1、2020/8/6,Clipper銷售員的職責(zé),2020/8/6,一個(gè)成功的、優(yōu)秀的銷售員,主動(dòng)積極的人 策劃家 行政執(zhí)行者 具有權(quán)威性 解決問(wèn)題的人 說(shuō)服者,2020/8/6,一個(gè)成功、優(yōu)秀的銷售員,運(yùn)動(dòng)員,演員,商人,2020/8/6,銷售技巧 Selling Skills,產(chǎn)品知識(shí)Product Knowledge,客戶知識(shí)Customer Knowledge,培訓(xùn)TRAINING,市場(chǎng)信息MARKET INTELLIGENCE,成功SUCCESS,銷售的三個(gè)重要因素THREE IMPROTANT FACTORS,2020/8/6,銷售的重要性IMPORTANCE OF SALES,像卡車

2、的發(fā)動(dòng)機(jī)，拉動(dòng)車廂前進(jìn)LIKE A LORRY PRIME MOVER PULLING A CONTAINER 如果沒(méi)有銷售，Clipper就不會(huì)前進(jìn)NOTHING HAPPENS IF THERE ARE NO SALES,銷售隊(duì)伍Sales Force,可利福Clipper,2020/8/6,銷售是一門專業(yè)SELLING IS A PROFESSION,舊方法OLD APPROACH 依靠商譽(yù)Relies on goodwill 只賣給幾個(gè)“好客戶”High volume from a few pengyou e.g. SCW 注重銷售額，而不是分銷Focus on TURNOVER ,

3、not DISTRIBUTION,2020/8/6,銷售是一門專業(yè)SELLING IS A PROFESSION,舊方法OLD APPROACH 認(rèn)為廣告是浪費(fèi)錢Considers advertising a waste of money 只有銷售報(bào)價(jià)是有效的Only Trade Offers are effective 陳列助銷是浪費(fèi)時(shí)間Merchandising wastes time,2020/8/6,新方法 - 專業(yè)銷售NEW APPROACH - PROFESSIONAL SELLING 計(jì)劃零售拜訪Plans his calls 了解客戶的需要Identifies customer

4、s needs 重視銷進(jìn)，同時(shí)也重視銷出Concerned about selling in as well as selling out.,銷售是一門專業(yè)SELLING IS A PROFESSION,2020/8/6,新方法 - 專業(yè)銷售NEW APPROACH - PROFESSIONAL SELLING 注重促銷“拉和推”的作用Gives balanced attention to the pull as well as push of sales promotion 重視貨架陳列 - 陳列面大小、貨量是否充足Concentrates on stock width & depth 了解

5、“陳列助銷” Understands merchandising,銷售是一門專業(yè)SELLING IS A PROFESSION,2020/8/6,一個(gè)好的Clipper銷售員A GOOD CLIPPER SALES PERSON,知識(shí)與技巧 Knowledge & Skills 態(tài)度 - 自我、產(chǎn)品、公司、顧客Attitude - Self, Product, Company & Customer 品性 - 熱情、主動(dòng)、堅(jiān)持不懈、誠(chéng)實(shí)、適應(yīng)能力、練達(dá)、真誠(chéng)等Attributes - Enthusiasm, Initiative, Perseverance, Honesty, Adaptabil

6、ity, Tact, Sincerity,2020/8/6,Clipper銷售員的職責(zé)ROLE OF THE GILLETTE SALES PERSON,集體討論1GROUP WORK 1 Clipper銷售員的重要職責(zé)是什么？What is the Role of the Clipper Sales Person ?,2020/8/6,銷售和分銷SALES & DISTRIBUTION “分銷” - 把某種產(chǎn)品或產(chǎn)品系列銷售到盡可能多的有潛力的零售店“Distribution”- selling a particular size, line or variant to as many po

7、tential outlets as possible,Clipper銷售員的職責(zé)ROLE OF THE GILLETTE SALES PERSON,2020/8/6,銷售和分銷SALES & DISTRIBUTION “產(chǎn)品” - 把所有可能賣出的產(chǎn)品系列或產(chǎn)品規(guī)格銷售到一個(gè)零售店里，而不是只銷售好賣的產(chǎn)品。 “Range”- Selling all possible lines, sizes & variants, not just fast moving ones or brand leaders to a particular outlet .,Clipper 銷售員的職責(zé)ROLE O

8、F THE CLIPPER SALES PERSON,2020/8/6,陳列助銷MERCHANDISING 使消費(fèi)者在零售店里通過(guò)看到我們的產(chǎn)品而產(chǎn)生購(gòu)買我們產(chǎn)品的愿望。“Making the consumer aware that the product is available in that store BY BEING SEEN”,Clipper 銷售員的職責(zé)ROLE OF THE CLIPPER SALES PERSON,2020/8/6,保持產(chǎn)品可銷售性STOCK/MARKET HYGIENE 包括：保持貨架上和庫(kù)房里產(chǎn)品的可銷售 性Encompasses: Hygiene of

