WINNING THE GAMEWINNING THE GAME

INITIAL TRAININGINITIAL TRAINING

EHAB HUSSIENEHAB HUSSIEN

SALES TRAINERSALES TRAINER

Welcome On Board

Four Obstacles For BuyingFour Obstacles For Buying

4 1

23

No Hurry

I’m afraid of what might go wrong

No TrustI don’t know if you areThe right person to

deal with

No NeedI don’t see how I have a problem

No HelpI don’t see how your solution will help

9 Ps=19 Ps=1Positive polite patientPositive polite patientPrepared planned punctualPrepared planned punctualPersuasive precise practicalPersuasive precise practical

==

professionalprofessional

CUSTOMERS BUY FROM CUSTOMERS BUY FROM SALESMAN THEY :SALESMAN THEY :

•LIKELIKE

•TRUSTTRUST

•RESPECTRESPECT

Let’s Summarize! The Let’s Summarize! The Salesperson:Salesperson:•MeetsMeets

•GreetsGreets

•Builds rapportBuilds rapport

•Goes through the approachGoes through the approach

•Discusses the productDiscusses the product

•Discusses the marketing planDiscusses the marketing plan

•Discusses the business propositionDiscusses the business proposition

•Closes – asks for the orderCloses – asks for the order

AstraZeneca Salesman AstraZeneca Salesman Should BeShould Be

SSMMKKAA

MR ..Time DistributionMR ..Time Distribution

41%

5%15%

8%

13%

11%2% 5%

CarTravel Selling

Waiting

Chats

Breaks

Others

Admin.

Planning

ARE YOU READY ?ARE YOU READY ?

SELLING SEQUENCESELLING SEQUENCE

A.A. Pre call planningPre call planning

B.B. OpeningOpening

C.C. Probing Probing

D.D. Handling objection Handling objection

E.E. CloseClose

F.F. CommitmentCommitment

G.G. Post call analysisPost call analysis

Interview SequenceInterview SequenceIntroductionIntroduction

RapportRapport BuildingBuilding

DiscussionDiscussion

Handling Handling ObjectionsObjections

SummarySummary

CloseClose

CommitmentCommitmentFollow upFollow up

OpeningOpeningOpeningOpening

Interview Interview ObjectiveObjectiveInterview Interview ObjectiveObjective

POSITIVE ATTITUDE

PRE-AND POST CALLACTIVITY

OPENING THE CALL

CONVERSATIONALQUESTIONING

LISTENING SKILLS

SATISFYING NEEDS

HANDLINGOBJECTIONS

CUSTOMER FEED BACK&CLOSING

THE SELLING SKILL MODEL

Sequential selling

Positive Attitude

To the customer

To your company

To product we are selling

Confidence&belief.Treat customers with theRespect they deserve.

More likely to be

Successful

Exercise Exercise

The DRAGONThe DRAGON

Critical success factorsCritical success factors

Your AttitudeYour Attitude• Total belief in products .Total belief in products .• Believe in your ability.Believe in your ability.• Enthuses a customer to feel positive Enthuses a customer to feel positive

about your company and products .about your company and products .• Takes full responsibility for all actions .Takes full responsibility for all actions .• Passionate about your company Passionate about your company

(Controllable emotion)(Controllable emotion)

Are You Are You

•Teacher ?Teacher ?

•Consultant?Consultant?

•Reporter?Reporter?

A.A. Pre call planningPre call planning

• Gathering information (prescribing Gathering information (prescribing habits,no. of patients …) to set your habits,no. of patients …) to set your objectiveobjective

• ProvidersProviders

Pre-InterviewPre-Interview

Pharmacists(Hospital+ Retail)

