How to conduct corporate training in the pharmaceutical industry?

It is true that drugs in the drugstore sales process, the role played by the clerk is unquestionable, irreplaceable. Through the training of drugstore staff can not only reflect the pharmaceutical industry rely on the staff to improve their product sales, and can better reflect the social value of self-medication! Therefore, many pharmaceutical industries will be training, especially product knowledge training as the most direct, the most economical, the most effective means of marketing, and this work is listed as one of the core tasks of the OTC work. But we found in practice, although the pharmaceutical industry to the drugstore staff as the focus of the work of the object, through the OTC representative of the daily visits to the daily training, through the drugstore monthly meetings for centralized training, the expectation that through the training to enable them to master the relevant product knowledge and selling points, to achieve the purpose of the active recommendation of the consumer, but the actual situation is not optimistic. On the one hand, the chain of drugstores did not take the training as a tool to enhance the skills of the staff, but rather income from the pharmaceutical industry to charge high training costs as non-operating income, on the other hand, the pharmacy staff, most of the staff will be a burden of training, resistance is particularly large. The emergence of this situation makes the pharmaceutical industry exceptionally embarrassing, do not do training competitor's terminal interception is more serious, for the brand industry, the chain drugstore market share is shrinking, do training not only to bear the high cost of expenses, and training sales did not substantially improve! Why is this situation? I have visited Shenyang, Changchun, Beijing, Shenzhen, Changsha, Hangzhou and more than ten cities, and the mainstream chain of drugstores in these cities to do the communication can be roughly summarized as follows: 1. Programmed training process: the pharmaceutical industry in the centralized training is usually used in the form of meetings, the shopkeeper together, the representative of the manufacturer of the industry to talk about some of the product knowledge, interspersed with a few prizes Q&A or lucky draw sessions. The daily visit of the store staff training is the same, a few words of product knowledge plus the temptation of small gifts ........., over time, the programmed training methods inevitably make people feel tired. 2. Thousands of one-size-fits-all product knowledge: the pharmaceutical industry in the product selling points are similar performance, product knowledge on the introduction of the lack of disease symptoms of the description of the comparison with competing products, there is no strong rhetoric, and can not tell the shopkeeper how to streamline, competent language to impress consumers. Undoubtedly these product knowledge of the sales staff to help sales without any effect! 3. Duckling performance: the pharmaceutical industry in the training mode of performance more duckling teaching methods, the teacher's language is boring, as chewing wax, lack of attraction, can not cause *** Ming, and listen to the shopkeeper is hard to listen to the mixed desire to sleep. 4. The administrative pressure of the bondage: because the chain of pharmacies can not afford to take up the work time of the staff, and thus the training for the staff is often at the expense of personal rest time as the price. If you do not go to participate in the administrative pressure to intervene in the career or salary income will be reduced, but only as a last resort to participate. With such emotions to listen to the class, its effect is even more predictable. Formally these reasons for the embarrassing situation caused by the pharmaceutical industry training, so that the pharmaceutical industry's move has become difficult, and more so that many pharmaceutical industry marketing personnel distressed. So in the face of these problems, as the pharmaceutical industry how to solve it? With this problem plus the author of many years of training experience in the chain of drugstores, that industrial enterprises should be improved from the following aspects: 1, the implementation of training management hierarchy: that is, according to the hierarchy of listeners to the organization of training courses, that is, for the store staff, store managers, store management, merchandise, purchasing and other design of different courses. After all, different positions of the staff to think about the level and perspective is not the same, take the clerk, such as store management courses undoubtedly beyond the scope of its daily work, the same for the store manager, how to design promotional programs of the course is also beyond the scope of its work! As the saying goes: the ass determines thinking! That's what it's all about. For different positions in the organization and implementation of different training courses, not only help mobilize the chain of drugstores at all levels of interest, but also to establish a deeper cooperation with the attraction. At this point Kunming Dianhong Pharmaceutical took the lead in the industry to make a breakthrough, such as the director of operations for the organization of "your pharmacy into the era of the train" summit; for the purchasing director of the organization of the "out of non-pharmaceutical business" snail "era" of the summit; for the Pharmacy Operations Department to provide the "non-sincere Do Not Disturb" of customer flow, "Gross Profit Rate of "No Seeing, No Giving", "Finding the "Key" to Enhance the Efficiency of Promotions" provided for the operation department of the pharmacy; "Sounding the Rallying Cry of "Customer Unit Price" provided for the manager of the pharmacy. The training courses on "How to Sell Drugs for External Use" for store managers and "Blowing the Rallying Cry of "Customer Unit Price" for store managers, and "How to Sell Drugs for External Use" for sales clerks, etc., have caused a very good response in the pharmacy chains with which they have cooperated and are unanimously recognized by the senior management of these chains! And make its part of the varieties in these chains in the sales reached 200% increase! 