Debriefing report

Duty report, summary of the sales work of the Marketing Director

I have just listened to the work reports of the provincial managers. I am very happy that with the concerted efforts of everyone, the work of each sales department has achieved great results. Great progress has been made, but at the same time many problems have been exposed. Before I talk about the problem, the first thing I want to emphasize is that our first batch of sales departments are responsible for establishing the company's management model and market model, and the company's next plan is based on a strong sales team and market network. The current actual situation is that everyone has their own strengths and weaknesses. We can only achieve success by focusing on everyone's strengths, giving full play to the power of the team, pooling our efforts, and fully respecting the market and facts. Therefore, I hope that everyone will pay attention to this opportunity for learning and exchange, and learn from and summarize each other without reservation and openly. Next, I will talk about my views from three aspects and communicate and discuss with you.

1. Unify thinking and correct attitude

1. About attitude

In the process of everyone’s work report and mutual communication, many aspects of work are reflected Difficulties and problems, such as market network, bidding, pharmaceutical council meeting time... are naturally inevitable, but I think the main reason why these problems and difficulties cannot be solved is attitude. There is such a story: During the recruitment process of a company, after many interviews, only three people were left. The company produced combs, and the last exam question was who could sell the combs to the monks. Half a month later, all three people came back, and the results were as follows:

A: After hard work, I finally sold a comb. (After visiting countless monasteries and selling to countless monks, I met a young monk who had an itchy head and convinced him to sell the comb as an itching tool.)

B : Ten combs were sold. (I also visited many temples, but failed to sell any products. When I was in despair, I suddenly found that a female guest among the believers burning incense had a little disheveled hair, so I told the abbot of the temple that this was disrespectful to the Bodhisattva, and finally convinced me. Went to two monasteries and bought five combs each.)

C: Sold 1,500 combs, and may sell more. (After visiting several temples, I didn’t sell a handful. I felt it was very difficult, so I analyzed how to sell it. I thought that on the one hand, the temple preaches sermons, but on the other hand, it also needs to increase economic benefits. There are some believers who come to burn incense. After traveling thousands of miles, there must be a desire to bring something back, so I discussed with the abbot of the temple to engrave various words on the combs, such as piety comb, fortune comb... and divide them into different grades, and distribute them after pilgrims ask for their signatures. . As a result, the response from the temple was very good, and more and more temples requested to purchase such combs)

Attitude is everything. As we all know, in the market management of prescription drugs, there are two common management methods: budget system and contract system. Our company adopts a budget system, which means that the company bears the risks of the entire market. Based on this, if the company wants to build a good team and achieve its goals, it needs to use management tools to manage everyone, and it also has the right to manage everyone's every working day.

In the previous stage of work, the sales department more or less reflected a wait-and-see mentality. When encountering problems, they waited passively, or wanted to rely on friends or the company to solve them. Or they try their best to ask for policies or money from the company. Yes, we have many problems in the early stages of market operation, but if there are no problems, what else do we need to do? If, as a provincial manager, you complain in front of your team and customers all day long, how can you lead your team well? Everyone's performance involves everyone, so don't delay the future development of the company, your superiors, your subordinates, and yourself.

Napoleon Hill once said, “There is not much difference between people, only the subtle difference between a positive mentality and a negative mentality, but it is this little difference that determines the difference between two people. There will be a huge difference in the lives of the two people ten years later. “Because you don’t have the Internet, you have to work harder than others to catch up with others.

People often say this - "If I was like this back then, then I will definitely be like this now..." People often just stop at saying this without actually taking action. How can there be good results?

Market competition is becoming increasingly fierce, and market mechanisms will become more standardized. Every company and everyone will face constant changes, and new challenges will continue to be placed in front of you. Treat it with attitude, and you will get what kind of results.

2. About goals

Any company has company development goals, and every employee working in the company also has his or her own personal development goals. On this issue, I think there are two Points worth thinking about:

First, we must unify personal goals and company goals. Everyone will have pressure and needs, but how to organically integrate them with the company's long-term and short-term development goals so that they can achieve their own personal goals while achieving the company's development goals. This requires integrating one's personal career planning into the development of the company. The company will continue to develop, including launching new products, acquiring pharmaceutical companies, going public... Only when the top and bottom are unified and in step can we move forward. . This requires everyone to strengthen communication with each other to achieve the goal of building an excellent team and network.

The second is to have a correct concept and method to achieve the goal, and to effectively break down the goal and implement it. Only goals that are decomposable and achievable are feasible goals. Mao Zedong said that policies and strategies are the life of the party, and their importance is self-evident. In the process of setting and achieving goals, we cannot rely solely on empirical values, but must be combined with scientific methods. In addition, maintaining a good attitude will help you get through many difficulties.

3. About learning

An economist once said: "Not learning is a sin. Learning is economical. Use economic methods to learn. Use learning to create an economy. "We should learn from theory, practice and mutual exchanges. We should not only pay attention to learning methods, but also have a correct learning attitude. Everyone has more or less a critical absorption mentality, which means that we have a questioning attitude before accepting other people's views or opinions. This is what we should correct. We must treat other people's views and opinions with an absorbing and critical attitude, that is, first listen to other people's views with a tolerant and tolerant attitude, and then critically accept their views after careful consideration.

