otc銷售代表全面技能提升（OTC Sales Representative overall skills enhancement）

1、otc銷售代表全面技能提升（OTC Sales Representative overall skills enhancement）training number:training program:syllabusOTC sales representative overall skills enhancementOTC background and basic informationOTC stands for basic work skillsOTC background and basic informationDrug classification managementOTC drug

2、 characteristicsBasic situation of OTC in ChinaThe development of OTC market in the world and ChinaOTC background and basic informationDrug classification managementOTC drug characteristicsBasic situation of OTC in ChinaThe development of OTC market in the world and ChinaDrug classification manageme

3、ntPrescription drug RxOTC OTCWhat is an OTC drug?Provide a quick and effective means of relieving symptoms without medical adviceIncreasing pressure on palliative careProvide more health care opportunities for rural and remote populationMajor countries establish OTC classification timeThe significan

4、ce of drug classification managementEnsure the safety and effectiveness of the peoples medicationThe development of medical and health servicesMedical and health system reformPeoples awareness of self health carePharmaceutical industry developmentIn line with international rulesNon prescription drug

5、s do not significantly reduce government health costsDrug price:Marketing costs: Doctor vs mediaConsumer psychology:Reimbursement: National Directory of medical insuranceWhere is the increase in sales of over-the-counter products?History of OTC (USA)1906 Federal Food and Drug Act (FFDA), interstate

6、commerce prohibited. Incorporation of secondary and error labeling drugs1914 Harrison drugs act, narcotics vessels need to have the stamp seal1937 universal sulfonamide events, with two glycol (antifreeze) as the solvent for the antibiotic, 107 died1938 food, drug and Cosmetic Act (FDCA), no prescri

7、ption medicine.1951 Humphrey-Durham amendments, prescription drug classes / OTC drugs1962 pregnant women, sedatives (thalidomide) events1962 Kefauver- Harris amendment, drug effectiveness and safety data1991 FDA to form the OTC Review Office / OTC Advisory CommitteeOTC background and basic informati

8、onDrug classification managementOTC drug characteristicsBasic situation of OTC in ChinaThe development of OTC market in the world and ChinaOTC drug characteristicssecurityeffectiveUsePriceDisease is easy to diagnoseSide effects are easy to controlOTCs five major productsVitamin VitaminSkin medicatio

9、n SkinOTCs five major productsWhat are the factors involved in the sale of OTC drugs?Medical knowledgeHealth awareness / regional differencesLife styleDisease patternMedical system reformEconomicsOTC appearanceOTC drug appearanceProprietary labels for over-the-counter drugsClass A / class B: signs a

10、nd sales regulationsAdvice language: please read the instructions carefully and use them according to instruction or under the guidance of pharmacists!Dual identityOTC background and basic informationDrug classification managementOTC drug characteristicsBasic situation of OTC in ChinaThe development

11、 of OTC market in the world and ChinaBasic situation of OTC in ChinaGradually perfect laws and regulations1997-01 the decision of the Central Committee of the Communist Party of China and the State Council on health reform and development: the state establishes and improves the classified management

12、 system for prescription and OTC drugs.1999-06-28 measures for the administration of prescription and non prescription drugs, 2000-1-11999-6-11s first national list of non prescription drugs1999-11-19 proprietary labeling and management regulations for non prescription drugsInterim Provisions on the

13、 administration of the distribution of prescription drugs and non prescription drugs in 1999-12-281999-11-25 management of adverse drug reaction monitoring2000-4-23 relevant provisions of pharmaceutical retail chain enterprises2000-7-1 specifications for quality control of pharmaceutical operations2

14、001-12 Drug Administration LawOther opinions on the implementation of the classified management system of prescription drugs and non prescription drugsProvisions on the administration of the approval and approval of non prescription drugsOTC directory statisticsTotal first batches, second batches of

15、 a and BNumber of health care institutions in China (2001?)Hospital / hospital 66935Hospitals above and above county level 15413Out patient department / 226588Drugstore 120000Basic situation of drugstores in ChinaTotal: 120 thousand400 chain stores, 7800 branchesGuangzhou 4000; Beijing 1300; Shangha

16、i 2000 (); Shenzhen 1400; Tianjin 700; Changsha 300; Shijiazhuang 210; Nanjing 500.Characteristic：Small: 70% for small and medium-sized pharmacies (50m2, 100 thousand / month)Low: low price, gross profit 25%; competition is fierceGrand plan for circulation in 5 yearsFrom 1 to 5 large pharmaceutical

17、distribution groups, which face domestic and foreign markets, diversify and reach annual sales of over 5 billion yuan40 or so large pharmaceutical circulation enterprise groups which face domestic market or domestic regional market and reach annual sales of over 2 billion yuanThe establishment of 10

