Management of the commercial service at the enterprise of the organization of the firm. Commercial management functions. Department functions in the organization

Without delving into the essence of the work, you might think that sales department wholly and completely follows the line-staff principle. The sales department is not a single whole: its functions and sales are divided into autonomous components, but at the same time they have the same value and are equal for the work of the entire department. Their only common goal is to get the buyer to buy a particular product. The fact that each component works independently in the commercial department should not negatively affect the work, each side of the activity makes its own small contribution to the activities of the entire enterprise.

What does the commercial department do in the company

Distinctive features of any activity are the presence of its direction and the organization of tasks to achieve the desired heights. The purpose of the commercial department is the acquisition by individuals or legal entities of goods and services offered on the market, or their exchange for other goods for mutual benefit. Interestingly, the elements handled by marketing are also handled by the sales department. The organization of the sales department is complex, but it also allows it to carry out many tasks.

The main goal of the commercial department is to create a certain system of measures aimed at regulating the processes of sale and purchase, meeting demand and making a profit.

All processes regulated by the commercial department of the enterprise are divided into two types: technological and commercial.

Technological processes are connected with logistics. This concept means all operations performed during the transportation of goods (transportation, unloading, storage, packing, packaging). These operations are a continuation of the production process, and the direct movement of transport.

Commercial operations are all processes, one way or another associated with the purchase and sale. This list also includes organizational and business processes. This is not to say that they are directly related to buying and selling, but these processes definitely affect the systematization of the trade flow.

Commercial operations are also functions of the commercial department:

study of the demand for the product, its forecast. Research of consumer demand for certain groups of goods;
search and identification of suppliers;
all actions related to the formation of the assortment of goods;
assortment management;
economic justification for choosing a particular supplier;
organization of relationships with suppliers;
organization of service;
conclusion and termination of contracts, all work with documentation;
selection of marketing techniques for the sale of goods;
the use of social media marketing, online advertising, etc.
assessment and study of their own activities.

Examples of standards for the commercial department

The basis for the application of any techniques and actions in commercial activities there must be conditions prevailing in the market today.

Correct and productive work of the commercial department of the enterprise will develop only with a full understanding of all personnel, what are the tasks of the commercial department:

implementation;
sales forecast;
implementation policy - sales and service;
studying the market situation;
advertising, marketing, trade development;
setting prices for the entire range of goods;
packaging and distribution;
commercial personnel.

Responsibilities of the commercial department

Many firms are still outsourcing advertising responsibilities to specialized agencies. The management of the company only determines the policy of conducting advertising campaigns. But it's time to understand that advertising largely determines the policy of the company itself, the perception of the company by customers directly depends on it. The best solution in this case would be the introduction of the position of the administrator of the commercial department.

This person is needed in order to see that advertising reinforces the firm's policy, but does not set it. Good publicity- one of the important conditions for the sale and purchase of goods. The company needs to calculate its efforts in accordance with the possibilities of implementation, production and distribution.

Market research

It doesn't matter where the information about the current state of the market was obtained from (contacting advertising agencies, own observations, using general information as a source), it is an essential component for marketing campaigns. Responsibility for finding information assigned to senior management will turn any knowledge gained into useless and unnecessary. It would be much better to put it on the "working layer", then any information received will become a powerful planning tool for you. This market research technique helps to organize the activities of all layers of employees in the commercial department, and also predicts sales. Market research is not yet widely used in the work of enterprises.

Product assortment planning and pricing

Pricing in commercial departments by administrators has not yet taken root in domestic companies. The fact that prices have to be set in the commercial departments is considered heresy. But the fact that the employees of the commercial department should have an impact on the range of goods is clear to everyone. The compromise with which to get out of this situation will be the creation of a new headquarters for setting prices, which will be supervised by commercial administrators.

Forecasting and planning of income and salaries

The planning of future sales and incomes depends on the planned profit. This responsibility is usually assigned to all levels of management. However, in order to calculate the planned profit, you need to make a sales forecast. This is the responsibility of the commercial department, where the current market situation and past sales are studied. This is the only way to get the most accurate forecast.

Organization of sales in general commercial activities

One of the advantages of this concept is the ability to coordinate the work of the personnel services of the commercial department. Also, an undoubted advantage is that the use of this concept implies the coordination of commercial operations with the rest of the work (production, administrative work and finance). But the most significant contribution made by this concept is that marketing becomes closely linked to other commercial activities. Thus, the head of the department gets more freedom of action and a lot of new tools for managing the sales department. The head of the department forges links with the leadership of advertising, research work, planning and development of operations. Through joint efforts, guided by the general policy of the company, they achieve their goals.

What does the structure of the commercial department of an enterprise look like?

When there is new organization, the commercial department appears by itself, it develops spontaneously, its work is not coordinated. The commercial department in such companies does not have clearly defined boundaries of responsibility, and the levels of subordination are established using organizational structure... However, this does not prevent the continuation of the department's work.

Typically, salespeople are blamed for the unproductive work of a department. But responsibility also lies with the entire sales department. Each subject's miss affects the entire sales system as a whole.

Many different types of structures have been created, each of which is designed to perform specific tasks and achieve set goals. It is extremely important that the commercial structure and distribution policy of the company correspond to each other, only in this way it will be possible to effectively implement strategic tasks for business development.

Among the many sales departments, the following principles of organizing the work of the sales department are most often used.

Geographical. To use this type of organization, it is necessary to locate a sales unit in each region in the form of an official representative or a branch.

Grocery. It implies competition between teams, each of which is responsible for marketing a specific product, in the same markets.

Client-side. This type of organization subdivides departments into categories that specialize in a particular client level. Typically, the departments are divided into a corporate account department and a retail department. But there are departments of the commercial service with a large number of divisions.

Functional. The case when the sales process consists of the sequential execution of the following stages:

search and selection of a client base;
discussion of working conditions and trial sale;
subsequent cooperation and service;

This type of specialization considers the division of departments into sales stages. The division into specialists of the commercial department working with customer base and direct sales, and back-up specialists involved in follow-up sales and service provision.

Matrix. It is most profitably used by organizations that sell complex goods, both intellectual and technical. The sales of such companies are formed in the form of projects. Typically, such enterprises recruit leading specialists in each of the areas used in production, and they all work with the client in turn. A good example of companies using this structure would be consulting agencies, IT companies, etc.

Organization principles	Advantages	Flaws
Geographic	Simple structure and closeness to customers. Low cost of sales and relatively low administrative costs.	The benefits of specialization are lost. Limited managerial control over the distribution of sales force efforts. It is difficult to work with a wide, interchangeable assortment. The performance of the region is highly dependent on the representative.
By products	It is easier to transfer specialized knowledge by product type. It is easier to plan deliveries to customers. In the case of competing departments - high coverage of the territory.	Duplication of effort: one customer, several salespeople. Large administrative costs. A high degree of coordination is required.
By clients	Allows you to better take into account the interests and needs of customers. A high degree of control over the distribution of sales force efforts.	There is a danger of missing out on a potentially interesting customer niche.
Functional	Low dependence of customers on a particular seller. Specializing in sales allows salespeople to focus on what they do best. Strong salespeople can be unloaded with less expensive staff.	A high degree of coordination is required (especially for departments with different functions). It is necessary to motivate several independent units to overall result in working with a client.
Matrix (design)	Rapid concentration of diverse resources for different periods. A high degree of control over the work of salespeople and the project team.	High sales and administration costs. Difficulty with motivation, cost accounting. Participants' conflicts of interest.

Key principles of productive work of the organizational structure of the commercial department:

Full compliance of the structure with the goals and priorities of the enterprise.
Building a structure around specific functions.
Fixing rights, duties, and powers in the structure.
Establish the degree of control depending on the volume of sales and the independence of sellers during transactions.
Develop structure flexibility. It must adapt to market conditions, the availability of certain products, price fluctuations.
The structure should be balanced and take into account the interests of other departments: supply department, finance department, marketing department.

A well-designed structure is one of the most essential aspects of a company's development, but not all enterprises can boast of having one and a commercial department. Most consider it a formality, but the absence of these components leads to widespread confusion. If more experienced employees fully and completely understand the "hierarchy" of the enterprise, then for beginners this can be a problem. Creating a certain structure will help them adapt faster. Systems without structure are beneficial for middle managers, in such situations, they try to get undeserved authority.

Each company remains unique, so it cannot be said that the processes in them are the same. The structure created for a large company can be very different from the structure created for a small office. In order to get the right structure, it is necessary to draw up a diagram of the possible departments of commercial activities.

Description of the key structural elements of the commercial department

Composition of the commercial department

In some commercial companies, the Board of Directors meets to solve important problems. This is the name of the meeting of the leading specialists of the commercial department. Open discussions help them jointly achieve their goals, find the best options for solving production and commercial problems, and avoid the fragmentation of the interests of departments.

The following option for building an organizational structure is also possible. Marketing director becomes direct manager commercial director or indirectly controls it.

Another option for the development of the organizational structure is the introduction of the position of the executive (commercial) director of departments. Such a scheme is useful for those enterprises that need to reduce the number of duties of the CEO and give him the opportunity to deal with more urgent and important tasks. For example, he may spend his time establishing business relationships with companies or suppliers. The CEO may also take over the security or sales department.

