Qui trnh bn hng

TI LIU
TRAINING

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 Qui trnh bn hng

Mc lc
Mc lc............................................................................................................................... 1
PHN I: QUI TRNH BN HNG CA SREP ........................................................... 4
I. INPUT ......................................................................................................................... 4
II. STEPS ........................................................................................................................ 4
III. OUTPUT................................................................................................................... 4
IV. BIN PHP KIM SOT/KIM TRA THC HIN ............................................ 5
V. HNG DN CHI TIT QUI TRNH LM VIC CA SREP ............................ 5
1. Chun b:............................................................................................................. 5
2. Ln k hoch:...................................................................................................... 8
3. Steps:................................................................................................................... 8
4. Trnh by/ Presentation:.................................................................................... 11
5. Kt thc:............................................................................................................ 12
PHN II: QUI TRNH BN HNG CA PG ............................................................ 14
I. INPUT: ...................................................................................................................... 14
II. STEPS: ..................................................................................................................... 14
III. OUTPUT:................................................................................................................ 14
IV. BIN PHP KIM SOT/KIM TRA THC HIN .......................................... 14
V. HNG DN CHI TIT........................................................................................ 15
1. Chun b:........................................................................................................... 15
2. M u: ............................................................................................................. 15
3. Trnh by........................................................................................................... 16
4. Kt thc:............................................................................................................ 16
PHN III. QUI TRNH GIM ST CA ASM ......................................................... 17
I. INPUT: ...................................................................................................................... 17
II. STEPS: ..................................................................................................................... 18
III. OUTPUT:................................................................................................................ 18
IV. BIN PHP KIM SOT/KIM TRA THC HIN .......................................... 18
V. HNG DN CHI TIT........................................................................................ 18
PHN IV. QUI TRNH GIM ST CA PGL .......................................................... 20
I. INPUT: ...................................................................................................................... 20
II. STEPS: ..................................................................................................................... 20
III. OUTPUT:................................................................................................................ 20
IV. BIN PHP KIM SOT/KIM TRA THC HIN .......................................... 21
V. HNG DN CHI TIT........................................................................................ 21
PHN V. QUI TRNH GIM ST CA SM.............................................................. 22
I. INPUT: ...................................................................................................................... 22

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II. STEPS: ..................................................................................................................... 22

III. OUTPUT:................................................................................................................ 22
IV. BIN PHP KIM SOT/KIM TRA THC HIN .......................................... 22
V. HNG DN CHI TIT........................................................................................ 23
PHN VI. QUI TRNH LM SALES PLAN .............................................................. 23
I. INPUT: ...................................................................................................................... 23
II. Steps: ........................................................................................................................ 24
III. OUTPUT:................................................................................................................ 25
IV. BIN PHP KIM SOT/KIM TRA THC HIN .......................................... 25
V. NGH CI TIN ............................................................................................... 25
1. nh ngha thut ng K ton qun tr v phng php tnh ton.................... 25
2. Cc thut ng s dng trong bo co nh k: ................................................. 27
3. Cc loi bo co qun tr: format, ccn tnh ton ............................................. 28
PHN VII. QUI TRNH BN HNG C BIT...................................................... 28
1. Bn hng qua in thoi.................................................................................... 28
2. Bn hng qua mng........................................................................................... 28
3. Bn hng ti cc Hi ch trin lm qung co ................................................. 28
4. Bn hng cho cc Tic ci .............................................................................. 28
PHN VIII. QUI TRNH O TO NHN VIN.................................................... 28
I. Input........................................................................................................................... 29
II. Steps ......................................................................................................................... 29
III. Output ..................................................................................................................... 29
PHN IX. QUI TRNH LM VIC LIN PHNG BAN......................................... 29

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 Qui trnh bn hng

PHN I: QUI TRNH BN HNG CA SREP

. INPUT
Nhim v cp trn giao:
Ch tiu bn hng trong thng/qu
- Nhng thng tin cn thu thp
- Nhng bo co cn ghi nhn v np cho cp trn
Chin lc bn hng do cp trn ph bin
Bng gi sn phm
Ni dung chng trnh khuyn mi trong thng (nu c)
Thng tin v th trng, i th cnh tranh (thu thp qua cc bui hp sales)
Kho hun luyn Srep ca Cng ty
Kin thc sn phm
Kin thc v knh phn phi
Kin thc v Cng ty
Kin thc v th trng Nc gii kht
- Cc cng ty
- c im th trng c phn cng
K nng bn hng
Cc Form:
- Bo co ngy
- Bo co c bi
- Bng nh gi k nng
- Bng nhn xt thc hin cng vic

. STEPS
Chun b v ln k hoch
M u
Trnh by
- m phn
- Gii quyt phn i
Kt thc

. OUTPUT
Bng t nh gi
Bng nhn xt cuc ving thm ca cp trn/Field trainer
n t hng ca khch hng cho i l C2 hoc C3 (tu khu vc kinh doanh)
Khi h thng phn phi c thay i trong tng lai, Cng ty s s dng
n t hng.

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n t hng cho i l cp 1 ca cp 2
Bo co ngy
Th khch hng
Bo co c bit
Bng ngh/Sng kin ci tin cng vic
Lch ving thm sp ti
Sau qu bn hng u tin, SREP phi lp mt danh sch nhng khch hng
trng tm, c th ln lch theo hnh thc PJP (Permannent Journey Plan),
ngha l: ng ngy , gi phi n ng khch hng .
Cng ty ang nghin cu mt qui trnh bn hng lu ng, d kin tung ra
trong qu 4. Lc s c qui trnh ring.
p ng mc tiu kinh doanh, cng ty c th p dng mt qui trnh c
bit ca Nhm bn hng lu ng. Nhm ny s thc hin theo mt qui
trnh ring.

. BIN PHP KIM SOT/KIM TRA THC HIN

Hot ng ca Srep c kim tra bng cc hot ng sau:
Hun luyn
c Qui trnh Gii thiu khi mi bt u gia nhp Cng ty.
Khi vua gia nhap cong ty bang qui trinh induchng trnhion program cho
SREP
Thng xuyn n luyn Ti liu hun luyn vo nhng gi rnh (tranh th
nhng gi khng gp c khch hng, VD nh sng sm, lc ch i
khch hng v khch hng i vng).
Hun luyn ngay ti hin trng ca ASM, SM, Field Trainer, Training
Manager v cc cp cao hn.
nh gi cht lng ving thm theo Qui trnh nh gi cuc ving thm
Bo co doanh s bn hng/Sn lng bn hng so vi ch tiu:
Bng k hoch o to nhn vin PDP
(Chi tit Qui trnh kim tra nu trn xin xem ti liu nh km)

. HNG DN CHI TIT QUI TRNH LM VIC CA SREP

0. Chun b:
Mc tiu bn hng trong thng/qu/nm
Kin thc sn phm
D kin kch bn bn hng: S dng cu hi cc loi M/ng/La chn v
dn dt cuc ni chuyn :
Thu thp thng tin ca khch hng nm tnh hnh hin ti ca h:
- Anh ch c thy hi lng vi tnh hnh kinh doanh hin ti?

