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1、拜访八步骤单元单元 3: 8 Steps of the call拜访八步骤拜访八步骤1拜访八步骤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拜访八步骤拜访八步骤拜访八步骤 8 Steps of the call 8 Steps 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 Presen
2、tation7. 回顾与总结 Curbside debrief8. 行政工作 Administration访前-Pre-Call服务- Service陈述 - Presenting访后-Post-Call3拜访八步骤为什么拜访前的准备很重要？为什么拜访前的准备很重要？Why do you think preparation is important?4拜访八步骤每月准备每月准备 monthly preparation 每月与主管讨论销售目标 set objective with supervisor销量指标 review volume target销售发展目标 review sales dev
3、elopment objective工作重点 prioritize 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,
4、 合同, POP等) get selling aids (POP)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 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
5、 and promises made last time带上POP等工具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.销售陈述7.回顾与总结8.行政工作5拜访八步骤在你看来，为什么打招呼很重要？在你看来，为什么打招呼很重要？Why do you think we want to greet the customer?6拜访八步骤确认出决策者 identify decision maker作自我介绍 introduce yourself与店内非决策者保持友好关系
6、 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 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.销售陈述7.回顾与总结8.行政工作7拜访八步骤为什么要察看店
7、铺？看些什么为什么要察看店铺？看些什么? ?Why is it important to check the store? Check what?8拜访八步骤查看店铺查看店铺, , 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
8、.3.店情察看店情察看 Store check4.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9拜访八步骤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拜访八步骤确保所有产品都以正确确保所有产品都以正确 的方式执行生动化的方式执行生动化: :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
9、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 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.销售陈述7.回顾与总结8.行政工作11拜访八步骤 确保各SKU 均有充足的库存 ensure appropriate products and pac
10、kages 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 (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
11、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 old
12、er products in front and on top产品生动化清单产品生动化清单 Merchandising Check listMerchandising Check list12拜访八步骤你认为你认为, , 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拜访八步骤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 t
13、his 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 agree on the suggested order with customer将订购 记录在路线本上 update order
14、 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 Determine the order6.销售陈述7.回顾与总结8.行政工作14拜访八步骤路路 线线 卡卡15拜访八步骤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 customer?16拜访八步骤这是向客户推销新想法的过程。我们用方案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 容由你的主管和以上拜访步骤中的
15、工作决定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)Explain the solution (solution sh
16、eet )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6.6.销售陈述7.回顾与总结8.行政工作17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?18拜访八步骤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
17、订单 Record the final order2.2.拜访后总结清单拜访后总结清单Curbside Debrief Checklist成功 之处 What work well失败原因 What did not work 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.销售陈述7.7.回顾与总结回顾与总结Curbside Debrief8.行政工作19拜访八步骤你认为, 行政工作包括哪些内容? 什么时侯 做?Wh
18、at do you think about the administration? When to do?20拜访八步骤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8.8.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
19、 you have mad to customers - 填写送货单 fill in delivery notes - 设备或维修服务 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
20、 in route book -完成主管要求的其它管理工作 other administration tasks required by supervisor21拜访八步骤请用你自己的话, 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
21、政工作22拜访八步骤 实实 地地 培培 训训 On the Job Learning当结当结 束束 实实 地地 培培 训训 后后 , , 你你 应应 该该 可可 以以 : When you have completed this trade activity you should be able to:明明 确确 客客 户户 拜拜 访访 中中 的的 八八 个个 步步 骤骤 Identify the 8 steps of the call简简 单单 解解 释释 在在 每每 个个 步步 骤骤 中中 的的 责责 任任 和和 工工 作作 Briefly explain your responsibil
22、ities in each step回回 答答 本本 单单 元元 的的 理理 解解 测测 试试 题题 Answer the questions in your verification Checklist?for this module你将和一位有经验的客户代表一起拜访客户你将和一位有经验的客户代表一起拜访客户, ,亲身体验销售员是如何运亲身体验销售员是如何运 用用此标准的八步骤来拜访客户的此标准的八步骤来拜访客户的. . You will spend a day with an experienced, CR to explain and demonstrate the 8 Steps of the Call during the course of a normal work day. You will now have an opportunity to see how this standard sales process is utilized with our customers. 23