Sales department

Not only the sales department is responsible for commercial success, but also the rest of the production. However, this department brings the main profit to the enterprise. The system of the sales department must be clearly debugged, and the employees must be motivated, only then the income of the enterprise will be as high as possible.

For convenience, the leaders of each business unit are referred to as senior sales managers. In simple words, each department has its own leader, who completely and completely controls its work. Various variations of the names of these positions are possible, but the essence does not change from this.

The statement that the sales department is the heart of the company is confirmed by the numerous flows of finance and information that link it and the rest of the departments.

Name	From whom / to whom (department, service)
INCOMING FLOWS
Sales policy - sales concept, assortment, prices, etc.	Commercial Director. Marketing
Methodological support of the organization and management of sales	Head of Sales Department. Commercial Director
Item: availability for current sales, planned stock, scheduled deliveries	Goods movement (warehouse)
Delivery of goods to customers: exactly to the address, on time, without deterioration in consumer qualities	Goods movement (distribution)
Information on the availability and movement of goods	Goods movement (warehouse). Purchasing. Logistics. DB
Cash	Accounting, finance department
Material support (equipment of workplaces - telephones, computers, etc.)	Office Manager
Information support, results of analytical calculations	DB, marketing analytics
	Marketing
Analytics based on sales results	Marketing
Claims results	Marketing
results marketing research: counter sales plan for clients, segments and regions, new forms of work with clients, etc.	Marketing
Data on economic efficiency sales by goods	Financial department. DB
Customer accounts receivable data	Accounting. DB
Personnel that decide everything	Staff service
Resolving disputes with clients	Legal service. Security Service
OUTGOING STREAMS
Money to the bank / cash desk, concluded transactions, contracts, orders	Accounting, finance department
Sales budget (sales plan)	Financial department. Marketing
Assortment plan-order for goods	Production. Purchasing. Goods movement. Logistics. Marketing
Cost budget	Financial department
Information on customer feedback on the quality of the company's goods and services	Marketing
Information about the state of the target market, collected on the instructions of the marketing department	Marketing
Offers in sales policy company	Commercial Director. Marketing
Databases of operating and potential clients... Operational reporting of sales managers. Final reporting of the sales department based on the results of work for the period	Commercial Director. Financial department. Marketing

Operational commercial groups

Operational groups are divided by certain signs and their number depends on market segmentation, but there are other factors influencing this. With a small assortment and volume of supplied goods, the commercial groups are divided according to the region. In the opposite case, commercial groups are divided into groups of goods supplied to the regions concerned. Organizations that sell or receive goods from a wholesale company are more profitable to collect groups in relation to these counterparties. The same scheme is used for sales organizations to other enterprises.

Such a group consists of 2-4 people, there is no definite leader in it, and all decisions are made collectively. Accordingly, the whole team is responsible for the mistake of one participant. This method of organization leads to an acceleration of the work process, the full dedication of each employee, an increase in the efficiency and quality of work in general, simplification of training for new employees and creates a certain competition between groups. The group also performs some analysis of the commercial department.

Working in the sales department is productive if you follow these immutable rules:

It is forbidden to miss phone calls during the working day.
Each employee must be “savvy” in the area where his group works and cannot afford to have knowledge gaps.
If the group is not competent in the client's question, he is redirected for service to a group with the necessary knowledge.
Team members should choose their own lunch time, and also substitute for each other while one of the workers is on vacation. If the issue cannot be resolved in a peaceful way, it is sent to the top management for consideration.

The ideal placement of commercial groups looks like this: all groups are in one room, divided by screens. Each employee has his own telephone and personal monitor connected to the public network.

Department of coordination and procurement

The organization of commercial activities is almost entirely dependent on the work of this department. He works closely with the rest of the specialized departments as well as with the commercial groups.

The tasks of the coordination and procurement department are as follows:

distribution and control of the goods received;
control over the execution of tasks by departments;
tracking the efficiency of deliveries and providing guarantees to buyers;
maintaining a reserve of in-demand goods in warehouses;
control of the unity of enterprise policy;
creation of proposals for changing the assortment of goods in relation to their relevance;
creation of commercial groups to work with suppliers.

Department of Transport and Customs Operations

The department is headed by a commercial director. The main tasks of the department of transport and customs services are as follows:

Search for the most profitable transportation methods.
The control customs documents, registration of passports of transactions.
Organization of support for goods at the request of the customer.
Creation of new warehouses or transshipment areas for justified reasons.
Provision of vehicles, including shipping.
Control over the timeliness of deliveries and the receipt by the customer of the necessary documents.
Providing cargo with insurance documents.

The Marketing Director manages multiple departments. Let's take a closer look at the functions and tasks of some of them.

Marketing and Pricing Department

This department is responsible for the continuous study of the buyer's market and the enterprise market. The information received gives them the opportunity to offer the marketing director many options for promoting a particular product, among which you can find:

Changes in the assortment of goods in relation to the forecast and the situation on the market.
Proposals to replace suppliers with more competitive ones (offering goods that are cheaper or better than the existing one).
Improvement of the sales market.
Firm's entry to more developed market levels.

This department keeps track of all materials purchased and sold by competitors, collects all existing information about the pricing policy on the market, competing sellers and operating indices. At the same time, the department collects data on those firms with which they have ever contacted.

The department's pricing team advises the commercial teams on the prices currently on the market, checks the reports they have completed and sends them to the head of the sales department for review. Also, the price group issues new proposals for changing the assortment of goods.

Before large-scale meetings, the department justifies the reason for discussing new pricing policy, changes in the market and other important issues within their competence.

Required to perform the following tasks:

Control of the effectiveness of advertising of a particular product, as well as of the company as a whole, drawing up the characteristics of the commercial department.
Organization of advertising campaigns and calculation of costs for their implementation, substantiation of the reasons for their decisions.
Implementation of the approved event plan by concluding deals with advertising companies.
Sending trial or advertising versions of goods.
Sending the company's products to participate in various exhibitions and fairs.

Smaller companies can afford to combine the above two departments.

Department of work with intermediaries

Develops sales schemes. For high-quality work, the department needs support from the rest of the company: the marketing and price department, the customs (transport) department, the maintenance department, the procurement and sales coordination department. All commercial groups interested in promoting the product being sold are also involved.

Having developed the proposal, the department of work with intermediaries submits it to the board of directors for consideration. And after its approval, the proposal turns into a target plan.

Now the department needs to find promising commercial intermediaries, prepare all documents for signature and start cooperation with them. After signing the contract, the department monitors compliance with the conditions specified in the document, as well as the work of the departments. The negotiations on the conclusion of the contract are conducted by the marketing director.

General Director Says

Sergey Miroshnichenko, General Director of Srednevolzhskaya Gas Company LLC, Samara

We are one of the natural monopolies, we are a service company, so we have no divisions dealing with sales and purchases in the standard sense. Deputies, heads of branches and structural departments are subordinate to the General Director of the firm. Each department is a fairly independent structural unit, which has financial isolation, a work plan, an order for carrying out work and payments. Each purchase is aimed at providing financial means for the construction and transformation of networks. The purchase of the main part of the necessary goods is carried out by the Department of Production and Technological Procurement (UPTK), which is part of the parent company, it is subordinate to the Deputy General Director of the commercial department of the enterprise. Over the course of several years of work, the company has acquired a list of trusted partners, the structure of work has been debugged, and therefore, I consider it inexpedient to form a procurement department and provide a place for the head of this department.

Employees of the UPTK and employees in charge of the bidding (carrying out activities under the leadership of the First Deputy General Director) select the supplier. After that, the bidding department analyzes the correctness of the purchase procedure, selection of a supplier, either upon request for quotations, or by competition. The final selection takes place in the trading department, a protocol is drawn up. As a rule, this process is carried out when major and large contracts are signed. Unique item is purchased, as a rule, from a specific supplier, since here the focus is primarily on quality. The department delivers products to the main warehouse at the request of other departments.

How to organize competent management of the commercial department

The financial component of the activities of companies does not take place by itself, it needs to be properly managed.

The management system of the commercial department is a complex of components, the relationship between them, as well as the manipulations of the enterprise carrying out commercial activities.

To systematize the management of the commercial department, you must:

Prepare goals for the implementation of commercial activities.
Disperse production and business management functions.
Distribute tasks among the employees of the commercial department.
To streamline the interactions of employees of the commercial department and the sequence of functions they perform.
Get yourself new technology making a product or reconstructing it.
Optimize the incentive system, supply and sales.
To carry out the manufacture of products and the trade and technological process.

The management structure is based on several subsystems: methodology, process, structure and management technique.

The process of managing the commercial department of a company is a component of the management area, which includes the development of the communications structure, the creation and implementation of management decisions, the creation of the structure information support manuals.

The organization of the management of the commercial department is based on the following elements:

Development.
Formation.
Establishing the properties of detached parts based on the tasks.
Establishing a coordination framework to ensure the ability to adapt to changing commercial circumstances.
Separation of duties for commercial activities.
Formation of a data presentation scheme that will help in making decisions.

