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QUAN TR BAN HANG

SALES MANAGEMENT

Trnh bay: NGUYEN XUAN ANG HUY

Giam oc ieu hanh


The Clear Mirror Co., Ltd

E CNG
Mot so ghi chu Muc tieu phan trnh bay Phng phap Noi dung chuyen e Tai lieu tham khao Thao luan va thc tap

MOT SO GHI CHU


ay khong ch n thuan la mot bai giang ma con la mot cuoc thao luan co tnh chat chia se kinh nghiem. Khuyen khch thao luan trong khuon kho thi gian cho phep Trong qua trnh trnh bay co ieu g cha ro, co the hoi ngay hoac hoi vao phan cuoi cung Cau hoi va tra li Trong quy thi gian cho phep, nhng thac mac se c giai ap trc tiep tai lp. Nhng thac mac cha giai ap tai lp se tra li trc tiep cho ngi hoi sau o. Thao luan ch khong tranh cai ung sai. a ch lien lac:
Email: nxdhuy@TCMcompany.com T: 9702705 Ext: 207

MUC TIEU PHAN TRNH BAY


He thong hoa van e quan tr ban hang mot cach cap nhat, cu the, chi tiet va sat thc te vi kinh nghiem tch luy t cac cong ty a quoc gia. Giup hoc vien hieu ro ve quan tr ban hang va co the t thc hien toan bo cac van e lien quan en ban hang (T thiet lap, lap ke hoach, van hanh en anh gia ban hang)

PHNG PHAP
S dung hng tiep can thc tien Minh hoa ly thuyet bang nhng v du cu the cua hoat ong tiep th ngay nay Thc tap bang tnh huong va cau hoi cu the Tng tac Giup hoc vien nh nhng iem chnh ngay sau khi ket thuc

I.

CON NG NGHE NGHIEP BAN HANG & CHAN DUNG NHA QLBH THANH CONG
I.1 Con ng nghe nghiep ban hang I.2 Chan dung nha QLBH thanh cong.

NOI DUNG CHUYEN E

II.

VAI TRO VA NHIEM VU CUA NGI QLBH


II.1 ai dien ban hang (Sales representative) II.2 Quan ly hanh chnh ban hang (Sales administrator) II.3 T van ban hang (Sales consultant) II.4 Hoan thanh ch tieu ban hang (Target achiever) II.5 Lanh ao (Leader)

II.6 Ngi ong vien (Motivator)

III. THIET LAP MOT TO CHC BAN HANG


III.1 Nguyen tac III.2 Cau truc to chc ban hang III.3 Nguyen tac ap dung vao to chc ban hang III.4 Quan niem Lam viec theo d an trong quan ly ban hang

IV.

LAP KE HOACH BAN HANG


IV.1 Tiem nang th trng va doanh so ban IV.2 D bao IV.3 Lap ngan sach IV.4 Lanh tho va lo trnh ban hang IV.5. Ch tieu/ Han ngach

V.

VAN HANH TO CHC BAN HANG


V.1 Thiet ke cac chnh sach

V.2 Chon la nhan vien ban hang (NVBH)


V.3 Hoa nhap NVBH mi vao to chc V.4 Huan luyen NVBH V.5 Tieu chuan thc hien ban hang va he thong bao cao

V.6 ong vien va phat trien oi ngu ban hang


V.7 Giam sat ban hang

VI.

ANH GIA BAN HANG


VI.1 Muc ch VI.2 Cac tieu thc anh gia

1. Con ng nghe nghiep ban hang

I. CON NG NGHE NGHIEP BAN HANG & CHAN DUNG NHA QLBH THANH CONG
NVBH (Salesman) ieu hanh BH/ ai dien BH (Sales Executive/ Representative) Giam sat BH (Sales Supervisor)

Assistant Sales Manager/ Deputy Sales Manager (directly supervise sales force)

Pho phong ban hang

Assistant to Sales Manager/ Sales Administrator (not directly supervise sales force)

Tr ly TPBH/Quan ly hanh chnh BH

Trng phong ban hang (Sales Manager)


MARKETING

TP ban hang khu vc (Regional Sales Manager) TP ban hang toan quoc (National Sales Manager) G ban hang (Sales Director) G ban hang & tiep th (Sales & Marketing Director) G thng mai (Commercial Director) Ngi ng au to chc (Top Management)

TRADE MARKETING

I
2. Chan dung nha quan ly ban hang thanh cong
a) Giao duc: trnh o ai hoc la phu hp nhat cho v tr QLBH

b)

