In vitro diagnostic reagent channel sales new play thinking (IVD people must)

China's in vitro diagnostic market is monopolized by several industry leaders, domestic testing products survive in the cracks, foreign products are highly competitive, control the country's hundreds of dealers network, through channel sales rooted in China's in vitro diagnostic market for 20 to 30 years.

Our question is, will it still be this way in the future? This article mainly helps to think about the following questions:

What are the difficulties faced by traditional in vitro diagnostic enterprises today?

When a product enters the market, everyone may first consider the market share, so desperately find an agent, sign a distribution agreement, and then press the goods and record the funds. There is nothing wrong with organizing a sales team. The initial investment is too large and the effect is difficult to guarantee. Without distribution, customers may have already bought competitors and the risk is too great.

There are also many problems in the later period. Customer payment and logistics distribution will also be very troublesome. Such problems will be solved by dealers. In this way, channel sales is a reasonable existence.

In a certain area of a foreign-funded enterprise, the annual growth rate of sales from 2011 to 2013 was 40%, and the negative growth rate of 75% in 2014. Global's senior officials said they could not understand. The actual situation is: the goods have been pressed for several consecutive years to 2014. The warehouse is full of goods, tens of millions, and can be sold for two or three years. Coupled with the economic downturn this year and the inability to sell goods, many Forecast have not been realized. Some people think that this line has come to an end.

The advantages of the original channel sales are rapidly disappearing. The biggest feature of the Internet is that products reach customers most directly, and the sales price is also the ex-factory price. Why do you need to use agency? Customers have to bear a lot of value-added tax, additional tax, enterprise income tax, discount, transfer freight and training fees? Some people want to cut these fees, but why don't customers accept them gladly?

When it comes to logistics, a distribution center on Taobao has solved the problem of distributing tens of millions of goods every day and a large regional span. Let dealers do logistics, is also a dead horse as a living horse doctor. Many goods have a short validity period. No one wants to rot in the warehouse. In case of emergency transfer, they have to run to Hong Kong to be a water army.

Internet Thinking: How to get the product to the factory price most directly to the customer?

First distinguish between price and value. Sales tend to emphasize the importance of product value over and over again, and only after the customer recognizes the value can the price be communicated. In the past, when the company held a sales meeting, a salesman said that the price of competitors was much cheaper than ours, and we were not competitive.

The leader said that the company has been in China for 30 years, and its products have always been more expensive than others. According to your statement, we have already closed down. Therefore, a qualified salesman does not worry about the high price, but focuses on highlighting the value of the product. No matter how expensive it is, someone will buy it. In my opinion, homogeneous products, such as price advantage, many opportunities can be grasped.

Manufacturers should think about a problem, the same product, the same price, in Europe can sell very well, not in China, why? Labor costs! Many enterprises make budgets, and the leaders ask the quality manager to make a cost accounting table and calculate it for half a day.

The price of buying an automated instrument is A, and the cost of hiring two people to test it manually is B. As a result, A is 5 times that of B. It takes five years to earn it back. It's too bad! Less than two years in Europe. Not to say that value is important? Important but not the determining factor, can meet the requirements of the conditions, for many people, the price is the determining factor. This part of the customer is called the enterprise, not the government, nor the hospital.

Therefore, what the low price can win is a wider range of customers. To reduce prices, there is no other way, only distribution to direct sales, and then how to do logistics. In fact, everyone knows how to do logistics. The problem is how to do "9.9 postage" so competitive. The C2B model of the Internet, we do what the customer needs, first estimate, the distribution center to determine the reserve situation according to the estimate, very successful, this dealer has been doing it for more than ten years, the customer is very recognized, the relationship is very harmonious.

Wool out of the dog, let the pig foot the bill

The company likes to set the initial price of a device very high, the consumables are very low, the instrument can't be sold at all, and the customer has no chance to realize the benefits of consumables. The company has a service product called "process optimization", the price is also scary, no one cares. High price low sell, low price high sell, wool out of the dog, let the pig pay, this is also the Internet thinking, can learn from.

In this field of testing, service is very important, not a one-shot deal. The bigger and more expensive things are, the more emphasis should be placed on service and service should be developed as a strong point. The diagnostic industry can spell prices and patterns, but some things cannot be changed, and this thing can be an advantage.

The company requires the agent to have an after-sales service team, but also requires the agent to report to it every time he signs an after-sales service order. One day the company sells directly, and the advantage of the after-sales service system will follow suit.

It's almost saturated.

Many senior salesmen feel that the customers in this industry have already done their best and are almost saturated. Internet iterative thinking shows that the needs of users change rapidly, and e-commerce companies need to fail quickly and cheaply. Therefore, we can see "the top ten products of the week" and "the top ten products of the month" on the Internet, and there will always be things that cannot be sold out. In fact, this is the biggest feature of the Internet era. Everyone has a sense of crisis, and every industry has a sense of crisis. The mistake of many people is to deny that they know.

Shifters are easy to turn around. Dealers are the most flexible units. As long as they have mastered the customers and their needs, even if the manufacturers sell directly, they will turn around you. Instruments cannot be sold, consumables cannot be sold, services cannot be sold well, and logistics cannot be done. If one thing is done to the extreme, it will not decline. The key is to change. In fact, manufacturers have been enriching their own solutions, all rushing to a comprehensive solution, and the big ship has to turn around.

You can't let your customers be dumb.

The in vitro diagnostics industry is not to let everyone comment on the quality of products, but to establish a platform for learning and discussion, so that peers around a method or solution to discuss. Many customers believe that good products are not made by salespeople, but by peers and experts. The opinions of peers and experts often become decision-making factors. From a large point of view, this will be healthier for the industry and the industry will be more progressive.