Other Customers

OtherRepresentatives

Secretaries +Hospital

Staff

Yourself –Call records

NursesReceptionists

PREPARATIONPREPARATION IF YOU FAIL IF YOU FAIL

TO PREPARETO PREPARE

YOU PREPARE TO FAILYOU PREPARE TO FAIL WITHOUT PREPARATION

•Rule of 20/80Rule of 20/80

•Assess the Assess the potentialitypotentiality

achievements

0

20

40

60

80

100

establish cover

effort

Customer analysis

Competitors analysis

Own product analysis

Long-term objective

Tactics/Action plan

Interview objective

The Six Step Approach to The Six Step Approach to PlanningPlanning

Pre interviewPre interview

Rudyard Kiplings’ Six honest serving men ( Rudyard Kiplings’ Six honest serving men ( 6 Ws )6 Ws )

• Who is he ?Who is he ?• What does he want Vs like ?What does he want Vs like ?• Where to visit him ?Where to visit him ?• When to visit ?When to visit ?• Why to visit ..my aims ?Why to visit ..my aims ?• Which offer is best for him ?Which offer is best for him ?

What does he want Vs What does he want Vs like..?like..?

• Attitude to the product / company.Attitude to the product / company.

• Resistance.Resistance.

• Objections.Objections.

• Main buying motive (s).Main buying motive (s).

• Purchasing policy.Purchasing policy.

• Decision process.Decision process.

• Relationship.Relationship.

Personality MatrixPersonality Matrix

ASKSTELLS

ASKS

EMOTES

Controlling(Result Oriented)

Analyzing(Evidence Oriented)

Advocating Facilitating

o patientsoRepsoHonest

Reasons for ContactReasons for Contact

ReminderReminder

(informative)(informative) Competitive(selective demands)

Competitive(selective demands)

Kindsof Product

information

Kindsof Product

information

Interview ObjectiveInterview Objective

Three-steps plan for interview objectives:Three-steps plan for interview objectives:

• Determine the doctor’s present prescribing Determine the doctor’s present prescribing habits.habits.

• Decide how you will change his habit… the Decide how you will change his habit… the objective.objective.

• Plan how to achieve this change…the strategyPlan how to achieve this change…the strategy..

Pre call analysisPre call analysisWho am I going to see?Who am I going to see?What are they presently using?What are they presently using?What do I need to make him get try of What do I need to make him get try of

my product?my product?What are the opportunities?What are the opportunities?What are the promotional What are the promotional

materials/samples do I need?materials/samples do I need?What is myWhat is my

OBJECTIVE ?OBJECTIVE ?

•Short termShort term

•Long termLong term

Basic ObjectiveBasic Objective

Why customers Why customers Repeat the useRepeat the use of of specific product of specific Company specific product of specific Company for specific MS ?for specific MS ?

SatisfactionSatisfaction

Tailored MessageTailored Message

• Doctors Attitude.Doctors Attitude.

• Competitors claims.Competitors claims.

• Doctors Prescribing Habit.Doctors Prescribing Habit.

• Your own objective for every Doctor.Your own objective for every Doctor.

Your Message Should Your Message Should

• Reflect AZ’s product strategyReflect AZ’s product strategy

• Differentiate the productDifferentiate the product

• Be based on customer needs and Be based on customer needs and prescribing habitsprescribing habits

• Be adaptableBe adaptable

The ladder of adoption

A set of milestones that take us to our ultimate objective

Taking the customer from never having heard of our productTo maximum possible usage.

Never heard

Aware&not used

Tried in few ps

Using 2nd. line

Using 1st. Line in 1 Rx

Using 1st. Line in all Rx

12

3

45

6

Can not happen in one go

Pe

rce

nt

Ad

op

tio

n

Time

Innovators(3-5%)

EarlyAdopters(10-15%)

EarlyMajority

(34%)

LateMajority

(34%)

Laggards/Nonadopters

(5-16%)

05

20

50

90

The Adoption CurveThe Adoption Curve

OUR GOALOUR GOAL• Right message is being deliveredRight message is being delivered

• Right customers are being seenRight customers are being seen

• Desired coverage is being achievedDesired coverage is being achieved

C

Product Place

Price Promotion

The Four Ps of the The Four Ps of the Marketing MixMarketing Mix

How well am I prepared How well am I prepared to achieve ?to achieve ?• The territory plan.• The core message.• Sales story.• Number of calls.• Frequency per individual customer.• Meeting “AV’s”• Influencers presentation .• Materials.• Other resources.