The goals of the company's commercial activities are divided into specific tasks, united by the field of activity:

purchase of goods;
its storage system;
sales routes, etc.

These principles are considered the basis for creating the organizational structure of the commercial department and its management:

Determination of a clear and precise purpose of the organization of the sales department.
Formation of an orientation for the commercial department to achieve the overall goals of the organization.
Formation of mutual work among divisions.
Formation of a clear apparatus and management system with a single subordination, the correct hierarchy at the enterprise. Exact division of responsibilities among different management participants.
Building a multi-faceted approach to leadership work.
Striving for the minimum number of links in the control chain.
Formation of guidance system orientation.
Providing executive information.
Flexibility and adaptability to fluid market conditions.

Business management is inextricably linked to the management of the entire enterprise. Thus, when creating the structure of a commercial department and when choosing a method of leadership over it and its activities, you need to remember about the relationship of each element that is part of the management system.

Management practices are a means of influencing the management and processes associated with the business department. They consist of administrative, organizational, economic and legal. The above leadership methods imply a fruitful combination. Their interaction depends on any working conditions. trade organization and the market environment.

Sales department: 4 steps to organizing effective work of managers

Key positions of the commercial department for the effective functioning of the company

For the competent management of the department of commercial service, the participation of people and the systematization of work are necessary. It is necessary to select specialists of the commercial department and their high-quality training, systematization and management of the activities of commercial departments, the establishment of fruitful cooperation between the departments involved in customer service. We have already found out, referring to the functional relationship of the sales department, that most of the departments are involved in these processes. In this regard, the main task of the organization and management of sales is the availability of professional personnel, on which everything depends.

Head of the commercial department

At the very first stage of organizing a commercial department, it is necessary to find a responsible head of the commercial department, assign him a position and define powers, then orient him in order to work.

The title of the position is not a formality. Do not treat a job title without the necessary responsibility. For the position of an employee who works in the commercial department, the essence should be seen: the employee's duties, his responsibility to the company, opportunities and powers, as well as the requirements for him.

The commercial department, in most cases, is headed by the commercial director. Departments related to the turnover of money in the company must perform manipulations, referring specifically to him. Sometimes, depending on the size of production, a similar work place has a different name: director of sales, director of sales and marketing, or head of the sales department.

Primary tasks of the commercial department and its director. First, he must stimulate and in every possible way monitor the process of selling the goods, their increase. Secondly, to improve distribution links and master the regional network. The head of the enterprise must clearly articulate job duties that the commercial director will be able to understand and execute.

Another form of interaction is possible - the director himself analyzes the organization of the commercial department, finds new ways of their development and progress of the entire enterprise. At the conclusion of the formation of ideas, an employee of the commercial department puts them forward for judgment of the CEO or presents them to the board of directors. Only after such events, the main goals are set and further prospects are formed.

The job description or sales department statement provides an example of behavior for such cases. It addresses the above-mentioned issues related to the definition of the goals and objectives of the work. commercial director, building a production hierarchy, a system of employee interaction, ways of assessing work activities and a list of main tasks.

Business Specialists

Specialists of the commercial department participate in the organization and implementation of the processes of material and technical support and sales of products, the sale of services, conduct marketing research and advise on these issues.

Their responsibilities include:

Participation in the planning and organization of material and technical support, monitoring the fulfillment of contractual obligations, receipt and sale of funds for raw materials, materials, fuel, energy and equipment.
Determination of requirements for material resources and finished products and compliance of their quality with standards, technical specifications, contracts and other regulatory documents, preparation of claims for the supplied substandard inventory and preparation of responses to customer claims.
Conducting a comprehensive study and analysis of markets for goods and services in order to actively influence consumer demand to expand product sales.
Preparation of proposals for planning the production of specific goods (services) and prices for them in accordance with changes in market conditions.
Participation in the planning and organization of sales of products (transportation, storage, delivery to the consumer).
Participation in the planning and organization of the service.
Development and participation in advertising events.
Consulting on marketing issues, other aspects of organizing the work of commercial activities.
Fulfillment of related responsibilities.
Leading other workers.

Examples of occupations in this basic group:

Sales department manager - a specialist directly involved in trade operations: purchases and sales. The responsibilities of the manager of the commercial department depend on the specifics and size of a particular enterprise, on the niche he occupies in the market, etc.
Marketing specialist (market research and analysis).
Advertising specialist.
Commodity expert.
Economist for contractual claims work.

CEO says

Ilya Mazin, General Director of ZAO Office Premier, Erich Krause Group of Companies, Moscow

The head of the commercial department is needed to organize the work of the commercial department. If it is necessary to link two components: obtaining favorable commercial conditions at the entrance, that is, delivery conditions (either components or finished products), and achieving favorable sales conditions. In the absence of one of these functions, there is no need for a head of the sales department.

Very small and very large companies do not need to manage the commercial department. Small because, more often than not, it is difficult for them to pay for a large managerial staff. Usually in such situations, the functions of the head of the commercial department are performed by the owner, if there are several of them, then usually the management areas are divided between them: someone can deal with administrative and economic issues, someone controls financial turnover and profit (and in fact is a commercial director). In large business, on the other hand, the responsibilities of a commercial director are often divided among direction directors.

But for a medium-sized business, this is a key figure. The head of the commercial department is a top manager who ensures that the most important thing in the company is the creation of a profitable part.

How to analyze the effectiveness of the commercial department and sales department

It does not matter where your position in the hierarchy of the enterprise is, if your responsibility is to work in the commercial department and strategic planning its activities, or, say, the market and marketing strategy, then you are responsible for the implementation of a certain amount of sales and the economic growth of the company.

Often the expected sales turnover is not achieved due to an overpricing of the sales price, or high price raw materials, insufficient funding for advertising, or low employee motivation. If at least one of the listed or similar problems is well known to you, then when organizing the work of the commercial department of the enterprise, you miscalculated in planning. This means that you did not conduct an in-depth study of the previous stages, did not find the real factors influencing the increase and decrease in sales.

If it was not possible to make the scope of your duties of the commercial department accessible and understandable; if you do not have ways to timely determine the position of the business of the enterprise, then you should wait for the real financial results. But this does not apply to companies that have a competent CEO.

A good CEO is usually not only interested in how much you aim to sell next year and how many hot customers you have, he also asks the facts on which your confidence is based. He will not be satisfied with the information that the company has doubled the level of sales for several years, and now there is a need to hire higher-paid specialists in the commercial department in the field of sales, for which it will need to increase revenue by 80%. He will also analyze the growth of the market in the industry, which is sometimes equal to just 50%. The conclusion suggests itself, doesn't it? The answer is obvious: the company stopped in its development, but exists because of previous successes.
Let's say you are a manufacturing company or, for example, a professional services firm. With any chosen method effective promotion, among the employees of the organization there must be employees whose main responsibilities will be interaction with customers. These methods include active sales, advertising, marketing programs, client recommendations, etc. How deep have you analyzed the sales department? Have you provided an accurate characterization of the sales department? Does your analysis system answer the questions: what are the reasons for our turnover, how to act to sell more, and how much sales do we need? The proposed analysis system, which we will consider, can solve similar problems of the commercial department.

What should be analyzed in the activities of your managers?

1. Result of work:

turnover;
the established number of active customers and the percentage of customers recently entered into the process;
average number of customer purchases;
further prospects in working with a client and our capabilities in working with him;
the number of lost customers among those with whom interactions have already been carried out and those who were only a potential customer;
number of lost clients in the past.

By entering this information into an Excel worksheet, calculating the necessary indicators, you can get data on the result of the work of each specific manager who works in the commercial department:

turnover will notify you of all financial profit brought by the manager for the firm;
the number of active customers and the number of new active customers will show you how purposefully the employee is functioning in terms of attraction;
the average number of sales per customer will indicate the quality of the customers that the sales manager is working with;
the client's ability to purchase your product will inform you how deeply the employee has analyzed the client, in addition, you will receive data for further monitoring of sales;
the rest of the data will indicate the development of the manager's ability to work with clients.
All individual indicators of managers, individually and in total, are compared with each other, the advantage will be the accounting and the average for the entire department, this will help you to objectively look and evaluate the results of the annual financial turnover.

A start. It is worth noting that when evaluating results, you will not find the reason why the performance of managers is so different from each other. And if you do not know the reasons, then you cannot properly manage them and correct mistakes and inaccuracies. In this connection, it is necessary to continue the analysis of the commercial department, going deeper into it.

2. Activity and effort expended.

If you want to know the complete data of the employees of the commercial department for work with clients and the efforts they have spent to achieve success, then you need to first describe the totality of all actions, that is, to carry out a description of the indicators of the processes in the field of sales.

The indicators stand out differently, it all depends on the specifics of your business. Usually, the following indicators carry real information content: calls, meetings, offers. Naturally, they can pursue many different goals, of which there can be many - exchange of information, discussion of the presentation, financial calculations, features of the payment system or its confirmation, etc. Well, if they serve as a stepping stone to a new stage of relations with the customer, the ladder of such development looks something like this: getting to know the client, then deeply studying him, on the basis of the data obtained, you need to attract him, then the development of these relations and retention to complete this transaction with the prospect of the future cooperation.

