Pharmaceutical detailing and relationship selling skill training

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Pharma selling skill training

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Pharmaceutical detailing and relationship selling skill training

  1. 1. Masum Chowdhury Manager Strategic Brand Management Asiatic masum.pha@gmail.com 0171 7642874
  2. 2. Prospecting Pre-Approach Approach Need assessment Presentation Meeting objections Gaining commitment Follow-up
  3. 3. Opening • Opening is the first step in selling skills inside the Doctor‟s chamber.
  4. 4. What is Opening ? • Opening is all about building rapport and opening steps. It is the ability of Medical Promotion Officer to build relationships with the Doctors and his/her staff.
  5. 5. Relationship Selling
  6. 6. Relationship Rule • People don‟t care how much you know until they know how much you care.
  7. 7. Relationship Building • Most people believe that before open the call, Relationship building with the Doctor is very important.
  8. 8. Relationship Selling • Before discussing how to open the call, we will briefly discuss about the Relationship building and Relationship Selling.
  9. 9. Relationship Building • Building relationship is the key technique in building relationship with the Doctors. Relationship Building is an important skill for smooth selling process. • It will increases trust between the MPO and the Doctor.
  10. 10. In pharmaceutical selling, Relationship building may be the key yet. Relationship Building in Pharmaceutical Selling Relationship Building can be built with many continuous calls. Relationship building cannot be built within a single visit to the Doctor.
  11. 11. Relationship Building
  12. 12. Total Practice in Pharmaceutical Selling • We need a greater customer‟s information and knowledge of the total practice (people working in the clinics or hospital to assist the doctors) for Relationship Building.
  13. 13. Rapport Building technique in Pharmaceutical Selling • You can build rapport in the Doctor‟s chamber and also outside the chamber of the doctor by building relationship with the total practice.
  14. 14. Outside Doctor’s Chamber
  15. 15. Total Practice • Receptionist, helper or the nursing staffs of the doctor, all are included in the total practice.
  16. 16. Purpose of Relationship with Total Practice • Receptionist, helper or nursing staffs are the influencers of the Doctors. They can provide you many information of the Doctors.
  17. 17. Rapport Building outside the Doctor Chamber • If you build a good relation with the total practice, you can easily visit your doctors.
  18. 18. Example of total practice • Prof. Dr. Athar Ali, Cardiologist Practicing Padma Diagnostic Centre, Malibagh More. 2014 • cordial relationship
  19. 19. Building Relationship Tips and Technique 1. Treat all staffs professionally 2. Build Rapport and relationships with key staffs 3. Personalize interaction with key staffs 4. Always use rapport building opportunities as a bridge to learning. 5. Provide Small Gifts 6. Building Trust
  20. 20. Treat all staffs professionally • Take the time to talk with all important staffs even if you will not be able to meet the Doctor. Probe staff to stay current on activities, customer feedback, and marketing and sales strategy of the competitors.
  21. 21. Personalize interaction with key staffs •
  22. 22. Rapport building opportunities as a bridge of learning • Sergel Prescription
  23. 23. • Provide Small Gifts: Note Pad, Pen etc. Build relationships with key staff members
  24. 24. • Building Trust: Keep your promises. Remain careful about their ethical needs. Build relationships with key staff member
  25. 25. Building Good Relationship with total practice
  26. 26. • There are many ways to improve your Personal Relationship with the total practice.
  27. 27. Understanding needs of total practice • In your conversations with the total practice, you can ask of their needs and improve mere relationship. • They may bring to you their needs such as note pads, pens or other gifts. • If they face any problems in managing their work you can assist them by simple guidance.
  28. 28. Understanding the need of total practice • You must not ignore the importance of total practice. • Always keep their promises and conclude your image as a trust worthy person.
  29. 29. 3 R techniques for building good relationship
  30. 30. Building Relationship - 3 R techniques • Practice staff provide you key information, tips on how and when best to connect with Doctor. • Recognize practice staff who is control access to the Doctor • Respect their position as right hand to the Doctor, and respect their level of knowledge • Request while obtaining help from the practice staff
  31. 31. Building Relationship inside Doctor‟s Chamber • Attire • Body Language • Tonality • Rate of Speech • Repeat and Approve • Commonality • Positive words • Personal Space of the MPO
  32. 32. Finally, Continuous Visit is one of the most important factor for Building Relationship with Doctors.
  33. 33. Opening Skill
  34. 34. Purpose of the Opening • Create Interest of the Doctor • Get Attention from the Doctor
