銷售拜訪步驟8Stepsofthecall拜訪八步驟2為什么要規(guī)范拜訪步驟？Whydoyouthinkastandardcallprocessisgood?3一家消費品公司的拜訪八步驟8Stepsofthecall1.準備preparation2.打招呼GreettheCustomer3.店情察看StoreCheck4.產(chǎn)品生動化Merchandise5.擬訂單Determinetheorder6.PEPSI銷售陳述Presentation7.回顧與總結(jié)Curbsidedebrief8.行政工作Administration訪前--Pre-Call服務--Service陳述--Presenting訪后--Post-Call4為什么拜訪前的準備很重要？Whydoyouthinkpreparationisimportant?5每月準備monthlypreparation每月與主管討論銷售目標setobjectivewithsupervisor銷量指標reviewvolumetarget銷售發(fā)展目標reviewsalesdevelopmentobjective工作重點prioritizewhatneedstobedoneforthemonth每日準備

DailyPreparation回顧業(yè)績板,回顧月指標,銷售發(fā)展目標和工作重點reviewscoreboard,checkprogressagainstmonthlyobjectives對照實際業(yè)績與目標compareactualstatusagainsttarget確定當日線路的工作重點identifytheoutletswillbefocusingon備齊工作工具(路線本,客戶卡,發(fā)票,合同,POP等)

getsellingaids(POP)andorganizedfortheday.訪前準備

Pre-callplanning就在進入店鋪前回顧目標Reviewobjectivebeforeenteringoutlet回顧路線本,客戶卡,明確周平均訂貨量和上周單量reviewroutebook,customercardforweeklyvolume&lastorder回顧店主姓名或稱呼,選擇恰當?shù)恼Z氣,口吻identifybossname回顧拜訪目的,以及上次拜訪的承諾reviewcallfocusandpromisesmadelasttime帶上POP等工具getsellingaids(POP,solutionsheets,etc)1.準備--Preparation2.打招呼3.店情察看4.產(chǎn)品生動化5.擬訂單6.銷售陳述7.回顧與總結(jié)8.行政工作6在你看來，為什么打招呼很重要？Whydoyouthinkwewanttogreetthecustomer?7確認出決策者identifydecisionmaker作自我介紹introduceyourself與店內(nèi)非決策者保持友好關(guān)系keepgoodrelationshipwithnon-decisionmaker避免使用易引起反面回答的招呼方式

avoidusinganygreetingstylewhichmaycausenegativeresponses觀察店主的情緒,選擇恰當?shù)脑掝}examineboss?moodandselectpropertopic主動處理緊急問題

preempturgentissues1.準備2.打招呼Greetthecustomer3.店情察看4.產(chǎn)品生動化5.擬訂單6.銷售陳述7.回顧與總結(jié)8.行政工作8為什么要察看店鋪？看些什么?Whyisitimportanttocheckthestore?Checkwhat?9查看店鋪,尋找機會

walktheoutlettolookforopportunities檢查SKUcheckSKUopportunities尋找陳列機會陳列架,冰柜Rack&Cooler貨架和產(chǎn)品堆頭Shelf&Display售點廣告POP產(chǎn)品輪換Rotation尋找競爭對手陳列及活動competitoractivity檢查價格pricingissue1.準備2.打招呼3.店情察看Storecheck4.產(chǎn)品生動化5.擬訂單6.銷售陳述7.回顧與總結(jié)8.行政工作10作產(chǎn)品生動化的步驟是什么?Whatdoyouthinkwemeanbymerchandiseourproducts?11確保所有百事產(chǎn)品都以正確的方式執(zhí)行生動化:ensureallPepsiproductsareproperlymerchandised確保所有庫存產(chǎn)品的輪轉(zhuǎn)ensureallstockisrotated清除超期產(chǎn)品removeoutofcodeproduct根據(jù)現(xiàn)有標準使產(chǎn)品生動化Merchandisealldisplaysaccordingtocurrentstandards補充冰柜貨架和陳列架Replenishcoolers,racksandshelfarea需要時清潔陳列架和設(shè)備cleanshelvesandequipmentasneeded1.準備2.打招呼3.店情察看4.產(chǎn)品生動化

