op關(guān)鍵客戶(hù)管理介紹篇120

31三月2024op關(guān)鍵客戶(hù)管理介紹篇ppt12031三月2024op關(guān)鍵客戶(hù)管理介紹篇ppt1201KEYACCOUNTMANAGEMENTDAY1第一天09:00-10:45CourseDetailsIntroducingtheTrainerandParticipants&ProgrammeOutlinesDefineKeyAccountsMotives&TheStagesDiscussin:DifficultiesondealingwithKA

課程內(nèi)容介紹講師、學(xué)員及課程大綱關(guān)鍵客戶(hù)的定義動(dòng)機(jī)與階段討論：與KA交易所面對(duì)的難10:45-12:30AccountPortfolioMatrixAccountEvaluationCasestudy:AccountEvaluation客戶(hù)組合評(píng)估客戶(hù)事例研究：評(píng)估客戶(hù)op關(guān)鍵客戶(hù)管理介紹篇ppt120KEYACCOUNTMANAGEMENTDAY1第一天2KEYACCOUNTMANAGEMENTDAY1第一天13:30-15:15CourseDetailsDevelopingKARecordsKnowingtheBuyerExercise:MattersknowingfromtheBuyer課程內(nèi)容與KA建立聯(lián)系了解KA的操作產(chǎn)品種類(lèi)的變動(dòng)15:15-17:00BuildingRelationshipwithKAUnderstandKAOperationsMutationsAssortment建立客戶(hù)記錄認(rèn)識(shí)采購(gòu)員練習(xí)：從采購(gòu)員處了解的事項(xiàng)op關(guān)鍵客戶(hù)管理介紹篇ppt120KEYACCOUNTMANAGEMENTDAY1第一天3KEYACCOUNTMANAGEMENTDAY2第二天09：00-10：45CourseDetailsDevelopinganAccountStrategySalesPromotionPlanningOutlineofAnnualPlanCostComparison&EvolutionCasestudy:Preparingannualpromotionplan課程內(nèi)容發(fā)展客戶(hù)策略促銷(xiāo)計(jì)劃全年計(jì)劃概要費(fèi)用比較及演變事例研究：制訂全年促銷(xiāo)活動(dòng)op關(guān)鍵客戶(hù)管理介紹篇ppt120KEYACCOUNTMANAGEMENTDAY2第二天4KEYACCOUNTMANAGEMENTDAY2第二天10:45-12:30CourseDetailsPreparing&presentingtheplanKeyAccountNegotiationNegotiationProcessTradingTerms課程內(nèi)容準(zhǔn)備及呈獻(xiàn)計(jì)劃與關(guān)鍵客戶(hù)談判談判過(guò)程貿(mào)易條件13:30-15:15PREPAREtoNegotiateDiscussion:KANegotiation準(zhǔn)備談判討論：與KA談判15:15-17:00SummarizetheNegotiationBusinessReviewMeeting總結(jié)談判內(nèi)容業(yè)務(wù)檢討會(huì)議op關(guān)鍵客戶(hù)管理介紹篇ppt120KEYACCOUNTMANAGEMENTDAY2第二天5KEYACCOUNTMANAGEMENTKeyAccountManagement(KAM)InvolvesunitemultiplebusinessFunctionswithcommonobjective

-Tobuildandsustainlongtermrelationshipwithstrategicimportantcustomers關(guān)鍵客戶(hù)管理（簡(jiǎn)稱(chēng)KAM）結(jié)合公司多方面的業(yè)務(wù)功能為共同目標(biāo)-建立及維持與重點(diǎn)客戶(hù)的長(zhǎng)久關(guān)系Introduction引言op關(guān)鍵客戶(hù)管理介紹篇ppt120KEYACCOUNTMANAGEMENTKeyAcc6KEYACCOUNTMANAGEMENTThesecustomerstendtoexhibit:--Largesize,contributingbigvolume;-Fiercecompetitivebehaviour;-Professionalmanagement;-Sophisticatedpurchasingpersonnel;-Stringentbuyingrequirements;-Strongbuyingpower;-Strongdemandonsuppliers.這些客戶(hù)都傾向于：-大型、能提供高銷(xiāo)量-激烈的競(jìng)爭(zhēng)行為；-專(zhuān)業(yè)管理-老練尖端的采購(gòu)人員；-嚴(yán)格的采購(gòu)條件；強(qiáng)大的采購(gòu)勢(shì)力-對(duì)供應(yīng)商有強(qiáng)硬的要求Introduction引言op關(guān)鍵客戶(hù)管理介紹篇ppt120KEYACCOUNTMANAGEMENTThesec7KEYACCOUNTMANAGEMENT

Introduction引言“KeyAccountManager”usedinthistrainingdenotes“Salespersonhandlingimportantaccounts”《KEYAccount經(jīng)理》在這培訓(xùn)中代表著《管理重點(diǎn)客戶(hù)的業(yè)務(wù)人員》op關(guān)鍵客戶(hù)管理介紹篇ppt120KEYACCOUNTMANAGEMENTInt8KEYACCOUNTMANAGEMENT關(guān)鍵客戶(hù)管理

Brainstorming腦力激蕩Definekeyaccounts關(guān)鍵客戶(hù)的定義1、2、3、4、Whatarethestrategiccriteriatodefineacustomeraskeyaccount?根據(jù)什么策略標(biāo)準(zhǔn)決定一個(gè)客戶(hù)為關(guān)鍵客戶(hù)？op關(guān)鍵客戶(hù)管理介紹篇ppt120KEYACCOUNTMANAGEMENT關(guān)鍵客戶(hù)9KEYACCOUNTMANAGEMENT關(guān)鍵客戶(hù)管理

Buyerandsellerrelationship采購(gòu)員與銷(xiāo)售員的關(guān)系傳統(tǒng)式關(guān)系TRADITIONRELATIONSHIP伙伴式關(guān)系PARTNERSHIPBASEDRELATIONSHIPop關(guān)鍵客戶(hù)管理介紹篇ppt120KEYACCOUNTMANAGEMENT關(guān)鍵客戶(hù)管10KEYACCOUNTMANAGEMENT關(guān)鍵客戶(hù)管理TheSeller`sperspectives銷(xiāo)售者的看法Buyer`sshorttermfocusonpricefrustratingthesellertoconsiderlongtermrelationship采購(gòu)員只顧眼前價(jià)格的行為令銷(xiāo)售人員對(duì)長(zhǎng)期合作感以灰心TheBuyer`sperspectives采購(gòu)者的看法Sellertakestimetoadaptandchange.銷(xiāo)售人員需要長(zhǎng)久時(shí)間來(lái)適應(yīng)及作出改變op關(guān)鍵客戶(hù)管理介紹篇ppt120KEYACCOUNTMANAGEMENT關(guān)鍵客戶(hù)11KEYACCOUNTMANAGEMENT關(guān)鍵客戶(hù)管理TheSeller`sperspectives銷(xiāo)售者的看法Theseller`smajormotivesKeyAccountManagementare:

-Improvingmarketshare;-Increasingprofitability-Strengthencustomerloyalty;-Assuranceoffuturebusiness.銷(xiāo)售人員對(duì)于關(guān)鍵客戶(hù)管理的主要?jiǎng)訖C(jī)是：-提高市場(chǎng)份額；-增長(zhǎng)利潤(rùn)；-加強(qiáng)消費(fèi)者的忠心度；-把握將來(lái)的生意。TheBuyer`sperspectives采購(gòu)者的看法Thebuyer`smajormotiveswithKEYAccountManagementqre:-Achievetherevenue,profitability,satisfyingcustomersobjectives;-Decidingwithwhomtheycanworkwith.采購(gòu)員對(duì)于關(guān)鍵客戶(hù)管理的主要?jiǎng)訖C(jī)是：-達(dá)到銷(xiāo)量、利潤(rùn)和滿(mǎn)足顧客的目標(biāo)；-決定將來(lái)和誰(shuí)合作op關(guān)鍵客戶(hù)管理介紹篇ppt120KEYACCOUNTMANAGEMENT關(guān)鍵客戶(hù)12KEYACCOUNTMANAGEMENT關(guān)鍵客戶(hù)管理

Thestages階段AccountAnalysis分析客戶(hù)IdentifytheKAineachchannel.Collectdata.Setaccountobjectives.Developspecificaccountstrategies.確定各渠道的重點(diǎn)客戶(hù)收集資料。設(shè)立客戶(hù)目標(biāo)。發(fā)展每個(gè)目標(biāo)的策略1op關(guān)鍵客戶(hù)管理介紹篇ppt120KEYACCOUNTMANAGEMENT關(guān)鍵客戶(hù)13

KeyAccountRecord關(guān)鍵客戶(hù)記錄CategoriseKAonrelevantpqrameterandmatchwithourbrandtarget.DevelopaprofileoneachKADecidewhichoutletforparticularsku&promotion根據(jù)各KA相關(guān)概況分組并和我們品牌目標(biāo)相配。記錄每個(gè)KA概況決定每個(gè)門(mén)店適合哪一些產(chǎn)品及促銷(xiāo)。2KEYACCOUNTMANAGEMENT關(guān)鍵客戶(hù)管理

Thestages階段op關(guān)鍵客戶(hù)管理介紹篇ppt120KeyAccountRecordCateg14KEYACCOUNTMANAGEMENT關(guān)鍵客戶(hù)管理

Thestages階段KnowingtheBuyer了解采購(gòu)員Roleofbuyer.Establishedourshareinthecustomer`scategory.Clarifyourpotential.Identifytrendswithbothparties.Policiesandprocedures.Buyercriteria.Competitivesituation.采購(gòu)員的角色。確定在客戶(hù)大類(lèi)中的份額說(shuō)明我們的潛能鑒定雙方的趨向。政策和程序采購(gòu)準(zhǔn)則競(jìng)爭(zhēng)情況3op關(guān)鍵客戶(hù)管理介紹篇ppt120KEYACCOUNTMANAGEMENT關(guān)鍵客戶(hù)15

BuildingRelationship建立關(guān)系Buildanetworkofcontacts&trustthatpositivelyimpactingoursales.Exchangemarketinformation.建立聯(lián)系和信用以便正面影響我們的銷(xiāo)量。交換市場(chǎng)信息。4KEYACCOUNTMANAGEMENT關(guān)鍵客戶(hù)管理

Thestages階段op關(guān)鍵客戶(hù)管理介紹篇ppt120BuildingRelationshipBu16KEYACCOUNTMANAGEMENT關(guān)鍵客戶(hù)管理

Thestages階段AccountStrategy客戶(hù)策略

DevelopingCompanysales&marketingprogramsconsistentlytoincreasethesalesandmarketsharesofourbrands.Howourproductsfitintocustomerstrategy.Developtheedgeovercompetition.連貫發(fā)展公司銷(xiāo)售和市場(chǎng)營(yíng)銷(xiāo)計(jì)劃來(lái)提高品牌的銷(xiāo)售及市場(chǎng)份額。我們的產(chǎn)品如何適應(yīng)客戶(hù)策略。充分發(fā)揮競(jìng)爭(zhēng)優(yōu)勢(shì)。5op關(guān)鍵客戶(hù)管理介紹篇ppt120KEYACCOUNTMANAGEMENT關(guān)鍵客戶(hù)17KEYACCOUNTMANAGEMENT關(guān)鍵客戶(hù)管理

Thestages階段

SettingObjectives制定目標(biāo)

MeasuringtheeffectivenessofKAManagerindevelopingtheCompanybusinessAnnualsales&promotionplans,tradingterms.FrequencyofcalltoH.Q.&outlets.衡量關(guān)鍵客戶(hù)經(jīng)理在開(kāi)發(fā)公司業(yè)務(wù)上的效能。全年銷(xiāo)售及促銷(xiāo)計(jì)劃、貿(mào)易條件對(duì)采購(gòu)公司及門(mén)店的拜訪(fǎng)頻率6op關(guān)鍵客戶(hù)管理介紹篇ppt120KEYACCOUNTMANAGEMENT關(guān)鍵客戶(hù)18KEYACCOUNTMANAGEMENT關(guān)鍵客戶(hù)管理

Thestages階段

與關(guān)鍵客戶(hù)談判ToincreaseoverallbusinessbymatchingCompanyobjectiveswithkeyaccountneeds,strategies&opportunities.Price,terms,discount,rebates,allowanceetc.Productsranges,profitability,turnoverneeds,promotionopportunities.co-operationlevel.以公司的目標(biāo)相配KA的需求，策略及機(jī)會(huì)提高公司在這客戶(hù)的整體業(yè)務(wù)。價(jià)格、條件、折扣、回扣、津帖等。產(chǎn)品種類(lèi)、利益、所需銷(xiāo)量、促銷(xiāo)機(jī)會(huì)、配合程度7op關(guān)鍵客戶(hù)管理介紹篇ppt120KEYACCOUNTMANAGEMENT關(guān)鍵客戶(hù)19KEYACCOUNTMANAGEMENT關(guān)鍵客戶(hù)管理

Discussion討論

Dealingwithkeyaccounts與關(guān)鍵客戶(hù)交易1、2、3、4、5、6、7、a)KindlylistdowntheworkingproblemsanddifficultiesondealingwithKAS.請(qǐng)跟KA交易所面對(duì)的難題和困境寫(xiě)在下列。op關(guān)鍵客戶(hù)管理介紹篇ppt120KEYACCOUNTMANAGEMENT關(guān)鍵客戶(hù)20KEYACCOUNTMANAGEMENT關(guān)鍵客戶(hù)管理