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- Anh ch c ang p vi tng no ci tin cng vic hin nay

trong qun, VD: tng doanh thu? Cng ty em c nghin cu c
nc v a ra mt s bin php rt th v. Nu anh ch chia s vi em
mt s thng tin, em s t vn cho anh ch d dng hn.
- Sn lng cc loi bia trung bnh/thng?
- Sn lng cc loi nc tng t vi sn phm Cng ty trung
bnh/thng?
T nhng thng tin , pht hin nhng vn m khch hng phi quan
tm gii quyt, thng th n bao gm:
- Lm sao khch hng ng hn?
- Lm sao qun ni ting hn?
- Lm sao nhn c tin ti tr nhiu hn?
- Lm sao qun c sc sng hn?
- Lm sao qun l qun tt hn?
Nu tinh , bn c th chuyn nhng vn ny thnh nhng c hi kinh
doanh cho Cng ty chng ta. VD:
- Em s gi my c PG c o to bi bn n gip anh ch cho cho
khch nh sau: Thay mt ch qun, em mi anh ch dng th mt loi
bia ni ting trn th gii hin nay: l bia ti Laser,
- Nu anh ch t hng 30 kt ngy hm nay, em s tng anh ch 10 kt
min ph mi cc khch hng thng xuyn lui ti qun, nh vy s
tht cht quan h gia qun v cc anh ch.
- Thay v k hp ng c quyn vi hng Heineken, Cng ty em ngh
anh ch xem xt k hp ng vi iu khon thong hn v s tin cao
hn nh sau:
o 150 triu thay v 100 triu
o Khng cn c quyn
o Ch c gi vo qun 3 c PG
o Hun luyn k nng cho cc PG ca qun hin nay
o Ngi ca em s thng xuyn n qun, quan st v gp , tng
thng mt khon th lao nh cho cc c PG hin nay ca ch
tch cc chm sc khch.
o Lin h vi cc sch, tp ch Du lch ng qung co cho qun
ca ch (chi ph hai bn tho thun, tu theo doanh s ch ng h
cho Cng ty bn em).
o Ch u tin cho Cng ty ca em vo nhng ngy th 5 n CN.
o Ch u tin cho em trong 3 thng u tin
o Cc Cng ty khc s c Cng ty em? (thiu)
Cn lu nng vn t ch h thy n khng ln cho n khi h phi tht
s quan tm, ch n lc mi a ra gii php c km theo iu kin sn
phm ca mnh. VD:

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- Dc ng ny em thy cc qun khc u t vo vic trang tr mt tin

rt nhiu. Anh ch c ngh rng mnh cn phi theo ui h khng? (cha
hnh cho h xem).
- Gn y cc qun ang dc sc vo vic tng cng cung cch phc v
vi nhiu sn phm v tr chi mi. Anh ch c mun thc hin nhng
chng trnh sau y do Cng ty em thc hin khng?
-
Qua , cc bn s d dng bn c hng m khng cn phi thc hin
nhng ng tc phc tp nh Ti tr bng hiu,
Kt thc bui ving thm:
- Cht li nhng cam kt
- Thc hin (phi hp vi cc b phn) cc cam kt trong thi gian
nhanh nht.
- Ghi nhn nhng kin ca khch hng
- Trnh by trong nhng cuc hp Sales nh k hng thng/qu v nhng
kinh nghim bn hng ca mnh.
Lu :
Phi thun thc cch ni v lng nghe cho c chnh, suy ngh ca
khch hng (lm lc h khng ni ra).
Buc phi hc cc kho sau ca Cng ty:
- Communication skills
- Selling skills
- Sn phmin Selling skills
- Target Account selling skills
- Negotiation skills
- Time management skills
V i thc t theo qui trnh hun luyn ca Cng ty.
Xem thm Cm nang gii quyt nhng phn i
Nh Field Trainer / ASM/ SM / nh gi, nhn xt.
Tu tnh hung c th i vi cc qun, s mau chng chuyn t Gii thiu
sang m phn.
Nn thc tp vi ng nghip v cp trn nh trc khi ra ng (Lu :
cc qun thng m ca rt tr do ti h bn khuya, ch qun ng dy
mun).
Tham kho Cm nang Kinh nghim bn hng ca THP v Gii qut phn
i thnh cng do Field Trainer v Training Manager bin son (c bng
video cng tt).
Xem kch bn mu nh km.
Xem nh ngha K nng bn hng v nhng v d nh km.

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0. Ln k hoch:
Nm vng a l
Trong vi ngy u, i th mt vng khu vc v nm bt nhng im sau:
C ly di chuyn hp l
S cuc ving thm c th thc hin
ng i hp l nht
Cc loi hnh khch hng
Ni c tim nng doanh s cao nht
Cch m phn, bn hng hiu qu nht
Sau rt kinh nghim ci tin nng cao hiu qu, s ln ving thm, i
tng ving thm, ng i hp l nht trong nhng tun k tip
Dn dn tin ti ving thm khch hng ng lch: Permanent Journey
Planning: Thm ng khch hng X vo ngy Y, gi Z.

0. Steps:
2.0 Opening/Cho mi:
Ph v tng bng xa l vi khch hng nu l ln u bn n ving thm.
Nhc li nhng cu chuyn l th m khch hng quan tm
Trnh lp i lp li nhng cu hi thnh thng l gy nhm chn cho khch
hng. VD: bn t khng?
Tun th tuyt i nguyn tc c nhn tm: ci ti, vui v, lun quan
tm gip h.
Phn cu hi sau y trng vi phn Chun b -> xem li nn phn no
Thu thp thng tin ca khch hng nm tnh hnh hin ti ca h:
- Anh ch c thy hi lng vi tnh hnh kinh doanh hin ti?
- Anh ch c tng no ci tin vi yu trong qun, VD: tng
doanh thu? Cng ty em c nghin cu c nc v a ra mt s bin
php rt th v. Nu anh ch cho ti em bit mt s thng tin, em s t
vn cho anh ch d dng hn.
- Sn lng cc loi bia trung bnh/thng?
- Sn lng cc loi nc tng t vi sn phm Cng ty trung
bnh/thng?
T nhng thng tin , pht hin nhng vn m khch hng phi quan
tm gii quyt, thng th n bao gm:
- Lm sao khch hng ng hn?
- Lm sao qun ni ting hn?
- Lm sao nhn c tin ti tr nhiu hn?
- Lm sao qun c sc sng hn?
- Lm sao qun l qun tt hn?