18、 well-known pharmaceutical retail chain enterprises at home and abroad, each enterprise has more than 1000 branchesThe establishment of a number of regional pharmaceutical retail chain enterprises, each enterprise has stores around 100Pharmaceutical enterpriseExisting quantities: 3700 (), which may

19、be further reducedChinese and Western medicine account for half the world in the retail sectorThe emergence of a large number of successful Chinese medicine enterprises and brandsRetail sales ratio of three major types of drugs in China (2001)Consumers are getting used to OTCEconomic developmentSelf

20、 health consciousnessPharmacyTelevision advertisingOTC background and basic informationDrug classification managementOTC drug characteristicsBasic situation of OTC in ChinaThe development of OTC market in the world and ChinaDevelopments in the global OTC market (1998)The development trend of OTC mar

21、ket in ChinaPrediction of the development potential of OTC market in ChinaBillion yuan, an annual growth rate of 2001 in 2030The development trend of OTC market in ChinaOTC sales representative trainingOTC background and basic informationOTC stands for basic work skillsThe emergence of OTC sales rep

22、resentatives in ChinaEconomic system; pharmaceutical manufacturers; distributors; terminal patientsThe planned economy state and general hospital underwriting no choiceMarket economy; 80 s joint venture; new medicine; commercial representative; hospital representative90 s brand for TV advertising in

23、 pharmaciesHospital representative vs OTC representativeHospital representative OTC representativeBackground knowledge of MedicineVisiting object surfaceTime periodicityEnvironmental constraintsOTC represents the core missionDistributiontimewidelydisplayConspicuous: ConsumerConvenient: shop assistan

24、tShop assistant trainingWhat skills does a OTC sales representative need to master?How many OTC reps do you need for a city / region? OKHow to make the shopping plan? OKPharmacy personnel structure? OKDrug display principleBasic selling skills? OKGroup selling skills? OKHow to calculateHow many phar

25、macies does a OTC stand for?How many OTC delegates are needed in an area?hypothesisDrugstore level proportion visit frequencyWeekly visits: 4 days, while the other half is motorizedDaily visit time: 8 hoursAverage time per pharmacy: 30 minutes (including transportation)How many pharmacies does a OTC

26、 stand for?Formula:C? x x times / cycles = times per day, days / cycles per classAHow many OTC delegates are needed in an area?Formula:C? each level shop number x times / cycles = Times / cycles - stands for X numberADrummerOTC stands for proper nounsOptimized pharmacy visiting routeThe pressure of

27、visiting a drugstore every half an hourWhy make shopping route?Ensure all customers are visitedSave timeLet the boss know his whereaboutsReview and analyze the priorities and workload each monthEach OTC represents all must develop shopping routeHow to make the shopping route?General survey of drugst

28、ore in this areaPharmacy file formGeographical map of pharmaciesDrugstore censusSet up archives for the drugstore in the areaSecond-hand informationCensus by handSignificance：Shopping planDynamic file, public sharingstatistical analysisDatabase marketingCompany propertyPharmacy record and change rec

29、ord formDrugstore classificationNumber of counters A, C, CGeographical map of pharmaciesThe map of this region is reduced to A4Trace the outline of a mapAccording to the specific address at the drug store logo, different signs to distinguish pharmacies rankCalculate the number of pharmacies you need

30、 to visit each dayDrugstore level proportion visit frequencyNumber of visits per week: 4 daysThree point methodDivide 4 zones on a grade a storeIn each grade a area, the area is shared by BFollow the above method and subdivideRoute optimizationSo make shopping planGeneral survey of drugstore in this

31、 areaPharmacy file formGeographical map of pharmaciesCalculate the number of pharmacies you need to visit each dayThree: drummer scheduleoptimizationThe pharmacy storesDoors / windowsFront counter / back counterCounter groupingDrug classificationPharmacy personnel structureSales activities and pharm

32、acy staffDrug displayBoot purchaseremindConvenient recommendationCommodity display factorsRight timeProper locationProper price tagAppropriate productProper displayFive principles of merchandising1 easy to get or see position:Route orientation for consumer entryClerk counter: height between line of

33、sight and shoulderFront desk counter: first floor above counterNot sheltered by other furnishingsThe closest place to the glassPlaced in the middle between similar products2 enlarge or increase the display position of a productCounter topNear the checkout counterCounter at the end of the shelf and a

34、t the corner of the goodsThe walkway is displayed on the floor3 increase the product display surfaceDisplay multiples, sales increase3 increase the product display surfaceDisplay surface: product front, including trademark, commodity nameMore than three panelsStable and not easy to tip over4, produc

35、t series centralized placement5 cooperate with all kinds of POP promotionsThinking questionWhat are the main differences between a hospital representative and a OTC representative?What are the three core tasks of the OTC sales representative?What is the ultimate purpose of the training session?A OTC