Discussion討論

Dealingwithkeyaccounts與關(guān)鍵客戶(hù)交易1、2、3、4、5、6、7、b)WhatskillsandknowledgeonmanagingKAyouwouldliketogainfromthistraining?在這次培訓(xùn)中，您最希望獲得那類(lèi)管理KA的技巧和知識(shí)？op關(guān)鍵客戶(hù)管理介紹篇ppt120KEYACCOUNTMANAGEMENT關(guān)鍵客戶(hù)21KEYACCOUNTMANAGEMENT關(guān)鍵客戶(hù)管理Chapter1第一篇ACCOUNTANALYSIS分析客戶(hù)op關(guān)鍵客戶(hù)管理介紹篇ppt120KEYACCOUNTMANAGEMENT關(guān)鍵客戶(hù)22Accountanalysis分析客戶(hù)

Accountportfoliomatrix客戶(hù)組合ExampleofAttractiveness吸引力例子Salesvolume銷(xiāo)量Growthrate成長(zhǎng)率DSO(Daysalesoutstanding)應(yīng)收帳款天數(shù)Profitability利潤(rùn)Marketshare市場(chǎng)份額ExampleofSupportiveness支持程度例子Merchandisingshare陳列率Activityshare活動(dòng)率ProductDistribution產(chǎn)品分銷(xiāo)Inventoryholding庫(kù)存天數(shù)Workingrelationshipwithbuyer市場(chǎng)份額High強(qiáng)Low低ATTRACTIVENESS吸引力

High強(qiáng)Low弱op關(guān)鍵客戶(hù)管理介紹篇ppt120Accountanalysis分析客戶(hù)

Account23Accountanalysis分析客戶(hù)

Accountevaluation評(píng)估客戶(hù)Attractiveness吸引力

Supportiveness支持程度

op關(guān)鍵客戶(hù)管理介紹篇ppt120Accountanalysis分析客戶(hù)

Accoun24Accountanalysis分析客戶(hù)

Accountevaluation評(píng)估客戶(hù)op關(guān)鍵客戶(hù)管理介紹篇ppt120Accountanalysis分析客戶(hù)

Account25Accountanalysis分析客戶(hù)

Accountportfoliomatrix客戶(hù)組合

op關(guān)鍵客戶(hù)管理介紹篇ppt120Accountanalysis分析客戶(hù)

Account26Worksheet工作表

Accountattractivenessandsupportiveness客戶(hù)的吸引力和支持程度Kindlypreparetheattractivenessandsupportivenessfactorsandsetweightedpointsforeachcriterion.Youmaynotnecessarytofillallthecolumnsbuteachofthetotalmustsumupto100%請(qǐng)準(zhǔn)備客戶(hù)吸引力和支持程度的因素并放上比重。您未必需要填完所有格子但每個(gè)總數(shù)加起來(lái)必須等于100%。op關(guān)鍵客戶(hù)管理介紹篇ppt120Worksheet工作表

Accountattracti27Casestudy事例研究

Performancerecordwith4chainstoresin20002000年度四個(gè)主要連鎖店的交易記錄op關(guān)鍵客戶(hù)管理介紹篇ppt120Casestudy事例研究

Performancere28ContinueCasestudy繼續(xù)事例研究

Accountevaluation評(píng)估客戶(hù)BasedonPage13.1information,kindlyselectcriteria,setweightandworkoutthescoringforeachchainstore.根據(jù)前頁(yè)所得資料，請(qǐng)選擇適當(dāng)?shù)脑u(píng)估項(xiàng)目，加上比重，然后作出評(píng)估op關(guān)鍵客戶(hù)管理介紹篇ppt120ContinueCasestudy繼續(xù)事例研究

Acc29ContinueCasestudy繼續(xù)事例研究

Definethematrixtypeforeachaccount,analysethesituationandstateyourimprovementplan.請(qǐng)確定各客戶(hù)的組合、分析現(xiàn)況及說(shuō)明你的改進(jìn)計(jì)劃。

op關(guān)鍵客戶(hù)管理介紹篇ppt120ContinueCasestudy繼續(xù)事例研究30Chapter2第二篇ACCOUNTRECORDS客戶(hù)記錄op關(guān)鍵客戶(hù)管理介紹篇ppt120Chapter2op關(guān)鍵客戶(hù)管理介紹篇ppt12031Accountrecords客戶(hù)記錄

Retailoutletsclassification類(lèi)別零售店Floorspaceisthenetsellingspaceoftheretailoutlet.Itisnormallyuesdtodeterminethestore-type.面積指的是零售商的實(shí)在銷(xiāo)售面積。它通常都被用來(lái)確定零售店的種類(lèi)。op關(guān)鍵客戶(hù)管理介紹篇ppt120Accountrecords客戶(hù)記錄

Retailou32Accountrecords客戶(hù)記錄

Outletrecordcard門(mén)店記錄卡op關(guān)鍵客戶(hù)管理介紹篇ppt120Accountrecords客戶(hù)記錄

Outletre33Accountrecords客戶(hù)記錄

Chainstorerecordcard連鎖店記錄卡op關(guān)鍵客戶(hù)管理介紹篇ppt120Accountrecords客戶(hù)記錄

Chainsto34Accountrecords客戶(hù)記錄

Outletperformancereport門(mén)店成績(jī)表op關(guān)鍵客戶(hù)管理介紹篇ppt120Accountrecords客戶(hù)記錄

Outletpe35Accountrecords客戶(hù)記錄

Chainstoreperformancereport連鎖店成績(jī)表op關(guān)鍵客戶(hù)管理介紹篇ppt120Accountrecords客戶(hù)記錄

Chainsto36Accountrecords客戶(hù)記錄

Top10salesshare十大銷(xiāo)量份額op關(guān)鍵客戶(hù)管理介紹篇ppt120Accountrecords客戶(hù)記錄

Top10sa37Accountrecords客戶(hù)記錄

Fortuneglobal500財(cái)富雜志世界500列強(qiáng)Food&DrugStores食品及藥品店GeneralMerchandisers

百貨商店op關(guān)鍵客戶(hù)管理介紹篇ppt120Accountrecords客戶(hù)記錄

Fortuneg38Chapter3第三篇KONWINGTHEBUYER&UNDERSTANDKAOPERATIONS認(rèn)識(shí)采購(gòu)員及了解關(guān)鍵客戶(hù)的操作op關(guān)鍵客戶(hù)管理介紹篇ppt120Chapter3op關(guān)鍵客戶(hù)管理介紹篇ppt12039Knowingthebuyer了解采購(gòu)員

Variousaspectorabuyer多方面了解采購(gòu)員op關(guān)鍵客戶(hù)管理介紹篇ppt120Knowingthebuyer了解采購(gòu)員

