‘selling skill’
DESCRIPTION
‘Selling Skill’. By. Fajar Gustaf S. Prepare d for Caching Clinic Sales Force Jakarta, 25-26 Juni 2014. I. C. A. R. E. APA KOMENTAR ANDA …. Kondisi Actual / Real (cabang2). ‘Sales Profile’. PRODUCT (exist/ statis ). CUSTOMERS (exist/ statis ). SALES. Discount BESAR. - PowerPoint PPT PresentationTRANSCRIPT
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‘Selling Skill’
I C A R E
By. Fajar Gustaf S.Prepared for
Caching Clinic Sales Force
Jakarta, 25-26 Juni 2014
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APA KOMENTAR ANDA …
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KondisiActual / Real
(cabang2)
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SALES
CUSTOMERS
(exist/statis)
PRODUCT(exist/statis)
‘Sales Profile’
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Pelangggan
BESAR
DiscountBESAR
Sensor
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AP PH3 TO RS MM
GROSIERPBF TM
HOREKA
SPECIALIT
LAIN2X
PENY. INTERN
KFA
HOLDING
-
2,000
4,000
6,000
8,000
10,000
12,000
14,000
16,000
DATA OT & OTR TW-I/2014
Outlet Transaksi
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2014 OTR 2014 -
5,000
10,000
15,000
20,000
25,000
30,000
35,000
DATA TOTAL OT & OTR TW-I/14
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APT PH3 TO RS MM
GROSIERPBF TM
HOREKA
SPECIALIT
LAIN2X
PENY. INTERN
KFA -
2,000 4,000 6,000 8,000
10,000 12,000 14,000 16,000
OT vs OTR BULAN APRIL 2014
OT OTR -
5,000
10,000
15,000
20,000
25,000
30,000
TOTAL OT VS OTR
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SKU Transaksi
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SKU Transaksi
JAN FEB MAR APR MAY JUN0
50100150200250300350400
PRODUK KIMIA FARMA - DC BANDUNG
JAN FEB MAR APR MAY JUN0
100200300400500600700800900
1000
PRODUK PHK-3 PST - DC BANDUNG
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SKU Transaksi
JAN FEB MAR APR MAY JUN0
50100150200250300350400
PRODUK KIMIA FARMA - DC MATRAMAN
JAN FEB MAR APR MAY JUN0
100200300400500600700800900
1000
PRODUK PH3 PST - DC MATRAMAN
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SKU Transaksi
JAN FEB MAR APR MAY JUN0
50100150200250300350400
PRODUK KIMIA FARMA - DC KENDARI
JAN FEB MAR APR MAY JUN0
100200300400500600700800900
1000
PRODUK PHE3 PST - DC KENDARI
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SKU Transaksi
JAN FEB MAR APR MAY JUN0
100
200
300
400
PRODUK KF - DC SURABAYA
JAN FEB MAR APR MAY JUN0
100200300400500600700800900
1000
PRODUK PH3 PST - DC SURABAYA
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SKU Transaksi
JAN FEB MAR APR MAY JUN0
50100150200250300350400
PRODUK KIMIA FARMA - DC MEDAN
JAN FEB MAR APR MAY JUN0
100200300400500600700800900
1000
SKU TRANSAKSI PH3 PST MEDAN
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SKU Transaksi
JAN FEB MAR APR MAY JUN0
50100150200250300350400
PRODUK KIMIA FARMA - DC KUPANG
JAN FEB MAR APR MAY JUN0
100200300400500600700800900
1000
PRODUK PH3 PST DC - KUPANG
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SKU Transaksi
JAN FEB MAR APR MAY JUN0
50100150200250300350400
PRODUK KIMIA FARMA - DC TERNATE
JAN FEB MAR APR MAY JUN0
100200300400500600700800900
1000
