Pharmaceutical selling

Pharmaceutical Selling

Four Basic Skills

Prepared By:Mohamed Salah El DeinMBA – Cairo University Learning & Development ManagerSalehiya Trade Est.

Selling Process

Prospecting

Pre-Approach

Approach

Need assessment

Presentation

Meeting objections

Gaining commitment

Follow-up

2M.S.

Four Basic Skills

A

•Opening

B

•Exploring

C

•Satisfying

D

•Closing

M.S. 3

A - Opening

• It’s the first step in selling skills inside the Doctor’s

chamber.

• Effective opening need

Rapport Building

Rapport Building

Outside Doctor’s Chamber

Inside Doctor’s Chamber

Outside Doctor’s Chamber

Three “R” Technique



Attire Body Language


Tonality Rate of Speech


Repeat & Approve Commonality


Positive Words Personal Space

Personal Space

Purpose of the Opening

Get Attention

Create Interest

Purpose of the Opening

Explain

Purpose of Visit

The Received Benefits

When to open the call !!

• After the rapport building

statement , as the doctor's

time is very valuable.

How to Open ???

Opening

Common ways

Uncommon ways

Common ways of Opening

1

•Introduction

2

•Agenda

3

•Benefit of the Customer

4

•Invite customer to add in to the Agenda

5

•Getting the permission

1- Introduce yourself

• MR can gives his & his company’s name.

• Example :-

“ I am Ali from Salehiya Pharmaceutical “

Introduce yourself

MR

Old New

Old Medical Reps

• Usually not find needs to introduce themselves

with general information as the customer may be

familiar with their & their company’s introductions

Old Medical Reps

• Usually begin their call with

previous or old reference & can

move from general statement to

state their agenda for the visit.

New Medical Reps

• MUST introduce themselves & their

companies as this is essential

for their Branding

Techniques of opening

• Using “impactful” language or

article to gain & hold the attention

of the customer.

Examples …….

• As discussed last time ….• Misery of your patient ….• Quick Relief ……• New study ..• New Dose ….• New Indication ….• New clinical paper …..

2 – State an agenda to the customer

• The medical representatives state

their objectives of the visit.

Example …..

• “In the last call I discussed the serum

concentration of my product , today I am

here to share with you a new study about

the sensitivity data of the community

acquired pneumonia patients”

3- Benefit of the customer

• It’s very important to tell the customer

about the benefits he/she may receive

from the discussion regarding the

agenda.

• This statement creates interest of the

customer.

Example …….

• In the last call I discussed the serum

concentration of my product , today I

am here to share with you a new

study about the sensitivity data of

the community acquired pneumonia

patients and how their results

benefits your patients as well, I

shall now proceed with your

permission …..”

4 - Invite customer to add in to the Agenda

• Ask the doctor if he wants to discuss

anything regarding the disease and

its management area .

4 - Invite customer to add in to the Agenda

• This step is not applicable step in all

situations.

• You can use this step when you have a

good rapport & trust worthy

relationship with the customer

Example …..

• “Would you like to add anything to discuss ?”

5- Get the permission to Start

• In the last call I discussed the serum

concentration of my product , today I

am here to share with you a new

study about the sensitivity data of

the community acquired pneumonia

patients and how their results

benefits your patients as well, May I

proceed with your permission

…..”

Uncommon ways of Opening

1

•Product Method

2

•Benefit Method

3

•Question Methodology

4

•Referral Methodology

5

•Study Methodology

1- Product Method

• Initiating the discussion by Showing the

Product.

• Applicable with

1. Customer is too Busy

2. Customer seems much reluctant to talk

3. Launching a New Product

Example …….

• Dr. , this is our new anti-malarial drug which has

a unique mode of action that differentiates it

from other drugs and will be most beneficial to

your patients. Can you spare some time for a

detailed discussion ??

2 - Benefit Method

• Open the call by using the most beneficial

feature of your product.

• Applicable with

1. New MR

2. MR who has weak probing skill

3. Drs. who seem reluctant to probing

Example

• Dr. , I would like to discuss the

product, X, which has a long half

life and is suitable for a single

daily dosage”

3 - Question Methodology

• Open the call with question

• Applicable with

1. Reading out information from the customer

2. Needing more time to discuss the product in

details.

