醫(yī)藥銷售拜訪技巧培訓(xùn)-2

1、誠(chéng)信銷售誠(chéng)信銷售I n t e g r i t y S e l l i n gSeminar Personal Study Guide Pharmaceutical Sales誠(chéng)誠(chéng) 信信 銷銷 售售! ! To Integrity Selling!n在本課程中在本課程中, , 你將學(xué)到一種令人振奮的銷售方式你將學(xué)到一種令人振奮的銷售方式. .nIn this program you will learn an exciting sales system這種銷售方式有六個(gè)步驟這種銷售方式有六個(gè)步驟The sales system has six steps.nThey are: 1. 1.接近接

2、近 Approach 2. 2.商議商議 Interview 3. 3.引證引證 Demonstrate 4. 4.確認(rèn)確認(rèn) Validate 5. 5.談判談判 Negotiate 6. 6.成交成交 Close不管你銷售的是何種藥物處理或藥物治療不管你銷售的是何種藥物處理或藥物治療, , 這種方式都能適用這種方式都能適用. .You will be able to use this system-regardless of what medication or drug therapy you are selling.通過這種方式的學(xué)習(xí)與實(shí)踐通過這種方式的學(xué)習(xí)與實(shí)踐, ,你與醫(yī)師及其它衛(wèi)你

3、與醫(yī)師及其它衛(wèi)生保健專業(yè)人員交往的效力將大有提高生保健專業(yè)人員交往的效力將大有提高. .你的銷你的銷售額將有所增長(zhǎng)售額將有所增長(zhǎng)! !你的自信心將增強(qiáng)你的自信心將增強(qiáng). .By learning and practicing the system you will increase your effectiveness with physicians and other health care professionals! Your sales will go up! Your self-confidence will grow.n通過學(xué)習(xí)，可以掌握不同人際風(fēng)格的人他們的通過學(xué)習(xí)，可以掌握不同

4、人際風(fēng)格的人他們的思想、行為和作出不同的決定。思想、行為和作出不同的決定。nIn addition you will learn about different Social Styles-how people think, act , and make decisions differently. n你將學(xué)習(xí)針對(duì)你所溝通的對(duì)象的人際風(fēng)格調(diào)整你將學(xué)習(xí)針對(duì)你所溝通的對(duì)象的人際風(fēng)格調(diào)整你自己的工作方法。你自己的工作方法。nYou will learn how to adjust your own personality style to that of the person with whom y

5、ou are communicating. SESSION 1如何與人接近如何與人接近HOW TO APPROACH PEOPLEn有效的接近方法可以幫助你贏得信任和和諧，有效的接近方法可以幫助你贏得信任和和諧，幫助醫(yī)師和他的同事們聽你所說。幫助醫(yī)師和他的同事們聽你所說。nAn effective approach helps you gain trust and rapport with physicians and their staff it prepares them to listen to you. n有效的接近方法可以減少醫(yī)生對(duì)你的拒絕，減有效的接近方法可以減少醫(yī)生對(duì)你的拒絕，減

6、少他們的敵對(duì)情緒。少他們的敵對(duì)情緒。nAn effective approach helps you to break their preoccupation and reduce their defensiveness.n你不會(huì)每次都感到醫(yī)生傲慢的態(tài)度和將你拒之你不會(huì)每次都感到醫(yī)生傲慢的態(tài)度和將你拒之門外。這是我們遇到困難時(shí)常用的方法。門外。這是我們遇到困難時(shí)常用的方法。nYou can not go wrong by assuming that every time you contact people they put up barriers to keep you out. It is

7、 normal for us to meet resistance.n因此，接近的目的是贏得醫(yī)生在心理上和身體因此，接近的目的是贏得醫(yī)生在心理上和身體上的配合。讓醫(yī)生和相關(guān)的專業(yè)人士能夠深入上的配合。讓醫(yī)生和相關(guān)的專業(yè)人士能夠深入的參加到關(guān)于藥品銷售的討論中來。的參加到關(guān)于藥品銷售的討論中來。nSothe purpose of the Approach Step is to get physicians unfolding their arms both mentally and physically. Getting physicians and other healthcare profe

8、ssionals to engage in a meaningful two-way dialogue is critical to selling. n傳統(tǒng)的銷售培訓(xùn)不需要從客戶的對(duì)話開始。從傳統(tǒng)的銷售培訓(xùn)不需要從客戶的對(duì)話開始。從銷售結(jié)果評(píng)估銷售員來看，你的客戶也根本不銷售結(jié)果評(píng)估銷售員來看，你的客戶也根本不會(huì)把你作為合作伙伴看待。會(huì)把你作為合作伙伴看待。nTraditional detailing does not require dialogue from the customer. As a result, It does not engage the physician or st

