这七个工具加起来是我6天的课，大概第一个拜访率要讲6个小时，员工固定要讲一天，重点环节建立标准，光一个零售店拜访八步骤我要讲一天半，领导天天做检核这块大概要讲6个小时，业绩排名这一块短一点4个小时，业务早会这边大概是4个小时，整个七个工具加起来我要讲6天是一个系列课程，给企业培训要分3次、4次上，然后这6天的课程，在这本书里面大概6天课程70%的内容，在这本书里面可以找到详细的解读。

The seven tool up is my 6 days of class,Probably the first visit rate to tell 6 hours,Staff fixed to speak one day,Key link to establish standard,Light a retail store visit eight steps I want to tell you one and a half days,Every day do check the leadership to speak about 6 hours,Performance ranking this a short 4 hours,Business would have side is about four hours,The whole seven tool up I will speak six days is a series of courses,To the enterprise training to three times/The four,Then the 6 days of course,In this book about 6 days in 70% of the course content,In this book can find detailed interpretation.

　　这七个核心工具在这里做了一个展示，今天的时间有限，还剩大概一个小时十分钟，我只把这七个核心工具，尽可能把一、二、三让大家知道一点点概念，我不可能今天把这七个工具都交代清楚，一、二、三让大家知道一点概念，剩下的如果有兴趣，你们可以在我的网站上、微博上、书上可以去看更多的互动沟通和更多的细节。

The seven core tools in here for a show,Today's time is limited,About an hour left ten minutes,I just put the seven core tools,As far as possible put a/two/3 let you know a little bit concept,I can't today the seven tools are made clear,a/two/Three to let everyone know a little concept,The rest of the if interested,You can in my web site/Micro blog/The book can go to see more interactive communication and more details.

【三】工具一：结构决定功能：拜访率的实现 [three]Tool a:Structure decision function:Visit the realization of the rate

　　快销行业一提销量就会说这个地方什么率不行，铺货率不行，其实这是营销界一个被大家广泛认知错误的概念，铺货率是一个伪命题，我们一提销量这个区域的销量不好就骂，“你这个区域的铺货率不行，铺货率是这个样子怎么可能有销量？”其实铺货率是个伪命题，前提可以找另外一个，所以今天谈这个必须从他妈谈起，他妈是谁？拜访率；拜访率什么意思？讲个小故事：很多很多年以前，那个时候我还年轻在可乐做一个小小的销售经理，当时三大系统评选了一个市场表现冠军，冠军是谁？杭州可乐，亚军是西洋可乐，总之全国上下学杭州，各个可乐厂的人派人去向杭州厂学习，在下非常有幸职位不高，但是有幸被抽了做代表，做了亚军的代表去向冠军学习。你们琢磨这心里什么滋味？亚军派代表向冠军学习是什么滋味？不爽吧，不但我不爽，各个可乐厂的代表都不爽，为什么？可口可乐的区域经理在当地的销售品圈子里面，都属于出了门走路往上看的。头一天晚上我们一帮老男人住在一个宾馆里，一帮老男人住在一个宾馆里干什么？打牌呗、炸金花、斗地主，聊的时候各个嘴里都骂骂咧咧的，“这个冠军不定杂评的？”“拉倒吧，明儿看啥咱还不清楚了。”我们头一天议论纷纷，我们心里憋着啥劲，让我们看啥，不就是让我们看超时的大堆头吗？那玩意花钱买的，老子回去花钱买更大的，有没有可能？能看啥就看满街贴的大海报，兴许上个礼拜突击的。

Fast pin industry mention sales will say this place what rate not,Shop goods rate no,In fact, this is the marketing industry a widespread cognitive wrong concept,Shop goods rate is a false proposition,We mention this area sales sales bad scold,"You this area of the shop goods rate no,Shop goods rate is like this how can there be sales?"In fact shop goods rate is a false proposition,The premise can look for another,So today's talk about this must be from his mother about,Who the fuck are?Visit rate;Visit rate what do you mean?Tell a little story:Many, many years ago,And that's when I was young in the coke do a little sales manager,When three big system selection a market performance champion,Champion who is?Hangzhou coke,With the western coke,In a word the ShangXiaXue hangzhou,Each coke plant people sent to hangzhou plant study,Next to position is not very high,But to be smoking as the representative,The representative of the runners-up to champion learning.You consider this heart what taste?Runners-up sent representatives to champion learning what it is like?Not great!,Not only I be not great,Each coke factory representative are not great,why?Coca-Cola area manager in local sales product inside the circle,All belong to the door to walk up to see.The first night we a bunch of old man lived in a hotel,A bunch of old man lived in a hotel?Play bai/Fried gold flower/Dou landlord,Talking in all swearing,"This title indefinite noise of evaluation?""Call off,Tomorrow to see what I don't know."We first day comment in succession,Our hearts held what strength,Let's see what,Is not let us see the big DuiTou overtime?The thing is bought,Lao tze back to buy more,Is it possible to?Can see what see road stick to the sea,Maybe last week of the assault.

