关键客户管理介绍篇

1、 introduction 引言引言 introduction 引言引言 introduction 引言引言 what are the strategic criteria to define a customer as key account? 根据什么策略标准决定一个客户为关键客户？ marketing a8 feet aisle;30 check-out counters etc.六尺宽端头； 八尺宽通 道；三十个收银台等等 floor space is the net selling space of the retail outlet.it is normally uesd to d

2、etermine the store-type. 面积指的是零售商的实在销售面积。它通常都被用来确定零售店的种类。 store name 门店名称：outlets information门店资料 address 地址：supermark floor space 超市面积： category lengty(1)货架长度（一）： category lengty(2)货架长度（二）： tel 电话：fax 传真：emplyees员工人数ft： pt： website 网址：email 电邮：check out counters收银台数目： contact person/s 联络人position 职

3、位fiscal year ended财政年度： payment date付款日期： retail audit panel?零售调查对象： best visit最佳拜访时间member card?会员卡： scaning system?扫描系统： trading-history with us跟我们来往贸易记录contract period合同有效期： year 年turnover 销售额profit 利润internal used供内部使用 credit terms信用期： credit limit信用额： discount structure折扣： frequency of call拜访频率

4、： company name 公司名称：trading history 贸易简历1998199920002001 address 地址：a) accouns turnover 客户本身销量 b) turnover with us 与本公司来往销量 c) our % of turnover 占本公司总销量% with this account d) no.of outlets 门店数量 tel 电话：fax 传真： - a type - a型 website 网址：email 电邮： - b type -b型 ownership/affiliations - c type -c型 控股/附属公司

5、 total 总数 account strategies 客户策略trade terms 贸易条件 margin 利润： buying office address 采购处policies 政策： payment terms 帐期： （if different from above )(如与上述不同） tatget market 目标市场： discount allowances折扣： consumer profile 消费群体： others 其他： contacts 连络人merchandising / sales callmarleting 市场营销distribution 货物分配 n

6、ame 姓名position 职位陈列及拜访 promotion policiescentral warehouse: planogram 陈列图促销政策中转仓库： brand/product typepromotion permossibleregional warehouse: 品牌/规格促销许可区域仓库： frequency for calls national 全国性 拜访频率 regional 区域性branches: pos materialscooperative ad. 广告性分店 促销宣传品 account records 客户记录 outlet performance re

7、port 门店成绩表 account no:kul 37562 store name:sunshine supermarker jan %feb%mar%apr%may%jun%jul%aug%sep%oct 1999 group 17925881,911-142,3144873,1024,163988196 group 26372,85003,6294673,528-383,1137713,900 group 37033972,007364252,6694133591,938291 mth ttl2,132184.43,8353,9183,5793,2066,6843,4777,6353,6

8、973,387 ytd ttl2,132184.45,9679,88513,46416,67023,35426,83134,46638,16341,550 2000 group 12,6271,1082,806-1266,8411,3182,1212,9294,6225,013 group 27301,981959-213,4815,5585711,6264728,292 group 357501,7671,4197765242,7761,364749150 mth ttl3,932184.43,08979.05,532117.91,27235.511,098 321.38,000119.85

9、,468149.05,91974.05,843150.613,455 ytd ttl3,932184.47,021116.212,553 116.913,825 96.524,923 140.332,923 134.738,391 136.644,310 123.150,153 125.863,608 expenses99 rental00.000.000.000.000.000.02005.42002.63007.7200 f.o.c422.045211.64409.547313.22747.92203.350013.67269.52556.6318 promoter00.00-0.100.

10、000.000.000.000.000.000.00 others00.03007.700.000.000.000.000.000.000.00 total422.075219.24409.547313.22747.92203.370019.192612.155514.3518 ytd exp422.079413.11,23411.61,70712.01,98111.22,2019.02,90110.33,82710.74,38211.14,900 expenses00 rental2005.100.000.020015.72502.304007.060010.3200 f.o.c2797.1

11、39811.93987.360747.71,49213.47619.561211.262110.974112.72,367 promoter00.000.000.000.000.000.000.000.000.00 others00.000.000.000.000.000.000.000.02003.40 chain store 连锁店： 2000a2000bachd.1999agrowth2000a2000bachd.1999agrowth 实际销额 销售目标 达标率% 实际销额 成长率% 实际销额 销售目标 达标率% 实际销额 成长率% alort setae penang taiping

