销售管理培训

销售管理培训

Training

-SalesManagement-CoachingStandards&Guide

2辅导内容及心得分享目的：互相帮助，共同提高辅导次数回顾心得分享辅导目标辅导内容回顾3心得分享出发点：真正对同事好对事不对人接受度认真对待效果重视度准备充分表帅合适的频率4ManagementBelieveWhatgetsexpected,getsrealizedWhatgetsmeasured,getsdoneWhatgetsfeedback,getsimprovedWhatgetsrewarded,getsrepeated5西安杨森的管理哲学有期望，才会实现有衡量，才会实施有反馈，才会提高有认可，才会升华6ProfessionalCoaching1.Clear&specificCoachingFocuson1-3points-shouldbemutuallyagreedpoints(HRneeds)FollowthroughonthepointstillbothofyoumutuallyagreethatHRhadachievedthestandards.

2.Pre-coachPlanning-ThinkthroughWhatarethekeypointstoprobeHRintorealizinghisownmistakescorrectthem.Howmanypointsandwhy?7专业辅导1.清楚、具体的辅导集中双方公认的1－3点来辅导对这3点进行跟踪直到双方都认为HR达到了标准2.辅导前的计划－仔细考虑

HR认识到自己的错误并改正的关键是什么多少点，为什么？8ProfessionalCoaching3.Focussed&SystematicFocussedonobjectives(Donotside-track)DealwithonepointatatimeMovessmoothlyfromonepointtoanother4.UseReflectSkillEffectiveprobingtogetHRtouncoverhisownmistakesEffectiveprobingtogetHRtocorrecthisownmistakes

9专业辅导3.集中的和系统的关注目标（不要偏离目标)一次解决一点从一点顺利的过渡到另一点4.用引导的技巧有效的探询使HR发现自己的错误有效的探询使HR改正自己的错误的做法10ProfessionalCoaching5.UseCoachingformandStandards&GuideProvideHRwithabackgroundtohisstrengths&weaknessandgetcoachingprioritiesrightSetstandardsforachievement-forprogress

11专业辅导5.运用辅导表和指南让HR了解自己的强项和弱项，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访前计划一天的拜访活动讲出你的协同拜访目标讲他的期望集中1－3点观察、辅导拜访后不要过多的表扬，也不要总结让HR对一天的表现进行反馈（仔细聆听)针对目标，用引导的技巧得到代表的反馈用引导的技巧提供你的反馈意见，先讲强项后讲弱项除非紧急或重要的原因，反馈时不要离开你的目标。14Stepstouseform&guideUsageofRecord

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

如何使用表格和指南

表格应用为使辅导更加有效，本手册和协同拜访表应配合使用强调此记录表的目的是更加系统、有效的辅导和发展HR表中9点总结了HR为了自身发展和业务提升必须注意的地方。此表可应用3次为了能分出辅导目标的先后，第一次使用辅导表时要对所有项目进行打分。16Stepstouseform&guideTimingReviewallthepointsonceevery4monthsProbationaryHR~2to4dayspermonth(Continuousdays)HRbelow1year~2to3dayspermonthHRbelow2years~1to2dayspermonthSeniorHR~1daypermonthoralternatemonthsRecording&ReportingHS&HRtorecordcommentsandsignatureGiveacopyeachtoHR,HSandDSM/RSM17

如何使用表格和指南

时间性每4个月对所有项目进行全面打分对试用期的HR每月进行连续2－4天的协同拜访及辅导1年以下的HR每月2－3天2年以下的HR每月1－2天高级HR每月或隔月1天记录和报告HS和HR记录反馈意见并签名给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

怎样打分每个点下有5个标准达到每一个标准，分数从0.1－1

至少－0.3分一般－0.5分良好－0.7分优良－0.9分优秀－1分20Stepstouseform&guideDonotBeTooGenerouswhenawardingpointsTheobjectiveingivingpointsare:tohaveabackgroundtoenableprioritizationofobjectivestosetstandardsandmonitorprogress21