9、aff member or position you as a partner.n很多醫(yī)藥代表不能完成銷售任務(wù)的原因是他們很多醫(yī)藥代表不能完成銷售任務(wù)的原因是他們根本不能贏得他們拜訪的客戶的尊重。根本不能贏得他們拜訪的客戶的尊重。nMany sales representatives are unable to achieve their ultimate sales objective because they fail to gain sufficient rapport with the people they call on.n很少醫(yī)藥代表能夠在第一次拜訪的幾秒鐘之內(nèi)很少醫(yī)藥代表能夠在

10、第一次拜訪的幾秒鐘之內(nèi)讓客戶感到他們的價(jià)值和留下持久的印象。讓客戶感到他們的價(jià)值和留下持久的印象。nValuable and often lasting impressions are made the first few seconds of contact with people.ACTION GUIDES TO PRACTICEn有四個(gè)實(shí)際工作的指導(dǎo)原則，當(dāng)你按照這些原則操作，有四個(gè)實(shí)際工作的指導(dǎo)原則，當(dāng)你按照這些原則操作，你可以非常有效的接近客戶，并且能夠贏得客戶積極你可以非常有效的接近客戶，并且能夠贏得客戶積極的第一印象。的第一印象。nHere are four Action Gui

11、des to practice. When you follow the guides, you will approach people more effectively you will create positive first impressions.n1 1、讓醫(yī)生感到世界上只有他最重要。讓醫(yī)生感到世界上只有他最重要。n1.Tune the world out and people in.n2 2、讓他們放松，并讓他們感覺自己是最重要的。讓他們放松，并讓他們感覺自己是最重要的。n2.Put them at ease and make them feel important.n3 3、

12、讓他們講述他們的病人和治療的經(jīng)驗(yàn)。讓他們講述他們的病人和治療的經(jīng)驗(yàn)。n3.Get them talking about their patients or their practice.n4 4、看著他的眼睛、感受他的感覺?？粗难劬?、感受他的感覺。n4.Hold eye contact and listen to how they feel.n如果你希望提高自己的拜訪能力，你必須按照上面的如果你希望提高自己的拜訪能力，你必須按照上面的方法執(zhí)行。方法執(zhí)行。nYou will notice that these are not just “good ideas”, rather, they a

13、re specific actions you can take.THE AID, INC. STSTEMnIn this program you will learn the AID, Vnc. communications system. nThe six steps are:n接近贏得溝通的和諧氣氛接近贏得溝通的和諧氣氛nApproachto gain rapportn商議確認(rèn)醫(yī)生的真實(shí)需要商議確認(rèn)醫(yī)生的真實(shí)需要nInterviewto identify needsn引證說明你為什么可以滿足醫(yī)生的需要引證說明你為什么可以滿足醫(yī)生的需要nDemonstrateto show how you

14、 can fill needsn確認(rèn)明確你需要得到的處方等要求確認(rèn)明確你需要得到的處方等要求nValidate to prove your claimsn談判解決達(dá)成共識(shí)存在的問題談判解決達(dá)成共識(shí)存在的問題nNegotiateto work out problemsn成交要求客戶堅(jiān)決執(zhí)行成交要求客戶堅(jiān)決執(zhí)行nCloseto ask for a decision下面的曲線圖可說明這下面的曲線圖可說明這 一方式一方式. .Notice the following graph that explains the system.接近接近商議商議引證引證確認(rèn)確認(rèn)成交成交談判談判n從左至右，你可以注意到在

15、每一步驟中，你大從左至右，你可以注意到在每一步驟中，你大致的說話的時(shí)間的百分比。致的說話的時(shí)間的百分比。nFrom left to right you will notice the approximate percentage of time each step takes. n在每一步中的下面的陰影部分是你總的說話時(shí)在每一步中的下面的陰影部分是你總的說話時(shí)間，在上面的部分是你聆聽的時(shí)間。間，在上面的部分是你聆聽的時(shí)間。nIn each step the shaded area at the bottom represents the amount of time you talk, whi

16、le the area above that is the amount of time you listen.Here are three rules for using the system.1 1、從醫(yī)生和他們的角度出發(fā)。從醫(yī)生和他們的角度出發(fā)。1.find out where you are with a physician to staff member and begin at that point.2 2、在開始下一步驟之前必須完成前一步驟在開始下一步驟之前必須完成前一步驟。2.Always complete one step before going to the next o

