重點(diǎn)客戶管理介紹重點(diǎn)客戶管理客戶簡(jiǎn)介及評(píng)估客戶了解客戶組織及采購(gòu)員重點(diǎn)客戶的策略促銷在銷售點(diǎn)陳列與關(guān)鍵客戶談判業(yè)務(wù)檢討會(huì)議Chapter1第一篇INTRODUCTIONTOKEYACCOUNTMANAGEMENT介紹關(guān)鍵客戶管理TAKECALCULATEDRISK挑戰(zhàn)可預(yù)測(cè)的風(fēng)險(xiǎn)IfyouwaitfortheperfectmomentWhenallissafeandassured,Itmayneverarrived如果您要等待完美無(wú)瑕，一切都穩(wěn)定和有把握的時(shí)刻，它可能永遠(yuǎn)都不會(huì)發(fā)生MauriceChivalier(1888-1976)在中國(guó)賣場(chǎng)的發(fā)展趨勢(shì)以及賣場(chǎng)的種類操作方式和特點(diǎn)？賣場(chǎng)在中國(guó)今后的零售業(yè)態(tài)的定位和地位？國(guó)際型賣場(chǎng)、國(guó)內(nèi)賣場(chǎng)和地方連鎖超市在今后發(fā)展的相互關(guān)系和定位？提出的問(wèn)題傳統(tǒng)零售業(yè)百貨店食品店雜貨店夫妻店現(xiàn)代零售業(yè)食品超市（華聯(lián)）生鮮食品超市（頂頂鮮）大型綜合超市（家樂(lè)福）倉(cāng)儲(chǔ)式超市（麥德龍）折扣店（百路）便利店（羅森、可的）Keyaccountmanagement關(guān)鍵客戶管理零售業(yè)態(tài)的轉(zhuǎn)變現(xiàn)代零售業(yè)與傳統(tǒng)零售業(yè)的主要區(qū)別行業(yè)劃分設(shè)店與需求劃分設(shè)店分散經(jīng)營(yíng)與集中統(tǒng)一經(jīng)營(yíng)管理采銷合一與采銷專業(yè)化分工眼前利益與追求長(zhǎng)期目標(biāo)實(shí)現(xiàn)Keyaccountmanagement關(guān)鍵客戶管理中央采購(gòu)制度的確立：采購(gòu)權(quán)集中在連鎖店總部商品采購(gòu)商品導(dǎo)入、淘汰價(jià)格制定促銷計(jì)劃優(yōu)點(diǎn)采購(gòu)與銷售的專業(yè)化分工，提高連鎖店整體勞動(dòng)效率和銷售業(yè)績(jī)。集中議價(jià)、價(jià)格形象一致。有效控制整體利益。易于規(guī)劃整體營(yíng)銷活動(dòng)。易取得商品經(jīng)銷權(quán)和代理權(quán)。Keyaccountmanagement關(guān)鍵客戶管理現(xiàn)代零售業(yè)特點(diǎn)Keyaccountmanagement關(guān)鍵客戶管理The80/20principle八十/二十原理Traditionally,peopleanalyzetheexistingaccountbasedonthe80/20principle慣例的，人們分析的客戶都是根據(jù)80/20原理。-80%ofsalescomefrom20%ofaccounts,theremainder80%ofaccountarecontributing20%ofsalesonly.-百分之八十的銷量來(lái)自百分之二十的客戶，剩余的百分之八十的客戶僅提供百分之二十的銷量而已。-Whenweanalyzeprofitability,thesenumbersmayevenmoreskewed.-當(dāng)我們分析利潤(rùn)時(shí)，這些數(shù)字可能更不相稱。Volume銷量Customer客戶80%20%80%20%Chapter2第二篇ACCOUNTPROFILE&ACCOUNTASSESSING客戶簡(jiǎn)介及評(píng)估客戶ManagingTalents管理人才OfallthethingsthatI’vedone,themostvitalisco-ordinatingthetalentsofthosewhoworkforusandpointingthemtowardsacertaingoal在我所做的事情中，最重要的就是協(xié)調(diào)那些為我們工作的人才以及指引他們朝向肯定的目標(biāo)WaltDisney(1901-1966)關(guān)鍵客戶檔案客戶名稱地址關(guān)鍵職員/電話/傳真集團(tuán)架構(gòu)網(wǎng)點(diǎn)資料200120022003（估計(jì)）店數(shù)面積銷售額（RMB’000）日用品%利潤(rùn)（RMB’000）新店數(shù)總店數(shù)主要市場(chǎng)關(guān)鍵客戶檔案(續(xù))采購(gòu)政策配貨政策陳列政策貨架尾貨架堆頭其他POP政策促銷政策價(jià)格政策一般促銷主要定位/戰(zhàn)略關(guān)鍵鍵客客戶戶檔檔案案(續(xù))200120022003總銷量廚房用具銷量%總銷量蘇泊爾銷量%總廚房用具上架品種細(xì)節(jié)主力品種新產(chǎn)品促銷情況折扣兌獎(jiǎng)堆頭關(guān)鍵鍵客客戶戶檔檔案案(續(xù))強(qiáng)弱蘇泊爾競(jìng)品1競(jìng)品2銷量占有率%陳列面占有率%陳列位置堆頭品種主力品種POP促銷力度比較價(jià)格理貨員促銷員送貨服務(wù)扣點(diǎn)其他支持貿(mào)易易條條件件2000200120022003銷售（RMB‘000）固定單價(jià)折扣%（RMB‘000）月底回扣%（RMB‘000）年底回扣%（RMB‘000）其他回扣/獎(jiǎng)金%（RMB‘000）信用額度付款條件天數(shù)其他新店贊助（RMB‘000）店慶贊助（RMB‘000）上架贊助（RMB‘000）貿(mào)易易條條件件(續(xù))2000200120022003陳列費(fèi)用貨架費(fèi)用（RMB‘000）堆頭費(fèi)用（RMB‘000）其他促銷折扣蘇泊爾%客戶%次數(shù)費(fèi)用（RMB‘000）費(fèi)用%人員理貨員（人）（RMB‘000）促銷員（人）（RMB‘000）KAprofiles關(guān)鍵鍵客客戶戶簡(jiǎn)簡(jiǎn)介介Outletrecordcard門店店記記錄錄卡卡InternalUsed