Variou40Groupdiscussion分組討論

Mattersknowingfromthebuyer從采購(gòu)員處了解的事項(xiàng)op關(guān)鍵客戶(hù)管理介紹篇ppt120Groupdiscussion分組討論

Matters41Groupdiscussion分組討論

Mattersknowingfromthebuyer從采購(gòu)員處了解的事項(xiàng)op關(guān)鍵客戶(hù)管理介紹篇ppt120Groupdiscussion分組討論

Matters42BuildingrelationshipwithKA與KA建立聯(lián)系

Businessrapport商業(yè)關(guān)系1、Two-communicationsprocessbetweentheAccountManagerandkeyaccount.2、Toraisecontentionsissueswithoutrancour.3、Personalrelationsatasatisfactorylevel.4、Alevelofmutualtrustdemonstratesbythekeyaccount.關(guān)鍵客戶(hù)經(jīng)理和KA雙方面的溝通。不理怨任何爭(zhēng)論性的談?wù)?。令人滿(mǎn)意的個(gè)人交情。KA表明某一定程度的彼此信任。op關(guān)鍵客戶(hù)管理介紹篇ppt120BuildingrelationshipwithKA43BuildingrelationshipwithKA與KA建立聯(lián)系

Businessrapport商業(yè)關(guān)系5、MutualrespectbetweentheAccountManagerandkeyaccount.6、Neitherassumingorprojectingadominantorhypocrisyattitudetowardstheother.7、Eitherpartybeingwillingtoseekorheedtheadviceoftheother關(guān)鍵客戶(hù)經(jīng)理和KA彼此尊敬對(duì)方。不會(huì)以傲慢，占盡優(yōu)勢(shì)或虛偽的態(tài)度對(duì)待對(duì)方。任何一方都很樂(lè)意去探索和留意對(duì)方的意見(jiàn)。op關(guān)鍵客戶(hù)管理介紹篇ppt120BuildingrelationshipwithKA44BuildingrelationshipwithKA與KA建立聯(lián)系

Buildandcultivaterelationship建立及培養(yǎng)交情Buildingandcultivatingrelationshipwithmanagers:

Buying.Includinganymembersofbuyingcommittee.Marketing.E.g.storespecificstoresectionproductdisplaylayouts.Merchandising.E.gspecificstoresectionproductdisplaylayoutsStoreoperationsPhysicaldistributionofgoods.E.gcentralwarehousemanagement.Accounts.Particularlyonprocessingpayments.

和管理人員建立及培養(yǎng)交情：采購(gòu)部。包括采購(gòu)小組的任何一位成員。市場(chǎng)營(yíng)銷(xiāo)部。如門(mén)店廣告和促銷(xiāo)節(jié)目。陳列。如特定某些門(mén)店商品的排列。門(mén)店操作部。實(shí)際貨物派送。如中央倉(cāng)庫(kù)管理。會(huì)計(jì)部。特別是負(fù)責(zé)處理付款的人員。op關(guān)鍵客戶(hù)管理介紹篇ppt120BuildingrelationshipwithKA45BuildingrelationshipwithKA與KA建立聯(lián)系

Whatmotivatekeyaccounts?什么能激發(fā)關(guān)鍵客戶(hù)？Developingpersonalrelations發(fā)揮個(gè)人交情1、Understandingbuyersandsatisfyingtheirneeds.了解采購(gòu)員及滿(mǎn)足他們的需求。2、Developingabalanceharmoniousrelationshipwithallcontacts.與所有聯(lián)系發(fā)展平衡和諧的關(guān)系。3、Providingrecognitionandesteem,anddevelopingfriendshipandacceptability.給予賞識(shí)和尊重，培養(yǎng)友誼及接受對(duì)方。4、DevelopingtheAccountManager(yourself)adatrustworthyperson.andintheCompanyasagoodsupplier.發(fā)揮關(guān)鍵客戶(hù)經(jīng)理（本身）為可信賴(lài)的人，以及公司為良好的供應(yīng)商。op關(guān)鍵客戶(hù)管理介紹篇ppt120BuildingrelationshipwithKA46BuildingrelationshipwithKA與KA建立聯(lián)系

Whatmotivatekeyaccounts?什么能激發(fā)關(guān)鍵客戶(hù)？AddingvaluetoKA`sbusiness增添KA的業(yè)務(wù)價(jià)值1、Profitenhancement.Eg.tradingterms.pricingpolicies,promotionalsupport,improvementofsales&profitperformance.

增強(qiáng)利潤(rùn)。如貿(mào)易條件，價(jià)格政策，促銷(xiāo)支援，增進(jìn)銷(xiāo)量和利潤(rùn)成績(jī)。2、Productknowledgeandtraining.Eg.retailsalesstaff.distributorsalesteams.產(chǎn)品知識(shí)和培訓(xùn)。如門(mén)店員工，促銷(xiāo)商的銷(xiāo)售隊(duì)伍。3、Salessupport.Eg.merchandisingsupport,spacemanagementplanning,categorymanagementadvice,pre-salesandaftersalesservice.

銷(xiāo)售支援。如理貨服務(wù)，空間管理計(jì)劃，產(chǎn)品分類(lèi)管理的建議，售前及售后服務(wù)。op關(guān)鍵客戶(hù)管理介紹篇ppt120BuildingrelationshipwithKA47UnderstandKAoperation了解關(guān)鍵客戶(hù)的操作

Organizationalstructure-Retail組織結(jié)構(gòu)-零售Merchandising,StoreOperationsandLogisticsDistributionformtheoperationalaxisofaKA采購(gòu)部，門(mén)站運(yùn)作部和后勤部是KA的操作軸心。

Allotherdepartmentareoperatingaserviceandsupportroletowardsthese3departments.所有其他部門(mén)都為這三個(gè)部門(mén)扮演服務(wù)和支援的角色。

op關(guān)鍵客戶(hù)管理介紹篇ppt120UnderstandKAoperation了解關(guān)48UnderstandKAoperation了解關(guān)鍵客戶(hù)的操作

The7responsibilitiesofmerchandisingdept.

