1、.僅供內(nèi)部參考！2013年12月. 供應(yīng)商分銷(xiāo)商工程類(lèi)客戶系統(tǒng)集成商渠道商客戶競(jìng)爭(zhēng).供應(yīng)商供應(yīng)商最終用戶最終用戶系統(tǒng)集成商系統(tǒng)集成商分銷(xiāo)商分銷(xiāo)商最終用戶最終用戶（商業(yè)代理商）（商業(yè)代理商）最終用戶最終用戶系統(tǒng)集成商系統(tǒng)集成商最終用戶最終用戶.供應(yīng)商供應(yīng)商分銷(xiāo)商分銷(xiāo)商系統(tǒng)集成商系統(tǒng)集成商最終用戶最終用戶什么是利益？什么是利益？X 金錢(qián)X 價(jià)格X 增值服務(wù)X 高性能技術(shù)方案X 提升本公司品牌X 。.供應(yīng)商供應(yīng)商分銷(xiāo)商分銷(xiāo)商系統(tǒng)集成商系統(tǒng)集成商最終用戶最終用戶結(jié)論：結(jié)論：利益鏈長(zhǎng)的產(chǎn)品設(shè)計(jì)能夠覆蓋更多市場(chǎng)！利益鏈長(zhǎng)的產(chǎn)品設(shè)計(jì)能夠覆蓋更多市場(chǎng)！.最終用戶：最終用戶：開(kāi)祥化工開(kāi)祥化工江蘇公司A河南公司河

2、南公司B B眾維力達(dá)眾維力達(dá)最終用戶：最終用戶：說(shuō)服將振動(dòng)檢測(cè)單獨(dú)招標(biāo)說(shuō)服將振動(dòng)檢測(cè)單獨(dú)招標(biāo)江蘇公司江蘇公司A：跟最終用戶關(guān)系好，讓他中標(biāo)跟最終用戶關(guān)系好，讓他中標(biāo)河南公司河南公司B：讓渡部分利益，托標(biāo)，并且不反對(duì)讓渡部分利益，托標(biāo)，并且不反對(duì)BENTLY品牌品牌眾維力達(dá)：眾維力達(dá)：確保確保bently品牌，并產(chǎn)生供貨訂單品牌，并產(chǎn)生供貨訂單.市場(chǎng)分析市場(chǎng)分析答案答案考核考核責(zé)任心責(zé)任心規(guī)劃規(guī)劃目標(biāo)目標(biāo)占有率占有率潛在客戶潛在客戶銷(xiāo)售財(cái)務(wù)目標(biāo)銷(xiāo)售財(cái)務(wù)目標(biāo)商業(yè)計(jì)劃商業(yè)計(jì)劃實(shí)施實(shí)施執(zhí)行執(zhí)行客戶管理客戶管理 (KFC) Keep保持 Find尋找 Close完成商業(yè)活動(dòng)商業(yè)活動(dòng)項(xiàng)目列表項(xiàng)目列表閉環(huán)反

3、饋客戶分析客戶分析市場(chǎng)定位市場(chǎng)定位替代產(chǎn)品替代產(chǎn)品行業(yè)趨勢(shì)行業(yè)趨勢(shì)潛在客戶潛在客戶銷(xiāo)售業(yè)績(jī)銷(xiāo)售業(yè)績(jī)市場(chǎng)份額市場(chǎng)份額商業(yè)活動(dòng)的有效性商業(yè)活動(dòng)的有效性.結(jié)構(gòu)一：矩陣式A A公司公司振動(dòng)檢測(cè)振動(dòng)檢測(cè)產(chǎn)品經(jīng)理產(chǎn)品經(jīng)理控制系統(tǒng)控制系統(tǒng)銷(xiāo)售經(jīng)理銷(xiāo)售經(jīng)理低壓傳動(dòng)低壓傳動(dòng)產(chǎn)品經(jīng)理產(chǎn)品經(jīng)理中壓傳動(dòng)中壓傳動(dòng)產(chǎn)品經(jīng)理產(chǎn)品經(jīng)理分析儀表分析儀表產(chǎn)品經(jīng)理產(chǎn)品經(jīng)理華北區(qū)域華北區(qū)域銷(xiāo)售銷(xiāo)售銷(xiāo)售銷(xiāo)售銷(xiāo)售西北區(qū)域西北區(qū)域銷(xiāo)售銷(xiāo)售銷(xiāo)售銷(xiāo)售銷(xiāo)售華東區(qū)域華東區(qū)域銷(xiāo)售銷(xiāo)售銷(xiāo)售銷(xiāo)售銷(xiāo)售華中區(qū)域華中區(qū)域銷(xiāo)售銷(xiāo)售銷(xiāo)售銷(xiāo)售銷(xiāo)售華南區(qū)域華南區(qū)域銷(xiāo)售銷(xiāo)售銷(xiāo)售銷(xiāo)售銷(xiāo)售西南區(qū)域西南區(qū)域銷(xiāo)售銷(xiāo)售銷(xiāo)售銷(xiāo)售銷(xiāo)售.結(jié)構(gòu)一：矩陣式矩陣式銷(xiāo)售隊(duì)伍的條件：通用產(chǎn)品，

