重點(diǎn)客戶管理培訓(xùn)(ppt)

重點(diǎn)客戶管理介紹重點(diǎn)客戶管理客戶簡(jiǎn)介及評(píng)估客戶了解客戶組織及采購(gòu)員重點(diǎn)客戶的策略促銷在銷售點(diǎn)陳列與關(guān)鍵客戶談判業(yè)務(wù)檢討會(huì)議Chapter1第一篇INTRODUCTIONTOKEYACCOUNTMANAGEMENT介紹關(guān)鍵客戶管理TAKECALCULATEDRISK挑戰(zhàn)可預(yù)測(cè)的風(fēng)險(xiǎn)IfyouwaitfortheperfectmomentWhenallissafeandassured,Itmayneverarrived如果您要等待完美無(wú)瑕，一切都穩(wěn)定和有把握的時(shí)刻，它可能永遠(yuǎn)都不會(huì)發(fā)生MauriceChivalier(1888-1976)在中國(guó)賣場(chǎng)的發(fā)展趨勢(shì)以及賣場(chǎng)的種類操作方式和特點(diǎn)？賣場(chǎng)在中國(guó)今后的零售業(yè)態(tài)的定位和地位？國(guó)際型賣場(chǎng)、國(guó)內(nèi)賣場(chǎng)和地方連鎖超市在今后發(fā)展的相互關(guān)系和定位？提出的問(wèn)題傳統(tǒng)零售業(yè)百貨店食品店雜貨店夫妻店現(xiàn)代零售業(yè)食品超市（華聯(lián)）生鮮食品超市（頂頂鮮）大型綜合超市（家樂(lè)福）倉(cāng)儲(chǔ)式超市（麥德龍）折扣店（百路）便利店（羅森、可的）Keyaccountmanagement關(guān)鍵客戶管理零售業(yè)態(tài)的轉(zhuǎn)變現(xiàn)代零售業(yè)與傳統(tǒng)零售業(yè)的主要區(qū)別行業(yè)劃分設(shè)店與需求劃分設(shè)店分散經(jīng)營(yíng)與集中統(tǒng)一經(jīng)營(yíng)管理采銷合一與采銷專業(yè)化分工眼前利益與追求長(zhǎng)期目標(biāo)實(shí)現(xiàn)Keyaccountmanagement關(guān)鍵客戶管理中央采購(gòu)制度的確立：采購(gòu)權(quán)集中在連鎖店總部商品采購(gòu)商品導(dǎo)入、淘汰價(jià)格制定促銷計(jì)劃優(yōu)點(diǎn)采購(gòu)與銷售的專業(yè)化分工，提高連鎖店整體勞動(dòng)效率和銷售業(yè)績(jī)。集中議價(jià)、價(jià)格形象一致。有效控制整體利益。易于規(guī)劃整體營(yíng)銷活動(dòng)。易取得商品經(jīng)銷權(quán)和代理權(quán)。Keyaccountmanagement關(guān)鍵客戶管理現(xiàn)代零售業(yè)特點(diǎn)Keyaccountmanagement關(guān)鍵客戶管理The80/20principle八十/二十原理Traditionally,peopleanalyzetheexistingaccountbasedonthe80/20principle慣例的，人們分析的客戶都是根據(jù)80/20原理。-80%ofsalescomefrom20%ofaccounts,theremainder80%ofaccountarecontributing20%ofsalesonly.-百分之八十的銷量來(lái)自百分之二十的客戶，剩余的百分之八十的客戶僅提供百分之二十的銷量而已。-Whenweanalyzeprofitability,thesenumbersmayevenmoreskewed.-當(dāng)我們分析利潤(rùn)時(shí)，這些數(shù)字可能更不相稱。Volume銷量Customer客戶80%20%80%20%Chapter2第二篇ACCOUNTPROFILE&ACCOUNTASSESSING客戶簡(jiǎn)介及評(píng)估客戶ManagingTalents管理人才OfallthethingsthatI’vedone,themostvitalisco-ordinatingthetalentsofthosewhoworkforusandpointingthemtowardsacertaingoal在我所做的事情中，最重要的就是協(xié)調(diào)那些為我們工作的人才以及指引他們朝向肯定的目標(biāo)WaltDisney(1901-1966)關(guān)鍵客戶檔案關(guān)鍵客戶檔案(續(xù))關(guān)鍵客戶檔案(續(xù))關(guān)鍵客戶檔案(續(xù))貿(mào)易條件貿(mào)易條件(續(xù))KAprofiles關(guān)鍵客戶簡(jiǎn)介Outletrecordcard門店記錄卡InternalUsed

供內(nèi)部使用Creditterms信用期：

daysCreditlimit信用額：$.Discountstructure折扣：%Frequencyofcall每月拜訪次數(shù)：/mth.TradinghistorywithUS

跟我們來(lái)往貿(mào)易記錄Year年Turnover銷售額Profit利潤(rùn)————————————————————————————BestVisitTime最佳拜訪時(shí)間：ContactPerson/s聯(lián)絡(luò)人Position職位——————————————————————————————————————————Address地址：Tel電話：Fax傳真：Outlet’sInformation

