What does a commercial do? Commercial director: responsibilities, requirements and personal qualities

A commercial director must know:

The legislative framework regulating the processes of sales, procurement and marketing activities of the enterprise.
Fundamentals of transport, purchasing and warehouse logistics.
Document flow in the field of procurement, supply and sales.
Structure and prospects of the domestic and foreign markets.
State standards for products manufactured by the enterprise.
Fundamentals of labor protection standards and labor discipline.
Fundamentals of labor and administrative law.

Training program for the position of commercial director If a person does not have experience in sales, but he has the desire and inclination to work in this area, he can take a training course.

Job responsibilities of the commercial director

Attention

Such a specialist, making informed decisions, will be able to guide and train his subordinates and employees of related departments, leading them in the direction necessary for the company. A candidate for this vacancy must have and understand the company’s own goals and objectives, among which the main one is regular profit making. A person must have high level responsibility and breadth of thinking, because his position is associated with coordinating the work of all leading departments and controlling the flow of cash receipts.

And, of course, this specialist simply cannot be not proactive, not communicative, irresponsible and not purposeful. Responsibility for the finances and economics of a trading company In many organizations, the responsibilities of the commercial director of an enterprise overlap with the functions financial director.

Commercial Director

Requirements for a commercial director Since it is necessary to manage almost the entire enterprise, the requirements for a commercial director are serious:

higher economic, financial (less often technical) education;
Experience in management positions - from 3 years;
HR management experience - from 3 years;
Experience in building and managing a sales department;
solid knowledge of advertising and marketing;
strong leadership and communication skills;
experience in negotiations and sales;

Also often welcomed:

experience in the chosen field (for example, a construction company encourages experience in construction);
knowledge of English;
experience in automating business processes (most often sales);

Sample resume for commercial director Sample resume.

Commercial director: responsibilities, requirements and personal qualities

The commercial director is guided in his activities by: - legislative acts of the Russian Federation; - the organization's Charter, internal labor regulations, other regulations of the company; - orders and directives of management; - this job description. 2. Job responsibilities Commercial Director The Commercial Director performs the following job responsibilities: 2.1. Organizes management of the material and technical supply of the enterprise, activities for storage, transportation and marketing of products (sale of goods, provision of services).2.2.
Coordinates the development and compilation of promising and current plans logistics and sales of products (sale of goods, provision of services), financial plans.2.3.

Job description of commercial director

Info

Protecting the business from having only one channel and constantly developing existing channels is one of the main functions that affects the stability of sales. 4. Formation of an algorithm for the operation of each sales channel. For a sales channel to be effective, it is necessary to determine the business processes through which sales occur in the channel.

Write down these algorithms and consolidate them in the instructions. And the most important thing: make sure that these algorithms work and are not a pile of documentation that interferes with business. 5. Operational control of sales managers. Even with a perfectly designed strategy, victory depends on the actions of each soldier.

A tactical task that determines the success of the entire strategy: how to ensure that outsiders do not interfere with the leaders’ ability to pick stars. And the solution, or rather not the solution to this problem, is the scourge of most companies in Russia. 6.
Typically, the following requirements are imposed on a candidate for the position of commercial director: the ability to think three-dimensionally, spatially, logically and analytical warehouse intelligence, adequacy, rationality, the ability to identify and identify problems and prioritize their solutions, consistency and focus, high efficiency and communication, higher economic education and at least three years of experience in leadership positions. INSTRUCTIONS OF THE COMMERCIAL DIRECTOR I. General provisions 1. The commercial director belongs to the category of managers.
2. A person with a higher professional (economic, legal) education and at least 3 years of experience in management positions is appointed to the position of commercial director. 3. The commercial director must know: 3.1.

Profession commercial director

At the same time, a significant addition to it is the compensation package: payment for a company car (or gasoline), communications, medical insurance, payment for recreation, sports, etc. Where to get training Besides higher education There are a number of short-term training programs on the market, typically lasting from a week to a year. Interregional Academy of Construction and Industrial Complex and its courses in the direction of “Entrepreneurship and innovative business development”.

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Responsibilities of the commercial director, his role in the organization and main tasks

Represent the interests of the enterprise in relations with government agencies, third party organizations and institutions on commercial matters. 2. Establish job responsibilities for subordinate employees. 3. Request from structural divisions enterprise information and documents necessary to perform his official duties.

