醫(yī)療器械經(jīng)銷商泄露行內(nèi)高手的銷售秘籍
發(fā)布時間：
2022-12-24
作者：
培養(yǎng)基哪個公司好
醫(yī)療器械經(jīng)銷商泄露行內(nèi)高手的銷售秘籍
第一招：抓住客戶的心理
做銷售，抓住了心理就成功了一大半！目前市場上醫(yī)用器械的銷售方式大致分為三種：一是社區(qū)定點(diǎn)或不定點(diǎn)銷售，就是做跑腿，類似于打游擊。第二種是會議營銷，細(xì)分還可分為單一會議營銷型和復(fù)合會議營銷型。目前單一型會議營銷占比已經(jīng)越來越低了。將上述兩者結(jié)合:“社區(qū)店+會議營銷”模式更為普遍，因?yàn)樵黾恿饲捌诤Y選的過程，會議營銷投入產(chǎn)出比有所提高，但弱點(diǎn)不是沒有，就是營銷成本太高了。第三種就是“體驗(yàn)中心”模式，相比較會議營銷而言，特點(diǎn)是購買周期長，顧客滿意度較高。
了解了上述基本情況，就必須了解不同消費(fèi)者的心理。以家用醫(yī)療器械為例，普通消費(fèi)者投資醫(yī)療器械，是為了保障健康。而一旦達(dá)不到這個目標(biāo)，他們就會受到其他家庭成員的指責(zé)。若出現(xiàn)這種情況，對產(chǎn)品品牌的樹立、口碑的形成都是非常不利的。
另一方面，對于醫(yī)療機(jī)構(gòu)，只要他們相信能在較短時間內(nèi)（即回收期）獲取利潤，他們通常都愿意下訂單。而管理性設(shè)備則比較難獲得訂單，這是因?yàn)獒t(yī)院多有這樣的認(rèn)識：購買生產(chǎn)設(shè)備可以賺錢；購買辦公設(shè)備只是讓員工更舒服些，對于醫(yī)院不會有太大好處，因此醫(yī)院對購買管理性設(shè)備的審批往往進(jìn)行比較嚴(yán)格的控制。
消費(fèi)者在購買醫(yī)療器械時更注重商品的使用價(jià)值，而購買生活用品的消費(fèi)者考慮更多的是商品的形象和品味等。雖然，價(jià)格對醫(yī)療器械銷售來說也是一個重要因素，但并不是決定因素，第一要素是質(zhì)量。因?yàn)椋M(fèi)者都有這樣的認(rèn)識——再便宜的東西如果不能消除病痛，提高生活質(zhì)量，買來也是“百搭”。
對于醫(yī)療機(jī)構(gòu)來說，質(zhì)量同樣是需要考慮的第一要素。因?yàn)?，產(chǎn)品質(zhì)量直接關(guān)系到患者的健康甚至生命，沒有這個基礎(chǔ)，醫(yī)院的正常運(yùn)營根本無從談起。除此之外，醫(yī)院領(lǐng)導(dǎo)們還十分關(guān)心設(shè)備的運(yùn)行費(fèi)用、耐久性、可靠性和售后服務(wù)，只有這幾個要素都能達(dá)到院方的要求，他們才會考慮購買。
銷售人員要“有的放矢”開展工作。以管理性設(shè)備為例，換一種概念，將其作為“生產(chǎn)設(shè)備”來推銷，著重說明產(chǎn)品的能力，要讓購買方清楚知道，產(chǎn)品是如何減少醫(yī)療機(jī)構(gòu)的服務(wù)成本（時間及人力成本）的，從而說服對方最終購買。而在面對家庭使用者時，則更應(yīng)強(qiáng)調(diào)其產(chǎn)品的保健功能、方便性和快捷性。
第二招：提高自己的心理素質(zhì)
通常來說，醫(yī)療器械的交易額是日用消費(fèi)品交易額的數(shù)倍。一個醫(yī)療器械銷售人員簽訂幾十萬元的合同是司空見慣的事，一筆生意幾百萬元的也不少見。巨大的數(shù)字固然意味著收益，但換個角度來看，
醫(yī)療器械銷售員的活動牽涉金額巨大，責(zé)任也異常重大，所以就要求應(yīng)該花費(fèi)更多的時間和精力來鉆研業(yè)務(wù)。
醫(yī)療器械銷售員的活動牽涉金額巨大，責(zé)任也異常重大，所以就要求應(yīng)該花費(fèi)更多的時間和精力來鉆研業(yè)務(wù)。在這種環(huán)境下工作，有些初涉足醫(yī)療器械銷售的“菜鳥”將感受到沉重的精神壓力。一個銷售X光機(jī)的小伙子，剛接到一個大型醫(yī)院價(jià)值300多萬的購物計(jì)劃，由于過去沒有類似的經(jīng)驗(yàn)，他夜不能寐，整天擔(dān)心完不成任務(wù)，甚至無法過正常的生活。最終的結(jié)果是由于精神狀態(tài)不好，醫(yī)院自然不放心，生意沒談成。
現(xiàn)實(shí)中，這種事情常在新手身上發(fā)生。猶太人有句俗語叫“小孩子——小問題；大孩子——大問題”，意思是人要根據(jù)自己的個性特征，心理特點(diǎn)來選擇不同的道路。如果希望自己在市場上扮演“大角色”，就要先掂量掂量自身的心理承受力和各方面的實(shí)力。
第三招：有耐力贏得長跑
醫(yī)療器械的采購程序因管理方式的不同而不同，這取決于醫(yī)院的規(guī)模和管理側(cè)重點(diǎn)。一般來說，申請可由技術(shù)部或相關(guān)醫(yī)師提出，然后交給采購部。如果采購的價(jià)格超出了常規(guī)，最高層領(lǐng)導(dǎo)或許也會進(jìn)行干預(yù)，甚至作出最后決定。
即便在小型公司里，一切重要物資的采購大權(quán)都掌握在老板手里，但決策過程中，下屬的意見，尤其是重要的下屬對決策有重要的影響。如某醫(yī)院要購買一臺測光機(jī)，雖然最終決定權(quán)在老板手里，但購買哪個牌子、哪個型號的產(chǎn)品的決定權(quán)則大部分落在測光師上，因?yàn)檫@種機(jī)器他用得最多，也最有發(fā)言權(quán)。由此可見，醫(yī)療器械的銷售員通常面對復(fù)雜的局面，往往需要面對各色人等，他們必須通盤考慮全局，找到重點(diǎn)環(huán)節(jié)，加以突破，才能最終做成生意。
