銷售隊(duì)伍管理

1、僅供內(nèi)部參考！2013年12月 供應(yīng)商分銷商工程類客戶系統(tǒng)集成商渠道商客戶競爭供應(yīng)商供應(yīng)商最終用戶最終用戶系統(tǒng)集成商系統(tǒng)集成商分銷商分銷商最終用戶最終用戶（商業(yè)代理商）（商業(yè)代理商）最終用戶最終用戶系統(tǒng)集成商系統(tǒng)集成商最終用戶最終用戶供應(yīng)商供應(yīng)商分銷商分銷商系統(tǒng)集成商系統(tǒng)集成商最終用戶最終用戶什么是利益？什么是利益？X 金錢X 價(jià)格X 增值服務(wù)X 高性能技術(shù)方案X 提升本公司品牌X 。供應(yīng)商供應(yīng)商分銷商分銷商系統(tǒng)集成商系統(tǒng)集成商最終用戶最終用戶結(jié)論：結(jié)論：利益鏈長的產(chǎn)品設(shè)計(jì)能夠覆蓋更多市場！利益鏈長的產(chǎn)品設(shè)計(jì)能夠覆蓋更多市場！最終用戶：最終用戶：開祥化工開祥化工江蘇公司A河南公司河南公司B B

2、眾維力達(dá)眾維力達(dá)最終用戶：最終用戶：說服將振動(dòng)檢測單獨(dú)招標(biāo)說服將振動(dòng)檢測單獨(dú)招標(biāo)江蘇公司江蘇公司A：跟最終用戶關(guān)系好，讓他中標(biāo)跟最終用戶關(guān)系好，讓他中標(biāo)河南公司河南公司B：讓渡部分利益，托標(biāo)，并且不反對讓渡部分利益，托標(biāo)，并且不反對BENTLY品牌品牌眾維力達(dá)：眾維力達(dá)：確保確保bently品牌，并產(chǎn)生供貨訂單品牌，并產(chǎn)生供貨訂單市場分析市場分析答案答案考核考核責(zé)任心責(zé)任心規(guī)劃規(guī)劃目標(biāo)目標(biāo)占有率占有率潛在客戶潛在客戶銷售財(cái)務(wù)目標(biāo)銷售財(cái)務(wù)目標(biāo)商業(yè)計(jì)劃商業(yè)計(jì)劃實(shí)施實(shí)施執(zhí)行執(zhí)行客戶管理客戶管理 (KFC) Keep保持 Find尋找 Close完成商業(yè)活動(dòng)商業(yè)活動(dòng)項(xiàng)目列表項(xiàng)目列表閉環(huán)反饋客戶分析客戶

3、分析市場定位市場定位替代產(chǎn)品替代產(chǎn)品行業(yè)趨勢行業(yè)趨勢潛在客戶潛在客戶銷售業(yè)績銷售業(yè)績市場份額市場份額商業(yè)活動(dòng)的有效性商業(yè)活動(dòng)的有效性結(jié)構(gòu)一：矩陣式A A公司公司振動(dòng)檢測振動(dòng)檢測產(chǎn)品經(jīng)理產(chǎn)品經(jīng)理控制系統(tǒng)控制系統(tǒng)銷售經(jīng)理銷售經(jīng)理低壓傳動(dòng)低壓傳動(dòng)產(chǎn)品經(jīng)理產(chǎn)品經(jīng)理中壓傳動(dòng)中壓傳動(dòng)產(chǎn)品經(jīng)理產(chǎn)品經(jīng)理分析儀表分析儀表產(chǎn)品經(jīng)理產(chǎn)品經(jīng)理華北區(qū)域華北區(qū)域銷售銷售銷售銷售銷售西北區(qū)域西北區(qū)域銷售銷售銷售銷售銷售華東區(qū)域華東區(qū)域銷售銷售銷售銷售銷售華中區(qū)域華中區(qū)域銷售銷售銷售銷售銷售華南區(qū)域華南區(qū)域銷售銷售銷售銷售銷售西南區(qū)域西南區(qū)域銷售銷售銷售銷售銷售結(jié)構(gòu)一：矩陣式矩陣式銷售隊(duì)伍的條件：通用產(chǎn)品，市場需求大產(chǎn)品標(biāo)準(zhǔn)

