競(jìng)爭(zhēng)(2)ppt課件

1、競(jìng)爭(zhēng)銷售 Human Resource Dept.Competitive Selling競(jìng)爭(zhēng)是必然的 商場(chǎng)如戰(zhàn)場(chǎng)商場(chǎng)如情場(chǎng)對(duì)手Objectives目的To create awareness of the level ofcompetitiveness displayed by competitors. 清醒地認(rèn)識(shí)競(jìng)爭(zhēng)對(duì)手所顯示的競(jìng)爭(zhēng)程度。To provide first hand experience on ways to do competitor analysis.提供分析競(jìng)爭(zhēng)對(duì)手的親身閱歷。To provide insight on how to help build convictio

2、n and competitiveness in HR, in the shortest period of time.在最短的時(shí)間內(nèi)提供怎樣協(xié)助銷售代表建立自信心和競(jìng)爭(zhēng)力的看法To provide a platform to provide a more practical and meaningful training to HR.提供一個(gè)對(duì)銷售代表進(jìn)展更加可行和有意義的培訓(xùn)的時(shí)機(jī)。Benefits益處Penetrate competitor market to increase market share.進(jìn)入競(jìng)爭(zhēng)對(duì)手的市場(chǎng)，添加市場(chǎng)份額Stop the decline in market

3、 share.停頓市場(chǎng)份額的下滑競(jìng)爭(zhēng)銷售 推銷者為擴(kuò)展商品銷售、提高市場(chǎng)占有率、打擊競(jìng)爭(zhēng)對(duì)手而采取的戰(zhàn)略和方法。Failing which.Reduce usage of competitor drug by adopting;Competitive Sellingthe key to keeping your competitor at bay.用“競(jìng)爭(zhēng)銷售來(lái)減少競(jìng)爭(zhēng)對(duì)手產(chǎn)品的運(yùn)用是扼制競(jìng)爭(zhēng)對(duì)手的關(guān)鍵競(jìng)爭(zhēng)的要素市場(chǎng)公司代表產(chǎn)品 種類 質(zhì)量 價(jià)錢 市場(chǎng)競(jìng)爭(zhēng)的方式賣方與賣方賣方與買方買方與買方公司的競(jìng)爭(zhēng)公司的實(shí)力公司的知名度、信譽(yù)公司的產(chǎn)品公司的市場(chǎng)及銷售戰(zhàn)略 代表的競(jìng)爭(zhēng)代表的才干代表的人品代表

4、的敬業(yè)精神代表的人際、社會(huì)關(guān)系 如今的醫(yī)生要求醫(yī)藥代表們具有廣博的科學(xué)知識(shí)，可以提供最及時(shí)的醫(yī)學(xué)信息。怎樣獲得訪問(wèn)時(shí)機(jī)代表有廣博的科學(xué)知識(shí)代表的個(gè)人關(guān)系怎樣獲得訪問(wèn)時(shí)機(jī)我們的競(jìng)爭(zhēng)方式 我敵醫(yī)生患者No!競(jìng)爭(zhēng)的根本原那么正當(dāng)合法符合倫理品德法制商業(yè)品德公平老實(shí)講信譽(yù)競(jìng)爭(zhēng)的不當(dāng)行為地方維護(hù)主義濫用經(jīng)濟(jì)優(yōu)勢(shì)故意制造妨礙欺詐行為商業(yè)賄賂進(jìn)犯商業(yè)競(jìng)爭(zhēng)銷售的特點(diǎn)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)越猛烈競(jìng)爭(zhēng)在產(chǎn)品方面的優(yōu)勢(shì)減少競(jìng)爭(zhēng)在售后效力方面要求在提高對(duì)醫(yī)藥代表的要求愈來(lái)愈高競(jìng)爭(zhēng)對(duì)手的識(shí)別直接競(jìng)爭(zhēng)相關(guān)競(jìng)爭(zhēng)隱形競(jìng)爭(zhēng)競(jìng)爭(zhēng)Sun Zis “Art of War孫子的戰(zhàn)爭(zhēng)藝術(shù)Know yourself, kn

5、ow your enemy, 100 battle fought, 100 battle won.知己知彼，百戰(zhàn)百勝Know yourself but not knowing your enemy, 100 battle fought, 50 battle won.知己而不知彼，一勝一負(fù)Not knowing yourself and not knowing your enemy, 100 battle fought, 100 battle lost.不知己不知彼，每戰(zhàn)必殆競(jìng)爭(zhēng)銷售的戰(zhàn)略揚(yáng)己之長(zhǎng),避己短克彼之短,避其長(zhǎng)攻守兼顧,以攻為守先入為主反復(fù)反復(fù)The Best Strategy 最正確