THE ACTUAL CALLTHE ACTUAL CALL

• Make sure you look professionalMake sure you look professional

• Have all materials organized & easy Have all materials organized & easy to followto follow

• Know your product & that of the Know your product & that of the competitorcompetitor

Documents & Supportive Documents & Supportive MaterialsMaterials

• Promotional materialsPromotional materials

• Clinical research papersClinical research papers

• Product knowledgeProduct knowledge

• Patient education materialsPatient education materials

• Samples Samples

Orange TerritoryOrange Territory

B. OpeningB. Opening

• 11stst. Three minutes. Three minutes

• Building Building RAPPORTRAPPORT• Def. :-Def. :- degree of mutual under degree of mutual under

standing & sympathystanding & sympathy

• True True RAPPORTRAPPORT makes your objective makes your objective attainableattainable

The initial favorable impression we The initial favorable impression we create about our selves through:-create about our selves through:-

1.1. Physical posturePhysical posture

2.2. Mental words & phrasesMental words & phrases

3.3. Emotional mood & emotionsEmotional mood & emotions

• Make your customer feels Make your customer feels comfortable with youcomfortable with you

• Show similarity & formality in dress & Show similarity & formality in dress & speech talk the same languagespeech talk the same language

• Be honest & sincereBe honest & sincere• Establish credibility Establish credibility • Appreciate customer’s time precious Appreciate customer’s time precious

create mutual respectcreate mutual respect

THERE IS THERE IS NO SECOND NO SECOND

CHANCE TO MAKECHANCE TO MAKE

THE FIRST IMPRESSIONTHE FIRST IMPRESSION

THE INTERVIEWTHE INTERVIEW

• CommunicationCommunication

• RelationshipRelationship

• ConnectionConnection

• COMMUNICATION:-COMMUNICATION:-

The art of being understood & to The art of being understood & to understandunderstand

• Making your customer aware of the Making your customer aware of the reason for your visitreason for your visit

• Assuring him that it will lead to Assuring him that it will lead to worthy conversationworthy conversation

Non verbal communicationNon verbal communication

• don’t forgetdon’t forget

• 60-70%60-70%

• Facial expressionFacial expression

• Voice tone matchingVoice tone matching

• Gesture & position during discussionGesture & position during discussion

• Mini-movement Mini-movement

• Eye contactEye contact

• RELATIONSHIP:-RELATIONSHIP:-

Establish your credibility while Establish your credibility while respecting individual identity ,thus respecting individual identity ,thus making him feel comfortable in your making him feel comfortable in your presencepresence

• Make it Make it BUSSINESS ORIENTEDBUSSINESS ORIENTED

• CONNECTION:-CONNECTION:-

The all important step of uniting you The all important step of uniting you with your customer in progress with your customer in progress

towards your goal towards your goal THE SALE

PLEASE PLEASE MAKE YOUR SEAT BELTIGHTMAKE YOUR SEAT BELTIGHT

IT IS THE TIME FOR TAKE IT IS THE TIME FOR TAKE OFFOFF

c. Probingc. Probing

1.1. QUESTIONINGQUESTIONING Pre interviewPre interview During the interviewDuring the interview Post interviewPost interview

Direct Q: yes/noDirect Q: yes/no Indirect Q: EXPRESS THE OPINIONIndirect Q: EXPRESS THE OPINION

• I KEPT MY HONEST SIX FRIENDS THEY I KEPT MY HONEST SIX FRIENDS THEY TELL ME ALL WHAT INEED TELL ME ALL WHAT INEED

THEIR NAMES ARETHEIR NAMES ARE

WHAT,WHEN,WHY,WHERE,WHO & WHAT,WHEN,WHY,WHERE,WHO & HOWHOW

• APPROPIATE QUESTIONING:-APPROPIATE QUESTIONING:-

a.a. Reflect your mental disciplineReflect your mental discipline

b.b. Help you to lead the discussionHelp you to lead the discussion

c.c. Control the interviewControl the interview

d.d. Discovering the needDiscovering the need

• True True RAPPORTRAPPORT …..give you the …..give you the right….. To ask Q.s during the sales right….. To ask Q.s during the sales interviewinterview

