关键客户管理——销售人员必备手册课件.ppt

Chapter 4 第四篇 ACCOUNT PLAY 客户计划 Account plan 客户计划Building account knowledge 加强认识客户 Peripheral account knowledge 表面上认识客户 Example:Turnover; no. of outlets location; buyer etc. 如销量；门店数目及地点；采购员等等。 1 Account plan 客户计划Building account knowledge 加强认识客户 More details insight to the account 更上一层的认识客户 Example:Organization reporting structure; decision -making process;overall company performance;network of personnel;budget periods. 如公司及汇报结构；决策过程；整体业绩；人事关系；财政年度等等。 2 Account plan 客户计划Building account knowledge 加强认识客户 Fine detail of the account 认识客户的细节 Example: Account plans,goals,objectives;operational procedures;sales profit performance by outlet;product category performance;strategies;timing of all strategic development activities;promotional plans;competitive performance activity;personal contacts with all H.Q.and field management. 如计划、目的及目标；操作程序；门店销量及利润；产品种类的业绩；策略；所有发展计划的时间；促销计划；竞争对手的业绩及活动；个人对于总公司及门店管理的联系。 3 Account plan 客户计划Share of expenditures 经费份额 Trade Promotion 商家促销活动 Consumer Promotion 消费者促销活动 Advertising Expenditure 广告活动 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 Sales target;budgeted expenditure in total and by item of expenses. Goal of the promotion;The theme. Lead times for preparation. Stock forecasting,production quantities of display material,packaging etc. All rules applicable to the programme. The legality of promotion in the market and any regulatory approval needed to run the promotion. Criteria to measure promotion success and a programme to evaluate success. 销售目标；总的费用预算及逐个项目的开支。 促销目的；主题。 筹备所需的时间。 预测货量，制造促销宣传品 及包装的数量等。 适合于这节目的规则。 这项促销活动在市场的合法性和进行这项活动的规定批准。 衡量成功促销的准则和评估成功率的方法。 Account plan 客户计划Promotion planning proposal 促销计划 Account pla