Doing a good job in OTC market terminal is beneficial to establish and enhance corporate image, publicize product brand and efficacy, collect market information and enhance market regulation ability. The confusion of product prices often starts from the terminal, the smuggling of goods often starts from the dealer, and "counterfeiting" usually starts from the terminal to find the source. Therefore, establishing a stable terminal network can not only promote the market in an orderly manner, but also improve the sales and service system. Moreover, it can stabilize market prices, resist commodity smuggling, crack down on counterfeit goods, take the initiative in the market, and reduce dependence on dealers. \ x0d \ x0d \ 1。 What should the OTC market terminal do? \x0d\\x0d\ (i) Establishing an OTC market terminal network \x0d\\x0d\ Establishing a good OTC market terminal network is conducive to promoting the market in an orderly manner, effectively controlling terminals and improving various service systems. \ x0d \ \ x0d \ 1。 Establish OTC market terminal files \ x0d \ \ x0d \ a. Establish retail place files and retail place personnel, telephone numbers, addresses and employees' demand information for manufacturers. \ x0d \ \ x0d \ B. Terminal distribution. Draw the terminal distribution map, record the contact telephone number and contact name of each terminal, and master these conditions so as to contact and visit the terminals at any time. \ x0d \ x0d \ C. The nature of terminal ownership. It can be divided into state-owned, collective (including cooperative shareholding), private chain stores and individual pharmacies. Mastering the ownership situation is helpful to understand the management mechanism of the terminal and master the method and discretion when dealing with the terminal. \ x0d \ \ x0d \ D. Terminal size. According to the number of products sold by the terminal, it is divided into large, medium and small (ABCD type) terminals, which is convenient for the terminal work arrangement to be heavy and light, and advocates grasping the big and taking the small. Large terminals should visit frequently to maintain their advantages; Make more efforts on small terminals with potential, and let them enter the ranks of medium and large terminals as soon as possible. \ x0d \ \ x0d \ e. Purchase channel. Understanding the terminal purchase channels and establishing the sales network through the purchase channels is one of the important foundations for establishing the terminal network. \x0d\\x0d\ 2。 Consolidate the OTC market terminal network (strengthen teller education) \x0d\\x0d\ mastered the basic situation of the terminal and organized the terminal into a stable network. To establish and consolidate the terminal network, it is necessary to gather relevant terminal personnel, especially the counter personnel, through corresponding gathering forms, such as social activity introduction meeting, product knowledge introduction meeting, pathological knowledge introduction meeting, retail pharmacy business promotion seminar, etc., so as to strengthen contact and communication and achieve the purpose of consolidating the terminal network. Controlling the terminal network controls the market, and stabilizing the terminal network stabilizes the market. \ x0d \ x0d \ (II) Information collection and management of OTC market terminals \ x0d \ x0d \ OTC market terminals are not only an export of products, but also an entrance of all kinds of information. In order to achieve rapid development, pharmaceutical enterprises must collect a lot of useful information from OTC market terminals. \x0d\\x0d\ 1。 Information collection \x0d\\x0d\( 1) Purchase channel investigation \x0d\\x0d\ Investigate where products are purchased, purchase price, retail price, product batch number, product packaging and quality. Understanding these conditions will help enterprises to better measure the strength, distribution ability and enthusiasm of dealers, so as to formulate corresponding effective dealer management measures and help enterprises improve corresponding service measures. \x0d\\x0d\(2) Sales survey \x0d\\x0d\ Understand the sales volume, sales ranking and sales trend (up or down) of products at the terminal, which is an important indicator for enterprises to judge whether the market development is good or not. Through the investigation and statistics of terminal volume, enterprises can more accurately understand the sales potential and development trend of the market. \x0d\\x0d\(3) Investigate the buyers and their corresponding habits \x0d\\x0d\ Understand the buyers' main age characteristics, professional characteristics, geographical characteristics and information acquisition habits, as well as their understanding of the channels, purchasing behavior habits and psychological characteristics of enterprise products and their feedback information on products, so as to facilitate the development of enterprise planning, the selection of media and the determination of appeal points. \x0d\\x0d\(4) Investigation of similar products \x0d\\x0d\ Understand the products, promotion, public relations and POP advertising information of