经销商如何运作肿瘤产品（How do dealers operate cancer products）

经销商如何运作肿瘤产品（How do dealers operate cancer products） 经销商如何运作肿瘤产品(How do dealers operate cancer products) According to the report by the WHO, there occurred 900 cases of cancer million each year, 5 million people died of cancer, and an annual increase rate of 2%, is expected to 2020, there will be 20 million people with cancer every year, and the number of cancer deaths will exceed 10 million. Treatment of tumors in China is seriously lagging behind, the annual new tumor incidence of 1 million 800 thousand people, about 1400000 deaths per year in Shanghai, only new cancer patients have 32 thousand people, can be seen from the above data, tumor patient groups in China is a very large group. From the sale of cancer drugs, the 1999 sales of $603 million, in 2002 sales of $1 billion 19 million, in 2003 sales reached 1 billion 198 million U. s.dollars, is expected in 2005 will reach 1 billion 696 million U. s.dollars. Needless to say, the cancer market is indeed a huge cake. Thus, many companies have started to enter the market since the new tumor, Ganoderma lucidum dug into the pot of gold in the tumor of the market, more and more small and medium-sized enterprises, health care products companies have also launched, trying to get a share. Many dealers from nine Chinese income to see the benefits, the agency began to tumor products, some of it really earn a lot of money, while others are lost. Anhui Huaibei has a Chinese lingzhibao salesman, home after his agent a tumor, one side of a side, answer the phone, a month can harvest two, thirty thousand. While preparing a big enterprise, ate only work without harvest time, Guangzhou with well-known tumor products, and approved the efficacy of inhibition of tumor, but a month down into hundreds of thousands, can only receive fifty thousand or sixty thousand yuan payment; so, we in the analysis of the successful experience of successful brands, and plus one, it is important to keep calm and do tumor, must have high investment. The fact is not so? After analyzing the operation of National Cancer products, we come to the conclusion that it is not necessary. So, how to operate the tumor products to grow rapidly, as dealers, how can we choose a good product, so that their rapid growth into Taurus shares? How do dealers select cancer products? Choose a product is blind, is like choosing her lifelong companion, because of your choice will let you soar like Liu Xiang, also can let you like us like shooting, the bullet hit the target on others. Therefore, dealers in the selection of tumor products must pay attention to the following points: 1, the effect is the absolute principle This is not an advertising language, but the most important experience summed up by many people in many enterprises. Cancer patients are very painful, and we will provide them with the products they have no curative effect. First of all, can we go through the conscience? Secondly, we all know, the most important thing is to do competitive products for the consumer resource competition, although we say the incidence of tumor patients every year rate high, but how many people will become our customers, slow disease tumor unlike the huge base, only after all that, a patient will be more loss so, we see the tumor products are always behind a panel or a group of doctors, they do what work? Serving patients. Also, from the survey of the service marketing we can draw a conclusion that, keep an old customer cost, only the development of a new customer costs 1/6, only our database constantly adding new data at the same time, the original data and the minimum reduction, our customers will less is more, and the best way to retain old customers but we can provide the services, is the most important effect is the product of the product, there is no effect even if our service is good, no one will pay for us. What's the product? Is the realization of the interests of enterprises and consumers to achieve their own needs. The product is connected with consumers we link a is also an important carrier of our interests, if the carrier had a problem, then the good service for consumers is a mere scrap of paper, Consumers because of our products to accept our services, but also some, because our service to accept our products, no matter what form of acceptance of our products, he would like to see or product efficacy. The cancer patient is simple. He needs to get the health care products or drugs that have a definite effect on his illness, not our so-called "care" because they have too much care. They are called "Panda", often do not contact the relatives and friends often come in, leading to a slow run, no matter how the family before, now he has to obey in every way, we provide what kind of service? It is our specialty, we use medical knowledge to reduce the pain they have, how can they take the cure of the disease, and this is what they need, and all this is not a simple psychological suggestion to solve, need is the efficacy of the product. We admit that the main purpose of the dealer is to maximize the difference between the supply price and the retail price of the product, but we also can not help but see the two consumption brought about by the rolling source of revenue. So, in our choice of products, we must pay attention to this point, that is, the product is really effective. How can I determine if the product is effective? We can mainly judge from the following aspects: First, look at the product promotion. When we recognize the product, they probably have been doing it for some time, or at least some of them already, so let's see how the consumers used to react Are they after taking the product and the product never broke up, and they also brought a large number of consumers, they are not eager to look