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Nu tinh , bn c th chuyn nhng vn ny thnh nhng c hi kinh

doanh cho Cng ty chng ta. VD:
- Em s gi my c PG c o to bi bn n gip anh ch cho cho
khch nh sau: Thay mt ch qun, em mi anh ch dng th mt loi
bia ni ting trn th gii hin nay: l bia ti Laser,
- Nu anh ch t hng 30 kt ngy hm nay, em s tng anh ch 10 kt
min ph mi cc khch hng thng xuyn lui ti qun, nh vy s
tht cht quan h gia qun v cc anh ch.
- Thay v k hp ng c quyn vi hng Heineken, Cng ty em ngh
anh ch xem xt k hp ng vi iu khon thong hn v s tin cao
hn nh sau:
o 150 triu thay v 100 triu
o Khng cn c quyn
o Ch c gi vo qun 3 c PG
o Hun luyn k nng cho cc PG ca qun hin nay
o Ngi ca em s thng xuyn n qun, quan st v gp , tng
thng mt khon th lao nh cho cc c PG hin nay ca ch
tch cc chm sc khch.
o Lin h vi cc sch, tp ch Du lch ng qung co cho qun
ca ch (chi ph hai bn tho thun, tu theo doanh s ch ng h
cho Cng ty bn em).
o Ch u tin cho Cng ty ca em vo nhng ngy th 5 n CN.
o Ch u tin cho em trong 3 thng u tin
o Cc Cng ty khc s c Cng ty em? (thiu)
Cn lu nng vn t ch h thy n khng ln cho n khi h phi tht
s quan tm, ch n lc mi a ra gii php c km theo iu kin sn
phm ca mnh. VD:
- Dc ng ny em thy cc qun khc u t vo vic trang tr mt tin
rt nhiu. Anh ch c ngh rng mnh cn phi theo ui h khng? (cha
hnh cho h xem).
- Gn y cc qun ang dc sc vo vic tng cng cung cch phc v
vi nhiu sn phm v tr chi mi. Anh ch c mun thc hin nhng
chng trnh sau y do Cng ty em thc hin khng?
-
Qua , cc bn s d dng bn c hng m khng cn phi thc hin
nhng ng tc phc tp nh Ti tr bng hiu,
Kt thc bui ving thm:
- Cht li nhng cam kt
- Thc hin (phi hp vi cc b phn) cc cam kt trong thi gian
nhanh nht.
- Ghi nhn nhng kin ca khch hng

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o Trnh by trong nhng cuc hp Sales nh k hng thng/qu v

nhng kinh nghim bn hng ca mnh.
2.0 Phn loi khch hng thnh cc loi xc nh chin lc bn hng thch
hp:
3.2.1 Loi kh (VD cc qun c ti tr ca i th cnh tranh)
Chuyn dn dt cu chuyn theo hng sau:
Nm bt tnh hnh ca khch hng
Vn ca khch hng
Hiu r Nhu cu
Lu s dng thun thc cch thc t cu hi: m, ng, la chn (n
v a dng single and multiple choice)
a ra Gii php gii quyt vn ca h:
- Thng th khch hng it khi no chu ngay lp tc
- Bn m khng ti tr
Bn c ti tr:
- c quyn hnh nh v PG (gi tt l c quyn hnh nh)
Bn chung
Bn t chy (t h mun bn th no th ty)
in vo Form ngh m qun, trong phn tch:
Doanh s ca qun ny cc loi sn phm tng t ca cng ty l bao
nhiu?
Lng nh kh nng ti a sn phm ca cng ty bn c l bao nhiu
qun ny?
u l nhng hot ng h tr h bn c hng trong nhng ln/ tun/
thng bn hng u tin? Chi ph? Bao nhiu PG? Chi ph PG? Bng hiu
(C tht s cn bng hiu y khng?)
Tnh c sau bao lu th cng ty t doanh s ti a vi s ln ving thm
t nht v chi ph t nht (nhng gi tr ng gp tng gii quyt vn
ca qun c khch hng nh gi cao nht)
Chuyn sang nhc h mua hng ha bn hng m bo lng stock lun
mc cao nht m h c th u t v ch , gi tr tin.
2.1.1 Bn hng cho i tng l qun loi d:
Tng t nh trn nhng vi mc u t gn nh khng c.
Lu c nn p dng chng trnh trng by y hay khng?
Hi h v nhng cch gip h bn c hng ca cng ty nht?
Lu c th t cho h mt khon thng bt ng hoc khon thng ty
theo doanh s h t c.
Lu nguyn tc ngi bn hng lun lun mun bn hng li nhiu nht
bng cch:
- Bn li t nhng mt hng bn chy

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- Bn li nhiu nhng mt hng mi kh bn

- Bn li nhiu nhng mt hng bn chy (cng ty no cng khng mun
lm iu ny lu di)
2.1.1 Bn hng cho i tng l i l:
Thm hi h lng hng tn kho
Thm hi h cch thc h vn chuyn, chi ph h chuyn ch (phi ht sc
t nh, ch hi khi thn quen hoc lm cho h tin rng, ta ch mun
gip h gim thiu chi ph m thi)
Vn dng nhng nguyn tc tng t nh trn.
2.1.1 Bn hng cho i tng l NPP (trong tng lai)
Xem mu hp ng NPP ca cng ty
Nm vng kh nng ti chnh ca h
Nm vng lc lng xe ti, kho bi, con ngi v cch thc h qun l kinh
doanh
Nm vng o c t cch gia nh h (khng c ngi nh bi, ma ty,
trong nh ha thun)
Vn dng nhng nguyn tc tng t nh trn.
Nn chi chp vi mt quyn s tay
Phn ng Srep no ni chuyn nhiu hn l khch hng l khng hiu
c khch hng, v t c c may thnh cng. (xem li?)

0. Trnh by/ Presentation:

Ch sau khi xc nh chin lc, s dng nhng cu ngh theo mu gii
quyt ln lt nhng nhu cu ca h, c sp xp li mt cch gy gn v
thuyt phc. VD:
Vy bng cch Trang tr li cng cho ca qun, cng ty s gip anh ch li
ko c nhiu khch hn? Laser c th lm c iu ny.
Vy bng cch a Chng trnh ung th Bia ti cao cp ti Vit Nam,
khch hng s thch hn v to c lng trung thnh, nh n qun anh ch
nhiu hn.
Vy vic tng cng PG s gip phc v khch chu o hn?
Vy anh ch c th m phn li vi cng ty Tiger, thay i cc iu
khon trong hp ng ti tr trc y?
Vy anh ch c th k trc vi cng ty Laser mt hp ng, c gi tr hiu
lc vo nm ti, trong khi ch i m phn vi cng ty XXX?
Tuy ch qun khng phi l i tng tiu dng trc tip, c gng trnh by cho
h thy li ch m sn phm v cc dch v tr gip m cng ty mang n cho
h. Hy dng Tnh nng sn phm m bn hc c din dch thnh li ch,
li ch v li ch cho h!
V d:
Khng ni: Bia ti Laser c lm bng phng php tit trng, l bia
ti cao cp duy nht VN hin nay. Khch hng s ngh: K anh ch!

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Nn ni: Cc loi bia khc sau khi nu xong phi qua cng on nu nhit
cao trong mt thi gian di, dn n mt i nhiu cht dinh dng v
mi thm c trng ca bia ti. Laser cn gi nhiu cht dinh dng v
mi thm c trng. Do nu khch hng ung mt thi gian ngn, h s
mau chng cm nhn c s khc bit v thch th mi khi n qun ca
anh ch, c bit khi c tn trng theo bn v m em ang gip anh ch v
nhng tng mi kinh doanh trong mi trng lin tc cnh tranh hin
nay.

