How do pharmaceutical companies "play around" to attract investment

How do pharmaceutical companies "play around" to attract investment

Since 20 10, the implementation of various systems of the new medical reform has shown its influence on all aspects of the pharmaceutical industry, and a series of major changes in the field of pharmaceutical circulation have made it difficult for pharmaceutical enterprises with terminal development as the core. Similarly, with the emergence of the "three controls" pilot and the new medical reform exploration policy, the questioning and restrictions on the identity of individual agents have become increasingly obvious, resulting in the experience dilemma of pharmaceutical investment agents. This year, the actual operation of many small and medium-sized investment enterprises contacted by the author is generally lower than last year's sales and profit rate, and at the same time, they have to bear the increase of various operating expenses, which is even worse.

Are pharmaceutical investment enterprises really in a dilemma with no way out? Actually, it is not. Investment enterprises have more or less accumulated their own superior resources through years of operation in terms of optimal allocation of resources and regional advantages, ensuring that products can enter the market smoothly. Especially in some regional markets, the great advantages of investment promotion agency enterprises can not be established by production enterprises in a short time, but these great advantages are necessary for production enterprises and the premise and foundation of cooperation between manufacturers. However, these are not enough. Pharmaceutical investment enterprises, especially regional small and medium-sized enterprises, need to do well in three aspects if they want to recruit good businessmen.

One is to improve the management of old customers.

For investment enterprises, after years of accumulation and precipitation, each enterprise has a lot of agent customer resources. Many of them are customers who have cooperated with enterprises for many years, and their loyalty is very high, which is the foundation for the survival of investment enterprises. The cost of developing a new customer is ten times that of maintaining an old customer, and more than 95% of the sales of the enterprise are provided by old customers. This fact proves that how to make old customers give way to increase sales is an important task of the enterprise.

However, through the communication between the author and many business leaders, it is found that many companies do not make good use of their agent resources and simply regard these customers as the objects of product and interest transactions. Maybe some enterprises will say: We have done a lot of work on the maintenance of old customers, such as giving gifts on holidays, meeting agents every year, communicating with customers through food fairs, and getting together with customers from time to time. These conventional means are necessary, but for old customers, the promotion and breakthrough in operating the company's products is not enough. So how can we maintain old customers and improve them? In addition to the above conventional means, we might as well start from the following aspects:

1, key account management, providing professional services

At present, many enterprises have established key account management departments, and there are special people responsible for the sales and sales of the company's key customers.

Service. The core of counterpart service for big customers is to ensure the sales stability of the company, and hope to improve the quantity and quality of cooperation between the two parties through professional services. One-to-one targeted service can enable enterprises to fully grasp all aspects of core customers, which is conducive to formulating various measures to achieve their goals.

2, professional division of labor, take the road of specialization.

Investment promotion enterprises should also change the past management strategy of executives' arbitrariness, and only pay attention to how? Merchants? At work,

It's okay to transfer the products from the enterprise warehouse to the agent warehouse, but it ignores how to operate the agents, let them complete the cooperation of sales and replenishment, and ensure the integrity of the whole sales chain. In order to help agents achieve sales, investment enterprises must understand the market situation faced by agents. Let every investor in the enterprise know about the market and management, so as to really help the development of agents. Under the guidance of this idea, investment enterprises should divide agents into different channels according to their different channels, study channel management strategies in detail, do a good job in supporting agents and take the road of specialization.

3. Let customers survive and develop.

In the current market environment, agents are far more confused than enterprises and are in the product generation period.

