1、關(guān)鍵客戶管理介紹篇,KEY ACCOUNT MANAGEMENT,KEY ACCOUNT MANAGEMENT,KEY ACCOUNT MANAGEMENT,KEY ACCOUNT MANAGEMENT,KEY ACCOUNT MANAGEMENT,KEY ACCOUNT MANAGEMENT,Introduction 引言,KEY ACCOUNT MANAGEMENT,Introduction 引言,KEY ACCOUNT MANAGEMENT,Introduction 引言,KEY ACCOUNT MANAGEMENT 關(guān)鍵客戶管理,Brainstorming 腦力激蕩 Define ke

2、y accounts 關(guān)鍵客戶的定義 1、 2、 3、 4、,What are the strategic criteria to define a customer as key account? 根據(jù)什么策略標準決定一個客戶為關(guān)鍵客戶？,KEY ACCOUNT MANAGEMENT 關(guān)鍵客戶管理Buyer and seller relationship 采購員與銷售員的關(guān)系,傳統(tǒng)式關(guān)系 TRADITION RELATIONSHIP,伙伴式關(guān)系 PARTNERSHIP BASED RELATIONSHIP,KEY ACCOUNT MANAGEMENT 關(guān)鍵客戶管理,KEY ACCOUNT M

3、ANAGEMENT 關(guān)鍵客戶管理,KEY ACCOUNT MANAGEMENT 關(guān)鍵客戶管理The stages 階段,1,2,KEY ACCOUNT MANAGEMENT 關(guān)鍵客戶管理The stages 階段,KEY ACCOUNT MANAGEMENT 關(guān)鍵客戶管理The stages 階段,3,4,KEY ACCOUNT MANAGEMENT 關(guān)鍵客戶管理The stages 階段,KEY ACCOUNT MANAGEMENT 關(guān)鍵客戶管理The stages 階段,5,KEY ACCOUNT MANAGEMENT 關(guān)鍵客戶管理The stages 階段,6,KEY ACCOUNT M

4、ANAGEMENT 關(guān)鍵客戶管理The stages 階段,7,KEY ACCOUNT MANAGEMENT 關(guān)鍵客戶管理Discussion 討論Dealing with key accounts 與關(guān)鍵客戶交易,1、 2、 3、 4、 5、 6、 7、,a)Kindly list down the working problems and difficulties on dealing with KAS. 請跟KA交易所面對的難題和困境寫在下列。,KEY ACCOUNT MANAGEMENT 關(guān)鍵客戶管理Discussion 討論Dealing with key accounts 與關(guān)鍵客

5、戶交易,1、 2、 3、 4、 5、 6、 7、,b)What skills and knowledge on managing KA you would like to gain from this training? 在這次培訓中，您最希望獲得那類管理KA的技巧和知識？,KEY ACCOUNT MANAGEMENT 關(guān)鍵客戶管理,Chapter 1 第一篇 ACCOUNT ANALYSIS 分析客戶,Account analysis 分析客戶Account portfolio matrix 客戶組合,Example of Attractiveness 吸引力例子 Sales volume

6、銷量 Growth rate 成長率 DSO (Day sales outstanding) 應(yīng)收帳款天數(shù) Profitability 利潤 Market share 市場份額,Example of Supportiveness 支持程度例子 Merchandising share 陳列率 Activity share 活動率 Product Distribution 產(chǎn)品分銷 Inventory holding 庫存天數(shù) Working relationship with buyer 市場份額,High 強,Low 低,ATTRACTIVENESS 吸引力,High 強,Low 弱,Acco

7、unt analysis 分析客戶 Account evaluation 評估客戶,Attractiveness 吸引力,Supportiveness 支持程度,Account analysis 分析客戶Account evaluation 評估客戶,Account analysis 分析客戶Account portfolio matrix 客戶組合,Worksheet 工作表Account attractiveness and supportiveness 客戶的吸引力和支持程度,Kindly prepare the attractiveness and supportiveness fac

8、tors and set weighted points for each criterion.You may not necessary to fill all the columns but each of the total must sum up to 100% 請準備客戶吸引力和支持程度的因素并放上比重。您未必需要填完所有格子但每個總數(shù)加起來必須等于100%。,Case study 事例研究Performance record with 4 chain stores in 2000 2000年度四個主要連鎖店的交易記錄,Continue Case study 繼續(xù)事例研究Accoun

9、t evaluation 評估客戶,Based on Page 13.1 information,kindly select criteria,set weight and work out the scoring for each chain store. 根據(jù)前頁所得資料，請選擇適當?shù)脑u估項目，加上比重，然后作出評估,Continue Case study 繼續(xù)事例研究,Define the matrix type for each account,analyse the situation and state your improvement plan. 請確定各客戶的組合、分析現(xiàn)況及說

10、明你的改進計劃。,Chapter 2 第二篇 ACCOUNT RECORDS 客戶記錄,Account records 客戶記錄Retail outlets classification 類別零售店,Floor space is the net selling space of the retail outlet.It is normally uesd to determine the store-type. 面積指的是零售商的實在銷售面積。它通常都被用來確定零售店的種類。,Account records 客戶記錄Outlet record card 門店記錄卡,Account records