采購(gòu)部的七項(xiàng)職責(zé)op關(guān)鍵客戶(hù)管理介紹篇ppt120UnderstandKAoperation了解關(guān)鍵客戶(hù)49UnderstandKAoperation了解關(guān)鍵客戶(hù)的操作

Productcategories商業(yè)分類(lèi)op關(guān)鍵客戶(hù)管理介紹篇ppt120UnderstandKAoperation了解關(guān)鍵客戶(hù)50Mutationsofassortment產(chǎn)品種類(lèi)的變動(dòng)

KEYdecision重點(diǎn)決策

op關(guān)鍵客戶(hù)管理介紹篇ppt120Mutationsofassortment產(chǎn)品種類(lèi)的變51Mutationsofassortment產(chǎn)品種類(lèi)的變動(dòng)

Criteriafornewlisting引進(jìn)新產(chǎn)品的標(biāo)準(zhǔn)op關(guān)鍵客戶(hù)管理介紹篇ppt120Mutationsofassortment產(chǎn)品種類(lèi)的變52Mutationsofassortment產(chǎn)品種類(lèi)的變動(dòng)

Presentingfornewlisting介紹產(chǎn)品進(jìn)場(chǎng)op關(guān)鍵客戶(hù)管理介紹篇ppt120Mutationsofassortment產(chǎn)品種類(lèi)的變53Mutationsofassortment產(chǎn)品種類(lèi)的變動(dòng)

Criteriaforde-listing淘汰產(chǎn)品的標(biāo)準(zhǔn)op關(guān)鍵客戶(hù)管理介紹篇ppt120Mutationsofassortment產(chǎn)品種類(lèi)的變54UnderstandKAoperation了解關(guān)鍵客戶(hù)的操作

Salespromotion促銷(xiāo)CoreObjectivesIncreasesalesIncreasecustomerspendpervisitAttractnewcustomersBuildbrandawarenessandequityforbothproductsandstorename核心目的提高銷(xiāo)量顧客每次購(gòu)物時(shí)花更多錢(qián)吸引新顧客為品牌和商店建立知名度及商譽(yù)KAneedstocreateadifferentiationfromthecompetition,Increasemarketshareandmeetthegrowthobjectives.關(guān)鍵客戶(hù)必須在競(jìng)爭(zhēng)中區(qū)別其他競(jìng)爭(zhēng)對(duì)手，提高市場(chǎng)份額和達(dá)到成長(zhǎng)目的。op關(guān)鍵客戶(hù)管理介紹篇ppt120UnderstandKAoperation了解關(guān)鍵客戶(hù)55UnderstandKAoperation了解關(guān)鍵客戶(hù)的操作

Salespromotion促銷(xiāo)SecondaryObjectivesCreateexcitementaroundthebrand(bothproductsandstorename)ImprovestoreatmosphereSatisfycustomerexpectancy次要目的提高顧客對(duì)品牌的興趣改善門(mén)店的氣氛滿(mǎn)足顧客的期望KAneedstocreateadifferentiationfromthecompetition,Increasemarketshareandmeetthegrowthobjectives.關(guān)鍵客戶(hù)必須在競(jìng)爭(zhēng)中區(qū)別其他競(jìng)爭(zhēng)對(duì)手，提高市場(chǎng)份額和達(dá)到成長(zhǎng)目的。op關(guān)鍵客戶(hù)管理介紹篇ppt120UnderstandKAoperation了解關(guān)鍵客戶(hù)56UnderstandKAoperation了解關(guān)鍵客戶(hù)的操作

Promotionalprogrammers促銷(xiāo)項(xiàng)目op關(guān)鍵客戶(hù)管理介紹篇ppt120UnderstandKAoperation了解關(guān)鍵客戶(hù)57UnderstandKAoperation了解關(guān)鍵客戶(hù)的操作

A&Pcharges促銷(xiāo)項(xiàng)目op關(guān)鍵客戶(hù)管理介紹篇ppt120UnderstandKAoperation了解關(guān)鍵客戶(hù)58UnderstandKAoperation了解關(guān)鍵客戶(hù)的操作

TheA&Pplanningprocess廣告及促銷(xiāo)過(guò)程1、TheA&PandproductGroupManager(PGM)toprepareannualcalendar.廣告及促銷(xiāo)部聯(lián)同產(chǎn)品經(jīng)理準(zhǔn)備全年度的日程表。2、ThePGMusethiscalendartonegotiatewithsuppliers.產(chǎn)品經(jīng)理根據(jù)這份日程表與供應(yīng)商談判3、Oncethebasisagrees,salestargetwillbeset.TheA&Pesintonegotiatetheadvertisingcost.達(dá)成協(xié)議后，設(shè)定銷(xiāo)量目標(biāo)。廣告部將與供應(yīng)商商談廣告費(fèi)用。4、Oncethesedetailshavebeenfinalized,aformalpromotionagreementmayhastobesignedwithsuppliers.當(dāng)這些細(xì)節(jié)被決定后，很可能與供應(yīng)商簽署一份正式的促銷(xiāo)合同。op關(guān)鍵客戶(hù)管理介紹篇ppt120UnderstandKAoperation了解關(guān)鍵客戶(hù)59UnderstandKAoperation了解關(guān)鍵客戶(hù)的操作

TheA&Pplanningprocess廣告及促銷(xiāo)過(guò)程5、TheA&Pdept.willcreateanassignmentbookletanddispatchestoalldept.involved.廣告部將設(shè)計(jì)促銷(xiāo)傳單分發(fā)給各有關(guān)部門(mén)。6、TheA&Pdept.arrangestheP.O.SmaterialstothestoreXdaysbeforethepromotion.廣告部在促銷(xiāo)前X天安排促銷(xiāo)所需用品于各門(mén)店7、Post-evaluationbythePGM.產(chǎn)品經(jīng)理反饋評(píng)估信息給供應(yīng)商op關(guān)鍵客戶(hù)管理介紹篇ppt120UnderstandKAoperation了解關(guān)鍵客戶(hù)60UnderstandKAoperation了解關(guān)鍵客戶(hù)的操作

Distributioncenter配送中心ObjectivesLogisticsanddistributionofcompleteassortmentReducechaincostsImprovetheservicelevelImprovementofGrossMarginCentralizedqualitycontrol目的后勤和配送所有商品種類(lèi)降低連鎖成本改善服務(wù)水平（運(yùn)送率）提高毛利率集中控制質(zhì)量op關(guān)鍵客戶(hù)管理介紹篇ppt120UnderstandKAoperation了解關(guān)鍵客戶(hù)61UnderstandKAoperation了解關(guān)鍵客戶(hù)的操作

Distributioncenter配送中心AdvantagesConsistencyinquality,varietyandvolumeReduceout-of-stock(O.O.S)situationPro-activebuyingversusreactivebuyingImprovestockmanagementandwrite-offStorecanconcentrateonstoreoperation優(yōu)勢(shì)堅(jiān)持商品的質(zhì)量，種類(lèi)及數(shù)量降低缺貨率主動(dòng)性購(gòu)買(mǎi)對(duì)被動(dòng)性購(gòu)買(mǎi)改善庫(kù)存管理和降低破損率門(mén)店可以把精力集中在經(jīng)營(yíng)上op關(guān)鍵客戶(hù)管理介紹篇ppt120UnderstandKAoperation了解關(guān)鍵客戶(hù)62Chapter4第四篇ACCOUNTPLAY客戶(hù)計(jì)劃op關(guān)鍵客戶(hù)管理介紹篇ppt120op關(guān)鍵客戶(hù)管理介紹篇ppt12063Accountplan客戶(hù)計(jì)劃

Buildingaccountknowledge加強(qiáng)認(rèn)識(shí)客戶(hù)Peripheralaccountknowledge表面上認(rèn)識(shí)客戶(hù)

Example:Turnover;no.ofoutlets&location;buyeretc.如銷(xiāo)量；門(mén)店數(shù)目及地點(diǎn)；采購(gòu)員等等。1op關(guān)鍵客戶(hù)管理介紹篇ppt120Accountplan客戶(hù)計(jì)劃

Buildingacc64Accountplan客戶(hù)計(jì)劃

Buildingaccountknowledge加強(qiáng)認(rèn)識(shí)客戶(hù)Moredetailsinsighttotheaccount更上一層的認(rèn)識(shí)客戶(hù)

Example:Organization&reportingstructure;decision-makingprocess;overallcompanyperformance;networkofpersonnel;budgetperiods.

