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Objection Handling Detailing
1.1. Customer AttitudeCustomer Attitude
2.2. ObjectionObjection
3.3. Handling objectionHandli...
Dr. Kailas GhodkeDr. Kailas GhodkeObjection Handling and DetailingObjection Handling and Detailing 44
Customers don’t always exhibit an attitude of acceptance,Customers don’t always exhibit an attitude of acceptance,
they so...
AcceptanceAcceptance
 Customer agrees with your benefits and has no negativeCustomer agrees with your benefits and has no...
 Customer doubts that your product can really provide theCustomer doubts that your product can really provide the
benefit...
Customer indifference dueCustomer indifference due
 Satisfaction with the currently in use productSatisfaction with the c...
 An objection is a feeling or expression of opposition orAn objection is a feeling or expression of opposition or
disappr...
a) Resistance to changea) Resistance to change
 It is a natural tendency of human being.It is a natural tendency of human...
b) Tendency to postponed the decisionb) Tendency to postponed the decision
 Decision making is a complex processDecision ...
Objection should be welcome it is an opportunity toObjection should be welcome it is an opportunity to
 Asses the custome...
 Objections are not personal attacksObjections are not personal attacks
 Objection signifies interest.Objection signifie...
Dr. Kailas GhodkeDr. Kailas GhodkeObjection Handling and DetailingObjection Handling and Detailing 1515
Basically objection are due toBasically objection are due to
1.1. MisunderstandingMisunderstanding - About product due to ...
1- Handling Misunderstanding1- Handling Misunderstanding
 Rephrase the objection in question formRephrase the objection i...
I.I. Non Verbalized Objection.Non Verbalized Objection.
a.a. Silence Objection – Difficult ObjectionSilence Objection – Di...
 These are the most important and most difficult to dealThese are the most important and most difficult to deal
with.with...
 Action speaks louder then words.Action speaks louder then words.
 Body language conveys many objectionsBody language co...
 Many times doctor does not want to listen to you, he wants you toMany times doctor does not want to listen to you, he wa...
 This has following implicationThis has following implication
 You as a sales Rep, ManagerYou as a sales Rep, Manager
 ...
 False PerceptionFalse Perception
 Doctor may perceived your product wronglyDoctor may perceived your product wrongly
 ...
 First use lead to Unpleasant experienceFirst use lead to Unpleasant experience
 Doctor use the product and unfortunatel...
 These are sincere authentic objectionThese are sincere authentic objection
 These are due to actual problem faced by th...
 These are not genuine objections and the root cause isThese are not genuine objections and the root cause is
somewhere e...
 Objections are related to the subjective feeling of theObjections are related to the subjective feeling of the
customer ...
 Know the answer- Know your product, customer and marketKnow the answer- Know your product, customer and market
thoroughl...
Avoid argumentsAvoid arguments
 Customer are always rightCustomer are always right
 You are not here to win the argument...
Handle any objection by using “SLUSA”Handle any objection by using “SLUSA”
S – StopS – Stop
 Stop any activity you are do...
S – SootheS – Soothe
 Sooth the customer by partially agreeing to himSooth the customer by partially agreeing to him
A – ...
 Use this only when the objection is clearly false , this couldUse this only when the objection is clearly false , this c...
 Most commonly used techniqueMost commonly used technique
 It is “Yes” but “No” techniqueIt is “Yes” but “No” technique
...
 E.g.E.g.
 I agree that some of your patients may prefer mangoI agree that some of your patients may prefer mango
taste,...
 When you are sure about the answer and you are also sureWhen you are sure about the answer and you are also sure
that th...
 When you are not sure about the reason use this methodWhen you are not sure about the reason use this method
specially i...
 This method is to tackle irrelevant objections like - TheThis method is to tackle irrelevant objections like - The
visua...
Dr. Kailas GhodkeDr. Kailas GhodkeObjection Handling and DetailingObjection Handling and Detailing 4141
This is the duration a customer will give to you for yourThis is the duration a customer will give to you for your
sales p...
 Be confident with handling the Laptop, VABe confident with handling the Laptop, VA
 Do not run the pointer use only to ...
Dr. Kailas GhodkeDr. Kailas GhodkeObjection Handling and DetailingObjection Handling and Detailing 4444
 In handling VA the first thing to remember is, thatIn handling VA the first thing to remember is, that
detailing is an a...
 Let the doctor see the visual and text matterLet the doctor see the visual and text matter
 Don’t hurry to turn pagesDo...
 Give emphasis on the points printed boldlyGive emphasis on the points printed boldly
 Always use a pointer (pen is the ...
Dr. Kailas GhodkeDr. Kailas GhodkeObjection Handling and DetailingObjection Handling and Detailing 4848
 Every company gives adequate samples to its sales teamEvery company gives adequate samples to its sales team
 But it is...
 Use demonstrating technique to make your product standUse demonstrating technique to make your product stand
in doctors ...
Dr. Kailas GhodkeDr. Kailas Ghodke 5151Objection Handling and DetailingObjection Handling and Detailing
1)1) Presentation:Presentation:
 Does your introduction grab participant’s attention andDoes your introduction grab parti...
2) Delivery:2) Delivery:
 Are you knowledgeable about the product covered in yourAre you knowledgeable about the product ...
3) Appearance:3) Appearance:
 Make sure you are dressed and groomed appropriately andMake sure you are dressed and groome...
Dr. Kailas GhodkeDr. Kailas Ghodke 5555Objection Handling and DetailingObjection Handling and Detailing
 To create positive impactTo create positive impact
 To make the product known to the customer, but itsTo make the produ...
 It is a presentation of selling points in the most logicalIt is a presentation of selling points in the most logical
seq...
 Logical and sequential presentationLogical and sequential presentation
 Logical build up of selling pointsLogical build...
 Detailing should be clear, concise and logical and it mustDetailing should be clear, concise and logical and it must
be ...
 Medical detailing is the conversations between the doctorMedical detailing is the conversations between the doctor
and t...
Name of the product Its
Indication
Benefits to patient
Medical Detailing
Conversation
Thus any Medical detailing consist o...
Reason to adhere to the detailing stories or memories detailing:Reason to adhere to the detailing stories or memories deta...
 CompleteComplete
 ClearClear
 Delivered with confidenceDelivered with confidence
 ConvictionConviction
 Eliminate th...
The pre approachThe pre approach
 The stage of collecting specific information of customerThe stage of collecting specifi...
The approachThe approach
 Going near to your customer using AIDA principles andGoing near to your customer using AIDA pri...
The name of the productThe name of the product
 Mention the name of the product time and again to theMention the name of ...
The building of confidenceThe building of confidence
 How confidant you are about yourself, your product andHow confidant...
The proper closeThe proper close
 The close is nothing but whether you have made anyThe close is nothing but whether you ...
Dr. Kailas GhodkeDr. Kailas GhodkeObjection Handling and DetailingObjection Handling and Detailing 7171
 While designing medical detailing , the MR takes care ofWhile designing medical detailing , the MR takes care of
the fol...
 What doctors knows about the company and his impressionWhat doctors knows about the company and his impression
about the...
 MR has some expectations from the doctor- Call objectivesMR has some expectations from the doctor- Call objectives
 Sim...
 Ego is the greatest barrier of medical detailing.Ego is the greatest barrier of medical detailing.
 The MR think that t...
 The MR sometimes conclude that the doctor may not beThe MR sometimes conclude that the doctor may not be
useful or may n...