Kinh nghiem: Kinh nghiem ban hang (khong nhat thiet phai la mot ngoi sao ban hang) Kinh nghiem ve quan ly Tnh cach: gioi quan ly con ngi, giao tiep, chu ng c ap lc, hoan thanh ch tieu,
Thoi quen lam viec: thc tien, hieu qua, ra th trng thng xuyen Mot ngi v hu ch: hieu va thong cam cong viec Khat khao Khat khao c tr thanh mot Quan ly ban hang va sau o Quan ly ban hang THANH CONG

c)
d) e) f)

II. VAI TRO VA NHIEM VU CUA NGI QUAN LY BAN HANG


1. ai dien ban hang: thc hien cac giao dch ban hang chnh nh sau: 2. 3. 4. 5. 6. Th iem Khach hang quan trong, ln, ac biet

Quan tr hanh chnh lien quan en ban hang: quan tr c s d lieu khach hang, so lieu, bao cao ban hang, T van ban hang: hng dan nhan vien ve ky thuat ban hang, x ly cac tnh huong ban hang khac nhau, giai quyet khieu nai, nh gia, Hoan thanh ch tieu: ngi QLBH phai co kha nang dan dat oi ngu nhan vien at va vt ch tieu at ra Thu lnh: phai la thu lnh chnh thc va ca khong chnh thc Thuc ay nhan vien ban hang: phai co kha nang ong vien, thuc ay, phat trien nhan vien ban hang.

III.1 Nguyen tac


III. THIET LAP MOT TO CHC BAN HANG

Da tren o ln th trng: t o tnh ra to chc phu hp e bao phu th trng Da tren nguon lc cua cong ty: chon th trng phu hp e bao phu

III.2 Cau truc to chc BH:

Moi thi iem va o ln cong ty phu hp vi 1 mo hnh cau truc to chc BH


Dang th trng (B-C, B-B, B-G) va san pham (Consumer goods, semi consumer goods, industrial goods, commodity, service etc.) se anh hng en cau truc to chc BH Co cac dang cau truc lc lng ban hang chnh nh sau: Cau truc theo san pham (Product sales force structure): vd Cau truc theo khach hang (Customer sales force structure): vd Cau truc phc hp (Complex sales force structure): vd Cau truc theo lanh tho (Territorial sales force structure): vd

Practice: Structure sales force of a typical company

Tnh toan o ln lc lng ban hang: (Theo khoi lng cong viec)

Khach hang c phan chia thanh nhng loai theo o ln khac nhau
Thiet lap tan so vieng tham mong muon cho moi loai khach hang Nhan so lng khach hang moi loai vi tan so vieng tham tng ng tnh ra tong so lan vieng tham can thiet c tnh so lng vieng tham trung bnh moi NVBH co the thc hien

Chia tong so lan vieng tham can thiet cho so lung vieng tham trung bnh cua moi NVBH se tnh ra c so lng NVBH can thiet
Tren c s so lng NVBH tnh ra cac v tr khac trc thuoc to chc BH

III
III.3 Nguyen tac ap dung vao to chc ban hang
Nen to chc hoat ong ch khong phai con ngi Trach nhiem va quyen han phai ket hp hai hoa Cac hoat ong phai c can bang va phoi hp Tam kiem soat va giam sat cua cap ieu hanh phai hp ly To chc nen on nh nhng phai linh ong Phoi hp hoat ong ban hang vi cac hoat ong khac Vai tro cua to chc khong chnh thc

III.4 Quan niem Lam viec theo d an trong quan ly ban hang: la 1 nhom c thiet lap chuyen biet e phu trach 1 d an ban hang ac biet chang han nh cac d an au thau

IV. LAP KE HOACH BAN HANG


IV.1 Tiem nang th trng va doanh so ban a) b) Cau: Cau = S can thiet/c muon + Kha nang mua + san sang mua Phan tch ngi tieu dung: c) Thoi quen Tan suat s dung So lng s dung Thu nhap au ngi/Tong san pham quoc dan au ngi So lieu nhan khau hoc (Demographic) So lng san pham s dung bnh quan au ngi cac quoc gia khac

Xac nh va s dung cac yeu to th trng:

d)

Cac yeu to th trng khac


Suy dien t yeu to th trng (Market factor derivation) Phan tch tng quan (Correlation analysis)

Nhng ky thuat c ban e tm c tiem nang

Nghien cu th trng (Market research)


Th nghiem th trng (Test market)

