G分销商二级分销商甄选说服性销售.ppt

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1、PSF 说服性销售模式说服性销售模式:How to Convince a Candidate to Be Sub-D 如何说服其成为二级分销商如何说服其成为二级分销商?BUSINESS ENVIRONMENT 生意环境生意环境Very competitive marketplace,it is very difficult to survive 竞争激烈的市场环境,生存变得困难Future is not clear 前景不明Losing the opportunity when trade is changing(more and more supermarkets)正在失去商机,而渠道正在发

2、生变化,如越来越多的超市正在涌现How can you grow volume and make money?每个人都在思考如何做才能增长销量,获得利润?YOUR BUSINESS SITUATION 你的生意形势你的生意形势Your city profile(city level,population,towns,store universe,volume potential,etc.Please use the Expansion Master Plan data)你所在城市的情况(城市类别,人口,所管辖镇的情况,商店,销量潜力等.请使用 Expansion Master Plan上的数据

3、)Volume potential in your city.If you achieve 1msu/month,your profit will be _ 你所在城市的宝洁生意潜力为人民币_元/月(根据商店数和每店估计销量来推算).如果你能实现1msu/月的目标,你的利润将可能达到人民币_元/月(参照二级分销商利润模式来分析).OUR IDEA BE A SUB-D OF P&G RD我们的建议我们的建议 成为成为_宝洁区域性分销商的二级分销商宝洁区域性分销商的二级分销商Idea become a part of the P&G network to grow your volume(spe

4、cified),increase your profit(specified)and satisfy your customer.建议-成为_宝洁分销商的二级分销商,加入宝洁分销网络,从而增长你的销量(具体说明),提高利润(具体说明)和更好的服务你的客户.EXPLAIN HOW IT WORKS解释主意如何运作解释主意如何运作Sub-D Profit Model 二级分销商的盈利模式What We Offer 区域性分销商提供什么What We Want 区域性分销商想得到什么Sub-d operation 二级分销商的生意运作Sales/DSR/Coverage 销售/销售代表/覆盖Back

5、 Office System 后勤支持系统EXPLAIN HOW IT WORKS 解释主意如何运作解释主意如何运作Sub-D Profit Model 二级分销商盈利模式二级分销商盈利模式Please refer to the chapter 2 请参见 第二章EXPLAIN HOW IT WORKS 解释主意如何运作解释主意如何运作What we offer 区域性分销商提供什么1.Smart and preferable pricing on overall P&G portfolio _ 宝洁产品总体上的价格为_2.DSR support (calculate DSR number b

6、ased on McSales Model)提供销售代表支持(根据 McSales模式来计算所需的人数)3.Fair share of QPP support(link with volume&coverage)根据销量和覆盖来按比例提供季度促销支持4.Training(DSR and Back Office)对销售代表和后勤的相应培训5.Inventory protection(by regional distributor)分销商提供的库存保护6.POSM support(助销工具支持)7.Part of P&G distribution network 成为宝洁分销网络的一部分8.CBD

7、F(100%passed through distributor)生意发展基金9.Continuous supply(no OOS,both normal sku and hot sku)持续的产品供应,减少脱销10.P&G AH call once a month 宝洁销售经理每月拜访二级分销商一次11.Attend quarterly sub-D meeting hold by regional distributor 可以参加区域分销商举办的季度二级分销商会议12.Get all business information through sub-D fax from Regional d

8、istributor 以传真等方式得到生意信息13.Sub-D loyalty fund from distributor(optional)二级分销商基金支持的活动(选择性)Overall Principle:The Regional Distributor treats its sub-Ds as top customers and provides the best service to them.A/H treats Sub-D as a new channel besides retailer and wholesaler and make the followings happen

9、.原则:区域性分销商必须把二级分销商当成最重要的客户来对待,并提供最好的服务。宝洁经理把二级分销商作为零售、批发以外的新渠道对待，保证下列的支持在得以实现。EXPLAIN HOW IT WORKS解释主意如何运作解释主意如何运作What we want 区域性分销商想要什么区域性分销商想要什么 Sub-D and RD co-own the coverage and four fundamentals in a specific area for P&G二级分销商负责该区域的覆盖,宝洁产品的四项基本原则：Cover supermarkets/wholesalers(80%of total)in

10、 Sub-D based cities and balanced towns(top 1/3)在二级分销商区域内覆盖80%以上的超市和批发等主要客户,同时覆盖周围最大的1/3的镇Volume:1+msu/month(by June 2005)销量:在2005年6月超过1msu/月DSR Daily Call Sheet or Performance summary faxed to RD/BO everyday!每日传真销售代表每日访问报告和每日业绩汇总表(如拥有超过1名销售代表)给区域性分销商或其分公司!EXPLAIN HOW IT WORKS解释主意如何运作解释主意如何运作 Sub-D o

