關鍵客戶管理介紹篇(ppt)
關鍵客戶管理介紹篇
KEY ACCOUNT MANAGEMENT
KEY ACCOUNT MANAGEMENT
KEY ACCOUNT MANAGEMENT
KEY ACCOUNT MANAGEMENT
KEY ACCOUNT MANAGEMENT
KEY ACCOUNT MANAGEMENT
KEY ACCOUNT MANAGEMENT
KEY ACCOUNT MANAGEMENT 關鍵客戶管理
KEY ACCOUNT MANAGEMENT 關鍵客戶管理 Buyer and seller relationship 采購員與銷售員的關系
KEY ACCOUNT MANAGEMENT 關鍵客戶管理
KEY ACCOUNT MANAGEMENT 關鍵客戶管理
KEY ACCOUNT MANAGEMENT 關鍵客戶管理 The stages 階段

KEY ACCOUNT MANAGEMENT 關鍵客戶管理 The stages 階段

KEY ACCOUNT MANAGEMENT 關鍵客戶管理 The stages 階段
KEY ACCOUNT MANAGEMENT 關鍵客戶管理 The stages 階段
KEY ACCOUNT MANAGEMENT 關鍵客戶管理 The stages 階段
KEY ACCOUNT MANAGEMENT 關鍵客戶管理 Discussion 討論 Dealing with key accounts 與關鍵客戶交易
KEY ACCOUNT MANAGEMENT 關鍵客戶管理 Discussion 討論 Dealing with key accounts 與關鍵客戶交易
KEY ACCOUNT MANAGEMENT 關鍵客戶管理
Account analysis 分析客戶 Account portfolio matrix 客戶組合
Account analysis 分析客戶 Account evaluation 評估客戶
Account analysis 分析客戶 Account evaluation 評估客戶
Account analysis 分析客戶 Account portfolio matrix 客戶組合
Worksheet 工作表 Account attractiveness and supportiveness 客戶的吸引力和支持程度
Case study 事例研究 Performance record with 4 chain stores in 2000 2000年度四個主要連鎖店的交易記錄
Continue Case study 繼續(xù)事例研究 Account evaluation 評估客戶
Continue Case study 繼續(xù)事例研究

Account records 客戶記錄 Retail outlets classification 類別零售店
Account records 客戶記錄 Outlet record card 門店記錄卡
Account records 客戶記錄 Chain store record card 連鎖店記錄卡

Account records 客戶記錄 Chain store performance report 連鎖店成績表
Account records 客戶記錄 Top 10 sales share 十大銷量份額
Account records 客戶記錄 Fortune global 500 財富雜志世界500列強

Knowing the buyer 了解采購員 Various aspect or a buyer 多方面了解采購員
Group discussion 分組討論 Matters knowing from the buyer 從采購員處了解的事項
Group discussion 分組討論 Matters knowing from the buyer 從采購員處了解的事項
Building relationship with KA 與KA建立聯(lián)系 Business rapport 商業(yè)關系
Building relationship with KA 與KA建立聯(lián)系 Business rapport 商業(yè)關系
Building relationship with KA 與KA建立聯(lián)系 Build and cultivate relationship 建立及培養(yǎng)交情
Building relationship with KA 與KA建立聯(lián)系 What motivate key accounts? 什么能激發(fā)關鍵客戶？
Building relationship with KA 與KA建立聯(lián)系 What motivate key accounts? 什么能激發(fā)關鍵客戶？
Understand KA operation 了解關鍵客戶的操作 Organizational structure-Retail 組織結構-零售
Understand KA operation 了解關鍵客戶的操作 The 7 responsibilities of merchandising dept. 采購部的七項職責
Understand KA operation 了解關鍵客戶的操作 Product categories 商業(yè)分類
Mutations of assortment 產品種類的變動 KEY decision 重點決策
Mutations of assortment 產品種類的變動 Criteria for new listing 引進新產品的標準
Mutations of assortment 產品種類的變動 Presenting for new listing 介紹產品進場
Mutations of assortment 產品種類的變動 Criteria for de-listing 淘汰產品的標準
Understand KA operation 了解關鍵客戶的操作 Sales promotion 促銷
Understand KA operation 了解關鍵客戶的操作 Sales promotion 促銷
Understand KA operation 了解關鍵客戶的操作 Promotional programmers 促銷項目
Understand KA operation 了解關鍵客戶的操作 A & P charges 促銷項目
Understand KA operation 了解關鍵客戶的操作 The A & P planning process 廣告及促銷過程
Understand KA operation 了解關鍵客戶的操作 The A & P planning process 廣告及促銷過程
Understand KA operation 了解關鍵客戶的操作 Distribution center 配送中心
Understand KA operation 了解關鍵客戶的操作 Distribution center 配送中心

