百事可樂(lè)(新員工)CR培訓(xùn)-百事的拜訪八步驟(PPT 103頁(yè))

1、SALESOnboardingOnboarding2022-2-58 Steps of the Call1SALESOnboarding單元單元 5:5:拜訪八步驟拜訪八步驟SALESOnboardingOnboarding2022-2-58 Steps of the Call2為什么要規(guī)范拜訪步驟？為什么要規(guī)范拜訪步驟？Why do you think a standard call process is good?SALESOnboardingOnboarding2022-2-58 Steps of the Call3百事的拜訪八步驟百事的拜訪八步驟 8 Steps of the call

2、8 Steps of the call1. 準(zhǔn)備 preparation2. 打招呼 Greet the Customer3. 店情察看Store Check4. 產(chǎn)品生動(dòng)化Merchandise5. 草擬訂單 Determine the order6. PEPSI 銷(xiāo)售陳述 Presentation7. 回顧與總結(jié) Curbside debrief8. 行政工作 Administration訪前-Pre-Call服務(wù)- Service陳述/銷(xiāo)售 Presenting/Selling訪后-Post-CallServicePre-CallPresenting/SellingPost-CallSA

3、LESOnboardingOnboarding2022-2-58 Steps of the Call4為什么拜訪前的準(zhǔn)備很重要？為什么拜訪前的準(zhǔn)備很重要？Why do you think preparation is important?SALESOnboardingOnboarding2022-2-58 Steps of the Call5每月準(zhǔn)備每月準(zhǔn)備 monthly preparation 每月與主管討論銷(xiāo)售目標(biāo) set objective with supervisor銷(xiāo)量目標(biāo) review volume target績(jī)效目標(biāo)(成功率/訂單SKU等) review productiv

4、ity target銷(xiāo)售發(fā)展目標(biāo) review sales development objective （SDO）工作重點(diǎn) prioritize what needs to be done for the month每日準(zhǔn)備每日準(zhǔn)備 Daily Preparation 回顧業(yè)績(jī)板, 回顧銷(xiāo)量目標(biāo)、績(jī)效目標(biāo)、銷(xiāo)售發(fā)展目標(biāo)和工作重點(diǎn) review scoreboard, check progress against monthly objectives 對(duì)照實(shí)際業(yè)績(jī)與目標(biāo) compare actual status against target確定當(dāng)日線路的工作重點(diǎn) identify the ou

5、tlets will be focusing on 備齊工作工具(路線本，訂貨單，發(fā)票，合同，POP等) get selling aids (POP)and organized for the day.訪前準(zhǔn)備訪前準(zhǔn)備 Pre-call planning在進(jìn)入店鋪前回顧目標(biāo)Review objective before entering outlet回顧路線本,明確周平均訂貨量和上周訂單量 review route book, customer card for weekly volume& last order 回顧店主姓名或稱(chēng)呼, 選擇恰當(dāng)?shù)恼Z(yǔ)氣, 口吻 identify boss

6、 name回顧拜訪目的, 以及上次拜訪的承諾 review call focus and promises made last time帶上POP等工具get selling aids( POP, solution sheets, etc )1.1.準(zhǔn)備準(zhǔn)備- preparation2.打招呼3.店情察看4.產(chǎn)品生動(dòng)化5.草擬訂單6.PEPSI銷(xiāo)售陳述7.回顧與總結(jié)8.行政工作SALESOnboardingOnboarding2022-2-58 Steps of the Call6在你看來(lái)，為什么打招呼很重要？在你看來(lái)，為什么打招呼很重要？Why do you think we want to

7、 greet the customer?SALESOnboardingOnboarding2022-2-58 Steps of the Call7確認(rèn)出決策者 identify decision maker作自我介紹 introduce yourself與店內(nèi)非決策者保持友好關(guān)系 keep good relationship with non-decision maker避免使用易引起反面回答的招呼方式 avoid using any greeting style which may cause negative responses觀察店主的情緒, 選擇恰當(dāng)?shù)脑掝} examine bosss

8、mood and select proper topic主動(dòng)處理緊急問(wèn)題 preempt urgent issues1.準(zhǔn)備2.2.打招呼打招呼 Greet the customer3.店情察看4.產(chǎn)品生動(dòng)化5.草擬訂單6.PEPSI銷(xiāo)售陳述7.回顧與總結(jié)8.行政工作SALESOnboardingOnboarding2022-2-58 Steps of the Call8為什么要察看店鋪？看些什么為什么要察看店鋪？看些什么? ?Why is it important to check the store? Check what?SALESOnboardingOnboarding2022-2-5

9、8 Steps of the Call9查看店鋪查看店鋪, , 尋找機(jī)會(huì)尋找機(jī)會(huì) walk the outlet to look for opportunities檢查SKU check SKU opportunities點(diǎn)庫(kù)存(以產(chǎn)品生動(dòng)化后為準(zhǔn)) record inventory after merchandising尋找陳列機(jī)會(huì)陳列架, 冰柜 Rack & Cooler貨架和產(chǎn)品堆頭 Shelf & Display售點(diǎn)廣告 POP產(chǎn)品輪換 Rotation尋找競(jìng)爭(zhēng)對(duì)手陳列及活動(dòng) competitor activity 檢查價(jià)格 pricing issue1.準(zhǔn)備2.打招呼

