医疗器械销售如何爆发洪荒之力，get六大洪荒技能

admin · 发表于 2020-10-19 23:16:36

<p style="outline: 0px; zoom: 1; text-indent: 0em; color: rgb(62, 62, 62); line-height: 32px; font-size: 16px; min-height: 1em; font-stretch: normal; max-width: 100%; white-space: pre-wrap; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);"><span style="outline: 0px; zoom: 1; line-height: 25px; font-family: 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; max-width: 100%; font-size: 14px; box-sizing: border-box !important; word-wrap: break-word !important;">接近医生，与医生的第一次接触对于医疗器械销售员来说，是一个很高的门槛。最容易被医生拒绝的时候也在这个时候，没有一定的接近方法，新的医疗器械销售员很难获得与医生交谈的机会。<span style="outline: 0px; zoom: 1; line-height: 25px; font-family: 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; max-width: 100%; font-size: 14px; box-sizing: border-box !important; word-wrap: break-word !important;"> <p style="outline: 0px; zoom: 1; text-indent: 0em; color: rgb(51, 51, 51); line-height: 25px; font-size: 16px; min-height: 1em; font-family: 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; max-width: 100%; white-space: pre-wrap; box-sizing: border-box !important; word-wrap: break-word !important;">因为陌生人相识，压力极大。再说销售工作被很多人误解，也被一些不良的医疗器械销售员做坏了名声，医生一般对医疗器械销售员都有拒绝心态。医疗器械销售员除了需要在接近医生前，做好医生资料分析、选择拜访路线、熟练产品知识外，还要决定使用什么接近医生的方法。给予医生一个见面的理由，是获得交谈机会的敲门砖。<p style="outline: 0px; zoom: 1; text-indent: 0em; color: rgb(51, 51, 51); line-height: 25px; font-size: 16px; min-height: 1em; font-family: 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; max-width: 100%; white-space: pre-wrap; box-sizing: border-box !important; word-wrap: break-word !important;"> <p style="outline: 0px; zoom: 1; text-indent: 0em; color: rgb(51, 51, 51); line-height: 25px; font-size: 16px; min-height: 1em; font-family: 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; max-width: 100%; white-space: pre-wrap; box-sizing: border-box !important; word-wrap: break-word !important;">笔者根据13年来的销售经验，归纳了除常规的产品接近法、自我介绍法之外的6个接近医生的方法。供新进入销售行业的同道参考。 <section style="outline: 0px; zoom: 1; white-space: normal; font-stretch: normal; font-size: 16px; line-height: 32px; max-width: 100%; color: rgb(62, 62, 62); box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);"><section data-color="" style="margin-top: 0.5em; margin-bottom: 0.5em; outline: 0px; zoom: 1; box-sizing: border-box; font-family: 微软雅黑; max-width: 100%; word-wrap: break-word !important;"><p style="outline: 0px; zoom: 1; text-indent: 0em; color: rgb(51, 51, 51); line-height: normal; text-align: center; min-height: 1em; max-width: 100%; white-space: pre-wrap; box-sizing: border-box !important; word-wrap: break-word !important;">1.利用事件法<p style="outline: 0px; zoom: 1; text-indent: 0em; color: rgb(51, 51, 51); line-height: 0.8em; text-align: center; min-height: 1em; max-width: 100%; white-space: pre-wrap; box-sizing: border-box !important; word-wrap: break-word !important;">
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把事件作为契机，并作为接近客户的理由。这些事件可以是销售员自己企业的事件，也可以是客户（客户企业）的事件，也可以是社会上的事件。诸如庆典、酬宾、开业典礼、产品上市周年活动、客户的同学会、客户所在学校的校庆、各种节日与节日活动、奥运、高考、中考，甚至是自然灾害、危机事件等等，都是接近客户的最好时机与素材，当然事先知道客户的资料背景以及社会偏好很重要。<p style="outline: 0px; zoom: 1; text-indent: 0em; color: rgb(51, 51, 51); line-height: 25px; min-height: 1em; font-family: 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; max-width: 100%; white-space: pre-wrap; box-sizing: border-box !important; word-wrap: break-word !important;">