門店資料Supermarketfloorspace超市面積：———Categorylength(1)貨架長(zhǎng)度（一）：——Categorylength(2)貨架長(zhǎng)度（二）：——Employees員工人數(shù)FT：——PT：—Checkoutcounters收銀臺(tái)數(shù)目：——Fiscalyearended財(cái)政年度：——Paymentdate付款日期：————Retailauditpanel?零售調(diào)查對(duì)象：Y/NMembercard?會(huì)員卡：Y/NScanningsystem?掃描系統(tǒng)：Y/NStorename門店名稱：分析客戶客戶組合矩陣Dog瘦狗類Contributelowvolume提供低銷量Companyhaslowsalesshare公司占其總銷量份額低CashCow現(xiàn)金牛類Contributelowvolume提供低銷量Companyhashighsalesshare公司占其總銷量份額高QuestionMark問(wèn)題類Contributehighvolume提供高銷量Companyhaslowsalesshare公司占其總銷量份額低Star明星類Contributehighvolume提供高銷量Companyhashighsalesshare公司占其總銷量份額高High強(qiáng)Low弱High強(qiáng) Low弱ATTRACTIENESS吸引力SUPPORTIVENESS支持程度SameasBostonConsultingGrid波士頓咨詢公司格式相同Salesvolume銷量Growthrate成長(zhǎng)率DSO應(yīng)收帳款天數(shù)Profitability利潤(rùn)Marketshare市場(chǎng)份額ExampleofAttractiveness吸引力Analyzinganaccount分析客戶Attractiveness&supportiveness吸引力和支持程度Merchandisingshare陳列率Activityshare活動(dòng)率Productdistribution產(chǎn)品分銷Inventoryholding庫(kù)存天數(shù)Workingrelationshipwithbuyer

與采購(gòu)員工作關(guān)系ExampleofSupportiveness支持程度例子Analyzinganaccount分析客戶Accountevaluation客戶交易評(píng)估Poor差劣BelowAve.中下Average中等AboveAve.中上Excellent杰出10分Workingrelationshipwithbuyer與采購(gòu)員的工作關(guān)系<11sku規(guī)格11-13sku規(guī)格14-016sku規(guī)格17-19sku規(guī)格20sku規(guī)格or>25分Skucarried產(chǎn)品分銷（規(guī)格）<25%25%-29%30%-34%35%-39%40%or>25分Activitysharein%活動(dòng)率<13%13%-15%16%-18%19%-21%22%or>40分Merchandisingshare陳列率>60days天51-60days天41-50days天31-40days天30days天or<20分DSOindays應(yīng)收帳款天數(shù)<5%5%-9%10%-14%15%-19%20%or>40分Growthratein%成長(zhǎng)率<$200,000$200,000$299,999$300,000-$399,999$400,000-$499,999$500，000or>40分Annuallturnover與我們?nèi)赇N量Poor差劣BelowAve..中下Average中等AboveAve.中上Excellent杰出weighted比重Criteria評(píng)估項(xiàng)目Attractiveness吸引力Supportiveness支持程度1-20pts.分21-40pts.分41-60pts.分61-80pts.分81-100pts.分100pts.分TotalforSupportiveness總支持程度計(jì)分1-20pts.分21-40pts.分41-60pts.分61-80pts.分81-100pts.分100pts.pts.分TotalforAttractiveness總吸引力計(jì)分2pts.分4pts.分6pts.分8pts.分10pts.分10pts.分Workingrelationshipwithbuyer與采購(gòu)員的工作關(guān)系5pts.分10pts.分15pts.分20pts.分25pts.分25pts.分Skucarried產(chǎn)品分銷（規(guī)格）5pts.分10pts.分15pts.分20pts.分25pts.分25pts.分Activitysharein%活動(dòng)率8pts.分16pts.分24pts.分32pts.分40pts.分40pts.分Merchandisingsharein%陳列率4pts.分8pts.分12pts.分16pts.分20pts.分20pts.分DSOindays應(yīng)收帳款天數(shù)8pts.分16pts.分24pts.分32pts.分40pts.分40pts.分Growthratein%成長(zhǎng)率8pts.分16pts.分24pts.分32pts.分40pts.分40pts.分Annualturnoverwithus與我們?nèi)赇N量Poor差劣BelowAve.中下Average中等AboveAve.中上Excellent杰出Weighted比重Criteria評(píng)估項(xiàng)目Analyzinganaccount分析客戶Accountscoring評(píng)估計(jì)分Exercise(Worksheet)作業(yè)（練習(xí)）Accountevaluation客戶交易評(píng)估Kindlyworkouttheaccountsscoringonthefollowingevaluationform.請(qǐng)?jiān)谙铝性u(píng)估表內(nèi)算出各別客戶的計(jì)分。Average中等AboveAve.中上Excellent杰出DCBBCDAScoring計(jì)分Poor差劣17skiu20%12%15days天15%480kB.Av中下12sku25%15%52days天-4%310kA.Av中上18sku38%20%35days天8%600kAExc.杰出21sku50%24%45days天4%250kA./c.Achd..客戶完成1-20分21-40分41-60分61-80分81-100分100pts.分TotalSupportiveness總支持程度計(jì)分100pts.分TotalAttractiveness總吸引力計(jì)分Poor差劣BelowAve,中下Average中等AboveAve.中上Excellent杰出15pts.分Workingrelationshipwithbuyer與采購(gòu)員的工作關(guān)系<11sku11-13sku14-016sku17-19sku20skuor>25pts.分Skucarried產(chǎn)品分銷（規(guī)格）<25%25%-29%30%-34%35%-39%40%or>30pts.分Activitysharein%活動(dòng)率<13%13%-15%16%-18%19%-21%22%or>30pts.分Merchandisingsharein%陳列率>60days天51-60days天41-50days天31-40days天30days天or<20pts.分DSOindays應(yīng)收帳款天數(shù)<5%5%-9%10%-14%15%-19%20%or>40pts.分Growthratein%成長(zhǎng)率<$200,000$200,000-299,999$399，999-$299,999$400,000-$499,999$500，000or>40pts.分Annualturnoverwithus與我們?nèi)赇N量Poor差劣BelowAve.中下Weighted比重EvaluationCriteria評(píng)估項(xiàng)目Remark注：Kdenotes代表‘000Exercise(Worksheet)作業(yè)（練習(xí)）Accountportfoliomatrix客戶組合矩陣Kindlycopytheanswersfromlastpageintothelefthandcolumnthenallocatethemaccordinglyintotherighthandmatrix.請(qǐng)把上頁(yè)的計(jì)分填在下方左邊的空格里，然后畫(huà)歸在右邊的矩陣。Supportiveness支持程度Attractiveness吸引力DCBAAccounts客戶Scoring計(jì)分100100Analysinganaccount分析客戶Accountportfolio客戶組合Dog

