In different countries and selling different products, their working methods may be completely different! On the first day in office, salespeople should first understand that their products are medical devices, which are completely different from socks, ties and cosmetics. Your product has its specific sales target and sales environment. All future activities will be based on this.
1. The sales target is national hospitals.
Therefore, it is necessary to understand the national policy and the current reality of our country. National policies will inevitably affect the medical device market. The evaluation of grade hospitals, the combination of traditional Chinese and western medicine, the downward adjustment of inspection price, the licensing restriction of equipment configuration, the overall planning of serious diseases, medical insurance, the influence of experts' business philosophy of societies or associations, and the proliferation of paid news all directly affect the sales of equipment. The task of medical device manufacturers and sellers is not to comment on this right or wrong, but to face the reality and make legal profits.
2. Purchasing staff spend public money to buy things for the hospital.
This is very different from selling to individuals or enterprises. Fundamentally speaking, the basis for hospitals to establish procurement projects is medical needs. However, income generation by departments, scientific research projects, publication of papers, and even the needs of special individuals can also be the motives for purchasing projects. Once the project is approved, the purchaser must take purchasing equipment as a task. Working for the public and successfully completing the task is the first priority of everything.
3. In general, not one person is in charge, but a group makes decisions together.
Each member of the group occupies a different position and has his own thinking angle and purpose. There are likely to be various complicated contradictions among members. At the same time, each member is under different ideological pressure. When there are difficulties in internal coordination, the expert group will be invited. Members of the expert group also have their own views. No matter how to choose the type, there are certain rules to follow. Inexperienced salesmen can consciously watch more TV news, and TV programs will often show you these rules.
It is correct to invest more money and buy advanced equipment so as not to fall behind in a few years.
It is also correct to spend less money on practical equipment. The idea of buying a company's products is correct. The idea of buying company B's products is also correct. The salesman's task is to turn the idea suitable for his product into the right one.
5. Medical equipment is a high-tech, high-profit, small-batch and long-term project.
It is not easy to cultivate a project, and it is not surprising that one year is two years. Winning one project may increase the chances of success for another project. or vice versa, Dallas to the auditorium
6. Wonderful product introduction, it is necessary to answer customers' questions about technical details at any time, but it is far more important to communicate with customers than to introduce products, whether in hospitals or in the exchange places of people in the industry. Too much entanglement and endless introduction will only make customers bored.
Don't be scared by the above six items, because this is the essence of your work, and your competitors are also facing the same examination paper. Maybe he doesn't know this exam paper yet. No matter what the first performance appraisal is, it will still be this test paper. Understand this step by step, and you will get better and better in the exam. With the increase of work experience, you will have a deeper understanding of these six rules. The salesman who knows this best must be the most successful salesman.
Second, walk into the hospital gate
1. dress
The door of the hospital is always open 24 hours a day. It is not easy to walk into this door as a salesperson. What clothes to wear is the first thing to pay attention to. It's easy in spring and autumn, but the problem of dress in Leng Xia in winter must be considered. Men with good temperament wear a more elegant coat in spring and autumn, which is both decent and easy to integrate with the hospital environment. It is more convenient to wear T-shirts, trousers or slacks in summer. The best choice for men in general is a dark suit, and a suitable suit can support their identity. In hot summer, if you don't take an air-conditioned car, I don't know if the interviewee's room is air-conditioned, so you'd better put on a short-sleeved shirt. If you go to the hospital sweating by bus or bicycle, first find a cool place to rest, wipe your sweat, calm down, turn off your cell phone and pager and find guests. File packages should be arranged in advance, and business cards and materials should be easy to take out. Never throw your bag in front of the guests.
Take a detour and come prepared.
For an unfamiliar hospital, we should learn as much as possible about the hospital from colleagues before seeing a doctor, so as to decide which departments and who to go to see a doctor, who to interview, what academic articles to publish and what positions to hold in social groups. When you go to other familiar hospitals, you can learn about the hospital you are going to today. Maybe a little information you can get will bring you a turn for the better. It is a good way to study from one hospital to another.