Account plan 客戶計劃 Building account knowledge 加強認識客戶
Account plan 客戶計劃 Building account knowledge 加強認識客戶
Account plan 客戶計劃 Building account knowledge 加強認識客戶
Account plan 客戶計劃 Share of expenditures 經費份額
Account plan 客戶計劃 Types of sales promotion 促銷種類
Account plan 客戶計劃 The outline of annual plan 全年計劃概要
Account plan 客戶計劃 Detailed plan 計劃的細節(jié)
Account plan 客戶計劃 Promotion planning proposal 促銷計劃
Account plan 客戶計劃 Setting objectives 設立目標
Account plan 客戶計劃 Setting objectives 設立目標
Account plan 客戶計劃 Objective planning form 目標制訂表
Account plan 客戶計劃 Planning sheet 計劃表
Account plan 客戶計劃 Annual plan 全年計劃
Account plan 客戶計劃 Sales promotion planner 全年促銷計劃
Account plan 客戶計劃 Procedures on handling national promotion 處理全國性促銷的程序
Account plan 客戶計劃 Cost comparison between account 客戶之間費用比較
Account plan 客戶計劃 Cost evolution 費用演變
Account plan 客戶計劃 Preparing annual promotion plan 制訂全年促銷計劃
Continue Case study 繼續(xù)事例研究 Preparing annual promotion plan 制訂全年促銷計劃

Key account negotiation 與關鍵客戶談判 The definition 定義
To use strategic selling and negotiation skills to match the client needs,and to increase overall level of our business with the account.
Negotiation take place where either or both parties have needs to change the progress of business.E.g.product range,promotional activities.
應用策略銷售及談判技巧來結合公司的目標及客戶的需求，并提高我們在客戶中的業(yè)績。
當某一方或雙方有需要改變生意的進展時，談判的情況就會發(fā)生。例如產品種類、促銷活動。
Key account negotiation 與關鍵客戶談判 The definition 定義
Each party has areas of difference that need to be resolved.E.g.cost, resources, timing etc.
Selling is the direct sales approach; Negotiating is the `give and take`.
任何一方者會有爭論性的問題需要解決。例如價格、資源、時間選擇等等。

銷售是直接推銷；談判是“交換條件”。

Key account negotiation 與關鍵客戶談判 The annual negotiation 全年度的談判
Key account negotiation 與關鍵客戶談判 The annual negotiation 全年度的談判
Key account negotiation 與關鍵客戶談判 The annual negotiation 全年度的談判
Focus on demonstrating to the satisfaction of key account that:
注重及證實如何滿足KA：
Good knowledge of the account`s overall sales performance with the product category.
擁有客戶在產品種類中整體業(yè)績的良好知識。
Prepare detailed calculation to support proposal.
準備詳細的數(shù)據(jù)來支持這個建議。
Key account negotiation 與關鍵客戶談判 The negotiating process 談判過程
Key account negotiation 與關鍵客戶談判 Trading terms 貿易條件
Key account negotiation 與關鍵客戶談判 Follow-up to negotiations 談判結束后所需做事項
To key Account 關鍵客戶
To motivate the account`s outlets to order and display our products as per the agreed proposal.
激發(fā)KA的門店根據(jù)已協(xié)定的計劃，訂購及陳列我們的產品。
The key persons likely to be focus are Buyers,Store Manager,Merchandising & A&P staffs,Storekeeper,staffs responsible for the category at store level.
可能需要注重的關鍵人員是采購員，門店經理，采購部及廣告促銷部的員工，倉庫主管，在門店負責該產品種類的員工。

Key account negotiation 與關鍵客戶談判 Follow-up to negotiations 談判結束后所需做事項
Our Organization 我們的公司

To ensure efficient order processing and networking with those persons involved in contacting the outlets.
確定有效的處理定單及聯(lián)系所有率涉到接觸門店的人員。
They are Sales/Branch Manager, Salespersons,Merchandisers, Promoters, order processing staff,distribution department,marketing personnel on specialize promotional activities.
他們是銷售/分行經理，銷售員，理貨員，促銷員，處理定單人員，輸送部，市場部負責特殊促銷活動的人員。

