銷售管理培訓(xùn)

銷售管理培訓(xùn)

Training

-SalesManagement-CoachingStandards&Guide

2輔導(dǎo)內(nèi)容及心得分享目的：互相幫助，共同提高輔導(dǎo)次數(shù)回顧心得分享輔導(dǎo)目標(biāo)輔導(dǎo)內(nèi)容回顧3心得分享出發(fā)點(diǎn)：真正對(duì)同事好對(duì)事不對(duì)人接受度認(rèn)真對(duì)待效果重視度準(zhǔn)備充分表帥合適的頻率4ManagementBelieveWhatgetsexpected,getsrealizedWhatgetsmeasured,getsdoneWhatgetsfeedback,getsimprovedWhatgetsrewarded,getsrepeated5西安楊森的管理哲學(xué)有期望，才會(huì)實(shí)現(xiàn)有衡量，才會(huì)實(shí)施有反饋，才會(huì)提高有認(rèn)可，才會(huì)升華6ProfessionalCoaching1.Clear&specificCoachingFocuson1-3points-shouldbemutuallyagreedpoints(HRneeds)FollowthroughonthepointstillbothofyoumutuallyagreethatHRhadachievedthestandards.

2.Pre-coachPlanning-ThinkthroughWhatarethekeypointstoprobeHRintorealizinghisownmistakescorrectthem.Howmanypointsandwhy?7專業(yè)輔導(dǎo)1.清楚、具體的輔導(dǎo)集中雙方公認(rèn)的1－3點(diǎn)來(lái)輔導(dǎo)對(duì)這3點(diǎn)進(jìn)行跟蹤直到雙方都認(rèn)為HR達(dá)到了標(biāo)準(zhǔn)2.輔導(dǎo)前的計(jì)劃－仔細(xì)考慮

HR認(rèn)識(shí)到自己的錯(cuò)誤并改正的關(guān)鍵是什么多少點(diǎn)，為什么？8ProfessionalCoaching3.Focussed&SystematicFocussedonobjectives(Donotside-track)DealwithonepointatatimeMovessmoothlyfromonepointtoanother4.UseReflectSkillEffectiveprobingtogetHRtouncoverhisownmistakesEffectiveprobingtogetHRtocorrecthisownmistakes

9專業(yè)輔導(dǎo)3.集中的和系統(tǒng)的關(guān)注目標(biāo)（不要偏離目標(biāo))一次解決一點(diǎn)從一點(diǎn)順利的過(guò)渡到另一點(diǎn)4.用引導(dǎo)的技巧有效的探詢使HR發(fā)現(xiàn)自己的錯(cuò)誤有效的探詢使HR改正自己的錯(cuò)誤的做法10ProfessionalCoaching5.UseCoachingformandStandards&GuideProvideHRwithabackgroundtohisstrengths&weaknessandgetcoachingprioritiesrightSetstandardsforachievement-forprogress

11專業(yè)輔導(dǎo)5.運(yùn)用輔導(dǎo)表和指南讓HR了解自己的強(qiáng)項(xiàng)和弱項(xiàng)，分清先后今后努力的方向

12Stepstouseform&guidePrecallReviewdaysactivitywithHRStateyourobjectiveHRtostatehisexpectationFocuson1to3areasforobservationandcoachingPostcallDon’tpraisetoomuch,don’tsummarizeyetGetfeedbackfromHRonhisday’sperformance(Listenattentively)Giveyourfeedback,usingReflectingskill,startingwithstrongthenweakpointsDon’tfeedbackonpointsoutsideyourobjectives,unlessitisurgentandimportant13如何使用表格和指南拜訪前計(jì)劃一天的拜訪活動(dòng)講出你的協(xié)同拜訪目標(biāo)講他的期望集中1－3點(diǎn)觀察、輔導(dǎo)拜訪后不要過(guò)多的表?yè)P(yáng)，也不要總結(jié)讓HR對(duì)一天的表現(xiàn)進(jìn)行反饋（仔細(xì)聆聽(tīng))針對(duì)目標(biāo)，用引導(dǎo)的技巧得到代表的反饋用引導(dǎo)的技巧提供你的反饋意見(jiàn)，先講強(qiáng)項(xiàng)后講弱項(xiàng)除非緊急或重要的原因，反饋時(shí)不要離開(kāi)你的目標(biāo)。14Stepstouseform&guideUsageofRecord

