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Train your sales people how to handle objections with confidence.
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~ F I E L D F O R C E E XC E L L E N C E ~
TM
P H A R M A | M E D I C A L D E V I C E S | D I A G N O S T I C S | S U R G I C A L S
A BroadSpektrum Healthcare Business Media’s Corporate Social Responsibility Initiative
MedicinMan
Handling objections
with confidence.
By Prof Vivek Hattangadi
Part 1 and 2 taken from MedicinMan September and October 2012 issues respectively
www.medicinman.net Special Reprint
It is a common belief
that an objection is a
statement which inhib-
its a doctor from pre-
scribing your brand. I
have a different view
on this. To me an ob-
jection from a doctor is
a wonderful opportuni-
ty which comes in dis-
guise. Objections are
buying signals – the doctor wants a compelling reason
to clear the doubts he has, so that he can prescribe your
brand.
Objections scare many field personnel because they are
not sure they can find convincing reasons to overcome
them. Your success as a professional will depend on
your ability to anticipate and handle prospective pre-
scribers‟ objections. No matter how well rehearsed
your detailing is, at the final stage of his decision, the
doctor may raise an „objection‟. How well you handle
it will make or break the opportunity given to you.
While handling objections, be positive! Make use of
positive body language – smile. Most important, do not
take objections personally. Listen; in fact be an aggres-
sive listener and become genuinely interested in what
the doctor says.
Here are six simple ways on how to handle „objections‟
and truly convert them into an opportunity.
MedicinMan September 2012 >>> Objection Handling
Handling Objections with Confidence (Part 1)
1. Direct denial
2. Indirect denial
3. Questioning
4. Compensation benefit
5. Forestalling objections
6. Boomerang
Let us discuss these methods one by one.
Direct denial method
This is a method of answering a doctor‟s objection by
making strong statements indicating that the doctor has
made an error. You straight away contradict what the
doctor says. Most likely, the doctor may get irritated
and may sour your relations with him.
Use of Indirect Denial method is always preferred
Indirect denial method
This is a method used to respond to a prospective
prescriber‟s objection by first agreeing that the issue
raised in the objection is very important and later on
denying the validity of the objection by softening the
response. For instance, the same objection that Becaps
is not available can be answered in the following way.
“I am very sorry that some of your patients might have
been put to inconvenience. It is true that Becaps is not
available with some of the smaller outlets like Amba-
vadi Medical Stores or Manek Baug Chemists, but Be-
caps is available at all the major outlets like Ahmeda-
bad Medical Stores and Baroda Chemists. I shall try to
make Becaps available even at the smaller outlets”.
Becaps was not
available
No! It is not possible!
Becaps is freely
available!
I am very sorry! Bombay
Medicals ran out-of-stock for
2 days but is now available.
My Rx of Becaps
bounced yesterday
Indirect Denial Method
Direct Denial Method
| Page 4 ← Home
MedicinMan September 2012 >>> Objection Handling
Questioning method
This is a unique style of handling an objection by
shooting a series of questions to the doctor one after
another. The medical representative then gets an insight
into the problem and develops an appropriate answer.
Here is an example to the same query from the doctor
about the availability of Becaps and a possible way on
how it could be handled.
Doctor: “Your Becaps is not available”
Medical Representative: “I am sorry to hear about this
and the inconvenience it has caused to your patients.
Could you please tell me how many patients came
back?”
Doctor: “Three patients came back yesterday even-
ing”.
Medical representative: “And did any prescription of
Becaps bounce back in yesterday’s afternoon or morn-
ing session?”
Doctor: “No”.
Medical representative: “One last question. Can you
tell me from which retail outlet the prescriptions
bounced?”
Doctor: “I think it was from Bombay Medical Stores”.
Medical representative: “I assure you that by today
afternoon Becaps will be available at Bombay Medical
Stores also. Thank you for the information you have
given”.
Through a series of questions, the medical representa-
tive was able to trace the source of the objections and
was able to satisfy the doctor‟s needs. Generously use
the words: “How”, “Where”, “Why”, “When” and so
on.