4、化，易于選型價(jià)格模塊化，產(chǎn)品與價(jià)格直接相關(guān)大規(guī)模市場推廣RegionRegion區(qū)域區(qū)域銷售總監(jiān)銷售總監(jiān)BranchBranchBranchBranchSESESESESESESESESESESESE BranchBranchBranchBranchSESESESESESESESESESESESE辦事處辦事處辦事處辦事處辦事處辦事處SESESESESESE辦事處辦事處SESESESESESEBranchBranchSESESESESESEBranchSESESERegion矩陣結(jié)構(gòu)的全國布局矩陣結(jié)構(gòu)的全國布局It is Critical to Quickly Identify those Re

5、sources not Performing to Goal.矩陣結(jié)構(gòu)的劣勢： 區(qū)域之間，銷售人員之間利益沖突 銷售人員良莠不齊，人員流動(dòng)快典型的適合于矩陣銷售的產(chǎn)品：PLC, 標(biāo)準(zhǔn)傳動(dòng)，低壓電器，閥門，電機(jī)，齒輪等 結(jié)構(gòu)二：金字塔型造紙?jiān)旒堃苯鹨苯鹛嵘龣C(jī)提升機(jī)華北華北西北西北華東華東華中華中華南華南HeilongjiangJilinInner MogoriaBeijingShenyangDalianTianjinXianHubeiShanghaiZhejiangFuzhouXiamenShenzhenGuangzhouChangshaKunmingChengduChongqingNancha

6、ngShandongQingdaoHefeiXinjiangTibet QinghaiHainanJiangsuHarbinChangchunLiaoningHebeiSichuanYunnanFujianGuangdongMacauHongkongTaibeiTaiwanJiangxiHunanWuhanGuiyangGuizhouNanningGuangxiHaikouAnhuiShanxiZhengzhouHenanYantaiJinanHangzhouLhasaXiningUrumqiLanzhouGansuYinchuanNingxiaHohehotShanxiTaiyuanWuxi

7、NanjingLiuzhouEast RegionNorth RegionSouth RegionBeijing RegionNortheast RegionA A公司公司x x產(chǎn)品的區(qū)域分布產(chǎn)品的區(qū)域分布Automotive TOP 50 Accounts in ChinaLocationSalesAccount NameOwnershipProductsCapacityInstalled Base(Province/city)(Auto Makers,Suppliers-Tier1,DIs,OEMs)(Joint Ventures/Domestic)(Models)(K)North Reg

8、ionShenyangSGM-Shenyang NorsomGlobal JV:SAIC-25%;GM-25%;SGM-50%Buick GL810RA-70%;GEChangchunFAW-VW Global JV:FAW-50%;VW-50%Audi A4,A6,Bora,Golf,Jetta,Candi660Siemens,Turck,SEW, RA-20%HarbinHa Fei MotorDomesticMinibus,family car200Omron,Mitsubushi, SEW,Turck,RA-60%ShenyangShenyang Brilliance Jinbei A

9、utomotive Co.LtdDomestic:Shenyang Jinbei Automotive Co.49%;Brilliance China Automotive Holdings Ltd.-51%Zhonghua,Grace30Siemens;Omron;Mitsubushi;RA-5%ChangchunFAW-Car Co.LtdDomestic:FAW-64%;others-36%Red Flag,Mazda 6150Siemens,Mitsubushi,RA-50%DalianFAW-Jiefang Automotive Company Ltd.Dalian Diesel E

10、ngine CompanyDomesticDiesel150Omron,Mitsubushi,Siemens,RA-5%DalianFAW-Dalian BusDomesticBus5Omron,Siemens,RA-80%ShenyangShenyang Automation Institute(OEM)OEMrobot,AGV100setsOmron,Mitsubushi,Siemens,RA(20%)ChangchunNortheast Machinery and Conveyer CompanyOEMConveyer50 setsOmron,Mitsubushi,Siemens,Tur

11、ck,SEW, RA-30%ChangchunDI No.9DIOmron,Mitsubushi,Siemens,Turck,SEW, RA-70%South RegionLiuzhouSAIC GM Wuling Automobile Co.Ltd.Global JV:SAIC-50%;GM-34%;Luizhou Wuling Co.-16%Chevrolet Spark 300 RA-90% LiuzhouDongfeng Liuzhou Motor Co.Ltd.Domestic:Dongfeng Motor Corp.-100%Trunk, MPV 100 Mitsubishi/RA

12、-50% ChongqingChangAn Ford Automobile Co.Ltd.Global JV:Ford-50%;Changan Auto-50%Ford Fiesta,Mondeo 150 Mitsubishi/RA-5%ChongqingChangAn MotorDomestic,min-Bus 400 Siemens ChongqingChongqing Yanfeng Johnson Controls Automotive Seating Co.Ltd.Global Supplierseats 50 Siemens ChongqingDI No.3DI Schneider

