Marketing: how to avoid the loss of marketing expenses

Core tip: the key to the healthy development of an enterprise is to find a balance between flexibility and controllability Flexibility focuses on the initiative and enthusiasm of individual enterprises and the efficiency of dealing with problems; controllability focuses on the standardization of enterprise operation and keeps flexibility within a controllable range But in fact, the balance between flexibility and controllability is only an ideal state, and the process of enterprise growth is the process of pursuing this balance No matter what kind of enterprise or product is sold, people are the main body of business activities, and they should realize sales through people That's why Shenyang steel structure fireproof coating construction expert punde Building Fire Engineering Co., Ltd Recommended introduction: since its establishment, Shenyang punde Construction Fire Engineering Co., Ltd has cultivated a group of professional construction teams with excellent equipment, rich experience and serious responsibility with advanced and scientific management methods and strict engineering quality assurance and after-sales service system It has undertaken a number of fire system installation projects, which has been praised by customers Every idea and special requirement of you will be fully considered by us and fully realized in the construction technology, which will become the cornerstone of our successful long-term development We are looking forward to your invitation, to provide you with quality services and high-quality technical support! All construction coatings have passed ISO9001 Paint Home News: the key to the healthy development of an enterprise is whether the enterprise can find a balance between flexibility and controllability Flexibility focuses on the initiative and enthusiasm of individual enterprises and the efficiency of dealing with problems; controllability focuses on the standardization of enterprise operation and keeps flexibility within a controllable range But in fact, the balance between flexibility and controllability is only an ideal state, and the process of enterprise growth is the process of pursuing this balance No matter what kind of enterprise and what kind of products are sold, people are the main body of the business activities of the enterprise, and they all need to realize sales through people Because of this, marketing has too much uncontrollability Marketing needs expenses On the one hand, marketing expenses are an investment of an enterprise For example, the investment in marketing personnel, advertising and promotional products will bring performance growth and profit return to the enterprise On the other hand, if the marketing expenses are not properly used and controlled properly, it will not bring benefits, seriously threaten the survival of the enterprise, and make the enterprise step by step go extinct Death The loss of expenses generally includes several aspects: the loss of advertising expenses: usually in the form of kickbacks or the way of reducing the quantity of advertising; the loss of promotion expenses: usually in the form of withholding promotion efforts or reporting more promotion products or transferring promotion efforts, and even in the form of collusion between enterprise marketing personnel and dealers, from the enterprise to eat more efforts, to "share the spoils"; Loss of entry fee: generally in the form of false report and multi report; personnel and terminal investment: generally in the form of false report of promoters, resident business quota, high report of terminal material production cost, etc The loss of marketing expenses is not an individual phenomenon, but a common phenomenon, only the degree and way of loss are different among different enterprises Therefore, how to avoid the cost black hole in the marketing process is very worthy of attention Many enterprises will regard the moral restriction of people as the crux of the loss of expenses It is true that human character is a very important factor, but for the whole operation of enterprises, the individual human nature is only a small part of the reason Just like a society without legal system will make crime rampant, we can't expect everyone to meet the standards of saints Enterprises lack of necessity The institutional constraints and moral standards are not the fault of human nature At the same time, we also want to remind these enterprises: compared with the moral deficiency that a marketing personnel deceives the company about a little promotion expense, the expense that a promotion plan fails to lead to the loss and the consequence that may lead to the loss of the market, the former is a drop in the bucket Therefore, it is of no practical significance to impute human nature blindly, and it is not an overnight thing to improve the moral cultivation of a team Therefore, for an enterprise, the greater significance lies in how to reasonably avoid these problems by means of management As for the causes of the loss of marketing expenses, the author mainly divides them into four aspects: first, the problems of enterprise management system and process; second, the problems of enterprise culture; third, the problems of enterprise promotion and promotion activity planning itself; fourth, the moral problems of marketing personnel, but this is only a small one In fact, the problem of enterprise management system and process in this respect, enterprises only need to do two things: there are laws to follow, and violations must be punished The management standard of an enterprise is equivalent to the legal system of a society The process of social development is a process of continuous implementation of the legal system Therefore, the process of enterprise growth is also a process of continuous implementation of the institutionalization Similarly, legalization is the standard to test the progress of a society, and institutionalization is also the standard to test the maturity of an enterprise For the management of marketing expenses, the key lies in two aspects: one is the necessary management process; the other is the effective supervision system and reasonable punishment system Through the process management, the use of expenses is more transparent At the same time, through the audit of different departments or personnel, the use of expenses is more reasonable In this way, the situation of "one pen" can also be effectively avoided A pen is a company's decision to sign