競爭銷售(ppt54)-銷售管理-資料下載頁
2025-08-03 13:51本頁面
【導讀】清醒地認識競爭對手所顯示的競爭程度。提供分析競爭對手的親身經(jīng)驗。在最短的時間內(nèi)提供怎樣幫助銷售代表建立信心和競爭力的看法。提供一個對銷售代表進行更加可行和有意義的培訓的機會。進入競爭對手的市場，增加市場份。停止市場份額的下滑。公司的知名度、信譽。公司的市場及銷售策略。代表的人際、社會關(guān)系。集中表現(xiàn)為爭奪醫(yī)生處方。競爭的對抗性越來越激烈。競爭在產(chǎn)品方面的優(yōu)勢減少。競爭在售后服務(wù)方面要求在提高。對醫(yī)藥代表的要求愈來愈高。知己知彼，百戰(zhàn)百勝。知己而不知彼，一勝一負。克彼之短,避其長。攻守兼顧,以攻為守。防止競爭對手的產(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。搜集競爭對手資料。要有足夠的證據(jù)！重復、重復、再重復！了解市場上每一個競爭對手的長處和短處。用邏輯和情感去贏得信任和支持
【正文】 r to mon objections ? 防守－對一般拒絕的詳細解答 Workshop 5 objectives 培訓目標 ? Prepare your HR ? 培訓你的銷售代表 ? Tell a story to create doubt ? 講一個故事來引起疑問 ? Target and perate petitors market ? 目標和進入競爭對手的市場 ? Action Plan行動計劃 ? Which petitor product? ?哪個競爭對手的產(chǎn)品 ? Which hospital/department/doctor? ?哪家醫(yī)院、科，醫(yī)生 ? % of market share desired? ?期望的市場占有率為多少？ ? Time frame to achieve it. ?完成這一占有率的時間結(jié)構(gòu) 行動計劃 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? 下一個跟蹤訪問是什么？ ? Experience sharing of individual case study. ? 分享個人案例學習的經(jīng)驗 ?Record every case ? 記錄每一個案例 ?Summarize result of each case into What did I do Right? What did I do Wrong? 總結(jié)在每一個案例中我做的對和錯的結(jié)果 ?Final Result or Interim Result ? 最終或臨時的結(jié)果
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