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1、Date Filename CopyrightFast Lube Channel StrategyAccelerating GrowthShell Lubricants Distributor Program周期性固定拜访周期性固定拜访2不同的客户性质需要两种不同的销售管理流程不同的客户性质需要两种不同的销售管理流程日常销售日常销售顾问式销售顾问式销售 客户一般签有合同客户一般签有合同 单一品牌或单一品牌或 defined competitive allocationsSPANCO & 大客户管理流程大客户管理流程Bike WorkshopOEM/FWSFast Lubes (US)F
2、leetsIndustrial customers车队车队电力电力采矿业采矿业农业农业金属加工业金属加工业制造业制造业超市超市US连所快速换油连所快速换油周期性固定拜访周期性固定拜访 无合同无合同, 每日都需要争取每日都需要争取市场分额市场分额/货架面积货架面积 高度协销高度协销 & 消费者为品牌消费者为品牌导向导向汽配店汽配店Manufacturing快速换油中心快速换油中心独立修理厂独立修理厂卡车换油点卡车换油点4S摩修店3S/4SSLDP Overview May 2005Shell Lubricants Distributor Program3周期性固定拜访和周期性固定拜访和
3、SPANCOPConsumer Singleton FWSIWSFast Fit (independent)Fast Lubes (WONA)Automotive RetailersShell Retail Stations周期性固定拜访FWS (contracted)IWS (contracted)Fast FitFast Lubes (US)General RetailersAutomotive Retailers商务运输业 FWSIWSFast FitFast LubesGeneral RetailersAutomotive RetailersRetail Service Station
4、SectorsFleetCRTAgricultureConstructionChannelsFWSFast LubesGeneral RetailersAutomotive RetailersRetail Service Station工业 Mining Power Food Oil & Gas Automotive Components Paper and PulpSPANCOP“周期性固定拜访 和SPANCO 是针对不同渠道/行业的销售流程.SLDP Overview May 2005Shell Lubricants Distributor Program4为什么要执行周期性固定拜
5、访为什么要执行周期性固定拜访?在多品牌渠道中提高产品的出现率 满足客户协销的需求获得最好的货架空间和质量帮助客户,经销商和壳牌销售成长检查经销商销售代表的销售技能建设壳牌品牌5周期性固定拜访是针对另散客户的销售拜访过程周期性固定拜访是针对另散客户的销售拜访过程 基于大量另散的客户基于大量另散的客户 提高销售效率的独一无二方法就是坚定提高销售效率的独一无二方法就是坚定不移周而复始的执行周期性固定拜访不移周而复始的执行周期性固定拜访 每日销售流程就是不断重复认真地执行每日销售流程就是不断重复认真地执行,应象军事化操练一样进行应象军事化操练一样进行.周期性固定拜访周期性固定拜访市场调查市场调查t销售
6、路线设计销售路线设计每日销售活动每日销售活动监督检查监督检查每日销售会议每日销售会议 / 辅导辅导拜访流程拜访流程: 周期性固定拜访报表周期性固定拜访报表t Plan -o-gram opportunity 协销售协销售检查促销检查促销,协销协销竞争对手竞争对手 达成协议达成协议&库存管理库存管理r.所有拜访重复同样步骤拜访下个客户拜访下个客户t 库存检查库存检查 设定每日销售目标设定每日销售目标 Sales GeneratorShell Lubricants Distributor ProgramSLDP Overview May 2005Shell Lubricants Distr
7、ibutor Program6The Shell DrillThe Shell DrillConduct CensusSales Route EngineeringDaily Sales Activity MonitoringDaily Sales meeting/Coaching Complete Sales VisitRepeat for all scheduled Daily Follow-up市场调查找出所有的潜在客户市场调查找出所有的潜在客户Example:Bogota city “cells”数据包括: 生意规模 渠道种类 (i.e. IWS) 现有供应商& 目前使用品牌S
8、LDP Overview May 2005Shell Lubricants Distributor Program7The Shell DrillThe Shell DrillConduct CensusSales Route EngineeringDaily Sales Activity MonitoringDaily Sales meeting/Coaching Complete Sales VisitRepeat for all scheduled Daily Follow-up每个销售拜访都应做到核心的协销工作每个销售拜访都应做到核心的协销工作,以争取最大机会完成以争取最大机会完成当天
9、拜访目标当天拜访目标.产品产品 / 价格价格 / 陈列位置陈列位置/ 促销促销 / 品牌知名度品牌知名度 / 新产品分销新产品分销Plan-o-gram implementation协销协销/店招店招 机会机会促销机会促销机会在每日跟踪记录表中应将总结当天的拜访结果在每日跟踪记录表中应将总结当天的拜访结果Customer TrafficUltraPlusSuperSuperHigh KmStandardMerchandising (Bunting)Sales PromotionPlan-o-gram implementation8 INFORME DIARIO DE ACTIVIDADES P
10、ARA TRANSPORT, CONSUMER E INDUSTRIAVENDEDOR _CELULA _FECHA _ITINERARIONOMBRE CLIENTE TIPO DE VISITAPRODUCTOS NEGOCIADOSVtsServ$ CoHELIXRIMULA SPIRAXTELLUS GRASAS 2TSDONAXSupTaxi TERSOL OTROS1234567891011121314151617181920TOTAL (AGS) DIATOTAL IMPACTOS NEGOCIADOSINDICADORESDIAACUMULADOMIX DE PRODUCTOC