供內(nèi)部使用Creditterms信用期：

daysCreditlimit信用額：$.Discountstructure折扣：%Frequencyofcall每月拜訪次數(shù)：/mth.TradinghistorywithUS

跟我們來(lái)往貿(mào)易記錄Year年Turnover銷售額Profit利潤(rùn)————————————————————————————BestVisitTime最佳拜訪時(shí)間：ContactPerson/s聯(lián)絡(luò)人Position職位——————————————————————————————————————————Address地址：Tel電話：Fax傳真：Outlet’sInformation

門店資料Supermarketfloorspace超市面積：———Categorylength(1)貨架長(zhǎng)度（一）：——Categorylength(2)貨架長(zhǎng)度（二）：——Employees員工人數(shù)FT：——PT：—Checkoutcounters收銀臺(tái)數(shù)目：——Fiscalyearended財(cái)政年度：——Paymentdate付款日期：————Retailauditpanel?零售調(diào)查對(duì)象：Y/NMembercard?會(huì)員卡：Y/NScanningsystem?掃描系統(tǒng)：Y/NStorename門店名稱：分析析客客戶戶客戶戶組組合合矩矩陣陣Dog瘦狗類Contributelowvolume提供低銷量Companyhaslowsalesshare公司占其總銷量份額低CashCow現(xiàn)金牛類Contributelowvolume提供低銷量Companyhashighsalesshare公司占其總銷量份額高QuestionMark問(wèn)題類Contributehighvolume提供高銷量Companyhaslowsalesshare公司占其總銷量份額低Star明星類Contributehighvolume提供高銷量Companyhashighsalesshare公司占其總銷量份額高High強(qiáng)Low弱High強(qiáng)Low弱ATTRACTIENESS吸引引力力SUPPORTIVENESS支持持程程度度SameasBostonConsultingGrid波士士頓頓咨咨詢?cè)児舅靖窀袷绞较嘞嗤琒alesvolume銷量Growthrate成長(zhǎng)率DSO應(yīng)收帳款天數(shù)Profitability利潤(rùn)Marketshare市場(chǎng)份額ExampleofAttractiveness吸引力Analyzinganaccount分析析客客戶戶Attractiveness&supportiveness吸引引力力和和支支持持程程度度Merchandisingshare陳列率Activityshare活動(dòng)率Productdistribution產(chǎn)品分銷Inventoryholding庫(kù)存天數(shù)Workingrelationshipwithbuyer

與采購(gòu)員工作關(guān)系ExampleofSupportiveness支持程度例子Analyzinganaccount分析析客客戶戶Accountevaluation客戶戶交交易易評(píng)評(píng)估估Poor差劣BelowAve.中下Average中等AboveAve.中上Excellent杰出10分Workingrelationshipwithbuyer與采購(gòu)員的工作關(guān)系<11sku規(guī)格11-13sku規(guī)格14-016sku規(guī)格17-19sku規(guī)格20sku規(guī)格or>25分Skucarried產(chǎn)品分銷（規(guī)格）<25%25%-29%30%-34%35%-39%40%or>25分Activitysharein%活動(dòng)率<13%13%-15%16%-18%19%-21%22%or>40分Merchandisingshare陳列率>60days天51-60days天41-50days天31-40days天30days天or<20分DSOindays應(yīng)收帳款天數(shù)<5%5%-9%10%-14%15%-19%20%or>40分Growthratein%成長(zhǎng)率<$200,000$200,000$299,999$300,000-$399,999$400,000-$499,999$500，000or>40分Annuallturnover與我們?nèi)赇N量Poor差劣BelowAve..中下Average中等AboveAve.中上Excellent杰出weighted比重Criteria評(píng)估項(xiàng)目Attractiveness吸引引力力Supportiveness支持持程程度度1-20pts.分21-40pts.分41-60pts.分61-80pts.分81-100pts.分100pts.分TotalforSupportiveness總支持程度計(jì)分1-20pts.分21-40pts.分41-60pts.分61-80pts.分81-100pts.分100pts.pts.分TotalforAttractiveness總吸引力計(jì)分2pts.分4pts.分6pts.分8pts.分10pts.分10pts.分Workingrelationshipwithbuyer與采購(gòu)員的工作關(guān)系5pts.分10pts.分15pts.分20pts.分25pts.分25pts.分Skucarried產(chǎn)品分銷（規(guī)格）5pts.分10pts.分15pts.分20pts.分25pts.分25pts.分Activitysharein%活動(dòng)率8pts.分16pts.分24pts.分32pts.分40pts.分40pts.分Merchandisingsharein%陳列率4pts.分8pts.分12pts.分16pts.分20pts.分20pts.分DSOindays應(yīng)收帳款天數(shù)8pts.分16pts.分24pts.分32pts.分40pts.分40pts.分Growthratein%成長(zhǎng)率8pts.分16pts.分24pts.分32pts.分40pts.分40pts.分Annualturnoverwithus與我們?nèi)赇N量Poor差劣BelowAve.中下Average中等AboveAve.中上Excellent杰出Weighted比重Criteria評(píng)估項(xiàng)目Analyzinganaccount分析析客客戶戶Accountscoring評(píng)估估計(jì)計(jì)分分Exercise(Worksheet)作業(yè)業(yè)（（練練習(xí)習(xí)））Accountevaluation客戶戶交交易易評(píng)評(píng)估估Kindlyworkouttheaccountsscoringonthefollowingevaluationform.請(qǐng)?jiān)谠谙孪铝辛性u(píng)評(píng)估估表表內(nèi)內(nèi)算算出出各各別別客客戶戶的的計(jì)計(jì)分分。。Average中等AboveAve.中上Excellent杰出DCBBCDAScoring計(jì)分Poor差劣17skiu20%12%15days天15%480kB.Av中下12sku25%15%52days天-4%310kA.Av中上18sku38%20%35days天8%600kAExc.杰出21sku50%24%45days天4%250kA./c.Achd..客戶完成1-20分21-40分41-60分61-80分81-100分100pts.分TotalSupportiveness總支持程度計(jì)分100pts.分TotalAttractiveness總吸引力計(jì)分Poor差劣BelowAve,中下Average中等AboveAve.中上Excellent杰出15pts.分Workingrelationshipwithbuyer與采購(gòu)員的工作關(guān)系<11sku11-13sku14-016sku17-19sku20skuor>25pts.分Skucarried產(chǎn)品分銷（規(guī)格）<25%25%-29%30%-34%35%-39%40%or>30pts.分Activitysharein%活動(dòng)率<13%13%-15%16%-18%19%-21%22%or>30pts.分Merchandisingsharein%陳列率>60days天51-60days天41-50days天31-40days天30days天or<20pts.分DSOindays應(yīng)收帳款天數(shù)<5%5%-9%10%-14%15%-19%20%or>40pts.分Growthratein%成長(zhǎng)率<$200,000$200,000-299,999$399，999-$299,999$400,000-$499,999$500，000or>40pts.分Annualturnoverwithus與我們?nèi)赇N量Poor差劣BelowAve.中下Weighted比重EvaluationCriteria評(píng)估項(xiàng)目Remark注：：Kdenotes代表表‘‘000Exercise(Worksheet)作業(yè)業(yè)（（練練習(xí)習(xí)））Accountportfoliomatrix客戶戶組組合合矩矩陣陣Kindlycopytheanswersfromlastpageintothelefthandcolumnthenallocatethemaccordinglyintotherighthandmatrix.請(qǐng)把把上上頁(yè)頁(yè)的的計(jì)計(jì)分分填填在在下下方方左左邊邊的的空空格格里里，，然然后后畫(huà)畫(huà)歸歸在在右右邊邊的的矩矩陣陣。。Supportiveness支持程度Attractiveness吸引力DCBAAccounts客戶Scoring計(jì)分100100Analysinganaccount分析析客客戶戶Accountportfolio客戶戶組組合合Dog