11、peration:DSR二级分销商运作二级分销商运作:销售代表销售代表Distributor provide DSR to help Sub-D,and DSR is distributors employee 分销商提供销售代表帮助二级分销商发展生意，销售代表是分销商的雇员Distributor pay DSR salary and bonus,Sub-D supports daily working cost such as fax/telephone fee 分销商支付销售代表工资奖金，二级分销商提供日常工作所需的支持，如传真/电话费用等。Distributor DAM is respo

12、nsible for DSRs recruiting,training and performance evaluation.Sub-D can be involved.分销商客户经理负责销售代表的招聘，培训和奖惩。二级分销商提供协助EXPLAIN HOW IT WORKS 解释主意如何运作解释主意如何运作 Sub-D operation:P&G DSR Coverage二级分销商运作二级分销商运作:宝洁销售代表覆盖宝洁销售代表覆盖Coverage Principle:first modern trade,then wholesalers in Sub-D based cities,third

13、 is the towns surrounding sub-D city.覆盖重点:先是现代零售渠道，然后批发客户,之后覆盖二级分销商所在城市周围的重点镇(1/3的镇).Apply PS GSR and follow standard coverage method and procedure provided by P&G 由PS GSR使用标准的覆盖方法和流程,由宝洁提供(参见McSales Model Manual)Daily fax DSR daily call sheet/summary to HQ/BO!每日通过传真的方式提供销售代表每日访问报告和业绩每日汇总表(适用于超过一名销售

14、代表的情况)给分销商或其分公司!EXPLAIN HOW IT WORKS 解释主意如何运作解释主意如何运作 Sub-D operation:Non P&G DSR Coverage二级分销商运作二级分销商运作:非宝洁销售代表覆盖非宝洁销售代表覆盖Sub-D offers basic fixed coverage for all customers except P&G DSR covered:first stores in Sub-D based cities,then rural towns(first modern trade,then traditional trade);DAM off

15、ers basic P&G product knowledge training for Sub-D non-P&G DSR;Power SKUs are the 1st priority.EXPLAIN HOW IT WORKS 解释主意如何运作解释主意如何运作 Sub-D operation:back office system 二级分销商的运作二级分销商的运作:后勤支持系统后勤支持系统Financial 财务运作Logistics 后勤运作Office and warehouse 办公室和仓库System 系统KEY BENEFITS TO SUB-D二级分销商得到的关键好处二级分销商得

16、到的关键好处1.Smart and preferable pricing on overall P&G portfolio _ 宝洁产品总体上的价格为_2.DSR support (calculate DSR number based on McSales Model)提供销售代表支持(根据 McSales模式来计算所需的人数)3.Fair share of QPP support(link with volume&coverage)根据销量和覆盖来按比例提供季度促销支持4.Training(DSR and Back Office)对销售代表和后勤的相应培训5.Inventory protec

17、tion(by regional distributor)分销商提供的库存保护6.POSM support助销工具支持7.Part of P&G distribution network 成为宝洁分销网络的一部分8.CBDF(100%passed through distributor)生意发展基金9.Continuous supply(no OOS,both normal sku and hot sku)持续的产品供应,减少脱销10.Call by P&G AH once a month 宝洁销售经理每月拜访二级分销商一次11.Attend monthly sub-D meeting hol

18、d by regional distributor 可以参加区域分销商举办的月度二级分销商会议12.Get all business information through sub-D fax from Regional distributor 以传真等方式得到生意信息13.Sub-D loyalty fund from distributor(optional)二级分销商基金支持的活动(选择性)Overall Principle:The Regional Distributor treats its sub-Ds as top customers and provides the best

19、service to them.原则:区域性分销商必须把二级分销商当成最重要的客户来对待,并提供最好的服务给他们.EASY NEXT STEPS 简单的下一步简单的下一步Sign the contract/Joint Business Plan with distributor on _ 于_月_日签订合同及联合生意计划Assist to recruit _DSR(s)for coverage 协助招聘销售代表_名用于覆盖和销售Place 1st order on _ 于_月_日下第一张订单Start to sell P&G products to target stores on _ 从_月_日开始提前向目标客户销售(时间应早于下单时间)Business tracking and review for 1st month on _ 分销商客户经理宝洁销售经理和区域性分销商于_月_日一起进行第一个月的生意跟踪和回顾