for the product to do publicity, is not like that in the publicity, so that a large number of consumers to live the healthy life of tumor patients the mass is not narrowing, recurrence and metastasis is not less, do not eat is not already can eat normally, the hospital has been issued a dying person is still life, that we must note the content of the study. Of course, we can't just listen to how the doctors of the enterprise speak well. The key is that we must look at their initial return records, and if necessary, we will call to make a confirmation. The distribution of a product, our purpose is very clear, that is how much we can get returns from, the consumer response is the most important for us, we can get what we need most content from them, to do market, products as well. Second, look at the product components. The baby is very difficult to be congenitally deficient on the Olympic Games gold medal winner, unless the games for the disabled, congenitally deficient products difficult to become the leading brand in the market, so that every successful product at least on product ingredients have the qualities of success, of course, we do not require that the product's success is rare composition of the top, but must ensure that there is a certain therapeutic ingredients. Ganoderma lucidum, used as a cancer treatment, traditional Chinese medicine, many experts and scholars have been confirmed that the effect, if this product contains Ganoderma lucidum, and also has the effect of inhibiting tumor other ingredients, then we can identify the product is basically a function. We are in the market, often find some products with special ingredients, because some of us are not professional pharmaceutical graduation, then it is better to ask some experts to ask the effect. At present, Chinese medicine treatment of cancer has been internationally recognized, and for the treatment of traditional Chinese medicine mechanism, pharmacology and some other content, we do not understand very well, then we'd better consult a Chinese medicine. We already know that a cancer treatment products for a foreign enterprise producing a name called "DORO dew" in Fujian, a look at the ingredients, we can find that, Only in the approval of the content is not under ten kinds of traditional Chinese medicine, and the product inventors also tell us that because of enterprises involved in formulation of secrets, and more ingredients are not open, we check the Pharmacopoeia will find the product ingredients mostly have anticancer effects, so we can preliminary determination that the product has certain effect, after in some parts of the enterprises in the product, the product that has special effect, so quickly occupied the market, has made gratifying achievements, in addition to marketing efforts, product performance also played a big role. Third, see if anyone in your company is recommending for your family or friends. Many antitumor products have immunomodulatory effect, that is to say to people without cancer can be taken, then we will look at, they produce this product, the enterprise staff will not take this product, will recommend products to take their own people around, is not someone support the enterprise staff to buy their own, if the answer is yes, then we can be assured, the product must have the effect. We say "DORO manna", it is understood that the enterprise of each senior leadership, each one can make contact with the people have their own products in use, in feeling a bit uncomfortable, think not eat vitamins, not eat other drugs, but the first drink a little. "" this is the most nectar products listed on the popular reason. And the space medicine produced by an enterprise in Xi'an. The CEOs of the enterprises tell us that when their bonuses are paid, the employees do not take the money, but they need to supply their products at the cost of the products. For such products, our dealers have no reason to produce any doubts about the effect of the product, because in this industry, what to do, do not eat anything. It has become a normal phenomenon, but they will take it, and it certainly won't have much problem. 2, the background is a strong backing We will find that the children looking to get married, we would like to ask how the other family, what is the background is not home, in fact, we in the choice of products, but also must consider this, enterprises for product promotion have a strong background support. We know that the big group, the company's products, foreign-funded enterprises, products in the investment is very smooth, why? They believe in their strength and believe in their products. In Medicine annual we will find such a phenomenon, that is as long as the big corporate brochures, doing good, we will carefully watch it, if it is a planet of people do not know the enterprises, even if it is a brochure to do better, unless you have the collection value, will we were out of the hall after six cents per kilogram price of spot sales drop, or directly to the waste disposal unit. But is the product of the big group sure to sell well? The answer is not necessarily, the state-owned enterprises in the top 100 ranking in a large state-owned enterprise group 30, often with big acquisitions or and some domestic enterprises, when their investment products in 88% off, part of the dealer to see the large state-owned group, considered profitable, have agent results in the market found in the detection of Escherichia coli exceed the standard, the measurement is not qualified, product promotion is limited seriously, many dealers are still in the warehouse, some have expired. This is not to say that we don't do their agents, don't look at the background of enterprises, we emphasize that the enterprise is the background of the two aspects, one is the strength of enterprises, on