医药代表的销售能力及技巧培训.pptx

Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,*,*,单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,*,单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,*,医药代表销售能力和技巧,医药代表的销售能力及技巧培训,第1页,培训安排,早晨 09:00-09:30 介绍及分组,09:30-10:30 医药代表需要具备哪些素质或能力？,10:40-12:00 怎样进行微观市场管理1（用SWOT法分析市场）？,下午 13:30-14:50 怎样进行微观市场管理2（选择十大客户）？,15:00-15:50 怎样进行微观市场管理3（做月计划及周计划）？,16:00-17:00 怎样成功组织学术会议？,医药代表的销售能力及技巧培训,第2页,医药代表需要具备哪些素质或能力？,医药代表要求HR,Job Briefing,医药代表的销售能力及技巧培训,第3页,To generate profit and growth for the company.,确保企业利润和增加率,Getting customers to use or optimize customers usage of companys products through effective promotion and skillful interaction.,经过有效造访和交流使医生更加好使用我们企业产品,What Is your Job?,你工作内容,医药代表的销售能力及技巧培训,第4页,Primary,最基本要求,To optimize the sales of XJP products to the customers by ensuring achievement of,坚定信心努力完成企业产品,total Rmb target.,总金额销售目标,target by product line.,分产品指标,Responsibilities,工作职责,医药代表的销售能力及技巧培训,第5页,To be competent in the performance of your job by ensuring proficiency in product knowledge and selling skills-Professional Call(Product/Competitive Call).,熟练掌握产品知识及销售技巧，加强专业造访（产品造访/竞争造访）,To provide effective coverage of your assigned territory-Territory Manager,确保有效覆盖率区域管理,To develop the right working attitude,不停树立正确工作态度,ResponsibilitiesShort Term,工作职责短期(1-3年),医药代表的销售能力及技巧培训,第6页,Achievement of individuals goals,完成个人销售目标,To ensure punctual submission of reports.,按时上报各种报表,To maintain a high standard of professionalism in your daily job routine.,保持日常工作高标准,To be a team player and contribute to companys effort in building a cohesive and progressive team.,适应团体，适应企业变革,ResponsibilitiesLong Term,工作职责 长久,医药代表的销售能力及技巧培训,第7页,Creativity in doing things,含有创造性思维,Decision on target doctors,不停扩展目标医生数量,Additional promotional activities,不停开发和提升有效促销活动,Authority?,权力,医药代表的销售能力及技巧培训,第8页,Be a professional sales representative.,做个,专业,销售代表,Information,信息,Information,信息,Messenger,传递员,versus,HR,代表,对,Receiver,接收人,Productive usage of information,有效利用产品信息,No action/result,无行动、结果,Receiver,接收人,Action/result,行动、结果,How Do I Approach My Job?,怎样做好我日常工作,医药代表的销售能力及技巧培训,第9页,2.Do a full days job not a fool days job.,做正常工作而不是自欺欺人。,“Smart”,竭尽全力,“Fool”,“傻瓜”,Maximize selling time,Play the fool/truant,全力工作工作散漫,Plan your work,versus,Work aimlessly,有计划工作,对,工作无目标,Right customer,Random calling,正确医生,随机造访,Right frequency,Base on rapport,正确频率靠关系,Right message,Everything except product,正确信息不提产品,How Do I Approach My Job?,医药代表的销售能力及技巧培训,第10页,Get the right knowledge and skills.,掌握正确产品知识和销售技巧,Product knowledge,selling skills.,产品知识，销售技巧,Training and follow up with self learning.,培训和自我跟进,Get to know your territory.,熟悉你区域情况,Sales by product,hospital.,分产品/医院 销售量,Customer and territory.,客户与区域情况,Basic analysis and field work.,基本分析和实地工作,How do I start my job?,我该怎样工作？