• Questions before the inter view Questions before the inter view information build your strategyinformation build your strategy

• Questions after the call results Questions after the call results

success indicators success indicators

Sub types of indirect Q.s:Sub types of indirect Q.s:

• General :-disease or therapy areaGeneral :-disease or therapy area

• Positive :- class of drugsPositive :- class of drugs

• Specific :- your product Vs Specific :- your product Vs competitorscompetitors

• Use encouraging Q.:-Use encouraging Q.:-It will be very helpful to know how It will be very helpful to know how

would the profile of your HTN patients would the profile of your HTN patients can affect the drug prescribed for can affect the drug prescribed for themthem

• Use phrase Q:- Use phrase Q:- I would welcome your comment on the I would welcome your comment on the

efficacy of our product in last 3 efficacy of our product in last 3 patientspatients

2. LISTENING 2. LISTENING

• It is absolutely active skill not a It is absolutely active skill not a passive skill consists of:-passive skill consists of:-

i.i. Conscious hearingConscious hearing

ii.ii. Mind mappingMind mapping

iii.iii. AnalysisAnalysis

iv.iv. InterpretationInterpretation

v.v. responseresponse

LISTEN 60%LISTEN 60%

SPEAK 40%SPEAK 40%

ENJOY YOUR SUCCESSENJOY YOUR SUCCESS

• LISTENING IS THE ULTIMATE SKILL OF LISTENING IS THE ULTIMATE SKILL OF UNDERSTANDING YOUR CUSTOMERUNDERSTANDING YOUR CUSTOMER

GOOD LISTENERGOOD LISTENER• Give non verbal evidence that he listens Give non verbal evidence that he listens

intentionallyintentionally• Give clear verbal evidence like constructive Give clear verbal evidence like constructive

& respectable feedback& respectable feedback• Can detect speaker self interest & motivesCan detect speaker self interest & motives• Tailor his tone , vocabulary ,phrases & Tailor his tone , vocabulary ,phrases &

volume to match the speakervolume to match the speaker• Respect speaker’s through facts & judgmentRespect speaker’s through facts & judgment• Convey his message efficiently Convey his message efficiently

Why it is so importantWhy it is so important

• To understand the objections To understand the objections • To listen to Q.s & provide relevant To listen to Q.s & provide relevant

answersanswers• To listen not only what is said but how To listen not only what is said but how

is said is said • To show concern & interest in To show concern & interest in

customercustomer• To gather information about your To gather information about your

customercustomer

DIFFICULTIESDIFFICULTIES• Yes…..ButYes…..But

• Assuming that you knowAssuming that you know

• I heard him say this beforeI heard him say this before

• InterruptingInterrupting

• PrejudgedPrejudged

• Pretending to listenPretending to listen

• Nodding syndromeNodding syndrome

• You don’t listenYou don’t listen

LISTENINGLISTENINGIS IS

NOTNOTSILENCESILENCE

If God had wanted us to talk If God had wanted us to talk more than listen, more than listen,

he would have he would have given us two given us two

mouths rathermouths ratherthan twothan two

ears. ears.

If God had wanted us to talk If God had wanted us to talk more than listen, more than listen,

he would have he would have given us two given us two

mouths rathermouths ratherthan twothan two

ears. ears.

KISSKISS

DON’TDON’T

MISSMISS

Features & benefitsFeatures & benefits• FEATURE:-FEATURE:- the statement that the statement that

describe your productdescribe your product

• BENEFITS:-BENEFITS:-what the feature do for what the feature do for the customerthe customer

Uncover needsPROBLEMSPROBLEMS OPPORTUNITIESOPPORTUNITIES NEEDSNEEDS

Situation that Situation that the customer the customer is unhappy is unhappy with.with.

A problem A problem that your that your product can product can solve.solve.

