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

KEY ACCOUNT MANAGEMENT 關(guān)鍵客戶管理 The stages 階段

KEY ACCOUNT MANAGEMENT 關(guān)鍵客戶管理 The stages 階段
KEY ACCOUNT MANAGEMENT 關(guān)鍵客戶管理 The stages 階段
KEY ACCOUNT MANAGEMENT 關(guān)鍵客戶管理 The stages 階段
KEY ACCOUNT MANAGEMENT 關(guān)鍵客戶管理 Discussion 討論 Dealing with key accounts 與關(guān)鍵客戶交易
KEY ACCOUNT MANAGEMENT 關(guān)鍵客戶管理 Discussion 討論 Dealing with key accounts 與關(guān)鍵客戶交易
KEY ACCOUNT MANAGEMENT 關(guān)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(píng)估客戶
Account analysis 分析客戶 Account evaluation 評(píng)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(gè)主要連鎖店的交易記錄
Continue Case study 繼續(xù)事例研究 Account evaluation 評(píng)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(jī)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(cái)富雜志世界500列強(qiáng)

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(xiàng)
Group discussion 分組討論 Matters knowing from the buyer 從采購員處了解的事項(xiàng)
Building relationship with KA 與KA建立聯(lián)系 Business rapport 商業(yè)關(guān)系
Building relationship with KA 與KA建立聯(lián)系 Business rapport 商業(yè)關(guān)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(guān)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(guān)鍵客戶？
Understand KA operation 了解關(guān)鍵客戶的操作 Organizational structure-Retail 組織結(jié)構(gòu)-零售
Understand KA operation 了解關(guān)鍵客戶的操作 The 7 responsibilities of merchandising dept. 采購部的七項(xiàng)職責(zé)
Understand KA operation 了解關(guān)鍵客戶的操作 Product categories 商業(yè)分類
Mutations of assortment 產(chǎn)品種類的變動(dòng) KEY decision 重點(diǎn)決策
Mutations of assortment 產(chǎn)品種類的變動(dòng) Criteria for new listing 引進(jìn)新產(chǎn)品的標(biāo)準(zhǔn)
Mutations of assortment 產(chǎn)品種類的變動(dòng) Presenting for new listing 介紹產(chǎn)品進(jìn)場(chǎng)
Mutations of assortment 產(chǎn)品種類的變動(dòng) Criteria for de-listing 淘汰產(chǎn)品的標(biāo)準(zhǔn)
Understand KA operation 了解關(guān)鍵客戶的操作 Sales promotion 促銷
Understand KA operation 了解關(guān)鍵客戶的操作 Sales promotion 促銷
Understand KA operation 了解關(guān)鍵客戶的操作 Promotional programmers 促銷項(xiàng)目
Understand KA operation 了解關(guān)鍵客戶的操作 A & P charges 促銷項(xiàng)目
Understand KA operation 了解關(guān)鍵客戶的操作 The A & P planning process 廣告及促銷過程
Understand KA operation 了解關(guān)鍵客戶的操作 The A & P planning process 廣告及促銷過程
Understand KA operation 了解關(guān)鍵客戶的操作 Distribution center 配送中心
Understand KA operation 了解關(guān)鍵客戶的操作 Distribution center 配送中心

