Pharma selling skills

Pharma Selling SkillsClassic and New Methods of

Operations

ByBapan Paul

Content• What is selling?• Basic steps of selling• Pre call planning• Opening• Questioning• Presentation• Objection handling• Closing• Post call analysis• Integrity selling

To satisfy a need or want with your product for mutual benefits by identifying or generating or influencing a need or want.

What Is Selling ?

Types of Selling

Created Market Create the market

Pre call

planning

Opening Questi

oningPresentatio

n

Objection

Handling

Closing

Post call

analysis

Basic selling Steps

Targeting

Call Preparation

Projecting Company Image

Utilize Waiting Time

1. Pre call planning

Steps of Opening• Greeting• Purpose of call• Initiating business

discussion

Types of Opening• Need/Benefit

opening:• Identify a known or

presumed need• Offer a product

feature & benefit to satisfy that need.

• Opening as a question

2. Opening

Positive atmosphere Exchange of names Simply connect start a gentle conversation

Objectives..

Open question

• Invites an extended doctor response• Start with What, When, Why, Where,

Who & How

Closed question

• Invites a “Yes” or “No” reply from the doctor

• Start with Do, Will, Is, Should

Choice question

• Give doctor two or more positive options in order to rule out a negative “No” response.

3. Questioning

• Benefit is presented in the form of a statement supported by a Feature and followed by a Closed Question

Benefit Tag

Questioning

• Tag on questions are used when doctor makes a positive statement which you want to reinforce.

Tag On Questioni

ng:

3. Questioning

Objectives

Questions are used to PROBE information from doctors

Questions starting withWHATWHEREWHYHOWWHOWHICH

are very useful

Funnel TechniqueA powerful tool to Encourage the Flow of Conversation

Method Of SellingDefine the doctor’s requirement for your product. Medical rep : asks open active questions Doctor : LISTENS and ANSWERS accordingly

Acceptance by the doctor of the requirements. Doctor : ANSWERS and gives acceptance Medical rep : does active listening and makes notes Prove that your product can fulfil the doctor’s requirement. Medical rep : offers the product (or service) Doctor : does active listening and if things are not clear, asks questionsAcceptance of the proof by the doctor. Medical rep : does relevant answering Doctor : accepts the product as his/her need

DAPA

Sit up straight in front of the doctor

Look confident and speak with enthusiasm.

Hold the Detail Aid in front and use a pen to focus doctors attention

Don’t look at the Detail Aid, look at the doctor. Observe his/her actions

If interrupted, do a brief recap before continuing

Don’t be distracted by surroundings

4. Presentation

what the doctor wants? what the doctor gains?

what do we offer?

Presenting the Benefits

Need Feature/Offering Benefit

•An incorrect negative perception because of misinformation. •To handle this provide the right information.

Misunderstanding

•A doctor’s doubt that your product can actually deliver the stated benefit.•Offer proof (clinical studies, references)Skepticism

•A real short coming or disadvantage of your product.•To handle real objection, minimize the impact by focusing on the advantages

Real Objection

5. Handling objections

Indifference

•Doctor is not interested in your product because doctor is satisfied with competitor’s product or doctor has never used that type of product.•Identify a need that can not be satisfied by the doctor’s preferred product.

Hidden Objection

•Doctor does not openly raise an objection because the doctor is disinterested. •How to handle: Ask doctor if they have concerns.

5. Handling objections

When D to A from DAPA is not done It’s a doctor tactic to get a discount The doctor is confused due to hidden cost or

competition A habit of asking questions A strategy to postpone decision making

When Do Objections come?

Dejected Angry Challenging

Frustrated

Defensive

How do we tend to handle objections?

Pause Stay calm

Don’t get

defensive

Don’t get

aggressive

Don’t disturb

the custome

r.

Let him speak first

How Should We React to objections?

Unspoken Objection

Objection that we hear and can answer

Objection that we hear and cannot answer

Kinds Of Objections

Doctor frowns Doctor smiles(sarcastic)

Doctor looks elsewhere

The unspoken objection

What do you do when an unspoken objection comes?

PAUSE and then convert it into a SPOKEN OBJECTION by asking

• You are thinking something Sir?• Anything particular Sir?

Pause probe gently

Please, tell me more. Apart from this, is

there anything else that is of concern to you?

If I can take care of this to your satisfaction, could we proceed forward (would you consider our product)?

When you hear an objection and you can answer?

Handling the objections we hear and cannot answer

Features we offer but doctor does not needFind Out:

Why the doctor may not need it?

How long will the doctor not need it?

Will the doctor ever need it in future?

Features the doctor wants, but we do not haveFind Out:

Why does the doctor want it?

How important is it? 1) Essential 2) Desirable 3) Useful

Can we explore an alternative?

Our Products

and features

Psychological aspects of price:

Price is the only weapon that the doctor has.

Make sure YOU believe in your own pricing.

Make the doctor feel that you are there to help and not to fight.

Selling The Price Effectively

The right stage to present the price:NOT UNTIL the doctor has REALISED the BENEFITS of your product

Selling The Price Effectively

QUALITY

BENEFITS

CONSISTENCY

RELIABILITY

REPUTATION

BRAND

NAME

SERVICE

YOU

Benefits Price Benefits

STEP I: present the BENEFITS of your product

STEP II: put the price in front of the doctor

STEP III: JUST CONTINUE with explaining him/her the features that he/she will derive out of this price

Selling The Price EffectivelySANDWICH METHOD

Review all the benefits accepted by the doctor

Ask for business (trial use, continued use, expanded use)

Wait for a response

6. Closing

Fear

Uncertainty

Doubt

What prevents a medical rep from closing effectively?

Too Early Too Late Too Meek Too Aggressive Doctor’s objections not resolved completely Sales process not followed

Why a medical rep may not close well?

The DOCTOR has understood your product completely

The DOCTOR has developed trust in your company

The DOCTOR has a desire for the benefits for his/her patients

When to close?

Evaluate the Call Record Call Information

Set Objectives for next meeting with the doctor.

7. Post call analysis

Integrity Selling

Congruence – Model

AIDINC - Model

AIDINC - Model