KA销售管理培训.pptx

销售管理培训;前 言 Introduction;大卖场的特点 Characteristic of KA;大卖场管理的意义Purport of KAM;采购员与销售员 Saller buyer;采购员与销售员 Saller buyer;KA管理的内容 The content of KA;第一部分： 策略;第一篇 chapter 1;KA分析的依据The basis of KA analysis;客户评估 Account evaluation;客户评估 Account evaluation;KA分类 Assort KA;客户分析 Account analysis;事例研究 case study;第二篇 chapter 2;设立目标 Setting objectives;具体的目标 detailed objectives;具体的目标 detailed objectives;具体的目标 detailed objectives;设立目标 Setting objectives;目标分解composing objectives;第三篇 chapter 3;费用比例Share of expenditures;促销种类Types of sales promotion;全年计划概要The outline of annual plan;计划的细节Detailed plan;计划表格Planning form;处理全国促销程序Procedures on handling national promotion;市场季度促销计划 promotion plan;费用从优原则expenditures first;第二部分： 实 战;第四篇 chapter 4;加强认识客户Building account knowledge;了解KA的操作Understand KA operation 组织结构--零售Organizational structure-Retail;采购部的七项职责The 7 responsibilities of merchandising dept;商品分类Product categories;重点决策 Key decision;引进新产品的标准Criteria for new listing;介绍新产品进场Presenting for new listing;淘汰产品的标准Criteria for de -listing;促销Sales promotion;促销项目Promotional programmes;促销费用 A P charges;广告及促销过程The A P planning process;配送中心 Distribution centre;第五篇 chapter 5;了解采购员 Knowing the buyer;商业关系 Business rapport;建立及培养交情Build and cultivate relationship;什么能激发关键客户？What motivate key accounts?;第六篇 chapter 6;客户档案Account record;客户位置 account position;客户合同;档案记录 account record;第七篇 chapter 7;KA管理会议KA management meeting;季度生意检讨会Quarterly review meeting;议程及论题 The topics;第九篇 chapter 9;定义 The definition;年度谈判The annual negotiation;谈判过程The negotiating ptocess;贸易条件Trading terms;谈判结束后所需做的事Follow-up to negotiations;事例研究 Case study;The end