Professional Documents
Culture Documents
SALES MANAGEMENT
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
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.
II.
IV.
V.
VI.
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)
Assistant to Sales Manager/ Sales Administrator (not directly supervise sales force)
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)
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.
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
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
d)
IV
e) Hng dan phan tch tiem nang th trng
Toi thieu hoa so lng yeu to th trng
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
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).
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)
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)
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
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,
Thiet ke chnh sach
(+ Practice)
Gia theo s nhan thc cua th trng Gia ngay cang tang Gia ngay cang giam Lng
(+ Practice)
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
E. Khuyen mai
Noi dung chnh ke hoach khuyen mai
Muc tieu Cach thc
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
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
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:
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
V
A.
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
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
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
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
Xac nh cac nhu cau cua khach hang qua buoi noi chuyen va e ngh khach hang chon mua san pham cua cong ty.
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
Trnh bay cac tnh nang ac iem noi bat cua san pham
X ly phan oi cua KH
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
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
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
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
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
Thu nhap (lng, hoa hong, tr cap, di chuyen, du lch, giai tr, ien thoai, )
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
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
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
1.
2. 3.
4.
5. 6.
Hieu qua
S gan ket/tinh than ong oi Sc manh canh tranh
7.
(+ Practice)
$50,260
42,320 92,580
$50,640
43,920 94,560
$54,000
55,390 109,390
$52,620
56,190 108,810
Website:
Website:
<http://cwx.prenhall.com/bookbind/pubbooks/ca_ph_kotler_pofmarket_5/> http://wps.prenhall.com/ca_ph_kotler_pom_6
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