Forcoachingtobeeffective,theFieldCoaching&DevelopmentRecordandCoachingSkill&GuideshouldbeusedtogetherEmphasizethattheobjectiveidthisrecordistoCoach&DevelopHRinamoresystematic&effectiveway.The9pointsintheFieldCoaching&DevelopmentRecordbySTRATBYGIVINGMARKSTOALLPOINTSsothatyoucanprioritizecoachingobjectives.15

如何使用表格和指南

表格應(yīng)用為使輔導(dǎo)更加有效，本手冊(cè)和協(xié)同拜訪表應(yīng)配合使用強(qiáng)調(diào)此記錄表的目的是更加系統(tǒng)、有效的輔導(dǎo)和發(fā)展HR表中9點(diǎn)總結(jié)了HR為了自身發(fā)展和業(yè)務(wù)提升必須注意的地方。此表可應(yīng)用3次為了能分出輔導(dǎo)目標(biāo)的先后，第一次使用輔導(dǎo)表時(shí)要對(duì)所有項(xiàng)目進(jìn)行打分。16Stepstouseform&guideTimingReviewallthepointsonceevery4monthsProbationaryHR~2to4dayspermonth(Continuousdays)HRbelow1year~2to3dayspermonthHRbelow2years~1to2dayspermonthSeniorHR~1daypermonthoralternatemonthsRecording&ReportingHS&HRtorecordcommentsandsignatureGiveacopyeachtoHR,HSandDSM/RSM17

如何使用表格和指南

時(shí)間性每4個(gè)月對(duì)所有項(xiàng)目進(jìn)行全面打分對(duì)試用期的HR每月進(jìn)行連續(xù)2－4天的協(xié)同拜訪及輔導(dǎo)1年以下的HR每月2－3天2年以下的HR每月1－2天高級(jí)HR每月或隔月1天記錄和報(bào)告HS和HR記錄反饋意見(jiàn)并簽名給HR、HS、DSM/RSM每人一份18Stepstouseform&guidePointsdeterminationEachpointhas5criteriaMeeteachcriteria,pointsrangesfrom0.1-10.1-1BreakdownMinimum-0.3pointOkey-0.5pointGood-0.7PointVeryGood-0.9point

19

如何使用表格和指南

怎樣打分每個(gè)點(diǎn)下有5個(gè)標(biāo)準(zhǔn)達(dá)到每一個(gè)標(biāo)準(zhǔn)，分?jǐn)?shù)從0.1－1

至少－0.3分一般－0.5分良好－0.7分優(yōu)良－0.9分優(yōu)秀－1分20Stepstouseform&guideDonotBeTooGenerouswhenawardingpointsTheobjectiveingivingpointsare:tohaveabackgroundtoenableprioritizationofobjectivestosetstandardsandmonitorprogress21

如何使用表格和指南

給分時(shí)不要太大方給分的目的是：

提供一個(gè)可以劃分目標(biāo)優(yōu)先次序的背景指定標(biāo)準(zhǔn)和監(jiān)督過(guò)程22Stepstouseform&guideFocus&priorityGuideNewHR(0-3months)Planing7organization(pointNo.1)TimeManagement(PointNo.2)CustomerCallManagement(PointNo.3)Rightattitude(PointNo.5)Focus:CustomerRapport23

如何使用表格和指南

輔導(dǎo)指南新代表（0－3個(gè)月)計(jì)劃與組織（第1點(diǎn))時(shí)間管理（第2點(diǎn))客戶拜訪管理（第3點(diǎn))正確的態(tài)度（第5點(diǎn))輔導(dǎo)重點(diǎn)：客戶關(guān)系24Stepstouseform&guideFocus&PriorityGuideBelow1yearProductknowledge(PointNo.7)SellingSkill(PointNo.8)TerritoryManagement(PointNo.4)Focus:ProfessionalCall25