　　第二天到了杭州厂，杭州厂的领导人家说江浙小男人，还真不是，人家那天表现的很大气，杭州厂的领导往那一站“各位兄弟厂的领导、精英，欢迎大家到杭州厂指导，我们杭州厂绝对不敢跟大家说你们是来学习的，你们是来光临指导的，你们都是高手，欢迎你们多提批评意见，但是总部这回派你们是来学习的。各位兄弟、精英，今天看完市场，今天开完早会之后我们就不带领大家看市场了，把地图给大家、把车给大家，如果你们需要司机可以给你们配司机，你们自己出去随便看，爱看哪看哪，看完之后有什么问题记下来，晚上回来希望你们多提批评意见。”这位杭州厂可乐的领导敢这么说话说明什么？他说“随便看、爱看哪看哪？”说明什么？他心里有底气，这话一说我们就想“这哥们行啊”就出去了，真的是信马由缰，没人带。我们到那看什么？当然要看通货率、看陈列、看海报，但是这些东西说实话真不足以对我造成震撼，这些东西在我眼里那都是浮云，我没觉得我们西安可乐，比杭州可乐海报贴的少、陈列做的差，但是有一件事把我震了。我们看了一天市场晚上回来大家在酒桌上争相给杭州可乐的人敬酒，说“兄弟，你们确实做的好。”什么事把50多有理烘烘的可乐经理看一天回来都夸他们，不是通货率，是我们到了终端当然要看海报，看陈列、终端表现，但是我们到了终端还要问一句话“老板你好，可乐的业务员姓什么、叫什么、长什么样、礼拜几来？”，真的是问100家店、98家店对答如流，杭州可乐业务员姓魏、叫魏庆1米75，黑黑的龅牙陕西人每个礼拜四下午来。各位一万多店随便跑，98%的店张口报出来业务员姓啥、叫啥、长什么样、礼拜几来？各位做快销的内行告诉我这事容不容易？不容易还是很难？很难还是非常难？非常难。

The second day came to hangzhou factory,Hangzhou factory leadership the somebody else say jiangsu little man,Return true not,The somebody else that day played very atmospheric,Hangzhou factory leadership to the station"You brother factory leadership/elite,Welcome to hangzhou factory guidance,We hangzhou factory absolute can't tell everyone you are here to learn,You come to visit the guidance,You are all superior,Welcome you give more criticism,But this time send you are based to learning.Your brother/elite,Watching the market today,After the meeting today will be early after we will not lead you to see the market,The map to everyone/Give the car to you,If you need the driver can give you with the driver,You go out to see,Which look like,After finish down what's the problem,Back this evening I hope you give more criticism."The hangzhou factory coke leadership dare so talk show?He said"To literally see/Which look like?"Describes what?He is in the heart bottom spirit,This said, "we want to"This elder brothers yes"Went out,Is really wander,No one take.We went to the see?Of course to see currency rate/See display/See the poster,But these things to tell the truth is not enough to cause shock to me,These things in my eyes that are floating clouds,I didn't think we xian coke,Hangzhou coke poster than less/Display do bad,But there is one thing I was shock.We see a day night market back everyone on the wine table to hangzhou to coke people propose a toast,said"brother,You really do good."What's the fifty more rational blazing coke manager look one day come back all kua them,Not currency rate,Are we to the terminal of course to see posters,See display/Terminal performance,But we would like to ask you a word to the terminal"The boss hello,Coke salesman name??????/Call what/Long what kind/A few weeks to?",Is really ask 100 stores/Answer up 98 stores,Hangzhou coke salesman name is wei/That WeiQing 1 meter 75,Black buckteeth shanxi every Thursday afternoon to.You more than ten thousand shop literally run,98% of the store to open out the salesman name is what/Call what/Long what kind/A few weeks to?You do fast pin of the expert told me this thing easy?Not easy or difficult to?It is difficult to still very difficult?Very difficult.