IV
e) Hng dan phan tch tiem nang th trng
Toi thieu hoa so lng yeu to th trng

S dung suy luan ung an


S dung nhieu phng phap e kiem chng S dung ky thuat ln nhat nho nhat

Moi san pham eu khac nhau


Lam quen vi cac nguon thong tin

f) Hieu biet toan hoc va thong ke Kien thc ve Toan hoc va thong ke se giup cho viec tnh toan tiem nang th trng chnh xac hn
Practice: Estimate market size of a typical industry

IV
IV.2 Lap d bao (Sales forecast): c tnh san

lung/doanh so ban cho 1 giai oan

a) Tam quan trong cua d bao ban hang: rat quan trong la c

s cho viec tnh toan khoi lung san xuat, ke hoach ho tr, nguon nhan lc, ngan sach,D bao chnh xac giup tiet kiem chi ph va toi a hoa kha nang ban hang Y kien chuyen gia Tong hp t lc lng ban hang D oan theo khuynh hng Phan tch cac yeu to th trng Khao sat ngi tieu dung
Practice: Forecast sales volume for a (period).

b) Cac phng phap d bao

IV IV.3 Lap ngan sach


a) Li ch t viec lap ngan sach:
Can oi dong tien mat Quan ly chi ph hieu qua Theo doi mc o hoan thanh ch tieu Doanh thu Chi ph ban hang - Cua lc lng ban hang
- Chi ph ban hang khac

b) Tien trnh lap ngan sach: can c vao

Chi ph hanh chanh Chi ph chieu th (Quang cao, khuyen mai, quan he cong ong, tiep th trc tiep, tiep th tren internet) Chi ph ong vien Practice: Doing budget for sales department. Chi ph linh tinh

IV
IV.4 Phan chia lanh tho va lo trnh ban hang a) Ly do phai thiet lap lanh tho ban hang (sales territory) am bao mc o bao phu th trng thch hp Tang cng s yeu thch va hieu qua cua NVBH Kiem soat va anh gia hoat ong cua NVBH De dang thc hien chc nang quan ly ban hang va tiep th khac Giam chi ph ban hang

b) c)

Hoan thien moi quan he vi khach hang


Tnh toan tiem nang ban hang cua th trng va khoi lng cong viec phai lam e bao phu thi trng Phan chia th trng thanh nhieu khu vc (Lanh tho ban hang) khac nhau can c tren tiem nang ban hang hoac khoi lng cong viec Cac lanh tho ban hang co the c phan chia bang nhau hoac khac nhau Thiet ke nguyen tac phan chia lanh tho ban hang

Quy trnh thiet lap va phan chia lanh tho ban hang:

Lo trnh ban hang: tren moi lanh tho ban hang ve s o lo trnh ban hang am bao bao phu tot nhat vi chi ph tiet kiem nhat
Practice: Divide territories & routing for the company

IV
IV.5 Ch tieu/Han ngach
a) Muc ch cua ch tieu ban hang

b)

Hoan thanh muc tieu va khch le nhan vien ban hang


anh gia nang suat va hieu qua lam viec cua nhan vien ban hang Ch tieu ban hang thng gan lien vi lanh tho ban hang Ch tieu tren doanh thu/san lng Ch tieu tren li nhuan Ch tieu tren chi ph Ch tieu hoat ong Ket hp cac loai ch tieu
Practice: Set sales target for sales dept. and salesmen.

Cac loai ch tieu:

V. VAN HANH TO CHC BAN HANG


V.1 Thiet ke chnh sach V.2 Tuyen dung va chon la nhan vien ban hang V.3 Hoa nhap nhan vien ban hang mi vao to chc V.4 Huan luyen nhan vien ban hang

V.5 Tieu chuan thc hien ban hang va he thong bao cao
V.6 ong vien va phat trien oi ngu V.7 Giam sat ban hang

Thiet ke chnh sach

Tuyen dung & Chon la NVBH

Hoa nhap NVBH mi vao to chc

Huan luyen NVBH

Tieu chuan Thc hien BH & he thong bao cao

ong vien & phat trien oingu

Giam sat ban hang

V.1 Thiet ke chnh sach


A.