PRODUK PH3 PST - TERNATE
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SKU Transaksi
JAN FEB MAR APR MAY JUN0
50100150200250300350400
SKU TRANSAKSI KIMIA FARMA DC DENPASAR
Axis Title
JAN FEB MAR APR MAY JUN0
200
400
600
800
1000
SKU TRANSAKSI PHE PST DENPASAR
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TOP 25 PRODUK TW I 2014
NAMA BARANG TARGET QTY TARGET VALUE REAL QTY REAL VALUE %QTY %VALUEFENTANYL 0.05 MG/ML 2 ML 659.956 23.442.552.214 411.545 14.618.655.612 62,36% 62,36%BATUGIN ELIXIR 300 ML 327.484 7.024.525.444 201.744 5.265.075.075 61,60% 74,95%
SIMVASTATIN 20 MG TABLET 162.041 7.556.924.612 153.759 5.125.540.051 94,89% 67,83%
RINGER LACTAT INFUS 500 ML (GW 1.084.019 5.124.156.443 1.070.552 5.119.067.740 98,76% 99,90%
AZITROMYCIN 500 MG 28.523 5.704.693.912 31.873 5.096.252.126 111,74% 89,33%MST CONTINUS 10 MG 5.850 4.962.850.067 4.915 4.169.290.403 84,01% 84,01%
CODEIN 20 MG TABLET (RTN) 20.000 4.230.000.000 18.444 3.974.210.061 92,22% 93,95%
BETASON N CREAM 1.274.654 10.197.232.614 498.821 3.905.443.555 39,13% 38,30%
CODIPRONT CUM EXPECT CAPS 59.484 4.288.959.034 44.888 3.872.664.460 75,46% 90,29%
MARCKS BEDAK CREME 661.051 4.167.627.338 527.346 3.790.268.184 79,77% 90,95%
BEDAK SALISIL 2% 1.557.922 5.066.079.736 936.635 3.552.275.434 60,12% 70,12%
DUROGESIC 25 MU MATRIX 5.999 5.603.771.167 3.741 3.494.483.027 62,36% 62,36%
CODIPRONT CAPS 8.705 4.783.674.076 5.236 3.419.137.600 60,15% 71,48%ASIFIT KAPLET 93.071 3.660.544.197 83.861 3.375.894.355 90,10% 92,22%
MICONAZOLE 2 % CREAM 1.312.034 3.577.917.394 1.396.750 3.362.567.641 106,46% 93,98%
NITROKAF RETARD 27.702 3.974.829.975 22.441 3.236.012.182 81,01% 81,41%SCABICID CREAM 1.073 13.227.806 132.008 3.084.360.332 266,68% 332,32%ENKASARI (BDG) 412.296 4.236.341.230 245.931 3.055.566.794 59,65% 72,13%CODIPRONT CUM EXPECT SIRUP 47.878 2.011.525.994 46.950 2.359.808.140 98,06% 117,31%
MARCKS BEDAK ROSE 430.663 2.715.131.937 326.313 2.359.087.480 75,77% 86,89%MARCKS BEDAK PUTIH 393.587 2.481.387.762 284.547 2.056.622.578 72,30% 82,88%NATRIUM KLORIDA 500 ML (WIDA) 452.320 2.015.084.441 448.279 2.013.083.299 99,11% 99,90%
CODEIN 10 MG TABLET (RTN) 20.000 1.942.000.000 19.520 1.889.202.217 97,60% 97,28%
HUMAN ALBUMIN 20% 100 ML 8.414 7.230.436.364 2.016 1.881.355.059 23,96% 26,02%BATUGIN ELIXIR 181.513 2.205.387.354 124.270 1.849.908.464 68,46% 83,88%
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???
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Comfort Zone
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Danger Zone
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Bekerja dgn CARAyg itu-itu saja,
Akan memberikan HASILyg itu-itu saja.
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PerubahanLingkungan
Bisnis(New Business Enviroment)
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Old Business Environment
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New Business Environment
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New Business Environment
Principal
MultiDistribut
orMarket
Size(decrease)
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... Jarang ada pelanggan yang setia, ‘mereka’ mudah beralih ke
kompetitor ...
