医药销售拜访技巧培训-2.ppt

,Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,*,Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,*,诚 信 销 售!,To Integrity Selling!,在本课程中,你将学到一种令人振奋的销售方式.,In this program you will learn an exciting sales system,这种销售方式有六个步骤,The sales system has six steps.,They are:,1.,接近,Approach,2.,商议,Interview,3.,引证,Demonstrate,4.,确认,Validate,5.,谈判,Negotiate,6.,成交,Close,不管你销售的是何种药物处理或药物治疗,这种方式都能适用,.,You will be able to use this system-regardless of what medication or drug therapy you are selling.,通过这种方式的学习与实践,你与医师及其它卫生保健专业人员交往的效力将大有提高.你的销售额将有所增长!你的自信心将增强.,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.,有效的接近方法可以帮助你赢得信任和和谐，帮助医师和他的同事们听你所说。,An effective approach helps you gain trust and rapport with physicians and their staff it prepares them to listen to you.,有效的接近方法可以减少医生对你的拒绝，减少他们的敌对情绪。,An effective approach helps you to break their preoccupation and reduce their defensiveness.,你不会每次都感到医生傲慢的态度和将你拒之门外。这是我们遇到困难时常用的方法。,You can not go wrong by assuming that every time you contact people they put up barriers to keep you out.It is normal for us to meet resistance.,因此，接近的目的是赢得医生在心理上和身体上的配合。让医生和相关的专业人士能够深入的参加到关于药品销售的讨论中来。,Sothe purpose of the Approach Step is to get physicians unfolding their arms both mentally and physically.Getting physicians and other healthcare professionals to engage in a meaningful two-way dialogue is critical to selling.,传统的销售培训不需要从客户的对话开始。从销售结果评估销售员来看，你的客户也根本不会把你作为合作伙伴看待。,Traditional detailing does not require dialogue from the customer.As a result,It does not engage the physician or staff member or position you as a partner.,很多医药代表不能完成销售任务的原因是他们根本不能赢得他们拜访的客户的尊重。,Many sales representatives are unable to achieve their ultimate sales objective because they fail to gain sufficient rapport with the people they call on.,很少医药代表能够在第一次拜访的几秒钟之内让客户感到他们的价值和留下持久的印象。,Valuable and often lasting impressions are made the first few seconds of contact with people.,ACTION GUIDES TO PRACTICE,有四个实际工作的指导原则，当你按照这些原则操作，你可以非常有效的接近客户，并且能够赢得客户积极的第一印象。,Here are four Action Guides to practice.When you follow the guides,you will approach people more effectively you will create positive first impressions.,1、,让医生感到世界上只有他最重要。,1.,Tune the world out and people in.,2、,让他们放松，并让他们感觉自己是最重要的。,2.,Put them at ease and make them feel important.,3、,让他们讲述他们的病人和治疗的经验。,3.,Get them talking about their patients or their practice.,4、,看着他的眼睛、感受他的感觉。,4.,Hold eye contact and listen to how they feel.,如果你希望提高自己的拜访能力，你必须按照上面的方法执行。,You will notice that these are not just“good ideas”,rather,they are specific actions you can take.,THE AID,INC.STSTEM,In this program you will learn the AID,Vmunications system.,The six steps are:,接近赢得沟通的和谐气氛,Approachto gain rapport,商议确认医生的真实需要,Interviewto identify needs,引证说明你为什么可以满足医生的需要,Demonstrateto show how you can fill needs,确认明确你需要得到的处方等要求,Validate to prove your claims,谈判解决达成共识存在的问题,Negotiateto work out problems,成交要求客户坚决执行,Closeto ask for a decision,下面的曲线图可说明这 一方式.,Notice the following graph that explains the system.,A,I,D,V,N,C,接近,商议,引证,确认,成交,谈判,从左至右，你可以注意到在每一步骤中，你大致的说话的时间的百分比。,From left to right you will notice the approximate percentage of time each step takes.,在每一步中的下面的阴影部分是你总的说话时间，在上面的部分是你聆听的时间。,In each step the shaded area at the bottom represents the amount of time you talk,while the area above that is the amount of time you listen.,Here are three rules for using the system.,1、,从医生和他们的角度出发。,1.,find out where you are with a physician to staff member and begin at that point.,2、,在开始下一步骤之前必须完成前一步骤,。