Medical network - on March 17 

 

Why do we market, often cast list? 

 

Why do potential customers are not willing to do the agent of the company? 

 

Why is the company's marketing work so hard? 

 

Why the agents' enthusiasm is not high, weak performance ascension? 

 

Why performance continued to grow, companies have continued losses? 

 

Why continue to low-cost enterprise eventually die, 

 

And cost-effective enterprise is bigger? 

 

Where is the key to solve these problems? Regardless of other factors aside, sales policy plays an extremely important role. Because the sales policy is the core of the whole marketing management system, directly affects the survival and development of the enterprise. Sales policy formulation and application related to a series of marketing activities smoothly, is a leading, sales incentive measures. Will come back very content, however, the flood is rampant. 

 

At present, the domestic regular class homogeneity serious medical devices, a product is usually dozens or even hundreds of competitors, such as the monitor, syringes, B ultrasonic, DR, etc., abuse of preferential policies has formed vicious competition, each other between the manufacturer comparing, the amorphous silicon flat DR to clinch a deal valence has 230000 yuan/set, extended warranties, installment, such as sales promotion policy, result in the dealer's increasing appetite, lost the initiative market, in a very awkward position. More than 130 DR most manufacturers don't make money, even at a loss. Sales policy is not reasonable in the following five aspects: 

 

1. Imagine making policy with experience. Unreasonable policy mainly refers to the policy itself is wrong, or there is a big loophole, perform too much difficulty. At the same time, policy makers do not understand the market, or understanding, not on the basis of investigating the market, according to the actual development of the market to make policy condition, but by his own experience, imagination, should think so, should be, it's easy to many metaphysical policy, led directly to the sales policy deformation, the final implementation effect, this is unreasonable policy is the main reason. 

 

2. The lack of overall planning and forward-looking. Policy with special authority, prospective, comprehensiveness and guidance, after implementation of the development of the market, product sales will have a great influence, even is related to market this product in a certain area, even the future of the national market. 

 

But some policymakers for various reasons, such as one-sided pursuit of short-term performance, individual comprehensive quality is low, the impact on the company loyalty is not high, personal motivation, industry development status, market environment is poor, is more complex, etc., to develop a one-sided policies more embodies the typical behavior, short-term behavior and behavior, temporarily didn't consider a brand's long-term healthy development, it is often said that "the ultimate process, becoming". 

 

3. Policy vague or ambiguous. The fundamental aim of the policy is needs to execute. If a policy can't read or understand others, execution will generate a lot of deviation, the final effect. How to eliminate or reduce the error of understanding? Need to improve the communication system, strengthen the smooth and effective communication channels, reduce the information distortion or missing. 

 

4. Sell on credit, pressure goods, put credit policy. Some one-sided pursuit of sales, shop or excessive demands, number of points, and bow dealers pressure, credit sales of goods or put credit lines, this is the worst sales policy. China market agent is generally poor credit, many manufacturers the most worried about payment collection, but in practice, sometimes goods on credit or credit to the customer, and individual professional managers before leaving goods or put a lot of pressure in the market policy, the problem is not only a work dereliction of duty, it is personal moral quality problem. 

 

5. Frequent use of stock incentives. Dealer prices according to the contract, as long as the order reaches a certain amount, or within the factory allocation, qualify for manufacturers to provide additional discounts or material reward. 

 

Stock incentives will produce the following results: one is the dealer inventory a large number of accumulation. In the short term, manufacturers look from the sales reports and but from a long-term perspective, ruled out marketing, competition and other factors, because of inventories, slow rotation, total sales growth could fall instead. 

 

The second is for dealers channeling goods and goods. Big dealers will get more stock bonus, often will the goods to below produce sold to outside market, in the end its year-end awards may be much more, the product price system is chaotic. 

 

Three is the terminal node has not yet increase. The motivation of stock incentive policy makers, may be for some professional managers to the interests of the individual.