13、 ChengduFAW-ChengduDomestic:FAW-50%;Sichuan Province-50%Jetta 150 New Plant ShenzhenHafei Motor Shenzhen PlantDomesticFamily Car 100 New Plant;Turck/RA-60% GuangzhouGuangzhou Toyota,Global JV:Toyota Motor-50%;Guangzhou Auto-50%Camry,RAV4 100 Toyopuc/RA-15%GuangzhouGuangzhou NissanGlobal JV:NissanMot

14、or-50%;Dongfeng Auto-50%Sunny,Bluebird 170 Mitsubishi/OmronEast Region/WuhanJiangxi NanchangJMC-FordGlobal JV:Ford-30%;JMC-70%Ford Transit 100 Siemens,RA-20% Jiangxi NanchangJMC-Changan-FordGlobal JV:JMC Ford-50%;Changan Ford-50%Lufeng 100 New plant Jiangxi JiujiangJianxi Changhe Automobile Co.Ltd.D

15、omestic:Jiangxi Changhe Aviation-64%;Hefei Changhe Automobile-8%;Others-28%;Bei douxing 100 Mitsubushi,RA-8% Hubei XiangfanDongfeng NissanGlobal JV:Dongfeng Motor-50%;Nissanr Motor-50%Nissan Bluebird,Sunny, 100 MitsubishiWuhanDongfeng Peugeot Citroen Automotive Co.Ltd.Global JV:Dongfeng Motor-32%;Ch

16、ina Development Bank-17%;PSA-32%;others-19%;Citroen Elysee,Fukang,Picasso,Xsara,peugeot 307; 150 Schneider,Siemens,Hubei ShiyanDongfeng Automobile Co.Ltd.Domestic:Dongfeng Motor-70%;Publicly held-23%Light-commercial vehicles,Cummins diesels 500 Siemens,Mitsubishi,RA-10% Hubei xiangfanDongfeng Cummin

17、sGlobal JV:Dongfeng Motor-50%;Cumminsr Motor-50%disel engine Siemens,RA-10% WuhanDongfeng DIDI Siemens,Mitsubishi,Schneider,RA-10%, Hunan YongzhouHunan Changfeng Motor Co.Ltd.Global JV:Changfeng Group-47%;others-33%;Mitsubishi Motor-20%Liebao(Mitsubishi Pajero) 50 ,Siemens,Mitsubishi,RA-70% Hunan Ch

18、angshaHunan Changfeng Motor Co.Ltd.Global JV:Changfeng Group-47%;others-33%;Mitsubishi Motor-20%Liebao(Mitsubishi Pajero) 10 Siemens,Mitsubishi,RA-70%, East Region/ShanghaiShanghaiShanghai General Motors Corp.Ltd.Global JV:SAIC-50%;GM-50%Buick,GLX,GL,GS,GL8,Regal,Excelle;600 Siemens,GE,RA(5%) Shangh

19、aiShanghai VW Automotive Co.Ltd.Global JV:SAIC-40%;VW-50%;CNAI:10%Gol,Passat,Polo,Santana600 Siemens, ShanghaiDelphi Automotive System(China)Holding Co.Ltd.Global Suppliersbatteries,Engine management systems,HVAC,wiring harnesses,brake,steering system500RA(50%),SiemensShanghaiLear Corp.China Ltd.Glo

20、bal Suppliersautomobile carpet,insulators,door trim,wire harnesses,headliners,seats600RA(100%)ShanghaiABBOEMRobert, Conveyer600RA(0%)ShanghaiJohnson Controls ShanghaiGlobal Suppliersseats,door panels,airbags,IP consoles,instrument panels,sun visors200RA(50%),Siemens,othersNanjingNanjing Fiat Co.Ltd.

