競(jìng)爭(zhēng)銷(xiāo)售(ppt54)-銷(xiāo)售管理-資料下載頁(yè)
【導(dǎo)讀】清醒地認(rèn)識(shí)競(jìng)爭(zhēng)對(duì)手所顯示的競(jìng)爭(zhēng)程度。提供分析競(jìng)爭(zhēng)對(duì)手的親身經(jīng)驗(yàn)。在最短的時(shí)間內(nèi)提供怎樣幫助銷(xiāo)售代表建立信心和競(jìng)爭(zhēng)力的看法。提供一個(gè)對(duì)銷(xiāo)售代表進(jìn)行更加可行和有意義的培訓(xùn)的機(jī)會(huì)。進(jìn)入競(jìng)爭(zhēng)對(duì)手的市場(chǎng)，增加市場(chǎng)份。停止市場(chǎng)份額的下滑。公司的知名度、信譽(yù)。公司的市場(chǎng)及銷(xiāo)售策略。代表的人際、社會(huì)關(guān)系。集中表現(xiàn)為爭(zhēng)奪醫(yī)生處方。競(jìng)爭(zhēng)的對(duì)抗性越來(lái)越激烈。競(jìng)爭(zhēng)在產(chǎn)品方面的優(yōu)勢(shì)減少。競(jìng)爭(zhēng)在售后服務(wù)方面要求在提高。對(duì)醫(yī)藥代表的要求愈來(lái)愈高。知己知彼，百戰(zhàn)百勝。知己而不知彼，一勝一負(fù)?？吮酥?避其長(zhǎng)。攻守兼顧,以攻為守。防止競(jìng)爭(zhēng)對(duì)手的產(chǎn)品出現(xiàn)在醫(yī)。根據(jù)醫(yī)院及科室的特色。根據(jù)醫(yī)生的基本情況。搜集競(jìng)爭(zhēng)對(duì)手資料。要有足夠的證據(jù)！重復(fù)、重復(fù)、再重復(fù)！了解市場(chǎng)上每一個(gè)競(jìng)爭(zhēng)對(duì)手的長(zhǎng)處和短處。用邏輯和情感去贏(yíng)得信任和支持
【正文】 r to mon objections ? 防守－對(duì)一般拒絕的詳細(xì)解答 Workshop 5 objectives 培訓(xùn)目標(biāo) ? Prepare your HR ? 培訓(xùn)你的銷(xiāo)售代表 ? Tell a story to create doubt ? 講一個(gè)故事來(lái)引起疑問(wèn) ? Target and perate petitors market ? 目標(biāo)和進(jìn)入競(jìng)爭(zhēng)對(duì)手的市場(chǎng) ? Action Plan行動(dòng)計(jì)劃 ? Which petitor product? ?哪個(gè)競(jìng)爭(zhēng)對(duì)手的產(chǎn)品 ? Which hospital/department/doctor? ?哪家醫(yī)院、科，醫(yī)生 ? % of market share desired? ?期望的市場(chǎng)占有率為多少？ ? Time frame to achieve it. ?完成這一占有率的時(shí)間結(jié)構(gòu) 行動(dòng)計(jì)劃 HS Target Competitor Target Hospital Target Department Target Doctors Current usage of % market Current level of Level of Time FrameCompetitors drug share desired simc drug usage increaseCompetitive Call Standards 1. Tell a story to create doubt ? Relate other doctor‘ s bad experience using petitor‘ s product. 2. Effective probing ? To uncover doctor‘ s need ? To gauge doctor‘ s acceptance 3. Clearly pare and contrast Features amp。 Benefits ? What needs can we fulfill? Competitive Call Standards 4. Effective usage of petitor‘ s materials ? Highlight contoversial issues, misleading claims or uhical practices. ? Physical parison of product against petitor‘ staste, smell, looks, texture 5. Closing ? Get doctor to start using (for nonuser) ? Aim for 1st choice usage (for current user) Next Follow up visit? 下一個(gè)跟蹤訪(fǎng)問(wèn)是什么？ ? Experience sharing of individual case study. ? 分享個(gè)人案例學(xué)習(xí)的經(jīng)驗(yàn) ?Record every case ? 記錄每一個(gè)案例 ?Summarize result of each case into What did I do Right? What did I do Wrong? 總結(jié)在每一個(gè)案例中我做的對(duì)和錯(cuò)的結(jié)果 ?Final Result or Interim Result ? 最終或臨時(shí)的結(jié)果
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