10、3.3.店情察看店情察看 Store check4.產(chǎn)品生動(dòng)化5.草擬訂單6.PEPSI銷(xiāo)售陳述7.回顧與總結(jié)8.行政工作SALESOnboardingOnboarding2022-2-58 Steps of the Call10作產(chǎn)品生動(dòng)化的步驟是什么作產(chǎn)品生動(dòng)化的步驟是什么? ?What do you think we mean by merchandise our products?SALESOnboardingOnboarding2022-2-58 Steps of the Call11確保所有百事產(chǎn)品都以正確確保所有百事產(chǎn)品都以正確 的方式執(zhí)行生的方式執(zhí)行生動(dòng)化動(dòng)化: :ensure

11、 all Pepsi products are properly merchandised 確保所有庫(kù)存產(chǎn)品的輪轉(zhuǎn) ensure all stock is rotated 清除超期產(chǎn)品 remove out of code product 根據(jù)現(xiàn)有標(biāo)準(zhǔn)使產(chǎn)品生動(dòng)化 Merchandise all displays according to current standards 補(bǔ)充冰柜貨架和陳列架 Replenish coolers, racks and shelf area 需要時(shí)清潔陳列架和設(shè)備 clean shelves and equipment as needed1.準(zhǔn)備2.打招呼3.

12、店情察看4.4.產(chǎn)品生動(dòng)化產(chǎn)品生動(dòng)化 Merchandise5.草擬訂單6.PEPSI銷(xiāo)售陳述7.回顧與總結(jié)8.行政工作SALESOnboardingOnboarding2022-2-5Merchandising Standards12 確保各SKU 均有充足的庫(kù)存 ensure appropriate products and packages are available為 百事產(chǎn)品, 貨架和冰柜爭(zhēng)取最佳位置 obtain best locations for Pepsi products including, displays, visi-coolers, racks所有百事產(chǎn)品, 依照陳

13、 列標(biāo)準(zhǔn)放在一起 bundle all Pepsi brands together瓶上 的百事商標(biāo)面向消費(fèi)者 ensure bottle lables are facing consumers清潔貨架、瓶身和 售點(diǎn)廣告 (POP) Clean shelves, bottles and POP material使百事產(chǎn)品享有公平合理的陳列空間 get a fair share of space for Pepsi products從百事陳列架上和 冰箱內(nèi)移走競(jìng)爭(zhēng)對(duì)手的產(chǎn)品 Remove competitors products from our crates/visi-coolers將購(gòu)貨點(diǎn)宣傳

14、材料放在醒目和客流量高的區(qū)域 place POP in visible and high traffic areas檢查標(biāo)價(jià), 確保醒目明確make our pricing apparent to the consumer 調(diào)整倉(cāng)庫(kù)內(nèi)存貨位置 arrange stocks in back room按照先進(jìn)先出的原則, 輪換倉(cāng)庫(kù), 貨架和冰柜內(nèi)的產(chǎn)品 rotate stocks to put older products in front and on top產(chǎn)品生動(dòng)化清單產(chǎn)品生動(dòng)化清單 Checking List for MerchandisingChecking List for Merch

15、andisingSALESOnboardingOnboarding2022-2-58 Steps of the Call13你認(rèn)為你認(rèn)為, , 草擬訂單是一個(gè)什么樣的過(guò)程草擬訂單是一個(gè)什么樣的過(guò)程? ?What do you think happens when you determine the order?SALESOnboardingOnboarding2022-2-58 Steps of the Call14草擬訂單是為了避免斷貨草擬訂單是為了避免斷貨 the process avoids OOS你的路線本是幫助你完成此項(xiàng)任務(wù)的關(guān)鍵工具 your route book is the k

16、ey tool to perform this task well 記錄現(xiàn)有庫(kù)存(不包括不包括貨架、冰柜的陳列庫(kù)存) determine current stock exclusive of displayed stock 對(duì)照庫(kù)存需求 擬定每個(gè)SKU的建議訂單 identify inventory needs and develop your suggested order on route card 估算出上次拜訪以來(lái)的實(shí)際銷(xiāo)量 determine actual sales since last visit 與客戶(hù)達(dá)成對(duì)建議訂單的協(xié)議 agree on the suggested orde

17、r with customer 將訂購(gòu)記錄在路線本上update order in route book1.準(zhǔn)備2.打招呼3.店情察看4.產(chǎn)品生動(dòng)化5.5.草擬訂單草擬訂單 determined the order6.PEPSI銷(xiāo)售陳述7.回顧與總結(jié)8.行政工作訂單訂單 = (庫(kù)存需求庫(kù)存需求 現(xiàn)有庫(kù)存現(xiàn)有庫(kù)存) x 增長(zhǎng)系數(shù)增長(zhǎng)系數(shù)庫(kù)存需求庫(kù)存需求 = 過(guò)去過(guò)去8周平均周平均 (庫(kù)存庫(kù)存+訂貨訂貨)* 增長(zhǎng)系數(shù)根據(jù)當(dāng)?shù)?當(dāng)時(shí)情況而設(shè), 一般為1.52SALESOnboardingOnboarding2022-2-58 Steps of the Call15路路 線線 編編 號(hào)號(hào) ：B2客客