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比如新销售员知道客户是XX学校1998年毕业，他们正在筹划同学会，客户是当年同学中活跃份子。就可以以同学会为理由接近客户。比如医疗器械行业经常召开学术研讨会，新医疗器械销售员就可以用会议邀请为由接近医生。<section data-color="" style="margin-top: 0.5em; margin-bottom: 0.5em; outline: 0px; zoom: 1; line-height: 25px; font-family: 微软雅黑; max-width: 100%; box-sizing: border-box !important; word-wrap: break-word !important;"><p style="outline: 0px; zoom: 1; text-indent: 0em; color: rgb(51, 51, 51); line-height: 1.7; text-align: center; min-height: 1em; max-width: 100%; white-space: pre-wrap; box-sizing: border-box !important; word-wrap: break-word !important;">
 </section><section data-color="" style="margin-top: 0.5em; margin-bottom: 0.5em; outline: 0px; zoom: 1; line-height: 25px; font-family: 微软雅黑; max-width: 100%; box-sizing: border-box !important; word-wrap: break-word !important;"><p style="outline: 0px; zoom: 1; text-indent: 0em; color: rgb(51, 51, 51); line-height: normal; text-align: center; min-height: 1em; max-width: 100%; white-space: pre-wrap; box-sizing: border-box !important; word-wrap: break-word !important;">2.他人介绍法</section><p style="outline: 0px; zoom: 1; text-indent: 0em; color: rgb(51, 51, 51); line-height: 1.7; min-height: 1em; max-width: 100%; white-space: pre-wrap; box-sizing: border-box !important; word-wrap: break-word !important;">
<span style="outline: 0px; zoom: 1; line-height: 25px; font-family: 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; max-width: 100%; font-size: 14px; box-sizing: border-box !important; word-wrap: break-word !important;">通过他人的帮助接近客户的方法是非常有效的方法。这一方法的背后是社会学中的熟识与喜爱原理，这个原理的意思是说，人们总是愿意答应自己熟识与喜爱的人提出的要求。采用这种方法接近客户的成功率高达60%以上。<p style="outline: 0px; zoom: 1; text-indent: 0em; color: rgb(51, 51, 51); line-height: 25px; min-height: 1em; font-family: 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; max-width: 100%; white-space: pre-wrap; box-sizing: border-box !important; word-wrap: break-word !important;">
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这个方法分为他人亲自引荐和他人间接引荐两种。他人间接引荐主要包括电话、名片、信函、便条等形式。销售员拿着他人的间接介绍信物接近新客户时，需要注意谦虚，不要居高临下。也不要炫耀与介绍人之间的关系如何密切。可以以真诚的称赞客户本身的语言引出他人的介绍，比如：XX老师说您是一个非常关心患者利益的好医生，他介绍我来拜访您，这里有他给您的一个便条。<section data-color="" style="margin-top: 0.5em; margin-bottom: 0.5em; outline: 0px; zoom: 1; line-height: 25px; font-family: 微软雅黑; max-width: 100%; box-sizing: border-box !important; word-wrap: break-word !important;"><p style="outline: 0px; zoom: 1; text-indent: 0em; color: rgb(51, 51, 51); line-height: 1.7; text-align: center; min-height: 1em; max-width: 100%; white-space: pre-wrap; box-sizing: border-box !important; word-wrap: break-word !important;"> </section><section data-color="" style="margin-top: 0.5em; margin-bottom: 0.5em; outline: 0px; zoom: 1; line-height: 25px; font-family: 微软雅黑; max-width: 100%; box-sizing: border-box !important; word-wrap: break-word !important;"><p style="outline: 0px; zoom: 1; text-indent: 0em; color: rgb(51, 51, 51); line-height: normal; text-align: center; min-height: 1em; max-width: 100%; white-space: pre-wrap; box-sizing: border-box !important; word-wrap: break-word !important;">3.调查接近法</section><p style="outline: 0px; zoom: 1; text-indent: 0em; color: rgb(51, 51, 51); line-height: 1.7; min-height: 1em; max-width: 100%; white-space: pre-wrap; box-sizing: border-box !important; word-wrap: break-word !important;">
<span style="outline: 0px; zoom: 1; line-height: 25px; font-family: 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; max-width: 100%; font-size: 14px; box-sizing: border-box !important; word-wrap: break-word !important;">销售员利用市场调查的机会接近客户。它既可以帮助企业了解客户需求的状况，又可以借调查之机扩大企业产品的知名度，并可以进行宣传，还可以为销售员提供接近客户的理由。<p style="outline: 0px; zoom: 1; text-indent: 0em; color: rgb(51, 51, 51); line-height: 25px; min-height: 1em; font-family: 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; max-width: 100%; white-space: pre-wrap; box-sizing: border-box !important; word-wrap: break-word !important;">
