Mohamed Salah El Dein
MBA – Cairo University
Learning & Development Manager
Salehiya Trade Est.
Understand the meaning of the Selling Process.
2. Identifying the 8 steps of the selling process.
3. Mastering the different sources of prospecting.
4. Understand the meaning of pre-approach & the main
objectives of it.
5. Identifying the different approach techniques.
6. How we can make a successful probing?
7. By which we sell : Feature or Benefit.
8. How to handle objections?
9. The professional ways for closing.
10. The importance of follow up.
The selling process is essentially the series
of steps followed by a salesperson through
which he is offering to EXCHANGE an item
of VALUE for a different item.
The original item of value being offered may
be either tangible or intangible.
The second item, usually money, is most often
seen by the seller as being of equal or greater
value than that being offered for sale.
“Everyone lives by selling something.” ~Robert
“It used to be that people needed products to
survive. Now products need people to survive.”
~Nicholas Johnson –
Customer Life Cycle
Prospecting / initial contact
New customers represent the life
blood of a vital, growing organization.
It’s a key selling skill and a critical skill
to develop if you want to increase
your sales and achieve long-term
success in sales.
Sources of Prospecting
B) External Sources
Community Contacts (Centers of
There are specific characteristics of the ideal
prospect that should be determined.
hospital Size (No. of Patients)
Identify the specialty that fits best
with the products and services
But in some cases, a product
could be used by many or all
specialties. It is very likely that
there may be one or two
specialties where the value
proposition delivered is higher.
When this is the case, identify
what specialty match up best
when developing sales strategy
By focusing our sales
strategy in key geographic
areas, we can deliver
better results from the
same investment of Time
, energy, and money.
Hospital Size (Doctor Class)
Our business and our products
might not fit well with hospitals of all
sizes and even if they did, it would
not be a great strategy to go after all
Identify what size of hospitals fits
best to receive the message,
products, and services when
It may make sense to look at a
hospital’s financial details when
identifying the target market.
Details such as
growth, losses, profitability, etc.
could determine if a hospital is
an ideal prospect.
Ownership type in terms of private or
publicly traded could have an impact
how well a business fits as an ideal
prospect. This detail could also impact
how a seller attempts to communicate
with the prospect.
It can help to include some
details on the ideal current
customer state in terms of
systems, processes, or
How to prospect ????
Allot a specific amount of time every
day/week or month.
Use a variety of methods to prospect for
Master all types of media including;
telephone, email, text, direct mail, social
Create a compelling value proposition.
It’s a preparation to meet the prospect.
By pre-approach, the salesman tries to
make successful presentation of his
goods and services before meeting the
To provide additional information
To select the best approach to meet the prospects
To avoid serious mistakes
To gain confidence and enthusiasm
To save time and energy
To be successful in the sales-interview
Prospecting provides salesman only the
names and addresses of prospects.
An additional information as:
age, education, social status, usual
habits, likes, dislikes, buying
practices, etc... , are collected during
All prospects are not equal in all
Their nature are different and hence
need different treatment by salesman.
The pre-approach aims at selecting the
best approach to meet each prospect.
By pre-approach, a salesman knows before
hand about the likes, dislikes, taste and
temperaments of the prospects.
If he finds any fault with his preapproach, he corrects it immediately to
win the hearts of prospects.
When a salesman acquires all possible
information of customers’ wants and
desires to plan his sales campaign
intelligently, he develops in the same
time a status of self-confidence and
enthusiasm to convert a prospect into
Time and energy is valuable for all, but these
are more valuable for a salesman
The salesman consumes more of his energy
and times unnecessary when he meets both
fake buyers and genuine buyers as a result of
absence of Pre-approach.
Buying is a mental process, therefore the mind
of a customer moves in a definite direction
from attention, interest , conviction & action
during the process of selling.
Any disturbance in this path will prevent the
customer to arrive to the desired conclusion.
What business is the prospect's
Who are its primary customers?
How big is this prospect's hospital?
Where does it rank in its industry?
Who is the actual decision maker?
Who handles the purchase process?
Who else influences the purchase
What are the backgrounds and
personal interests of each person in
the buying process
Is the hospital's staff well informed?
Can we help this hospital's staff
develop more expertise?
Does any in my company know anyone
in this hospital?
How often does this hospital buy my
type of product or service?
Who is this hospital's competitor?
Does my company do business with
What plans does the hospital have that
could affect future need for my
How well is this hospital satisfied with
its present supplier?
Do we (or can we) use their product or
If I don't make the sale
Can I get a referral to another
Can I get a second appointment?