瘦狗類Accountsareunattractivesincetheyofferlowopportunityandwehaveweakposition.由于機(jī)會(huì)少及公司地位不佳，所以客戶變得沒(méi)什么吸引力Provideminimumsalescalls

提供最低限度的拜訪Improverelationshipifpossible

在可能情況之下改善關(guān)系SustainCompany’spresenceifpossible

在可能情況之下繼續(xù)保持公司的存在性CashCow

現(xiàn)金牛類Accountsaresomewhatattractivesincewehavestrongposition,butfutureopportunityislimited.客戶有幾分吸引力因?yàn)槲覀冋加泻軓?qiáng)的地位，但對(duì)于將來(lái)的商業(yè)機(jī)會(huì)非常有限。Providemoderatelevelofsalescalls

提供適度的拜訪Maintainrelationship保持良好關(guān)系Maintaincompanystatusortrytostimulatevolume/growth維持公司地位或嘗試刺激銷量/成長(zhǎng)率QuestionMark

問(wèn)題類Accountsarepotentiallyattractivesincetheyofferhighopportunity,butwehaveweakposition.客戶具有吸引力的潛能并提供許多商業(yè)機(jī)會(huì)，但公司的地位很弱Providehighlevelofsalescalls

提供高質(zhì)量拜訪Shouldimproverelationship應(yīng)該改善關(guān)系Striveforsupportiveness

努力爭(zhēng)取對(duì)公司的支持Star

明星類Accountsareveryattractivesincetheyofferhighopportunityandwehavestrongposition.客戶很有吸引力，因?yàn)樗芴峁┖芏嗌虡I(yè)機(jī)會(huì)以及公司的地位很強(qiáng)Providehighlevelofsalescalls

