Currently, the market sales of medical devices can be broadly divided into three kinds: First, the community is a fixed point or non-fixed point of sale, commonly known as the "errand type". The second is the conference marketing, 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 is the "experience center" mode, compared to the conference marketing, characterized by a long purchase cycle, customer satisfaction is higher.
After understanding the above basic situation, we must also understand the psychology of different consumers. Take home medical equipment as an example, the reason why the average consumer invests in medical equipment is to protect 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 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, because hospitals tend to have the understanding that buying production equipment can make money; buying office equipment just makes the staff more comfortable, and won't do much good for the hospital, so hospitals tend to have stricter controls on approvals for the purchase of managed equipment.
Consumers who buy medical equipment pay more attention to the value of the goods, while those who buy household goods may consider the image of the goods and taste and other issues. Although, price is also an important factor for medical equipment sales, the first element is definitely quality. Because, consumers have this understanding - even cheaper things if you can not eliminate the pain, improve the quality of life is "nothing".
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. And in the purchase of equipment, leaders are also very concerned about the operating costs, durability, reliability and after-sales service, only these elements can meet the requirements of the hospital, they will consider buying.
Salespeople should work on the above psychological characteristics. Taking management equipment as an example, it can be marketed as "production equipment", focusing on the product's ability to improve efficiency, and letting the buyer clearly understand how the product reduces the cost of service (time and labor costs) of the healthcare organization, thus convincing the other party to ultimately buy it. And in the face of home users, it should be emphasized that the product's health functions, convenience and speed.
■ ■ Improvement of personal psychological quality
Usually, the transaction value of medical equipment is several times the daily consumer goods transactions. It is not uncommon for a medical device salesperson to sign hundreds of thousands of dollars in contracts, and it is not uncommon for a deal to be several million dollars. Huge numbers certainly mean revenue, but look at it from another perspective, medical device salesman's activities involve a huge amount of money, the responsibility is very important, they should spend enough time and energy to study the business.
Working in this kind of environment, some new medical device salesmen feel heavy mental pressure, "out of breath". A young man selling X-ray machines, just received a large hospital worth more than 3 million shopping program, due to the lack of similar experience in the past, he can not sleep at night, all day long worried about not completing the task, and even unable to live a normal life. And the end result was that the business didn't work out due to poor mental state and failure to communicate effectively.
In reality, this kind of thing often happens to novices. In fact, the Jews have a proverb called "small children - small problems; big children - big problems", meaning that people have to choose different paths according to their own personality traits, psychological features The meaning is that people should choose different paths according to their personality traits and psychological characteristics. If you want to play a "big role" in the market, we must first weigh their own mental capacity and strength in all aspects. If you can not improve personal? Medical equipment sales.
■ Competition endurance to win the long run
Medical equipment procurement process varies according to the management style, depending on the size of the hospital and management focus. Generally speaking, the request may be made by the technical department or the physician concerned, and then given to the purchasing department. If a product is purchased at a price that is out of the norm, top management may intervene to make the final decision.
Even in a small company, the power to purchase all important materials is in the hands of the boss, but in the decision-making process, the boss is more or less influenced by his subordinates. Such as a hospital to buy a photometer, although the final decision in the hands of the boss, but to buy which brand, which model of the product? At this point, the photometer's advice may play a big role, because this kind of machine he used the most, also has the most say. It can be seen that the medical equipment salesman is usually faced with a complex situation, often need to face all kinds of people, they must consider the overall situation, while finding the key aspects of the work, to break through, in order to finally do business.
Some people say that in the medical device market, only those with "connections" can have customers, a conclusion that may be debatable, but also suggests that sales work is not just "selling" so simple. When the target customer has established a good relationship with competitors, you can step in, is the starting point for all subsequent work; on the other hand, once you have established a long-term relationship with the customer, and can continue to provide them with good follow-up services, like a tree up a solid barrier that can block the invasion of competitors.
A sales executive at a photometric factory once spent two full years trying to break into a hospital. He worked hard to open up this account, traveling to visit again and again and offering occasional advice on product maintenance and other matters. He said, "I never expect novice salespeople to do anything in the first year. I just want them to familiarize themselves with the product, be prepared, and keep engaging with customers.
It's true that negotiations for medical-device deals can sometimes stretch over a long period of time, even years. Therefore, the hurry-up-and-get-it-done model of working does not apply to the medical device space.
■ ■ Service first is no child's play
Service has become one of the main themes of the current business competition, and this is especially true for the medical device industry. It's not an exaggeration to say that in many cases, the ability to make quick repairs can be the main reason for doing business. If a product is purchased, problems frequently occur with its use, and it is difficult to find the necessary parts and manpower to make immediate repairs after the problem occurs - this kind of thing will seriously affect the relationship between buyers and sellers of medical devices.
In China, large and medium-sized hospitals are extremely busy in their daily work, and their equipment is mostly operating at overload. Many hospitals have indicated that they would rather pay a little more for timely maintenance services, and would even buy some maintenance parts to keep in stock. This shows how important the after-sales service of medical devices is. For medical device salesman, getting an order is just the beginning of the work. The success of the medical equipment salesman depends largely on the subsequent service work. Therefore, the medical equipment salesman should be practical to do a good job in each of the after-sales work, especially in dealing with the problem of large customers, to be particularly serious, never because of the small and lose big.
■ Close attention to find opportunities
It should be known that the demand for medical equipment is completely dominated by consumer demand. In the final analysis, the demand for medical equipment is derived from consumer demand, who will not collect, follow the trend, love and other psychological factors and enough to buy a medical device. Therefore, we say that the total demand for medical devices can not have scalability.