A problem A problem your product your product can solve can solve and and the customer the customer wants to solve.wants to solve.

Reps are good at identifying and selling against opportunities without confirming that this is Something the customer feels strongly about.(How to confirm?)

USING the art of questioning and listening the rep can understand the real issues facing the Customer (problems) ascertain any areas where our products can help(opportunities) and uncover the real needs of the customer.

SATISFYING NEEDSFEATURES&BENEFITS

HOW TO DELIVER INFORMATION? OUR PASSION&BELIEF IN OURPRODUCT CAN HAVE A MAJOR IMPACT ON HOW WE CONVEY INFO.

MATERIALS WE USE ONLY ASSIST.DELIVERY/IMPACT OF THE MESSAGE

7%

38%55%

WORDS

VOICE

NON-VERBALCOMM.

Customer emotionalbenefits are at least asImportant as the patientBenefits.

HEARTHEAD

Features & Benefits Features & Benefits integrationintegration• We are selling our product through its We are selling our product through its

benefits that gain customer satisfactionbenefits that gain customer satisfaction

• Benefits :- what our product Benefits :- what our product DOESDOES for for the Dr. not the Dr. not HOWHOW it looks like for you it looks like for you

• Discover through Q.sDiscover through Q.s

• The KEY benefit :- satisfy customer’s The KEY benefit :- satisfy customer’s specific needspecific need

• Always linkAlways link

F BF B

• FUEL INJ. ……….FUEL INJ. ……….• INTEL INSIDE ………..INTEL INSIDE ………..• JET WASH …………JET WASH …………• FLAT SCREEN …………FLAT SCREEN …………• DOORS ARE STEEL SUPPORTED DOORS ARE STEEL SUPPORTED

…..…..• 3 RAZORS SHAVING MACH. 3 RAZORS SHAVING MACH.

………. ……….

Buy-in for Objective

Reaching it logically

KEY BENEFITKEY BENEFIT

• Main benefit which of all the benefits Main benefit which of all the benefits satisfy customer's specific needsatisfy customer's specific need

• Matching with the need Heart Matching with the need Heart of the selling interviewof the selling interview

• Visual reinforcementVisual reinforcement• Refer to specific Pt. who will benefit Refer to specific Pt. who will benefit

clear indication positioning clear indication positioning reinforce your message reinforce your message

Building benefitsBuilding benefits

• Don’t over sellDon’t over sell

• Once you’ve obtained your customer Once you’ve obtained your customer agreement agreement Buying signalBuying signal

Successful closeSuccessful close

CloseClose

$$$

$$$

$$$

Rules Rules

• Don’t introduce new one randomlyDon’t introduce new one randomly

• Straightforward linking (which means Straightforward linking (which means that… ,because….. & consequently)that… ,because….. & consequently)

• Your customer agree (watch his Your customer agree (watch his reactions & ask appropriate Q.s)reactions & ask appropriate Q.s)

• What your product can do What your product can do NOTNOT what your product iswhat your product is

Why Do Our Customers BuyWhy Do Our Customers Buy

• SSafetyafety

• PPerformanceerformance

• AAppearanceppearance

• CComfortomfort

• EEconomyconomy

• DDurability urability

SPACED

Assumed IdentityAssumed Identity

• Bahlol EconomicBahlol Economic

• No-Need Sab3 El-leilNo-Need Sab3 El-leil

• Fato7 CompetitionFato7 Competition

• Captain Gimme DiscountCaptain Gimme Discount

• Hathout references. Hathout references.