Chien lc/chien thuat ban hang: chien lc va chien thuat ban hang can c thiet ke phu hp cho tng thi iem, nganh nghe, nguon lc cong ty, Chien lc/chien thuat ban hang thng da vao nhng USP (Unique Selling Point Luan iem ban hang oc ao) chnh nh sau:
Chat lng Gia ca Thng hieu
(+ Practice)

Cong nghe
Dch vu,

B. Chien lc gia: co cac chien lc gia nh sau:


Thiet ke chnh sach

Gia hng vao th trng


Gia hng vao cong ty Gia co dan
Tuyen dung & Chon la NVBH Hoa nhap NVBH mi vao to chc
Huan luyen NVBH Tieu chuan Thc hien BH & he thong bao cao

(+ Practice)

ong vien & phat trien oingu

Giam sat ban hang

Gia theo s nhan thc cua th trng Gia ngay cang tang Gia ngay cang giam Lng
(+ Practice)

C. Chnh sach thu nhap:


Cac khoan tr cap (Allowance) (ien thoai, di chuyen, giai tr, quan he,) Hoa hong (Commission) Tien thng (Bonus) Khuyen khch (Incentive)
(+ Practice)

D. Chnh sach ong vien


Tra li cac cau hoi 5 W: Why/How/When/What/Where e tao ong lc cho NVBH Soan thao ke hoach ong vien nhan vien chi tiet, hieu qua va kha thi trong ngan sach cho phep.
Tuyen dung & Chon la NVBH Hoa nhap NVBH mi vao to chc
Huan luyen NVBH Tieu chuan Thc hien BH & he thong bao cao

Thiet ke chnh sach

ong vien & phat trien oingu

Giam sat ban hang

E. Khuyen mai
Noi dung chnh ke hoach khuyen mai
Muc tieu Cach thc

Phan tch tai chnh


Doanh so tang them mong i Ke hoach thc hien chi tiet Kiem soat/Theo doi Tnh kha thi Kha nang tang doanh so Thng hieu

(+ Practice: design a sales promotion proposal)

anh gia 1 ke hoach khuyen mai:


-

Li nhuan tang them

Thiet ke chnh sach

Theo doi hieu qua khuyen mai: theo doi ve doanh so, thng hieu trc trong va sau khi khuyen mai
Tuyen dung & Chon la NVBH Hoa nhap NVBH mi vao to chc
Huan luyen NVBH Tieu chuan Thc hien BH & he thong bao cao

ong vien & phat trien oingu

Giam sat ban hang

V
V.2 Tuyen dung va chon la nhan vien ban hang
a) b) c) d) e) f) Xac nh dang ngi mong muon Tm nguon: chon nguon ng vien phu hp e tuyen dung (Noi bo,oi thu canh tranh, nha cung cap, cac trng, cong ty tuyen dung, quang cao, website,) Gan loc: qua ho s chon nhng ng vien co kha nang thanh cong cao nhat vi v tr tuyen dung Kiem tra: IQ, EQ Phong van: kinh nghiem, tnh cach, Ket luan: chon nhng ng vien phu hp nhat

The successful salesperson cares first for the customer, second for the products (Kotler on Marketing)
(+ Practice)
Thiet ke chnh sach Tuyen dung & Chon la NVBH Hoa nhap NVBH mi vao to chc
Tieu chuan Thc hien BH & he thong bao cao

Huan luyen NVBH

ong vien & phat trien oingu

Giam sat ban hang

V.3 Hoa nhap NVBH mi vao to chc


A. Ch tieu

Mo ta cong viec va tieu chuan cong viec: rat can thiet e tuyen dung NVBH va giup NVBH hieu ro ve cong viec cua mnh. Can co cac noi dung chnh sau:

Quy trnh bao cao


Cong viec cu the He thong thu nhap Yeu cau trnh o va kinh nghiem

(+ Practice): design a detailed Job description for salesman of a typical company

B.

Thiet lap kenh truyen at hieu qua: truyen at ong vai tro rat quan trong oi vi hieu qua hoat ong cua phong BH v vay can thiet lap va thng xuyen hoan thien kenh truyen at. Lu y co cac kenh truyen at nh sau
Kenh truyen at theo chieu doc Kenh truyen at theo chien ngang

Kenh truyen at chnh thc


Kenh truyen at khong chnh thc: can lu y ky va quan ly chat che kenh nay

Thiet ke chnh sach

Tuyen dung & Chon la NVBH

Hoa nhap NVBH mi vao to chc

Huan luyen NVBH

Tieu chuan Thc hien BH & he thong bao cao

ong vien & phat trien oingu

Giam sat ban hang

V V.4. Huan luyen nhan vien ban hang


au t vao nguon nhan lc cua cong ty, giup nhng ngi ban hang at nang suat cao hn.
A. B. C. D. E. F. G. Gii thieu (Induction) Kien thc san pham Phan tch SWOT Cac ky nang ban hang Cac bc ban hang Cac ky nang trnh bay va thng lng Cham soc khach hang

Thiet ke chnh sach

Tuyen dung & Chon la NVBH

Hoa nhap NVBH mi vao to chc

Huan luyen NVBH

Tieu chuan Thc hien BH & he thong bao cao

ong vien & phat trien oingu

Giam sat ban hang

V
A.

