Training醫(yī)院代表培訓(xùn)

Training醫(yī)院代表培訓(xùn)Motto座右銘Procrastination拖拉耽擱Pessimism悲觀情緒Politicking爭權(quán)奪利Whatisyourjob?你的工作是？Gettingcustomerstouseoroptimizecustomers’usageofcompany’sproductsthrougheffectivepromotionandskillfulinteraction.

通過卓有成效的促銷活動與銷售技巧，讓客戶盡量多用公司產(chǎn)品。Responsibilities?職責(zé)是？TopromoteXJPrangeofprofessionalproductsinyourassignedterritory.在分配區(qū)域內(nèi)推廣公司的專業(yè)產(chǎn)品Tooptimizethesalesoftheseproductstothecustomersbyensuringachievementofa.totalRmbtarget.b.targetbyproductline.向客戶推廣產(chǎn)品，以達(dá)成目標(biāo)

1〕總金額2〕各產(chǎn)品的指標(biāo)

Responsibilities?職責(zé)是？Tobecompetentintheperformanceofyourjobbyensuringproficiencyinproductknowledgeandsellingskills.

產(chǎn)品知識和銷售技巧熟練，工作表現(xiàn)出色。Responsibilities?職責(zé)是？Toensureproperandupdatedrecordingoftransactionswithcustomersintherelevantformatprovided.使用統(tǒng)一表格準(zhǔn)確記錄客戶資料，及時更新。Toensurepunctualsubmissionofreports.準(zhǔn)時上交報表。Responsibilities?職責(zé)是？Tomaintainahighstandardofprofessionalisminyourdailyjobroutine.維持每日拜訪的高度專業(yè)性。Tobeateamplayerandcontributetocompany’seffortinbuildingacohesiveandprogressiveteam.良好的團(tuán)隊精神，為加強(qiáng)團(tuán)隊的凝聚力和向上精神做出貢獻(xiàn)。SCHWARZ-SSQQStandard

許瓦茲－SSQQ標(biāo)準(zhǔn)Speed速度Senseofurgency緊迫感Minimizelostopportunities將失敗可能減至最低Scale程度Thinkbig大計劃Highexpectations高要求

SCHWARZ-SSQQStandard

許瓦茲－SSQQ標(biāo)準(zhǔn)Quantity數(shù)量Dobig盡量多做些工作Maximizeoutputbyoptimizingsellingtimee.g.workhard,makemorecalls.增加銷售時間，使產(chǎn)出達(dá)到最高，如努力工作，盡量多拜訪醫(yī)生。Quality質(zhì)量Efficiency/Productivity效率/生產(chǎn)率Hductcall.我們做的每一件事情都是高質(zhì)量的，如產(chǎn)品拜訪HowDoIApproachMyJob?

我該如何工作？1.Beaprofessionalsalesrepresentative.做個專業(yè)銷售代表Information信息Messenger傳遞員versus對HRReceiver接收人Noaction/result無行動，結(jié)果Information信息代表ProductiveusageofInformation???有效的利用信息Receiver接收人Action/result行動，結(jié)果HowDoIApproachMyJob?

我該如何工作？2.Doafullday’sjobnotafoolday’sjob.竭盡全力地工作Fullversus“Fool”竭盡全力對“傻瓜”Maximizesellingtime全力工作Planyourwork有計劃地工作Rightcustomer恰當(dāng)?shù)目蛻鬚laythefool/truant工作散漫Workaimlessly工作無目標(biāo)Randomcalling不定時拜訪HowDoIApproachMyJob?

我該如何工作？2.Doafullday’sjobnotafoolday’sjob.竭盡全力地工作FullversusFool竭盡全力對傻瓜Rightfrequency合適的拜訪頻率Rightmessage正確信息Baseonrapport和諧的關(guān)系Everythingexceptproduct不提產(chǎn)品Experience/skill經(jīng)驗和技能Years~Repetition~Variation年限～重復(fù)～變異1yeara.12x250=3,000callsc.1call20times1年a.12x250=3,000拜訪c.1call20次

or或

b.20x250=5,000callsc.20calls20timesb.20x250=5,000拜訪c.20calls20次

Repetition~themotherofskill“熟能生巧“”HowdoIstartmyjob?