11、LIENTES PLANEADOS :DIAACUMULCLIENTES VISITADOS :IMPACTOSCUMPLIMIENTO PLAN DE TRABAJO Y/O COBERTURAMIXTOTAL CLIENTES EFECTIVOS :% DE EFECTIVIDAD :CLIENTES PENETRADOS :VoBo VENDEDOR _VoBo GERENTE DE VENTAS _VoBo RC SHELL _ INFORME DIARIO DE ACTIVIDADES PARA TRANSPORT, CONSUMER E INDUSTRIAVENDEDOR _CEL
12、ULA _FECHA _ITINERARIONOMBRE CLIENTE TIPO DE VISITAPRODUCTOS NEGOCIADOSVtsServ$ CoHELIXRIMULA SPIRAXTELLUS GRASAS 2TSDONAXSupTaxi TERSOL OTROS1234567891011121314151617181920TOTAL (AGS) DIATOTAL IMPACTOS NEGOCIADOSINDICADORESDIAACUMULADOMIX DE PRODUCTOCLIENTES PLANEADOS :DIAACUMULCLIENTES VISITADOS :
13、IMPACTOSCUMPLIMIENTO PLAN DE TRABAJO Y/O COBERTURAMIXTOTAL CLIENTES EFECTIVOS :% DE EFECTIVIDAD :CLIENTES PENETRADOS :VoBo VENDEDOR _VoBo GERENTE DE VENTAS _VoBo RC SHELL _ INFORME DIARIO DE ACTIVIDADES PARA TRANSPORT, CONSUMER E INDUSTRIAVENDEDOR _CELULA _FECHA _ITINERARIONOMBRE CLIENTE TIPO DE VIS
14、ITAPRODUCTOS NEGOCIADOSVtsServ$ CoHELIXRIMULA SPIRAXTELLUS GRASAS 2TSDONAXSupTaxi TERSOL OTROS1234567891011121314151617181920TOTAL (AGS) DIATOTAL IMPACTOS NEGOCIADOSINDICADORESDIAACUMULADOMIX DE PRODUCTOCLIENTES PLANEADOS :DIAACUMULCLIENTES VISITADOS :IMPACTOSCUMPLIMIENTO PLAN DE TRABAJO Y/O COBERTU
15、RAMIXTOTAL CLIENTES EFECTIVOS :% DE EFECTIVIDAD :CLIENTES PENETRADOS :VoBo VENDEDOR _VoBo GERENTE DE VENTAS _VoBo RC SHELL _ INFORME DIARIO DE ACTIVIDADES PARA TRANSPORT, CONSUMER E INDUSTRIAVENDEDOR _CELULA _FECHA _ITINERARIONOMBRE CLIENTE TIPO DE VISITAPRODUCTOS NEGOCIADOSVtsServ$ CoHELIXRIMULA SP
16、IRAXTELLUS GRASAS 2TSDONAXSupTaxi TERSOL OTROS1234567891011121314151617181920TOTAL (AGS) DIATOTAL IMPACTOS NEGOCIADOSINDICADORESDIAACUMULADOMIX DE PRODUCTOCLIENTES PLANEADOS :DIAACUMULCLIENTES VISITADOS :IMPACTOSCUMPLIMIENTO PLAN DE TRABAJO Y/O COBERTURAMIXTOTAL CLIENTES EFECTIVOS :% DE EFECTIVIDAD
17、:CLIENTES PENETRADOS :VoBo VENDEDOR _VoBo GERENTE DE VENTAS _VoBo RC SHELL _ INFORME DIARIO DE ACTIVIDADES PARA TRANSPORT, CONSUMER E INDUSTRIAVENDEDOR _CELULA _FECHA _ITINERARIONOMBRE CLIENTE TIPO DE VISITAPRODUCTOS NEGOCIADOSVtsServ$ CoHELIXRIMULA SPIRAXTELLUS GRASAS 2TSDONAXSupTaxi TERSOL OTROS12
18、34567891011121314151617181920TOTAL (AGS) DIATOTAL IMPACTOS NEGOCIADOSINDICADORESDIAACUMULADOMIX DE PRODUCTOCLIENTES PLANEADOS :DIAACUMULCLIENTES VISITADOS :IMPACTOSCUMPLIMIENTO PLAN DE TRABAJO Y/O COBERTURAMIXTOTAL CLIENTES EFECTIVOS :% DE EFECTIVIDAD :CLIENTES PENETRADOS :VoBo VENDEDOR _VoBo GERENT
19、E DE VENTAS _VoBo RC SHELL _ INFORME DIARIO DE ACTIVIDADES PARA TRANSPORT, CONSUMER E INDUSTRIAVENDEDOR _CELULA _FECHA _ITINERARIONOMBRE CLIENTE TIPO DE VISITAPRODUCTOS NEGOCIADOSVtsServ$ CoHELIXRIMULA SPIRAXTELLUS GRASAS 2TSDONAXSupTaxi TERSOL OTROS1234567891011121314151617181920TOTAL (AGS) DIATOTA
20、L IMPACTOS NEGOCIADOSINDICADORESDIAACUMULADOMIX DE PRODUCTOCLIENTES PLANEADOS :DIAACUMULCLIENTES VISITADOS :IMPACTOSCUMPLIMIENTO PLAN DE TRABAJO Y/O COBERTURAMIXTOTAL CLIENTES EFECTIVOS :% DE EFECTIVIDAD :CLIENTES PENETRADOS :VoBo VENDEDOR _VoBo GERENTE DE VENTAS _VoBo RC SHELL _周六周六周五周五周四周四周三周三周二周二
