1、恒安集團(tuán)零售管理培訓(xùn)-零售客戶經(jīng)理角色與職責(zé)零售管理課程目錄零售業(yè)現(xiàn)狀概述零售職能部門及業(yè)績(jī)衡量指標(biāo)重點(diǎn)零售客戶管理模式零售客戶經(jīng)理角色與職責(zé)零售產(chǎn)品管理零售客戶店內(nèi)形象管理零售促銷管理重點(diǎn)零售客戶介紹零售談判概述零售客戶管理者 - 提升你的銷售平臺(tái)目錄銷售（List Selling)客戶單項(xiàng)選擇銷售品種產(chǎn)品特征銷售 (Feature Selling)根據(jù)產(chǎn)品特征進(jìn)行銷售說(shuō)服性銷售 (Persuasive Selling)利益性銷售顧問(wèn)式銷售 (Consultative Selling)和客戶形成戰(zhàn)略性合作伙伴關(guān)系系統(tǒng)化銷售 (Systemic Selling)雙方多部門綜合管理與合作概念性銷

2、售 (ConceptualSelling)重點(diǎn)零售客戶經(jīng)理的角色管理角色協(xié)調(diào)角色信息傳遞談判協(xié)商核心技能管理角色 - 經(jīng)理人明確生意目標(biāo)制訂生意策略與計(jì)劃制訂銷售操作標(biāo)準(zhǔn)監(jiān)督銷售操作執(zhí)行處理緊急情況分銷與補(bǔ)貨商品陳列協(xié)調(diào)價(jià)格促銷活動(dòng)市場(chǎng)監(jiān)控與協(xié)調(diào)協(xié)調(diào)角色 - 領(lǐng)導(dǎo)者公司銷售部客戶市場(chǎng)部客戶商品部公司市場(chǎng)促銷部客戶分銷中心公司儲(chǔ)運(yùn)部銷售分析品類管理促銷活動(dòng)安排重點(diǎn)客戶經(jīng)理市場(chǎng)調(diào)研活動(dòng)客戶商品庫(kù)存水平控制客戶新店開張各類項(xiàng)目信息傳遞 - 溝通者與跟蹤者供應(yīng)商零售商管理層管理層采購(gòu)總監(jiān)銷售總監(jiān)客戶經(jīng)理與采購(gòu)員/營(yíng)運(yùn)部銷售代表與門店/儲(chǔ)運(yùn)部門計(jì)劃的制訂與認(rèn)可計(jì)劃的傳達(dá)與實(shí)施跟蹤, 確認(rèn), 再確認(rèn)談判協(xié)

3、商 - 談判者進(jìn)行年度的貿(mào)易條件的談判新產(chǎn)品進(jìn)場(chǎng)的談判產(chǎn)品進(jìn)新場(chǎng)的談判促銷談判贊助費(fèi)用的談判其他談判重點(diǎn)零售客戶經(jīng)理定位銷售業(yè)務(wù)代表了解零售客戶業(yè)務(wù)操作;交流與業(yè)務(wù)談判技巧;銷售計(jì)劃的制訂與實(shí)施;銷售隊(duì)伍的管理;市場(chǎng)推廣人員掌握市場(chǎng)推廣理論;實(shí)施市場(chǎng)調(diào)研分析;促銷方案策劃與制訂;品牌推廣與媒體;對(duì)市場(chǎng)的了解的程度對(duì)銷售業(yè)務(wù)的了解的程度高低低高重點(diǎn)零售客戶經(jīng)理Key Account Manager1.重點(diǎn)零售客戶經(jīng)理的素質(zhì)要求必備能力要求對(duì)零售業(yè)的了解相應(yīng)的談判技巧一定的計(jì)劃能力良好的展示技巧優(yōu)秀的溝通技巧團(tuán)隊(duì)與合作精神一定的財(cái)務(wù)知識(shí)進(jìn)階能力要求一定的英文水平基本的電腦技能品類管理概念的掌握 （

