競(jìng)爭(zhēng)銷售形式和方法

1、競(jìng)爭(zhēng)銷售形式和方法競(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目標(biāo)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)手的親身經(jīng)驗(yàn)。To provide insight on how to help build conviction and competitiveness in HR, in the

2、 shortest period of time.在最短的時(shí)間內(nèi)提供怎樣幫助銷售代表建立信心和競(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)行更加可行和有意義的培訓(xùn)的機(jī)會(huì)。Benefits好處Penetrate competitor market to increase market share.進(jìn)入競(jìng)爭(zhēng)對(duì)手的市場(chǎng)，增加市場(chǎng)份額Stop the decline in market share.停止市場(chǎng)份額的下滑競(jìng)爭(zhēng)銷售 推銷者為擴(kuò)大商品銷售、提高市場(chǎng)

3、占有率、打擊競(jìng)爭(zhēng)對(duì)手而采取的策略和方法。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)品的應(yīng)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 品種 質(zhì)量 價(jià)格 市場(chǎng)競(jìng)爭(zhēng)的形式賣方與賣方賣方與買(mǎi)方買(mǎi)方與買(mǎi)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)及銷售策略 代表的競(jìng)爭(zhēng)代表的能力代表的人品代表的敬業(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)

4、知識(shí)，能夠提供最及時(shí)的醫(yī)學(xué)信息。怎樣獲得拜訪機(jī)會(huì)代表有廣博的科學(xué)知識(shí)代表的個(gè)人關(guān)系怎樣獲得拜訪機(jī)會(huì)我們的競(jìng)爭(zhēng)形式 我敵醫(yī)生患者No!競(jìng)爭(zhēng)的基本原則正當(dāng)合法合乎倫理道德法制商業(yè)道德公平誠(chéng)實(shí)講信用競(jìng)爭(zhēng)的不當(dāng)行為地方保護(hù)主義濫用經(jīng)濟(jì)優(yōu)勢(shì)故意制造障礙欺詐行為商業(yè)賄賂侵犯商業(yè)秘密競(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)越激烈競(jìng)爭(zhēng)在產(chǎn)品方面的優(yōu)勢(shì)減少競(jìng)爭(zhēng)在售后服務(wù)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, know your enemy, 100 battle fought,

5、 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)銷售的策略揚(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)重復(fù)The Best Strategy 最佳策略Prevent competitor product listi

6、ng in hospitals.防止競(jìng)爭(zhēng)對(duì)手的產(chǎn)品出現(xiàn)在醫(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)銷售的方法準(zhǔn)備實(shí)施反饋改進(jìn)準(zhǔn)備知道你的戰(zhàn)場(chǎng) 市場(chǎng)的背景知識(shí) 疾病的基本知識(shí)知道你自己 產(chǎn)品知識(shí)（優(yōu)勢(shì)、弱點(diǎn)） 個(gè)人及公司的特點(diǎn)知道你的對(duì)手 競(jìng)爭(zhēng)產(chǎn)品知識(shí)（劣勢(shì)、優(yōu)點(diǎn)） 對(duì)手及其公司的特點(diǎn) 綜合分析、找出突破口知道你的戰(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)發(fā)展?fàn)顩r疾病的基本知識(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、患者的感覺(jué)）知道你的戰(zhàn)場(chǎng)根據(jù)產(chǎn)品的適應(yīng)癥 （公司、醫(yī)生、患

7、者）根據(jù)醫(yī)院及科室的特色根據(jù)醫(yī)生的基本情況知道你自己產(chǎn)品知識(shí) 優(yōu)勢(shì)利益銷售 劣勢(shì)異議處理公司 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)和短處知道你的對(duì)手競(jìng)爭(zhēng)產(chǎn)品的知識(shí) 劣勢(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)（支持材料）！ 重復(fù)、重復(fù)、再重復(fù)！知道你的對(duì)手搜集競(jìng)爭(zhēng)產(chǎn)品資料 產(chǎn)品說(shuō)明書(shū) 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)（支持材料）！ 重復(fù)、重復(fù)、再重復(fù)！知道你的對(duì)手搜集競(jìng)爭(zhēng)對(duì)手資料 個(gè)人資料 主要目標(biāo)醫(yī)生 促銷活動(dòng) 要有足夠的證據(jù)（支持材料）！ 重復(fù)、重復(fù)、再重復(fù)！知道你的對(duì)手競(jìng)爭(zhēng)產(chǎn)品資料及代表分析 產(chǎn)品的強(qiáng)項(xiàng)和弱項(xiàng) 宣傳中