The most convenient tool for presenting sales processes and searching for a connection between activities and a certain stage of sales is the use of the following sales algorithm.

Each period defines the process and stage of sales in which the customer is. If you compile statistics on current customers, then it will be possible to find the average duration of the process of closing a deal, which will provide initial information for building a sales forecast for "hot" customers. By applying this tactic to frustrated customers, you’ll discover the point at which the customer decides to refrain from dealing with your company, so you can see how interesting your offerings look like. The sales algorithm should look like this:

Requesting a meeting and defining its subject.
The first meeting.
Identifying the needs of the client and the ability of your company to meet them.
Sending the minutes of discussions and questionnaires of customer expectations.
Appointment new meeting to discuss the proposal.
First presentation.
Sending an "offer".

Of course, when creating this system, you should have all the options in mind. It is not a fact that an offer to meet will be accepted, even if the client agrees to see each other, he does not always sign an agreement, so you need to be prepared for many scenarios. For example, if you are refused to sign a contract, and a specialist in the commercial department was able to find out the real reason for the refusal (he must be able to do this), the client was not satisfied with the cost. Next, you can send a thank you letter and notify it whenever the price of a product of interest changes. With a large base of such customers, you can arrange a sale to increase market share. It is also possible to consider the option of introducing accumulative cards, which, when the required number of purchases is reached, will reduce the price to the desired mark.

To carry out the analysis of the sales department, you must receive the data of the results of the description of the sales business processes:

defining business contacts with a client;
definition of stages of sales;
Assigning a transaction stage to identified business contacts.

Evaluating the performance of your managers.

To do this, you first need to familiarize your sales team with the rules for successful customer interactions. You must convey the benefits of dividing the sales process into stages and determine the goals for which you need to conduct customer records. If you can confidently state your thoughts and convince employees of the benefits of your proposals, then the information will be learned and adopted.

Your managers' final report should include the following points:

inventory of current customers and determination of their stage of sales and source of appearance;
the amount of annual profit, data for each client: the date of the start of work and the last contact, their result;
in case of refusal, it is necessary to indicate the reason, the reason and the stage at which the client decided to refuse.

Be prepared for the fact that, unfortunately, you may receive an incomplete report. Sometimes this is not part of the job of a sales manager. If you insist on fixing the history of work with clients, in spite of everything, then you risk getting deceptive information. We advise you to introduce this practice when working with new clients.

For large companies with a huge client base, it seems logical to focus on key customers, usually about a quarter of the total clients.

After reporting on current clients, the manager needs to indicate the number of active manipulations towards each client, this can include calls, meetings, special offers, etc. By dividing customers into groups: "buying", "new buying" and "never bought", it will be easier for you to calculate the indicators that determine the success of your managers:

calls, meetings, offers of everything;
calls, meetings, offers to new clients;
calls, meetings, offers to old clients;
calls, meetings, offers to new buying clients;
calls, meetings, offers to old buying clients;
calls, meetings, offers to non-buying customers.

By combining the obtained information about the activities of the manager, his activity and the resources spent in a table, you will find out the answers to the following questions:

What is the amount of effort spent by the sales manager to work with clients?
Is each of the managers focused on large, medium or small clients?
Who is the most profitable customer?
How much effort (calls / meetings / offers) does an employee need to spend in order to receive an order?
Does the manager work with new or old clients?
What is the proportion of buying customers in the entire database?
Having passed what stage, does the manager approach the signing of the contract?
At what stage does a client usually refuse a manager?
What are the main reasons for rejection?
Is the manager deeply or superficially about working with the client, does he reveal his full potential for interaction with your company?
What is the percentage of lost customers?

By making a comparison between KPIs and financial results, you will be able to calculate the average number of calls, meetings or offers to sign one contract and its average price.

According to the data, the statistics will say something like the following: every month a specialist calls about 80 clients, of whom he makes appointments with a half, and receives 20 offers, as a result, 10 customers begin to cooperate with a contract amount of about $ 5,000. In reverse calculations, you will be able to notice the necessary degree of expenditure of professional efforts by the manager to make a profit in the desired amount. By developing a percentage system of remuneration, you will be able to control the activity of employees, thanks to financial incentives and bonuses.

The resulting data will provide you with objective information about the capabilities of the sales manager, you will be able to identify areas of growth and help develop the required capabilities in order to increase his productivity. For example, if a manager holds a sufficient number of meetings per working month, but only a small part ends with the signing of a contract, and the usual indicator of the department clearly exceeds its success, then you need to establish the cause of the failures and help your employee to function successfully and increase income. In case you notice that the employee spends quite a lot of effort in working with new partners, but they are ineffective, study the list of his clients. It often turns out that the manager worked in a non-target segment. If some of the employees are busy with an outdated customer base, without attracting a fresh stream, you should stimulate the interest of such an employee to a different approach, even if the performance of such a manager is above average. The system for introducing bonuses for the appearance of new partners can help you.

At the moment, commercial service departments prefer to look for opportunities to reduce organizational costs in favor of their own benefit, which depends on meeting the needs of the client. So, in modern market relations, the economic principle of "calculating the benefit to the consumer" is at the very center of attention of the departments that control the finances of the organization.

L. P. Dashkov- honored worker high school RF, Doctor of Economics, Professor;

O. V. Pambukhchiyants- Candidate of Economic Sciences, Associate Professor.

Reviewers:

O. A. Novikov- Doctor of Economics, Professor;

I. M. Sinyaeva- Doctor of Economics, Professor.

Introduction

Trade - kind entrepreneurial activity associated with the purchase and sale of goods. The main social goal of trade is to provide consumers with a wide range of affordable goods of good quality.

Depending on the purpose for which the goods are purchased, trade is divided into wholesale and retail.

Wholesale- view trading activities associated with the purchase and sale of goods for use in business (including for resale) or for other purposes not related to personal, family, home and other similar use.

Retail- a type of trading activity associated with the purchase and sale of goods for their use for personal, family, household and other purposes not related to the implementation of entrepreneurial activities.

Being one of the basic sectors of the economy Russian Federation, trade plays a significant economic role in the life of the country. In recent years, this sector of the economy has developed intensively, outstripping many other industries in terms of growth. The leading position is occupied by trade in terms of its contribution to Russian GDP. It provides about a tenth of all tax revenues to the budget of the Russian Federation.

Trade is the leader among all sectors of the Russian economy in terms of the number of jobs created. Trade is of great importance in the development of small business. About half of them work in this area.

small enterprises in Russia. More than 70% of the turnover of small enterprises in the country comes from trade.

At the same time, it should be noted that the factors hindering the more rapid development of trade, in particular, are the uneven distribution of trade enterprises in the country, insufficient use of modern technologies, low labor productivity, lack of highly qualified personnel.

The efficiency of the trade enterprises largely depends on how well their commercial activities and trade and technological process are structured. An important role in organizing and managing them is played by commodity experts, the region professional activity which includes, among other things, organizational and managerial functions related to the purchase, storage and sale of goods in the field of trade.

The discipline "Organization and management of commercial activities" is devoted to the study of related issues, the subject of which is commercial and technological operations carried out with goods in the process of their movement from the production sphere to end consumers through wholesale and retail trade enterprises.

Section I
The basics of organizing commercial activities in trade

Chapter 1
The basics of organizing goods movement

§ 1.1. The concept and essence of commodity circulation

Commodity movement – it is a trade and technological process of bringing goods from the sphere of material production to the sphere of material consumption through wholesale and retail trade enterprises.

At trade enterprises, the process of circulation of funds invested in manufactured consumer goods is completed, the commodity form of value is transformed into monetary value, and an economic basis is created for the resumption of production of goods. Therefore, the rational organization of the process of commodity circulation is one of the important functions of trade. For this purpose, the most favorable flows and directions of movement of goods, more economical modes of transport for transporting goods from places of production to places of consumption should be determined, as well as an appropriate network of warehouses and bases should be created.

The quality of trade services for the population, as well as the turnover time of inventory, largely depends on how rationally the process of commodity circulation is organized. Therefore, the distribution of goods involves the creation of a technological chain capable of timely and uninterrupted delivery of goods from production to consumers in the required quantity, wide range, high quality, with minimal labor costs, material resources and time.

The main links in the technological chain of commodity circulation are industrial and agricultural enterprises that produce consumer goods, wholesale depots, shops and other points of retail sale of goods.

The basis of the organizational and economic side of the product distribution process is commercial activity, carried out by the links participating in it - wholesale and retail trade enterprises. It includes studying consumer demand, determining the range and quantity of purchased goods, researching the market for goods and identifying the most profitable suppliers, establishing economic ties with them, carrying out advertising activities and other operations not associated with physical impact on goods.

The greatest costs of living and materialized labor fall on the material, or technological, side of the process of commodity circulation. It is based on technological operations associated with the continuation of the production process in the sphere of circulation. These include the transportation of goods from production to wholesale warehouses, their intra-warehouse movement, acceptance and storage, supply of the retail trade network, in-store operations, delivery of goods to customers and the provision of additional services to them.