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采用这种方法，对于企业来说，还可以借此提高销售员的专业知识。因为如果销售员的专业知识不能理解调查内容的话，会引起客户的不满。销售员在客户填完调查表后，第二次可以以馈赠礼物感谢客户的形式接近客户。<p style="outline: 0px; zoom: 1; text-indent: 0em; color: rgb(51, 51, 51); line-height: 25px; min-height: 1em; font-family: 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; max-width: 100%; white-space: pre-wrap; box-sizing: border-box !important; word-wrap: break-word !important;">
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笔者有位校友在上市一个医疗器械之前，委托市场调查公司进行产品的上市调查，当时我建议他，让90%的调查问卷通过自身的医疗器械销售队伍去发放与收集。他以医疗器械销售员不可靠为由婉拒了笔者的建议。<p style="outline: 0px; zoom: 1; text-indent: 0em; color: rgb(51, 51, 51); line-height: 25px; min-height: 1em; font-family: 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; max-width: 100%; white-space: pre-wrap; box-sizing: border-box !important; word-wrap: break-word !important;">
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而笔者在销售与销售管理的期间，经常创造产品市场调查的机会给到医疗器械销售员，以增加他们接近医生的理由。包括各种类型的学术会议，也发放很多市场调研问卷。因为这种调查接近法，还可以促进客户对销售员所推销产品的了解与熟悉。<section data-color="" style="margin-top: 0.5em; margin-bottom: 0.5em; outline: 0px; zoom: 1; line-height: 25px; font-family: 微软雅黑; max-width: 100%; box-sizing: border-box !important; word-wrap: break-word !important;"><p style="outline: 0px; zoom: 1; text-indent: 0em; color: rgb(51, 51, 51); line-height: 1.7; text-align: center; min-height: 1em; max-width: 100%; white-space: pre-wrap; box-sizing: border-box !important; word-wrap: break-word !important;">
 </section><section data-color="" style="margin-top: 0.5em; margin-bottom: 0.5em; outline: 0px; zoom: 1; line-height: 25px; font-family: 微软雅黑; max-width: 100%; box-sizing: border-box !important; word-wrap: break-word !important;"><p style="outline: 0px; zoom: 1; text-indent: 0em; color: rgb(51, 51, 51); line-height: normal; text-align: center; min-height: 1em; max-width: 100%; white-space: pre-wrap; box-sizing: border-box !important; word-wrap: break-word !important;">
4.问题求教接近法<p style="outline: 0px; zoom: 1; text-indent: 0em; color: rgb(51, 51, 51); line-height: 0.8em; text-align: center; min-height: 1em; max-width: 100%; white-space: pre-wrap; box-sizing: border-box !important; word-wrap: break-word !important;">
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<span style="outline: 0px; zoom: 1; line-height: 25px; font-family: 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; max-width: 100%; font-size: 14px; box-sizing: border-box !important; word-wrap: break-word !important;">销售员可以通过请客户帮忙解答疑难问题，或者直接向客户提问（提与客户关联的问题）接近客户。比如，销售员请教客户：李工程师，很多人说您是机电产品方面的专家与权威，最近我公司研制出A产品，我想就A产品的市场前景听听您的意见，可以吗？这种方法主要是利用了人类好为人师的特点。<p style="outline: 0px; zoom: 1; text-indent: 0em; color: rgb(51, 51, 51); line-height: 25px; min-height: 1em; font-family: 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; max-width: 100%; white-space: pre-wrap; box-sizing: border-box !important; word-wrap: break-word !important;">
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采用这个方法需要注意的是，一定要问对方擅长回答的问题，以及在求教后及时将话题导入有利于促成交换的谈话中。比如销售员直接提客户的问题：***，我带来了一份能帮助周围神经病变患者更好得到治疗的资料，如果您打开后，会发现很值得探讨，我们交谈5分钟，好吗？直接提问的方法一般兼带利益成分，故这种方法又称利益提问接近法。<p style="outline: 0px; zoom: 1; text-indent: 0em; color: rgb(51, 51, 51); line-height: 25px; min-height: 1em; font-family: 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; max-width: 100%; white-space: pre-wrap; box-sizing: border-box !important; word-wrap: break-word !important;">