0. Kt thc:
Ch khi thy khch hng c tn hiu ng , hy c gng kt thc bng cch
bn tht nhiu hng:
n t hng phi ln: vi chc kt
C th ngh gim gi c bit cho n hng ln v u tin khi m hng
lm n vi Cng ty (ch c mt ln duy nht cho n hng u tin hoc
sn phm mi ca Cng ty)
C gng thu xp vi i l v khon tn dng cho h
Nn chun b sn nh lc ln chin lc nhng tng to ra chng
trnh gii thiu sao cho khch hng ti qun yu thch qun hn (chi ph
Cng ty b ra cng thp cng tt - iu ny i hi k nng m phn ca
bn)
Ghi li nhng tho thun, nhc li khch hng nh
Thc hin theo nhng tho thn ng hn cam kt
Phn sau y cha c t tn: C th t tn l Thc trng v ngh
Khi b phn Trade Marketing ra i, lu phn cng nhim v gia hai b phn Sales v
Trade Marketing:
Hin nay Sales phi va bn hng, va qun l PG, va lm nhim v dn
bch chng biu ng, va thit k chng trnh khuyn mi, va lm lun
khu tuyn dng ca nhn s, dn n qu ti v hng lot nhim v khng
c thc hin nh cam kt hoc phi thc hin ng hn.
Khi Cng ty pht trin, cc nhim v ny phi c chuyn mn ho, tuy
nhin cng s dn n mt s chch choc:
- Phi hp khng n
- Hp hnh ra quyt nh b chm chp
iu ct li l cc nhn vin phi luyn K nng Team working ngay t lc
ny (v mi v sau)
Trade Marketing s thin v lp chin lc, i thm cng Sales hoc c lp
nhng khng lin quan g n vic bn hng, giao hng, thu tin, cng n
(tr khi l h tr)
Sales c trch nhim m phn (phi hp cng Trade Marketing) ln chin
lc tng th nhng vn dng linh hot ti mi a im theo tho thun.
Bng sau y cho thy nhim v no l chuyn trch, nhim v no l h
tr qua li; trong b phn no chu trch nhim chnh

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Cng vic Sales Trade Third Party Phng

Marketing Buying
Ln chin lc cho ton Phi hp Chuyn Khng Khng
knh, b phn trch
Thc hin lp t, pht, mu Phi hp Phi hp Chuyn Khng
m phn khch hng v kim tra kim tra trch (tu
gi gic thc hin, xin giy ni dung
php tho thun
trong hp
ng)
- Thc hin chin lc cho Chuyn Phi hp Khng Khng
mi khch hng c th trong trch kim tra
knh ti khu vc phn cng/
Chng trnh khuyn mi
- m phn khch hng v
gi gic, ni dung hp ng,
ly n hng, sp xp giao
hng (s thay i khi ci
cch c ch phn phi)
m phn vi Third party Nhn xt, Nhn xt, Khng Chuyn trch
gii thiu gii thiu
cho Buying cho Buying
v Sales
K Bin bn nghim thu Chuyn Khng Chuyn Phi hp
trch trch
Trong qu trnh lm vic, Sales cn s dng thun thc mt s form mu sau:
Bo co ngy
Bo co tun (tm thi khi Admin cha v Cng ty cha trang b cng
c IT cng nh lch trnh khch hng cha n nh trin khai t ng ho
bng IT)
Bo co c bit
Bng ngh m qun
Mu hp ng i l
Mu hp ng Ti tr qun
Bng ngh nh my h tr cc v cho i l (cho i l n v chai)
n t hng
Bo co t xut theo ni dung chng trnh khuyn mi
(Xem VD v cch in cc form ny trong phn Ph lc)

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 Qui trnh bn hng

Lu :
Doanh s ca mt nhn vin cng cha hn ni ln iu g. iu quan trng mt nhn
vin l cch h lm nh th no t c kt qu .

PHN II: QUI TRNH BN HNG CA PG

. INPUT:
Ch tiu bn hng ca cp trn
Kha hun luyn PG ca Cng ty
Kin thc sn phm
K nng bn hng ti qun
Form:
- Bo co ngy
- Bo co c bit
- Bng nh gi k nng
- Bng nhn xt thc hin cng vic

. STEPS:
Chun b
Bn hng

. OUTPUT:
Bo co ngy PG (xem mu)
Bng ngh h tr (nu c)
Kin ngh v gii php gip bn tng doanh s
Cc vn kh khn bn gp phi trong khi lm vic

. BIN PHP KIM SOT/KIM TRA THC HIN

Hot ng ca PG c kim tra bng cc phng php sau:
Hun luyn:
- Khi va gia nhp Cng ty bng Qui trnh Introduction cho PG
- Thng xuyn n luyn Ti liu hun luyn vo nhng gi rnh (tranh
th nhng gi rnh trong ngy)
- Hun luyn ngay ti hin trng ca PGL, Srep, ASM, SM, Field
Trainer, Training Manager v cc cp cao hn.
nh gi cht lng ving thm theo Qui trnh nh gi cuc ving thm
Bo co doanh s bn hng/Sn lng bn hng so vi ch tiu
Bng K hoch o to nhn vin PDP (i vi nhng nhn vin c tim
nng)

14
 Qui trnh bn hng

(Chi tit Qui trnh kim tra nu trn xem ti liu nh km)

. HNG DN CHI TIT

0. Chun b:
Lm quang ng i n qun
Lm quen ch qun v cc nhn vt c nh hng n vic bn hng:
Ch qun
Th kho
Trng Qun l nhn vin phc v (nu c)
u bp v cc mn n
S thch ca cc nhn vt trn
Lm quen c im ca qun:
ng i trong qun
V tr tt nht
Gi khch ng nht
S thch ca khch
Chun b dng c:
Kim tra tnh hnh tn kho sn phm ca Cng ty
D kin kch bn cho mi
Ch tiu phn u trong ngy
Kinh nghim nhng ln trc
Kinh nghim ca ng nghip

0. M u:
Ti ci n khch
ng v tr thun li nht
Gn ngi ra quyt nh chn bia
Gn ngi d thuyt phc nht (d on nhng ln u, v sau s c kinh
nghim)
Hi khch i my ngi
Hi khch t bn cha
Ming ni, tay lm:
Ci ti
Mi khch i theo mnh, tin ln pha trc dn ng
Ko gh mi khch
Hi khch thch n mn g hay ku nc ung kht trc
p khn, ly , ly menu

15
 Qui trnh bn hng

Kho lo chuyn a khch vo cu chuyn v sn phm Cng ty. Xem

VD v nhng ca bn hng hay nht trong cm nang bn hng PG do
Training Manager v PGL bin son.
C gng cho mi cho n tng, khc l, trnh lp li gy nhm chn.