18、戶(hù)戶(hù) 名名 稱(chēng)稱(chēng) ：張張 三三 雜雜 貨貨 店店客客 戶(hù)戶(hù) 編編 號(hào)號(hào) ；005CR：李李 四四百百七七美美百百七七美 橙 蘋(píng) 果百百清 檸 輕 怡七七美 橙 葡 萄 蘋(píng) 果百百清 檸七七美 橙 葡 萄 蘋(píng) 果百百清 檸七七美 橙 葡 萄 蘋(píng) 果百百清 檸七七美 橙 檸 檬 橙 味存 貨 1.0 0.51.5 0.51.0 1.01.00.5 0.51.08.59訂 貨 1.01.0 1.01.00.5 0.55.06存 貨 0.51.0 1.00.5 0.80.50.3 0.31.00.3 0.56.711訂 貨 2.0 1.02.02.07.04存 貨 1.0 0.51.0 0.00.0

19、0.51.00.0 0.50.50.1 0.35.49訂 貨存 貨訂 貨存 貨訂 貨路路 線線 卡卡小 計(jì)月月 日日進(jìn)進(jìn) 店店時(shí)時(shí) 間間離離 店店時(shí)時(shí) 間間銷(xiāo)銷(xiāo) 售售情情 況況4 13355ml RB200ml RBCAN600ml PET10:0010:09小小 計(jì)計(jì)SKU數(shù)數(shù) 量量46 10:0510:151.25L PET2LLipton4 20 10:0810:15練習(xí)練習(xí)：請(qǐng)根據(jù)以上路線卡數(shù)據(jù)(兩周庫(kù)存及訂貨)草擬今天(4月20日)的訂單(假設(shè)增長(zhǎng)系數(shù)為1.5）草擬訂單練習(xí)草擬訂單練習(xí)SALESOnboardingOnboarding2022-2-58 Steps of the Ca

20、ll16練習(xí)答案練習(xí)答案路路 線線 編編 號(hào)號(hào) ：B 2客客 戶(hù)戶(hù) 名名 稱(chēng)稱(chēng) ：張張 三三 雜雜 貨貨 店店客客 戶(hù)戶(hù) 編編 號(hào)號(hào) ；0 0 5C R ：李李 四四百百 七七 美美 百百 七七美 橙蘋(píng) 果百百清 檸輕 怡七七美 橙葡 萄蘋(píng) 果百百清 檸七七美 橙葡 萄蘋(píng) 果百百清 檸七七美 橙葡 萄蘋(píng) 果百百清 檸七七美 橙檸 檬橙 味存 貨1 .0 0 .51 .5 0 .51 .0 1 .01 .00 .5 0 .51 .08 .59訂 貨1 .01 .0 1 .01 .00 .5 0 .55 .06存 貨0 .51 .0 1 .00 .5 0 .80 .50 .3 0 .31 .00

21、.3 0 .56 .71 1訂 貨2 .0 1 .02 .02 .07 .04存 貨1 .0 0 .51 .0 0 .00 .0 0 .51 .00 .0 0 .50 .50 .1 0 .35 .49訂訂 貨貨1 .9 0 .42 .6 1 .91 .1 0 .61 .90 .600 .80 .5 0 .31 2 .5存 貨訂 貨存 貨訂 貨4 2 01 0 :0 81 0 :1 5小小 計(jì)計(jì)S K U數(shù)數(shù) 量量4 6 1 0 :0 51 0 :1 51 .2 5 L P E T2 LL ip to n3 5 5 m l R B2 0 0 m l R BC A N6 0 0 m l P E T

22、1 0 :0 01 0 :0 9離離 店店時(shí)時(shí) 間間銷(xiāo)銷(xiāo) 售售情情 況況4 1 3路路 線線 卡卡小 計(jì)月月日日進(jìn)進(jìn) 店店時(shí)時(shí) 間間SALESOnboardingOnboarding2022-2-58 Steps of the Call17銷(xiāo)售陳述時(shí)銷(xiāo)售陳述時(shí), ,你會(huì)向客戶(hù)陳述什么內(nèi)容你會(huì)向客戶(hù)陳述什么內(nèi)容? ?What do think happens when we present to the customer?SALESOnboardingOnboarding2022-2-58 Steps of the Call18這是向這是向 客戶(hù)推銷(xiāo)新想法的過(guò)程。我們用方案客戶(hù)推銷(xiāo)新想法的過(guò)程。

23、我們用方案 表這表這一工具來(lái)支持推銷(xiāo)。你向客戶(hù)一工具來(lái)支持推銷(xiāo)。你向客戶(hù) 陳述的內(nèi)陳述的內(nèi) 容由你的容由你的主管和主管和“準(zhǔn)備準(zhǔn)備”步驟中的工作決定步驟中的工作決定. .This is the process of selling a new idea to the customer We utilize a Solution Sheet to support the sale. What you present to the customer is determined by your supervisor and during the PREPARATION step.P P陳述機(jī)遇 pr