提供高質(zhì)量的拜訪Maintainrelationship保持良好關(guān)系Maintaincompanystatus維持公司地位Exercise(worksheet)作業(yè)業(yè)（（練練習(xí)習(xí)））Accountattractivenessandsupportiveness客戶戶的的吸吸引引力力和和支支持持程程度度Kindlypreparetheattractivenessandsupportivenessfactorsandsetweightedpointsforeachcriterion.Youmaynotnecessarytofillallthecolumnsbuteachofthetotalmustsumupto100%請(qǐng)準(zhǔn)準(zhǔn)備備客客戶戶吸吸引引力力和和支支持持程程度度的的因因素素并并放放上上比比重重。。您您未未必必需需要要填填完完所所有有格格子子但但每每個(gè)個(gè)總總數(shù)數(shù)加加起起來(lái)來(lái)必必須須等等于于100%。。100%Total總數(shù)Weighted比重Attractiveness吸引力100%Total總數(shù)Weighted比重Supportiveness吸引力Exercise(Casestudy)作業(yè)業(yè)（（練練習(xí)習(xí)））Performancerecordwith4chainstoresin1998.一九九九八年年度四四個(gè)主主要連連鎖店店的交交易記記錄Studythesituationcarefullyandconductaccountevaluation.請(qǐng)仔細(xì)細(xì)研究究下列列局面面，然然后作作出客客戶交交易評(píng)評(píng)估。。3528123523Ourskucarried售賣我們的規(guī)格N/otalskucarriedbythecategory整個(gè)產(chǎn)品種類中所售賣的規(guī)格13%19%8%17%15%1998Promotionalexpenses1998促銷費(fèi)用5840707060DSOindays應(yīng)收帳款天數(shù)8.5%Newlyopened新開(kāi)5%10%-2%1998Annualsalesgrowth1998年成長(zhǎng)率6042418Expectednewoutletsopeninginnext24months預(yù)料在兩年內(nèi)所開(kāi)設(shè)的新店800270635No.ofHypermarkets,Supermarkets&Conveniencestores門店數(shù)量，包括在賣場(chǎng)，超市，便利店50，0001，1001，6002，4004，200Annualsaleswithus與我們?nèi)杲灰祝ǎぁ?00）TotalCo.公司總數(shù)AccountD客戶AccountC客戶AccountB客戶AccountA客戶continueExercise繼續(xù)作作業(yè)N/AHot-tempered,impatient脾氣爆燥Pride驕傲Treatingusveryfriendly對(duì)我們非常友善Nicetoeverybody對(duì)全部人都一樣好Characteristicofbuyer采購(gòu)員的性格40%50%0%38%24%Ouractivityshare我們的活動(dòng)率N/A5003020Ouractivitypoints我們的活動(dòng)點(diǎn)N/A10028085Totalactivitypoints全店活動(dòng)點(diǎn)32%24%17%36%24%Ourmerchandisingshare我們的陳列率N/A120128648Ourmerchandisingpoints我們的陳列點(diǎn)N/A50072240200Totalmerchandisingpoints全店陳列點(diǎn)TotalCo.公司總數(shù)AccountD客戶AccountC客戶AccountB客戶AccountA客戶N/AdenotesinformationnotavailableN/A表示得得不到到適當(dāng)當(dāng)?shù)馁Y資料continueExercise繼續(xù)作作業(yè)Accountevaluation客戶交交易評(píng)評(píng)估Basedonthelast2pagesinformation,kindlyselectthecriteria,setweightandworkoutthescoringforeachchainstore.根據(jù)上上兩頁(yè)頁(yè)得資資料，，請(qǐng)選選擇適適當(dāng)?shù)牡脑u(píng)估估項(xiàng)目目，加加上比比重，，然后后作出出評(píng)估估。DCBA100分TotalSupportiveness總支持程度計(jì)分100pts.分TotalAttractiveness總吸引力計(jì)分Scoring計(jì)分Poor差劣BelowAve.中下Average中等AboveAve.中上Excellent杰出Weighted比重EvaluationCriteria評(píng)估項(xiàng)目continueExercise繼續(xù)作作業(yè)Definethematrixtypeofeachaccountandstateyourimprovementplan.請(qǐng)確定定各客客戶的的矩陣陣類型型及解解釋您您的改改進(jìn)計(jì)計(jì)劃。。ImprovementPlan/s改進(jìn)計(jì)劃Type類型：————AccountA客戶ImprovementPlan/s改進(jìn)計(jì)劃Type類：————AccountB客戶ImprovementPlan/s改進(jìn)計(jì)劃Type類：————C客戶ImprovementPlan/s改進(jìn)計(jì)劃Type類：————D客戶Chapter3第三篇篇KEYACCOUNTORGANIZATION&KNOWINGTHEBUYER了解客客戶組組織及及采購(gòu)購(gòu)員BUILDINGFRIENDSHIPS建立友友誼YoucanmakemorefriendsintwomonthsbybecominginterestedinotherpeoplethanyoucanIntwoyearsbytryingtogetpeopleinterestedinyou.如果您您能關(guān)關(guān)心別別人，，您在在兩個(gè)個(gè)月內(nèi)內(nèi)認(rèn)識(shí)識(shí)的朋朋友比比讓別別人在在兩年年內(nèi)關(guān)關(guān)心你你還來(lái)來(lái)得多多。DaleCamegie(1888-1955)Keyaccountmanagement關(guān)鍵客客戶管管理Buyerandsellerrelationship供應(yīng)商與與零售商商的關(guān)系系TRADITIONRELATIONSHIP傳統(tǒng)式關(guān)關(guān)系PARTNERSHIP伙伴式關(guān)關(guān)系ProductFlow商品供應(yīng)應(yīng)Marketing市場(chǎng)部Warehouse&Logistics倉(cāng)庫(kù)及后后勤部Finance財(cái)務(wù)部Admin.&Operations行政及運(yùn)運(yùn)營(yíng)部Finance財(cái)務(wù)部Seller銷售員Buyer采購(gòu)員A&P廣告及促促銷部Logistics&Distribution后勤及配送部部StoreOperations門店運(yùn)營(yíng)部ValueOriented價(jià)值傾向性GrossMarginOriented毛利傾向性ProductFlow商品供應(yīng)Marketing市場(chǎng)部Warehouse&Logistics倉(cāng)庫(kù)及后勤部Admin&Operations行政及運(yùn)營(yíng)部Finance財(cái)務(wù)部A&P廣告及促銷部Logistics&Distribution后勤及配送部StoreOperations門店運(yùn)營(yíng)部Finance財(cái)務(wù)部CategoryMgt.商品種類管理AccountMgt.關(guān)鍵客戶管理Keyaccountmanagement關(guān)鍵客戶管理理MotivesforKAM關(guān)鍵客戶管理理的動(dòng)機(jī)TheSeller’sperspectives供應(yīng)商的看法Buyer’sshorttermfocusonpricefrustratingthesellertoconsiderlongtermrelationship.零售商只顧眼前價(jià)格的行為令供應(yīng)商對(duì)長(zhǎng)期合作感到灰心。Theseller’smajormotiveswithKeyAccountManagementare:-供應(yīng)商對(duì)于關(guān)鍵客戶管理的主要?jiǎng)訖C(jī)是：Improvingmarketshare提高市場(chǎng)份額Increasingprofitability增長(zhǎng)利潤(rùn)StrengthencustomerLoyalty加強(qiáng)消費(fèi)者的忠心度Assuranceoffuturebusiness把握將來(lái)的生意TheBuyer’sperspectives零售商的看法Sellertakestimetoadaptandchange.供應(yīng)商需要長(zhǎng)久時(shí)間來(lái)適應(yīng)及作出改變。Thebuyer’smajormotiveswithKeyAccountManagementare:-零售商對(duì)于關(guān)鍵客戶管理的主要?jiǎng)訖C(jī)是：Achievetherevenue,profitability,satisfyingcustomersobjectives達(dá)到銷量，利潤(rùn)和滿足顧客的目標(biāo)Decidingwithwhomtheycanworkwithinfuture決定將來(lái)與誰(shuí)合作Organizationalstructure組織結(jié)構(gòu)GeneralManager門店總經(jīng)理StoreOperations門店運(yùn)營(yíng)部Merchandising采購(gòu)部Logistics&Distribution后勤及配送送部HumanResources人力資源部部BusinessDevelopment業(yè)務(wù)發(fā)展部部Finance&Administration財(cái)務(wù)及行政政部NonFood非食品部DryGroceries干糧部FreshFood生鮮食品部部Merchandising采購(gòu)監(jiān)控部部A&P廣告及促銷銷部私有品牌SpacePlanner貨架陳列ProductDatabase商品數(shù)據(jù)庫(kù)庫(kù)MarketResearch市場(chǎng)調(diào)研PriceChecker檢價(jià)員Merchandising,StoreQperationandLogisticsDistributionformtheoperationalaxisofaKA.采購(gòu)部，門門店運(yùn)營(yíng)部部和后勤部部是KA的操作核心心。Allotherdepartmentsareoperatinginaserviceandsupportroletowardsthese3departments.所有其他部部門都為這這三個(gè)部門門扮演服務(wù)務(wù)和支援的的角色The7responsibilitiesofmerchandisingdept.采購(gòu)部的七七項(xiàng)職責(zé)1.ManagementofAssortment種類管理Toselectproductcategoriesandskuineachcategory,makesuretotalassortmentisbeingkeptup-to-dateanddemandofcustomers.選擇大類產(chǎn)品和各種類的規(guī)格，并確保整個(gè)產(chǎn)品種類跟得上消費(fèi)者的需求。2.Relationshipwithsuppliers與供應(yīng)商的關(guān)系Togeneratemaximumperformanceoutofthisrelationship.