In the practice of organizing commodity circulation, two of its forms are used. Form of goods movement- This is an organizational technique, which is a variety of ways to promote goods from manufacturer to consumer. Distinguish between transit and warehouse forms of goods movement.

At transit form of goods movement goods are brought into the retail trade network directly from manufacturing enterprises, bypassing intermediary warehouses, when warehouse- through one or more warehouse links of intermediaries.

The use of one form or another of commodity circulation depends on the complexity of the range of goods, the conditions and terms of their storage, the frequency of purchase. So, the transit form of commodity circulation is used mainly for perishable goods, with a simple assortment. The use of a warehouse form is necessary for a complex assortment of goods that require preliminary sorting in the conditions of a warehouse link, goods of seasonal production or consumption.

During warehouse movement, goods can pass through one or several warehouses of wholesalers (warehouse links). The number of warehouse links through which the product passes as it moves from manufacturer to consumer is called the consistency of commodity circulation. The rational organization of the product distribution process implies the passage of goods through as few links as possible. To determine the warehouse links, a coefficient is used, which is calculated by the ratio of wholesale and warehouse turnover to retail.

§ 1.2. Factors influencing the process of goods circulation. Principles and conditions for the rational construction of the product distribution process

The process of commodity circulation is carried out under the influence of production, transport, socio-economic and trade factors.

From production factors the greatest influence on the organization of the process of commodity circulation is exerted by the following: location of production, specialization of production enterprises, seasonality of production of certain goods.

Thus, an excessive approach of production enterprises to sources of raw materials can lead to their uneven distribution in the country, to a distance from the regions of consumption. All this necessitates the transportation of goods over long distances, requires the participation of the wholesale link of trade, which leads to a slowdown and complication of the process of commodity circulation.

The specialization of manufacturing enterprises in the production of a relatively narrow range of goods has a great influence on the organization of the process of commodity circulation. This is especially true for goods with a complex assortment that cannot be delivered to small stores without preliminary sorting at the warehouses of wholesale enterprises. Therefore, the specialization of production leads to the fact that most of the goods, before entering the retail trade enterprise, pass through one or more links of the wholesale trade.

Certain types of food products (fruits, vegetables, sugar, etc.) can be procured or produced only at certain times of the year. The trade assortment of many goods (footwear, clothing, etc.) changes significantly depending on the season of the year, which also causes a pronounced seasonal nature of their production. Therefore, in the organization of the process of commodity circulation, appropriate adjustments must be constantly made related to the need for long-term storage of goods.

Among the main transport factors should include the state of transport routes and modes of transport used to transport goods. That is, in order to ensure the uninterrupted and economical functioning of the goods circulation process, it is necessary to have a well-developed transport network, as well as an optimal structure of the park. Vehicle(a certain number of specialized vehicles, vehicles of various carrying capacities, etc.).

The main socio-economic factors are the resettlement of the population, its composition and the level of monetary income. Taking into account the influence of these factors, they approach differently to the organization of trade services for residents of cities and rural population... The intensity of the distribution process largely depends on them. So, with a low population density, it is more difficult to organize the delivery of goods to consumers than in areas with a high population density: they have to be transported over long distances and, as a rule, they pass through more links.

The following main ones have a significant impact on the process of commodity circulation. trading factors: types, sizes and location of trade enterprises, the degree of complexity of the range of goods sold, their physicochemical and biological properties, the level of organization of the supply of the retail trade network, the qualifications of trade workers, the methods of selling goods, etc.

In order to provide rational organization process of commodity circulation, the following basic principles must be observed:

Apply the shortest paths to promote goods;

Reduce ringing;

Make extensive use of the centralized, i.e., carried out by the forces and means of the supplier, delivery of goods to the retail trade network;

Choose rational vehicles (depending on the quantity and properties of the transported cargo, distance of transportation) and use them effectively (taking into account the carrying capacity);

To develop the use of packaging equipment and means of mechanization of loading and unloading operations, intra-warehouse and intra-store movement of goods;

Constantly improve and optimize the technological chain of goods circulation, using in-line cargo handling, in which each previous operation is simultaneously a preparation for the next.

One of mandatory conditions increasing the efficiency of the process of commodity circulation is the use of the achievements of scientific and technological progress.

The most important areas of scientific and technological progress in trade are:

Creation and implementation investment projects related to the construction of new facilities trade infrastructure and optimization of the placement of shopping facilities;

Mechanization and automation of labor-intensive work;

Widespread use of batch and container systems for cargo handling of commodity flows;

The use of computer technology and software allowing to keep automated accounting of goods along the entire route of goods movement;

Implementation of advanced technologies for trade services;

Automation of cash register operations and the introduction of store plastic cards in settlement transactions;

Automation of the processes of selling goods.

Chapter 2
The essence and content of commercial activities in trade

§ 2.1. The essence and objectives of commercial activities

The word "commerce" comes from Latin sottegsgit which means "trade". Therefore, these words are often used as synonyms, and the concept of "commercial activity" in the narrow sense is interpreted as an activity associated with trade, purchase and sale of goods.

Thus, from the point of view of civil law, any legal activity aimed at making a profit is commercial. However, in practice, commercial activity is more often considered as a type of entrepreneurship carried out in the sphere of circulation of goods and services. Therefore, in the future in the textbook we will talk specifically about commercial activities in trade.

Commercial activities in trade include:

Study of demand and determination of needs for goods;

Identification of suppliers of goods and establishment of economic relations with them;

Organization of the wholesale of goods;

Organization of retail sale of goods;

Assortment formation and management commodity stocks;

Provision of trade services.

Consequently, commercial activity in trade is a set of sequentially performed trade and organizational operations that are carried out in the process of buying and selling goods and providing trade services in order to make a profit and meet the demand of buyers.

Both trade organizations (legal entities) and individual entrepreneurs can act as subjects of commercial activity, that is, carry out it. When carrying out commercial activities, they must:

Take effective commercial solutions allowing to receive the profit necessary for the further development of their activities;

Improve the quality of customer service;

Strictly comply with applicable laws.

Compliance with the above requirements contributes to

successful fulfillment of tasks facing the commercial services of trade organizations. The main tasks are:

Improvement of work on the study of market conditions based on marketing research;

Timely decision-making in accordance with the current market situation;

Formation of mutually beneficial relationships with partners (suppliers and wholesalers);

Strengthening the role of treaties and strengthening contractual discipline;

Establishing long-term economic ties with suppliers;

Improving the efficiency of commercial activities by automating individual operations related to the conclusion and execution of contracts, inventory management, etc.

The main objects of commercial activity in trade are goods and services.

Product Is a product of labor produced for sale. It can be any thing that is not limited in circulation, freely alienated and transferred from the seller to the buyer under the contract of sale.

Depending on the purpose of the purchase, goods can be divided into two groups:

Common consumption goods;

Goods for industrial purposes.

Common consumption goods intended for sale to the public for the purpose of personal, family, home use, that is, not related to entrepreneurial activity.

Industrial goods serve to implement various organizations or individual entrepreneurs for the purpose of using them in economic activity... Such goods are, for example, technological equipment, road construction equipment, public transport vehicles, fuel and raw materials, etc.

All goods have consumer properties, that is, the ability to satisfy certain needs of the consumer. The combination of consumer properties of a product determines its quality.

Since the quality of a product is a measure of its usefulness, one of the main tasks of trade is to provide consumers with just such goods. To this end, commercial services of trade organizations must constantly interact with manufacturers of purchased goods, influence them so that they improve and update their product range.

In addition, to maintain the quality of goods great importance It has correct organization such technological operations as transportation, acceptance, storage, etc. This is facilitated by the use of modern equipment for moving, storing, preparing goods for sale.

Service is the result of direct interaction between the contractor and the consumer, as well as the contractor's own activities to meet the needs of the consumer. The services rendered to the population, according to their functional purpose, are divided into material and socio-cultural.

Material services satisfy material and household needs. They ensure the restoration, change or preservation of consumer properties of products or the manufacture of new products, as well as the movement of goods and people, the creation of conditions for consumption. Therefore, material services, in particular, include household services related to the repair and manufacture of products, services Catering, transport services.

Socio-cultural services satisfy the spiritual, intellectual needs and support the normal life of the consumer. With their help, spiritual and physical development, increase professional excellence, maintenance and restoration of personal health. Socio-cultural can be attributed medical services, services of culture, tourism, education, etc.

The trade service is the result of interaction between the seller and the buyer, as well as the seller's own activities to meet the needs of the buyer when buying and selling goods.

Trade services can be divided into two groups:

Wholesale trade services (provided by wholesale trade enterprises);

Retail trade services (provided in stores and other retail trade establishments).

The main trade service is the sale of goods. However, in order to profitably sell a product, it is necessary to carry out a whole range of measures related to the purchase of goods, their storage, delivery to wholesale buyers, pre-sale preparation in retail, etc. That is, it is the provision of various services preceding the sale of goods and related to it, forms the basis of the commercial activity of any trade enterprise.

Both wholesale and retail services are inherently intermediary. Moreover, given the variety of such services, some of them relate to material (for example, transportation of goods, their storage, preparation for sale, etc.), and some - to socio-cultural (for example, providing advice to buyers, information services, etc.) ...

