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1、2023/6/18,医院代表工作概述 Job briefing,2023/6/18,2023/6/18,2023/6/18,销售是什么？,销售的最高境界是客户观念的改变观念改变，行动改变行动改变，销售改变,2023/6/18,销售是什么？,销售是勤奋市场是诚实的销售是双向沟通满足客户需求利用市场策略不断增加目前产品用量,2023/6/18,How a pharma company can grow their sales in China?,Item Pharma market in China Assessment,2023/6/18,Sell more units.,2023/6/18,O
2、bjectives 目的,To help HR achieve the highest standard of professionalism.使代表的工作表现攀至顶峰。To help HR achieve the highest level of productivity.使代表的生产率最佳,2023/6/18,Objectives 目的,To prepare HR for higher responsibility.为代表的职业生涯做出更好规划。,2023/6/18,Motto 座右铭,Procrastination 拖拉耽搁 Pessimism Politicking悲观情绪 争权夺利,
3、2023/6/18,Outline 大纲,1.Responsibility 工作职责2.我该如何工作？(11方面)拜访种类及最有效的拜访方式3.怎样做个成功的代表？成功要素4.指导方针销售思路5.报表,2023/6/18,What is your job?你的工作是？,Getting customers to use or optimize customers usage of companys products through effective promotion and skillful interaction.通过卓有成效的促销活动与销售技巧，让客户尽量多用公司产品。,2023/6/1
4、8,Responsibilities?职责是？,To promote XJP range of professional products in your assigned territory.在分配区域内推广公司的专业产品。To optimize the sales of these products to the customers by ensuring achievement of a.total Rmb target.b.target by product line.向客户推广产品，以达成目标。1)总金额 2）各产品的指标,2023/6/18,Responsibilities?职责是
5、？,To be competent in the performance of your job by ensuring proficiency in product knowledge and selling skills.产品知识和销售技巧熟练，工作表现出色。,2023/6/18,Responsibilities?职责是？,To ensure proper and updated recording of transactions with customers in the relevant format provided.使用统一表格准确记录客户资料，及时更新。To ensure pun
6、ctual submission of reports.准时上交报表。,2023/6/18,Responsibilities？职责是？,To maintain a high standard of professionalism in your daily job routine.维持每日拜访的高度专业性。To be a team player and contribute to companys effort in building a cohesive and progressive team.良好的团队精神，为加强团队的凝聚力和向上精神做出贡献。,2023/6/18,J&J-SSQQ S
7、tandard强生SSQQ标准,Speed 速度 Sense of urgency 紧迫感 Minimize lost opportunities 将失败可能减至最低Scale 程度 Think big 大计划 High expectations 高要求,2023/6/18,J&J-SSQQ Standard 强生SSQQ标准,Quantity 数量 Do big 尽量多做工作 Maximize output by optimizing selling time e.g.work hard,make more calls.增加销售时间，使产出达到最高，如努力工作，尽量多拜访医生。Quality
8、 质量-Efficiency/productivity 效率/生产率-High standard in every thing we do e.g.product call.我们做的每一件事情都是高质量的，如产品拜访。,2023/6/18,How Do I Approach My Job?我该如何对待工作？,1.Be a professional sales representative.做个专业销售代表 Information 信息 Information 信息 Messenger 传递员 versus HR 代表 Receiver 接受人 Productivity usage of inf
9、ormation?有效利用信息 No action/result 无行动、结果 Receiver 接受人 Action/result 行动、结果,2023/6/18,How Do I Approach My Job?我该如何对待工作？,2.Do a full days job not a fool days job.竭尽全力地工作 Full 竭尽全力 versus Fool“傻瓜”Maximize selling time Play the fool/truant 全力工作 工作散漫 Plan your work Work aimlessly 有计划地工作 工作无目标 Right custom
10、er Random calling 恰当的客户 不定时拜访,2023/6/18,2.Do a full days job not a fool days job.竭 尽全力地工作。Full 竭尽全力 versus 对 Fool“傻瓜”Right frequency Base on rapport 合适的拜访频率 和谐的关系 Right message Everything except 准确的信息 product 不提产品,How Do I Approach My Job?我该如何对待工作?,2023/6/18,Experience/skill 经验和技能,Years Repetition V