如何使用表格和指南

给分时不要太大方给分的目的是：

提供一个可以划分目标优先次序的背景指定标准和监督过程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

辅导指南新代表（0－3个月)计划与组织（第1点)时间管理（第2点)客户拜访管理（第3点)正确的态度（第5点)辅导重点：客户关系24Stepstouseform&guideFocus&PriorityGuideBelow1yearProductknowledge(PointNo.7)SellingSkill(PointNo.8)TerritoryManagement(PointNo.4)Focus:ProfessionalCall25

如何使用表格和指南

辅导指南一年以下产品知识（第7点)销售技巧（第8点)区域管理（第4点)辅导重点：专业拜访26Stepstouseform&guideFocus&PriorityGuideAbove1yearBusinessMindset(PointNo.6)CompetitiveSelling(pointNo.9)Focus:CompetitiveCall27

如何使用表格和指南

辅导指南一年以上生意头脑（第6点)竞争销售（第9点)辅导重点：竞争拜访28ScoringCriteria1.Planning&organizationa.CustomercallplanningHavecallobjectiveTargetcustomerlistingUnderstandcustomerbackgroundTimeallocationtomeetnumberofcallsSettingpriorities-whotoseefirst,whonottomissout29计分标准1.计划和组织a.

客户拜访计划有明确的拜访目标有当天拜访目标客户的名单了解客户背景合理安排时间来达到拜访的目标数量分清主次－先拜访谁，谁不能漏掉30ScoringCriteria1.Planning&Organizationb.ProductCallPlanningHaveproductobjectivePrimary&‘dache’productcallHaveobjectiveopeningProbingtouncoverneedsWhichfeatures&benefitstosatisfyneeds31计分标准1.计划和组织

b.产品拜访计划有明确的拜访目标每次拜访都要有主要的和“搭车”产品有目的性开场白

探询需求哪些特性和利益能满足需求32ScoringCriteria1.Planning&organizationc.OrganizingPromotionalMaterials(Clinicalpapers,brochure,BATS)BroughtrelatedmaterialsBroughtenoughmaterialsOrganizematerialsinorderlymannerHighlightpointsBroughtcompetitor’smaterialforreference/attack33计分标准1.计划和组织c.组织促销材料（医学文献，宣传单页，BAT,样品等)携带与拜访目标相关的材料带足够的材料有次序的组织材料划出重点携带有关竞争对手的材料以便参考或攻击34ScoringCriteria2.Timemanagement(Calculatemonth’saveragefromDCR)a.Meetsdailycallaverage>18calls 5points15-18calls 4points14calls 3points11-13calls 2points<11calls 1points35计分标准2.时间管理a.达到每天的平均拜访数（从每天拜访报告中计算出月平均数)>18calls 5points15-18calls 4points14calls 3points11－13calls 2points<11calls 1points36ScoringCriteria2.Timemanagementb.Focus&priorityDoesnotmissoutonimportantcustomers.KnowthebesttimetocalloncustomersDonotwastetimeonlesspotentialornopotentialcustomersEfficientcustomercall-Professionalcall37计分标准2.时间管理b.集中和优先不要漏掉重要客户知道拜访客户的最佳时机不要在一个客户身上浪费太多不必要的时间不要把时间浪费在潜力小或没有潜力的客户上有效的客户拜访－专业拜访38ScoringCriteria3.CustomerCallManagementa.Makesprofessionalcall(Socialcall+Productcall)80%ofthetime 5points70%ofthetime 4points60%ofthetime 3points50%ofthetime 2points40%ofthetime 1points39计分标准3.客户拜访管理a.进行专业拜访(社交拜访＋产品拜访)80%ofthetime 5points70%ofthetime 4points60%ofthetime 3points50%ofthetime 2points40%ofthetime 1points40ScoringCriteria3.CustomerCallmanagementb.ProductCallStandards(Sellproduct)HaveobjectiveopeningHaveprobing&listeningClearlystatedfeatures&benefitsHaveclosingUsespromotionalmaterials(Clinicalpapersandbrochures)41计分标准3.客户拜访管理b.产品拜访（销售产品)有目的性开场白有探询和聆听清楚陈述特性和利益有成交运用促销资料（医学文献和宣传单页)42ScoringCriteria3.CustomerCallManagementc.InterpersonalskillKnowscustomer’spersonalitystyleKnowscustomer’spersonalityprofile(Basicneeds,strengths&weaknesses)Usestherightfeatures&benefitsUsestherightprobing&closingUsesrightproportionofSocialCall/ProductCall43计分标准3.客户拜访管理c.人际交往技巧了解客户的个人风格了解客户的个人的简单情况（基本需求、优势和弱点)运用正确的特性和利益运用正确的探询和成交运用正确的社交拜访和产品拜访的比例44ScoringCriteria3.CustomerCallManagement

