0 1 first, when the downturn will become a normal state, the sales staff should work hard.
Looking at the economic data in recent two years, China's economy has been in a downward trend, and the reason is overcapacity. After nearly 20 years of rapid development, the essence of veterinary drugs, feed and animal husbandry is investment-driven growth, not normal rational growth. As a technology manufacturing industry, the development of veterinary drug industry should be similar to that of electronic products, and its advantages should also be manifested in the leading total cost and the speed of technological innovation. However, from the original point of view, at present, due to a large amount of hardware investment, the per capita unit output value has fallen seriously. For ordinary drugs that can be produced normally in the past, such as some tablets and large infusions, most enterprises do not have enough profits to support production, which is obviously different from other similar pharmaceutical companies. From the perspective of technological innovation, the real technological investment of enterprises in these years is very small, and there are basically no innovative products.
Therefore, the economic downturn we are currently facing should be a structural downturn. Under such a general trend, if there is no follow-up of a large amount of investment capital, the final result should be a decline in corporate profitability, a large number of corporate losses, and even lead to bankruptcy and layoffs of many enterprises. Therefore, the market downturn should be a normal state, and salespeople should be prepared to live a hard life. Whether the market can finally improve completely depends on the speed of industry transformation and the progress of capacity adjustment, which should be very slow. Therefore, the salesman's mentality should return to the rational stage, instead of begging the market to get better immediately or waiting for the market to get better before doing business. This kind of equal opportunity is basically the same as the probability of winning the lottery, so as a real practitioner, you should have such psychological preparation. Therefore, the transformation of salesmen should start from the brain, pay real attention to our industry ideologically, and be pragmatic in work.
Second, return to the essential concept of sales and create value for customers.
Enterprises in the veterinary drug industry have always attached great importance to marketing, believing that veterinary drug marketing is related to the survival and development of enterprises, so they constantly explore marketing models and improve marketing skills. However, it is very difficult to find a breakthrough in the current situation of serious homogenization of veterinary drugs (about 70% of veterinary chemicals are antibiotics, antibiotics and other antibacterial drugs). Due to the low technical and capital barriers in the industry, many production enterprises, serious product homogeneity and chaotic competition, most of them belong to pharmaceutical enterprises, which are not competitive in technology, and it is normal to have over-marketing. However, as a special commodity, veterinary drugs' essence is to solve industrial problems. Especially when the downstream industry is seriously depressed, veterinary drugs should give full play to their real value, which is safe, effective, controllable in quality, economical and reasonable rather than the value embodied by marketing means.
Therefore, as a conventional variety of enterprises, the internal competitiveness should be reflected in the perfect internal personnel management, production management and customer management. External competitiveness should be reflected in the product itself, such as product stability, efficacy, use stage, price and so on. Guide customers to apply products truly and correctly, that is, marketing returns to the characteristics of the product itself rather than the marketing extension of the product itself. For example, product-oriented bridge, customer relationship maintenance, commercial bribery, a large number of advertisements, conferences and so on. These forms will gradually fade away in future sales. Therefore, the salesman needs real research to understand the product itself, so as to guide the future breeding and achieve the same profit.
Third, correct cognition? Standardization? This trend cannot be speculated in the market.
It can be seen from the previous Hailian incident in Jiangxi that the state's supervision of veterinary drugs has been on the right track and normalized. With the establishment and implementation of the national veterinary drug traceability system, the standardization of veterinary drugs has arrived. Therefore, as practitioners of veterinary drugs, we should clearly realize that we should not cross the line, and do not play the so-called edge ball to engage in speculation, otherwise we may face jail.
Fourth, choose an excellent platform.
In order to survive correctly, it is very important for salesmen to choose the right platform. At present, most manufacturers basically meet the standards of complete dosage forms and numerous varieties. The veterinary drug products circulating in the market are very similar in structure, variety, price, function and market, and the homogenization of products is serious. Therefore, as a business person, you need to choose a company with development ability, at least you should make a judgment and choose a company that can survive in the future competition, which is particularly important for salesmen.
Fifth, pay attention to the combination of products and markets.
The market of veterinary drugs is in the terminal, so it is very important to do a good job in the terminal. At present, the marketing of China's veterinary drug industry is generally enterprises? Salesperson? Dealer? Farmer model, a marketing model with many intermediate links and long product circulation time, not only reduces the profit and efficiency of product sales, but also loses the initiative in the game with dealers, which also leads to the soaring marketing expenses of enterprises and greatly reduces the profit space.
Customers are the basis of the market, and standardized and scientific customer management can greatly mobilize the enthusiasm of customers and reduce market risks. Should be based on. Article 28? And classify customers according to their sales, credit and funds; Different customers adopt different management methods, including payment time, credit limit and technical service level. After determining the target customers, establish complete customer data to deal with the financial risks after the market deteriorates in the future.
Sixth, pay attention to network marketing
In recent years, Internet thinking and a number of enterprises under the so-called Internet thinking, such as Alibaba, Xiaomi and JD.COM, have developed rapidly and become a trend, which indicates that online marketing of veterinary drugs is possible. Theoretically speaking, network marketing can greatly save the cost of traditional marketing and strengthen the service contact with customers. If the traditional marketing, terminal direct selling and network marketing are combined, the best marketing effect will be achieved. However, there are still many problems at present, and most enterprises' online sales still stay on the website, without the necessary platform and other inputs.
10 In short, if business personnel want to stand out in the future competition in today's highly developed and transformed industries, they need to make timely adjustments, keep up with the pace of the industry, constantly improve their professional ability, study the value of products in aquaculture, and integrate resources and promote them in real time in order to succeed.