Salesperson training is one of the basic training for drug retailing. Both production enterprises and retail terminals themselves regard it as an important part of market operation. However, although the training of shop assistants is getting more attention and content and variety, many of them fail to produce the desired effect (or the effect can not be sustained).

In fact, this situation is the misunderstanding of salesperson training and the lack of systematic planning. In order to make the training of salesmen effective, we need to recognize it again, and plan it accordingly, and find ways to implement it.

一、對店員培訓(xùn)的再認(rèn)識 要解決店員培訓(xùn)的實效性問題，需要在以下三個方面進行重新認(rèn)識： 1、零售終端是店員培訓(xùn)的主體 從藥品營銷的發(fā)展上來看，終端價值的突顯使生產(chǎn)企業(yè)（在國內(nèi)主要是一些外資、合資企業(yè)）較早地把店員培訓(xùn)納入到其營銷管理的范疇內(nèi)，但我們需要明確，店員培訓(xùn)的主體并不是生產(chǎn)企業(yè)，而是零售終端——生產(chǎn)企業(yè)對店員的培訓(xùn)往往只停留在本企業(yè)生產(chǎn)的產(chǎn)品上，有限的銷售技巧培訓(xùn)也是圍繞其產(chǎn)品展開，對店員能力在終端的促進作用是一個點，而終端店自己的培訓(xùn)則是一個面，是將生產(chǎn)企業(yè)的培訓(xùn)與零售終端自身的發(fā)展提升需要有效整合起來，從而能產(chǎn)生更大的作用和更好的實際效果。

2 and shop assistant training are not only aimed at increasing sales volume, but also based on value based branding competition, salesmen are the direct executors and performers of drug retail terminals, and also an important part of consumers' realization of a good consumption experience. Therefore, in addition to carrying out sales promotion tasks, shop assistants must also consider the brand building and market competition of retail terminals themselves, that is, long-term training planning and design around creating market value and consumption value, that is, to get rid of the confusion and random pattern of salesmen training at retail terminals, so as to enhance the effect by accumulating effect, and ultimately increase the power of consumption control and the competitiveness of retail terminals themselves through the improvement of salesperson's ability.

The training effect of 3 and salesperson training is not ideal. The training effect of salesmen is not ideal. Besides the lack of the main consciousness of retail terminal and the effect of non persistent random factors formed by the short-term effect of increasing sales volume, there are several reasons for the following reasons. First, it can not effectively combine the personal interests of shopkeepers with the interests of consumers and the interests of retail terminals, and can not imagine the training effect of the salesperson's recognition. Two, it is an expert who is divorced from reality and has no clear knowledge and intends to train the shop assistants into omnipotent. Three, the training content does not start with the practical problems encountered by the shop assistants, and it does not follow the guidance in time.

Two, example and analysis: I have seen the process of recommending a product for a pharmaceutical chain enterprise (the company often does shop assistants training and many production enterprises are involved) when visiting a market for a pharmaceutical chain enterprise (the company is also frequently trained as a salesperson). It is the process of recommending a product to a consumer by a branch store clerk: the patient is named after buying a throat product. The first reflection of the salesperson after hearing is to negate the consumer's choice directly, saying that the product has no effect at all, and it will also produce dependence. Then, it recommends a high profit product desperately, but can not tell where the product is better than the consumer's own choice, and finally directly leads to the loss of consumers.

Training does not make clear and effective combination of the interests of all parties, and only from the interests of the pharmacies (or personal interests), but ignores the feelings of consumers, it will inevitably lose long-term interests; two, it is the clerks' knowledge of product knowledge is not good (not to mention the important difference between the two, but only to emphasize the recommended products). The training of salesmen at the retail terminals has not effectively integrated the training of the production enterprises, and can not effectively dispel consumers' doubts by professional solutions, and consumers will not buy them. Three, the time when salespersons are not sure to recommend products to consumers is poor sales skills. From this example, we can see three problems: one is the excessive pursuit of short-term interests by the shop assistants, which exposes the salesmen.

Three, how to make the salesmen training effective?

1, unified interests and strengthening identification: the disagreement between interests and disapproval is the first obstacle to the effectiveness of salesperson training. If this problem is not solved, others will not be able to advance.

The retail terminal can include salesperson training into the daily assessment and encouragement of the salesperson, understand the actual training needs of the shop assistants, and work out a training plan together with them, and combine the personal interests and development interests of the shop assistants with the interests of the enterprises, create a community of interests with the salesmen, effectively enhance the ability of the shop assistants, so that they can identify the training on the basis of increasing the recognition of the enterprises, so that the participation of the shop assistants in the training can be changed from passive to active, and then cultural propaganda will be carried out, so that training can play a more active role in other aspects of the operation.

In addition, the retail terminal should integrate the interests of consumers into the training of shop assistants through the implementation of brand marketing, increase consumption control through training, bring competition to price from price, and extend the effect to long-term track.

2, practice oriented, grasp the key point: the training of shop assistants should be based on reality, that is, starting from the skills, skills upgrading and attitude change that the salesmen need, and implementing them in a flexible way combined with the situation of the retail terminal itself.

Such as: summarize and analyze the problems encountered by the salesperson in the actual work, and formulate training plans accordingly, train the knowledge and recommendation and service skills of the shop assistants according to the characteristics of consumption and consumption of common diseases, strengthen the knowledge of the salesmen on the profit products and non profit products and use them in the actual sales, organize training with the production enterprises, and integrate the functions of the points into a face-to-face role.

In addition, the training of shop assistants should also focus on the key points. We do not have to train the shop assistants into omnipotent experts. As long as they can speak out the core selling points of a product and the difference with other similar products, the salesperson can not solve the problem.

3, immediate guidance and close follow up: daily guidance and mutual learning in the training of shop assistants are very important. What kind of consumption characteristics should the retail terminal encounter every day, what kind of consumption characteristics they encounter, what problems the salesperson has in the communication with customers, why the customers do not buy the products we recommend to them, and solve these problems one by one, giving full play to the director's immediate guidance to the shop assistants and the mutual promotion between the salesmen.

At the same time, the retail terminal should arrange the relevant personnel to follow up and summarize the training content in time so as to increase the training effect.

This way through long-term, planned training and immediate guidance and follow up can also become an important tool for the retail terminal to improve marketing management level, so that the training of salesmen can not only produce substantial results in sales promotion, but also play a positive role in promoting the healthy development of retail terminals.

The training of shop assistants is actually the best principle. It does not depend on the size of the scene and the number of participants, but whether it is suitable and effective.

Only by taking full account of the needs of the shop assistants, can we combine the interests of the salesmen, the interests of the retail terminal, the interests of the production enterprises and the interests of consumers, seize the key points, follow up and grasp the effectiveness principle in a timely manner, so as to realize the positive effect of the retail terminal on enhancing consumption control and brand building, jumping out of the vicious competition in the price and promotion, so that all kinds of marketing activities can produce more effective enhancement at the clerk level.