4. Participate in the preparation of draft orders, instructions, directions, as well as estimates, contracts and other documents related to resolving commercial issues. 5. Interact with the heads of all structural divisions on issues of financial and economic activity of the enterprise. 6. Endorse all documents related to the financial and economic activities of the enterprise (plans, forecast balances, reports, etc.).
7.

Responsibilities of a commercial director of a trading company

The main task of this employee in this case is to promote the brand and products of the enterprise on the market in order to make a profit. To achieve these goals, work is organized in several directions:

determination and construction of marketing policy;
control over accounts receivable;
formation of procurement and sales plans, supervision of their implementation;
selection and training of a sales team;
creation of a motivation system and certification of managers;
sales process inspection;
monitoring customer requests.

The responsibilities of the commercial director of a trading company additionally include planning and managing assortment policy, knowledge of logistics and the basics of product distribution, interaction with key clients that are important for the enterprise, and participation in negotiations that are important for the organization.

Manages the development of measures to save resources, improve inventory rationing, improve economic indicators, increase the efficiency of the enterprise, and strengthen financial discipline. 6. Coordinates development marketing strategy. 7. Provides recommendations and advice to managers and specialists financial planning, marketing, sales; controls their work.

Ensures timely preparation of cost estimates, financial and other documents, calculations, reports on the implementation of logistics and sales plans finished products(sale of goods), financial activities. 9. Endorses the enterprise budget for the operating year and manages it. 10. Organizes a system for recording all financial transactions and preparing financial reporting documentation.

11.
Let us dwell on those functions that are most often prescribed in job descriptions for the commercial director of the company. 1. Development of a commercial strategy for the enterprise. The company's positioning, price segment, long-term and short-term goals, plans and ways to implement sales plans are determined. 2. Organization of interaction between commercial and other units in the company.

All employees are involved in sales in the company. Even the actions of the secretary and technical support specialist will influence the success of sales. The task of the commercial director is to ensure the actions of non-selling departments so that they help, and do not hinder, sellers and sales managers. 3. Determination of sales channels. Select the most promising channels.
Define performance criteria.

Recruitment of personnel for a large construction company.

Responsibilities:

Search and attraction of new volumes of construction and engineering services.
Development of construction, design and other areas of the company’s activities;
Conducting commercial negotiations within the framework of sales and supply policies, business correspondence with Customers in the interests of the company.
Analysis competitive environment market of construction and engineering services.
Formation of a sales plan for the services of a general contracting construction company and ensuring its implementation.
Organization of work on the preparation of tender documentation and participation in competitions; preparation and calculation of commercial proposals, conclusion of contracts, interaction with Tender Committees.
Managing the activities of the company's structural divisions, supervising current projects.
Monitoring compliance with work quality standards, ensuring the organization fulfills its obligations.
Monitoring the execution of design and construction schedules.

Requirements:

Construction equipment is desirable;
Experience in a key management position in construction for at least 5 years;
Experience working in the structures of a general contractor and technical customer;
Knowledge of processes and technologies for the construction of class A buildings;
Knowledge of economics and pricing in construction;
Experience in managing project managers;
Experience in construction management and commissioning of large projects.
PC knowledge: user of office applications, AutoCAD;

First of all, Commercial Director Responsible for all issues related to clients and the main profit of the company. But there is always confusion about job responsibilities of a commercial director.

The fact is that in different companies, commercial directors perform different functions. Also, two different positions are very often confused - commercial director and sales director. The maximum segment where a commercial director can work is the simultaneous management of sales, logistics, purchasing and marketing services. It is also often thought that the responsibilities of a commercial director only include managing the sales department.

Where the skills of a commercial director may be required

Today, there are a lot of available vacancies for this position, but the requirements for a commercial director are not small. The whole specificity of vacancies for this position is that they are very open for a long time. This leads to the conclusion that the search itself and further selection of candidates takes a very long time. Also, vacancies are very often vacant due to the fact that new commercial directors cannot stay in their place for long (up to a year of work). All this is due to the complexity of building relationships with the founders of the company.

Most often, the vacancy of a commercial director is open in loosely structured companies in Russia. The reason is that such companies have never had commercial directors until now. The volume of operations within the company is increasing in volume and managing the company using the same methods becomes practically ineffective. As a result, the company's owners are trying to increase the company's efficiency level by attracting experienced managers and commercial directors.

It also happens that during the entire existence of the company, it had only one commercial director, who was one of the founders of the company or an employee who worked from the beginning of the company’s opening, and then was promoted to general director and now a new commercial director is required. In this case, strict requirements will be imposed on the new candidate - management literacy, new methods to achieve the goal.

