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Pharmaceutical selling

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  • 1. Prepared By: Mohamed Salah El Dein MBA – Cairo University Learning & Development Manager Salehiya Trade Est.
  • 2. Follow-up Gaining commitment Meeting objections Presentation Need assessment Approach Pre-Approach Prospecting M.S. 2
  • 3. A •Opening B •Exploring C •Satisfying D •Closing M.S. 3
  • 4. A - Opening • It’s the first step in selling skills inside the Doctor’s chamber. • Effective opening need Rapport Building
  • 5. Rapport Building
  • 6. Outside Doctor’s Chamber
  • 7. Three “R” Technique
  • 8. Inside Doctor’s Chamber
  • 9. Inside Doctor’s Chamber Attire Body Language
  • 10. Inside Doctor’s Chamber Tonality Rate of Speech
  • 11. Inside Doctor’s Chamber Repeat & Approve Commonality
  • 12. Inside Doctor’s Chamber Positive Words Personal Space
  • 13. Personal Space
  • 14. Purpose of the Opening Get Attention Create Interest
  • 15. Purpose of the Opening Explain Purpose of Visit The Received Benefits
  • 16. When to open the call !! • After the rapport building statement , as the doctor's time is very valuable.
  • 17. How to Open ??? Opening Common ways Uncommon ways
  • 18. 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
  • 19. 1- Introduce yourself • MR can gives his & his company’s name. • Example :- “ I am Ali from Salehiya Pharmaceutical “
  • 20. Introduce yourself MR Old New
  • 21. 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
  • 22. Old Medical Reps • Usually begin their call with previous or old reference & can move from general statement to state their agenda for the visit.
  • 23. New Medical Reps • MUST introduce themselves & their companies as this is essential for their Branding
  • 24. Techniques of opening • Using “impactful” language or article to gain & hold the attention of the customer.
  • 25. Examples ……. • • • • • • • As discussed last time …. Misery of your patient …. Quick Relief …… New study .. New Dose …. New Indication …. New clinical paper …..
  • 26. 2 – State an agenda to the customer • The medical representatives state their objectives of the visit.
  • 27. 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”
  • 28. 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.
  • 29. 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 …..”
  • 30. 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 .
  • 31. 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
  • 32. Example ….. • “Would you like to add anything to discuss ?”
  • 33. 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 …..”
  • 34. Uncommon ways of Opening 1 •Product Method 2 •Benefit Method 3 •Question Methodology 4 •Referral Methodology 5 •Study Methodology
  • 35. 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
  • 36. 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 ??
  • 37. 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
  • 38. Example • Dr. , I would like to discuss the product, X, which has a long half life and is suitable for a single daily dosage”
  • 39. 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.
  • 40. Example …… • Dr. , In your opinion, what’s the parameters of an effective antibiotic for your patients of urinary tract infection ??
  • 41. 4 – Referral Methodology • Some customers prescribe certain drugs due to the influence of their seniors. • Applicable with 1. Newly graduated Drs.
  • 42. Example • Dr. , prescribing of the product ,X, by Dr. …….. Encouraged me to discuss the details of this product with you …..
  • 43. 5 – Study Methodology • Sharing the result of a study or a survey with the Dr. • Applicable with 1. Analytical Doctors.
  • 44. 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 ??”
  • 45. Exercise ……. • Please find the following questions ……..
  • 46. B - Exploring • Definition :- • Understanding the customer needs
  • 47. Exploring How Many Needs Relating to your Product Priority
  • 48. 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
  • 49. What’s a Need Gap ???
  • 50. What’s the Role of the MR ?
  • 51. Types Of Needs
  • 52. How To Explore
  • 53. 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
  • 54. Types of the Question
  • 55. Exploring Technique
  • 56. Active Listening
  • 57. C - Satisfying • Accomplishment of the customer’s needs or desires with your product or service
  • 58. 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.
  • 59. How to Satisfy ?? Respect customer needs Provide Features & Benefits Check for acceptance
  • 60. 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.”
  • 61. Provide appropriate Feature & Benefits The MR should provide the features & benefits that relevant to The customer’s needs
  • 62. What’s the features & Benefits ??
  • 63. Insight of the customer
  • 64. Product Ladder Drug of Choice 2nd line Prescriber Reserve Therapy Non User
  • 65. 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 ?”
  • 66. D- Closing • It’s the time to get a commitment of a prescription from the customer
  • 67. 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
  • 68. Buying Signal Buying Signal Verbal Non Verbal
  • 69. How to close ?? 1. The 4‘S Technique 2. Direct commitment Technique 3. Alternative choice Technique 4. T – Account Technique 5. Success story Technique
  • 70. The 4’S Technique 1. Summarize Agreed Benefits 2. Suggest Future Plan 3. Substantiate your Plan 4. Seek continuation for the next cool
  • 71. Direct Commitment Technique • Straight a forward request for prescription
  • 72. Alternative choice Technique • Ask the customer to choose between two or more choices.
  • 73. T – Account Technique • Need special condition to be used
  • 74. Success story Technique • By telling a successful story about your Product
  • 75. 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
  • 76. Nobody counts the number of ads you run; they just remember the impression you make. -William Bernbach
  • 77. 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
  • 78. Sources • Pharmaceutical Selling (Four Basic Skills) Nazir Ahmed 1st Edition, 2013 ISBN 978-87-403-0361-2 http://bookboon.com/
  • 79. M.S. 79