0. Trnh by
Dng nhng cu chuyn, i vo trnh by li ch ca sn phm bng nhng tnh
nng c hc trong kho hun luyn v Kin thc sn phm/K nng bn
hng.
Ngn gn, i vo li ch ca sn phm, gy s ngc nhin, t m cho khch
hng.
C th xut nhng vt dng h tr bn hng: Hp qut, brochure,
Ni n li ch sn phm, ch ng tnh nng, c im sn phm chng
minh cho li ch m sn phm mang li.
Lu chng ta khng ch bn bia Laser, chng ta bn c bia Bn Thnh, nc
ngt N1 cc loi (Cola, Cam,), nc tng lc N1, sa u nnh N1, nc tinh
khit N1 (sp tung).
Khng nht thit phi gii thch vi h v tt c cc sn phm trn cng do
Cng ty Bn Thnh, hy ni vi khch hng u l nhng sn phm tt, s
dng cng ngh sn xut hin i nht trn th gii.
Ngay c khi khch hng khng s dng (m bn cha hiu nguyn nhn), nn
thng xuyn gh thm nhng lc bn ng khch v c kh nng ung nhiu
nht chm sc h: ly khn, p , thnh thong tm cch kho lo mi h
dng th thng qua vic trnh by nhng tin ch v c im sn phm ca
Cng ty.
V d: Trng mt t vi phn trn
Khng ni: Bia ti Laser c lm bng phng php tit trng, l bia
ti cao cp duy nht VN hin nay. Khch hng s ngh: K anh ch!
Nn ni: Cc loi bia khc sau khi nu xong phi qua cng on nu nhit
cao trong mt thi gian di, dn n mt i nhiu cht dinh dng v
mi thm c trng ca bia ti. Ung Laser, anh ch:
- c thng thc loi bia hin i nht hin nay
- C hng v thm c trng ca bia ti nht nh gi nguyn c
nhiu mi thm t nhin sinh ra trong qu trnh nu bia.
- Gi nhiu cht dinh dng do khng b phn hu nhit cao nh cc
loi bia khc.
- Khng nhc u v hm lngAldehyd thp hn cc loi bia khc.

0. Kt thc:
C gng bn t v vt ch tiu ra. ng vi hi lng vi vic khch hng
ung th mt chai. iu Cng ty cn l bn lm cho h thc s hiu r v cm
thy gi tr khi s dng sn phm ca Cng ty. Bng cch , doanh s ca bn
s tng lin tc v bn vng.

16
 Qui trnh bn hng

V d mu (sau khi ko gh mi khch):

(Bo m rng h ang trng thi c th nghe ta ni chuyn: khng n o,
khng b phn tm v ch ngi khc,..):
Cho anh ch, hm nay thay mt ch qun cho php em mi anh ch thng
thc mt loi thc ung rt c sc ang c qung co rm r v nhiu
ngi yu thch, l
(Dng li quan st tm hiu khch hng c nghe hay h ang l nh)
y l loi sn phm s dng cng ngh hin i nht trn th gii hin
nay, gip cho:
- Bia c mi thm y nh mi nu trong nh my
- Bia giu cht dinh dng hn cc loi bia khc
- Ung bao nhiu cng khng gy nhc u v lng Aldehyd rt thp.
(Lu Tiger gy nhc u v c hm lng aldehyd cao hn)
- Rt sang trng v rt kh sn xut nhng li c bn vi gi r hn mt
s loi bia sang trng khc. (Ng ch Heineken, Carlsberg)
- Bo m v sinh hn cc loi bia ti khc. (Ng ch cc loi bia ti
khc mt cch kho lo)
- Ch khi khch hng thc mc hi thm hy dng kin thc sn phm ca
bn ra gii thch vi khch hng.
- iu kh nht v cng l thch thc ca bn l suy on loi khch
hng, s thch ca h v phn on nn dng cu n th thuyt phc c
h.
- i khi i th cnh trnah tung ra chng trnh khuyn mi, bn ng v
vy m hoang mang, hy gii thch t l trng thng rt thp ca nhng
chng trnh , v mau chng ngh Cng ty c nhng hnh ng p
tr (VD nhng chng trnh khuyn mi nh nhng t l trng cao hn).
- Cng ty s cung cp mt s cng c h tr cc bn trnh by tng:
mt hnh nh bng ngn li ni.
Lu : Doanh s ca mt nhn vin cng cha hn ni ln iu g. iu quan
trng mt nhn vin l cch h lm nh th no t c kt qu .

PHN III. QUI TRNH GIM ST CA ASM

. INPUT:
Ch tiu bn hng trong thng
H s ghi k nng, nng lc ca nhn vin
Khu vc phn cng
Danh sch khch hng trong khu vc (nu c). (Nu cha c, bn cn c mt
khong thi gian ban u, chm nht l mt qu phi thc hin xong bng ny.
Va lp danh sch va bn hng)

17
 Qui trnh bn hng

Ti liu hun luyn v k nng gim st (supervisory skills).

. STEPS:
Chn khch hng trng tm
Ln lch ving thm
Hun luyn nhn vin:
Ti hin trng
Cc bui hp
Gi i hc tp trung ti cc kho ca Cng ty do Training Manager lp
Kim tra

. OUTPUT:
Bo co tng hp ca cc Srep trong khu vc
Bo co phn tch hiu qu bn hng
Bo co tnh hnh pht trin k nng nhn vin
Kin ngh gii php tng doanh s

. BIN PHP KIM SOT/KIM TRA THC HIN

Hot ng ca ASM c kim tra bng cc phng php sau:
Hun luyn:
Khi va gia nhp Cng ty bng Qui trnh Introduction cho ASM
Thng xuyn n luyn Ti liu hun luyn vo nhng gi rnh (tranh th
nhng gi khng gp c khch hng VD nh sng sm, lc ch i
khch hng v khch hng i vng)
Hun luyn ngay ti hin trng ca ASM, SM, Field Trainer, Training
Manager v cc cp cao hn.
nh gi cht lng ving thm theo Qui trnh nh gi Cht lng qun l
(gm d hp v gim st ving thm ti hin trng)
Bo co doanh s bn hng/Sn lng bn hng so vi ch tiu
Bng K hoch o to nhn vin PDP
(Chi tit Qui trnh kim tra nu trn, xem ti liu nh km)

. HNG DN CHI TIT

L mt ASM, nhim v ca bn l bn hng thng qua qun l, c th:
Phn tch, lm mu cho nhn vin
Hun luyn nhng k nng cn thit cho nhn vin
Ch ra cho h phng php khc phc

18
 Qui trnh bn hng

Bn cn kin nhn v khng th c mt nhn vin gii trong mt thi gian ngn,
c bit trong bi cnh nn gio dc hin nay.
- Tuy nhin cn kin quyt loi b nhng ngi khng c nng lc. ng
la di mnh l bn s c thi gian o to h.
- Hy trng dng v thu ht nhng nhn ti thc s n vi Cng ty.
Tng lai ca bn v cc ng nghip s chm xung hay tin ln, tt c
tu thuc vo vic cc bn thc hin nhng nhim v chin lc ca
Cng ty hay nh th no.
Ln k hoch, d on doanh s, chi ph cho hp l
Sng to nhng bin php gip tng doanh s.
Kim sot nhng ri ro v d bo sao hoc tht thot ti sn, doanh s c
mau chng pht hin v c bin php khc phc.
Xem bng nh ngha k nng, nng lc v cc kho o to gip bn pht trin
k nng ny.
Cng ty s t chc thng xuyn nhng bui Hi tho gip cc bn trao i
kinh nghim, nng cao k nng v thnh tch.
i vi Tn Hip Pht hin nay, mc du Ban Gim c c gng ht sc,
cc bn nn hiu rng: Hy v Cng ty, Cng ty s v cc bn hai bn cng i
n mt mi trng lm vic tht s thoi mi, bnh ng, hnh phc. Vic ny
i hi cc bn phi xy dng thi tch cc, tin tng, gp thng thn v
xy dng.
Kim tra hnh ng ca nhn vin:
Vi mc ch xem nhn vin yu ch no, k nng no, nng lc no:
- Hun luyn ti ch
- Gi i hc kho hun luyn tp trung
- o to thay th mnh trong tng lai. (Lu : ch khi bn mi c th
thng tin c)
Vi mc ch gim st, bo m mi vic xy ra theo ng nh k hoch.
Vi mc ch tm cch ci tin qui trnh, a ra nhng gii php sng to
gii quyt nhng tnh hung khng lng trc c trong khi lp k
hoch.
Bn thn bn phi thc hin mt s cuc bn hng m:
- Trnh nhn vin cha th lm ni trong khi k hoch kinh doanh c
kh nng khng thc hin c.
- Lm mu cho nhn vin hc tp
V l do t nh, bn c Cng ty tin tng i chi tin cho qun. Ly bin
nhn giao cho Admin.
Mt s a phng kh xa m Cng ty cha c iu kin t chc hon
chnh, ASM c th phi kim nhim lm nh 1 Srep m khng c nhn
vin. Khi doanh s khu vc pht trin, bn s c Cng ty cho php tuyn
dng nhn vin gip vic cho mnh theo yu cu.