the one hand is the enterprise don't have what the background of the extension of the product. First, the background of the enterprise itself. Large state-owned group companies, foreign group companies, high-tech companies are our trusted companies. At the same time, the company's original operating record is also a channel for our confidence to build, For example, enterprises are good faith management, enterprises and so on. Second, what kind of background has the enterprise set up for product promotion?. As we all know, the most important tumor product promotion is must have certain trusted authority, such as a group of experts, Ganoderma products enterprises in the leading enterprises of the tumor, is the name of Sun Life Project, DORO mannan was Hongkong international medical products, health promotion will only designated as recommended products all of these are good ways to promote the product, but also an important channel to establish the credibility of the product. Third. What is the background of the product inventor?. A medical expert with a senior title, the product of invention and something invented by a person with only a junior education background, must be different in terms of content of science and technology. At the same time, product inventor is also the spokesman for this product, Ambassador, so, in choosing products, we must pay attention to whether the product has a powerful father or mother. 3, pay attention to the feasibility of products in the local market Marx Lenin, also with China characteristics, marketing method of any product is not uniform, the successful methods in the north to the south of the market will change, that is to say that there must be a local operation advantage. We choose our products, always ask is not a successful example of the market, but there is one thing we must pay attention to, that is the model of the market is not representative, is not complete the mission of market model. If the manufacturer has a strong external relations in the local market, so we have to consider, we can not get the same model with the market conditions in our own market operation, the focus should consider the following aspects: First, external relations. In fact, manufacturers valued our not our business strength, because of the competition in the market has a dominant position, especially for cancer products, manufacturers is the value of the relationship between our operating experience in the market and build up the internal and external. Before we have to pay the tuition management department, at least now also mix a familiar face, not because of the small to foul penalty, especially in the US between the local and management department if the special relationship, it will be more optimistic about the manufacturers. Second. Market capacity. We can go to the local market cancer incidence data from the investigation in theory, such as the Fujian market, the new year is our conservative data in 80 thousand, the death of 20 thousand people, currently in Fujian Province, the 90 thousand tumor patients. From what we can see, Fujian for cancer products, is a big market, and part of Fujian is a high incidence of cancer, ranking first in the country. Judging from the market capacity, we can judge how big the product is. Third, market habits. For cancer patients, what kind of consumption habits and treatment habits will be given, which is something we must understand. We all know that cancer patients a series of psychological changes in the process after the onset, characteristics of each process in the twenty-seven processes are not the same, they also have different degree of desire for treatment. We can say that Fujian is higher than Shanghai, but not Shanghai's tumor market is smaller than that of Fujian Certainly not, Shanghai has become a tumor product commanding point, the military is a hotly contested spot. Because cancer patients tend to believe in the treatment of experts, experts believe that the high level of experts in Beijing and Shanghai, they will spend time and money to Shanghai or Beijing treatment. The mistake of dealers operating the tumor Market As we are in the products, we will always choose before operation, or we have a deep understanding of the product, the tumor product is the same, most of the tumor products dealers are basically operating over a variety of tumor products, However, due to changes in time and space, there will be some changes in the operating methods, dealers will enter one after another misunderstanding. 1, Tandaqiuquan blind entry Some agents before the operation many markets nationwide, the tumor market can be said to be very familiar with, and have a few billion in sales, so, in their agent, will overestimate the ability to perform their own personal team's ability to operate, market more areas in the factory, manufacturers in the examination after the operation, but also because the feeling of the successful experience of the brand, the market will draw more areas. Hand in the agency, exalted agents will wait in their own area, a large number of recruitment, let a part of yourself to the market in the former, as if overnight can get their market success, dash again created second successful brands. Shanghai anticancer brand, after the listing has been in a state of existence, and after the operation had approached a large brand agents, two big boss have the feeling of brief encounter, for market development, the two sides hit it off, full of confidence in the future. The manufacturers give agents fully preferential conditions, and provide the cushion of goods, agents immediately to his four steel issued a notice of a rally, the market development of the battle, at the same time, South to Guangzhou, north to Shenyang, West to Xi'an, East started fighting in Shanghai at the same time, due to the lack of effective supervision and planning, market struggling after ten months, had announced to withdraw troops, the opening part ended with vigour and vitality, to. In thought, the agent finally realized that if he had put his main forces in Shanghai or one of the cities, it would have been otherwise. 