競爭(1)-閱讀頁
2025-01-30 14:14本頁面
【正文】 answer to mon objections ? 防守－對一般拒絕的詳細解答 Workshop 5 objectives 培訓(xùn)目標(biāo) ? Prepare your HR ? 培訓(xùn)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(biāo)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 increase Competitive 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 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(xué)習(xí)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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