If you work in a big company, you can arrange the visit time by phone in advance, and the general equipment manager will not refuse the polite visit of the big company. Remember to be on time for the first visit. Traffic jams cannot be used as an excuse for being late. Salespeople in small companies can also use blind date. When dating, you should explain what kind of products you are dealing in, and don't say foreign product names or models. For example, ACP 1382S, who wants to listen to these difficult codes?
Don't be discouraged when the date is rejected. Originally, people have no obligation to receive you. As long as you are sure that this hospital needs your products, look for opportunities to rush in. Don't go straight to the person you are looking for as soon as you enter the hospital gate. Suppose you sell therapeutic instruments for cerebrovascular diseases, you can go to the information desk and ask,' My relatives have cerebrovascular diseases, which department should I see? Is there any instrument in our hospital that can cure this disease …', maybe you can get useful information. You can first look at the introduction of experts, look at the equipment of the departments related to the products you sell, and indirectly understand the situation of the visitors you want by asking for directions. Even just the interviewee's attitude towards the person you want to interview can explain some problems. The best way is to visit the equipment department prepared, which is what successful salespeople do.
The person in charge of the instrument department may not have a strong knowledge of medical engineering, but he must know the hospital's demand for equipment and the situation of the director and dean of the clinical department, so as to lay a good foundation for visiting and using the department. It doesn't matter if the person in charge of the equipment doesn't receive you, indicating that there is no such plan at present. Leave your business card and leave. You can go to the user department for training programs.
When visiting the user department, don't say' the instrument department sent me' or' the dean sent me'. This will save you a lot of unnecessary trouble. If there is progress in project training, go to the instrument department. In some cases, the instrument department doesn't want you to use it directly, and it is a little disgusted with your practice. You have to understand that all departments need equipment. The higher the voice, the greater the pressure on the equipment department. where is the money to come from? You know, nobody wants to make trouble for themselves. You can say,' I came to see you as soon as I entered the hospital and left you a business card. You are too busy at work. How can you remember such a small thing? I'll give you another one.
3. Four cases of meeting customers for the first time
Dialogue 1:
I come from XXX company, and I'd like to introduce our XXX products to you. '
We don't need this product. '
It doesn't matter. I'll leave you a copy of our information for your reference. do you have your visiting card？ '
Sorry, I don't have a business card. '
May I have your name and phone number? '
I'll call you if necessary.
I'm sorry, goodbye
I'm sorry to make you come for nothing. '
Comments: The first thing I said when I met the director of the instrument department was,' I'm from a company and I'd like to introduce our products to you.' Most people are busy at work. Who wants to listen to others' sales promotion? Many salespeople put up' No Selling' signs on the doors of their offices, in order to avoid people who sell health care products, houses and insurance making trouble. But now you are messing with others. People's attitude towards you must be similar to your attitude towards selling insurance.
Dialogue 2:
Are you director XX? I come from XXX company. My name is XX, and I've always wanted to visit you. It is said that you are not only good at business, but also good at table tennis. No wonder you are almost forty years old and still have such a good figure. '
I'm almost fifty, not yet. I don't play well, I'm just exercising. '
I can't tell you your age. The work in the equipment department is very tiring, so you need to exercise yourself more. Your body is like everything. It is difficult to see a doctor because there is such a long queue in front of the outpatient laboratory sheet. I see that our blood cell counter is A 10. It has been used for more than 8 years ... "
Comments: You can mention the names of the interviewees' friends first, and no one wants to offend friends. Anyone who takes the time to talk with others wants to get something, such as interesting information, satisfaction of hobbies, satisfaction of self-esteem, pleasure of seeing and hearing, enhancement of self-confidence, verification of doubts and so on. It is much better to start a conversation with a topic that pleases the other party than to introduce a product. It should be noted that there are different factions in academic circles, and in some cases there are even strong contradictions. Don't think that colleagues are all friends, just look for someone's name as the key to open the door.