3. Launching new product.

Example ……

• Dr. , In your opinion, what’s the

parameters of an effective

antibiotic for your patients of

urinary tract infection ??

4 – Referral Methodology

• Some customers prescribe certain

drugs due to the influence of their

seniors.

• Applicable with

1. Newly graduated Drs.

Example

• Dr. , prescribing of the

product ,X, by Dr. ……..

Encouraged me to discuss the

details of this product with you

…..

5 – Study Methodology

• Sharing the result of a study or a

survey with the Dr.

• Applicable with

1. Analytical Doctors.

Example

• “ ….. Today I would like to share with you a

study of antihypertensive drug, I am sure

it will be beneficial in managing your

patients of hypertension, Can I proceed ??”

Exercise …….

• Please find the following questions ……..

B - Exploring

• Definition :-

• Understanding the customer needs

Exploring

Needs

How Many

Priority Relating to

your Product

What’s the need???

•The Desire of the customer that can be satisfied by your product or services

•A problem that customer intends to solve with the purchase of goods or service

•The result of a gap between customers’ desired states & their actual state

What’s a Need Gap ???

What’s the Role of the MR ?

Types Of Needs

How To Explore

Listening

Asking Question

Asking Questions

• Determine Exactly which information you need

•Choose the question that accomplish your desire outcome

•Keep it simple & avoid complex question

•Just ask & don’t interrogate

•Try to develop a natural style

Types of the Question

Exploring Technique

Active Listening

C - Satisfying

• Accomplishment of the

customer’s needs or desires with

your product or service

Right Time of Satisfaction

1

•The customer has clearly EXPRESSED his/her needs

2

•You & The customer fully understood the needs

3

•Your Product or service can meet the needs.

How to Satisfy ??

Respect customer needs

Provide Features & Benefits

Check for acceptance

Respect the Customer’s need

• If the Doctor expressed that quick relief of pain is his main concern with arthritis patients, the MR may say :

• “Quick pain relief is really very important for

the patients of arthritis, and our NSAIDs give

pain relief within 10 min.”

Provide appropriate Feature & Benefits

The MR should provide the features

& benefits that relevant to

The customer’s needs

What’s the features & Benefits ??

Insight of the customer

Product Ladder

Non User

Reserve Therapy

2nd line Prescriber

Drug of Choice

Check for Acceptance

• Use strong confirmed close question.

• “ Are the benefits that I offered to you

for your patients agreed upon? How

do they sound for your patient ?”

D- Closing

• It’s the time to get a

commitment of a prescription

from the customer

When to close ??

• Once you have satisfied your

customer with relevant feature &

benefits as per his need and the

customer gives you the buying signal

Buying Signal

Buying Signal

Verbal Non Verbal

How to close ??

1. The 4‘S Technique

2. Direct commitment Technique

3. Alternative choice Technique

4. T – Account Technique

5. Success story Technique

The 4’S Technique

1. Summarize Agreed Benefits

2. Suggest Future Plan

3. Substantiate your Plan

4. Seek continuation for the next cool

Direct Commitment Technique

• Straight a forward request for prescription

Alternative choice Technique

• Ask the customer to choose between two or more choices.

T – Account Technique

• Need special condition to be used

Success story Technique

• By telling a successful story about your Product

If you work just for money, you’ll never make it.

But if you love what you are doing, and always

put the customer first, success will be yours.

-Ray Kroc

Nobody counts the number of ads you run; they

just remember the impression you make.

-William Bernbach

It is not your customer’s job to remember you. It is your

obligation and responsibility to make sure they don’t

have the chance to forget you.

-Patricia Fripp

Sources

• Pharmaceutical Selling (Four Basic Skills) Nazir Ahmed 1st Edition, 2013 ISBN 978-87-403-0361-2 http://bookboon.com/

http://bookboon.com/

http://bookboon.com/

79M.S.

Health & Medicine

Pharmaceutical selling