11、ariation 年限 重复 变异1 year a.12x250=3,000 calls c.1call 20 times 1年 a.12x2503,000拜访 c.1call 20次 or 或 b.20 x250=5,000calls d.20 calls 20 times b.20 x250=5,000 拜访 d.20 calls 20次 Repetitionthe mother of skill“熟能生巧”,2023/6/18,How do I start my job?我该如何开始工作？,1.Get the right knowledge and skills.掌握准确的知识和技巧。P
12、roduct knowledge,selling skills.产品知识，销售技巧。Training and follow up with self learning.培训及跟进工作后还需自己不断努力。,2023/6/18,How do I start my job?我该如何开始工作？,2.Get to know your territory.熟悉你的区域Sales by product,hospital.分产品，医院的销售额Customer and territory.客户与区域Basic analysis and field work.基本的分析与实地工作,2023/6/18,How do
13、 I start my job?我该如何开始工作？,3.Adopt the right attitude.正确的态度k+s(A).财富努力聪敏（可信赖）20%how,80%why.20%怎么做，80为什么Work hard and smart.努力工作和聪敏Responsible and accountable.责任感与可信度Willing to learn.勤于学习Willing to change 应变力强,2023/6/18,5 Types of customer call?拜访种类,1.Social call.社交拜访Social interaction to create bette
14、r rapport with customer.通过社交活动与客户建立良好关系。2.Informative call。信息拜访Delivering information to customer.提供信息给客户或为收集信息而拜访。,2023/6/18,5 types of customer call?拜访种类,3.Interrogative call.提问式拜访Continuous questioning either to collect information or to get customer to do the talking.通过不断提问以搜集信息或与客户进行交流。,2023/6/
15、18,Most effective customer call最有效的拜访方式,4.Product call.产品拜访Connecting product knowledge with selling skills to convince customer to use or expand usage of our products.使用产品知识与销售技巧，以说服客户使用或增加公司产品的用量。Must have Objective Opening Probing,Features&Benefits&Closing.必须包括目的性开场白，探询，特性利益和成交。,2023/6/18,Most ef
16、fective customer call 最有效的拜访方式,5.Competitive Call 竞争拜访 Highly objective call 目的性极强的拜访Positioning your product as first choice of treatment 将公司产品定为首选Preventing competitor from penetrating your market.阻击竞争产品渗透你的市场,2023/6/18,Which is best?哪种最好?,Combination call=70%Product call/Competitive Call+30%Socia
17、l call.混合拜访=70%产品或竞争拜访及30%社交拜访,2023/6/18,Benefits of product call?产品拜访的优势?,1.Increase efficiency=less wastage time,more calls.提高效率=减少浪费时间,更多拜访.2.Higher effectiveness=more sales.效率更高=销售增加,2023/6/18,Learning Steps 学习步骤,Imitate 模仿Improve 改进Innovate 创新Create 发明,2023/6/18,How do I manage my job?我该如何工作?,1
18、.Strive for sales achievement.为达成销售目标而努力Monthly sales target and product target.每月的销售指标和产品销售指标By hospital,by territory.分医院,分区域,2023/6/18,How do I manage my job?我如何工作?,2.Ensure achievement of call rate.确保完成要求的拜访量At least minimum requirement(12?).最低要求(12?).Do not hesitate to do more if possible.如有可能,尽
19、量多拜访医生,2023/6/18,How do I manage my job?我该怎样工作?,3.Number of slide presentation.幻灯演讲次数Ensure achievement of targeted number of slide presentation per month.保证达到每月幻灯演讲要求次数4.VIP development.发展学术带头人Ensure identification and follow up development of VIP.确认并跟进学术带头人的发展工作,2023/6/18,How do I manage my job?我该
20、怎样工作?,5.Coverage of target doctors.目标医生覆盖Ensure coverage of all targeted doctors as planned.保证已覆盖所有目标医生.Ensure right frequency of calling.保证恰当的拜访频率,2023/6/18,How do I manage my job?我该怎样工作?,6.Round table discussion(Esp.TPM).圆桌会 Ensure organizing at least I round table discussion per month.每月最少一次圆桌会7.
