拜訪門店八步驟

1、拜訪八步驟 Jason Hou Mar,2002單元單元 3: 8 Steps of the call拜訪八步驟拜訪八步驟拜訪八步驟 Jason Hou Mar,2002為什么要規(guī)范拜訪步驟？為什么要規(guī)范拜訪步驟？Why do you think a standard call process is good?拜訪八步驟 Jason Hou Mar,2002拜訪八步驟拜訪八步驟 8 Steps of the call8 Steps of the call1. 準(zhǔn)備 preparation2. 打招呼 Greet the Customer3. 店情察看Store Check4. 產(chǎn)品生動(dòng)化Mer

2、chandise5. 擬訂單 Determine the order6. PEPSI 銷售陳述 Presentation7. 回顧與總結(jié) Curbside debrief8. 行政工作 Administration訪前-Pre-Call服務(wù)- Service陳述 - Presenting訪后-Post-CallServicePre-CallPresenting/SellingPost-Call拜訪八步驟 Jason Hou Mar,2002為什么拜訪前的準(zhǔn)備很重要？為什么拜訪前的準(zhǔn)備很重要？Why do you think preparation is important?拜訪八步驟 Jaso

3、n Hou Mar,2002每月準(zhǔn)備每月準(zhǔn)備 monthly preparation 每月與主管討論銷售目標(biāo) set objective with supervisor銷量指標(biāo) review volume target銷售發(fā)展目標(biāo) review sales development objective工作重點(diǎn) prioritize what needs to be done for the month每日準(zhǔn)備每日準(zhǔn)備 Daily Preparation 回顧業(yè)績(jī)板, 回顧月指標(biāo),銷售發(fā)展目標(biāo)和工作重點(diǎn) review scoreboard, check progress against month

4、ly objectives 對(duì)照實(shí)際業(yè)績(jī)與目標(biāo) compare actual status against target確定當(dāng)日線路的工作重點(diǎn) identify the outlets will be focusing on 備齊工作工具(路線本,客戶卡, 發(fā)票, 合同, POP等) get selling aids (POP)and organized for the day.訪前準(zhǔn)備訪前準(zhǔn)備 Pre-call planning就在進(jìn)入店鋪前回顧目標(biāo)Review objective before entering outlet回顧路線本, 客戶卡,明確周平均訂貨量和上周單量 review r

5、oute book, customer card for weekly volume & last order 回顧店主姓名或稱呼, 選擇恰當(dāng)?shù)恼Z(yǔ)氣, 口吻 identify boss name回顧拜訪目的, 以及上次拜訪的承諾 review call focus and promises made last time帶上POP等工具get selling aids( POP, solution sheets, etc )1.1.準(zhǔn)備準(zhǔn)備- Preparation2.打招呼3.店情察看4.產(chǎn)品生動(dòng)化5.擬訂單6.銷售陳述7.回顧與總結(jié)8.行政工作拜訪八步驟 Jason Hou Mar,

6、2002在你看來，為什么打招呼很重要？在你看來，為什么打招呼很重要？Why do you think we want to greet the customer?拜訪八步驟 Jason Hou Mar,2002確認(rèn)出決策者 identify decision maker作自我介紹 introduce yourself與店內(nèi)非決策者保持友好關(guān)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 response

7、s觀察店主的情緒, 選擇恰當(dāng)?shù)脑掝} examine boss?mood and select proper topic主動(dòng)處理緊急問題 preempt urgent issues1.準(zhǔn)備2.2.打招呼打招呼 Greet the customer3.店情察看4.產(chǎn)品生動(dòng)化5.擬訂單6.銷售陳述7.回顧與總結(jié)8.行政工作拜訪八步驟 Jason Hou Mar,2002為什么要察看店鋪？看些什么為什么要察看店鋪？看些什么? ?Why is it important to check the store? Check what?拜訪八步驟 Jason Hou Mar,2002查看店鋪查看店鋪, , 尋

8、找機(jī)會(huì)尋找機(jī)會(huì) walk the outlet to look for opportunities檢查SKU check SKU opportunities尋找陳列機(jī)會(huì)陳列架, 冰柜 Rack & Cooler貨架和產(chǎn)品堆頭 Shelf & Display售點(diǎn)廣告 POP產(chǎn)品輪換 Rotation尋找競(jìng)爭(zhēng)對(duì)手陳列及活動(dòng) competitor activity 檢查價(jià)格pricing issue1.準(zhǔn)備2.打招呼3.3.店情察看店情察看 Store check4.產(chǎn)品生動(dòng)化5.擬訂單6.銷售陳述7.回顧與總結(jié)8.行政工作拜訪八步驟 Jason Hou Mar,2002作產(chǎn)品生動(dòng)化

