Drug sales skills

Drug sales skills 1:

1. How to seize the opportunity ◆ When the medical representative discovers the customer's demand, the medical representative should start to present the product and turn the characteristics of the product into the benefits of the product. ◆ When the medical representative knows the customer's demand, you must present your product, because the purpose of the medical representative is to promote the product, let the customer know about the product and finally use the product. Introduce appropriate benefits to meet customer needs. If a customer makes vague and incomplete requests, you should keep asking until you are sure that you fully understand his or her needs. The more you know about his (her) needs, the more accurately you can meet this demand with appropriate benefits. 2. How to find opportunities and how to find opportunities to show? First of all, the medical representative persuaded to meet the needs of doctors. Secondly, through the inquiry of medical representatives, we can understand the needs of doctors more clearly, because the problem that doctors want to solve is what medical representatives must do. Finally, through inquiry, the medical representative can confirm this demand, and at the same time, through inquiry, the medical representative can know his own opportunities more clearly, so in presentation skills, he actually knows the real needs of customers through constant inquiry. Knowing the real needs of customers, medical representatives can begin to state the benefits and characteristics of products.

Characteristics of drug benefit transformation 1. The characteristics of drugs are facts, that is, the performance of drugs can be confirmed by sensory and related research data, and cannot be imagined out of thin air. The curative effect, tolerance, side effects, administration method, chemical composition, appearance, color, dosage form and packaging of drugs are all characteristics of drugs. The fact of each drug, that is, some of the above characteristics, can be transformed into one or more different benefits, which must be aimed at doctors and patients. 2. benefits of drugs refer to the benefits of drugs and services, that is, how to improve the quality of life of patients or the treatment level of doctors, which is the greatest benefit brought by drugs. Safety, convenience, economy, effectiveness and durability are all benefits of drugs. For example, the blood concentration of a drug can last 12 hours, which is obviously a characteristic, which is the characteristic of a drug. What kind of benefits can medical representatives turn this feature into? The blood concentration can be maintained at 12 hours, that is to say, only one pill is needed earlier in the day and one pill is needed later. In other words, you only need to take it twice a day. If you take oral medicine twice a day, it is more convenient than taking medicine three, four or more times. If it is convenient to take, it is not easy for patients to forget it during taking, that is, patients can achieve good therapeutic effect only if they have good compliance with it. We often find that patients complain that a drug is not effective, and it seems that it has no effect after taking it. It turns out that patients often forget to take it because they are required to take it too many times a day, that is, their compliance is not good, thus losing the due effect of the drug. That is to say, when the blood drug concentration continues to be 12, this characteristic can bring the benefits of convenience for patients to take and easy to forget when taking, and can achieve good therapeutic effect. Many drugs are produced by slow release technology. What benefits can sustained-release technology bring in clinic? After the patient takes it, the drug will slowly release in the stomach, avoiding the peak-valley phenomenon caused by the drug (the so-called peak-valley means that the drug reaches a peak in the blood soon after taking it, and then reaches a peak-valley after a certain period of time, which may cause an instability). Especially for antihypertensive drugs, sustained-release technology plays a very important role in stabilizing blood pressure. Therefore, the advantage of sustained-release technology in the treatment of antihypertensive drugs is to reduce blood pressure smoothly and make patients feel comfortable. Therefore, when introducing the slow-release technology, medical representatives should not only introduce the slow-release technology of drugs, but also tell doctors that using the slow-release technology can avoid the peaks and valleys of drugs, and can smoothly lower blood pressure, so that patients can have a comfortable feeling after taking drugs. There are many kinds of drugs, including oral dosage form, injection dosage form, water dosage form and so on. What are the benefits of oral dosage forms for patients and doctors? Intravenous medication, or intramuscular injection, needs someone else to help you achieve it. The oral medicine is given by the patient himself or by the doctor, and the patient can use it by himself after receiving the medicine, so the advantage of oral preparation is that it is easy to adjust the dose and brings convenience and good compliance to the patient. The three characteristics of drugs produce corresponding benefits respectively, and at the same time, one characteristic can not only produce one, but also produce multiple related benefits at the same time. If the medical representative only introduces the facts in the introduction process, the doctor does not really understand what benefits this fact may bring to his treatment and his patients. If medical representatives want this medicine to be a therapeutic weapon, you must turn the characteristics of these products into benefits.