major competitors, their advantages and disadvantages, and what strategies are being adopted at present. Find out the opponent's situation and work out corresponding countermeasures to operate the market. \ x0d \ x0d \ (5) Suggestions and requirements of OTC market terminals for enterprises \ x0d \ x0d \ Suggestions and requirements of consumers are often more in line with the market, which is more conducive to the promotion and consolidation of the enterprise market and all aspects of the work of enterprises. \x0d\\x0d\(6) In-store information dissemination and information collection \x0d\\x0d\ various POP advertising activities in the store. Arrange various POP advertisements, and assist shopkeepers or shop assistants to design and arrange retail places. POP should strive for consumers to see the stickers at first sight when they enter the store, or put printed matter and actual display in the hair of the store. Carry out promotional information dissemination and implementation activities in front of the store, such as free clinic, class, consultation, shopping guide, free gift, etc. \x0d\\x0d\ (III) OTC market terminal packaging \x0d\\x0d\ According to the packaging form and content, terminal packaging can be divided into hard packaging and soft packaging. Terminal packaging must be done from two aspects: first, the publicity materials inside and outside the store are magnificent, which constitutes the hard packaging of the terminal, that is, the physical packaging; Second, the salesperson recommends the company's products as soon as he opens his mouth. The product introduction is not only comprehensive and detailed, but also obvious, just like the company's own full-time recommender. This kind of propaganda behavior of salespeople is largely realized by establishing good interpersonal relationships with terminal personnel. The relationship of mutual trust and cooperation between enterprises and terminal salesmen is called soft packaging. \x0d\\x0d\ 1。 Hard packing. Hard packaging is physical packaging, the basic principles are: more momentum, that is, the number and types of promotional materials; Good-the packaging position of promotional materials is good and conspicuous. According to people's visual habits, the specific location of the packaging should be seen by consumers as much as possible, which looks beautiful; Prison-long-term preservation means that publicity materials should be pasted, hung and put away. There are many forms of hard packaging, such as posters, flags, banners, container stickers, outdoor display cards, counter cards, store cards, lanterns hung in shops, light boxes and so on. \x0d\\x0d\ 2。 Flexible packaging. Soft packaging focuses on gaining the recognition of the enterprise by the terminal sales staff, the appreciation of the products and the friendship of the terminal employees through emotional communication. Be respectful, polite, and trustworthy. Always keep in touch, pay attention to your favorite things, bring some small gifts to visit from time to time, bring cigarettes and snacks according to your personal preferences, and help salespeople do what they can, such as unloading, moving things and cleaning. In a word, this kind of soft packaging seems to be casual, but it is actually prepared, seemingly invisible and real. \x0d\\x0d\ 1) Work steps \ x0d \ \ x0d \ 1. Make a visit plan. Clear the number of tasks. According to the preliminary work, terminal files and network conditions, it is clear which terminals to visit that day, which are the key objects in the visit process, and which major problems to solve that day. , and made a detailed visit plan. \ x0d \ \ x0d \ 2。 Get ready. How to bring publicity materials (quantity and type), whether to bring glue, tape and scissors, and whether to arrange the prepared questionnaires and small gifts. \ x0d \ \ x0d \ 3。 Working principle. Go far first and then near, that is, start from the terminal farthest from home (company) to eliminate dead ends and overcome inertia. \ x0d \ \ x0d \ 4。 Formulate specific steps for the terminal. A. look outdoors. See if there are any outdoor advertisements. If not, make it up in time and make a hard package. B. say hello. Say hello to the clerk, bring some small gifts from time to time to facilitate emotional exchange, and ask about the sales of our products and competitors, as well as the opinions and suggestions of the clerk on our company. C. check the room. Check the product placement of indoor advertisements and adjust them in time to achieve the best condition. Quick record. Record all inquiries truthfully. If you have a good relationship with the clerk, you can take notes in person, otherwise you can take notes immediately after leaving the store. E. make a request. In view of practical problems, put forward our requirements and strive to achieve the goal. F. leave politely. \x0d\\x0d\ 5。 OTC terminal inspection. In order to carry out terminal work in a planned and step-by-step manner, enterprises must have corresponding inspection mechanisms, regularly inspect terminal work, and establish corresponding terminal inspection records. \ x0d \ \ x0d \ 6。 