,2.,Always complete one step before going to the next one.,3、,必须一步一步的执行，不要跳到另一步,。,3.,Do not jump to a step without completing the ones before it.,识别不同的人际风格,Identifying Different Social Styles,在你的工作中将有四种不同的人际风格。,Here are four different social styles that you will encounter.,下面将简述各种风格的特点。,Here is a brief description of the styles.,分析家,Analytical,驱策家,Driver,慈善家,Amiable,表现家,Expressive,表现家的精力充沛、外向、对人热情。他们愿意花时间和人建立信任和友谊，比较直接、富于创意，并愿意冒险。,Expressive are energetic,outgoing,enthusiastic people.They take time to establish open,trusting,relationships,are direct,innovation,and willing to take risks.,他们往往用比较合作的态度帮助我们达成合作的协议。,They tend to prefer a collaborative approach to help with decision-making.,驱策家喜欢指挥、喜欢作决定，并且是结果导向型的人。他们让人感到时间比较急迫、需要简单的、集中的信息去达成决定。他们对于人际关系的建立要求很低。,Drivers 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.,分析家是细节导向的人，比较保守，是一个好的组织者。他们需要事实和精确的信息，在实际工作之前，他们需要完整的信息和数据作为支持。,Analytical 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.,他们往往会保持戒备，直到你们有很好的信任关系建立之后。,They may remain guarded until a strong relationship has been developed.,慈善家比较温和、友好、合作，并且是人际关系导向的人。,Amiable are warm,friendly,cooperative and people-oriented.,他们甚至邀请你帮助他作决定，他们的需求比较多，比较敏感，内心世界比较复杂。,They prefer an interactive approach to decision-making,and are sensitive and accepting of the needs and impact on others.,他们花时间去建立人际关系，而且需要别人的帮助才可以作决定。,They take time to build relationships and seek support before making decisions.,现在，请选择一位在你工作中遇到的一个具体的人，并鉴别他的人际风格类型,When you are 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.,Person _,Style identified _,Characteristics _,_,_,_,_,FORMULA FOR SALES POWER,为什么有些代表比其他的代表销售的多得多？,Why do some pharmaceutical sales representatives sell much more than others?,是什么因素导致有的代表在同样的技巧、产品知识和技能的情况下击败其他的人？,What are the factors that cause one person with the same apparent skills,knowledge,and abilities to sell rings around other people?,从以下公式中可以发现关于销售能力的答案,The answer can be found in the following formula for sales power.,当要求这样做的时候,请填写公式中的数字,.,When asked to do so,please fill in numbers to the formula.,销售业绩（产品知识销售目标,说服能力）激励,Product Knowledge _,+Sales Know-How _,+Persuasive Ability _,Achievement Drive_,=Sales Power _,行动计划,ACTION IDEAS,当观看角色演练时,请在下面空白处填写你的想法/观点及原则.,In the space below please write down ideas,points,or principles that come to mind while viewing the Ro-play message.,_,一个有效的接近应记住的事项,THINGS TO REMEMBER FOR AN EFFECTIBE APPROACH,有一些关于接近的应记住的重要的观点.,Here are some important points to remember about approaching people.,在专题讨论的时候,你会有机会探讨它们,.,In your seminar session you will have a chance to discuss them.,1.注意医师及他们的同事的环境怎样.,1.,Notice what is in the physicians or staffs environment.,2.询问你所看到的与他们的环境相关的一些情况,2.,Ask questions about things you see in their environment.,3.不要涉及其隐私,3.,Do not invade peoples space.,4.注意观察他们的肢体语言.,4.,Carefully watch their body language,.,5.观察他们手里在做什么,5.,Watch what they do with their hands.,6.注意观察并问一些开放性的问题,6.,Be sensitive and ask open-ended,questions.,7.注意他们的情绪/声音的语调和速度的变化,并与之协调一致.,7.,Get on their emotional level-match their pace and tone of voice.,8.根据他们的谈话和你的聆听,快速建立一个沟通的进程.,8.,Quickly set up a communication process where they talk and you listen!,9.设法降低他们对你与他们接近的抵抗情绪,9.,Try to reduce their resistance to your approach them.,*,according to Dr.Albert Mehrabian,a U.C.L.A.researcher,10.