壳牌经销商销售人员日常工作

Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,*,SLDP Overview May 2005,Date Copyright,Fast Lube Channel Strategy,Accelerating Growth,Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,*,壳牌经销商销售人员日常工作,不同的客户性质需要两种不同的销售管理流程,日常销售,顾问式销售,客户一般签有合同,单一品牌或,defined competitive allocations,SPANCO&,大客户管理流程,Bike Workshop,OEM/FWS,Fast Lubes(US),Fleets,Industrial customers,车队,电力,采矿业,农业,金属加工业,制造业,超市,US,连所快速换油,周期性固定拜访,无合同,每日都需要争取市场分额/货架面积,高度协销&消费者为品牌导向,汽配店,Manufacturing,快速换油中心,独立修理厂,卡车换油点,4,S,摩修店,3S/4S,周期性固定拜访和,SPANCOP,Consumer,Singleton FWS,IWS,Fast Fit(independent),Fast Lubes(WONA),Automotive Retailers,Shell Retail Stations,周期性固定拜访,FWS(contracted),IWS(contracted),Fast Fit,Fast Lubes(US),General Retailers,Automotive Retailers,商务运输业,FWS,IWS,Fast Fit,Fast Lubes,General Retailers,Automotive Retailers,Retail Service Station,Sectors,Fleet,CRT,Agriculture,Construction,Channels,FWS,Fast Lubes,General Retailers,Automotive Retailers,Retail Service Station,工业,Mining,Power,Food,Oil&Gas,Automotive Components,Paper and Pulp,SPANCOP,“,周期性固定拜访 和,SPANCO,是针对不同渠道/行业的销售流程.,3,为什么要执行周期性固定拜访?,在多品牌渠道中提高产品的出现率,满足客户协销的需求,获得最好的货架空间和质量,帮助客户,经销商和壳牌销售成长,检查经销商销售代表的销售技能,建设壳牌品牌,4,周期性固定拜访是针对另散客户的销售拜访过程,基于大量另散的客户,提高销售效率的独一无二方法就是坚定不移周而复始的执行周期性固定拜访,每日销售流程就是不断重复认真地执行,应象军事化操练一样进行.,周期性固定拜访,市场调查,t,销售路线设计,每日销售活动,监督检查,每日销售会议/辅导,拜访流程:,周期性固定拜访报表,t,Plan,-,o,-,gram opportunity,协销售,检查促销,协销,竞争对手,达成协议&库存管理,r.,所有拜访重复同样步骤,拜访下个客户,t,库存检查,设定每日销售目标,Sales Generator,The Shell Drill,Conduct Census,Sales Route Engineering,Daily Sales Activity,Monitoring,Daily Sales meeting/Coaching,Complete Sales Visit,Repeat for all scheduled,Daily Follow-up,市场调查找出所有的潜在客户,Example:,Bogota city“cells”,数据包括:,生意规模,渠道种类(,i.e.IWS),现有供应商&目前使用品牌,The Shell Drill,Conduct Census,Sales Route Engineering,Daily Sales Activity,Monitoring,Daily Sales meeting/Coaching,Complete Sales Visit,Repeat for all scheduled,Daily Follow-up,每个销售拜访都应做到核心的协销工作,以争取最大机会完成当天拜访目标.,产品/价格,/,陈列位置/促销,/,品牌知名度/新产品分销,Plan-o-gram implementation,协销/店招 机会,促销机会,在每日跟踪记录表中应将总结当天的拜访结果,Customer Traffic,Ultra,Plus,Super,Super,High Km,Standard,Merchandising(Bunting),Sales Promotion,Plan-o-gram implementation,7,周六,周五,周四,周三,周二,周一,The Shell Drill,Conduct Census,Sales Route Engineering,Daily Sales Activity,Monitoring,Daily Sales meeting/Coaching,Complete Sales Visit,Repeat for all scheduled,Daily Follow-up,区域销售拜访路线,应当客户的地理位置和用油潜力来制定.,区域覆盖计划应反应出“现有和潜在客户”的情况,以及销量潜力(客户分类),为保证合适的拜访频率,拜访路线应根据,MI,系统的跟踪记录来定期重新评估线路的合理有效性.,壳牌和经销商共同制定区域覆盖计划应,周期性固定拜访使用工具,The Shell Drill,Conduct Census,Sales Route Engineering,Daily Sales Activity,Monitoring,Daily Sales meeting/Coaching,Complete Sales Visit,Repeat for all scheduled,Daily Follow-up,Store:,1-Check how consumers see our products(product),YES,NO,The Shell Lubricants products are clean,The Shell Lubricants products do not leak,Lube bay:no contaminant(water)can enter Shell Lubricants bulks,Shell Lubricants products are not used as containers or trashcans,Shell Lubricants packaging have no visual problems(labels,bottles),2-Check if consumers can easily purchase our products(position),YES,NO,Shell Lubricants products are seen from the entrance,Shell Lubricants products can be seen from the cash desk(Automotive Retailers),Consumers can access the Shell Lubricants products(General Retailers),Counter employees can easily access the Shell Lubricants products(national retailers),Shell Lubricants products fit on the shelves,3-Check that your products have relevant pricing,YES,NO,Shell Lubricants products have a clear price,Shell Lubricants products have no price sticker on the pecten/label,Shell Lubricants products have coherent price among tiers and packs,Shell Lubricants products have prices close to the recommended price,4-Check how Point Of Purchase(POP)elements support your products,YES,NO,Our POPs are more visible than competitors,Our POPs are updated and carry the new positioning,No competitive POP is close to our products,Our POPs are clean,5-Our products are displayed following the Performance package tool,YES,NO,Consumers can find our products quickly,Our products are on the shelf/do not suffer stock outs,6-Counter employees are my ambassador in the store,YES,NO,Counter people know the Shell Lubricants brands and are happy to sell them,Counter people can answer consumers questions on our products,If counter people have Shell Lubricants clothing,those are clean and well maintained,*The store checklist should be used at store level and filled each time a salesperson visits a store,SHELL DRILL STORE CHECKLIST*,Date:,Shell Lubricants,Distributor Program,Drill Store Checklist,Store:,1-Check how consumers see our products(product),YES,NO,The Shell Lubricants products are clean,The Shell Lubricants products do not leak,Lube bay:no contaminant(water)can enter Shell Lubricants bulks,Shell Lubricants products are not used as containers or trashcans,Shel