瘦狗類Accountsareunattractivesincetheyofferlowopportunityandwehaveweakposition.由于機(jī)會(huì)少及公司地位不佳，所以客戶變得沒(méi)什么吸引力Provideminimumsalescalls

提供最低限度的拜訪Improverelationshipifpossible

在可能情況之下改善關(guān)系SustainCompany’spresenceifpossible

在可能情況之下繼續(xù)保持公司的存在性CashCow

現(xiàn)金牛類Accountsaresomewhatattractivesincewehavestrongposition,butfutureopportunityislimited.客戶有幾分吸引力因?yàn)槲覀冋加泻軓?qiáng)的地位，但對(duì)于將來(lái)的商業(yè)機(jī)會(huì)非常有限。Providemoderatelevelofsalescalls

提供適度的拜訪Maintainrelationship保持良好關(guān)系Maintaincompanystatusortrytostimulatevolume/growth維持公司地位或嘗試刺激銷量/成長(zhǎng)率QuestionMark

問(wèn)題類Accountsarepotentiallyattractivesincetheyofferhighopportunity,butwehaveweakposition.客戶具有吸引力的潛能并提供許多商業(yè)機(jī)會(huì)，但公司的地位很弱Providehighlevelofsalescalls

提供高質(zhì)量拜訪Shouldimproverelationship應(yīng)該改善關(guān)系Striveforsupportiveness

努力爭(zhēng)取對(duì)公司的支持Star

明星類Accountsareveryattractivesincetheyofferhighopportunityandwehavestrongposition.客戶很有吸引力，因?yàn)樗芴峁┖芏嗌虡I(yè)機(jī)會(huì)以及公司的地位很強(qiáng)Providehighlevelofsalescalls