24、esent the opportunityE E解釋方案與利益Explain the solution and benefitsP P提供詳情( provide the details )S S達(dá)成交易(客戶(hù)答應(yīng)) Secure the sale (customer says yes)I I實(shí)施跟進(jìn)步驟 Implement next steps這是推銷(xiāo)的開(kāi)始1.準(zhǔn)備2.打招呼3.店情察看4.產(chǎn)品生動(dòng)化5.草擬訂單6.PEPSI6.PEPSI銷(xiāo)售陳述銷(xiāo)售陳述7.回顧與總結(jié)8.行政工作SALESOnboardingOnboarding2022-2-58 Steps of the Call19P.E

25、.P.S.I 方案表示例方案表示例 七喜七喜FIDO上市上市 狀況狀況 統(tǒng)計(jì)數(shù)字表明,檸檬口味是第二大碳酸飲料(23%) 可樂(lè)味為(37%),是第一 七喜富有沖擊力的新包裝和受廣大消費(fèi)者喜愛(ài) 的Fido 形象復(fù)出 現(xiàn)代年輕人永于嘗試和敢于追趕時(shí)代潮流 機(jī)遇機(jī)遇 世界水平的檸檬口味飲料很少，七喜是代表之一 帶有Fido形象的 新包裝七喜正對(duì)網(wǎng)絡(luò)時(shí)代的年輕一代進(jìn)行新的沖擊 代表七喜的Fido形象是個(gè)性和智慧的象征，也是追求時(shí)尚的 年輕人的偶像，這些人正是常常光顧您的商店的消費(fèi)者P 方案方案訂購(gòu)新包裝七喜，利用百事公司投入巨資的廣告和各種媒體的資源來(lái)擴(kuò)大您的生意量，同時(shí)還可享受專(zhuān)門(mén)對(duì)您的促銷(xiāo)，并有為

26、您吸引客流量的精美小陳列架和提供給消費(fèi)者意外驚喜的精美禮品促銷(xiāo)。 它如何有效它如何有效帶有Fido形象的新包裝七喜產(chǎn)品能吸引大量的年輕人 (百事公司委托調(diào)查公司提供的結(jié)果)在幫您陳列新包裝七喜時(shí)，可以使您的小店和冰柜的空間得到合理的利用七喜新包裝有創(chuàng)意的消費(fèi)者促銷(xiāo)使您商店的客流量增加，提高了您的整個(gè)生意量 利益利益 與百事公司合作，利用百事公司推行七喜新包裝的資源,帶動(dòng)你的整盤(pán)生意的興隆。ESALESOnboardingOnboarding2022-2-58 Steps of the Call20 詳情詳情七喜新包裝圖片，促銷(xiāo)階段對(duì)您優(yōu)惠政策和消費(fèi)者促銷(xiāo)規(guī)則及信息通達(dá)(促銷(xiāo)單張和海報(bào))新包裝進(jìn)

27、貨價(jià)及建議零售價(jià)P 成功是成功是進(jìn)貨數(shù)量 (RB,600ml,CAN)價(jià)格標(biāo)識(shí)確定產(chǎn)品陳列確定(位置和排面)POP位置及數(shù)量確定S 緊隨步驟緊隨步驟1.下訂單,確定送貨時(shí)間2.和店員共同完成POP的張貼及促銷(xiāo)海報(bào)的張貼3.詳細(xì)解釋消費(fèi)者促銷(xiāo)的規(guī)則及對(duì)獎(jiǎng)時(shí)間地點(diǎn)4.確認(rèn)完成標(biāo)準(zhǔn)產(chǎn)品陳列活動(dòng)的雙方負(fù)責(zé)人和完成時(shí)間5.完成陳列后拍照6.完成客戶(hù)進(jìn)貨及參與促銷(xiāo)活動(dòng)的擋案記錄7.跟蹤促銷(xiāo)階段產(chǎn)品銷(xiāo)售結(jié)果并反饋IP.E.P.S.I 方案表示例方案表示例 七喜七喜FIDO上市上市SALESOnboardingOnboarding2022-2-58 Steps of the Call21你在什么時(shí)候作回顧和總

28、結(jié)?會(huì)回顧哪些事情?What do you think happens during Curbside Debrief?SALESOnboardingOnboarding2022-2-58 Steps of the Call22花幾分鐘回顧拜訪過(guò)程花幾分鐘回顧拜訪過(guò)程Take a few moments to assess your performance1. 1. 修訂最后訂單修訂最后訂單 Record the final order2. 2. 拜訪后總結(jié)清單拜訪后總結(jié)清單Curbside Debrief Checklist成功 之處 What work well失敗原因 What did

29、not work well改進(jìn)方法 What would you do differently3.3.作記錄作記錄 take notes路線本 route book筆記本 note book1.準(zhǔn)備2.打招呼3.店情察看4.產(chǎn)品生動(dòng)化5.草擬訂單6.PEPSI銷(xiāo)售陳述7.7.回顧與總結(jié)回顧與總結(jié)Curbside Debrief8.行政工作SALESOnboardingOnboarding2022-2-58 Steps of the Call23你認(rèn)為行政工作包括哪些內(nèi)容? 什么時(shí)候做?What do you think about the administration? When to do?

