如何有效提高销售

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1、如何有效提高销售如何有效提高销售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 1.Product Selection2.谁来负责产品选择Merchandising?Responsible for 1.Product Selection2.Vendo

2、r Selection谁来负责供货商的选择Merchandising?Responsible for 1.Product Selection2.Vendor Selection3.Product Cost 商品的成本Merchandising?Responsible for 1.Product Selection2.Vendor Selection3.Product Cost4.Selling Price 销售价格Merchandising?Responsible for 1.Product Selection2.Vendor Selection3.Product Cost4.Selling

3、Price5.Market Competition市场竞争Merchandising?Responsible for Sales1.Product Selection2.Vendor Selection3.Product Cost4.Selling Price5.Market Competition=YESThe Home Way Customers家居的顾客1010The Home Way CustomerThe Home Owner(Existing Home)家庭用户The Home Way CustomerThe Home OwnerThe Home Buyer a)New Home新

4、居1515The Home Way CustomerThe Home OwnerThe Home Buyer a)New Home b)2nd use home二手房The Home Way CustomerThe Home OwnerThe Home BuyerThe Decorator (Professional)装修公司（专业客户）1717The Home Way CustomerThe Home OwnerThe Home BuyerThe Decorator (Professional)Small Contractor(Professional)小型承包商1818The Home W

5、ay CustomerThe Home OwnerThe Home BuyerThe Decorator (Professional)Small Contractor(Professional)Building and Property Maintenance Manager(Professional)物业公司（）专业客户1919The Home Way Concept家居的构思A Warehouse Store with a selection of products to build,repair,maintain,and re-model a home or building.仓储式的商

6、店：集房屋和建筑物维修，保养和改造所需要的商品于一体2020The Home Way ConceptA 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2121The Home Way ConceptA Warehouse Store with a selection of products to build,repair,maintain,and re-model a home or building

7、.Low Price ImageComplete Selection under one roof完善的商品选择集一体2222The Home Way ConceptA Warehouse Store with a selection of products to build,repair,maintain,and re-model a home or building.Low Price ImageComplete Selection under one roofLarge Inventories in Stock大量的库存 现货2323RealityDo we delivery the C

8、oncept?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Warehouse Store ImageWarehouse Store ImageFirst Impression第一印象Entering a Home Way Store:进入家居的商店Warehouse Concept?仓储式的构思Low Price?低价Complete Selection?完善的商品的选择Large Inventories?大量的库存2525Th

9、e Home Way Customer2828Presentation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 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

10、 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2929Warehouse Store ImageWarehouse Store ImageDepartment 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 Stacks堆头的大小Check Stands收银台Presentation评述3030Warehouse Store ImageWarehouse Store ImageFashion

11、 Display/Fashion ProductsFashion Display/Fashion ProductsFashion DisplayFunctional Display/Functional ProductWork GoodWork GoodWork GoodWork GoodBulk Best ProductsBulk Stock CommoditiesBulk Stock Commodity ProductsEnd CapsBulk Stacks/Main End CapsLow Pri ce?低价June 2004 Perception2004年的感觉“Hi gh Quali

12、ty-High Pri ce”“高质量高价”Today?今天4444Low PriceLow PricePricing定价In 2005,The Home Way Goal is to2005年家居的目标1.Lower the Cost降低成本2.Lower the Selling Price降低销售价格3.Increase Sales增加销售4.Increase the Profits增加利润4545Low PriceLow PricePricing定价Price to Sell,not to Margin定价为销售服务，而不是为毛利Price to Competition,not to M

13、argin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4646Low PriceLow PricePricing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Competitive Shopping市调4747Low PriceLow PriceCommodity Products敏感性商品No Margin

14、无毛利Match Price价格比较2%Match Price4%1%Below6%2%Below10%3%Below15%4%BelowIdentifiable Items可确认的商品Home CentersTraditional Market传统市场Home Way Margin家居毛利Home Way Low Price家居低价Home Way Low Price5%5%BelowMatch Price12%8%Below1%Below15%10%Below2%Below18%10%Below3%Below20%10%Below4%BelowNon-identifiable ItemsE

15、xclusive Products不可确定的商品-高端商品1.Maximize the Sales最大的销售额2.Above the Department or Category Plan3.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 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Competit

16、ive Advertising Policy竞争性广告政策Items Advertised Quarterly or More-Advertised Price Is The Home Way PriceComparable.Price$299 Advertised$199Home 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Competitive Advertising Policy竞争性广告Items Advertised Semi-AnnuallyComparable Price$299-Advertised$199Home Way EDLP

17、=$229一年一次商品广告，可比价格299-广告价格199Competitive Advertising Policy竞争性广告政策Items Advertised AnnuallyAdvertised Price Is The Home Way PriceComp.Reg Price$299 Advertised$199Home Way EDLP=$149Competitive Advertising PolicyItems Promoted below the Vendor Fixed Price with Vendor Notification:Set up Price Change w