Drug sales skills 2:

The first step of drug sales skills-prologue

For the technical explanation of the opening remarks, many training materials in the past have such explanations, such as:

The key to successful treatment is to create a good communication atmosphere, so we should avoid going straight to the subject and talk to doctors about general social topics, such as family, children, hobbies and so on.

To learn to use humor skills, we might as well tell a joke or two when the doctor stops to think about complicated medical problems, and then talk about the topic after he relaxes.

Recent major news, such as how Beijing applied for the Olympic Games, the impact on the lives of people in Beijing and the whole country after the successful bid for the Olympic Games, or Saddam's latest plan to challenge the United States, all in all, establish some common languages before proceeding. But just like the problems encountered by representatives visiting Dr. Zhang, if the medical representatives give the initiative to control the pace of the visit to the doctor from the beginning of the visit, the result will be decided by the doctor at will. Of course, the doctor doesn't know the ultimate purpose of your visit to him. Since you initiated the interview, it is your responsibility to ensure that you are not real? Delay the doctor's time? . In fact, many medical representatives often talk about the mantra-doctor, can you take a few minutes? "Let the doctor from the beginning is not willing to accept your visit, because you have told him that you may delay his time. And don't forget that five or six medical representatives may visit him like this every day. In this case, it is not difficult to find that the doctor takes introducing your impression of the company as the key point you want to know, so he complains endlessly that when you want him to listen to you explain the product, he is no longer available. What is more serious is not only that the medical representative's visit is invalid, do you think Dr. Zhang in the case will give him 10 minutes when he sees the representative next time? Today, modern people pay more and more attention to the value of time, and the prologue emphasized in the traditional sales skill theory seems to be counterproductive. We don't deny that when there is plenty of time, such as between meetings and social activities, using these skills will help to establish a good social relationship with doctors. However, for the main method of daily work of medical representatives-face-to-face product visits, the less time spent on the use of these skills, the better.

■ Asking skills

When a ship suddenly encounters an iceberg while sailing on the sea, when you don't know your hometown in the fog cover, and when the doctor looks around and talks with Kan Kan, using inquiry skills will help you get out of trouble and find opportunities. Because if you understand the true meaning of a person's behavior, you can understand this person's attitude towards things and motivation to do things. The most important thing is to know his or her basic needs, which is very important. Because the basic needs of individuals directly determine their behavior.

What is the skill of inquiry?

1. Make the doctor interested in talking to you.

The first skill of inquiry is to make doctors interested and willing to talk to medical representatives. If it doesn't arouse the doctor's interest, then the doctor won't talk to the medical representative; Without talking, medical representatives cannot get more information; Without information, medical representatives can't understand the needs of doctors and realize sales visits. So we should first consider how to stimulate the interest of doctors. It should be noted that to arouse the interest of doctors, not only the opening remarks, but also the interest of doctors as much as possible in the process of asking questions, so that doctors are willing to talk to medical representatives.

2. The importance of obtaining related product uses, treatments and related competitive products.

Information Only through the dialogue between medical representatives and doctors can we really understand some important information about the use and treatment of products and related competitive products. The competition in modern society depends largely on your information knowledge. The more information a medical representative knows, the greater the chance of success.

3. Decide what the doctor thinks of you, the company, the product and his or her own needs.

It is very important to know what the doctor thinks of you, your company, your products and his own needs by asking. If the medical representative only pays attention to his own purpose and how to achieve sales during the visit, and ignores the doctor's views on you and your products, the real sales will not be realized.

Open inquiry and closed inquiry

1. Open investigation

When you want the doctor to speak freely, when you want the doctor to provide you with more and more useful information, and when you want to change the subject, you can ask questions in the following six sentence patterns. If used properly, the doctor will be very happy to be the protagonist unexpectedly, and also very happy to be respected during the conversation, so as to provide you with enough information in harmonious communication. But you may also lose the theme and time. Therefore, it is very important to grasp it effectively.

2. Closed investigation

When you want to make the doctor's words clear, when the doctor is unwilling or unwilling to express his wishes, when an agreement is reached, or when important matters are confirmed, limiting questions can lock the doctor, determine the other person's thoughts and get a clear point. The information you get is limited, which makes doctors nervous and lacks the atmosphere of two-way communication. So choose the right time to use when you visit.

Sales is a complicated matter, especially in the pharmaceutical industry. As a medical representative, you will face all kinds of pressures. The company's sales indicators, competitors in the same industry, the constant changes in customer demand, the influence of national policies, and so on. Therefore, for a medical representative, in order to be in an invincible position in the competition, in addition to mastering professional sales skills, he should also have a positive attitude towards life.

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