Just like when we organize meetings and trainings, the company spends money and at the same time allows everyone to squeeze out time to gather together to communicate and summarize in their busy work. If we do not have a learning mentality and an empty space, If you treat it with a cup mentality, you will definitely not be able to learn. Everyone has merits and is worth learning from each other. If you can't change your mentality, you won't make progress.

I also often tell everyone that only by constantly learning, thinking, and summarizing can we continue to improve and do things well.

This process is like playing Go. At first, you start from scratch, and your level is about the same. Then you gradually understand the layout. After you make progress, you will ignore those with lower levels, become self-righteous, and enter a plateau period. ; and then gradually I began to yearn for a higher level. If I continue to study and summarize, I will gradually have a view of the overall situation and understand how to sacrifice the small to protect the big. In this way, I will make progress in continuous learning. In fact, in work The same is true. You need to continue to learn and enrich. The sales department should try its best to create a learning atmosphere to cultivate an excellent team, but it should not form dogmatism and empiricism. Remember to combine it with practice and apply what you learn. , complement each other.

4. About the team

Every enterprise must become bigger and stronger, but a country cannot be built by one person, but must rely on the strength of the group. We all come from different companies, and different companies have different cultures, habits, and management models. Good things from the original company must be integrated into the company, and bad things must be discarded.

When every sales department manager faces sales department employees, he is first of all an elder. He has the obligation and responsibility to make his subordinates happy at work. He must understand human nature; do not bring those quack and master styles into the team. In Zhonglai, you must make your team feel safe, gain benefits, and grow continuously; you must work hard to train your subordinates, pass on your knowledge and skills to them without reservation, and have a mentality that a rising tide lifts all boats rather than a falling tide. To deal with it; we must effectively strengthen team awareness, strengthen training, and build a truly outstanding team that belongs to the company.

There is a saying that goes well, "A person who does not participate in training cannot be a manager, and a person who cannot train people cannot be a big manager."

As the company develops, there will be more There are many positions and opportunities in front of everyone. In the process of team building, we are faced with a problem of trust and control. We now use various forms to strengthen process management. In fact, it is just one of the means of management. We should not have a The psychology of rejection and confrontation, everything has a process of continuous improvement and development, and the ultimate goal is the same.

5. About management

In the company, each of us is in a role transformation. In front of subordinates, we are managers, and in front of superiors, we are managed. From another perspective, everyone is a social person and a business person, and management is scientific and artistic. To truly achieve effective management, when problems arise in the team, communication is very important in the clinical follow-up of hospital development. and effective way. So some management scientists even say that management is communication. Its importance cannot be doubted.

Many of our managers often rely too much on their own experience and do not pay attention to market research and materials from the front line of the market. This is a wrong concept and must be corrected. Do you have the awareness to manage a team? When your subordinates encounter difficulties, do you conduct collaborative visits and counseling visits with them?

Nothing can happen without rules. Management is a kind of investment. We must seek benefits from management, constantly improve various management systems and methods, and truly implement them into actions.

2. Summarize lessons and promote experience

1. Financial awareness needs to be strengthened

What needs to be emphasized is that the entire operating cost must be strictly controlled in proportion. At the same time, Development expenses are personal borrowings and involve amortization issues, so you need to tighten your grip and establish an attitude of financial control.

First of all, we must learn to calculate accounts and strengthen financial analysis. The financial director of each sales department should take the initiative to take on the work, help the manager with accounting and analysis, and strengthen the analysis of the relationship between different expenses to achieve effective financial management. You must not only calculate the market account, consider how to amortize it, but also calculate the investment account, regard work as your own business, and determine what should be done and what should not be done from your own perspective.

Secondly, the value of a medical representative must be related to the sales volume in the area under his or her jurisdiction. Their salary can be adjusted according to specific market conditions, with flexibility in basic salary and bonus commissions. Changes, whether to increase or decrease the incentive component, can be handled differently by different sales departments, but no one is allowed to deduct their wages.

All results ultimately fall on financial indicators. It is necessary to sell and use tight, tighten first and then loosen, and strengthen the integration of cost analysis and market strategies. In particular, financial managers should try their best to strengthen analysis in various concise forms such as bar charts, pie charts, curve charts, etc. to help managers achieve financial control.

2. Strict standardization and effective management

As mentioned before, the main premise of our company's management is budget management, and the system is still being continuously improved and modified. It needs Let's all work together. If we have a system, we must implement it and not just a formality. Otherwise, it is better not to have a system. The management system is needed for the company's large system as well as the small sales department system. It is very useful for regulating individual behavior and understanding employee trends. For example, when medical representatives fill out daily reports and weekly reports, managers can easily find problems through their standardized reports and track them down and solve them in a timely manner.

For the annual plan, the target plan should be broken down into each quarter, each month, each day, each medical representative, each hospital, each department, each doctor, and carefully think through the What channels and methods are used to achieve the goal. Goals are broken down into tasks, and tasks must be completed.