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通过销售员利用商品或服务为客户带来利益以引起客户兴趣的提问方法。又比如，新销售员可以这样说“我们厂生产的账册、薄记比其他厂的产品便宜三成，而质量比他们的好，肯定对贵公司不降低质量前提下减少成本来说，是一个机会，可以给我5分钟一起交谈吗?<section data-color="" style="margin-top: 0.5em; margin-bottom: 0.5em; outline: 0px; zoom: 1; line-height: 25px; font-family: 微软雅黑; max-width: 100%; box-sizing: border-box !important; word-wrap: break-word !important;"><p style="outline: 0px; zoom: 1; text-indent: 0em; color: rgb(51, 51, 51); line-height: 1.7; text-align: center; min-height: 1em; max-width: 100%; white-space: pre-wrap; box-sizing: border-box !important; word-wrap: break-word !important;">
 </section><section data-color="" style="margin-top: 0.5em; margin-bottom: 0.5em; outline: 0px; zoom: 1; line-height: 25px; font-family: 微软雅黑; max-width: 100%; box-sizing: border-box !important; word-wrap: break-word !important;"><p style="outline: 0px; zoom: 1; text-indent: 0em; color: rgb(51, 51, 51); line-height: normal; text-align: center; min-height: 1em; max-width: 100%; white-space: pre-wrap; box-sizing: border-box !important; word-wrap: break-word !important;">
5.服务接近法</section><p style="outline: 0px; zoom: 1; text-indent: 0em; color: rgb(51, 51, 51); line-height: 1.7; min-height: 1em; max-width: 100%; white-space: pre-wrap; box-sizing: border-box !important; word-wrap: break-word !important;">
<span style="outline: 0px; zoom: 1; line-height: 25px; font-family: 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; max-width: 100%; font-size: 14px; box-sizing: border-box !important; word-wrap: break-word !important;">销售员通过为客户提供有价值并符合客户需求的某项服务来接近客户。具体的方法包括：维修服务、信息服务、免费试用服务、咨询服务等。<p style="outline: 0px; zoom: 1; text-indent: 0em; color: rgb(51, 51, 51); line-height: 25px; min-height: 1em; font-family: 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; max-width: 100%; white-space: pre-wrap; box-sizing: border-box !important; word-wrap: break-word !important;">
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采用这种方法的关键在于服务应是客户所需求的，并与所销售的商品有关。比如，医疗器械销售员可以这样说，***，听王主任说，您最近正在研究XX疾病的药物经济学问题，我这里带来了一些关于这方面的最新资料，我们可以花10分钟一起来探讨它，可以吗？<section data-color="" style="margin-top: 0.5em; margin-bottom: 0.5em; outline: 0px; zoom: 1; line-height: 25px; font-family: 微软雅黑; max-width: 100%; box-sizing: border-box !important; word-wrap: break-word !important;"><p style="outline: 0px; zoom: 1; text-indent: 0em; color: rgb(51, 51, 51); line-height: 1.7; text-align: center; min-height: 1em; max-width: 100%; white-space: pre-wrap; box-sizing: border-box !important; word-wrap: break-word !important;">
 </section><section data-color="" style="margin-top: 0.5em; margin-bottom: 0.5em; outline: 0px; zoom: 1; line-height: 25px; font-family: 微软雅黑; max-width: 100%; box-sizing: border-box !important; word-wrap: break-word !important;"><p style="outline: 0px; zoom: 1; text-indent: 0em; color: rgb(51, 51, 51); line-height: normal; text-align: center; min-height: 1em; max-width: 100%; white-space: pre-wrap; box-sizing: border-box !important; word-wrap: break-word !important;">
6.社交接近法<p style="outline: 0px; zoom: 1; text-indent: 0em; color: rgb(51, 51, 51); line-height: 0.8em; text-align: center; min-height: 1em; max-width: 100%; white-space: pre-wrap; box-sizing: border-box !important; word-wrap: break-word !important;">
