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1、Jason Hou Mar,2002,单元 3: 8 Steps of the call 拜访八步骤,Jason Hou Mar,2002,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 8 Steps of the call,1. 准备 preparation 2. 打招呼 Greet the Customer 3. 店情察看Store Check 4. 产品生动化Merchandise 5. 拟订单 Determine the order 6. PEPSI 销售陈述
2、 Presentation 7. 回顾与总结 Curbside debrief 8. 行政工作 Administration,访前-Pre-Call,服务- Service,陈述 - Presenting,访后-Post-Call,Jason Hou Mar,2002,为什么拜访前的准备很重要？ Why do you think preparation is important?,Jason Hou Mar,2002,每月准备 monthly preparation 每月与主管讨论销售目标 set objective with supervisor 销量指标 review volume tar
3、get 销售发展目标 review sales development objective 工作重点 prioritize what needs to be done for the month 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 focus
4、ing 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. 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
5、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 ),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,Jason Hou Mar,2002,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,确认出决策者 identify decisi
6、on 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 avoid using any greeting style which may cause negative responses 观察店主的情绪, 选择恰当的话题 examine boss?mood and select proper topic 主动处理紧急问题 preempt urgent issues,1.准备 2.打招呼 Greet the customer 3.
7、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,Jason Hou Mar,2002,为什么要察看店铺？看些什么? Why is it important to check the store? Check what?,Jason Hou Mar,2002,查看店铺, 寻找机会 walk the outlet to look for opportunities 检查SKU check SKU opportunities 寻找陈列机会 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 Rota
8、tion 寻找竞争对手陈列及活动 competitor activity 检查价格pricing issue,1.准备 2.打招呼 3.店情察看 Store check 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,Jason Hou Mar,2002,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,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
9、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,1.准备 2.打招呼 3.店情察看 4.产品生动化 Merchandise 5.拟订单 6.销售陈述 7.回顾与总结 8.
10、行政工作,Jason Hou Mar,2002,确保各SKU 均有充足的库存 ensure appropriate products and packages are available 为产品, 货架和冰柜争取最佳位置 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 (P
11、OP) 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 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
12、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 rotate stocks to put older products in front and on top,产品生动化清单 Merchandising Check list,Jason Hou Mar,2002,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,拟订单是为了避免断货 the process avoids OOS 你的路线手
13、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 well 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
14、agree on the suggested order with customer 将订购 记录在路线本上 update order in route book,1.准备 2.打招呼 3.店情察看 4.产品生动化 5.拟订单 Determine the order 6.销售陈述 7.回顾与总结 8.行政工作,Jason Hou Mar,2002,路 线 卡,Jason Hou Mar,2002,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?,Jason Hou Mar,2002,这是向客户推销
15、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. 陈述机遇 present opportunity 解释方案和利益(方案表) E
16、xplain the solution (solution sheet ) 达成交易(客户答应) Secure the sales (customer says yes) 实施跟进步骤 Implement next steps,这是推销的开始,1.准备 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,Jason Hou Mar,2002,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?,Jason Hou Mar,2002,花几分钟回顾拜访过程 Take a few moments to assess your performance 1. 修订最后订单 Record the final order 2.拜访后总结清单Curbside Debrief Checklist 成功 之处 What work well 失败原因 What did not work wel