Gii thieu (Induction):


So tay nhan vien Chnh sach va thu tuc chung cong ty

Chnh sach va cac thu tuc BH: chien lc ban hang, chnh sach gia, thu nhap (Lng, hoa hong, thng, tr cap,), giam sat (Cac thu tuc bao cao), ong vien (Thang tien,),

B.


Thiet ke chnh sach

Kien thc san pham:


ac iem san pham
Cong nghe nh v san pham va khach hang muc tieu Th trng va oi thu canh tranh Luan iem ban hang oc ao (Unique selling points) Chien lc ban hang
Tuyen dung & Chon la NVBH Hoa nhap NVBH mi vao to chc
Huan luyen NVBH Tieu chuan Thc hien BH & he thong bao cao

ong vien & phat trien oingu

Giam sat ban hang

V
C. Phan tch SWOT: so vi cac oi thu canh tranh chnh iem manh (Strength): can lu y tam quan trong khac nhau theo tng thi iem cua tng iem manh

iem yeu (Weakness): can lu y tam quan trong khac nhau theo tng thi iem cua tng iem yeu
C hoi (opportunity):

S e doa (Threat):
Ty le va tam quan trong cua iem manh so vi iem yeu noi len mot san pham de hay kho ban Can hng dan cho nhan vien biet cach tan dung toi a iem manh, trung hoa hoac bien iem yeu thanh iem manh, tranh thu on au cac c hoi va han che hoac e ra ke hoach d phong oi vi cac e doa

Thiet ke chnh sach

Tuyen dung & Chon la NVBH

Hoa nhap NVBH mi vao to chc

Huan luyen NVBH

Tieu chuan Thc hien BH & he thong bao cao

ong vien & phat trien oingu

Giam sat ban hang

D. Cac ky nang ban hang


KY NANG PHAN TCH: Nhan biet thi iem thch hp e tiep xuc khach hang

Co kha nang nhan ra nhu cau cua khach hang


KY NANG TO CHC: NVBH phai t leo lai cach ban hang cua chnh mnh ma khong can s giup t ben ngoai. NVBH phai t lap ke hoach lam viec cho rieng mnh, phai sap xep cong viec hp ly e at c ke hoach e ra

Thiet ke chnh sach

Tuyen dung & Chon la NVBH

Hoa nhap NVBH mi vao to chc

Huan luyen NVBH

Tieu chuan Thc hien BH & he thong bao cao

ong vien & phat trien oingu

Giam sat ban hang

D. Cac ky nang ban hang


KY NANG LAP LUAN:

Ky nang nay oi hoi NVBH phai co kien thc vng ve san pham va s hieu biet ro rang ve nhu cau cua khach hang. T o hng khach hang la chon nhng san pham cua cong ty. KY NANG GIAO TIEP: Ngon ng: Noi ro rang va chon cac thuat ng de hieu ieu chnh cach dung t cho tng khach hang, s dung cac cum t co ong, suc tch

Khong nen noi qua nhanh

Thiet ke chnh sach

Tuyen dung & Chon la NVBH

Hoa nhap NVBH mi vao to chc

Huan luyen NVBH

Tieu chuan Thc hien BH & he thong bao cao

ong vien & phat trien oingu

Giam sat ban hang

D. Cac ky nang ban hang


KY NANG GIAO TIEP:
Hieu biet:

Bam theo suy ngh cua khach hang va at mnh vao v tr cua khach hang
Ton trong khach hang: lam cho khach hang cam thay ho quan trong. Khiem ton: Tranh nhng dau hieu t man hay t cao Phuc vu khach hang tot va a ra nhng li khuyen Duy tr s trung thanh cua khach hang oi vi san pham

Thiet ke chnh sach

Tuyen dung & Chon la NVBH

Hoa nhap NVBH mi vao to chc

Huan luyen NVBH

Tieu chuan Thc hien BH & he thong bao cao

ong vien & phat trien oingu

Giam sat ban hang

D. Cac ky nang ban hang


KY NANG GIAO TIEP:
Chu ong lang nghe Lang nghe khach hang mot cach nghiem tuc Tong ket cac nhu cau cua khach hang qua nhng cau hoi

Xac nh cac nhu cau cua khach hang qua buoi noi chuyen va e ngh khach hang chon mua san pham cua cong ty.