　　我且问各位一句话“一个人，一个小商店的店主坐到店里面，一天身边这样的人过几个？”一个、二个、还是十个、二十个以上？肯定二十个以上。为什么？可口可乐来吧、百事可乐来吧、康师傅水来吧、康师傅面来吧、统一水吧、统一面来吧、加多宝来吧、王老吉来吧、青岛啤酒来吧，在某些区域燕京啤酒来吧……你去看基本上在快销行业大一点的，但凡数的上号的几个亿以上的企业，它都在全国或者区域市场在做终端零售店拜访，全部在做这件事。老板往店里一座一天身边的人就不停，以至于到什么程度？到了夏天终端店不让我们进门，为什么？饮料到了夏天进了门之后直接奔哪？冰箱遭罪啊，可乐的来了门打开把冰冻好的百事抱出来，把可乐放进去走了，刚走百事来了门打开，冰冻好的可乐抱出来，把百事放进去，走了………最后冰箱冒烟了，以至于到什么程度？真的这样到了夏天我们拜访终端的时候，店主老远看见我“站住，魏庆你站住，你站那别动，别过来。”他上礼拜修冰箱了。

And I ask you a word"A person,A small shop owner sit inside the shop,One day a few side such people?"a/two/Or ten/More than twenty?Certainly more than twenty.why?Coca-Cola come/Pepsi come/Kang teacher water come/Kang teacher face to it/Unified water/Uniform surface come/Add much come/WangLaoJi come/Qingdao beer come,In some areas come yanjing beer……You go to see the basically in fast sell a sparetime university,In every case, the number of the several hundred million or more enterprises,It is in the national or regional market doing terminal retail store visit,All in do it.The boss went to the store a day will keep the people around,That to what degree?In summer terminal shop don't let us in the door,why?Drink to XiaTianJin the door which directly after the rush?Refrigerator suffer ah,Coke to the door to open the frozen good Pepsi hold out,The coke put away,Just go PepsiCo to the door open,Frozen good coke hold out,Put in the Pepsi,go………Finally the refrigerator smoke,That to what degree?So the summer we visit the terminal time,The shopkeeper from afar to see me"stand,WeiQing you stand,You stand that don't move,Don't come."Last week he repaired the refrigerator.

　　那你想，一个终端店店主一天身边过这么多人，让他张口报出来，业务员姓魏，叫魏庆，1米75，陕西人黑黑的龅牙每个礼拜四下午来，他张口报出来杭州可乐业务员姓什么、叫什么、礼拜几来这事容易吗？说明什么？那么多人能记住杭州业务员姓魏，叫魏庆，1米75、黑黑的龅牙、每个礼拜四下午来，说明什么？杭州可乐业务员对这个店一周一次拜访，风雨无阻，雷打不动，至少执行了半年以上，给对方留下了深刻的印象。问大家，当铺货率、拜访率到了这个程度的时候，铺货率会不会高？指定会当拜访率走到这个程度的时候，铺货率为什么呢？铺货率是谁铺的？人嘛，人都不去，鬼铺货啊？刚说的夸张了吗？没夸张吧，你们看这是什么？这是个冰箱，你们看冰箱都糊成什么样了，这是什么拜访卡，拜访卡明白不？每个企业在上面写业务员姓名、地址、电话、联系人来看看，这个好像就是康师傅的、卖啤酒的，青岛啤酒的、可乐的，几乎各个企业都在这终端拜访，给店里贴一个小拜访卡，业务员礼拜几来？姓什么、叫什么、电话多少？还有的企业要求业务员去一次签一个到，有的业务员一口气签到2015年的，还有企业更搞笑，在店里面弄一个条码，让业务员拿条码到那刷一下证明来了，结果业务员在宿舍里面贴60个条码，早上起来刷一遍来了。