Will they seriously evaluate my
Approach means meeting of the
salesman and prospect in PERSON.
To gain favourable attention from the
prospect so that he is interested
enough to see the salesman.
Securing the willingness of the
The Instant Buddy
Salespeople who use this approach
are warm and friendly, asking
questions and showing interest in
They try to connect on an emotional
level with a prospective customer.
Salespeople who prefer to become
an expert in anything and
everything related to their industry.
It requires plenty of work learning
the relevant information & keeping
up with changes in your industry.
You can use it to generate plenty
Combines the best qualities of the
of the first two methods, it's
It requires a great deal of time and
effort on a salesperson's part.
You must be both knowledgeable
and able to make an emotional
connection with your prospects.
With this approach, you'll spend a
great deal of time cultivating
The dedicated networker sets up
and maintain a web of friends, coworkers, salespeople from other
companies, customers and former
customers, and anyone else he
The Hard Seller
Hard selling involves getting
someone to buy a product even
though he doesn't want or need
Bullying (“Buy this now or you'll
feel stupid tomorrow”)
Manipulation (“If you don't buy
from me I'll lose my job”)
Outright deception (“This product
has a much better safety record
than the competition”).
Systematic process for
determining and addressing
needs, or "gaps" between
current conditions and desired
conditions or "wants".
During this step, the salesperson will
attempt to help the buyer identify
and quantify a business need or a
"gap" between where the client is
today and where they would like to
be in the future.
Types of Probing
Closed Ended Questions
Open Ended Questions
Categories & Sequel of the questions
Problem discovery questions
Problem impact questions
Solution value questions
Deals with obtaining factual information
regarding the buyer’s current situation.
Did you notice that the % of diarrhea
among children had been increased this
During which the sales person trying to
discover the incidence of problem with the
What’s the major causes of this diarrhea, in
your opinion ??
The idea behind these questions is for the customer
to become aware of the underlying consequences
(cost and time) that could occur if such problems
What’s the general condition of the child during this
How the families looked like while their kids are sick ?
The salesperson’s objective is to
inform their customer about what
they could gain if presented with the
right solution to the problem.
If we have an antibiotic that covers the
G (-) bacteria, How much this will safe
your patient & his family ?
Establishing that the buyer is interested
about the salesperson’s products/services
and would like to continue to hear more
Would you be interested in our product if it
can cover to you most of G (-) bacteria &
parts of anaerobes ?
Start your presentation by giving a
brief company history
It's better if this isn't too detailed
because businesspeople often have
limited time to listen to sales pitches.
Design a presentation that best fits the
needs of your prospective client.
For example, if you're selling a
product, bring a sample or prototype
along with you. If your product or service
is very detailed, use charts, pictures and
handouts to help emphasize your point.
Tell the client how your product
fits his patient's needs.
Identify several ways that your
product can fill a void or boost
profits for his patient.
Features & Benefits
Characters of a product.
Explains what the customer
No significant drug
has to gain by using the
Rapid relief of pain
Provides the doctors and
the patients uninterrupted
Features & Benefits For your Own Product
Make a comparison between
your product and others that are
By doing this, you answer some
questions the client may not feel
1. Mentioning the competitor’s TRADE
2. Overwhelming your customer, show no
more than three products at a time.
3. Using unclear words such as nice,
pretty & fine.
Nobody counts the number of ads
you run; they just remember the
impression you make.
Concerns, hesitations, do
ubts, or other honest
reasons a customer has
for not making a
Reasons for not buying or not seeing
Customers often use excuses when
they are not in the mood to buy or
when concealing their objections.
When faced with this, be polite and
courteously encourage the customer
to speak about his hidden objections.
Why does the prospect object
Fear of wrong decision
No enough information
No recognition of needs
Didn’t understand explanation
Testing the beliefs of the sales man
Any of the previous reasons will
lead to one of the following
FOUR basic steps to handle
(Be attentive, maintain eye contact, and let the
Your answer can be done using one or
more of the following SEVEN methods:Question, Denial, Demonstration,
Superior-Point , Boomerang,
Third-Party and Substitution
Is a technique in which you question
the customer to learn more about
Never ask questions in an abrupt
manner; this may seem rude and
create a defensive atmosphere.
Is when the customer’s
objection is based on
You must back up the
denial with proof and
Involves showing the features of the
This method can be quite convincing.
Conduct only demonstrations you have
tested, and make sure they work before
using them in a sales situation.
Is a technique that permits the
salesperson to acknowledge
objections as valid, yet still offset
them with other features and
The customer must evaluate the
different features and might see
additional reasons for buying.