If we are talking about structured companies, then in this case the mood or personal sympathies will play a lesser role than the level of professionalism. In this situation, the commercial director is a person who performs clearly defined functions in the structure of the company’s business processes.

Most often, only Western companies have any clear requirements for education or skills. Concerning Russian companies, then they just want to find a “wizard”. That is, they need a person who will come and personally solve all the problems and raise the company to the top. new level.

Main responsibilities of a commercial director

The main responsibilities of this position include the following:

The commercial director must organize the management of the logistics of the enterprise, as well as engage in storage, transportation and further marketing of products.
The director must coordinate the development and draft long-term plans logistics and subsequent sales of products.
Manages the development of all regulations and quality standards for manufactured products.
Recommends further development strategies to department managers and financial department specialists. Controls their quality of work.
Responsible for the timely submission of estimate and financial documents, calculations, reports on the implementation of the set plan.
Monitors financial and economic indicators and spending of funds
Responsible for negotiations on behalf of the company with various counterparties of the company on any business or financial activities
Acts on behalf of the company at auctions, exchanges, advertising campaigns and other events

It is also worth noting (as we said above), in some companies the responsibilities of a commercial director may differ. His responsibilities may also include:

Developing a plan to promote a new product or service
Discussion of the budget and its calculation together with the General Director
Control all distribution channels
Creation of a program for material motivation of enterprise employees
Take part in the creation of a new personnel policy companies
Monitor sales reporting
Conduct negotiations with clients
Develop new pricing policy methods
Make final decisions on advertising campaigns

It is worth noting here that if a person applies for this position in a foreign company, he may be required to:

MBA diploma
Own English language at a good level
Have at least five years of experience in a leadership position

Functions of a commercial director

As we have already understood, the main tasks of a commercial director are the organization and direction of the activities of all divisions that are located in his segment. It is worth saying that his responsibilities directly depend on the specifics of the company’s industry and the size of the organization.

In the course of his work, the commercial director interacts with various heads of different departments of the company. This list may include: accounting, marketing department, IT, logical service, financial department. Most often, the main functions of this position are joint strategic planning with different departments, formation of marketing, pricing, financial, personnel policies. He is also obliged to control the sale of goods and plan further sales. Its functions include monitoring the competitive environment and the market for goods and services. The commercial director must also expand and control all relationships with suppliers and form the budget for the entire commercial unit.

Personal skills of a commercial director

It’s worth going into more detail here, since personal qualities are one of the key points when selecting a person for this position. The personal qualities of a commercial director should include a special management style, delegation of authority, and skills in interacting with company employees. Naturally, such a position requires a high level of communication skills and the ability to properly manage staff. Any company will be interested in people who have general management skills and the ability to organize forecasting and budgeting.

Despite the above, each company has its own criteria by which the personal qualities of a commercial director are assessed. Everything will directly depend on the current goals of the company and the period of its development. So, it all depends on the life cycle that the organization is currently in. Depending on this, the requirements not only for leadership positions, but also to all employees of the company. We will tell you about each life cycle company, and what personal qualities a commercial director should have in each cycle.

Initial stage of development

The person must have successful experience in building business models for companies from scratch. He must be able to form a new experienced team. Among personal qualities during this period, innovation, creativity, rigidity in decisions, and structure will be valued. At this stage, the commercial director must be able to quickly and efficiently make the necessary decisions. Have an objective point of view to combat competitors.

The rise of the company

During this period, sales are growing, there are already ideas for future periods in general market trends and plans for development in organizational terms. In this case, the company owners most often need a person with successful experience in structured companies, who has considerable experience in optimizing all business processes. During this period, the director must be able to quickly and competently delegate authority and have a methodical approach to any problems. Already at this stage, thoroughness and consistency in performing work are more valued. It is necessary to deeply study each problem in order to find the most effective and less expensive solution. At this stage, the director must adhere to normative guidelines and be committed to systematically promoting the goal.

— Director for Development of New Projects at Yandex. Previously, he was involved in regional expansion in Gett taxi and the coupon service Vigoda.ru, and worked as commercial director at the freight transportation company Deliver.

We talked with Artem about what a commercial director is responsible for and what skills he must have in order to form an effective commercial department.

There is a stereotype that a commercial director deals only with sales.

In reality, there are many more responsibilities. A commercial director can be responsible for four areas simultaneously - sales, purchasing, logistics and marketing. But this is an ideal situation.

