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1、Sales ManagementJuly 22 销售管理,Sales Responsibility谁来负责销售的责任,Who is Responsible for Sales ? 谁来担负销售的责任 Merchandising ? 采购？ Operations ? 运营？ Management ? 管理部门 Who is Responsible ?谁来担负销售的责任,Move slides from 63 - 80,Merchandising ?采购？,Responsible for Product Selection 谁来负责产品选择,Merchandising ?,Responsible
2、for Product Selection Vendor Selection谁来负责供货商的选择,Merchandising ?,Responsible for Product Selection Vendor Selection Product Cost 商品的成本,Merchandising ?,Responsible for Product Selection Vendor Selection Product Cost Selling Price 销售价格,Merchandising ?,Responsible for Product Selection Vendor Selection
3、 Product Cost Selling Price Market Competition市场竞争,Merchandising ?,Responsible for Sales Product Selection Vendor Selection Product Cost Selling Price Market Competition,=YES,10,The Home Way Customers家居的顾客,The Home Way Customer,The Home Owner (Existing Home) 家庭用户,15,The Home Way Customer,The Home Ow
4、ner The Home Buyer a) New Home新居,The Home Way Customer,The Home Owner The Home Buyer a) New Home b) 2nd use home二手房,17,The Home Way Customer,The Home Owner The Home Buyer The Decorator (Professional) 装修公司（专业客户）,18,The Home Way Customer,The Home Owner The Home Buyer The Decorator (Professional) Small
5、 Contractor (Professional) 小型承包商,19,The Home Way Customer,The Home Owner The Home Buyer The Decorator (Professional) Small Contractor (Professional) Building and Property Maintenance Manager (Professional) 物业公司（）专业客户,20,The Home Way Concept家居的构思,A Warehouse Store with a selection of products to buil
6、d, repair, maintain, and re-model a home or building. 仓储式的商店：集房屋和建筑物维修，保养和改造所需要的商品于一体,21,The Home Way Concept,A Warehouse Store with a selection of products to build, repair, maintain, and re-model a home or building. Low Price Image 低价形象,22,The Home Way Concept,A Warehouse Store with a selection of
7、 products to build, repair, maintain, and re-model a home or building. Low Price Image Complete Selection under one roof 完善的商品选择集一体,23,The Home Way Concept,A Warehouse Store with a selection of products to build, repair, maintain, and re-model a home or building. Low Price Image Complete Selection u
8、nder one roof Large Inventories in Stock 大量的库存 现货,Warehouse Store Image,RealityDo we delivery the Concept ?我们是真实地表达了我们的构思,A Warehouse Store Image ? 仓储式商店的形象？ Expensive Displays ?昂贵的展示 Tall Racking 高货架 Wide Aisles 宽敞的通道,25,First Impression第一印象,Entering a Home Way Store : 进入家居的商店 Warehouse Concept ?仓储
9、式的构思 Low Price ?低价 Complete Selection ?完善的商品的选择 Large Inventories ?大量的库存,28,The Home Way Customer,Warehouse Store Image,29,Presentation评述,Fashion Display to Fashion Products时尚商品的展示出时尚性的 Functional Display to Functional Products功能性的商品展示出它的功能性 Warehouse Image Displays仓储式的形象展示 Display Should Work Good
10、Then Look Good展示应当是操作性能比展示效果更好 The Display Should Present and Stock Inventory展示需呈现现货库存 Bulk Stock The Best Products畅销商品应有大量的储备 Bulk Stock Commodity Products敏感性商品 应有大量的储备,Warehouse Store Image,30,Department Adjacencies部门邻接 Category Adjacencies品类邻接 Related Products商品间的关系 End caps端头 Clip Strips挂件 Bulk
11、Stacks堆头的大小 Check Stands收银台,Presentation评述,Fashion Display/Fashion Products,Fashion Display/Fashion Products,Fashion Display,Functional Display/Functional Product,Work Good,Work Good,Work Good,Work Good,Bulk Best Products,Bulk Stock Commodities,Bulk Stock Commodity Products,End Caps,Bulk Stacks/Main
12、 End Caps,Low Price,44,Low Pri ce ?低价,June 2004 Perception2004年的感觉 “Hi gh Quality - High Pri ce”“高质量高价” Today ?今天,Low Price,45,Pricing定价,In 2005, The Home Way Goal is to 2005年家居的目标 Lower the Cost降低成本 Lower the Selling Price降低销售价格 Increase Sales增加销售 Increase the Profits增加利润,Low Price,46,Pricing定价,Pri