21、PR campaign(TPM).攻关活动 Ensure organization of PR campaign at least once per month.每月最少一次攻关活动,2023/6/18,How do I manage my job我该怎样工作?,8.Prescribing analysis(AAA/AA/A)-TPM.处方分析(1级/2级/3级医生)Plan to increase number of AAA/AA.计划增加1级和2级医生的数量9.Usage of promotional materials使用促销料Ensure usage of brochure,clini
22、cal papers,Bats.They are my bullets 保证使用单页、临床报告、品牌提示物。这些是我们的武器。,2023/6/18,How do I manage my job？我该怎样工作？,10.New business development.开发新业务Ensure creation of new business every quarter.保证每季度开发新业务11.Report submission.上交报表Ensure punctual submission of report.保证准时上交报表,2023/6/18,How do I increase sales?我
23、怎样增加销售？,Increase drug usage 提高销售more indication 更多适应症more patients 更多病人Improve quality of call 提高拜访质量product call 产品拜访time management/efficiency 时间管理/效率Increase customer 增加客户more hospitals 更多医院more doctors 更多医生,2023/6/18,How to be successful HR?怎样做个成功的代表？,1.Right Customer.恰当的客户High potential,VIP.高潜力
24、，学术带头人2.Right Frequency.合适的频率Minimum investment,maximum returns.低投入，高产出3Right Message.准确的信息Impart core selling points to customer and expect result.,2023/6/18,Key success factors?成功要素,1.Mindset.心态Be business minded.生意头脑 Scientific oriented 科学定位 to 到 Scientific approach 科学方法 but 加上 Business oriented
25、生意头脑,2023/6/18,Key success factors?成功要素,2.For quantitative result.高成效 Factor(因素)Weight(比率)Work hard&smart 25%辛勤工作、方式灵活 Product knowledge 20%产品知识 Selling skills 20%销售技巧,2023/6/18,Key success factors?成功要素,Factor(因素)Weight(比率)Competitor knowledge 10%竞争产品知识Persistency 坚持不懈 10 Good service 服务良好 10Persona
26、lity 个性 5Total 总分 100,2023/6/18,Key success factors?成功要素,3.For qualitative evaluation.成效评估R eliable 可信赖E nthusiastic 有热情S ensible 触觉灵敏P unctual 准时O pitimistic 乐观 ResponsibleN oble 思想高尚S ystematic 有条不紊I ndependent 独立工作能力B elonging 归属感L earner 勤奋好学E nterprising 进取心,2023/6/18,Key success factors?成功要素,4
27、.Human relationship 人际关系 Have a high EQ(Emotional Quotient)or cultivate it 情商高或努力提高情商,2023/6/18,EQ-1.Self Awareness 自我了解,Definition 定义 Hall marks 特点The ability to recognize Self confidence 自信and understand your Realistic self-moods,emotions,and assessmentdrives as well as their 符合实际的自我评估effect on ot
28、hers Self deprecating sense能发现并了解自己的心情、of humor情绪和意图，并了解它们 幽默感可拿自己开对别人的影响 玩笑,2023/6/18,EQ-2.Self Regulation自我调节,Definition 定义 Hall marks 特点The ability to control or Trustworthiness andredirect disruptive integrity.可信及正直impulses and moods.Comfort and ambiguityThe propensity to(ability to interpret in
29、suspend judgement than one way)to think before acting.舒适和灵活（多种方式控制或更改混乱的意念 表达的能力)和情绪，“三思而后行”Openness and change的倾向 开放及乐于改变,2023/6/18,EQ-3 Motivation 激励,Definition 定义 Hall marks 特点A passion to work for Strong drive to achieve.reasons that go beyond 强烈地渴望成功的意愿money and status.Optimism,even in the 工作的热
30、情不仅因为金钱 face of failure.和地位 失败时仍保持乐观A propensity(normal Organizationaltendency)to pursue commitment.goals with energy and 对组织的献身persistence.干劲十足并有毅力达成目标的倾向,2023/6/18,EQ-4 Empathy 同感,Definition 定义 Hall marks 特点The ability to understand Expertise in buildingthe emotional makeup of and retaining talent
31、.other people.培养及挽留人材了解他人情绪的能力 Cross-cultural Skill in treating people sensitivity.according to their 了解各种文化emotional reactions.Service to clients and根据人们的情绪反应 customers.给予不同对待 客户服务,2023/6/18,EQ-5.Social Skills 交际技巧,Definition 定义 Hall marks 特点Proficiency in managing Effectiveness on relationships an
32、d leading change.building networks.有效树立榜样,接受改变有效建立和管理关系网 Persuasiveness.An ability to find 说服力common ground Expertise in buildingand build rapport.And leading teams.确定背景,建立关系的 建立和领导团队的能 能力 力,2023/6/18,Quotable Quotes 有价值的语录,Success is the maximum utilization of the ability you have 最大限度地发挥你的才能就是成功 Z
33、ig Ziglar,2023/6/18,Guide lines?指导方针,1.Pre usage stage.使用前阶段Target 1 or 2 products to promote,start off with Primary products then Secondary.设定1至2种促销产品由首要产品开始推销,然后是次要产品.Find out which competitors product is doctor currently using-from Pharmacist,nurses or doctor himself.询问药师、护士或医生以了解目前医生使用的药品。,2023/
