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拜访八步骤JasonHouMar,2002单元3:8Stepsofthecall拜访八步骤拜访八步骤JasonHouMar,2002为什么要规范拜访步骤？Whydoyouthinkastandardcallprocessisgood?拜访八步骤JasonHouMar,2002拜访八步骤8Stepsofthecall1.准备preparation2.打招呼GreettheCustomer3.店情察看StoreCheck4.产品生动化Merchandise5.拟订单Determinetheorder6.PEPSI销售陈述Presentation7.回顾与总结Curbsidedebrief8.行政工作Administration访前--Pre-Call服务--Service陈述--Presenting访后--Post-CallServicePre-CallPresenting/SellingPost-Call拜访八步骤JasonHouMar,2002为什么拜访前的准备很重要？Whydoyouthinkpreparationisimportant?拜访八步骤JasonHouMar,2002每月准备monthlypreparation每月与主管讨论销售目标setobjectivewithsupervisor销量指标reviewvolumetarget销售发展目标reviewsalesdevelopmentobjective工作重点prioritizewhatneedstobedoneforthemonth每日准备DailyPreparation回顾业绩板,回顾月指标,销售发展目标和工作重点reviewscoreboard,checkprogressagainstmonthlyobjectives对照实际业绩与目标compareactualstatusagainsttarget确定当日线路的工作重点identifytheoutletswillbefocusingon备齐工作工具(路线本,客户卡,发票,合同,POP等)getsellingaids(POP)andorganizedfortheday.访前准备Pre-callplanning就在进入店铺前回顾目标Reviewobjectivebeforeenteringoutlet回顾路线本,客户卡,明确周平均订货量和上周单量reviewroutebook,customercardforweeklyvolume&lastorder回顾店主姓名或称呼,选择恰当的语气,口吻identifybossname回顾拜访目的,以及上次拜访的承诺reviewcallfocusandpromisesmadelasttime带上POP等工具getsellingaids(POP,solutionsheets,etc)1.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.行政工作拜访八步骤JasonHouMar,2002在你看来，为什么打招呼很重要？Whydoyouthinkwewanttogreetthecustomer?拜访八步骤JasonHouMar,2002确认出决策者identifydecisionmaker作自我介绍introduceyourself与店内非决策者保持友好关系keepgoodrelationshipwithnon-decisionmaker避免使用易引起反面回答的招呼方式avoidusinganygreetingstylewhichmaycausenegativeresponses观察店主的情绪,选择恰当的话题examineboss?moodandselectpropertopic主动处理紧急问题preempturgentissues1.准备2.打招呼Greetthecustomer3.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.行政工作拜访八步骤JasonHouMar,2002为什么要察看店铺？看些什么?Whyisitimportanttocheckthestore?Checkwhat?拜访八步骤JasonHouMar,2002查看店铺,寻找机会walktheoutlettolookforopportunities检查SKUcheckSKUopportunities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competitoractivity检查价格pricingissue1.准备2.打招呼3.店情察看Storecheck4.产品生动化5.拟订单6.销售陈述7.回顾与总结8.行政工作拜访八步骤JasonHouMar,2002作产品生动化的步骤是什么?Whatdoyouthinkwemeanbymerchandiseourproducts?拜访八步骤JasonHouMar,2002确保所有产品都以正确的方式执行生动化:ensureallproductsareproperlymerchandised确保所有库存产品的轮转ensureallstockisrotated清除超期产品removeoutofcodeproduct根据现有标准使产品生动化Merchandisealldisplaysaccordingtocurrentstandards补充冰柜货架和陈列架Replenishcoolers,racksandshelfarea需要时清洁陈列架和设备cleanshelvesandequipmentasneeded1.准备2.打招呼3.店情察看4.产品生动化Merchandise5.拟订单6.销售陈述7.回顾与总结8.行政工作拜访八步骤JasonHouMar,2002确保各SKU均有充足的库存ensureappropriateproductsandpackagesareavailable为产品,货架和冰柜争取最佳位置obtainbestlocationsforproductsincluding,displays,visi-coolers,racks所有产品,依照陈列标准放在一起bundleallbrandstogether瓶上的商标面向消费者ensurebottlelabelarefacingconsumers清洁货架、瓶身和售点广告(POP)Cleanshelves,bottlesandPOPmaterial使产品享有公平合理的陈列空间getafairshareofspaceforproducts从陈列架上和冰箱内移走竞争对手的产品Removecompetitorsproductsfromourcrates/visi-coolers将购货点宣传材料放在醒目和客流量高的区域placePOPinvisibleandhightrafficareas检查标价,确保醒目明确makeourpricingapparenttotheconsumer调整仓库内存货位置arrangestocksinbackroom按照先进先出的原则,轮换仓库,货架和冰柜内的产品rotatestockstoputolderproductsinfrontandontop产品生动化清单MerchandisingChecklist拜访八步骤JasonHouMar,2002你认为,拟定单是一个什么样的过程?Whatdoyouthinkhappenswhenyoudeterminetheorder?拜访八步骤JasonHouMar,2002拟订单是为了避免断货theprocessavoidsOOS你的路线手册是帮助你完成此项任务的关键工具yourroutebookisthekeytooltoperformthistaskwell记录现有库存determinecurrentstock记录现有空箱数determinecurrentboxs对照库存需求拟定每个SKU的建议订单identifyinventoryneedsanddevelopyoursuggestedorderonroutecard估算出上次拜访以来的实际销量determineactualsalessincelastvisit与客户达成对建议订单的协议agreeonthesuggestedorderwithcustomer将订购记录在路线本上updateorderinroutebook1.准备2.打招呼3.店情察看4.产品生动化5.拟订单Determinetheorder6.销售陈述7.回顾与总结8.行政工作拜访八步骤JasonHouMar,2002路线卡路线编号RouteNo.客户名称Customer星期一星期三星期五地址Add联系人Contact:电话Tel.拜访日CallDay星期二星期四星期六MD销售小计月日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拜访八步骤JasonHouMar,2002销售陈述时,你会向客户陈述什么内容?Whatdothinkhappenswhenwepresenttothecustomer?拜访八步骤JasonHouMar,2002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.ThisistheprocessofsellinganewideatothecustomerWeutilizeaSolutionSheettosupportthesale.WhatyoupresenttothecustomerisdeterminedbyyoursupervisorandduringthePREPARATIONstep.陈述机遇presentopportunity解释方案和利益(方案表)Explainthesolution(solutionsheet)达成交易(客户答应)Securethesales(customersaysyes)实施跟进步骤Implementnextsteps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.行政工作拜访八步骤JasonHouMar,2002你在什么时侯作回顾和总结?会回顾哪些事情?WhatdoyouthinkhappensduringCurbsideDebrief?拜访八步骤JasonHouMar,2002花几分钟回顾拜访过程Takeafewmomentstoassessyourperformance1.修订最后订单Recordthefinalorder2.拜访后总结清单CurbsideDebriefChecklist成功之处Whatworkwell失败原因Whatdidnotworkwell改进方法Whatwouldyoudodifferently3.作记录takenotes路线本Routebook笔记本notebook1.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CurbsideDebrief8.行政工作拜访八步骤JasonHouMar,2002你认为,行政工作包括哪些内容?什么时侯做?Whatdoyouthinkabouttheadministration?Whentodo?拜访八步骤JasonHouMar,20021.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Administration将一天销售过程中有用的相关信息记录在案结算settlement复核当天的所有销售现金和欠款,并缴款Reconcileallsales,cashandcreditsfortheday安排送货和其它承诺事宜fulfilallcommitmentsthatyouhavem