百事销售岗位培训-客户拜访八步骤

*,百事销售岗位培训,单元5 拜访八步骤,May, 2004,SALES,Onboarding,SALES,Onboarding,5:,拜访八步骤,1,为什么要规范拜访步骤？,Why do you think a standard call process is good?,2,百事的拜访八步骤 8 Steps of the call,1. 准备,preparation,2. 打招呼,Greet the Customer,3. 店情察看,Store Check,4. 产品生动化,Merchandise,5. 草拟订单,Determine the order,6. PEPSI 销售陈述,Presentation,7. 回顾与总结,Curbside debrief,8. 行政工作,Administration,访前-Pre-Call,服务- Service,陈述/销售 Presenting/Selling,访后-Post-Call,3,为什么拜访前的准备很重要？,Why do you think preparation is important?,4,每月准备,monthly preparation,每月与主管讨论销售目标,set objective with supervisor,销量目标,review volume target,绩效目标,(,成功率,/,订单,SKU,等,) review productivity target,销售发展目标,review sales development objective,（,SDO,）,工作重点,prioritize what needs to be done for the month,1.准备,-,preparation,2.打招呼,3.店情察看,4.产品生动化,5.草拟订单,6.PEPSI销售陈述,7.回顾与总结,8.行政工作,每日准备,Daily Preparation,回顾业绩板,回顾销量目标、绩效目标、销售发展目标和工作重点,review scoreboard, check progress against monthly objectives,对照实际业绩与目标,compare actual status against target,确定当日线路的工作重点,identify the outlets will be focusing on,备齐工作工具,(,路线本，订货单，发票，合同，,POP,等,),get selling aids (POP)and organized for the day.,访前准备,Pre-call planning,在进入店铺前回顾目标,Review objective before entering outlet,回顾路线本,明确周平均订货量和上周订单量,review route book, customer card for weekly volume& last order,回顾店主姓名或称呼,选择恰当的语气,口吻,identify boss name,回顾拜访目的,以及上次拜访的承诺,review call focus and,promises made last time,带上,POP,等工具,get selling aids( POP, solution sheets, etc ),5,在你看来，为什么打招呼很重要？,Why do you think we want to greet the customer?,6,确认出决策者,identify decision maker,作自我介绍,introduce yourself,与店内非决策者保持友好关系,keep good relationship with non-decision maker,避免使用易引起反面回答的招呼方式,avoid using any greeting style which may cause,negative responses,观察店主的情绪,选择恰当的话题,examine bosss mood and select proper topic,主动处理紧急问题,preempt urgent issues,1.准备,2.打招呼,Greet the customer,3.店情察看,4.产品生动化,5.草拟订单,6.PEPSI销售陈述,7.回顾与总结,8.行政工作,7,为什么要察看店铺？看些什么?,Why is it important to check the store?,Check what?,8,查看店铺, 寻找机会,walk the outlet to look for opportunities,检查,SKU,check SKU opportunities,点库存,(,以产品生动化后为准,),record inventory after merchandising,寻找陈列机会,陈列架,冰柜,Rack & Cooler,货架和产品堆头,Shelf & Display,售点广告,POP,产品轮换,Rotation,寻找竞争对手陈列及活动,competitor activity,检查价格,pricing issue,1.准备,2.打招呼,3.店情察看,Store check,4.产品生动化,5.草拟订单,6.PEPSI销售陈述,7.回顾与总结,8.行政工作,9,作产品生动化的步骤是什么?,What do you think we mean by merchandise our products?,10,确保所有百事产品都以正确 的方式执行生动化:,ensure all Pepsi products are properly merchandised,确保所有库存产品的轮转,ensure all stock is rotated,清除超期产品,remove out of code product,根据现有标准使产品生动化,Merchandise all displays according to current standards,补充冰柜货架和陈列架,Replenish coolers, racks and shelf area,需要时清洁陈列架和设备,clean shelves and equipment as needed,1.