從良好的關(guān)系中產(chǎn)生更可觀的成績(jī)。3.PricingStrategy價(jià)格策略Tosuitthebestpossibledesiredpositioningofthestores.

以最適合的價(jià)格來(lái)配合公司理想的定位4.Grossmargin毛利率ToresponsibleforthegrossmarginperformanceoftheCompany.負(fù)責(zé)公司的毛利增長(zhǎng)情況。5.Sales銷售量Tocommitandimprovethesalesperformanceofthestores.

積極提高各門店的銷售成績(jī)。6.Promotionalactivities促銷活動(dòng)Tonegotiatewithsuppliersthemostattractivepromotionthatareavailable.

跟供應(yīng)商協(xié)商以便爭(zhēng)取最能吸引消費(fèi)者的促銷活動(dòng)。7.Presentation(Display)陳列Todevelopfixedplansforthepresentationofproductsforeachindividualstores.對(duì)各門店制定產(chǎn)品的陳列。Buildingrelationshipwithkeya/c.與KA建立聯(lián)系BuildingrelationshipwithKApersonnelrelatingtothesalesofCompanyproducts.與公司業(yè)務(wù)務(wù)有關(guān)KA人員建立友友好關(guān)系。。Establisharelationshipoftrustthatcanbebuiltoninnegotiatingandinfluencingtheaccounts.在關(guān)系上建建立信任以以至能在談?wù)勁兄杏绊戫懣蛻鬊uildanetworkofcontactsandtrustwithpersonsinvolvedinanyaspectwhichimpactsontheactualorpotentialsalesofourproducts.與關(guān)鍵人物物聯(lián)系及建建立信任以以便正面影影響我們產(chǎn)產(chǎn)品的現(xiàn)實(shí)實(shí)或潛在銷銷量。Owner最高SetPolicies設(shè)立政策Decisionmaker決策人BuyerMerchandiser采購(gòu)員User/Implementers執(zhí)行者StoreManagersandStorepersonnel店長(zhǎng)或門店店員工Influencers有影響的人人Authorizers有勢(shì)力的人人Consumers消費(fèi)者Keydecision決策重點(diǎn)Buyer’sPointofView采購(gòu)員的觀點(diǎn)Customeroriented能適應(yīng)顧客Attractive&up-to-date新式并具有吸引力Reasonableprice合理的價(jià)格Profitable有利潤(rùn)InfluenceBySupplier供應(yīng)商的影響Marketdata=Sales,share市場(chǎng)數(shù)據(jù)=銷量，市場(chǎng)份額，趨勢(shì)，價(jià)格分析等等Consumerresearch消費(fèi)者調(diào)研數(shù)據(jù)Companyspecificsalesdata公司具體數(shù)據(jù)Informationonworldwidetrends全球發(fā)展趨勢(shì)Anyotherrelevantinformation其他相關(guān)的信息Decision決策Variousaspectofabuyer多方面了解解采購(gòu)員-Personal個(gè)人的-Jobspecific明確的工作

Company

他的公司Motivations激發(fā)因素Productrange

所負(fù)責(zé)的產(chǎn)品種類-Negotiation談判-Promotional策劃促銷活動(dòng)Storeplanning

門店計(jì)劃-Othermgt.Responsibilities.其他管理方面的任務(wù)JobFunctions職務(wù)Supervisors

上司Subordinates

下屬-Networkrelationshipwithcolleagueswithrelatedresponsibilities.E.g.storeOperation,A&Petc.

與其他相關(guān)部門的聯(lián)系。如門店運(yùn)營(yíng)部，廣告及促銷部等ReportingRelationship匯報(bào)關(guān)系Buyingprocedure

