1、针对大型奶牛场客户的销售和服务 Working with Large Dairy Customers,大型奶牛场的显著特性 Traits of Large Operations,养殖不再是谋生之路，而是一项生意Farming is no longer a way of life, Farming is now a Business 出于本能，奶牛场经营者都非常闯劲十足、目标明确、独立经营By nature they are more aggressive, goal oriented and independent 有相当高专业知识并乐于寻求专家的支持Higher knowledge base
2、 and more access to experts 他们评价供应商的价值是供应商为他们做了什么，而非供应商给他们说了什么Measure value by what suppliers DO, not what suppliers SAY,大型奶牛场的显著特性 Traits of Large Operations,工作极其繁忙，时间不够用Decreased time availability 所遇到的问题亦来亦复杂Increased complexity of problems 渴望不断地改进和变化Desire constant improvement and change 以较高的价格选择
3、提供有特点产品和服务的供应商Will buy on Price as a revenge for indifference between suppliers 鉴于以上特性，农场主们要求不同于传统的销售和管理模式Because of these traits they require a different approach to selling and managing,针对大型奶牛场客户的销售和管理要点 Keys to Selling/Managing the Large Farm,了解 Understanding 目标和展望 Goals and visions 全面的经营状况 Compl
4、ete operation 目前存在和过去出现过的问题 Current and past problems 实现目标的障碍 Barriers to achieving goals 现实存在的和感觉到的 Both real and perceived 热点问题 Hot issues 经营的强项和弱点 Operation strengths and weaknesses,针对大型奶牛场客户的销售和管理要点 Keys to Selling/Managing the Large Farm,了解Understanding 财政收入价值Financial values 例如：奶产量增加Such as in
5、creased milk production 时间价值Time values 例如：无法按时完成必要的工作Such as not getting all work done 心理价值Psychological values 例如：想成为该地区最好奶牛场Such as wanting to be the best farm in the area,针对大型奶牛场客户的销售和管理要点 Keys to Selling/Managing the Large Farm,了解奶牛场经营者所追求的价值是管理大型奶牛场关系的基础Understanding what the farm values is th
6、e foundation for managing the large farm relationship,针对大型奶牛场客户的销售和管理要点 Keys to Selling/Managing the Large Farm,创造价值Creating Value 一旦我们了解了客户所追求的价值是什么Once we Understand what the customer Values 然后我们必须将普瑞纳的产品和服务与客户所追求的价值紧密地结合在一起We then must Create Alignment between Purina products and services and the
7、se Customer values 让大客户能看到普瑞纳能提供最佳的解决方案来实现他们所追求的目标Large customers must see Purina as the best solutions to help them achieve their goals.,针对大型奶牛场客户的销售和管理要点 Keys to Selling/Managing the Large Farm,创造价值Creating Value 我们必须通过做很小的事来维持与客户的关系We must maintain a personal relationship by doing the little thin
8、gs 我们必须通过稳定地实现客户追求的目标来维持与客户的商业关系We must maintain a business relationship by remaining aligned with his goals,针对大型奶牛场客户的销售和管理要点 Keys to Selling/Managing the Large Farm,创造价值Creating Value 准确提供建议Determining recommendations 具有良好的行为和习惯去做正确的事，而非只做容易的事Having discipline to do what is right not what is easy
9、作好准备去帮助客户Being prepared to help,针对大型奶牛场客户的销售和管理要点 Keys to Selling/Managing the Large Farm,沟通价值Communicating Value 提出推荐和建议Making recommendations 分清主次、轻重缓急Prioritizing 测量和评价结果Measuring results 与客户一同讨论结果Communicating results 争取所应获的成绩Harvest credit,针对大型奶牛场客户的销售和管理要点 Keys to Selling/Managing the Large Fa
10、rm,我们在理解、创造和沟通诸方面做的效果如何Is how effective we are at UNDERSTANDING, CREATING and COMMUNICATING. 应用这一程序最好的供应商将赢得胜利The Supplier who is the best at this process WINS. 这是你的优势，因为你的竞争对手没有想你那样努力工作。他们只做容易做的事。This is your advantage because your competition will not work this hard, they will do what is easy. 其结果
