超市大客户部拜访准备ppt课件.ppt

《超市大客户部拜访准备ppt课件.ppt》由会员分享，可在线阅读，更多相关《超市大客户部拜访准备ppt课件.ppt（25页珍藏版）》请在三一办公上搜索。

1、,Copyright 2003 Metro Cash & Carry International GmbH,Guideline Metro China 麦德龙中国工作方针,Preparation of Customer Visits客户拜访准备,2,Aims 目标,No Customer visits without preparation 拜访客户前必须做好准备 Targeted and pro-active Customer approach 目标明确、有效的客户拜访,3,Involved Parties 参加人员,Overall responsibility:主要负责人Floor Man

2、ager - Sales楼经- 销售,Customer Entrance Staff (CE)顾客入口处人员（客户接待）,4,Process Overview 主要步骤,Step 7,Development of Customer approach 客户拜访的提高与发展,Step 6,Analysis of customer information 客户信息分析,Step 5,Print out of ME600 打印 ME600,Step 4,Set up of weekly visit plan and working time 制定每周拜访计划和工作时间安排表,Step 3,Print

3、out of whole customer list 打印全部顾客清单,Step 2,Set up of monthly visit plan 制定每月拜访计划,Step 1,Analysis of monthly report 月报表分析,5,On 10th 15th of each month: analysis of the monthly report of the past month 每月1015日: 分析上月的月报表The customer trend is worked out by comparing the accumulated and the monthly repor

4、t 比较累计报表、当月报表，分析客户发展趋势The customer trend is compard with the strategy of the company 将客户发展趋势与公司战略相比较Based on the results of the analysis a proposal for the following months visit plan is set up specifying the customer target groups and the districts 在分析结果的基础上，制定下一个月拜访计划，指定目标顾客群及目标区域,Step 1,Analysis

5、of monthly report 月报表分析,SGM / FM 商场经理/楼经SGM / FM 商场经理/楼经SGM / FM商场经理/楼经FM 开楼经,6,Between 15th and 20th of each month SGM and FM hold a meeting to discuss the FM CCs proposal 每月1520日商场经理及楼经开会讨论决定客开楼经提出的建议。Approval of next months visit plan 认可下一个月的拜访计划The list of the districts defined in the monthly vi

6、sit plan is passed on to EDP department 将每月拜访计划中设定的区域清单交给EDP部门Print out of whole Customer list for the selected districts 打印所选择区域的所有客户清单,Step 2,Set up monthly visit plan 制定月拜访计划,SGM / FM 商场经理/楼经SGM / FM 商场经理/楼经FM楼经EDP电脑部,7,Monthly Visit Plan (sample format)每月拜访计划（格式举例）,8,The whole Customer List is p

7、rinted monthly for the selected districts.根据指定区域每月打印出所有客户清单List includes the following information on all Customers including blocked Customers.含锁禁客户在内的所有客户清单包括以下信息Company name 公司名称Address 地址Building number 办公楼编号Block code 封锁代码Customer status 客户状况By 25th of each month the list is handed over to CE s

8、taff 每月25日前将该清单交给客户接待员The list is separated per SE / KAE and the parts are handed over to the respective SE / KAE将清单划分后分别给每位销售专员/客户专员SE and KAE take the list with them on every tour销售专员/客户专员拜访客户时必须带上此清单,Step 3,Print complete Customer list 打印所有客户清单,EDP电脑部EDP电脑部EDP电脑部CE客户接待员SE / KAE 销售专员/客户专员,9,The vi

9、sit plan fo the following week is defined by Friday afternoon with the following details:每周五下午制定下周拜访计划，内容如下Plan made up per separate week day 每一个工作日的计划Definition of Customers and route 确定拜访的顾客及路线Including some spare Customers in the case another Customer can not be reached 包括额外客户（万一没有拜访到原定客户可做候补用）Ap

10、proval of each SEs / KAEs working plan 批准每个销售专员/客户专员的工作计划The order and time of visits must be adapted to the customers working habits 拜访的顺序和时间应该符合客户的工作习惯If necessary an appointment must be made before by phone. 如有必要，事先打电话同客户预约If necessary also the working times of the SE / KAE have to be adapted to

11、the Customers working habits. (ex. SE Canteen start their tour earlier)如有必要，每个销售专员/客户专员的工作时间应该符合客户的工作习惯（例如，食堂销售专员可以提前开始工作）,Step 4,Set up weekly visit plan including time allocation 制定每周拜访计划及工作时间安排表,SE / KAE销售专员/客户专员FM 楼经SE / KAE销售专员/客户专员SE / KAE销售专员/客户专员FM 楼经,10,ME600 must be printed out for every C

12、ustomer in the weekly plan (including spare Customers) 打印每位客户的ME600必须纳入每周计划（包括额外客户）Print out is done latest one day before the visit to ensure a thorough analysis of data. 最迟不超过拜访前一天必须打印出ME600,以确保数据已得到全面分析Responsibility for print out must be clearly defined to ensure print out is made in time 必须明确打印

13、工作的负责人员，以保证能及时打印,Step 5,Print out of ME600 打印ME600,FM 楼经FM 楼经FM 楼经,11,FM hands over the complete list of Customers to be visited in the following week to EDP department 楼经将下周需要拜访的所有客户清单交给电脑部EDP print out all ME600 according to the list and hand them over to CE employee 电脑部根据清单打印所有ME600后交给客户接待员CE sep