21、周一周一The Shell DrillThe Shell DrillConduct CensusSales Route EngineeringDaily Sales Activity MonitoringDaily Sales meeting/Coaching Complete Sales VisitRepeat for all scheduled Daily Follow-up 区域销售拜访路线区域销售拜访路线,应当客户的地理位置和用油潜力来制定应当客户的地理位置和用油潜力来制定. 区域覆盖计划应反应出区域覆盖计划应反应出“现有和潜在客户现有和潜在客户”的情况的情况,以及销量潜力以及销量潜力
22、(客户分类客户分类) 为保证合适的拜访频率为保证合适的拜访频率, 拜访路线应根据拜访路线应根据MI系统的跟踪记录来定期重新评估线路的合理有效性系统的跟踪记录来定期重新评估线路的合理有效性. 壳牌和经销商共同制定区域覆盖计划应壳牌和经销商共同制定区域覆盖计划应SLDP Overview May 2005Shell Lubricants Distributor Program9周期性固定拜访使用工具周期性固定拜访使用工具The Shell DrillThe Shell DrillConduct CensusSales Route EngineeringDaily Sales Activity Mo
23、nitoringDaily Sales meeting/Coaching Complete Sales VisitRepeat for all scheduled Daily Follow-upStore:1 - Check how consumers see our products (product)YESNOThe Shell Lubricants products are cleanThe Shell Lubricants products do not leakLube bay: no contaminant (water) can enter Shell Lubricants bu
24、lksShell Lubricants products are not used as containers or trashcansShell Lubricants packaging have no visual problems (labels, bottles)2 - Check if consumers can easily purchase our products (position)YESNOShell Lubricants products are seen from the entranceShell Lubricants products can be seen fro
25、m the cash desk (Automotive Retailers)Consumers can access the Shell Lubricants products (General Retailers)Counter employees can easily access the Shell Lubricants products (national retailers)Shell Lubricants products fit on the shelves3 - Check that your products have relevant pricingYESNOShell L
26、ubricants products have a clear priceShell Lubricants products have no price sticker on the pecten/labelShell Lubricants products have coherent price among tiers and packsShell Lubricants products have prices close to the recommended price4 - Check how Point Of Purchase (POP) elements support your p
27、roductsYESNOOur POPs are more visible than competitors Our POPs are updated and carry the new positioning No competitive POP is close to our productsOur POPs are clean5 - Our products are displayed following the Performance package toolYESNOConsumers can find our products quicklyOur products are on
28、the shelf/do not suffer stock outs6 - Counter employees are my ambassador in the storeYESNOCounter people know the Shell Lubricants brands and are happy to sell themCounter people can answer consumers questions on our productsIf counter people have Shell Lubricants clothing, those are clean and well
29、 maintained* The store checklist should be used at store level and filled each time a salesperson visits a store SHELL DRILL STORE CHECKLIST*Date:Shell Lubricants Distributor ProgramDrill Store ChecklistStore:1 - Check how consumers see our products (product)YESNOThe Shell Lubricants products are cl
30、eanThe Shell Lubricants products do not leakLube bay: no contaminant (water) can enter Shell Lubricants bulksShell Lubricants products are not used as containers or trashcansShell Lubricants packaging have no visual problems (labels, bottles)2 - Check if consumers can easily purchase our products (p