4、市場(chǎng)需求大產(chǎn)品標(biāo)準(zhǔn)化，易于選型價(jià)格模塊化，產(chǎn)品與價(jià)格直接相關(guān)大規(guī)模市場(chǎng)推廣.RegionRegion區(qū)域區(qū)域銷(xiāo)售總監(jiān)銷(xiāo)售總監(jiān)BranchBranchBranchBranchSESESESESESESESESESESESE BranchBranchBranchBranchSESESESESESESESESESESESE辦事處辦事處辦事處辦事處辦事處辦事處SESESESESESE辦事處辦事處SESESESESESEBranchBranchSESESESESESEBranchSESESERegion矩陣結(jié)構(gòu)的全國(guó)布局矩陣結(jié)構(gòu)的全國(guó)布局It is Critical to Quickly Identif

5、y those Resources not Performing to Goal.矩陣結(jié)構(gòu)的劣勢(shì)： 區(qū)域之間，銷(xiāo)售人員之間利益沖突 銷(xiāo)售人員良莠不齊，人員流動(dòng)快典型的適合于矩陣銷(xiāo)售的產(chǎn)品：PLC, 標(biāo)準(zhǔn)傳動(dòng)，低壓電器，閥門(mén)，電機(jī)，齒輪等. 結(jié)構(gòu)二：金字塔型造紙?jiān)旒堃苯鹨苯鹛嵘龣C(jī)提升機(jī)華北華北西北西北華東華東華中華中華南華南.HeilongjiangJilinInner MogoriaBeijingShenyangDalianTianjinXianHubeiShanghaiZhejiangFuzhouXiamenShenzhenGuangzhouChangshaKunmingChengduCho

6、ngqingNanchangShandongQingdaoHefeiXinjiangTibet QinghaiHainanJiangsuHarbinChangchunLiaoningHebeiSichuanYunnanFujianGuangdongMacauHongkongTaibeiTaiwanJiangxiHunanWuhanGuiyangGuizhouNanningGuangxiHaikouAnhuiShanxiZhengzhouHenanYantaiJinanHangzhouLhasaXiningUrumqiLanzhouGansuYinchuanNingxiaHohehotShanx

7、iTaiyuanWuxiNanjingLiuzhouEast RegionNorth RegionSouth RegionBeijing RegionNortheast RegionA A公司公司x x產(chǎn)品的區(qū)域分布產(chǎn)品的區(qū)域分布.Automotive TOP 50 Accounts in ChinaLocationSalesAccount NameOwnershipProductsCapacityInstalled Base(Province/city)(Auto Makers,Suppliers-Tier1,DIs,OEMs)(Joint Ventures/Domestic)(Models

8、)(K)North RegionShenyangSGM-Shenyang NorsomGlobal JV:SAIC-25%;GM-25%;SGM-50%Buick GL810RA-70%;GEChangchunFAW-VW Global JV:FAW-50%;VW-50%Audi A4,A6,Bora,Golf,Jetta,Candi660Siemens,Turck,SEW, RA-20%HarbinHa Fei MotorDomesticMinibus,family car200Omron,Mitsubushi, SEW,Turck,RA-60%ShenyangShenyang Brilli