提供高質(zhì)量的拜訪Maintainrelationship保持良好關(guān)系Maintaincompanystatus維持公司地位Exercise(worksheet)作業(yè)（練習(xí)）Accountattractivenessandsupportiveness客戶的吸引力和支持程度Kindlypreparetheattractivenessandsupportivenessfactorsandsetweightedpointsforeachcriterion.Youmaynotnecessarytofillallthecolumnsbuteachofthetotalmustsumupto100%請(qǐng)準(zhǔn)備客戶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%。100%Total總數(shù)Weighted比重Attractiveness吸引力100%Total總數(shù)Weighted比重Supportiveness吸引力Exercise(Casestudy)作業(yè)（練習(xí)）Performancerecordwith4chainstoresin1998.一九九八年度四個(gè)主要連鎖店的交易記錄Studythesituationcarefullyandconductaccountevaluation.請(qǐng)仔細(xì)研究下列局面，然后作出客戶交易評(píng)估。3528123523Ourskucarried售賣我們的規(guī)格N/otalskucarriedbythecategory整個(gè)產(chǎn)品種類中所售賣的規(guī)格13%19%8%17%15%1998Promotionalexpenses1998促銷費(fèi)用5840707060DSOindays應(yīng)收帳款天數(shù)8.5%Newlyopened新開(kāi)5%10%-2%1998Annualsalesgrowth1998年成長(zhǎng)率6042418Expectednewoutletsopeninginnext24months預(yù)料在兩年內(nèi)所開(kāi)設(shè)的新店800270635No.ofHypermarkets,Supermarkets&Conveniencestores門店數(shù)量，包括在賣場(chǎng)，超市，便利店50，0001，1001，6002，4004，200Annualsaleswithus與我們?nèi)杲灰祝ǎぁ?00）TotalCo.公司總數(shù)AccountD客戶AccountC客戶AccountB客戶AccountA客戶continueExercise繼續(xù)作業(yè)N/AHot-tempered,impatient脾氣爆燥Pride驕傲Treatingusveryfriendly對(duì)我們非常友善Nicetoeverybody對(duì)全部人都一樣好Characteristicofbuyer采購(gòu)員的性格40%50%0%38%24%Ouractivityshare我們的活動(dòng)率N/A5003020Ouractivitypoints我們的活動(dòng)點(diǎn)N/A10028085Totalactivitypoints全店活動(dòng)點(diǎn)32%24%17%36%24%Ourmerchandisingshare我們的陳列率N/A120128648Ourmerchandisingpoints我們的陳列點(diǎn)N/A50072240200Totalmerchandisingpoints全店陳列點(diǎn)TotalCo.公司總數(shù)AccountD客戶AccountC客戶AccountB客戶AccountA客戶N/AdenotesinformationnotavailableN/A表示得不到適當(dāng)?shù)馁Y料continueExercise繼續(xù)作業(yè)Accountevaluation客戶交易評(píng)估Basedonthelast2pagesinformation,kindlyselectthecriteria,setweightandworkoutthescoringforeachchainstore.根據(jù)上兩頁(yè)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。DCBA100分TotalSupportiveness總支持程度計(jì)分100pts.分TotalAttractiveness總吸引力計(jì)分Scoring計(jì)分Poor差劣BelowAve.中下Average中等AboveAve.中上Excellent杰出Weighted比重EvaluationCriteria評(píng)估項(xiàng)目continueExercise繼續(xù)作業(yè)Definethematrixtypeofeachaccountandstateyourimprovementplan.請(qǐng)確定各客戶的矩陣類型及解釋您的改進(jìn)計(jì)劃。ImprovementPlan/s改進(jìn)計(jì)劃Type類型：————AccountA客戶ImprovementPlan/s改進(jìn)計(jì)劃Type類：————AccountB客戶ImprovementPlan/s改進(jìn)計(jì)劃Type類：————C客戶ImprovementPlan/s改進(jìn)計(jì)劃Type類：————D客戶Chapter3第三篇KEYACCOUNTORGANIZATION&KNOWINGTHEBUYER了解客戶組織及采購(gòu)員BUILDINGFRIENDSHIPS建立友誼YoucanmakemorefriendsintwomonthsbybecominginterestedinotherpeoplethanyoucanIntwoyearsbytryingtogetpeopleinterestedinyou.如果您能關(guān)心別人，您在兩個(gè)月內(nèi)認(rèn)識(shí)的朋友比讓別人在兩年內(nèi)關(guān)心你還來(lái)得多。DaleCamegie(1888-1955)Keyaccountmanagement關(guān)鍵客戶管理Buyerandsellerrelationship供應(yīng)商與零售商的關(guān)系TRADITIONRELATIONSHIP傳統(tǒng)式關(guān)系PARTNERSHIP伙伴式關(guān)系ProductFlow商品供應(yīng)Marketing市場(chǎng)部Warehouse&Logistics倉(cāng)庫(kù)及后勤部Finance財(cái)務(wù)部Admin.&Operations行政及運(yùn)營(yíng)部Finance財(cái)務(wù)部Seller銷售員Buyer采購(gòu)員A&P廣告及促銷部Logistics&Distribution后勤及配送部StoreOperations門店運(yùn)營(yíng)部ValueOriented價(jià)值傾向性GrossMarginOriented毛利傾向性ProductFlow商品供應(yīng)Marketing市場(chǎng)部Warehouse&Logistics倉(cāng)庫(kù)及后勤部Admin&Operations行政及運(yùn)營(yíng)部Finance財(cái)務(wù)部A&P廣告及促銷部Logistics&Distribution后勤及配送部StoreOperations門店運(yùn)營(yíng)部Finance財(cái)務(wù)部CategoryMgt.商品種類管理AccountMgt.關(guān)鍵客戶管理Keyaccountmanagement關(guān)鍵客戶管理MotivesforKAM關(guān)鍵客戶管理的動(dòng)機(jī)TheSeller’sperspectives供應(yīng)商的看法Buyer’sshorttermfocusonpricefrustratingthesellertoconsiderlongtermrelationship.零售商只顧眼前價(jià)格的行為令供應(yīng)商對(duì)長(zhǎng)期合作感到灰心。Theseller’smajormotiveswithKeyAccountManagementare:-供應(yīng)商對(duì)于關(guān)鍵客戶管理的主要?jiǎng)訖C(jī)是：Improvingmarketshare提高市場(chǎng)份額Increasingprofitability增長(zhǎng)利潤(rùn)StrengthencustomerLoyalty加強(qiáng)消費(fèi)者的忠心度Assuranceoffuturebusiness把握將來(lái)的生意TheBuyer’sperspectives零售商的看法Sellertakestimetoadaptandchange.供應(yīng)商需要長(zhǎng)久時(shí)間來(lái)適應(yīng)及作出改變。Thebuyer’smajormotiveswithKeyAccountManagementare:-零售商對(duì)于關(guān)鍵客戶管理的主要?jiǎng)訖C(jī)是：Achievetherevenue,profitability,satisfyingcustomersobjectives達(dá)到銷量，利潤(rùn)和滿足顧客的目標(biāo)Decidingwithwhomtheycanworkwithinfuture決定將來(lái)與誰(shuí)合作Organizationalstructure組織結(jié)構(gòu)GeneralManager門店總經(jīng)理StoreOperations門店運(yùn)營(yíng)部Merchandising采購(gòu)部Logistics&Distribution后勤及配送部HumanResources人力資源部BusinessDevelopment業(yè)務(wù)發(fā)展部Finance&Administration財(cái)務(wù)及行政部NonFood非食品部DryGroceries干糧部FreshFood生鮮食品部Merchandising采購(gòu)監(jiān)控部A&P廣告及促銷部私有品牌SpacePlanner貨架陳列ProductDatabase商品數(shù)據(jù)庫(kù)MarketResearch市場(chǎng)調(diào)研PriceChecker檢價(jià)員Merchandising,StoreQperationandLogisticsDistributionformtheoperationalaxisofaKA.采購(gòu)部，門店運(yùn)營(yíng)部和后勤部是KA的操作核心。Allotherdepartmentsareoperatinginaserviceandsupportroletowardsthese3departments.所有其他部門都為這三個(gè)部門扮演服務(wù)和支援的角色The7responsibilitiesofmerchandisingdept.采購(gòu)部的七項(xiàng)職責(zé)1.ManagementofAssortment種類管理Toselectproductcategoriesandskuineachcategory,makesuretotalassortmentisbeingkeptup-to-dateanddemandofcustomers.選擇大類產(chǎn)品和各種類的規(guī)格，并確保整個(gè)產(chǎn)品種類跟得上消費(fèi)者的需求。2.Relationshipwithsuppliers與供應(yīng)商的關(guān)系Togeneratemaximumperformanceoutofthisrelationship.

從良好的關(guān)系中產(chǎn)生更可觀的成績(jī)。3.PricingStrategy價(jià)格策略Tosuitthebestpossibledesiredpositioningofthestores.