9、的步驟是什么作產(chǎn)品生動(dòng)化的步驟是什么? ?What do you think we mean by merchandise our products?拜訪八步驟 Jason Hou Mar,2002確保所有產(chǎn)品都以正確確保所有產(chǎn)品都以正確 的方式執(zhí)行生動(dòng)化的方式執(zhí)行生動(dòng)化: :ensure all products are properly merchandised 確保所有庫(kù)存產(chǎn)品的輪轉(zhuǎn) ensure all stock is rotated 清除超期產(chǎn)品 remove out of code product 根據(jù)現(xiàn)有標(biāo)準(zhǔn)使產(chǎn)品生動(dòng)化 Merchandise all displays acc

10、ording to current standards 補(bǔ)充冰柜貨架和陳列架 Replenish coolers, racks and shelf area 需要時(shí)清潔陳列架和設(shè)備 clean shelves and equipment as needed1.準(zhǔn)備2.打招呼3.店情察看4.4.產(chǎn)品生動(dòng)化產(chǎn)品生動(dòng)化 Merchandise5.擬訂單6.銷售陳述7.回顧與總結(jié)8.行政工作拜訪八步驟 Jason Hou Mar,2002 確保各SKU 均有充足的庫(kù)存 ensure appropriate products and packages are available為產(chǎn)品, 貨架和冰柜爭(zhēng)取最

11、佳位置 obtain best locations for products including, displays, visi-coolers, racks所有產(chǎn)品, 依照陳 列標(biāo)準(zhǔn)放在一起 bundle all brands together瓶上的商標(biāo)面向消費(fèi)者 ensure bottle label are facing consumers清潔貨架、瓶身和 售點(diǎn)廣告 (POP) Clean shelves, bottles and POP material使產(chǎn)品享有公平合理的陳列空間 get a fair share of space for products從陳列架上和 冰箱內(nèi)移走競(jìng)爭(zhēng)

12、對(duì)手的產(chǎn)品 Remove competitors products from our crates/visi-coolers將購(gòu)貨點(diǎn)宣傳材料放在醒目和客流量高的區(qū)域 place POP in visible and high traffic areas檢查標(biāo)價(jià), 確保醒目明確make our pricing apparent to the consumer 調(diào)整倉(cāng)庫(kù)內(nèi)存貨位置 arrange stocks in back room按照先進(jìn)先出的原則, 輪換倉(cāng)庫(kù), 貨架和冰柜內(nèi)的產(chǎn)品 rotate stocks to put older products in front and on top產(chǎn)

13、品生動(dòng)化清單產(chǎn)品生動(dòng)化清單 Merchandising Check listMerchandising Check list拜訪八步驟 Jason Hou Mar,2002你認(rèn)為你認(rèn)為, , 擬定單是一個(gè)什么樣的過程擬定單是一個(gè)什么樣的過程? ?What do you think happens when you determine the order?拜訪八步驟 Jason Hou Mar,2002擬訂單是為了避免斷貨 the process avoids OOS你的路線手冊(cè)是幫助你完成此項(xiàng)任務(wù)的關(guān) 鍵工具 your route book is the key tool to perform

14、 this task well 記錄現(xiàn)有庫(kù)存 determine current stock記錄現(xiàn)有空箱數(shù) determine current boxs對(duì)照庫(kù)存需求 擬定每個(gè)SKU的建議訂單 identify inventory needs and develop your suggested order on route card 估算出上次拜訪以來的實(shí)際銷量 determine actual sales since last visit與客戶達(dá)成對(duì)建議訂單的協(xié)議 agree on the suggested order with customer將訂購(gòu) 記錄在路線本上 update ord

15、er in route book1.準(zhǔn)備2.打招呼3.店情察看4.產(chǎn)品生動(dòng)化5.5.擬訂單擬訂單 Determine the order6.銷售陳述7.回顧與總結(jié)8.行政工作拜訪八步驟 Jason Hou Mar,2002路路 線線 卡卡路線編號(hào)路線編號(hào)Route No.客戶名稱 客戶名稱 Customer星期一星期一 星期三星期三 星期五星期五地址地址 Add聯(lián)系人聯(lián)系人Contact:電話電話Tel.拜訪日拜訪日Call Day星期二星期二 星期四星期四 星期六 星期六 MD銷售銷售小計(jì)小計(jì)月月日日情況情況庫(kù)存庫(kù)存空箱空箱訂貨訂貨庫(kù)存庫(kù)存空箱空箱訂貨訂貨庫(kù)存庫(kù)存空箱空箱訂貨訂貨庫(kù)存庫(kù)存空箱