9、Product Hygiene of Point of Sale,Clipper銷售員的職責(zé)ROLE OF THE CLIPPER SALES PERSON,2020/8/6,保持產(chǎn)品可銷售性STOCK/MARKET HYGIENE 產(chǎn)品本身Physical 表面干凈 ( 沒(méi)有灰塵、污漬等) Not soiled ( dust, dirt etc.) 畫面完好，沒(méi)有褪色Labels not torn or faded 產(chǎn)品沒(méi)有損壞Not damaged 包裝完好無(wú)損Not crushed,Clipper 銷售員的職責(zé)ROLE OF THE CLIPPER SALES PERSON,2020/8

10、/6,保持產(chǎn)品可銷售性STOCK/MARKET HYGIENE 使用情況Usage Condition 性能完好 (如：可以點(diǎn)火) Performs as expected 能引起消費(fèi)者的興趣Appealing condition,Clipper 銷售員的職責(zé)ROLE OF THE CLIPPER SALES PERSON,2020/8/6,收款Collection 保持健康的財(cái)務(wù)水平，盡可能增加銷售，減少公司和分銷商的財(cái)務(wù)風(fēng)險(xiǎn)。 Ensure a healthy accounts level balancing the need to optimize sales and minimize

11、Co./Distributors financial exposure,Clipper銷售員的職責(zé)ROLE OF THE CLIPPER SALES PERSON,Other Rep,SHDB Rep,2020/8/6,銷售拓展TRADE DEVELOPMENT 開(kāi)發(fā)新客戶； Establish/open up a new outlet 維持和發(fā)展分銷渠道；Maintain, nurture and develop 增加陳列面，保持充足的貨量； Increase range & stock depth 改善商品陳列。Improve merchandising,Clipper 銷售員的職責(zé)ROL

12、E OF THE CLIPPER SALES PERSON,2020/8/6,市場(chǎng)信息MARKET INTELLIGENCE 市場(chǎng)不是壟斷的； Not a monopolistic market 競(jìng)爭(zhēng)對(duì)手在分銷、銷售和陳列等方面的競(jìng)爭(zhēng)； Competitors compete for distribution, sales, & merchandising 信息對(duì)銷售部和市場(chǎng)部實(shí)施計(jì)劃和有效策略十分重要。 Information is vital to forward planning and effective strategies by sales & marketing,Clipper

13、銷售員的職責(zé)ROLE OF THE CLIPPER SALES PERSON,2020/8/6,銷售行政工作SALES ADMINISTRATION 銷售員必需的工作；A Necessary “ Evil ” 不超過(guò)銷售員10%的時(shí)間。Maximum 10% of salesmens time,Clipper 銷售員的職責(zé)ROLE OF THE CLIPPER SALES PERSON,2020/8/6,總結(jié)SUMMARY 銷售和分銷Sales & Distribution 陳列助銷Merchandising 保持產(chǎn)品可銷售性Stock/Market Hygiene,Clipper 銷售員的職

14、責(zé)ROLE OF THE CLIPPER SALES PERSON,2020/8/6,貨款回籠Collection 銷售拓展Trade Development 市場(chǎng)信息Market Intelligence 銷售行政工作Sales Administration,Clipper 銷售員的職責(zé)ROLE OF THE CLIPPER SALES PERSON,2020/8/6,HOW TO INCREASE SALES,怎樣增加銷售,2020/8/6,目前你只完成了銷售指標(biāo)的75%。You have been given a sales target to achieve and you are b

15、ehind in your YTD performance, currently at 75% only. 你有什么辦法完成銷售指標(biāo)？What are your options to ensure that the performance of your area is on target ?,練習(xí)EXERCISE - GROUP WORK,2020/8/6,擴(kuò)大分銷Expand Distribution 可立即增加銷售Immediate increase in incremental sales 更多的客戶是今后銷售增長(zhǎng)的潛力Potential for future sales expans

16、ion due to bigger customer base,解決方法1POSSIBLE SOLUTIONS (1),2020/8/6,機(jī)會(huì)OPPORTUNITIES 用附近零售店的銷售數(shù)據(jù)說(shuō)服店主進(jìn)貨Next door selling 用該地區(qū)的銷售數(shù)據(jù)說(shuō)服零售店進(jìn)貨Track record of sales in same area 促銷和廣告Promotion & advertising 銷售競(jìng)爭(zhēng)品牌的零售店Competitors products already in,2020/8/6,增加產(chǎn)品規(guī)格Increase Range 增加銷售Incremental sales 有銷售增長(zhǎng)的

17、潛力Potential for future sales expansion 我們的產(chǎn)品有更多的陳列面More merchandising space for our products thus edging out competitors,解決方法2POSSIBLE SOLUTIONS (2),2020/8/6,機(jī)會(huì)OPPORTUNITIES 有競(jìng)爭(zhēng)品牌銷售Selling competitive brands but not ours 同一系列的產(chǎn)品陳列在一個(gè)貨架里Offer a display stand to house range 有促銷支持Currently supported by