 Medical detailing is conversation, discussion of MR with theMedical detailing is conversation, discussion of MR with the...
 Effective MR make his product presentation in theEffective MR make his product presentation in the
language best appreci...
 After the product presentation the MR needs to motivateAfter the product presentation the MR needs to motivate
the docto...
2) Prescribing product is a good remainder.2) Prescribing product is a good remainder.
 A good practicing doctor is visit...
3) Existing Prescriber for other product.3) Existing Prescriber for other product.
 The doctor may prescribe other produc...
 Persuasion for the prescription should be made after MRPersuasion for the prescription should be made after MR
has been ...
Dr. Kailas GhodkeDr. Kailas GhodkeObjection Handling and DetailingObjection Handling and Detailing 8383
 It is universally accepted that doctors are more receptiveIt is universally accepted that doctors are more receptive
to ...
 Constantly refine the following detailing elements, you canConstantly refine the following detailing elements, you can
b...
 Delivery should be clear so the doctor will understand theDelivery should be clear so the doctor will understand the
cen...
 Delivery of 100% text is important for 2 reason.Delivery of 100% text is important for 2 reason.
1) Proper Medical Words...
2) Proper English2) Proper English
 English is not our mother tongue, improper constructionEnglish is not our mother tong...
 Delivery should be loud enough for the doctor to hearDelivery should be loud enough for the doctor to hear
 Use loudnes...
 Your speed should be enough to facilitate clarityYour speed should be enough to facilitate clarity
 It should be spaced...
 At the end of presentation the doctor should think of youAt the end of presentation the doctor should think of you
as a ...
 In verbal communication, the only way to punctuate yourIn verbal communication, the only way to punctuate your
sentences...
 The use of a pen as a pointer is very useful to highlightThe use of a pen as a pointer is very useful to highlight
porti...
 More than 2400 types of facial expression have been listed byMore than 2400 types of facial expression have been listed ...
 Objective of the your presentation is to leave the brandObjective of the your presentation is to leave the brand
names o...
 During presentation it is important to see whether theDuring presentation it is important to see whether the
doctors has...
 OpeningOpening
 Get attentionGet attention
 Create interest and sustain itCreate interest and sustain it
 Present ben...
Do not tell the customer about your productDo not tell the customer about your product
and service until you have found ou...
Dr. Kailas GhodkeDr. Kailas GhodkeObjection Handling and DetailingObjection Handling and Detailing 101101
Dr. Kailas GhodkeDr. Kailas GhodkeObjection Handling and DetailingObjection Handling and Detailing 102102
Dr. Kailas GhodkeDr. Kailas GhodkeObjection Handling and DetailingObjection Handling and Detailing 103103
Dr. Kailas GhodkeDr. Kailas GhodkeObjection Handling and DetailingObjection Handling and Detailing 104104
Dr. Kailas GhodkeDr. Kailas GhodkeObjection Handling and DetailingObjection Handling and Detailing 105105
Objection handling and detailling kailas
Objection handling and detailling kailas
Objection handling and detailling kailas
Objection handling and detailling kailas
Objection handling and detailling kailas
Objection handling and detailling kailas
Objection handling and detailling kailas
Objection handling and detailling kailas
Objection handling and detailling kailas
Objection handling and detailling kailas
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Transcript of "Objection handling and detailling kailas"

  1. 1. Objection Handling Detailing 1.1. Customer AttitudeCustomer Attitude 2.2. ObjectionObjection 3.3. Handling objectionHandling objection 4.4. Technique of handlingTechnique of handling objectionobjection 5.5. Method of handlingMethod of handling objectionobjection 6.6. Vital 3 MinutesVital 3 Minutes 7.7. Handling Visual AidHandling Visual Aid 8.8. Art of samplingArt of sampling 1.1. PresentationPresentation 2.2. DetailingDetailing 3.3. Medical DetailingMedical Detailing 4.4. Detailing sequenceDetailing sequence 5.5. Prerequisite of MedicalPrerequisite of Medical DetailingDetailing 6.6. How to become goodHow to become good detailer?detailer? 7.7. Basic structure of aBasic structure of a sales presentationsales presentation 8.8. QuestionQuestion Dr. Kailas GhodkeDr. Kailas GhodkeObjection Handling and DetailingObjection Handling and Detailing 22
  2. 2. Dr. Kailas GhodkeDr. Kailas GhodkeObjection Handling and DetailingObjection Handling and Detailing 44
  3. 3. Customers don’t always exhibit an attitude of acceptance,Customers don’t always exhibit an attitude of acceptance, they sometimesthey sometimes  Are sceptical of.Are sceptical of.  Are indifferent to.Are indifferent to.  Object to.Object to. You probe to uncover customer needs; however, when youYou probe to uncover customer needs; however, when you probe you will also uncover a variety of attitudesprobe you will also uncover a variety of attitudes Dr. Kailas GhodkeDr. Kailas GhodkeObjection Handling and DetailingObjection Handling and Detailing 55
  4. 4. AcceptanceAcceptance  Customer agrees with your benefits and has no negativeCustomer agrees with your benefits and has no negative feelingsfeelings ScepticismScepticism  Customer is interested in a particular benefit but doubtsCustomer is interested in a particular benefit but doubts whether your product can really provide this benefitwhether your product can really provide this benefit IndifferenceIndifference  Customer shows a lack of interest in your product becauseCustomer shows a lack of interest in your product because of no perceived need for its benefitsof no perceived need for its benefits ObjectionObjection  Customer displays opposition to your productCustomer displays opposition to your product Dr. Kailas GhodkeDr. Kailas GhodkeObjection Handling and DetailingObjection Handling and Detailing 66
  5. 5.  Customer doubts that your product can really provide theCustomer doubts that your product can really provide the benefits which you claimbenefits which you claim  To assure the customer that your claims are legitimate,To assure the customer that your claims are legitimate, offer him proof (reprint) whenever the customer isoffer him proof (reprint) whenever the customer is sceptical about a benefit or objects to your benefitssceptical about a benefit or objects to your benefits statementstatement When you encounter scepticismWhen you encounter scepticism  Restate the ……….benefitRestate the ……….benefit  Prove the benefitProve the benefit  Personalize the benefitPersonalize the benefit Dr. Kailas GhodkeDr. Kailas GhodkeObjection Handling and DetailingObjection Handling and Detailing 77
  6. 6. Customer indifference dueCustomer indifference due  Satisfaction with the currently in use productSatisfaction with the currently in use product  Not recognize any need for the type of product you offerNot recognize any need for the type of product you offer Dr. Kailas GhodkeDr. Kailas GhodkeObjection Handling and DetailingObjection Handling and Detailing 88 Helps spotlight areas of possible dissatisfaction with theHelps spotlight areas of possible dissatisfaction with the current productscurrent products Helps direct towards potential area of needHelps direct towards potential area of need Support these need with benefit of your productSupport these need with benefit of your product CloseClose Use close probe to uncover areas of needUse close probe to uncover areas of need
  7. 7.  An objection is a feeling or expression of opposition orAn objection is a feeling or expression of opposition or disapproval.disapproval.  An objection is both an opportunity and challengeAn objection is both an opportunity and challenge  An objection is actually providing you with useful andAn objection is actually providing you with useful and negative informationnegative information  In selling objection is the resistance offered by the customerIn selling objection is the resistance offered by the customer to the proposition of salesman.to the proposition of salesman.  How should we change customers attitude from objection toHow should we change customers attitude from objection to acceptance is the acid test for any salesmanacceptance is the acid test for any salesman Dr. Kailas GhodkeDr. Kailas GhodkeObjection Handling and DetailingObjection Handling and Detailing 1010
