拜访门店八步骤

月
日
销售 情况
库存 空箱 订货 库存 空箱 订货 库存 空箱 订货 库存 空箱 订货 库存 空箱 订货 库存 空箱 订货 库存 空箱 订货 库存 空箱 订货 库存 空箱 订货
小计
Jason Hou Mar,2002
拜访八步骤
销售陈述时,你会向客户陈述什么内容?
What do think happens when we present to the customer?
obtain best locations for products including, displays, visi-coolers, racks 所有产品, 依照陈 列标准放在一起 bundle all brands together
瓶上的商标面向消费者 ensure bottle label are facing consumers 清洁货架、瓶身和 售点广告 (POP) Clean shelves, bottles and POP material 使产品享有公平合理的陈列空间 get a fair share of space for products 从陈列架上和 冰箱内移走竞争对手的产品 Remove competitors products from
5.拟订单
6.销售陈述
记录现有库存 determine current stock 记录现有空箱数 determine current boxs 对照库存需求 拟定每个SKU的建议订单
identify inventory needs and develop your suggested order on route card 估算出上次拜访以来的实际销量 determine actual sales since last visit 与客户达成对建议订单的协议 agree on the suggested order with customer
4.产品生动化
Merchandise
5.拟订单 6.销售陈述 7.回顾与总结
8.行政工作
Jason Hou Mar,2002
拜访八步骤
产品生动化清单
为产品, 货架和冰柜争取最佳位置
Merchandising Check list
确保各SKU 均有充足的库存 ensure appropriate products and packages are available
5. 拟订单 Determine the order 陈述 -Presenting 访后--Post-Call 8. 行政工作 Administration
Jason Hou Mar,2002
6. PEPSI 销售陈述 Presentation 7. 回顾与总结 Curbside debrief
拜访八步骤
拜访八步骤
单元 3:
8 Steps of the call
拜访八步骤
Jason Hou Mar,2002
拜访八步骤
为什么要规范拜访步骤？
Why do you think a standard call process is good?
Jason Hou Mar,2002
拜访八步骤
拜访八步骤
访前--Pre-Call
确认出决策者 identify decision maker 作自我介绍 introduce yourself 与店内非决策者保持友好关系 keep good relationship with non-decision maker 避免使用易引起反面回答的招呼方式
观察店主的情绪,
avoid using any greeting style which may cause negative responses
Jason Hou Mar,2002
拜访八步骤
1.准备
这是向客户推销新想法的过程。我们用方案 表这一工具来支持推销。你向客户 陈述的内 容由你的主管和以上拜访步骤中的工作决定.
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.
选择恰当的话题
主动处理紧急问题
examine boss?mood and select proper topic
6.销售陈述
7.回顾与总结
preempt urgent issues
8.行政工作
Jason Hou Mar,2002
拜访八步骤
为什么要察看店铺？看些什么?
Why is it important to check the store? Check what?
our crates/visi-coolers
将购货点宣传材料放在醒目和客流量高的区域 place POP in visible and high traffic
areas
检查标价, 确保醒目明确make our pricing apparent to the consumer 调整仓库内存货位置 arrange stocks in back room 按照先进先出的原则, 轮换仓库, 货架和冰柜内的产品
8 Steps of the call
1. 准备 preparation
2. 打招呼 Greet the Customer
Post-Call Pre-Call
3. 店情察看Store Check
服务-- Service 4. 产品生动化Merchandise
Presenting/Selling
Service
Jason Hou Mar,2002
拜访八步骤
1.准备 2.打招呼
查看店铺, 寻找机会
walk the outlet to look for opportunities
3.店情察看
Store check
检查SKU check 寻找陈列机会
SKU opportunities
4.产品生动化
5.拟订单
Jason Hou Mar,2002
拜访八步骤
1.准备 拟订单是为了避免断货
the process avoids OOS
2.打招呼
3.店情察看 4.产品生动化 你的路线手册是帮助你完成此项任 务的关 键工具 your route book is the
key tool to perform this task w百度文库ll
Determine the order
7.回顾与总结
将订购
记录在路线本上 update order in route book
8.行政工作
Jason Hou Mar,2002
拜访八步骤
路 线 卡
路线编号 Route No. 地址 Add
M D
客户名称 Customer 联系人 Contact: 电话 Tel. 星期一 星期三 星期五 拜访日 Call Day 星期二 星期四 星期六 小计
为什么拜访前的准备很重要？
Why do you think preparation is important?
Jason Hou Mar,2002
拜访八步骤
每月准备
1.准备-Preparation
2.打招呼 3.店情察看 4.产品生动化 5.拟订单 6.销售陈述 7.回顾与总结 8.行政工作

monthly preparation 每月与主管讨论销售目标 set objective with supervisor 销量指标 review volume target 销售发展目标 review sales development objective 工作重点 prioritize what needs to be done for the month
访前准备 Pre-call planning
就在进入店铺前回顾目标Review objective before entering outlet 回顾路线本, 客户卡,明确周平均订货量和上周单量 review route book, customer card for weekly volume & last order 回顾店主姓名或称呼, 选择恰当的语气, 口吻 identify boss name 回顾拜访目的, 以及上次拜访的承诺 review call focus and promises made last time 带上POP等工具get selling aids( POP, solution sheets, etc )
拜访八步骤
作产品生动化的步骤是什么?
What do you think we mean by merchandise our products?
Jason Hou Mar,2002
拜访八步骤
1.准备
2.打招呼
3.店情察看
确保所有产品都以正确 的方式执行生动化:
ensure all products are properly merchandised 确保所有库存产品的轮转 ensure all stock is rotated 清除超期产品 remove out of code product 根据现有标准使产品生动化 Merchandise all displays according to current standards 补充冰柜货架和陈列架 Replenish coolers, racks and shelf area 需要时清洁陈列架和设备 clean shelves and equipment as needed
2.打招呼
3.店情察看
4.产品生动化
5.拟订单
陈述机遇
present opportunity
解释方案和利益(方案表)
Explain the solution (solution sheet )
6.销售陈述
7.回顾与总结
达成交易(客户答应)
Secure the sales (customer says yes)
•陈列架, 冰柜 Rack & Cooler •货架和产品堆头 Shelf & Display •售点广告 POP •产品轮换 Rotation
寻找竞争对手陈列及活动
activity
competitor
6.销售陈述
7.回顾与总结 8.行政工作

检查价格pricing issue
Jason Hou Mar,2002
rotate stocks to put older products in front and on top
Jason Hou Mar,2002
拜访八步骤
你认为, 拟定单是一个什么样的过程?
What do you think happens when you determine the order?
Jason Hou Mar,2002
拜访八步骤
在你看来，为什么打招呼很重要？
Why do you think we want to greet the customer?
Jason Hou Mar,2002
拜访八步骤
1.准备
2.打招呼
Greet the customer
3.店情察看 4.产品生动化 5.拟订单
每日准备 Daily Preparation

回顾业绩板, 回顾月指标,销售发展目标和工作重点 review scoreboard, check progress against monthly objectives 对照实际业绩与目标 compare actual status against target 确定当日线路的工作重点 identify the outlets will be focusing on 备齐工作工具(路线本,客户卡, 发票, 合同, POP等) get selling aids (POP)and organized for the day.
实施跟进步骤
Implement next steps
8.行政工作
这是推销的开始
Jason Hou Mar,2002
拜访八步骤
你在什么时侯作回顾和总结?会回顾哪些事情?
What do you think happens during Curbside Debrief?