In practice, everything depends on the field of activity and organizational structure companies. For example, in many companies that provide services, there is basically no logistics department, and in some companies the production department is responsible for purchasing. But it is more effective if these departments are managed by one person.

Deliver is a freight transportation company. In fact, logistics is the main product, so it is not separated into a separate area. Everything related to sales, purchasing and marketing of the company was subordinate to the commercial director.

Initially, the company's founder, shareholder and shareholder were responsible for sales at Deliver. CEO. But if a business needs significant growth in some area, they hire a specialist in that area. It was the same with us. When it was necessary to move to a new level, we decided to hire a commercial director.

At Deliver, he was responsible for sales, purchasing and marketing. We have transformed each of these areas.

#1. Changing the sales system

When I joined the company, the sales department was already working. Contracts were signed with the first clients, but:

the approach was unsystematic

the demands placed on managers were unreasonable

the department structure was complex

there was no clear tariff and credit policy

First of all, I rebuilt the department: distributed tasks among employees and systematized work with clients.

We focused on direct sales, but at the same time began testing other channels. We launched agency sales through warehouse complexes, and later partner sales with tender sites and banks, including Sberbank, Otkritie, and Tinkoff Bank.

#2. Regional expansion

In parallel with this, I was engaged in regional expansion. We opened two offices - in St. Petersburg and Yekaterinburg. But in the regions it was difficult to find return loads for our machines. Moscow is a hub that accumulates cargo and distributes it among the regions, but cargo does not arrive from the regions in the same volume; there is mainly intracity and intraregional delivery.

To solve this problem, we decided to grow deeper into the regions. During the work, we tested different groups of clients - from individuals to giant FMCG companies, whose cargo is transported by hundreds of vehicles every day.

#3. Working with clients

Many suppliers of goods and services want giants as their clients. We were no exception. But we encountered difficulties in working with such companies:

long deferred payments
individual document flow
specific product requirements

We focused on large local manufacturers and distributors of local goods - food, building materials. For medium-sized companies less requirements and all processes are organized much simpler. The profit margin of business with them is higher.

The transition to customers of a different scale provided growth that allowed Deliver to become a market leader.

#4. Selection of sales channels

We started with direct sales. Then we tested marketing channels, spent huge sums on marketing and PR, participated in conferences and exhibitions, tried agency and affiliate referral programs and loyalty programs.

Having assessed the cost of attracting one client and his life cycle, we realized that direct sales are more profitable than others. And so we focused on them.

Marketing performs a supporting function - it is not an independent department, it helps direct sales. The task was to analyze these channels. We had several teams: one was involved in marketing, another was involved in PR projects, and the third was involved in BTL activities and indirect impact on consumers. Together we analyzed the results and looked for the most effective channels for attracting customers.

Any commercial company aims to make a profit. In fact, the commercial director and his department are the structure that generates this profit. The commercial director communicates with clients, understands the internal processes of the organization and, naturally, influences the financial performance of the company.

I studied the experience of successful commercial directors and managers in global companies and compiled a list of five key qualities and skills of a commercial director.

#1. Leadership

A commercial director is a leader who is able to make quick decisions in a rapidly changing situation and lead people to their goals.

#2. Strategic Thinking

A commercial director must be able to rise above the routine, above the situation and decide in which direction to move. Be able to apply new techniques and generate innovative ideas.

#3. Sales and communication skills

The work of a commercial director is closely related to communication - with clients, employees, suppliers and colleagues. He must be able to negotiate and understand the principles of sales.

#4. Organizational skills

One of the main competencies of a commercial director is the desire and ability to work in a team and organize it. By motivating employees, encouraging and controlling them, the commercial director achieves success in his department.

#5. Personal effectiveness

Like any other leader, a commercial director must have a flexible mind. To do this, it is important to constantly develop, improve yourself, take courses and trainings.

In general, creating a commercial department consists of three steps.

Determine the profile of the target client. It is important to specify in as much detail as possible who, why and how will use your product or service.

Select the main sales channels. Based on the client's profile, you determine the main sales channels: direct, through dealers or distributors, with an emphasis on online marketing or agency sales.

Select and train employees. Once you decide who you will sell to and how, assemble a suitable team.

Often the head of the sales, purchasing or logistics department is appointed to the position of commercial director. These employees are more immersed in the production process and the process of generating profit, directly influence it and know some of the tasks. It is easier for them to take on other tasks.

The commercial director also comes into contact with marketing. But the set of tools that he must master directly depends on the industry and the company’s products.

