Here we discuss the provincial sales manager, a sales position that combines management and execution. Those above the provincial sales manager are in sales management, while those below are in execution. Therefore, the provincial sales manager must excel at both management and execution, and the role transition must be timely and effective. To this end, we provide provincial sales managers with a systematic thinking tool: the Six Dimensions.

Practice has shown that the Six Dimensions theory is most applicable under the following conditions: in a province with a population of 50 million, when a brand's monthly sales are below 3-5 million, focusing on the following six items can achieve basic platform building. Especially for domestic milk powder brands, which emphasize channel building and terminal distribution, and where bosses typically prefer quick and direct methods, doing well in these dimensions makes it feasible to achieve monthly sales targets. For foreign brands, a different perspective is needed. Foreign brands focus on brand building and consumer communication, so efforts should be directed toward consumer engagement and increasing consumer numbers. However, regardless of whether it's a domestic or foreign milk powder brand, a provincial sales manager thinking from these six dimensions will not harm sales improvement.

Six Dimensions Theory for Provincial Sales Managers: Always Think in Six Dimensions

First Dimension: Monthly Sales Plan

  1. Team Building: How many people will be added this month? Who will recruit? Through what channels? When will they be in place?
  2. Channel Building: How many new clients will be opened this month? Who will open them? In which regions? When will development be completed?
  3. Terminal Layout: How many ordering meetings this month? When? Where? What is the expected order amount?
  4. Sales Progress: What is the monthly target? How much has been achieved to date? How much is still needed? When will it be achieved?

Second Dimension: Market Fundamentals

  1. Market Capacity: What is the population of the province? What is the birth rate? How many newborns x 3 years = how many potential milk powder customers?
  2. Market Tiers: How many cities, counties, and townships are in the province? To which city tier has channel construction reached? Where are the gaps? When will they be filled?
  3. Market Coverage: How many clients and terminals are in the province? On average, how many people does each client cover? How many counties and towns does each client cover?

Third Dimension: Monthly Sales Achievement

  1. Target to Point: Divide the provincial target by the number of cities to get the monthly target per city; divide by counties to get the monthly target per county; divide by townships to get the monthly target per township.
  2. Target to Person: Divide the provincial monthly target by the number of salespeople to get the average per person; by the number of clients to get the average per client; by the number of terminal stores to get the average per store.
  3. Target Analysis: Why do some salespeople fail to meet targets? Why do some clients fail? Why do some terminals have no sales? Please think and respond!

Fourth Dimension: Channel Building Key Points

  1. Channel Promotion: What promotional activities were conducted this month? Which regions participated? Which did not? Why?
  2. Channel Organization: Which clients organized their own promotional activities this month? How did they invest? How did you convince yourself and then the client to invest proactively? What were the results? Why?
  3. Channel Improvement: Given the current situation, the company requires one product to break through 1 million per month. How are you implementing this? What support do you need from the company? Please list them.
  4. Channel Innovation: What innovative work have you done in your region? Is it effective? Why? Please think and respond!

Fifth Dimension: Sales Breakthrough

  1. Brand Breakthrough: Which brand is your focus this month? What do you plan to do? Why choose this brand as the focus?
  2. Regional Breakthrough: Which city is your focus this month? How many days will you spend on-site coaching? Which brand will you use to break through? Why?
  3. Channel Breakthrough: Which person is the key support target this month? What are their problems and countermeasures? How will you solve them?
  4. Terminal Breakthrough: What is the purpose of this month's investment and ordering meetings? What methods will you use?

Sixth Dimension: Tracking Key Tasks

  1. Customer Promotion Actions: Have the methods to effectively drive terminals been implemented? Have they been checked? There should be photos as evidence.
  2. Customer Assistance Actions: What methods are effective in driving client distribution? How to ensure distribution is in place?
  3. People Monitoring: Where is the team, including each person, every day? What are they doing? What difficulties do they have? Have they been helped to solve them? Have promotions and replacements been done? Have incentives and supervision been in place?
  4. Volume Monitoring: Where will the gap in this month's task be filled? Do you have a clear picture? Is there a plan of action? Is there a concerted effort? Can you ensure achievement?

The Six Dimensions help you find direction, path, method, solution, opportunity, and the key points to increase sales!!

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