超市大客户部拜访准备课件

,Copyright2003MetroCash&CarryInternationalGmbH,GuidelineMetroChina麦德龙中国工作方针,PreparationofCustomerVisits客户拜访准备,2,Aims目标,NoCustomervisitswithoutpreparation拜访客户前必须做好准备Targetedandpro-activeCustomerapproach目标明确、有效的客户拜访,3,InvolvedParties参加人员,Overallresponsibility:主要负责人FloorManager-Sales楼经-销售,CustomerEntranceStaff(CE)顾客入口处人员（客户接待）,4,ProcessOverview主要步骤,Step7,DevelopmentofCustomerapproach客户拜访的提高与发展,Step6,Analysisofcustomerinformation客户信息分析,Step5,PrintoutofME600打印ME600,Step4,Setupofweeklyvisitplanandworkingtime制定每周拜访计划和工作时间安排表,Step3,Printoutofwholecustomerlist打印全部顾客清单,Step2,Setupofmonthlyvisitplan制定每月拜访计划,Step1,Analysisofmonthlyreport月报表分析,5,On10th15thofeachmonth:analysisofthemonthlyreportofthepastmonth每月1015日:分析上月的月报表Thecustomertrendisworkedoutbycomparingtheaccumulatedandthemonthlyreport比较累计报表、当月报表，分析客户发展趋势Thecustomertrendiscompardwiththestrategyofthecompany将客户发展趋势与公司战略相比较Basedontheresultsoftheanalysisaproposalforthefollowingmonthsvisitplanissetupspecifyingthecustomertargetgroupsandthedistricts在分析结果的基础上，制定下一个月拜访计划，指定目标顾客群及目标区域,Step1,Analysisofmonthlyreport月报表分析,SGM/FM商场经理/楼经SGM/FM商场经理/楼经SGM/FM商场经理/楼经FM开楼经,6,Between15thand20thofeachmonthSGMandFMholdameetingtodiscusstheFMCCsproposal每月1520日商场经理及楼经开会讨论决定客开楼经提出的建议。Approvalofnextmonthsvisitplan认可下一个月的拜访计划ThelistofthedistrictsdefinedinthemonthlyvisitplanispassedontoEDPdepartment将每月拜访计划中设定的区域清单交给EDP部门PrintoutofwholeCustomerlistfortheselecteddistricts打印所选择区域的所有客户清单,Step2,Setupmonthlyvisitplan制定月拜访计划,SGM/FM商场经理/楼经SGM/FM商场经理/楼经FM楼经EDP电脑部,7,MonthlyVisitPlan(sampleformat)每月拜访计划（格式举例）,8,ThewholeCustomerListisprintedmonthlyfortheselecteddistricts.根据指定区域每月打印出所有客户清单ListincludesthefollowinginformationonallCustomersincludingblockedCustomers.含锁禁客户在内的所有客户清单包括以下信息Companyname公司名称Address地址Buildingnumber办公楼编号Blockcode封锁代码Customerstatus客户状况By25thofeachmonththelistishandedovertoCEstaff每月25日前将该清单交给客户接待员ThelistisseparatedperSE/KAEandthepartsarehandedovertotherespectiveSE/KAE将清单划分后分别给每位销售专员/客户专员SEandKAEtakethelistwiththemoneverytour销售专员/客户专员拜访客户时必须带上此清单,Step3,PrintcompleteCustomerlist打印所有客户清单,EDP电脑部EDP电脑部EDP电脑部CE客户接待员SE/KAE销售专员/客户专员,9,ThevisitplanfothefollowingweekisdefinedbyFridayafternoonwiththefollowingdetails:每周五下午制定下周拜访计划，内容如下Planmadeupperseparateweekday每一个工作日的计划DefinitionofCustomersandroute确定拜访的顾客及路线IncludingsomespareCustomersinthecaseanotherCustomercannotbereached包括额外客户（万一没有拜访到原定客户可做候补用）ApprovalofeachSEs/KAEsworkingplan批准每个销售专员/客户专员的工作计划Theorderandtimeofvisitsmustbeadaptedtothecustomersworkinghabits拜访的顺序和时间应该符合客户的工作习惯Ifnecessaryanappointmentmustbemadebeforebyphone.如有必要，事先打电话同客户预约IfnecessaryalsotheworkingtimesoftheSE/KAEhavetobeadaptedtotheCustomersworkinghabits.(ex.SECanteenstarttheirtourearlier)如有必要，每个销售专员/客户专员的工作时间应该符合客户的工作习惯（例如，食堂销售专员可以提前开始工作）,Step4,Setupweeklyvisitplanincludingtimeallocation制定每周拜访计划及工作时间安排表,SE/KAE销售专员/客户专员FM楼经SE/KAE销售专员/客户专员SE/KAE销售专员/客户专员FM楼经,10,ME600mustbeprintedoutforeveryCustomerintheweeklyplan(includingspareCustomers)打印每位客户的ME600必须纳入每周计划（包括额外客户）Printoutisdonelatestonedaybeforethevisittoensureathoroughanalysisofdata.