19
 Qui trnh bn hng

Lu trong qu trnh kinh doanh, mt s chc danh mi s c t ra

nh:
- ASM Horeca
- ASM thng
- Srep Horeca
- Srep thng
Nhng bn cht cng vic l nh nhau, ch l i hi k nng cp cao hn m
thi.
Lm mt s bo co (nu cha c Admin h tr hoc khng th c v iu
kin c th). Bn s c tp hun v cch lm nhng bo co tng hp nu
cn.
Doanh s ca mt nhn vin cng cha hn ni ln iu g. iu quan trng
mt nhn vin l cch h lm nh th no t c kt qu .

PHN IV. QUI TRNH GIM ST CA PGL

. INPUT:
Ch tiu bn hng trong ngy/tun/thng ca qun (Phi hp vi Sales)
V ch tiu bn hng l con s c on phn u, trong thi gian u
c th khng kh thi. Nn lu iu chnh mc thu nhp bng tin
thng cho hp l.
H s ghi k nng, nng lc ca nhn vin sau khi tt nghip khoa hun luyn
ca Cng ty.
Ti liu hun luyn v k nng gim st (supervisory skills)

. STEPS:
Phng vn tuyn dng (Phi hp vi Nhn s v Field Trainer)
Hun luyn nhn vin:
Ti hin trng
Cc bui hp
Gi i hc tp trung ti cc kho ca Cng ty do Training Manager lp.
Kim tra

. OUTPUT:
Bo co tng hp ca cc PG cp di
Bo co phn tch hiu qu bn hng
Bo co tnh hnh pht trin k nng nhn vin
Kin ngh gii php tng doanh s

20
 Qui trnh bn hng

. BIN PHP KIM SOT/KIM TRA THC HIN

Hot ng ca PGL c kim tra bng cc phng php sau:
Hun luyn:
Khi va gia nhp Cng ty bng Qui trnh Introduction cho PGL
Thng xuyn n luyn Ti liu hun luyn vo nhng gi rnh (tranh th
nhng gi khng gp c khch hng VD nh sng sm, lc ch i
khch hng v khch hng i vng)
Hun luyn ngay ti hin trng ca SM, Field Trainer, Training Manager
v cc cp cao hn.
nh gi cht lng ving thm theo Qui trnh nh gi cuc ving thm
Bo co doanh s bn hng/Sn lng bn hng so vi ch tiu
Bng K hoch o to nhn vin PDP
(Chi tit Qui trnh kim tra nu trn xem ti liu nh km)

. HNG DN CHI TIT

Do c im ngnh hng thc ung, PG l lc lng c vai tr rt ln trong
vic bn ra sn phm.
Tuy nhin, nhng nhn vin c nng lc t khi chu lm ngh ny. L PG
leader, bn cn thng cm v kin nhn o to h.
L d nhin, nhng ngi thc s khng ph hp th khng nn tuyn dng,
bn ng la di mnh l s o to h trong mt thi gian ngn.
Doanh s ca mt nhn vin cng cha hn ni ln iu g. iu quan trng
mt nhn vin l cch h lm nh th no t c kt qu .
Thc t hin nay, mt PGL phi qun l n 40 nhn vin, v do vn
kinh ph, Cng ty khng th chu ng ni lng nhn vin gim st theo t
l mt ngi qun l 6 ngi. Cc bn phi phi hp vi lc lng Srep,
ASM, Field trainer gip cc bn pht hin nhng im yu cn khc
phc ca PG (trong iu kin k nng PG vn d yu nh phn tch
trn)
L mt PGL, cng vic ca bn gm:
Tuyn dng (phi hp vi b phn Nhn s)
Hun luyn (phi hp vi Training Manager), trong hun luyn ti hin
trng rt quan trng v khng c g c th thay th c kinh nghim.
Kim tra:
- Vi mc ch xem cng vic c c thc hin nh bn mun
- Vi mc ch pht hin k nng no ca nhn vin cn hun luyn:
o L tng m ni, ch nn hun luyn mt k nng vo mt ln
(la k nng u tin nht v trong mt mi trng an ton trc
khi cho ra thc t)
o Vic hun luyn i hi phi kin nhn

21
 Qui trnh bn hng

-
Vi mc ch pht hin nhng c hi sng to, a ra gii php mi
ci thin nng sut bn hng, y i th cnh tranh vo th b ng hoc
p tr ch ng.
Trong qu trnh lm vic, PGL phi thun thc mt s form mu sau y:
- Bo co ngy
- Bo co tng hp tun (trong trng hp khng c admin tr gip)
- Bng chm cng

PHN V. QUI TRNH GIM ST CA SM

. INPUT:
Ch tiu bn hng trong nm/qu/thng
H s ghi k nng, nng lc ca ASM
Khu vc phn cng
Danh sch khch hng trong khu vc (nu c). Nu cha c, bn cn c mt
khong thi gian ban u, chm nht l mt qu phi thc hin xong bng ny
(Va lp danh sch va bn hng)
Ti liu hun luyn v k nng gim st (supervisory skills)
Ti liu hun luyn v lp Sales Plan.