Account plan 客戶計(jì)劃 Building account knowledge 加強(qiáng)認(rèn)識(shí)客戶
Account plan 客戶計(jì)劃 Building account knowledge 加強(qiáng)認(rèn)識(shí)客戶
Account plan 客戶計(jì)劃 Building account knowledge 加強(qiáng)認(rèn)識(shí)客戶
Account plan 客戶計(jì)劃 Share of expenditures 經(jīng)費(fèi)份額
Account plan 客戶計(jì)劃 Types of sales promotion 促銷種類
Account plan 客戶計(jì)劃 The outline of annual plan 全年計(jì)劃概要
Account plan 客戶計(jì)劃 Detailed plan 計(jì)劃的細(xì)節(jié)
Account plan 客戶計(jì)劃 Promotion planning proposal 促銷計(jì)劃
Account plan 客戶計(jì)劃 Setting objectives 設(shè)立目標(biāo)
Account plan 客戶計(jì)劃 Setting objectives 設(shè)立目標(biāo)
Account plan 客戶計(jì)劃 Objective planning form 目標(biāo)制訂表
Account plan 客戶計(jì)劃 Planning sheet 計(jì)劃表
Account plan 客戶計(jì)劃 Annual plan 全年計(jì)劃
Account plan 客戶計(jì)劃 Sales promotion planner 全年促銷計(jì)劃
Account plan 客戶計(jì)劃 Procedures on handling national promotion 處理全國(guó)性促銷的程序
Account plan 客戶計(jì)劃 Cost comparison between account 客戶之間費(fèi)用比較
Account plan 客戶計(jì)劃 Cost evolution 費(fèi)用演變
Account plan 客戶計(jì)劃 Preparing annual promotion plan 制訂全年促銷計(jì)劃
Continue Case study 繼續(xù)事例研究 Preparing annual promotion plan 制訂全年促銷計(jì)劃

Key account negotiation 與關(guān)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(yīng)用策略銷售及談判技巧來結(jié)合公司的目標(biāo)及客戶的需求，并提高我們?cè)诳蛻糁械臉I(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、促銷活動(dòng)。
Key account negotiation 與關(guān)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(huì)有爭(zhēng)論性的問題需要解決。例如價(jià)格、資源、時(shí)間選擇等等。

銷售是直接推銷；談判是“交換條件”。

Key account negotiation 與關(guān)鍵客戶談判 The annual negotiation 全年度的談判
Key account negotiation 與關(guān)鍵客戶談判 The annual negotiation 全年度的談判
Key account negotiation 與關(guān)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(shí)如何滿足KA：
Good knowledge of the account`s overall sales performance with the product category.
擁有客戶在產(chǎn)品種類中整體業(yè)績(jī)的良好知識(shí)。
Prepare detailed calculation to support proposal.
準(zhǔn)備詳細(xì)的數(shù)據(jù)來支持這個(gè)建議。
Key account negotiation 與關(guān)鍵客戶談判 The negotiating process 談判過程
Key account negotiation 與關(guān)鍵客戶談判 Trading terms 貿(mào)易條件
Key account negotiation 與關(guān)鍵客戶談判 Follow-up to negotiations 談判結(jié)束后所需做事項(xiàng)
To key Account 關(guān)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(jì)劃，訂購及陳列我們的產(chǎn)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(guān)鍵人員是采購員，門店經(jīng)理，采購部及廣告促銷部的員工，倉庫主管，在門店負(fù)責(zé)該產(chǎn)品種類的員工。

Key account negotiation 與關(guān)鍵客戶談判 Follow-up to negotiations 談判結(jié)束后所需做事項(xiàng)
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(jīng)理，銷售員，理貨員，促銷員，處理定單人員，輸送部，市場(chǎng)部負(fù)責(zé)特殊促銷活動(dòng)的人員。