Goal management and time management must be strengthened. At the same time, managers must strictly demand their own management and lead by example in order to lead the team well. For example, if the manager himself sleeps in, how can he ask his employees to come to work on time and work diligently? Management has to pay a cost, and if it is a cost, it must produce benefits. Next we are considering installing an ERP system to simplify management procedures and improve management efficiency and quality.

3. Human Resources Management

First of all, there is a matter of employment standards. We have always advocated that the right one is the best, and the best is not necessarily the best. When selecting people In terms of employment, we must also pay attention to the loyalty and professionalism of employees.

Secondly, in terms of formal performance, employees’ work ability, such as developing hospital conditions, work efficiency and work saturation are also aspects that need to be considered.

Finally, through training, different strategies must be adopted to effectively combine the medical representatives’ personal resources with the company’s resources, so as to integrate resources and give full play to the team’s advantages.

In terms of marketing personnel's application strategies, the use of gunmen can be considered at this specific stage, but it must be declared to the company in advance.

The training of medical representatives is mainly carried out from three aspects. One is to cultivate good working habits and strengthen management through the example of the manager; the other is to hold meetings such as weekly meetings , systematic training meetings to comprehensively train them in knowledge and skills; third, through mentoring in the market operation process, using auxiliary and collaborative visits to lead the team well. Only by unifying the long-term and short-term goals of all employees with the company's goals, involving realistic benefits, room for growth, improvement of actual capabilities, and many other aspects, can the team be united and stabilized only by continuously fulfilling and satisfying everyone in the process. And continue to attract more talents to join our business.

4. Market strategy

Managers in each province have different feelings about the market. Experience is important, but it is not inevitable for success. Only by combining sensibility and rationality, unifying theory and practice, and adding scientific analysis and research on the basis of market intuition, success is inevitable.

Let’s read a story about KFC: When preparing to enter the Chinese market, KFC sent two employees to conduct pre-opening research on the situation in Wangfujing, Beijing. The first employee arrived at Wangfujing Behind the well, I saw the bustling flow of people and immediately judged by intuition that it was worth opening a store in Wangfujing. So when I returned, I told the company that I could open a store in Wangfujing. After another employee arrived at Wangfujing, he started counting the flow of people passing by at the main intersection. , classified by level and age, and also conducted a comprehensive investigation of the sources of chickens around Beijing and the chicken feed and other environments. Finally, through data analysis, we came to the conclusion that a store can be opened in Wangfujing. Facts have proved that the final result of opening the store was successful, but the methods and processes by which the two employees came to the conclusion were different. The difference can be easily seen, so the first employee was demoted after he returned. If we can combine rich market experience with accurate and scientific market research in the process of market operations, success will belong to us.

Only by learning to analyze the market, distinguish the main contradictions from the secondary contradictions, the main aspects and the secondary aspects of the main contradictions, and grasp the key points can we carry out our work effectively. For example, in the Hubei market, due to the well-established network, it may be relatively easy to develop and enter hospitals, but clinical follow-up is relatively lacking. Therefore, the focus in the next step must be appropriately tilted to clinical aspects, including recruiting clinical staff; while in the Hunan market, it is relatively Said that the hospital's development power is weak, so when recruiting personnel, people with strong development capabilities and clinical maintenance capabilities must be considered. Different markets and different environments require different strategies.

In terms of marketing, we must grasp a center and combine primary and secondary contradictions to effectively avoid the occurrence of a hammer in the east and a stick in the west.

Selling with gold is the main method commonly used in the market, but it is definitely not the only method. Judging from the development trend of the pharmaceutical industry, only by providing comprehensive solutions for doctors, specialization and academicization are the future directions. Only by comprehensively using these means to seize the opportunity can we stay ahead of others. Therefore, at this stage, we must first raise our consciousness to a high level, reflect our professional and standardized image, effectively integrate various resources and methods, conduct market promotion in a systematic and planned manner, and implement correct market strategies through Use it to achieve our purpose of building a team and building a network.

5. Logistics management

First, the issue of cargo risks. All provincial sales departments must pay attention to policy risks and risks of cross-selling goods, strengthen the awareness of risk management, and achieve advance Coordinate to avoid temporary blindness.

Another one is the cargo turnover rate. We must communicate with dealers and hospitals at all times to understand their inventory status at any time, identify problems, find the cause of the problem, and take timely measures to solve it.

3. Clarify goals and decompose tasks

In the process of decomposing goals, each provincial sales department should neither be conservative nor make excuses, but should be realistic and pragmatic. , using a method that combines empirical values ??and science to determine reasonable and achievable goals for each region.

After the goals are determined, break them down to people, hospitals, quarterly, monthly, and daily. Here, I would like to emphasize the implementation of the eight words "implementation of everything and supervision of everything". Implementation of everything means that everything should be implemented to the people and time; supervision of everything means to implement financial supervision, Supervision at all levels and mutual supervision. Ensure the achievement of goals by strengthening process management and monitoring.