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Consultative/Dialog Selling
How can we make our calls Consultative/Dialog sales
calls?
Key Components of Consultative/Dialog Selling
Pre-Call Planning Selling Product Positioning Closing/Proposing Actions Follow Up
Pre-Call Planning
Gaining as much information/data about the doctor’s, business, practice, staff, personality, relationship, and any other information that can help us sell based on customer needs not our needs.
Where Are We Now?
DataMarketshare Trends “Customers’ ” Relationship with your company and Competitors
What Do We Need to Sell?
Identification of Doctors’ Needs/Motivators Past Call History Call Notes (if allowed)
Who Can Help Us Sell?
Gatekeepers- Who can get us better access to the doctor Ratifiers-Who does the doctor ask for advice in prescribing Influencers- Who has influence over the doctor to change prescribing habits
When Are My Best Chances To Sell?
Best TimesBest Days Best Location (multiple offices?)
How Do I Sell?
Type of Call Delivery Time Limits Product Positioning for Maximum Effectiveness(Patient Profiles)Predominant Need to be Emphasized
Safety!!!
Efficacy!!! Cost!!!
Managed
Care!!!
WHY?
Why is the most powerful question you must get answered. Why gives you all of the doctors primary needs. Why shows that you want to know more about their business. Why will construct your sales calls.
Fact #1-Doctors Write for 4 Reasons Only!
EfficacySafetyCost Convenience Relationship
Fact #2
In order to get to the need, you must get the doctor involved and you must LISTEN!
Zip It!!!!
Fact #3
The more you talk, the faster the doctors clock is running!
Fact #4
Your partners do not need a blow by blow description of what you said, but they must know what the DOCTOR said and a plan of action!
And then I said….
Fact #5
One of the reasons most call notes are focused on what the rep said is because that was probably the only person talking!
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