17、ne.3 3、必須一步一步的執(zhí)行，不要跳到另一步必須一步一步的執(zhí)行，不要跳到另一步。3.Do not jump to a step without completing the ones before it.識(shí)別不同的人際風(fēng)格識(shí)別不同的人際風(fēng)格Identifying Different Social Stylesn在你的工作中將有在你的工作中將有四種不同的人際風(fēng)四種不同的人際風(fēng)格。格。nHere are four different social styles that you will encounter.n下面將簡(jiǎn)述各種風(fēng)下面將簡(jiǎn)述各種風(fēng)格的特點(diǎn)。格的特點(diǎn)。nHere is a brief

18、 description of the styles.分析家分析家Analytical驅(qū)策家驅(qū)策家Driver慈善家慈善家Amiable表現(xiàn)家表現(xiàn)家Expressiven表現(xiàn)家的精力充沛、外向、對(duì)人熱情。表現(xiàn)家的精力充沛、外向、對(duì)人熱情。他們?cè)敢饣〞r(shí)間和人建立信任和友誼，他們?cè)敢饣〞r(shí)間和人建立信任和友誼，比較直接、富于創(chuàng)意，并愿意冒險(xiǎn)。比較直接、富于創(chuàng)意，并愿意冒險(xiǎn)。nExpressive are energetic, outgoing, enthusiastic people. They take time to establish open, trusting,relationships,

19、 are direct, innovation, and willing to take risks. n他們往往用比較合作的態(tài)度幫助我們達(dá)他們往往用比較合作的態(tài)度幫助我們達(dá)成合作的協(xié)議。成合作的協(xié)議。nThey tend to prefer a collaborative approach to help with decision-making.n驅(qū)策家喜歡指揮、喜歡作決定，并驅(qū)策家喜歡指揮、喜歡作決定，并且是結(jié)果導(dǎo)向型的人。他們讓人感且是結(jié)果導(dǎo)向型的人。他們讓人感到時(shí)間比較急迫、需要簡(jiǎn)單的、集到時(shí)間比較急迫、需要簡(jiǎn)單的、集中的信息去達(dá)成決定。他們對(duì)于人中的信息去達(dá)成決定。他們對(duì)于人際關(guān)系

20、的建立要求很低。際關(guān)系的建立要求很低。nDrivers are direct, decisive and result-oriented people. They have a sense of urgency, and require concise, focused information to achieve and less need for establishing relationships in decision-making.n分析家是細(xì)節(jié)導(dǎo)向的人，比較保守，是一個(gè)好分析家是細(xì)節(jié)導(dǎo)向的人，比較保守，是一個(gè)好的組織者。他們需要事實(shí)和精確的信息，在實(shí)的組織者。他們需要事實(shí)和精確的信

21、息，在實(shí)際工作之前，他們需要完整的信息和數(shù)據(jù)作為際工作之前，他們需要完整的信息和數(shù)據(jù)作為支持。支持。nAnalytical are detail-oriented, conservative, and well organized. They want facts, accurate information, and prefer a thorough approach to date gathering before making a practical decision. n他們往往會(huì)保持戒備，直到你們有很好的信任他們往往會(huì)保持戒備，直到你們有很好的信任關(guān)系建立之后。關(guān)系建立之后。nThe

22、y may remain guarded until a strong relationship has been developed.n慈善家比較溫和、友好、合作，并且是人際關(guān)慈善家比較溫和、友好、合作，并且是人際關(guān)系導(dǎo)向的人。系導(dǎo)向的人。nAmiable are warm, friendly, cooperative and people-oriented.n他們甚至邀請(qǐng)你幫助他作決定，他們的需求比他們甚至邀請(qǐng)你幫助他作決定，他們的需求比較多，比較敏感，內(nèi)心世界比較復(fù)雜。較多，比較敏感，內(nèi)心世界比較復(fù)雜。nThey prefer an interactive approach to dec

23、ision-making, and are sensitive and accepting of the needs and impact on others. n他們花時(shí)間去建立人際關(guān)系，而且需要?jiǎng)e人的他們花時(shí)間去建立人際關(guān)系，而且需要?jiǎng)e人的幫助才可以作決定。幫助才可以作決定。nThey take time to build relationships and seek support before making decisions.n現(xiàn)在，請(qǐng)選擇一位在你工作中遇到的現(xiàn)在，請(qǐng)選擇一位在你工作中遇到的一個(gè)具體的人，并鑒別他的人際風(fēng)格一個(gè)具體的人，并鑒別他的人際風(fēng)格類型類型nWhen you a