采購(gòu)程序Stockcontrol

庫(kù)存管理-branchallocations配送貨物于分店P(guān)erformancemonitoring

業(yè)績(jī)監(jiān)控-Advertising&promotions

廣告和促銷ProceduralSystem程序制度Headofficeorganization

總公司的組織Fieldorunitmanagementstructure

部門結(jié)構(gòu)-DecisionMakingUnit(DMU)/Committee決策小組BuyingOrg.Structure采購(gòu)公司結(jié)構(gòu)Whatmotivatekeyaccounts?什么能激發(fā)發(fā)關(guān)鍵客戶戶？Developingpersonalrelations發(fā)揮個(gè)人交情Understandingbuyersandsatisfyingtheirneedsfromtherelationships.了解采購(gòu)員及利用交情滿足他們的需求。Developingabalanceharmoniousrelationshipwithallcontacts.聯(lián)系發(fā)展平衡和諧的關(guān)系。Providingrecognitionandesteem,anddevelopingfriendshipandacceptability.賞識(shí)和尊重，以及發(fā)展友誼。DevelopingtrustintheAccountManagerasaperson,andintheCompanyasagoodsupplier.發(fā)展關(guān)鍵客戶經(jīng)理為可依賴的人，及使公司成為良好的供應(yīng)商AddingvaluetoKA;sbusiness增添KA的業(yè)務(wù)價(jià)值Profitenhancement.E.g.Tradingterms,pricingpolicies,promotionalsupport,improvementofsales&profitperformance.增加利潤(rùn)。如貿(mào)易條件，價(jià)格政策，促銷支援，增進(jìn)銷售和利潤(rùn)。Productknowledgeandtraining.Eg.Retailsalesstaff,distributorSalesteams.產(chǎn)品知識(shí)和培訓(xùn)。如門店員工，促銷商的銷售隊(duì)伍。Salesupport.Eg.Merchandisingsupport,spacemanagementplanning,categorymanagementadvice,pre-salesandaftersalesservice.銷售支援。如理貨服務(wù)，空間管理計(jì)劃，產(chǎn)品分類管理的建議，售前及售后服務(wù)。Chapter4第四篇KEYACCOUNTSTRATEGY關(guān)鍵客戶戶策略ACOURAGEOUSDECISION一個(gè)勇敢敢的決定定Wheneveryouseeasuccessfulbusiness,someoneoncemadeacourageousdecision.第當(dāng)您看看到一個(gè)個(gè)成功的的生意時(shí)時(shí)，某人人曾經(jīng)作作出了一一個(gè)勇敢敢的決定定。PeterDrucker產(chǎn)品組合合策略賣場(chǎng)品牌牌和產(chǎn)品品政策提出的問(wèn)問(wèn)題Mutationsofassortment產(chǎn)品種類類的變動(dòng)動(dòng)Criteriafornewlisting引進(jìn)新產(chǎn)產(chǎn)品的標(biāo)標(biāo)準(zhǔn)Thenewproductshouldgenerateadditionalsakes.新產(chǎn)品應(yīng)應(yīng)該能增增加額外外的銷量量。Thenewproductshouldandvaluetothecategory.新產(chǎn)品在在產(chǎn)品種種類中有有特定的的價(jià)值。。Itshouldbesupportedbysupplierbywayofadvertisingandpromotion.供應(yīng)商通通過(guò)廣告告的促銷銷來(lái)支持持新產(chǎn)品品。Itshouldbesupportedbysupplierwithcustomised/exclusivepromotions.供應(yīng)商應(yīng)應(yīng)能舉辦辦特別的的促銷活活動(dòng)。Thepurchaseconditionshouldmatchthestandardsandtargets.購(gòu)貨條件件應(yīng)達(dá)到到對(duì)方的的標(biāo)準(zhǔn)和和目標(biāo)。。Oneproductin=Oneproductout.引進(jìn)一個(gè)個(gè)新產(chǎn)品品意味著著另一個(gè)個(gè)產(chǎn)品將將被淘汰汰。Ithastobebar-coded.它必須有有條形碼碼。Mutationsofassortment產(chǎn)品種類類的變動(dòng)動(dòng)Presentingfornewlisting介紹產(chǎn)品品上架Newproductfeatures,uniquesellingPoint(USP),usageetc.新產(chǎn)品的的特點(diǎn)，，銷售重重點(diǎn)，用用途等等等。Marketpositioning,targetconsumer,imageetc.新產(chǎn)品的的市場(chǎng)定定位，目目標(biāo)消費(fèi)費(fèi)者，形形象等等等。Marketdatatosupportthispositioning.說(shuō)明性的的市場(chǎng)數(shù)數(shù)據(jù)。Salesforecast.銷售預(yù)測(cè)測(cè)。Introductionplanandschedule.引進(jìn)計(jì)劃劃和時(shí)間間。PromotionplanforNationalPromotionandexclusivepromotion.促銷計(jì)劃劃，包括括一般的的促銷和和專有的的促銷。。Datasheetwithproductspecification,purchasecondition.E.g.price,fees,rebates,paymentterms,promotionprices,listingfeeetc.有關(guān)產(chǎn)品品內(nèi)容的的數(shù)據(jù)表表，購(gòu)貨貨條件。。如價(jià)格格，費(fèi)用用，返利利，付款款期，促促銷價(jià)，，進(jìn)場(chǎng)費(fèi)費(fèi)等。‘X’numbersofsamples數(shù)件產(chǎn)品品樣品。。Proposalforplanogram.E.g.wheretodisplayandhowmanyfacingsetc.貨架陳列列建議。。如陳列列在什么么地方，，多少個(gè)個(gè)陳列面面等等。。Mutationsofassortment產(chǎn)品種類類的變動(dòng)動(dòng)Criteriaforde-listing淘汰產(chǎn)品品的標(biāo)準(zhǔn)準(zhǔn)Producthasbadsalesperformance:產(chǎn)品銷售售業(yè)績(jī)不不好：-Belowsetsalestargetforthegroupandindividualstores.低于設(shè)定定的總銷銷售目標(biāo)標(biāo)及每個(gè)個(gè)門店的的目標(biāo)。。Productdoesnotfitwiththecategorystrategyanymore.不再適應(yīng)應(yīng)大類產(chǎn)產(chǎn)品策略略。Noornotsufficientpromotionalsupportfromsupplier供應(yīng)商沒(méi)沒(méi)有或給給于不足足夠的促促銷支持持。Poormargin/decliningmargin/marginfallsbelowgrouptarget.低毛利/毛利下降降/毛利低于于標(biāo)準(zhǔn)線線。Poorsupplierdeliveryperformance/inconsistentsupply.供應(yīng)商不不及時(shí)供供應(yīng)貨或或時(shí)常缺缺貨。Productqualityproblems.產(chǎn)品質(zhì)量量問(wèn)題。。Ordersizeistoolargeandcannotbedigested.訂貨規(guī)格格（數(shù)量量）太大大而且不不易消化化。Developinganaccountstrategy發(fā)展一個(gè)個(gè)客戶的的策略Factorstoconsider需考慮的的因素Theinteractionbetweenkeydecisionmakers.Example;-與決策者者相互影影響。如如：-Knowwhohasaninputtothebuyingdecision.知道誰(shuí)能能作出采采購(gòu)決定定-Knowtherelativelevelofinfluenceofeachdecisionmaker.知道各決決策者的的影響程程度。-Knowtheinternalpowerplaysandrelationship.知道內(nèi)部部權(quán)力及及關(guān)系。。-Knowtheindividualneedsandinterestsofeachdecisionmakerandinfluencer.知道每個(gè)個(gè)決策者者的商業(yè)業(yè)需求及及興趣。。-Makecontactwitheachdecisionmakerpersonallytoaddresstheirneedsandinterests.親自聯(lián)系系每個(gè)決決策者商商討他的的商業(yè)需需求及興興趣。Thephysicalflowofgoodsthroughtheaccount.Example:-輸送產(chǎn)品品給客戶戶。如：：Dowedelivertimely?我們是否否準(zhǔn)時(shí)輸輸送貨物物？Howdoourgoodsbedelivered?如何輸送送貨物給給客戶？？Doestheaccountrunoutofstockbecauseofproduction/deliveryproblems/salescalletc?客戶是否否因我們們的生產(chǎn)產(chǎn)/輸送問(wèn)題題/拜訪頻率率/等造成缺缺貨情況況發(fā)生？？