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多少年来,制药公司总是把销售力量集中于有独立处方权的医生身上。但现今,政府的保健权力机构,医院网络,医生群体和保险公司均对医生的处方习惯发起了冲击。这些强有力的购买集团,已站在可以控制处方环境的地位,他们可以决定个别产品的需要程度,并影响整个制药公司的市场地位。与控制处方环境出现的同时,商议销售(Agenda Selling暂译)一词对制药公司来讲,成为一新的重要的概念,改变了已用了三十多年各种药品销售的形式。商议销售的好坏,尽管议论纷纷,但却是销售管理和组织工作的一个有价值的方法学。药品销售经理的观点是:商议销售是寻求明确目标的集合销售工作,并已被广泛认识,商议销售也可理解为对顾客的“商议”或需要提供菜单,让其决定是否接受销售建议。
For many years, pharmaceutical companies have always focused their sales efforts on doctors who have independent prescription rights. But nowadays, the government’s health authorities, hospital networks, doctor groups, and insurance companies have all attacked doctors’ prescription habits. These powerful buying groups are already in a position to control the prescription environment. They can determine the degree of need for individual products and influence the market position of the entire pharmaceutical company. In conjunction with the emergence of a controlled prescription environment, the term Agenda Sales (provisional translation) has become a new and important concept for pharmaceutical companies, changing the forms of pharmaceutical sales that have been used for more than 30 years. Although negotiating sales is good or bad, it is a valuable methodology for sales management and organization work. The point of view of the drug sales manager is: negotiating sales is a collective sales job that seeks a clear goal, and has been widely recognized. Negotiating sales can also be understood as providing “negotiations” to customers or providing menus for them to decide whether to accept sales advice. .