《如何有效提高销售》PPT课件.ppt

SalesManagementJuly22销售管理 SalesResponsibility谁来负责销售的责任 WhoisResponsibleforSales 谁来担负销售的责任Merchandising 采购 Operations 运营 Management 管理部门WhoisResponsible 谁来担负销售的责任 Moveslidesfrom63 80 Merchandising 采购 ResponsibleforProductSelection谁来负责产品选择 Merchandising ResponsibleforProductSelectionVendorSelection谁来负责供货商的选择 Merchandising ResponsibleforProductSelectionVendorSelectionProductCost商品的成本 Merchandising ResponsibleforProductSelectionVendorSelectionProductCostSellingPrice销售价格 Merchandising ResponsibleforProductSelectionVendorSelectionProductCostSellingPriceMarketCompetition市场竞争 Merchandising ResponsibleforSalesProductSelectionVendorSelectionProductCostSellingPriceMarketCompetition YES 10 TheHomeWayCustomers家居的顾客 TheHomeWayCustomer TheHomeOwner ExistingHome 家庭用户 15 TheHomeWayCustomer TheHomeOwnerTheHomeBuyera NewHome新居 TheHomeWayCustomer TheHomeOwnerTheHomeBuyera NewHomeb 2ndusehome二手房 17 TheHomeWayCustomer TheHomeOwnerTheHomeBuyerTheDecorator Professional 装修公司 专业客户 18 TheHomeWayCustomer TheHomeOwnerTheHomeBuyerTheDecorator Professional SmallContractor Professional 小型承包商 19 TheHomeWayCustomer TheHomeOwnerTheHomeBuyerTheDecorator Professional SmallContractor Professional BuildingandPropertyMaintenanceManager Professional 物业公司 专业客户 20 TheHomeWayConcept家居的构思 AWarehouseStorewithaselectionofproductstobuild repair maintain andre modelahomeorbuilding 仓储式的商店 集房屋和建筑物维修 保养和改造所需要的商品于一体 21 TheHomeWayConcept AWarehouseStorewithaselectionofproductstobuild repair maintain andre modelahomeorbuilding LowPriceImage低价形象 22 TheHomeWayConcept AWarehouseStorewithaselectionofproductstobuild repair maintain andre modelahomeorbuilding LowPriceImageCompleteSelectionunderoneroof完善的商品选择集一体 23 TheHomeWayConcept AWarehouseStorewithaselectionofproductstobuild repair maintain andre modelahomeorbuilding LowPriceImageCompleteSelectionunderoneroofLargeInventoriesinStock大量的库存现货 WarehouseStoreImage RealityDowedeliverytheConcept 我们是真实地表达了我们的构思 AWarehouseStoreImage 仓储式商店的形象 ExpensiveDisplays 昂贵的展示TallRacking 高货架WideAisles 宽敞的通道 25 FirstImpression第一印象 EnteringaHomeWayStore 进入家居的商店WarehouseConcept 仓储式的构思LowPrice 低价CompleteSelection 完善的商品的选择LargeInventories 大量的库存 28 TheHomeWayCustomer WarehouseStoreImage 29 Presentation评述 FashionDisplaytoFashionProducts时尚商品的展示出时尚性的FunctionalDisplaytoFunctionalProducts功能性的商品展示出它的功能性WarehouseImageDisplays仓储式的形象展示DisplayShouldWorkGoodThenLookGood展示应当是操作性能比展示效果更好TheDisplayShouldPresentandStockInventory展示需呈现现货库存BulkStockTheBestProducts畅销商品应有大量的储备BulkStockCommodityProducts敏感性商品应有大量的储备 WarehouseStoreImage 30 DepartmentAdjacencies部门邻接CategoryAdjacencies品类邻接RelatedProducts商品间的关系Endcaps端头ClipStrips挂件BulkStacks堆头的大小CheckStands收银台 Presentation评述 FashionDisplay FashionProducts FashionDisplay FashionProducts FashionDisplay FunctionalDisplay FunctionalProduct WorkGood WorkGood WorkGood WorkGood BulkBestProducts BulkStockCommodities BulkStockCommodityProducts EndCaps BulkStacks MainEndCaps LowPrice 