  8. 8. a) Resistance to changea) Resistance to change  It is a natural tendency of human being.It is a natural tendency of human being.  Customer refuse to admit that there is a better way ofCustomer refuse to admit that there is a better way of doing things for the following reasonsdoing things for the following reasons 1.1. Happy with the present situationHappy with the present situation 2.2. Not sure about new methods and its resultNot sure about new methods and its result 3.3. No body informed about the new productNo body informed about the new product Dr. Kailas GhodkeDr. Kailas GhodkeObjection Handling and DetailingObjection Handling and Detailing 1111
  9. 9. b) Tendency to postponed the decisionb) Tendency to postponed the decision  Decision making is a complex processDecision making is a complex process  Decision making involves certain amount of risk andDecision making involves certain amount of risk and implicationimplication c) Incomplete sales presentationc) Incomplete sales presentation  If sales presentation is not comprehensive will leave manyIf sales presentation is not comprehensive will leave many doubts in customers minddoubts in customers mind Dr. Kailas GhodkeDr. Kailas GhodkeObjection Handling and DetailingObjection Handling and Detailing 1212
  10. 10. Objection should be welcome it is an opportunity toObjection should be welcome it is an opportunity to  Asses the customers feelings towards productAsses the customers feelings towards product  Remove misconceptions about product, company orRemove misconceptions about product, company or himselfhimself  Help customer to take right decisionHelp customer to take right decision  Get closure to customerGet closure to customer Dr. Kailas GhodkeDr. Kailas GhodkeObjection Handling and DetailingObjection Handling and Detailing 1313
  11. 11.  Objections are not personal attacksObjections are not personal attacks  Objection signifies interest.Objection signifies interest.  Customers requires convincing need reassurance.Customers requires convincing need reassurance.  Objections provide opportunity to learn from feedbacks.Objections provide opportunity to learn from feedbacks.  Objections tells us what customer thinks about our productObjections tells us what customer thinks about our product and co.and co.  Always welcome objections.Always welcome objections. Dr. Kailas GhodkeDr. Kailas GhodkeObjection Handling and DetailingObjection Handling and Detailing 1414
  12. 12. Dr. Kailas GhodkeDr. Kailas GhodkeObjection Handling and DetailingObjection Handling and Detailing 1515
  13. 13. Basically objection are due toBasically objection are due to 1.1. MisunderstandingMisunderstanding - About product due to lack of- About product due to lack of informationinformation 2.2. Perceived DrawbacksPerceived Drawbacks - Drawback that exist in customers- Drawback that exist in customers mind and could result frommind and could result from  Product failing to provide a benefit the customer isProduct failing to provide a benefit the customer is looking for.looking for.  Customer simply not liking something about the product.Customer simply not liking something about the product. Dr. Kailas GhodkeDr. Kailas GhodkeObjection Handling and DetailingObjection Handling and Detailing 1616
  14. 14. 1- Handling Misunderstanding1- Handling Misunderstanding  Rephrase the objection in question formRephrase the objection in question form  Answer it directly to clear the misunderstandingAnswer it directly to clear the misunderstanding 2- Handling Perceived Drawbacks2- Handling Perceived Drawbacks  Rephrase the objection in question formRephrase the objection in question form  Minimize the objection by stressing relevant benefit ofMinimize the objection by stressing relevant benefit of the productthe product Dr. Kailas GhodkeDr. Kailas GhodkeObjection Handling and DetailingObjection Handling and Detailing 1717
  15. 15. I.I. Non Verbalized Objection.Non Verbalized Objection. a.a. Silence Objection – Difficult ObjectionSilence Objection – Difficult Objection b.b. Postures GesturesPostures Gestures II.II. Verbalized Objections- Easier ObjectionsVerbalized Objections- Easier Objections a.a. To get rid of Sales Rep.To get rid of Sales Rep. b.b. To seek Information.To seek Information. i.i. MisunderstandingMisunderstanding  False PerceptionFalse Perception  Wrong InformationWrong Information  First use lead to Unpleasant experienceFirst use lead to Unpleasant experience i.i. Genuine Drawback with productGenuine Drawback with product ii.ii. More Information - - Usually Question - ReassuranceMore Information - - Usually Question - Reassurance Dr. Kailas GhodkeDr. Kailas GhodkeObjection Handling and DetailingObjection Handling and Detailing 1818
  16. 16.  These are the most important and most difficult to dealThese are the most important and most difficult to deal with.with.  Difficult to recognize themDifficult to recognize them  An absolute silence , usually an absolute objection.An absolute silence , usually an absolute objection.  Silence , in selling is not regarded as an agreement.Silence , in selling is not regarded as an agreement.  Break the silence , probe , ask question to figure out whatBreak the silence , probe , ask question to figure out what is hidden objections.is hidden objections. Dr. Kailas GhodkeDr. Kailas GhodkeObjection Handling and DetailingObjection Handling and Detailing 1919
  17. 17.  Action speaks louder then words.Action speaks louder then words.  Body language conveys many objectionsBody language conveys many objections  Leaning forward in a chair- InterestedLeaning forward in a chair- Interested  Reclining back (away) in the chair- Losing interest.Reclining back (away) in the chair- Losing interest.  Arched eyebrows – DisapprovalArched eyebrows – Disapproval  Looking at the watch- No time , in a hurry, not interested,Looking at the watch- No time , in a hurry, not interested, boredom.boredom.  Do not interpret gesture / posture out of context. Gesture /Do not interpret gesture / posture out of context. Gesture / posture mean different things in different context.posture mean different things in different context.  Exercise – Watch TV with audio off- Good learning for bodyExercise – Watch TV with audio off- Good learning for body languagelanguage Dr. Kailas GhodkeDr. Kailas GhodkeObjection Handling and DetailingObjection Handling and Detailing 2020
  18. 18.  Many times doctor does not want to listen to you, he wants you toMany times doctor does not want to listen to you, he wants you to get on with your job and finish quickly.get on with your job and finish quickly.  The intention is to foreclose you, very subtly by not allowing youThe intention is to foreclose you, very subtly by not allowing you to talk.to talk.  The following statements signify this;The following statements signify this;  I know your productI know your product  No need to detailNo need to detail  I know the companyI know the company  Very busy, leave the samples on my tableVery busy, leave the samples on my table  Just tell the name and leave the samplesJust tell the name and leave the samples  I don't use much, see other doctors in my clinic.I don't use much, see other doctors in my clinic. Dr. Kailas GhodkeDr. Kailas GhodkeObjection Handling and DetailingObjection Handling and Detailing 2121
  19. 19.  This has following implicationThis has following implication  You as a sales Rep, ManagerYou as a sales Rep, Manager  Your CompanyYour Company  Your brandYour brand  Low credibilityLow credibility  You might have made your sales presentation lessYou might have made your sales presentation less interesting (from doctors point of view- benefits)interesting (from doctors point of view- benefits)  His level of desire may be very lowHis level of desire may be very low  He is indifferent to youHe is indifferent to you  Difficult to believeDifficult to believe Dr. Kailas GhodkeDr. Kailas GhodkeObjection Handling and DetailingObjection Handling and Detailing 2222
  20. 20.  False PerceptionFalse Perception  Doctor may perceived your product wronglyDoctor may perceived your product wrongly  Wrong InformationWrong Information  Some time competitor pass on wrong information, whichSome time competitor pass on wrong information, which results into misunderstanding the product.results into misunderstanding the product. Dr. Kailas GhodkeDr. Kailas GhodkeObjection Handling and DetailingObjection Handling and Detailing 2323
