百事可乐拜访8步骤

1SALESOnboarding拜访八步骤2为什么要规范拜访步骤？Whydoyouthinkastandardcallprocessisgood?3百事的拜访八步骤8Stepsofthecall1.准备preparation2.打招呼GreettheCustomer3.店情察看StoreCheck4.产品生动化Merchandise5.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--Presenting访后--Post-CallServicePre-CallPresenting/SellingPost-Call4为什么拜访前的准备很重要？Whydoyouthinkpreparationisimportant?5每月准备monthlypreparation每月与主管讨论销售目标setobjectivewithsupervisor销量指标reviewvolumntarget销售发展目标reviewsalesdevelpmentobjective工作重点prioritizewhatneedstobedoneforthemonth每日准备DailyPreparation回顾业绩板,回顾月指标,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,客户卡,发票,合同,POP等)getsellingaids(POP)andorganizedfortheday.访前准备Pre-callplanning就在进入店铺前回顾目标Reviewobjectivbeforeenteringoutlet回顾路线本,客户卡,明确周平均订货量和上周单量reviewroutebook,customercardforweeklyvolumn&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)1.准备--preparation2.打招呼3.店情察看4.产品生动化5.拟订单6.PEPSI7.回顾与总结8.行政工作6在你看来，为什么打招呼很重要？Whydoyouthinkwewanttogreetthecustomer?7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-dicisionmaker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?moodandselectpropertopic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.拟订单6.PEPSI7.回顾与总结8.行政工作8为什么要察看店铺？看些什么?Whyisitimportanttocheckthestore?Checkwhat?9查看店铺,寻找机会walktheoutlettolookforopportunities检查SKUcheckSKUopportunities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.拟订单6.PEPSI7.回顾与总结8.行政工作10作产品生动化的步骤是什么?Whatdoyouthinkwemeanbymerchandiseourproducts?11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.拟订单6.PEPSI7.回顾与总结8.行政工作12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MerchandisingChecklist13你认为,拟定单是一个什么样的过程?Whatdoyouthinkhappenswhenyoudeterminetheorder?14拟订单是为了避免断货theprocessavoidsOOS你的路线手册是帮助你完成此项任务的关键工具yourroutebookisthekeytooltoperformthistaskwell记录现有库存determinecurrentstock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.拟订单determindtheorder6.PEPSI7.回顾与总结8.行政工作15路线卡路线编号RouteNo.客户名称Customer星期一星期三星期五地址Add联系人Contact:电话Tel.拜访日CallDay星期二星期四星期六MD销售易拉罐Can200玻瓶RB355玻瓶RB600ml小胶瓶PET1.25升大胶瓶PET小计月日情况百事七喜美年达百事七喜美年达百事七喜美年达百事七喜美年达百事七喜美年达存货3115122217915订货25875211150存货15553211133922订货0007122214存货4134122219929订货2306211116存货3222223218106订货2018110114存货21041121121013订货3116221218小计321290003208070570112存货21272313211020订货3123102012存货20161202141027订货3214213117存货1112221212113订货4118112119存货1111111181110订货存货订货小计存货订货存货订货存货订货存货订货存货订货小计16销售陈述时,你会向客户陈述什么内容?Whatdothinkhappenswhenwepresenttothecusotmer?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斪急笖步骤中的工作决定.ThisistheprocessofsellinganewideatothecustomerWeutilizeaSolutionSheettosupportthesale.WhatyoupresenttothecustoemrisdeterminedbyyoursuppervisorandduringthePREPARATIONstep.P陈述机遇presentopportunityE解释方案和利益(方案表)Explainthesolution(solutionsheet)P提供详情(providedetails)S达成交易(客户答应)ISecurethesales(customersaysyes)实施跟进步骤Implementnextsteps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.拟订单6.PEPSI7.回顾与总结8.行政工作客户为什么不购买？Whydocustomersresistbuying?客户为什么不购买WhyCustomersResistBuying•认为没必要NoPerceivedneed–(他们不认为有盈利机会)(theydon抰perceive/believeintheopportunityforgain)•认为没好的方案NoPerceivedsolution–(他们不相信你的方案表)(theydon抰believeinyoursolution)•不信任Distrust–(若干理由-有些可能与你有关，也有些可能与你无关)(anynumberofreasons-somemayberelatedtoyou,somemaynot)•不着急Nourgency–(客户要推迟作出决定)(customerwantstoputoffthedecision)共同的销售过程CommonSellingProcess•我们通过共同的销售过程来解决客户不购买的问题。Weutilizeacommonsellingprocesstohelpovercomecustomerobjections.•我们称之为PEPSI销售过程。WecallitthePEPSISalesProcess.•这是一套直观辅助方案，协助你销售我们的产品、提供我们的服务。•Itisavisualaidthathelpsyousellourproductsandservices.你的工作是让客户明白销售百事产品对他的业务有何帮助。Yourjobistohelpthecustomerunderstan