Online tools are heavily used in marketing—it’s important to understand them at least at a basic level. The commercial director needs to understand general principles work and basic metrics that measure the effectiveness of campaigns. And you shouldn’t separate marketing and PR - they are interconnected.

The main task of the commercial director is to determine the group of clients who will be targeted by marketing campaigns and test tools, finding the cheapest and most capacious acquisition channels.

The commercial director interacts with stakeholders - interested parties. Internal stakeholders are divided into three types:

founders
investors
staff

Investors And founders companies influence the determination of business strategy, budget approval, products and company profits. From personnel The speed and quality of work on creating a product, the provision of services and, in general, the speed of development of the company depend.

In interaction with managers - top management - in my opinion, the main thing is not to engage in political games. It is important to understand the tasks and goals of other departments and build communication based on the overall goals of the company. If you have the right argument and you say rational things, it’s not difficult to convey to your colleagues the usefulness of your proposal. The main thing is honest and open dialogue.

is a person who, through his actions, mobilizes, controls and directs the company’s personnel to achieve maximum profit. Depending on the direction of activity of a production or trade organization, the requirements for the qualities and abilities of a candidate for this position and the functional responsibilities of the commercial director of the enterprise may differ slightly.

The role and main tasks of the commercial director

Despite the importance of this figure in the enterprise management system, his responsibilities and functions are not always clear. Most often, people from the purchasing department apply for this position. Who, if not a sales manager, knows the specifics of communication with clients, has experience in concluding contracts, and understands the peculiarities of his organization.

IN general outline The responsibilities of the commercial director of an LLC are as follows:

long-term and short-term profit planning;
effective management and control over the implementation of current tasks by the sales department;
providing information;
setting tasks for all departments of the enterprise;
control of division directors;
determination of the organization's marketing policy;
communication with key clients;
interaction with shareholders and partners;
control over the fulfillment of obligations and contracts of your enterprise related to business activities;
coordination of the work of departments.

Depending on the area of activity of a particular enterprise, the above list may be supplemented or reduced. In any case, an applicant for this position must have a certain set of qualities.

Characteristic qualities of the candidate

The responsibilities and peculiarities of the position occupied in the organization require from a specialist not only the ability to focus on results. The ability to make decisions in a difficult situation, conflict management skills, stress resistance and loyalty, responsibility and honesty, creativity and the ability to defend one’s own opinion must be possessed professional leader divisions. These skills are especially needed by top managers of trading companies.

One of important qualities is the presence of charisma and leadership abilities. The commercial director, whose responsibilities are specifically stated in the employment contract, must be able to captivate a team of employees, encourage people to active work. Experienced personnel officers recommend hiring for this position professionally mature man, over 30 years of age. Such a specialist, making informed decisions, will be able to guide and train his subordinates and employees of related departments, leading them in the direction necessary for the company.

A candidate for this vacancy must have and understand the company’s own goals and objectives, among which the main one is regular profit making. A person must have a high level of responsibility and breadth of thinking, because his position is associated with coordinating the work of all leading departments and controlling the flow of cash receipts.

And, of course, this specialist simply cannot be not proactive, not communicative, irresponsible and not purposeful.

Responsibility for the finances and economics of the trading company

In many organizations, the responsibilities of the commercial director of an enterprise overlap with the functions of the financial director. Both of these specialists plan, direct and supervise the company's purchasing, marketing and financial activities. Any decisions and actions of the commercial director must have an economic justification and be aimed at making a profit both at the moment and in the future.

Being actually the first deputy of the main person of the organization is literally his “ right hand, eyes and ears,” the purchasing manager must work closely with management. The commercial director, whose responsibilities may vary slightly from company to company, reports directly to the business owner or general manager. The position of this top manager is relevant for companies that produce and sell any goods in large volumes.

At enterprises large scale the commercial director is entrusted with solving global issues related to the constant increase and improvement of financial indicators, with the development of measures aimed at this.

Commercial director: responsibilities and functions in a trading company

determination and construction of marketing policy;
control over accounts receivable;
formation of procurement and sales plans, supervision of their implementation;
selection and training of a sales team;
creation of a motivation system and certification of managers;
sales process inspection;
monitoring customer requests.

Analysis of sales across the entire assortment line, profit and turnover for each position, seasonality and stability of income, functions of the leading merchandise manager - all this is in charge of the commercial director. Job responsibilities may vary slightly depending on the specific profile of the company, but the main activity is aimed at consolidating the company’s position in the market and increasing income.