  21. 21.  First use lead to Unpleasant experienceFirst use lead to Unpleasant experience  Doctor use the product and unfortunately the very firstDoctor use the product and unfortunately the very first patient experience with one of those rare side effectpatient experience with one of those rare side effect  This create misunderstanding.This create misunderstanding.  E.g. Many of my patients had dry cough with EnalprilE.g. Many of my patients had dry cough with Enalpril  Your action – Accept misunderstanding as your fault andYour action – Accept misunderstanding as your fault and represent facts, correct the misunderstanding andrepresent facts, correct the misunderstanding and provide evidence.provide evidence.  Yes Doctor it is true. 20% of the patient experience thisYes Doctor it is true. 20% of the patient experience this and 80% get excellent BP control.and 80% get excellent BP control. Dr. Kailas GhodkeDr. Kailas GhodkeObjection Handling and DetailingObjection Handling and Detailing 2424
  22. 22.  These are sincere authentic objectionThese are sincere authentic objection  These are due to actual problem faced by the customers or due toThese are due to actual problem faced by the customers or due to persisting doubts.persisting doubts.  There is no perfect product in this world.There is no perfect product in this world.  Every product has a drawback which is genuine and possibly cannotEvery product has a drawback which is genuine and possibly cannot be overcomebe overcome  Basically he needs more informationBasically he needs more information  E.g.E.g.  What is the dose of Welcozolam?What is the dose of Welcozolam?  While speaking on cell can I pickup another call simultaneously?While speaking on cell can I pickup another call simultaneously?  Non availability of product.Non availability of product. Dr. Kailas GhodkeDr. Kailas GhodkeObjection Handling and DetailingObjection Handling and Detailing 2525
  23. 23.  These are not genuine objections and the root cause isThese are not genuine objections and the root cause is somewhere elsesomewhere else  Raise only to divert the Sales man from the main issueRaise only to divert the Sales man from the main issue  Reason may be unfavorable inclination towards theReason may be unfavorable inclination towards the product, company or the salesmanproduct, company or the salesman  E.g.E.g. – Your Company doesn’t do any thing for us?– Your Company doesn’t do any thing for us? Dr. Kailas GhodkeDr. Kailas GhodkeObjection Handling and DetailingObjection Handling and Detailing 2626
  24. 24.  Objections are related to the subjective feeling of theObjections are related to the subjective feeling of the customer .customer .  E.g.E.g.  You should give Welgo in Mango flavour instead ofYou should give Welgo in Mango flavour instead of Chocolate flavourChocolate flavour  You should manufacture cars with parrot green colourYou should manufacture cars with parrot green colour instead of olive green.instead of olive green. Dr. Kailas GhodkeDr. Kailas GhodkeObjection Handling and DetailingObjection Handling and Detailing 2727
  25. 25.  Know the answer- Know your product, customer and marketKnow the answer- Know your product, customer and market thoroughly.thoroughly.  Keep your temper cool. Don’t take it personal attack.Keep your temper cool. Don’t take it personal attack.  Don’t Argue- You may win the debate but you may loose theDon’t Argue- You may win the debate but you may loose the customer. Suggest him the alternativescustomer. Suggest him the alternatives  ““An ounce of suggestion is worth a ton of argument”An ounce of suggestion is worth a ton of argument”  Give weight age to the customer and his view point. Give himGive weight age to the customer and his view point. Give him more new info.more new info.  Don’t magnify the objection by harping on it. This will createDon’t magnify the objection by harping on it. This will create doubt / suspicion. Handel object for once and never come backdoubt / suspicion. Handel object for once and never come back on it.on it. Dr. Kailas GhodkeDr. Kailas GhodkeObjection Handling and DetailingObjection Handling and Detailing 2929
  26. 26. Avoid argumentsAvoid arguments  Customer are always rightCustomer are always right  You are not here to win the arguments but to win theYou are not here to win the arguments but to win the referrals - the confidence of a doctor leading to salesreferrals - the confidence of a doctor leading to sales  Give respect to competitorsGive respect to competitors  When you criticise competitors you directly help customerWhen you criticise competitors you directly help customer for his judgmentsfor his judgments Dr. Kailas GhodkeDr. Kailas GhodkeObjection Handling and DetailingObjection Handling and Detailing 3030
  27. 27. Handle any objection by using “SLUSA”Handle any objection by using “SLUSA” S – StopS – Stop  Stop any activity you are doingStop any activity you are doing  When you do so he will fell respectedWhen you do so he will fell respected L – ListenL – Listen  Listen carefully so that he can sincerely express hisListen carefully so that he can sincerely express his problemproblem U – UnderstandU – Understand  Try to understand him completelyTry to understand him completely  Best way to do is by repeating his objectionBest way to do is by repeating his objection Dr. Kailas GhodkeDr. Kailas GhodkeObjection Handling and DetailingObjection Handling and Detailing 3232
  28. 28. S – SootheS – Soothe  Sooth the customer by partially agreeing to himSooth the customer by partially agreeing to him A – AnswerA – Answer  The final step is to answer his query provided , you areThe final step is to answer his query provided , you are sure about the correct replysure about the correct reply Dr. Kailas GhodkeDr. Kailas GhodkeObjection Handling and DetailingObjection Handling and Detailing 3333
  29. 29.  Use this only when the objection is clearly false , this couldUse this only when the objection is clearly false , this could be dangerous.be dangerous.  E.g.E.g.  Your product is bitter.Your product is bitter.  Answer- No Sir it is sweet , you can taste it forAnswer- No Sir it is sweet , you can taste it for yourself.yourself.  Your price is higher than ……. (when it is not)Your price is higher than ……. (when it is not) Dr. Kailas GhodkeDr. Kailas GhodkeObjection Handling and DetailingObjection Handling and Detailing 3535
  30. 30.  Most commonly used techniqueMost commonly used technique  It is “Yes” but “No” techniqueIt is “Yes” but “No” technique  You agree with the customer to disagreeYou agree with the customer to disagree  First you agree with the thought process behind the objectionFirst you agree with the thought process behind the objection and then suggest what you want to say beginning with words likeand then suggest what you want to say beginning with words like  ““However”However”  ““Unless”Unless”  ““In the light of more information”In the light of more information”  ““Lets examine the facts”Lets examine the facts”  ““I see it papers that way”I see it papers that way”  ““I understand how you think so”I understand how you think so”  ““Fact suggest that”Fact suggest that”  ““May I show you this report”May I show you this report” Dr. Kailas GhodkeDr. Kailas GhodkeObjection Handling and DetailingObjection Handling and Detailing 3636
  31. 31.  E.g.E.g.  I agree that some of your patients may prefer mangoI agree that some of your patients may prefer mango taste, but it is found that most of the patients relishtaste, but it is found that most of the patients relish Welgo taste.Welgo taste.  I agree that you may prefer parrot green colour but it isI agree that you may prefer parrot green colour but it is found that most of the customers like olive green.found that most of the customers like olive green. Dr. Kailas GhodkeDr. Kailas GhodkeObjection Handling and DetailingObjection Handling and Detailing 3737
  32. 32.  When you are sure about the answer and you are also sureWhen you are sure about the answer and you are also sure that the customer will not agree to it.that the customer will not agree to it.  In such situation ask counter question politely so that theIn such situation ask counter question politely so that the customer gives the answercustomer gives the answer  E.g.E.g. Your Iron preparation causes vomiting. You startYour Iron preparation causes vomiting. You start asking how many patients, how many times, is it with allasking how many patients, how many times, is it with all iron preparation etc.iron preparation etc. Dr. Kailas GhodkeDr. Kailas GhodkeObjection Handling and DetailingObjection Handling and Detailing 3838