12、 ipoh subang kajang malacca kuantan terengganu kota bharu kuching totak 总数 outlets location 连锁店： year to date 累积monthly 月份 account records 客户记录 outlets sales ranking 商店销量排名 salcdpcrdon 销量/branch 分行/chain store 连锁店：kuala lumpurmonth 月/year年：march 2000 sub-town 小区 20001999 growth 成长率 ytd randing 累积排名

13、20001999 growth 成长率 1solar cityampang65,30251,32027.01160,906140,03314.9 2dengs upermarker bangsar44,24845,137-2.03113,321105,5626.3 3oceaniasg.wang40,10730,65430.82109,744108,6741.0 4a-martklang36,11530,00420.4496,34589,8377.2 5solar citycheras35,00940,222-13.0630,04479,11113.8 6solar cityrawang34,

14、73838,119-8.9784,6960n/a 7beonomybangsar23,44218,86424.3592,02720,000360.1 8twisterampang21,50329,38026.81064,51975,004-14.0 to continue specimen 样本 current month 本月year to date 累积 store name 商店名 称 mthly rank 本月 排名 chain stores 连锁 店 sales 销量% chain stores 连锁 店 sales 销量% chain stores 连锁 店 sales 销量% 1

15、parkinson530,0006.4parkinson5,600,0005.9 2big way360,0004.3freshie4,000,0004.2 3freshie3,400,0004.1big way3,700,0003.9 4a-mart1,300,0001.6a-mart1,600,0001.7 5natural1,000,0001.2greenlane1,300,0001.4 1-5sub-total 小计14,600,00017.6sub-total 小计16,200,00017.1 6people 900,0001.1natural1,300,0001.4 7oceani

16、c800,0001.0oceanic1,200,0001.3 8daily700,0000.8people800,0000.8 9network600,0000.7weston800,0000.8 10 greenlane400,0000.5food fair700,0000.7 1-10total 总数18,000,00021.7total 总数21,000,00022.1 domestic sales 国内销 83,000,000100.0 domestic sales 国内销 95,000,000100.0 100.0 ran k 排 名 199920002001 million u$

17、百万美元 growth % million u$ 百万美元 growth % % of sales 占销量百分 比 1 metro ag4646,664-10.0 295-10.0 1.0 2 the kroger co.4945,352- 956- 2.0 3 carrefour6639,85631.0 80612.0 2.0 5 kiminklijke ahold8535,79824.0 80234.0 2.0 6 tesco plc11130,3527.0 1,0888.0 4.0 8 ito-yokado12028,67113.0 424-18.0 1.0 10 groupe auch

18、an17523,494- 339152.0 1.0 11 jusco18422,45117.0 -25-118.0 - 15 coles myer ltd.32414,5381.0 2563.0 2.0 22 woolworths ltd.41511,9211.0 162-16.0 1.0 1 wal-mart stores inc.2166,80920.0 5,37721.0 3.0 2 sears roebuck in-store communication. 每周一次生鲜商品促销仅限于生鲜商品;店内交流 grand opening colour leafletsfixed store o

19、pening offer 开店彩色传单开店固定促销 opening acrivetiesspecial promotions,opening events e.g.music,lion dance etc. 开店活动特别促销,公开活动如音乐广播,舞狮等等 bus advertisingpromotion message on local buses 公共汽车(巴士)广告以当地公共汽车(巴士)传送广告信息 joint promotionsexclusive supplier promotions;brand promotion 联合商家促销独家促销;品牌促销 in-store communica

20、tionp.o.s.materials;everyday low priceetc. 店内传递促销宣传品;每日廉价品等等 supplier participation programmesfloor displays localised promotion,sampling,leaflets participation,in-store p.o.s.materials,outside advertising board 供应商参与项目堆头陈列,店内(当地)促销,分派样品,参与传单活动,促销宣 传品,店外广告牌 activeties 活动explanation 解释costs 费用 weekly