Compensation Benefit
Compensation benefit
In this method the medical representative weighs the
advantages and benefits of the brand against the disad-
vantages of the brand when the doctor raises an objec-
tion. Here is an example of a medical representative
trying to sell the benefit of his brand Azithrocin
(Azithromycin) for its use in typhoid fever. Doctor:
“Your Azithrocin is very costly. Azithrocin 500 costs
Rs. 30.00 per tablet whereas the cost of a good brand
of ciprofloxacin is less than Rs. 10.00”.
Medical representative: “Yes doctor, I value your ob-
servation. When ciprofloxacin is prescribed in typhoid
fever, I believe it is prescribed in a dose of 1 tablet
twice a day for 10-12 days, isn’t it?”
Doctor: “Yes”
Medical representative: “In this condition you need to
prescribe Azithrocin for just 6 days, Azithrocin 500
twice a day on Day 1 followed by Azithrocin 500 once
a day for the next 5 days. This makes it very patient
friendly. Because of dosage convenience the chances of
the patient missing the dose is very low. You are there-
fore assured that when patients are on Azithrocin the
relapse rate is almost eliminated. Moreover, the cure
rates with Azithrocin are better than ciprofloxacin
(shows scientific document). What’s more doctor, un-
like quinolones which have low risk of causing joint
pain, Azithrocin has no such problems. And finally doc-
tor, the cost of therapy with Azithrocin in typhoid fever
is Rs. 210.00 whereas with ciprofloxacin it is over Rs.
240.00. Now would you not prefer Azithrocin in ty-
phoid fever?”
MedicinMan September 2012 >>> Objection Handling
Questioning Method
| Page 5 ← Home
The medical representative has carefully weighed the
benefits of Azithrocin over its perceived disadvantage,
cost – Rs. 30.00 per tablet, and has successfully han-
dled the objection.
Forestalling the objection
Here the objection is handled even before it is raised!
Tell the doctor about a possible objection before he
objects. Then handle the objection so it cannot be
brought up again. Make the objection rather weak and
the handling strong. You answer the objection before
the doctor brings it out. Then he is unable to voice the
objection without pretending he has not heard. Let us
once again take the case of Becaps!
Medical representative: “Doctor, let me first apologize
for the non-availability of Becaps in some of the small-
er medical stores in this area. I deeply regret the
inconvenience it may have caused to some of your
patients. I have now ensured its availability even with
the smaller retail outlets”.
Boomerang method
When an objection is raised, the medical representative
turns it around by using what he says to prove that he
is not correct. Use his own arguments like a boomer-
ang which goes around in a circle and comes back to
persuade him to prescribe your brand. Here is an ex-
ample.
Doctor: “Your ceftrixone injections are very costly
isn’t it? The other brand costs almost 30% less than
your brand”
Medical representative: “Yes, it is expensive. I never
wish this happens, but if tomorrow someone near and
dear needs ceftrixone, which brand would you pre-
fer”?
The doctor has no other option but to say: “Your
brand”. That‟s a boomerang you have thrown on the
doctor.
By using what the doctor says, you are saying that he
is right. Use this method very tactfully or else, it may
boomerang on to you.
Use today's objections to sharpen tomorrow‟s presenta-
tion!
In Part II, in November 2012 issue of MedicinMan, we
shall discuss more advanced ways to handle the oppor-
tunities in disguise.▌
Caricatures © Vivek Hattangadi
I am happy to inform you that
Azithrocin is available even at
the smallest retailer like...
Which brand will you prefer if your
child is unwell?
MedicinMan September 2012 >>> Objection Handling
Boomerang Method
Forestalling the Objection
| Page 6 ← Home
Prof. Vivek Hattangadi is a
Consultant in Pharma Brand
Management and Sales Training
at The Enablers. He is also visit-
ing faculty at CIPM Calcutta
(Vidyasagar University) for their
MBA course in Pharmaceutical
Management.
vivekhattangadi@theenablers.org
http://in.linkedin.com/in/profvivekhattangadi
1
MedicinMan September 2012 >>> Objection Handling
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1
e saw in the September 2012 Issue of MedicinMan
that there is no such term as „objection handling‟.