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Today’s new buyers are :
• More demanding (banyak tuntutan)• More price-conscious (sangat memperhatikan harga)• More knowledge about buying• Less loyal to supplier• Deluged by choices (banyak pilihan)• More uncertain about the future (ragu/berubah2)• More at risk if a mistake is made• Much more cautious (sangat berhati2)
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NETWORKGOODWILL
SALES FORCESPRINCIPAL
STANDARD OPERATION PROCEDUREFINANCE
MANAGEMENT & INFORMATION SYSTEM
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MuatanTambahan
(new principal)
Intensifikasi Pasar
(Market Intensificatio
n)
Ekstensifikasi Pasar
(Market Extensificatio
n)
PeningkatanProduktifita
sOutlet
(sales/SKU)
PeningkatanNOO, ROA
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HRM FunctionSOP
Implementation
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Mampu
Mau
Ya Tidak
Tida
kYa I
IV
II
III
‘ Mengatasi II lebih mudah daripada III’
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CETAK BIRU
(BLUE PRINT)
PT. KIMIA FARMATRADING & DISTRIBUTION
JAKARTA
SOP
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1. Sales Achievement (bobot 50%)
2. Effective Call (bobot 10%)
3. New Open Outlet (bobot 20%)
4. Product Priority (bobot 15%)
5. Reporting (bobot 5%)
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1. Sales Achievement (bobot 60%)
2. Effective Call (bobot 10%)
3. New Open Outlet (bobot 10%)
4. Product Priority (bobot 15%)
5. Reporting (bobot 5%)
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‘Selling with emphaty’
I C A R E
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7 TIPE KEPRIBADIAN CUSTOMER :
1. TIPE PENGGERAK (The mover type)
2. TIPE PERESAH/KUATIR (The worry type)
3. TIPE POLITIKUS (The political type)
4. TIPE SENIMAN (The artist Type)
5. TIPE INSINYUR (The engineer type)
6. TIPE PENGGIAT
7. TIPE NORMAL (The normal type)
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7 TIPE KEPRIBADIAN CUSTOMER :
1. TIPE PENGGERAK (The mover type)
2. TIPE PERESAH/KUATIR (The worry type)
3. TIPE POLITIKUS (The political type)
4. TIPE SENIMAN (The artist Type)
5. TIPE INSINYUR (The engineer type)
6. TIPE PENGGIAT
7. TIPE NORMAL (The normal type)
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1. TIPE PENGGERAK
CIRI-CIRI :
• Gerakannya lincah, kalau bicara tangannya selalu bergerak-gerak, senang memakai baju yang praktis. Baju selalu digulung (pria) dan suka rambut pendek (wanita).
• Selalu tersenyum, menyapa lebih dahulu, dan hangat dalam berjabat tangan.
• Suka bertanya tentang keluarga (mau akrab).• Mau keluar untuk menyambut tamu yang sudah menunggu.• Tidak suka penjelasan yang detail, lebih suka makro.• Cenderung mengulangi kata-kata yang diucapkannya.• Selalu optimis dalam berjanji, tapi sering tidak sesuai
(terlambat menepati janji tersebut).• Keputusan yang diambil lebih banyak berdasarkan ‘feeling’,
jarang berdasarkan ‘head’.
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CARANYA BERKOMUNIKASI(how to approach) :
• Pendekatan dan bicara dengan banyak tersenyum dan akrab.
• Begitu duduk jangan langsung bicara bisnis, bicara dahulu tentang hal-hal lain.
• Usahakan berbicara dua arah, jangan hanya sekedar tanya jawab ( … and then ask him back ).
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2. TIPE PERESAH
CIRI-CIRI :
• Buka mulut, selalu banyak keluhan• Banyak keluhan tentang kesehatan• Selalu melihat sesuatu dari sisi negatif• Bangga dengan penderitaannya, dan selalu membesar-
besarkan masalah yang dirasakannya.• Tasnya banyak berisi obat-obatan dan makanan kecil
(wanita)• Membuat keputusan tidak berdasarkan ‘mana yang
paling bagus’, tetapi berdasarkan ‘mana yang kekuranganya paling sedikit’.
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CARANYA BERKOMUNIKASI(how to approach) :
• Jangan sekali-kali menyepelekan masalahnya, apalagi mengatakan bahwa masalah yang kita hadapi lebih besar daripada masalah dia.
• Mereka sangat perlu diberikan simpati dan empati yang besar.
• Makin bagus anda menjelaskan, maka dia akan semakin tidak percaya.
• Jelaskan kekurangan dari barang yang kita tawarkan, dengan menyatakan bahwa kekurangan kita lebih sedikit dibandingkan pesaing.
• Kita harus mengarahkan keputusan yang akan dia ambil, sambil meyakinkan dan menenangkan dia agar tidak kuatir/takut membuat kesalahan atas keputusan yang sudah diambilnya.
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3. TIPE POLITIKUS
CIRI-CIRI :
• Bila bicara selalu mau menang sendiri, selalu merasa betul dan orang lain selalu salah.
