销售员的职责和如何增加销售达成指标.ppt

Clipper销售员的职责 一个成功的、优秀的销售员 l主动积极的人 l 策划家 l 行政执行者 l具有权威性 l解决问题的人 l说服者 一个成功、优秀的销售员 运动员演员 商人 销售技巧 Selling Skills 产品知识 Product Knowledge 客户知识 Customer Knowledge 培训 TRAINING 市场信息 MARKET INTELLIGENCE 成功成功 SUCCESSSUCCESS 销售的三个重要因素 THREE IMPROTANT FACTORS 销售的重要性 IMPORTANCE OF SALES 像卡车的发动机，拉动车厢前进 LIKE A LORRY PRIME MOVER PULLING A CONTAINER 如果没有销售，Clipper就不会前进 NOTHING HAPPENS IF THERE ARE NO SALES 销售队伍 Sales Force 可利福 Clipper 销售是一门专业 SELLING IS A PROFESSION 旧方法 OLD APPROACH 依靠商誉 Relies on goodwill 只卖给几个“好客户” High volume from a few pengyou e.g. SCW 注重销售额，而不是分销 Focus on TURNOVER , not DISTRIBUTION 销售是一门专业 SELLING IS A PROFESSION 旧方法 OLD APPROACH 认为广告是浪费钱 Considers advertising a waste of money 只有销售报价是有效的 Only Trade Offers are effective 陈列助销是浪费时间 Merchandising wastes time 新方法 - 专业销售 NEW APPROACH - PROFESSIONAL SELLING 计划零售拜访 Plans his calls 了解客户的需要 Identifies customers needs 重视销进，同时也重视销出 Concerned about selling in as well as selling out. 销售是一门专业 SELLING IS A PROFESSION 新方法 - 专业销售 NEW APPROACH - PROFESSIONAL SELLING 注重促销“拉和推”的作用 Gives balanced attention to the pull as well as push of sales promotion 重视货架陈列 - 陈列面大小、货量是否充足 Concentrates on stock width & depth 了解“陈列助销” Understands merchandising 销售是一门专业 SELLING IS A PROFESSION 一个好的Clipper销售员 A GOOD CLIPPER SALES PERSON 知识与技巧 Knowledge & Skills 态度 - 自我、产品、公司、顾客 Attitude - Self, Product, Company & Customer 品性 - 热情、主动、坚持不懈、诚实、适应能力、 练达、真诚等 Attributes - Enthusiasm, Initiative, Perseverance, Honesty, Adaptability, Tact, Sincerity Clipper销售员的职责 ROLE OF THE GILLETTE SALES PERSON 集体讨论1 GROUP WORK 1 Clipper销售员的重要职责是什么？ What is the Role of the Clipper Sales Person ? 销售和分销 SALES & DISTRIBUTION “分销” - 把某种产品或产品系列销售到尽可能多的有潜力的 零售店 “Distribution”- selling a particular size, line or variant to as many potential outlets as possible Clipper销售员的职责 ROLE OF THE GILLETTE SALES PERSON 销售和分销 SALES & DISTRIBUTION “产品” - 把所有可能卖出的产品系列或产品规格销售到一个零 售店里，而不是只销售好卖的产品。 “Range”- Selling all possible lines, sizes & variants, not just fast moving ones or brand leaders to a particular outlet . Clipper 销售员的职责 ROLE OF THE CLIPPER SALES PERSON 陈列助销 MERCHANDISING 使消费者在零售店里通过看到我们的产品而产生购买我们产 品的愿望。 “Making the consumer aware that the product is available in that store BY BEING SEEN” Clipper 销售员的职责 ROLE OF THE CLIPPER SALES PERSON 保持产品可销售性 STOCK/MARKET HYGIENE 包括：保持货架上和库房里产品的可销售 性 Encompasses: Hygiene of Product Hygiene of Point of Sale Clipper销售员的职责 ROLE OF THE CLIPPER SALES PERSON 保持产品可销售性 STOCK/MARKET HYGIENE 产品本身 Physical 表面干净 ( 没有灰尘、污渍等) Not soiled ( dust, dirt etc.) 