At the same time, we pay more attention to the future development trend of the industry, because it is related to whether we can continue to engage in this industry. But too many merchants only make a fuss about the products themselves, boasting about how good their products are, how there is market space and how to make money. This message does not meet the needs of the agent and will not produce good results. Therefore, investment enterprises should change their perspective, start from the needs of agents, and point out the way for their future development by interpreting the development of their operating channels, so as to better stimulate the enthusiasm of agents. In May this year, the author convened more than 20 big agents in Henan Province in Zhengzhou and held a big agent alliance. Taking industry development discussion and channel business model innovation as the theme, through the author's training for them, answering the difficult questions they are interested in and analyzing the innovative model of hypoglycemic products, not only greatly improved the sales volume of products, but also greatly strengthened the cooperation between these customers and enterprises.

Second, new customer development cooperation

While doing a good job in managing old customers, another aspect of the development of investment promotion enterprises is the development of new customers. It can be said that which enterprise has stronger ability to develop new customers, then the sales and profits of this enterprise will be more guaranteed. New customer development can start from the following three aspects:

1, combining active development with passive acquisition.

A few years ago, in the initial stage of attracting investment from pharmaceutical companies, advertising was king. As long as the media propaganda is done well, a large number of agents will take the initiative to seek product agents. However, in today's unprecedented prosperity of the media and more rational agents, if the media information is inaccurate, the effect is not good and resources are wasted seriously. Therefore, it is necessary to combine active telephone investment promotion with information release. On the one hand, the media can accurately publish information, on the other hand, it can actively attract investment by obtaining as much information as possible from agents, which can maximize the effect of attracting investment.

2. Stress honesty, efficiency and win-win.

In the communication and exchange with new customers, investment enterprises should be honest with each other. In cooperation, we must emphasize efficiency, ensure a win-win situation, and never engage in one-time transactions. In the present experience environment, there is no room for cheating. The key is that both sides should protect their own interests and make the other side profit.

3. Assist in operation and realize long-term cooperation.

In the process of developing cooperation with new customers, it is easy for China Merchants to see that after the two sides have completed a cooperation, there will be no more. On one occasion, the author arranged for the relevant person in charge to go to the enterprise where the author worked for investigation. Taking a natural year as the deadline, it is found that the number of cooperative agents obtained through publicity and development in one year is 568, with an average of nearly 50 each month. However, the second delivery only accounts for less than 20%. Two years later, less than 40 customers of this batch of development are still cooperating. The reason is that besides changing agents, the bigger factor is that the product operation is unprofitable and it gives up voluntarily. Therefore, investment enterprises should not only attract investment, but also be good at maintaining agents and assisting agents to make profits through various means.

Third, build core competitiveness.

However, if you want to get better investment promotion effect, develop yourself, have the right to negotiate with upstream manufacturers and get as many good products as possible, you must work hard on your core competitiveness.

1. Create star products and star markets.

EMKT.com.cn enterprises take products as marketing premise, especially pharmaceutical investment enterprises. In the process of enterprise management, creating star products and star markets is the core of whether an enterprise can make a breakthrough.

Star products can help enterprises introduce more product resources, because they represent the product operation ability of China Merchants. At the same time, it can create enterprise product honor through star products, form brand influence on the market and agents, and help attract more customers to join the agent team of enterprises. Star market can not only ensure the sales and profits of investment-inviting enterprises, but also serve as the base camp of enterprises, form regional market competitiveness and gain market discourse power; It can also be used to attract more agents and provide a practical operation mode for agents through the company model.

2. Take the road of differentiation and specialization.

The competition between enterprises will eventually jump out of the homogeneous Red Sea and enter differentiated competition, and so will investment enterprises. Enterprises can establish their own unique image in a certain aspect through channel positioning, product classification, business model positioning, etc. on the premise of comprehensively studying the market and their own advantages. And carry out professional operations for this purpose to enhance the influence of the industry.

3. Become a cash cow for customers.

Besides, we must change an idea. Customers are the cash cow of enterprises? Turn thinking into? Make the enterprise a cash cow for customers? Attract customers to make profits by following business operations. To achieve this step, we must study the reality of products, markets, channels and customers, create a practical and easy-to-copy business model, and truly help customers achieve smooth sales and profitability.

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