The medical device industry has the characteristics of knowledge-intensive and capital-intensive, so the entry threshold is high, but it still attracts a lot of capital in recent years, and the rich profits are a very attractive reason. However, due to the high product price, long service life and strict customer requirements, many problems have been set for the sales staff and countless pots of cold water have been poured. What to do and whether to continue to do it may be the question they have been asking. The answer, of course, is to continue. The trick is persistence. The following are the sales skills compared from two aspects: hospital equipment and household appliances, for the reference of confused medical device sales staff.
Again, to win the medical device market, it is impossible to make a quick decision, and there is only one way to go. On this road, it is difficult for salespeople to succeed without good psychological quality, professional knowledge and sales skills.
■ Analyze the psychology of all kinds of customers.
At present, the sales methods of medical devices in the market can be roughly divided into three types: one is fixed-point or non-fixed-point sales in the community, commonly known as "running errands". The second is conference marketing, which can be divided into single conference marketing and compound conference marketing. At present, the proportion of single conference marketing has been low, and the model of "community store+conference marketing" is more common. The input-output ratio of conference marketing has been improved due to the addition of pre-screening links, but the weakness of high marketing cost is also obvious. Third, the "experience center" mode, compared with conference marketing, is characterized by long purchase cycle and high customer satisfaction.
Understand the above basic situation, but also understand the psychology of different consumers. Taking home medical devices as an example, the reason why ordinary consumers invest in medical devices is to protect their health. If they fail to achieve this goal, they will be criticized by other family members. If this happens, it will be very unfavorable to the establishment of product brand and the formation of word of mouth.
For medical institutions, as long as they believe that they can make a profit in a short time (payback period), they are usually willing to place an order. However, it is difficult to get orders for management equipment, because hospitals have such an understanding: buying production equipment can make money; Buying office equipment only makes employees more comfortable, and will not do much good to the hospital. Therefore, hospitals often strictly control the approval of purchasing management equipment.
Consumers pay more attention to the use value of goods when buying medical devices, while consumers who buy daily necessities pay more attention to the image and taste of goods. Although price is also an important factor in medical device sales, the first factor is definitely quality. Because, consumers have such an understanding that it is "useless" to improve the quality of life if the cheapest things can't eliminate the pain.
For medical institutions, quality is also the first factor to consider. Because the quality of products is directly related to the health and even life of patients, without this foundation, the normal operation of hospitals is impossible. When purchasing equipment, leaders are also very concerned about the operating cost, durability, reliability and after-sales service of the equipment. Only when these elements can meet the requirements of the hospital will they be considered for purchase.
Sales staff should work according to the above psychological characteristics. Taking management equipment as an example, it can be marketed as "production equipment", focusing on the ability of products to improve efficiency, so that buyers can clearly understand how products can reduce the service costs (time and labor costs) of medical institutions, thus persuading the other party to finally buy. Facing home users, it is convenient and quick to emphasize the health care function of its products.
■ Improve personal psychological quality.
Generally speaking, the transaction volume of medical devices is several times that of consumer goods. It is common for a medical device salesman to sign a contract of several hundred thousand yuan, and it is not uncommon for a business of several million yuan. Huge figures certainly mean income, but from another point of view, the activities of medical device salesmen involve huge amounts of money and extremely heavy responsibilities, so it is necessary to spend enough time and energy to study the business.
Working in this environment, some novices in medical device sales feel mentally stressed and "out of breath". A young man selling X-ray machines has just received a shopping plan worth more than 3 million from a big hospital. Because there is no similar experience in the past, he can't sleep at night, worrying that he can't finish the task all day, or even lead a normal life in peace. In the end, due to poor mental state, we failed to communicate effectively and the business failed to close.
In reality, this kind of thing often happens to beginners. In fact, there is a Jewish proverb called "children-small problems; Older children-big problem "means that people should choose different paths according to their own personality characteristics and psychological characteristics." "If you want to play a big role in the market, you must first weigh your psychological endurance and strength in all aspects. If we can't increase the sales of personal medical equipment.
■ Competing endurance to win long-distance running
The procurement procedure of medical devices varies with different management methods, which depends on the scale and management focus of the hospital. Generally speaking, the application may be put forward by the technical department or relevant doctors, and then submitted to the purchasing department. If the price of purchased products exceeds the normal level, the top leadership may intervene and make a 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 will be more or less influenced by his subordinates. If a hospital wants to buy a photometer, although the final decision is in the hands of the boss, which brand and model should it buy? At this time, the advice of the photometer may play a great role, because he uses this machine the most and has the most say. It can be seen that medical device salesmen usually face complicated situations, and they often need to face all kinds of people. They must consider the overall situation, find the key links in their work, and make a breakthrough before they can finally make a career.
Some people say that in the medical device market, only "connected" people can have customers. This conclusion may be debatable, but it also reminds us that sales work is not just "selling things". When the target customer has established a good relationship with the competitor, whether you can get involved is the starting point of all subsequent work; On the other hand, once you have established a long-term relationship with customers and can provide them with good follow-up service, it is like building a solid barrier to prevent the invasion of competitors.
It took the sales supervisor of a photometric factory two years to be admitted to the hospital. In order to develop this customer, he took pains to visit again and again, and made suggestions on product maintenance from time to time. I never expect novice salespeople to achieve anything in the first year,' he said. I just hope they are familiar with the products, make all kinds of preparations and keep in touch with customers.
Indeed, the negotiation of medical device transactions sometimes lasts for a long time, even years. Therefore, the work mode of quick success and instant benefit is not applicable to the field of medical devices.
■ Service first is no joke.
Service has become one of the themes of current commercial competition, especially in the medical device industry. It is no exaggeration to say that in many cases, the ability to maintain quickly may be the main reason for doing business. If you buy a product, there are often problems in use, and it is difficult to find the necessary parts and manpower for immediate maintenance after the problems occur-this kind of thing will seriously affect the relationship between buyers and sellers of medical devices.
In China, the daily work of large and medium-sized hospitals is extremely busy, and most of the equipment is overloaded. Many hospitals have indicated that in order to get timely maintenance services, they would rather spend more money or even buy some spare parts for maintenance. This shows how important the after-sales service of medical devices is. For medical device sales staff, getting the order is only the beginning of the work. The success of medical device salesmen depends largely on the follow-up service work. Therefore, medical device salesmen should do a good job in every after-sales work, especially when dealing with the problems of big customers, they should be particularly serious, and never lose big because of small.
■ Pay close attention to opportunities
You know, the demand for medical devices is completely dominated by consumer demand. In the final analysis, the demand for medical devices comes from consumer demand, and no one will buy a medical device because of psychological factors such as collection, following the trend and liking. Therefore, we say that the total demand for medical devices cannot be scaled up.
Budget restriction is an inevitable problem for medical device salesmen. If the purchase funds of the products you sell have been included in the budget, that is of course good; If it is not included in the budget, you will be in trouble, because it is difficult to pass the plan to reapply for the budget.
Smart executives in big companies know that any change in the internal operation order may cause confusion, and new products or methods may also destroy the original operation order. But if the customer has a new leader, it may be a good opportunity to step in. Whether we can find and grasp these opportunities requires the sales staff to pay close attention and really understand the internal situation of customers.