銷售管理培訓

銷售管理培訓

Training

-SalesManagement-CoachingStandards&Guide

2輔導內(nèi)容及心得分享目的：互相幫助，共同提高輔導次數(shù)回顧心得分享輔導目標輔導內(nèi)容回顧3心得分享出發(fā)點：真正對同事好對事不對人接受度認真對待效果重視度準備充分表帥合適的頻率4ManagementBelieveWhatgetsexpected,getsrealizedWhatgetsmeasured,getsdoneWhatgetsfeedback,getsimprovedWhatgetsrewarded,getsrepeated5西安楊森的管理哲學有期望，才會實現(xiàn)有衡量，才會實施有反饋，才會提高有認可，才會升華6ProfessionalCoaching1.Clear&specificCoachingFocuson1-3points-shouldbemutuallyagreedpoints(HRneeds)FollowthroughonthepointstillbothofyoumutuallyagreethatHRhadachievedthestandards.

2.Pre-coachPlanning-ThinkthroughWhatarethekeypointstoprobeHRintorealizinghisownmistakescorrectthem.Howmanypointsandwhy?7專業(yè)輔導1.清楚、具體的輔導集中雙方公認的1－3點來輔導對這3點進行跟蹤直到雙方都認為HR達到了標準2.輔導前的計劃－仔細考慮

HR認識到自己的錯誤并改正的關(guān)鍵是什么多少點，為什么？8ProfessionalCoaching3.Focussed&SystematicFocussedonobjectives(Donotside-track)DealwithonepointatatimeMovessmoothlyfromonepointtoanother4.UseReflectSkillEffectiveprobingtogetHRtouncoverhisownmistakesEffectiveprobingtogetHRtocorrecthisownmistakes

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

11專業(yè)輔導5.運用輔導表和指南讓HR了解自己的強項和弱項，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劃一天的拜訪活動講出你的協(xié)同拜訪目標講他的期望集中1－3點觀察、輔導拜訪后不要過多的表揚，也不要總結(jié)讓HR對一天的表現(xiàn)進行反饋（仔細聆聽)針對目標，用引導的技巧得到代表的反饋用引導的技巧提供你的反饋意見，先講強項后講弱項除非緊急或重要的原因，反饋時不要離開你的目標。14Stepstouseform&guideUsageofRecord

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

如何使用表格和指南

表格應用為使輔導更加有效，本手冊和協(xié)同拜訪表應配合使用強調(diào)此記錄表的目的是更加系統(tǒng)、有效的輔導和發(fā)展HR表中9點總結(jié)了HR為了自身發(fā)展和業(yè)務提升必須注意的地方。此表可應用3次為了能分出輔導目標的先后，第一次使用輔導表時要對所有項目進行打分。16Stepstouseform&guideTimingReviewallthepointsonceevery4monthsProbationaryHR~2to4dayspermonth(Continuousdays)HRbelow1year~2to3dayspermonthHRbelow2years~1to2dayspermonthSeniorHR~1daypermonthoralternatemonthsRecording&ReportingHS&HRtorecordcommentsandsignatureGiveacopyeachtoHR,HSandDSM/RSM17

如何使用表格和指南

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

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如何使用表格和指南

怎樣打分每個點下有5個標準達到每一個標準，分數(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

給分時不要太大方給分的目的是：

提供一個可以劃分目標優(yōu)先次序的背景指定標準和監(jiān)督過程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

輔導指南新代表（0－3個月)計劃與組織（第1點)時間管理（第2點)客戶拜訪管理（第3點)正確的態(tài)度（第5點)輔導重點：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

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

如何使用表格和指南

輔導指南一年以上生意頭腦（第6點)競爭銷售（第9點)輔導重點：競爭拜訪28ScoringCriteria1.Planning&organizationa.CustomercallplanningHavecallobjectiveTargetcustomerlistingUnderstandcustomerbackgroundTimeallocationtomeetnumberofcallsSettingpriorities-whotoseefirst,whonottomissout29計分標準1.計劃和組織a.