21、Global JV:NAC-50%;Fiat-50%;Palio,Siena300Siemens,Mitsubushi,RA-40%NanjingNanjing Automotive groupGlobal JV:Mazda 3, Rover300Mitsubishi, RAWuxiMiracle Logistics (Conveyor OEM)OEMConveyer400RA: 15-20%WuhuChery Automotive Co.Ltd.Domestic:Chery-100%;Fengyun,QQ,Qiyun,Son of East500GE,Siemens, RA-30%Beiji

22、ng RegionBeijingBBDC (Beijing Benz Daimlar-Chrysler Co.)Global JV:DaimlerChrysler 50%;Beijing Automotive Industry Holding Co.Ltd.-50%;Outlander, Chrysler 300C 150 RA-60%, Siemens, Omron & Mitsbishi BeijingBeijing Hyundai Motor Co.Global JV:Hyundai-50%;Beijing Automobile Investment Co.Ltd.-50%;Hy

23、undai Elantra,Sonata 300 RA-5%, Siemens,Mitsbishi LuoyangSCIVIC/DI No.4DI/ DomesticBaodingGreat Wall Automobile Holding Co.Ltd.Domestic:Founder-member-51%;Government-30; Public-19%;Safe, Hafe Plant 1 50Plant 2 150 Mitsubishi, SiemensTaiyuanOrient logistics (Tier 1 conveyor maker)OEMConveyorMitsubish

24、i, SiemensTianjinTianjin FAW Toyota Motor Co.Ltd.Global JV:FAW-20%;FAW Xiali-30%;Toyota-50%;Crowne, Corolla,Vios Plant 1 120Plant 2 200 Plant 1: RA-25%, MitsbishiPlant 2: RA-5%, Toyopac TianjinJohn DeereCooperate Accounttransmision 50 YantaiSGM Dongyue MotorsGlobal JV:SGM-50%;GM-25%;SAIC-25%;Sail,Sa

25、il SRV 300 RA-5%, Siemens,Mitsbishi, Omron QingdaoSGMW QingdaoSGMW BranchMinivan 50 RA-20%, Mitsbishi JinanJinan No.2 MachineryOEMPress Machine RA-20%, Siemens, Omron 產(chǎn)品與工程服務(wù)緊密相關(guān)，銷售期間涉及到工程方案設(shè)計(jì)銷售人員需要較強(qiáng)的技術(shù)背景或者配備售前應(yīng)用工程師產(chǎn)品針對于特定應(yīng)用或工藝，不具備大量的市場覆蓋銷售人員可以都集中在總部，而無需外派到各地，但是負(fù)責(zé)各區(qū)域市場適合于金字塔型銷售的產(chǎn)品：工程型項(xiàng)目，大型檢測儀表等信息分析

26、信息分析促銷活動(dòng)促銷活動(dòng)Find尋找尋找電話及電話及拜訪拜訪有效項(xiàng)目機(jī)會(huì)有效項(xiàng)目機(jī)會(huì)無效項(xiàng)目機(jī)會(huì)無效項(xiàng)目機(jī)會(huì) Close完成完成Keep維持維持輸輸電話及電話及拜訪拜訪贏贏ITImplementsGoal SettingWebsite訂立合同訂立合同發(fā)貨發(fā)貨TargetsTargets項(xiàng)目信息項(xiàng)目信息規(guī)劃規(guī)劃目標(biāo)目標(biāo)占有率占有率潛在客戶潛在客戶銷售財(cái)務(wù)目標(biāo)銷售財(cái)務(wù)目標(biāo)商業(yè)計(jì)劃商業(yè)計(jì)劃1234財(cái)務(wù)計(jì)劃，費(fèi)用財(cái)務(wù)計(jì)劃，費(fèi)用/訂單額訂單額/銷售額銷售額區(qū)域辦事處銷售評估區(qū)域辦事處銷售評估銷售人數(shù)評估銷售人數(shù)評估銷售工具建立銷售工具建立規(guī)劃內(nèi)容規(guī)劃內(nèi)容:567根據(jù)產(chǎn)品定位確定潛在市場根據(jù)產(chǎn)品定位確定潛

27、在市場大客戶計(jì)劃大客戶計(jì)劃市場開發(fā)的商業(yè)計(jì)劃市場開發(fā)的商業(yè)計(jì)劃總體管理模塊總體管理模塊 模塊模塊1目標(biāo)制定目標(biāo)制定 模塊模塊 2 區(qū)域及辦事處工作評估區(qū)域及辦事處工作評估潛在市場潛在市場競爭對手及渠道分析競爭對手及渠道分析模塊模塊 3 資源分配資源分配時(shí)間及區(qū)域管理時(shí)間及區(qū)域管理銷售人員管理銷售人員管理模塊模塊 4 項(xiàng)目機(jī)會(huì)管理項(xiàng)目機(jī)會(huì)管理本年度任務(wù)完成情況本年度任務(wù)完成情況重大活動(dòng)規(guī)劃重大活動(dòng)規(guī)劃銷售檢討銷售檢討模塊模塊5區(qū)域內(nèi)規(guī)劃區(qū)域內(nèi)規(guī)劃銷售的實(shí)施過程就是銷售隊(duì)伍的日常管理Excel Front End項(xiàng)目機(jī)會(huì)管理表項(xiàng)目機(jī)會(huì)管理表錄入工具錄入工具數(shù)據(jù)庫數(shù)據(jù)庫報(bào)告報(bào)告促銷計(jì)劃促銷計(jì)劃銷售人

