What is the control mode?

At present, the controlled marketing model is a marketing method widely used in the pharmaceutical industry. As the provincial general manager (local general manager), he plays an important role in the team, and his management determines the cohesion of the team.

Team management is nothing more than two major factors, one is management and the other is management.

The core of team management lies in the integration of four resources.

The four main resources are:

1. employees;

2. Customers (end customers);

3. products;

4. expenses.

What employees yearn for in the team is a leader who is "strict in management and can teach methods". Strict management is responsible for employees; Teaching method is a way to increase employees' skills. Whether the four resources can be effectively combined is related to the improvement of the overall performance of the team.

1. Combination of product resources and terminal resources:

We are faced with various types of terminal resources, such as clinics, health stations, chain stores, single pharmacies and so on. Each type of terminal has different demand for drugs, so we must integrate the products according to the terminal's medication habits.

For example, chain stores choose dumbbell-shaped products. Brand products, special products and self-operated products are the two ends of dumbbells and become their first choice. Among them, specialty products, like self-operated products, have small competition, good selling points and dominate profits. Therefore, in terms of recommendation, specialty products and self-operated products determine the assessment of salespersons; Brand products have become a necessity to build chain brands and retain customers because of their high popularity. Generic products are the middle of dumbbells. Salespeople talk about cooperation and take a handful of generic drugs, which will naturally face more rejections. So the product must be optimized, and don't always think about the whole product.

Another example is clinics and health stations. Their medication habit is that injections account for 70% of the turnover, and antibiotics account for 70% of the remaining 30% of the products. It can be seen that the threshold of antibiotics in developing outpatient clinics and health stations is relatively low.

2. Integration of human resources and terminal resources:

To manage employees, we must "teach students according to their aptitude"! Kill the chicken with a knife, waste resources, and get twice the result with half the effort. Each employee's resources also have their own characteristics, such as focusing on chain stores, focusing on single pharmacies, focusing on outpatient clinics and health stations. As a provincial general manager, employees should be given different management authority according to their resources. When recruiting employees, remember to foster strengths and avoid weaknesses.

3. Combination of human resources and product resources:

Giving employees too many products may not make them all do well. In a team, employees sell some products well, accounting for more than 70% of their performance, and other products account for 20-30%. Then, blindly inputting products to these employees may affect the effect of their recommendation to the terminal. Why not lock in the products that employees do well, let them do well, and find other employees to operate other products, which is conducive to fully tapping product resources.

4. Integration of personnel resources and expense resources:

The so-called cost integration is to establish a close cooperative relationship with customers through employees and products, create value for customers and promote the increase of product sales.

Sales control mode, reasonable salary design, taking into account the interests of all levels. Of course, as a marketing, the market operation fee (promotion fee) is essential, which is about 10- 15%. Some local managers put the market operation fee in the local office and the dock manager applies; Some local offices bind the market operation expenses with the salary of the terminal manager and grant the terminal manager flexible use rights. However, as a terminal manager, don't take the market operating expenses as your salary, otherwise, the lubricating oil can't be sold, the sales volume will definitely be affected, and the value of the terminal manager in the team will also be hurt.