Brings the objection back to the
customer as a selling point.
When using this method, be
careful not to sound as if you
are trying to outwit the
Use a friendly, helpful tone.
Involves using a previous
customer or another neutral
person who can give a
testimonial about the
Involves recommending a
different product that would
satisfy the customer’s needs.
Closing is the art of gaining of
It’s needed to obtain the commitment to
open the possibility of working
together, which is the first and most
critical commitment the salesperson must
Closing is the first skill a salesperson
must possess to gain the
commitment to open the possibility
of working together, which is the
most critical commitment the
salesperson must obtain.
62% of Salespeople Fail to Ask for
Know Your Outcome
Close For What You Have Earned
Close For Something That Creates
Future Value for Your Client
Kill the Yellow Book
Before any and every sales encounter, you have
to decide what you want the outcome of that
sales call to be.
Make a list of all of the agreements that you have
to obtain in order to effectively gain a deal.
Refer to this list before every sales call and decide
what commitment you are trying to obtain.
We earn the right to ask for
commitments to move forward together
by creating value during each and every
The way to create value on each and
every sales call is to leave the prospect
or client in a better position that they
would have been otherwise.
We can create values through answering:How does the client benefit from this
How could they benefit even more?
What do I do on a sales call that earns me
the right to ask to advance towards a deal?
What would create value for me if I were
sitting on the client’s side of the table?
When you have an ROI analysis in
hand, it is easy to explain the value of
Now you need to make a list of the
benefits the client will receive by
agreeing to move forward in the sale.
Answer these questions:
How does the client benefit from
agreeing to move forward to the next
stage of the sales cycle with me?
Even if they go no further in the
process, will it be worth their time?
What can I do to make sure it is worth
Closing and obtaining the
commitment should feel natural to
you and to your client.
Write down the language you use
to ask for commitments & notice :
1. How does the language meet the
criteria listed above?
2. How could you make the language
both more natural and more
Did I Sell?
Did I hold the customer interest?
Did I emphasize benefits?
Did I sensationalize presentation?
Did I watch non-verbal sign?
Did I answer the objectives properly?
Did I manage the argument at the right time?
What will be my next call objective ??
It’s an important
aspect of closing a
either neglect it or do
not have an
In fact, a customer management systems company, in a
recent special report indicated that most clients need
7 contacts to reach a decision. The
average follow up done by sales people or small business
owners usually stop after 3 follow up attempts are made. In
the article they go on to say when you stop at 3, you have
basically done most of the work for the next sales person
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
During the first meeting with a potential
customer, find out what they want and what
it would take to close the deal.
Start by asking or telling your prospect that
you will follow-up on a specific day or time.
Then tell him how you will
(telephone, email, face-to-face)
and record this in your day
planner or time management
It may be true that following up too frequently will
come across as being pushy.
In fact, one the few times, a salesperson was pushy was
more because of his tone, rather than fact he actually
A weekly call is more than enough to keep in touch
providing you make sure your call is short and to the
If possible, provide some additional value during your
It’s easy to forget considering how
busy we are.
This is a common dilemma but one
that can be avoided by considering
the follow-up like a scheduled
Many companies think that if they do a good job the
customer will automatically call us back – we don’t
need to follow-up.
It’s pointed out that the average executive receives
dozens of phone calls everyday and often hundreds
They are extremely busy which means they forget
and the more time that slips by, the less important
your product or service may be to them.
Many people have never received
formal sales training and have not
learned why they should follow-up
and how to make this happen.
You can easily differentiate yourself
from your competition by making the
effort to follow-up with your
prospects and customers.
TO BE SUCCESSFUL REPRESENTATIVE
for sales call
Follow up the
1- COLLECTING DATA
About the field to be covered
Times of visits
No. of each key Dr. in each specialty
Drs. Behavior & attitude
The discount & bonus offered by your company for
You should maintain your product available
You have to get full data about your competitors
2- PREPARE YOURSELF FOR SALES CALL
Be sure of medical product knowledge
Review the objections that can be evoked &
prepare yourself to handle
Practice different product calls with your either
supervisor or friend.
Ensure the way of handling the brochures or
3- FOLLOW UP THE RESULTS
Day to day feedback if your product prescribed or
Weekly revision of sales figure supplied by the
Weekly revision for Dr. visit lists plan for not visited
Analyze your call & visit if you targeting the right
product for each call or not.
A smart salesperson listens to emotions not facts.
Success is going from failure to failure without loss of
enthusiasm." - Winston Churchill