2, timid, quick See the other brand success for tumor market also started to pay attention to, fully prepared to work, through the efforts to find a better tumor products, started their own market development. Before spending other people's money, daring, now began to spend their money, people have become timid and overcautious was not wrong, absolutely can not become still indecisive, before any expenditure to consider how to make any risk, not a creative decision, all in order to recover the investment as a starting point for the market expectations, always want to through a meeting, an activity can create a miracle, always afraid to see the shortcomings of the market does not instant success, the result is the market to do more good, but tired can not stand. Beijing, a friend to see others do cancer are to earn money, even a little clerk also go home by plane and the money market is very easy to make money, found in the tumor, tumor decided to enter the market ready to wrestle, sufficient funds, after a friend recommended a tumor agent products, the goods shipped to check, he seemed to see the same happy, but the next time he is not happy, because he felt that to do so much work, money is also no income, only a day out of money no money, he began to doubt his choice, people will happen shake, do what are in the blues, three months after the product back to the factory, originally want to earn a pen, did not think of before and after the loss of hundreds of thousands. 3, Yangaoshoudi, crude and careless We often see on the hospital door, there are a lot of people in the leaflets, sometimes also direct the patient to the consultation room, there is some patients will buy some tumors for themselves in terms of products, some of the agents in the research, and communication with friends, it is considered that tumor products is one thing what, no special requirements, as long as it is able to endure hardship can do. So, in a hurry, operating in Zhaomaohuahu, see what people do, they also do what others do promotions do their own, others buy six get one, they buy five send a meeting, others own meetings, leaflets and others also made their own, All go along with others, you can also earn a little money, but it is always better than other companies do a good salesman scolded every day, nervous even wages are not a salesman for a batch after batch, there is no one to improve. We often hear of a marketing strategy, follow the strategy, but there is a word, that is I, like me and die, learn from others is to make yourself better, rather than blindly imitate, imitate only learned a little, can not learn the essence, if you want more than others sales, it must be innovative, but not blindly learning, good doctrine to use, self innovation is essential, we see that there are a lot of good companies have a large number of experts, if we start to set up a dozen of the team of experts, a light expense I am afraid we can not stand, not afraid of ten, but in essence, as long as we do in a way better than the competition, we can be more than the opponent, but must not only learn crude and careless. Fur. A few comments?: Dealers in the current market promotion, production enterprises as the most important partner, has become a resource for manufacturers, but as the dealer itself, we must cultivate their own competitiveness, only has its distinctive competitiveness, we can gain a firm foothold in the fierce market, therefore, the following points opinions, hoping to remind all of you can and help. 1, correct attitude, do long-term market A market operation manager for many years said, "as long as the thinking ability, the more reactionary, sounds a little funny, in fact, is a certain reason. We are in the operation of a product, or is it through this product to complete their original accumulation, or want to do a career through the product, which will determine the market operators thinking. Tumor products, to a large extent, only has a role in the treatment of cancer in a certain extent, will not cure radically, but we are from a variety of oncology product advertising, you will find, "radical" and "completely" such words are everywhere, and even some enterprises in order to expand the product. The sale, made a lot of unrealistic commitments, these commitments can allow consumers to buy the product in a short time, but it will be a long time no one believed the Regal isolationist, health care products, the trust crisis has been very serious, so that it will become a kind of situation to market one disaster after another, more difficult. As a result of the particularity of the tumor market, as a product agent, we must abandon the idea of doing a "go", and truly make the product bigger, and do a good job in the market. In fact, we found that a lot of good products on the market, because of short-sighted behavior of the operator, resulting in premature mortality, products at the same time, but also because the operation people look too close, let the product life cycle is shortened, for such a big market, we need to do a solid, but not often to medicine rendezvous up looking for new products. Look farther, the greater the harvest, do not forget, the basic goal of our enterprise is to develop and grow. 2, pragmatic, not ambitious From the delusion of reality, there is a certain gap, we don't want a night to become the industry giant, 500 years of hard work is also made, face up to our current situation, our analysis of the status