d.CustomerRapport

Familiarwithcustomer’sbackgroundKnowcustomer’sneedCustomer’sprojectapositiveattitudetowardsHRCustomer’swillingnesstoshareinformationandhelpAbletoinfluencecustomer’sopinion

45计分标准3.客户拜访管理d.客户关系熟悉客户的背景了解客户的需求客户对HR有好感客户愿意分享信息和提供帮助能够影响客户的观点46ScoringCriteria3.CustomerCallManagement

e.Communicationskills

Listening

EmpathyBodylanguage-57%Toneofvoice-36%Words-7%47计分标准3.客户拜访管理e.沟通技巧

聆听设身处地身体语言声调内容48ScoringCriteria3.CustomerCallManagement

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

49计分标准3.客户拜访管理

f.微观市场选择潜力大的客户了解医生个人的或专业的的需求了解医生开处方的习惯和患者的类型针对有适应症的患者计算医生的潜力根据医生的潜力来制定目标和计划，使药品的用量、用途最大化50ScoringCriteria4.TerritoryManagementa.CallonRightCustomers

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

51计分标准4.区域管理a.合适的客户门诊量大的医生大处方的医生有影响的客户－VIP，专家和医药学家未来有潜力的客户,如住院医生有兴趣的客户或愿意合作的客户52ScoringCriteria4.

TerritoryManagementb.CalloncustomerwiththeRightFrequencyConsiderpointsofmaximumreturns.Consideropportunitycost.Considercurrentusageandfuturepotential.Havealistofatleast200targetcustomers.

Selecthighpotentialcustomersformicro-marketing.

53计分标准4.

区域管理b.

合适的频率最大产出的合适频率考虑机会成本考虑目前的用量及发展潜力有一张至少200个目标客户的名单为微观市场选择潜力大的客户54ScoringCriteria4.

TerritoryManagementC.OrganizetheRightActivities

Slidepresentation-meetminimumrequirement.Eldapresentation-meetminimumrequirement.Otheractivities-Hospitalsymposium,round-tableetc.Selecttherightcustomerstoparticipate.Follow-uponresult.55计分标准4.

区域管理C.合适的活动幻灯演讲－达到基本要求Elda演讲－达到基本要求其他活动－医院研讨会、圆桌会等选择合适的客户参加跟踪结果56ScoringCriteria5.Rightattitudea.PossesstheyearntolearnLearnfasterDofasterDoBetterBeopen-mindedBeflexible57计分标准5.

正确的态度a.有学习的欲望学得快做得快做得好接受新事物灵活58ScoringCriteria5.Rightattitudeb.PossessthedrivetosucceedWorkshard&smartResultoriented&responsible

WillingtolearnandchangeOptimistic&opportunisticSenseofurgency59计分标准5.

正确的态度b.有成功的欲望积极努力并聪明的工作注重结果，有责任感愿意学习和提高乐观，善于抓住机会紧迫感60ScoringCriteria6.BusinessMind-seta.AnalyzebusinessresultTotalsalesProductsalesEachhospital&departmentsalesInvestment&returnsCompetitor’ssalesandmarketshareineachhospital

61计分标准6.

生意头脑a.分析业务结果总金额产品销量每一家医院、科室的销量投入和产出在每一家医院竞争对手的销量和市场占有率62ScoringCriteria6.BusinessMind-setb.SeekandcapitalizeonbusinessopportunitiesTargetandpenetratecompetitor’smarketExpandusagetootherindicationCapitalizeonallproductopportunityTargetallrelateddepartmentCreaterapportwiththerightcustomer

63计分标准6.