  35. 35. Steps of Opening • Propose a feature and benefits (Key Selling Points) that satisfied Customer’s need • Identify a known or presumed need
  36. 36. When to Open the Call • You can open the call, when your customer agrees to begin the call. • After a rapport building statement, you can begin the business call. Customer‟s time is highly valuable
  37. 37. How to Open • Common ways • Uncommon ways
  38. 38. Common ways of Opening
  39. 39. Five steps in opening skill • Introduction • State the Agenda (Visit Objectives) • Benefits of the Customer • Invite customer to add into the Agenda • Getting Permission
  40. 40. Introduce yourself : MR can give his & his company’s name • • (Old MPO • (New MPO):
  41. 41. Tips and Technique of Opening • Using “impactful” language and articulate passion to gain & hold the attention of the customer. Following are some impactful words. • As discussed last time …. • Misery of your patient …. • Quick Relief …… • New study .. • New Dose …. • New Indication …. • New clinical paper …..
  42. 42. State an Agenda to the customer (Visit Objectives) • After the introduction, the Medical Promotion Officer have to state their objectives of the call.
  43. 43. State an Agenda to the customer (Visit Objectives) • For example: In the last call, I discussed the dosage guidelines of Asizith 500 Tablet, today I am here to share with you a new study about the sensitivity data of the community acquired pneumonia patients” May I proceed with your permission.. Practice, Please
  44. 44. Benefits of the Customer • After your agenda statement, it‟s very important to tell the Doctor about the benefits he/she may receive from the discussion regarding the agenda. This statement creates interest of the Doctor.
  45. 45. Benefits of the Customer • For example: In the last call, I discussed the dosage guidelines of Afixime 200 Capsule, 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 …..”
  46. 46. Invite customer to add into the Agenda • Ask the doctor if he wants to discuss anything regarding the disease and its management area. This step is not applicable for all Doctors.
  47. 47. Invite customer to add into the Agenda • „You can use this step when you have a good rapport & trust worthy relationship with the Doctor‟. For example: “Would you like to add anything to discuss?”
  48. 48. Get the permission to Start • You may follow the below statements to get permission for the proceeding the call. May I proceed?
  49. 49. Get the permission to Start • In the last call, I discussed the dosage guidelines of Ceroxime Tablet, 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 …..” Practice, Please
  50. 50. Uncommon ways of Opening • Product Method • Benefit Method • Questions Method • Referral Method • Study Method
  51. 51. Product Method • Few MPOs open their calls to show their product. By showing their product they initiate the discussion. In this approach, mostly Doctors himself provides some comments in regard to product. • Applicable with • Doctor is too Busy • Doctor seems much reluctant to talk • Launching a New Product • Alu Alu Pack
  52. 52. Product Method • For example: Sir, (Dr. Kamruzzaman) this is our new anti-fungal drug Dermicon 150 Capsule which has a unique mode of action that differentiates it from other drugs and will be most beneficial to your patients. Can you give some time for a detailed discussion??
  53. 53. Benefit Method You can also open your calls with the most important benefit of your products. In your customers, those who remain reluctant to probing, this is a good technique when directly throwing a benefit, after that you may for ask a close probe for confirmation. • Applicable with • New MPO • MPO who has weak probing skill • Drs. who seem reluctant to probing
  54. 54. Benefit Method • For example - Sir, (Dr. Kamruzzaman) I would like to discuss the product, Liam Tablet, which has a long half life and is suitable for a single daily dosage”.
  55. 55. Questions Methodology Open the call with question • Applicable with • Reading out information from the Doctor • Need more time to discuss the product in details. • Launching new product.
  56. 56. Questions Methodology • For Example: Sir, (Dr. Kamruzzaman) In your opinion, what‟s the parameters of an effective antibiotic for your patients of urinary tract infection?
  57. 57. Referral Methodology • Some customers prescribe certain drugs due to the influence of their seniors. • Applicable with • Newly graduated Drs.
  58. 58. Referral Methodology • For example: Sir, (Dr. Kamruzzaman), You will be happy to know that Prof. Dr. Atahar Ali sir prescribing Atonor Tablet. Today I am very much pleased to discuss the details of Atonor Tablet with you …..
  59. 59. Study Methodology • Sharing the result of a study or a survey with the Dr. SK Roy. • Applicable with • Analytical Doctors.
  60. 60. Study Methodology • For example: “ ….. Today I would like to share with you a new study of antihypertensive drug, I am sure it will be beneficial in managing your patients of hypertension, Can I proceed?”
  61. 61. “You never „close‟ a sale, you open a long-term relationship”
  62. 62. Thanks Masum Chowdhury Manager Strategic Brand Management Asiatic masum.pha@gmail.com 0171 7642874

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