项目十一 Program OTC 代表工作实务 Work Practice of OTC Representative

项目十一Program11OTC代表工作实务WorkPracticeofOTCRepresentative思维导图MindMap案例导入CaseIntroductionOTC代表的岗位认知PostCognitiveofOTCRepresentativeOTC代表的岗位素质PostQualityofOTCRepresentativeOTC代表的岗位能力PostCompetenceofOTCRepresentative实训布置TrainingArrangement任务二OTC代表岗位核心工作Task2ThecoreworkofOTCRepresentativeOTC代表的正确定位：岗位内容定位CorrectPositioningofOTCRepresentative:DutyPositioning核心任务一：铺货CoreTask1:Distribution核心任务二：陈列CoreTask2:Display核心任务三：店员培训CoreTask3:StafftrainingOTC代表的三大核心任务CoretasksofOTCRepresentatives1、铺货1.Distribution所谓铺货：在限定的时间内根据公司的要求,将产品销入所有药店，并摆上柜台。Distribution:Selltheproductstoallpharmaciesandmakethemputonthecounterswithinalimitedtimeaccordingtotherequirementsofthecompany.购买者的方便程度，在很大程度上影响着产品的销量。Theconvenienceaffectsthesalesvolumeofproductstoagreatextent.广泛的铺货，尽快铺满所有药店，是OTC代表的首要任务。ItistheprimarytaskofOTCrepresentativestodistributedrugsextensivelyandcoverallpharmaciesassoonaspossible.注：不同产品及不同的市场拓展阶段，会对铺货的数量及具体要求有所不同，应根据产品实际情况开展工作。Note:Differentproductsanddifferentstagesofmarketexpansionwillhavedifferentrequirementsonthequantityandspecificrequirementsofdistribution,soworkshouldbecarriedoutaccordingtotheactualsituationofproducts.2、陈列2.Display铺货后的下一步工作是尽快将药品从库房中转到柜台，并按一定的要求摆放；铺以POP促销。Thenextstepafterdistributionistotransferthedrugsfromthewarehousetothecountersassoonaspossibleandplacethemaccordingtocertainrequirements;usePOPpromotion.如：占据主要的陈列位置、更多的陈列面等。Forexample:Occupythemaindisplayposition,moredisplaysurface,etc.目的：吸引消费者的注意，使消费者容易、方便地购买。Objective:Toattractconsumers'attentionandmakeconsumersbuyeasilyandconveniently.陈列面DisplaySurface23%40%54%61%100%研究结果ResearchResults一般POP5％CommonPOP5%

