項目十一 Program OTC 代表工作實務(wù) Work Practice of OTC Representative

項目十一Program11OTC代表工作實務(wù)WorkPracticeofOTCRepresentative思維導圖MindMap案例導入CaseIntroductionOTC代表的崗位認知PostCognitiveofOTCRepresentativeOTC代表的崗位素質(zhì)PostQualityofOTCRepresentativeOTC代表的崗位能力PostCompetenceofOTCRepresentative實訓布置TrainingArrangement任務(wù)二OTC代表崗位核心工作Task2ThecoreworkofOTCRepresentativeOTC代表的正確定位：崗位內(nèi)容定位CorrectPositioningofOTCRepresentative:DutyPositioning核心任務(wù)一：鋪貨CoreTask1:Distribution核心任務(wù)二：陳列CoreTask2:Display核心任務(wù)三：店員培訓CoreTask3:StafftrainingOTC代表的三大核心任務(wù)CoretasksofOTCRepresentatives1、鋪貨1.Distribution所謂鋪貨：在限定的時間內(nèi)根據(jù)公司的要求,將產(chǎn)品銷入所有藥店，并擺上柜臺。Distribution:Selltheproductstoallpharmaciesandmakethemputonthecounterswithinalimitedtimeaccordingtotherequirementsofthecompany.購買者的方便程度，在很大程度上影響著產(chǎn)品的銷量。Theconvenienceaffectsthesalesvolumeofproductstoagreatextent.廣泛的鋪貨，盡快鋪滿所有藥店，是OTC代表的首要任務(wù)。ItistheprimarytaskofOTCrepresentativestodistributedrugsextensivelyandcoverallpharmaciesassoonaspossible.注：不同產(chǎn)品及不同的市場拓展階段，會對鋪貨的數(shù)量及具體要求有所不同，應(yīng)根據(jù)產(chǎn)品實際情況開展工作。Note:Differentproductsanddifferentstagesofmarketexpansionwillhavedifferentrequirementsonthequantityandspecificrequirementsofdistribution,soworkshouldbecarriedoutaccordingtotheactualsituationofproducts.2、陳列2.Display鋪貨后的下一步工作是盡快將藥品從庫房中轉(zhuǎn)到柜臺，并按一定的要求擺放；鋪以POP促銷。Thenextstepafterdistributionistotransferthedrugsfromthewarehousetothecountersassoonaspossibleandplacethemaccordingtocertainrequirements;usePOPpromotion.如：占據(jù)主要的陳列位置、更多的陳列面等。Forexample:Occupythemaindisplayposition,moredisplaysurface,etc.目的：吸引消費者的注意，使消費者容易、方便地購買。Objective:Toattractconsumers'attentionandmakeconsumersbuyeasilyandconveniently.陳列面DisplaySurface23%40%54%61%100%研究結(jié)果ResearchResults一般POP5％CommonPOP5%

