1, product knowledge
This is absolutely the first, any industry sales staff should do in addition to their own most understand the things is their own sales of the product, if you do not even understand their own products, how can you let your customers know the value of your products? And furthermore understand that your product can give him the benefit of creating?
Don't tell me that your sales strategy is to take the route of favor, now the hospital leaders have a few of you that a little favor is very important? Aren't they all driven by one interest? That said, if you can better promote your products, the human input will not be less? I have always believed that the human investment should be in and competitive brands in product performance, price, service and other aspects of the case can be invested in the big.
2, the product industry applications
You know the various specifications and parameters of your product, and also know that she can turn left a few degrees, up a few turns. But can you recite them to your section chief in his hearing? If you introduce the product this way every time, then the most you'll hear from them is: OK I know, I'll let you know when there's news. I'm sure you're unlikely to hear anything other than this line that everyone on the planet knows is used to drive sales reps away. But there are some reps who are also presenting a product, but you find that they can talk to our dear section chiefs or deans for tens of minutes, creating a great sales atmosphere and building strong customer relationships. How do they talk? The answer is - application.
Hospital customers belong to the professional customers, this group of people generally have a high degree of culture, some even have a high status in the academic community, they may be experts in their own industry or even authority, then the so-called three words do not talk about the line, you talk to them about the parameters of the machine, the machine operating principle, perhaps reflecting your professionalism, your ability to, but where they are, I estimate that there are not a few directors can put the parameters of the machine he is using by heart. He is using the parameters of the machine to memorize more than five. Why? Because they are not studying mechanics or electronics, they are studying medicine or related industries. If you talk to them in a one-sided manner about the machine's parameters and performance specifications, then it is equivalent to talking to a cow. You say with vigor, he does not necessarily understand, this situation is very dangerous, because no customer will take the risk to buy a product they are not familiar with.
Then our sales representatives to introduce the way to rely on the application to guide, for example, you are selling X-ray machines, if you tell him that your new machine bed platform can lift how many centimeters, the customer may not have much to reflect, but you first and he talked about other things, such as the Department of the work of those who are mainly what the project, he may say: there are a lot of bedside surgery. At this time you say again: it just so happens that we have this machine especially designed for your situation, his bed surface in addition to the horizontal movement, but also in the ** range of lift, can be convenient for doctors of different stature to carry out surgery, but also to facilitate the patient up and down. Another example is that you promote small C-arm, this kind of thing has a lot of parameters, you if you do not understand the application of the words may be on the side of the chief of can be a grandiose, but I'll tell you, this thing in the application of the departmental side of the department is only concerned about 3 aspects: frequency, the size of the opening, the operation of the flexible or not. Any similar products, as long as in the same class, these three indicators of high products must have a play. Maybe you have to say, these application knowledge how to come? Not difficult really not difficult, entry-level people can buy some professional textbooks to see first, advanced can look at the collection of papers, such as I now do is diagnostic products, I read a variety of the latest release of the paper can completely grasp the current direction of the development of each region of China's laboratory and application prospects, as a benchmark, to grasp the customer's needs, targeted.
3, hospital operations and management and medical regulatory knowledge
Hospital management knowledge has 2 uses, first of all, it allows you to be in the dean and section chiefs and other relevant personnel side of a bit of a talking point, but this point in the use of the time to be careful, and not you go to learn this knowledge is qualified to tell the dean how to do, you if you think that you know more than the dean, then you are completely looking for death.
Secondly, the main purpose of understanding this knowledge is not to make yourself an expert, but to make it easier for you to enter the role of the dean and think differently. For example, the hospital is currently gaining momentum, the state and appropriated funds, then the hospital will have what action? If you have a little knowledge of hospital management at this time, and then combined with the current status of the hospital, is not very easy to grasp the needs of your God, and more likely to tap his potential needs, for him to think of things he has not thought of, but he needs, it is really the best realm of sales ah!
And then there is the fact that if you are new to this business, learning a little bit about hospital management will allow you to understand more quickly the mode of operation of the hospital and the relationship between the various departments, which should also be good.
Medical regulatory knowledge
Honestly, I used to be a GSP consultant, and I just switched to the industry a few years ago, because of my professional habit, I have always attached great importance to the regulations, but I have found that almost all of the primary and even intermediate medical equipment sales staff have no knowledge of the relevant regulations of their own industry. They are more concerned about their own products and their own sales skills. Are laws and regulations really so unimportant?
Directly, the industry's laws and regulations are actually the rules of the game for your industry, and if you haven't even read the rules of the game and don't understand them, then you're still getting a P. You'll just have to wait to be mistreated by the sales professionals.
The law has two roles, one is used to protect themselves, at present, no matter whether it is the customer or partner is not too generous, often use some loopholes to make their own interests greater, a good read of the medical device regulations, the company law and so on, it can be very good to expose the bottom of these people. The second role of the law is used to combat opponents, I will not say more, such as bidding often used to complain about the other party's ** certificates are fake, ** operation is illegal. These should play your knowledge of the law.