Three-three-three Hongyan 2012 sales new law

The “three-three-three” system is the new sales method of Hongyan in 2012.

On November 15, the reporter interviewed Cao Zongqiang, general manager of the Sales Division, at SAIC Iveco Hongyan Marketing Competition Competition. Cao Zongqiang is an authentic southerner, but in my opinion, his style is somewhat northerner, bold and straightforward.

After his new position, Cao Zongqiang is committed to promoting management reforms and business reforms, innovating marketing models, and implementing a series of new sales policies. These new policies, the author summed up is the "three three three" system.

New changes in the system: three major areas

Red Rock's sales system has undergone great changes this year. Its marketing system has been divided into three major areas, led by three directors.

The so-called three major areas are the division of the sales department into three major business units, the Road Vehicle Business Unit, the Construction Vehicle Business Unit, and the Special Vehicles/VIP Clients Business Unit, and carry out various tasks with sales as the core.

As for why the problem should be divided into three major areas, Cao Zongqiang explained: “In the past, both Hongyan’s salesmen and distributors were willing to sell cars and sell what cars were easy to sell. Non-strong products, such as road vehicles, have never been actively promoted, and now Hongyan divides the sales system into three major areas, and the salespersons responsible for the three major fields must perform assessment tasks, and correspondingly, dealers are also divided into highways. The two parts of the car and the construction vehicle must also be independently assessed. Therefore, as far as our sales personnel and dealers are concerned, as long as they are assigned to the business part of the road vehicle, they must go all out and must put all their energy into it. On the sales of road bikes, through this method, the short slabs of Hongyan on road bikes can be gradually remedied."

Cao Zongqiang then said that many companies have large customer departments, but in the past there was no Hongyan. Now Hongyan has established this department and is also facing the future market development. “There will be more and more large-scale groups such as logistics companies. In the past, there will be fewer and fewer retail investors, and market concentration will continue to increase. Grasping large customers must be the future direction. Now that Hongyan has established this department, on the one hand, We hope to increase current sales and seize some large customers. On the other hand, we will cater to future market trends."

In addition, the three directors are in the above three departments, each department has a director responsible. And each director has a corresponding assessment index.

New Concept Transformation: Three Big Battles

Hongyan has also changed its philosophy this year while adjusting its organizational structure. Cao Zongqiang told reporters: “This year, Hongyan reformed its service management and guided the members of the network to uphold the service philosophy of “fine, honest, up to, and trustworthy” and establish a 'zero-distance service' brand. Everything is centered on customer satisfaction and benefits from services. ”

Cao Zongqiang told reporters that Hongyan has played three major battles this year: Old King Kong’s competitiveness has improved, 8×4 road dump truck sales have increased, and 6×4 tractor sales have increased.

As for the “weapons” to win the three major battles, Cao Zongqiang believes that Hongyan has a three-pronged approach to ensure the success of the Three Battles from three aspects. "This 'three tubes' are: to strengthen order management in the business, establish commodity improvement mechanisms, and reform export sales models."

Cao Zongqiang continued: “This marketing contest is a platform for improving the marketing capabilities of network members. It is a deduction of the overall quality and skill level of all contestants. It also emphasizes the improvement of the staff’s skills and the promotion of talent selection. The inspection of the training plays an important role in improving the professional quality of Hongyan marketing service team and promoting the sustainable development of the company."

New Employee Requirements: Three "Same" Sales Ranks

For the requirements of the stationed sales staff, Hongyan used three very interesting words to sum up, that is, "to eat, live together, work with the same." Specifically speaking, it is to reasonably allocate management authority in sales management, and the subsidence of overseas personnel to the marketing line, and to “eating, living together, and working together” with network members such as distributors and service providers to establish an efficient and pragmatic market response. mechanism. Implement differentiated product line authorization on network management, and build a brand of “the most profitable dealer network” in heavy truck industry.

When the reporter asked exactly how to live with the same food, Cao Zongqiang told reporters with a smile: "I just live in the dealer, eat there, go to work, and face the market with the dealer."

Cao Zongqiang introduced that Hongyan has a “8050” plan this year. Specifically, it is demanding that more than 50 dealers with annual sales volume exceed 80. "Of course, we have many dealers selling more than 50 vehicles a year, but now we require at least 80 dealers to meet this minimum requirement."

Talking about the future market, Cao Zongqiang said, “The heavy-duty truck industry has experienced a ten-year increase in the market, and since the second half of 2011, it has experienced a fundamental change in its fundamental tone since its entry into the tumbling down period. In 2012, the industry’s production and sales of heavy trucks are expected to reach 650,000. About a car, but the industry's production capacity exceeds 2.5 million, the total annual demand in the future market is expected to not exceed 1 million, so the heavy-duty truck industry will be in a serious oversupply situation for a long time, and the competition will be even more brutal.”

Cao Zongqiang finally emphasized that there are three key words in the Red Rock Sales Department: "Sales, sales, or sales."

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