. STEPS:
Chn khch hng trng tm
Ln lch ving thm: i cng ASM, i vi Srep
Hun luyn ASM v nhn vin Srep:
Ti hin trng
Cc bui hp
Gi i hc tp trung ti cc kho ca Cng ty do Training Manager lp
Kim tra

. OUTPUT:
Bo co tng hp ca cc Srep trong khu vc
Bo co phn tch hiu qu bn hng
Bo co phn tch tnh hnh pht trin k nng nhn vin
Sales Plan

. BIN PHP KIM SOT/KIM TRA THC HIN

Hot ng ca SM c kim tra bng cc phng php sau:
Hun luyn:
- Khi va gia nhp Cng ty bng Qui trnh Introduction cho PGL

22
 Qui trnh bn hng

- Thng xuyn n luyn Ti liu hun luyn vo nhng gi rnh (tranh

th nhng gi khng gp c khch hng VD nh sng sm, lc ch
i khch hng v khch hng i vng)
- Hun luyn ngay ti hin trng ca SM, Field Trainer, Training
Manager v cc cp cao hn.
nh gi cht lng ving thm theo Qui trnh nh gi cuc ving thm
Bo co doanh s bn hng/Sn lng bn hng so vi ch tiu
Bng K hoch o to nhn vin PDP
Ghi ch: cc nhn vin cp cao hn s c nh gi bng LGP, s c trnh by
sau.
(Chi tit Qui trnh kim tra nu trn xem ti liu nh km)

. HNG DN CHI TIT

V thc cht, cng vic ca bn cng nh ca ASM, nhng khc ch bn
phi thc hin qua nhng ngi gip vic l cc ASM.
L mt SM, bn phi c tm nhn bao qut c khu vc c phn cng, hun
luyn cho ASM h c th hun luyn li Srep.
Bn phi dnh mt thi gian thch ng lm vic trc tip lm gng cho
Srep, ASM, c bit khi h cha gii nh bn mong mun.
Bn phi trc tip m ng mt s khch hng, nht l khi mc tiu doanh s
c th khng t c.
Thch thc ln nht vi bn l cch dng ngi: b tr ng ngi, ng vic.
V mt kim tra: xem phn m t v cng tc kim tra ca ASM trn.
Cn trao i thm k nng Train the Trainer, Coaching Skills.
V tnh phc tp ca Sales plan, qui trnh lm sales plan c vit ring di
y.

PHN VI. QUI TRNH LM SALES PLAN

. INPUT:
Marketing Objectives
Doanh s
Sn lng (Sales Volume)
Chi ph tm tnh
Nhng hot ng yu cu t pha marketing
nh ngha phn loi khch hng
S lng khch hng trong khu vc
Doanh s c tnh cho mi SKU/Loi khch hng
Bn , dn s, mc thu nhp
Hnh nh minh ho

23
 Qui trnh bn hng

S lng nhn vin v trnh k nng, nng lc ca mi ngi.

. Steps:
Step 1:
Nhn thng tin Marketing Objectives t cp qun l (ASM tr ln)
Thng nht nh ngha v phn loi khch hng/Lu thng nht vi ton
quc v IT/B phn cp nht son tho qui trnh.
Xc nh s lng khch hng theo loi trong khu vc
Nhp vo bng Excel theo mu (C th ci tin trong tng lai khi trnh
Excel gii hn)
Step 2:
Tnh doanh s tim nng cho mi khu vc
Xp th t u tin cho tng sn phm/brand/category/channel/a phng
Hp Sales Operation Meeting:
- Xc nh th t Knh bn hng u tin
- Xc nh chin lc bn hng: nhng hot ng bn hng nn thc hin
trong tng knh. (Chng trnh khuyn mi nu c)
- c lng chi ph thc hin nhng hot ng ny:
o T trn xung
o T di ln
o Thng nht ho
- Xc nh chin lc phn phi:
- Xc nh k nng v nng lc nhn vin c th m nhn cng vic
- Tm phn cng nhn vin theo cng vic d nh
- Xc nh nng sut ving thm ca cc nhn vin
- Xc nh tn sut ving thm t mc tiu
- Phn cng nhn s
- ra ni dung v chng trnh hun luyn (gi cho Training Manager)
- Xc nh nhu cu nhn s thiu (nu c)
- Ti b tr nhn s cho ph hp vi chin lc (nu c)
- D ton chi ph:
o Xc nh tn sut ving thm t mc tiu
o Phn cng nhn s
o ra ni dung v chng trnh hun luyn (gi cho Training
Manager)
o Xc nh nhu cu nhn s thiu (nu c)
o Ti b tr nhn s cho ph hp vi chin lc (nu c)
o D ton chi ph:
Nhn s (lng c bn)

24
 Qui trnh bn hng

Cng tc ph
Ch thng
Trang thit b lm vic: vn phng, my mc thit b (vi
tnh, in thoi,)
Xc nh kinh ph d tr trong trng hp khn cp, c
lng trc kh nng phn ng ca i th cnh tranh
- Lp bn Sales Plan theo file Sales.doc nh km
- Lp bn Tng hp Sales Plan (xem file Sales Plan.xls template nh km)

. OUTPUT:
Sales Plan
Sales Form
Cc form khc ca Cng ty c lin quan n b phn Sales
Cc form mi nu c
H thng cc report
KPI
Meeting minutes (xem thm How to file template v Minute /Fax template
ton Cng ty)
Phiu yu cu nhn s
Bng ngh hun luyn
Bn ngh h tr ca cc phng khc (nu c):
Schem/TPR proposal
Project request (VD: Sales Automation with IT)
Qui trnh ci tin thc hin nu c
File .ppt trnh by

. BIN PHP KIM SOT/KIM TRA THC HIN

Sales Plan l mt cng vic i hi phi lm vic theo nhm. Cc nhn vin c
tham gia vo cng tc sales plan phi c o to v nhng k nng team
building, effect leadership, effect meeting, How to run a brainstorming session,
Project Management v k nng vi tnh phi t mc thng tho Excel,
Word, Microsoft Project.
(Chi tit, xem ti liu How tov Project Management nh km)

. NGH CI TIN
Thng nht vi K ton qun tr:

0. nh ngha thut ng K ton qun tr v phng php tnh ton

Gross Sales: l gi m Cng ty bn ra, c th l trong mt trong nhng mc gi
sau y, tu theo Cng ty c th kim sot c mc no:

25
 Qui trnh bn hng

Consumer price: Gi bn cho NTD, k c VAT

Retailer Price: Gi Cng ty bn cho i l (m h bn ra cho NTD), k c
VAT
Wholesaler price: Gi bn cho i l (m doanh s ca h ch yu l do bn
cho retailer), k c VAT
Trong tnh hnh hin nay (thng 8 nm 2004), Gross Sales l gi m Cng ty bn
cho i l ngay ti nh my, cha tr h tr vn chuyn.
VAT: l thu VAT ca nh nc
Net Proceed of Sales (NPS): Doanh s sau khi tr mi khon hng tr v, v
cc khon gim gi tm thi (TPR: temporary Price reduction: gm gim gi
theo Volume, cho i l,)
SCC (Supply Chain Cost): Bao gm tt c cc gi thnh t vic mua sn phm
n vic giao sn phm cho khch hng, tc l tng cng ca Gi thnh sn
phm v Chi ph vn chuyn:
Gi thnh sn phm Product Cost: gm nguyn vt liu (nguyn liu, bao
b, ), chi ph sn xut (chi ph sn xut ca nh my) v cc sn phm
mua ngoi.
Chi ph cung cp Supply Cost: Mua v ln k hoch (Chi ph lin quan n
con ngi v cc qui trnh ca h thng Supply Chain), chi ph phn phi
(Tn kho v phn phi thnh phm), Khu hao nh my, thit b, xe c v
cc ti sn dng trong h thng cung cp sn phm, IWC (Inflation on
Working Capital: lm pht trn vn lu ng)
GP: Gross Profit = NPS SCC.
GM: Gross margin (T l % GP/NPS)
MDC: Marketing Development Cost: Bao gm mi chi ph ym tr trc tip
cho sn phm trn th trng:
Qung co, VD: chi ph media, sn xut/pht sng/ tin cng ca cc Cng
ty qung co
Royality: bn quyn thng hiu (nu c p dng)
Consumer relations: Cc hot ng lin quan n NTD
Chi ph khuyn mi
Nghin cu th trng
Chi ph nghin cu v pht trin sn phm
CR (Corporate research): trong tng lai, khi Cng ty pht trin thnh cp
a quc gia, mt s research s lm cp chu , khi s phn b nhng
chi ph ny.
PBO (Profit before Overhead)= GP- MDC
Overheads: Gm tt c cc loi chi ph Cng ty hot ng m cha c
lit k trn. N bao gm:
- Tt c nhng chi ph marketing khc vi chi ph qung co/khuyn mi
- Chi ph bn hng