我該如何工作？Gettherightknowledgeandskills.掌握正確的知識和技巧。Productknowledge,sellingskills.產(chǎn)品知識，銷售技巧Trainingandfollowupwithselflearning.培訓(xùn)及跟進(jìn)工作后還需自己不斷努力HowdoIstartmyjob?

我該如何工作？Gettoknowyourterritory.熟悉你的區(qū)域。Salesbyproduct,hospital.分產(chǎn)品，醫(yī)院的銷售額。Customerandterritory.客戶與區(qū)域Basicanalysisandfieldwork.基本的分析與實地的工作。HowdoIstartmyjob?

我該如何工作？Adopttherightattitude.正確的態(tài)度＄＄＝K＋S（A〕財富＝努力＋聰明（可信賴〕20％how.80%why20%怎樣做80％為什么Workhardandsmart.努力工作和聰敏Responsibleandaccountable.責(zé)任感與可信度Willingtolearn勤于學(xué)習(xí)Willingtochange應(yīng)變力強(qiáng)5typesofcustomercall?拜訪種類Socialcall.社交拜訪Socialinteractiontocreatebetterrapportwithcustomer.通過社交活動與客戶建立良好關(guān)系。Informativecall.信息拜訪Deliveringinformationtocustomer.提供信息給客戶或為搜集信息而拜訪。5typesofcustomercall?拜訪種類Interrogativecall.提問式拜訪Continuousquestioningeithertocollectinformationortogetcustomertodothetalking.通過不斷提問以搜集信息或與客戶進(jìn)行交流。Mosteffectivecustomercall最有效的拜訪方式Productcall.產(chǎn)品拜訪Connectingproductknowledgewithsellingskilltoconvincecustomertouseorexpandusageofourproduct.使用產(chǎn)品知識與銷售技巧，以說服客戶使用或增加公司產(chǎn)品的用量。MusthaveObjectiveOpening,Probing,Features&Benefits&Closing.必須包括目的性開場白，探詢，特性利益和成交。Mosteffectivecustomercall最有效的拜訪方式CompetitiveCall競爭拜訪Highlyobjectivecall目的性極強(qiáng)的拜訪Positioningyourproductasthefirstchoiceoftreatment.將公司產(chǎn)品定位首選。Preventingcompetitorfrompenetratingyourmarket.阻擊競爭產(chǎn)品滲透入你的市場。Whichisbest?哪種最好？Combinationcall–70%Productcall/CompetitiveCall+30%Socialcall.混合拜訪－70％產(chǎn)品拜訪或競爭拜訪及30％社交拜訪BenefitsofProductCall?產(chǎn)品拜訪的優(yōu)勢Increaseefficiency-lesswastagetime,morecalls.提高效率-減少浪費(fèi)時間，更多拜訪Highereffectiveness-moresales效率更高-銷售增加LearningSteps學(xué)習(xí)步驟Imitate模仿Improve改進(jìn)Innovate創(chuàng)新Create發(fā)明HowdoImanagemyjob?

我該怎樣工作？Striveforsalesachievement.為達(dá)成銷售目標(biāo)而努力Monthlysalestargetandproducttarget.每月的銷售指標(biāo)和產(chǎn)品銷售指標(biāo)。Byhospital,byterritory.分醫(yī)院，分區(qū)域。HowdoImanagemyjob?

我該怎樣工作？Ensureachievementofcallrate.確保完成要求拜訪量Atleastminimumrequirement(12).最低要求（12）Donothesitatetodomoreifpossible.如有可能，盡量多拜訪醫(yī)生。HowdoImanagemyjob?

我該怎樣工作？Numberofslidepresentation.幻燈演講人數(shù)Ensureachievementoftargetednumberofsidepresentationpermonth.保證達(dá)到每月幻燈演講要求人數(shù)。VIPdevelopment.發(fā)展學(xué)術(shù)帶頭人EnsureidentificationandfollowupdevelopmentofVIP.確認(rèn)并跟進(jìn)學(xué)術(shù)帶頭人的發(fā)展工作。HowdoImanagemyjob?