Thiet ke chnh sach

Tuyen dung & Chon la NVBH

Hoa nhap NVBH mi vao to chc

Huan luyen NVBH

Tieu chuan Thc hien BH & he thong bao cao

ong vien & phat trien oingu

Giam sat ban hang

E. Cac bc ban hang:

Muc tieu cua ban hang ca nhan la tm kiem khach hang mi va ban hang cho ho

Hau het nhng ngi ban hang s dung thi gian cua ho e duy tr va xay dng moi quan he lau dai vi khach hang hien tai
Khong phai cac bc ban hang eu la bat buoc, co the linh ong trong tng tnh huong ban hang khac nhau

Thiet ke chnh sach

Tuyen dung & Chon la NVBH

Hoa nhap NVBH mi vao to chc

Huan luyen NVBH

Tieu chuan Thc hien BH & he thong bao cao

ong vien & phat trien oingu

Giam sat ban hang

E. Cac bc ban hang:


Tm kiem va chon la KH

Tiep can khach hang


Phat hien ra nhu cau KH

Trnh bay cac tnh nang ac iem noi bat cua san pham
X ly phan oi cua KH

Ket thuc ban hang


Theo doi
Thiet ke chnh sach Tuyen dung & Chon la NVBH Hoa nhap NVBH mi vao to chc
Huan luyen NVBH Tieu chuan Thc hien BH & he thong bao cao

ong vien & phat trien oingu

Giam sat ban hang

E. Cac bc ban hang:


Tm kiem va chon la khach hang: lu y Nguon KH: Bao ch, tong ai, thong tin chuyen nganh, KH gii thieu, Nguyen tac cai pheu: vd Vieng tham KH bat cht (Cold call) Cach ban hang de nhat: ban cho xep Hang rao ngan cach (Bao ve, tiep tan,) va cach vt qua Nguyen tac tot nhat la kien tr va khong bo cuoc

Tiep can khach hang: lu y

Phat hien nhu cau khach hang: phai co kha nang oc c nhng suy ngh an giau cua KH. Lu y ngon ng hnh the (Body language)
Trnh bay: can luon hoc hoi va hoan thien ky nang trnh bay va am phan X ly phan oi cua KH: chu yeu da vao SWOT va kinh nghiem Ket thuc ban hang: lu y cac ky thuat ket thuc ban hang quan trong nh: gia nh KH a mua, dan chng t nhng khach hang khac, Theo doi: lu y phai tiep tuc theo doi that sat sau khi gap KH cho en khi KH mua va tiep tuc theo doi e cham soc
Thiet ke chnh sach Tuyen dung & Chon la NVBH Hoa nhap NVBH mi vao to chc
Tieu chuan Thc hien BH & he thong bao cao

Huan luyen NVBH

ong vien & phat trien oingu

Giam sat ban hang

F. Cac ky nang trnh bay va thng lng


*S CHUAN B:
S chuan b can than = 50% s thanh cong Nghien cu: - Cong ty: C cau/Nganh kinh doanh/doanh so,

- Nhng ngi lien quan trong cuoc thng lng


- Cac oi thu canh tranh: chien lc/gia/chao hang/cac khoan hoa hong/ngi tham gia chnh Tam ly: t tin, than thien,

Cac thiet b va cong cu: tai lieu ban hang (sales-kit), chao hang, ke hoach d kien, hnh anh, th khen ngi cua cac KH khac, qua tang, danh thiep,
Nguon nhan lc: ngi dan au, ai phu trach phan nao, ngoai hnh, Hng tiep can: chien lc, gia ca, tron goi, Game plan (Luat chi): bo tr cho ngoi, phan cong oi thoai, Cac cau hoi va tra li: am bao moi cau hoi eu a c d oan trc va tra li nh the nao Dien tap: nh ieu chnh sau khi dien tap e buoi trnh bay se hoan hao hn
Thiet ke chnh sach Tuyen dung & Chon la NVBH Hoa nhap NVBH mi vao to chc
Huan luyen NVBH Tieu chuan Thc hien BH & he thong bao cao

ong vien & phat trien oingu

Giam sat ban hang

F. Cac ky nang trnh bay va thng lng


*TRONG CUOC THNG LNG
en trc t 5 15 phut e sap xep Sap xep cho ngoi Chao hoi, trao danh thiep M au s thao luan: cam n khach hang v c hoi nay

Trnh bay nhng iem chnh (thay phien nhau neu co the e tranh nham chan va khai thac toi a li the cua tng thanh vien) - Phng phap trnh bay - Noi dung chnh - Ban ke hoach - e ngh at cau hoi

