Training the market to "train" customers first

Two years ago, R Pharmaceuticals drafted a "training fund plan", which was followed up several times and started to be implemented more than a year ago.

R Pharmaceuticals has more than 30 products, sales staff throughout the country, more than 20 years of relying on more than 20 generic drugs and several second and third types of new drugs to survive. General medicine depends on commercial channels, and new drugs rely on agents. In spite of this, R Pharmaceuticals still has a certain market share in the provincial market, but the market share outside the province is small, especially in remote areas such as Gansu and Inner Mongolia. The business outside the province has not improved greatly for many years. R Pharmaceuticals has also investigated other competitors. They also have similar situations. If it is not a branded enterprise, no one can achieve its own national market. This is related to marketing resources, but on the other hand it also reflects the lack of confidence and ability of pharmaceutical companies to do a good job in the national market. R Pharmaceutical senior executives conducted several discussions: We don't need to have a large market share in the country, but we must have our market. In this case, a "training fund program" was issued.

Training the market to "train" customers first

The content of the R Pharmaceutical Training Program is roughly as follows: The training fund is used to support customer learning and training, such as managerial management training, staff skills training, marketing development training, etc., and the expenses are the responsibility of R Pharmaceuticals. All the previous agreements are still valid, that is to say, R Pharmaceuticals has used a part of the cost alone to support the customer's “advanced education”, provided that the distributors (mainly based on generic drugs) withdraw the “training fund” by 1%~2% of the total sales volume. Traders (mainly based on new drugs) extracted "training funds" at a ratio of 2% to 4%, and the expenses were uniformly dominated by R Pharmaceuticals. Once the "plan" is implemented, all salesmen will go to the marketing front to explain R's "training plan" to customers. Some old customers think that “wool is on the sheep”, it is better to pay directly by “rebate”. R Pharmaceutical salesman emphasized that the previous “returns” did not decrease, and this “training fund” is to help customers grow. This "fund" is a good thing for old customers: Each year, according to the "funds" to arrange their employees to "professionalism", to win the hearts of the people without spending their own money. For a new customer, the salesman suggested that the customer consult with his peers and R Pharmaceuticals did not withdraw money from the rebate. After half a year's operation, R Pharmaceutical has added more than 300 new customers and its sales volume has increased by 30% year-on-year. R Pharmaceuticals is very satisfied with this and encourages sales personnel to continue to develop. At the end of the year, they are looking for appropriate opportunities to "train" in batches.

A provincial customer finds the marketing director of R Pharmaceuticals, saying that the local government is engaged in “tree planting” activities, encourages all companies to slice and plant trees, and contract for a plot of land. If they are planted, they will need more than 20,000 yuan, and they are currently training themselves. The fund has reached more than 6,000 yuan and it can be used for tree planting. The marketing director consulted the leader and arranged the salesman to implement it on the spot. Afterwards, he negotiated with the customer to reach a cooperation agreement. The R pharmaceutical company contributed 10,000 yuan to the tree planting. During the tree planting process, both the automobile transportation and the propaganda banner and slogan should promote R medicine. image of. During the event, the customer kept his promise and not only had a picture report in the local Evening News, but also appeared on the TV station in the city and successfully promoted the image of R Pharmaceutical; an agent used a 3,000 yuan “fund” to help a doctor. At the Diabetes Symposium, the agents were very happy. In previous years, the money was out of their own right. Now R Pharmaceuticals has gone out and it is necessary to sell more R pharmaceutical products in the future.

Driven by the "training funds to help you grow," R Pharmaceuticals' overseas market has expanded, and R's flexible pharmaceutical training program has won the favor of customers.

"Cultivation" is the highest realm

In the process of “cultivating” the market, R Pharmaceutical Marketing personnel gradually reflected: There are differences in living habits and customs in some areas outside of the province and in other regions. Take the R-Pharma anti-inflammatory drugs as an example. It is not suitable for a certain province. The local 6 or 8 pieces of anti-inflammatory drugs are standing drugs for the “family medicine boxes” of the common people. The marketing department recommends changing the specifications and packaging to suit the local market. R Pharmaceuticals promptly changed its packaging and chose a distributor in the province. It promised that the product of this specification would be exclusively operated in this province. The distributor signed an agreement after weighing the pros and cons. The dealer has calculated privately that if the annual task is completed, the "training fund" can reach 100,000 yuan. This money is enough to pay for some "training" of the company and it is indeed a good thing for the company.

In a year's time, R Pharmaceuticals pursued its promise to organize their outbound study and training in accordance with the staff provided by the customers, instead of traveling and sightseeing, and spent money on the knife. During the training process, R Pharmaceuticals has more opportunities to reach customers and customers, which further narrows the distance between them. At present, R Pharmaceuticals has put forward a new “emotional marketing” strategic plan to conduct emotional marketing for valuable customers with the aim of “cultivating the market” and allowing its products to take root in other places.

R Pharmaceuticals has proposed a new concept for the "training fund" and is in favour of flexible use, but the cost must be controlled by itself, and each training fund allows customers to feel value and let the "training fund" play its biggest role. From the current point of view, the “training fund” of R Pharmaceuticals has a certain positive effect. Just as the general manager of marketing of R Pharmaceuticals stated: We cannot afford to advertise in CCTV, and we would like to become a well-known brand in China, not only in a short time. What has been accomplished, but we must come up with a part of marketing resources to develop the market, and if we have value, we will do it.