我該怎樣工作？Coverageoftargetdoctors.目標(biāo)醫(yī)生覆蓋Ensurecoverageofalltargeteddoctorsasplanned.保證已覆蓋所有目標(biāo)醫(yī)生。Ensurerightfrequencyofcalling.保證恰當(dāng)?shù)陌菰L頻率。HowdoImanagemyjob?

我該怎樣工作？Roundtablediscussion(ISO).

圓桌會（特別是異舒吉）

EnsureorganizingatleastIroundtablediscussionpermonth.每月最少一次圓桌會。PRcampaign公關(guān)活動EnsureorganizationoPRcampaignatleastoncepermonth.每月至少一次公關(guān)活動。HowdoImanagemyjob?

我該怎樣工作？Prescribinganalysis(AAA/AA/A)-Ris.

處方分析（1級/2級/3級醫(yī)生〕－EL－50／ISOPlantoincreasenumberofAAAandAA.計劃增加1級和2級醫(yī)生的數(shù)量Usageofpromotionalmaterials.使用促銷資料Ensureusageofbrochures,clinicalpapers,BATS.Theyaremybullets.保證使用單頁，臨床報告，品牌提示物，這些是我的武器。HowdoImanagemyjob?

我該怎樣工作？Newbusinessdevelopment.開發(fā)新業(yè)務(wù)Ensurecreationonewbusinesseveryquarter.保證每季度開發(fā)新業(yè)務(wù)。Reportsubmission.上交報表Ensurepunctualsubmissionofreport.保證準(zhǔn)時上交報表HowdoIincreasesales?我怎樣增加銷售？Increasedrugusage提高用量moreindication更多適應(yīng)癥Morepatients更多病人Improvequalityofcall提高拜訪質(zhì)量Productcall產(chǎn)品拜訪Timemanagement/efficiency時間管理/效率Increasecustomer增加客戶morehospitals更多醫(yī)院moredoctors更多醫(yī)生HowtobesuccessfulHR?

怎樣做個成功的代表？RightCustomer.恰當(dāng)?shù)目蛻?Highpotential,VIP.高潛力，學(xué)術(shù)帶頭人RightFrequency.合適的頻率Minimuminvestment,maximumreturns.低投入，高產(chǎn)出RightMessage.正確的信息Impartcoresellingpointstocustomerandexpectresult.將核心賣點傳遞給客戶，達(dá)成預(yù)期效果。Keysuccessfactors?成功要素?Mindset.

心態(tài)Bebusinessminded.生意頭腦

Scientificoriented科學(xué)定位

to到

Scientificapproach科學(xué)方法

but加上

Businessoriented生意頭腦Keysuccessfactors?成功要素?Forquantitativeresult.高成效

Factors(因素〕Weight(比率〕Workhard&smart25%辛勤工作，方式靈活ProductKnowledge20%產(chǎn)品知識SellingSkills20%銷售技巧Keysuccessfactor?成功要素Factors(因素)Competitorknowledge競爭產(chǎn)品知識Persistency堅持不懈Goodservice服務(wù)良好Personality個性Total總分Weight(比率)10%10%10%5%100%Keysuccessfactor?成功要素ReliableEnthusiasticSensiblePunctualNobleSystematicIndependentBelongingLearnerEnterprising可信賴有熱情觸覺靈敏準(zhǔn)時思想高尚有條不紊獨立工作能力歸屬感勤奮好學(xué)進(jìn)取心3.Forqualitativeevaluation.成效評估Keysuccessfactors?成功要素Humanrelationship

人際關(guān)系

HaveahighEQ(EmotionalQuotient)orcultivateit.

情商高或努力提高情商

EQ-1.SelfAwareness

自我了解Definition定義

Theabilitytorecognizeandunderstandyourmoods,emotions,anddrivesaswellastheireffectonothers

能發(fā)現(xiàn)并了解自己的心情，情緒和意圖，并了解它們對別人的影響。

Hallmarks特點

Selfconfidence自信

Realisticself-assessment符合實際的自我評估

Selfdeprecatingsenseofhumor幽默感－可拿自己開玩笑。

EQ-2.SelfRegulation

自我調(diào)節(jié)Definition定義

Theabilitytocontrolorredirectdisruptiveimpulsesandmoods.Thepropensitytosuspendjudgmenttothinkbeforeacting.