Case study 事例研究 Prepare to negotiate 準(zhǔn)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(qǐng)準(zhǔn)備與G-Mart談判關(guān)于新的貿(mào)易條件。
Continue Case study 繼續(xù)事例研究 2001Promotional Expenditure 2001年促銷費(fèi)用
Summary of case study 事例研究概要
Chapter 6 第六篇 BUSIMESS REVIEW MEETING 業(yè)務(wù)檢討會(huì)議
Framework of system and procedures 系統(tǒng)的結(jié)構(gòu)及程序 Account management meeting 關(guān)鍵客戶會(huì)議
Every meeting should have a selling purpose.
每個(gè)聚會(huì)都必須有個(gè)銷售目的。
The Account Manager should avoid falling
into the trap of ‘courtesy meeting’
關(guān)鍵客戶經(jīng)理應(yīng)該避免《閑談式會(huì)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(guān)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(xí)慣在聚會(huì)時(shí)避免談?wù)撋饣蜃鞒龀兄Z。
Framework of system and procedures 系統(tǒng)的結(jié)構(gòu)及程序 Account management meeting 關(guān)鍵客戶會(huì)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(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)作拜訪普通小店一般看待。
To schedule ahead the review meetings.
事先安排生意檢討會(huì)議的日期。
Framework of system and procedures 系統(tǒng)的結(jié)構(gòu)及程序 Quarterly review meeting 季度生意檢討會(huì)
Evaluate KA`s performance again sales budget by brand,by outlet and compare overall market performance.
評(píng)估KA在品牌，門店及整體在市場(chǎng)上的業(yè)績(jī)與目標(biāo)相比。
Consider any corrective action to cover shortfall against sales target.
考慮補(bǔ)救銷量所需糾正的行動(dòng)。
Update on the key account`s strategy in its market and outlets.
告知KA在市場(chǎng)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(chǎng)及他們競(jìng)爭(zhēng)對(duì)手的表現(xiàn)。
Framework of system and procedures 系統(tǒng)的結(jié)構(gòu)及程序 Quarterly review meeting 季度生意檢討會(huì)
Update plans for the balance year,and fine-tune plans in details for the coming quarter .
告知剩余年份的計(jì)劃及下一季的詳細(xì)計(jì)劃。
Discuss product development.Eg.new product, change of packing design or pack size, advertising campaign, etc.
討論有關(guān)產(chǎn)品發(fā)展，如新產(chǎn)品、改換包裝及設(shè)計(jì)、廣告活動(dòng)等。
Exchange relevant market information.
市場(chǎng)信息交流。
Business review meeting 業(yè)務(wù)檢討會(huì)議 The topics 議程/論題
1、Category performance 產(chǎn)品種類成績(jī)
2、Company`s performance 公司的業(yè)績(jī)
3、Retail competition 零售店競(jìng)爭(zhēng)情況
4、Our business performance 我們的交易成績(jī)
5、Conclusion for 2000 總結(jié)2000年業(yè)績(jī)
6、Budget 2001 2001年銷售目標(biāo)
7、The support 支援
8、 Promotion Plan 促銷計(jì)劃
9、Key issues to discuss 需討論的事項(xiàng)

Business review meeting 業(yè)務(wù)檢討會(huì)議
Business review meeting 業(yè)務(wù)檢討會(huì)議
Business review meeting 業(yè)務(wù)檢討會(huì)議
Business review meeting 業(yè)務(wù)檢討會(huì)議
Business review meeting 業(yè)務(wù)檢討會(huì)議
Business review meeting 業(yè)務(wù)檢討會(huì)議
Business review meeting 業(yè)務(wù)檢討會(huì)議
Business review meeting 業(yè)務(wù)檢討會(huì)議
Business review meeting 業(yè)務(wù)檢討會(huì)議
Business review meeting 業(yè)務(wù)檢討會(huì)議
　
Business review meeting 業(yè)務(wù)檢討會(huì)議
Business review meeting 業(yè)務(wù)檢討會(huì)議 Store Name 門店：G-Mart(Lakeside store)《湖邊店》
Business review meeting 業(yè)務(wù)檢討會(huì)議 Store Name 門店：G-Mart(Lakeside store)《湖邊店》
Business review meeting 業(yè)務(wù)檢討會(huì)議 Store Name 門店：G-Mart(Lakeside store)《湖邊店》
Business review meeting 業(yè)務(wù)檢討會(huì)議 Conclusion 總結(jié)今年業(yè)績(jī)
Business review meeting 業(yè)務(wù)檢討會(huì)議 The budget for 2001 2001年銷售目標(biāo)
Business review meeting 業(yè)務(wù)檢討會(huì)議 Promotional plan 促銷計(jì)劃
Business review meeting 業(yè)務(wù)檢討會(huì)議 The support in 2001 2001 年的支援

關(guān)鍵客戶管理介紹篇(ppt)