Although the medical device sales industry has been rapidly developing at a good growth rate every year, but the medical device sales skills marketing model tends to aging and other issues have gradually surfaced. How to improve the salesman's medical equipment sales? Let me answer for you below, I hope you can enjoy.
Medical device sales skills
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 problems have gradually surfaced to improve the sales of medical devices. The level of staff skills has become an increasing topic of conversation for the bosses.
The medical device industry is characterized by knowledge-intensive and capital-intensive, due to the high threshold of entry, but in recent years still attracts a lot of capital, the 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 numerous 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 two aspects of the sales skills organized for the confused medical equipment sales staff reference.
Again, to win the medical device market, it is not possible to quick decision, only to play a protracted 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: First, the community fixed-point or non-fixed-point sales, commonly known as ? The first is the community spot or non-specialized sales, commonly known as "errand style". The second is 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 type is? Experience Center? mode, compared to 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. In the case of home medical equipment, for example, the reason why the average consumer invests 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). Managed equipment, on the other hand, is more difficult to get orders for, because hospitals tend to have this understanding: buying production equipment can make money; buying office equipment just makes employees more comfortable, and will not be of much benefit to the hospital, so hospitals tend to have stricter controls on approvals for the purchase of managed equipment.
Consumers who buy medical devices pay more attention to the value of the goods, while consumers who buy household goods may consider more of the image and taste of the goods. Although, price is also an important factor for medical device sales, the first element is definitely quality. Because, consumers have this understanding? Even cheaper things if they can not eliminate the disease and improve the quality of life is also ? In vain?
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 can not begin. In the purchase of equipment, leaders are also very concerned about the operating costs of the equipment, durability, reliability and after-sales service, only these elements can meet the requirements of the hospital, they will consider buying.
Sales staff to work for the above psychological characteristics. Management equipment, for example, can be used as ? Production equipment? to sell, focusing on the product's ability to improve efficiency, to let the buyer clearly understand, the product is how to reduce the cost of services (time and labor costs) of the health care organization, so as to persuade the other party to ultimately buy. When dealing with home users, it is important to emphasize the health benefits, convenience and speed of the product.
Improve personal psychological quality
Typically, the transaction value of medical devices is several times the transaction value of daily consumer goods. It's not uncommon for a medical device salesperson to sign hundreds of thousands of dollars in contracts, and it's not uncommon for a deal to be several million dollars. Huge numbers certainly mean revenue, but look at it from another perspective, the activities of medical device salesman involved in a huge amount of money, the responsibility is very important, they should spend enough time and energy to study the business.
Working in this environment, some novice medical device salespeople feel heavy mental stress,? to. A sales of X-ray machine young man, just received a large hospital worth more than 3 million shopping program, due to the past no similar experience, he can not sleep at night, all day long worried about the completion of the task, and even can not live a normal life from the heart. And the end result was that due to the poor mental state, he failed to communicate effectively and the business did not work out.
About the history of the development of medical equipment
A review of the history of the manufacture of maternity beds
The history of the manufacture of maternity beds in China, before the liberation of the country, it can be said that maternal labor is completed at home, not to talk about the concept of the maternity beds, after the liberation of the country, China's medical level gradually improved, maternal labor began to be gradually carried out in hospitals, but to the early 1980s, hospitals are gradually outlawing the family But it was not until the early 1980s that hospitals gradually outlawed home deliveries. Labor beds also came into being with the progress of the times. Thinking back to the 43rd China International Medical Equipment Spring Fair held in Fuzhou City in the spring of 2OOO years, to today's Shenzhen, the delivery beds have been transformed from the initial simple use type to the current functional and luxury enjoyment type, that is, from the wooden delivery beds ----- Iron Spray Portable Delivery Bed ---- Stainless Steel Manual Delivery Bed ----- Hydraulic Delivery Bed ---- Electric Delivery Bed ------ Full-featured Luxury Electric Delivery Bed Transformation. The transformation of the birth bed.