如何使用表格和指南

輔導(dǎo)指南一年以下產(chǎn)品知識(shí)（第7點(diǎn))銷售技巧（第8點(diǎn))區(qū)域管理（第4點(diǎn))輔導(dǎo)重點(diǎn)：專業(yè)拜訪26Stepstouseform&guideFocus&PriorityGuideAbove1yearBusinessMindset(PointNo.6)CompetitiveSelling(pointNo.9)Focus:CompetitiveCall27

如何使用表格和指南

輔導(dǎo)指南一年以上生意頭腦（第6點(diǎn))競(jìng)爭(zhēng)銷售（第9點(diǎn))輔導(dǎo)重點(diǎn)：競(jìng)爭(zhēng)拜訪28ScoringCriteria1.Planning&organizationa.CustomercallplanningHavecallobjectiveTargetcustomerlistingUnderstandcustomerbackgroundTimeallocationtomeetnumberofcallsSettingpriorities-whotoseefirst,whonottomissout29計(jì)分標(biāo)準(zhǔn)1.計(jì)劃和組織a.

客戶拜訪計(jì)劃有明確的拜訪目標(biāo)有當(dāng)天拜訪目標(biāo)客戶的名單了解客戶背景合理安排時(shí)間來(lái)達(dá)到拜訪的目標(biāo)數(shù)量分清主次－先拜訪誰(shuí)，誰(shuí)不能漏掉30ScoringCriteria1.Planning&Organizationb.ProductCallPlanningHaveproductobjectivePrimary&‘dache’productcallHaveobjectiveopeningProbingtouncoverneedsWhichfeatures&benefitstosatisfyneeds31計(jì)分標(biāo)準(zhǔn)1.計(jì)劃和組織

b.產(chǎn)品拜訪計(jì)劃有明確的拜訪目標(biāo)每次拜訪都要有主要的和“搭車”產(chǎn)品有目的性開(kāi)場(chǎng)白

探詢需求哪些特性和利益能滿足需求32ScoringCriteria1.Planning&organizationc.OrganizingPromotionalMaterials(Clinicalpapers,brochure,BATS)BroughtrelatedmaterialsBroughtenoughmaterialsOrganizematerialsinorderlymannerHighlightpointsBroughtcompetitor’smaterialforreference/attack33計(jì)分標(biāo)準(zhǔn)1.計(jì)劃和組織c.組織促銷材料（醫(yī)學(xué)文獻(xiàn)，宣傳單頁(yè)，BAT,樣品等)攜帶與拜訪目標(biāo)相關(guān)的材料帶足夠的材料有次序的組織材料劃出重點(diǎn)攜帶有關(guān)競(jìng)爭(zhēng)對(duì)手的材料以便參考或攻擊34ScoringCriteria2.Timemanagement(Calculatemonth’saveragefromDCR)a.Meetsdailycallaverage>18calls 5points15-18calls 4points14calls 3points11-13calls 2points<11calls 1points35計(jì)分標(biāo)準(zhǔn)2.時(shí)間管理a.達(dá)到每天的平均拜訪數(shù)（從每天拜訪報(bào)告中計(jì)算出月平均數(shù))>18calls 5points15-18calls 4points14calls 3points11－13calls 2points<11calls 1points36ScoringCriteria2.Timemanagementb.Focus&priorityDoesnotmissoutonimportantcustomers.KnowthebesttimetocalloncustomersDonotwastetimeonlesspotentialornopotentialcustomersEfficientcustomercall-Professionalcall37計(jì)分標(biāo)準(zhǔn)2.時(shí)間管理b.集中和優(yōu)先不要漏掉重要客戶知道拜訪客戶的最佳時(shí)機(jī)不要在一個(gè)客戶身上浪費(fèi)太多不必要的時(shí)間不要把時(shí)間浪費(fèi)在潛力小或沒(méi)有潛力的客戶上有效的客戶拜訪－專業(yè)拜訪38ScoringCriteria3.CustomerCallManagementa.Makesprofessionalcall(Socialcall+Productcall)80%ofthetime 5points70%ofthetime 4points60%ofthetime 3points50%ofthetime 2points40%ofthetime 1points39計(jì)分標(biāo)準(zhǔn)3.客戶拜訪管理a.進(jìn)行專業(yè)拜訪(社交拜訪＋產(chǎn)品拜訪)80%ofthetime 5points70%ofthetime 4points60%ofthetime 3points50%ofthetime 2points40%ofthetime 1points40ScoringCriteria3.CustomerCallmanagementb.ProductCallStandards(Sellproduct)HaveobjectiveopeningHaveprobing&listeningClearlystatedfeatures&benefitsHaveclosingUsespromotionalmaterials(Clinicalpapersandbrochures)41計(jì)分標(biāo)準(zhǔn)3.客戶拜訪管理b.產(chǎn)品拜訪（銷售產(chǎn)品)有目的性開(kāi)場(chǎng)白有探詢和聆聽(tīng)清楚陳述特性和利益有成交運(yùn)用促銷資料（醫(yī)學(xué)文獻(xiàn)和宣傳單頁(yè))42ScoringCriteria3.CustomerCallManagementc.InterpersonalskillKnowscustomer’spersonalitystyleKnowscustomer’spersonalityprofile(Basicneeds,strengths&weaknesses)Usestherightfeatures&benefitsUsestherightprobing&closingUsesrightproportionofSocialCall/ProductCall43計(jì)分標(biāo)準(zhǔn)3.客戶拜訪管理c.人際交往技巧了解客戶的個(gè)人風(fēng)格了解客戶的個(gè)人的簡(jiǎn)單情況（基本需求、優(yōu)勢(shì)和弱點(diǎn))運(yùn)用正確的特性和利益運(yùn)用正確的探詢和成交運(yùn)用正確的社交拜訪和產(chǎn)品拜訪的比例44ScoringCriteria3.CustomerCallManagement

