Upload
bapan-paul
View
433
Download
55
Embed Size (px)
Citation preview
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