Teromao Medical Products (Shanghai) Co., Ltd. (hereinafter referred to as “Termaoâ€) is a company that operates medical device products worldwide. In today's expanding Chinese medical device market, Teroma has achieved annual The impressive performance of two-digit growth.
However, in the process of rapid development, Terumo found that the existing sales management system can not meet the development needs of the business. Therefore, in 2016, the company actively introduced CRM (Customer Relationship Management) and SFA (Sales Ability Automation) system - "e Sales Manager" provided by Soft Brain Technology (Beijing) Co., Ltd. (hereinafter referred to as "Soft Brain Technology"), hope Standardize sales management and increase sales efficiency through the use of advanced management systems.
Establish a sales management system that supports the company's sustainable development
It is reported that Telmao's business and products mainly involve three areas: one is the cardiovascular field such as catheter and artificial blood vessel used in vascular medical treatment and cardiovascular surgery; the other is to combine medical equipment and medicine into the best form, In the medical field to improve the safety of medical sites and the efficiency of medical workers; the third is the blood system that is essential for blood transfusion, including blood collection devices and automatic blood preparation systems. With a range of operations from manufacturing to sales in about 30 countries around the world, Teroma is a truly global manufacturer of medical devices.
Telmao established a manufacturing plant in Hangzhou, China in 1995, and officially launched its domestic sales in China in the late 2000s. At present, the company has set up a marketing online store in 8 cities including Beijing, Xi'an, Shenyang, Chengdu, Wuhan, Hangzhou and Guangzhou with its Shanghai headquarters in Shanghai, and more than 180 first-level dealers. Customers have spread all over the country. In recent years, the center of the world medical device market is moving from China, the United States and Europe to China, the United States and Europe. In this context, sales of Telmao Shanghai last year (March 2016) increased significantly by 132% year-on-year.
However, the company has a clear understanding of Telmao Shanghai's good performance in the context of expanding market size. The director and general manager of Ikuta, who took office in 2015, recalled the mood at the beginning of his tenure: "If you want to further develop, you must establish and strengthen a sales management system that suits this." The daily management of sales people is an example. Including various sales outlets, the company has more than 100 sales staff who frequently visit sales distributors and medical units to carry out sales activities. However, the daily newspaper formats of various departments and outlets are not uniform, and some places do not even have the habit of submitting daily newspapers. "There are some forms of daily newspapers, some of which use paper, and some use e-mail. The contents of the report are not uniform, and the content of the report is not uniform. It is impossible to achieve dataization. The departments and the whole company cannot carry out the actions required to realize the sales plan. Analysis." Ikuta said.
Since managers cannot accurately grasp the activities of front-line sales personnel, it is naturally impossible to properly manage and guide them. At the same time, since the numerical judgment indicators have not been established, it is also my heart that the upper management of the company has correctly managed and directed the management personnel to the subordinates.
In view of the above problems, the company introduced the sales management software “eSalesManager†in 2016 to improve the company's problems. According to the general manager of Ikuta, at the seminar stage, I planned to copy the mechanism used in Japan, but later denied it. On the one hand, there are system problems. On the other hand, the most important thing is that the company believes that the introduction of relevant professional guidance provided by Soft Brain Technology (Beijing) is very helpful for the company to solve the sales problems, so it decided to choose this system.
Build a system to use the work system to achieve employee activity evaluation
It is understood that "eSalesManager" has more than 4,000 corporate users in Japan. In China, more than 200 companies are using large enterprises as the center. The system's usage rate is particularly high, and in fact, more than 90% of companies continue to use this system to improve and improve the efficiency of sales-related business.
Teroma Shanghai said that since its introduction in April this year, in addition to the daily management of marketers, the role and application scope of the system has been expanded in terms of operations management, target management, sales planning and performance management. In terms of the management problem of the salesperson's daily report, which is urgently needed to be solved, although the departments have made customized adjustments according to their actual needs, the contents of the sales personnel's access to a large number of agencies and medical institutions have been realized in various departments. The sharing between the data is managed in a unified manner. Not only can the salesperson's daily actions be converted into quantitative data indicators for management, even if the specific sales staff changes, you can quickly find out what work has been done and progress for each agency and medical institution by querying past work records. Happening.
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