,医药代表的销售能力及技巧培训,第11页,Adopt the right attitude.,采取正确态度,$=(K+S)A,财富（知识技巧）态度,20%how,80%why,20怎么做，80为何,Work hard and smart.,苦干加巧干,Responsible and accountable.,责任感与可信度,Willing to learn.,勤于学习,Willing to change.,乐于改变,How do I start my job?,医药代表的销售能力及技巧培训,第12页,Social call.,社交型造访,Social interaction to create better,rapport,with customer.,利用社交型造访能够和医生建立良好,关系,Informative call.,信息型造访,Delivering,information to customer.,仅仅是一个产品信息传递,Interrogative call.,提问型造访,Continuous,questioning,either to collect information or to get customer to do the talking.,经过不停提问来搜集信息或与客户交流,5 types of Customer Call,五种形式造访,医药代表的销售能力及技巧培训,第13页,Product call.,产品造访,Connecting product knowledge with,selling,skills to convince customer to use or expand usage of our products.,结合产品知识和销售技巧说服医生使用或我们产品，不停增加产品销量,Must have Objective Opening,Probing,Features&Benefits&Closing,必须包含有目标开场白，探询，特征利益和成交,Competitive Call,竞争型造访,Highly objective,call,目标性极强造访,Positioning your product as the first choice of treatment,使你产品成为医生治疗首选药品,Preventing competitor from penetrating your market.,阻止竞争对手侵占我们市场,5 Types Of Customer Call,医药代表的销售能力及技巧培训,第14页,Combination call-,70%Productive call/Competitive,Call+30%Social call.,混合型造访=70产品造访/竞争造访30社交型造访,Professional Call,专业造访,医药代表的销售能力及技巧培训,第15页,Increase efficiency-less wastage time,more calls.,提升效率增加造访，降低时间浪费,Higher effectiveness-more sales,效率更高销售增加,Benefits of Professional,专业造访优势,医药代表的销售能力及技巧培训,第16页,Strive for sales achievement.,为完成销售目标不停努力,Monthly sales target and product target.,每个月销售指标和产品指标,By hospital,by territory.,分医院，分区域,How do I manage my job?,我怎样进行工作？,医药代表的销售能力及技巧培训,第17页,Ensure achievement of call rate.,确保到达造访频率,At least minimum requirement.,最低要求,Do not hesitate to do more if possible.,在有可能情况下，尽可能多造访医生,How do I manage my job?,我怎样进行工作？,医药代表的销售能力及技巧培训,第18页,Number of slide presentation.,幻灯演讲数量,Ensure achievement of targeted number of slide presentation per month.,确保完成每个月要求幻灯演讲数量,VIP development,.,不停发展学术带头人,Ensure identification and follow up development of VIP.,确认并跟进学术带头人发展工作,How do I manage my job?,我怎样进行工作？