Developinganaccountstrategy發(fā)展一個(gè)個(gè)客戶的的策略continueFactorstoconsider繼續(xù)需考考慮的因因素Whatarethehandlingandprocessingprocedures?怎樣的輸輸送管理理和步驟驟Convenienceofstorageofourproductsattheaccountpremises?客戶在經(jīng)經(jīng)營(yíng)場(chǎng)所所是否容容易保管管我們的的貨品？？Howdoourgoodsbedistributedinternallybyd\customerstooutlets?客戶如何何內(nèi)部輸輸送產(chǎn)品品給門店店？Whataretheweaknessesofourproductsversusourcompetitionsproductsinthephysicalflowcycle?在輸送貨貨品中，，我們的的商品比比起競(jìng)爭(zhēng)爭(zhēng)商品有有什么弱弱勢(shì)？Hiddencoststochangesupplysources.Example:-改變貨貨源供供應(yīng)的的隱藏藏代價(jià)價(jià)。如如：Adaptinghandlingorstoragefacilitiesandprocedures.能適應(yīng)應(yīng)處理理或貯貯存設(shè)設(shè)施及及程序序。Changingcomputerstockandrangelisting.更換電電腦資資料及及上架架品種種。Changingworkingprocedures.改變工工作流流程。。Traininginproductknowledge.提供產(chǎn)產(chǎn)品知知識(shí)。。Developinganaccountstrategy發(fā)展一一個(gè)客客戶的的策略略Competitivestrategies競(jìng)爭(zhēng)策策略Competitorswillnotstandbywhilewepinchtheirmarketshare.Keepnoticeontheirmarketingprogrammes,advertisingandpromotions,productdevelopment,tradingtermsetc.競(jìng)爭(zhēng)對(duì)對(duì)手不不會(huì)眼眼看著著我們們搶他他們的的市場(chǎng)場(chǎng)份額額還袖袖手旁旁觀。。密切切注意意他們們的市市場(chǎng)活活動(dòng)，，廣告告及促促銷，，產(chǎn)品品改良良，貿(mào)貿(mào)易條條件等等。Reciprocaltradingopportunities互惠的的貿(mào)易易機(jī)會(huì)會(huì)Ifanaccountissupportingbettertoacompetitorbecauseofreciprocaltradingrelations,canweunderminethisbystressingcompetitiveadvantagesorencouragevalueanalysis?如果一一個(gè)客客戶由由于互互惠貿(mào)貿(mào)易關(guān)關(guān)系則則特別別支持持競(jìng)爭(zhēng)爭(zhēng)對(duì)手手，我我們是是否能能夠施施壓削削弱對(duì)對(duì)手的的優(yōu)勢(shì)勢(shì)或鼓鼓勵(lì)價(jià)價(jià)值分分析。continueFactorstoconsider繼續(xù)需需考慮慮的因因素Changingproductionprocesstoincorporatenewrequirement(ifany).改變生生產(chǎn)過(guò)過(guò)程來(lái)來(lái)結(jié)合合新要要求（（如有有需要要）。。Changingmerchandisinglayout(ifany).改變陳陳列設(shè)設(shè)計(jì)（（如有有需要要）。。Losingcustomersconfidentthroughdissatisfactionatthechanges.因不滿滿改變變而造造成客客戶失失去信信心。。Developinganaccountstrategy發(fā)展一一個(gè)客客戶的的策略略ContinueFactorstoconsider繼續(xù)需需考慮慮的因因素Multiplesourcingsupportpolicies支持多多方面面貨源源政策策Somecompaniesdevelopinformalpoliciestosupportmultiplesupplierswherepractical.某些公公司在在可能能的情情況下下，有有個(gè)非非正式式的政政策去去支持持多方方面的的供應(yīng)應(yīng)商。。Theinfluenceofkeyindividualorcompaniesrespectedinthetrade個(gè)人或或公司司受市市場(chǎng)尊尊重的的影響響力Cultivaterelationshipstodealwithkeyplayersinthemarket,obtainendorsementfromthemthatwillhelpyoutopromotethebusinessandyourself.與市場(chǎng)場(chǎng)主要要的客客戶交交易中中培養(yǎng)養(yǎng)關(guān)系系，獲獲取他他們的的認(rèn)可可，這這樣能能幫助助提升升我們們本身身及公公司。。Ifourproductsandourcompanyreceivepositivepublicity,usethattoourbenefitbydrawingittotheattentionofclients.如果我我們的的產(chǎn)品品及公公司都都獲得得良好好的聲聲譽(yù)，，描述述我們們的利利益并并且讓讓客戶戶們都都知道道。Developinganaccountstrategy發(fā)展一一個(gè)客客戶的的策略略Buildingaccountknowledge加強(qiáng)認(rèn)認(rèn)識(shí)客客戶Eg.Turnover;no.ofoutletsandlocations;buyeretc.如銷量；門店數(shù)目及地點(diǎn)；采購(gòu)員等。Peripheralaccountknowledge表面上認(rèn)識(shí)客戶Eg.Organizationandreportingstructure;decision-makingprocess;overallcompanyperformance;networkofpersonnel;budgetperiodsetc.如公司及匯報(bào)結(jié)構(gòu)；決策過(guò)程；整體業(yè)績(jī)；人事關(guān)系；財(cái)政年度等Moredetailinsightstotheaccount更深一層的認(rèn)識(shí)客戶Eg.Accountplans,goals,objectives;operationalprocedures;sales&profitperformancebyoutlet;productcategoryperformance;strategies;timingofallstrategicanddevelopmentactivities;promotionalplans;competitiveperformanceanactivity;personalcontactswithallH.Q.andfieldmanagement.如計(jì)劃，目的及目標(biāo)；操作程序；門店銷量及利潤(rùn)；產(chǎn)品種類的業(yè)績(jī)；策略；所有發(fā)展計(jì)劃的時(shí)間；促銷計(jì)劃；競(jìng)爭(zhēng)對(duì)手的業(yè)績(jī)及活動(dòng)；個(gè)人對(duì)于總公司及門店管理的聯(lián)系。Finedetailoftheaccount認(rèn)識(shí)客戶的細(xì)節(jié)Chapter5第五篇篇DILIGENCEBREEDSSUCCESS勤奮培培育成成就Geniusisonepercentinspirationandninety-ninepercentperspiration.天才是靠靠百分之之一的靈靈感加上百分分之九十十九的努努力。ThomasA,Edison(1847-1931)PROMOTIONPLAN促銷Salespromotionplanning促銷計(jì)劃劃Settingobjectives設(shè)立目標(biāo)標(biāo)Creatingordevelopingbrandawarenessandbuildcustomerloyalty.創(chuàng)造或發(fā)展品牌知名度和建立忠實(shí)消費(fèi)群。Increasemarketshareandimportanceintheaccount.增加市場(chǎng)份額及在客戶的重要地位。Improvemerchandisinganddistribution.改進(jìn)陳列及產(chǎn)品分銷。Increaseproducttrialbynewusersorusagebycurrentusers.增加新消費(fèi)群的試用和現(xiàn)有顧客使用。Blockingcompetitorsactivitiesetc.阻擋競(jìng)爭(zhēng)對(duì)手的活動(dòng)等。Generalobjectives全面的目標(biāo)Additionalvolumetargetedtogeneratebytheaccountandoutlets.客戶和各門店所能達(dá)到的額外銷量。Increaseinmarketshareduringtheperiod.在這期間增長(zhǎng)市場(chǎng)份額。Achievetheactivitypointsandactivityshare.達(dá)成要求的活動(dòng)點(diǎn)和活動(dòng)率。Measurableimprovementinmerchandising.明顯改進(jìn)陳列率。Increasestockweightetc.提高存貨量等。Specificobjectives具體的目標(biāo)Salespromotionplanning促銷計(jì)劃劃Objectiveplanningform目標(biāo)制訂訂表Obj.目標(biāo)Obj.目標(biāo)Obj.目標(biāo)Obj.目標(biāo)Obj目標(biāo)總數(shù)DLBParknshopPTNGSSub-total小計(jì)MHL

