关键客户管理介绍篇(ppt)
关键客户管理介绍篇
KEY ACCOUNT MANAGEMENT
KEY ACCOUNT MANAGEMENT
KEY ACCOUNT MANAGEMENT
KEY ACCOUNT MANAGEMENT
KEY ACCOUNT MANAGEMENT
KEY ACCOUNT MANAGEMENT
KEY ACCOUNT MANAGEMENT
KEY ACCOUNT MANAGEMENT 关键客户管理
KEY ACCOUNT MANAGEMENT 关键客户管理 Buyer and seller relationship 采购员与销售员的关系
KEY ACCOUNT MANAGEMENT 关键客户管理
KEY ACCOUNT MANAGEMENT 关键客户管理
KEY ACCOUNT MANAGEMENT 关键客户管理 The stages 阶段

KEY ACCOUNT MANAGEMENT 关键客户管理 The stages 阶段

KEY ACCOUNT MANAGEMENT 关键客户管理 The stages 阶段
KEY ACCOUNT MANAGEMENT 关键客户管理 The stages 阶段
KEY ACCOUNT MANAGEMENT 关键客户管理 The stages 阶段
KEY ACCOUNT MANAGEMENT 关键客户管理 Discussion 讨论 Dealing with key accounts 与关键客户交易
KEY ACCOUNT MANAGEMENT 关键客户管理 Discussion 讨论 Dealing with key accounts 与关键客户交易
KEY ACCOUNT MANAGEMENT 关键客户管理
Account analysis 分析客户 Account portfolio matrix 客户组合
Account analysis 分析客户 Account evaluation 评估客户
Account analysis 分析客户 Account evaluation 评估客户
Account analysis 分析客户 Account portfolio matrix 客户组合
Worksheet 工作表 Account attractiveness and supportiveness 客户的吸引力和支持程度
Case study 事例研究 Performance record with 4 chain stores in 2000 2000年度四个主要连锁店的交易记录
Continue Case study 继续事例研究 Account evaluation 评估客户
Continue Case study 继续事例研究

Account records 客户记录 Retail outlets classification 类别零售店
Account records 客户记录 Outlet record card 门店记录卡
Account records 客户记录 Chain store record card 连锁店记录卡

Account records 客户记录 Chain store performance report 连锁店成绩表
Account records 客户记录 Top 10 sales share 十大销量份额
Account records 客户记录 Fortune global 500 财富杂志世界500列强

Knowing the buyer 了解采购员 Various aspect or a buyer 多方面了解采购员
Group discussion 分组讨论 Matters knowing from the buyer 从采购员处了解的事项
Group discussion 分组讨论 Matters knowing from the buyer 从采购员处了解的事项
Building relationship with KA 与KA建立联系 Business rapport 商业关系
Building relationship with KA 与KA建立联系 Business rapport 商业关系
Building relationship with KA 与KA建立联系 Build and cultivate relationship 建立及培养交情
Building relationship with KA 与KA建立联系 What motivate key accounts? 什么能激发关键客户？
Building relationship with KA 与KA建立联系 What motivate key accounts? 什么能激发关键客户？
Understand KA operation 了解关键客户的操作 Organizational structure-Retail 组织结构-零售
Understand KA operation 了解关键客户的操作 The 7 responsibilities of merchandising dept. 采购部的七项职责
Understand KA operation 了解关键客户的操作 Product categories 商业分类
Mutations of assortment 产品种类的变动 KEY decision 重点决策
Mutations of assortment 产品种类的变动 Criteria for new listing 引进新产品的标准
Mutations of assortment 产品种类的变动 Presenting for new listing 介绍产品进场
Mutations of assortment 产品种类的变动 Criteria for de-listing 淘汰产品的标准
Understand KA operation 了解关键客户的操作 Sales promotion 促销
Understand KA operation 了解关键客户的操作 Sales promotion 促销
Understand KA operation 了解关键客户的操作 Promotional programmers 促销项目
Understand KA operation 了解关键客户的操作 A & P charges 促销项目
Understand KA operation 了解关键客户的操作 The A & P planning process 广告及促销过程
Understand KA operation 了解关键客户的操作 The A & P planning process 广告及促销过程
Understand KA operation 了解关键客户的操作 Distribution center 配送中心
Understand KA operation 了解关键客户的操作 Distribution center 配送中心