9、ance Jinbei Automotive Co.LtdDomestic:Shenyang Jinbei Automotive Co.49%;Brilliance China Automotive Holdings Ltd.-51%Zhonghua,Grace30Siemens;Omron;Mitsubushi;RA-5%ChangchunFAW-Car Co.LtdDomestic:FAW-64%;others-36%Red Flag,Mazda 6150Siemens,Mitsubushi,RA-50%DalianFAW-Jiefang Automotive Company Ltd.Da

10、lian Diesel Engine CompanyDomesticDiesel150Omron,Mitsubushi,Siemens,RA-5%DalianFAW-Dalian BusDomesticBus5Omron,Siemens,RA-80%ShenyangShenyang Automation Institute(OEM)OEMrobot,AGV100setsOmron,Mitsubushi,Siemens,RA(20%)ChangchunNortheast Machinery and Conveyer CompanyOEMConveyer50 setsOmron,Mitsubush

11、i,Siemens,Turck,SEW, RA-30%ChangchunDI No.9DIOmron,Mitsubushi,Siemens,Turck,SEW, RA-70%.South RegionLiuzhouSAIC GM Wuling Automobile Co.Ltd.Global JV:SAIC-50%;GM-34%;Luizhou Wuling Co.-16%Chevrolet Spark 300 RA-90% LiuzhouDongfeng Liuzhou Motor Co.Ltd.Domestic:Dongfeng Motor Corp.-100%Trunk, MPV 100

12、 Mitsubishi/RA-50% ChongqingChangAn Ford Automobile Co.Ltd.Global JV:Ford-50%;Changan Auto-50%Ford Fiesta,Mondeo 150 Mitsubishi/RA-5%ChongqingChangAn MotorDomestic,min-Bus 400 Siemens ChongqingChongqing Yanfeng Johnson Controls Automotive Seating Co.Ltd.Global Supplierseats 50 Siemens ChongqingDI No

13、.3DI Schneider ChengduFAW-ChengduDomestic:FAW-50%;Sichuan Province-50%Jetta 150 New Plant ShenzhenHafei Motor Shenzhen PlantDomesticFamily Car 100 New Plant;Turck/RA-60% GuangzhouGuangzhou Toyota,Global JV:Toyota Motor-50%;Guangzhou Auto-50%Camry,RAV4 100 Toyopuc/RA-15%GuangzhouGuangzhou NissanGloba

14、l JV:NissanMotor-50%;Dongfeng Auto-50%Sunny,Bluebird 170 Mitsubishi/Omron.East Region/WuhanJiangxi NanchangJMC-FordGlobal JV:Ford-30%;JMC-70%Ford Transit 100 Siemens,RA-20% Jiangxi NanchangJMC-Changan-FordGlobal JV:JMC Ford-50%;Changan Ford-50%Lufeng 100 New plant Jiangxi JiujiangJianxi Changhe Auto

15、mobile Co.Ltd.Domestic:Jiangxi Changhe Aviation-64%;Hefei Changhe Automobile-8%;Others-28%;Bei douxing 100 Mitsubushi,RA-8% Hubei XiangfanDongfeng NissanGlobal JV:Dongfeng Motor-50%;Nissanr Motor-50%Nissan Bluebird,Sunny, 100 MitsubishiWuhanDongfeng Peugeot Citroen Automotive Co.Ltd.Global JV:Dongfe

16、ng Motor-32%;China Development Bank-17%;PSA-32%;others-19%;Citroen Elysee,Fukang,Picasso,Xsara,peugeot 307; 150 Schneider,Siemens,Hubei ShiyanDongfeng Automobile Co.Ltd.Domestic:Dongfeng Motor-70%;Publicly held-23%Light-commercial vehicles,Cummins diesels 500 Siemens,Mitsubishi,RA-10% Hubei xiangfan

17、Dongfeng CumminsGlobal JV:Dongfeng Motor-50%;Cumminsr Motor-50%disel engine Siemens,RA-10% WuhanDongfeng DIDI Siemens,Mitsubishi,Schneider,RA-10%, Hunan YongzhouHunan Changfeng Motor Co.Ltd.Global JV:Changfeng Group-47%;others-33%;Mitsubishi Motor-20%Liebao(Mitsubishi Pajero) 50 ,Siemens,Mitsubishi,