LianHuaMHLHuaLianSub-total小計(jì)JCLotusJCMetroJCCarrefourActionBy執(zhí)行者Base基線Base基線Base基線Base基線Base基線Account客戶名稱DO應(yīng)收帳天數(shù)ProductDistrn.售賣規(guī)格Activity活動(dòng)Merchandising陳列SalesValue銷額UnderstandKAoperation了解關(guān)鍵鍵客戶的的操作Promotionalprogrammes促銷項(xiàng)目目Activities活動(dòng)Explanations解釋W(xué)eeklypromotiononDryGroceryitemsandNon-Food每周一次干糧和非食品促銷15selectedskusonleafletanddoortodoordistribution15種干糧和非食品促銷傳單挨家挨戶分發(fā)Weeklyfreshpromotion每周一次生鮮商品促銷Onlyfresharticles;In-storecommunication

僅限于生鮮商品；店內(nèi)交流Grandopeningcolourleaflets開(kāi)店彩色傳單Fixedstoreopeningoffer開(kāi)店固定促銷Openingactivities

開(kāi)店活動(dòng)Specialpromotions,openingeventse.g.music,liondanceetc.

特別促銷，公開(kāi)活動(dòng)如音樂(lè)廣播，舞獅等等Busadvertising公共汽車（巴士）廣告Promotionmessageonlocalbuses

以當(dāng)?shù)毓财嚕ò褪浚﹤魉蛷V告信息Jointpromotions聯(lián)合商家促銷Exclusivesupplierpromotions;brandpromotion

獨(dú)家促銷；品牌促銷In-storecommunication店內(nèi)傳遞住信息P.O.S.materials;”EverydayLowPrice”etc.宣傳品；“每日廉價(jià)品”等等Supplierparticipationprogrammes供應(yīng)商參與項(xiàng)目Floordisplays,localisedpromotion,sampling,leafletsparticipation,in-storeP.O.S.materials,outsideadvertisingboard堆頭陳列，店內(nèi)（當(dāng)?shù)兀┐黉N，分派樣品，參與傳單活動(dòng)，促銷宣傳品，店外廣告牌UnderstandKAoperation了解關(guān)鍵鍵客戶的的操作A&Pcharges促銷費(fèi)用用Activities活動(dòng)Explanation解釋Costs費(fèi)用Weeklypromotionprogrammes每周一次促銷E.g.Priceoff,specialpack,buyonefreeone

如打折，特殊包裝，買一送一等等Compensate50%-100%ofmargin補(bǔ)償50%-100%的毛利率Advertisingboardoutsidestore店外廣告牌E.g.A1posterforXweeks

如A1海報(bào)共X星期$Xfortheperiod每周期$XIn-storesampling店內(nèi)派送樣品E.g.WeekendsonlyforXweeksandhastobeapprovedbymanagerconcerned.Suppliershould