24、re asked to do so, please choose a specific person you have sold and identify his/her style on the work pad given to you.Fill in the following blanks.nPerson _nStyle identified _nCharacteristics _ _ _ _ _FORMULA FOR SALES POWERn為什么有些代表比其他的代表銷售的多得多？為什么有些代表比其他的代表銷售的多得多？nWhy do some pharmaceutical sale

25、s representatives sell much more than others? n是什么因素導(dǎo)致有的代表在同樣的技巧、產(chǎn)品是什么因素導(dǎo)致有的代表在同樣的技巧、產(chǎn)品知識(shí)和技能的情況下?lián)魯∑渌娜?？知識(shí)和技能的情況下?lián)魯∑渌娜?？nWhat are the factors that cause one person with the same apparent skills, knowledge, and abilities to sell rings around other people?n從以下公式中可以發(fā)現(xiàn)關(guān)于銷售能力的答案從以下公式中可以發(fā)現(xiàn)關(guān)于銷售能力的答案nThe ans

26、wer can be found in the following formula for sales power.當(dāng)要求這樣做的時(shí)候當(dāng)要求這樣做的時(shí)候,請(qǐng)?zhí)顚懝街械臄?shù)請(qǐng)?zhí)顚懝街械臄?shù)字字. When asked to do so, please fill in numbers to the formula.銷售業(yè)績(jī)（產(chǎn)品知識(shí)銷售目標(biāo)銷售業(yè)績(jī)（產(chǎn)品知識(shí)銷售目標(biāo)說服能力）激勵(lì)說服能力）激勵(lì)nProduct Knowledge _ + Sales Know-How _ + Persuasive Ability _ Achievement Drive_ = Sales Power _行動(dòng)計(jì)劃行動(dòng)計(jì)

27、劃ACTION IDEASn當(dāng)觀看角色演練時(shí)當(dāng)觀看角色演練時(shí),請(qǐng)?jiān)谙旅婵瞻滋幪顚懻?qǐng)?jiān)谙旅婵瞻滋幪顚懩愕南敕愕南敕?觀點(diǎn)及原則觀點(diǎn)及原則.nIn the space below please write down ideas, points, or principles that come to mind while viewing the Ro-play message.n_一個(gè)有效的接近應(yīng)記住的事項(xiàng)一個(gè)有效的接近應(yīng)記住的事項(xiàng)THINGS TO REMEMBER FOR AN EFFECTIBE APPROACHn有一些關(guān)于接近的應(yīng)記住的重要的觀點(diǎn)有一些關(guān)于接近的應(yīng)記住的重要的觀點(diǎn).nHer

28、e are some important points to remember about approaching people.n在專題討論的時(shí)候在專題討論的時(shí)候,你會(huì)有機(jī)會(huì)探討它們你會(huì)有機(jī)會(huì)探討它們.n In your seminar session you will have a chance to discuss them.1.注意醫(yī)師及他們的同事的環(huán)境怎樣注意醫(yī)師及他們的同事的環(huán)境怎樣.1.Notice what is in the physicians or staffs environment.2.詢問你所看到的與他們的環(huán)境相關(guān)的一詢問你所看到的與他們的環(huán)境相關(guān)的一些情況些情況2

29、.Ask questions about things you see in their environment.3.不要涉及其隱私不要涉及其隱私3.Do not invade peoples space.4.注意觀察他們的肢體語(yǔ)言注意觀察他們的肢體語(yǔ)言.4.Carefully watch their body language.5.觀察他們手里在做什么觀察他們手里在做什么5.Watch what they do with their hands.6.注意觀察并問一些開放性的問題注意觀察并問一些開放性的問題6.Be sensitive and ask open-ended questions.