有人說在醫(yī)療器械市場上，只有“有關(guān)系”的人才能擁有顧客，這一結(jié)論或許有待商榷，但也提示我們，銷售工作不僅僅是“賣東西”這么簡單，也需要拼人脈，當(dāng)目標(biāo)顧客已經(jīng)與競爭對手建立起良好關(guān)系時，你能否插足進(jìn)去，是后續(xù)全部工作的起點(diǎn)；反過來說，一旦與客戶建立起長期關(guān)系，并能不斷向他們提供良好的后續(xù)服務(wù)，那就像樹起了一道堅(jiān)固的屏障，可以阻擋競爭對手的入侵。
某測光廠的銷售主管曾花費(fèi)整整兩年時間才打進(jìn)一家醫(yī)院。為了開辟這個客戶，他付出了艱苦的努力，一次又一次前往拜訪，并不時在產(chǎn)品維護(hù)等方面提出建議。他說，我從不指望銷售新手們在頭一年里能做出什么成績來。我只希望他們熟悉產(chǎn)品，做好各種準(zhǔn)備，并不斷地與客戶進(jìn)行接觸即可。
的確，醫(yī)療器械交易的談判有時會延續(xù)很長一段時間，甚至幾年之久。因此，急功近利的工作模式不適用于醫(yī)療器械領(lǐng)域。
第四招：提升服務(wù)意識
服務(wù)已成為當(dāng)前商家競爭的主題之一，對醫(yī)療器械行業(yè)來說尤其如此。毫不夸張地說，在當(dāng)前情況下，快速維修能力可能是做成生意的主要因素。如果購買了某產(chǎn)品后，使用中經(jīng)常出問題，出問題后又難以找到必要的零件和人力進(jìn)行即時維修——這種事情將嚴(yán)重影響醫(yī)療器械買賣雙方的關(guān)系。
在我國，大中型醫(yī)院日常工作極為繁忙，其設(shè)備多在超負(fù)荷運(yùn)轉(zhuǎn)。不少醫(yī)院都表示，為了獲得及時的維修服務(wù)，他們寧愿多出點(diǎn)錢，甚至?xí)徺I一些維修零件庫存?zhèn)溆?。由此可見，醫(yī)療器械的售后服務(wù)是多么的重要。對于醫(yī)療器械銷售員來說，拿到訂單只是工作的開端。醫(yī)療器械銷售員的成功與否，很大程度上取決隨后的服務(wù)工作。因此，醫(yī)療器械銷售員應(yīng)當(dāng)切切實(shí)實(shí)地做好售后的每一項(xiàng)工作，尤其是在處理大客戶的問題時，要特別認(rèn)真，決不能因小而失大。
第五招：密切關(guān)注尋找突破口
醫(yī)療器械的需求完全受消費(fèi)需求的支配。說到底，醫(yī)療器械的需求是從消費(fèi)需求中派生的，跟其它的商品銷售不同，醫(yī)療器械的銷售不會受跟風(fēng)、從眾等心理的影響。因此，我們說，醫(yī)療器械的需求總量具有不可伸縮性。
預(yù)算限制是醫(yī)療器械銷售員無可避免的問題，如果你銷售的產(chǎn)品的購入資金已經(jīng)列入預(yù)算，那當(dāng)然很好；如果沒有列入預(yù)算，你便遇到了麻煩，因?yàn)橹匦律暾堫A(yù)算的方案很難通過。
精明的大型公司主管們都知道，內(nèi)部運(yùn)行秩序的任何變動均有可能引起混亂，新產(chǎn)品或新方法也可能會破壞原有的運(yùn)行秩序。但如果公司換了一位新領(lǐng)導(dǎo)，這或許將是介入的好機(jī)會。能否尋找并把握這些機(jī)會，就需要銷售人員密切關(guān)注并真正了解客戶的內(nèi)部情況。
第六招：聯(lián)盟營銷
每個行業(yè)都有自己的數(shù)據(jù)庫，每個數(shù)據(jù)庫都不是獨(dú)立的。比如醫(yī)療器械銷售員中有醫(yī)院采購的數(shù)據(jù)庫，醫(yī)院采購有藥廠的數(shù)據(jù)庫，那么藥廠采購需要采購的產(chǎn)品比如日水生物培養(yǎng)基，醫(yī)療器械經(jīng)銷商是否可以找生產(chǎn)培養(yǎng)基的廠家進(jìn)行聯(lián)盟銷售，0成本0風(fēng)險(xiǎn)空手套白狼，左手有客戶名單，右手有廠家產(chǎn)品，是不是兩全其美。當(dāng)你手中的各類數(shù)據(jù)庫越來越多的時候，是不是可以聯(lián)盟銷售更多的產(chǎn)品呢？
Medical device dealers reveal secrets of insiders' Sales Secrets
The first trick: grasp the customer's psychology
Sales, seize the mentality of the success of more than half! At present, the marketing methods of medical devices on the market can be roughly divided into three types: one is fixed-point or fixed-point sales in the community, that is, running errands, similar to guerrilla fighting. The second is conference marketing, which can be divided into single conference marketing and compound conference marketing. At present, the proportion of single conference marketing has been getting lower and lower. Combining the above two: "community store + conference marketing" is more common, because the process of early screening is increased, and the input-output ratio of conference marketing is improved, but the weakness is not not, it is the cost of marketing is too high. The third is the "experience center" model, compared with conference marketing, characterized by long purchase cycle, higher customer satisfaction.