Merchandise5.擬訂單6.銷售陳述7.回顧與總結(jié)8.行政工作12確保各SKU均有充足的庫存ensureappropriateproductsandpackagesareavailable為產(chǎn)品,貨架和冰柜爭取最佳位置obtainbestlocationsforproductsincluding,displays,visi-coolers,racks所有產(chǎn)品,依照陳列標準放在一起bundleallbrandstogether瓶上的商標面向消費者ensurebottlelabelarefacingconsumers清潔貨架、瓶身和售點廣告(POP)Cleanshelves,bottlesandPOPmaterial使產(chǎn)品享有公平合理的陳列空間getafairshareofspaceforproducts從陳列架上和冰箱內(nèi)移走競爭對手的產(chǎn)品Removecompetitorsproductsfromourcrates/visi-coolers將購貨點宣傳材料放在醒目和客流量高的區(qū)域placePOPinvisibleandhightrafficareas檢查標價,確保醒目明確makeourpricingapparenttotheconsumer調(diào)整倉庫內(nèi)存貨位置arrangestocksinbackroom按照先進先出的原則,輪換倉庫,貨架和冰柜內(nèi)的產(chǎn)品rotatestockstoputolderproductsinfrontandontop產(chǎn)品生動化清單MerchandisingChecklist13你認為,擬定單是一個什么樣的過程?Whatdoyouthinkhappenswhenyoudeterminetheorder?14擬訂單是為了避免斷貨theprocessavoidsOOS你的路線手冊是幫助你完成此項任務的關(guān)鍵工具yourroutebookisthekeytooltoperformthistaskwell記錄現(xiàn)有庫存determinecurrentstock記錄現(xiàn)有空箱數(shù)determinecurrentboxs對照庫存需求擬定每個SKU的建議訂單identifyinventoryneedsanddevelopyoursuggestedorderonroutecard估算出上次拜訪以來的實際銷量determineactualsalessincelastvisit與客戶達成對建議訂單的協(xié)議agreeonthesuggestedorderwithcustomer將訂購記錄在路線本上updateorderinroutebook1.準備2.打招呼3.店情察看4.產(chǎn)品生動化5.擬訂單Determinetheorder6.銷售陳述7.回顧與總結(jié)8.行政工作15路線卡16銷售陳述時,你會向客戶陳述什么內(nèi)容?Whatdothinkhappenswhenwepresenttothecustomer?17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。你向客戶陳述的內(nèi)容由你的主管和以上拜訪步驟中的工作決定.ThisistheprocessofsellinganewideatothecustomerWeutilizeaSolutionSheettosupportthesale.WhatyoupresenttothecustomerisdeterminedbyyoursupervisorandduringthePREPARATIONstep.

陳述機遇presentopportunity

解釋方案和利益(方案表) Explainthesolution(solutionsheet) 提供詳情(providedetails)

達成交易(客戶答應) Securethesales(customersaysyes)

實施跟進步驟Implementnextsteps這是推銷的開始1.準備2.打招呼3.店情察看4.產(chǎn)品生動化5.擬訂單6.銷售陳述7.回顧與總結(jié)8.行政工作18你在什么時侯作回顧和總結(jié)?會回顧哪些事情?WhatdoyouthinkhappensduringCurbsideDebrief?19花幾分鐘回顧拜訪過程Takeafewmomentstoassessyourperformance1.修訂最后訂單Recordthefinalorder2.拜訪后總結(jié)清單CurbsideDebriefChecklist成功之處Whatworkwell失敗原因Whatdidnotworkwell改進方法Whatwouldyoudodifferently3.作記錄

takenotes路線本Routebook筆記本notebook1.準備2.打招呼3.店情察看4.產(chǎn)品生動化5.擬訂單6.銷售陳述7.回顧與總結(jié)CurbsideDebrief8.行政工作20你認為,行政工作包括哪些內(nèi)容?什么時侯做?Whatdoyouthinkabouttheadministration?Whentodo?211.準備2.打招呼3.店情察看4.產(chǎn)品生動化5.擬訂單6.銷售陳述7.回顧與總結(jié)8.行政工作Administration將一天銷售過程中有用的相關(guān)信息記錄在案結(jié)算settlement復核當天的所有銷售現(xiàn)金和欠款,并繳款Reconcileallsales,cashandcreditsfortheday安排送貨和其它承諾事宜

fulfilallcommitmentsthatyouhavemadtocustomers-填寫送貨單fillindeliverynotes-設(shè)備或維修服務equipmentandrepairservice-購貨點宣傳材料需求POPneeds日常區(qū)域管理

dailyterritoryadministration-填寫業(yè)績板updatescoreboard-對客戶檔案作即時,必要的更新updateroutebook-與主管匯報路線上的問題,需求和其它重要情況 Notifysupervisorofchangesnecessaryin customerdatainroutebook-完成主管要求的其它管理工作otheradministrationtasksrequiredbysupervisor22請用你自己的話,復述一下每一個步驟.

Inyourownwords,identifythe8StepsoftheCallandbrieflyexplainwhathappensineachstep.回顧拜訪八步驟

Identify8StepsoftheCall1.準備2.打招呼3.店情察看4.產(chǎn)品生動化5.擬定單6.銷售陳述7.回顧與總結(jié)8.行政工作23

實地培訓OntheJobLearning當結(jié)束實地培訓后,你應該可以:Whenyouha