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1、医药代表的销售能力和技巧,培训安排,上午 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 如何进行微观市场管理1（用SWOT法分析市场）？ 下午 13:30-14:50 如何进行微观市场管理2（选择十大客户）？ 15:00-15:50 如何进行微观市场管理3（做月计划及周计划）？ 16:00-17:00 如何成功组织学术会议？,医药代表需要具备哪些素质或能力？,医药代表的要求 HR Job Briefing,To generate profit and growth for the company. 保证公司的利润和增长率
2、Getting customers to use or optimize customers usage of companys products through effective promotion and skillful interaction. 通过有效的拜访和交流使医生更好的使用我们公司的产品,What Is your Job? 你工作的内容,Primary 最基本的要求 To optimize the sales of products to the customers by ensuring achievement of 坚定信心努力完成公司产品的 total Rmb targ
3、et. 总金额销售目标 target by product line. 分产品指标,Responsibilities 工作职责,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，加强专业拜访（产品拜访/竞争拜访） To provide effective coverage of your assig
4、ned territory - Territory Manager 保证有效的覆盖率区域管理 To develop the right working attitude 不断树立正确的工作态度,ResponsibilitiesShort Term 工作职责短期(1-3年),Achievement of individuals goals 完成个人的销售目标 To ensure punctual submission of reports. 准时上报各种报表 To maintain a high standard of professionalism in your daily job rout
5、ine. 保持日常工作的高标准 To be a team player and contribute to companys effort in building a cohesive and progressive team. 适应团队，适应公司的变革,ResponsibilitiesLong Term 工作职责 长期,Creativity in doing things 具有创造性的思维 Decision on target doctors 不断扩展目标医生数量 Additional promotional activities 不断开发和提高有效的促销活动,Authority? 权力,B
6、e 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? 如何做好我的日常工作,2. Do a full days job not a fool days job. 做正
7、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 有计划的工作 对 工作无目标 Right customer Random calling 正确的医生 随机拜访 Right frequency Base on rapport 正确的频率 靠关系 Right message Everything except product 正确的信息 不提产品,How Do I Approach My Job
8、?,Get the right knowledge and skills. 掌握正确的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.熟悉你区域的情况 Sales by product, hospital. 分产品/医院的 销售量 Customer and territory.客户与区域的情况 Basic analysis and field work.基本的分析和实地工作,Ho
9、w do I start my job? 我该如何工作？,Adopt the right attitude. 采取正确的态度 $=(K+S)A 财富（知识技巧）态度 20% how, 80% why 20怎么做，80为什么 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?,Social call. 社交型拜访 Social interaction to create better
10、 rapport with customer. 利用社交型拜访可以和医生建立良好的关系 Informative call. 信息型拜访 Delivering information to customer. 仅仅是一种产品信息的传递 Interrogative call. 提问型拜访 Continuous questioning either to collect information or to get customer to do the talking. 通过不断的提问来收集信息或与客户交流,5 types of Customer Call 五种形式的拜访,Product call.
11、产品拜访 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的产品，不断增加产品的销量 Must have Objective Opening, Probing, Features & Benefits & Closing 必须包括有目的的开场白，探询，特性利益和成交 Competitive Call 竞争型拜访 Highly objective call 目的性极强的拜访 Positi
12、oning your product as the first choice of treatment 使你的产品成为医生治疗的首选药物 Preventing competitor from penetrating your market. 阻止竞争对手侵占我们的市场,5 Types Of Customer Call,Combination call - 70% Productive call/Competitive Call + 30%Social call. 混合型拜访=70产品拜访/竞争拜访30社交型拜访,Professional Call 专业拜访,Increase efficienc
13、y-less wastage time, more calls. 提高效率增加拜访，减少时间浪费 Higher effectiveness-more sales 效率更高销售增加,Benefits of Professional 专业拜访的优势,Strive for sales achievement. 为完成销售目标不断努力 Monthly sales target and product target. 每月的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? 我如何进行工作？,Ensure achiev
14、ement of call rate. 确保达到拜访频率 At least minimum requirement . 最低要求 Do not hesitate to do more if possible. 在有可能的情况下，尽量多的拜访医生,How do I manage my job? 我如何进行工作？,Number of slide presentation. 幻灯演讲的数量 Ensure achievement of targeted number of slide presentation per month. 保证完成每月规定的幻灯演讲数量 VIP development. 不断
15、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的发展工作,How do I manage my job? 我如何进行工作？,Coverage of target doctors.目标医生的覆盖率 Ensure coverage of all targeted doctors as planned. 按计划的覆盖所有的目标医生 Ensure right frequency of calling. 保证正确的拜访频率 Round table discussion 圆桌会议,How do I man
16、age my job?,Prescribing analysis ( ST/T1/T2 ) - Ris. 处方分析（ST/T1/T2） Plan to increase number of AAA and AA. 有计划的增加ST和T1医生的数量,How do I manage my job?,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、临床文献。这些都是我们的有利武器 New business development.