以最適合的價(jià)格來(lái)配合公司理想的定位4.Grossmargin毛利率ToresponsibleforthegrossmarginperformanceoftheCompany.負(fù)責(zé)公司的毛利增長(zhǎng)情況。5.Sales銷售量Tocommitandimprovethesalesperformanceofthestores.

積極提高各門店的銷售成績(jī)。6.Promotionalactivities促銷活動(dòng)Tonegotiatewithsuppliersthemostattractivepromotionthatareavailable.

跟供應(yīng)商協(xié)商以便爭(zhēng)取最能吸引消費(fèi)者的促銷活動(dòng)。7.Presentation(Display)陳列Todevelopfixedplansforthepresentationofproductsforeachindividualstores.對(duì)各門店制定產(chǎn)品的陳列。Buildingrelationshipwithkeya/c.與KA建立聯(lián)系BuildingrelationshipwithKApersonnelrelatingtothesalesofCompanyproducts.與公司業(yè)務(wù)有關(guān)KA人員建立友好關(guān)系。Establisharelationshipoftrustthatcanbebuiltoninnegotiatingandinfluencingtheaccounts.在關(guān)系上建立信任以至能在談判中影響客戶Buildanetworkofcontactsandtrustwithpersonsinvolvedinanyaspectwhichimpactsontheactualorpotentialsalesofourproducts.與關(guān)鍵人物聯(lián)系及建立信任以便正面影響我們產(chǎn)品的現(xiàn)實(shí)或潛在銷量。Owner最高SetPolicies設(shè)立政策Decisionmaker決策人BuyerMerchandiser采購(gòu)員User/Implementers執(zhí)行者StoreManagersandStorepersonnel店長(zhǎng)或門店員工Influencers有影響的人Authorizers有勢(shì)力的人Consumers消費(fèi)者Keydecision決策重點(diǎn)Buyer’sPointofView采購(gòu)員的觀點(diǎn)Customeroriented能適應(yīng)顧客Attractive&up-to-date新式并具有吸引力Reasonableprice合理的價(jià)格Profitable有利潤(rùn)InfluenceBySupplier供應(yīng)商的影響Marketdata=Sales,share市場(chǎng)數(shù)據(jù)=銷量，市場(chǎng)份額，趨勢(shì)，價(jià)格分析等等Consumerresearch消費(fèi)者調(diào)研數(shù)據(jù)Companyspecificsalesdata公司具體數(shù)據(jù)Informationonworldwidetrends全球發(fā)展趨勢(shì)Anyotherrelevantinformation其他相關(guān)的信息Decision決策Variousaspectofabuyer多方面了解采購(gòu)員-Personal個(gè)人的-Jobspecific明確的工作

Company

他的公司Motivations激發(fā)因素Productrange

所負(fù)責(zé)的產(chǎn)品種類-Negotiation談判-Promotional策劃促銷活動(dòng)Storeplanning

門店計(jì)劃-Othermgt.Responsibilities.其他管理方面的任務(wù)JobFunctions職務(wù)Supervisors

上司Subordinates

下屬-Networkrelationshipwithcolleagueswithrelatedresponsibilities.E.g.storeOperation,A&Petc.

與其他相關(guān)部門的聯(lián)系。如門店運(yùn)營(yíng)部，廣告及促銷部等ReportingRelationship匯報(bào)關(guān)系Buyingprocedure