画面完好，没有褪色 Labels not torn or faded 产品没有损坏 Not damaged 包装完好无损 Not crushed Clipper 销售员的职责 ROLE OF THE CLIPPER SALES PERSON 保持产品可销售性 STOCK/MARKET HYGIENE 使用情况 Usage Condition 性能完好 (如：可以点火) Performs as expected 能引起消费者的兴趣 Appealing condition Clipper 销售员的职责 ROLE OF THE CLIPPER SALES PERSON 收款 Collection 保持健康的财务水平，尽可能增加销售，减少 公司和分销商的财务风险。 Ensure a healthy accounts level balancing the need to optimize sales and minimize Co./Distributors financial exposure Clipper销售员的职责 ROLE OF THE CLIPPER SALES PERSON Other Rep SHDB Rep 销售拓展 TRADE DEVELOPMENT 开发新客户； Establish/open up a new outlet 维持和发展分销渠道； Maintain, nurture and develop 增加陈列面，保持充足的货量； Increase range & stock depth 改善商品陈列。 Improve merchandising Clipper 销售员的职责 ROLE OF THE CLIPPER SALES PERSON 市场信息 MARKET INTELLIGENCE 市场不是垄断的； Not a monopolistic market 竞争对手在分销、销售和陈列等方面的竞争； Competitors compete for distribution, sales, & merchandising 信息对销售部和市场部实施计划和有效策略十分重要 。 Information is vital to forward planning and effective strategies by sales & marketing Clipper 销售员的职责 ROLE OF THE CLIPPER SALES PERSON 销售行政工作 SALES ADMINISTRATION 销售员必需的工作； A Necessary “ Evil ” 不超过销售员10%的时间。 Maximum 10% of salesmens time Clipper 销售员的职责 ROLE OF THE CLIPPER SALES PERSON 总结 SUMMARY 销售和分销 Sales & Distribution 陈列助销 Merchandising 保持产品可销售性 Stock/Market Hygiene Clipper 销售员的职责 ROLE OF THE CLIPPER SALES PERSON 货款回笼 Collection 销售拓展 Trade Development 市场信息 Market Intelligence 销售行政工作 Sales Administration Clipper 销售员的职责 ROLE OF THE CLIPPER SALES PERSON 怎样增加销售 目前你只完成了销售指标的75%。 You have been given a sales target to achieve and you are behind in your YTD performance, currently at 75% only. 你有什么办法完成销售指标？ What are your options to ensure that the performance of your area is on target ? 练习 EXERCISE - GROUP WORK 扩大分销 Expand Distribution 可立即增加销售 Immediate increase in incremental sales 更多的客户是今后销售增长的潜力 Potential for future sales expansion due to bigger customer base 解决方法1 POSSIBLE SOLUTIONS (1) 机会 OPPORTUNITIES 用附近零售店的销售数据说服店主进货 Next door selling 用该地区的销售数据说服零售店进货 Track record of sales in same area 促销和广告 Promotion & advertising 销售竞争品牌的零售店 Competitors products already in 增加产品规格 Increase Range 增加销售 Incremental sales 有销售增长的潜力 Potential for future sales expansion 我们的产品有更多的陈列面 More merchandising space for our products thus edging out competitors 解决方法2 POSSIBLE SOLUTIONS (2) 机会 OPPORTUNITIES 有竞争品牌销售 Selling competitive brands but not ours 同一系列的产品陈列在一个货架里 Offer a display stand to house range 有促销支持 Currently supported by an attractive promotion 有广告支持 Product being On Air currently 相关产品销售很好。