Account plan 客户计划 Building account knowledge 加强认识客户
Account plan 客户计划 Building account knowledge 加强认识客户
Account plan 客户计划 Building account knowledge 加强认识客户
Account plan 客户计划 Share of expenditures 经费份额
Account plan 客户计划 Types of sales promotion 促销种类
Account plan 客户计划 The outline of annual plan 全年计划概要
Account plan 客户计划 Detailed plan 计划的细节
Account plan 客户计划 Promotion planning proposal 促销计划
Account plan 客户计划 Setting objectives 设立目标
Account plan 客户计划 Setting objectives 设立目标
Account plan 客户计划 Objective planning form 目标制订表
Account plan 客户计划 Planning sheet 计划表
Account plan 客户计划 Annual plan 全年计划
Account plan 客户计划 Sales promotion planner 全年促销计划
Account plan 客户计划 Procedures on handling national promotion 处理全国性促销的程序
Account plan 客户计划 Cost comparison between account 客户之间费用比较
Account plan 客户计划 Cost evolution 费用演变
Account plan 客户计划 Preparing annual promotion plan 制订全年促销计划
Continue Case study 继续事例研究 Preparing annual promotion plan 制订全年促销计划

Key account negotiation 与关键客户谈判 The definition 定义
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.
应用策略销售及谈判技巧来结合公司的目标及客户的需求，并提高我们在客户中的业绩。
当某一方或双方有需要改变生意的进展时，谈判的情况就会发生。例如产品种类、促销活动。
Key account negotiation 与关键客户谈判 The definition 定义
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`.
任何一方者会有争论性的问题需要解决。例如价格、资源、时间选择等等。

销售是直接推销；谈判是“交换条件”。

Key account negotiation 与关键客户谈判 The annual negotiation 全年度的谈判
Key account negotiation 与关键客户谈判 The annual negotiation 全年度的谈判
Key account negotiation 与关键客户谈判 The annual negotiation 全年度的谈判
Focus on demonstrating to the satisfaction of key account that:
注重及证实如何满足KA：
Good knowledge of the account`s overall sales performance with the product category.
拥有客户在产品种类中整体业绩的良好知识。
Prepare detailed calculation to support proposal.
准备详细的数据来支持这个建议。
Key account negotiation 与关键客户谈判 The negotiating process 谈判过程
Key account negotiation 与关键客户谈判 Trading terms 贸易条件
Key account negotiation 与关键客户谈判 Follow-up to negotiations 谈判结束后所需做事项
To key Account 关键客户
To motivate the account`s outlets to order and display our products as per the agreed proposal.
激发KA的门店根据已协定的计划，订购及陈列我们的产品。
The key persons likely to be focus are Buyers,Store Manager,Merchandising & A&P staffs,Storekeeper,staffs responsible for the category at store level.
可能需要注重的关键人员是采购员，门店经理，采购部及广告促销部的员工，仓库主管，在门店负责该产品种类的员工。

Key account negotiation 与关键客户谈判 Follow-up to negotiations 谈判结束后所需做事项
Our Organization 我们的公司

To ensure efficient order processing and networking with those persons involved in contacting the outlets.
确定有效的处理定单及联系所有率涉到接触门店的人员。
They are Sales/Branch Manager, Salespersons,Merchandisers, Promoters, order processing staff,distribution department,marketing personnel on specialize promotional activities.
他们是销售/分行经理，销售员，理货员，促销员，处理定单人员，输送部，市场部负责特殊促销活动的人员。