准备,2.打招呼,3.店情察看,4.产品生动化,Merchandise,5.草拟订单,6.PEPSI销售陈述,7.回顾与总结,8.行政工作,11,确保各,SKU,均有充足的库存,ensure appropriate products and packages are available,为 百事产品,货架和冰柜争取最佳位置,obtain best locations for Pepsi products including, displays,visi,-coolers, racks,所有百事产品,依照陈 列标准放在一起,bundle all Pepsi brands together,瓶上 的百事商标面向消费者,ensure bottle,lables,are facing consumers,清洁货架、瓶身和 售点广告,(POP) Clean shelves, bottles and POP material,使百事产品享有公平合理的陈列空间,get a fair share of space for Pepsi products,从百事陈列架上和 冰箱内移走竞争对手的产品,Remove competitors products from,our crates/,visi,-coolers,将购货点宣传材料放在醒目和客流量高的区域,p,lace POP in visible and high traffic areas,检查标价,确保醒目明确,make our pricing apparent to the consumer,调整仓库内存货位置,arrange stocks in back room,按照先进先出的原则,轮换仓库,货架和冰柜内的产品,rotate stocks to put older products in front and on top,产 品生动化清单,Checking List for Merchandising,12,你认为, 草拟订单是一个什么样的过程?,What do you think happens when you determine the order?,13,草拟订单是为了避免断货,the process avoids OOS,你的路线本是帮助你完成此项任务的关键工具,your route book is the key tool to perform this task well,记录现有库存,(,不包括,货架、冰柜的陈列库存,),determine current stock exclusive of displayed stock,对照库存需求 拟定每个,SKU,的建议订单,identify inventory needs and develop your suggested order on route card,估算出上次拜访以来的实际销量,determine actual sales since last visit,与客户达成对建议订单的协议,agree on the suggested order with customer,将订购记录在路线本上,update order in route book,1.准备,2.打招呼,3.店情察看,4.产品生动化,5.草拟订单,determined the order,6.PEPSI销售陈述,7.回顾与总结,8.行政工作,订单 = (库存需求 现有库存) x 增长系数,库存需求 = 过去8周平均 (库存+订货),* 增长系数根据当地/当时情况而设, 一般为1.52,14,练习,：请根据以上路线卡数据(两周库存及订货)草拟今天(4月20日)的订单(假设增长系数为1.5）,草拟订单练习,15,练习答案,16,销售陈述时,你会向客户陈述什么内容?,What do think happens when we present to the customer?,17,这是向客户推销新想法的过程。我们用方案 表这一工具来支持推销。你向客户陈述的内 容由你的主管和“准备”步骤中的工作决定.,This is the process of selling a new idea to the customer We utilize a Solution Sheet to support the sale. What you present to the customer is determined by your supervisor and during the PREPARATION step.,P,陈述机遇,present the opportunity,E,解释方案与利益,Explain the solution and benefits,P,提供详情,( provide the details ),S,达成交易(客户答应,),Secure the sale,(customer says yes),I,实施跟进步骤,Implement next steps,这是推销的开始,1.准备,2.打招呼,3.店情察看,4.产品生动化,5.草拟订单,6.PEPSI销售陈述,7.回顾与总结,8.行政工作,18,P.E.P.S.I 方案表示例 七喜FIDO上市,状况,统计数字表明,柠檬口味是第二大碳酸饮料,(23%),可乐味为,(37%),是第一,七喜富有冲击力的新包装和受广大消费者喜爱 的,Fido,形象复出,现代年轻人永于尝试和敢于追赶时代潮流,机遇,世界水平的柠檬口味饮料很少，七喜是代表之一,带有,Fido,形象的 新包装七喜正对网络时代的年轻一代进行新的冲击,代表七喜的,Fido,形象是个性和智慧的象征，也是追求时尚的,年轻人的偶像，这些人正是常常光顾您的商店的消费者,P,方案,订购新包装七喜，利用百事公司投入巨资的广告和各种媒体的资源来扩大您的生意量，同时还可享,受专门对您的促销，并有为您吸引客流量的精美小陈列架和提供给消费者意外惊喜的精美礼品促销,。