21、 promotion programmerse.g.price off,special pack,buy one free one comrensate 50%-100%of margin 每周一次促销如打折,特殊包装,买一送一等等补偿50%-100%的毛利率 advertising board outside storee.g.al poster for x weeks$x for the period 店外广告牌如a1海报供x星期每周期$x in-store sampling e.g.weekends only for x weeks and has to be approved by m

22、anager.concerned.supplier should report store manager and bring along all materials needed. most probably $x per weekend 店内派送样品 如限于数周未并需由有关经理许可.供应商必须 向门店经理报告及安排需要的用品 很可能每周未$x in-store postere.g.minimum 2 posters,maximum 6 posters $x per store per period 店内海报如最少2张,最多6张每店每周期$x opening leafletusually s

23、tandard charges 开店宣传单一般标准收费 floor displaye.g.10 days period$x per store per period 堆头如十天为一周期每店每周期$x tailor made promotion e.g.exclusive promotion,supplier promotion or joint promotion negotiable 独家促销如专享促销项目,供应商单独或进行联合促销可协商 1 2 3 43% 39% 37% 36%35% 34%34% 32% 29%28% 25% 23% 25% 26% 27% 27% 26% 25% 24

24、% 25% 25% 25% 34% 36%37%37% 38% 40% 41% 44% 46%47% 50% 1981198219831984198519861987198819891990today 现今 trade promotion 商家促销活动商家促销活动 consumer promotion 消费者促销活动消费者促销活动 advertising expenditure 广告活动广告活动 monsumer promotiontrade promotionboost trialdevelop brand loyalty 消费者促销商家促销促进试用增进忠心度 consumer price

25、promotion消费者价格优惠 consumer contest消费者有奖竞赛 cousumer premium offer为消费者提供赠品 couuponing赠券 store competitions门店竞赛 direct mails广告性印刷品 display incentive陈列津帖 gifts for buyers company给予采购公司礼物 launching incentives产品上市奖励 film shows电影招待会 point of sale materials销量奖励 promotion aspect of packaging促销宣传品 display cont

26、est陈列比赛 product sampling派送样品 prompt order/payment discount 准时下定单或付款 tie-ins with local evens配合当地节目 trade discounts折扣 trade channel mangin增加渠道毛利 f.o.c赠送货品 multipacks,bouns packs多包装，增值包装 yiming objectivessupport lead time 时间的选择时间的选择目标目标支援支援完成任务所需时间完成任务所需时间 the timing and duration of promotions for eac

27、h sku or product group taking account of seasonal factors and customers events.eg.anniversa ry,grand sale etc. 每个规格或每组产 品促销定时和持续 时间，其中考虑到 季节性因素和客户 的节目。譬如周年 纪念，大减价等。 the purpose and the theme of each promotional actovity,and the ability to control and measure the performance against objectives. 每个促销活

28、动的目 的和主题，并有效 的控制及衡量的成 绩。 special media support.eg.tag- on,joined media,in- store announcement etc. 特别广告配合。如 广告附加信息，联 合广告，店内广播 等 below the line.eg. han -bills, p.o.s. mtrls.,newspaper and magazine etc. 线下活动。如传 单，促销活动，报 纸和杂志等。 promoter 促销员 special packaging requirements,premiu m supplies,and productio

29、n lead times. 特别包装的需求， 赠品供应和生产所 需用到的时间。 customer name ：products ： 客户名称产品 target store 门店目标： theme：sales and expenditures 销售及费用： 主题 -average monthly sales 平均每月销量： -sales target 销售目标： objectives： 1、 -growth 增长： 目的2、 -expenditure 费用： 3、 -expenditure in % of sales 费用作销量% ： remarks: 注： duration： from从 to

30、至 -merchandising space 陈列位置： 期间 -promoter sampling 促销员介绍： - p.o.s .materials 促销宣传品： mechaics： -others 其他事项： 促销方法 proposed by,approved by, 建议，批准， 4、 general objectives 全国的目标全国的目标 specific objectives 具体的目标具体的目标 account action by 客户名客户名 执行者 基线目标基线目标基线目标基线目标基线目标 carrefourjc metrojc lotusjc sub-total 小计