31、osition)YESNOShell Lubricants products are seen from the entranceShell Lubricants products can be seen from the cash desk (Automotive Retailers)Consumers can access the Shell Lubricants products (General Retailers)Counter employees can easily access the Shell Lubricants products (national retailers)
32、Shell Lubricants products fit on the shelves3 - Check that your products have relevant pricingYESNOShell Lubricants products have a clear priceShell Lubricants products have no price sticker on the pecten/labelShell Lubricants products have coherent price among tiers and packsShell Lubricants produc
33、ts have prices close to the recommended price4 - Check how Point Of Purchase (POP) elements support your productsYESNOOur POPs are more visible than competitors Our POPs are updated and carry the new positioning No competitive POP is close to our productsOur POPs are clean5 - Our products are displa
34、yed following the Performance package toolYESNOConsumers can find our products quicklyOur products are on the shelf/do not suffer stock outs6 - Counter employees are my ambassador in the storeYESNOCounter people know the Shell Lubricants brands and are happy to sell themCounter people can answer con
35、sumers questions on our productsIf counter people have Shell Lubricants clothing, those are clean and well maintained* The store checklist should be used at store level and filled each time a salesperson visits a store SHELL DRILL STORE CHECKLIST*Date:Shell Lubricants Distributor ProgramDrill Store
36、Checklist THE SHELL DRILL - SALE ROUTE CALL SHEETSalesman:Distributor NameRoute dateSupervisor ApprovalRoute NumberSALES OBJECTIVES SALES REMITTANCERTO Stock level (All Brands) PotentialAvailability;1-Shell Product in the store2-Shelf space3-Product MixRecd Payment# Account #NameContact NameAddressT
37、elephone( liters )Target (liters)Amount $Collections OR/PR#1ASAC PARTS & ACCALLAN CAPENDITJP RIZAL ST.2107PEOPLE PARTS SUPPLYJOJO UYJP RIZAL ST.3321JMB AUTO SUPPLYLOURDES BATALLA MARCOS HI-WAY437REYS AUTO SUPPLYRICHARD BARIOSN. ROXAS ST.538A.M. PACLEB INT. CORP., INCCHRISTOPHER APACLEBBAYAN BAYA
38、NAN AVE642LUKBANS AUTO SUPPLY PAULO T. LUKBANBAYAN BAYANAN AVE729-ANORTHBAY AUTO SUPPLY DANNY BALITEBAYAN BAYANAN AVE866RB STOREBABY LOPEZBAYAN BAYANAN AVE9#Customer Actual Sale InvoicedVOLUME (Liters and Dollars)Drill Call Sheet THE SHELL DRILL - SALE ROUTE CALL SHEETSalesman:Distributor NameRoute
39、dateSupervisor ApprovalRoute NumberSALES OBJECTIVES SALES REMITTANCERTO Stock level (All Brands) PotentialAvailability;1-Shell Product in the store2-Shelf space3-Product MixRecd Payment# Account #NameContact NameAddressTelephone( liters )Target (liters)Amount $Collections OR/PR#1ASAC PARTS & ACC
40、ALLAN CAPENDITJP RIZAL ST.2107PEOPLE PARTS SUPPLYJOJO UYJP RIZAL ST.3321JMB AUTO SUPPLYLOURDES BATALLA MARCOS HI-WAY437REYS AUTO SUPPLYRICHARD BARIOSN. ROXAS ST.538A.M. PACLEB INT. CORP., INCCHRISTOPHER APACLEBBAYAN BAYANAN AVE642LUKBANS AUTO SUPPLY PAULO T. LUKBANBAYAN BAYANAN AVE729-ANORTHBAY AUTO