d.CustomerRapport

Familiarwithcustomer’sbackgroundKnowcustomer’sneedCustomer’sprojectapositiveattitudetowardsHRCustomer’swillingnesstoshareinformationandhelpAbletoinfluencecustomer’sopinion

45計(jì)分標(biāo)準(zhǔn)3.客戶拜訪管理d.客戶關(guān)系熟悉客戶的背景了解客戶的需求客戶對(duì)HR有好感客戶愿意分享信息和提供幫助能夠影響客戶的觀點(diǎn)46ScoringCriteria3.CustomerCallManagement

e.Communicationskills

Listening

EmpathyBodylanguage-57%Toneofvoice-36%Words-7%47計(jì)分標(biāo)準(zhǔn)3.客戶拜訪管理e.溝通技巧

聆聽(tīng)設(shè)身處地身體語(yǔ)言聲調(diào)內(nèi)容48ScoringCriteria3.CustomerCallManagement

f.Micro-marketingSelecthighpotentialcustomersUnderstanddoctor’sneedpersonal&professionalUnderstanddoctor’sprescribinghabit&patientsbreakdownCalculatedoctor’spotentialbaseonpatient’sbreakdownTargetandplantomaximizedoctor’susageaccordingtohispotential

49計(jì)分標(biāo)準(zhǔn)3.客戶拜訪管理

f.微觀市場(chǎng)選擇潛力大的客戶了解醫(yī)生個(gè)人的或?qū)I(yè)的的需求了解醫(yī)生開(kāi)處方的習(xí)慣和患者的類型針對(duì)有適應(yīng)癥的患者計(jì)算醫(yī)生的潛力根據(jù)醫(yī)生的潛力來(lái)制定目標(biāo)和計(jì)劃，使藥品的用量、用途最大化50ScoringCriteria4.TerritoryManagementa.CallonRightCustomers

HighnumberofpatientsHighvalueprescriber(>25Rmb/patient)Influentialcustomers-VIP,Specialist,PharmacistFuturepotentiale.g.in-patientdoctorInterestedcustomerorwillingtoco-operate

51計(jì)分標(biāo)準(zhǔn)4.區(qū)域管理a.合適的客戶門(mén)診量大的醫(yī)生大處方的醫(yī)生有影響的客戶－VIP，專家和醫(yī)藥學(xué)家未來(lái)有潛力的客戶,如住院醫(yī)生有興趣的客戶或愿意合作的客戶52ScoringCriteria4.