  33. 33.  When you are not sure about the reason use this methodWhen you are not sure about the reason use this method specially in silent objectionspecially in silent objection  Always probe with open end questionAlways probe with open end question  The probing has to be done with thorough homework.The probing has to be done with thorough homework. Other wise you will offend the customerOther wise you will offend the customer  E.g.E.g.  Doctor in which indication you prefer Welpaz- D. what isDoctor in which indication you prefer Welpaz- D. what is the dose, duration, what patient age group.the dose, duration, what patient age group.  Are you looking for vehicle for big/ small family ? Or HowAre you looking for vehicle for big/ small family ? Or How many kilometers do you travel in a week ?many kilometers do you travel in a week ? Dr. Kailas GhodkeDr. Kailas GhodkeObjection Handling and DetailingObjection Handling and Detailing 3939
  34. 34.  This method is to tackle irrelevant objections like - TheThis method is to tackle irrelevant objections like - The visual or the colour on the visual aid is badvisual or the colour on the visual aid is bad  If the objection is silly than ignore with a smile and carryIf the objection is silly than ignore with a smile and carry on with your jobon with your job Dr. Kailas GhodkeDr. Kailas GhodkeObjection Handling and DetailingObjection Handling and Detailing 4040
  35. 35. Dr. Kailas GhodkeDr. Kailas GhodkeObjection Handling and DetailingObjection Handling and Detailing 4141
  36. 36. This is the duration a customer will give to you for yourThis is the duration a customer will give to you for your sales presentationsales presentation  Waste no time in taking a place, opening a bag and takingWaste no time in taking a place, opening a bag and taking out VA, LBL, Brochure etc.out VA, LBL, Brochure etc.  Avoid serious error by which he will get angry e.g.Avoid serious error by which he will get angry e.g. Touching articles on the table, disturbing his set up etc.Touching articles on the table, disturbing his set up etc.  Discuss the right product ,with right customer ,with rightDiscuss the right product ,with right customer ,with right implication, benefits etc.implication, benefits etc. Dr. Kailas GhodkeDr. Kailas GhodkeObjection Handling and DetailingObjection Handling and Detailing 4242
  37. 37.  Be confident with handling the Laptop, VABe confident with handling the Laptop, VA  Do not run the pointer use only to pointDo not run the pointer use only to point  Hold the Laptop / VA at appropriate distanceHold the Laptop / VA at appropriate distance  Handle objection effectivelyHandle objection effectively  Do not detail in monotonyDo not detail in monotony  Keep sample and gift with value additionKeep sample and gift with value addition  Do not make noise of bag while leaving.Do not make noise of bag while leaving. Remember you mustRemember you must Radiate sunshine , cheerfulness,Radiate sunshine , cheerfulness, confidence and conviction in the clinicconfidence and conviction in the clinic Dr. Kailas GhodkeDr. Kailas GhodkeObjection Handling and DetailingObjection Handling and Detailing 4343
  38. 38. Dr. Kailas GhodkeDr. Kailas GhodkeObjection Handling and DetailingObjection Handling and Detailing 4444
  39. 39.  In handling VA the first thing to remember is, thatIn handling VA the first thing to remember is, that detailing is an art, and has to be done with lot of care anddetailing is an art, and has to be done with lot of care and conviction.conviction.  Care means lot of practice and Conviction means withCare means lot of practice and Conviction means with emotion.emotion. Dr. Kailas GhodkeDr. Kailas GhodkeObjection Handling and DetailingObjection Handling and Detailing 4545
  40. 40.  Let the doctor see the visual and text matterLet the doctor see the visual and text matter  Don’t hurry to turn pagesDon’t hurry to turn pages  Ask for doctors comments on some special pointsAsk for doctors comments on some special points  Give brief pause between one product and anotherGive brief pause between one product and another  Handle VA gently and with careHandle VA gently and with care  Sound confident while making claims. Modulate voice,Sound confident while making claims. Modulate voice, articulate clearly.articulate clearly.  Control speed of your speech.Control speed of your speech. Dr. Kailas GhodkeDr. Kailas GhodkeObjection Handling and DetailingObjection Handling and Detailing 4646
  41. 41.  Give emphasis on the points printed boldlyGive emphasis on the points printed boldly  Always use a pointer (pen is the best pointer and easilyAlways use a pointer (pen is the best pointer and easily available)available)  Do not run the pointer, use it only to pointDo not run the pointer, use it only to point  Hold the VA at appropriate distance so that doctor canHold the VA at appropriate distance so that doctor can read it properlyread it properly  If doctor takes the literature from you and starts reading,If doctor takes the literature from you and starts reading, do not disturb him let him complete it. Do not interruptdo not disturb him let him complete it. Do not interrupt him.him. Dr. Kailas GhodkeDr. Kailas GhodkeObjection Handling and DetailingObjection Handling and Detailing 4747
  42. 42. Dr. Kailas GhodkeDr. Kailas GhodkeObjection Handling and DetailingObjection Handling and Detailing 4848
  43. 43.  Every company gives adequate samples to its sales teamEvery company gives adequate samples to its sales team  But it is an individual who makes the difference with theseBut it is an individual who makes the difference with these samples in generating prescriptions.samples in generating prescriptions.  Use these samples in a judicious way to create an impactUse these samples in a judicious way to create an impact at every visit.at every visit.  Distribution of samples with demonstration.Distribution of samples with demonstration. Dr. Kailas GhodkeDr. Kailas GhodkeObjection Handling and DetailingObjection Handling and Detailing 4949
  44. 44.  Use demonstrating technique to make your product standUse demonstrating technique to make your product stand in doctors mind.in doctors mind.  Always demonstrate colour, scoring taste, smell etc.Always demonstrate colour, scoring taste, smell etc.  Arrange the samples on the doctor’s table in such a wayArrange the samples on the doctor’s table in such a way that brand name and important features face the doctor.that brand name and important features face the doctor.  Never keep the samples by telling that “here are fewNever keep the samples by telling that “here are few samples” instead, always tell that “ this product you cansamples” instead, always tell that “ this product you can try on your next patient suffering from ___________try on your next patient suffering from ___________ (condition)”(condition)”  Always demand prescriptions when you keep the samples.Always demand prescriptions when you keep the samples. Dr. Kailas GhodkeDr. Kailas GhodkeObjection Handling and DetailingObjection Handling and Detailing 5050
  45. 45. Dr. Kailas GhodkeDr. Kailas Ghodke 5151Objection Handling and DetailingObjection Handling and Detailing
  46. 46. 1)1) Presentation:Presentation:  Does your introduction grab participant’s attention andDoes your introduction grab participant’s attention and explain your objectives?explain your objectives?  Do you follow this by clearly defining the points of theDo you follow this by clearly defining the points of the presentation?presentation?  Are these main points in logical sequence?Are these main points in logical sequence?  Do these flow well?Do these flow well?  Do the main points need support from visual aids?Do the main points need support from visual aids?  Does your closing summarize the presentation clearly andDoes your closing summarize the presentation clearly and concisely?concisely?  Is the conclusion strong?Is the conclusion strong?  Have your tied the conclusion to the introduction?Have your tied the conclusion to the introduction?  Did you demand sale?Did you demand sale? Dr. Kailas GhodkeDr. Kailas Ghodke 5252Objection Handling and DetailingObjection Handling and Detailing