30、SALESOnboardingOnboarding2022-2-58 Steps of the Call241.準(zhǔn)備2.打招呼3.店情察看4.產(chǎn)品生動(dòng)化5.草擬訂單6.PEPSI銷(xiāo)售陳述7.回顧與總結(jié)8.8.行政工作行政工作 Administration將一天銷(xiāo)售過(guò)程中有用的相關(guān)信息記錄在案將一天銷(xiāo)售過(guò)程中有用的相關(guān)信息記錄在案結(jié)算結(jié)算 settlement (僅適用于DSD） 復(fù)核當(dāng)天的所有銷(xiāo)售現(xiàn)金和欠款, 并繳款 Reconcile all sales, cash and credits for the day安排送貨和其它承諾事宜安排送貨和其它承諾事宜 fulfil all commit

31、ments that you have made to customers - 提交訂單 hand in order sheet - 設(shè)備申請(qǐng)或維修服務(wù) equipment and repair service - POP需求 POP needs日常區(qū)域管理日常區(qū)域管理 daily territory administration -填寫(xiě)業(yè)績(jī)板業(yè)績(jī)板 update scoreboard -對(duì)路線本路線本作即時(shí)、必要的更新 update route book -與主管匯報(bào)路線上的問(wèn)題、需求和其它重要情況 Notify supervisor of changes necessary in cust

32、omer data in route book -完成主管要求的其它管理工作 other administration tasks required by supervisorSALESOnboardingOnboarding2022-2-58 Steps of the Call25請(qǐng)用你自己的話, 復(fù)述一下每一個(gè)步驟. In your own words, identify the 8 Steps of the Call and briefly explain what happens in each step.1 Preparation2 Greet the Customer3 Store

33、 Check4 Merchandising5 Determine the Order6 Presentation7 Curbside Debrief8 Administration回回 顧顧 拜拜 訪訪 八八 步步 驟驟 Identify 8 Steps of the Call1.準(zhǔn)備2.打招呼3. 店情察看4. 產(chǎn)品生動(dòng)化5. 擬定單6. 銷(xiāo)售陳述7. 回顧與總結(jié)8.行政工作SALESOnboardingOnboarding2022-2-58 Steps of the Call26拜拜 訪訪 八八 步步 驟驟 角角 色色 演演 練練 Role play of 8 Steps of the C

34、all 要求學(xué)員組成45人的小組 一個(gè)人演客戶(hù)代表 一個(gè)人演客戶(hù) 其余人擔(dān)任觀察員 每個(gè)小組自行設(shè)計(jì)拜訪情景，至少應(yīng)包括： 客戶(hù)的渠道，以往銷(xiāo)售情況（百事，競(jìng)爭(zhēng)對(duì)手） 客戶(hù)代表今天的拜訪目標(biāo)及SDO 店面場(chǎng)景：貨架、冰柜、柜臺(tái)等 12個(gè)客戶(hù)異議 準(zhǔn)備510分鐘后，各小組逐一進(jìn)行演練 演練完成后，當(dāng)組觀察員作評(píng)論（優(yōu)缺點(diǎn)及如何改進(jìn)） 其他學(xué)員進(jìn)行評(píng)論（優(yōu)缺點(diǎn)及如何改進(jìn)）SALESOnboardingOnboarding2022-2-58 Steps of the Call27 實(shí)實(shí) 地地 培培 訓(xùn)訓(xùn) On the Job Learning 當(dāng)結(jié)當(dāng)結(jié) 束束 實(shí)實(shí) 地地 培培 訓(xùn)訓(xùn) 后后 , , 你

35、你 應(yīng)應(yīng) 該該 可可 以以 : When you have completed this trade activity you should be able to: 明明 確確 客客 戶(hù)戶(hù) 拜拜 訪訪 中中 的的 八八 個(gè)個(gè) 步步 驟驟 Identify the 8 steps of the call 簡(jiǎn)簡(jiǎn) 單單 解解 釋釋 在在 每每 個(gè)個(gè) 步步 驟驟 中中 的的 責(zé)責(zé) 任任 和和 工工 作作 Briefly explain your responsibilities in each step 回回 答答 本本 單單 元元 的的 理理 解解 測(cè)測(cè) 試試 題題 Answer the quest

36、ions in your “Verification Checklist”for this module你將和一位有經(jīng)驗(yàn)的客戶(hù)代表一起拜訪客戶(hù)你將和一位有經(jīng)驗(yàn)的客戶(hù)代表一起拜訪客戶(hù), ,親身體驗(yàn)百事銷(xiāo)售員是親身體驗(yàn)百事銷(xiāo)售員是如何運(yùn)如何運(yùn) 用此標(biāo)準(zhǔn)的八步驟來(lái)拜訪客戶(hù)的用此標(biāo)準(zhǔn)的八步驟來(lái)拜訪客戶(hù)的. . You will spend a day with an experienced, CR to explain and demonstrate the 8 Steps of the Call during the course of a normal work day. You will now

37、 have an opportunity to see how this standard sales process is utilized with our customers. SALESOnboardingOnboarding單元單元 6:產(chǎn)品生動(dòng)化產(chǎn)品生動(dòng)化SALESOnboardingSALESOnboardingOnboarding什么是產(chǎn)品生動(dòng)化什么是產(chǎn)品生動(dòng)化? ?what is merchandisingwhat is merchandisingSALESOnboardingOnboarding產(chǎn)品生動(dòng)化產(chǎn)品生動(dòng)化 MerchandisingMerchandising定義定

