【文章內容簡介】 — D 客戶 Chapter 3 第三篇 KEY ACCOUNT ORGANIZATION KNOWING THE BUYER 了解客戶組織及采購員 BUILDING FRIENDSHIPS 建立友誼 You can make more friends in two months by being interested in other people than you can In two years by trying to get people interested in you. 如果您能關心別人，您在兩個月內認識的朋友比讓別人在兩年內關心你還來得多。 Dale Camegie (18881955) Key account management 關鍵客戶管理 Buyer and seller relationship 供應商與零售商的關系 TRADITION RELATIONSHIP 傳統式關系 PARTNERSHIP 伙伴式關系 Product Flow 商品供應 Marketing 市場部 WarehouseLogistics 倉庫及后勤部 Finance 財務部 Admin.Operations 行政及運營部 Finance 財務部 Seller 銷售員 Buyer 采購員 AP 廣告及促銷部 Logistics Distribution后勤及配送部 Store Operations 門店運營部 Value Oriented 價值傾向性 Gross Margin Oriented 毛利傾向性 Product Flow 商品供應 Marketing 市場部 Warehouse Logistics倉庫及后勤部 AdminOperations行政及運營部 Finance 財務部 AP廣告及促銷部 LogisticsDistribution后勤及配送部 Store Operations 門店運營部 Finance 財務部 Category Mgt. 商品種類管理 Account Mgt. 關鍵客戶管理 Key account management 關鍵客戶管理 Motives for KAM 關鍵客戶管理的動機 The Seller’s perspectives 供應商的看法 Buyer?s short term focus on price frustrating the seller to consider long term relationship. 零售商只顧眼前價格的行為令供應商對長期合作感到灰心。 The seller?s major motives with Key Account Management are: 供應商對于關鍵客戶管理的主要動機是： ?Improving market share 提高市場份額 ?Increasing profitability 增長利潤 ?Strengthen customer Loyalty 加強消費者的忠心度 ?Assurance of future business把握將來的生意 The Buyer’s perspectives 零售商的看法 Seller takes time to adapt and 需要長久時間來適應及作出改變。 The buyer?s major motives with Key Account Management are:零售商對于關鍵客戶管理的主要動機是： ?Achieve the revenue, profitability, satisfying customers objectives達到銷量，利潤和滿足顧客的目標 ?Deciding with whom they can work with in future 決定將來與誰合作 Organizational structure 組織結構 General Manager 門店總經理 Store Operations 門店運營部 Merchandising 采購部 LogisticsDistribution 后勤及配送部 Human Resources人力資源部 Business Development業(yè)務發(fā)展部 Finance Administration 財務及行政部 Non Food 非食品部 Dry Groceries 干糧部 Fresh Food生鮮食品部 Merchandising 采購監(jiān)控部 A P 廣告及促銷部 私有品牌 Space Planner 貨架陳列 Product Database 商品數據庫 Market Research 市場調研 Price Checker 檢價員 ?Merchandising, Store Qperation and Logistics Distribution form the operational axis of a KA. ?采購部，門店運營部和后勤部是 KA的操作核心。 ?All other departments are operating in a service and support role towards these 3 departments. 所有其他部門都為這三個部門扮演服務和支援的角色 The 7 responsibilities of merchandising dept. 采購部的七項職責 1. Management of Assortment 種類管理 ?To select product categories and sku in each category, make sure total assortment is being kept uptodate and demand of 各種類的規(guī)格，并確保整個產品種類跟得上消費者的需求。 with suppliers 與供應商的關系 ?To generate maximum performance out of this relationship. 從良好的關系中產生更可觀的成績。 Strategy 價格策略 ?To suit the best possible desired positioning of the stores. 以最適合的價格來配合公司理想的定位 margin 毛利率 ?To responsible for the gross margin performance of the 毛利增長情況。 銷售量 ?To mit and improve the sales performance of the stores. 積極提高各門店的銷售成績。 activities 促銷活動 ?To negotiate with suppliers the most attractive promotion that are available. 跟供應商協商以便爭取最能吸引消費者的促銷活動。 (Display) 陳列 ?To develop fixed plans for the presentation of products for each individual 。 Building relationship with key a/ KA建立聯系 1. Building relationship with KA personnel relating to the sales of Company products. 與公司業(yè)務有關 KA人員建立友好關系。 2. Establish a relationship of trust that can be built on in negotiating and influencing the accounts. 在關系上建立信任以至能在談判中影響客戶 ?Build a work of contacts and trust with persons involved in any aspect which impacts on the actual or potential sales o f our products. 與關鍵人物聯系及建立信任以便正面影響我們產品的現實或潛在銷量。 Owner最高 Set Policies 設立政策 Decision maker 決策人 Buyer Merchandiser采購員 User/Implementers執(zhí)行者 Store Managers and Store personnel店長或門店員工 Influencers 有影響的人 Authorizers 有勢力的人 Consumers 消費者 Key decision 決策重點 Buyer?s Point of View 采購員的觀點 oriented 能適應顧客 upto date新式并具有吸引力 price合理的價格 有利潤 Influence By Supplier 供應商的影響 data=Sales, share 市場數據 =銷量，市場份額，趨勢，價格分析等等 research 消費者調研數據 specific sales data 公司具體數據 on world wide trends全球發(fā)展趨勢 other relevant information 其他相關的信息 Decision決策 Various aspect of a buyer 多方面了解采購員 Personal 個人的 Job specific 明確的工作 Company 他的公司 Motivations 激發(fā)因素 Product range 所負責的產品種類 Negotiation談判 Promotional 策劃促銷活動 Store planning 門店計劃 Other mgt. Responsibilities.其他管理方面的任務 Job Functions 職務 Supervisors 上司 Subordinates 下屬 Network relationship with colleagues with related responsibilities. . store Operation, AP etc. 與其他相關部門的聯系。如門店運營部，廣告及促銷部等 Reporting Relationship 匯報關系 Buying procedure 采購程序 Stock control 庫存管理 branch allocations 配送貨物于分店 Performance monitoring 業(yè)績監(jiān)控 Advertisingpromotions 廣告和促銷 Procedural System 程序制度 Head office anization 總公司的組織 Field or unit management structure 部門結構 Decision Making Unit (DMU) / Committee 決策小組 Buying Org. Structure 采購公司結構 What motivate key accounts? 什么能激發(fā)關鍵客戶？ Developing personal relations 發(fā)揮個人交情 1. Understanding buyers and satisfying their needs from the 用交情滿足他們的需求。 2. Developing a balance harmonious relationship with all 諧 的 關系。 3. Providing recognition and esteem, and developing friendship and 和尊重，以及發(fā)展友誼。 4. Developing trust in the Account Manager as a person, and in the Company as a good supplier. 發(fā)展關鍵客戶經理為可依賴的人，及使公司成為良好的供應商 Adding value to KA。s business 增添 KA的業(yè)務價值 1. Profit enhancement. . Trading terms,