最迟不超过拜访前一天必须打印出ME600,以确保数据已得到全面分析Responsibilityforprintoutmustbeclearlydefinedtoensureprintoutismadeintime必须明确打印工作的负责人员，以保证能及时打印,Step5,PrintoutofME600打印ME600,FM楼经FM楼经FM楼经,11,FMhandsoverthecompletelistofCustomerstobevisitedinthefollowingweektoEDPdepartment楼经将下周需要拜访的所有客户清单交给电脑部EDPprintoutallME600accordingtothelistandhandthemovertoCEemployee电脑部根据清单打印所有ME600后交给客户接待员CEseparateME600bySE/KAE客户接待员按每位销售专员/客户专员划分ME600CEhandoverME600toSE/KAE客户接待员将按ME600交给每位销售专员/客户专员,Option1选项1,Fridayafternoon周五下午Sundaymoring周日上午Sundayafternoon周日下午Mondaymorning周一早上,Possibleoptionsofresponsibilityandtiming可供选择的打印负责人员及打印时间,12,FMhandsoverthecompletelistofCustomerstobevisitedinthefollowingweektoCEEmployee楼经将下周需要拜访的所有客户清单交给客户接待员CEprintoutallME600forthefollowingdayandseparatethembySE/KAE客户接待员根据清单打印第二天所有ME600后再将ME600按每位销售专员/客户专员分开AfterreturnofSE/KAEtothestoreCEhandoverME600fornextdaytothem每位销售专员/客户专员回到商场后，客户接待员交给他们第二天的ME600,Option2选项2,Fridayafternoon周五下午SundayThursdaymornings周日周四上午SundayThursdayintheafternoon周日周四下午,Possibleoptionsofresponsibilityandtiming可供选择的打印负责人员及打印时间,13,AnalyzedataonME600.ME600的数据分析Analyzedatafrompreviousvisits上次拜访的数据分析,Step6,AnalyzeCustomerinformation客户信息分析,SE/KAE销售专员/客户专员SE/KAE销售专员/客户专员,VisitpreparationisnotfinishedbyprintingouttheME600,butthedataitcontainshavetobeanalysedinordertodevelopanactiveCustomerapproach客户拜访的准备工作并不以ME600打印介绍而告终，因该对数据进行分析以提高客户拜访的有效性！,14,AnalyzeME600,AccumulativePurchase累计销售IstheY-T-Dpurchasehigherorlowerthanlastyear?今年累计销售额比去年同期高还是低？Whatisthereason?原因是什么？,15,AnalyzeME600,Lastdateofvisit上次拜访日期Howlongagowasthelastcontact?上次拜访距今已有多少时间？,16,AnalyzeME600,BranchCode行业代码WhatarethespecificrequirementsofthisCustomerbranch?该行业的客户有什么特殊需求？Whenisthebestvisittime?什么时候是最佳拜访时间？,17,AnalyzeME600,Dateofregistration会员卡登记日HowlonghastheCompanybeenMetroCustomer?该客户成为麦德龙会员已有多少时间？,18,AnalyzeME600,AverageInvoice平均帐单金额Howisthedevelopmenttolastyear?与去年相比提高多少？Whatcouldbethereasonforthedevelopment?提高的原因是什么？,19,AnalyzeME600,Food/Non-FoodShare食品/非食品销售比例Isthesharecomparativelyhigh/low?该比例是高还是低？Whatcouldbethereasonfordifferencefromtheaverage?与正常比例相比差异很大的原因是什么?,20,AnalyzeME600,MMShareFood&Non-Food广告商品销售比例HowhighistheCustomersMMshare?该客户广告商品销售比例有多高？Isthesharecomparativelyloworhigh?该比例相对来说是高还是低？Whyisithigherorlowerthantheaverage?为什么比正常比例高或低？,21,AnalyzeME600,SalesperDepartment部门销售数据WhichdepartmentsdoestheCustomermainlybuyfrom?客户主要购买哪几个部门商品？AretheproductsofthesedepartmentsrelatedtotheCustomersbusiness?这些部门商品与客户经营业务有关吗？Howisthedevelopmentcomparedtopreviousyear?与去年相比有什么进展？Whatcouldbethereasonforpositive,negativeorstabledevelopment?销售增长、降低的原因是什么？,22,Analyzedatafrompreviousvisits先前拜访的数据分析,EstimatedCustomerPotential客户购买潜力预估HowhighisMetrosshareofthetotalpotential?在麦德龙采购的金额占全部购买潜力的比例有多高？Inwhichproductgroupliesthehighestuntouchedpotential?那些商品组是该顾客最有可能于将来采购的？Howcantheuntouchedpotentialbegained?如何开发购买潜力？MajorarticlespurchasedinMetro在麦德龙购买的主要商品ArethereanysupplementaryarticleswecanoffertheCustomer?有没有替代商品可以提供给顾客？Isthereanyspecialoffer/promotionornewproductrelatedtothosearticles?有没有与这些商品有关的特价商品、促销商品或新商品？,23,Analyzedatafrompreviousvisits先前拜访数据分析,Customerrequest客户要求HaveallformerrequestsfromtheCustomerbeensolvedoranswered?客户以前提出的要求是否都已经得到解决或答复？SpecialtiesontheMenu菜单上的特色菜Arethereanyspecialtiesonthemenuwhicharedifficulttoobtain?菜单上有什么品种难以找到？Whichisthecurrentmodeofsupply?目前的供货渠道？CanMetroofferthisproduct?麦德龙可以提供这些品种吗？,24,Definitionofvisittarget/reason拜访目标、原因的确定DevelopmentofanactiveCustomerapproachwiththesupportofalldepartmentsandsupportmaterials:通过部门的支持以及利用一下工具提高有效的客户拜访:Specialoffers(MM,flyers)特价商品（邮报、宣传页）Newproducts新商品Alternativeproductsorbrands可供选择的商品或品牌M