TerritoryManagementb.CalloncustomerwiththeRightFrequencyConsiderpointsofmaximumreturns.Consideropportunitycost.Considercurrentusageandfuturepotential.Havealistofatleast200targetcustomers.

Selecthighpotentialcustomersformicro-marketing.

53計(jì)分標(biāo)準(zhǔn)4.

區(qū)域管理b.

合適的頻率最大產(chǎn)出的合適頻率考慮機(jī)會(huì)成本考慮目前的用量及發(fā)展?jié)摿τ幸粡堉辽?00個(gè)目標(biāo)客戶的名單為微觀市場(chǎng)選擇潛力大的客戶54ScoringCriteria4.

TerritoryManagementC.OrganizetheRightActivities

Slidepresentation-meetminimumrequirement.Eldapresentation-meetminimumrequirement.Otheractivities-Hospitalsymposium,round-tableetc.Selecttherightcustomerstoparticipate.Follow-uponresult.55計(jì)分標(biāo)準(zhǔn)4.

區(qū)域管理C.合適的活動(dòng)幻燈演講－達(dá)到基本要求Elda演講－達(dá)到基本要求其他活動(dòng)－醫(yī)院研討會(huì)、圓桌會(huì)等選擇合適的客戶參加跟蹤結(jié)果56ScoringCriteria5.Rightattitudea.PossesstheyearntolearnLearnfasterDofasterDoBetterBeopen-mindedBeflexible57計(jì)分標(biāo)準(zhǔn)5.

正確的態(tài)度a.有學(xué)習(xí)的欲望學(xué)得快做得快做得好接受新事物靈活58ScoringCriteria5.Rightattitudeb.PossessthedrivetosucceedWorkshard&smartResultoriented&responsible

WillingtolearnandchangeOptimistic&opportunisticSenseofurgency59計(jì)分標(biāo)準(zhǔn)5.

正確的態(tài)度b.有成功的欲望積極努力并聰明的工作注重結(jié)果，有責(zé)任感愿意學(xué)習(xí)和提高樂(lè)觀，善于抓住機(jī)會(huì)緊迫感60ScoringCriteria6.BusinessMind-seta.AnalyzebusinessresultTotalsalesProductsalesEachhospital&departmentsalesInvestment&returnsCompetitor’ssalesandmarketshareineachhospital

61計(jì)分標(biāo)準(zhǔn)6.

生意頭腦a.分析業(yè)務(wù)結(jié)果總金額產(chǎn)品銷量每一家醫(yī)院、科室的銷量投入和產(chǎn)出在每一家醫(yī)院競(jìng)爭(zhēng)對(duì)手的銷量和市場(chǎng)占有率62ScoringCriteria6.BusinessMind-setb.SeekandcapitalizeonbusinessopportunitiesTargetandpenetratecompetitor’smarketExpandusagetootherindicationCapitalizeonallproductopportunityTargetallrelateddepartmentCreaterapportwiththerightcustomer

63計(jì)分標(biāo)準(zhǔn)6.

生意頭腦b.尋找和利用銷售機(jī)會(huì)選擇并滲透到競(jìng)爭(zhēng)對(duì)手的市場(chǎng)擴(kuò)大適應(yīng)癥利用所有的產(chǎn)品銷售機(jī)會(huì)選擇所有相關(guān)的科室與合適的客戶達(dá)成默契64ScoringCriteria6.BusinessMind-setc.DruglistingSelectandunderstanddecisionmaker’sbackgroundCallsandinfluencedecisionmakerProvidesufficientmaterialstosupportlistingSenseofurgencyinlistingallXJPproductstohospitalPenetration65計(jì)分標(biāo)準(zhǔn)6.生意頭腦c.進(jìn)藥選擇并了解決策者的背景拜訪并影響決策者提供足夠的材料來(lái)支持進(jìn)藥盡快將所有楊森公司的產(chǎn)品列入到醫(yī)院進(jìn)藥率66ScoringCriteria7.ProductKnowledgeAllProductsImpartkeysellingmessageImpartbasicinformationeg.Dosage,strength,price,packingEmphasizefeatures&benefitsShowconvictioninproductGoodunderstandingandusageofclinicalmaterials67計(jì)分標(biāo)準(zhǔn)7.