采購(gòu)程序Stockcontrol

庫(kù)存管理-branchallocations配送貨物于分店P(guān)erformancemonitoring

業(yè)績(jī)監(jiān)控-Advertising&promotions

廣告和促銷ProceduralSystem程序制度Headofficeorganization

總公司的組織Fieldorunitmanagementstructure

部門結(jié)構(gòu)-DecisionMakingUnit(DMU)/Committee決策小組BuyingOrg.Structure采購(gòu)公司結(jié)構(gòu)Whatmotivatekeyaccounts?什么能激發(fā)關(guān)鍵客戶？Developingpersonalrelations發(fā)揮個(gè)人交情Understandingbuyersandsatisfyingtheirneedsfromtherelationships.了解采購(gòu)員及利用交情滿足他們的需求。Developingabalanceharmoniousrelationshipwithallcontacts.聯(lián)系發(fā)展平衡和諧的關(guān)系。Providingrecognitionandesteem,anddevelopingfriendshipandacceptability.賞識(shí)和尊重，以及發(fā)展友誼。DevelopingtrustintheAccountManagerasaperson,andintheCompanyasagoodsupplier.發(fā)展關(guān)鍵客戶經(jīng)理為可依賴的人，及使公司成為良好的供應(yīng)商AddingvaluetoKA;sbusiness增添KA的業(yè)務(wù)價(jià)值Profitenhancement.E.g.Tradingterms,pricingpolicies,promotionalsupport,improvementofsales&profitperformance.增加利潤(rùn)。如貿(mào)易條件，價(jià)格政策，促銷支援，增進(jìn)銷售和利潤(rùn)。Productknowledgeandtraining.Eg.Retailsalesstaff,distributorSalesteams.產(chǎn)品知識(shí)和培訓(xùn)。如門店員工，促銷商的銷售隊(duì)伍。Salesupport.Eg.Merchandisingsupport,spacemanagementplanning,categorymanagementadvice,pre-salesandaftersalesservice.銷售支援。如理貨服務(wù)，空間管理計(jì)劃，產(chǎn)品分類管理的建議，售前及售后服務(wù)。Chapter4第四篇KEYACCOUNTSTRATEGY關(guān)鍵客戶策略ACOURAGEOUSDECISION一個(gè)勇敢的決定Wheneveryouseeasuccessfulbusiness,someoneoncemadeacourageousdecision.第當(dāng)您看到一個(gè)成功的生意時(shí)，某人曾經(jīng)作出了一個(gè)勇敢的決定。PeterDrucker產(chǎn)品組合策略賣場(chǎng)品牌和產(chǎn)品政策提出的問(wèn)題Mutationsofassortment產(chǎn)品種類的變動(dòng)Criteriafornewlisting引進(jìn)新產(chǎn)品的標(biāo)準(zhǔn)Thenewproductshouldgenerateadditionalsakes.新產(chǎn)品應(yīng)該能增加額外的銷量。Thenewproductshouldandvaluetothecategory.新產(chǎn)品在產(chǎn)品種類中有特定的價(jià)值。Itshouldbesupportedbysupplierbywayofadvertisingandpromotion.供應(yīng)商通過(guò)廣告的促銷來(lái)支持新產(chǎn)品。Itshouldbesupportedbysupplierwithcustomised/exclusivepromotions.供應(yīng)商應(yīng)能舉辦特別的促銷活動(dòng)。Thepurchaseconditionshouldmatchthestandardsandtargets.購(gòu)貨條件應(yīng)達(dá)到對(duì)方的標(biāo)準(zhǔn)和目標(biāo)。Oneproductin=Oneproductout.引進(jìn)一個(gè)新產(chǎn)品意味著另一個(gè)產(chǎn)品將被淘汰。Ithastobebar-coded.它必須有條形碼。Mutationsofassortment產(chǎn)品種類的變動(dòng)Presentingfornewlisting介紹產(chǎn)品上架Newproductfeatures,uniquesellingPoint(USP),usageetc.新產(chǎn)品的特點(diǎn)，銷售重點(diǎn)，用途等等。Marketpositioning,targetconsumer,imageetc.新產(chǎn)品的市場(chǎng)定位，目標(biāo)消費(fèi)者，形象等等。Marketdatatosupportthispositioning.說(shuō)明性的市場(chǎng)數(shù)據(jù)。Salesforecast.銷售預(yù)測(cè)。Introductionplanandschedule.引進(jìn)計(jì)劃和時(shí)間。PromotionplanforNationalPromotionandexclusivepromotion.促銷計(jì)劃，包括一般的促銷和專有的促銷。Datasheetwithproductspecification,purchasecondition.E.g.price,fees,rebates,paymentterms,promotionprices,listingfeeetc.有關(guān)產(chǎn)品內(nèi)容的數(shù)據(jù)表，購(gòu)貨條件。如價(jià)格，費(fèi)用，返利，付款期，促銷價(jià)，進(jìn)場(chǎng)費(fèi)等。‘X’numbersofsamples數(shù)件產(chǎn)品樣品。Proposalforplanogram.E.g.wheretodisplayandhowmanyfacingsetc.貨架陳列建議。如陳列在什么地方，多少個(gè)陳列面等等。Mutationsofassortment產(chǎn)品種類的變動(dòng)Criteriaforde-listing淘汰產(chǎn)品的標(biāo)準(zhǔn)Producthasbadsalesperformance:產(chǎn)品銷售業(yè)績(jī)不好：-Belowsetsalestargetforthegroupandindividualstores.低于設(shè)定的總銷售目標(biāo)及每個(gè)門店的目標(biāo)。Productdoesnotfitwiththecategorystrategyanymore.不再適應(yīng)大類產(chǎn)品策略。Noornotsufficientpromotionalsupportfromsupplier供應(yīng)商沒(méi)有或給于不足夠的促銷支持。Poormargin/decliningmargin/marginfallsbelowgrouptarget.低毛利/毛利下降/毛利低于標(biāo)準(zhǔn)線。Poorsupplierdeliveryperformance/inconsistentsupply.供應(yīng)商不及時(shí)供應(yīng)貨或時(shí)常缺貨。Productqualityproblems.產(chǎn)品質(zhì)量問(wèn)題。Ordersizeistoolargeandcannotbedigested.訂貨規(guī)格（數(shù)量）太大而且不易消化。Developinganaccountstrategy發(fā)展一個(gè)客戶的策略Factorstoconsider需考慮的因素Theinteractionbetweenkeydecisionmakers.Example;-與決策者相互影響。如：-Knowwhohasaninputtothebuyingdecision.知道誰(shuí)能作出采購(gòu)決定-Knowtherelativelevelofinfluenceofeachdecisionmaker.知道各決策者的影響程度。-Knowtheinternalpowerplaysandrelationship.知道內(nèi)部權(quán)力及關(guān)系。-Knowtheindividualneedsandinterestsofeachdecisionmakerandinfluencer.知道每個(gè)決策者的商業(yè)需求及興趣。-Makecontactwitheachdecisionmakerpersonallytoaddresstheirneedsandinterests.親自聯(lián)系每個(gè)決策者商討他的商業(yè)需求及興趣。Thephysicalflowofgoodsthroughtheaccount.Example:-輸送產(chǎn)品給客戶。如：Dowedelivertimely?我們是否準(zhǔn)時(shí)輸送貨物？Howdoourgoodsbedelivered?如何輸送貨物給客戶？Doestheaccountrunoutofstockbecauseofproduction/deliveryproblems/salescalletc?客戶是否因我們的生產(chǎn)/輸送問(wèn)題/拜訪頻率/等造成缺貨情況發(fā)生？Developinganaccountstrategy發(fā)展一個(gè)客戶的策略continueFactorstoconsider繼續(xù)需考慮的因素Whatarethehandlingandprocessingprocedures?

怎樣的輸送管理和步驟Convenienceofstorageofourproductsattheaccountpremises?