,医药代表的销售能力及技巧培训,第19页,Coverage of target doctors.,目标医生覆盖率,Ensure coverage of all targeted doctors as planned.,按计划覆盖全部目标医生,Ensure right frequency of calling.,确保正确造访频率,Round table discussion,圆桌会议,How do I manage my job?,医药代表的销售能力及技巧培训,第20页,Prescribing analysis(ST/T1/T2)-Ris.,处方分析（ST/T1/T2）,Plan to increase number of AAA and AA.,有计划增加ST和T1医生数量,How do I manage my job?,医药代表的销售能力及技巧培训,第21页,Usage of promotional materials.,有效利用促销资料,Ensure usage of brochures,clinical papers.They are my bullets.,有效使用宣传资料、临床文件。这些都是我们有利武器,New business development.,开发新销售渠道,Ensure creation of new business every quarter.,每一季度确保能够开发一些新销售渠道,Report submission.,上报销售报表,Ensure punctual submission of report.,按时上报各种销售报表,How do I manage my job?,医药代表的销售能力及技巧培训,第22页,Increase drug usage,增加药品用量,more indication,不停扩展适应症,more patients,不停扩大病人数量,Increase customer,增加目标医生,more hospitals,开发更多医院,more doctors,发展更多医生,Improve quality of call,提升造访质量,product call,增加产品专业造访,time management/efficiency,时间管理/提升效率,How do I manage my job?,医药代表的销售能力及技巧培训,第23页,R,ight Customer.,选择正确医生,High potential,VIP.,选择高潜力医生及VIP医生,R,ight Frequency.,正确造访频率,Minimum investment,maximum returns.,最小投入，最大产出,R,ight Message.,传达正确产品信息,Impart core selling points to customer and expect result.,将关键卖点传递给医生，达成预期结果,How to be a successful HR?,医药代表的销售能力及技巧培训,第24页,Mindset.,心态,Be business minded.,要有,一定,生意头脑,Scientific oriented,科学定位,to,到,Scientific approach,科学方法,but,加上,Business oriented.,生意头脑,Key success factors?,成功要素,医药代表的销售能力及技巧培训,第25页,For quantitative result.,高成效,Factors,原因,Weight,Work hard&smart,苦干加巧干25%,Product Knowledge,产品知识20%,Selling Skills,销售技巧20%,Competitor knowledge,竞争产品知识10%,Persistency,坚持不懈10%,Good service,提供良好服务10%,Personality,有个性销售5%,Total100%,Key success factors?,医药代表的销售能力及技巧培训,第26页,For qualitative evaluation,.,定性评价,R,eliable,可信赖,E,nthusiastic,有热情,S,ensible,反应灵敏,P,unctual,按时,O,ptimistic,乐观,N,oble,思想高尚,S,ystematic,有系统,I,ndependent,独立,B,elonging,归属感,L,earner,勤奋好学,E,nterprising,进取心,Key success factors?,医药代表的销售能力及技巧培训,第27页,Human relationship,人际关系,Have a high EQ(Emotional Quotient)or cultivate it,努力提升自己情商,Key success factors?,医药代表的销售能力及技巧培训,第28页,Definition,定义,The ability to recognize and understand your moods,emotions,and drives as well as their effect on others.,有能力识别和了解自己情绪和情感，使之更加好地影响其它人。,Hall marks,品质,Self confidence,自信,Realistic self-assessment,符合实际自我评定,Self deprecating sense of humor,保持幽默感,Self Awareness,自我了解,医药代表的销售能力及技巧培训,第29页,Definition,The ability to control or redirect disruptive impulses and moods.The propensity to suspend judgement-to think before acting.,有能力控制和改变自己冲动心情和情绪。