The effectiveness of the commercial activities of trade organizations largely depends on how the range of goods and services offered to customers meets their needs. In a competitive market, the correct choice of objects of commercial activity plays a special role.

The success of commercial activities of trade organizations largely depends on the state of their material and technical base, the level of competition in the market and other factors. An important role is played by the level of qualifications of management personnel, as well as employees of commercial and other services of the enterprise, their attitude to the work performed, interest in the results of their work.

Commercial activities carried out by trade organizations can be conditionally divided into several stages, at each of which certain commercial operations are performed (Table 1).

It should be borne in mind that commercial activities in wholesale trade is very different from the commercial activities of retailers. This is especially true for operations related to the formation of an assortment and the sale of goods. Thus, the nature and content of the operations performed in the implementation of commercial activities will depend on the chosen form of product promotion and the stage of the product distribution process at which this product is located.

Table 1

Operations performed at various stages of commercial activity in trade

The effective conduct of commercial work is possible only if there is complete and reliable information about the market situation, i.e. socio-economic, trade-organizational and other conditions for the sale of goods that have developed in certain period time and place. To obtain such information, it is necessary to collect information about both the product itself and its manufacturers.

It is also important to have information on social, economic, demographic and other factors that determine the demand for goods, and on the purchasing power of the population. Along with this, it is necessary to have reliable information about the capabilities of prospective competitors, which will allow you to make the right commercial decisions and take your own niche in the market.

The information obtained makes it possible to determine the possible volume of sales of goods on the market, to justify the range of necessary goods, that is, to calculate the need for them.

In addition, information about the state of the market contributes to the establishment of rational economic relations. For

it is necessary to study potential suppliers and select those that will be the most profitable in the current conditions. In this case, you should pay attention to the location of suppliers, the range and quality of the goods they offer, terms of delivery, prices, etc.

At this stage of commercial activity, contracts are concluded with suppliers of goods. It is very important to agree on all the terms of the future agreement: a well-drafted agreement will allow not only to take into account the interests of partners, but also to avoid in the future disagreements associated with insufficient elaboration of certain of its provisions.

Once signed, the contract becomes binding on the parties. Therefore, commercial enterprises and organizations must exercise constant and effective control over the implementation of the terms of the contract.

Following the operations on wholesale purchases of goods, whole line technological operations related to the receipt of goods, unloading of vehicles, acceptance of goods in terms of quantity and quality, their storage, packing, etc. The listed operations are performed both in the wholesale and retail links of trade. Along with the technological ones, commercial operations continue in these links.

commercial activityat wholesale enterprises includes as the following steps:

Formation of an assortment of goods;

Commercial activity in the wholesale of goods;

Rendering services to wholesale buyers.

Formation of an assortment of goods implies the creation of such an assortment that would best meet the demand of wholesale buyers. Taking into account their requirements, the assortment of goods in warehouses should be constantly updated. To solve this problem, the commercial services of wholesale trade enterprises should actively participate in the formation of the assortment policy of commodity producers.

Inventory management in the wholesale trade is their rationing, operational accounting and control over their condition. Maintaining inventory at an optimal level contributes to the uninterrupted supply of goods to wholesalers and accelerates the turnover of goods, allowing you to reduce storage costs.

At the stage of the wholesale of goods, an important role is played by advertising work... A well-organized advertising campaign based on reliable information and timely conducted promotes the growth of demand for certain goods, and has a positive effect on their implementation.

One of the key stages of commercial activity is wholesale of goods. At this stage, there is a search for buyers of goods, which, as a rule, are shops, small retail trade enterprises, etc. Then work follows to agree on the terms and conclude an agreement in accordance with which the sale of goods will be carried out. Effective work a wholesale enterprise at this stage is impossible without organizing control over the fulfillment of the terms of the contract.

An important place in the commercial activities of the wholesale link is occupied by service operations. Wholesale trade enterprises offer their partners services that are impossible or difficult to fulfill in retail trade. For example, they can provide intermediary (search for suppliers of goods), advertising (conducting advertising campaigns in a retail network, sales exhibitions with the participation of manufacturers, etc.), information (collecting and analyzing information about market conditions, conducting marketing research, etc.) .), consulting (acquaintance of employees of retail enterprises with new products, rules for their operation, etc.) and other services.

The role of trade services is especially great in the presence of competition: wholesale buyers are interested in contacting the seller who, along with quality goods, is able to offer a set of services that best meet their requirements.

Retail business operations have their own specifics. This is primarily due to the fact that the consumer of goods and services here is the population.

It is the requirements and demands of the population that become decisive in the formation of the assortment at retail enterprises. Of the services that a merchant can provide, only the most in-demand buyers are selected. The interests of buyers are also taken into account when choosing methods of selling goods.

It should be noted that, carrying out commercial activities, retailers can, to a certain extent, shape the needs of the population. To this end, new products are offered to customers, and those that meet consumer acceptance are included in the assortment of the retailer.

When managing commodity stocks, it is primarily based on the fact that they are stored at retail trade enterprises in much smaller volumes and for a shorter period of time.

The advertising work carried out in the retail trade network has its own peculiarities, primarily associated with the choice of types and means of advertising.

Commercial activity in trade should be guided by the interests of the end consumer, otherwise it is impossible to count on a successful commercial result. At the same time, it should be borne in mind that commercial activities are directly or indirectly influenced by many factors, the main of which are:

Legal framework for commercial activities;

The level of competition in the market;

The state of the material and technical base of the trading enterprise;

The financial condition of the enterprise;

The skill level of commercial workers;

The range of goods and the list of services provided, etc. Trade enterprises should build their work with

taking these factors into account, reacting in a timely manner to ongoing changes, without which it is impossible to ensure high efficiency of their functioning.

Commercial management

Remark 1

A concept like commercial management, includes the main range of issues related to the management of a commercial organization in the course of its operating, investment and financial activities.

In the process of researching commercial management, the main issues of conducting management activities, organizing marketing, commercial and advertising work, and developing proposals for management decisions are studied.

Commercial management is aimed at the implementation of the main tasks, which include:

Development of conditions for the most general satisfaction of buyers' demand for goods in the area of the selected component of the consumer market;
Providing the highest level of service;
Increase in the amount of profit;
Reducing the level of risks associated with the activities of the organization.

Commercial management functions

Traditionally, the main functions of commercial management are the following:

Control technological processes ... The implementation of this function is associated primarily with the selection of a specific technological scheme; Customer service management. The implementation of this function is directly related to the task of a commercial enterprise and is a determining condition for the development of its high competitive position in the consumer market.
Personnel Management... The implementation of this function includes a rather complicated process, since the management decisions used in this area are mainly related to the interests of employees and have a very strong impact on the level of trade services for customers.
Commodity management... The implementation of this function provides economic basis all activities of a trading enterprise.
Revenue management... The implementation of this function directly depends on the development of the trading company's own financial base.
Management of distribution costs... The implementation of this function is associated with the development of conditions for periodic reduction in the level of operating costs.
Profit management... The implementation of this function provides the main condition for self-financing of the trading enterprise and the possibility of increasing its market value.
Asset Management... The implementation of this function is directly related to the development and provision of effective use of the production potential of a commercial enterprise. In the process of performing this function, it follows from the delivered volumes of trading activity that the real need for various forms of assets is determined and a single amount of capital management is determined. In the course of the implementation of this function, a single need for capital is determined for the implementation of the strategy for the further development of the enterprise; its optimal structure develops.
Investment management... The implementation of this function is associated with ensuring the formation of a commercial enterprise in the long term and increasing the market value. In the course of this function, the development of the main directions of the investment activity of the organization takes place.
Business risk management... This function is one of the most difficult functions, and therefore, its implementation is entrusted to highly qualified specialists of the enterprise.
Control financial condition ... The implementation of this function is associated with ensuring the relationship of each direction of the financial work of the organization and their mutual orientation, aimed at achieving the highest result of this activity.

Send your good work in the knowledge base is simple. Use the form below

Students, graduate students, young scientists who use the knowledge base in their studies and work will be very grateful to you.

What is trust management of commercial real estate

Trust management is a transfer to a third party of its own powers related to the organization and conduct of business with its own real estate, in which the owner's capital was previously invested. When it comes to commercial real estate, the trustee is empowered to commercial buildings, premises or pavilions. Sometimes they are industrial premises that are used for business, including storage of products.

In any case, only areas that are officially withdrawn from circulation as residential premises and belong to non-residential assets are transferred to trust management. This fact must be recorded in the Unified State Register of Real Estate (USRN).

Features of trust management of commercial real estate

Property management is similar to the intermediary activity of trustees. Nevertheless, the activities of the manager differ in the following:

providing a full package of services;
the formalization of the contract, and not just the power of attorney;
mandatory receipt of remuneration for the services provided;
approved work regulations;
the manager's report to the owner for the effectiveness of the activity.

Such management takes the form of hiring a competent specialist or management company to carry out the duties established by the service contract.