quo, down-to-earth, step by step to walk, to become Bill's paranoid than tomorrow. Gates more clever. Because the delusion will make us lose direction, will make us do not cut all practical decision-making, for the development of enterprises there is no harm. One of my friends didn't do much in other fields, but it was a little bit famous. When he found that the tumor market has a huge market potential, in the medicine successfully chose a product, according to the manufacturer's recommendations, he fast distribution in local territory, rapid recruitment dozens of people in the team, because, He saw the business investment book that can recover the investment within two months, so, for the rapid expansion of the enterprise is able to get a lower discount, get a larger area, but a down payment less, because there is no ability to do further investment, he had to stop the input, began operation with small investment, because he can endure hardship, through a series of efforts, market sales continue to rise, now can maintain normal operation. In a dry cloud began to pride, he can only say that he is in the tumor market's first tuition. 3, profit is always the first Whatever the product, the ultimate goal is definitely profit, but for some reason, agents tend to forget their goals and turn to surface jobs. Reduce profits. The tumor is the most important product expert and executive team, but some of the agents in order to express themselves out of the ordinary, in the early stage of market development will put more costs to other areas, the main performance is: 1, buy gifts imbalance, profit decrease. 2, in the public image of great planning, so that all the profits into intangible assets. 3, regardless of the cost, the input to output ratio is not taken into account. Therefore, the above aspects of oncology products for agents, should be fully attention: (1) do a good job of budget for input and output, and do not pursue the brilliance and luxury of the surface. (2) strictly control unreasonable investment, and take the profit as the first point of departure. (3) give full play to the maximum energy of human and material resources, and reduce unnecessary expenditures. (4) to adjust the relationship between cash flow and expenditure. 4, do public relations, do not let the external environment become profit diversion channel External relationships are critical for the operation of cancer products. Good public relations can allow enterprises to minimize losses, no turnovers can let the original enterprise. The profit from hard work was later spent on the external environment, and that was a bit of a loss. Therefore, we must pay attention to the following points: (1) do the necessary procedures. A product sales in the local market, must handle advertising approval, the product must be inspected, some people in order to save all the matter, first sold again, leaving a hidden danger, hidden dangers in the fire, all the legal formalities completed, not much time wasted. (2) PR is not introduced by miss. The mention of public relations, we will think of corruption, this is a serious distortion of the public relations, we often come into contact with some administrative departments, improve the daily relationship with them, we will be on policy issues and take some detours. To our upright to infect each person, give an honest impression, it will be our best image. (3) large events must be submitted for approval. Should go to the Department of health to the health department should go to the business sector to the business, which belongs to a management system which is a system of mutual consultation, work within the scope of the law, handle all formalities, do good things to everyone at ease. 5, with their own people, fortress often from the inside to break As agents are mostly bigger, step by step, so in the personnel relationship seems to be a little complicated, the main departments are mastered by the family. Isn't that good? Facts have proved that this is not necessarily a bad thing, if their own people have the ability to let them do it, it is best. But because each person will have their own selfishness, start a business, you can endure hardship, large enterprises, there will be some people sleep in the enterprise achievements, it needs to pay attention, Lenin said: the fortress is often compromised from the inside, if it is for this reason, the is really worth it. How can we prevent an internal problem? (1) do a good job in personnel training, so that everyone in the promotion of individual ability and level. Treat yourself as much as the people you hire. (2) make clear the rights and responsibilities of all, and the right without responsibility is the same as without the owner's property, which will make everyone inert. We can share, will be sharing. (3) for avoiding close, have both ability and political integrity in. (4) do a good job of incentive mechanism. Li Yanlong (Li Yanlong) Actual combat group professional managers, senior marketing management experts, a foreign marketing director. With nearly ten years of actual sales, marketing management, channel construction, business marketing, investment management experience. In 1996, engaged in the management of sales, after years of struggle in the sales management of the first line, once in the joint venture, private, state-owned, Taiwan and many other (Group) Company and domestic well-known enterprise service, served as department manager, regional manager, marketing director, provincial manager, marketing manager, deputy general manager and general manager many times, won the marketing innovation award, as many sales consultant. Good at sales management, traditional channel operations and marketing management, implementation, enterprise training, investment management, advertising planning and implementation.