30、7.注意他們的情緒注意他們的情緒/聲音的語(yǔ)調(diào)和速度的變聲音的語(yǔ)調(diào)和速度的變化化,并與之協(xié)調(diào)一致并與之協(xié)調(diào)一致.7.Get on their emotional level-match their pace and tone of voice.8.根據(jù)他們的談話和你的聆聽根據(jù)他們的談話和你的聆聽,快速建立一個(gè)快速建立一個(gè)溝通的進(jìn)程溝通的進(jìn)程.8.Quickly set up a communication process where they talk and you listen!9.設(shè)法降低他們對(duì)你與他們接近的抵抗情緒設(shè)法降低他們對(duì)你與他們接近的抵抗情緒9.Try to reduce the

31、ir resistance to your approach them.*according to Dr.Albert Mehrabian, a U.C.L.A. researcher10.切記切記:有效的溝通的情況是有效的溝通的情況是:10.Rememberthat communication effectiveness depends: a.7%人們所說的內(nèi)容人們所說的內(nèi)容a. 7% on the words people sayb.38%他們說這些話的語(yǔ)音語(yǔ)調(diào)他們說這些話的語(yǔ)音語(yǔ)調(diào)b. 38% on how they say those words c.55%肢體語(yǔ)言肢體語(yǔ)言 c. 55

32、% on body language請(qǐng)回顧以上請(qǐng)回顧以上10個(gè)建議個(gè)建議. Please review the above 10 suggestions. 劃出兩個(gè)在工作中對(duì)你最有幫助的兩劃出兩個(gè)在工作中對(duì)你最有幫助的兩點(diǎn)點(diǎn).Circle two of them that you feel would help you the most when you practice them.寫下對(duì)你工作最有益的兩點(diǎn)寫下對(duì)你工作最有益的兩點(diǎn).Write down two benefits or ways that practicing these two ideas would help you.1._

33、2._SESSION 2如何商議和發(fā)現(xiàn)需求如何商議和發(fā)現(xiàn)需求.HOW TO INTERVIEW AND FIND OUT NEEDSn在商議過程中在商議過程中,我們要發(fā)現(xiàn)醫(yī)師的需求我們要發(fā)現(xiàn)醫(yī)師的需求.nIn the Interview Step we discover physicians want or needs. n這是銷售策略的核心所在這是銷售策略的核心所在.nIts the heart of a needs-focused selling strategy.n切記切記:沒有人會(huì)買他們認(rèn)為不需要的東西沒有人會(huì)買他們認(rèn)為不需要的東西nRememberno one buys anythi

34、ng unless they perceive it filling a want or a need.n換言之換言之:所有的銷售都是為了填充需要所有的銷售都是為了填充需要/滿滿足需求或解決存在的問題足需求或解決存在的問題nSaid another wayall selling is filling needs, satisfying wants, or solving problems.n專業(yè)化的銷售代表并不僅僅是專業(yè)化的銷售代表并不僅僅是“把藥賣把藥賣給醫(yī)生給醫(yī)生”.而是通過對(duì)衛(wèi)生保健專業(yè)人員而是通過對(duì)衛(wèi)生保健專業(yè)人員所需要的信息的傳遞所需要的信息的傳遞,有目的地滿足他們有目的地滿足他們的

35、需求的需求,以達(dá)到銷售更好的藥品的目的以達(dá)到銷售更好的藥品的目的nProfessional sales representatives do not just go out to “sell drugs to doctors.” Rather, they purposefully satisfy the wants or needs of other health care professionals by giving them the information they need to practice better medicine .n為什么商議的步驟如此重要為什么商議的步驟如此重要?

36、因?yàn)槲覀儼l(fā)現(xiàn)醫(yī)師需求的唯一方式是因?yàn)槲覀儼l(fā)現(xiàn)醫(yī)師需求的唯一方式是:正確的探詢和聆聽正確的探詢和聆聽.nWhy is the Interview Step so important ? Because the only way we can discover what a physicians wants or needs are is to ask the right questions and listen.n下面是一個(gè)醫(yī)藥代表成功接近客戶的實(shí)例下面是一個(gè)醫(yī)藥代表成功接近客戶的實(shí)例:nHere is one approach that has worked well for other ph

37、armaceutical reps:n今天我想做一點(diǎn)不同的事情今天我想做一點(diǎn)不同的事情,而不是象以往而不是象以往那樣日復(fù)一日那樣日復(fù)一日.n“Today, rather than the typical detailing I would like to do something a little different.n我想咨詢您一些問題我想咨詢您一些問題,以了解我們的產(chǎn)品在以了解我們的產(chǎn)品在你們臨床上的使用是否適宜你們臨床上的使用是否適宜,而不是單純地而不是單純地告訴你我們的藥品的有多棒告訴你我們的藥品的有多棒.這樣好嗎這樣好嗎?nRather than just telling you h