控制或更改混亂的意念和情緒?！叭级笮械摹眱A向Halfmarks特點

Trustworthinessandintegrity.可信及正直

Comfortandambiguity(abilitytointerpretinmorethanoneway).舒適和靈活(多種方式表達(dá)的能力)

Opennessandchange.

開放及樂于改變。EQ-3Motivation激勵Definition定義

Apassiontoworkforreasonsthatgobeyondmoneyandstatus.工作的熱情不僅因為金錢和地位。

Apropensity(normaltendency)topursuegoalswithenergyandpersistence.

干勁十足并有毅力達(dá)成目標(biāo)的傾向Halfmarks特點

Strongdrivetoachieve.強(qiáng)烈地渴望成功的意愿Optimism,eveninthefaceoffailure.失敗時仍保持樂觀

Organizationalcommitment.對組織的獻(xiàn)身EQ-4.Empathy同感Definition定義Theabilitytounderstandtheemotionalmakeupofotherpeople.了解他人情緒的能力。Skillintreatingpeopleaccordingtotheiremotionalreactions.根據(jù)人們的情緒反應(yīng)給予不同對待。Hallmarks特點Expertiseinbuildingandretainingtalent.培養(yǎng)及挽留人才Cross-culturalsensitivity.了解各種文化。Servicetoclientsandcustomers.客戶服務(wù)。EQ-5.SocialSkills交際技巧Definition定義

Proficiencyinmanagingrelationshipsandbuildingnetworks.有效建立和管理關(guān)系網(wǎng)

Anabilitytofindcommongroundandbuildrapport.確定背景，建立關(guān)系的能力。Halfmarks特點

Effectivenessinleadingchange.有效樹立榜樣，接受改變

Persuasiveness.說服力

Expertiseinbuildingandleadingteams.建立和領(lǐng)導(dǎo)團(tuán)隊的能力QuotableQuotes

有價值的語錄Successisthemaximumutilizationoftheabilityyouhave.

最大限度地發(fā)揮你的才能就是成功。ZigZiglarGuidelines?指揮方針Preusagestage.使用前階段Subtlytargetyourpromotionagainstproductsthatarecurrentlybeingusedbydoctor.巧妙針對醫(yī)生常用的產(chǎn)品，計劃促銷活動。Findoutwhichcompetitor’sproductisdoctorcurrentlyusing-fromPharmacist,nursesdoctorhimself.詢問藥師，護(hù)士或醫(yī)生以了解目前醫(yī)生使用藥品。Guidelines?指導(dǎo)方針Preusagestage.使用前階段Subtlytargetyourpromotionagainstproductsthatarecurrentlybeingusedbydoctor.巧妙針對醫(yī)生常用的產(chǎn)品，計劃促銷活動。Objective–togetdoctortoadoptyourproduct目標(biāo)－醫(yī)生用你的產(chǎn)品Guidelines?指導(dǎo)方針Postusagestage.使用后階段2.1.Ensuremovementofproducts.保證產(chǎn)品的使用。Isdoctorusingyourproductas1st,2ndorreservetreatment.醫(yī)生把你的產(chǎn)品做為首選，二選是后備？Targetdoctortouseas1stline.你的目標(biāo)－讓醫(yī)生首選你的產(chǎn)品Guidelines?指導(dǎo)方針Postusagestage.使用后階段2.2。Useas1stline,how?首選產(chǎn)品，然后？Ensurerightcallfrequency.保證恰當(dāng)?shù)陌菰L頻率。Buildrapport.建立和諧的關(guān)系。Brieflyreminddoctorofkeypointsoneachcall.每次拜訪，簡單提示醫(yī)生有關(guān)要點。Reinforce/reassuredoctorofhischoice.向醫(yī)生強(qiáng)調(diào)“首選”的概念。Guidelines?指導(dǎo)方針Postusagestage.使用后階段2.2。Useas1stline,how?首選產(chǎn)品，然后？Expandindication.擴(kuò)大適應(yīng)癥Increaseusageoncurrentindication.對當(dāng)前的適應(yīng)癥擴(kuò)大用法。Effectiveusageofpromotionalmaterials.有效使用促銷材料。Organizeactivitiesisslidepresentations,hospitalsymposiumetc.組織促銷活動，如幻燈演講，醫(yī)院研討會等。Guidelines?指導(dǎo)方針Postusagestage.使用后階段2.3.Ensuregoodfollowup/service.