41、 SUPPLY DANNY BALITEBAYAN BAYANAN AVE866RB STOREBABY LOPEZBAYAN BAYANAN AVE9#Customer Actual Sale InvoicedVOLUME (Liters and Dollars)Drill Call SheetPositive Selling and Overall AttitudeDid you kick off the meeting with a strong greeting to each salesrep and a reminder to have fun today?Did you remi
42、nd each sales rep how great it is to sell Shell lubricants (Helix / Rimula)?Did you remind sales reps that customers buy more from sales reps they like and who love their products?Did you coach those not showing the right positive attitude?Did you consolidate the different administrative information
43、 from previous days?YESNOSales Route from each sales repKey Performance Indicators from each sales rep and overall teamPromotional material and Shell Corporate InformationDid you initiate the meeting by showing sales results so far (Individually and collectively)?YES NOPenetrationCoverageVolume (Tar
44、get and Actual)EffectivenessDid you challenge individual sales route for the day by picking three or four customers and understanding their history?YESNOCustomer reaction to the current promotionLast sales objective in sales rep visitLast volume sales compare with customer potentialDid you understan
45、d the history of the three or four customers that you are challengingYESNOHow many sales visit?What is the frequency?How much has he bought from Shell and what is the potential?Have you talked about a brand power story or sales success story daily during the week?YESNOHow did you sale more?How is th
46、e brand recognized?SALES MANAGER MEETING CHECKLISTSDaily sales Meeting:Date:Shell Lubricants Distributor ProgramDaily Meeting ChecklistPositive Selling and Overall AttitudeDid you kick off the meeting with a strong greeting to each salesrep and a reminder to have fun today?Did you remind each sales
47、rep how great it is to sell Shell lubricants (Helix / Rimula)?Did you remind sales reps that customers buy more from sales reps they like and who love their products?Did you coach those not showing the right positive attitude?Did you consolidate the different administrative information from previous
48、 days?YESNOSales Route from each sales repKey Performance Indicators from each sales rep and overall teamPromotional material and Shell Corporate InformationDid you initiate the meeting by showing sales results so far (Individually and collectively)?YES NOPenetrationCoverageVolume (Target and Actual
49、)EffectivenessDid you challenge individual sales route for the day by picking three or four customers and understanding their history?YESNOCustomer reaction to the current promotionLast sales objective in sales rep visitLast volume sales compare with customer potentialDid you understand the history
50、of the three or four customers that you are challengingYESNOHow many sales visit?What is the frequency?How much has he bought from Shell and what is the potential?Have you talked about a brand power story or sales success story daily during the week?YESNOHow did you sale more?How is the brand recogn