Summary and analysis. OTC market personnel make a summary analysis based on the day's visit, including packaging in place, packaging quantity, product sales summary, competitor summary, marketing situation analysis and suggestions (put forward at the regular meeting); The inspectors of OTC market terminals shall, according to the inspection on the same day, affirm their work achievements, find problems, summarize and analyze them in time, rectify major problems immediately, and review general problems at regular meetings. \x0d\\x0d\ (2) General working directory of off-site terminals \ x0d \ x0d \ 1. Product manager's job: goods management \ x0d \ x0d \ (1) goods distribution (the retail places under its jurisdiction should be carpeted first. \ x0d \ \ x0d \ a. Distribution method: \x0d\\x0d\l Visit the direct store, visit the terminal retail place directly, or follow the dealer to visit along the scheduled route to explain the sales policy and put the listed products into the retail place. \x0d\\x0d\l Ordering meeting (or product promotion meeting): By inviting retail store managers and purchasing personnel to hold centralized meetings, the purpose of letting them know about products, understand policies and accept commodity distribution is achieved. \x0d\\x0d\B, the function of commodity distribution: \ x0d \ x0d \ l The function of Shanghai Beach allows consumers to see commodities through display, which is the premise of realizing sales; \ x0d \ x0d \ l Commodity distribution is the premise of advertising activities; \x0d\\x0d\l The distribution of goods can master the retail network, thus mastering the dealers. \x0d\\x0d\l Distribution is squeezing goods, making retail places use limited funds and commodity space to buy and place our products, while reducing the purchase of competitors. \ x0d \ x0d \ l Commodities can be sold to a limited area at a unified price, and the price can be controlled due to the management and supervision of OTC representatives. \x0d\\x0d\(2), tally \x0d\\x0d\A, products are the best advertisements: products entering the point of sale are not the end of work, so they should be put on the counter in time. At the same time, we should always check whether the goods are placed in the best position, whether they are consumer-oriented, whether the surface is clean, whether they are expired, and how long the inventory can be sold. We should strive for our products. \ x0d \ \ x0d \ b. Display requirements: centralized display principle, maximum display area and optimization principle. Strive to display in the most conspicuous place, strive to display in a crowded place, and the display position should be visible and accessible to customers. Coca-Cola Company determines the shelf length of display according to accurate consumer psychological analysis and years of sales experience. There are clear regulations on the number of layers of goods, the order of different types of products and the shape of piles. The purpose is to improve the standardization and vividness of product display and stimulate consumers' desire to buy. \x0d\\x0d\(3), delivery and replenishment \x0d\\x0d\ The delivery speed and inventory situation of retail places, when the goods need to be replenished, OTC representatives should know that retail places should not be out of stock. \x0d\\x0d\2。 Effective management and service of retail premises \ x0d \ (1) Divide retail terminals into three categories: A, B and C. Every city can adopt the strategy of grasping the big and letting the small: that is, seize one third of Class A stores (state-owned pharmacies, large pharmacies and chain pharmacies) to ensure their stability. One-third of B-level pharmacies (shopping malls, supermarket medicine cabinets, pharmacies with good location and large traffic, etc.); The rest of the C-level pharmacies are small pharmacies and clinics that are convenient for the public to go to. \x0d\\x0d\(2) Provide various services for employees in retail places, such as product information, market trends, sales skills, sales competitions, business knowledge (inventory control, effective use of storefronts), dynamic data of business districts, product knowledge consultation and explanation, problem solving, exchange of goods, etc. \x0d\\x0d\(3) Humanized terminal management: The key of relationship marketing is to have a good relationship and communication with employees (managers, cabinet directors, salesmen, sitting doctors). \x0d\\x0d\l Regular return visits: We can visit, sympathize, care, chat and make friends with our employees, so that they are willing to recommend our products. Pay attention to your appearance and conversation when visiting. You can't be condescending and sloppy. Provide business management consultation, information provision, delivery and return service, capital, profit and commodity turnover rate analysis, store manager placement, consultation and other service activities for the owners. It's best to fix the visit time, so that customers can remember your visit time and have the opportunity to make some preparations before the visit; \ x0d \ x0d \ l Introduce products with confidence, enthusiasm, courtesy, consideration and smile; \x0d\\x0d\l