Case study 事例研究 Prepare to negotiate 準備談判
Kindly prepare to negotiate with“G-Mart” on the new trading terms with the 2 sets of information provided.
根據(jù)以下所提供的兩組資料，請準備與G-Mart談判關于新的貿易條件。
Continue Case study 繼續(xù)事例研究 2001Promotional Expenditure 2001年促銷費用
Summary of case study 事例研究概要
Chapter 6 第六篇 BUSIMESS REVIEW MEETING 業(yè)務檢討會議
Framework of system and procedures 系統(tǒng)的結構及程序 Account management meeting 關鍵客戶會議
Every meeting should have a selling purpose.
每個聚會都必須有個銷售目的。
The Account Manager should avoid falling
into the trap of ‘courtesy meeting’
關鍵客戶經理應該避免《閑談式會議》的情況發(fā)生。
The common excuse is to maintain relationship.
一般上的理由是為了保持關系。
The negative side is the buyer learns that he or she can have meeting and avoid discussing business issues or making commitment.
不良的一面就是讓采購員習慣在聚會時避免談論生意或作出承諾。
Framework of system and procedures 系統(tǒng)的結構及程序 Account management meeting 關鍵客戶會議
Meeting is time consuming, that`s why the role is to be conducted in business development fashion,not just treated as a routine call on a small outlet.
聚會需要消耗時間，所以它的角色必須扮演為發(fā)展生意方式，而不是當作拜訪普通小店一般看待。
To schedule ahead the review meetings.
事先安排生意檢討會議的日期。
Framework of system and procedures 系統(tǒng)的結構及程序 Quarterly review meeting 季度生意檢討會
Evaluate KA`s performance again sales budget by brand,by outlet and compare overall market performance.
評估KA在品牌，門店及整體在市場上的業(yè)績與目標相比。
Consider any corrective action to cover shortfall against sales target.
考慮補救銷量所需糾正的行動。
Update on the key account`s strategy in its market and outlets.
告知KA在市場及門店策略的最新情況。
Update KA`s performance in the market place and competitors.
告知KA在市場及他們競爭對手的表現(xiàn)。
Framework of system and procedures 系統(tǒng)的結構及程序 Quarterly review meeting 季度生意檢討會
Update plans for the balance year,and fine-tune plans in details for the coming quarter .
告知剩余年份的計劃及下一季的詳細計劃。
Discuss product development.Eg.new product, change of packing design or pack size, advertising campaign, etc.
討論有關產品發(fā)展，如新產品、改換包裝及設計、廣告活動等。
Exchange relevant market information.
市場信息交流。
Business review meeting 業(yè)務檢討會議 The topics 議程/論題
1、Category performance 產品種類成績
2、Company`s performance 公司的業(yè)績
3、Retail competition 零售店競爭情況
4、Our business performance 我們的交易成績
5、Conclusion for 2000 總結2000年業(yè)績
6、Budget 2001 2001年銷售目標
7、The support 支援
8、 Promotion Plan 促銷計劃
9、Key issues to discuss 需討論的事項

Business review meeting 業(yè)務檢討會議
Business review meeting 業(yè)務檢討會議
Business review meeting 業(yè)務檢討會議
Business review meeting 業(yè)務檢討會議
Business review meeting 業(yè)務檢討會議
Business review meeting 業(yè)務檢討會議
Business review meeting 業(yè)務檢討會議
Business review meeting 業(yè)務檢討會議
Business review meeting 業(yè)務檢討會議
Business review meeting 業(yè)務檢討會議
　
Business review meeting 業(yè)務檢討會議
Business review meeting 業(yè)務檢討會議 Store Name 門店：G-Mart(Lakeside store)《湖邊店》
Business review meeting 業(yè)務檢討會議 Store Name 門店：G-Mart(Lakeside store)《湖邊店》
Business review meeting 業(yè)務檢討會議 Store Name 門店：G-Mart(Lakeside store)《湖邊店》
Business review meeting 業(yè)務檢討會議 Conclusion 總結今年業(yè)績
Business review meeting 業(yè)務檢討會議 The budget for 2001 2001年銷售目標
Business review meeting 業(yè)務檢討會議 Promotional plan 促銷計劃
Business review meeting 業(yè)務檢討會議 The support in 2001 2001 年的支援

關鍵客戶管理介紹篇(ppt)