8、是否有誤導(dǎo) 資料或宣傳中矛盾之處 掩蓋的副作用 代表本身的長(zhǎng)處和短處 促銷活動(dòng)中不公正要有足夠的證據(jù)（支持材料）！ 重復(fù)、重復(fù)、再重復(fù)！Understand to build conviction 理解去建立信念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)手的長(zhǎng)處和短處Search for lots of proof to support your point.尋找足夠的證據(jù)支持你的觀點(diǎn)Use logic and emotions to gain trust and sup

9、port.用邏輯和情感去贏得信任和支持Build up materials for attack 為進(jìn)攻積累材料Analyze competitors materials分析競(jìng)爭(zhēng)者的材料Brochures, clinical papers, package inserts, etc.畫(huà)冊(cè)，報(bào)紙，包裝等Both original and generic原始的和通用的材料What to analyze?分析什么Misleading claims, sensitive information, strengths & weaknesses誤導(dǎo)性的聲明，敏感的消息，長(zhǎng)處和弱點(diǎn)Excipients es

10、pecially 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.創(chuàng)造解決問(wèn)題的方法，比如一個(gè)故事Take a snipe at your enemy whenever possible (counter attack).在任何可能的時(shí)候攻擊你的對(duì)手Build up materials for attack 為進(jìn)攻積累材料Em

11、phasize 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尋找不明顯的細(xì)節(jié) 心理上的準(zhǔn)備戰(zhàn)前的興奮、激動(dòng)充滿自信的進(jìn)入戰(zhàn)場(chǎng)善于調(diào)動(dòng)情緒機(jī)智靈活隨機(jī)應(yīng)變要讓你的醫(yī)生感到懷疑！編故事可信聽(tīng)邏輯想感情做Create Doubt創(chuàng)造疑問(wèn) Efficacy 效力Safety 安全度Reliability可信度product 產(chǎn)品company 公司manufacturing 制造HR 醫(yī)藥代表實(shí)施按計(jì)劃實(shí)施因人制宜抓住機(jī)會(huì)防患于未然注意加強(qiáng)、鞏

12、固反饋及改進(jìn)根據(jù)醫(yī)師反應(yīng)及處方，及時(shí)反饋若醫(yī)生疑慮，不要?dú)怵H，提供更有利的證據(jù)支持并重復(fù)之。注意搜集最新的信息，不斷鞏固已取得的成果提高警惕，嚴(yán)防對(duì)手反撲競(jìng)爭(zhēng)銷售成功的鑰匙持續(xù)重復(fù)入迷競(jìng)爭(zhēng)銷售的緊迫性 不是你死就是我活Food for thoughtIf you were to lose this war, you will lose your life. Will you give your best?如果你戰(zhàn)敗就得喪命，你會(huì)不會(huì)盡全力去戰(zhàn)呢？競(jìng)爭(zhēng)銷售的注意事項(xiàng)要做好充分的準(zhǔn)備開(kāi)始嘗試做競(jìng)爭(zhēng)銷售的對(duì)象 非目標(biāo)醫(yī)生 關(guān)系好的目標(biāo)醫(yī)生不要樹(shù)敵太多，找準(zhǔn)最主要的對(duì)手慎重、巧妙攻擊對(duì)手Plan yo

13、ur attack為進(jìn)攻做計(jì)劃Attack your competitor subtly謹(jǐn)慎地進(jìn)攻你的競(jìng)爭(zhēng)對(duì)手Delay your attack when expected 別人察覺(jué)時(shí)暫緩進(jìn)攻Skillful presentation of opponents negative有技巧的展示對(duì)手的弱點(diǎn)Update with current information掌握最新信息，跟上發(fā)展Compare and contrast比較和對(duì)照 Strong parting message離開(kāi)時(shí)留下的有力信息Competitive CallSocial call + Competitive Call.Sel

14、l YourselfSell ProductPenetrate comp-titors marketHow distant is success?You are just an attitude away from Success AnonymousWorkshop 5 objective 培訓(xùn)目標(biāo) 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)做準(zhǔn)備Attack - Summary of points to attack and mate

15、rials 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)一般拒絕的詳細(xì)解答Workshop 5 objectives 培訓(xùn)目標(biāo)Prepare your HR培訓(xùn)你的銷售代表Tell a story to create doubt講一個(gè)故事來(lái)引起疑問(wèn)Target and penetrate competitors market目標(biāo)和進(jìn)入競(jìng)爭(zhēng)對(duì)手的市場(chǎng)Action Plan行動(dòng)計(jì)劃Which competitor product?哪個(gè)競(jìng)爭(zhēng)對(duì)手的產(chǎn)品Which hospital/department/

16、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)間結(jié)構(gòu)行動(dòng)計(jì)劃Competitive Call Standards1. Tell a story to create doubtRelate other doctors bad experience using competitors product.2. Effective probingTo uncover doctors needTo gauge doctors acceptance3. Clearly compa

17、re 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 cho