完全POP33％AllPOP33%

产品表示POP18％ProductTagPOP18%

特价POP23％SALEPOP23%

特价15.00元SALERMB15.00《铍宝消炎癣湿药膏》特价15.00元PIBAOAnti-inflammatoryTineaOintmentSALERMB15.00原价16.30特价15.00元O.P.RMB16.30SALERMB15.00《铍宝消炎癣湿药膏》原价16.30元特价15.00元PIBAOAnti-inflammatoryTineaOintmentO.P.RMB16.30SALERMB15.00IMPORTANCEOFSENSESCUSTOMERFLOW视平线=购买线EyeLevel=purchaseline产品的营业额于摆放位置的关系RelationshipBetweenTurnoverandPlacement20%20%60%70%Eyelever100%80%多面陈列Multi-faceteddisplay几种陈列方式SeveralDisplayModes横向依品牌摆放Horizontalplacementbasedonbrands竖向依归格摆放Verticalplacementbasedongrids产品陈列面DisplaySurface销量指标Salesindex增加一个陈列面销售增加百分比例Percentageofsalesincreaseincaseofeveryadditionaldisplaysurface100123140154161+23%+17%+14%+7%多面陈列Multi-faceteddisplay几种陈列方式SeveralDisplayModes几种陈列方式SeveralDisplayModes视平线陈列Eyeleveldisplay产品陈列最佳位置应与消费者视线持平Thebestpositionofproductdisplayshouldbeattheeyelevelofcustomers视线上10度下20度之间Between10degreesaboveand20degreesbelow观察视线Sight观察视线Sight1020几种陈列方式SeveralDisplayModes视平线陈列Eyeleveldisplay20%70%100%80%60%20%几种陈列方式SeveralDisplayModes视平线陈列Eyeleveldisplay消费者方便拿取商品的高度是:70公分~170公分Theheightatwhichconsumerscaneasilytakedrugsis:70cm~170cm视平线Eyelevel170CM70CM通过物料形成丰富店内宣传②Enrichin-storepublicitythroughmaterials活动产品陈列要求DisplayRequirementsofPromotionalProducts活动信息清晰表达，且尽量补足货物但告示牌不能完全遮挡产品陈列①Theactivityinformationshouldbeclearlyexpressed;trytoprovideenoughproducts;thesignboardcannotcompletelycovertheproductdisplay生动化陈列范例VividDisplayExamples3、店员培训3.StaffTraining许多消费者购买决策的时候，店员推荐所产生的影响力并不低于电视广告的力量Whenmanyconsumersmakepurchasingdecisions,theinfluenceofassistants’recommendationisnolessthanthatofTVadvertisements最考验OTC代表综合能力、最有难度的工作ThemostdifficultjobthattestsOTCrepresentscomprehensiveability药品DrugsOTC临床Clinic药店Pharmacy医院Hospitals医生doctors店员Assistant消费者Customers宣传、教育Publicity,education销售Sale店员培训StaffTraining宣传企业、产品知识Publicizetheknowledgeofenterprisesandproducts教育消费者Educateconsumers促进消费者购买Promotepurchases终端拦截Endinterception“四条经验”“FourPiecesofExperience”经验一Experience1店员决不会主动推荐他（她）不了解的产品Anassistantwillnevertaketheinitiativetorecommendproductsheorshedoesn'tknow确保相关柜台的每一个店员都能熟知产品的适用范围和竞争优势,并给其一个推荐的理由，才能取得店员的主动推荐。而店员的主动推荐正是产品在药店销售的最有效方式。Ensurethateverystaffattherelevantcounterisfamiliarwiththescopeofapplicationandcompetitiveadvantagesofeveryproduct,andgiveitareasonforrecommendationforhisorheractiverecommendation.Theactiverecommendationofassistantsisthemosteffectivewaytosellproductsinpharmacies.经验二Experience2即使是销售同样的产品，也不能照搬那些面向临床医生的宣传资料。Evenifyousellthesameproducts,youcan'tcopythepublicitymaterialsforclinicians.把与医学、产品方面相关的信息，转化为对消费者的病症的治疗方面的通俗说法（Feature-特性、Advantage-功效、Benefit-利益),方便店员与患者的沟通Translatethemedicalorproductinformationintopopularstatementsonthetreatmentofconsumers'diseases(Features,Advantages,Benefits),whichisconvenientforassistantstocommunicatewithcustomers.“四条经验”“FourPiecesofExperience”经验三Experience3组织生动实用的中小型店员培训会，收到事半功倍的效果。Organizevividsmallandmedium-sizedpracticaltrainingsessionsforassistants,realizingtwofoldresultswithhalftheeffort.（3）让店员主动向消费者推荐（3）Lettheassistantstaketheinitiativetorecommendtoconsumers目的objectives（1）与店员建立良好的沟通关系（1）Establishgoodcommunicationrelationshipwithassistants（2）让店员掌握相关产品知识，尤其是产品最重要的卖点（2）Lettheassistantsmastertherelevantproductknowledge,especiallythemostimportantsellingpointsoftheproducts“四条经验”“FourPiecesofExperience”经验四Experience4善于运用会议结果，作好跟进工作Begoodatusingmeetingresultsanddoingfollow-upworkwell目的objectives（1）再次熟悉店员（1）Getfamiliarwiththeassistantsagain（2）让店员重温产品，加深印象（2）Lettheassistantsrelivetheproductanddeepentheimpression（3）解决上次未尽之事宜（3）Solvethemattersoutstandinglasttime（4）提醒店员推荐（4）Remindtheassistantstomakerecommendations（5）展开更深层次的推广活动（5）Carryoutdeeperpromotionactivities基本要诀BasicTips店员培训会演讲技巧核心环节CoreLinksofSpeechSkillsinAssistantTrainingMeetings直立面对观众，手臂自然下垂Standuprightfacingtheaudience,witharmssaggingnaturally声音洪亮清晰，语调抑扬顿挫Speakinaloudandclearvoice,withcadentintonation适当地运用手势及移动位置Usegesturesandmoveproperly保持与听众目光交流Keepeyecontactwiththeaudience谦恭有礼，适度幽默Becourteousandmoderatelyhumorous拒绝干扰，控制进程Refusetointerfereandcontroltheprocess遵守时间，不无故超时bepunctualandnotovertimefornoreason排除紧张感Eliminatetension开场白Openingremarks声音控制站位及方向Soundcontrol,positionanddirection手势运用Gestures目光交流Eyecontact着装和仪态Dressandmanners解读投影Interpretprojectionmaterials时间控制Timecontrol店员培训会主持讨论的技巧SkillsofChairingDiscussioninAssistantTrainingMeetings如何处理提问Howtodealwithquestions永远回答自己知道的东西Alwaysanswerwhatyouknow始终说实话Alwaystellthetruth如果不懂，勇于表白，不要强辩Ifyoudon'tunderstand,bebraveinconfessionanddon'targue简单扼要，直接回答Giveabriefanddirectanswer不要让发问者难堪Don'tem