6、戰(zhàn)略Prevent competitor product listing in hospitals.防止競(jìng)爭(zhēng)對(duì)手的產(chǎn)品出如今醫(yī)院的用藥目錄中競(jìng)爭(zhēng)產(chǎn)品Strategy? 戰(zhàn)略？The Best defense is to Attack.最好的防守是進(jìn)攻競(jìng)爭(zhēng)銷售的方法預(yù)備實(shí)施反響改良預(yù)備知道他的戰(zhàn)場(chǎng) 市場(chǎng)的背景知識(shí) 疾病的根本知識(shí)知道他本人 產(chǎn)品知識(shí)優(yōu)勢(shì)、弱點(diǎn) 個(gè)人及公司的特點(diǎn)知道他的對(duì)手 競(jìng)爭(zhēng)產(chǎn)品知識(shí)優(yōu)勢(shì)、優(yōu)點(diǎn) 對(duì)手及其公司的特點(diǎn) 綜合分析、找出突破口知道他的戰(zhàn)場(chǎng)市場(chǎng)的背景知識(shí) 市場(chǎng)的大小、潛力 國(guó)家的政策、法規(guī) 經(jīng)濟(jì)開展情況疾病的根本知識(shí) 疾病的發(fā)病率、危害性 疾病的發(fā)病機(jī)理及目前治療 醫(yī)生、

7、患者的覺得知道他的戰(zhàn)場(chǎng)根據(jù)產(chǎn)品的順應(yīng)癥 公司、醫(yī)生、患者根據(jù)醫(yī)院及科室的特征根據(jù)醫(yī)生的根本情況知道他本人產(chǎn)品知識(shí) 優(yōu)勢(shì)利益銷售 優(yōu)勢(shì)異議處置公司 很強(qiáng)的實(shí)力、很好的聲譽(yù) 專業(yè)化的促銷方式個(gè)人 長(zhǎng)項(xiàng)和短處知道他的對(duì)手競(jìng)爭(zhēng)產(chǎn)品的知識(shí) 優(yōu)勢(shì)突破口 優(yōu)勢(shì)淡化競(jìng)爭(zhēng)廠家及代表 短處突破口要有足夠的證據(jù)支持資料！ 反復(fù)、反復(fù)、再反復(fù)！知道他的對(duì)手搜集競(jìng)爭(zhēng)產(chǎn)品資料 產(chǎn)品闡明書 單頁(yè) 臨床文獻(xiàn) 患者手冊(cè) 其他相關(guān)信息、資料 市場(chǎng)及銷售資料要有足夠的證據(jù)支持資料！ 反復(fù)、反復(fù)、再反復(fù)！知道他的對(duì)手搜集競(jìng)爭(zhēng)對(duì)手資料 個(gè)人資料 主要目的醫(yī)生 促銷活動(dòng) 要有足夠的證據(jù)支持資料！ 反復(fù)、反復(fù)、再反復(fù)！知道他的對(duì)手競(jìng)爭(zhēng)產(chǎn)品

8、資料及代表分析 產(chǎn)品的強(qiáng)項(xiàng)和弱項(xiàng) 宣傳中能否有誤導(dǎo) 資料或宣傳中矛盾之處 掩蓋的副作用 代表本身的優(yōu)點(diǎn)和短處 促銷活動(dòng)中不公正要有足夠的證據(jù)支持資料！ 反復(fù)、反復(fù)、再反復(fù)！Understand to build conviction 了解去建立信心Know the advantages and disadvantages of each competitors in the market.了解市場(chǎng)上每一個(gè)競(jìng)爭(zhēng)對(duì)手的優(yōu)點(diǎn)和短處Search for lots of proof to support your point.尋覓足夠的證據(jù)支持他的觀念Use logic and emotions to

9、gain trust and support.用邏輯和情感去博得信任和支持Build up materials for attack 為進(jìn)攻積累資料Analyze competitors materials分析競(jìng)爭(zhēng)者的資料Brochures, clinical papers, package inserts, etc.畫冊(cè)，報(bào)紙，包裝等Both original and generic原始的和通用的資料What to analyze?分析什么Misleading claims, sensitive information, strengths & weaknesses誤導(dǎo)性的聲明，敏感的音訊，

10、優(yōu)點(diǎn)和弱點(diǎn)Excipients especially preservatives Build up materials for defense 積累防守的資料Identify the problems faced in the battlefield.認(rèn)清競(jìng)爭(zhēng)市場(chǎng)所面臨的問(wèn)題Create the solution to the problems e.g. a story.發(fā)明處理問(wèn)題的方法，比如一個(gè)故事Take a snipe at your enemy whenever possible (counter attack).在任何能夠的時(shí)候攻擊他的對(duì)手Build up materials fo

