skills Training
Telemarketing skills training
Decoration professional training
Transaction idea training
Package model training
Discount training
Career planning training
Company promotion mechanism
Life/career planning training
The history of the company (album of featured characters)
Psychological counseling training
Law of Attraction
Management skills training
Common sense of management
Interpretation of several development stages of employees and training directions
Stage 1: The newcomer lets him know what he is here for (within 7 days)
The second stage: Overcoming the newcomer, let her know how to do well (8-30 days)
The third stage: Let employees accept challenging tasks (31-60)
The fourth stage: Praise and encourage, establish mutual trust relationship (61-90)
The fifth stage: Let employees take the initiative to complete tasks and integrate into the overall company team. (90-120 days)
The sixth stage: assign mission and appropriate authorization. (121-150 days)
Stage Seven: Summarize and formulate the completed development plan (151 days later)
Old and new
apprenticeship ceremony
The master sat up straight, with at least one witness standing by.
Narrator: Well dressed
Perform the rite of worship: one bow and preach. (Bow, rise) Two bows, teaching (Bow, rise), Three bows, clearing up doubts (Bow, rise) The disciple serving tea said: I am learning skills from Master xxx, and I am here to offer tea. Master, please drink tea. The master took the tea, took a sip, and patted his head. The master's propaganda: No matter where you come from, starting from today, you have a blank piece of paper. From now on, you must be good at learning skills and be upright as a person. Get up and sign the master-apprentice contract. Witnesses sign and attach the official seal of the company before the apprenticeship ceremony. (He stands beside his disciple while holding his hand, taking a photo, narration: Li Cheng):
Promotion mechanisms
Everyone is qualified to be a master, and is required to complete the order signing and store entry assessment for two consecutive months, and meet the employment requirements of the company's corporate culture.
Each master can have three apprentices. This is a two-way selection process. The master-apprentice relationship needs to be recognized by the company and an apprenticeship contract must be signed (the contract is prepared by the Human Resources Department)
If the three people who have established a master-apprentice relationship have been employed for at least 3 months, are able to independently invite stores to the store, and meet the company's minimum assessment standards, the master will be directly promoted to reserve supervisor. If two qualified reserve supervisors are trained in one quarter, they will be promoted to supervisory positions. The apprentice will belong to the department to which the master belongs. If the apprentice establishes three or more departments and meets the management skills and production value performance assessment standards, the supervisor will be promoted to manager. Subsequent assessments will directly follow the company's promotion standards.
Marketing Department Community Strategic Deployment
Based on the community distribution file
Conduct a complete market community survey, including all counties and cities under the jurisdiction of Fuzhou.
Determine changes in the existing housing market and time points.