同时要有“三思而后行”行为准则,Hall marks,Trustworthiness and,integrity.,可信及正直,Comfort and ambiguity,(ability to interpret in more than one way).,可塑性及灵活性,Openness and change.,开放和用于变革,Self Regulation,自我调整,医药代表的销售能力及技巧培训,第30页,Definition,A passion to work for reasons that go beyond money and status.,金钱和地位不是工作主要目标,A propensity(normal tendency)to pursue goals with energy and persistence.,要坚持不懈完成目标,Hall marks,Strong drive to achieve.,强烈渴望成功意愿,Optimism,even in the face of failure.,要保持乐观，即使在失败面前,Organizational commitment.,一切都以团体利益为先,Motivation,激励,医药代表的销售能力及技巧培训,第31页,Definition,The ability to understand the emotional makeup of other people.,了解他人情绪能力,Skill in treating people according to their emotional reactions.,依据人们情绪反应，做出对应对待,Hall marks,Expertise in building and retaining talent.,培养及挽留人才,Cross-cultural sensitivity.,了解各种文化,Service to clients and customers.,客户服务,Empathy,同理心,医药代表的销售能力及技巧培训,第32页,Definition,Proficiency in managing relationships and building networks.,有效建立和管理关系网,An ability to find common ground and build rapport.,确定背景，建立关系,Hall marks,Effectiveness in leading change.,树立榜样，勇于改变,Persuasiveness.,说服力,Expertise in building and leading teams.,建立和管理有效团体,Social Skills,社交能力,医药代表的销售能力及技巧培训,第33页,Quotable Quotes,名言,Success is the maximum utilization of the ability you have,成功就是最大程度发挥自己能力,医药代表的销售能力及技巧培训,第34页,怎样进行微观市场管理,(分析市场、选择客户、制订计划）？,医药代表的销售能力及技巧培训,第35页,怎样做才能完成销售任务,1.分析准确区域市场；,2.,选择恰当目标医生；,3.保持最正确造访频率；,4.传递正确产品信息；,5.制订详尽工作计划。,医药代表的销售能力及技巧培训,第36页,TARGETING,设定目标,5 Broad Categories:,Environment/Demographics,Sales Data,Physician Data,Call Activity,MIQ,5 个主要方面:,环境/人口,销售信息,医生信息,造访活动,市场信息,医药代表的销售能力及技巧培训,第37页,在选择恰当目标方面，你认为需要哪些支持工具,What are some of the tools that we have to assist us in selecting the appropriate targets?,Market research,i.e.IMS,SPAC,Hospital Administration Office,Pharmacy MIQ,Office staff,Team comments,市场调研，即IMS,国家医药管理局,医院行政科信息,药房市场信息,科室人员,团体看法,医药代表的销售能力及技巧培训,第38页,在环境方面，你认为应该包含哪些信息？,In the environment category,what type of,information would you want to include?,医药代表的销售能力及技巧培训,第39页,在市场调研信息、销售数据和造访活动方面，你认为,应该包含哪些信息？,What information would you like to see in the IMS,Market Research Data,Sales and Activity data,section?,医药代表的销售能力及技巧培训,第40页,在医生方面，你认为应该包含哪些信息？,What information would you like to include in the,physician data section?,医药代表的销售能力及技巧培训,第41页,在造访活动和竞争方面，你认为应该包含哪些信息？,What information about call activity and competition,would you like to include in your situation analysis?,医药代表的销售能力及技巧培训,第42页,说明：你要善于从当地域主要市场信息渠道和“信息中心”药房来发觉和探听信息。这些信息能够说明在短期内你计划实施效果怎样。这就是给你反馈。,Statement:Key MIQ source and,listening post,?pharmacies are your eyes and ears in theterritory.These sources tell you,in the short term,how successful your planned activities are working,.This is your FEEDBACK.,医药代表的销售能力及技巧培训,第43页,在医生方面，你认为应该包含哪些信息？