2, diversified training forms: We know that most of the chain drugstore staff are now 80, 90 employees, their character traits are "personality, the pursuit of freedom. At this stage, most of the pharmaceutical industry's training forms are stuck in the traditional "duckling education", therefore, combined with the characteristics of these shopkeepers, should be used in the form of fellowship activities, outdoor development, field trips for training, the training is integrated into these activities to meet the desire to perform the process, inserted into the interactive, entertaining products such as digging for treasures, prizes, and so on. Interactive, entertaining product knowledge content, in a fun and educational way to continuously strengthen the product knowledge of the store staff. Diversified forms of training is not only applicable to the staff, in the chain of drugstores at other levels can also be carried out, such as for high-end operations director or purchasing director, the training course benefits of the use of case study discussion in the discussion of learning, in the discussion of sorting out business ideas, to achieve the effect of the benefits of the open book; in addition to organizing the executives of the way of off-site learning. Although these courses from the surface has nothing to do with the sale of products, but such training activities on the consolidation of customer relations, the exchange of sales resources has played an unparalleled role in promoting. 3, training content on the practical: # p # page title # e # compared with previous years, the pharmaceutical market training courses more and more, training content on a variety of training teacher's quality is uneven. Although the diversity and breadth of the course content is good for the pharmacy, but with the chain of drugstore personnel exposed to more and more, its requirements are increasingly high. Those previously unheard of theoretical courses are now highly objectionable, while practical courses are welcomed. This requires the provision of training in industrial enterprises must be targeted preparation, as mentioned earlier Dianhong Pharmaceuticals course, the design of each courseware are interspersed with a large number of cases to explain, some courses in some of the chain even appeared to stop listening to the rare phenomenon. Practical training for the pharmaceutical industry to provide training content, the difficulty of its design is relatively large, after all, can speak this part of the course teacher is rare, and the course content itself must be combined with the chain of drugstores encountered practical problems. Thus, for the pharmaceutical industry, the selected teacher and course content is best used in an external way. 4, the language of life: I remember once saw an article, wrote the U.S. presidential election period, the candidates in the states on a speaking tour, are a few minutes on their own position to explain clearly, because they speak the vernacular, women, children, old and young people, lead the car to sell the stream of pulp can understand if he was elected president will bring what benefits to the people. This is the effective combination of "elite rule" and "grassroots democracy". I have heard many shopkeepers reflect that some of the courses offered by the pharmaceutical industry, the trainer is mystical, inexplicable, full of jargon, sometimes also popped out one or two English words, it was easy to understand things, but the result is that the more you listen to the more the whole do not understand. Therefore, the pharmaceutical industry to provide courses on language expression must be easy to understand, we must know that our consumers have not received formal education in medicine, pharmacy, do not understand those obscure and difficult to understand the terminology. Therefore, in the training should be used in layman's, straightforward language, your brand concept, the product's healing mechanism, the role of the efficacy of the mouth through the shopkeeper, passed to each customer who may buy your products. "Complex things simplified" is the highest state of doing things, and concise and living language to explain the complexity of the reasoning, is the highest state of training. 5, the selling point of refining simplicity Selling point for the importance of a product, not less than a major battle in the heavy ammunition, selling point refining whether accurate, is the key to whether consumers can be moved to spend money to buy. As the vast majority of domestic drugs are generic drugs, the high degree of product homogenization is a common phenomenon. Thus, the product selling point refining is not good, the shopkeeper listening to the lesson may be tasteless, deaf, because you are talking about these things, perhaps the previous stage of other manufacturers have spoken, you are purely in the "fried rice". Since the training effect is not ideal, the actual sales discount nature makes sense. Therefore, the selling point should first be able to persuade the shopkeeper, to let them actually feel, from what you get here in the actual sales process can effectively persuade customers. As for the refinement of the selling point is nothing more than from the product's raw material procurement, processing technology, product quality control, dosage form, packaging, as well as the average cost of the day to take and so on to refine, after the refinement of the best to a sentence, three and a half or a jingle to express the way, the language is vivid, catchy, and can fully mobilize the customer's desire to buy. Such as: "can not wash off the dandruff, with Kang Wang", "emergency contraception, a piece of the problem" .......... 6, training and tracking in a timely manner The pharmaceutical industry to provide training, whether it is product knowledge or marketing techniques, management skills, etc., this is only the first step in the long march, it is important to follow up on the work in a timely manner, in place. As the saying goes, "Strike while the iron is hot", and therefore should be trained in the days after the rapid reception of training to listen to one by one visit to deepen the customer relationship, and further sales issues to do communication to achieve the effect of the store staff to promote the first product or promotional time frame. The above points experience, in the author's operation of Dianhong KA Department to practice, the effect is generally more satisfactory, this service in exchange for Dianhong in the chain to enhance brand awareness. Pharmacy staff training is an important indicator to consider whether the OTC operating system is efficient. It requires the pharmaceutical industry should have a high degree of planning and co-ordination ability, good language skills and planning, organizing and coordinating skills. Especially in the implementation of various large-scale activities, the mobilization of the atmosphere, the activities of the rhythm of mastery, internal and external coordination of various relationships, the response to emergencies, etc., are the test of the comprehensive quality of the pharmaceutical industry. Read "" people also read: 1, the crystal network training center university city teaching point 2, training work should focus on "time" 3, the holiday fever vocational charging training institutions clever use of universal address to solicit students 4, blind training, the wrong development 5, how to stimulate the enthusiasm of the staff training? 6, the party activists thought report: training course social practice activities 7, carry out training in the end to pay attention to what?