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<span style="outline: 0px; zoom: 1; line-height: 25px; font-family: 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; max-width: 100%; font-size: 14px; box-sizing: border-box !important; word-wrap: break-word !important;">通过走近客户的社会交际圈接近客户。如客户加入健康俱乐部，销售员也加入这家健康俱乐部；如客户加入了某社会团体，销售员也加入这一团体。<p style="outline: 0px; zoom: 1; text-indent: 0em; color: rgb(51, 51, 51); line-height: 25px; min-height: 1em; font-family: 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; max-width: 100%; white-space: pre-wrap; box-sizing: border-box !important; word-wrap: break-word !important;">
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这一方法的引申开来，比如在外地旅游碰到客户，即时接近客户，此时的交谈，不要开门见山地推销产品，而是尽量先与客户形成和谐有缘的人际关系。比如在车站、在商场、在农贸市场、在飞机上、在学校等公共场合，都是接近客户的好机会。<p style="outline: 0px; zoom: 1; text-indent: 0em; color: rgb(51, 51, 51); line-height: 25px; min-height: 1em; font-family: 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; max-width: 100%; white-space: pre-wrap; box-sizing: border-box !important; word-wrap: break-word !important;">
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接近客户是与客户交流的第一步，很多新销售员都苦于没有办法接近客户，主要是他们多半采用了客户很忙的时候去拜访客户，而且方法非常单一，主要是产品接近法或亲自拜访法。<p style="outline: 0px; zoom: 1; text-indent: 0em; color: rgb(51, 51, 51); line-height: 25px; min-height: 1em; font-family: 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; max-width: 100%; white-space: pre-wrap; box-sizing: border-box !important; word-wrap: break-word !important;">
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比如很多医疗器械销售员在医生快下班的时候，或者其病人很忙的时候去拜访他们，甚至排了长队等候医生。我在从事销售管理的期间，经常提醒医疗器械销售员，这种拜访基本上无效，意义不大。建议他们找其他时间其他场合接近医生，效果会更好！<p style="outline: 0px; zoom: 1; text-indent: 0em; color: rgb(51, 51, 51); line-height: 25px; min-height: 1em; font-family: 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; max-width: 100%; white-space: pre-wrap; box-sizing: border-box !important; word-wrap: break-word !important;">
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以上笔者归纳的接近方法可以组合使用，方法收入很重要，但接近客户的心态更为重要，如果销售员接近客户的心态是寻找帮助客户满足其需求的机会，而不仅仅是卖产品。绝大多数的客户肯定会欢迎销售员的接近。 </section><p style="font-size: 16px; line-height: 25.6px; white-space: normal; max-width: 100%; min-height: 1em; color: rgb(62, 62, 62); box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);"> <p style="font-size: 16px; line-height: 25.6px; white-space: normal; max-width: 100%; min-height: 1em; color: rgb(62, 62, 62); box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);"> <p style="font-size: 16px; line-height: 25.6px; white-space: normal; max-width: 100%; min-height: 1em; color: rgb(62, 62, 62); box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);">地址：广州市天河区银利街银利茶叶博览中心E栋4楼E4030室       <p style="text-indent: 0em; white-space: normal; max-width: 100%; min-height: 1em; color: rgb(62, 62, 62); font-size: 12px; font-family: Arial, Verdana, sans-serif; line-height: 1.75em; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);">邮编：510507<p style="text-indent: 0em; white-space: normal; max-width: 100%; min-height: 1em; color: rgb(62, 62, 62); font-size: 12px; font-family: Arial, Verdana, sans-serif; line-height: 1.75em; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);">电话：(+86)020-8722 8723    8764 5360    8764 2943     <p style="text-indent: 0em; white-space: normal; max-width: 100%; min-height: 1em; color: rgb(62, 62, 62); font-size: 12px; font-family: Arial, Verdana, sans-serif; line-height: 1.75em; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);">传真：020-8722 8623<p style="text-indent: 0em; white-space: normal; max-width: 100%; min-height: 1em; color: rgb(62, 62, 62); font-size: 12px; font-family: Arial, Verdana, sans-serif; line-height: 1.75em; box-sizing: border-box !important; 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