销售拜访步骤

销售拜访步骤8Stepsofthecall拜访八步骤2为什么要规范拜访步骤？Whydoyouthinkastandardcallprocessisgood?3一家消费品公司的拜访八步骤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-Call4为什么拜访前的准备很重要？Whydoyouthinkpreparationisimportant?5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6在你看来，为什么打招呼很重要？Whydoyouthinkwewanttogreetthecustomer?7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8为什么要察看店铺？看些什么?Whyisitimportanttocheckthestore?Checkwhat?9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10作产品生动化的步骤是什么?Whatdoyouthinkwemeanbymerchandiseourproducts?11确保所有百事产品都以正确的方式执行生动化:ensureallPepsiproductsareproperlymerchandised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12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MerchandisingChecklist13你认为,拟定单是一个什么样的过程?Whatdoyouthinkhappenswhenyoudeterminetheorder?14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15路线卡16销售陈述时,你会向客户陈述什么内容?Whatdothinkhappenswhenwepresenttothecustomer?17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) 提供详情(providedetails)

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18你在什么时侯作回顾和总结?会回顾哪些事情?WhatdoyouthinkhappensduringCurbsideDebrief?19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20你认为,行政工作包括哪些内容?什么时侯做?Whatdoyouthinkabouttheadministration?Whentodo?211.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

fulfilallcommitmentsthatyouhavemadtocustomers-填写送货单fillindeliverynotes-设备或维修服务equipmentandrepairservice-购货点宣传材料需求POPneeds日常区域管理

dailyterritoryadministration-填写业绩板updatescoreboard-对客户档案作即时,必要的更新updateroutebook-与主管汇报路线上的问题,需求和其它重要情况 Notifysupervisorofchangesnecessaryin customerdatainroutebook-完成主管要求的其它管理工作otheradministrationtasksrequiredbysupervisor22请用你自己的话,复述一下每一个步骤.

Inyourownwords,identifythe8StepsoftheCallandbrieflyexplainwhathappensineachstep.回顾拜访八步骤

Identify8StepsoftheCall1.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23

实地培训OntheJobLearning当结束实地培训后,你应该可以:Whenyouha