18、 an attractive promotion 有廣告支持Product being On Air currently 相關(guān)產(chǎn)品銷售很好。例如：鋼套的好賣，可以賣禮盒Related products selling well,2020/8/6,改善陳列Improve Merchandising 創(chuàng)造顧客認(rèn)知度Create customer awareness 使產(chǎn)品容易被顧客取拿Improve accessibility of our products 確保零售店貨量充足。Ensure retailer is always sufficiently stocked,解決方法3POSSIBLE

19、 SOLUTIONS (3),2020/8/6,機(jī)會(huì)OPPORTUNITIES 店內(nèi)凌亂Messy shop 盜竊問(wèn)題Pilferage problems 陳列貨架等Display stands/ shelves etc. 缺少人手Short handed 商品破損嚴(yán)重/退貨High stock damage/market returns,2020/8/6,舉行促銷活動(dòng)Launch Promotions 增加庫(kù)存Increase stock depth 增加客戶數(shù)量Increase number of stockiest,解決方法4POSSIBLE SOLUTIONS (5),2020/8/6

20、,盡量減少問(wèn)題，提高服務(wù)質(zhì)量Minimize Problems & Improve Services 使銷售運(yùn)作更順利 - 運(yùn)輸、財(cái)務(wù)等Remove bottlenecks to smooth sales operations such as - logistics, accounting etc. 退貨服務(wù)Market Return service,解決方法5POSSIBLE SOLUTIONS (4),2020/8/6,Long lead time between order taken & actual delivery下訂單和送貨之間的所用的時(shí)間很長(zhǎng) Infrequent calls

21、from sales force銷售員較少拜訪 Lack of attention on market returns對(duì)市場(chǎng)退貨重視不夠 Generally none or lack of services in shop一般來(lái)說(shuō)對(duì)商店的服務(wù)較少或沒(méi)有服務(wù),機(jī)會(huì)OPPORTUNITIES,2020/8/6,貨架空Empty shelves 競(jìng)爭(zhēng)品牌斷貨Competitors out of stock 庫(kù)存積壓Customer overstocked 競(jìng)爭(zhēng)對(duì)手不經(jīng)常拜訪的零售店Shop not regularly serviced by competitors,尋求機(jī)會(huì) Search for o

22、pportunities,解決方法6POSSIBLE SOLUTIONS (6),2020/8/6,尋求機(jī)會(huì) Search for opportunities 新的宣傳品New POS 店主/老板易人New owner/boss 曾經(jīng)銷售過(guò)我們的產(chǎn)品Previously selling 非傳統(tǒng)零售店NTO (Non traditional outlets),2020/8/6,擴(kuò)大分銷Expand Distribution 增加產(chǎn)品規(guī)格Increase Range 改善陳列Improve Merchandising 舉行促銷活動(dòng)Launch Promotion 盡量減少問(wèn)題，提高服務(wù)質(zhì)量Mini

23、mize Problems & improve Service 尋求機(jī)會(huì)Search for opportunities,解決方法-總結(jié)POSSIBLE SOLUTIONS (SUMMARY),2020/8/6,如何做“指標(biāo)”,2020/8/6,生活中的事實(shí),I dont have enough selling days銷售時(shí)間不夠 I dont have enough people人手不足 My boss only tells me last-minute, how to do?我老板總在最后一刻才告訴我，我怎么辦？,2020/8/6,Facts of life生活中的事實(shí),Because

24、of problems, we are employed因?yàn)橛袉?wèn)題，才會(huì)雇用我們 Because there are STILL problems, thats why we are STILL employed因?yàn)槿匀挥袉?wèn)題，所以我們?nèi)匀槐还陀?Soour job is to 因此，我們的工作是,Solve Problems 解決問(wèn)題,2020/8/6,如何“做”指標(biāo),指標(biāo)是下給市場(chǎng)， 而不是下給客戶的！,正確理解“指標(biāo)”,2020/8/6,如何“做”指標(biāo),YOU HAVE TO DRIVE THE BUSINESS 是你要推動(dòng)公司的銷售 NOT 而不是 DISTRIBUTORS 經(jīng)銷商 WHOLESALERS 批發(fā)商 KEY ACCOUNTS 重點(diǎn)客戶,2020/8/6,如何“做”指標(biāo),按地區(qū)分解指標(biāo)，指標(biāo)是63萬(wàn)，銷售預(yù)估是53萬(wàn)，知道缺口在哪里,2020/8/6,如何“做”指標(biāo),按終端分解指標(biāo)，以A市為例：指標(biāo)是23萬(wàn)，把指標(biāo)分解到終端，把指標(biāo)單元落實(shí)到個(gè)人，對(duì)指標(biāo)單元和缺口做出行動(dòng)計(jì)劃（Action Plan)和跟進(jìn)計(jì)劃,2020/8/6,如何“做”指標(biāo),指標(biāo)預(yù)估方法,2020/8/6,如何“做”指標(biāo),-幫助經(jīng)銷商管理其業(yè)務(wù)隊(duì)伍，提