4、CM & ECR)對(duì)高階管理層的銷售 （VITO Selling)如何提高對(duì)零售客戶管理技能對(duì)整體零售市場(chǎng)的了解對(duì)工作職責(zé)的了解對(duì)關(guān)鍵客戶的了解內(nèi)部- 對(duì)公司策略的了解- 對(duì)公司運(yùn)作的了解- 對(duì)公司產(chǎn)品的了解- 對(duì)競(jìng)爭(zhēng)環(huán)境的了解管理能力- 銷售分析與計(jì)劃- 市場(chǎng)數(shù)據(jù)的分析- 交流與談判技巧- 銷售管理工具 外部- 對(duì)客戶背景的了解- 對(duì)客戶策略的了解- 對(duì)客戶營(yíng)運(yùn)的了解- 對(duì)消費(fèi)者的了解 - 對(duì)市場(chǎng)的綜合分析 成功的零售客戶管理行業(yè)的專家 - 比你的客戶更了解零售行業(yè);客戶的顧問(wèn) - 比你的客戶更了解他們的商店;從零售商的角度了解問(wèn)題, 從消費(fèi)者的角度設(shè)計(jì)方案行業(yè)的專家 - 品類管理銷

5、售客戶的顧問(wèn) - 零售店占有率銷售從零售商的角度了解問(wèn)題, 從消費(fèi)者的角度設(shè)計(jì)方案成功的零售客戶營(yíng)銷練習(xí)零售客戶重要的衡量標(biāo)準(zhǔn)之一 -市場(chǎng)指標(biāo)-大型零售店市場(chǎng)衡量指標(biāo) -市場(chǎng)銷售份額 市場(chǎng)銷售份額 (Value Share) =城市家庭數(shù)占有比例 (Penetration) X該商店消費(fèi)者總體消費(fèi)水平 (Spending Index) X客戶忠誠(chéng)度 (Loyalty) 大型零售店市場(chǎng)衡量指標(biāo) -市場(chǎng)銷售份額 市場(chǎng)銷售份額 (Value Share) =有多少人來(lái)買 ？(Penetration) X什么消費(fèi)水平的人來(lái)買？(Spending Index) X他們花了%多少錢在你的店里？ (Loya

6、lty) 零售客戶重要的衡量標(biāo)準(zhǔn)之一 -市場(chǎng)指標(biāo)- 市場(chǎng)衡量指標(biāo)解釋 -市場(chǎng)銷售份額 (Value Share)說(shuō)明該商店在快速流通商品方面的總銷售額占市場(chǎng)總銷售額的百分比 定義:消費(fèi)者在這家商店(商業(yè)渠道)花在快速流通商品的錢占所有在快速流通商品所花的錢計(jì)算公式：市場(chǎng)份額= 滲透率消費(fèi)指數(shù)忠誠(chéng)度城市家庭數(shù)占有比例 (Penetration) 說(shuō)明：該商店吸引了多少家庭戶到他這里來(lái)消費(fèi)定義: 一年中, 到該商店至少購(gòu)買過(guò)一次快速流通商品的家庭戶數(shù)的百分比 計(jì)算公式：滲透率 一年中，到該商店至少購(gòu)買過(guò)一次快速流通商品的家庭戶的戶數(shù) / 城市中家庭戶總數(shù)該商店消費(fèi)者總體消費(fèi)水平(Spending

7、Index)說(shuō)明：該商店的顧客在快速流通商品方面的購(gòu)買力的大小定義:指標(biāo)詳細(xì)說(shuō)明了這商店顧客總的消費(fèi)力大小(不單指在這家零售店的消費(fèi)力大小)與城市家庭戶總 消費(fèi)力大小的比較計(jì)算公式: 消費(fèi)指數(shù)= 該 商店快速流通商品購(gòu)買者在所有商店的快速流通商品的人均花費(fèi) / 所有快速流通商品購(gòu)買者在所有商店的快速流通商品的人均花費(fèi)客戶忠誠(chéng)度 (Loyalty)定義：該商店是否成功地讓它的顧客在該商店花錢(相對(duì)比顧客也去的其他競(jìng)爭(zhēng)商店) 計(jì)算公式：忠誠(chéng)度 = 這家商店的顧客的在該商店的總快速流通商品花費(fèi) / 該商店的顧客的在所有商店的總快速流通商品花費(fèi)市場(chǎng)份額%城市家庭數(shù)比例%城市家庭數(shù)上?？蛻糁艺\(chéng)度 %消費(fèi)