18、RA-70% Hunan ChangshaHunan Changfeng Motor Co.Ltd.Global JV:Changfeng Group-47%;others-33%;Mitsubishi Motor-20%Liebao(Mitsubishi Pajero) 10 Siemens,Mitsubishi,RA-70%, .East Region/ShanghaiShanghaiShanghai General Motors Corp.Ltd.Global JV:SAIC-50%;GM-50%Buick,GLX,GL,GS,GL8,Regal,Excelle;600 Siemens,

19、GE,RA(5%) ShanghaiShanghai VW Automotive Co.Ltd.Global JV:SAIC-40%;VW-50%;CNAI:10%Gol,Passat,Polo,Santana600 Siemens, ShanghaiDelphi Automotive System(China)Holding Co.Ltd.Global Suppliersbatteries,Engine management systems,HVAC,wiring harnesses,brake,steering system500RA(50%),SiemensShanghaiLear Co

20、rp.China Ltd.Global Suppliersautomobile carpet,insulators,door trim,wire harnesses,headliners,seats600RA(100%)ShanghaiABBOEMRobert, Conveyer600RA(0%)ShanghaiJohnson Controls ShanghaiGlobal Suppliersseats,door panels,airbags,IP consoles,instrument panels,sun visors200RA(50%),Siemens,othersNanjingNanj

21、ing Fiat Co.Ltd.Global JV:NAC-50%;Fiat-50%;Palio,Siena300Siemens,Mitsubushi,RA-40%NanjingNanjing Automotive groupGlobal JV:Mazda 3, Rover300Mitsubishi, RAWuxiMiracle Logistics (Conveyor OEM)OEMConveyer400RA: 15-20%WuhuChery Automotive Co.Ltd.Domestic:Chery-100%;Fengyun,QQ,Qiyun,Son of East500GE,Siem

22、ens, RA-30%.Beijing RegionBeijingBBDC (Beijing Benz Daimlar-Chrysler Co.)Global JV:DaimlerChrysler 50%;Beijing Automotive Industry Holding Co.Ltd.-50%;Outlander, Chrysler 300C 150 RA-60%, Siemens, Omron & Mitsbishi BeijingBeijing Hyundai Motor Co.Global JV:Hyundai-50%;Beijing Automobile Investme

23、nt Co.Ltd.-50%;Hyundai Elantra,Sonata 300 RA-5%, Siemens,Mitsbishi LuoyangSCIVIC/DI No.4DI/ DomesticBaodingGreat Wall Automobile Holding Co.Ltd.Domestic:Founder-member-51%;Government-30; Public-19%;Safe, Hafe Plant 1 50Plant 2 150 Mitsubishi, SiemensTaiyuanOrient logistics (Tier 1 conveyor maker)OEM

24、ConveyorMitsubishi, SiemensTianjinTianjin FAW Toyota Motor Co.Ltd.Global JV:FAW-20%;FAW Xiali-30%;Toyota-50%;Crowne, Corolla,Vios Plant 1 120Plant 2 200 Plant 1: RA-25%, MitsbishiPlant 2: RA-5%, Toyopac TianjinJohn DeereCooperate Accounttransmision 50 YantaiSGM Dongyue MotorsGlobal JV:SGM-50%;GM-25%

25、;SAIC-25%;Sail,Sail SRV 300 RA-5%, Siemens,Mitsbishi, Omron QingdaoSGMW QingdaoSGMW BranchMinivan 50 RA-20%, Mitsbishi JinanJinan No.2 MachineryOEMPress Machine RA-20%, Siemens, Omron .產(chǎn)品與工程服務(wù)緊密相關(guān)，銷(xiāo)售期間涉及到工程方案設(shè)計(jì)銷(xiāo)售人員需要較強(qiáng)的技術(shù)背景或者配備售前應(yīng)用工程師產(chǎn)品針對(duì)于特定應(yīng)用或工藝，不具備大量的市場(chǎng)覆蓋銷(xiāo)售人員可以都集中在總部，而無(wú)需外派到各地，但是負(fù)責(zé)各區(qū)域市場(chǎng)適合于金字塔型銷(xiāo)售的產(chǎn)品