has the final say in the cost decision This is the management loophole of growing marketing corruption Many enterprises implement decentralization because of the too large marketing management radius, and at the same time, the enterprise management supervision is not in place, thus growing the occurrence of marketing corruption From the perspective of management, enterprises should vigorously implement the supervision system and financial audit system First, they should supervise the implementation of key marketing expenses Second, they should audit the rationality of actual expenses, such as the purchase price of promotional products, the broadcast expenses and frequency / page size and period, the production cost of advertising materials, etc., so as to avoid false and multi report expenses as much as possible It happened Although in the implementation of the supervision system, it will also cause functional failure due to human factors, but it can not negate the effectiveness of the supervision system Enterprises should consider how to use people and what kind of perspective to use For example, many enterprises now adopt the way of letting newly recruited employees or newly graduated students act as inspectors Once the inspectors work for more than a year or even half a year, it is worthwhile to immediately transfer to other positions, so as to avoid the occurrence of concealing the results of supervision due to the personal relationship between inspectors and business personnel For violations, the enterprise should have a clear definition standard and corresponding punishment basis Once investigated and punished, no matter anyone, no matter the meritorious officials of the enterprise or the relatives of the leaders, can do things according to the rules and give corresponding punishment, so as not to grow the atmosphere of marketing corruption and make everyone convinced When it comes to ethos, it leads to another topic, corporate culture For corporate culture, some enterprises have a very one-sided understanding They think that the goal of corporate culture is the enterprise's goal, the enterprise's program of action, the enterprise's values, the enterprise's outlook on life, and the slogan we all call together In fact, these are true, but some of them make the "corporate culture" myth and falsehood Frankly speaking, corporate culture is very simple, which can be specific to everyone's daily actions: for example, employees' speaking style, work attitude, right and wrong standards, spiritual outlook, etc., are the essence of corporate culture For an enterprise, the most terrible thing is not how much marketing expenses an employee has withheld, but how a team has fostered a marketing corruption atmosphere - this is also a corporate culture In fact, many times, in a team, marketing corruption is a matter of mutual understanding Although the specific means and amount of corruption of individuals may not be known to each other, whether there is corruption or not can really affect each other It's just as if only the boss can't realize it - every time I look at the high mood and positive attitude of the employees in the meeting, listen to the impressive performance and talk about the grand sales goals, in the eyes of the boss, every employee is excellent and the best, how can it be Some bosses may have a feeling, but most of them don't want to go deep into it As long as the sales performance is OK, as long as the company has money to earn, some of the employees' gray income seems to be normal in private If the water is clear, there is no fish Just open one eye and close one eye, think about everyone's hard work and hard work Why? Moreover, such a boss likes to comfort himself and endow himself with a great moral quality tolerance However, don't forget that this will breed a bad atmosphere in an enterprise, which will become the consensus of a team to a certain extent, thus forming a collective value, that is, when you arrive at a certain position or in some authorities, it's normal to retain marketing expenses, and if there is no marketing corruption, it will prove that you are incompetent, timid and shameless - this is exactly What kind of logic? What's more, this kind of ethos will form a herd mentality, a top-down crooked one, and even make some people with justice mentally unbalanced, either flow together or leave the company, because if you want to keep "purity" in a corrupt enterprise, you are the "public enemy" of the people, and the team can't hold you at all This is a core reason for the loss of marketing expenses in many enterprises, and also a point that enterprises should pay attention to from themselves For the implementation of a promotion and promotion plan, the enterprise should not only pay attention to the strength, but also pay attention to the controllability of the activity itself Otherwise, the best activity and the greatest strength may lose value due to inadequate implementation For example, in order to prevent the salesperson from intercepting or the salesperson and the dealer from colluding, we can control from several aspects: first, do not pursue the sales volume without limitation, but according to the past sales data and current situation of the region or the dealer, there is a upper limit control to avoid eating more products with policies; second, strengthen the inventory and Distribution data management, timely feedback the inventory and actual distribution figures, keep the policy confidential in advance, and check the inventory before and after the activity in time; third, adopt the direct way of policy, the marketing personnel verbally communicate, the company's marketing department directly sends a document to inform the dealers of the promotion content, to prevent the middle link from being blocked; fourth, keep the synchronization and consistency between regional markets, and avoid the market The policy imbalance between them results in the misappropriation of activity costs; fourthly, attention should be paid to the procedures and processes of policy operation, which requires marketing personnel at all levels to provide feedback on implementation results and necessary vouchers, etc For example, for the use of advertising expenses, it is suggested that the company should adopt a dual control method, specifically speaking about the price, not responsible for the delivery, not responsible for the price of the specific approver, and at the same time, the company should have a special financial department