I worked for a commercial real estate company. You conclude a contract, and monthly money is transferred to you for renting an apartment minus the agency commission stipulated in the contract.

twice mom
https://www.u-mama.ru/forum/family/housing/547383/

Naturally, if such an agreement is not concluded, the owner of the commercial real estate fulfills the obligation to lease the premises on his own. And when issuing a power of attorney to an intermediary, the authorized person fulfills them partially, without the rules of the requirements for him.

The retail space can be transferred to management without furniture and equipment

Who are the subjects of trust management

The subjects of trust management are the parties to the agreement, which in fact are:

the owner of real estate, transferring it to the manager;
a manager who accepts commercial real estate from the owner.

In legal terminology, they act under the following definitions, which are governed by the relevant articles Civil Code(HK):

By general rule the founder of trust management (Article 1014 of the Civil Code) is the owner of the property transferred for management. In this case, the form of ownership does not matter - the property can be in private ownership (citizens or legal entities), municipal or state (subjects of the Federation, the Russian Federation).
As a trustee (Article 1015 of the Civil Code), either an individual entrepreneur or a commercial organization in the form of economic society(partnership) or production cooperative... State and municipal unitary enterprises cannot be trustees, since they themselves are not the owners of property, but possess property on the basis of the right of economic management and operational management. Bodies of state power and local self-government cannot act as trustees.

The owner or provider of services, an individual, acts on his own behalf, identifying himself with a civil passport. Only managers of firms appointed by the founder may act on behalf of legal entities. In both cases, the parties can use proxies.

If representatives of interests act on the part of one of the subjects or on both sides, then the subjects of trust management do not change, and a wording is introduced into the agreement indicating in whose interests the attorney is acting. For the most part, legal entities always act under the auspices of an authorized representative acting under a power of attorney from the organization. And individuals are obliged to provide their proxies with a notarized power of attorney.

How to choose a trustee and what functions does it perform

First of all, you should decide on the amount of real estate that is transferred to the manager. The package of necessary services that will be required of him depends on this. When it comes to large volumes and vast areas of commercial real estate, management companies or representatives of large alliances are chosen. When choosing a company, you need to pay attention to the attractiveness of the proposal presented by it and the list of basic services. The functions of the manager necessarily include the following:

Real estate market monitoring, situation analysis.
Real estate exploitation efficiency planning.
Submission of advertisements and other advertising for the search for tenants, displaying commercial or industrial areas.
Conclusion of contracts with tenants of objects.
Payment of utility services.
Receiving payments from tenants.
Provision of services for the preparation of leased areas for operation.
Real estate insurance and work with insurance companies upon occurrence insured event.
Improvement of the characteristics of the premises, their modification.

The list of services of the management company can be seen on the website in the public domain or ask to send

However, some entities differ in the specifics of the service package provided or the geography of their provision. The most complete package of services is offered by representatives of world leaders who have spread their influence on the domestic market. These include the following:

CB Richard Ellis is the largest alliance whose leadership has spread throughout the world. In the Russian Federation, its representative offices were opened in Moscow and St. Petersburg. Commercial real estate owners living in these cities can apply there if they want to bring their business to the international level. They will be offered a full package of services: from the development of a business plan and paperwork to proposals for business expansion. Accordingly, it is profitable to apply there only for the organization of large enterprises.
NAI Becar is a network of organizations that has spread not only in the capital cities of the Russian Federation, but also in 20 other cities with a population of over one million. Its advantage is that it is available to a larger number of citizens. But representative offices also attract only large projects, that is, it is profitable to contact them if you have ownership of vast commercial areas, where the company develops a business based on the project of the company's logisticians.
Colliers International FM - has spread its representative offices in almost all regional and regional centers of the Russian Federation. Unlike CB Richard Ellis and NAI Becar, this firm undertakes work of any volume and complexity. It will provide trust management services not only for commercial buildings, where it is possible to organize the activities of shopping and entertainment or shopping centers, but also organizes the rental of warehouses and other non-residential premises. You can apply here if the property owner has mundane plans and an orientation towards a stable business.
Sawatzky Property Management - this company has gone even further. She starts cooperation with business investments. That is, potential owners of real estate first invest in the construction of shopping centers, after which they buy out the buildings built by the company, register them for themselves and transfer them to the trust management of the company. Accordingly, it is advisable to contact such a company when there is money for investment, but there is no time for paperwork on transactions for the sale and purchase of commercial space.

In my opinion, contacting such companies makes sense if you choose the right commercial offer. But we should not forget that payment for their services reaches 15% of the total rental cost, and this is considered an unprofitable investment for many investors. In my opinion, it is often more profitable to contact local firms that offer similar services. They are less known than world authorities, so the payment for their services is generally 10%, and sometimes reaches 7%.

Information about them can be obtained both from company managers and on forums where the results of citizens' appeals to a particular company are discussed. For example, there you can get certain recommendations, although harsh statements about management firms are not uncommon.

Why pay parasites? You are unlikely to abstract from the problems….

https://www.e1.ru/talk/forum/read.php?f=96&i=654529&t=654529

In my opinion, negative statements cannot be discounted if there are no other reviews.

The reliability of the company can be traced by the following indicators, which can be obtained on its official website:

availability of a valid (not expired) license;
full scope of the company's statutory documentation;
period of work in the real estate market from 5 years;
the number of satisfied customers who left their reviews.

From the portfolio of the management company, you can understand how large-scale tasks it is capable of performing

The personal experience and experience of my clients suggests that the following information about the company may be revealed during the search, which can be useful for creating the most objective picture:

the approximate number of dissatisfied customers;
at least - the presence of persons dissatisfied with the quality of the services provided;
the presence of arbitration or civil proceedings with the participation of the company (depending on the capacity in which it acted).

If there is no official website, we can make a legitimate conclusion about the possible fraud of the service provider. In order not to become a victim of a group of persons acting on fake documents, you should request an extract from the Unified State Register of Legal Entities (USRLE) on the registration of a company as a legal entity. The same goes for subsidiaries, whose direct affiliation with an alliance or a large service company is declared on their part, but is not clearly traced. They do not cause unconditional trust, since at any time they can carry out fraud with real estate and cease to exist.

Analysis of supply and demand in the real estate market

The concept of analysis includes monitoring the situation in the area where commercial real estate is located... The manager assesses the situation:

with rental pricing;
with the planned rental income;
with the demand for the area of the existing segment.

The trustee analyzes the situation in the rental services market and conducts a comparative analysis according to the following parameters:

Selects successfully leased premises and the percentage of objects that are not in demand by tenants that are empty.
Examines and verifies the characteristics of certain objects.
Takes examples of successful delivery of similar objects to the tenant as a model for guiding his own actions.
Provides for the acceptability of risks and ways to reduce them to zero.

Here, options for making a profit can be considered and offered to the owner of the property alternative way if it appears to be the most effective. For example, instead of shopping center use the building as a shopping and entertainment center. Thanks to the analysis, the most effective option is selected.

Search for tenants, advertising

The functions of the management company include the task of renting the premises:

in as soon as possible, no downtime;
at the most efficient prices.

According to my information, the provision is widespread that the maximum period allowed for downtime of real estate can be no more than two weeks. Solve this problem by keeping within deadlines, it is possible only with an integrated approach that forms the rental pricing in accordance with market conditions. Therefore, it is advisable to submit an advertisement for the lease of real estate only after the completion of analytical calculations and monitoring.

Hire professionals: put up billboards or banners, connect local media.
Limit yourself to your own resource: search for tenants according to the advertisements submitted, post an advertisement on the wall of the proposed object.

The rental announcement can be performed in the original style

Here's the difference:

costs Money advertising and search for tenants;
return on the advertisements submitted.

Accordingly, with the involvement of specialists and with an independent search for tenants, the return will differ in favor of attracting advertisers. Therefore, many companies include advertising services in the basic list included in the service package. In other situations, the ad serving algorithm needs to be coordinated.

Required documents

For the procedure for preparing and concluding a service agreement, the owner of real estate - an individual - must submit a package of documents that certifies his identity and ownership of real estate. Legal entities must present the permission of the co-founders for trust management, except when the property is part of the property, which the owner is authorized to dispose of personally.

Since the co-founders drain their capital, each of them has the right to use at their own discretion that part of the property, the value of which does not exceed the volume of investments made in the business. In this case, instead of permission from the co-founders, a certificate is presented allowing the use of the established share of commercial real estate at their own discretion. This certificate can be obtained by the service provider in the accounting department of the company.

I would like to draw your attention to one more nuance. I noticed that when checking the package of documentation and concluding a service contract, the consulting services of a lawyer are required. Firms mostly provide them free of charge, which is indicated in the company's price list. Individual entrepreneurs may require payment legal services from the owner of the property.

Payment of utility bills and repairs, collection of rent

The manager is responsible for cooperation with utilities, including the following:

timely payment for the services they provide;
the correctness of charges of payments from housing and communal services or housing departments;
non-admission of penalties and penalties for late payment.

The same applies to the collection and provision of rent to the owner. The manager is obliged:

receive and transfer rent in a timely manner;
claim a penalty for late payment;
receive an advance payment when registering a lease in order to avoid damage;
claim damages for early termination lease agreement.