14、arate ME600 by SE / KAE客户接待员按每位销售专员/客户专员划分ME600CE hand over ME600 to SE / KAE客户接待员将按ME600交给每位销售专员/客户专员,Option 1 选项1,Friday afternoon周五下午Sunday moring周日上午Sunday afternoon周日下午Monday morning周一早上,Possible options of responsibility and timing可供选择的打印负责人员及打印时间,12,FM hands over the complete list of Customer

15、s to be visited in the following week to CE Employee 楼经将下周需要拜访的所有客户清单交给客户接待员CE print out all ME600 for the following day and separate them by SE / KAE客户接待员根据清单打印第二天所有ME600后再将ME600按每位销售专员/客户专员分开After return of SE / KAE to the store CE hand over ME600 for next day to them每位销售专员/客户专员回到商场后，客户接待员交给他们第二天的

16、ME600,Option 2 选项2,Friday afternoon周五下午Sunday Thursday mornings周日周四上午Sunday Thursday in the afternoon周日周四下午,Possible options of responsibility and timing可供选择的打印负责人员及打印时间,13,Analyze data on ME600. ME600的数据分析Analyze data from previous visits 上次拜访的数据分析,Step 6,Analyze Customer information 客户信息分析,SE / KA

17、E销售专员/客户专员SE / KAE销售专员/客户专员,Visit preparation is not finished by printing out the ME600, but the data it contains have to be analysed in order to develop an active Customer approach 客户拜访的准备工作并不以ME600打印介绍而告终，因该对数据进行分析以提高客户拜访的有效性！,14,Analyze ME600,Accumulative Purchase累计销售Is the Y-T-D purchase higher

18、or lower than last year?今年累计销售额比去年同期高还是低？What is the reason?原因是什么？,15,Analyze ME600,Last date of visit上次拜访日期 How long ago was the last contact?上次拜访距今已有多少时间？,16,Analyze ME600,Branch Code 行业代码 What are the specific requirements of this Customer branch? 该行业的客户有什么特殊需求？ When is the best visit time?什么时候是最

19、佳拜访时间？,17,Analyze ME600,Date of registration会员卡登记日 How long has the Company been Metro Customer?该客户成为麦德龙会员已有多少时间？,18,Analyze ME600,Average Invoice平均帐单金额 How is the development to last year? 与去年相比提高多少？ What could be the reason for the development?提高的原因是什么？,19,Analyze ME600,Food / Non-Food Share食品/非食品

20、销售比例Is the share comparatively high / low?该比例是高还是低？What could be the reason for difference from the average? 与正常比例相比差异很大的原因是什么?,20,Analyze ME600,MM Share Food & Non-Food 广告商品销售比例 How high is the Customers MM share?该客户广告商品销售比例有多高？ Is the share comparatively low or high?该比例相对来说是高还是低？ Why is it higher

21、or lower than the average?为什么比正常比例高或低？,21,Analyze ME600,Sales per Department 部门销售数据 Which departments does the Customer mainly buy from?客户主要购买哪几个部门商品？ Are the products of these departments related to the Customers business?这些部门商品与客户经营业务有关吗？ How is the development compared to previous year?与去年相比有什么进展

22、？What could be the reason for positive, negative or stable development?销售增长、降低的原因是什么？,22,Analyze data from previous visits 先前拜访的数据分析,Estimated Customer Potential 客户购买潜力预估How high is Metros share of the total potential? 在麦德龙采购的金额占全部购买潜力的比例有多高？In which product group lies the highest untouched potentia

23、l?那些商品组是该顾客最有可能于将来采购的？How can the untouched potential be gained? 如何开发购买潜力？Major articles purchased in Metro 在麦德龙购买的主要商品Are there any supplementary articles we can offer the Customer?有没有替代商品可以提供给顾客？Is there any special offer / promotion or new product related to those articles?有没有与这些商品有关的特价商品、促销商品或新商

24、品？,23,Analyze data from previous visits先前拜访数据分析,Customer request 客户要求Have all former requests from the Customer been solved or answered? 客户以前提出的要求是否都已经得到解决或答复？Specialties on the Menu 菜单上的特色菜Are there any specialties on the menu which are difficult to obtain?菜单上有什么品种难以找到？Which is the current mode of

25、supply?目前的供货渠道？Can Metro offer this product?麦德龙可以提供这些品种吗？,24,Definition of visit target / reason 拜访目标、原因的确定Development of an active Customer approach with the support of all departments and support materials:通过部门的支持以及利用一下工具提高有效的客户拜访:Special offers (MM, flyers)特价商品（邮报、宣传页）New products新商品Alternative p

26、roducts or brands可供选择的商品或品牌Metro own brands麦德龙自有品牌1st Price articles超值商品清单Anticipation of Customers possible reaction, questions and comments.对客户可能产生的反应、提出的问题和要求进行预测Anticipation of Customers possible negative attitude and development of arguments.对客户可能产生的否定态度及争议进行预测Preparation of how to start the sa

27、les talk准备如何开始与客户交谈,Step 7,Development of Customer approach 客户拜访的提高与发展,SE / KAE销售专员/客户专员SE / KAE/ HD销售专员/客户专员/部门主管SE / KAE销售专员/客户专员SE / KAE销售专员/客户专员SE / KAE销售专员/客户专员,25,Support & Coaching 支持与指导,FM spends one half day every two month with every SE / KAE visiting customers together.楼经每2个月花半天时间与每位销售专员/客户专员一同拜访客户。During this time, FM coaches, support and evaluate the following points:在此期间，楼经应指导，支持并评估以下几点： Visit preparation 拜访准备 Sales talk 与客户交谈 Execution of visit 拜访实施 Written progress and evaluation report of each SE / KAE对每个销售专员/客户专员给予书面形式的过程及评估报告,