百事可乐拜访8步骤

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1、SALESOnboarding拜访八步骤拜访八步骤1为什么要规范拜访步骤？为什么要规范拜访步骤？Why do you think a standard call process is good?2百事的拜访八步骤百事的拜访八步骤 8 8 Steps of the callSteps of the call1. 准备 preparation2. 打招呼 Greet the Customer3. 店情察看Store Check4. 产品生动化Merchandise5. 拟订单 Determine the order6. PEPSI 销售陈述 Presentation7. 回顾与总结 Curbsid

2、e debrief8. 行政工作 Administration访前-Pre-Call服务- Service陈述 - Presenting访后-Post-Call3为为 什么拜访前的准备很重要？什么拜访前的准备很重要？Why do you think preparation is important?4每月准备每月准备 monthly preparation 每月与主管讨论销售目标 set objective with supervisor销量指标 review volumn target销售发展目标 review sales develpment objective工作重点 prioritiz

3、e what needs to be done for the month每日准备每日准备 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

4、)and organized for the day.访前准备访前准备 Pre-call planning就在进入店铺前回顾目标Review objectiv 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 forweekly volumn& 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 callfocus and promises made last time带上POP等工具

5、get selling aids( POP, solution sheets, etc )1.1.准备准备- preparation2.打招呼3.店情察看4.产品生动化5.拟订单6.PEPSI7.回顾与总结8.行政工作5在你看在你看 来，为什么打招呼很重要？来，为什么打招呼很重要？Why do you think we want to greet the customer?6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-dicision ma

6、ker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 issues1.准备2.2.打招呼打招呼 Greet the customer3.店情察看4.产品生动化5.拟订单6.PEPSI7.回顾与总结8.行政工作7为什么要察看店铺？看些什么为什么要察看店铺？看些什么? ?Why is it important to che

7、ck the store? Check what?8查看店铺查看店铺, , 寻找机会寻找机会 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 Rotation寻找竞争对手陈列及活动 competitor activity 检查价格pricing issue1.准备2.打招呼3.3.店情察看店情察看 Store check4.产品生动化5.拟订单6.PEPSI7.回顾与总结8.行政

8、工作9作产品生动化的步骤是什么作产品生动化的步骤是什么? ?What do you think we mean by merchandise our products?10确保所有百事产品都以正确确保所有百事产品都以正确 的方式执行生动化的方式执行生动化: :ensure all Pepsi 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 accord

9、ing 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 needed1.准备2.打招呼3.店情察看4.4.产品生动化产品生动化 Merchandise5.拟订单6.PEPSI7.回顾与总结8.行政工作11 确保各SKU 均有充足的库存 ensure appropriate products and packages are available为 百事产品, 货架和冰柜争取最佳位置 obtain best locat

10、ions for Pepsi products including, displays, visi-coolers, racks所有百事产品, 依照陈 列标准放在一起 bundle all Pepsi brands together瓶上 的百事商标面向消费者 ensure bottle lables are facing consumers清洁货架、瓶身和 售点广告 (POP) Clean shelves, bottles and POP material使百事产品享有公平合理的陈列空间 get a fair share of space for Pepsi products从百事陈列架上和

11、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 an

12、d on top产 品生动化清单 Merchandising Check list12你认为你认为, , 拟定单是一个什么样的过程拟定单是一个什么样的过程? ?What do you think happens when you determine the order?13拟订单是为了避免断 货 the process avoids OOS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 well 记录现有库存 determine current stock对照库存需求 拟定每个SKU的建议订单

13、 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将订购 记录在路线本上 update order in route book1.准备2.打招呼3.店情察看4.产品生动化5.5.拟订单拟订单 determind the order6.PEPSI7.回顾与总结8.行政工作14路路 线线

14、 卡卡15销售陈述时销售陈述时, ,你会向客户陈述什么内容你会向客户陈述什么内容? ?What do think happens when we present to the cusotmer?16这是向这是向 客户推销新想法的过程。我们用客户推销新想法的过程。我们用方案方案 表这一工具来支持推销。你向客户表这一工具来支持推销。你向客户 陈述的内陈述的内 容由你的主管和斪急笖步骤中容由你的主管和斪急笖步骤中的工作决定的工作决定. .This is the process of selling a new idea to the customer We utilize a Solution Sh

15、eet to support the sale. What you present to the custoemr is determined by your suppervisor and during the PREPARATION step.P P陈述机遇 present opportunityE E解释方案和利益(方案表)Explain the solution (solution sheet )P P提供详情( provide details )S S达成交易(客户答应) I ISecure the sales (customer says yes)实施跟进步骤 Implement

16、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6.6.PEPSIPEPSI7.回顾与总结8.行政工作17客户为什么客户为什么不购买？不购买？Why do Why do customers resist customers resist buying?buying?客户为什么不购买Why Customers Resist Buying认为没必要 No Perceived need (他们不认为有盈利机会) (they don抰 perceive/believe in the opportunity for gain) 认为没好的方案 No Perceiv

17、ed solution (他们不相信你的方案表)(they don抰 believe in your solution)不信任 Distrust(若干理由 - 有些可能与你有关，也有些可能与你无关)(any number of reasons - some may be related to you, some may not)不着急 No urgency(客户要推迟作出决定)(customer wants to put off the decision)共同的销售过程共同的销售过程 Common Selling Process我们通过共同的销售过程来解决客户不购买的问题。 We utiliz

18、e a common selling process to help overcome customer objections. 我们称之为PEPSI销售过程。 We call it the PEPSI Sales Process. 这是一套直观辅助方案，协助你销售我们的产品、提供我们的服务。It is a visual aid that helps you sell our products and services.你的工作是让客户明白销售百事产品对他的业务有何帮助。你的工作是让客户明白销售百事产品对他的业务有何帮助。Your job is to help the customer und