44 LowPrice 低价 June2004Perception2004年的感觉 HighQuality HighPrice 高质量 高价 Today 今天 LowPrice 45 Pricing定价 In2005 TheHomeWayGoalisto2005年家居的目标LowertheCost降低成本LowertheSellingPrice降低销售价格IncreaseSales增加销售IncreasetheProfits增加利润 LowPrice 46 Pricing定价 PricetoSell nottoMargin定价为销售服务 而不是为毛利PricetoCompetition nottoMargin定价是由于市场竞争而不是为毛利PricetoVolume nottoMargin定价是为销量而不是为毛利 LowPrice 47 Pricing定价 CommodityProducts敏感性商品IdentifiableItems可以确认的商品SameItems同样的商品SimilarItems相似的商品Non identifiableItems不可确定的商品ExclusiveProducts高端商品CompetitiveShopping市调 CommodityProducts敏感性商品 IdentifiableItems可确认的商品 Non identifiableItemsExclusiveProducts不可确定的商品 高端商品 MaximizetheSales最大的销售额AbovetheDepartmentorCategoryPlan部门或品类计划之外 CompetitiveShopping市调 CommodityProductsShoppedEvery2Weeks敏感性商品市调每两周IdentifiableBrandsShoppedEvery4 8 16Weeks品牌市调每四周 八周 十六周AllVendorsReviewedAtLeast3TimesAYear供货商一年要做三次回顾 CompetitiveAdvertisingPolicy竞争性广告政策 ItemsAdvertisedQuarterlyorMore AdvertisedPriceIsTheHomeWayPriceComparable Price 299Advertised 199HomeWayEDLP 199每季做商品广告或更多 做价格广告是因为家居的价格是具有竞争能力的 CompetitiveAdvertisingPolicy竞争性广告 ItemsAdvertisedSemi AnnuallyComparablePrice 299 Advertised 199HomeWayEDLP 229一年一次商品广告 可比价格299 广告价格199 CompetitiveAdvertisingPolicy竞争性广告政策 ItemsAdvertisedAnnuallyAdvertisedPriceIsTheHomeWayPriceComp RegPrice 299Advertised 199HomeWayEDLP 149 CompetitiveAdvertisingPolicy ItemsPromotedbelowtheVendorFixedPricewithVendorNotification SetupPriceChangewithBeginningandEndingdatestoMatchtheVendorsPromotion 商品促销 供应商通告将价格调整为低于市场统一价格 设立变价的起始时间 对应供货商的促销活动 CompetitiveAdvertisingPolicy CompetitionAdvertisingBelowtheFixedPriceWITHOUTNotification SetupPriceChangewithBeginningandEndingdatestoMatchtheCompetition sPromotion CONTACTTHEVENDORforCostAdjustmentandExplanationofPolicy 设立变价的起始时间已应对竞争对手的促销活动 与供货商取得联系 要求降低成本 解释我们的方针 LowPrice 57 Advertising广告 EveryoneSellstheSameItems大家销售的产品一样EveryoneSellswithDiscounts大家都做折扣销售EveryoneSellswithGimmicks大家都使用销售策略NoDiscount NoCustomer NoSale没有折扣 没有顾客 没有销售NoOneHasCustomerLoyalty没有忠实的顾客TheOnlyLoyaltyIsTheAdvertisedPrice广告价格才是唯一忠实的 LowPrice 58 TrueEveryDayLowPriceistheSalePriceEveryday 天天低价销售NoNeedtoWaitforaSale 如果我们的定价准确 我们就无需等待销售Competitors AdvertisementisourEveryDayPrice 竞争对手的广告价格就是我们每天的价格 Advertising广告 LowPrice 59 TrueEveryDayLowPriceCanBeOurADVANTAGE 天天低价是我们的优势BuyWhatYouWant WhenYouWant 当你有购买需求时 就来购买你所需要的BuyEverythingattheLowPrice 所有商品都是低价TrueEveryDayLowPriceWillBringCustomerLoyalty 真正的低价将带来忠实的顾客 Advertising LowPrice 60 Signing标识 WarehouseSigning仓储式的标识BigPricingNotSignPollution我们的缺陷不做标识 ProductSelection商品的选择 SKUmustfittheHomeWayTargetCustomer必须适合我们的目标顾客 TheHomeOwner家庭用户TheHomeBuyer房屋购买者TheDecorator Professional 装修公司 专业客户 SmallContractor Professional 小型承包商 专业客户 BuildingandPropertyMaintenanceManager Professional 物业公司 专业客户 SKUmustfittheProductHierarchyfortheCustomer商品层级要适合顾客DepartmentCategoryClassSubClass ProductSelection ProductSelection 63 ProductMatrix商品结构 OpeningPricetoQualityPriceNationalBrandNamesLocalBrandsStepUpPricePointsFullCategoryCoverage