In the previous chapters we have more or less some introduction:
① You may want to visit the terminal for a long time to accumulate relationships;
② short-term is to actually volume or increase the number of new projects;
③ Of course, you may be in order to promote your test equipment, and then your equipment to do it in, all of these are the purpose of your or the target. goal.
To do in vitro diagnostic sales, we are most afraid of not visiting the target, so not only no effect, but a waste of time and energy. So today we're going to talk about visiting the departmental decision makers and what is the ultimate goal?
Let's talk about the overall goal of the visit, and then the demolition of the visit goal.
In general, there are three points, ① to establish trust; ② implantation of the brand; ③ customer service maintenance.
1, establish trust
The first point we visit the director of the department in order to establish a sense of trust, trust, the other side will feel that we do reliable. As a manufacturer of sales, the director can determine the brand for our products, make efforts and help. As an agent, the director can purchase our products, or more favored use of our agency's products.
2, implantation of the brand
The second point is that we visit the director of the purpose is to implant in the director's mind the influence of our brand, so that the director in need of time will contact us personally, or that we sell the brand, and connect the brand behind the product.
So sometimes selling the product is one aspect, the market brand work is also to do, and the goal of the market work is to carry out brand marketing, so that it is also for the sale of the product, and the visit work is also brand implantation is very good way.
So it is also very important to each enterprise, otherwise there would not be a marketing department.
3, customer maintenance
The third point is based on the maintenance of old customers visit, in order to ensure that our products are used for a long time and stability, regular visits to the terminal, deepen the feelings between the director. At the same time for their own accumulation of customer resources, later we also facilitate the sale of new equipment or volume and so on.
The above three points, is the total purpose of our visit to the department.
In some people sound a little general, so we will do the next one to break down.
So how do you break it down?
The answer is: parse the purpose of visiting the section chief in 3 stages.
1, the first stage of the visit to the director of the purpose of what?
① In order to recognize the director, introduce the individual, the company, the product.
② Understand the director and the hospital's relevant admission procedures, rules, internal relations.
③ To deepen the relationship between the director and us.
Deepen the impression of this stage is generally required 3 to 5 times the number of visits, we need to this stage in front of the director (or decision makers) to establish a good impression, mainly to make each other feel that you are reliable.
Probing demand because this piece of the problem involves our later need to probe demand, that is, through the decision maker to understand the current needs of the department.
Needs Matching When we're done probing the client's needs, the next step is to make a match based on this need of the director.
For example, what are the advantages of our products? How to meet the needs of the department?
At the same time we face the needs of the customer needs, we need to speak of evidence, that is, we provide him with this product to meet the needs of his department, we also need to speak of evidence, that is, why your product is good (what information can be proved?), or why you provide something? , or why you provide something that meets the needs of the guest, this is still about logic and evidence.
Of course, we also have to talk about the interests, but on the surface (product performance and accuracy) of things we certainly want to do a good job, it is impossible to say that completely look at the interests. For example, your price is right, but the quality of the product is average, this is not good.
In fact, the key information behind its support and basis is also there, you, for example, like the relevant industry guidelines, product PPT, relevant literature and published articles, etc., these are to be prepared in advance.
In the customer has questioned the time, we are ready to take out to respond to the customer's questions.
2. What is the purpose of the second stage of the visit?
① In order to gain trust, we have to kick off the visit, that is, a variety of ways to understand the hospital has a relevant need, and then we carry out the section of the kick-off visit.
② is to negotiate and plan the specific details with the director.
③ is to help the director to play the report to the hospital.
④ It is to understand how the hospital leadership makes decisions and the workflow of the equipment section.
This stage we usually need 5 to 8 visits, in this stage we usually have the hospital or department needs to figure out, ready to go to attack the project.
In this stage we need to do a lot of specific details of the work to do, such as product promotion, cooperation programs submitted to the distribution of benefits and so on.
3, the third stage of our visit to what is the goal?
When our report submitted to the office of the hospital or after the office of the dean in charge, or after the equipment section, can not be careless, we must always keep and the director and we are on the same front, and other competitors and decision-making level to fight.
Then the director of the section has been to do the work, after all, as the use of the section, whether it is after the contract is closed, or the late volume and after-sales, need to get the strong support of the section.
This stage generally requires 4~6 visits, is that we have to determine the relevant parameters, ready to organize the bidding matters.
Of course, it also includes the later winning the bid, after-sales service and other related matters.
Each project, the number of times he visited is very difficult to pinpoint down, this and the situation you are in, the environment also has a relationship, some people 10 times or less to get it done, some people may need dozens of times, and some may be the project will be aborted or called off and so on.
Because the relationship behind each person is not the same, some people have no relationship at all, and it is completely necessary to gradually build a relationship through unfamiliar visits.
In fact, this is also very normal, because many people are from nothing, not everyone has a relationship. So in our own case without the help of the relationship, there is a greater need for scientific visits, systematic visit design, to ensure that each step of the scientific implementation, so that through each visit to achieve the goal, and ultimately to achieve the transaction.
This lesson we will talk about here, the course we visit the target and target dismantling to do the explanation, the next session of the course we and we will discuss the issue of cooperation section visit.
Well, we are the Baotai training team, see you next time.