11、r attack 為進(jìn)攻積累資料Emphasize the trivial強(qiáng)調(diào)細(xì)小的地方Catch the minor details and make it BIG抓住小細(xì)節(jié)并把它放大Search for the not-so-obviousdetail尋覓不明顯的細(xì)節(jié) 心思上的預(yù)備戰(zhàn)前的興奮、激動(dòng)充溢自信的進(jìn)入戰(zhàn)場(chǎng)擅長(zhǎng)調(diào)動(dòng)心情機(jī)智靈敏隨機(jī)應(yīng)變要讓他的醫(yī)生感到疑心！編故事可信聽邏輯想感情做Create Doubt發(fā)明疑問(wèn) Efficacy 效能Safety 平安度Reliability可信度product 產(chǎn)品company 公司manufacturing 制造HR 醫(yī)藥代表實(shí)施按方案實(shí)施因

12、人制宜抓住時(shí)機(jī)防患于未然留意加強(qiáng)、穩(wěn)定反響及改良根據(jù)醫(yī)師反響及處方，及時(shí)反響假設(shè)醫(yī)生疑慮，不要?dú)怵H，提供更有利的證據(jù)支持并反復(fù)之。留意搜集最新的信息，不斷穩(wěn)定已獲得的成果提高警惕，嚴(yán)防對(duì)手反撲競(jìng)爭(zhēng)銷售勝利的鑰匙繼續(xù)反復(fù)入迷競(jìng)爭(zhēng)銷售的緊迫性 不是他死就是我活Food for thoughtIf you were to lose this war, you will lose your life. Will you give your best?假設(shè)他戰(zhàn)敗就得喪命，他會(huì)不會(huì)盡全力去戰(zhàn)呢？競(jìng)爭(zhēng)銷售的本卷須知要做好充分的預(yù)備開場(chǎng)嘗試做競(jìng)爭(zhēng)銷售的對(duì)象 非目的醫(yī)生 關(guān)系好的目的醫(yī)生不要樹敵太多，找準(zhǔn)最主要

13、的對(duì)手慎重、巧妙攻擊對(duì)手Plan your attack為進(jìn)攻做方案Attack your competitor subtly謹(jǐn)慎地進(jìn)攻他的競(jìng)爭(zhēng)對(duì)手Delay your attack when expected 他人覺察時(shí)暫緩進(jìn)攻Skillful presentation of opponents negative有技巧的展現(xiàn)對(duì)手的弱點(diǎn)Update with current information掌握最新信息，跟上開展Compare and contrast比較和對(duì)照 Strong parting message分開時(shí)留下的有力信息Competitive CallSocial call + C

14、ompetitive Call.Sell YourselfSell ProductPenetrate comp-titors marketHow distant is success?You are just an attitude away from Success AnonymousWorkshop 5 objective 培訓(xùn)目的 Competitor knowledge關(guān)于競(jìng)爭(zhēng)對(duì)手的知識(shí)One page summary of competitor一頁(yè)競(jìng)爭(zhēng)對(duì)手的小結(jié)Prepare for the battle-field為競(jìng)爭(zhēng)市場(chǎng)做預(yù)備Attack - Summary of points

15、 to attack and materials to support進(jìn)攻進(jìn)攻要點(diǎn)的總結(jié)及相關(guān)資料Defend - Detailed answer to common objections防守對(duì)普通回絕的詳細(xì)解答Workshop 5 objectives 培訓(xùn)目的Prepare your HR培訓(xùn)他的銷售代表Tell a story to create doubt講一個(gè)故事來(lái)引起疑問(wèn)Target and penetrate competitors market目的和進(jìn)入競(jìng)爭(zhēng)對(duì)手的市場(chǎng)Action Plan行動(dòng)方案Which competitor product?哪個(gè)競(jìng)爭(zhēng)對(duì)手的產(chǎn)品Which h

16、ospital/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)間構(gòu)造行動(dòng)方案Competitive Call Standards1. Tell a story to create doubtRelate other doctors bad experience using competitors product.2. Effective probingTo uncover doctors needTo gauge doctors accepta

17、nce3. Clearly compare and contrast Features & BenefitsWhat needs can we fulfill?Competitive Call Standards4. Effective usage of competitors materialsHighlight contoversial issues, misleading claims or unethical practices.Physical comparison of product against competitors-taste, smell, looks, texture5. ClosingGet doctor to start using (for non-user)Aim for 1st choice usage (for curre