8、金額RMB/Year消費(fèi)水平%5.27 %52.64 %2,991,9652,256 RMB104.65%9.56 %2,361 RMB14243x144244在家樂(lè)福消費(fèi)226 RMB x142431,574,970 個(gè)家庭x1444424444x3.56 億元案例: 市場(chǎng)衡量指標(biāo)變動(dòng)的影響2,361 RMB123x144244在家樂(lè)福消費(fèi)249 RMBx14241,574,970 HHx+1%1444424444x3.93億元5.82 %52.64 %2,991,9652,256 RMB104.659.56 %案例: 市場(chǎng)衡量指標(biāo)變動(dòng)的影響市場(chǎng)份額%城市家庭數(shù)比例%城市家庭數(shù)上?？蛻糁艺\(chéng)度

9、 %消費(fèi)金額RMB/Year消費(fèi)水平% 家庭數(shù)比例 * 顧客忠誠(chéng)度 * 消費(fèi)水平 = 上海 52.6% 9.6% 104.7%北京 22.2 % 4.2 % 113.1%成都 29.4 % 2.8 % 125.0%案例: 不同市場(chǎng)衡量指標(biāo)的差異家樂(lè)福市場(chǎng)份額5.27%1.06 %1.02 % 練習(xí): 用品類概念和零售店市場(chǎng)指標(biāo)賣入新開商店The account manager is primarily responsible for developing and implementing specific plans to fulfill the company抯 strategic visi

10、on with major customers. 9A successful Account Manager have two key roles - Being a business analyst and consultant -Being an expert on the retailer抯 business and the whole retail industry; Knowing each retailer抯 position and how the customer differentiates itself in its markets and creates value fo

11、r its customers; Taking a broader 6view of the business pictgure and helping the customer maximize its business potential by better selling your products.重點(diǎn)客戶經(jīng)理的主要職責(zé)在于 同客戶一起制訂與實(shí)施具體的 生意計(jì)劃從而實(shí)現(xiàn)公司策略性的長(zhǎng)期發(fā)展目標(biāo). 一個(gè)成功的重點(diǎn)零售客戶經(jīng)理 必須同時(shí)承擔(dān)二個(gè)角色: 銷售專家和咨詢顧問(wèn). 熟悉零售商的生意運(yùn)作及整個(gè)零售行業(yè); 掌握每個(gè)零售客戶的市場(chǎng)定位, 了解客戶如何使自己有別于其他零售客戶并為顧客提供更

12、有價(jià)值的商品與服務(wù)的方法. 從更長(zhǎng)遠(yuǎn)的角度去看待整體生意, 并通過(guò)更好地銷售公司產(chǎn)品幫助客戶最大限度地發(fā)揮其生意潛力. The account manager抯 responsibilities to the Company include: Fomulating strategies for building the account and maximizing your company抯 potential to do business with the retailer; Developing, maintaining and implementing account plans tha

13、t contain the strategies and action plans for maximizing the value of the account; Gathering, analyzing, maintaining, and disseminating information; developing exceptional knowledge of the customer and competitors; being well versed in the retailer抯 problems, goals, needs, and issues - including the

14、 biases and concerns of individual decision makers and key influencers. Systematically building relatinships with members of the customer抯 power base and within the company Positioning the company for prime opportunities by preselling the company抯 capabilities and solutions and gathering information

15、 that will make the company抯 approach better than competitors?approaches Overseeing proposal development; helping creaste offers that represent maiximum affordable value to the customer; ensuring that proposals address the customer抯 key issues, needs, and requirements; Facilitating contract and prog

16、ram negotiations and achieving a win for both sides; Monitoring customer satisfaction; commuincating the customer抯 concerns to those who serve the customer; communicating the company抯 commitment to the customer; Facilitating future business with the customer; seeking out and helping the customer def

17、ine new opportunities; Coordinating the efforts of the groups that serve the customer to ensure a synergistic, companywide approach to the account.The account manager抯 responsibilities to the Company include: Fomulating strategies for building the account and maximizing your company抯 potential to do

18、 business with the retailer; Developing, maintaining and implementing account plans that contain the strategies and action plans for maximizing the value of the account; Gathering, analyzing, maintaining, and disseminating information; developing exceptional knowledge of the customer and competitors

19、; being well versed in the retailer抯 problems, goals, needs, and issues - including the biases and concerns of individual decision makers and key influencers. Systematically building relatinships with members of the customer抯 power base and within the company Positioning the company for prime opportunities by preselling the company抯 capabilities and solutions and gathering information that will make the company抯 approach better than competitors?approaches Overseeing proposal d