Provide several local typical cases for the shop assistant, casually tell the patient's name, address, telephone number, symptoms and post-treatment conditions, and teach the shop assistant how to introduce our products; \x0d\\x0d\l Actively assist them to solve some things within their power. \x0d\\x0d\l Make a registration card for the situation of pharmacy managers and shop assistants, deepen emotional communication with them, meet some special requirements, visit patients, move and let children go to school; \ x0d \ x0d \ l Send gifts, including birthday gifts, to deepen feelings; \x0d\\x0d\l Investigate their needs and organize some entertainment and social activities according to their needs \x0d\\x0d\ Note: The needs of individual shopkeepers and managers of state-owned pharmacies are different; A, individual stores have two needs: first, the price difference of unit products is large, and products with profit margins sell happily; Second, products with fast delivery and quick turnover will sell happily. However, the owner may not allow him to accept the benefits of the manufacturer and actively recommend a product. So there is no need to give him extra benefits for mom-and-pop shops or too small pharmacies, as long as the service is in place. The quality of individual shop assistants is mostly low. B, state-owned pharmacies: They only have two needs: high income and stable work. But the job content of different people should be different: depending on whether it is a chain store or a non-chain store, the job content of the manager or the shopkeeper is also different. Generally speaking, unless state-owned pharmacies are contracted, their employees are more interested in some small interests than individual pharmacies. The quality of clerks in state-owned pharmacies is relatively high, which is somewhat contradictory to the interests of enterprises. \x0d\\x0d\ (1) come straight to the point and state your purpose directly \x0d\\x0d\ Once you enter the store, explain the purpose of this visit to the other party; For example, introduce each other which pharmaceutical manufacturer (agent) you are; Whether to talk about goods distribution or check sales; What kind of cooperation and support do you need from pharmacies? And showed sincerity in cooperation. Without this simple introduction, pharmacies will probably treat us as ordinary consumers and try their best to provide thoughtful services. When they tirelessly recommend drugs, introduce efficacy, remind taboos, etc., if we suddenly say "I am from a certain manufacturer, not to buy drugs", the sales staff will have a strong sense of being cheated and will immediately feel disgusted. At this time, the next step will certainly be difficult to proceed smoothly. \x0d\\x0d\ (2) Highlight ourselves and win attention \x0d\\x0d\ Sometimes, when we step into the same pharmacy again and again, few people know which manufacturer we are, what is our name and what kind of business we do with it. At this time, we must find ways to highlight ourselves and attract the attention of pharmacies. \x0d\\x0d\ First of all, don't be stingy with your business card. Every time you go to the pharmacy, give the relevant personnel a business card. When issuing business cards, you can win by surprise. For example, if the business card is upside down, the pharmacy staff will first be attracted by the variety of business, because what the pharmacy really cares about is not who the person who interacts with it, but what kind of profitable variety the person who interacts with it can give. Distribute business cards once, twice and three times until the pharmacy staff remembers your name and the variety you are making. \ x0d \ x0d \ Secondly, when distributing product catalogues or other promotional materials, write your name and contact number in a conspicuous place, and mark them with different colors, and emphasize to the pharmacy staff that "this person" can serve you at any time as long as you dial this number. \x0d\\x0d\ Third, the brand-name effect of the successful agent varieties is remarkable: xx is the exclusive agent of our company. \x0d\\x0d\ Fourth, show a very good relationship with key figures such as the store manager, such as being intimate with the manager in front of the clerk and joking. Of course, the manager's good friend and shop assistant dare not offend easily. \x0d\\x0d\ (3) Do what you like and get together in groups \x0d\\x0d\ When we step into pharmacy marketing, we often encounter such a situation, and the clerk says to us impatiently, "I'm busy now! Come again next time. " When a clerk says this, there are usually two situations: one is that he is receiving other customers, and the other is that he is having entertainment activities with other colleagues, such as playing cards, playing mahjong, watching a football match or talking about a hot topic collectively. Of course, in the first case, we must wait patiently and find the right time to help the clerk do something. For example, when consumers are hesitant to buy, we can help shop assistants to promote sales. In the second case, we can join their conversation, cause a noise with unique opinions, or