  47. 47. 2) Delivery:2) Delivery:  Are you knowledgeable about the product covered in yourAre you knowledgeable about the product covered in your presentation?presentation?  Do you have your promotional inputs in order?Do you have your promotional inputs in order?  Where and how will you present (indoors, outdoors,Where and how will you present (indoors, outdoors, standing, sitting, etc.)?standing, sitting, etc.)?  Have you checked and practice your visual aids,Have you checked and practice your visual aids, brochurebrochure and other promotional inputs?and other promotional inputs? Dr. Kailas GhodkeDr. Kailas Ghodke 5353Objection Handling and DetailingObjection Handling and Detailing
  48. 48. 3) Appearance:3) Appearance:  Make sure you are dressed and groomed appropriately andMake sure you are dressed and groomed appropriately and in keeping with the audience’s expectations.in keeping with the audience’s expectations.  Practice your speech standing (or sitting, if applicable),Practice your speech standing (or sitting, if applicable), paying close attention to your body language, even yourpaying close attention to your body language, even your posture, both of which will be assessed by the audience.posture, both of which will be assessed by the audience. 4) Visual Aids:4) Visual Aids:  Are the visual aids easy to read and easy to understand?Are the visual aids easy to read and easy to understand?  Did you understand the Visual aid?Did you understand the Visual aid?  Are they are in proper condition?Are they are in proper condition?  Can doctor see them easily while you are detailing them?Can doctor see them easily while you are detailing them? Dr. Kailas GhodkeDr. Kailas Ghodke 5454Objection Handling and DetailingObjection Handling and Detailing
  49. 49. Dr. Kailas GhodkeDr. Kailas Ghodke 5555Objection Handling and DetailingObjection Handling and Detailing
  50. 50.  To create positive impactTo create positive impact  To make the product known to the customer, but itsTo make the product known to the customer, but its purpose is to create a NEED and WANT in the mind of thepurpose is to create a NEED and WANT in the mind of the customercustomer  This step is technically known as “comprehension” of theThis step is technically known as “comprehension” of the product to the customer with a view to generate an urgeproduct to the customer with a view to generate an urge in his mind to prescribe the product.in his mind to prescribe the product. Dr. Kailas GhodkeDr. Kailas Ghodke 5656Objection Handling and DetailingObjection Handling and Detailing
  51. 51.  It is a presentation of selling points in the most logicalIt is a presentation of selling points in the most logical sequence to the customersequence to the customer  Sales promotion, sales presentation , sales interview areSales promotion, sales presentation , sales interview are the other names of detailingthe other names of detailing  Detailing – it is a communication of your message to theDetailing – it is a communication of your message to the customer to increase the sales.customer to increase the sales. Dr. Kailas GhodkeDr. Kailas GhodkeObjection Handling and DetailingObjection Handling and Detailing 5757
  52. 52.  Logical and sequential presentationLogical and sequential presentation  Logical build up of selling pointsLogical build up of selling points  Fastening the minds of the customerFastening the minds of the customer  Hammering the key pointsHammering the key points  Giving proof for all statements whenever needed.Giving proof for all statements whenever needed. Dr. Kailas GhodkeDr. Kailas Ghodke 5858Objection Handling and DetailingObjection Handling and Detailing
  53. 53.  Detailing should be clear, concise and logical and it mustDetailing should be clear, concise and logical and it must be enlightenbe enlighten  It should contain the following :It should contain the following : 1.1. What the product is? (Basic Product / Service)What the product is? (Basic Product / Service) 2.2. What it is used for? (Implication of the product / service)What it is used for? (Implication of the product / service) 3.3. What it will do? (Action)What it will do? (Action) 4.4. How it is better? (Comparison)How it is better? (Comparison) 5.5. What are the benefits?What are the benefits? Dr. Kailas GhodkeDr. Kailas Ghodke 5959Objection Handling and DetailingObjection Handling and Detailing
  54. 54.  Medical detailing is the conversations between the doctorMedical detailing is the conversations between the doctor and the MR.and the MR.  It is a dialogue and not a monologIt is a dialogue and not a monolog  The MR builds a discussion with doctor in which the brandThe MR builds a discussion with doctor in which the brand name along with generic name of the product, thename along with generic name of the product, the indications, its benefits offer by the product to theindications, its benefits offer by the product to the patients needs.patients needs. Dr. Kailas GhodkeDr. Kailas GhodkeObjection Handling and DetailingObjection Handling and Detailing 6161
  55. 55. Name of the product Its Indication Benefits to patient Medical Detailing Conversation Thus any Medical detailing consist of Product Presentation and Motivation or Persuasion Dr. Kailas GhodkeDr. Kailas GhodkeObjection Handling and DetailingObjection Handling and Detailing 6262
  56. 56. Reason to adhere to the detailing stories or memories detailing:Reason to adhere to the detailing stories or memories detailing:  Helps to transfer the ideas from your mind to the minds ofHelps to transfer the ideas from your mind to the minds of customer clearlycustomer clearly  Covers all the pointCovers all the point  It is completeIt is complete  It is in logical order, drives customer from one point to anotherIt is in logical order, drives customer from one point to another  Sales executive can spend time on voice modulation and deliverySales executive can spend time on voice modulation and delivery of detailingof detailing  Saves timeSaves time  Helps new comer to sell effectivelyHelps new comer to sell effectively  Gives confidenceGives confidence Dr. Kailas GhodkeDr. Kailas Ghodke 6363Objection Handling and DetailingObjection Handling and Detailing
  57. 57.  CompleteComplete  ClearClear  Delivered with confidenceDelivered with confidence  ConvictionConviction  Eliminate the competitionEliminate the competition  Should follow the “AIDA” principle.Should follow the “AIDA” principle. Dr. Kailas GhodkeDr. Kailas Ghodke 6464Objection Handling and DetailingObjection Handling and Detailing
  58. 58. The pre approachThe pre approach  The stage of collecting specific information of customerThe stage of collecting specific information of customer before actually calling on himbefore actually calling on him Dr. Kailas GhodkeDr. Kailas Ghodke 6666Objection Handling and DetailingObjection Handling and Detailing
  59. 59. The approachThe approach  Going near to your customer using AIDA principles andGoing near to your customer using AIDA principles and make your call effectivemake your call effective  The name of the productThe name of the product  Mention your product name time and again to the doctorMention your product name time and again to the doctor as it help in registering the brand name in customers mindas it help in registering the brand name in customers mind Dr. Kailas GhodkeDr. Kailas GhodkeObjection Handling and DetailingObjection Handling and Detailing 6767
  60. 60. The name of the productThe name of the product  Mention the name of the product time and again to theMention the name of the product time and again to the customercustomer  It will help registering the brand name better in doctersIt will help registering the brand name better in docters mind.mind. The “you” benefitThe “you” benefit  Highlighting the benefits of the product for doctors and hisHighlighting the benefits of the product for doctors and his patients.patients.  Customer always appreciates if we talk from angle ofCustomer always appreciates if we talk from angle of patient and not from the angle of the companypatient and not from the angle of the company Dr. Kailas GhodkeDr. Kailas GhodkeObjection Handling and DetailingObjection Handling and Detailing 6868
