超市大客户部拜访准备课件.ppt

1、Member of METRO GroupCopyright 2003 Metro Cash&Carry International GmbHGuideline Metro China 麦德龙中国工作方针Preparation of Customer Visits客户拜访准备客户拜访准备Member of METRO GroupBackground2Aims 目标目标 No Customer visits without preparation 拜访客户前必须做好准备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

2、拜访目标明确、有效的客户拜访 Member of METRO GroupBackground3Customer focusInvolved Parties 参加人员参加人员Overall responsibility:主要负责人Floor Manager-Sales楼经楼经-销售销售Store General Manager(SGM)商场总经理Customer Entrance Staff(CE)顾客入口处人员（客户接待）Key Account Executives(KAE)客户专员Heads of Departments(HD)部门主管Floor Manager-Sales (FM)楼经ED

3、P Staff 电脑部人员Sales Executives(SE)销售专员Member of METRO GroupBackground4Process Overview 主要步骤主要步骤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 ME600Step 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 P

4、rint 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Member of METRO GroupBackground5 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 a

5、ccumulated and the monthly report 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

6、拜访计划，指定目标顾客群及目标区域Step 1 Analysis 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Member of METRO GroupBackground6 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

7、的拜访计划 The list of the districts defined in the monthly visit 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Member of METRO GroupBackgro

8、und7Monthly Visit Plan(sample format)每月拜访计划（格式举例）每月拜访计划（格式举例）Member of METRO GroupBackground8 The whole Customer List is printed 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

9、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 staff 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 t

10、our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Member of METRO GroupBackground9 The visit 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D

11、efinition 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）Approval 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

12、 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 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 in

13、cluding 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Member of METRO GroupBackground10 ME600 must be printed out for every Customer 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

14、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 必须明确打印工作的负责人员，以保证能及时打印Step 5 Print out of ME600 打印ME600FM 楼经FM 楼经FM 楼经Member of METRO GroupBackground11 FM hands over the complete list of Cus

15、tomers 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 separate ME600 by SE/KAE客户接待员按每位销售专员/客户专员划分ME600 CE 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

16、1 选项1Friday 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可供选择的打印负责人员及打印时间Member of METRO GroupBackground12 FM hands over the complete list of Customers to be visited in the following week to CE Employee 楼经将下周需要拜访的所有客

17、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ME600Option 2 选项2Friday afternoon周五下午Sunday Thursday mornings周日周四上午S

18、unday 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可供选择的打印负责人员及打印时间Member of METRO GroupBackground13 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/KAE销售专员/客户专员SE/KAE销售专员/客户专员Visi

19、t 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！析以提高客户拜访的有效性！Member of METRO GroupBackground14Analyze ME600Accumulative Purch

20、ase累计销售累计销售nIs the Y-T-D purchase higher or lower than last year?今年累计销售额比去年同期高还是低？今年累计销售额比去年同期高还是低？nWhat is the reason?原因是什么？原因是什么？Member of METRO GroupBackground15Analyze ME600Last date of visit上次拜访日期上次拜访日期n How long ago was the last contact?上次拜访距今已有多少时间？上次拜访距今已有多少时间？Member of METRO GroupBackground

21、16Analyze ME600Branch Code 行业代码行业代码n What are the specific requirements of this Customer branch?该行业的客户有什么特殊需求？该行业的客户有什么特殊需求？n When is the best visit time?什么时候是最佳拜访时间？什么时候是最佳拜访时间？Member of METRO GroupBackground17Analyze ME600Date of registration会员卡登记日会员卡登记日n How long has the Company been Metro Custom

22、er?该客户成为麦德龙会员已有多少时间？该客户成为麦德龙会员已有多少时间？Member of METRO GroupBackground18Analyze ME600Average Invoice平均帐单金额平均帐单金额n How is the development to last year?与去年相比提高多少？与去年相比提高多少？n What could be the reason for the development?提高的原因是什么？提高的原因是什么？Member of METRO GroupBackground19Analyze ME600Food/Non-Food Share食品

23、食品/非食品销售比例非食品销售比例nIs the share comparatively high/low?该比例是高还是低？该比例是高还是低？nWhat 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与正常比例相比差异很大的原因是什么?Member of METRO GroupBackground20Analyze ME600MM Share Food&Non-Food 广告商品销售比例广告商品销售比例n How high is the Customers MM share?该客户广告商品销售比例有多

24、高？该客户广告商品销售比例有多高？n Is the share comparatively low or high?该比例相对来说是高还是低？该比例相对来说是高还是低？n Why is it higher or lower than the average?为什么比正常比例高或低？为什么比正常比例高或低？Member of METRO GroupBackground21Analyze ME600Sales per Department 部门销售数据部门销售数据n Which departments does the Customer mainly buy from?客户主要购买哪几个部门商品？

25、客户主要购买哪几个部门商品？n Are the products of these departments related to the Customers business?这这些部门商品与客户经营业务有关吗？些部门商品与客户经营业务有关吗？n How is the development compared to previous year?与去年相比有什么进展？与去年相比有什么进展？nWhat could be the reason for positive,negative or stable development?销售增长、降低的原因是什么？销售增长、降低的原因是什么？Member

26、of METRO GroupBackground22Analyze data from previous visits 先前拜访的数据分析先前拜访的数据分析Estimated Customer Potential 客户购买潜力预估客户购买潜力预估 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 potential?那些商品组是该顾客最有可能于将来采购的？How can the untouched pot

27、ential 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、促销商品或新商品？Member of METRO GroupBackground23Ana

28、lyze data from previous visits先前拜访数据分析先前拜访数据分析Customer request 客户要求客户要求 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 curren

29、t mode of 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？Member of METRO GroupBackground24 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

30、品（邮报、宣传页）New products新商品Alternative products 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

31、进行预测 Preparation of how to start the sales 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Member of METRO GroupBackground25Support&Coaching 支持与指导支持与指导 FM spends one half day every two month with ever

32、y 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：n Visit preparation 拜访准备n Sales talk 与客户交谈n Execution of visit 拜访实施n 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