,个人信息,姓名、性别、年纪、性格、婚姻情况、血型、身份证号、籍贯,出身年月日、学历、毕业学校、专长、兴趣、宗教、民族、身高,饮食习惯、出国情况、政治、健康、液生活,专业情况,专业职称、学术专长、影响力、外语、出诊情况、处方习惯、,患者类型、门诊量、坐诊位置、最正确造访时间,医药代表的销售能力及技巧培训,第44页,在医生方面，你认为应该包含哪些信息？,家庭情况,家庭住址、儿女、亲属、电话、家庭组员、工作单位、职业、职务,经济条件、投资情况、海外关系、社会关系,与厂家合作情况,与本企业合作情况,与其它厂家合作情况,医药代表的销售能力及技巧培训,第45页,在造访活动和竞争方面，你认为应该包含哪些信息？,竞争对手企业背景市场策略,产品定位人员配置,企业文化销售额,变动拥有率,SWOT、VIP对院方整体投入文件及有效性,与商业渠道合作关系EDL/RDL,专业化培训区域指标,区域活动管理情况,团体精神与院方合作历史,与当地政府合作历史患者印象,MR个人背景个人能力,收入组合目标医师,个人生涯发展给予医生利益,医生认可程度与相关科室关系,工作方式造访频率,医药代表的销售能力及技巧培训,第46页,在造访活动和竞争方面，你认为应该包含哪些信息？,竞争产品Micro-marketing,频率,伎俩（回扣金额、兑现周期及兑现程度等）,对VIP投入、与VIP关系,人员数量,促销活动（方式、数量、人员）,资料,攻击本企业语言、方式,医药代表的销售能力及技巧培训,第47页,S.W.O.T,Strength,Weakness,Opportunities,Threats,医药代表的销售能力及技巧培训,第48页,强项（Strengths）：,企业所拥有优点是成功基础力量所在。竞争策略应建立在此基础力量之上。,弱项（Weakness）：,注意去发觉企业弱点。比如工厂机器设备陈旧过时、人员素质低等等。,医药代表的销售能力及技巧培训,第49页,机会（Opportunities）：,要主动去寻找可能机会，并识别是否为真正机会，一旦机会出现，则应紧紧把握。,威胁（Threats）：,应确实了解威胁所在，并采取有效对策去因应威胁。,医药代表的销售能力及技巧培训,第50页,内部原因,优势（Strengths）弱势（Weakness）,外部原因,机会（Opportunities）威胁（Threats）,医药代表的销售能力及技巧培训,第51页,内部原因,人员技能、训练、态度,组织结构与内部相互关系,信息系统及沟通正式/非正式、人工处理、电脑处理及电子通讯,产品品质、寿命周期、成本,生产性质、产能、设备水准,财务损益情况、资金情况,信用声誉、银行借贷、用户形象,知识技巧、市场、竞争,医药代表的销售能力及技巧培训,第52页,外部原因,市场成长、衰退、趋势、流行,技术产品开发、取代、生产技术,社会消费情况、就业情况,法律公害、消费者保护、商品检验,生态能源、原料、废品再处理、环境保护,医药代表的销售能力及技巧培训,第53页,内部强项和弱项(S&W),企业：,研究和发展潜力,员工专业能力,设施和资源,财力,医药代表的销售能力及技巧培训,第54页,内部强项和弱项(S&W),产品和品牌：,各地域，渠道，季节销售趋势,销售预测,和主要竞争厂家相比，主要市场品牌著名度，试用和重复购置等情况。,和主要竞争厂家相比，主要零售/市场份额,品牌定位，有创意策略,医药代表的销售能力及技巧培训,第55页,内部强项和弱项(S&W),产品和品牌：,从来市场传输消费、广播媒介份额,过去和现在价位策略,销售组织情况(直接，代理，销售区域),工厂、销售处位置,预测改变,医药代表的销售能力及技巧培训,第56页,外部机会和威胁(O&T),产品种类情况：,按包装单位/货款算市场大小,主要批发、零售、分销商销量,各年度、地域、产品和 主要渠道销售趋势,各产品销售预测,各产品在主要市场发展索引,位于产品销售周期阶段,影响产品销售社会、经济和制度方面改变,医药代表的销售能力及技巧培训,第57页,外部机会和威胁(O&T),竞争产品情况：,竞争产品主要强项和弱项,各地域、分销渠道销售市场份额,品牌地位，有创意策略,市场传输消费,价位趋势和策略,销售组织情况(直接，代理，销售区域),工厂、销售处位置,预测改变,医药代表的销售能力及技巧培训,第58页,外部机会和威胁(O&T),竞争产品情况：,影响购置原因，使用者，以及中介购置力,购置者情况,通常购置频率和数量,产品使用趋势，决定选择品牌原因,需求分析,医药代表的销售能力及技巧培训,第59页,Monitoring&Analysis,观察和分析,Sales,销售,Sales performances by hospitals(packs&Rmb),销售进度(分医院/包装数/金额),Product performances by hospitals(packs&Rmb),产品销售进度(分医院/包装数/金额),医药代表的销售能力及技巧培训,第60页,Monitoring&Analysis,观察和分析,Coverage,渗透,Average call rate per day,天天平均造访数,Quality calls?Number of Product Call/Competitive Call,造访质量:产品造访/竞争造访次数,Number of targeted doctors seen against plan,与计划相比,目标医生造访数量,Actual call frequency against plan,与计划相比,造访频率,医药代表的销售能力及技巧培训,第61页,Monitoring&Analysis,观察和分析,Competitor,竞争对手,Product