It is true that the role played by shop assistants in the process of drug sales in pharmacies is unquestionable and irreplaceable. Through the training of drugstore clerks, it can not only show that the pharmaceutical industry relies on clerks to improve product sales, but also better reflect the social value of self-medication! Therefore, many pharmaceutical industries regard training, especially product knowledge training, as the most direct, economical and effective marketing means, and regard this work as one of the core work of OTC. However, in practical work, we found that although the pharmaceutical industry takes the pharmacy clerk as the key work object, it conducts daily training through the daily visits of OTC representatives and centralized training through the monthly meetings of pharmacies, expecting to make them master relevant product knowledge and selling points through training and achieve the purpose of actively recommending to consumers, the actual situation is not optimistic. On the one hand, chain pharmacies do not regard training as a sharp weapon to improve the skills of clerks, but charge high training fees in the pharmaceutical industry as non-operating income. On the other hand, for the clerk of pharmacy, most of them regard training as a burden, and the resistance is particularly great. The emergence of this situation makes the pharmaceutical industry extremely embarrassed, and the interception of untrained competing products terminals is more serious. For the brand industry, the market share of chain pharmacies is shrinking, and the training not only bears high costs, but also has no substantial increase in sales after training! Why is this happening? The author visited more than ten cities such as Shenyang, Changchun, Beijing, Shenzhen, Changsha and Hangzhou, and had an exchange with the mainstream chain pharmacies in these cities, which can be roughly summarized as: 1. Programmed training process: The pharmaceutical industry usually adopts a centralized training conference, which brings together shop assistants, and the representatives of industrial manufacturers tell some product knowledge, interspersed with several prize-winning questions and answers or lottery sessions. The same is true for the daily visit training of shop assistants. Coupled with a few product knowledge introductions and the temptation of small gifts, over time, stylized training methods will inevitably make people feel bored. 2. Thousands of people's product knowledge: the selling points of all pharmaceutical industries are similar, and the introduction of product knowledge lacks the description of diseases and symptoms. Compared with competing products, there is no strong rhetoric, and it is impossible to tell the clerk how to impress consumers in concise and capable language. There is no doubt that this product knowledge has no effect on the sales help of the clerk! 3. The expression of spoon-feeding: The pharmaceutical industry often adopts the teaching method of spoon-feeding in training expression. The teacher's language is boring, like chewing wax, unattractive, and can't cause * * * sounds. While listening to the clerk, he bravely goes to sleep. 4. The bondage of administrative pressure: Because chain pharmacies are unwilling to take up the working hours of shop assistants, the training of shop assistants is often at the expense of personal rest time. If you don't participate, the intervention of administrative pressure will reduce your career or salary income, so you have to participate. Going to class with such emotions, the effect is even more imaginable. Officials believe that these reasons have caused the embarrassing situation of training in the pharmaceutical industry, making it difficult for the pharmaceutical industry to move forward, and even making many marketers in the pharmaceutical industry feel distressed. So how to solve these problems as a pharmaceutical industry? With this problem, combined with the author's years of training experience in chain pharmacies, I think industrial enterprises should improve in the following aspects: 1, hierarchical training management: organize training courses according to the level of participants, that is, design different courses for shop assistants, store managers, store management departments, commodity departments, purchasing departments, etc. After all, employees in different positions think at different levels and angles. For shop assistants, the course on store management is undoubtedly beyond their daily work scope, while for store managers, the course on how to design promotion plans is also beyond their work authority! As the saying goes: ass decides thinking! That's what it means. Organizing and implementing different training courses for people in different positions will not only help to arouse the interest of chain pharmacies at all levels, but also establish the attraction of in-depth cooperation with them. At this point, Kunming Dianhong Pharmaceutical Co., Ltd. took the lead in making breakthroughs in the industry, such as organizing a summit forum for the operation director to "introduce your pharmacy into the era of motor trains"; Organized a summit for the purchasing director to "get out of the" humble abode "era of non-pharmaceutical business; For the passenger flow of If You Are the One, the gross profit margin of If You Are the One and the key to improve the promotion efficiency provided by the pharmacy operation department; For the assembly number of "Blower Unit Price" provided by the store manager; In view of how to sell drugs for external use provided by shop assistants, these training courses have aroused a good response in the chain pharmacies they cooperate with and have been unanimously recognized by the top management of these chains! And make the sales of some varieties in these chain stores reach 200%! 2. Diversified training forms: As we know, most of the clerks in chain pharmacies are post-80s and post-90s employees, and their personality characteristics are "individuality and pursuit of freedom". At present, most of the training forms in the pharmaceutical industry stick to the traditional "cramming education". Therefore, according to the characteristics of these clerks, we should train them by means of networking activities, outdoor expansion and field trips, and integrate these trainings into these activities. In the process of satisfying their desire to express themselves, we should insert interactive and entertaining product knowledge such as digging treasures and winning prizes, and constantly strengthen the product knowledge of shop assistants through entertaining. Diversified training forms are not only suitable for shop assistants, but also at other levels of chain pharmacies. For example, for high-end operation directors or purchasing directors, training courses benefit from case analysis and discussion, learn from discussion, sort out business ideas in discussion, and achieve beneficial results; In addition, you can also organize the way for executives to study in different places. Although these courses have nothing to do with product sales on the surface, such training activities have played an unparalleled role in consolidating customer relationships and exchanging sales resources. 