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銷售渠道建設與管理

 文章來源:久久影院企管 時間:2019-07-15 10:14
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銷售渠道建設與管理
正確的渠道選擇,成熟穩定的渠道管理
課程時間:2019年 8月27-28日上海   11月7-8日 上海
課程費用:4980元/人(含教材,午餐及茶點)
誰來參加?                                                                                                                                                             
* 組織內各部門管理者及骨幹員工                                                                                                                                        
有何收獲?                                                                                                                                                                        
* 了解除了價格,我們在產品,品牌,服務,政策等方麵與對手的差異                                                                                         
* 公司如何在客戶,市場,行業,地區,渠道與產品等發展方向上確立目標                                                                        
* 銷售經理如何根據自身的特點並結合與對手的差異,創新我們的銷售模式                                                                       
* 麵對客戶的各種不同需求,如何在不同的銷售模式中選擇?                                                                                                          
* 如何有效開發與管理經銷商                                                                                                                                   
* 公司在發展初期在渠道管理工作中應避免的三個錯誤;貪---懶---變!                                                                                     
* 公司在發展成長後渠道管理工作中應關注的三個問題:製度---均衡---人員!
課程時長                                                                                                                                                                 
2天(13小時)                  
先決條件?                                                                                                                                                              
*從事銷售渠道代理工作3年以上                                                                                                                               
為何參加?                                                                                                                                                             
* 許多的企業管理人員都寄希望於通過培訓,來直接獲取能幫助自己企業實現業績倍增或有效管理的具體工具,但我們每一個企業自身的特點與所麵臨的問題千差萬別, 看似在其他企業行之有效的方法能否一定為我所用? 法可以寫明, 理可以講明,但道則需要“悟”                                                                                                                                                 
* 通過本期課程的學習,你將更多地了解與掌握如何針對市場與對手開展分析,對自身特點與優勢經行判斷,從而確立出一套與眾不同的差異化經營之路,使我們企業自身的利益最大化;不僅是授人以“魚”,更重要的是授人以“漁”                                                       
 