Hoi va tra li Vt qua s phan oi (gi ung gia, cung ng them nhng dch vu cong them, trnh bay cac v du,) Van e con ton tai: cach giai quyet nh the nao

Cam n, chao tam biet


Hy vong c phuc vu KH sm Bc tiep theo: ai lam g

Thiet ke chnh sach

Tuyen dung & Chon la NVBH

Hoa nhap NVBH mi vao to chc

Huan luyen NVBH

Tieu chuan Thc hien BH & he thong bao cao

ong vien & phat trien oingu

Giam sat ban hang

F. Cac ky nang trnh bay va thng lng


*SAU CUOC THNG LNG:

Gi th cam n + bien ban hop (1-2 ngay sau) + nhng van e con lai Goi ien thoai ca nhan e anh gia y kien phan hoi Thao luan trong oi ngu, thc hien cac hanh ong can thiet Tiep tuc theo doi cho en khi ket thuc thanh cong G. Cham soc khach hang

Viet th cam n khach hang ang s dung san pham


e ngh cho y kien phan hoi/ anh gia Tang qua Lu y ve Word of mouth Lu y: nguyen tac E+1 tren ca s mong i Tm kiem cong thc mua hang lap lai t KH
Thiet ke chnh sach Tuyen dung & Chon la NVBH Hoa nhap NVBH mi vao to chc
Huan luyen NVBH Tieu chuan Thc hien BH & he thong bao cao

ong vien & phat trien oingu

Giam sat ban hang

V
V.5 Tieu chuan thc hien ban hang va he thong bao cao (Sales performance standards & Report system)
A. Tieu chuan thc hien ban hang

Ch tieu ban hang (Sales target)


Ch tieu Vieng tham khach hang (Sales call target) Quy trnh lam viec Tuyen bao cao (Reporting line) Phan cong lanh tho quan ly (Territory assignment)

(+ Practice: design the sales performance standards for your company )

Thu nhap (lng, hoa hong, tr cap, di chuyen, du lch, giai tr, ien thoai, )

Thiet ke chnh sach

Tuyen dung & Chon la NVBH

Hoa nhap NVBH mi vao to chc

Huan luyen NVBH

Tieu chuan Thc hien BH & he thong bao cao

ong vien & phat trien oingu

Giam sat ban hang

V
V.5 Tieu chuan thc hien ban hang va he thong bao cao
B. He thong bao cao:
Bao cao vieng tham khach hang (ngay, tuan, thang) Ke hoach lam viec Bao cao lam viec (ngay, tuan, thang) C s d lieu khach hang
(+ Practice: design individual form of sales reports)

Ho s hp ong
Bao cao tnh hnh canh tranh Bao cao ban hang Bao cao chi ph

Thiet ke he thong bao cao tot se giup ch rat nhieu cho viec quan ly ban hang

Thiet ke chnh sach

Tuyen dung & Chon la NVBH

Hoa nhap NVBH mi vao to chc

Huan luyen NVBH

Tieu chuan Thc hien BH & he thong bao cao

ong vien & phat trien oingu

Giam sat ban hang

V.6 ong vien va phat trien oi ngu ban hang


Mo hnh ong vien (Motivation Model) Churchill, Ford, & Walker: - QLBH phai co the thuyet phuc NVBH rang ho co the ban nhieu hn bang cach lam viec cham ch hn hoac c huan luyen e lam viec kheo leo hn - QLBH phai co the thuyet phuc NVBH rang phan thng danh cho viec ban hang tot hn xng ang vi no lc tang them Cac ky thuat tao ong lc - T ong vien - Thu nhap - Thang tien - anh gia cao - Lam viec nhom - Moi trng lam viec - Ho tr - ao tao - Quan he tot - Quan tam cham soc - Trao quyen

- Hop mat/i chi


- Phuc li ac biet Thng xuyen tao c hoi e phat trien cac NVBH tot Luon phat trien oi ngu ban hang ca ve chat lng va so lng NVBH

Thiet ke chnh sach

Tuyen dung & Chon la NVBH

Hoa nhap NVBH mi vao to chc

Huan luyen NVBH

Tieu chuan Thc hien BH & he thong bao cao

ong vien & phat trien oingu

Giam sat ban hang

V V.7 Giam sat nhan vien ban hang


A. Muc ch:

S giam sat c s dung e nh hng va thuc ay nhan vien ban hang


Cong ty se thay oi cung vi viec ho giam sat NVBH chat che nh the nao Toi a hoa hieu qua ban hang