That you want to,A terminal shop one day have so many people around,Let him come out to open,Salesman name is wei,Call WeiQing,1 meter 75,Shanxi black buckteeth every Thursday afternoon to,His mouth out to hangzhou coke salesman name??????/Call what/A few weeks to it easily?Describes what?So many people can remember hangzhou salesman name is wei,Call WeiQing,1 meter 75/Black buckteeth/Every Thursday afternoon to,Describes what?Hangzhou coke salesman to the shop once a week to visit,Rain or shine,unshakable,At least carried out more than half a year,Give a deep impression.Ask everyone,Pawn shop goods rate/Visit rate at this level of time,Shop goods rate will not high?To be designated to visit rate went to the degree of time,Shop goods rate why?Shop goods rate is paved with who?person,People don't go to,Ghost shop goods ah?Just say exaggeration?No exaggeration!,You see what is this?This is a refrigerator,You see the fridge is paste into what kind,What is this visit card,Visiting CARDS don't understand?Each enterprise in write the name of the salesman/address/telephone/Contact to see,This is like the kang teacher/Sell beer,Qingdao beer/Of coke,Almost every enterprise in terminal visit,To put a small shop visit card,A few weeks to?What name/Call what/Phone how many?And ask the clerk of the enterprise to a sign a to,Some salesman breath sign in 2015,And enterprises to be more funny,Inside the shop with a bar code,Let the salesman with bar code to the brush to the proof,Results the salesman in the dormitory is plastered sixty bar code,Morning brush again come.

　　我夸张了吗？你们听完课下商店去看，有没有这事，各个商店里面都有这么一面墙，贴的全是拜访卡，都在干这个活，甚至讲一个搞笑案例：山东有一个银麦啤酒，这几年做的非常优秀，还有一家很大的啤酒厂——青岛啤酒，现在这两家已经成一家了，但是这两家是不打不相识，打了5、6年最后两家合并了；后面这个是青岛啤酒的拜访卡大一点，银麦啤酒的业务员一看我的卡比他的卡小，他拿他的拜访卡把人家的卡糊了，糊了以后你看这两瓶青岛啤酒还成他的了。青岛啤酒的人更坏，一看你把我的卡糊了，他连糊都不糊，拿笔把银麦的一拉在上面写一个“青啤、15053881677”，各位各个厂家都在拼拜访率，你没有拜访率，哪里来的铺货率，没有拜访率哪里来的铺货率，鬼给你铺货呢。

I exaggerated??You finish listen to lesson the store to see,Have it,The stores which have so a wall,Stick is full of visiting card,In this work,Even tell a funny case:Shandong has a silver wheat beer,Over the past few years to do very good,There are a large beer brewery, Qingdao beer,Now the two has the into one,But the two home is no discord, no concord,Played five/6 years in the last two combined;This is Qingdao beer behind the visit card a bit bigger,Silver wheat beer salesman a look at my card than his little card,He took his visit card card a paste,Paste after you see this two bottles of Qingdao beer also into his the.Qingdao beer are more bad,A see you put my card a paste,He even paste are not paste,Take the silver pen a wheat and write a"tsingtao/15053881677",You each manufacturer are spell visit rate,You don't visit rate,Where come of shop goods rate,No visit rate where come of shop goods rate,Ghost give you shop goods?.

　　要想谈终端销售管理，我们先要提高终端拜访率，而终端拜访率一方面厂家要上人拜访，但是有没有可能我们厂家上一万人、两万人全国终端都去拜访，这样我们厂家的成本就太高了，厂家不上人就拿刚才我讲的这个方法去量量你们的厂家，到终端问他“老板，我们公司的业务员姓什么、叫什么、礼拜几来？”你信不信店主问“你们公司还有业务员呢？”厂家没人拜访，就让经销商来拜访，我现在问个技术性问题“管经销商是不是要让经销商赚钱，是还是不是？”管经销商又要让经销商赚钱，没错，那么大家看我管穿格子衬衣的这个帅哥，三年以前这个经销商有5辆车、10个人，银行里500万存款，跟我合作三年，风雨兼程、并肩战斗，三年之后他有5辆车、10个人银行里有1000万存款，合作三年存款从500万变1000万，我的厂家业务跟他的服务好不好？好个屁，三年以前他有5辆车、10个人500万存款，三年以后5辆车、10个人，1000万存款，你失败了，我告诉你管经销商要让经销商做大，要让他赚钱，同时要让他倾家荡产，明白不？怎么把经销商管好，三年以前这个经销商有5辆车、10个人银行里500万存款，3年以后这个经销商有15辆车，75人，欠银行1000万贷款，这才叫把经销商管好，管经销商要把他做大，同时要让他倾家荡产，大家别生气，我讲倾家荡产是开玩笑，是有道理的。