客戶拜訪計劃有明確的拜訪目標有當天拜訪目標客戶的名單了解客戶背景合理安排時間來達到拜訪的目標數(shù)量分清主次－先拜訪誰，誰不能漏掉30ScoringCriteria1.Planning&Organizationb.ProductCallPlanningHaveproductobjectivePrimary&‘dache’productcallHaveobjectiveopeningProbingtouncoverneedsWhichfeatures&benefitstosatisfyneeds31計分標準1.計劃和組織

b.產(chǎn)品拜訪計劃有明確的拜訪目標每次拜訪都要有主要的和“搭車”產(chǎn)品有目的性開場白

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計分標準1.計劃和組織c.組織促銷材料（醫(yī)學文獻，宣傳單頁，BAT,樣品等)攜帶與拜訪目標相關(guān)的材料帶足夠的材料有次序的組織材料劃出重點攜帶有關(guān)競爭對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計分標準2.時間管理a.達到每天的平均拜訪數(shù)（從每天拜訪報告中計算出月平均數(shù))>18calls 5points15-18calls 4points14calls 3points11－13calls 2points<11calls 1points36ScoringCriteria2.Timemanagementb.Focus&priorityDoesnotmissoutonimportantcustomers.KnowthebesttimetocalloncustomersDonotwastetimeonlesspotentialornopotentialcustomersEfficientcustomercall-Professionalcall37計分標準2.時間管理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機不要在一個客戶身上浪費太多不必要的時間不要把時間浪費在潛力小或沒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計分標準3.客戶拜訪管理a.進行專業(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計分標準3.客戶拜訪管理b.產(chǎn)品拜訪（銷售產(chǎn)品)有目的性開場白有探詢和聆聽清楚陳述特性和利益有成交運用促銷資料（醫(yī)學文獻和宣傳單頁)42ScoringCriteria3.CustomerCallManagementc.InterpersonalskillKnowscustomer’spersonalitystyleKnowscustomer’spersonalityprofile(Basicneeds,strengths&weaknesses)Usestherightfeatures&benefitsUsestherightprobing&closingUsesrightproportionofSocialCall/ProductCall43計分標準3.客戶拜訪管理c.人際交往技巧了解客戶的個人風格了解客戶的個人的簡單情況（基本需求、優(yōu)勢和弱點)運用正確的特性和利益運用正確的探詢和成交運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計分標準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46ScoringCriteria3.CustomerCallManagement

e.Communicationskills

Listening

EmpathyBodylanguage-57%Toneofvoice-36%Words-7%47計分標準3.客戶拜訪管理e.溝通技巧

聆聽設(shè)身處地身體語言聲調(diào)內(nèi)容48ScoringCriteria3.CustomerCallManagement

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

49計分標準3.客戶拜訪管理

f.微觀市場選擇潛力大的客戶了解醫(yī)生個人的或?qū)I(yè)的的需求了解醫(yī)生開處方的習慣和患者的類型針對有適應癥的患者計算醫(yī)生的潛力根據(jù)醫(yī)生的潛力來制定目標和計劃，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計分標準4.區(qū)域管理a.合適的客戶門診量大的醫(yī)生大處方的醫(yī)生有影響的客戶－VIP，專家和醫(yī)藥學家未來有潛力的客戶,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計分標準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會成本考慮目前的用量及發(fā)展?jié)摿τ幸粡堉辽?00個目標客戶的名單為微觀市場選擇潛力大的客戶54ScoringCriteria4.

TerritoryManagementC.OrganizetheRightActivities

Slidepresentation-meetminimumrequirement.Eldapresentation-meetminimumrequirement.Otheractivities-Hospitalsymposium,round-tableetc.Selecttherightcustomerstoparticipate.Follow-uponresult.55計分標準4.

區(qū)域管理C.合適的活動幻燈演講－達到基本要求Elda演講－達到基本要求其他活動－醫(yī)院研討會、圓桌會等選擇合適的客戶參加跟蹤結(jié)果56ScoringCriteria5.Rightattitudea.PossesstheyearntolearnLearnfasterDofasterDoBetterBeopen-mindedBeflexible57計分標準5.

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

WillingtolearnandchangeOptimistic&opportunisticSenseofurgency59計分標準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，有責任感愿意學習和提高樂觀，善于抓住機會緊迫感60ScoringCriteria6.BusinessMind-seta.AnalyzebusinessresultTotalsalesProductsalesEachhospital&departmentsalesInvestment&returnsCompetitor’ssalesandmarketshareineachhospital

61計分標準6.