28、員定期銷售人員定期填入項(xiàng)目機(jī)會(huì)填入項(xiàng)目機(jī)會(huì)錄入工具錄入工具Excel Front End銷售目標(biāo)銷售目標(biāo)管理表管理表Excel Format銷售活動(dòng)管理表銷售活動(dòng)管理表 Excel Format辦事處經(jīng)理管辦事處經(jīng)理管理辦事處目標(biāo)理辦事處目標(biāo)辦事處經(jīng)理管理銷辦事處經(jīng)理管理銷售活動(dòng)售活動(dòng)銷售報(bào)告錄入數(shù)據(jù)銷售報(bào)告錄入數(shù)據(jù)庫庫總結(jié)總結(jié);1. 銷售工程師需要保持精確的項(xiàng)目銷售工程師需要保持精確的項(xiàng)目機(jī)會(huì)清單機(jī)會(huì)清單.2. 辦事處經(jīng)理制定辦事處的目標(biāo)；辦事處經(jīng)理制定辦事處的目標(biāo)；組織大型活動(dòng)并監(jiān)控銷售人員的業(yè)組織大型活動(dòng)并監(jiān)控銷售人員的業(yè)績?？?。3. 區(qū)域經(jīng)理制定本區(qū)域指標(biāo)；組織區(qū)域經(jīng)理制定本區(qū)域指標(biāo)；

29、組織區(qū)域性的促銷及監(jiān)控各辦事處業(yè)績。區(qū)域性的促銷及監(jiān)控各辦事處業(yè)績。 錄入工具錄入工具(4) File Folders will Contain Individual Excel Spreadsheets關(guān)鍵事件關(guān)鍵事件 針對每個(gè)辦事處及區(qū)域甚至全國各一個(gè)目錄報(bào)告報(bào)告 針對每個(gè)辦事處及區(qū)域甚至全國各一個(gè)目錄銷售目標(biāo)銷售目標(biāo) 針對每個(gè)辦事處及區(qū)域甚至全國各一個(gè)目錄項(xiàng)目機(jī)會(huì)項(xiàng)目機(jī)會(huì) 每位銷售人員一個(gè)文件 銷售管理銷售管理時(shí)間及區(qū)域管理時(shí)間及區(qū)域管理 制定銷售計(jì)劃制定銷售計(jì)劃 基于區(qū)域基于區(qū)域 基于渠道基于渠道 基于業(yè)務(wù)部門基于業(yè)務(wù)部門 基于行業(yè)基于行業(yè) 業(yè)務(wù)增長的規(guī)劃業(yè)務(wù)增長的規(guī)劃 資源開發(fā)資源開

30、發(fā)銷售人員管理銷售人員管理 根據(jù)規(guī)劃檢討業(yè)績根據(jù)規(guī)劃檢討業(yè)績 已完成的銷售額已完成的銷售額 渠道管理渠道管理 促銷管理促銷管理 客戶管理客戶管理 項(xiàng)目機(jī)會(huì)管理項(xiàng)目機(jī)會(huì)管理項(xiàng)目機(jī)會(huì)跟蹤及項(xiàng)目機(jī)會(huì)跟蹤及分類分類 以客戶為中心的銷售方以客戶為中心的銷售方案案 基于價(jià)值的銷售基于價(jià)值的銷售 客戶客戶 維護(hù)的成本維護(hù)的成本銷售管理事務(wù)具體而復(fù)雜，個(gè)人認(rèn)為最有效的方法是：項(xiàng)目清單內(nèi)容包括：1，項(xiàng)目名稱2，設(shè)計(jì)院3，總包單位4，項(xiàng)目進(jìn)度5，供貨范圍6，主要決策人Target目標(biāo)Weight權(quán)重Metal Business:冶金項(xiàng)目1Keep and grow the import project in metal industry冶金進(jìn)口行業(yè)項(xiàng)目的 保持和增長25%Order:訂單70%Sales:銷售額30%2metal business performance本地冶金項(xiàng)目業(yè)績25%Order:訂單88.9M40%Sales:銷售額111M30%HW Gross margin:硬件毛利率26.7M20%Total Gross margin:總