16、空箱訂貨訂貨庫(kù)存庫(kù)存空箱空箱訂貨訂貨庫(kù)存庫(kù)存空箱空箱訂貨訂貨庫(kù)存庫(kù)存空箱空箱訂貨訂貨庫(kù)存庫(kù)存空箱空箱訂貨訂貨庫(kù)存庫(kù)存空箱空箱訂貨訂貨小計(jì)拜訪八步驟 Jason Hou Mar,2002銷售陳述時(shí)銷售陳述時(shí), ,你會(huì)向客戶陳述什么內(nèi)容你會(huì)向客戶陳述什么內(nèi)容? ?What do think happens when we present to the customer?拜訪八步驟 Jason Hou Mar,2002這是向客戶推銷新想法的過程。我們用方案這是向客戶推銷新想法的過程。我們用方案 表這一工具來支持推銷。你向客戶表這一工具來支持推銷。你向客戶 陳述的內(nèi)陳述的內(nèi) 容由你的主管和以上拜訪步驟

17、中的工作決定容由你的主管和以上拜訪步驟中的工作決定. .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.陳述機(jī)遇 present opportunity解釋方案和利益(方案表)Explain the solution (solution

18、sheet )達(dá)成交易(客戶答應(yīng)) Secure the sales (customer says yes)實(shí)施跟進(jìn)步驟 Implement next steps這是推銷的開始1.準(zhǔn)備2.打招呼3.店情察看4.產(chǎn)品生動(dòng)化5.擬訂單6.6.銷售陳述7.回顧與總結(jié)8.行政工作拜訪八步驟 Jason Hou Mar,2002你在什么時(shí)侯作回顧和總結(jié)?會(huì)回顧哪些事情?What do you think happens during Curbside Debrief?拜訪八步驟 Jason Hou Mar,2002花幾分鐘回顧拜訪過程花幾分鐘回顧拜訪過程Take a few moments to ass

19、ess your performance1. 1. 修訂最后訂單修訂最后訂單 Record the final order2.2.拜訪后總結(jié)清單拜訪后總結(jié)清單Curbside Debrief Checklist成功 之處 What work well失敗原因 What did not work well改進(jìn)方法 What would you do differently3.3.作記錄作記錄 take notes路線本 Route book筆記本 note book1.準(zhǔn)備2.打招呼3.店情察看4.產(chǎn)品生動(dòng)化5.擬訂單6.銷售陳述7.7.回顧與總結(jié)回顧與總結(jié)Curbside Debrief8.行

20、政工作拜訪八步驟 Jason Hou Mar,2002你認(rèn)為, 行政工作包括哪些內(nèi)容? 什么時(shí)侯 做?What do you think about the administration? When to do?拜訪八步驟 Jason Hou Mar,20021.準(zhǔn)備2.打招呼3.店情察看4.產(chǎn)品生動(dòng)化5.擬訂單6.銷售陳述7.回顧與總結(jié)8.8.行政工作行政工作 Administration將一天銷售過程中有用的相關(guān)信息記錄在案將一天銷售過程中有用的相關(guān)信息記錄在案結(jié)算結(jié)算 settlement 復(fù)核當(dāng)天的所有銷售現(xiàn)金和欠款, 并繳款 Reconcile all sales, cash and

21、 credits for the day安排送貨和其它承諾事宜安排送貨和其它承諾事宜 fulfil all commitments that you have mad to customers - 填寫送貨單 fill in delivery notes - 設(shè)備或維修服務(wù) equipment and repair service - 購(gòu)貨點(diǎn)宣傳材料需求 POP needs日常區(qū)域管理日常區(qū)域管理 daily territory administration -填寫業(yè)績(jī)板 update scoreboard -對(duì)客戶檔案作即時(shí),必要的更新 update route book -與主管匯報(bào)路線上

22、的問題, 需求和其它重要情況 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拜訪八步驟 Jason Hou Mar,2002請(qǐng)用你自己的話, 復(fù)述一下每一個(gè)步驟. In your own words, identify the 8 Steps of the Call and briefly explain what happens in each step.1 Preparation2 Greet the Customer3 Store Check4 Merchandising5 Determine the Order6 Presentation7 Curbside Debrief8 Administration回回 顧顧 拜拜 訪訪 八步八步 驟驟 Identify 8 Steps of the Call1.準(zhǔn)備2.打招呼3. 店情察看4. 產(chǎn)品生動(dòng)化5. 擬定單6. 銷售陳述7. 回顧與總結(jié)8.行政工作拜訪八步驟 Jason