【正文】 1 引航潤(rùn)滑油經(jīng)銷商運(yùn)營(yíng)手冊(cè)2022 年 6 月 18 日2本手冊(cè)包含公司商業(yè)信息秘密，手冊(cè)僅供引航經(jīng)銷商使用，不得外泄。3目 錄序 .........................................................................................................................................................51. 經(jīng)銷商的職能 ...............................................................................................................................5 經(jīng)銷商的職責(zé) ..........................................................................................................................5 經(jīng)銷商所應(yīng)具備的能力 ........................................................................................................62. 業(yè)務(wù)發(fā)展策略 ...............................................................................................................................7 了解當(dāng)?shù)厥袌?chǎng) ..........................................................................................................................7 計(jì)算市場(chǎng)容量 .................................................................................................................7 了解銷售渠道 .................................................................................................................8 了解競(jìng)爭(zhēng)品牌 ...............................................................................................................12 制定市場(chǎng)目標(biāo)和策略 ............................................................................................................12 市場(chǎng)份額和業(yè)務(wù)增長(zhǎng)率目標(biāo) .......................................................................................12 業(yè)務(wù)增長(zhǎng)途徑 ...............................................................................................................13 渠道發(fā)展策略 ...............................................................................................................14 客戶服務(wù)策略 ...............................................................................................................17 市場(chǎng)活動(dòng)策略 ...............................................................................................................173. 組織結(jié)構(gòu)和基礎(chǔ)設(shè)施 ...................................................................................................................18 為什么要設(shè)定組織結(jié)構(gòu)？設(shè)定怎樣的組織結(jié)構(gòu)？ ............................................................18 如何成為有效的組織結(jié)構(gòu) ....................................................................................................20 人員的配置、職能劃分 ...............................................................................................20 銷售區(qū)域及路線的劃分 ...............................................................................................22 基礎(chǔ)設(shè)施 ................................................................................................................................23 辦公室 ...........................................................................................................................23 倉(cāng)庫(kù) ...............................................................................................................................24 送貨 ...............................................................................................................................244. 銷售管理 .....................................................................................................................................25 銷售隊(duì)伍管理 ........................................................................................................................25 設(shè)定銷售目標(biāo) ................................................................................................................25 銷售人員獎(jiǎng)勵(lì)機(jī)制 .......................................................................................................26 銷售流程管理 ........................................................................................................................27 銷售管理系統(tǒng) SMS .....................................................................................................28 世界級(jí)銷售拜訪 WCSC ...............................................................................................28 客戶管理 ................................................................................................................................29 客戶分類 ...................................................................................................................29 客戶關(guān)系 ...................................................................................................................29 銷售報(bào)告 ................................................................................................................................30 銷售員業(yè)務(wù)表現(xiàn)跟蹤報(bào)告 .......................................................................................30 產(chǎn)品銷售表現(xiàn)跟蹤報(bào)告 ...........................................................................................31 通路銷售表現(xiàn)跟蹤報(bào)告 ...........................................................................................3145. 財(cái)務(wù)管理 .....................................................................................................................................31 信用控制：貨款管理政策和實(shí)施 ........................................................................................31 貨款管理政策 ...............................................................................................................31 貨款管理政策的實(shí)施 ...................................................................................................32 財(cái)務(wù)總帳 ................................................................................................................................32 財(cái)務(wù)報(bào)告 ..................................................................................................................................34 基本的財(cái)務(wù)報(bào)表 ............................................................................................................34 其他的報(bào)表 ...............................................................................................................346. 物流 .............................................................................................................................................34 訂貨程序 ........................................................................