11、，客户不再将普瑞纳和其他供应商相提并论。因为我们工作方式和行为和他们不同。As a result the customer will no longer position Purina with them because we dont act like them.,实例学习 Case Study,了解Understanding 观察和提问Seeing and asking 创造Creating 将产品、服务和建议与奶牛经营者的需求有效结合 Aligning products, services and recommendations with farm needs 沟通Communicati
12、ng 实施计划 Proposing 评价结果 Measuring results,实例学习 Case Study,奶牛场访问 Farm Visits 对要做工作做好充分的准备Be prepared to work 对奶牛场评估要有恰当的称述Proper dress for farm assessment 严格执行生物安全Follow absolute Bio-Security 穿一次性套靴或使用消毒液刷洗Disposable boots or Disinfectant wash 奶牛场访问路径 Farm visit route 首先，饲料和牧草 Feed and forage first 其次
13、，从小牛到成年牛 Next youngest to oldest 最后，新产母牛到干奶牛 Finally fresh cows to dry cows 永远照此路径访问 Always follow this routine,实例学习 Case Study,奶牛场目标 = 10，000公斤牛奶/头/年Farm goal = 10,000 kg milk /year per cow 目前 = 7，000公斤牛奶/头/年Currently = 7,000 kg,牧草贮存区 Forage area,青贮玉米 Corn Silage,其他事实 Additional Facts,青贮压的不紧Silage
14、not packed well 新玉米青贮含有其他谷物New corn silage includes grain 破碎的玉米粉碎太粗Cracked corn ground very coarse,玉米青贮池 Corn Silage Bunk,育成母牛区 Heifer area,育成母牛体格良好Heifer size is good 体况稍肥BCS is a little fat 犊牛生长良好，死亡率5%Calf growth is good with Death rate of 5%,总体设计 General Design,总体设计 General Design,新产牛 Fresh Cows
15、,过渡期泌乳牛 Transition Cows,泌乳早期牛群 Early Lactation Group,日粮分析 Ration analysis,泌乳早期牛群 Early lactation group,饲喂泌乳中期奶牛 Mid Lactation Feeding,泌乳后期奶牛体况平分 Late Lactation BCS,粪便 Manure,粪便 Manure,粪便分离分析 Manure Screening,粪便分离分析 Manure Screening,泌乳中期奶牛 Mid Lactation Cows,实例学习 Case Study,干奶牛体况平分 Dry Cow BCS,其他事实Ad
16、ditional Facts,每头牛应拥有615平方英尺（大约57m2）615 sq ft per per cow in lots 每头牛应拥有36英寸（大约91cm）饲槽长度36 inches per cow bunk space 每头牛应拥有2英寸（大约1cm）的水面2 inches per cow water space 奶牛被栓系站立8小时Cows tied up to 8 hrs per day 在许多牛群，体况平分差异大Wide BCS in many groups 泌乳高峰期产量38磅（大约17.3公斤）Peak production 38 lbs 当前，日粮干物质采食量和蛋白受
17、到限制At current DMI protein is limiting,结果 Results,现在，我了解奶牛场的现状和有价值的解决方案I now understand the situation and can be a valuable part of the solutions 在给出的增产目标，我针对所要解决的问题根据轻重缓急提出相应的意见Given the goal of increased milk production I can prioritize a set of recommendations. 我们可能提出50条以上的改进意见。但是，There are more t
18、han 50 recommendations that could be made, However, 体况管理是首要的BCS management is #1 过渡期/新产母牛干物质采食量是第二重要的Transition/Fresh Cow DMI #2,推荐 Recommendation,开发并实施体况管理程序Develop/implement BCS management program 开发并实施过渡期和新产奶牛挑战饲养程序Develop/implement a transition and fresh cow challenge feeding program 与客户并肩实施管理程序
19、，保证取得有效成果Work side by side with customer to implement programs and measure results 与客户及时沟通并收取改进成果Communicate and harvest credit for improvements 实施下一个急待解决的问题的方案Move to next top priority items,结果 Results,我们了解了奶牛经营者的需求We Understood 我们为奶牛经营者创造了价值We Created 我们与客户取得了沟通We Communicated我们与客户都获得成功！Together we succeeded！,