To understand the above basic situation, we must understand the psychology of different consumers. Take household medical devices as an example, ordinary consumers invest in medical devices in order to protect their health. Once this goal is not achieved, they will be criticized by other family members. If this happens, it will be very bad for the establishment of product brand and the formation of word-of-mouth.
On the other hand, for medical institutions, they are usually willing to place orders as long as they believe they can make a profit in a relatively short time (i.e. payback period). And management equipment is more difficult to obtain orders, because the hospital has such a understanding: the purchase of production equipment can make money; the purchase of office equipment only makes employees more comfortable, not too good for the hospital, so the hospital is often more strict in the approval of the approval of management equipment.
Consumers pay more attention to the use value of the commodities when they buy Medical devices, while consumers who buy household goods consider more about the image and taste of the commodities. Although price is also an important factor for medical device sales, it is not a decisive factor. The first factor is quality. Because consumers have this understanding that even cheaper things can not eliminate the pain, improve the quality of life, buy is also a "good deal".
For medical institutions, quality is also the first element to consider. Because, product quality is directly related to patients'health and even life, without this foundation, the normal operation of the hospital can not be talked about. In addition, the hospital leaders are also very concerned about the operating costs, durability, reliability and after-sales service of the equipment. Only these elements can meet the requirements of the hospital, and they will consider the purchase.
Sales personnel should be "targeted" to carry out their work. Take management equipment as an example, change a concept, sell it as a "production equipment", emphasize the ability of the product, make the purchaser clear that the product is how to reduce the cost of service (time and manpower cost) of the medical institution, so as to persuade the other party to buy and buy eventually. In the face of family users, we should emphasize the health care function, convenience and rapidity of their products.