Case study 事例研究 Prepare to negotiate 准备谈判
Kindly prepare to negotiate with“G-Mart” on the new trading terms with the 2 sets of information provided.
根据以下所提供的两组资料，请准备与G-Mart谈判关于新的贸易条件。
Continue Case study 继续事例研究 2001Promotional Expenditure 2001年促销费用
Summary of case study 事例研究概要
Chapter 6 第六篇 BUSIMESS REVIEW MEETING 业务检讨会议
Framework of system and procedures 系统的结构及程序 Account management meeting 关键客户会议
Every meeting should have a selling purpose.
每个聚会都必须有个销售目的。
The Account Manager should avoid falling
into the trap of ‘courtesy meeting’
关键客户经理应该避免《闲谈式会议》的情况发生。
The common excuse is to maintain relationship.
一般上的理由是为了保持关系。
The negative side is the buyer learns that he or she can have meeting and avoid discussing business issues or making commitment.
不良的一面就是让采购员习惯在聚会时避免谈论生意或作出承诺。
Framework of system and procedures 系统的结构及程序 Account management meeting 关键客户会议
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.
聚会需要消耗时间，所以它的角色必须扮演为发展生意方式，而不是当作拜访普通小店一般看待。
To schedule ahead the review meetings.
事先安排生意检讨会议的日期。
Framework of system and procedures 系统的结构及程序 Quarterly review meeting 季度生意检讨会
Evaluate KA`s performance again sales budget by brand,by outlet and compare overall market performance.
评估KA在品牌，门店及整体在市场上的业绩与目标相比。
Consider any corrective action to cover shortfall against sales target.
考虑补救销量所需纠正的行动。
Update on the key account`s strategy in its market and outlets.
告知KA在市场及门店策略的最新情况。
Update KA`s performance in the market place and competitors.
告知KA在市场及他们竞争对手的表现。
Framework of system and procedures 系统的结构及程序 Quarterly review meeting 季度生意检讨会
Update plans for the balance year,and fine-tune plans in details for the coming quarter .
告知剩余年份的计划及下一季的详细计划。
Discuss product development.Eg.new product, change of packing design or pack size, advertising campaign, etc.
讨论有关产品发展，如新产品、改换包装及设计、广告活动等。
Exchange relevant market information.
市场信息交流。
Business review meeting 业务检讨会议 The topics 议程/论题
1、Category performance 产品种类成绩
2、Company`s performance 公司的业绩
3、Retail competition 零售店竞争情况
4、Our business performance 我们的交易成绩
5、Conclusion for 2000 总结2000年业绩
6、Budget 2001 2001年销售目标
7、The support 支援
8、 Promotion Plan 促销计划
9、Key issues to discuss 需讨论的事项

Business review meeting 业务检讨会议
Business review meeting 业务检讨会议
Business review meeting 业务检讨会议
Business review meeting 业务检讨会议
Business review meeting 业务检讨会议
Business review meeting 业务检讨会议
Business review meeting 业务检讨会议
Business review meeting 业务检讨会议
Business review meeting 业务检讨会议
Business review meeting 业务检讨会议
　
Business review meeting 业务检讨会议
Business review meeting 业务检讨会议 Store Name 门店：G-Mart(Lakeside store)《湖边店》
Business review meeting 业务检讨会议 Store Name 门店：G-Mart(Lakeside store)《湖边店》
Business review meeting 业务检讨会议 Store Name 门店：G-Mart(Lakeside store)《湖边店》
Business review meeting 业务检讨会议 Conclusion 总结今年业绩
Business review meeting 业务检讨会议 The budget for 2001 2001年销售目标
Business review meeting 业务检讨会议 Promotional plan 促销计划
Business review meeting 业务检讨会议 The support in 2001 2001 年的支援

关键客户管理介绍篇(ppt)