Since the tenant is required to provide fully prepared for operation retail space or other commercial premises, the responsibilities of the manager include their preparation for their intended use. When new problems arise, the tenant contacts the manager to fix them. These actions are obligatory, their implementation does not entail an increase in rent.

The manager can make repairs and re-equip the premises for its efficient use

The manager has the right, in agreement with the owner or by virtue of his own powers specified in the contract, to modify the leased premises. Modification is the introduction of inseparable improvements that qualitatively change the parameters of the commercial real estate used. These include only those improvements that appeared after the registration of the lease agreement. For example:

heated floors;
more modern or designer wall decoration;
installation of built-in furniture;
installation of refrigerated display cases;
renovation and design of the facade;
significant improvement of the interior of retail or other commercial premises, taking into account their intended use.

The increase in rent for the types of improvements introduced are due to the fact that they allow attracting additional profit.

Commercial real estate insurance

For renting out, commercial buildings and premises must be insured, since when using them, circumstances may arise that lead to unforeseen damage to the facade or the interior of the building. Registration of legal nuances and all questions with insurers are delegated to the manager, who draws out real estate insurance from the money received from the owner of the real estate.

In the event of an insured event, an authorized employee or company is also involved in the processing of payments to the owner of commercial real estate. Insured events may include fires, flooding and other forms of destruction or damage to a building (premises) transferred to responsible management.

Insurance protects against damage caused by unforeseen circumstances

The procedure for registration and conclusion of a commercial real estate trust management agreement and its sample

Depending on what volumes of real estate are transferred to the manager and who is the parties to the transaction - individuals or legal entities, an algorithm of the procedure is formed. Large companies conclude such contracts at the office of the owner or management company. In other cases, the parties are entitled to:

use the owner's money to draw up a contract with a lawyer;
conclude an agreement with a notary and certify it by a notary;
to draw up the text of the agreement independently with or without notarization.

The document is drawn up in free form. The main thing is that all the information entered into the contract corresponds to the documentation package and is entered without technical and legal errors.

What documents will be needed to draw up and sign the contract

The package of documentation, on the basis of which the trust management agreement is drawn up, consists of the following papers:

civil passport with registration;
title document for commercial real estate;
certificates from Rosreestr about the absence or presence of arrest and encumbrance with a pledge.

Owners-legal entities represent:

statutory documents;
title documents for real estate;
an extract from the USRN on the form of ownership of a legal entity;
power of attorney for the current representative of the company;
decisions of the meeting of founders on transferring to responsible management;
minutes of voting of the general meeting of founders with a positive result;
a certificate from Rosreestr about the absence or presence of an arrest and encumbrance with a pledge.

If the fiduciary administration is based on the recommendation of the legal authorities, documents such as petitions may be required stakeholders from among creditors, a court decision or an order of a bailiff. Sometimes you may need an opinion from an independent appraiser to establish the cost of the rent.

Service providers submit:

a package of constituent documents;
a license to permit this type of activity;
power of attorney for a representative, passport.

In addition to documentation, the service provider must have a package with commercial offer, describing in detail the composition of the services received by the client, which may subsequently be included in the contract.

The manager enters into a lease agreement as a representative of the company and its authorized person. Representatives authorized to execute and sign the agreement must attach a power of attorney drawn up and certified by a notary.

The owner is obliged to transfer to the manager a power of attorney listing all his powers.

Drafting a contract, essential provisions and a sample

The parties to the trust management agreement are its subjects: the owner of commercial space, who is called the founder of the management, and the manager who enters into the trust management of real estate. The subject of the contract is commercial real estate with an indication of its characteristics, technical parameters, addresses and locations in the building. Obligatory details of the contract will be:

determination of the parties;
the address of the object, its cadastral and technical characteristics;
purpose of the object;
services provided by the management company;
rights and obligations of the parties;
responsibility of the parties.

The contract must be signed by both parties

After signing the paper by the parties, the document must be transferred to Rosreestr to register the registration of the transfer of real estate into trust. This procedure requires payment of a state fee in the amount of:

2,000 rubles - for individuals;
22,000 rubles - for legal entities.

The drawn up agreement will enter into force only after the registration of the procedure for transferring powers to the manager is completed and the information specified in the agreement will be entered into Rosreestr.

Drawing up an act of acceptance and transfer of commercial real estate

The trust management agreement must be accompanied by an act of acceptance and transfer of commercial real estate, which is transferred to trust management. This procedure goes as follows:

The parties meet on the territory of the immovable object under management.
The manager checks the technical condition of the facility and identifies breakdowns, damage to the interior of the room or the exterior of the facade. Determines the quality of the repair performed.
The parties draw up an act in which they indicate that the owner has transferred, and the manager has accepted the specified building or premises.
Include in the act information about the property, including its location, cadastral and technical characteristics.
Describe the essential characteristics of the room, add information about the existing shortcomings.
They put their signatures and the date of drawing up the act.

The act can be drawn up according to the sample.

The act has no independent force without presenting a contract. It is needed to fix the characteristics of the object being controlled.

When the manager returns the property to the owner, the state of the object will be compared with the initial one. In the event of a discrepancy in the information, a dispute may arise, the solution of which is allowed in court.

Taxation of trust management of commercial real estate

The tax is levied on the profit received from the management of commercial real estate, in accordance with the provisions of Article 276 of the Tax Code of the Russian Federation. This includes:

management company remuneration;
the profit received from the lease by the owner.

For the owner of the premises transferred to management, a tax rate of 13% of the total amount of income received is applied. Until the end of 2018, the tax rate will not increase.

The tax requirements for a company depend on the established taxation system. They can be below 13% if the parent company or the trust company is registered with tax authority on a preferential taxation system.

To pay tax amounts, you need to file a tax return. A report on it is submitted once during one tax period. The tax period is the current calendar year... Reporting information for the past calendar year is submitted by April 30 of the next year. The tax base does not include expenses incurred. The tax rate is calculated solely from the amount of net profit. In order to calculate it, you need to deduct the amount of expenses incurred from the total profit from the rental of commercial space. The balance will be subject to taxation according to the established regulations.

Both parties must timely pay income tax and report the payment to the tax authority

Each party submits its own tax return independently. When the manager receives the tax obligations of the owner of the property in accordance with the officially enshrined terms of the agreement, he has the right to submit a declaration of profits to the founder of the property management. For this, a notarized power of attorney must be obtained from the founding owner.

Procedure for amendment and termination of the contract

According to the provisions of the Civil Code, an agreement is a document stating the acquisition of certain advantages by the parties due to the drafting of the agreement. The benefits are expressed in terms of the contract and are grouped into clauses and subclauses. Therefore, they are subject to mandatory execution by the parties. In case of non-fulfillment, in accordance with the norms of Article 450 of the Civil Code of the Russian Federation, the contract is subject to termination. In addition to the fact that this article of the Civil Code is a regulation for the termination of a non-performing contract, a separate clause on the liability of the parties must be included in the body of the document itself. This provision may include conditions that allow the counterparty to collect penalties and fines for poor quality services or late payments. Other conditions under which the contract can be terminated:

by agreement of the parties;
unilaterally.

If the parties terminate the agreement by agreement, an agreement is drawn up in which they state the fact of voluntary termination of previously established mutual actions. From the moment of signing such an agreement, the supply of property management services is terminated.

If the initiative to break off relations stems from one party, and the counterparty refuses to terminate the interaction, the termination of the contract can be made in court if a claim is filed.

Sometimes previously established agreements lose their relevance and cease to be effective, therefore, a change in certain provisions is envisaged. The introduction of such changes can only take place on the basis of mutual consent. An agreement is drawn up and signed with the obligatory observance of the following rules:

indication of the details of the trust management agreement;
indication of items and sub-items that are subject to change;
introduction of new provisions to replace the replaced ones;
indication of items that are no longer valid;
introduction of new items that did not exist before.

The signed agreement is submitted to Rosreestr for making changes to the information bank of the registering authority.

Pros and cons of commercial real estate trust management

The positive aspects provided to the owner of commercial space by hiring a manager are as follows:

the work of the manager will be carried out in accordance with the provisions of the contract, which will give the management a controlled character;
the owner can be completely eliminated from the process of organizing the business;
the manager has more experience and competence than the owner;
the due profit will be received on the day appointed by the contract;
at the first request of the owner, a report on the work must be submitted;
the owner of the facility has the right to schedule the receipt of new types of services from the manager.

With simple mediation by proxy, the owner does not have such powers. Also, the listed amenities are absent if the owner of the property will cope with the lease of premises on their own.

The transfer of real estate to management also has disadvantages:

payment for services will be required even in the absence of profit;
at ineffective work you will have to terminate the contract;
if the manager turns out to be dishonest, you will have to go to court;
making a profit entirely depends on the actions of the manager.

My personal experience shows that the situation with hiring a manager can unfold in different ways. Therefore, I strongly recommend that you turn to proven options for hiring specialists or companies, and before signing the papers - weigh all the advantages specified in the contract and foresee possible risks.

Age 54, former university teacher, researcher, candidate of philosophical sciences. I write on legal and philosophical topics. I achieve a high uniqueness of the text, I write without water - in a clear laconic style.