• Membiarkan orang lain menunggu, dan tidak mau keluar untuk menyambut tamu yang sudah menunggu.
• Kartu namanya mencantumkan semua gelar yang dimilikinya (bersifat ‘power crazy’).
• Ruang kerjanya banyak memajang plakat-plakat, foto-foto, ijazah-ijazah, dan penghargaan2 lainya.
• Kursinya berukuran besar, tetapi kursi tamunya berukuran kecil.
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CARANYA BERKOMUNIKASI(how to approach) :
• Banyak memujinya
• Bicara dengan banyak mengungkapkan nada kagum
• Proposal yang diajukan, diupayakan untuk lebih banyak menonjolkan tentang ‘diri’nya.
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4. TIPE SENIMAN
CIRI-CIRI :
• Berjabat tangan cepat-cepat dilepaskan• Pakaiannya selalu rapi, bahkan dapat bekerja seharian
dengan pakaian tetap rapi.• Ruangan kerja sangat rapi• Sangat menghargai hal-hal yang bersifat kreatif.• Kelihatannya bersifat ‘Extrovert’ padahal dia
sebesarnya ‘introvert’.• Tidak mau kontak mata terlalu lama (don’t look into my
eyes for too long).• Jarang melontarkan pikiranya, dia banyak berpikir ke
dalam (berpikir dengan dirinya sendiri), sehingga jarang memberikan tanggapan.
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CARANYA BERKOMUNIKASI(how to approach) :
• Jangan banyak bertanya tentang hal-hal pribadi (jangan sok akrab).
• Jangan sering melakukan interupsi, biarkan dia berpikir dan menganalisa atas hal-hal yang kita tawarkan.
• Proposal yang diajukan : banyak warna-warni, jangan banyak angka-angka tetapi lebih diperbanyak tabel dan grafik, dan tonjolkan sisi-sisi kreatif dari yang kita tawarkan.
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5. TIPE INSINYUR
CIRI-CIRI :
• Sifatnya sangat teratur (ter’organize’).
• Senang menyelesaikan masalah sampai tuntas.
• Suka kutak-katik.
• Senang dengan hal-hal yang bersifat terperinci (detail)
• Senang membaca, terutama buku-buku yang tebal.
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CARANYA BERKOMUNIKASI(how to approach) :
• Jangan datang tiba-tiba (tanpa membuat janji lebih dahulu/tanpa ada skedule).
• Setiap hal yang ditawarkan dan dikemukakan harus dapat dibuktikan secara faktual (ada data pendukungnya).
• Harus mampu menjawab, jika dia meminta agar kita menjelaskan segala sesuatu secara terperinci (detail).
• Upayakan membawa serta buku-buku pendukung (referensi) atas penjelasan kita.
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6. TIPE PENGGIAT
CIRI-CIRI :
• Sangat mengutamakan sukses secara materi
• Suka dengan barang-barang bersifat Aspal (asli tapi palsu).
• Dia tidak malu mengenakan barang Aspal, bahkan bangga mengatakan bahwa barang yang dipakainya Aspal.
• Sangat mengutamakan harga, terutama yang murah (kurang memperhatikan mutu).
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CARANYA BERKOMUNIKASI(how to approach) :
• You have to talk price/discount/commision/souvenir/ gimmick, etc.
• Jangan bicara tentang mutu, kualitas dan reputasi.
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7. TIPE NORMAL
CIRI-CIRI :
• Selalu berusaha diterima dengan baik dalam segala kondisi/situasi.
• Susah diidentifikasi.
• Selalu berupaya agar dirinya tidak tampak menyolok (terhadap lingkungan sekitarnya).
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10 CREDOS OF COMPASIONATE MARKETING :
1. Love your Customer, respect your competitors.
2. Be sensitive to change, be ready to transform.
3. Guard your name, be clear of who you are
4. Customer are diverse, go first to who really needs you
5. Always offer a good package, at a fair price
6. Always make yourself available, spread the good news.
7. Get your customer, keep and grow them
8. Whatever your business, it is a service business
9. Always refine your business process, in terms of quality, cost and delivery
10.Gather relevant information, but use wisdom in final decision
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‘PERUSAHAAN ini bukanlah warisan
nenek moyang kita, melainkan titipan anak cucu kita’
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TERIMA KASIH . . .