課程大綱                                                                                                                                                                 
第一模塊:渠道建設與管理中的常見問題                                                                                                                    
* 市場競爭激烈,經銷商沒有忠誠度;                                                                                                                        
* 經銷商區域間的“竄貨”造成價格管理困難;                                                                                                     
* 經銷商總是抱怨支持少,利潤低;                                                                                                                           
* 經銷商對於新政策/產品缺乏熱情;                                                                                                                          
* 對不同地區的政策能否有區別?                                                                                                                            
* 直銷公司與經銷渠道衝突?                                                                                                                                    
* 經銷商對於年度任務缺乏信心;                                                                                                                            
* 經銷商缺乏對我們信任,難以接觸與管理他們的客戶                                                                                                  
第二模塊:渠道設計的原則與要素                                                                                                                                
* 外部環境:競爭對手與市場競爭的激烈程度                                                                                                              
* 內部的優勢與劣勢:我們機會與對策                                                                                                                        
* 渠道管理的四項原則:                                                                                                                                           
* 渠道銷售 = 經銷商?                                                                                                                                           
* 討論:銷售渠道還包括哪些不同的類型?                                                                                                                 
第三模塊:渠道的選擇                                                                                                                                              
* 討論:經銷商 = 代理商嗎?                                                                                                                                  
* 我們將失去部分利潤, 但為何還需要經銷商?                                                                                                                        
- 廠家對經銷商的期望——                                                                                                                                      
- 理想的經銷商應該是——                                                                                                                                      
- 選擇經銷商的標準是——                                                                                                                                      
* 渠道建設中的幾種思考:                                                                                                                                       
- 銷售商、代理商數量越多越好?                                                                                                                             
- 自建渠道網絡比中間商好?                                                                                                                                   
- 網絡覆蓋越大越密越好?                                                                                                                                        
- 一定要選實力強的經銷商?                                                                                                                                    
- 合作隻是暫時的?                                                                                                                                                
- 渠道政策是越優惠越好?                                                                                                                                        
* 我們的結論是——                                                                                                                                                  
- 經銷商願意經銷的產品:                                                                                                                                       
- 經銷商對廠家的期望:                                                                                                                                           
- 廠家應盡的義務                                                                                                                                                     
- 廠家可以提供的幫助                                                                                                                                              
- 廠家額外提供的服務                                                                                                                                            
- 對方的需求,正是你對其管理的切入點                                                                                                                           
第四模塊:企業發展初期的渠道管理                                                                                                                           
* 企業發展的主要目標                                                                                                                                            
- 企業發展的主要目標:生存 + 發展                                                                                                                          
- 企業麵臨的主要問題:知名度低,客戶有限,資金有限,資源有限                                                                                  
- 企業渠道策略的主要目標:借船出海,借力發力                                                                                                           
* 渠道管理所麵臨的主要困難                                                                                                                                    
- 與誰合作                                                                                                                                                             
√應選擇怎樣實力的經銷商:有實力的?實力一般的?                                                                                                   
√經銷商數量:越多越好?地域或行業越廣越好?                                                                                                          
√與經銷商合作的性質:獨家授權經銷商?授權經銷商?                                                                                                
- 哪裏尋找                                                                                                                                                               
√自己培養:說服已有的經銷商---資源不匹配,配合度?                                                                                                
√自己開發:在當地重新培養---資源有限,周期較長                                                                                                     
√策反對手的合作方:怎樣的對手?---資源豐富,效果顯著,有難度!                                                                             
- 如何管理                                                                                                                                                               
√業績的完成,長期隻依賴一家渠道---穩定性,健康型?                                                                                                
√客戶是我的,廠家不能接觸!---客戶的誰的?如何接觸客戶?                                                                                       
√今年的銷售計劃太高,完不成!---除了苦口婆心,我們隻能妥協?                                                                                 
* 渠道管理應避免的錯誤                                                                                                                                           
- 貪!---求大,求多,求快                                                                                                                                      
- 懶!---隻看業績,滿足現狀                                                                                                                                  
- 變!---靈活應變,創新互惠!                                                                                                                               
- 堅持不變,持之以恒!                                                                                                                                             
- 案例分析與討論:GE公司在幾個不同時期的渠道選擇                                                                                                
第五模塊:企業成熟穩定期的渠道管理                                                                                                                         
* 企業發展的主要目標                                                                                                                                            
- 企業發展的主要目標:老市場的穩健發展,新市場的快速拓展                                                                                                 
- 企業麵臨的主要問題:已有市場競爭的日益激烈,新市場開拓中的資源不足                                                                      
- 不合適的合作方                                                                                                                                                   
√有貢獻,但不再適合的總經銷製度:對方有客戶!有難度,有風險                                                                                
√有業績,但沒後勁的經銷商:對方已經年長,已經富足,不想再投入,不想再冒險;                                                       
√有業績,但屢次違反規則的經銷商:原則重要還是利益重要?                                                                                       
- 如何管理                                                                                                                                                               
√合作方(經銷商)數量太多                                                                                                                                     
√經銷商低價銷售或串貨銷售                                                                                                                                     
√客戶/項目的歸屬權                                                                                                                                                
- 項目報備製度的建立                                                                                                                                            
√為何建立---客戶,項目,價格判斷的基礎;公平,公正,公開原則的體現                                                                                      
√建立的基礎---時間優先 + 地域優先原則                                                                                                                  
√如何建立---組成與細則                                                                                                                                           
√討論:當我們的報備製度與經銷商的利益發生衝突,如何處理?                                                                                    
- 其他管理製度的建立                                                                                                                                            
√分銷權及專營權政策                                                                                                                                              
√價格和返利政策                                                                                                                                                    
√年終獎勵政策                                                                                                                                                       
√促銷政策                                                                                                                                                                
√客戶服務政策                                                                                                                                                        
√客戶溝通和培訓政策                                                                                                                                            
- 渠道管理應避免的錯誤                                                                                                                                          
√製度!  ---時機,公平,鋼性,清晰                                                                                                                        
√均衡!  ---成熟與落後;大客戶與小客戶                                                                                                                        
√人員!  ---觀念,能力,經驗,紀律!                                                                                                             
√案例分析與討論:阿裏巴巴公司對製度的執行                                                                                                                         
* 銷售業績是對渠道唯一的考評內容嗎?                                                                                                                                   
- 如何確定銷售額                                                                                                                                                     
- 重要的可量化的信息補充                                                                                                                                       
- 產品組合和市場滲透                                                                                                                                              
- 評估年度業績                                                                                                                                                    
- 銷售政策的認同和執行                                                                                                                                            
- 客戶滿意度                                                                                                                                                             
- 增長率的評估                                                                                                                                                          
- 市場份額的增長                                                                                                                                                      
- 討論:渠道管理中的幾個難點                                                                                                                                 
第六模塊:渠道衝突的管理                                                                                                                                         
* 渠道之間有哪些衝突?                                                                                                                                            
* 渠道衝突的實質                                                                                                                                                     
* 渠道衝突的應對                                                                                                                                                    
第七模塊:銷售隊伍管理                                                                                                                                            
* 銷售隊伍對於渠道合作方的正確認識                                                                                                                                 
* 渠道銷售不同於直銷體係的價格管理,產品管理,市場推廣與激勵機製                                                                                            
* 銷售代表與經銷商的不同作用                                                                                                                                
* 銷售的基本素質及如何提高                                                                                                                                    
* 銷售人員的4項基本工作                                                                                                                                       
* 銷售拜訪製度的建立                                                                                                                                            
第八模塊:渠道管理中的觀念轉變                                                                                                                               
* 在得到實際回款之前的銷售額並不是真正的銷售。                                                                                                      
* 控製風險並不會損害銷售。                                                                                                                                     
* 現金到手之前銷售並沒有完成。                                                                                                                            
* 公司所掙的每一分錢都經由我們的雙手而實現。                                                                                                           
* 貨款的拖欠比壞帳更能侵蝕利益。                                                                                                                             
* 那是我們的錢--客戶不過是暫借而已。                                                                                                                      
* 越及時提醒客戶就越早地收到貨款。                                                                                                                        
* 客戶從來都不會因被提醒付款而不滿                                                                                                                        
總結                                                                                                                                                                        
相關課程                                                                                                                                                                  
* 作為銷售經理,你可能還會對《顧問式銷售》《市場營銷數據的分析與挖掘》感興趣                                                      
* 想要在銷售團隊的管理能力上更進一步,你可能需《卓越的銷售管理》《企業銷售合同風險控製》                                 

