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Sales of medical equipment annually to 14% ~ 15% of the growth rate of the rapid development of medical equipment sales skills, but marketing model tends to be aging problems have gradually surfaced, improve salesskills, the managers more and more topics.
The medical device industry is knowledge intensive and capital intensive characteristics, thus entered a higher threshold, but in recent years is still attracting a large number of capital, profit is not an attractive reason. But the price is high, the use of long cycle, the customer requirements, but a lot of problems to the sales staff, pouringcountless pot of cold water, how to do, Is it right? Should continue to do so, they may have been asking questions.The answer of course is to continue. The trick is to persist. Below is a comparison of sorting out the sales skills from two aspects of hospital equipment and household appliances, for confused medical equipment sales personnel.
Again, to the market of medical apparatus and instruments, not only to fight a protracted war will be short, a road. In this way, the sales staff did not good psychological quality, no professional knowledge and sales skills, it is difficult toachieve success.
At present, the market of medical equipment sales mode can be roughly divided into three types: one is thecommunity fixed or not fixed sales, commonly known as "errands type". The second is the conference marketing,concrete can be divided into single and compound conference conference marketing marketing. At present, the single type of the conference marketing ratio has been low, "community store + conference marketing" is morecommon, because the increase of the pre screening process, the conference marketing input-output ratio has increased, but the high cost of marketing weakness also obvious. The third is "experience center" mode, compared to the conference marketing, features is the purchase of long cycle, high customer satisfaction.
To understand the basic situation, also need to understand the different consumer psychology. In home medical equipment as an example, the ordinary consumer invests in medical equipment, in order to guarantee the healthy.Once cannot reach this goal, they will be other family members accused. If this occurs, the formation of productbrand, reputation is very bad.
For medical institutions, as long as they believe in a relatively short period of time (i.e., recovery period) profit, theyare usually ready to order. While the management of equipment is difficult to obtain orders, this is because the hospital had such understanding: the purchase of production equipment can make money; buying office equipmentonly makes employees more comfortable, have a big advantage for the hospital will not, so the hospital oftenrelatively strict control of the approval to purchase management of equipment.
Consumers in the purchase of medical equipment and pay more attention to the use value of commodity, and the purchase of supplies consumers consider more may be the image of goods and taste etc.. Although, the price is right for the medical equipment sales is also an important factor, but the first factor is certainly the quality. Because,consumers have such understanding -- and then bargain if not eliminate the pain, improve the quality of life is "in vain".
For medical institutions, quality also is the first factor to consider. Because, the quality of the products is directly related to the patient's health and even life, without the base, the normal operation of the hospital is impossible. Butin the purchase of equipment, operation cost, leaders also very concerned about the equipment durability, reliability and after sale service, only a few elements to achieve the requirements, they will consider the purchase.
Sales personnel should according to the above all kinds of psychological characteristics of work. The managementof equipment as the example, it can be used as a "plant" to promote, emphasize product efficiency, let the buyerknow, is how to reduce medical products
Cost of service agencies (time and manpower cost), so as to convince the final purchase. And in the face of home users, more emphasis should be put on the function of health care products, convenient and quick.
Generally speaking, medical equipment trading volume of consumer goods trade several times. A medical equipment sales staff to sign the contract It is quite common for hundreds of thousands of yuan is a business matter, millions of dollars are not uncommon. The huge digital is mean income, but from another point of view, medical equipment salesactivities involve huge amount, the responsibility of an exceptionally big, they should devote enough time and energy to study business.
In such circumstances, some medical equipment sales novice feel heavy mental pressure, "breathless". A sales X rayguy, just received a large hospital value about 3000000 shopping plan, because the past no similar experience, he could not sleep, worried all day to finish the task, can not even take it leisurely and unoppressively to live a normal life. The end result is due to the bad state of mind, not effective communication, business didn't talk.
In reality, such things often happen in the new body. In fact, the Jews have a saying called "child -- a small problem;children -- a big problem", meaning the people according to their own personality characteristics, psychologicalcharacteristics to choose a different path. If you want to play "big role" in the market, we must first consider theirpsychological endurance and the strength of. If you can't improve personal?? medical equipment sales.
Medical equipment procurement procedures for different management in different ways, depending on the hospital size and management focus. Generally speaking,