Thiet ke chnh sach

Tuyen dung & Chon la NVBH

Hoa nhap NVBH mi vao to chc

Huan luyen NVBH

Tieu chuan Thc hien BH & he thong bao cao

ong vien & phat trien oingu

Giam sat ban hang

V
B. Cac cong cu s dung:
Ke hoach lam viec Phan tch thi-gian-va-nhiem-vu Time-and-duty analysis ( Di chuyen, giai lao va an uong, ch i, ban hang, cong viec hanh chnh) Quan ly thi gian lam viec i vi tng nhan vien ban hang en th trng Cuoc hop/gap mat e ho tr Thng xuyen kiem tra ong gia vai e nang cao ky nang ban hang oc cac bao cao ban hang
Thi gian lam viec

Ky nang chien thuat, kinh nghiem


Phan tch hoa n ien thoai
Tieu chuan Thc hien BH & he thong bao cao

Thiet ke chnh sach

Tuyen dung & Chon la NVBH

Hoa nhap NVBH mi vao to chc

Huan luyen NVBH

ong vien & phat trien oingu

Giam sat ban hang

VI. ANH GIA BAN HANG


VI.1

Muc ch:
o lng cong viec ban hang va cung cap thong tin phan hoi Sau khi anh gia co the tien hanh hop xem xet lanh tho ban hang e thao luan ve hieu qua ban hang

Tieu chuan ve thc hien ban hang can c noi ro rang cho NVBH
Tap trung vao cach c x Phan tch tng NVBH va ca to chc ban hang e hoan thien

VI.2

Cac tieu thc anh gia:

1.
2. 3.

Ket qua ban hang


So lng va chat lng khach hang Li nhuan

(+ Practice) (+ Practice) (+ Practice) (+ Practice) (+ Practice) (+ Practice)

4.
5. 6.

Hieu qua
S gan ket/tinh than ong oi Sc manh canh tranh

7.

Nhan xet cua khach hang

(+ Practice)

Table 21.2: Form for Evaluating Sales Representatives Performance


Territory: Midland Sales Representative: John Smith 1999 1. Net sales product A 2. Net sales product B 3. Net sales total 4. Percent of quota product A 5. Percent of quota product B $251,300 423,200 674,500 95.6 120.4 2000 $253,200 439,200 692,400 92.0 122.3 2001 $270,000 553,900 823,900 88.0 134.9 2002 $263,100 561,900 825,000 84.7 130.8

6. Gross profits product A


7. Gross profits product B 8. Gross profits total

$50,260
42,320 92,580

$50,640
43,920 94,560

$54,000
55,390 109,390

$52,620
56,190 108,810

VII. TAI LIEU THAM KHAO


Professional Sales Management (Anderson, Hair & Bush) Sales Force Management (Churchill, Ford, Walker, Johnston) & Tanner) Sales Force: A Sales Management Stimulation Game (Patton)

Marketing Management (Philip Kotler)


Principle of Marketing (Philip Kotler) Ngi ban hang v ai nhat the gii (Og Mandino)

Website:
Website:

<http://cwx.prenhall.com/bookbind/pubbooks/ca_ph_kotler_pofmarket_5/> http://wps.prenhall.com/ca_ph_kotler_pom_6

THAO LUAN VA THC TAP


Thc tap 1

e tai: Ban ang d tuyen vao v tr Sales Manager 1 cong ty vi nganh hang (T chon) ma ban am hieu. Sau khi vt qua nhieu vong phong van, kiem tra ban va 1 ng vien na c yeu cau trnh bay 1 ke hoach ban hang tong the trc Ban giam oc Yeu cau:

Thao luan nhom va c 1 ai dien nhom trnh bay. Se co 2 nhom trnh bay
Neu ac iem th trng, san pham va cong ty ma nhom chon trc khi trnh bay ke hoach ban hang Cac nhom con lai se tham gia phan bien

Thc tap 2

e tai: San pham gao Kim ke. Trnh bay 1 ke hoach ban hang tong the neu ban la Sales Manager Yeu cau:
Thao luan nhom va c 1 ai dien nhom trnh bay. Se co 2 nhom trnh bay San pham mau va cac thong tin chnh c gi en tng nhom Cac nhom con lai se tham gia phan bien

Thc tap 3

e tai: The qua tang cong ty Minh Cat. Trnh bay 1 ke hoach ban hang tong the neu ban la Sales Manager Yeu cau:
Thao luan nhom va c 1 ai dien nhom trnh bay. Se co 2 nhom trnh bay

San pham mau va cac thong tin chnh c gi en tng nhom


Cac nhom con lai se tham gia phan bien

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