31、hua lianmhl lian hua mhl sub-total 小计 ngs smktpt park n shopdlb total 总数 销额销额应收帐款天数应收帐款天数售卖规格售卖规格活动活动陈列陈列 dso sales valuemerchandisingacitvityproduct distrn. 1999 acrual sales 2000 sales budget 实际销量销售目标促销计划 monthly 月33,000hamper listing 列入礼篮$8,000 32,500festive pace 春节礼包$8,000 ytd 累积33,000price-off

32、promotion for$4,000 32,500x brand x牌扣价活动 monthly35,000luckyred-paketfor every purchase of rm20.00$20,000 19,000 ytd 累积68,000每买20元送幸运红包 51,500 monthly 月25,000joined manufactuer promotion$15,000 24,500厂家联合大促销 ytd 累积93,000 76,000 monthly 月30,000buy 2 packets foc1 container$8,000 27,000买2包送一个容器 ytd 累积12

33、3,000less 50 cents for y brand y牌每包扣50 cents $10,000 103,000 monthly 月28,000special volume incentive$10,000 23,500特别销量奖金 ytd 累积151,000display contest$7,000 126,500陈列比赛 2000 promotion plans m a y 五 月 j a n 一 月 f e b 二 月 m a r 三 月 a p r 四 月 activities 活动jan 一月一月feb 二月二月mar 三月三月apr 四月四月may 五月五月 to cont

34、inue hamper listing 礼篮 festive pack 春节活动 price-off 扣价活动 consumer promotion 消费者促销 joinde manufacturer 联合厂家 volume incentive 特别销量奖金 display contest 陈列比赛 to contiune 继续 promotion volume 促销销量$20,000$20,000$15,000$18,000$17,000 sales budget 销售目标$33,000$35,000$25,000$30,000$28,000 account 客户: $8,000 $8,00

35、0 $4,000 brand x 牌子 $20,000 lucky red packet with pruchases $20 $10,000 brand y 牌 $8,000 buy 2 packets f.o.s.1 coctainer $15,000 $10,000 $7,000 activities 活动janfebmar aprmay junjulaugsepoctnovdec consumer promotion 消费者促销 trade promotion 商家促销 advertising 广告 sampling 派送样品 monthl budget 销售目标 cumulative

36、 budget 累积目标 actual sales 实际销量 cumulative sales 累积销量 agree promotion format 同意促销 方式 goods delivered to customers 输送货物 给客户 set up displays and promotion messages 搞陈列 及放上促 销宣传品 customers 消费者 monitor sales performance and evaluate result 监督销量 及评估业绩 get customer orders 跟客户拿 定单 sales meeting or briefing

37、session 销售会议 或简报会 prepare& issue promotion briefing or memo 准备及发布 促销内容 简报或备 记录 set objective for each ac,.outlet salesperson 设立销售员 门店ka 的目标 sales strategy and control procedures 销售策略 及监督 程序 cross cheek with special ka 与特别ka 相对检查 dispatch p.o.s materials to sales team 派送促销 宣传品给 销售队伍 set promotion obj

38、ective 设立促销目标设立促销目标 actual sales 实际销量实际销量 $%$%$%$% net sales 净销额25,000,000100.04,000,000100.01,800,000100.08,300,000100.0 free goods 赠送货品14,5005.8179,0004.5108,0006.0432,0005.2 discount 折扣25,0001.042,0001.145,1002.5112,1001.4 rental 租金45,0001.840,0001.054,0003.0139,0001.7 promoter 促销员70,0002.885,000

39、2.100.0155,0001.9 listing fees 上架费5,0000.29,0000.215,0000.829,0000.3 mesia supprot 广告费15,0000.600.061,2003.476,2000.9 sponsorship 赞助费40,0001.665,0001.630,0001.7135,0001.6 trade return/damaged goods allowance 退货/补贴12,5000.532,0000.812,7000.757,2000.7 central warchoust/disrtibution allowance 配送中心津贴62,

40、5002.5120,0003.000.0182,5002.2 annual rebates 年终回扣25,0001.040,0001.019,6001.184,6001.0 total expenses 总费用445,00017.8612,00015.3345,60019.21,402,60016.9 total 总数 particulars 项目 account a 客户account b 客户account c 客户 $%$%$% net sales 净销额2,200,000100.02,500,000100.02,900,000 free goods 赠送货品132,0006.0145,

