地区经理管理技能-Bussinessplanning

1、The District Planning Process 地区计划流程,The District Planning Program,New Challenges 新的挑战,Increasing competitive environment Rep numbers 竞争日益激烈 Generic products 仿制产品 Customer expectation 客户的期望 High turnover rate recruitment, development, training and coaching 高人员流动率 New technologies 新的科技,3,Rapid Evolut

2、ion of New Technologies 新技术的快速革命,The pharmaceutical industry is in an information-rich environment 信息时代 Data has become more accessible for pharmaceutical salesforces 各种各样的数据 It is common to have at least three softwares on your computer 多种软件 This represents a dramatic change for those who are not p

3、repared 翻天覆地的变化,4,The Role of the FLSM FLSM 的角色,The situation is becoming more challenging every year 挑战越来越大 The job of the rep is getting more and more difficult 医药代表的工作越来越难 while the experience level of the salesforce has significantly dropped 。但销售队伍的经验明显不足。,5,The Role of the FLSM FLSM 的角色,The FLS

4、M is the key person to ensure the success of the strategy FLSM 是确保战略成功的关键 The FLSM links the strategy and the tactics FLSM连接战略和战术 The FLSM ensures good implementation in the field FLSM确保良好的实地执行 The FLSM ensures proper coaching of the reps FLSM确保医药代表得到适当的辅导 The FLSM provides feedback to his/her manag

5、ement FLSM为她或他的管理层提供反馈,The Need for Planning 计划的必要性,7,The need for Planning 计划的必要性,While your job is becoming more and more critical it is also getting increasingly difficult 当你的工作越来越重要和关键。但也越来越难 It is easy to lose sight of the big picture, and to react to everyday challenges rather than strategical

6、ly drive your business 容易失去全局观，每天疲于应付挑战而不是有策略地提高业务 Actions planned too fast to react to short term issues 仓促应付眼前的问题 Too little time in field 几乎不化时间在实地 Energy or budget invested in the wrong place 在错误的地方投入大量的精力和金钱,8,The need for Planning 计划的必要性,What is needed is a good plan. A plan ensures that: 好的计划

7、是必不可少的因为计划可确保： You do not miss anything 你不会错失良机 Your actions are based on a District strategy in line with your managements strategy 指导你行动的地区策略能够与你上级管理层的策略一致 Your resources are well allocated 合理分配资源 Your reps know what to expect 你的医药代表清楚地知道对他们的期望,9,What Does A Plan Do? 计划什么？,Strategy is like chartin

8、g a course on a map. 策略就象在地图上标出你前进的路线,10,What Does A Plan Do? 计划什么？,Where am I? 我目前的位置？ In specific terms 具体描述 Where do I want to go? 我要去什么地方？ In detail 具体 How can I get there? 如何才能到达？ And how will the crew work together? 以及团队成员如何合作？ How am I doing so far? 我现在做的如何？ And how can I correct the course?

9、和我如何能够做得更好？,You must therefore answer four questions: 你需要回答四大问题：,11,The District Planning Process 地区计划的流程,The process designed with regional management has nine steps, grouped into four key sections: 流程包括四阶段，九个步骤： Analysis 分析 Where am I now? 我的现状 Objective Setting目标设定 Where am I going? 我的目标 Implemen

10、tation 执行 How will I get there? 我应该做些什么？ Monitoring 跟进及督促 How am I doing so far? 我做得怎样？,As you go through the process, you build your plan 当你完成流程，你就完成计划,12,The Overall Situation 第一步：现状,First consider the overall situation each rep : 首先考虑每个代表的现状： RESULTS 销售结果 EFFECTIVENESS 销售有效性 POTENTIAL 区域潜力 Then r

11、efine your analysis by drilling-down into Results, Potential and Effectiveness 然后详细了解销售结果，区域潜力和销售有效性的具体情况,13,Performance Review Results 第二步： 绩效回顾 结果,Understand the differences in what the territories have achieved 了解不同区域的不同绩效表现在哪里 Drill into details to identify at territory & brick level: 详细了解 Your

12、main competitor 主要竞争对手的表现 Your main growth competitor哪些对手增长快 And identify your priorities in terms of results 明确你的优先顺序,Drill down, following a specific path through the data - identify priorities about results 通过分析明确优先顺序,14,External Factors Potential 第三步： 区域潜力,Understand the external factors that ca

13、use the territory to be attractive 了解决定潜力的外部因素 Drill-into details to identify at territory & brick level your priorities in terms of potential and external factors 详细分析并确定区域及医院的优先顺序,?,Class Size,Target Presence,Managed Care Organisations,Class Growth,Key Opinion Leaders,Drill down, following a speci

14、fic path through the data - identify priorities about external factors 详细分析确定优先顺序,15,Internal Factors Effectiveness 第四步: 内部因素 有效性,Consider the ISMO Key Performance Indicators (KPIs) 考虑关键绩效指标 Drill-into details at territory & brick level to identify your effectiveness priorities 详细分析以确定改进有效性的优先顺序 Und

15、erstand motivation 了解工作动力,Quantity,MASTERING,SALESFORCE,EFFECTIVENESS,Drill down, following a specific path through the data - identify effectiveness priorities 详细分析以确定改进有效性的优先顺序,Strategy,Capability,16,Output Objectives 第五步：结果目标,Keep in mind your analysis, and your reps objectives for the semester.

16、Are these realistic? 比较你的分析和代表的目标。合理吗？ How much do you think you should get from each rep to obtain your district-level objectives 为达到地区目标，你应该要求每位医药代表达到什么销售水平？,Determine what you expect to get from your territories 决定每个区域的目标,17,Input Objectives 第六步：投入目标,How will you achieve your output objectives? W

17、hat must your reps do? 如何能达成结果目标？你的代表需要做什么？ You identified your priorities for each rep 根据已明确的代表的优先顺序 Now quantify them by setting input objectives 为他们设定投入目标,18,Resource Allocation 第七部： 资源分配,Identify the resources you need for each rep 明确每位代表的资源 Coaching time 辅导时间 Operational budget 活动费用。,19,Action

18、Planning 第八步：行动计划,How, specifically, will resources be used? 如何具体地分配资源？ Which initiatives will you undertake? 你要采取什么行动方案？ What are the tasks associated with them? 具体的任务是什么？ Create detailed action plans for each representative: 为每位医药代表制定具体的行动方案：,20,Use a monitoring system to track how you are doing 运

19、用工具跟踪做得怎样 Objectives 目标 Compare your latest figures and your objectives 比较实际结果和目标 Are you on track? 你是否在正轨上？,Monitoring and Control 第九步：跟进和督促,21,Use a monitoring system to track how you are doing 运用工具跟踪做得怎样 Tasks 任务 Are your plans being implemented? 你的计划是否得到执行 If not, go through the process again: reanalyse (), and reprioritise accordingly! 如果没有，重新计划：重新分析（。），重新划分优先顺序!,Monitoring and Control 第九步：跟进和督促,22,The District Planning Process 地区计划流程,Taken as a who