51、ized?SALES MANAGER MEETING CHECKLISTSDaily sales Meeting:Date:Shell Lubricants Distributor ProgramDid the sales rep initiate sales visit with a positive greeting to customer staff?YES NOMechanicsCounter staffOwnerDid the sales rep follow up the store checklists?YES NOCheck how consumers see our prod
52、ucts (product)Check if consumers can easily purchase our products (position)Check your products have a relevant pricingCheck how Point Of Purchase (POP) elements support your productsCheck counter employees as our ambassador in the store:Summarize key finding about store check, complete sales call s
53、heet and organize sales speechDid the sales rep organize the sales offering? YES NOIs the current sales offer aligned with overall brand position?Is the current package offer aligned with overall product position?Suggest right product/package saleDid the sales rep acknowledge/listen customer reactio
54、n ?YES NOProduct OfferingValue offeringDid the sales rep Manage objections appropriately and close the deal?YES NOPrice ObjectionsProduct ObjectionsBrand ObjectionsClosing process - ask for the order?Take ordersDid the sales rep maintain a positive / enjoyable attitude throughout the sales call?YES
55、NOGood rapport?Using good relationship to better understand customer needs?Remain professional at all times in representing Shell and our brands?Reminders for all sales coachesYou are there to coach and build sales closing capability - try to observe and not talk - coach afterwardYou are not there t
56、o close each sale - this will undermine the sales reps credibility with customerAsk rep open questions after calls to get them to diagnose themselves over time - How do you think that call went - what would you do differently - do the same - what are that customerss main needs?Use Shell Sales Coachi
57、ng CD to improve your coaching styleSALES MANAGER COACHING CHECKLISTSDaily sales callDate:Shell Lubricants Distributor ProgramSales Coaching ChecklistDid the sales rep initiate sales visit with a positive greeting to customer staff?YES NOMechanicsCounter staffOwnerDid the sales rep follow up the sto
58、re checklists?YES NOCheck how consumers see our products (product)Check if consumers can easily purchase our products (position)Check your products have a relevant pricingCheck how Point Of Purchase (POP) elements support your productsCheck counter employees as our ambassador in the store:Summarize
59、key finding about store check, complete sales call sheet and organize sales speechDid the sales rep organize the sales offering? YES NOIs the current sales offer aligned with overall brand position?Is the current package offer aligned with overall product position?Suggest right product/package saleD
60、id the sales rep acknowledge/listen customer reaction ?YES NOProduct OfferingValue offeringDid the sales rep Manage objections appropriately and close the deal?YES NOPrice ObjectionsProduct ObjectionsBrand ObjectionsClosing process - ask for the order?Take ordersDid the sales rep maintain a positive / enjoyable attitude thro
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