34、6/18,Guidelines?指导方针,1.Pre usage stage.使用前阶段Subtly target your promotion against products that are currently being used by doctor.巧妙针对医生常用的产品,计划促销活动.Objective-to get doctor to adopt your product 目标-医生用你的产品,2023/6/18,Guidelines?指导方针,2.Post usage stage.使用后阶段 2.1.Ensure movement of products.保证产品的使用 Is
35、doctor using your product as 1st,2nd or reserve treatment.医生把你的产品做为首选，二选还是后备？Target doctor to use as 1st line.你的目标让医生首选你的产品,2023/6/18,Guidelines?指导方针,2.Post usage stage.使用后阶段2.2.Use as 1st line,how?首选产品，然后？Ensure right call frequency.保证恰当的拜访频率Build rapport.建立和谐的关系Briefly remind doctor of key points
36、on each call.每次拜访，简单提示医生有关要点Reinforce/reassure doctor of his choice.向医生强调首选概念,2023/6/18,Guidelines?指导方针,2.Post usage stage.使用后阶段2.2.Use as 1st line,how?首选产品，然后？Expend indication.扩大适应症Increase usage on current indication.对当前的适应症扩大用法。Effective usage of promotional materials.有效使用促销材料Organize activities
37、 ie.Slide presentation,hospital symposium etc.组织促销活动，如幻灯演讲、医院研讨会,2023/6/18,Guidelines?指导方针,2.Post usage stage.使用后阶段2.3 Ensure good follow up/service.保证良好的跟进、服务Fulfill promises made.言出必行Uncover doctors need and satisfy it.发现医生的需求，满足医生的需求Constant updating of information.随时更新信息Close rapport.密切的关系,2023/
38、6/18,Guidelines?指导方针,3.Factors influencing doctors usage.影响医生用你的产品的因素3.1.Adoption.接受Need for the product.对产品的需求Efficacy.高效Convenience.方便Safety.安全Cost effective.经济,2023/6/18,Guidelines?指导方针,Convinced by HRs detailing.被代表的特性利益说服。Good Rapport with HR/Company.与代表、公司的良好关系。HRs persistency.代表坚持不懈努力的结果。Cons
39、istent follow up by HR.代表持续的跟进工作。,2023/6/18,Guidelines?指导方针,3.2 Repeat usage.反复使用Satisfied with product.对产品满意Constant reminder of key point.不断得到有关要点的提示。Patients request 病人要求Satisfied with HR 对代表满意,2023/6/18,Guidelines?指导方针,4.Factors influencing movement of the drugs.影响产品使用的因素4.1 1st line usage.首选产品F
40、amiliar with product.熟悉产品Convinced that product is the best for his patients 深信该产品是最好的产品Constantly reminded and visited by HR.代表持续地提醒与拜访。,2023/6/18,Guidelines?指导方针,Use on multiple indication.多种适应症Good rapport with HR 与代表关系好Perceived as cost effective.价格便宜,2023/6/18,Guidelines?指导方针,4.2 2nd line usage
41、.二线产品Feels that product is not as good as his 1nd choice 与首选产品相比，仍有不足Not cost effective to use as 1st line.与首选产品相比，花费太高。Not enough reminder or exposure to the drug.产品提示、宣传不足。Use on limited indication.适应症不多。Poor rapport with HR/Company.与公司或代表关系不佳。,2023/6/18,Guidelines?指导方针,4.3 Reserve usage.后备产品Feels
42、 that drug is too costly.产品太贵Feels that drug is too potent.药性太强Patients insist.病人坚持。Drug is good but HR/HRcompany is not 产品是好产品，但是代表、公司不行,2023/6/18,HRReports and records代表的报表 和记录,Daily.日报表Item 项目 Action 行动 Purpose 目的1。Daily call report.Submit each Record no.of customer day and product call and 每天上交
43、activities for the month.记录当月拜访客户、产品拜访 及促销活动的数量2。Customer Record for Monitoring of actual call itinerary plan.Periodic review frequency and actual drs by HR seen against planed.定期交主管的记录 监测实际拜访频率与医生数量(与计划相比),2023/6/18,HRReports and records代表的报表 和记录,Daily.日报表Item 项目 Action 行动 Purpose 目的3.Doctor Record
44、 Record for Recording of specific Card.Periodic information to be review by HS remembered and 定期交主管的 followed up 记录 记录必要的细节以便跟进,2023/6/18,HRReports and records代表的报表 和记录,Monthly.月报表。Item 项目 Action 行动 Purpose 目的1.Sales Monitoring Submit by 25nd Monitoring of sales of each month progress by hospitals/b
45、y 每月25日交 products,monthly&YTD 记录销售进展（医院、产品 月份及总销售额)2.Hospital Submit by 10nd Monitoring of drug Consumption each month usage 每月10日交 记录药物使用情况,2023/6/18,HRReports and records代表的报表 和记录,Monthly.月报表。Item 项目 Action 行动 Purpose 目的3.Monthly Submit by 1st Planning of activities itinerary plan week of each for the month.month 计划当月的活动 每月第一周交,2023/6/18,HRReports and records代表的报表 和记录,Basic data(once&periodic updating)基本数据(一次性或周期性更新)Item 项目 Action 行动 Purpose 目的1.Hospital Submit Basic database for information record and reference 上交 记录基本情况以供参考2.Doctor Specialty Submit Segmentation analysis.Breakdown.上交 分类分析,
