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,2004SALESOnboarding1SALESOnboarding单元5:拜访八步骤百事销售岗位培训单元5拜访八步骤May,2004SALESOnboarding2为什么要规范拜访步骤？Whydoyouthinkastandardcallprocessisgood?百事销售岗位培训单元5拜访八步骤May,2004SALESOnboarding3百事的拜访八步骤8Stepsofthecall1.准备preparation2.打招呼GreettheCustomer3.店情察看StoreCheck4.产品生动化Merchandise5.草拟订单Determinetheorder6.PEPSI销售陈述Presentation7.回顾与总结Curbsidedebrief8.行政工作Administration访前--Pre-Call服务--Service陈述/销售–Presenting/Selling访后--Post-CallServicePre-CallPresenting/SellingPost-Call百事销售岗位培训单元5拜访八步骤May,2004SALESOnboarding4为什么拜访前的准备很重要？Whydoyouthinkpreparationisimportant?百事销售岗位培训单元5拜访八步骤May,2004SALESOnboarding5每月准备monthlypreparation每月与主管讨论销售目标setobjectivewithsupervisor销量目标reviewvolumetarget绩效目标(成功率/订单SKU等)reviewproductivitytarget销售发展目标reviewsalesdevelopmentobjective（SDO）工作重点prioritizewhatneedstobedoneforthemonth1.准备--preparation2.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DailyPreparation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reviewscoreboard,checkprogressagainstmonthlyobjectives对照实际业绩与目标compareactualstatusagainsttarget确定当日线路的工作重点identifytheoutletswillbefocusingon备齐工作工具(路线本，订货单，发票，合同，POP等)getsellingaids(POP)andorganizedfortheday.访前准备Pre-callplanning在进入店铺前回顾目标Reviewobjectivebeforeenteringoutlet回顾路线本,明确周平均订货量和上周订单量reviewroutebook,customercardforweeklyvolume&lastorder回顾店主姓名或称呼,选择恰当的语气,口吻identifybossname回顾拜访目的,以及上次拜访的承诺reviewcallfocusandpromisesmadelasttime带上POP等工具getsellingaids(POP,solutionsheets,etc)百事销售岗位培训单元5拜访八步骤May,2004SALESOnboarding6在你看来，为什么打招呼很重要？Whydoyouthinkwewanttogreetthecustomer?百事销售岗位培训单元5拜访八步骤May,2004SALESOnboarding7确认出决策者identifydecisionmaker作自我介绍introduceyourself与店内非决策者保持友好关系keepgoodrelationshipwithnon-decisionmaker避免使用易引起反面回答的招呼方式avoidusinganygreetingstylewhichmaycausenegativeresponses观察店主的情绪,选择恰当的话题examineboss’smoodandselectpropertopic主动处理紧急问题preempturgentissues1.准备2.打招呼Greetthecustomer3.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.行政工作百事销售岗位培训单元5拜访八步骤May,2004SALESOnboarding8为什么要察看店铺？看些什么?Whyisitimportanttocheckthestore?Checkwhat?百事销售岗位培训单元5拜访八步骤May,2004SALESOnboarding9查看店铺,寻找机会walktheoutlettolookforopportunities检查SKUcheckSKUopportunities点库存(以产品生动化后为准)recordinventoryaftermerchandising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competitoractivity检查价格pricingissue1.准备2.打招呼3.店情察看Storecheck4.产品生动化5.草拟订单6.PEPSI销售陈述7.回顾与总结8.行政工作百事销售岗位培训单元5拜访八步骤May,2004SALESOnboarding10作产品生动化的步骤是什么?Whatdoyouthinkwemeanbymerchandiseourproducts?