18、ith 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 PolicyCompetition Advertising Below the Fixed Price WITHOUT Notification:Set up Price Change with Beginning and Ending dates to Match the Competitions Promotion.CONTACT

19、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Advertising广告Everyone Sells the Same Items大家销售的产品一样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

20、有忠实的顾客The Only Loyalty Is The Advertised Price广告价格才是唯一忠实的5757Low PriceLow PriceTrue Every Day Low Price is the Sale Price Everyday.天天低价销售No Need 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5858Low PriceLow PriceTrue Every Day

21、 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 Day Low Price Will Bring Customer Loyalty.真正的低价将带来忠实的顾客Advertising5959Low PriceLow PriceSigning标识Warehouse Signing仓储式的标识Big PricingNot Sign Pollution我们的缺陷不做标

22、识6060Low PriceLow PriceProduct 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 Produc

23、t Hierarchy for the Customer 商品层级要适合顾客vDepartmentvCategoryvClassvSub ClassProduct SelectionProduct Matrix商品结构Opening Price to Quality PriceNational Brand NamesLocal BrandsStep Up Price PointsFull Category Coverage6363Product SelectionProduct SelectionIn-Stock现货Inventory Responsibility库存的责任Merchant采购

24、1.Initial Quantity2.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1.Re-Order Quantity2.再次定单的数量2.Re-Order Quantity 3.Re-Order Quantity4.Display Quantity再次定单的数量5.Display Quantity6.Display Quantity6464Large InventoryLarge InventoryInventor

25、y库存Discontinued Products(11%of Inventory)D掉商品（占库存的11%）Re-place(RTV)Re-turn(RTV)Re-PriceMarkdown to sell降价销售1st Markdown best Markdown第一次降价须是有力的降价Cost or Margin Value=-0-成本或毛利 价值=0Paid 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6565Large InventoryLarge InventoryLogistic

26、s物流Logistics=Sales物流等于销售Logistics=SalesFreight Service货运服务Cross Dock ServiceWarehouse Service仓库服务Reduced Cost降低成本Increase In-Stock Position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I

27、nitial Product Selection From:最初的商品选择1.Where Brand Name productsdominate without marginFaucets-Power Tools-Paint哪些是名牌产品占优势无毛利的：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 LabelCon

28、trol 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?为何不以家居做命名When to use Home Way BrandFor PublicityTool Box Tape Measure何时采用家居做命名 工具箱盒尺AdvertisingAdvertising=Sales广告=销售Advertising=SalesDevelop a Home Way Image发展家居形象Create Market Awareness让市场了解Design Stor

29、e 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MST MST=SalesM 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FinanceFinance=Sales财政=销售Finance=SalesPay the Vendors支

30、付供货商货款 Pay the Vendors Pay the VendorsPay the Employees支付员工工资Pay the EmployeesPay the EmployeesHuman ResourcesH.R.=Sales人力资源=销售H.R.=SalesRight People合适的人选Right PeopleRight PeopleRight Education 健全的培训Right Education (Training)Right EducationRight Salary恰当的工资Right SalaryRight SalaryAdministrationAdmin

31、istaration=Sales行政管理=销售Administration=SalesInformation Technology信息技术I.T.=SalesII.IT=销售I.T.=SalesProduct information商品信息Front End Services前端服务1.Speed速度2.Accuracy准确性Reports报告Back End Services后端服务Future Technology未来的技术OperationsOperations=Sales运营=销售Operations=SalesDeliver the Complete Package完整地送货Prod

32、uct商品Presentation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=SalesWe=Sales 我们=销售EveryOne每个人EveryWhere各处EveryDay每天EveryThin

33、g 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SELLINGSelling 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SellingWhat To Sell销售什么What the Customer Needs?顾客需要什么？SellingWhat To SellWhat the Customer Needs?Wh

34、at the Customer Wants?顾客要什么？SellingWhat To SellWhat the Customer Needs?What the Customer Wants?ALL the Customer Needs.所有顾客需要的SellingWhat To SellWhat the Customer Needs?What the Customer Wants?ALL the Customer Needs.ALL the Related Products.所有的关联性商品9696Low PriceLow PriceSellingWhat To SellWhat the Cu

35、stomer 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SellingWhat To SellWhat the Customer Needs?What the Customer Wants?ALL the Customer Needs.ALL the Related Products.Do not Sell to Margin

36、.SellingWhat To SellWhat 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.SellingWhat To SellWhat 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.Training&EducationSelling AidsEnd CapsBulk StacksSide StacksClip StripsSellSellSellSellSellSellSellSellSellSellSellSellSellSellSellSellSellSellSellSellSellSellSellSellSellSellSellSellSellSELLThank You