LargeInventory 64 In Stock现货 InventoryResponsibility库存的责任 Merchant采购InitialQuantity最初的数量2 Pack包装3 MinimumOrders最小定单值4 ProductRange商品的范围5 Re OrderQuantity再次定单的数量6 DisplayQuantity展示的数量 Store商店Re OrderQuantity再次定单的数量2 Re OrderQuantity3 Re OrderQuantity4 DisplayQuantity再次定单的数量5 DisplayQuantity6 DisplayQuantity LargeInventory 65 Inventory库存 DiscontinuedProducts 11 ofInventory D掉商品 占库存的11 Re place RTV Re turn RTV Re PriceMarkdowntosell降价销售1stMarkdownbestMarkdown第一次降价须是有力的降价CostorMarginValue 0 成本或毛利价值 0PaidMoney noreturn货款已付 无退货SpaceProductivityLost失去产值空间ContinuousMarkdown停止降价 Logistics物流 Logistics Sales物流等于销售 Logistics Sales FreightService货运服务CrossDockServiceWarehouseService仓库服务ReducedCost降低成本IncreaseIn StockPosition提高现货的位置 PrivateLabel自有品牌 PrivateLabel Sales自有品牌 销售 ProductSelection商品选择MidPriceRange中档的价格GoodQuality好质量SemiComplete完成了部分BestSellers最好的销售人员 PrivateLabel自有品牌 InitialProductSelectionFrom 最初的商品选择1 WhereBrandNameproductsdominatewithoutmarginFaucets PowerTools Paint哪些是名牌产品占优势无毛利的 龙头 电动工具 油漆2 NoBrandnames manysuppliers LockeSets BathAccessories HandTools无知名品牌 许多供应商 锁具 卫浴五金 手动工具3 HomeWayBrandedproducts以家居做命名品牌商品 PrivateLabel自有品牌 PrivateLabel ControltheQuality控制质量LowertheCost降低成本DevelopPreparatoryNames为发展预备品名做准备WhyNotHomeWayBrands 为何不以家居做命名WhentouseHomeWayBrandForPublicityToolBox TapeMeasure何时采用家居做命名工具箱 盒尺 Advertising Advertising Sales广告 销售 Advertising Sales DevelopaHomeWayImage发展家居形象CreateMarketAwareness让市场了解DesignStoreSigning设计店内广告标识DesignProductPresentation设计商品的评述Put Feet inHomeWaystores进入家居商店 MST MST Sales MST Sales采购支持 销售 RightProductInformation正确的商品信息Description描述Price价格SKU UPCSKU 条形码VendorData供货商数据VendorRelations供货商关系StoreCommunications商店的沟通 Finance Finance Sales财政 销售 Finance Sales PaytheVendors支付供货商货款PaytheVendorsPaytheVendorsPaytheEmployees支付员工工资PaytheEmployeesPaytheEmployees HumanResources H R Sales人力资源 销售 H R Sales RightPeople合适的人选RightPeopleRightPeopleRightEducation健全的培训RightEducation Training RightEducationRightSalary恰当的工资RightSalaryRightSalary Administration Administaration Sales行政管理 销售 Administration Sales InformationTechnology信息技术 T SalesIT 销售 I T Sales Productinformation商品信息FrontEndServices前端服务Speed速度Accuracy准确性Reports报告BackEndServices后端服务FutureTechnology未来的技术 Operations Operations Sales运营 销售 Operations Sales DelivertheCompletePackage完整地送货Product商品Presentation介绍CustomerService顾客服务StockingtheShelves货品上架Ordering排序 分类Greeting祝贺 Operations Sales运营 销售 ReturnDesk退货服务部ReceivingDepartment收货部Cashiers收银员SpecialServiceDesks特别服务部SecurityGuards安全保卫Auditors核数员Marketing市场营销 Operations Sales We Sales我们 销售 EveryOne每个人EveryWhere各处EveryDay每天EveryThingwedo 我们做每件事 WE Sales istosupportthesalesperson支持销售人员ToSellMore销得更多ToSellBetter销得更好ToSellEasier销得更容易 SELLING SellingtheCustomer如何销售 Acknowledge承认顾客 服务于顾客Qualify资格Suggest建议ClosetheSale销售完结 Selling WhatToSell销售什么WhattheCustomerNeeds 顾客需要什么 Selling WhatToSellWhattheCustomerNeeds WhattheCustomerWants 顾客要什么 Selling