Medical terminals are difficult to handle, but medical terminals have to be paralyzed. In the process of finding strategic medical terminals, they should be effectively combined with pharmaceutical companies' development strategies, resource conditions, marketing strategies, and products to find the most suitable strategic medicine terminal.

The medical terminal is a springboard for “being pretty good from commodities to currency” and is a vital part of the marketing value chain. The marketing of pharmaceutical terminals is based on the dissemination of medical terminal links, and the marketing activities of the brand are promoted by the outstanding performance of medical terminals.

Through this port and location of pharmaceutical terminals, manufacturers and merchants sell products to consumers and complete the final transaction. Terminal marketing is one of the most direct and effective promotion strategies, and it is also a magic weapon for the rapid rise of many weak brands. The medical terminal is king, and the medical terminal is difficult to handle, but the medical terminal has to be paralyzed. With the intensification of homogenization of marketing methods, the competition of the medical terminal must inevitably increase.

For pharmaceutical companies, in the search for a strategic pharmaceutical terminal, we must begin by dividing the existing terminal from the positioning of its own products. It should be understood that not all terminals are sources of profits. If you use the Pareto 80/20 rule of economics, 80% of medical terminal sales come from effective medical terminals that account for 20% of the total number of terminals, because some medical terminals can be sold naturally, and some medical terminals need to be pulled It can promote sales.

Many small and medium-sized pharmaceutical companies choose different channels and medical terminals at different stages of development. They initially “routed through” and began to nurture and build medical terminals after the initial ventures and start-ups, establishing images and strengthening control. In short, in the process of finding a strategic pharmaceutical terminal, it should be effectively combined with the pharmaceutical company's development strategy, resource status, marketing strategy, and products to find the most suitable strategic pharmaceutical terminal.

Hard terminal innovation "lives" the display of goods in the hard terminal market is to display the image of the product, so that consumers can see and touch your product, is to put the product away from the consumer's most convenient and habitual purchase place, is attractive The important means of the customer's eyeballs. After the consumers independently choose to purchase, effective product display has become one of the important factors affecting customers' purchase decisions. Pharmaceutical companies use the sales point display flexibly in the pharmaceutical terminal market according to customer needs and changes in competitors' strategies. The skills make the pharmaceutical company's products more vital in the medical terminal and enrich the brand's connotation.

Determining the "protagonist" is very important, that is, whether it is self development or middleman development. It should be said that the advantages and disadvantages of commissioned development and independent development should be determined according to requirements. The intermediary terminal's medical terminal infrastructure, intensive cultivation capabilities, approach and maintenance costs are all important factors in considering commissioned development or direct operation. In general, the following types of hard medicine terminals are suitable for independent development and management, at least for key management and control: “super medical terminals” with large sales volume, large impact, and high SP activity; excellent geographical location, strong display and promotion functions The terminal; a professional wholesale market with concentrated competition and large quantities; model stores in specialty stores.

For these hard terminals, manufacturers must make them "live." We can often see the point of sale display method in the store, not a good product in the meticulous point of sale display is tangible, very good grades, mainly lies in the business clever use of display background, decoration atmosphere, lighting The display methods, such as the color and the irradiation direction, set off the grades and made the customers love them. The height of the goods should be suitable for the children or the elderly to discover and get. The display of sales points should be based on large product piles and a variety of POPs. The entire point of sale looks stylish and personalized, attracting fewer young men and young girls to visit sales points.

The "soft" feeling of soft terminals is in a sense, soft medicine terminals are more important than hard medicine terminals. This is a powerful tool and weapon for maintaining customer relations and deep sales communication.

This kind of customer "feeling" also shows different sales results due to different degrees of hot and cold. The soft medicine terminal spelling is mainly the quality of management and marketing personnel, including: the management of the terminal shopping guide staff (including the attire, quality, sales service ability of the staff and promoters, the improvement and training of the quality and ability, and the personnel of the competition product shopping guide Differences, etc.); maintenance of terminal customer relationship (including recognition of medical terminal business awareness, service content and quality, sales policy, cooperation and coordination, etc.). The center of gravity of future medical terminals will certainly shift from hard terminals to soft terminals.

We will find that many brand enterprises have done well in the hard terminal, but they are not selling goods. In fact, the main problem lies in the soft terminal. Due to insufficient soft terminal skills, the success rate of shopping guides is low. Inadequate communication between manufacturers and middlemen and retailers is also one of the common problems in soft terminals.