26、：工程型項(xiàng)目，大型檢測(cè)儀表等.信息分析信息分析促銷(xiāo)活動(dòng)促銷(xiāo)活動(dòng)Find尋找尋找電話及電話及拜訪拜訪有效項(xiàng)目機(jī)會(huì)有效項(xiàng)目機(jī)會(huì)無(wú)效項(xiàng)目機(jī)會(huì)無(wú)效項(xiàng)目機(jī)會(huì) Close完成完成Keep維持維持輸輸電話及電話及拜訪拜訪贏贏ITImplementsGoal SettingWebsite訂立合同訂立合同發(fā)貨發(fā)貨TargetsTargets項(xiàng)目信息項(xiàng)目信息.規(guī)劃規(guī)劃目標(biāo)目標(biāo)占有率占有率潛在客戶潛在客戶銷(xiāo)售財(cái)務(wù)目標(biāo)銷(xiāo)售財(cái)務(wù)目標(biāo)商業(yè)計(jì)劃商業(yè)計(jì)劃1234財(cái)務(wù)計(jì)劃，費(fèi)用財(cái)務(wù)計(jì)劃，費(fèi)用/訂單額訂單額/銷(xiāo)售額銷(xiāo)售額區(qū)域辦事處銷(xiāo)售評(píng)估區(qū)域辦事處銷(xiāo)售評(píng)估銷(xiāo)售人數(shù)評(píng)估銷(xiāo)售人數(shù)評(píng)估銷(xiāo)售工具建立銷(xiāo)售工具建立規(guī)劃內(nèi)容規(guī)劃內(nèi)容:567根

27、據(jù)產(chǎn)品定位確定潛在市場(chǎng)根據(jù)產(chǎn)品定位確定潛在市場(chǎng)大客戶計(jì)劃大客戶計(jì)劃市場(chǎng)開(kāi)發(fā)的商業(yè)計(jì)劃市場(chǎng)開(kāi)發(fā)的商業(yè)計(jì)劃.總體管理模塊總體管理模塊 模塊模塊1目標(biāo)制定目標(biāo)制定 模塊模塊 2 區(qū)域及辦事處工作評(píng)估區(qū)域及辦事處工作評(píng)估潛在市場(chǎng)潛在市場(chǎng)競(jìng)爭(zhēng)對(duì)手及渠道分析競(jìng)爭(zhēng)對(duì)手及渠道分析模塊模塊 3 資源分配資源分配時(shí)間及區(qū)域管理時(shí)間及區(qū)域管理銷(xiāo)售人員管理銷(xiāo)售人員管理模塊模塊 4 項(xiàng)目機(jī)會(huì)管理項(xiàng)目機(jī)會(huì)管理本年度任務(wù)完成情況本年度任務(wù)完成情況重大活動(dòng)規(guī)劃重大活動(dòng)規(guī)劃銷(xiāo)售檢討銷(xiāo)售檢討模塊模塊5區(qū)域內(nèi)規(guī)劃區(qū)域內(nèi)規(guī)劃銷(xiāo)售的實(shí)施過(guò)程就是銷(xiāo)售隊(duì)伍的日常管理.Excel Front End項(xiàng)目機(jī)會(huì)管理表項(xiàng)目機(jī)會(huì)管理表錄入工具錄入工

28、具數(shù)據(jù)庫(kù)數(shù)據(jù)庫(kù)報(bào)告報(bào)告促銷(xiāo)計(jì)劃促銷(xiāo)計(jì)劃銷(xiāo)售人員定期銷(xiāo)售人員定期填入項(xiàng)目機(jī)會(huì)填入項(xiàng)目機(jī)會(huì)錄入工具錄入工具Excel Front End銷(xiāo)售目標(biāo)銷(xiāo)售目標(biāo)管理表管理表Excel Format銷(xiāo)售活動(dòng)管理表銷(xiāo)售活動(dòng)管理表 Excel Format辦事處經(jīng)理管辦事處經(jīng)理管理辦事處目標(biāo)理辦事處目標(biāo)辦事處經(jīng)理管理銷(xiāo)辦事處經(jīng)理管理銷(xiāo)售活動(dòng)售活動(dòng)銷(xiāo)售報(bào)告錄入數(shù)據(jù)銷(xiāo)售報(bào)告錄入數(shù)據(jù)庫(kù)庫(kù)總結(jié)總結(jié);1. 銷(xiāo)售工程師需要保持精確的項(xiàng)目銷(xiāo)售工程師需要保持精確的項(xiàng)目機(jī)會(huì)清單機(jī)會(huì)清單.2. 辦事處經(jīng)理制定辦事處的目標(biāo)；辦事處經(jīng)理制定辦事處的目標(biāo)；組織大型活動(dòng)并監(jiān)控銷(xiāo)售人員的業(yè)績(jī)。組織大型活動(dòng)并監(jiān)控銷(xiāo)售人員的業(yè)績(jī)。3. 區(qū)域經(jīng)理