13、ce to Sell, not to Margin定价为销售服务，而不是为毛利 Price to Competition, not to Margin定价是由于市场竞争而不是为毛利 Price to Volume, not to Margin定价是为销量而不是为毛利,Low Price,47,Pricing定价,Commodity Products敏感性商品 Identifiable Items可以确认的商品 Same Items同样的商品 Similar Items相似的商品 Non-identifiable Items不可确定的商品 Exclusive Products高端商品 Compe
14、titive Shopping市调,Commodity Products敏感性商品,Identifiable Items可确认的商品,Non-identifiable ItemsExclusive Products不可确定的商品-高端商品,Maximize the Sales最大的销售额 Above the Department or Category Plan 部门或品类计划之外,Competitive Shopping市调,Commodity Products Shopped Every 2 Weeks敏感性商品市调每两周 Identifiable Brands Shopped Every
15、 4, 8, 16 Weeks品牌市调每四周，八周，十六周 All Vendors Reviewed At Least 3 Times A Year供货商一年要做三次回顾,Competitive Advertising Policy竞争性广告政策,Items Advertised Quarterly or More - Advertised Price Is The Home Way Price Comparable. Price $299 Advertised $199 Home Way EDLP = $199 每季做商品广告或更多-做价格广告是因为家居的价格是具有竞争能力的,Competi
16、tive Advertising Policy竞争性广告,Items Advertised Semi-Annually Comparable Price $299 - Advertised $199 Home Way EDLP = $229 一年一次商品广告，可比价格299-广告价格199,Competitive Advertising Policy竞争性广告政策,Items Advertised Annually Advertised Price Is The Home Way Price Comp.Reg Price $299 Advertised $199 Home Way EDLP =
17、 $149,Competitive Advertising Policy,Items Promoted below the Vendor Fixed Price with Vendor Notification : Set up Price Change with Beginning and Ending dates to Match the Vendors Promotion. 商品促销-供应商通告将价格调整为低于市场统一价格：设立变价的起始时间，对应供货商的促销活动,Competitive Advertising Policy,Competition Advertising Below t
18、he Fixed Price WITHOUT Notification : Set up Price Change with Beginning and Ending dates to Match the Competitions Promotion. CONTACT THE VENDOR for Cost Adjustment and Explanation of Policy. 设立变价的起始时间已应对竞争对手的促销活动。与供货商取得联系，要求降低成本，解释我们的方针,Low Price,57,Advertising广告,Everyone Sells the Same Items 大家销售
19、的产品一样 Everyone Sells with Discounts 大家都做折扣销售 Everyone Sells with Gimmicks 大家都使用销售策略 No Discount, No Customer, No Sale 没有折扣，没有顾客，没有销售 No One Has Customer Loyalty没有忠实的顾客 The Only Loyalty Is The Advertised Price 广告价格才是唯一忠实的,Low Price,58,True Every Day Low Price is the Sale Price Everyday.天天低价销售 No Need
20、 to Wait for a Sale.（如果我们的定价准确）我们就无需等待销售 Competitors Advertisement is our Every Day Price. 竞争对手的广告价格就是我们每天的价格,Advertising广告,Low Price,59,True Every Day Low Price Can Be Our ADVANTAGE. 天天低价是我们的优势 Buy What You Want, When You Want. 当你有购买需求时，就来购买你所需要的 Buy Everything at the Low Price. 所有商品都是低价 True Every
21、 Day Low Price Will Bring Customer Loyalty.真正的低价将带来忠实的顾客,Advertising,Low Price,60,Signing标识,Warehouse Signing仓储式的标识 Big Pricing Not Sign Pollution我们的缺陷不做标识,Product Selection商品的选择,SKU must fit the Home Way Target Customer必须适合我们的目标顾客,The Home Owner家庭用户 The Home Buyer房屋购买者 The Decorator (Professional)装
22、修公司（专业客户） Small Contractor (Professional)小型承包商（专业客户） Building and Property Maintenance Manager (Professional)物业公司（专业客户）,SKU must fit the Product Hierarchy for the Customer 商品层级要适合顾客 Department Category Class Sub Class,Product Selection,Product Selection,63,Product Matrix商品结构,Opening Price to Quality
23、 Price National Brand Names Local Brands Step Up Price Points Full Category Coverage,Large Inventory,64,In-Stock现货,Inventory Responsibility库存的责任,Merchant采购 Initial Quantity 最初的数量 2. Pack包装 3. Minimum Orders 最小定单值 4. Product Range 商品的范围 5. Re-Order Quantity 再次定单的数量 6. Display Quantity 展示的数量,Store商店 R
24、e-Order Quantity 再次定单的数量 2. Re-Order Quantity 3. Re-Order Quantity 4. Display Quantity 再次定单的数量 5. Display Quantity 6. Display Quantity,Large Inventory,65,Inventory库存,Discontinued Products (11% of Inventory) D掉商品（占库存的11%） Re-place (RTV) Re-turn (RTV) Re-Price Markdown to sell降价销售 1st Markdown best Ma
25、rkdown 第一次降价须是有力的降价 Cost or Margin Value = -0- 成本或毛利 价值= 0 Paid Money no return货款已付无退货 Space Productivity Lost失去产值空间 Continuous Markdown停止降价,Logistics物流,Logistics = Sales 物流等于销售,Logistics = Sales,Freight Service货运服务 Cross Dock Service Warehouse Service仓库服务 Reduced Cost降低成本 Increase In- Stock Positio
