How to do a good job of orthopedic equipment sales

Medical device sales industry is rapidly developing at a growth rate of 14% to 15% per year, but medical device sales skills marketing model tends to aging problem has gradually surfaced, improve the level of sales staff skills, has become more and more the topic of the bosses. Medical device industry has knowledge-intensive and capital-intensive characteristics, so the threshold of entry is high, but in recent years still attracts a lot of capital, rich profits can not be said to be a very tempting reason. But the high price of the product, the use of a long cycle, customer requirements, but to the sales staff set up a lot of difficult problems, poured countless pots of cold water, how to do, is not to continue to do, may be they have been asking the question. The answer, of course, is to keep going. The trick is to keep going. The following is a comparison from the hospital equipment and home appliances to do the sales skills organized for the reference of the confused medical equipment sales staff. Again, to win the medical device market, it is not possible to fight a quick decision, only to fight a long war a way to go. On this road, sales people do not have good psychological quality, no professional knowledge and sales skills, it is very difficult to get success. Analyze the psychology of various types of customers At present, the market sales of medical devices can be broadly divided into three kinds: one is the community fixed-point or non-fixed-point sales, commonly known as the "errand type". The second is the conference marketing, specifically can also be divided into a single conference marketing type and composite conference marketing type. At present, the proportion of single-type conference marketing has been lower, "community store + conference marketing" model is more common, because of the increase in the pre-screening process, conference marketing input-output ratio has improved, but the weakness of high marketing costs is also obvious. The third is the "experience center" mode, compared with the conference marketing, characterized by a long purchase cycle, customer satisfaction is higher. Understanding the above basic situation, but also must understand the psychology of different consumers. Take home medical equipment as an example, the reason why ordinary consumers invest in medical equipment is to protect their health. And once they fail to achieve this goal, they will be blamed by other family members. If this happens, it will be very unfavorable to the establishment of the product brand and the formation of the word of mouth. For healthcare organizations, they are usually willing to place orders as long as they believe they can make a profit in a relatively short period of time (i.e., payback period). Management equipment, on the other hand, is more difficult to obtain orders, which is because hospitals mostly have the understanding that purchasing production equipment can make money; purchasing office equipment just makes the staff more comfortable, and will not be of much benefit to the hospital, so hospitals tend to have stricter control over approvals for the purchase of management equipment. Consumers who buy medical equipment pay more attention to the use value of the goods, while consumers who buy household goods consider more may be the image of the goods and taste and other issues. Although, price is also an important factor for medical device sales, the first element is definitely quality. Because, consumers have this understanding - no matter how cheap things can not eliminate the pain, improve the quality of life is "nothing". For medical institutions, quality is also the first element to consider. Because the quality of the product is directly related to the patient's health and even life, without this foundation, the normal operation of the hospital simply can not begin. In the purchase of equipment, leaders are also very concerned about the operating costs of equipment, durability, reliability and after-sales service, only these elements can meet the requirements of the hospital, they will consider buying. ■ Improve the psychological quality of individuals usually, the transaction value of medical equipment is several times the transaction value of daily consumer goods. It is common for a medical device salesperson to sign contracts of hundreds of thousands of dollars, and it is not uncommon for a deal to be several million dollars. Huge numbers certainly mean revenue, but from another perspective, the activities of medical device salespeople involve huge sums of money and unusually high responsibilities, and they should spend enough time and energy to study the business. Working in this environment, some new medical device salesmen feel heavy mental pressure, "breathless". A young man selling X-ray machines, just received a large hospital worth more than 3 million shopping program, due to the lack of similar experience in the past, he could not sleep at night, worrying all day long that he would not be able to complete the task, and even could not live a normal life with ease. And the end result was that due to the poor mental state, failed to communicate effectively, the business did not come to fruition. In reality, this kind of thing often happens to novices. In fact, the Jews have a proverb called "small children - small problems; big children - big problems," meaning that people have to choose different paths according to their own personality traits, psychological characteristics. The meaning is that people have to choose different paths according to their personality traits and psychological characteristics. If you want to play a "big role" in the market, we must first weigh their own psychological tolerance and strength in all aspects. If you can not improve personal? Medical equipment sales. ■ Competition endurance to win the long run medical equipment procurement procedures due to different management methods, depending on the size of the hospital and management focus. Generally speaking, the request may be made by the technical department or the physician concerned and then given to the purchasing department. If a product is purchased at a price that is out of the norm, top management may intervene to make the final decision. Even in a small company, the purchasing power of all important materials is in the hands of the boss, but in the decision-making process, the boss is more or less influenced by his subordinates. Such as a hospital to buy a photometer, although the final decision in the hands of the boss, but which brand to buy, which model of the product? At this time, the photometer's advice may play a big role, because this kind of machine he used the most, and also has the most say. It can be seen that salesmen of medical devices are usually faced with a complicated situation, often need to face all kinds of people, they must consider the whole picture, at the same time, find the key aspects of the work, to break through, in order to finally make business. Some people say that in the medical equipment market, only "have relations" can have customers, this conclusion may be debatable, but also prompted us, sales work is not just "sell things" so simple. When the target customer has already established a good relationship with competitors, you can step in, is the starting point for all subsequent work; on the other hand, once you have established a long-term relationship with the customer, and can continue to provide them with good follow-up service, it is like a solid barrier to block the invasion of competitors. Indeed, negotiations for medical device deals can sometimes extend over a long period of time, even years. Therefore, a quick and dirty working model is not applicable to the medical device field. It is not an exaggeration to say that in many cases, the ability to make quick repairs can be the main reason for doing business. If after purchasing a product, problems often occur in its use, and it is difficult to find the necessary parts and manpower for immediate repairs after a problem occurs - this kind of thing will seriously affect the relationship between buyers and sellers of medical devices. In China, large and medium-sized hospitals are extremely busy in their daily work, and their equipment is mostly in overload. Many hospitals have indicated that they would rather pay a little more for timely repair services, and would even buy some repair parts in stock for backup. This shows how important the after-sales service of medical devices is. For medical device salesman, getting an order is just the beginning of the work. The success of the medical equipment salesman depends largely on the subsequent service work. Therefore, medical equipment salesman should be practical and do a good job in each of the after-sales work, especially in dealing with the problems of large customers, to be particularly serious, never lose big for small. In the final analysis, the demand for medical equipment is derived from consumer demand, who will not collect, follow the trend, favorite and other psychological factors and enough to buy a medical device. Therefore, we say that the total demand for medical devices cannot be scalable. Budgetary constraints are an unavoidable problem for medical device salesmen. If the purchase of the product you are selling has been budgeted for, that's great; if it hasn't been budgeted for, you're in trouble, because it's very difficult to reapply for a budgeted program. Savvy executives of large companies know that any change in the internal operating order is likely to cause chaos, new products or new methods may also disrupt the original operating order. But if the client has a new leader, this may be a good opportunity to intervene. Whether you can find and seize these opportunities, you need to keep a close eye on the sales force and really understand the internal situation of the customer.