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1、,HPFY99wholesalerdirection,Partone: ProductManager Parttwo: ChannelSales Partthree: Channelevolutionin1999 Partfour Reviewtools Partfive BFTintroduction,Part 1,如何成为成功的产品经理 Product Manager,产品经理培训,产品经理做什么 市场开发的产品专家 使运做成本最小化 专注产品线与产品分类 产品价值的创造者 固定的基本薪水 订购可销售的产品 创造市场拉力,销售经理做什么 渠道开发的销售专家 使利润最大化 专注于客户 产品价
2、值的提升与传递 佣金薪水 销售我们所拥有的产品 加强市场推力,A Successful PM,In-depth product and market knowledge - market survey & research, customer study - channel needs & segment development Focused market development efforts with balanced PL result - clear segment identification - successful product category management - t
3、ime to market Operational efficiency and advancement - forecast and review, readiness and accuracy of operational data - product plan at different stage of the life cycle - competitor analysis - work with HP in leading the change - value added selling model,What should a PM do?,Business Management u
4、nderstand “customer” needs supply chain management generate the demand understand the environment & situation proactively refrain the competitors Product Management product line and product category management inventory planning and management product cycle management sell through management,Measure
5、ment for the Product Manager,Business Management knowledge about market, competition, channel apply different strategies to develop the market effective use of marketing found coverage and segment development Product Management PL quota achievements forecast accuracy, operating cost analysis, invent
6、ory turns product scrap cost, fire-sale cost sell through analysis, TAT, out-of-stock ratio industrial ratio, vendor and market growth rate,Product Management Overview,PM has not been given adequate focus Many has not receive the right level of leadership from the wholesalers management team Example
7、: Is it good for a PM to be a Portfolio manager? What do a PM do after a price is set? What reporting do they monitor? What are their indictors? How do they get confirmation? Who are their advisors? Conclusion: today, most PM are on their own, do not have a process of communication or escalation and
8、 spend 90% of their time adjusting prices.,Top Priorities for Product Managers,Basics for PM: strengthen understanding of market & industry dynamics understand your companys competitiveness and position within the internal competition and external competition understand your sales teams deployment a
9、nd their local environment setup processes of communication, price request/approval 3 important areas of thinking: understanding your companys competitive position in the complex competitive environment by breaking it down to specifics understanding whether your company has a stable business and if
10、they are stable understand how you can grow your business,Market dynamics affecting product management : Benchmarking the right thing,PM has traditionally been internally focused my competition is net DELL, it is w/s X wholesaler X is selling lower price I am better than w/s X because I have a bigge
11、r office setup in that city Today, PM need to calibrate the internal environment and quickly move out to handle the external environment Am I selling more efficient than w/s X? where do we compete and where should we hold the line? What are the competitive advantage that the average w/s has in the r
12、egion, industry? Is my network stronger than the average w/s in the industry? What are the KSF in the industry?,Understanding your companys competitive position in the complex competitive environment by breaking it down to specifics,Part 2,如何做成功的渠道销售员 Channel Sales,渠道分类,付款,好,坏,定货量,大,小,潜在问题,营业额中心,放弃对
13、象,明日之星,渠道分类,价格,高,低,定货量,大,小,利润中心,放弃对象,放弃对象,情人,利润中心,放弃对象,利润中心,渠道分类,付款,好,坏,价格,高,低,利润中心,放弃对象,情人,利润中心,放弃对象,Level1,Level2,Level3,Level2,公司定位,营业额,高,低,利润率,高,走向消失,系统集成商,分销商,很少存在 个别厂商,竞争趋势,高,低,市场容量,大,利润率 竞争,小,Profit,Non-Profit,competition,Profit,竞争趋势,高,低,订货额,大,小,价格,渠道销售员任务,将公司所经营的产品，以合理的价格， 最大限度地销售给你的客户，并使你 的
14、客户能从中获取最大受益.,William Lee ,渠道销售之角色,资讯专员(Consultant) 今后代理的发展 业务方向 长期合作 市场预测 代理和产品 月度。季。年度 销售工作 工作总结 代理和产品 月度。季。年度 市场 代理商支持 技术 。市场 。销售案例 ，广告 交流和联系 产品信息 公司方向和存在问提 渠道的开发 (VAR, Dealer or retailer,渠道销售之角色,consultant,Forecast,W i n W i n,Direction long relation trust,Company order /shipment inventory manage
15、ment Financial Plan,Sell,Profit /lost revenue,Review,Gain experience know what happen and plan action,supporting,loyalty order,Communication,Understanding Relation products/marketing info.,Recruiting,New Business Market share.,代理商需求,关心程度,低,关心内容,分销商销售员技巧,Industrial Knowledge Products Knowledge Market
16、 Trend Competition Company and Customer Relation management Planning,分销销售员技巧,Company Image,Company Growth,Products,Price,Availability,Relation,Planning,Tech,Industrial Knowledge,Relationship,Negotiation,Products.,Market trend,Customer & Company,Planning,定单 付款和欠款 代理商召募,Planning,定单 付款和欠款 代理商招募,Planning (A/R),Planning (Recruitment),Products : Vectra PC , 6L LaserJet Time: July.20 Start : Aug.1 End : Oct. 30 Target