38、ow great our medications are, I would like to ask you a few questions to learn more about where our products fit into your practice. Is that okay?”n這一策略已被很多成功的醫(yī)藥代表這一策略已被很多成功的醫(yī)藥代表所應(yīng)用所應(yīng)用,并且總是可以帶入一種雙向并且總是可以帶入一種雙向溝通的狀況溝通的狀況,這對(duì)于確定你的產(chǎn)品是這對(duì)于確定你的產(chǎn)品是否能滿足醫(yī)生的需求是非常必要的否能滿足醫(yī)生的需求是非常必要的.nThis strategy has been emplo

39、yed by many successful pharma reps, and almost always engenders the kind of two-way dialogue necessary to determine whether there is a fit between what physician is looking for and the products you sell.在商議過程中在商議過程中,我們也完成了以下事宜我們也完成了以下事宜:In the interview step we also accomplish the following:1.更進(jìn)一步使談

40、話的人置于一種輕松的狀態(tài)更進(jìn)一步使談話的人置于一種輕松的狀態(tài).1.We further put people at ease.2.我們讓他們更多地談話讓我們來聽我們讓他們更多地談話讓我們來聽2.We get them talking and us listening.3.我們幫助他們發(fā)現(xiàn)我們幫助他們發(fā)現(xiàn)/澄清并告訴我們他們澄清并告訴我們他們的需求是什么的需求是什么.3.We help them discover, clarify, and verbalize their wants or needs.4.我們把他們置于一種銷售他們自己并發(fā)現(xiàn)我們把他們置于一種銷售他們自己并發(fā)現(xiàn)適合我們產(chǎn)品的病人

41、的類型適合我們產(chǎn)品的病人的類型.4.We put them in a position of selling themselves and finding the appropriate patient types for our products.工作指導(dǎo)原則工作指導(dǎo)原則ACTION GUIDES TO PRACTICE下面是商議過程的四個(gè)指導(dǎo)原則下面是商議過程的四個(gè)指導(dǎo)原則.Here are the four Action Guides for the Interview Step.1.問一些開放性的問一些開放性的/間接的問題間接的問題,以給自己更以給自己更多的時(shí)間了解對(duì)方的需求多的時(shí)間了

42、解對(duì)方的需求.1.Ask open-ended, indirect questions that draw out wants or needs.2.聆聽并解釋所有的重點(diǎn)聆聽并解釋所有的重點(diǎn)-并把他們記下來并把他們記下來2.Listen to and paraphrase all points write them down.3.識(shí)別占優(yōu)勢(shì)的需求識(shí)別占優(yōu)勢(shì)的需求,并達(dá)成協(xié)議并達(dá)成協(xié)議.3.Identify dominant wants or needs and get agreement.4.確認(rèn)對(duì)方你想幫助他們享受最大的價(jià)值確認(rèn)對(duì)方你想幫助他們享受最大的價(jià)值4.Assure people t

43、hat you want to help them enjoy the most value.行動(dòng)計(jì)劃行動(dòng)計(jì)劃ACTION IDEASn當(dāng)你觀看當(dāng)你觀看Ro-play時(shí)時(shí),請(qǐng)寫下你認(rèn)為應(yīng)記住的地請(qǐng)寫下你認(rèn)為應(yīng)記住的地方方.nWrite down any ideas you want to remember while you are watching the video message.n_識(shí)別人們的需求識(shí)別人們的需求IDENTIFYING PEOPLES WANTS OR NEEDSn請(qǐng)?jiān)诳瞻滋帉懴履憧梢詭椭鷿M足的臨床醫(yī)生特殊的需求請(qǐng)?jiān)诳瞻滋帉懴履憧梢詭椭鷿M足的臨床醫(yī)生特殊的需求.nIn t

44、he space below write down specific wants or needs clinicians have that you help them fill.n1_n2_n3_n4_n5_n6_n7_n8_然后然后-Then n在短時(shí)間內(nèi)在短時(shí)間內(nèi),請(qǐng)寫下你從醫(yī)師或他們的同事那想了解的請(qǐng)寫下你從醫(yī)師或他們的同事那想了解的特殊信息特殊信息,而在此之前你所推薦的最好的服務(wù)或藥物治而在此之前你所推薦的最好的服務(wù)或藥物治療正好能滿足他們的需求療正好能滿足他們的需求.nIn just a moment you will be asked to write down specific

45、 information you need to know from physicians or their staff before you can recommend the best service or medication to fill their wants or needs.n但在你做這些之前但在你做這些之前-為了幫助你為了幫助你,這兒有一些你可能需這兒有一些你可能需要的通用型的信息要的通用型的信息:nBut before you do that and in order to help you, here are some general types of informati

46、on that might be needed:1.什么是他們認(rèn)為合適的處方什么是他們認(rèn)為合適的處方?為什么為什么?1.What are they comfortable prescribing ? Why ?2.在一個(gè)特殊的藥品種類中在一個(gè)特殊的藥品種類中,什么是他們正在尋找的且還什么是他們正在尋找的且還沒有發(fā)現(xiàn)沒有發(fā)現(xiàn)2.In a specific drug class, what are they looking for that they have not fount ?3.在處方時(shí)在處方時(shí),病人對(duì)疾病治療的需要及醫(yī)生的處方習(xí)慣影病人對(duì)疾病治療的需要及醫(yī)生的處方習(xí)慣影響有多大響有多大?

