Front-line sales have been keenly aware of the "crying wolf".
Vice President Sun is still complacent about the market share in the first half of the year.
In order to further gain the trust of the other party, Ren Erdong knocked on the door and entered Vice President Sun's office while everyone was out running business to maintain customer relations, and told the story of Sun Art Pharmaceutical's brutal expansion.
Sun Tao laughed: "What the hell is an agent? It's just a company that lays eggs by borrowing chickens. It's nothing to worry about."
Ren Erdong pretended to be worried: "But I heard from everyone's feedback that they are almost threatening TPC's market share."
Sun Tao expressed his response to Sun Art Pharmaceutical: "This kind of company cannot withstand investigation. If they really threaten us, I can send his boss to jail with just one phone call, and the entire company will be closed down." It is good for you to pay attention to industry trends and always think about the company, but it is not necessary. I still say the same thing, you should pay more attention to the municipal hospital. I have bought so many goods last month. I am very worried for you. !”
This is the second time that Sun Tao reminded Ren Erdong to pay attention to digesting inventory.
He admires the sales strategy of stocking up because this strategy has many benefits. It can not only transfer his performance pressure to front-line representatives and clinicians, but also crowd out competitors to seize market share.
But buying goods is a double-edged sword, and its shortcomings are also fatal.
The annual target set by TPC is generally an increase of 15-20% based on the total sales volume of the previous year. If the inventory reduction in the previous year was not good, and the incremental indicators for the next year are added, our actual performance pressure may be as high as 150%.
In that case, there is a high probability that the sales department will not be able to achieve its performance targets. By then, no one will be able to receive bonuses, which will lead to employee resignations and team collapse.
Therefore, we must grasp the rhythm of buying goods, and release the goods one quarter at a time.
As July 31 arrives, he has already begun asking the managers of each department to summarize each representative's work plan for the second half of the year, and must complete more than 90% of this year's "pure sales".
Pure sales means destocking. The wave of forced sales at the end of June has saturated the stocks of various hospitals. The sales department's task throughout the third quarter is to urge doctors to prescribe more medicines. No matter what method is used, the inventory must be reduced so that the fourth quarter can be provided. Prepare for the quarterly year-end sprint.
Ren Erdong is the most resistant to forced destocking. His bottom line is not to engage in cash sales and not to manipulate doctors into using drugs indiscriminately. However, the plan that Vice President Sun asked to submit is only on paper. Of course, it should be written however it looks good. .
Others were talking about difficulties and conditions, but he was the only one who took care of everything, saying that 100% decontamination would be completed by the end of the year.
This made Vice President Sun very happy, and he used his work plan as a model to praise him.
Qiao Jianbin was amazed after reading the messages in the group and called to ask: "You are getting more and more capable. Even I dare not say that you can complete that pure sales plan. What do you want to do?"
Ren Erdong boasted: "We can't just focus on the orthopedics department, but also explore other departments. We should develop any department that can use painkillers, such as obstetrics and gynecology, neurology, and pain departments. Especially It’s the patients with terminal cancer in the oncology department who want to take painkillers as a meal, and this is our largest consumer group.”
Qiao Jianbin laughed: "You want to take over all the departments in the municipal hospital. Others are trying to kill your colleagues, but you are going to kill your colleagues!"
"Brother Qiao, it's all your inspiration. You asked me to make display boards for all departments of Qingyang District Hospital of Traditional Chinese Medicine. I took the opportunity to chat with the doctors and opened up my mind."
"Brother, you are causing trouble for yourself."
Qiao Jianbin said that Ren Erdong's method is not new, but our public relations department can complete the performance in one or two departments. Now it has to be divided into more than a dozen departments. The same performance requires ten times the effort, which is not cost-effective.
Ren Erdong smiled honestly: "I'm not afraid of hard work. I think you will help Fermi integrate the resources of the cancer hospital and we will follow this path in the future."
Now that they were talking about his new colleague Fermi, Qiao Jianbin asked him: "I handed over all the business of the cancer hospital to Fermi. Do Sister Juan and the others have any objections?"
Ren Erdong answered truthfully: "Yes, they are very dissatisfied. Now they are not active in work. They are indifferent when they see Sun Art Pharmaceutical promoting competing products."
"Then what do you think?"
"Of course I support the leaders' decision. I am not planning to follow suit and open up the relationship between clinical departments horizontally..."
Qiao Jianbin interrupted him: "I'm asking about Sun Art Pharmaceuticals, what do you think of this company?"
Ren Erdong thought for a while and put forward Vice President Sun's point of view. From a legal perspective, Sun Art Pharmaceuticals belongs to unfair competition and has indeed been suspected of violating the law.
Qiao Jianbin smiled coldly: "Young man, you still have a broken plan."
He said that Sun Art Pharmaceuticals only took away a small part of the market share, so you reported them for bribery. Who did they pay bribes to? Do we need to check it out too?
The relevant departments came to investigate Sun Art Pharmaceuticals, pulled out the carrots and brought out the mud, and also arrested the clinical director and doctors of the hospital. Will TPC's business not be affected? Aren’t industry giants such as Yaning and Meloy also implicated?
It is easy to kill a barefooted Sun Art, but at the same time smash the pot and make everyone unable to eat. Who would dare to do such a thing? Therefore, whoever reports Sun Art Pharmaceuticals will become the target of public criticism in the industry and will not be able to work in this industry in the future.
Ren Erdong was speechless. He really thought too simply.
Qiao Jianbin advised him sincerely: "Sales with gold is a stubborn disease of the entire industry. It is based on the unspoken rules of greedy human nature. As long as someone is greedy for money, such companies will continue to pop up. Get rid of Qinan and Gao Xin, and report Gao Xin." There will be other companies in Xin, so you and I should not worry about it blindly, seize the good days now and work hard to make money, and buying a house, a car and a wife as soon as possible is the right way."
After he hung up the phone, he sent an address book to Ren Erdong: "You can go ahead and sign up. If others cause trouble for you, I will take care of it for you."
This address book contains the phone numbers of all clinical department directors of the municipal hospital, and also notes the interests and hobbies of those people.
Ren Erdong was empowered to get this. With the introductions of Zhang Houlian, Yi Shenhui and others, he could easily enter other clinical departments to introduce products, make appointments for department meetings, and develop a broader sales market.
However, his efforts soon aroused the jealousy of colleagues in other departments.
First, colleagues from the Oncology Specialty Drug Department filed a complaint, strongly condemning his "crossing the line" behavior. Then representatives from the Cardiovascular and Cerebrovascular Department were not happy, thinking that Ren Erdong was planning to imitate Fermi and steal customers.
Even Sister Juan is not happy. She is collaborating with her colleagues to protest, but Ren Erdong is the king of papers. Isn't this against herself?
So she decided to talk to Ren Erdong again.