Competitive Brain StormingCompetitive Brain Storming

Let’s GoLet’s Go

D. Handling objectionsD. Handling objections

• There is no thing personalThere is no thing personal

• Normal procedureNormal procedure

• Success not failureSuccess not failure

• Opportunity don’t loseOpportunity don’t lose

• Your customer needs help …… it is Your customer needs help …… it is your decision your decision

Types of objectionTypes of objection

MISUNDERSTANDING:-MISUNDERSTANDING:-

• Correct before overcoming the objectionCorrect before overcoming the objection

• You can get the information you need You can get the information you need from the detail aids & clinical trialsfrom the detail aids & clinical trials

• Always restate the appropriate benefitsAlways restate the appropriate benefits

DOUBT:-DOUBT:-

• Customer doubts the fact of what Customer doubts the fact of what you are sayingyou are saying

• Resolve & appropriate benefit should Resolve & appropriate benefit should be presentedbe presented

LIMITATION:-LIMITATION:-

• Your product can’t provide what the Your product can’t provide what the customer is looking forcustomer is looking for

• Minimize & compare +ve & -veMinimize & compare +ve & -ve

• Link to appropriate agreed benefitLink to appropriate agreed benefit

QUESTION:-QUESTION:-

• To obtain informationTo obtain information

• Listen carefullyListen carefully

• Integrate the key benefit in your Integrate the key benefit in your replyreply

E. Closing & gaining E. Closing & gaining commitmentcommitment

LandingLanding

Keep your seat Keep your seat belt tightbelt tight

Commitment

Negotiate Negotiate

ForFor

The The

TripleTriple

winwin

Time for actionsTime for actions

• Once the Dr. agrees on the benefit Once the Dr. agrees on the benefit package real buying signal package real buying signal stop close stop close

• Time to ask for business :- be Time to ask for business :- be realistic , precise & focusedrealistic , precise & focused

• Don’t forget your original objectiveDon’t forget your original objective

Call rates, target doctors

Special projects

Product knowledge

SALES

Work / life balance

CLOSING APPROACHESCLOSING APPROACHES

1.1. Closed Q.Closed Q.

• I think your agreement means next I think your agreement means next suitable Pts can benefit from….?suitable Pts can benefit from….?

• By this ……. Will be beneficial for By this ……. Will be beneficial for your Pts ?your Pts ?

2.Assumptive app.2.Assumptive app.

• Assume he has bought RxAssume he has bought Rx

• By this ,do we agree that 1By this ,do we agree that 1stst. 2-5 Pts . 2-5 Pts will be on Rx.will be on Rx.

3.ALTERNATIVE CHOICE3.ALTERNATIVE CHOICE

• Will you use … instead of X in the 1Will you use … instead of X in the 1stst. . Suitable Pt…..?Suitable Pt…..?

4.SUMMARY Q.4.SUMMARY Q.

• As agreed, can we say that Rx is an As agreed, can we say that Rx is an important alternative therapy to your important alternative therapy to your Pts…?Pts…?

5.THIRD PARTY 5.THIRD PARTY

• You tell him success story of another You tell him success story of another Dr. with Rx ,then ask closed Q.Dr. with Rx ,then ask closed Q.

• WILL YOUR PATIENT BENEFIT THE WILL YOUR PATIENT BENEFIT THE SAME WAY….?SAME WAY….?

6. SHARP ANGLE APP.6. SHARP ANGLE APP.

• If the Dr. ask you (will my Pts benefit If the Dr. ask you (will my Pts benefit from Rx ?from Rx ?

• This means Dr. is very important to This means Dr. is very important to your asthmaticsyour asthmatics

• If Rx offers it ,will it benefit your next If Rx offers it ,will it benefit your next suitable Pts suitable Pts

7.OBJECTION APP.7.OBJECTION APP.

• Hear carefullyHear carefully

• ClarifyClarify

• Get his agreement for understandingGet his agreement for understanding

• Answer appropriatelyAnswer appropriately

• Confirm that the answer satisfies the Confirm that the answer satisfies the Dr.Dr.

Direct AFTBDirect AFTB

• Dr. if this information on Dr. if this information on ATACAND ATACAND of of interest to you ,perhaps you could interest to you ,perhaps you could use it for the next 4 HTN patients.use it for the next 4 HTN patients.

• Doctor ,if you use Doctor ,if you use SYMBICORT SYMBICORT for for your asthmatic patients,you will be your asthmatic patients,you will be probably pleased with the results.probably pleased with the results.