47、3.How much does managed care impact their patient base and/or prescribing habits ?4.他們?cè)噲D達(dá)到的治療目的是什么他們?cè)噲D達(dá)到的治療目的是什么?4.What treatment objective are they trying to reach ?5.當(dāng)評(píng)估各種各樣的藥物療法時(shí)當(dāng)評(píng)估各種各樣的藥物療法時(shí),他們發(fā)現(xiàn)最可信的或相他們發(fā)現(xiàn)最可信的或相關(guān)信息是什么類型的信息關(guān)信息是什么類型的信息?5.What type of information do they find most credible or relev

48、ant when evaluating various drug therapies ?寫下你給一個(gè)醫(yī)師推薦一個(gè)最好的藥物寫下你給一個(gè)醫(yī)師推薦一個(gè)最好的藥物療法前你必須了解的信息療法前你必須了解的信息.Write down specific information you must have before you can recommend the best drug therapy to a physician 1_2_3_4_5_6_7_8_設(shè)計(jì)一個(gè)你探詢需求的過程所提的問題設(shè)計(jì)一個(gè)你探詢需求的過程所提的問題.DESIGNING YOUR OWN NEED-DEVELOPMENT QUES

49、TIONSn在空白處寫下你向醫(yī)師或他們的同事所提的問題以探在空白處寫下你向醫(yī)師或他們的同事所提的問題以探詢他們的需求詢他們的需求.nIn the spaces below write down some question you can ask the physician/staff that get them:1.討論他們的需求討論他們的需求.1.Admitting and discussing their needs.2.給你一些有助于你更好地理解他們需求的信息給你一些有助于你更好地理解他們需求的信息. 2.Giving you information that will help you

50、 better understand their needs.n_n有步驟地提出探詢需求的問題有步驟地提出探詢需求的問題,有助于你得到信息有助于你得到信息.nThe needs-development questions will get you informationn信息會(huì)告訴你他們的需求是什么信息會(huì)告訴你他們的需求是什么.nThe information will then tell you what their needs are.n所有的問題應(yīng)包含至少一個(gè)這樣的詞所有的問題應(yīng)包含至少一個(gè)這樣的詞:n 誰(shuí)誰(shuí),什么什么,什么時(shí)候什么時(shí)候,哪里哪里,為什么為什么,怎樣怎樣nAll your

51、 questions will contain one of these words: nWho, What, When, Where, Why, How.1._2._3._4._5._6._7._8._有效的商議應(yīng)切記的事項(xiàng)有效的商議應(yīng)切記的事項(xiàng)THINGS TO REMEMBER FOR AN EFFECTIVE INTERVIEW1.人們購(gòu)買只為滿足自己的需求人們購(gòu)買只為滿足自己的需求,而不是為了滿足你的需求而不是為了滿足你的需求.1.People only buy to fill their own needs not to fill yours.2.集中在醫(yī)師的需求上集中在醫(yī)師的需求

52、上,而不是你自己的需求上而不是你自己的需求上. 2.Focus on physicians needs, not your own.3.開放性的問題總是包含這樣的詞開放性的問題總是包含這樣的詞:誰(shuí)誰(shuí),什么什么,什么時(shí)候什么時(shí)候,哪里哪里,為為什么什么,怎樣怎樣3.Open-ended questions always contain the words: who, what, where, why, when, how.4.拜訪中拜訪中,用用20%的時(shí)間講話的時(shí)間講話,用用80%的時(shí)間聆聽的時(shí)間聆聽.4.Spend 20% of the interview talking and 80% li