On the other hand, the actual term is „encashing the
opportunities‟. Establishing a business relationship
with a doctor is a lot like walking on a balance
beam and, if you are able to handle the opportuni-
ties he gives you, you will be able to have a sus-
tained relationship.
Now let us look at why objections are raised in the
first place.
» You have neglected to present all of the prod-
uct benefits.
» Benefits may have been presented, but not the
right benefits. In other words, you may have
failed to probe for real needs.
» Rapport hasn't been established with the doc-
tor.
» The product has not been targeted to the right
doctor. Just imagine Colimex Drops being pro-
moted to a cardiologist?
» Communication and body language are poor
that you don’t sound confident or knowledge-
able.
» Extraneous reasons for which neither you, nor
the brand nor the company are responsible.
Handling objections
with confidence. (Part 2)
Whenever an objection is raised, it should be addressed im-
mediately; or else it may be a lost opportunity; a lost pre-
scription! Procrastinating may result in:
» The doctor not listening further to our detailing.
» The doctor may feel that we are hiding something.
» The doctor may feel that even you perceive it as a
problem – that would be very dangerous.
» The doctor may think that you are not able to answer
because you do not know the answer, which is a poor
reflection on you. If you do not have an immediate
answer, assure him that you will find out and inform.
The worst scenario, it may appear that you are not interested
in the doctor‟s opinion and you may lose him forever.
While handling objections:
A. Be positive!
» Use positive body language and smile.
» Do not take objections personally.
B. Listen - be an aggressive listener.
» Ask questions, nod your head at appropriate times.
» Show him that you are genuinely interested in what he
says.
Here are few more methods in addition to what we learnt in
the September 2012 Issue.
Prof. Vivek Hattangadi
MedicinMan October 2012 >>> Objection Handling | Page 7 ← Home
1. Deflection Method You can handle an objection by deflecting it, i.e. by
changing the direction. First listen to what the doc-
tor says. Understand his concerns, which should
also reflect in your body language. Then continue as
if nothing had happened. You can tell him that you
will come back to his point later. It is possible you
won‟t have to. Give an excuse, such as not having
information or having to talk to somebody else lat-
er.
In the examples which follow, many are from my
days when I was a medical representative with
Carter-Wallace. We had just introduced possibly
the most interesting and effective product in those
days for infantile colic, Colimex Drops. It contained
dicyclomine (an antispasmodic) and dime-
thylpolysiloxane (an antiflatulent).
Doctors loved its efficacy, but the kids hated its
taste – very bitter. Nevertheless, it was my favorite
brand and always wanted it to be brand leader in my
territory.
Once I was meeting a very influential doctor from
Kalol, an ex-town of Ahmedabad, Dr. S.M. Rao.
He was a GP with dominant pediatric practice. I
was introducing Colimex drops to him. He liked the
concept. He opened the sample bottle and put a
drop on his tongue. “Aagh! It‟s very bitter!” he ex-
claimed “I shall never prescribe Colimex Drops till
you change its taste.”
I knew that dicyclomine had an inherent bitter taste
and there was no way to mask it. I was wondering
what to do. I too put a drop on my tongue mirrored him
and made a face. “Yes, it‟s bitter. I shall definitely con-
vey this to our R&D” I said and then deflecting the
objection I asked him “But what do you feel about the
concept behind Colimex Drops, like when at midnight
a mother brings her child to you with burping, ab-
dominal gaseous distension with severe colicky pain?”
Dr. Rao looked at me and said “Yes, and this is a very
common problem here. Mothers do not know the right
techniques of breast feeding”. And then he went on for
half an hour explaining that condition to me and how
Colimex could be useful. In fact he was detailing Co-
limex Drops to me. Finally he said “Tell your company
to prepare a patient-education poster on the right way
to breast feed a child. And make sure that Colimex
Drops are available with all the retailers here. I do not
want a single prescription to come back”.
I deflected the objection, yet acknowledged and accept-
ed his objection. He went on to become my Colimex
brand ambassador in Kalol.
2. Empathy Method In this method, first empathize with the doctor and tell
him that you understand how he feels. Then tell them
about another doctor who also felt the same way. Then
tell them how the other doctor found that things were
not so bad when he actually used it.