Dialogue 3:
You must be director XX. I come from XXX company. My name is XX. I read your article about digital images published in XX magazine, and I've always wanted to ask you. '
There are many different views on this issue in the society now, and I just want to talk about my own views based on the situation in our hospital. I quite agree with you. Some people advocate a large-scale PACS system, which is correct in theory, but not in line with China's national conditions. Moreover, your viewpoint has practical guiding significance for the work of radiation industry in China. "
I prefer practice, but empty talk about theory has no practical significance.'
Our company has a small system, please give your opinion ...'
Comments: It is an appropriate compliment to talk about his paper and ask him for advice. He will never give you a' I don't have time' right away. If your product happens to be related to his thesis, asking him to comment on your product is the best interview topic. If some opinions are different during the conversation, don't argue with the user to try to convince the customer. Beating a customer is losing a contract. We should use inspiring methods to make customers change their views.
Dialogue 4:
I come from XXX company. I learned from the Ministry of Health that the infection management in your hospital is the best. I want to introduce a new management scheme for disinfection and maintenance of dental mobile phones to your hospital. I wonder if you are interested. '
Please sit down and talk. Do you think there is anything wrong with our current method? '
'……'
You are absolutely right. As you said, we are the best hospital to solve this problem. Unfortunately, we have done several experiments, but the results of each experiment prove that there are still some unresolved shortcomings in our own scheme. '
This is a new plan … I really hope to cooperate with you on the basis of the experiment.
It's very thoughtful of you. You don't have to worry about the work inside the hospital. In two days, I will complete the coordination with the users, infection departments and relevant hospital leaders. Here is my business card. I'll contact you as soon as possible. You can call me at any time. '
Comment: Anyone welcomes people who solve problems for themselves. Visiting customers with constructive solutions is the best way. This not only makes it easy to start a conversation, but also builds the respect of customers.
Third, leave a message
Sometimes the person you want to visit is very busy and hard to find. If you can write beautifully, you can leave a message to explain your multiple visits and leave relevant information. If the hospital really needs your product, the interviewer will take the initiative to contact. If the hospital doesn't need your product at all. Then objectively, there is no point in meeting.
Fourth, the special circumstances of the last World War.
One of the decision-making contents of a big company is to need an important person to come forward, and the only clue to contact him is the phone number. This task falls to the deputy general manager. The phone was rejected by XXX's secretariat, and the vice president was very anxious. The Vice President has just had the opportunity to attend an international conference in China. After the meeting, the vice president invited foreign experts to discuss, and the experts said that the schedule was full and it was impossible to arrange time. The vice president had a brainwave and said,' XX will attend this meeting'. Foreign experts readily agreed to attend the meeting. The vice president called the secretariat again and explained that experts from a certain country specially invited XX to participate in the forum. The call was successfully connected and both distinguished guests participated in the discussion. After careful preparation, the meeting was a complete success.
Of course, this is risky and only suitable for the special situation of the last fight. In general, it is not easy to see the dean. You can ask the department director, the equipment director and the staff in the hospital office for help. They can always find a way to get you to see the dean.
Five, study hard and improve personal quality.
By learning various ways to contact customers, you can make a good first impression on customers. These methods can get quick results in your work. But like anything else, further in-depth work depends on the internal quality of the individual. Generally speaking, a person's inner self is often written on his face, manifested in a look, a word and a subtle action. In the current cultural background of China, the personal charm of salespeople often plays a vital role in small and medium-sized projects. As a salesperson, you should not only master product knowledge, but also read a lot of books, so that you can have more topics in front of guests.
When a sales manager visited a customer for the first time, he found that the customer had many beautiful flowers in his office. After he came back, he read some books about flower cultivation. It is conceivable that the atmosphere of the second visit was much more harmonious. In addition, you may wish to participate in some public relations etiquette training, which is of great benefit to sales staff.