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- Cc chi ph ca cc phng bn khc nh: Ban Gim c, phng Nhn s,

Hnh chnh, Hun luyn, Khi Cng ty ln ln v vn tm ra chu ,
s phi cng thm mt s khon chi ph cyho Cng ty m vi s iu
chnh tu theo t l ng gp doanh s ca mi nc.
TRBEI = PBO Overheads
TM: Trading Margin = TRBEI/NPS
Trading tax:
- Thu thu nhp doanh nghip
- Thu tiu th c bit Special Consumption Tax
- V cc khon thu khc theo qui nh ca nh nc
Chi ph ti chnh Financing Charge:
phn nh ng tnh trng doanh nghip, cc Gim c phi xem nh mnh
c h tr ti chnh t Cng ty. Chng trnh qui nh trong Bng bo co kt
qu kinh doanh phi th hin 7% ca Gross Capital Employed (Tng vn s
dng GCE):
GCE = Fixed assets+ Working Capital
Fixed asset: Ti sn c nh
Working capital (Vn lu ng) = Stock+ Debtors- Creditor (Tn kho +
N phi tr Cc khon phi thu)
Trading Contribution: TC = TRBEI Trading tax Financing charge
Sales Volume
Company Hierarchy
Country report Hierarchy
Product Hierarchy
Customer / Channel Hierarchy
Product Standard Cost
RM (Raw Material): tnh c Buying Department
PM: tnh c Buying Department
FS:
- S gi my/khu hao my
- Phn b chi ph sa cha di/trung/tiu tu
- Contingenc
- Cc chi ph phn b khc
IWC (Inflation Working Capital)
Cost Center cc loi

0. Cc thut ng s dng trong bo co nh k:

MUF: Monthly Updated Forecast
PUF: Previous Monthly Update Forecast
IOP: Internal Operation Plan

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AP: Annual Plan

LE: Last Estimate

0. Cc loi bo co qun tr: format, ccn tnh ton

(Xem ti liu Monthly report Hard copy)
h tr SM c trnh vi tnh cha cao hin nay, cng nh c thi gian tp
trung nhiu hn vo vic hun luyn nhn vin, Cng ty b tr mt s admin c
o to tt v k nng vi tnh Excel, Access v trnh k ton nht nh. Hy s
dng ngun lc ny mt cch hiu qu nht.

PHN VII. QUI TRNH BN HNG C BIT

0. Bn hng qua in thoi

B tr mt ngi hun luyn k nng Tele Sales

0. Bn hng qua mng

B phn IT s vit 2 web site:
Intranet cp nht nhng thng tin ni b trong Cng ty
Website Tanhiepphat gii thiu v Cng ty, gii p thc mc
IT s la chn gii php thch hp c th gip tin hnh mua bn qua mng, tuy
nhin khng phi l u tin trong lc ny.

0. Bn hng ti cc Hi ch trin lm qung co

Khi cn bn hng trong Hi ch, Cng ty s lin h vi mt s i l c
giy php kinh doanh ngay ti a phng t chc hi ch hoc ch thn
ch hng i trin lm. Trng phng Trade Marketing s quyt nh chuyn
ny.
Cng ty s h tr mt s vt dng nh trang tr quy hng, hoc thu mt
Cng ty qung co lm cng vic ny.

0. Bn hng cho cc Tic ci

Trong khi ch i nghin cu k lng v chin lc bn vo tic ci, Trade
Marketing s thit k cc chng trnh khuyn mi bn hng thng qua cc
tic ci.

PHN VIII. QUI TRNH O TO NHN VIN

Do Phng Nhn s vit:

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 Qui trnh bn hng

. Input
Phiu yu cu nhn s
Bng m t cng vic
Bng nh ngha k nng
Ch lng thng
Ni qui Cng ty
PDP format
Chp file .ppt ca Jacqueline Yew v qui trnh nh gi nhn vin

. Steps
ngh b sung nhn s nh th no
Phi hp Qui trnh tuyn dng ca phng nhn s nh th no
Phi hp hun luyn vi phng nhn s/Training manager nh th no
nh gi mc thc hin cng vic nh th no
ngh o to b sung cho nhn vin nh th no
B tr cng tc nh th no
Giao vic ntn

. Output
Bo m c ngun lc nhn s c k nng yu cu thc hin cng vic
Bo m nhn vin vui v thc hin cng vic
Bo m nhn vin c th ngh m,
Bo m nhn vin c ngh vic theo nguyn vng
Bo m k lut nhn vin khi h c tnh phm li
Bo m tm ra nguyn nhn, c bin php ngn nga cho nhng ln kt tip v
ngn nga nhng sai phm dn n hu qu nghim trng.
ngh ci tin:
Tu theo tnh hnh kinh doanh v kh nng u t cho php, nn lp B phn
Holine chuyn gii p nhng thc mc ca khch hng
Lp Websile N1 t vn tiu dng
Hng thng c mt bo co chnh thc ca b phn ny v nhng tnh hung
x l, c phn loi, sp xp nguyn nhn

PHN IX. QUI TRNH LM VIC LIN PHNG BAN

Hop voi Uyen Phuong de chot cac van de sau:
Lich Lam Annual Plan hang nam
Lich hop giua cac Truong Phong ban
Lich Hop giua cac Marketing Manager / Brand manager voi cac Key person trong
Phong

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Cac Form phai co chu ky cua cac truong phong

Uy nhiem chu ky thanh toan cua cac truong Phong.
Thong nhat mot so Format la dau ra cua Phong nay nhung cung la dau vo cua
Phong kia sau cho cac Format la it nhat
Chu y mem deo, linh hoat torng gia doan dau.
Qui trinh Projechng trnh management, dac biet la Innovation process cua
Marketing
Logistic
Ke toan
Kinh doanh (Admin ? Trade Marketing?)
Nhan su
Marketing
IT
QA (check lai voi QA xem da co qui trinh hay chua)
Tham khao voi Cam nang nhan vien de xem con qui trinh nao nua hay khong?

1. Qui trnh ng k i chi / hc tp:

Phong Nhan su viet.

Input
Step
Output:

2. Qui trnh thu hi sn phm ht hn s dng:

Input:
Qui trinh lien phong ban do Logistic viet..
. Dich nguyen phan cua Unilever write off procedure neu co thoi
gian
Step:

Output:

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