  61. 61. The building of confidenceThe building of confidence  How confidant you are about yourself, your product andHow confidant you are about yourself, your product and company.company.  This confidant will get transform into building upThis confidant will get transform into building up customers confidence and therefore Objection handlingcustomers confidence and therefore Objection handling become easier.become easier. Dr. Kailas GhodkeDr. Kailas Ghodke 6969Objection Handling and DetailingObjection Handling and Detailing
  62. 62. The proper closeThe proper close  The close is nothing but whether you have made anyThe close is nothing but whether you have made any impact on customer or not.impact on customer or not.  The impact can be measure in terms of prescriptionsThe impact can be measure in terms of prescriptions  Close the call with the prescription demand is a mustClose the call with the prescription demand is a must  Always close with a statement such as - “Doctor may I getAlways close with a statement such as - “Doctor may I get prescription for Voveron to the next patient sufferingprescription for Voveron to the next patient suffering from pain.from pain.  In case of dispensing doctor you can ask Doctor shall I sendIn case of dispensing doctor you can ask Doctor shall I send 50 vials of Voveron ?”50 vials of Voveron ?” Dr. Kailas GhodkeDr. Kailas Ghodke 7070Objection Handling and DetailingObjection Handling and Detailing
  63. 63. Dr. Kailas GhodkeDr. Kailas GhodkeObjection Handling and DetailingObjection Handling and Detailing 7171
  64. 64.  While designing medical detailing , the MR takes care ofWhile designing medical detailing , the MR takes care of the following pointsthe following points 1.1. Perception of the doctorPerception of the doctor 2.2. ExpectationsExpectations 3.3. Barriers of Medical DetailingBarriers of Medical Detailing 4.4. Tendency to evaluateTendency to evaluate 5.5. Poor listeningPoor listening 6.6. MechanicsMechanics 7.7. Motivation or persuasionMotivation or persuasion Dr. Kailas GhodkeDr. Kailas GhodkeObjection Handling and DetailingObjection Handling and Detailing 7272
  65. 65.  What doctors knows about the company and his impressionWhat doctors knows about the company and his impression about the MR , and the company are the primaryabout the MR , and the company are the primary considerations for the MR to make an approach.considerations for the MR to make an approach.  The indications in which the product used and the therapyThe indications in which the product used and the therapy involved.involved.  Every doctors has his own perceptions of the therapy e.g.Every doctors has his own perceptions of the therapy e.g. Some doctors used appetizers along with iron prescriptionSome doctors used appetizers along with iron prescription or Antibiotic along with multivitamin or probiotics.or Antibiotic along with multivitamin or probiotics.  The effective MR takes individual likes and dislikes of theThe effective MR takes individual likes and dislikes of the doctors so that his selling become smooth.doctors so that his selling become smooth. Dr. Kailas GhodkeDr. Kailas GhodkeObjection Handling and DetailingObjection Handling and Detailing 7373
  66. 66.  MR has some expectations from the doctor- Call objectivesMR has some expectations from the doctor- Call objectives  Similarly doctor also has some expectation / problems i.e.Similarly doctor also has some expectation / problems i.e. about treatment, issue about a particular therapy with drugabout treatment, issue about a particular therapy with drug  The effective MR achieves his objectives by meeting withThe effective MR achieves his objectives by meeting with expectations of the doctor.expectations of the doctor.  The MR communicate with doctor to establishes anThe MR communicate with doctor to establishes an understanding and make him to accept his point of view orunderstanding and make him to accept his point of view or recommendations.recommendations.  He highlights the buying motives of the product putHe highlights the buying motives of the product put forward the supporting references or clinical data withforward the supporting references or clinical data with punch of a salesman.punch of a salesman.  Only quoting the reports will not create any impact butOnly quoting the reports will not create any impact but reports have to be projected in a manner which clicks thereports have to be projected in a manner which clicks the imaginations of the doctor.imaginations of the doctor. Dr. Kailas GhodkeDr. Kailas GhodkeObjection Handling and DetailingObjection Handling and Detailing 7474
  67. 67.  Ego is the greatest barrier of medical detailing.Ego is the greatest barrier of medical detailing.  The MR think that the doctor is known to him and heThe MR think that the doctor is known to him and he should start prescribing his product strait away and whenshould start prescribing his product strait away and when this does not happens he feels doctor is a bad person andthis does not happens he feels doctor is a bad person and should not contact him any more.should not contact him any more.  He forgets that the doctor cannot prescribe his productHe forgets that the doctor cannot prescribe his product unless he is convinced of the utility of the product andunless he is convinced of the utility of the product and confident about the company background.confident about the company background. Dr. Kailas GhodkeDr. Kailas GhodkeObjection Handling and DetailingObjection Handling and Detailing 7575
  68. 68.  The MR sometimes conclude that the doctor may not beThe MR sometimes conclude that the doctor may not be useful or may not be interested in a particular product oruseful or may not be interested in a particular product or indication.indication.  He may have tendency to evaluate the doctor beforeHe may have tendency to evaluate the doctor before judging his potential or discussing with him. And later onjudging his potential or discussing with him. And later on he may be prove wrong.he may be prove wrong.  Effective MR does not jump into conclusion or evaluatesEffective MR does not jump into conclusion or evaluates the doctor before having a through discussion with him.the doctor before having a through discussion with him. Dr. Kailas GhodkeDr. Kailas GhodkeObjection Handling and DetailingObjection Handling and Detailing 7676
  69. 69.  Medical detailing is conversation, discussion of MR with theMedical detailing is conversation, discussion of MR with the doctor should be based on their mutual perceptions anddoctor should be based on their mutual perceptions and view pointsview points  Effective MR is a good listener – he listen carefully ,Effective MR is a good listener – he listen carefully , patiently and with understandingpatiently and with understanding  Thus effective MR can project the relevant point s to theThus effective MR can project the relevant point s to the doctor for effective discussion and understandingdoctor for effective discussion and understanding Dr. Kailas GhodkeDr. Kailas GhodkeObjection Handling and DetailingObjection Handling and Detailing 7777
  70. 70.  Effective MR make his product presentation in theEffective MR make his product presentation in the language best appreciated by the doctors.language best appreciated by the doctors.  He uses medical terminologies in the discussion withHe uses medical terminologies in the discussion with doctordoctor  Brings clinical situationsBrings clinical situations  The entire communications meets with requisiteThe entire communications meets with requisite dimensions i.e. the communications becomes relevant,dimensions i.e. the communications becomes relevant, effective, cohesive and most important points areeffective, cohesive and most important points are reputed in the form of a quick summery.reputed in the form of a quick summery. Dr. Kailas GhodkeDr. Kailas GhodkeObjection Handling and DetailingObjection Handling and Detailing 7878
  71. 71.  After the product presentation the MR needs to motivateAfter the product presentation the MR needs to motivate the doctor or persuade him to prescribe the productthe doctor or persuade him to prescribe the product  The persuasion can be done in 3 ways.The persuasion can be done in 3 ways. 1) Doctor support1) Doctor support  Any product which is popular today , was a one time notAny product which is popular today , was a one time not even known to the doctor.even known to the doctor.  The popularity is only because the doctors have beenThe popularity is only because the doctors have been prescribing the product or supporting it.prescribing the product or supporting it. Dr. Kailas GhodkeDr. Kailas GhodkeObjection Handling and DetailingObjection Handling and Detailing 7979