Second recruit: improve the psychological quality of one's own
Generally speaking, the turnover of medical devices is several times that of daily consumer goods. It is not uncommon for a medical device salesman to sign a contract of several hundred thousand yuan, and a business of several million yuan is not uncommon. Huge numbers mean profit, but on the other hand, medical device sales figures are involved in a huge amount of money, and the responsibility is very important, so it is necessary to spend more time and effort to study the business.
In this environment, some "rookie" who first set foot in the sale of medical devices will feel heavy mental pressure. A young man who sold X ray machine, just received a shopping plan of about 3000000 in a large hospital. Because he had no similar experience in the past, he was awake at night, worried that he could not finish the task all day, and could not even live a normal life. The final result is that the hospital is naturally uneasy because of its mental state.
In reality, this kind of thing often happens on the novice. Jews have a common saying called "children - small problems; big children - big problems", which means that people choose different roads according to their own personality characteristics and psychological characteristics.
Third trick: endurance to win the long run
The procurement procedures of medical devices vary depending on the way they are managed, depending on the size of the hospital and the emphasis of management. Generally speaking, the application can be submitted by the technical department or the relevant physician, and then submitted to the purchasing department. If the price of procurement exceeds the norm, the top leaders may intervene or even make a final decision.
Even in small companies, the power of all important materials is in the hands of the boss, but in the decision-making process, the opinions of the subordinates, especially the important subordinates, have an important impact on the decision. If a hospital wants to buy a light metering machine, although the final decision is in the hands of the boss, the decision to purchase which brand and which model of the product falls mostly on the light meter, because the machine is the most used and the most speaking. Therefore, the sales staff of medical devices usually face the complex situation, often need to face all kinds of people, they must consider the overall situation, find key links, break through, can finally make a business.
Some people say that in the medical device market, only "related" people can have customers, this conclusion may be debatable, but also prompts us that sales work is not only "sell things" so simple, but also need to tailor, when the target customer has established a good relationship with the competitors, you can go in. It is the starting point for all the follow-up work; in turn, once a long-term relationship with a customer is established and a good follow-up service can be provided to them, it is like a strong barrier that blocks the invasion of competitors.
It took two years for the sales director of a photometry factory to enter a hospital. In order to open up this customer, he has made arduous efforts to visit again and again, and from time to time to make recommendations on product maintenance. He said, "I never expect newcomers to achieve anything in the first year." I just want them to be familiar with products, make various preparations, and keep in touch with customers.
Indeed, negotiations on medical device transactions sometimes continue for a long time or even years. Therefore, the mode of quick success and instant benefit does not apply to the field of medical devices.
Fourth recruit: improve the consciousness of service
Service has become one of the themes of current business competition, especially for the medical device industry. It is no exaggeration to say that under the current circumstances, rapid maintenance capability may be a major factor in business. If a product is purchased, it is often a problem in use, and it is difficult to find the necessary parts and manpower for immediate maintenance after the problem, which will seriously affect the relationship between the buyers and sellers.
In China, large and medium-sized hospitals are busy everyday and their equipment is overloaded. Many hospitals have said that in order to get timely maintenance services, they would rather pay a little more money, and even buy some maintenance spare parts inventory. This shows that the after-sales service of medical devices is very important. For medical device salesmen, getting orders is just the beginning of their work. The success of medical device salesmen depends largely on the subsequent service work. Therefore, the medical equipment salesman should do a good job of every job after sale, especially when dealing with the problem of big customers, it should be especially serious, and must not be too small to lose.
Fifth trick: close attention to find a breakthrough
The demand for medical devices is completely controlled by consumption demand. In the end, the demand for medical devices is derived from consumer demand. Unlike sales of other goods, the sale of medical devices will not be affected by the psychological effects of follow, follower, and so on. Therefore, we say that the total demand for medical devices is not scalable.
Budget constraints are an inevitable problem for medical device salesmen. If the purchase funds you sell have already been included in the budget, it is certainly good; if you are not included in the budget, you are in trouble, because the reapplication of the budget is difficult to pass.
The smart big company executives know that any change in the internal running order can cause confusion, and new products or new methods may also destroy the original operation order. But if the company changes to a new leader, it may be a good opportunity to intervene. If we can find and grasp these opportunities, we need the sales staff to pay close attention to and truly understand the internal conditions of the customers.
The sixth recruit: Alliance marketing
Each industry has its own database, and each database is not independent. For example, the medical equipment salesman has the database of hospital purchase, the hospital procurement has the database of the pharmaceutical factory, then the purchase products such as the daily water biological culture medium, whether the medical device dealer can find the manufacturer of the production medium for the alliance sale, the 0 cost 0 risk empty hand white wolf, the left hand have the customer list If you have a product in your right hand, will you have the best of both worlds? When you have more and more databases in your hand, can you sell more products to the alliance?