analysis,产品分析,Strengths&weaknesses,优缺点,Customers perception,医生看法,Patients perception,病人看法,Price comparison,价格比较,医药代表的销售能力及技巧培训,第62页,Monitoring&Analysis,观察和分析,Competitor,竞争对手,Company,企业,Strengths&weaknesses,优缺点,Organization structure,组织结构,Focus&priorities,工作重心/主次,Resources,资源,Activities,销售活动,医药代表的销售能力及技巧培训,第63页,Monitoring&Analysis,观察和分析,Competitor,竞争对手,HR,代表,Strengths&weaknesses,优缺点,Character/attitude,特征/态度,Customer rapport/contact,客户关系/联络,Coverage,覆盖,Activities,销售活动,医药代表的销售能力及技巧培训,第64页,S.W.O.T,Strength,强势,Weakness,弱势,Opportunities,机会,Threats,威胁,医药代表的销售能力及技巧培训,第65页,Customer Targeting(Right Customer),确定目标客户(准确客户定位),Who should I call on?,我要造访哪些医生?,Only potential customers,只造访有潜力客户,High number of patients.,病人数量多,High value prescriber(？Rmb/patient),高处方值医生(人民币？元/病人),Influential-VIP,Specialist,影响力强-VIP医生，学术带头人,Future potential e.g.in-patient doctor,未来潜力如：门诊医生,Existing supporter,当前支持本企业产品,医药代表的销售能力及技巧培训,第66页,Customer Targeting(Right Customer),确定目标客户(准确客户定位),How many target customers?,目标医生有多少？,60-100,customers per HR,每位代表60-100个,Daily call average of 10 customers a day,平均天天造访10位医生,医药代表的销售能力及技巧培训,第67页,Customer Targeting(Right Customer),确定目标客户(准确客户定位),Ask yourself the following Questions?,问自己以下问题,1.,Do I know the potential of the target customer or did I select at random?,我知道目标医生潜力或我只是随意选择目标医生？,How do I select?,我怎样选择？,By number of OPD patients,门诊病人数,By prescription value,处方价值,Doctors commitment to use My product,医生愿意使用我产品,医药代表的销售能力及技巧培训,第68页,Customer Targeting(Right Customer),确定目标客户(准确客户定位),Ask yourself the following Questions?,问自己以下问题,2.Do I know if the target customer is currently using our products?,我知道目标医生使用企业产品情况？,How do I find out?,我怎样发觉？,Ask the doctor/his student/nurse,问询医生、实习医生、护士,Ask the pharmacist,问询药师,Observe,观察,医药代表的销售能力及技巧培训,第69页,Customer Targeting(Right Customer),确定目标客户(准确客户定位),Ask yourself the following Questions?,问自己以下问题,3.,Do I know how many currently targeted customers are worth-while?,当前多少目标医生值得造访？,What should I do?,我怎样做？,Determine current situation,确定当前情况,List the unsure customers and investigate,列出“不明确”客户并进行观察,Target to improve by 20%each cycle,每七天期改进20目标医生,医药代表的销售能力及技巧培训,第70页,Customer Targeting(Right Customer),确定目标客户(准确客户定位),How frequent should we call on a particular customer?,造访每位医生频率怎样？,Point of maximum return?,最大产出？,Opportunity cost?,机会成本？,Current usage level&future potential,当前用量和未来潜力,Importance to XJP business e.g.VIP,主要性，如VIP医生,医药代表的销售能力及技巧培训,第71页,潜力小,用量少,潜力大,用量少,潜力小,用量大,潜力大,用量多,小医生潜力等级大,大,产,品,使,用,情,况,小,医药代表的销售能力及技巧培训,第72页,潜力小,T3,用量少,没有治疗很多