,它如何有效,带有,Fido,形象的新包装七喜产品能吸引大量的年轻人,(,百事公司委托调查公司提供的结果,),在帮您陈列新包装七喜时，可以使您的小店和冰柜的空间得到合理的利用,七喜新包装有创意的消费者促销使您商店的客流量增加，提高了您的整个生意量,利益,与百事公司合作，利用百事公司推行七喜新包装的资源,带动你的整盘生意的兴隆。,E,19,详情,七喜新包装图片，促销阶段对您优惠政策和消费者促销规则及信息通达,(,促销单张和海报,),新包装进货价及建议零售价,P,成功是,进货数量,(RB,600ml,CAN),价格标识确定,产品陈列确定,(,位置和排面,),POP,位置及数量确定,S,紧随步骤,下订单,确定送货时间,和店员共同完成,POP,的张贴及促销海报的张贴,详细解释消费者促销的规则及对奖时间地点,确认完成标准产品陈列活动的双方负责人和完成时间,完成陈列后拍照,完成客户进货及参与促销活动的挡案记录,跟踪促销阶段产品销售结果并反馈,I,P.E.P.S.I 方案表示例 七喜FIDO上市,20,你在什么时候作回顾和总结?会回顾哪些事情?,What do you think happens during Curbside Debrief?,21,花几分钟回顾拜访过程,Take a few moments to assess your performance,1. 修订最后订单,Record the final order,2. 拜访后总结清单,Curbside Debrief Checklist,成功 之处,What work well,失败原因,What did not work well,改进方法,What would you do differently,3.,作记录,take notes,路线本,route book,笔记本,note book,1.准备,2.打招呼,3.店情察看,4.产品生动化,5.草拟订单,6.PEPSI销售陈述,7.回顾与总结,Curbside Debrief,8.行政工作,22,你认为行政工作包括哪些内容?,什么时候做?,What do you think about the administration?,When to do?,23,1.准备,2.打招呼,3.店情察看,4.产品生动化,5.草拟订单,6.PEPSI销售陈述,7.回顾与总结,8.行政工作,Administration,将一天销售过程中有用的相关信息记录在案,结算,settlement (,仅适用于,DSD,）,复核当天的所有销售现金和欠款,并缴款,Reconcile all sales, cash and credits for the day,安排送货和其它承诺事宜,fulfil,all commitments that you have made to customers,-,提交订单,hand in order sheet,-,设备申请或维修服务,equipment and repair service,- POP,需求,POP needs,日常区域管理,daily territory administration,-,填写,业绩板,update scoreboard,-,对,路线本,作即时、必要的更新,update route book,-,与主管汇报路线上的问题、需求和其它重要情况,Notify supervisor of changes necessary in,customer data in route book,-,完成主管要求的其它管理工作,other administration tasks required by supervisor,24,请用你自己的话, 复述一下每一个步骤.,In your own words, identify the 8 Steps of the Call and briefly explain what happens in each step.,回 顾 拜 访 八 步 骤,Identify 8 Steps of the Call,1.准备,2.打招呼,3. 店情察看,4. 产品生动化,5. 拟定单,6. 销售陈述,7. 回顾与总结,8.行政工作,25,拜 访 八 步 骤 角 色 演 练,Role play of 8 Steps of the Call,要求学员组成,45,人的小组,一个人演客户代表,一个人演客户,其余人担任观察员,每个小组自行设计拜访情景，至少应包括：,客户的渠道，以往销售情况（百事，竞争对手）,客户代表今天的拜访目标及,SDO,店面场景：货架、冰柜、柜台等,12,个客户异议,准备,510,分钟后，各小组逐一进行演练,演练完成后，当组观察员作评论（优缺点及如何改进）,其他学员进行评论（优缺点及如何改进）,26,实 地 培 训,On the Job Learning,当结 束 实 地 培 训 后,你 应 该 可 以,:,When you have completed this trade activity you should be able to:,明 确 客 户 拜 访 中 的 八 个 步 骤,Identify the 8 steps of the call,简 单 解 释 在 每 个 步 骤 中 的 责 任 和 工 作,Briefly explain your responsibilities in each step,回 答 本 单 元 的 理 解 测 试 题,Answer the questions in your “Verification Checklist”for this module,你将和一位有经验的客户代表一起拜访客户,亲身体验百事销售员是如何运 用此标准的八步骤来拜访客户的.,You will spend a day with an experienced, CR to explain and demonstrate the 8 Steps of the Call during the course of a normal work day.,You will now have an opportunity to see how this standard sales process is utilized with our customers.,27,