29、制定本區(qū)域指標(biāo)；組織區(qū)域經(jīng)理制定本區(qū)域指標(biāo)；組織區(qū)域性的促銷(xiāo)及監(jiān)控各辦事處業(yè)績(jī)。區(qū)域性的促銷(xiāo)及監(jiān)控各辦事處業(yè)績(jī)。 錄入工具錄入工具.(4) will Contain Individual Excel Spreadsheets關(guān)鍵事件關(guān)鍵事件 針對(duì)每個(gè)辦事處及區(qū)域甚至全國(guó)各一個(gè)目錄報(bào)告報(bào)告 針對(duì)每個(gè)辦事處及區(qū)域甚至全國(guó)各一個(gè)目錄銷(xiāo)售目標(biāo)銷(xiāo)售目標(biāo) 針對(duì)每個(gè)辦事處及區(qū)域甚至全國(guó)各一個(gè)目錄項(xiàng)目機(jī)會(huì)項(xiàng)目機(jī)會(huì) 每位銷(xiāo)售人員一個(gè)文件 .銷(xiāo)售管理銷(xiāo)售管理時(shí)間及區(qū)域管理時(shí)間及區(qū)域管理 制定銷(xiāo)售計(jì)劃制定銷(xiāo)售計(jì)劃 基于區(qū)域基于區(qū)域 基于渠道基于渠道 基于業(yè)務(wù)部門(mén)基于業(yè)務(wù)部門(mén) 基于行業(yè)基于行業(yè) 業(yè)務(wù)增長(zhǎng)的規(guī)劃業(yè)務(wù)增長(zhǎng)

30、的規(guī)劃 資源開(kāi)發(fā)資源開(kāi)發(fā)銷(xiāo)售人員管理銷(xiāo)售人員管理 根據(jù)規(guī)劃?rùn)z討業(yè)績(jī)根據(jù)規(guī)劃?rùn)z討業(yè)績(jī) 已完成的銷(xiāo)售額已完成的銷(xiāo)售額 渠道管理渠道管理 促銷(xiāo)管理促銷(xiāo)管理 客戶管理客戶管理 項(xiàng)目機(jī)會(huì)管理項(xiàng)目機(jī)會(huì)管理項(xiàng)目機(jī)會(huì)跟蹤及項(xiàng)目機(jī)會(huì)跟蹤及分類(lèi)分類(lèi) 以客戶為中心的銷(xiāo)售方以客戶為中心的銷(xiāo)售方案案 基于價(jià)值的銷(xiāo)售基于價(jià)值的銷(xiāo)售 客戶客戶 維護(hù)的成本維護(hù)的成本.銷(xiāo)售管理事務(wù)具體而復(fù)雜，個(gè)人認(rèn)為最有效的方法是：項(xiàng)目清單內(nèi)容包括：1，項(xiàng)目名稱(chēng)2，設(shè)計(jì)院3，總包單位4，項(xiàng)目進(jìn)度5，供貨范圍6，主要決策人.Target目標(biāo)Weight權(quán)重Metal Business:冶金項(xiàng)目1Keep and grow the import project in metal industry冶金進(jìn)口行業(yè)項(xiàng)目的 保持和增長(zhǎng)25%Order:訂單70%Sales:銷(xiāo)售額30%2metal business performance本地冶金項(xiàng)目業(yè)績(jī)25%Order:訂單88.9M40%Sales:銷(xiāo)售額111M30%HW Gross margin:硬件毛利率26.7M20%Total Gross margin:總毛利率34.4M10%2.1Sales team formatio