38、義 : :在售點(diǎn)在售點(diǎn), , 任何一種提醒消費(fèi)者百事產(chǎn)品的存在任何一種提醒消費(fèi)者百事產(chǎn)品的存在, , 并促并促成其購(gòu)買(mǎi)的行為成其購(gòu)買(mǎi)的行為. .Definition : Merchandising is the activities performed by you in an outlet that promotes the sale of our products to consumers.方便方便 : : 在盡可能多的售點(diǎn)出現(xiàn) Convenient可見(jiàn)可見(jiàn) : : 每個(gè)售點(diǎn)都有恰當(dāng)?shù)钠放坪桶b Available易得易得 : : 在單個(gè)售點(diǎn)中占有多處陳列 Accessible優(yōu)質(zhì)優(yōu)質(zhì) :

39、 : 最高品質(zhì)的產(chǎn)品 Quality我們使自已的產(chǎn)品我們使自已的產(chǎn)品 We make our productsSALESOnboardingOnboarding產(chǎn)品生動(dòng)化產(chǎn)品生動(dòng)化 MerchandisingMerchandisingSALESOnboardingOnboarding為什么產(chǎn)品生動(dòng)化重要呢為什么產(chǎn)品生動(dòng)化重要呢? ?Why merchandising important?為什么以下方法能夠提升銷(xiāo)售量呢為什么以下方法能夠提升銷(xiāo)售量呢? ?Why do sales increase when we make our products- 方便 Convenient- 可見(jiàn) Avail

40、able- 易得 Accessible - 優(yōu)質(zhì) Quality SALESOnboardingOnboarding產(chǎn)品生動(dòng)化標(biāo)準(zhǔn)產(chǎn)品生動(dòng)化標(biāo)準(zhǔn)Merchandising StandardMerchandising Standard 百事國(guó)際創(chuàng)制了實(shí)行產(chǎn)品生動(dòng)化的標(biāo)準(zhǔn)百事國(guó)際創(chuàng)制了實(shí)行產(chǎn)品生動(dòng)化的標(biāo)準(zhǔn)例如確保我們的產(chǎn)品是消費(fèi)者進(jìn)入售點(diǎn)后第一個(gè)看到的碳酸例如確保我們的產(chǎn)品是消費(fèi)者進(jìn)入售點(diǎn)后第一個(gè)看到的碳酸飲料飲料We have created standards of performance for merchandising - e.g. ensure our products are the

41、 first products that the consumer sees when they walk into an outlet. 這些標(biāo)準(zhǔn)使你明確百事的要求，而又可以使整個(gè)市場(chǎng)這些標(biāo)準(zhǔn)使你明確百事的要求，而又可以使整個(gè)市場(chǎng)的產(chǎn)品陳列保持一致的風(fēng)格的產(chǎn)品陳列保持一致的風(fēng)格These standards ensure clarity to you and consistency in the way our products are merchandised throughout the market place.SALESOnboardingOnboarding生生 動(dòng)動(dòng) 化化 標(biāo)標(biāo)

42、準(zhǔn)準(zhǔn) 幫幫 助助 我我 們們 把把 握握 機(jī)機(jī) 會(huì)會(huì) Stands help us address the opportunities+ 競(jìng)爭(zhēng)不僅局限于碳酸飲料競(jìng)爭(zhēng)不僅局限于碳酸飲料(CSD,(CSD,果汁果汁, ,水水, ,其他飲其他飲料料) ) Competition is not just soft drinks (soft drinks, juice, water, other liquids)+ 75% 75% 的的 購(gòu)購(gòu) 買(mǎi)買(mǎi) 決決 定定 是是 在在 賣(mài)賣(mài) 場(chǎng)場(chǎng) 內(nèi)內(nèi) 做做 的的 75% of all brand purchase decisions are made in-sto

43、re 設(shè)法將產(chǎn)品放到第一位置以抓住設(shè)法將產(chǎn)品放到第一位置以抓住沖動(dòng)性購(gòu)買(mǎi)沖動(dòng)性購(gòu)買(mǎi)Try to be in first position to take advantage of impulse sales必須進(jìn)入必須進(jìn)入所有售點(diǎn)所有售點(diǎn)We want to be in all accounts每個(gè)售點(diǎn)每個(gè)售點(diǎn)規(guī)格齊備規(guī)格齊備Our products need to be available 方便方便Convenient可見(jiàn)可見(jiàn)AvailableSALESOnboardingOnboarding+ 90% 90%的消費(fèi)者在賣(mài)場(chǎng)內(nèi)停留不到的消費(fèi)者在賣(mài)場(chǎng)內(nèi)停留不到2 2分鐘分鐘 90% of al

44、l shoppers spend less than 2 minutes in an outlet 產(chǎn)品應(yīng)伸手可得產(chǎn)品應(yīng)伸手可得 Products need to be within arm?s reach 產(chǎn)品應(yīng)一眼能見(jiàn)產(chǎn)品應(yīng)一眼能見(jiàn) Products need to be easily seen 產(chǎn)品應(yīng)位于主人流區(qū)產(chǎn)品應(yīng)位于主人流區(qū) products need to be in prime traffic areas+ +60% +60%的的 消費(fèi)者不消費(fèi)者不 走完整個(gè)售點(diǎn)走完整個(gè)售點(diǎn) +60% consumers do not shop the entire store 產(chǎn)品應(yīng)占有盡可能