19、erstand Your job is to help the customer understand how selling Pepsi products is good for his business.how selling Pepsi products is good for his business.每个字母代表不同的步骤每个字母代表不同的步骤 Each Letter Stands for a Different StepPEPSI陈述机遇陈述机遇 Present the opportunity说明方案与益处说明方案与益处 Explain the solution and benef

20、its提供细节提供细节 P Provide the details取得销售取得销售 S Secure the sale实施下一步实施下一步 I Implement next steps机遇与办法机遇与办法 Opportunities and SolutionsOpportunities and Solutions机遇机遇 说明了盈利的潜力An OPPORTUNITY describes the potential for gain始终致力于与客户就重大的机会达成共识。Always gain the customers agreement that there is a compelling o

21、pportunity :机遇机遇 OPPORTUNITIES让更多的顾客进入商店。Get more customers to come into the store让每位顾客购买更多的东西。Get each customers to purchase more items让顾客在你的店而非竞争对手那里购买商品。Get customers to purchase in your store versus your competitors方案方案说明了可以实现盈利的销售行为A SOLUTION describes the sales action required to realize the g

22、ain刚开始销售拜访时不要讨论方案 Never begin a sales call by discussing solutions 方案方案：SOLUTIONS:在橱窗中展示销售宣传材料 Display POP in the window 让更多的顾客进入商店 to get more consumers to come into the store在收银台附近放置冷冻产品 Put cold product near the cash register 让顾客购买更多东西 卼o get each customer to purchase more items放置一个2升百事的陈列品 Put u

23、p a display of 2 liter Pepsi 让顾客在你的店而非竞争对手那里购买商品.to get customers to buy in your store versus competitors方案表使你的销售更直观Solution Sheets are visual aids to help you sell提供机遇的说明P Provides a description ofthe opportunity说明方案，强调对客户的好处E Explains the solution and emphasizes the benefits tothe customer提供客户感兴趣的

24、重要细节P Provides important detailsthat the customer may beinterested in回顾成功的定义Review what S Success is实施以下步骤 I Implement next steps你认为客户对你认为客户对PEPSIPEPSI方案表的方案表的办法办法会有何异议？会有何异议？What objections do you think the customerWhat objections do you think the customermight have with the might have with the sol

25、utionsolution identified on the identified on thePEPSI Solution Sheet?PEPSI Solution Sheet? 评论“讨论出的解决办法”Review chooled Solutions”确定如何使用方案表解决异议Identify how the solution sheetcan be utilized to overcomeobjections. 你认为客户对你认为客户对PEPSIPEPSI方案表的方案表的办法办法会有会有何异议？何异议？What objections do you think the customer

26、might have with the solution identified on the PEPSI Solution Sheet? PEPSI陈述过程陈述过程内部流程内部流程 解决方案单解决方案单 P P介绍机会介绍机会 机会机会/ /情况情况 E E解释解决方案解释解决方案 解决方案解决方案/ /它如何发挥作益它如何发挥作益/ /好处好处P P提供细节内容提供细节内容 细节内容细节内容 S S保证销售成功保证销售成功 成功标准成功标准/ /期望期望 I I实施下面的步骤实施下面的步骤 我们将做什么我们将做什么/ /他们会做什么他们会做什么 销售人员做的销售人员做的 客户所看到的客户所看

27、到的What Sales People Do What the Customer Sees What Sales People Do What the Customer Sees 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?27花几分钟回顾拜访过程花几分钟回顾拜访过程Take a few moments to assess your performance1. 1. 修订最后订单修订最后订单 Record the final order2.2.拜访后总结清单拜访后总结清单Curbside Debr

28、ief Checklist成功 之处 What work well失败原因 What did not work well改进方法 What would you do differently3.3.作记录作记录 take notes路线本 Route book笔记本 note book1.准备2.打招呼3.店情察看4.产品生动化5.拟订单6.PEPSI7.7.回顾与总结回顾与总结Curbside Debrief8.行政工作28你认为, 行政工作包括哪些内容? 什么时侯做?What do you think about the administration? When to do?291.准备2.

29、打招呼3.店情察看4.产品生动化5.拟订单6.PEPSI7.回顾与总结8.8.行政工作行政工作 Administration将一天销售过程中有用的相关信息记录在案将一天销售过程中有用的相关信息记录在案结算结算 settlement 复 核当天的所有销售现金和欠款, 并缴款 Reconcile all sales, cash and credits for the day安排送货和其它承诺事宜安排送货和其它承诺事宜 fulfil all commitments that you have mad to customers - 填 写送货单 fill in delivery notes - 设备

30、或维修服务 equipment and repair service - 购 货点宣传材料需求 POP needs日常区域管理日常区域管理 daily territory administration -填 写业绩板 update scoreboard -对客户档案作即时,必要的更新 update route book - 与主管汇报路线上的问题, 需求和其它重要情况 Notify supervisor of changes necessary in customer data in route book - 完成主管要求的其它管理工作 other administration tasks required by supervisor30请用你自己的话, 复述一下每一个步骤. In your own words, identify the 8 Steps of the Call and briefly explain what happens in each step.回回 顾顾 拜拜 访访 八步八步 骤骤 Identify 8 Steps of the Call1.准备2.打招呼3. 店情察看4. 产品生动化5. 拟定单6. 销售陈述7. 回顾与总结8.行政工作31持续的成长与发展A的成功率B的平均订货量做C的 RJ祝各位都能拥有：CR