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In many small and medium-sized enterprises, there is such a problem: there seems to be a lot of contradictions between the sales department and the comprehensive department. The sales department relies on its own important position to create direct economic benefits for the company, always squinting at the comprehensive department; while the integrated department is working hard for sales, holding a constant salary and receiving the sales department. The duties, so naturally use the only right in their hands to carry out "counterattacks." Such consequences will inevitably lead to the unsmooth operation of the company's internal operating organization, leading to a discount on corporate strategy implementation, which in turn will affect the development of the enterprise.
In fact, the relatively large advantage of SMEs in developing relatively large enterprises is that they have fewer personnel, are flexible, efficient and easy to manage, and their fatal injuries are also the overemphasis on the importance of business, ignoring the management of enterprise process responsibility. In view of the many problems caused by the internal consumption of enterprises, it is advisable to introduce a "full staff marketing" mechanism.
What is “full marketing� It is to fully mobilize the enthusiasm and outstanding ability of each employee, participate in the daily operation of the enterprise, break the drawbacks of the inherent sales and comprehensive disjoint, and bring the advantages of human resources to the limit, thereby improving operational efficiency.
1. Establish awareness of marketing for all employees
The first thing is to form a good understanding within the company. Don't just think of sales as a business person. Instead, put all the company's employees into the company's sales system.
For example, we can establish a virtuous flow mechanism for employees within the enterprise, encourage employees to achieve job mobility, put more suitable people in more suitable positions, and inappropriate people gradually phase out the company's workforce to give full play to the advantages of employees and achieve Survival of the fittest. At the same time, we can often organize various internal activities or seminars related to sales, truly integrate the whole company into an organic whole, encourage everyone to pay more attention to the company's business development process, understand the whole industry situation and advanced mode, and at the same time Investigate the company's actual situation and discuss the company's sales consultation.
2. Reasonable planning department and responsibilities
In the internal division of the company, first avoid the obvious division of the business department and the logistics department, and should gradually integrate into a large department! The departments that are closely related to sales, such as planning and after-sales service, are gradually compiled together, collectively referred to as the marketing department, and unifiedly accept the marketing director or sales general manager leadership to achieve an evaluation model linked to sales performance, and to greatly enhance the company's enthusiasm in relevant departments. .
At the same time, you can also use the special department configuration mechanism creatively. Due to the small number of SMEs and the lack of comprehensive departmental structure, a part-time mode of the department can be implemented to improve the actual operational capability of the relevant departments of the business, and the salary of the relevant department personnel can be improved in disguise. For example, for pharmaceutical investment enterprises, for the auxiliary business departments such as the planning department, after repositioning the company's sales area, the selection of investment business personnel is innocent, and there are 2-3 areas with little or no sales in the market, directly planned by the company. The department operates. In doing so, it will not only improve the degree of grasp of the market by the planning department, but also provide a more effective solution for future market services. It can also solve the psychological problem that the staff of the planning department and the employees of the business department have a large difference in wages and salaries. At the same time, for the existing market, the sales volume has not only not weakened, but has been professionally operated and has been invisibly strengthened.
3. Improve the professionalism of employees
To do any work, you must first become a professional before you can succeed. For all employees involved in the marketing of all employees, it is also necessary to become a professional, and will also succeed in such a marketing battle. As an employee of a pharmaceutical company, the professional knowledge that needs to be mastered includes the following aspects:
The first is the product aspect. In this aspect, employees in the business department or employees in other departments must be firmly mastered. There is a lot of knowledge about the product, including the basic knowledge of the company's own specifications, boxing, applicable conditions, days of taking, treatment, adverse reactions, etc.; also includes the lesion response of the treated condition, how to use it to obtain better efficacy; Related information on the pros and cons of competing products.
Secondly, it is about industry policies and regulations, development trends, and industry trends. This information will directly affect the channel, price and other aspects of the product, and is the basis for the adjustment and adaptation of the enterprise strategy. At the same time, to grasp the important information of the industry, you can also improve your professional level in the process of communication with customers or peers.
Once again, it is to master the expertise in the channels of the company's products. According to their own positioning, regardless of clinical varieties, OTC varieties, generic drugs, etc., different channels have completely different modes of operation and channel characteristics. As a pharmaceutical company employee involved in the marketing of all employees, they must always pay attention to the relevant channels. Master the channel change trend, understand the advanced channel operation mode, pay attention to the market operation of the superior products and superior enterprises in the channel, and make improvements and adjustments according to the situation of their own enterprises. As a company, to create opportunities, please have experienced channel experts to do training, while enhancing the opportunities for relevant marketing personnel to access the market, is a favorable guarantee for the improvement of employees' own quality and ability.
4. Develop a sound incentive mechanism
In order to make the company employees truly understand the meaning of "all-people marketing" and actively participate in it, appropriate and efficient incentives are essential. This kind of incentive is based on fairness and justice and guarantees equality before the system.
In the choice of specific measures, a better proposal award can be set to encourage everyone to participate in the discussion of the company's business plan. For those employees who have practical significance in marketing and other reforms, the company's research decision is adopted in the business process, and the employee's material and spiritual rewards can be awarded according to the actual meaning and value of the proposal, thus encouraging more People participate in the company's business activities, and use their brains to raise awareness of sales activities.
In addition, mechanisms such as commissions for actual business are further improved. Since all members are involved in the marketing work, it is necessary to change the original mechanism of implementing incentives based solely on sales. Instead, the full reward portion of the sales volume should be distributed according to the different implementation of the responsibility in the marketing work, so that everyone involved in the business work knows how much the contribution to the business is, and the company gives it a bonus. It is a better explanation.
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