45、多的陳列位置產(chǎn)品應(yīng)占有盡可能多的陳列位置, , We need to be in multiple prime 如端頭貨架如端頭貨架, ,堆頭堆頭, ,冰柜設(shè)備等冰柜設(shè)備等 positions like gondola, visi-cooler, etc.+ 消費(fèi)者不會(huì)重復(fù)購(gòu)買(mǎi)有過(guò)糟糕體驗(yàn)的產(chǎn)品消費(fèi)者不會(huì)重復(fù)購(gòu)買(mǎi)有過(guò)糟糕體驗(yàn)的產(chǎn)品 Customers who experienced poor tasting product will not purchase the prodduct again.產(chǎn)品必須產(chǎn)品必須容易拿到容易拿到Our prodcuts need to be accessibl

46、e產(chǎn)品必須產(chǎn)品必須口味良好口味良好Our products need to taste great易得易得Accessible優(yōu)質(zhì)優(yōu)質(zhì)QualitySALESOnboardingOnboarding方便方便 Convenient 飯店 Restaurants便利店Convenience stores超市Supermarkets酒吧Bars小店Kiosks大賣(mài)場(chǎng)Hyper markets學(xué)校School cafeterias傳統(tǒng)商場(chǎng)Traditional outlet咖啡館Cafes我們希望我們的產(chǎn)品出現(xiàn)在盡可能多的售點(diǎn)里我們希望我們的產(chǎn)品出現(xiàn)在盡可能多的售點(diǎn)里We want our produ

47、cts in as many outlets as possible注意 : 與客戶(hù)單元相銜接Ensure this is consistent with previous module-CustomerSALESOnboardingOnboarding可見(jiàn)可見(jiàn) Available 飯店 Restaurants便利店Convenience stores超市Supermarkets酒吧Bars小店Kiosks大賣(mài)場(chǎng)Hyper markets學(xué)校School cafeterias傳統(tǒng)商場(chǎng)Traditional outlet咖啡館Cafes可見(jiàn)可見(jiàn)意味著每個(gè)售點(diǎn)都有恰當(dāng)?shù)钠放坪桶b意味著每個(gè)售點(diǎn)都有

48、恰當(dāng)?shù)钠放坪桶bAvailable means we have the right brands and packages in each outlet即飲即飲 On Premise以RB 為主邊走邊喝邊走邊喝 On the GO 以以600ml和拉罐為主家庭消費(fèi)家庭消費(fèi) Take Home 以2L, 1.25L, 拉罐和600ml為主注意 : 與客戶(hù)單元相銜接Ensure this is consistent with previous module-CustomerSALESOnboardingOnboarding產(chǎn)品產(chǎn)品/ /設(shè)備位于當(dāng)眼處設(shè)備位于當(dāng)眼處 Product / Equipm

49、ent placed in most accessible/visible locationG 店堂內(nèi)店堂內(nèi), 在貨架在貨架, , 陳列架和冷凍設(shè)備內(nèi)的百事產(chǎn)品陳列架和冷凍設(shè)備內(nèi)的百事產(chǎn)品, , 應(yīng)該應(yīng)該: : In outlet: Pepsi products (warm, display, and equipment) should be:最先被消費(fèi)者看到的飲料最先被消費(fèi)者看到的飲料 First beverage to be seen by the customer醒目醒目, , 容易拿到容易拿到 Easily reached and most visible與沖動(dòng)型產(chǎn)品相鄰與沖動(dòng)型產(chǎn)品相

50、鄰, , 如如: : 休閑小食休閑小食, , 巧克力等巧克力等 Placed near impulse products, i.e. snacks, chocolates, etc. A 倉(cāng)庫(kù)內(nèi)倉(cāng)庫(kù)內(nèi): : 百事產(chǎn)品應(yīng)放在最易提貨的位置百事產(chǎn)品應(yīng)放在最易提貨的位置 Backroom: Pepsi products should be located in the most accessible location.易得易得 AccessibleSALESOnboardingOnboarding產(chǎn)品應(yīng)保持清潔并在標(biāo)明的保質(zhì)期內(nèi)產(chǎn)品應(yīng)保持清潔并在標(biāo)明的保質(zhì)期內(nèi)Product should be cl

51、ean and with-in date code 我們承諾向消費(fèi)者提供高質(zhì)量的產(chǎn)品We will provide good quality products to our consumers 產(chǎn)品有一定的貨架保質(zhì)期Our products have a limited shelf life 生產(chǎn)日期印于包裝上以便檢查保質(zhì)期Date codes are printed on each product and help us monitor product shelf life 產(chǎn)品應(yīng)內(nèi)保質(zhì)期內(nèi)消費(fèi)All products should be consumed with-in date code

52、在保證消費(fèi)者得到高質(zhì)量產(chǎn)品的過(guò)程中你起著關(guān)鍵作用You have a big role in ensuring our consumers can purchasequality products from our customers優(yōu)質(zhì)優(yōu)質(zhì) QualitySALESOnboardingOnboarding產(chǎn)品最佳飲用期產(chǎn)品最佳飲用期 Product Shelf Life( 單位: 周 in weeks ) 包裝包裝 Packages 膠瓶 PET品牌品牌 Brand玻瓶/拉罐Glass and Cans600 毫升1.25升2 升現(xiàn)調(diào)機(jī)Fountain預(yù)調(diào)機(jī)Premix常規(guī)產(chǎn)品 Regula