如公司及匯報(bào)結(jié)構(gòu)；決策過(guò)程；整體業(yè)績(jī)；人事關(guān)系；財(cái)政年度等等。2op關(guān)鍵客戶(hù)管理介紹篇ppt120Accountplan客戶(hù)計(jì)劃

Buildingacc65Accountplan客戶(hù)計(jì)劃

Buildingaccountknowledge加強(qiáng)認(rèn)識(shí)客戶(hù)Finedetailoftheaccount認(rèn)識(shí)客戶(hù)的細(xì)節(jié)

Example:Accountplans,goals,objectives;operationalprocedures;sales&profitperformancebyoutlet;productcategoryperformance;strategies;timingofallstrategic&developmentactivities;promotionalplans;competitiveperformance&activity;personalcontactswithallH.Q.andfieldmanagement.

如計(jì)劃、目的及目標(biāo)；操作程序；門(mén)店銷(xiāo)量及利潤(rùn)；產(chǎn)品種類(lèi)的業(yè)績(jī)；策略；所有發(fā)展計(jì)劃的時(shí)間；促銷(xiāo)計(jì)劃；競(jìng)爭(zhēng)對(duì)手的業(yè)績(jī)及活動(dòng)；個(gè)人對(duì)于總公司及門(mén)店管理的聯(lián)系。3op關(guān)鍵客戶(hù)管理介紹篇ppt120Accountplan客戶(hù)計(jì)劃

Buildingacc66Accountplan客戶(hù)計(jì)劃

Shareofexpenditures經(jīng)費(fèi)份額TradePromotion商家促銷(xiāo)活動(dòng)ConsumerPromotion消費(fèi)者促銷(xiāo)活動(dòng)AdvertisingExpenditure廣告活動(dòng)op關(guān)鍵客戶(hù)管理介紹篇ppt120Accountplan客戶(hù)計(jì)劃

Shareofexp67Accountplan客戶(hù)計(jì)劃

Typesofsalespromotion促銷(xiāo)種類(lèi)op關(guān)鍵客戶(hù)管理介紹篇ppt120Accountplan客戶(hù)計(jì)劃

Typesofsal68Accountplan客戶(hù)計(jì)劃

Theoutlineofannualplan全年計(jì)劃概要op關(guān)鍵客戶(hù)管理介紹篇ppt120Accountplan客戶(hù)計(jì)劃

Theoutline69Accountplan客戶(hù)計(jì)劃

Detailedplan計(jì)劃的細(xì)節(jié)Salestarget;budgetedexpenditureintotalandbyitemofexpenses.Goalofthepromotion;Thetheme.Leadtimesforpreparation.Stockforecasting,productionquantitiesofdisplaymaterial,packagingetc.Allrulesapplicabletotheprogramme.Thelegalityofpromotioninthemarketandanyregulatoryapprovalneededtorunthepromotion.Criteriatomeasurepromotionsuccessandaprogrammetoevaluatesuccess.

銷(xiāo)售目標(biāo)；總的費(fèi)用預(yù)算及逐個(gè)項(xiàng)目的開(kāi)支。

促銷(xiāo)目的；主題?；I備所需的時(shí)間。

預(yù)測(cè)貨量，制造促銷(xiāo)宣傳品及包裝的數(shù)量等。

適合于這節(jié)目的規(guī)則。

這項(xiàng)促銷(xiāo)活動(dòng)在市場(chǎng)的合法性和進(jìn)行這項(xiàng)活動(dòng)的規(guī)定批準(zhǔn)。

衡量成功促銷(xiāo)的準(zhǔn)則和評(píng)估成功率的方法。op關(guān)鍵客戶(hù)管理介紹篇ppt120Accountplan客戶(hù)計(jì)劃

Detailedpla70Accountplan客戶(hù)計(jì)劃

Promotionplanningproposal促銷(xiāo)計(jì)劃op關(guān)鍵客戶(hù)管理介紹篇ppt120Accountplan客戶(hù)計(jì)劃

Promotionpl71Accountplan客戶(hù)計(jì)劃

Settingobjectives設(shè)立目標(biāo)Creatingordevelopingbrandawarenessandbuildcustomerloyalty.創(chuàng)造或發(fā)展品牌知名度和建立忠實(shí)消費(fèi)群。Increasemarketshareandimportanceintheaccount.增加市場(chǎng)份額及在客戶(hù)的重要地位。Improvemerchandisinganddistribution.改進(jìn)陳列及產(chǎn)品分銷(xiāo)。Increaseproducttrialbynewusersorusagebycurrentusers.增加新消費(fèi)群的試用和現(xiàn)有顧客使用。Blockingcompetitorsactivitiesetc.阻擋競(jìng)爭(zhēng)對(duì)手的活動(dòng)等。Generalobjectives全國(guó)的目標(biāo)op關(guān)鍵客戶(hù)管理介紹篇ppt120Accountplan客戶(hù)計(jì)劃

Settingobje72Accountplan客戶(hù)計(jì)劃

Settingobjectives設(shè)立目標(biāo)Additionalvolumetargetedtogeneratebytheaccountandoutlets.客戶(hù)和各門(mén)店所能達(dá)到的額外銷(xiāo)量。Increaseinmarketshareduringtheperiod.在這期間增長(zhǎng)市場(chǎng)份額。Achievetheactivitypointsandactivityshare.達(dá)成要求的活動(dòng)點(diǎn)和活動(dòng)率。Measurableimprovementinmerchandising.明顯改進(jìn)陳列率。Increasestockweightetc.提高存貨量等。Specificobjectives具體的目標(biāo)op關(guān)鍵客戶(hù)管理介紹篇ppt120Accountplan客戶(hù)計(jì)劃

Settingobje73Accountplan客戶(hù)計(jì)劃

Objectiveplanningform目標(biāo)制訂表op關(guān)鍵客戶(hù)管理介紹篇ppt120Accountplan客戶(hù)計(jì)劃