客戶在經(jīng)營(yíng)場(chǎng)所是否容易保管我們的貨品？Howdoourgoodsbedistributedinternallybyd\customerstooutlets?客戶如何內(nèi)部輸送產(chǎn)品給門店？Whataretheweaknessesofourproductsversusourcompetitionsproductsinthephysicalflowcycle?在輸送貨品中，我們的商品比起競(jìng)爭(zhēng)商品有什么弱勢(shì)？Hiddencoststochangesupplysources.Example:-改變貨源供應(yīng)的隱藏代價(jià)。如：Adaptinghandlingorstoragefacilitiesandprocedures.能適應(yīng)處理或貯存設(shè)施及程序。Changingcomputerstockandrangelisting.更換電腦資料及上架品種。Changingworkingprocedures.改變工作流程。Traininginproductknowledge.提供產(chǎn)品知識(shí)。Developinganaccountstrategy發(fā)展一個(gè)客戶的策略Competitivestrategies競(jìng)爭(zhēng)策略Competitorswillnotstandbywhilewepinchtheirmarketshare.Keepnoticeontheirmarketingprogrammes,advertisingandpromotions,productdevelopment,tradingtermsetc.競(jìng)爭(zhēng)對(duì)手不會(huì)眼看著我們搶他們的市場(chǎng)份額還袖手旁觀。密切注意他們的市場(chǎng)活動(dòng)，廣告及促銷，產(chǎn)品改良，貿(mào)易條件等。Reciprocaltradingopportunities互惠的貿(mào)易機(jī)會(huì)Ifanaccountissupportingbettertoacompetitorbecauseofreciprocaltradingrelations,canweunderminethisbystressingcompetitiveadvantagesorencouragevalueanalysis?如果一個(gè)客戶由于互惠貿(mào)易關(guān)系則特別支持競(jìng)爭(zhēng)對(duì)手，我們是否能夠施壓削弱對(duì)手的優(yōu)勢(shì)或鼓勵(lì)價(jià)值分析。continueFactorstoconsider繼續(xù)需考慮的因素Changingproductionprocesstoincorporatenewrequirement(ifany).改變生產(chǎn)過(guò)程來(lái)結(jié)合新要求（如有需要）。Changingmerchandisinglayout(ifany).改變陳列設(shè)計(jì)（如有需要）。Losingcustomersconfidentthroughdissatisfactionatthechanges.因不滿改變而造成客戶失去信心。Developinganaccountstrategy發(fā)展一個(gè)客戶的策略ContinueFactorstoconsider繼續(xù)需考慮的因素Multiplesourcingsupportpolicies支持多方面貨源政策Somecompaniesdevelopinformalpoliciestosupportmultiplesupplierswherepractical.某些公司在可能的情況下，有個(gè)非正式的政策去支持多方面的供應(yīng)商。Theinfluenceofkeyindividualorcompaniesrespectedinthetrade個(gè)人或公司受市場(chǎng)尊重的影響力Cultivaterelationshipstodealwithkeyplayersinthemarket,obtainendorsementfromthemthatwillhelpyoutopromotethebusinessandyourself.與市場(chǎng)主要的客戶交易中培養(yǎng)關(guān)系，獲取他們的認(rèn)可，這樣能幫助提升我們本身及公司。Ifourproductsandourcompanyreceivepositivepublicity,usethattoourbenefitbydrawingittotheattentionofclients.如果我們的產(chǎn)品及公司都獲得良好的聲譽(yù)，描述我們的利益并且讓客戶們都知道。Developinganaccountstrategy發(fā)展一個(gè)客戶的策略Buildingaccountknowledge加強(qiáng)認(rèn)識(shí)客戶Eg.Turnover;no.ofoutletsandlocations;buyeretc.如銷量；門店數(shù)目及地點(diǎn)；采購(gòu)員等。Peripheralaccountknowledge表面上認(rèn)識(shí)客戶Eg.Organizationandreportingstructure;decision-makingprocess;overallcompanyperformance;networkofpersonnel;budgetperiodsetc.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Moredetailinsightstotheaccount更深一層的認(rèn)識(shí)客戶Eg.Accountplans,goals,objectives;operationalprocedures;sales&profitperformancebyoutlet;productcategoryperformance;strategies;timingofallstrategicanddevelopmentactivities;promotionalplans;competitiveperformanceanactivity;personalcontactswithallH.Q.andfieldmanagement.如計(jì)劃，目的及目標(biāo)；操作程序；門店銷量及利潤(rùn)；產(chǎn)品種類的業(yè)績(jī)；策略；所有發(fā)展計(jì)劃的時(shí)間；促銷計(jì)劃；競(jìng)爭(zhēng)對(duì)手的業(yè)績(jī)及活動(dòng)；個(gè)人對(duì)于總公司及門店管理的聯(lián)系。Finedetailoftheaccount認(rèn)識(shí)客戶的細(xì)節(jié)Chapter5第五篇DILIGENCEBREEDSSUCCESS勤奮培育成就Geniusisonepercentinspirationandninety-ninepercentperspiration.天才是靠百分之一的靈感加上百分之九十九的努力。ThomasA,Edison(1847-1931)PROMOTIONPLAN促銷Salespromotionplanning促銷計(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)份額及在客戶的重要地位。Improvemerchandisinganddistribution.改進(jìn)陳列及產(chǎn)品分銷。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全面的目標(biāo)Additionalvolumetargetedtogeneratebytheaccountandoutlets.客戶和各門店所能達(dá)到的額外銷量。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)Salespromotionplanning促銷計(jì)劃Objectiveplanningform目標(biāo)制訂表Obj.目標(biāo)Obj.目標(biāo)Obj.目標(biāo)Obj.目標(biāo)Obj目標(biāo)總數(shù)DLBParknshopPTNGSSub-total小計(jì)MHL