41、0005.8-0.2 discount 折扣22,0001.025,0001.0 rental 租金45,0002.045,0001.8-0.2 promoter 促销员70,0003.270,0002.8-0.4 listing fees 上架费40,0000.25,0000.2 mesia supprot 广告费12,0000.515,0000.60.1 sponsorship 赞助费23,0001.140,0001.60.5 trade return/damaged goods allowance 退货/补贴22,0001.012,5000.5-0.5 预算2001 budget poi

42、nts changed 变动 点 points changed 变动 点 particulars 项目 实际1999 actual实际2000 actual actual sales in $000实际销量以千为单位 0 150 300 450 实际销量 2 0 0 0actual sales350180240260250300280250400290330370 门店数量 2 0 0 0 actual outlets333333444455 门店数目预测 2 0 0 1 est.outlest555666677778 janfebmaraprmayjunjulaugsepoctnovdec

43、your 2001 sales budget is increased by 18% versus 2000 net sales.kindly set the sales budget and promotion for the following ka on the following page. 比起比起2000年销量，你的年销量，你的2001年目标将增长年目标将增长18%。请在下列为这。请在下列为这ka设立设立2001年销售目标及全年促销计划。年销售目标及全年促销计划。 janfebmar aprmay junjulaugsepoctnovdecamount promotion vrlu

44、me 促销量 2000actual sales 实际销量3501802402602503003802504002903303703600 2001 sales budoer 销售目标 actual sales实际销量 cumulative sales累积销量 activties 活动 key account 关键客户关键客户 account mangager ka 经理经理 current siruationnext period 当前的情况当前的情况下一回下一回 compromise and comcession in a win-win situation 妥协及让步达到以妥协及让步达到以

45、 initial stated position 最最 初声明的初声明的 acrual position 实际情实际情 况况 early movement concessions 早期移动早期移动 coming togethe r 将达将达 成一致成一致 trading terms 贸易条件 贸易条件 to produce a net increase in account turnover and profit for the category , after allowing for any cannibalization from other category products. 夺取种

46、类中其他产品的生意后，为整个 种类提高销量及利润。 gathering data making proposalclosing 收集资料制定计划成效 research account performance match with the account needs. summarize the date,mach their needs,build perceieved values,state issue for discussion,initial introduction of price and terms. final close on all points agrees. writ

47、e up comtract and sign by both parties. 调查客户业绩，配合客户的需求。 总结至今业绩，吻合需求，建立理解价 值，讨论事项，介绍价格及条件。 达成最后协议，准备合同并由双方签署 。 initial contacts negotiating post-contact 初期联系谈判协议 build relationship and cerdentials with buyers,decision making unit and any influencers. identify concession to be traded,evaluate alternat

48、iver. deliver the agreed events as perschedule,afrer sale service,resolving rpoblens,maintain comtact & build relationship. 与采购员、决策小组及任何有影响力的 人建立交情及信誉。 认出可让步的条件，评估其它选择 依时提供已决定事项，售后服务，解决 难题，保持联络及建立关系。 1 2 3 4 5 6 adjustme nt 调整 discount on price报价折扣：unconditional ribates无条件回扣： normal discount普通折扣：reb

49、ates回扣率： discount by full pallets 插板折扣：unconditional rebates paid by无条件回扣缴清 ： discount by full truck整车折扣： -quarterjy -每季度： disvount for dulivery to one输送到一个地点： -semiannual -半年度： location(dc)（配送中心）折扣 -yearly -全年度： product return退货：conditional rebates有条件回扣： return accepted 完全接受： % from 从：$ to 到： $： re

50、turn only damaged or ecpired 只接受破损或过期货品 ： % from 从：$ to 到： $： no returnable不接受退货：(based on the total turnover)(根据总销量） condition rebates paid by有条件回扣缴清 ： delivery & payment输送及帐期： -quarterly -每季度： delivery terms输送所需天数： -semiannual -半年度： payment terms帐期： -yearly -全年度： -by statement - 根据结月单：overall prom