例如：钢套的好卖，可以卖礼盒 Related products selling well 改善陈列 Improve Merchandising 创造顾客认知度 Create customer awareness 使产品容易被顾客取拿 Improve accessibility of our products 确保零售店货量充足。 Ensure retailer is always sufficiently stocked 解决方法3 POSSIBLE SOLUTIONS (3) 机会 OPPORTUNITIES 店内凌乱 Messy shop 盗窃问题 Pilferage problems 陈列货架等 Display stands/ shelves etc. 缺少人手 Short handed 商品破损严重/退货 High stock damage/market returns 举行促销活动 Launch Promotions 增加库存 Increase stock depth 增加客户数量 Increase number of stockiest 解决方法4 POSSIBLE SOLUTIONS (5) 尽量减少问题，提高服务质量 Minimize Problems & Improve Services 使销售运作更顺利 - 运输、财务等 Remove bottlenecks to smooth sales operations such as - logistics, accounting etc. 退货服务 Market Return service 解决方法5 POSSIBLE SOLUTIONS (4) Long lead time between order taken & actual delivery 下订单和送货之间的所用的时间很长 Infrequent calls from sales force 销售员较少拜访 Lack of attention on market returns 对市场退货重视不够 Generally none or lack of services in shop 一般来说对商店的服务较少或没有服务 机会机会 OPPORTUNITIESOPPORTUNITIES 货架空 Empty shelves 竞争品牌断货 Competitors out of stock 库存积压 Customer overstocked 竞争对手不经常拜访的零售店 Shop not regularly serviced by competitors 寻求机会寻求机会 Search for opportunitiesSearch for opportunities 解决方法6 POSSIBLE SOLUTIONS (6) 寻求机会 Search for opportunities 新的宣传品 New POS 店主/老板易人 New owner/boss 曾经销售过我们的产品 Previously selling 非传统零售店 NTO (Non traditional outlets) 扩大分销 Expand Distribution 增加产品规格 Increase Range 改善陈列 Improve Merchandising 举行促销活动 Launch Promotion 尽量减少问题，提高服务质量 Minimize Problems & improve Service 寻求机会 Search for opportunities 解决方法-总结 POSSIBLE SOLUTIONS (SUMMARY) 如何做“指标” 生活中的事实 I dont have enough selling days 销售时间不够 I dont have enough people 人手不足 My boss only tells me last-minute, how to do? 我老板总在最后一刻才告诉我，我怎么办？ Facts of life 生活中的事实 Because of problems, we are employed 因为有问题，才会雇用我们 Because there are STILL problems, thats why we are STILL employed 因为仍然有问题，所以我们仍然被雇用 Soour job is to 因此，我们的工作是 如何“做”指标 指标是下给市场， 而不是下给客户的！ 正确理解“指标” 如何“做”指标 YOU HAVE TO DRIVE THE BUSINESS 是你要推动公司的销售 NOT 而不是 DISTRIBUTORS 经销商 WHOLESALERS 批发商 KEY ACCOUNTS 重点客户 如何“做”指标 按地区分解指标，指标是63万，销售预估是53万，知道缺口 在哪里 A 市 B 市 C 市 小 计 现 代 渠 道 10 /1 2 8/ 10 5/ 5 23 /2 7 传 统 渠 道 5/ 6 5/ 5 5/ 4 15 /1 5 特 殊 渠 道 3 /3 3/ 5 3/ 4 9/ 12 礼 品 渠 道 2 /2 2/ 3 2/ 4 6/ 9 总 计 20 /2 3 18 /2 3 15 /1 7 53 /6 3 如何“做”指标 按终端分解指标，以A市为例：指标是23万，把指标分解到 终端，把指标单元落实到个人，对指标单元和缺口做出行动 计划（Action Plan)和跟进计划 A 市 百 货 店 CV S 传 统 渠 道 批 发 市 场 其 他 小 计 经 销 商 2/ 3 8/ 9 1/ 1 1/ 1 12 /1 4 批 发 客 户 2/ 3 1/ 1 3/ 4 礼 品 5/ 5 5/ 5 总 计 2/ 3 8/ 9 3/ 4 2/ 2 5/ 5 20 /2 3 如何“做”指标 指标预估方法 如何“做”指标 -帮助经销商管理其业务队伍，提高队伍的各项技能 -支持