If you want to talk about terminal sales management,We need to improve the terminal visit rate,And terminal visit rate on the one hand manufacturers to visit here,But is it possible to our factory in ten thousand/Twenty thousand people are to visit the terminal,So we factory cost is too high,Manufacturers don't master cheng yen took just now I told this method to measure your factory,To terminal asked him"The boss,Our company salesman name??????/Call what/A few weeks to?"Do you believe the shop owner asked"Your company and the salesman??"Manufacturer no one visit,Let the dealer to visit,Now I ask a technical problem"Pipe distributor is to let the dealer to make money,Is or is not?"Tube distributors and dealers to make money,yes,So you see I tube wear grid shirt this handsome boy,Three years ago the dealers have 5 car/Ten people,The bank 5 million deposit,Cooperation with me for three years,Trials and hardships/Fight side by side,Three years later he has five cars/And there are 10 million personal bank account,Cooperation three years from 5 million change 10 million deposit,My factory business with his service is good?Good fart,Three years ago he has five cars/Ten people 5 million deposit,Three years later 5 car/Ten people,10 million deposit,You failed,I tell you tube dealers should let dealers do big,Want to let him make money,At the same time to make his ruin,Understand not?How to manage dealers,Three years ago the dealers have 5 car/Ten people the bank 5 million deposit,Three years later the dealers have 15 cars,75 people,Owe the bank $10 million in loans,This is the dealer mind,Tube dealers should he do big,At the same time to make his ruin,You don't be angry,I speak ruin is kidding,Is reasonable.

　　这块话题让经销商增加团队拜访终端，这个话题要讲的话讲完就下课了，我就讲一下要点，花十分钟时间。怎么样经销商加人加车呢？怎么把它做大还倾家荡产，首先第一个有兴趣记笔记两个字“挖坑”，听我解释什么叫“挖坑”？请问大家你觉得真的在终端做拜访，到底是厂家业务员厉害，还是经销商业务员厉害？经销商业务员吧，你看表面上看起来我们厂家业务员往这一站都是本科，我们都是国际企业、大企业、上市公司业务代表都穿西服、都是本科、都受过培训，表面上看起来是比经销商的人确实好，你看经销商那帮人的学历、素质、收入、各方面又辛苦，看起来好像不起眼，完了一看这帮人最高学历是驾照，有没有经历过这样的状态，有一个终端店厂家的业务经销精英拜访了十次店里不理你，经销商去了不说话一嘟嘴“大姐，这我电话。”大姐“大哥，你怎么不早说呢？”有没有可能？这俩肯定有一腿，各位有没有这种情况，我们厂家业务员跑了十躺都没有搞定，经销商过去一嘟嘴搞定了，有没有可能，为什么？厂家业务员专业，拉倒吧，你拜访终端拜访了几回啊？你到公司上了半年班、一年班，到这个区域上了半年、一年，一个月一周拜访一次你才去了几趟，经销商是送货送了十年的客情吧，给这个终端店赊销赊了十年的客情吧，同宗同族一个姓的客情吧，过年一块喝大酒的客情，就算你们厂家掏钱做陈列奖励，请问奖品是谁送过去的？还是经销商，所以各位，经销商的人在卖货这块其实比我们的人厉害的多。

This topic make dealers increase team visit terminal,This topic will speak words after class is over,I will speak about points,Spent ten minutes.How the dealer with full speed again?How to do it big also break the bank,First of all first interested in notes two words"Dig a hole",Listen to me explain what is"Dig a hole"?Excuse me everybody you feel really in terminal do visit,It is a terrible manufacturer,Or the dealer sales badly?The dealer's salesman,You see on the surface looks our manufacturer salesman to this station is undergraduate course,We are all international enterprise/Big enterprise/The listed company business on behalf of all wear suit/Is undergraduate course/Are trained,On the surface looks is greater than the dealer people really good,You see the dealer the gang degree/quality/income/Various aspects and hard,Look like ordinary,The end of the first look at this group of highest record of formal schooling is a driver's license,Did you ever have such a state,There is a terminal shop manufacturers business marketing elite visited ten times the store ignore you,The dealer to do not speak a du mouth"Elder sister,I call."Elder sister"Eldest brother,Why didn't you say so earlier?"Is it possible to?The two must have a leg,You have this kind of situation,Our manufacturer salesman run ten lie didn't get,Dealers in the past a du mouth set,Is it possible to,why?A professional manufacturer,Call off,You visit terminal visited a few back ah?You to the company for half a year class/A class,To this area for half a year/A year,A month to visit once a week before you went to a few trip,The dealer is delivery sent ten years of the guest's feeling,To the terminal store credit credit for ten years of the guest's feeling,The kin a name guests love it,New Year's day a big drink wine guests love,Even if you do manufacturers pay display reward,Excuse me prizes who sent the past?Or dealers,So you,Dealers who sell goods this actually than us much more.