Direct AFTBDirect AFTB

• Dr.,I made sure that the pharmacy Dr.,I made sure that the pharmacy has enough stock for the next x has enough stock for the next x patients whom you will prescribe patients whom you will prescribe LOGIMAX LOGIMAX for.for.

• Dr., would you be willing to try Dr., would you be willing to try ATACAND ATACAND for some of your HTN for some of your HTN patients intolerable for their patients intolerable for their treatment. treatment.

Direct AFTBDirect AFTB

• Dr.,do you feel confident to start Dr.,do you feel confident to start prescribing prescribing SYMBICORT SYMBICORT for you for you asthmatic patients ?.”can you think asthmatic patients ?.”can you think of specific pats now?”of specific pats now?”

• Which is the type of patient you will Which is the type of patient you will start using start using IMDUR IMDUR for now?for now?

Indirect AFTBIndirect AFTB

• Dr.,now we agreed on the benefits thatDr.,now we agreed on the benefits that ATACAND ATACAND ensure reliable control for your ensure reliable control for your patients,would you consider prescribing it patients,would you consider prescribing it for your HTN patients?for your HTN patients?

• Dr.,from your comments it seems that Dr.,from your comments it seems that SYMBICORT SYMBICORT sounds useful forsounds useful for your your patients, would you consider prescribing it patients, would you consider prescribing it for the next 5 patients. for the next 5 patients.

Indirect AFTBIndirect AFTB

• Dr.,since you have seen Dr.,since you have seen LOGIMAX LOGIMAX proven efficacy for your HTN proven efficacy for your HTN patients,would you consider using it patients,would you consider using it for the next 4 patients(newly for the next 4 patients(newly discovered).discovered).

• Dr., did I bring you any thing today Dr., did I bring you any thing today that might cause you to consider that might cause you to consider using using SYMBICORT SYMBICORT more frequently.more frequently.

Remember Remember • Polite acceptance is not enoughPolite acceptance is not enough

• You need strong & firm agreement You need strong & firm agreement on actionon action

• To make sure that customer has To make sure that customer has taken decisiontaken decision

• NO OPP. Raise any NO OPP. Raise any hidden objectionhidden objection

Binding CommitmentBinding Commitment

• Gaining binding commitment to buy…is Gaining binding commitment to buy…is what our job is all about.what our job is all about.

• It is the skill above all others that bring It is the skill above all others that bring you the real sales success.you the real sales success.

• It is a matter of pride and job satisfaction It is a matter of pride and job satisfaction to generate sales, rather than feeling shy.to generate sales, rather than feeling shy.

SMARTSMARTObjectiveObjectiveLeads toLeads toSMARTSMART

Commitment Commitment

Can the customerRealistically

Achieve It ?

Does he knowHow toAchieve

It ?

Will be benefitAs a result ofAchieving

it ?

Gaining CommitmentGaining Commitment

Close onAgreed benefit

Ask your customer To prescribe

Your product

Agree plansFor product usage

Make follow-upAppointment to check

product use and ensureThat pharmacy has stocks

Commitment for Follow Commitment for Follow UpUp

RELEASE YOUR SEAT BELTRELEASE YOUR SEAT BELT

YOU YOU

LANDED SAFELYLANDED SAFELY

F. Post call analysisF. Post call analysis

• Write call summary (what took place in Write call summary (what took place in your visit)your visit)

• Did you meet your objective ?Did you meet your objective ?

• Response/obstacles/objectionsResponse/obstacles/objections

• Did the Dr. request follow up information?Did the Dr. request follow up information?

• Samples/ giveaway Samples/ giveaway

• Did the Dr. give you commitment ?Did the Dr. give you commitment ?

• Next step/ next call objective Next step/ next call objective

THE HARDER YOUTHE HARDER YOU

WORK THE WORK THE LUCKIERLUCKIER

YOU BECOMEYOU BECOME

THE HARDER YOUTHE HARDER YOU

WORK THE WORK THE LUCKIERLUCKIER

YOU BECOMEYOU BECOME

EHAB HUSSEINEHAB HUSSEIN