講師簡介                                                                                                                                                                                                                                                                                          
鮑 先生                                                                                                                                                                           
* 背景經曆                                                                                                                                                                  
* 北京大學經濟係研究生                                                                                                                                              
* 美國南加州大學(USC)工商管理碩士                                                                                                                     
* 營銷學、客戶分析學、談判技巧專家                                                                                                                        
* 資深營銷管理培訓師,2004年起,主講700多場,培訓20000多人                                                                                        
* 曾任職於全球知名企業飛利浦、西門子、施耐德、通用電氣,從事產品、市場、銷售等工作,                                                         
擁有20多年的不同文化背景之下及不同工作崗位上的多方實際工作經驗,經曆了由地區銷售經理,                                  
渠道銷售經理,市場經理,大中華區產品與市場總監,到亞太區銷售與市場總監的成長曆練。                                            
* 鮑老師結合自身豐富的實戰工作經曆,采用合理的理論與實踐的有效結合,讓受訓人員通常能夠                                    
感受到茅塞頓開,貼近實際,因而培訓效果深受學員的好評。  
                                                                                                                                  
*  擅長領域                                                                                                                                                              
* 《大客戶關係管理》                                                                                                                                              
* 銷售、營銷、市場及團隊管理                                                                                                                              
*  服務客戶                                                                                                                                                            
德國博世,鬆下電氣,科勒衛浴、東風汽車,三一重工,三菱電梯、法國海格電氣、艾默生電氣公司,中興通訊,邁瑞醫療器械,比亞迪,青島中化實業、奧林巴斯、聯邦快遞、匯豐銀行、長城集團、萬豐奧特控股集團、西安德寶、江蘇華通、天津市達恩機電等。北京市城鄉貿易集團、 華普超市、 中國郵政郵購局、十省市郵局、 中國電信、北京啟明星晨三和國際集團有限公司、鵬達房地產開發有限公司、柯尼卡美能達商用科技製造(香港)有限公司、中信物業、信統光電科技(深圳)有限公司、深圳天華會計師事務所有限公司、深圳康冠電腦技術KTC有限公司等                                                                                                                                                                                                                                                  
*  學員反饋                                                                                                                                                            
組織有序,課程貼近實際、生動、互動愉快!                                                                                                               
                                      ——曾先生(某知名外資碳素公司銷售經理)                                                 
鮑老師實戰經驗豐富,案例分享實用,能結合實際案例講解。                                                                                           
                                      ——Danny(某知名外資器械公司銷售主管)
 
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