36、 stands for the number of pharmacies that can be covered. What are the parameters?What are the three parameters for a drugstore classification?What are the steps of making shopping plan?What are the 5 elements of merchandising?The goods on display are what the 5 principles?OTC stands for visiting sk

37、illsK knowledge: the most basic product knowledge ? according to the product managerA attitude: should be behavior ? according to OTC represents the behavior and work plan implementationS skills: core basic skillsDistinctions between good representatives and ordinary delegatesAn excellent representa

38、tive; a general representativeSkill categoriesApplication frequencyOTC stands for visiting skillsProfessional preparation before visitOTC stands for visiting skillsOTC stands for visiting skillsProfessional preparation before visitOTC stands for visiting skillsProfessional preparation is helpful bef

39、ore visiting:Boost confidenceUnderstand the current situation of customers, quickly grasp the scope of discussionVisit, you can grasp the scope of discussion with the customer dialogueMake full use of valuable time to reach an agreement or a plan of actionProfessional preparation before visitSet goa

40、ls, SMART goalsTarget and time management visit record sheetSelf preparation and visiting package before visitUnderstand customers background information, drugstore filePlan before visit, prepare visiting target and visit process in mindTarget and time managementUse shopping route list / pharmacy vi

41、sit record tableSelf preparation before visitAppearanceVisiting bag:Pharmacy visiting record sheet / planStationery necessaryProduct informationUnderstanding the customers background informationDrugstore filePlan preparation before visitDay visit pharmacy target: Drugstore visit record sheet / planD

42、etermine the visiting process for each drugstore to meet the visiting target:Opening remarksFAB and supportPossible objections and methods of dealing with itHow do I end the visit?Professional preparation before visitSet goals, SMART goalsTarget and time management visit record sheetSelf preparation

43、 and visiting package before visitUnderstand customers background information, drugstore filePlan before visit, prepare visiting target and visit process in mindOTC stands for visiting skillsProfessional preparation before visitOTC stands for visiting skillsCore sales skills for medical sales repres

44、entativesCore sales skills for medical sales representativesOTC stands for visiting1 Distribution2 product introduction3 company introduction4 tally (shelf display)5 make order with6 promotion plan implementation7 inventoryOpening remarksPut forward the agenda directly and state the value of the age

45、nda to the customerConnection themeAsk: export needsReal demand is at the bottom of the icebergThe need behind the needLogical nesting needed / required reasonA certain level of need is what we expect or need to findGive an exampleIts not hot outside, ?I want to play outsideConsulting serviceConsult

46、ing companyPsychiatristCore sales skills for medical sales representativesInquiry methodOpen style does not choose to speak freelySelective limited selectionAn inductive choice, expectation, or encouragementOpen typeObjective caseOpen the discussion how, what?Explain or seek clarification. What are

47、the differences between A and B?To identify and confirm the opinions of others why do you think.SelectiveAffirmative / negativeChoose among the answers providedInductiveHave no choiceObviousCore sales skills for medical sales representativesPersuasive skills: FABThe characteristics of the product it

48、selfThe role or function of product characteristics: general interestsThe extensibility and malleability of product effectivenessThe timing of the initiation of FAB persuasionThe other party expresses a need, andYou know your services and products meet this needCustomers are ready to listenFAB and h

49、untingThe prey appeared and stood stillChoose a bullet that suits your gameNo gun!Not much shotCore sales skills for medical sales representativesObjectionDoubt: FAB is not strong enoughMisconception: the right FAB meets the useless needsDisadvantages: FAB does not meet a requirementmisunderstandIde

50、ntify real needs: the needs behind misunderstandingsPersuade the demandUnderstanding the requirementsFAB statementAsking whether or not to acceptshortcomingExpress ones understanding of the others shortcomingsShift the focus to overall interests: balance the overall strengths and weaknessesRevert to

51、 previously accepted interests in order to dilute shortcomingsAsking whether or not to acceptWhat if the other party doesnt buy it?Asking for more needsUse new interests to persuadeThere are times when there really is no wayCore sales skills for medical sales representativesWhen to commit to each ot

52、her?The other side fully agrees that your product or service will meet their needs: you need to confirmRe - sum and emphasize the interests previously acceptedAsking for complete acceptanceCommitment contentTarget relatedTake recommendation as the centerIf the other party does not promiseWhen there

53、is concern (return, objection, treatment, circulation)Find out whyReduce commitmentSay noBuilding and maintaining relationshipsSometimes you really can do nothing about itCore sales skills for medical sales representativesCore sales skills for medical sales representativesOTC sales representative tr

54、ainingOTC background and basic informationOTC stands for basic work skillsTeam salesActually, its a meetingObject:ClerkPatientShop assistant trainingThe shop assistant never recommends products she doesnt know and approve ofShop assistant is the first factorShop assistants are not medical experts: expla