Salesperson service experience

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The position of a salesperson seems very ordinary, but it is not easy to do this job well. The sales staff of Hualian Commercial Building are mainly factory information staff. The age, level, personal quality and working time of the sales staff vary. In response to this characteristic, in April this year, the children's mall launched a service experience exchange activity of "mutual help and learning from each other to establish role models", allowing salespersons who usually perform well to share their experiences in daily sales and service work with everyone at the morning meeting, and use Talking about things around you in the simplest terms has achieved better results. During the two-week exchange, some salespersons used smiling service as the theme to introduce how they adjust their moods and use sincere smiles and greetings from the heart to keep customers in their tracks; some salespersons used product sampling and product promotion. With the theme of skills, they introduced how to display the image of the counter through unique combinations, use strengths and avoid weaknesses to display brand characteristics, and attract customers; other sales staff used the theme of trying to figure out customers' shopping psychology, introducing how they understand customers' consumption preferences through observation and make selective recommendations. Different colors and styles of products, experience in increasing transaction rate.

Through communication, a good atmosphere of helping each other and learning from each other to improve service skills has been formed among the salespersons at each counter. The salespersons all said that they must bring these good experiences and practices into their work. After exploration and practice, I summarized a set of work experience that suits me and continuously improved my service skills.

Be a salesperson

1. Who is sending in-store promotions into drug retail stores.

In Class A retail terminals in secondary cities and above, all affordable drug supermarkets already have in-store promoters. The in-store promoters are usually pharmaceutical manufacturers and pharmaceutical sales agencies.

Manufacturers are stationed. Generally, manufacturers with low brand awareness can be arranged for in-store promotions if they meet the following conditions: first, manufacturers with more varieties, second, varieties with large price differences, third, varieties that can be promoted by some personnel, and fourth, some old ones. Most of the new varieties of drugs, or fifth, the newly launched varieties that do not use advertising as a means of promotion, adopt a terminal interception marketing model. The highest level is to have its own team of in-store promoters.

Pharmaceutical companies are stationed: they are exclusive agents of some varieties, or combine certain varieties into a series, or have medicines to treat various diseases, with wide coverage and wide consumer interception.

In many drug supermarkets and large pharmacies, the number of in-store promoters is far greater than the number of formal pharmacy salespersons. In some pharmacies, only the salespersons at the counter are from the store, and the others are in-store promoters from drug manufacturers or pharmaceutical agencies. Some of them have already arrived. One of the counter managers is an employee of the store, and the rest of the sales staff are all in-store promotions from the manufacturer. Therefore, regardless of the legality and rationality of the terminal interception method for in-store promotions, and regardless of the cost, in the short term this will definitely be a hurdle that some weak manufacturers cannot bypass.

2. The development trend of in-store promotions

In the venue:

In-store promotion terminal interception will be from super terminals (affordable drug supermarkets, local traditional most popular stores) (a few good pharmacies) will develop into chain pharmacies, and eventually will enter larger social independent pharmacies. From outside the counter to inside the counter, he wears the same clothes as the store clerk, making it difficult for consumers to tell the authenticity. The management is equivalent to a salesperson in the store.

Personnel:

The selection of in-store promoters was initially based on the use of in-store doctors (sitting doctors). Later, most manufacturers recruited and trained personnel themselves, and then sent them directly to pharmacies. The author believes that in-store promotions may return to sitting doctors in the future, because after July 2004, antibiotics were purchased with prescriptions, many pharmacies had in-house doctors, and by the end of 2005, the SFDA stipulated that all When all prescription drugs must be purchased with a prescription, some prescription drugs mainly through OTC channels may hire their own doctors to sell their products in pharmacies.

3. The development trend of in-store promotions

In general, medicines are special commodities. Relying on strong sales through in-store promotions for a long time is definitely not in line with the development trend of pharmaceutical marketing and will also damage consumption. The interests of consumers will eventually be spurned by consumers, which will also damage the interests of manufacturers. The author believes that in-store promotion is not the direction of pharmaceutical marketing innovation. The future trend of pharmaceutical marketing will inevitably be that OTC is driven by brand advertising and consumer services, while prescription is driven by doctors’ prescriptions.

In addition, the current in-store sales promotion staff are generally of low quality and do not have medical knowledge. They just blindly recommend their own company's products instead of prescribing the right medicine or recommending appropriate drugs according to the patient's actual condition. This will obviously cause Leading to increased drug abuse and adverse drug reactions. What's more, the principle of in-store promotion is: "I just want to sell the product" and don't care about anything else.

However, drug distribution channels and retail models are the business channels that have undergone the greatest changes in China’s distribution industry in recent years. The author predicts that in-store promotions will exist for a period of time and will develop and grow. Just like a cheap drug supermarket.

4. Reasons for the emergence of in-store promotions:

·First, weak supervision:

For the increasingly widespread in-store promotions and store fees: The drug regulatory authorities and the health department should strictly manage and supervise the retail sales of pharmacies, and should not let the phenomenon of in-store promotions go unchecked. However, the national functional departments are currently busy managing GSP certification and have not yet had time to regulate pharmaceutical and health care products. Retail terminals are being rectified and managed, and the industrial and commercial city management is also responsible for checking whether there are random POP stickers outside the door. In addition, this phenomenon has only become popular in the past two years, and it is not so chaotic that it is necessary to use the power of the government to intervene in regulations. The emergence of general management systems and regulations all comes first, and non-standard practices will be dealt with. Only when the society and the public react strongly to unfavorable practices and unfair competition will corresponding management systems be introduced to regulate them.

·The second is the marketing model needs of manufacturers (manufacturers and agents):

After passing GMP, many companies have accumulated funds in GMP plants and equipment, and have no financial resources to invest in the public. The media conducts brand operations, so more and more manufacturers and merchants will use terminal interception and in-store promotions. Anyone who does not do this will not be able to increase the sales volume of the medicine, which will affect his or her own economic interests. The popularity of "store entry fees" and the increasingly higher charges are also the result of market competition in the pharmaceutical industry. Due to the low visibility of the drugs produced by some drug manufacturers, it is difficult to open up sales if they are not promoted in pharmacies. There may be many kinds of drugs to treat the same disease. There is fierce competition among these pharmaceutical companies, and pharmacies are their most popular products. Direct competition, and the space resources of retail terminals are limited, so the competition is more intense. Even if you are willing to pay, many places will not give you in-store promotions because the counter is so small and too many people are crowded in. It’s unbearable and it leaves a bad impression on customers!

Some small pharmaceutical companies, which do not have large circulation capabilities and do not have many wholesale advantages, integrate their own resources, concentrate their efforts in cities, rely on products to form characteristic series, and operate through in-store promotions. To make a profit by selling the high-priced varieties or series of varieties that you represent.

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