Management Optimization Of The Sales Performance In B Company Research Under The New Policy Of Medical Salesmen Management

In February 9, 2017, the State Council announced "on further reform and improve the opinions of the drug production and Circulation > use policy (issued[2017] 13, hereinafter referred to as the medical representative, the management of the new deal) requirements of medical representatives can only engage in academic promotion, technology consulting and other activities, shall not be liable for drug sales tasks, the dishonest behavior credited to the personal credit records. On behalf of the Chinese medicine management under the new requirements, change the medical representative gold, kickbacks and other illegal means to engage in traditional marketing, medical knowledge dissemination, publicity of pharmaceutical research and development of the latest achievements etc., soft promotion; and pharmaceutical enterprises must change the past results oriented marketing performance evaluation model, for the attention of medical representative's behavior and the working process of the marketing performance assessment. B pharmaceutical company began 3 years ago this transformation process, has been fruitful, the paper summarizes the Marketing performance management experience transformation work, can provide good experience for the moment is the painful transition to pharmaceutical companies.Analyze and summarize the successful experience of B company in the process of marketing, also found that the company performance management problems:(1) performance appraisal to make a medical representative voice is not enough,respect for the medical representative performance evaluation, lack of understanding and communication, educational performance management needs to be further strengthened.(2) the sales division is not reasonable, the performance appraisal system and standard does not fully consider the actual situation of different sales regions, but simply across the board, the national unity.(3) a lot of market remote, remote medical representative work travel costs, low efficiency.(4) enhance pharmaceutical representatives visited the training quality, enhance the quality of call, improve the work efficiency and effect.The target management method of comprehensive application of performance management, 360 degree assessment method, balance method and key performance index method four card points, the optimization of the marketing performance evaluation index system of enterprise B fuzzy analytical hierarchy process.The best policy is proposed to optimize the marketing performance management advice:(1) performance evaluation to strengthen medical representative communication and respect;(2) the mechanism to establish the performance appraisal results;(3) establish interactive performance counseling system;(4) a reasonable set of performance standards;(5) the design and optimization of regional sales. Pay attention to...