26、n提高现货的位置,Private Label自有品牌,Private Label = Sales自有品牌=销售,Product Selection商品选择 Mid Price Range中档的价格 Good Quality好质量 Semi Complete完成了部分 Best Sellers最好的销售人员,Private Label自有品牌,Initial Product Selection From : 最初的商品选择 1. Where Brand Name products dominate without margin Faucets-Power Tools-Paint 哪些是名牌产品占
27、优势无毛利的：龙头-电动工具-油漆 2. No Brand names , many suppliers. Locke Sets-Bath Accessories-Hand Tools 无知名品牌，许多供应商。锁具卫浴五金-手动工具 3. Home Way Branded products以家居做命名品牌商品,Private Label自有品牌,Private Label,Control the Quality控制质量 Lower the Cost降低成本 Develop Preparatory Names为发展预备品名做准备 Why Not Home Way Brands ?为何不以家居做命
28、名 When to use Home Way Brand For Publicity Tool Box Tape Measure 何时采用家居做命名 工具箱盒尺,Advertising,Advertising = Sales 广告=销售,Advertising = Sales,Develop a Home Way Image发展家居形象 Create Market Awareness让市场了解 Design Store Signing设计店内广告标识 Design Product Presentation 设计商品的评述 Put “Feet” in Home Way stores 进入家居商店
29、,MST,MST = Sales,M S T = Sales 采购支持=销售,Right Product Information正确的商品信息 Description描述 Price价格 SKU / UPC SKU / 条形码 Vendor Data供货商数据 Vendor Relations供货商关系 Store Communications 商店的沟通,Finance,Finance = Sales 财政=销售,Finance = Sales,Pay the Vendors支付供货商货款 Pay the Vendors Pay the Vendors Pay the Employees支付
30、员工工资 Pay the Employees Pay the Employees,Human Resources,H.R. = Sales 人力资源=销售,H. R. = Sales,Right People合适的人选 Right People Right People Right Education 健全的培训 Right Education (Training) Right Education Right Salary恰当的工资 Right Salary Right Salary,Administration,Administaration = Sales 行政管理=销售,Administ
31、ration = Sales,Information Technology信息技术,T. = Sales IT=销售,I. T. = Sales,Product information 商品信息 Front End Services 前端服务 Speed速度 Accuracy准确性 Reports报告 Back End Services后端服务 Future Technology未来的技术,Operations,Operations = Sales 运营=销售,Operations = Sales,Deliver the Complete Package完整地送货 Product商品 Pres
32、entation介绍 Customer Service顾客服务 Stocking the Shelves货品上架 Ordering 排序，分类 Greeting 祝贺,Operations = Sales运营=销售,Return Desk退货服务部 Receiving Department收货部 Cashiers收银员 Special Service Desks特别服务部 Security Guards安全保卫 Auditors核数员 Marketing市场营销,Operations = Sales,We = Sales 我们=销售,EveryOne每个人 EveryWhere各处 Every
33、Day每天 EveryThing we do 我们做每件事,WE = Sales,- is to support the sales person 支持销售人员 To Sell More销得更多 To Sell Better销得更好 To Sell Easier销得更容易,SELLING,Selling the Customer如何销售,Acknowledge承认顾客，服务于顾客 Qualify资格 Suggest建议 Close the Sale销售完结,Selling,What To Sell销售什么 What the Customer Needs?顾客需要什么？,Selling,What
34、 To Sell What the Customer Needs? What the Customer Wants?顾客要什么？,Selling,What To Sell What the Customer Needs? What the Customer Wants? ALL the Customer Needs.所有顾客需要的,Low Price,96,Selling,What To Sell What the Customer Needs? What the Customer Wants? ALL the Customer Needs. ALL the Related Products.
35、所有的关联性商品,Selling,What To Sell What the Customer Needs? What the Customer Wants? ALL the Customer Needs. ALL the Related Products. Do not Sell to Margin.销售不是为毛利率 Do not Sell to Sales.销售不仅仅为销售 Training & Education培训,Selling,What To Sell What the Customer Needs? What the Customer Wants? ALL the Custome
36、r Needs. ALL the Related Products. Do not Sell to Margin.,Selling,What To Sell What the Customer Needs? What the Customer Wants? ALL the Customer Needs. ALL the Related Products. Do not Sell to Margin. Do not Sell to Sales.,Selling,What To Sell What the Customer Needs? What the Customer Wants? ALL t
37、he Customer Needs. ALL the Related Products. Do not Sell to Margin. Do not Sell to Sales. Training & Education,Selling Aids,End Caps Bulk Stacks Side Stacks Clip Strips,Sell,SellSell,SellSellSell,SellSellSellSell,SellSellSellSellSell,SellSellSellSellSellSell,SellSellSellSellSellSellSellSell,SELL,Thank You,