Medical network - on November 1st is a kind of interest relationship between manufacturers and dealers, manufacturers to manage market, alone, it's no use, dealers and not your subordinates, with what to listen to you? So we have to through the sales policy to make path according to each member we set operation, the benign development of the market. From the point of view of dealers, excessive preferential policy is inertia. Give easily, it is difficult to recover.
A good policy can let dealers maximize enthusiasm and initiative, full of enthusiasm into the sales job, make the enterprise sales work smooth, healthy; A policy is not successful, not only the dealer will not signed distributor contract, may also delay the normal work of the sales, wait until to make good sales policy, some dealers may leave because of mistrust of the enterprise.
How to develop a good distributor policy? A full incentive policies include main settlement, rebates, market management, new product sales incentives and special incentives five parts. Specific content is as follows:
Price policy: according to the order price
Price is affect manufacturers, distributors, hospitals and other channel members market prospects, the important factors to make the correct price policy is to maintain interest, arouse the enthusiasm of dealers, to attract customers to buy, win over rivals, the key to develop and consolidate market.
Company sales price structure system design, first of all, based on marketing channel members in class to determine prices. Enterprises must design the price system of each section of good sales channels, which deal with provincial generation price, distribution, the relationship between the price. Marketing channel design directly affect the price of each section of middlemen, which affects the enthusiasm, decides the future of products in the market, enterprises must be caused take seriously.
Second, according to the importance of the customer to confirm the price. According to the existing customers and their actual or potential, customers can be divided into A, B and C3 levels, respectively, to determine the price of different discount rate.
Collection policy: after the first paragraph
Are equipment industry sales use after the first paragraph more available, for more than 10 years of cooperation and good reputation of the old distributors, enterprises will put a certain credit limit. Individual small business credit to distributor or to lay, lay a foundation of credit or authorized scope and time limit standard, to make clear a regulation in the form of contract, otherwise will cause big accounts receivable.
Promotion policy: occupy the market
Clear promotion purpose, to correct propaganda and promotion policy, therefore, the overall promotion goal to clear unit time sales, market share, etc. Specific to do, when the new product, can achieve the purpose of attracting customers; The purpose of suppressing competition, protect the mature markets. To achieve the objective of the competition for customers and expand the market; To achieve the purpose of reward dealers, increase sales.
Rebate policy: index quantification
All rebate policy must inform dealer common development, focus on the long term, not cheat dealers, ensure vendor win-win, drive markets, channels, can the market bigger and stronger, making brand. Pressure will have power. Develop quantitative management, sales policy driven by the pressure to finish the marketing goals. Because the profit is one of the manufacturers of development goals, the more important is to cultivate brand.
Franchise policy: customized brand
Interests in order to maintain the market order, to ensure that the manufacturers, manufacturers often set sole distributor or agent in some regional markets, qualified distributors sales regions, standardize the distribution scale, to prevent it or can't open the market, at the same time to ensure the dealer franchises.
In addition, the channels of private hospitals to take "custom brand" mode. Because each dealer do private hospitals are shipped across the country, price competition is intense. Have on the strength of civilian battalion hospital dealers, manufacturers will specifically for the "custom" brand.
Communication policy: brand
Take part in the national medical apparatus and instruments exhibition, the national/regional/provincial academic conference, seminar, channel meeting, product launches, BBS and salon industry, published papers, clinical data compilation is spread policy carries out the form.
Communication policy can create a strong brand, giving full play to the advantages of brand, the main responsibility is to brand management and brand spread. Brand management strategy, brand communication is performed. Integrated marketing communications is the integration of existing resources to the greatest extent to the enterprise. Communication strategy of propaganda theme must be unified, refining, clear, is the focus of the sales points clear, multilayer multidimensional demands require accurate and correct.
Market management policy: price stability
Market management including price stability and market order management. Price stability management to ensure the product market price stability, there is a reasonable price difference between dealers at all levels. Enterprises to stable price system, to ensure not disorderly price, must do:
1. Don't get rich quick, from random condition for immediate interests.
2. Making policy. Enterprises and dealers stable when signing a contract stipulates clearly the price terms. Provisions of distributor's cost, price, the dealer shall not be less than specified floor sales products, shall not be lower than market price the company rules, otherwise, the punishment is testified that the market management.
3. Supervision. Timely grasp the price situation, found that the dealer violating price behavior, immediate attention.
4. The activity is carried out. Various sales promotion, public relations, event, activities, the market response to the timely and effective, dealers have the behavior of the intercept of company policy.
5. Channels. Channel smooth general characteristic and product flow with and without obstacles.
Market order management measures usually include fines, price, limited supply and disqualified from sales support, cancel the distribution, termination, terminate the contract, etc. The purpose is to set up, adhere to and maintain a fair competition market order, to facilitate the benign development of the market.
Customer service policy: maintain the guest
In the face of a buyer's market, many enterprises will work marketing focus to customer service. The policy is a two-way street, enterprises should try our best to satisfy our customers, customers also want to cooperate with enterprises. Service is the only enterprise create opportunities for profit.
1. The propaganda and education. To dealers for enterprise situation, product, market conditions, sales policy of propaganda and education.
2. Distribution. Have transportation vehicle dealers, companies can help its reasonable plan and schedule, to speed up the turnover of product.
3. The purchase and delivery procedures. For dealer detail of make out an invoice, pick up the goods, to go out, after-sales service tracking service card completed and identification and management of various kinds of paper.
4. Public relations. Enterprise business personnel with clients to polite, supercilious. Business people to visit customers on a regular basis, develop friendship relations with customers, but to prevent the salesman for lusts and individual dealer collusion, fraud partnership.
5. Customer complaints. Timely response to enterprise complaint, and carefully and reasonable solution.
6. The dealer training. Enterprise to the dealer and its management, sales and technical service personnel manage the selling skill, product (product knowledge, warehouse storage management, logistics management), operation and management, technical service and other aspects of training, to improve the communication with dealers enterprise, guarantee a successful sales, also can improve the dealers to enterprise's loyalty.
7. Sales together. Companies can provide service support for distributors downstream distributors, to help distributors in the market, to set up the sales network, to rapidly increase product sales.
Information policy: the enemy and know yourself
Information policy is more frontier market survey, the content includes:
1. The competitor's information. Sales and market share, the situation of the development of hospital, personnel, price, promotion, new products, new channels, new selling point, the new theme, rival dealers analysis, marketing strategy, and so on the induction, collection and collation, timely report to the head office of major events.
2. Hospital information. Hospital or clinical departments develop demand change information, hospital bidding information, organization structure, personnel changes, the hospital internal management trends, my company needs to develop new products, product improvements, etc.
3. Industry and policy information. Such as bidding information for the government, military, medical project regarding this product standards and health policy information, government information market regulation, the current situation of the local tender, distribution and trend, pilot reform pilot provinces and cities to pay special attention to the policy information.
4. This product, the brand. Local dealers, distributors have collect, sort out the market feedback to our products of responsibilities and obligations, and important information should be promptly reported to headquarters. |