LianHuaMHLHuaLianSub-total小計(jì)JCLotusJCMetroJCCarrefourActionBy執(zhí)行者Base基線Base基線Base基線Base基線Base基線Account客戶名稱DO應(yīng)收帳天數(shù)ProductDistrn.售賣規(guī)格Activity活動(dòng)Merchandising陳列SalesValue銷額UnderstandKAoperation了解關(guān)鍵客戶的操作Promotionalprogrammes促銷項(xiàng)目Activities活動(dòng)Explanations解釋W(xué)eeklypromotiononDryGroceryitemsandNon-Food每周一次干糧和非食品促銷15selectedskusonleafletanddoortodoordistribution15種干糧和非食品促銷傳單挨家挨戶分發(fā)Weeklyfreshpromotion每周一次生鮮商品促銷Onlyfresharticles;In-storecommunication

僅限于生鮮商品；店內(nèi)交流Grandopeningcolourleaflets開(kāi)店彩色傳單Fixedstoreopeningoffer開(kāi)店固定促銷Openingactivities

開(kāi)店活動(dòng)Specialpromotions,openingeventse.g.music,liondanceetc.

特別促銷，公開(kāi)活動(dòng)如音樂(lè)廣播，舞獅等等Busadvertising公共汽車（巴士）廣告Promotionmessageonlocalbuses

以當(dāng)?shù)毓财嚕ò褪浚﹤魉蛷V告信息Jointpromotions聯(lián)合商家促銷Exclusivesupplierpromotions;brandpromotion

獨(dú)家促銷；品牌促銷In-storecommunication店內(nèi)傳遞住信息P.O.S.materials;”EverydayLowPrice”etc.宣傳品；“每日廉價(jià)品”等等Supplierparticipationprogrammes供應(yīng)商參與項(xiàng)目Floordisplays,localisedpromotion,sampling,leafletsparticipation,in-storeP.O.S.materials,outsideadvertisingboard堆頭陳列，店內(nèi)（當(dāng)?shù)兀┐黉N，分派樣品，參與傳單活動(dòng)，促銷宣傳品，店外廣告牌UnderstandKAoperation了解關(guān)鍵客戶的操作A&Pcharges促銷費(fèi)用Salespromotionplanning促銷計(jì)劃Cotcomparisonbetweenaccount客戶之間費(fèi)用比較%$%$%$%$16.91,402,60019.2345,60015.3612,00017.8445，000Totalexpenses總費(fèi)用1.084,6001.119,6001.040.0001.025，000Annualrebates年終回扣2.2182,5000.003.0120,0002.562，500Centralwarehouse/Distribution配送中心津貼0.757,2000.712,7000.832,0000.512，500Tradereturn/Damagedgoods退貨/補(bǔ)貼1.6135,0001.730,0001.665,0001.640，000Sponsorship贊助費(fèi)0.976,2003.461,2000.000.615，000Mediasupport廣告費(fèi)0.329,0000.815,0000.29,0000.25，000Listingfees上架費(fèi)1.9155,0000.002.185，0002.870，000Promoter促銷員1.7139,0003.054,0001.040,0001.045，000Rental租金1.4112,1002.545,10001.142,0001.025,000Discount折扣5.2432,0006.0108,0004.5179,0005.8145,000Freegoods贈(zèng)送貨品100.08,300,000100.01,800,000100.04,000,000100.02,500,000NetSales凈銷額Total總數(shù)AccountC客戶CAccountB客戶BAccountA客戶AParticulars項(xiàng)目Salespromotionplanning促銷計(jì)劃Theoutlineofannualplan全年計(jì)劃草案Thetiminganddurationofpromotionsforeachskuorproductgrouptakingaccountofseasonalfactorsandcustomer’sevents.Eg.Anniversary,grandsaleetc.每個(gè)規(guī)格或每組產(chǎn)品促銷時(shí)間確定和持續(xù)時(shí)間，其中考慮到季節(jié)性因素和客戶的節(jié)目。譬如周年紀(jì)念，大減價(jià)等。Timing時(shí)間的選擇Thepurposeandthethemeofeachpromotionalactivity,andtheabilitytocontrolandmeasuretheperformanceagainstobjectives.每個(gè)促銷活動(dòng)的目的和主題，并有效的控制及衡量它的成績(jī)。Objectives目標(biāo)Specialmediasupport.Eg.Tag-on,joinedmedia,in-storeannouncementetc.特別廣告配合。如附加信息，聯(lián)合廣告，店內(nèi)廣播。Support支援Specialpackagingrequirements,premiumsupplies,andproductionleadtimes.特別包裝的需求，贈(zèng)品供應(yīng)和生產(chǎn)所需的時(shí)間。Leadtime完成任務(wù)所需時(shí)間Salespromotionplanning促銷計(jì)劃Accountplanningsheet客戶計(jì)劃表Ytd累積-1.5%-9.1%Ytd累積Ytd累積Ytd累積67,000Ytd累積30，000151，000123，00093，00068，00033，000Ytd累積126，500Ytd累積103，000Ytd累積76，000Ytd累積51，500Ytd累積32，5001999GrowthRate成長(zhǎng)率1999ActualSales實(shí)際銷量199Actualactivities實(shí)際活動(dòng)199promotionPlans促銷計(jì)劃1999SalesBudget銷售目標(biāo)1998ActualSales實(shí)際銷量-9.1%Monthly月30，000Notlistedinthehamperbutoccupiedtheeventhallforfestivepack&price-offpromotionforXbrand.沒(méi)有禮籃活動(dòng)，但大廳加強(qiáng)禮包和X牌扣價(jià)活動(dòng)Hamperlisting禮籃活動(dòng)$8,000Festivepack春節(jié)禮包$8,000XbrandX牌扣價(jià)活動(dòng)$4,00033，000Month