生意頭腦a.分析業(yè)務結(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)院競爭對手的銷量和市場占有率62ScoringCriteria6.BusinessMind-setb.SeekandcapitalizeonbusinessopportunitiesTargetandpenetratecompetitor’smarketExpandusagetootherindicationCapitalizeonallproductopportunityTargetallrelateddepartmentCreaterapportwiththerightcustomer

63計分標準6.

生意頭腦b.尋找和利用銷售機會選擇并滲透到競爭對手的市場擴大適應癥利用所有的產(chǎn)品銷售機會選擇所有相關(guān)的科室與合適的客戶達成默契64ScoringCriteria6.BusinessMind-setc.DruglistingSelectandunderstanddecisionmaker’sbackgroundCallsandinfluencedecisionmakerProvidesufficientmaterialstosupportlistingSenseofurgencyinlistingallXJPproductstohospitalPenetration65計分標準6.生意頭腦c.進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支持進藥盡快將所有楊森公司的產(chǎn)品列入到醫(yī)院進藥率66ScoringCriteria7.ProductKnowledgeAllProductsImpartkeysellingmessageImpartbasicinformationeg.Dosage,strength,price,packingEmphasizefeatures&benefitsShowconvictioninproductGoodunderstandingandusageofclinicalmaterials67計分標準7.

產(chǎn)品知識所有產(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、價格和包裝)強調(diào)特性和利益顯示對產(chǎn)品的信心很好的理解并應用拜訪資料68ScoringCriteria8.Sellingskilla.ObjectiveopeningStateaneedOfferfeatureandbenefitAbletodovariousobjectiveopeningNaturalanddoesobjectiveopeningwhen‘dache’Capturedoctor’sattention69計分標準8.

銷售技巧a.目的性開場白陳述一種需求提供特性和利益做不同的目的性開場白自然地做目的性開場白吸引醫(yī)生的注意70ScoringCriteria8.Sellingskillb.ProbingandlisteningTactfulAskquestionaccordingtoPersonalityStyleAskrelatedquestionGoodlistenerUseindirectquestionwhenfacewithsensitiveissues71計分標準8.

銷售技巧b.探詢與聆聽巧妙的根據(jù)客戶個人風格提問詢問相關(guān)的問題好的聆聽間接探詢敏感問題72ScoringCriteria8.Sellingskillc.ProductdetailingCredibility--listenLogical--ThinkEmotion--DoFeatures&benefitsSystematicstoryflow73計分標準8.

銷售技巧c.產(chǎn)品介紹可信--聽邏輯--想情感--做特性和利益有系統(tǒng)的講述故事74ScoringCriteria8.Sellingskilld.Features&benefitsClearstatementofneedsClearlystatedfeaturesClearlyemphasizedbenefitsTactfulcomparisonwithcompetitorsDoctor’sresponse75計分標準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調(diào)利益巧妙的與競爭對手相比較醫(yī)生對你的反應76ScoringCriteria8.Sellingskille.HandlingobjectionsResilience&flexibilityProbetoclarifyobjectionsEffective&tactfulhandlingofobjectionsEmphasizefeatures&benefits77計分標準8.

銷售技巧e.對異議的處理緩沖和靈活性探詢異議積極的聆聽有效、巧妙的處理異議強調(diào)特性和利益78ScoringCriteria8.Sellingskillf.ReinforcingRighttimingReinforceexistingpositiveimpressionFeatures&benefitsClosingDoctor’sresponse79計分標準8.銷售技巧f.加強合適的時間加強已有的良好印象特性和利益成交醫(yī)生對你的反應80ScoringCriteria8.Sellingskillg.ClosingSummarizeskeypointsClearexpectation-fromtrialto1stchoiceusageAppropriateclosingmethodConfirmactionofacceptanceTimeframeforfollowup81計分標準8.銷售技巧g.成交總結(jié)要點明確的期望－從試用到首選合適的成交方式確認是否接受跟進的時間安排82ScoringCriteria8.SellingSkillh.HandlingbrochuresPositioningofbrochuresCreativityFamiliarityFocusonkeypointsandusespentopointSummarizeskeypoints83計分標準8.

銷售技巧h.宣傳單頁的使用將單頁放在合適的位置創(chuàng)新熟悉單頁用筆劃出重點來強調(diào)總結(jié)重點84ScoringCriteria8.Sellingskilli.SlidePresentationSkillHaveobjectiveopeningUsescreativity