For many profit-making companies, letting the temperature of the soft terminal's customer temperature rise quickly is very critical. This kind of soft terminal customer competition can't be carried out once or twice in a gust of wind or whim, and then disappeared. To maintain the enthusiasm of customers, we must increase customer relations through sustainable and untimely associations, small gifts, prize-knowledge contests, and tourism visits, and enhance the feelings of part-time or full-time shopping guides for brands, so as to increase Shopping guide effect. In addition, some promotional activities are often carried out to improve the effectiveness of soft medicine terminals.

The “Customer Affection” upgrade of pharmaceutical terminals must grasp the following principles: Personality, image first, business, and friendship second; first find out the need, then remedy the situation, and do something about its performance, be professional, dedicated, and There are humans; catch details, courtesy and affection; pay attention to maintaining a good relationship and enthusiasm with everyone.

According to marketing scholars, the relationship between pharmaceutical terminals and “iron” has pointed out that today's pharmaceutical terminal marketing must pay more attention to “relationship marketing”. Doing the job of the pharmaceutical terminal manager is not only the responsibility of the manufacturer, but also an important source of interest. This relationship lies not only in maintaining the relationship between vendors and terminal store personnel and consumer customers, but also in the relationship between manufacturers and medical terminal clerk, and the relationship between manufacturers and salespersons. These relationships are of great significance to the company's various tasks. In addition to professional knowledge, it is necessary to cooperate with distribution. Every time, every day, with wide-open eyes, you can find opportunities to improve your terminal everywhere and do it in a down-to-earth manner.

In terminal construction, pharmaceutical companies must compete with competing brands to seize various resources every day. For competitors, all possible opportunities can be eroded at the medical terminal while maintaining peace and security. For example, the display form, terminal packaging, promotional ability, etc., must be higher than the other side; if the other party appears weak, immediately snatch such as display surface, heap end frame, promotional opportunities, inside and outside the packaging position. This opportunity relies on the creation and maintenance of various "iron" relationships to obtain valuable medical terminal information in a timely manner. At the same time, it is impossible to set opponents to "dead places". This requires that in the daily terminal marketing work, prevent frontal conflicts due to competition for common guests, and not destroy the other party and cause the other party to fight back; otherwise, the relationship will be disintegrated and broken after being affected. No one benefits.

Consumers are the ultimate target of the competition between manufacturers and competitors. Consumers need to attach absolute importance to the relationship. This kind of relationship must be “ironed”. From the moment of creative design, it is necessary to try to establish a permanent "cooperation relationship" with consumers. Everything that is done in the terminal is to win consumers' ultimate favor.

In addition, pharmaceutical terminal manufacturers must also strive for the terminal managers to make this part of people tend to you, you have to give way to make the relationship "iron", such as the usual care (he himself and his family), like to make friends The other party, in addition to product interactions, in-depth communication, promotion of activities, etc.

Push-pull consumption is “bright”. For push-to-market marketing, push-and-pull is an indispensable means, and this method must be innovative to allow customers to feel timeless. With the emphasis placed on pharmaceutical terminals by various pharmaceutical companies, there has been a homogenization trend as terminal competition has intensified, and differentiation is the magic weapon when means are homogenized. Therefore, the research and response for pharmaceutical terminal customers needs more efforts.

For pharmaceutical terminal sales personnel, we must learn to appeal and praise, use storytelling or subconscious hints to guide consumers to the plot, and try to get customers involved in the sales interaction. Because, praise customers can make guests vanity rise, give guests a good impression, make their heads hot, help impulse buying, so that customers stay in the store's time to grow, have a better chance of sales success.

Sales is an interactive process, and it is not a stage for one person to perform. As a terminal salesperson, it is necessary to have a thorough understanding of the competitor's products. Only in this way can one better explain their own product differentiation advantages. At the same time, in the process of sales, try to put their own product quality, function, performance and first brand closer, closer distance with the first brand, brand marketing promotion. And, to interact with customers, good interaction is one of the ways to increase product conviction, and it is also the best way for customers to pay attention to what you are explaining.

We must know that pharmaceutical terminals must deal with all kinds of consumers. What they need to do is to enable all kinds of consumers to understand the function of products, strengthen their impression of products, and seize the most common concerns of customers. Observe and metaphorically, use sales props to compare with first-line brands. In the actual sales process, we must learn how to use metaphors to introduce the things we want to express to customers in a simple metaphor and deepen our understanding.

The sales process should pay attention to efficiency. When the product is explained to a certain process, it must be promoted. When the customer is hesitant, we must help him to make decisions, especially in the face of multiple consumers, they must remember that the customer is most concerned about. On the issue, it emphasizes the "focus on highlights" of themselves and others. It is also a good idea to help some customers make purchasing decisions and promote transactions when discussing with consumer customers in the end.