53、r products241012141124 健怡類(lèi)產(chǎn)品 Diet product品質(zhì)量會(huì)因存放時(shí)間長(zhǎng)而下降產(chǎn)品質(zhì)量會(huì)因存放時(shí)間長(zhǎng)而下降Product quality deteriorates with time 我們這里說(shuō)的最佳飲用期是指存放于貨架上的建議貨齡,它比產(chǎn)品包裝上印的保質(zhì)期要短得多. 含蔗糖的飲料, 其保質(zhì)期比不含蔗糖的產(chǎn)品長(zhǎng) Sugar based products (regular) have a longer shelf life than diet products 陽(yáng)光和熱度會(huì)影響我們產(chǎn)品的質(zhì)量. 因此, 加快產(chǎn)品周轉(zhuǎn), 尤其是曝露于陽(yáng)光和熱力

54、下的 產(chǎn)品, 非常重要Sun and heat affect the quality of our products, therefore it is very important to rotate product in warm climates and product that is in sunlight 要點(diǎn)要點(diǎn) Key Points優(yōu)質(zhì)優(yōu)質(zhì) QualitySALESOnboardingOnboarding生產(chǎn)日期在產(chǎn)品上的標(biāo)示位置因包裝而異生產(chǎn)日期在產(chǎn)品上的標(biāo)示位置因包裝而異The location of our product codes vary by package玻 瓶 R

55、eturnable packagingand small bottles膠 瓶 PET packaging拉 罐 Can packaging990429 B09: 54 0757生產(chǎn)日期, 時(shí)刻和批號(hào)在蓋頂 the code is on the crown生產(chǎn)日期在蓋的側(cè)面 the code is on the shoulder of the bottle cap生產(chǎn)日期在罐底 the code is on the bottom of the can優(yōu)質(zhì)優(yōu)質(zhì) QualitySALESOnboardingOnboarding正是因?yàn)楫a(chǎn)品質(zhì)量會(huì)隨著時(shí)間和溫度而發(fā)生變化, Quality of ou

56、r products deteriorate with time and temperature.因此因此, , 我們必須注意我們必須注意: : Therefore, it is important that our products: 不能讓我們的產(chǎn)品在貨架, 堆頭, 倉(cāng)庫(kù)內(nèi)存放太久 Do not sit on shelves, in equipment, on display or in customer back rooms for a long time 不能讓我們的產(chǎn)品曝露在陽(yáng)光下 Do not sit in the sun or in warm areas for a long t

57、ime輪換輪換旨在保持產(chǎn)品新鮮優(yōu)質(zhì)旨在保持產(chǎn)品新鮮優(yōu)質(zhì), , 它包括它包括: : Rotation refers to an activity you perform in the outlet ensure our product is of the highest quality. It involves: 將舊貨移到好賣(mài)的地方 Moving old product to the fastest selling area 將舊貨移到消費(fèi)者最易拿到的地方 Moving old product to the front or first selling position 將產(chǎn)品從倉(cāng)庫(kù)搬到銷(xiāo)售區(qū)

58、域 Moving product from back rooms to the selling areas優(yōu)質(zhì)優(yōu)質(zhì) QualitySALESOnboardingOnboarding產(chǎn)品生動(dòng)化的原則產(chǎn)品生動(dòng)化的原則 Principles of Merchandising Excellence1. 第一位置Location2. 橫向排列Position3. 搶占空間Space4. 縱向排列Vertical Stripping5. POP使用POP Materials6. 價(jià)格標(biāo)示Price Marking7. 包裝面向Package Facing8. 產(chǎn)品輪換Product Rotation9.

59、清潔陳列用品Equipment CleaningSALESOnboardingOnboarding1. 1. 第一位置第一位置LocationLocation 百事產(chǎn)品應(yīng)陳列在店面的第一位置百事產(chǎn)品應(yīng)陳列在店面的第一位置，如軟飲料區(qū)中客流方向的入口處，如軟飲料區(qū)中客流方向的入口處、收銀臺(tái)旁，以吸引沖動(dòng)購(gòu)買(mǎi)、收銀臺(tái)旁，以吸引沖動(dòng)購(gòu)買(mǎi) Pepsi products should be displayed at the FIRST POSITION so as to be the first soft drinks the consumers see in the traffic flow 練習(xí)練習(xí)

60、：在以下渠道客戶(hù)，哪些店面位置是第一位置？ 超市 雜貨店 餐館客流方向客流方向 TrafficTrafficSALESOnboardingOnboarding品牌的排列順序品牌的排列順序 Sequence of Brands 每一行的品牌均按順序排列 Products are placed according to sequence2. 2. 橫向排列橫向排列PositionPosition品牌比例為百事可樂(lè):七喜:美年達(dá)=5:2:3SALESOnboardingOnboarding 品牌占有面積品牌占有面積 Space devoted to our brands 百事所占銷(xiāo)售空間百事所占銷(xiāo)售空間 百事在購(gòu)百事在購(gòu)