53、stening.5.聆聽時(shí)不要帶有偏見或只想怎樣聆聽時(shí)不要帶有偏見或只想怎樣“處理掉處理掉”他們的想法他們的想法.5.Listen to people without bias or thinking about how you can “sell” them.6.當(dāng)你聆聽的時(shí)候當(dāng)你聆聽的時(shí)候,不斷點(diǎn)頭不斷點(diǎn)頭,以言語(yǔ)表示同意以言語(yǔ)表示同意,使用肯定的使用肯定的手勢(shì)手勢(shì). 6.As you listen, nod your head, verbalize agreement, use positive gestures.7.學(xué)習(xí)與人建立感情上的聯(lián)系學(xué)習(xí)與人建立感情上的聯(lián)系.7.Learn to

54、 “connect” emotionally with people.8.假設(shè)自己是一個(gè)專業(yè)顧問或工作伙伴的角色假設(shè)自己是一個(gè)專業(yè)顧問或工作伙伴的角色.8.Assume the role of a professional advisor or partner.9.你不要議論醫(yī)師處方什么你不要議論醫(yī)師處方什么,要聽他們處方的原因要聽他們處方的原因.9.You do not talk physicians into prescribing, you listen them into their prescribing.10.在人們還沒有確定他們的需求時(shí)在人們還沒有確定他們的需求時(shí),不要開始銷售不

55、要開始銷售/介紹介紹或引證你們的產(chǎn)品或服務(wù)或引證你們的產(chǎn)品或服務(wù). 10.Never begin selling, telling, or demonstrating your product or service until people have adequately established their need.SEEION 3如何引證你要銷售的東西如何引證你要銷售的東西.HOW TO DEMONSTRATE WHAT YOU ARE SELLINGn銷售引證的目的是為了展示你的藥品會(huì)滿足醫(yī)師的病銷售引證的目的是為了展示你的藥品會(huì)滿足醫(yī)師的病人的需求人的需求.nThe purpose o

56、f a sales demonstration is to show your drug will satisfy physicians patients wants or needs.n一個(gè)有效的引證是一個(gè)雙贏的活動(dòng)一個(gè)有效的引證是一個(gè)雙贏的活動(dòng),它是讓你的同事確它是讓你的同事確信信:nAn effective demonstration is a 50-50 activity. It is one in which both of you work together to make sure that:n1.你了解醫(yī)師、他同事和病人的需求你了解醫(yī)師、他同事和病人的需求.n1.You und

57、erstand the physicians, staffs and patients needs.n2.他們了解你的藥物的療效他們了解你的藥物的療效n2.They understand your drug therapy.n3.他們明白你不只是想賣給他們東西他們明白你不只是想賣給他們東西,而是你在幫助而是你在幫助他們?yōu)樗麄兊牟∪俗鲎詈玫臎Q定他們?yōu)樗麄兊牟∪俗鲎詈玫臎Q定.n3.They see that you are not just trying to selling them anything you can but that you are helping them make the

58、best decision for their patients.n很多銷售代表仍然做很多銷售代表仍然做“刺激反應(yīng)刺激反應(yīng)”式的銷售式的銷售-在沒有首在沒有首先了解醫(yī)師的需求的時(shí)候先了解醫(yī)師的需求的時(shí)候,就引證他們的產(chǎn)品或服務(wù)就引證他們的產(chǎn)品或服務(wù).nMany sales representatives still do “stimulus response” selling they demonstrate their product or services without first understanding the wants or needs of the physician bef

59、ore he/she has determined the diagnosis.工作指導(dǎo)原則工作指導(dǎo)原則ACTION GUIDES TO PRACTICEn這兒有四部分工作指導(dǎo)原則這兒有四部分工作指導(dǎo)原則,他們會(huì)幫助你更有效地引他們會(huì)幫助你更有效地引證你的產(chǎn)品或服務(wù)證你的產(chǎn)品或服務(wù).nHere are four Action Guides to practice that will help you demonstrate your product or service most effectively.n1.重復(fù)已被確認(rèn)的占優(yōu)勢(shì)的需求重復(fù)已被確認(rèn)的占優(yōu)勢(shì)的需求.n1.Repeat the d

60、ominant wants or needs that have been admitted.n2.展示你的產(chǎn)品或服務(wù)會(huì)滿足他們的需求展示你的產(chǎn)品或服務(wù)會(huì)滿足他們的需求.n2.Show or tell how your product or services will fill their wants or needs.n3.從該藥物對(duì)疾病的治療結(jié)果或?qū)Σ∪说牟∏轭愋蛷脑撍幬飳?duì)疾病的治療結(jié)果或?qū)Σ∪说牟∏轭愋蛯?duì)醫(yī)師的幫助來討論藥物的特性對(duì)醫(yī)師的幫助來討論藥物的特性n3.Discuss drug features in terms of end-result benefits for the d