11、 客戶記錄Chain store record card 連鎖店記錄卡,Account records 客戶記錄Outlet performance report 門店成績表,Account records 客戶記錄Chain store performance report 連鎖店成績表,Account records 客戶記錄Top 10 sales share 十大銷量份額,Account records 客戶記錄Fortune global 500 財富雜志世界500列強,Food no. of outlets buyer etc. 如銷量；門店數(shù)目及地點；采購員等等。,1,Accou

12、nt plan 客戶計劃Building account knowledge 加強認識客戶,More details insight to the account 更上一層的認識客戶 Example:Organization budget periods. 如公司及匯報結(jié)構(gòu)；決策過程；整體業(yè)績；人事關(guān)系；財政年度等等。,2,Account plan 客戶計劃Building account knowledge 加強認識客戶,Fine detail of the account 認識客戶的細節(jié) Example: Account plans,goals,objectives;operational

13、 procedures;sales personal contacts with all H.Q.and field management. 如計劃、目的及目標；操作程序；門店銷量及利潤；產(chǎn)品種類的業(yè)績；策略；所有發(fā)展計劃的時間；促銷計劃；競爭對手的業(yè)績及活動；個人對于總公司及門店管理的聯(lián)系。,3,Account plan 客戶計劃Share of expenditures 經(jīng)費份額,Trade Promotion 商家促銷活動 Consumer Promotion 消費者促銷活動 Advertising Expenditure 廣告活動,Account plan 客戶計劃Types of s

14、ales promotion 促銷種類,Account plan 客戶計劃The outline of annual plan 全年計劃概要,Account plan 客戶計劃Detailed plan 計劃的細節(jié),Sales target;budgeted expenditure in total and by item of expenses. Goal of the promotion;The theme. Lead times for preparation. Stock forecasting,production quantities of display material,pac

15、kaging etc. All rules applicable to the programme. The legality of promotion in the market and any regulatory approval needed to run the promotion. Criteria to measure promotion success and a programme to evaluate success.,銷售目標；總的費用預算及逐個項目的開支。 促銷目的；主題。 籌備所需的時間。 預測貨量，制造促銷宣傳品 及包裝的數(shù)量等。 適合于這節(jié)目的規(guī)則。 這項促銷活

16、動在市場的合法性和進行這項活動的規(guī)定批準。 衡量成功促銷的準則和評估成功率的方法。,Account plan 客戶計劃Promotion planning proposal 促銷計劃,Account plan 客戶計劃Setting objectives 設(shè)立目標,Creating or developing brand awareness and build customer loyalty. 創(chuàng)造或發(fā)展品牌知名度和建立忠實消費群。 Increase market share and importance in the account. 增加市場份額及在客戶的重要地位。 Improve me

17、rchandising and distribution. 改進陳列及產(chǎn)品分銷。 Increase product trial by new users or usage by current users. 增加新消費群的試用和現(xiàn)有顧客使用。 Blocking competitors activities etc. 阻擋競爭對手的活動等。,General objectives 全國的目標,Account plan 客戶計劃Setting objectives 設(shè)立目標,Additional volume targeted to generate by the account and outle

18、ts. 客戶和各門店所能達到的額外銷量。 Increase in market share during the period . 在這期間增長市場份額。 Achieve the activity points and activity share. 達成要求的活動點和活動率。 Measurable improvement in merchandising. 明顯改進陳列率。 Increase stock weight etc. 提高存貨量等。,Specific objectives 具體的目標,Account plan 客戶計劃Objective planning form 目標制訂表,Ac

19、count plan 客戶計劃Planning sheet 計劃表,Account plan 客戶計劃Annual plan 全年計劃,Account plan 客戶計劃Sales promotion planner 全年促銷計劃,Account plan 客戶計劃Procedures on handling national promotion處理全國性促銷的程序,Agree promotion format 同意促銷 方式,Goods delivered to customers 輸送貨物 給客戶,Set up displays and promotion messages 搞陳列 及放上

20、促 銷宣傳品,Customers 消費者,Monitor sales performance and evaluate result 監(jiān)督銷量 及評估業(yè)績,Get customer orders 跟客戶拿 定單,Sales meeting or briefing session 銷售會議 或簡報會,Prepare Negotiating is the give and take.,任何一方者會有爭論性的問題需要解決。例如價格、資源、時間選擇等等。 銷售是直接推銷；談判是“交換條件”。,Key account negotiation 與關(guān)鍵客戶談判The annual negotiation 全

21、年度的談判,The KA Manager must develop a presentation to address all the issues.Eg.: KA經(jīng)理必須展開一項討論會討論有關(guān)問題。如： Price,terms,discount,rebates,allowance etc 價格，條件，折扣，回扣，補貼等 Turnover 銷量 Profitability 利潤 Cannibalization of sales for brands 奪取其他品牌的銷量,Key account negotiation 與關(guān)鍵客戶談判The annual negotiation 全年度的談判,Tr