產(chǎn)品知識(shí)所有產(chǎn)品提供重要的銷售信息提供基本的信息（如劑量、用法用量、價(jià)格和包裝)強(qiáng)調(diào)特性和利益顯示對(duì)產(chǎn)品的信心很好的理解并應(yīng)用拜訪資料68ScoringCriteria8.Sellingskilla.ObjectiveopeningStateaneedOfferfeatureandbenefitAbletodovariousobjectiveopeningNaturalanddoesobjectiveopeningwhen‘dache’Capturedoctor’sattention69計(jì)分標(biāo)準(zhǔn)8.

銷售技巧a.目的性開(kāi)場(chǎng)白陳述一種需求提供特性和利益做不同的目的性開(kāi)場(chǎng)白自然地做目的性開(kāi)場(chǎng)白吸引醫(yī)生的注意70ScoringCriteria8.Sellingskillb.ProbingandlisteningTactfulAskquestionaccordingtoPersonalityStyleAskrelatedquestionGoodlistenerUseindirectquestionwhenfacewithsensitiveissues71計(jì)分標(biāo)準(zhǔn)8.

銷售技巧b.探詢與聆聽(tīng)巧妙的根據(jù)客戶個(gè)人風(fēng)格提問(wèn)詢問(wèn)相關(guān)的問(wèn)題好的聆聽(tīng)間接探詢敏感問(wèn)題72ScoringCriteria8.Sellingskillc.ProductdetailingCredibility--listenLogical--ThinkEmotion--DoFeatures&benefitsSystematicstoryflow73計(jì)分標(biāo)準(zhǔn)8.

銷售技巧c.產(chǎn)品介紹可信--聽(tīng)邏輯--想情感--做特性和利益有系統(tǒng)的講述故事74ScoringCriteria8.Sellingskilld.Features&benefitsClearstatementofneedsClearlystatedfeaturesClearlyemphasizedbenefitsTactfulcomparisonwithcompetitorsDoctor’sresponse75計(jì)分標(biāo)準(zhǔn)8.

銷售技巧d.特性和利益清楚的講述需求清楚的講述特性清楚的強(qiáng)調(diào)利益巧妙的與競(jìng)爭(zhēng)對(duì)手相比較醫(yī)生對(duì)你的反應(yīng)76ScoringCriteria8.Sellingskille.HandlingobjectionsResilience&flexibilityProbetoclarifyobjectionsEffective&tactfulhandlingofobjectionsEmphasizefeatures&benefits77計(jì)分標(biāo)準(zhǔn)8.

銷售技巧e.對(duì)異議的處理緩沖和靈活性探詢異議積極的聆聽(tīng)有效、巧妙的處理異議強(qiáng)調(diào)特性和利益78ScoringCriteria8.Sellingskillf.ReinforcingRighttimingReinforceexistingpositiveimpressionFeatures&benefitsClosingDoctor’sresponse79計(jì)分標(biāo)準(zhǔn)8.銷售技巧f.加強(qiáng)合適的時(shí)間加強(qiáng)已有的良好印象特性和利益成交醫(yī)生對(duì)你的反應(yīng)80ScoringCriteria8.Sellingskillg.ClosingSummarizeskeypointsClearexpectation-fromtrialto1stchoiceusageAppropriateclosingmethodConfirmactionofacceptanceTimeframeforfollowup81計(jì)分標(biāo)準(zhǔn)8.銷售技巧g.成交總結(jié)要點(diǎn)明確的期望－從試用到首選合適的成交方式確認(rèn)是否接受跟進(jìn)的時(shí)間安排82ScoringCriteria8.SellingSkillh.HandlingbrochuresPositioningofbrochuresCreativityFamiliarityFocusonkeypointsandusespentopointSummarizeskeypoints83計(jì)分標(biāo)準(zhǔn)8.

銷售技巧h.宣傳單頁(yè)的使用將單頁(yè)放在合適的位置創(chuàng)新熟悉單頁(yè)用筆劃出重點(diǎn)來(lái)強(qiáng)調(diào)總結(jié)重點(diǎn)84ScoringCriteria8.Sellingskilli.SlidePresentationSkillHaveobjectiveopeningUsescreativity