保證良好的跟進(jìn)，服務(wù)Fulfillpromisesmade.言出必行Uncoverdoctor’sneedandsatisfyit.發(fā)現(xiàn)醫(yī)生的需求，滿足醫(yī)生的需求。Constantupdatingofinformation.隨時更新信息。Closerapport.密切的聯(lián)系。Guidelines?指導(dǎo)方針Factorinfluencingdoctor’susage.影響醫(yī)生用藥的因素3.1.Adoption接受Needfortheproduct.對產(chǎn)品的需求Efficacy.高效Convenience.方便Safety.安全Costeffective.經(jīng)濟(jì)Guidelines?指導(dǎo)方針ConvincedbyHR’sdetailing.被代表的特性利益說服。GoodrapportwithHR/Company.與代表，公司的良好關(guān)系。HR’spersistency.代表堅持不懈努力的結(jié)果。ConsistentfollowupbyHR.代表持續(xù)的跟進(jìn)工作。Guidelines?指導(dǎo)方針3.2.Repeatusage.反復(fù)使用Satisfiedwithproduct.對產(chǎn)品滿意Constantreminderofkeypoints.不斷得到有關(guān)要點的提示。Patient’srequest.病人要求SatisfiedwithHR.對代表滿意。Guidelines?指導(dǎo)方針4.Factorsinfluencingmovementofthedrugs.影響藥物使用的因素。4.1.1stlineusage.首選產(chǎn)品Familiarwithproduct.熟悉產(chǎn)品Convincedthatproductisthebestforhispatients.深信該產(chǎn)品是最好的藥物。ConstantlyremindedandvisitedbyHR…代表持續(xù)地提醒與拜訪。Guidelines?指導(dǎo)方針Useonmultipleindication.多種適應(yīng)癥GoodrapportwithHR.與代表關(guān)系好Perceivedascosteffective.價格便宜Guidelines?指導(dǎo)方針4.2.2ndlineusage.2線產(chǎn)品Feelsthatproductisnotasgoodashis1stchoice.與首選產(chǎn)品相比，仍有不足。Notenoughreminderorexposuretothedrug.產(chǎn)品提示，宣傳不足。Useonlimitedindication.適應(yīng)癥不多。PoorrapportwithHR/Company.與代表，公司關(guān)系不佳。Guidelines?指導(dǎo)方針4.3.Reserveusage.后備產(chǎn)品Feelsthatdrugistoocostly.藥物太貴Feelsthatdrugistoopotent.藥性太強(qiáng)Patientsinsist.病人的堅持DrugisgoodbutHR/HR’scompanyisnot.藥物不錯，但是代表，公司不行。HR-Reportsandrecords?代表的報表和記錄

Daily.日報表

Item(項目)

Action(行動)

Purpose(目的)

1.DailyCallReport.SubmitRecordnoofcustomereachdayandproductcallandactivitiesformonth<<日拜訪報告>>每天上交記錄當(dāng)日拜訪客戶，產(chǎn)品拜訪及促銷活動2。CustomerItineraryRecordMonitoringofactualcallPlan.ForperiodicfrequencyandactualdrsreviewbyHSseenagainstplanned.<<客戶拜訪記錄>>定期交主管的監(jiān)測實際拜訪頻率與醫(yī)生數(shù)量

記錄(與計劃相比較)

HR-Reportsandrecords?代表的報表和記錄Daily.日報表

Item(項目)

Action(行動)

Purpose(目的)

3.DoctorRecordRecordRecordingofspecificCard.ForperiodicinformationtobereviewbyHSrememberedand