3. Practicality of training content: #p# Paging title #e# Compared with previous years, there are more and more training courses in the pharmaceutical market, with varied training contents and uneven quality of trainers. Although the diversity and extensiveness of the course content are beneficial to pharmacies, with the increasing contact of chain pharmacies, the requirements for them are getting higher and higher. Those theoretical classes that I haven't heard before are now disgusted, while practical classes are more popular. This requires that industrial enterprises that provide training must make targeted preparations. For example, in the course of Dianhong Pharmaceutical mentioned above, the design of each courseware is interspersed with a large number of cases to explain, and some courses even have a rare phenomenon of partial chain suspension. It is relatively difficult to design the training content provided by the pharmaceutical industry. After all, few teachers will talk about this part of the course, and the course content itself must be combined with the practical problems encountered by chain pharmacies. Therefore, for the pharmaceutical industry, it is best to choose teachers and course content through outsourcing. 4. Life-oriented language expression: I remember reading an article saying that during the US presidential election, candidates made their positions clear in a few minutes when they were campaigning in various states, because they all spoke in the vernacular, and women, children, the elderly, young people and people who like driving cars and selling pulp could understand what benefits they would bring to the people if they were elected president. This is the effective combination of "ruling the country by elites" and "grassroots democracy". I have heard from many shop assistants that some courses offered by the pharmaceutical industry are mysterious and unfathomable. Trainers are full of jargon and pop up one or two English words from time to time, which was originally easy to understand, but the more they listen, the more they don't understand. Therefore, the courses offered by the pharmaceutical industry must be easy to understand in language expression. You know, our consumers have not received formal medical and pharmaceutical education and can't understand those obscure technical terms. Therefore, in the training, you should convey your brand concept, treatment mechanism and product efficacy to every customer who may buy your product through the mouth of the clerk in plain language. "Simplifying complex things" is the highest state of doing things, and explaining complex truth clearly in concise and life-oriented language is the highest state of training. 5. Refinement and simplification of selling points As far as the importance of a product is concerned, it is no less than heavy ammunition in a major battle. Whether the selling point is refined accurately is the key to impress consumers to spend money. Because domestic drugs are mostly generic drugs, it is a common phenomenon that products are highly homogenized. Therefore, if the selling point of the product is not well refined, the clerk may be very slow and deaf when attending the class, because what you said may have been said by other manufacturers in the previous stage, and you are simply "frying cold rice". Since the training effect is not ideal, the actual sales will naturally be greatly discounted. Therefore, the selling point must first be able to convince the clerk, so that they can really feel that what they get from you can effectively convince customers in the actual sales process. As for the refining of selling points, it is nothing more than refining from raw material procurement, processing technology, product quality control, dosage form, packaging, daily average product cost and so on. After refining, it is best to express it in one sentence, three-and-a-half sentences or jingles. The language is vivid and catchy, which can fully arouse customers' desire to buy. For example, "Kang Wang should be used for dandruff that can't be washed out" and "emergency contraception should be done together". 6. Training Tracking The timely training provided by the pharmaceutical industry, whether it is product knowledge or marketing skills and management skills, is only the first step of the long March. What matters is whether the follow-up work is in place in time. As the saying goes, "strike while the iron is hot", so we should visit the trainees one by one quickly within a few days after the training, deepen the feelings of customers, and further communicate on sales issues, so as to achieve the limited-time effect of the first product promotion or promotion by the clerk. The above experience has been practiced in the KA department of Dianhong operated by the author, and the overall effect is satisfactory, in exchange for the promotion of Dianhong's brand awareness in chain stores. The training of pharmacy clerk is an important index to consider whether the OTC operation system is efficient. It requires the pharmaceutical industry to have higher planning and overall planning ability, good language expression ability and planning, organization and coordination ability. Especially in the implementation of various large-scale activities, the mobilization of atmosphere, the mastery of activity rhythm, the coordination of internal and external relations, and the response to emergencies are all tests of the comprehensive quality of the pharmaceutical industry. Those who read ""also read: 1, Wang Jing Training Center University Town Teaching Point 2. Training work should pay attention to "timeliness" 3. During holidays, urge professional charging training institutions to use universal websites skillfully to recruit students 4. Blind training and miss development 5. 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