切记:有效的沟通的情况是:,10.,Rememberthat communication effectiveness depends:,a.7%,人们所说的内容,a.7%on the words people say,b.38%,他们说这些话的语音语调,b.38%on how they say those words,c.55%,肢体语言,c.55%on body language,请回顾以上10个建议.,Please review the above 10 suggestions.,划出两个在工作中对你最有帮助的两点.,Circle two of them that you feel would help you the most when you practice them.,写下对你工作最有益的两点.,Write down two benefits or ways that practicing these two ideas would help you,.,1._,2._,SESSION 2,如何商议和发现需求.,HOW TO INTERVIEW AND FIND OUT NEEDS,在商议过程中,我们要发现医师的需求.,In the Interview Step we discover physicians want or needs.,这是销售策略的核心所在.,Its the heart of a needs-focused selling strategy.,切记:没有人会买他们认为不需要的东西,Rememberno one buys anything unless they perceive it filling a want or a need.,换言之:所有的销售都是为了填充需要/满足需求或解决存在的问题,Said another wayall selling is filling needs,satisfying wants,or solving problems.,专业化的销售代表并不仅仅是“把药卖给医生”.而是通过对卫生保健专业人员所需要的信息的传递,有目的地满足他们的需求,以达到销售更好的药品的目的,Professional 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.,为什么商议的步骤如此重要?,因为我们发现医师需求的唯一方式是:正确的探询和聆听.,Why 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.,下面是一个医药代表成功接近客户的实例:,Here is one approach that has worked well for other pharmaceutical reps:,今天我想做一点不同的事情,而不是象以往那样日复一日.,“,Today,rather than the typical detailing I would like to do something a little different.,我想咨询您一些问题,以了解我们的产品在你们临床上的使用是否适宜,而不是单纯地告诉你我们的药品的有多棒.这样好吗?,Rather than just telling you how 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?”,这一策略已被很多成功的医药代表所应用,并且总是可以带入一种双向沟通的状况,这对于确定你的产品是否能满足医生的需求是非常必要的.,This strategy has been employed 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.,在商议过程中,我们也完成了以下事宜:,In the interview step we also accomplish the following:,1.更进一步使谈话的人置于一种轻松的状态.,1.,We further put people at ease.,2.我们让他们更多地谈话让我们来听,2.,We get them talking and us listening.,3.我们帮助他们发现/澄清并告诉我们他们的需求是什么.,3.,We help them discover,clarify,and verbalize their wants or needs.,4.我们把他们置于一种销售他们自己并发现适合我们产品的病人的类型.,4.,We put them in a position of selling themselves and finding the appropriate patient types for our products.,工作指导原则,ACTION GUIDES TO PRACTICE,下面是商议过程的四个指导原则.,Here are the four Action Guides for the Interview Step.,1.问一些开放性的/间接的问题,以给自己更多的时间了解对方的需求.,1.,Ask open-ended,indirect questions that draw out wants or needs.,2.聆听并解释所有的重点-并把他们记下来,2.,Listen to and paraphrase all points,write them down.,3.识别占优势的需求,并达成协议.,3.,Identify dominant wants or needs and get agreement.,4.确认对方你想帮助他们享受最大的价值,4.,Assure people that you want to help them enjoy the most value.,行动计划,ACTION IDEAS,当你观看,Ro-play,时,请写下你认为应记住的地方.,Write down any ideas you want to remember while you are watching the video message.,_,识别人们的需求,IDENTIFYING PEOPLES WANTS OR NEEDS,请在空白处写下你可以帮助满足的临床医生特殊的需求.,In the space below write down specific wants or needs clinicians have that you help them fill.,1_,2_,3_,4_,5_,6_,7_,8_,然后-,Then,在短时间内,请写下你从医师或他们的同事那想了解的特殊信息,而在此之前你所推荐的最好的服务或药物治疗正好能满足他们的需求,.,In just a moment you will be asked to write down specific 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.,但在你做这些之前-为了帮助你,这儿有一些你可能需要的通用型的信息:,But before you do that and in order to help you,here are some general types of information that might be needed:,1.什么是他们认为合适的处方?为什么?,1.,What are they comfortable prescribing?Why?,2.在一个特殊的药品种类中,什么是他们正在寻找的且还没有发现,2.,In a specific drug class,what are they looking for that they have not fount?,3.在处方时,病人对疾病治疗的需要及医生的处方习惯影响有多大?,3.,How much does managed care impact their patient base and/or prescribing habits?,4.他们试图达到的治疗目的是什么?,4.,What treatment objective are they trying to reach?,5.