Objectivepl74Accountplan客戶(hù)計(jì)劃

Planningsheet計(jì)劃表op關(guān)鍵客戶(hù)管理介紹篇ppt120Accountplan客戶(hù)計(jì)劃

Planningshe75Accountplan客戶(hù)計(jì)劃

Annualplan全年計(jì)劃op關(guān)鍵客戶(hù)管理介紹篇ppt120Accountplan客戶(hù)計(jì)劃

Annualplan76Accountplan客戶(hù)計(jì)劃

Salespromotionplanner全年促銷(xiāo)計(jì)劃op關(guān)鍵客戶(hù)管理介紹篇ppt120Accountplan客戶(hù)計(jì)劃

Salespromot77Accountplan客戶(hù)計(jì)劃

Proceduresonhandlingnationalpromotion

處理全國(guó)性促銷(xiāo)的程序Agreepromotionformat同意促銷(xiāo)方式Goodsdeliveredtocustomers輸送貨物給客戶(hù)Setupdisplaysandpromotionmessages搞陳列及放上促銷(xiāo)宣傳品Customers消費(fèi)者M(jìn)onitorsalesperformanceandevaluateresult監(jiān)督銷(xiāo)量及評(píng)估業(yè)績(jī)Getcustomerorders跟客戶(hù)拿定單Salesmeetingorbriefingsession銷(xiāo)售會(huì)議或簡(jiǎn)報(bào)會(huì)Prepare&issuepromotionbriefingormemo準(zhǔn)備及發(fā)布促銷(xiāo)內(nèi)容簡(jiǎn)報(bào)或備記錄Setobjectiveforeacha\c,.outletsalesperson設(shè)立銷(xiāo)售員`門(mén)店`KA的目標(biāo)Salesstrategyandcontrolprocedures銷(xiāo)售策略及監(jiān)督程序CrosscheekwithspecialKA與特別KA相對(duì)檢查DispatchP.O.Smaterialstosalesteam派送促銷(xiāo)宣傳品給銷(xiāo)售隊(duì)伍Setpromotionobjective設(shè)立促銷(xiāo)目標(biāo)Actualsales實(shí)際銷(xiāo)量op關(guān)鍵客戶(hù)管理介紹篇ppt120Accountplan客戶(hù)計(jì)劃

Procedureso78Accountplan客戶(hù)計(jì)劃

Costcomparisonbetweenaccount客戶(hù)之間費(fèi)用比較op關(guān)鍵客戶(hù)管理介紹篇ppt120Accountplan客戶(hù)計(jì)劃

Costcompar79Accountplan客戶(hù)計(jì)劃

Costevolution費(fèi)用演變op關(guān)鍵客戶(hù)管理介紹篇ppt120Accountplan客戶(hù)計(jì)劃

Costevoluti80Accountplan客戶(hù)計(jì)劃

Preparingannualpromotionplan制訂全年促銷(xiāo)計(jì)劃Your2001salesbudgetisincreasedby18%versus2000netsales.KindlysetthesalesbudgetandpromotionforthefollowingKAonthefollowingpage.比起2000年銷(xiāo)量，你的2001年目標(biāo)將增長(zhǎng)18%。請(qǐng)?jiān)谙铝袨檫@KA設(shè)立2001年銷(xiāo)售目標(biāo)及全年促銷(xiāo)計(jì)劃。op關(guān)鍵客戶(hù)管理介紹篇ppt120Accountplan客戶(hù)計(jì)劃

Preparingan81ContinueCasestudy繼續(xù)事例研究

Preparingannualpromotionplan制訂全年促銷(xiāo)計(jì)劃op關(guān)鍵客戶(hù)管理介紹篇ppt120ContinueCasestudy繼續(xù)事例研究

Pre82Chapter5第五篇KEYACCOUNTNEGOTIATION與關(guān)鍵客戶(hù)談判op關(guān)鍵客戶(hù)管理介紹篇ppt120Chapter5op關(guān)鍵客戶(hù)管理介紹篇ppt12083Keyaccountnegotiation與關(guān)鍵客戶(hù)談判

Thedefinition定義Tousestrategicsellingandnegotiationskillstomatchtheclientneeds,andtoincreaseoveralllevelofourbusinesswiththeaccount.Negotiationtakeplacewhereeitherorbothpartieshaveneedstochangetheprogressofbusiness.E.ductrange,promotionalactivities.應(yīng)用策略銷(xiāo)售及談判技巧來(lái)結(jié)合公司的目標(biāo)及客戶(hù)的需求，并提高我們?cè)诳蛻?hù)中的業(yè)績(jī)。當(dāng)某一方或雙方有需要改變生意的進(jìn)展時(shí)，談判的情況就會(huì)發(fā)生。例如產(chǎn)品種類(lèi)、促銷(xiāo)活動(dòng)。op關(guān)鍵客戶(hù)管理介紹篇ppt120Keyaccountnegotiation與關(guān)鍵客戶(hù)談84Keyaccountnegotiation與關(guān)鍵客戶(hù)談判

Thedefinition定義Eachpartyhasareasofdifferencethatneedtoberesolved.E.g.cost,resources,timingetc.Sellingisthedirectsalesapproach;Negotiatingisthe`giveandtake`.任何一方者會(huì)有爭(zhēng)論性的問(wèn)題需要解決。例如價(jià)格、資源、時(shí)間選擇等等。銷(xiāo)售是直接推銷(xiāo)；談判是“交換條件”。op關(guān)鍵客戶(hù)管理介紹篇ppt120Keyaccountnegotiation與關(guān)鍵客戶(hù)談85Keyaccountnegotiation與關(guān)鍵客戶(hù)談判

Theannualnegotiation全年度的談判TheKAManagermustdevelopapresentationtoaddressalltheissues.Eg.:KA經(jīng)理必須展開(kāi)一項(xiàng)討論會(huì)討論有關(guān)問(wèn)題。如：Price,terms,discount,rebates,allowanceetc價(jià)格，條件，折扣，回扣，補(bǔ)貼等Turnover銷(xiāo)量Profitability利潤(rùn)C(jī)annibalizationofsalesforbrands奪取其他品牌的銷(xiāo)量

op關(guān)鍵客戶(hù)管理介紹篇ppt120Keyaccountnegotiation與關(guān)鍵客戶(hù)談86Keyaccountnegotiation與關(guān)鍵客戶(hù)談判

Theannualnegotiation全年度的談判Tradingterms貿(mào)易條件op關(guān)鍵客戶(hù)管理介紹篇ppt120Keyaccountnegotiation與關(guān)鍵客戶(hù)談87Keyaccountnegotiation與關(guān)鍵客戶(hù)談判