生意头脑b.寻找和利用销售机会选择并渗透到竞争对手的市场扩大适应症利用所有的产品销售机会选择所有相关的科室与合适的客户达成默契64ScoringCriteria6.BusinessMind-setc.DruglistingSelectandunderstanddecisionmaker’sbackgroundCallsandinfluencedecisionmakerProvidesufficientmaterialstosupportlistingSenseofurgencyinlistingallXJPproductstohospitalPenetration65计分标准6.生意头脑c.进药选择并了解决策者的背景拜访并影响决策者提供足够的材料来支持进药尽快将所有杨森公司的产品列入到医院进药率66ScoringCriteria7.ProductKnowledgeAllProductsImpartkeysellingmessageImpartbasicinformationeg.Dosage,strength,price,packingEmphasizefeatures&benefitsShowconvictioninproductGoodunderstandingandusageofclinicalmaterials67计分标准7.

产品知识所有产品提供重要的销售信息提供基本的信息（如剂量、用法用量、价格和包装)强调特性和利益显示对产品的信心很好的理解并应用拜访资料68ScoringCriteria8.Sellingskilla.ObjectiveopeningStateaneedOfferfeatureandbenefitAbletodovariousobjectiveopeningNaturalanddoesobjectiveopeningwhen‘dache’Capturedoctor’sattention69计分标准8.

销售技巧a.目的性开场白陈述一种需求提供特性和利益做不同的目的性开场白自然地做目的性开场白吸引医生的注意70ScoringCriteria8.Sellingskillb.ProbingandlisteningTactfulAskquestionaccordingtoPersonalityStyleAskrelatedquestionGoodlistenerUseindirectquestionwhenfacewithsensitiveissues71计分标准8.

销售技巧b.探询与聆听巧妙的根据客户个人风格提问询问相关的问题好的聆听间接探询敏感问题72ScoringCriteria8.Sellingskillc.ProductdetailingCredibility--listenLogical--ThinkEmotion--DoFeatures&benefitsSystematicstoryflow73计分标准8.

销售技巧c.产品介绍可信--听逻辑--想情感--做特性和利益有系统的讲述故事74ScoringCriteria8.Sellingskilld.Features&benefitsClearstatementofneedsClearlystatedfeaturesClearlyemphasizedbenefitsTactfulcomparisonwithcompetitorsDoctor’sresponse75计分标准8.

销售技巧d.特性和利益清楚的讲述需求清楚的讲述特性清楚的强调利益巧妙的与竞争对手相比较医生对你的反应76ScoringCriteria8.Sellingskille.HandlingobjectionsResilience&flexibilityProbetoclarifyobjectionsEffective&tactfulhandlingofobjectionsEmphasizefeatures&benefits77计分标准8.

销售技巧e.对异议的处理缓冲和灵活性探询异议积极的聆听有效、巧妙的处理异议强调特性和利益78ScoringCriteria8.Sellingskillf.ReinforcingRighttimingReinforceexistingpositiveimpressionFeatures&benefitsClosingDoctor’sresponse79计分标准8.销售技巧f.加强合适的时间加强已有的良好印象特性和利益成交医生对你的反应80ScoringCriteria8.Sellingskillg.ClosingSummarizeskeypointsClearexpectation-fromtrialto1stchoiceusageAppropriateclosingmethodConfirmactionofacceptanceTimeframeforfollowup81计分标准8.销售技巧g.成交总结要点明确的期望－从试用到首选合适的成交方式确认是否接受跟进的时间安排82ScoringCriteria8.SellingSkillh.HandlingbrochuresPositioningofbrochuresCreativityFamiliarityFocusonkeypointsandusespentopointSummarizeskeypoints83计分标准8.

销售技巧h.宣传单页的使用将单页放在合适的位置创新熟悉单页用笔划出重点来强调总结重点84ScoringCriteria8.Sellingskilli.SlidePresentationSkillHaveobjectiveopeningUsescreativity