当评估各种各样的药物疗法时,他们发现最可信的或相关信息是什么类型的信息?,5.,What type of information do they find most credible or relevant when evaluating various drug therapies?,写下你给一个医师推荐一个最好的药物疗法前你必须了解的信息.,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_,设计一个你探询需求的过程所提的问题.,DESIGNING YOUR OWN NEED-DEVELOPMENT QUESTIONS,在空白处写下你向医师或他们的同事所提的问题以探询他们的需求.,In the spaces below write down some question you can ask the physician/staff that get them:,1.讨论他们的需求.,1.,Admitting and discussing their needs.,2.给你一些有助于你更好地理解他们需求的信息.,2.,Giving you information that will help you better understand their needs.,_,有步骤地提出探询需求的问题,有助于你得到信息.,The needs-development questions will get you information,信息会告诉你他们的需求是什么.,The information will then tell you what their needs are.,所有的问题应包含至少一个这样的词:,谁,什么,什么时候,哪里,为什么,怎样,All your questions will contain one of these words:,Who,What,When,Where,Why,How.,1._2._3._4._5._6._7._8._,有效的商议应切记的事项,THINGS TO REMEMBER FOR AN EFFECTIVE INTERVIEW,1.人们购买只为满足自己的需求,而不是为了满足你的需求.,1.,People only buy to fill their own needs not to fill yours.,2.集中在医师的需求上,而不是你自己的需求上.,2.,Focus on physicians needs,not your own.,3.开放性的问题总是包含这样的词:谁,什么,什么时候,哪里,为什么,怎样,3.,Open-ended questions always contain the words:who,what,where,why,when,how.,4.拜访中,用20%的时间讲话,用80%的时间聆听.,4.,Spend 20%of the interview talking and 80%listening.,5.聆听时不要带有偏见或只想怎样“处理掉”他们的想法.,5.,Listen to people without bias or thinking about how you can“sell”them.,6.当你聆听的时候,不断点头,以言语表示同意,使用肯定的手势.,6.,As you listen,nod your head,verbalize agreement,use positive gestures.,7.学习与人建立感情上的联系.,7.,Learn to“connect”emotionally with people.,8.假设自己是一个专业顾问或工作伙伴的角色.,8.,Assume the role of a professional advisor or partner.,9.你不要议论医师处方什么,要听他们处方的原因.,9.,You do not talk physicians into prescribing,you listen them into their prescribing.,10.在人们还没有确定他们的需求时,不要开始销售/介绍或引证你们的产品或服务.,10.,Never begin selling,telling,or demonstrating your product or service until people have adequately established their need.,SEEION 3,如何引证你要销售的东西.,HOW TO DEMONSTRATE WHAT YOU ARE SELLING,销售引证的目的是为了展示你的药品会满足医师的病人的需求.,The purpose of a sales demonstration is to show your drug will satisfy physicians patients wants or needs.,一个有效的引证是一个双赢的活动,它是让你的同事确信:,An effective demonstration is a 50-50 activity.It is one in which both of you work together to make sure that:,1.你了解医师、他同事和病人的需求.,1.,You understand the physicians,staffs and patients needs.,2.他们了解你的药物的疗效,2.,They understand your drug therapy.,3.他们明白你不只是想卖给他们东西,而是你在帮助他们为他们的病人做最好的决定,.,3.,They see that you are not just trying to,selling them,anything you can but that you are helping them make the best,decision for their patients.,很多销售代表仍然做“刺激反应”式的销售-在没有首先了解医师的需求的时候,就引证他们的产品或服务.,Many sales representatives still do“stimulus response”selling they demonstrate their product or services without first understanding the wants or needs of the physician before he/she has determined the diagnosis.,工作指导原则,ACTION GUIDES TO PRACTICE,这儿有四部分工作指导原则,他们会帮助你更有效地引证你的产品或服务.,Here are four Action Guides to practice that will help you demonstrate your product or service most effectively.,1.重复已被确认的占优势的需求.,1.,Repeat the dominant wants or needs that have been admitted.,2.展示你的产品或服务会满足他们的需求.,2.,Show or tell how your product or services will fill their wants or needs.,3.从该药物对疾病的治疗结果或对病人的病情类型对医师的帮助来讨论药物的特性,3.,Discuss drug features in terms of end-result benefits for the disease state or patient type,.,4.探询他们的反应,感觉或观点.,4.,Ask for their reactions,feeling,or opinions.,行动计划,ACTION IDEAS,_,销售产品的同时销售你自己,SELL YOURSELF ON WHAT YOU ARE SELLING,在如今的商业气候中,高度的道德规范和价值观是非常重要的.,In todays business climate