51、otion al fees 综合促销费用： -based on delivery date -根据到货日期：%of total nett puichases作总采购净的% ： payment mode付款方式： -tg promotion fees -端头促销费用 ： -by cheque -支票： -tg charges -每个端头租金 ： -others -其它方式： -leaflet promotional fees -传单促销费用 ： -leaflet charges -每次传单收费 ： services provided提供服务：other events其他活动： merchandi

52、sers理货员：listing产品上架： price tagging标签：new store opening新门店开张： packing额外包装：anniverwary周年庆典： ad hoe mesia etc.特别广告等： total co. 公司总数 ammual sales with us in $000与我们全年交易$000240050000 no.of outlets门店数目6800 new outlets opening in 20012001年将开的新店10 2000 growth are2000年成长率10%8.50% dso应收帐款天数7058 promotional ex

53、penses促销费用17%13% total sku in the category产品种类的规格280n/a our sku carried售卖我们的规格25%35 total merchandising points全店陈列点240n/a our merchandising share我们的陈列率36%32% total activity points全店活动点80n/a our activity share我们的活动率38%40% 2000 results成绩g-mart total key a/cs 总连锁店 $%$% net sales净销额20,000,0001002,400,00

54、0100 frss goods赠送货品1,040,0005.2139,2005.8 discount折扣28,0001.424,0001 rental租金340,0001.743,2001.8 promoter促销员380,0001.997,2002.8 lising fees进场费6,0000.34,8000.2 media support广告费180,0000.914,4000.6 sponsorship赞助费32,0001.638,4001.6 damaged goods allowance坏货补帖140,0000.712,0000.5 central warehouse allowan

55、ce配送中心津贴440,0002.240,8001.7 annual rebates年终回扣140,0000.724,0001 total expenses 总费用3,320,00016.640,80017 项目particulars g-mart g-mart has agreed the sales target of $2,700,000 in 2001. g- mart已同意2001年度销售目标 为$2,700,000. they wanted to increase the discount from 1% to 2%.他们要求 把现有的折扣从1%提高至2%. fixed the r

56、ental at $80,000 a year. 他们也要把租场费从现在的1.8% 固定为$80,000. they want us to commit a sponsorship of $60,000.另外要付赞助费六万元. change from conditional to unconditional and add 0.5% conditional rebate for amount exceeded the sales budget.把目 前有条件的回扣改为无条件的 回扣,然后再加0.5%作为超标的 有条件回扣. your negotiation你的谈判你的谈判 $%$%pt.chg

57、.contents 内容内容$% net sales净销额2,400,000100.02,700,000 frss goods赠送货品139,2005.8156,6005.8 discount折扣24,0001.054,0002.01.0 rental租金43,2001.880,0003.01.2 promoter促销员67,2002.875,6002.8 lising fees进场费4,8000.25,4000.2 media support广告费14,4000.616,2000.6 sponsorship赞助费38,4001.660,0002.20.6 damaged goods allo

58、wance坏货补帖12,0000.513,5000.5 central warehouse allowance配送中心津贴40,8001.745,9001.7 annual rebates年终回扣24,0001.027,0001.0 total expenses 总费用40,80017.0534,20019.82.8 particulars项目项目 2000 g-mart 实际实际2001 g-mart 要求要求 business review meeting 业务检讨会议 market size (category) 市场总值市场总值 source :xxx market research

59、corporation 资料来源:xxx市场调研公司 350 389 11.1% 430 10.5% 460 7.0% 485 5.4% 100 250 400 550 1996a实际1997a实际1998a实际1999e估计2000f预测 salty 咸饼 17% sweet ened 甜饼 21% 苏打饼 c r achers 35% assorted 什锦饼 11% cream 夹心饼 16% growth rate in% 成长率 14% 19% 12% 3% 6% -6% 苏打饼 crachers sweetened 甜饼 salty 咸 饼 cream 夹 心饼 assorted

60、什锦饼 total 总 数 business review meeting 业务检讨会议 market size (category) 产品种类业绩产品种类业绩 source :xxx market research corporation 资料来源:xxx市场调研公司 business review meeting 业务检讨会议 market share (category) 市场份额市场份额 source ：best estimated for 1999 based 460 million dollars 资料来源根据一九九九年总光彩量四亿六千万元估计 supermarkets 超市 57