22、ading terms 貿(mào)易條件,Key account negotiation 與關(guān)鍵客戶談判The annual negotiation 全年度的談判,Focus on demonstrating to the satisfaction of key account that: 注重及證實如何滿足KA： Good knowledge of the accounts overall sales performance with the product category. 擁有客戶在產(chǎn)品種類中整體業(yè)績的良好知識。 Prepare detailed calculation to support

23、proposal. 準備詳細的數(shù)據(jù)來支持這個建議。,To produce a net increase in account turnover and profit for the category , after allowing for any cannibalization from other category products. 奪取種類中其他產(chǎn)品的生意后，為整個 種類提高銷量及利潤。,Key account negotiation 與關(guān)鍵客戶談判The negotiating process 談判過程,Key account negotiation 與關(guān)鍵客戶談判Trading t

24、erms 貿(mào)易條件,Key account negotiation 與關(guān)鍵客戶談判Follow-up to negotiations 談判結(jié)束后所需做事項,To key Account 關(guān)鍵客戶 To motivate the accounts outlets to order and display our products as per the agreed proposal. 激發(fā)KA的門店根據(jù)已協(xié)定的計劃，訂購及陳列我們的產(chǎn)品。 The key persons likely to be focus are Buyers,Store Manager,Merchandising & A&P

25、 staffs,Storekeeper,staffs responsible for the category at store level. 可能需要注重的關(guān)鍵人員是采購員，門店經(jīng)理，采購部及廣告促銷部的員工，倉庫主管，在門店負責該產(chǎn)品種類的員工。,Key account negotiation 與關(guān)鍵客戶談判Follow-up to negotiations 談判結(jié)束后所需做事項,Our Organization 我們的公司 To ensure efficient order processing and networking with those persons involved in

26、contacting the outlets. 確定有效的處理定單及聯(lián)系所有率涉到接觸門店的人員。 They are Sales/Branch Manager, Salespersons,Merchandisers, Promoters, order processing staff,distribution department,marketing personnel on specialize promotional activities. 他們是銷售/分行經(jīng)理，銷售員，理貨員，促銷員，處理定單人員，輸送部，市場部負責特殊促銷活動的人員。,Case study 事例研究Prepare to

27、 negotiate 準備談判,Kindly prepare to negotiate with“G-Mart” on the new trading terms with the 2 sets of information provided. 根據(jù)以下所提供的兩組資料，請準備與G-Mart談判關(guān)于新的貿(mào)易條件。,Continue Case study 繼續(xù)事例研究2001Promotional Expenditure 2001年促銷費用,Summary of case study 事例研究概要,Chapter 6第六篇BUSIMESS REVIEW MEETING業(yè)務(wù)檢討會議,Framewo

28、rk of system and procedures 系統(tǒng)的結(jié)構(gòu)及程序Account management meeting 關(guān)鍵客戶會議,Every meeting should have a selling purpose. 每個聚會都必須有個銷售目的。 The Account Manager should avoid falling into the trap of courtesy meeting 關(guān)鍵客戶經(jīng)理應(yīng)該避免閑談式會議的情況發(fā)生。 The common excuse is to maintain relationship. 一般上的理由是為了保持關(guān)系。 The negativ

29、e side is the buyer learns that he or she can have meeting and avoid discussing business issues or making commitment. 不良的一面就是讓采購員習慣在聚會時避免談?wù)撋饣蜃鞒龀兄Z。,Framework of system and procedures 系統(tǒng)的結(jié)構(gòu)及程序Account management meeting 關(guān)鍵客戶會議,Meeting is time consuming, thats why the role is to be conducted in busines

30、s development fashion,not just treated as a routine call on a small outlet. 聚會需要消耗時間，所以它的角色必須扮演為發(fā)展生意方式，而不是當作拜訪普通小店一般看待。 To schedule ahead the review meetings. 事先安排生意檢討會議的日期。,Framework of system and procedures 系統(tǒng)的結(jié)構(gòu)及程序Quarterly review meeting 季度生意檢討會,Evaluate KAs performance again sales budget by bra

31、nd,by outlet and compare overall market performance. 評估KA在品牌，門店及整體在市場上的業(yè)績與目標相比。 Consider any corrective action to cover shortfall against sales target. 考慮補救銷量所需糾正的行動。 Update on the key accounts strategy in its market and outlets. 告知KA在市場及門店策略的最新情況。 Update KAs performance in the market place and comp

32、etitors. 告知KA在市場及他們競爭對手的表現(xiàn)。,Framework of system and procedures 系統(tǒng)的結(jié)構(gòu)及程序Quarterly review meeting 季度生意檢討會,Update plans for the balance year,and fine-tune plans in details for the coming quarter . 告知剩余年份的計劃及下一季的詳細計劃。 Discuss product development.Eg.new product, change of packing design or pack size, advertising campaign, etc. 討論有關(guān)產(chǎn)品發(fā)展，如新產(chǎn)品、改換包裝及設(shè)計、廣告活動等。 Exchange relevant market information. 市場信息交流。,Business review meeting 業(yè)務(wù)檢討會議The topics 議程/論題,1、Category performance 產(chǎn)品種類成績 2、Companys performance 公司的業(yè)績 3、Retail competiti