PROSPECTING IN

PHARMACEUTICAL

SELLING

Mansoor Khan Team Lead-Training & Development,

Islamabad, Pakistan

Cell: 03315494769

Skype: Mansoor.lahore

Mansoor.lahore@gmail.com

Pharma Selling Process

3

Prospecting

Pre-Approach

Approach

Need assessment

Presentation

Meeting objections

Gaining commitment

Follow-up

Spirit of Business Development: Prospecting

- Involves locating and qualifying the individuals or businesses

that have a potential to buy a product.

- A person or business that might be a prospect is a lead.

- Salespeople who begin their sales careers prospecting

look forward to the day when most of their sales come

from present customers.

- Referrals are earned by demonstrating integrity,

trustfulness and character to the customer.

بزنس میں کسی ایک ڈاکٹر پر انحصار آپ کو بند گلی میں لے جا سکتا ھے۔•

•

Sales Process?

• - Sales process refers to a sequential series of actions by

the salesperson that leads towards the customer taking a

desired action and ends with a follow-up to ensure

purchase/buy/Rx satisfaction.

Steps before the sales presentation

• - It all begins with prospecting

- Doing a great amount of background work just like a

lawyer

- A good sales process involves 20% presentation, 40%

preparation and 40% follow-up.

- “Nothing happens until someone does some

prospecting”

Prospecting – The life blood of selling First step in the selling process

A prospect is a qualified person or organization that’s has

potential to buy

It is the life blood of selling because it identifies potential

customers

TWO reasons – increase sales and search for the

replacement of customers that may be lost in future.

Find people that are MAD. Money, Authority and the Desire

to Prescribe or Dispense ?

THE LEAKING BUCKET CUSTOMER

CONCEPT New customers come into the top and leave through a hole in the bottom of the bucket. It is always easier to sell a satisfied customer than an unsatisfied one or a prospect. The cost of acquiring a new customer is higher than keeping a present customer. This is why service and follow-up after the sale are so important to salespeople.

WHERE TO FIND PROSPECTS

Sources of prospects can be many and varied or few and

similar, depending on the service or product the

salesperson sells. Naturally, persons selling different

services and products might not use the same sources for

prospects.

PROSPECTING STRATEGY

Frequently salespeople, especially new ones,

have difficulty in prospecting.

Many salespeople prefer to contact prospects

having similar characteristics/interests as

themselves.

To be successful, prospecting requires a strategy.

Prospecting, like other activities, is a skill that can

be constantly improved by a dedicated

salesperson.

Prospecting Methods Actual Methods that salespeople use to obtain prospects

1.Suspecting (getting info from different sources) 2.Social or Initial Prospecting (Qualification) - Doctors/Customers -Institutions 3. Verification (Chemists, Market, Field, Peers) 4. Endless (Chain) Customer Referrals 5. Orphaned customers (Past or Ex-Customers) 6. Associations/Societies (PMA, PSR, POA, PAFP) 7. Associate Staff (PA, Reception, Staff Nurse, Security Guard, Peon, Driver) 8. Symposiums/Exhibitions 9. Center of Influence (KOLs) 10. Interest/Orientation 11. Observation 12. Networking

Prospecting Guidlines

• -The criteria that WE should use in developing the best prospecting method. 1. CUSTOMIZE or choose a prospecting method that fits the specific needs of US.

• Don’t ever Ctrl+ C & than Ctrl+V of any other Organization’s Method (with out evaluation of UR very OWN SWOT) 2. Concentrate on HIGH POTENTIAL customers first. 3. Always CALL BACK/REVIEW on prospects that did not buy. -Look for new customers

-Do not be limited to your present customers

The Prospect Pool

PROSPECT POOL

SUSPECT LEAD REFERRAL CUSTOMER ORPHAN (past/Ex-

Customer)

-A group of names gathered from various sources

-Chemist, Market, Field, referrals, Orphan, or existing customers.

1. Suspect- Have doubt & not clear about exact potential for the specific products.

2. Leads - people and institution you are getting to know very little about. 3. Referrals - people or organizations you frequently know very little about than what you learned from the referral.(words of mouth) 4. Orphans - company records provide you only information about these past customers. 5. Your Customers - The most important prospects for future sales of other portfolio products & line extensions.

Call Reluctance Costs You Value

Addition in Your Business

Not wanting to contact a prospect or customer

“You must admit you have call reluctance and that your call

reluctance is keeping you away from helping others and earning

what you’re worth.”

Owning up to call reluctance is the most difficult part of

combating it

Obtaining the Prospected Sales Information

Benefits of Appointment Making

• Call Planning: • Plan and write down what you will say.

• Clearly identify yourself and Company.

• State the purpose of your call and briefly outline how the prospect may benefit from professional business call.

• Prepare a brief sales message.

• Do not take no for an answer.(Probing)

• Ask for a Trial of your product.

• Phrase your request as a question.

Benefits of Appointment Making

• Personally Making the Appointment

• Believe in yourself.

• Develop friends in the prospect’s area of influence.

• Call at the right time on the right person.

• Do not waste time in procrastination or delay to act.