In the current medical device market environment, as competition intensifies, brand promotion expenses and terminal marketing expenses continue to soar, manufacturers strengthen the internal compliance management and other factors, resulting in more than 90% of medical device companies transfer marketing work to Dealer operation, manufacturers provide brand support. Manufacturers put more energy into product development, brand planning, marketing, and form a reasonable division of marketing. However, some dealers do not cooperate with the work of the manufacturers, and they have to ask the manufacturers for policies, expenses, and even rushing goods, which makes the manufacturers have a headache.
How can we get the dealer to operate the market according to the manufacturer's requirements to produce 1 + 1 > 2 effect? The author Wang Qiang combines the experience of management dealers for more than 20 years. As long as the manufacturers display the following models, the dealers are not only very obedient, but also inseparable from you.
The first type helps dealers to do market strategic planning
Most dealers do not have strict professional sales training because of their low academic qualifications. Coupled with the characteristics of their way of life (distributing other people's products and having a certain distribution period), they often have little or no knowledge of their own brands. Strategic planning, so in the operating market, most do not consider long-term interests, only consider immediate interests. If you follow the market to operate the market, it is fatal for the brand.
The local market is organically combined by various channels, which plays a decisive role in the whole market, but it takes a long time and requires a lot of energy. In the early stage, even a strategic channel with a slight loss (the top three hospitals);
There are low-cost auxiliary channels (private hospitals, family planning stations, central blood stations, CDCs, inspection and quarantine bureaus, government procurement), as well as profitable channels with low sales and high profits (Jiyuan Hospital);
There are also special channels (civil affairs system, disabled link system), in order to do the whole market, you must do full distribution, full coverage.
It is impossible to operate the whole market with less channel. What is more important is which channel is used in the early, middle and late stages. Which channel is supplemented by which channel, how to promote marketing? How is the cost invested? All need to be carefully studied, when the dealer chooses the channel, it must be which channel to make money, which channel, so the market operation is definitely a problem!
Therefore, when selecting a dealer, both parties should be based on the market capacity of the local market, the market environment, the incidence of local target patients, the habits and interests of local customers, the competitive situation, the marketing strategy of the manufacturers and the local distributors. The market position, strength, resources, etc. make detailed market research and formulate strategic plans for market development. After the two sides reached a consensus, they began to operate the market.
The key is how to get dealers to accept our strategy?
Dealers are also very sensible, as long as we can cut the key points, distinguish the pros and cons, have a good prediction of the future market development trend, have other market success cases, and can say that if the dealer does not do this will bring him When the loss is lost, the dealer is unlikely to accept it. Because the dealer wants to make money, you point out that he can make money for a long time. Can he not leave?
Dealers agree with this strategy, dealers will become strategic partners with us in the same boat, in order to ensure the firm's stable market position.
The second type of full-time sales, worry-free, let dealers rely on manufacturers
After the market development strategy was formulated, the dealer accepted it, but he still had some doubts in his heart. He did not dare to follow this strategy completely. At this time, the manufacturer needs to follow up and work with the dealer to develop a market expansion plan based on the above development strategy. And set up a brand operation team.
The members are composed of the sales personnel of the manufacturer and the distributor. The manufacturer's personnel lead the product promotion, let the director of the department agree, the dealer's personnel do market maintenance and public relations work, and require the dealers to support the activities, and the manufacturer. It should also support the marketing expenses required by the dealer to start the market in advance.
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FOSHAN PHARMA CO., LTD. , https://www.fs-pharma.com