百事销售岗位培训单元5拜访八步骤May,2004SALESOnboarding11确保所有百事产品都以正确的方式执行生动化:ensureallPepsiproductsareproperlymerchandised确保所有库存产品的轮转ensureallstockisrotated清除超期产品removeoutofcodeproduct根据现有标准使产品生动化Merchandisealldisplaysaccordingtocurrentstandards补充冰柜货架和陈列架Replenishcoolers,racksandshelfarea需要时清洁陈列架和设备cleanshelvesandequipmentasneeded1.准备2.打招呼3.店情察看4.产品生动化Merchandise5.草拟订单6.PEPSI销售陈述7.回顾与总结8.行政工作百事销售岗位培训单元5拜访八步骤May,2004SALESOnboarding12确保各SKU均有充足的库存ensureappropriateproductsandpackagesareavailable为百事产品,货架和冰柜争取最佳位置obtainbestlocationsforPepsiproductsincluding,displays,visi-coolers,racks所有百事产品,依照陈列标准放在一起bundleallPepsibrandstogether瓶上的百事商标面向消费者ensurebottlelablesarefacingconsumers清洁货架、瓶身和售点广告(POP)Cleanshelves,bottlesandPOPmaterial使百事产品享有公平合理的陈列空间getafairshareofspaceforPepsiproducts从百事陈列架上和冰箱内移走竞争对手的产品Removecompetitorsproductsfromourcrates/visi-coolers将购货点宣传材料放在醒目和客流量高的区域placePOPinvisibleandhightrafficareas检查标价,确保醒目明确makeourpricingapparenttotheconsumer调整仓库内存货位置arrangestocksinbackroom按照先进先出的原则,轮换仓库,货架和冰柜内的产品rotatestockstoputolderproductsinfrontandontop产品生动化清单CheckingListforMerchandising百事销售岗位培训单元5拜访八步骤May,2004SALESOnboarding13你认为,草拟订单是一个什么样的过程?Whatdoyouthinkhappenswhenyoudeterminetheorder?百事销售岗位培训单元5拜访八步骤May,2004SALESOnboarding14草拟订单是为了避免断货theprocessavoidsOOS你的路线本是帮助你完成此项任务的关键工具yourroutebookisthekeytooltoperformthistaskwell记录现有库存(不包括货架、冰柜的陈列库存)determinecurrentstockexclusiveofdisplayedstock对照库存需求拟定每个SKU的建议订单identifyinventoryneedsanddevelopyoursuggestedorderonroutecard估算出上次拜访以来的实际销量determineactualsalessincelastvisit与客户达成对建议订单的协议agreeonthesuggestedorderwithcustomer将订购记录在路线本上updateorderinroutebook1.准备2.打招呼3.店情察看4.产品生动化5.草拟订单determinedtheorder6.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1.5~2百事销售岗位培训单元5拜访八步骤May,2004SALESOnboarding15路线编号：B2客户名称：张三杂货店客户编号；005CR：李四百七美百七美橙苹果百清柠轻怡七美橙葡萄苹果百清柠七美橙葡萄苹果百清柠七美橙葡萄苹果百清柠七美橙柠檬橙味存货1.00.51.50.51.01.01.00.50.51.08.59订货1.01.01.01.00.50.55.06存货0.51.01.00.50.80.50.30.31.00.30.56.711订货2.01.02.02.07.04存货1.00.51.00.00.00.51.00.00.50.50.10.35.49订货存货订货存货订货路线卡小计月日进店时间离店时间销售情况413355mlRB200mlRBCAN600mlPET10:0010:09小计SKU数量4610:0510:151.25LPET2LLipton42010:0810:15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）草拟订单练习百事销售岗位培训单元5拜访八步骤May,2004SALESOnboarding16练习答案路线编号：B2客户名称：张三杂货店客户编号；005CR：李四百七美百七美橙苹果百清柠轻怡七美橙葡萄苹果百清柠七美橙葡萄苹果百清柠七美橙葡萄苹果百清柠七美橙柠檬橙味存货1.00.51.50.51.01.01.00.50.51.08.59订货1.01.01.01.00.50.55.06存货0.51.01.00.50.80.50.30.31.00.30.56.711订货2.01.02.02.07.04存货1.00.51.00.00.00.51.00.00.50.50.10.35.49订货1.90.42.61.91.10.61.90.600.80.50.312.5存货订货存货订货42010:0810:15小计SKU数量4610:0510:151.25LPET2LLipton355mlRB20