Second, the representative type of delivery bed
1, iron spraying plastic removable delivery bed: belongs to the type of picture 1, the back plate and leg board are used to lift the handheld, the back of the back plate back 0 - 800, the leg board 0 - 900, the seat plate can not be adjusted angle. It is still used in areas where the medical level is relatively backward. Usually also used as family planning, gynecological examination.
2, stainless steel manual obstetrics bed: belongs to the type of picture 2, backboard and seat plate are hand-cranked lifting, backboard back 0 - 800, seat plate 0 - 300, seat plate can adjust the angle, convenient for maternal delivery. Movable auxiliary table, auxiliary table with foot pedal, convenient for maternal labor force, bed surface is stainless steel, easy to clean. Nowadays, it is still used in hospitals at district and township level. It is also used for family planning and gynecological examination.
3, electric delivery bed: belongs to the type of picture 3, 4, . According to the actual situation to adjust the patient's position (horizontal or sitting position), in addition to the product pay more attention to the comfort of the staff operation, with the overall lifting function, the cushion and the back of the rotating function, auxiliary nurses to adjust the back of the angle of the bed plate, the seat can be upwardly, downwardly tilted, to block the maternal decline. Both sides of the footrest are equipped with two types of footrests, which can be easily swung to both sides to adjust the height and expansion of the mother's legs. This allows staff and patients to perform various medical operations with ease.
4, electric delivery bed: belongs to the type of picture 5, 6, . The overall level of the bed lifting, backboard folding, front and rear tilt by the micro-touch control manipulation, easy to use, (another can be equipped with a foot switch) flexible. The power system all adopts imported linear motor, low noise, stable performance, good use of the environment; backboard using linear adjustment, the angle is arbitrary; with a hidden movable auxiliary table, convenient for doctors and midwives to operate. The fixing and moving of the base are manually controlled. All covers, sewage basin, are made of stainless steel, beautiful appearance, easy to clean. For maternal delivery, general obstetric surgery, can also be used as an outpatient gynecological examination.
5, Deluxe Intelligent Maternity Bed: belongs to the type of picture 7, 8, set of microcomputer control, electro-hydraulic, mechatronics in one, completely based on the ergonomic design of the mother in labor, delivery, breastfeeding, both the touch operating system, the whole tilt device, cardiopulmonary resuscitation resuscitation and hidden handrail, but also equipped with polyurethane guardrail, inductive lighting, electronic induction scale and music playback equipment. Music playback device.
During labor, the doctor can use hand or foot to control the electric button, can be up and down, left and right to flexibly adjust the position of the bed, height, and postpartum recovery can play a number of functions. The delivery bed can be disassembled and assembled at any time according to the need. For the routine position of labor and delivery of women, the operation is convenient and flexible, women only need to touch the button, the backrest height of the delivery bed can be adjusted from -10 degrees to 82 degrees, the placement of the maternal arm, knee bending, the body placed in the appropriate position, according to the mother's own needs to move freely, the design of the delivery bed is just like a movable couch, can be adjusted at any time according to the needs of the maternal body, which will enable the maternal body to relax! This can relax the mother's body, reduce the pain and discomfort during labor, and save a lot of strength for the mother during labor. Need to take a seated delivery of the mother, adjust the height of the delivery bed at any time, position changes can make the fetal head in a more favorable position to enter the pelvis, which is conducive to the smooth delivery of the fetus to reduce fetal respiratory distress and neonatal asphyxia possibility, in order to alleviate the pain of childbirth. For seated delivery, the design of the delivery bed is also humanized in the bottom of the bed placed in the baby tray, to prevent the sudden delivery of the fetus and other accidents; doctors and midwives, the foot button, the delivery bed to the appropriate height, not only convenient for the mother, but also easy to receive the delivery; the delivery bed is easy to move, after the birth of the mother, can be used as a trolley to send the mother to the hospital bed.
Third, analysis and outlook