Theannualnegotiation全年度的談判Focusondemonstratingtothesatisfactionofkeyaccountthat:注重及證實(shí)如何滿(mǎn)足KA：Goodknowledgeoftheaccount`soverallsalesperformancewiththeproductcategory.擁有客戶(hù)在產(chǎn)品種類(lèi)中整體業(yè)績(jī)的良好知識(shí)。Preparedetailedcalculationtosupportproposal.準(zhǔn)備詳細(xì)的數(shù)據(jù)來(lái)支持這個(gè)建議。Toproduceanetincreaseinaccountturnoverandprofitforthecategory,afterallowingforanycannibalizationfromothercategoryproducts.奪取種類(lèi)中其他產(chǎn)品的生意后，為整個(gè)種類(lèi)提高銷(xiāo)量及利潤(rùn)。

op關(guān)鍵客戶(hù)管理介紹篇ppt120Keyaccountnegotiation與關(guān)鍵客戶(hù)談88Keyaccountnegotiation與關(guān)鍵客戶(hù)談判

Thenegotiatingprocess談判過(guò)程op關(guān)鍵客戶(hù)管理介紹篇ppt120Keyaccountnegotiation與關(guān)鍵客戶(hù)談89Keyaccountnegotiation與關(guān)鍵客戶(hù)談判

Tradingterms貿(mào)易條件op關(guān)鍵客戶(hù)管理介紹篇ppt120Keyaccountnegotiation與關(guān)鍵客戶(hù)談90Keyaccountnegotiation與關(guān)鍵客戶(hù)談判

Follow-uptonegotiations談判結(jié)束后所需做事項(xiàng)TokeyAccount關(guān)鍵客戶(hù)Tomotivatetheaccount`soutletstoorderanddisplayourproductsaspertheagreedproposal.激發(fā)KA的門(mén)店根據(jù)已協(xié)定的計(jì)劃，訂購(gòu)及陳列我們的產(chǎn)品。ThekeypersonslikelytobefocusareBuyers,StoreManager,Merchandising&A&Pstaffs,Storekeeper,staffsresponsibleforthecategoryatstorelevel.可能需要注重的關(guān)鍵人員是采購(gòu)員，門(mén)店經(jīng)理，采購(gòu)部及廣告促銷(xiāo)部的員工，倉(cāng)庫(kù)主管，在門(mén)店負(fù)責(zé)該產(chǎn)品種類(lèi)的員工。op關(guān)鍵客戶(hù)管理介紹篇ppt120Keyaccountnegotiation與關(guān)鍵客戶(hù)談91Keyaccountnegotiation與關(guān)鍵客戶(hù)談判

Follow-uptonegotiations談判結(jié)束后所需做事項(xiàng)OurOrganization我們的公司Toensureefficientorderprocessingandnetworkingwiththosepersonsinvolvedincontactingtheoutlets.確定有效的處理定單及聯(lián)系所有率涉到接觸門(mén)店的人員。TheyareSales/BranchManager,Salespersons,Merchandisers,Promoters,orderprocessingstaff,distributiondepartment,marketingpersonnelonspecializepromotionalactivities.他們是銷(xiāo)售/分行經(jīng)理，銷(xiāo)售員，理貨員，促銷(xiāo)員，處理定單人員，輸送部，市場(chǎng)部負(fù)責(zé)特殊促銷(xiāo)活動(dòng)的人員。op關(guān)鍵客戶(hù)管理介紹篇ppt120Keyaccountnegotiation與關(guān)鍵客戶(hù)談92Casestudy事例研究

Preparetonegotiate準(zhǔn)備談判

Kindlypreparetonegotiatewith“G-Mart”onthenewtradingtermswiththe2setsofinformationprovided.根據(jù)以下所提供的兩組資料，請(qǐng)準(zhǔn)備與G-Mart談判關(guān)于新的貿(mào)易條件。op關(guān)鍵客戶(hù)管理介紹篇ppt120Casestudy事例研究

Preparetoneg93ContinueCasestudy繼續(xù)事例研究

2001PromotionalExpenditure2001年促銷(xiāo)費(fèi)用op關(guān)鍵客戶(hù)管理介紹篇ppt120ContinueCasestudy繼續(xù)事例研究

20094Summaryofcasestudy事例研究概要op關(guān)鍵客戶(hù)管理介紹篇ppt120Summaryofcasestudy事例研究概要op95Chapter6

第六篇

BUSIMESSREVIEWMEETING

業(yè)務(wù)檢討會(huì)議op關(guān)鍵客戶(hù)管理介紹篇ppt120Chapter6

第六篇

BUSIMESSREVIEW96Frameworkofsystemandprocedures系統(tǒng)的結(jié)構(gòu)及程序

Accountmanagementmeeting關(guān)鍵客戶(hù)會(huì)議Everymeetingshouldhaveasellingpurpose.

每個(gè)聚會(huì)都必須有個(gè)銷(xiāo)售目的。TheAccountManagershouldavoidfallingintothetrapof‘courtesymeeting’關(guān)鍵客戶(hù)經(jīng)理應(yīng)該避免《閑談式會(huì)議》的情況發(fā)生。Thecommonexcuseistomaintainrelationship.一般上的理由是為了保持關(guān)系。Thenegativesideisthebuyerlearnsthatheorshecanhavemeetingandavoiddiscussingbusinessissuesormakingcommitment.不良的一面就是讓采購(gòu)員習(xí)慣在聚會(huì)時(shí)避免談?wù)撋饣蜃鞒龀兄Z。op關(guān)鍵客戶(hù)管理介紹篇ppt120Frameworkofsystemandproced97Frameworkofsystemandprocedures系統(tǒng)的結(jié)構(gòu)及程序

Accountmanagementmeeting關(guān)鍵客戶(hù)會(huì)議Meetingistimeconsuming,that`swhytheroleistobeconductedinbusinessdevelopmentfashion,notjusttreatedasaroutinecallonasmalloutlet.

聚會(huì)需要消耗時(shí)間，所以它的角色必須扮演為發(fā)展生意方式，而不是當(dāng)作拜訪(fǎng)普通小店一般看待。Toscheduleaheadthereviewmeetings.事先安排生意檢討會(huì)議的日期。op關(guān)鍵客戶(hù)管理介紹篇ppt120Frameworkofsystemandproced98Frameworkofsystemandprocedures系統(tǒng)的結(jié)構(gòu)及程序

Quarterlyreviewmeeting季度生意檢討會(huì)EvaluateKA`sperformanceagainsalesbudgetbybrand,byoutletandcompareoverallmarketperformance.評(píng)估KA在品牌，門(mén)店及整體在市場(chǎng)上的業(yè)績(jī)與目標(biāo)相比。Consideranycorrectiveactiontocovershortfallagainstsalestarget.考慮補(bǔ)救銷(xiāo)量所需糾正的行動(dòng)。Updateonthekeyaccount`sstrategyinitsmarketandoutlets.告知KA在市場(chǎng)及門(mén)店策略的最新情況。UpdateKA`sperformanceinthemarketplace