bring us small gifts, such as playing cards; Give them as entertainment tools. At this time, there must be a gesture, which can be integrated with it and become a gesture; You should have all-knowing and all-knowing knowledge. \x0d\\x0d\ (4) Recognize your identity and find the right person \x0d\\x0d\ If we visit the same pharmacy for many times, but the results are little, and the products we want to buy are always inappropriate, we should reflect on whether we have found the right person. This is to deal with the relationship between "handshake" and "hug" that we usually emphasize, and to find out who is the pharmacy manager, counter manager, financial supervisor, ordinary salesperson and factory promoter. Someone who takes different positions on different things. For example, if a pharmacy wants to accept new varieties, it must find a manager; To settle accounts, you must find the financial supervisor; To increase the promotion of products, it is best to find front-line sales staff. \ x0d \ x0d \ (5) Propagandizing advantages and luring interests \ x0d \ x0d \ Businessmen emphasize "profit", which we can simply understand as "profit"; As long as it can bring some benefits to pharmacies, we will definitely be accepted by pharmacies. This requires us to have strong introduction skills, and we can calculate the "benefits" that can bring temporary or long-term benefits to pharmacies, such as complete varieties, moderate prices, thoughtful service, reliable quality and standardized operation. Let him feel at ease and comfortable doing business with our company, and the advantages are also publicized. We can adopt the principle of F (features and selling points), B (benefits) and I (influence and inducement). \x0d\\x0d\ (6) Breakdown from point to surface \x0d\\x0d\ Pharmacy employees are generally unified in business processes, so it is difficult for us to break this "united front". Therefore, we must find a key breakthrough goal. For example, find an elderly person with prestige in the pharmacy, take corresponding actions according to his preferences, and establish a "personal relationship" with him, such as sending schoolbags to his children who are attending school, and sending a review of the test data, and then use this person's prestige, word of mouth and recommendation in the pharmacy to infect other people in the pharmacy to achieve the purpose of taking medicine, collecting money and selling. \x0d\\x0d\ (7) It is a battle of opportunity to follow up \x0d\\x0d\ pharmacy in time. A rare success cannot be achieved overnight. We don't need to be afraid of failure. We should carry forward the spirit of 4,000, travel around Qian Shan, suffer a lot, talk a lot and think a lot. Seriously do the follow-up work, which is the same as the truth that "the knife will rust if it is not sharpened". \x0d\\x0d\ plays a decisive role in the sales of enterprise products, that is, the target consumers of the enterprise, that is, the consumer terminals. In order to enhance the loyal consumption of consumers, improve the reputation of enterprises and win the long-term support of consumers, enterprises must do a good job in consumer terminals. In addition to serving the pre-sale, in-sale and after-sale of products, enterprise consumer terminals should also enter thousands of households, face consumers directly, do a good job in product promotion and word-of-mouth publicity, and communicate with consumers one-on-one. In this way, enterprises can better understand consumers and consumers can better understand their products. \ x0d \ x0d \ Through the development of community service, more families and patients can have a more detailed and clear understanding of common diseases. It can make every family and patient know more about the curative effect and correct use of each product of Wayne Company, and relieve the pain of patients. Every family and patient can contact the company directly and get the company's community service, which can greatly save time and cost. \x0d\\x0d\ plays a decisive role in the sales of enterprise products, that is, the target consumers of the enterprise, that is, the consumer terminals. In order to enhance the loyal consumption of consumers, improve the reputation of enterprises and win the long-term support of consumers, enterprises must do a good job in consumer terminals. In addition to serving the pre-sale, in-sale and after-sale of products, enterprise consumer terminals should also enter thousands of households, face consumers directly, do a good job in product promotion and word-of-mouth publicity, and communicate with consumers one-on-one. In this way, enterprises can better understand consumers and consumers can better understand their products. \x0d\ Through the development of community service, more families and patients can have a more detailed and clear understanding of common diseases. It can make every family and patient know more about the curative effect and correct use of each product of Wayne Company, and relieve the pain of patients. Every family and patient can contact the company directly and get the company's community service, which can greatly save time and cost.