完全POP33％AllPOP33%

產(chǎn)品表示POP18％ProductTagPOP18%

特價POP23％SALEPOP23%

特價15.00元SALERMB15.00《鈹寶消炎癬濕藥膏》特價15.00元PIBAOAnti-inflammatoryTineaOintmentSALERMB15.00原價16.30特價15.00元O.P.RMB16.30SALERMB15.00《鈹寶消炎癬濕藥膏》原價16.30元特價15.00元PIBAOAnti-inflammatoryTineaOintmentO.P.RMB16.30SALERMB15.00IMPORTANCEOFSENSESCUSTOMERFLOW視平線=購買線EyeLevel=purchaseline產(chǎn)品的營業(yè)額于擺放位置的關(guān)系RelationshipBetweenTurnoverandPlacement20%20%60%70%Eyelever100%80%多面陳列Multi-faceteddisplay幾種陳列方式SeveralDisplayModes橫向依品牌擺放Horizontalplacementbasedonbrands豎向依歸格擺放Verticalplacementbasedongrids產(chǎn)品陳列面DisplaySurface銷量指標Salesindex增加一個陳列面銷售增加百分比例Percentageofsalesincreaseincaseofeveryadditionaldisplaysurface100123140154161+23%+17%+14%+7%多面陳列Multi-faceteddisplay幾種陳列方式SeveralDisplayModes幾種陳列方式SeveralDisplayModes視平線陳列Eyeleveldisplay產(chǎn)品陳列最佳位置應(yīng)與消費者視線持平Thebestpositionofproductdisplayshouldbeattheeyelevelofcustomers視線上10度下20度之間Between10degreesaboveand20degreesbelow觀察視線Sight觀察視線Sight1020幾種陳列方式SeveralDisplayModes視平線陳列Eyeleveldisplay20%70%100%80%60%20%幾種陳列方式SeveralDisplayModes視平線陳列Eyeleveldisplay消費者方便拿取商品的高度是:70公分~170公分Theheightatwhichconsumerscaneasilytakedrugsis:70cm~170cm視平線Eyelevel170CM70CM通過物料形成豐富店內(nèi)宣傳②Enrichin-storepublicitythroughmaterials活動產(chǎn)品陳列要求DisplayRequirementsofPromotionalProducts活動信息清晰表達，且盡量補足貨物但告示牌不能完全遮擋產(chǎn)品陳列①Theactivityinformationshouldbeclearlyexpressed;trytoprovideenoughproducts;thesignboardcannotcompletelycovertheproductdisplay生動化陳列范例VividDisplayExamples3、店員培訓3.StaffTraining許多消費者購買決策的時候，店員推薦所產(chǎn)生的影響力并不低于電視廣告的力量Whenmanyconsumersmakepurchasingdecisions,theinfluenceofassistants’recommendationisnolessthanthatofTVadvertisements最考驗OTC代表綜合能力、最有難度的工作ThemostdifficultjobthattestsOTCrepresentscomprehensiveability藥品DrugsOTC臨床Clinic藥店P(guān)harmacy醫(yī)院Hospitals醫(yī)生doctors店員Assistant消費者Customers宣傳、教育Publicity,education銷售Sale店員培訓StaffTraining宣傳企業(yè)、產(chǎn)品知識Publicizetheknowledgeofenterprisesandproducts教育消費者Educateconsumers促進消費者購買Promotepurchases終端攔截Endinterception“四條經(jīng)驗”“FourPiecesofExperience”經(jīng)驗一Experience1店員決不會主動推薦他（她）不了解的產(chǎn)品Anassistantwillnevertaketheinitiativetorecommendproductsheorshedoesn'tknow確保相關(guān)柜臺的每一個店員都能熟知產(chǎn)品的適用范圍和競爭優(yōu)勢,并給其一個推薦的理由，才能取得店員的主動推薦。而店員的主動推薦正是產(chǎn)品在藥店銷售的最有效方式。Ensurethateverystaffattherelevantcounterisfamiliarwiththescopeofapplicationandcompetitiveadvantagesofeveryproduct,andgiveitareasonforrecommendationforhisorheractiverecommendation.Theactiverecommendationofassistantsisthemosteffectivewaytosellproductsinpharmacies.經(jīng)驗二Experience2即使是銷售同樣的產(chǎn)品，也不能照搬那些面向臨床醫(yī)生的宣傳資料。Evenifyousellthesameproducts,youcan'tcopythepublicitymaterialsforclinicians.把與醫(yī)學、產(chǎn)品方面相關(guān)的信息，轉(zhuǎn)化為對消費者的病癥的治療方面的通俗說法（Feature-特性、Advantage-功效、Benefit-利益),方便店員與患者的溝通Translatethemedicalorproductinformationintopopularstatementsonthetreatmentofconsumers'diseases(Features,Advantages,Benefits),whichisconvenientforassistantstocommunicatewithcustomers.“四條經(jīng)驗”“FourPiecesofExperience”經(jīng)驗三Experience3組織生動實用的中小型店員培訓會，收到事半功倍的效果。Organizevividsmallandmedium-sizedpracticaltrainingsessionsforassistants,realizingtwofoldresultswithhalftheeffort.（3）讓店員主動向消費者推薦（3）Lettheassistantstaketheinitiativetorecommendtoconsumers目的objectives（1）與店員建立良好的溝通關(guān)系（1）Establishgoodcommunicationrelationshipwithassistants（2）讓店員掌握相關(guān)產(chǎn)品知識，尤其是產(chǎn)品最重要的賣點（2）Lettheassistantsmastertherelevantproductknowledge,especiallythemostimportantsellingpointsoftheproducts“四條經(jīng)驗”“FourPiecesofExperience”經(jīng)驗四Experience4善于運用會議結(jié)果，作好跟進工作Begoodatusingmeetingresultsanddoingfollow-upworkwell目的objectives（1）再次熟悉店員（1）Getfamiliarwiththeassistantsagain（2）讓店員重溫產(chǎn)品，加深印象（2）Lettheassistantsrelivetheproductanddeepentheimpression（3）解決上次未盡之事宜（3）Solvethemattersoutstandinglasttime（4）提醒店員推薦（4）Remindtheassistantstomakerecommendations（5）展開更深層次的推廣活動（5）Carryoutdeeperpromotionactivities基本要訣BasicTips店員培訓會演講技巧核心環(huán)節(jié)CoreLinksofSpeechSkillsinAssistantTrainingMeetings直立面對觀眾，手臂自然下垂Standuprightfacingtheaudience,witharmssaggingnaturally聲音洪亮清晰，語調(diào)抑揚頓挫Speakinaloudandclearvoice,withcadentintonation適當?shù)剡\用手勢及移動位置Usegesturesandmoveproperly保持與聽眾目光交流Keepeyecontactwiththeaudience謙恭有禮，適度幽默Becourteousandmoderatelyhumorous拒絕干擾，控制進程Refusetointerfereandcontroltheprocess遵守時間，不無故超時bepunctualandnotovertimefornoreason排除緊張感Eliminatetension開場白Openingremarks聲音控制站位及方向Soundcontrol,positionanddirection手勢運用Gestures目光交流Eyecontact著裝和儀態(tài)Dressandmanners解讀投影Interpretprojectionmaterials時間控制Timecontrol店員培訓會主持討論的技巧SkillsofChairingDiscussioninAssistantTrainingMeetings如何處理提問Howtodealwithquestions永遠回答自己知道的東西Alwaysanswerwhatyouknow始終說實話Alwaystellthetruth如果不懂，勇于表白，不要強辯Ifyoudon'tunderstand,bebraveinconfessionanddon'targue簡單扼要，直接回答Giveabriefanddirectanswer不要讓發(fā)問者難堪Don'tem