I was meeting a well known pediatrician from Ahmed-
abad Dr. Arvind Kothari who was reluctant to prescribe
Colimex drops because of its bitter taste. I said “I do
understand how you feel about the taste of Colimex
Drops, and how the infants would respond to its taste.
Even Dr. M.V. Dudhia (who was his teacher and HOD,
Pediatrics, V.S. Hospital, Ahmedabad) felt the same
way. But when he prescribes Colimex Drops, he tells
the mother to keep the dropper at the back of the mouth
and then administer Colimex Drops. Well, he told me
that he receives so many phone calls from mothers
thanking him for the relief he has given to the infant!”
“Okay” said Dr. Kothari “is this what he does? Well,
let me also try this technique too” and he went on to
become a prolific prescriber of Colimex Drops.
By empathizing with the doctor, you are in harmony
and creating rapport for building long term relations.
MedicinMan Ocotber 2012 | Page 8 Handling objections with confidence. (Part 2)
3. Curiosity When a doctor says that he does not want to pre-
scribe your product, you can become curious. Do not
just ask 'Why?‟ but express curiosity and interest.
Diovol Suspension, an antacid, was our ace product.
RCPA revealed that Dr. Vinod Rawal was a heavy
prescriber of Digene (from Boots), the most im-
portant competitor for Diovol Suspension. I met him
regularly for about a year but not a single prescrip-
tion for Diovol. Finally one day I asked him “Doctor,
just of out curiosity, could you please tell me why
you have not prescribed Diovol? Tell me the reason
doctor and I shall be very happy.”
Dr. Rawal smiled. “I believe you know Hoshang
Kanga, the medical representative of Boots? We
studied together for 11 years in school. Forget about
Diovol Suspension as long as Hoshang is with
Boots”.
“Thank you for mentioning the name Diovol Suspen-
sion, doctor. At least now I know the reason”, I said
with a smile. “I always thought my presentation was
poor or maybe you do not like me. I am relieved” He
too smiled, but the last sentence “…as long as he is
in Boots” kept on reverberating in my ears.
I kept on persisting and one day during RCPA, I
found a flow of prescriptions of Diovol Suspension
from Dr. Rawal. I was pleasantly surprised. I asked
the retailer what happened. He too smiled and told
me that Hoshang has migrated to Canada. Persis-
tence pays and if you know the reason why a doctor
does not prescribe your products, it will help you.
But very important, in such cases, when trying to
find the reason, complement your actual words with
strong body language and make sure you take care of your
tone. You should appear non-threatening and not in 'closing
mode'. The doctor may well relent and give you the infor-
mation you need.
4. Humor When a doctor objects do not respond with negative emo-
tions such as anger or frustration. Defuse the tension with
gentle humor, maybe feigning shock or poking fun at your-
self, BUT NEVER AT THE DOCTOR. Be careful not to
make the doctor the object of humor.
Another true episode, this time with Dr. Chinubhai Shah
who never prescribed Colimex Drops. One day I told him
“Well I think Colimex Drops will start crying if you don‟t
prescribe”. I took out a bottle of sample, showed the bottle
and said “Dr. Chinubhai, Colimex Drops are already shed-
ding drops of tears – see this”
Dr. Chinubhai burst out laughing and not
only started prescribing Colimex Drops but also took up an-
other product, Walamycin, outright
Receiving an objection can be very frustrating. It is very
easy for emotions to leak out. By adding humor, you can
show that you are not offended by their refusal. BUT I RE-
PEAT, NO HUMOR ON THE DOCTOR!
Well my message to all young friends, improve your com-
munication skills and speak with confidence. Your technical
knowledge i.e. product knowledge will certainly go a long
way in getting the confidence you need. ▌
Caricatures © Vivek Hattangadi
Prof. Vivek Hattangadi is a
Consultant in Pharma Brand
Management and Sales Training
at The Enablers. He is also visit-
ing faculty at CIPM Calcutta
(Vidyasagar University) for their
MBA course in Pharmaceutical
Management.
vivekhattangadi@theenablers.org
http://in.linkedin.com/in/profvivekhattangadi
(This is the image of Colimex Drops
sample pack then)
MedicinMan October 2012 | Page 9 Handling objections with confidence. (Part 2)
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