  72. 72. 2) Prescribing product is a good remainder.2) Prescribing product is a good remainder.  A good practicing doctor is visited at least 20-30 MRs andA good practicing doctor is visited at least 20-30 MRs and each one of them promote at least 2 products to him.each one of them promote at least 2 products to him.  Doctor remember about 20-30 products which areDoctor remember about 20-30 products which are interesting to him and request the doctor to prescribeinteresting to him and request the doctor to prescribe the product to the next patient so that the prescriptionthe product to the next patient so that the prescription can itself be a good reminder for him.can itself be a good reminder for him. Dr. Kailas GhodkeDr. Kailas GhodkeObjection Handling and DetailingObjection Handling and Detailing 8080
  73. 73. 3) Existing Prescriber for other product.3) Existing Prescriber for other product.  The doctor may prescribe other products of his companyThe doctor may prescribe other products of his company  The MR shall refer to those brands names and request forThe MR shall refer to those brands names and request for one prescription for the new product.one prescription for the new product.  If the MR can obtain one prescription , the doctor willIf the MR can obtain one prescription , the doctor will continue to support the product .continue to support the product . Dr. Kailas GhodkeDr. Kailas GhodkeObjection Handling and DetailingObjection Handling and Detailing 8181
  74. 74.  Persuasion for the prescription should be made after MRPersuasion for the prescription should be made after MR has been thoroughly confident about the interest of thehas been thoroughly confident about the interest of the productproduct  In one visit MR should not persuade for more then 2In one visit MR should not persuade for more then 2 productsproducts  At the time of persuasions it is advisable to highlight theAt the time of persuasions it is advisable to highlight the company's image, especially manufacturing facilities,company's image, especially manufacturing facilities, expertise available and people behind the company.expertise available and people behind the company.  Persuasion is most important because this influences thePersuasion is most important because this influences the emotional mind of the doctor which triggers hisemotional mind of the doctor which triggers his prescriptions behavior.prescriptions behavior. Dr. Kailas GhodkeDr. Kailas GhodkeObjection Handling and DetailingObjection Handling and Detailing 8282
  75. 75. Dr. Kailas GhodkeDr. Kailas GhodkeObjection Handling and DetailingObjection Handling and Detailing 8383
  76. 76.  It is universally accepted that doctors are more receptiveIt is universally accepted that doctors are more receptive to good detailing then to lifeless detailing.to good detailing then to lifeless detailing.  The benefits of good detailing areThe benefits of good detailing are  Better reception by the doctorBetter reception by the doctor  Recognition by peers , the company, the marketRecognition by peers , the company, the market  Increased efficiency and more prescription.Increased efficiency and more prescription.  Excellent detailers are always made and not born with.Excellent detailers are always made and not born with.  ByBy  Understanding detailingUnderstanding detailing  Practice, review and again practicePractice, review and again practice
  77. 77.  Constantly refine the following detailing elements, you canConstantly refine the following detailing elements, you can become a “Good Powerful Detailer”.become a “Good Powerful Detailer”. Dr. Kailas GhodkeDr. Kailas GhodkeObjection Handling and DetailingObjection Handling and Detailing 8585 1.1. ClarityClarity 2.2. Accuracy of TextAccuracy of Text 3.3. Voice and PitchVoice and Pitch 4.4. Speed of DeliverySpeed of Delivery 5.5. ConfidenceConfidence 6.6. PausesPauses 1.1. Pointer andPointer and SynchronizationSynchronization 2.2. Eye contactEye contact 3.3. Clarity of brand namesClarity of brand names 4.4. Alertness in gaugingAlertness in gauging attentionattention
  78. 78.  Delivery should be clear so the doctor will understand theDelivery should be clear so the doctor will understand the central message clearly.central message clearly.  Short sentence you tend to be clear.Short sentence you tend to be clear.  Long sentence you tend to be out of air.Long sentence you tend to be out of air.  Doctor will not be able to hear the ends of the sentenceDoctor will not be able to hear the ends of the sentence  Break the sentences meaningfully with pause.Break the sentences meaningfully with pause. Dr. Kailas GhodkeDr. Kailas GhodkeObjection Handling and DetailingObjection Handling and Detailing 8686
  79. 79.  Delivery of 100% text is important for 2 reason.Delivery of 100% text is important for 2 reason. 1) Proper Medical Words.1) Proper Medical Words.  We are in technical selling and so in place ofWe are in technical selling and so in place of “Hypertension” in place of “Hypotension” or “antagonist”“Hypertension” in place of “Hypotension” or “antagonist” in place of “agonist” the meaning are distorted.in place of “agonist” the meaning are distorted.  Technical words have exact meanings and have to be fittedTechnical words have exact meanings and have to be fitted into sentences expertly.into sentences expertly. Dr. Kailas GhodkeDr. Kailas GhodkeObjection Handling and DetailingObjection Handling and Detailing 8787
  80. 80. 2) Proper English2) Proper English  English is not our mother tongue, improper constructionEnglish is not our mother tongue, improper construction of the sentences will also distort the message.of the sentences will also distort the message.  100% delivery of the text is crucial for undiluted100% delivery of the text is crucial for undiluted messages to reach targeted doctors, this increases yourmessages to reach targeted doctors, this increases your efficiency and output.efficiency and output. Dr. Kailas GhodkeDr. Kailas GhodkeObjection Handling and DetailingObjection Handling and Detailing 8888
  81. 81.  Delivery should be loud enough for the doctor to hearDelivery should be loud enough for the doctor to hear  Use loudness to underline important words and stages ofUse loudness to underline important words and stages of your presentationsyour presentations  Delivery should not be offensively / disturbingly loud andDelivery should not be offensively / disturbingly loud and not so low the listener has to strain to understand.not so low the listener has to strain to understand.  The tone of the delivery should be friendly, assertive andThe tone of the delivery should be friendly, assertive and leave a positive impact.leave a positive impact.  With variation you can induce attention and co-operationWith variation you can induce attention and co-operation Dr. Kailas GhodkeDr. Kailas GhodkeObjection Handling and DetailingObjection Handling and Detailing 8989
  82. 82.  Your speed should be enough to facilitate clarityYour speed should be enough to facilitate clarity  It should be spaced to make the doctor understand , butIt should be spaced to make the doctor understand , but not too slow he will loose interest.not too slow he will loose interest.  Even if doctor shows signs of restlessness, a fast, hurriedEven if doctor shows signs of restlessness, a fast, hurried presentation is meaningless.presentation is meaningless.  It would make sense to ask for an appointment and make aIt would make sense to ask for an appointment and make a powerful presentation, when doctor is in receptive mood.powerful presentation, when doctor is in receptive mood. Dr. Kailas GhodkeDr. Kailas GhodkeObjection Handling and DetailingObjection Handling and Detailing 9090
  83. 83.  At the end of presentation the doctor should think of youAt the end of presentation the doctor should think of you as a confident, sensible and rational professionalas a confident, sensible and rational professional  You will automatically become confident once you startYou will automatically become confident once you start practicing consciously the elements of detailing.practicing consciously the elements of detailing. Dr. Kailas GhodkeDr. Kailas GhodkeObjection Handling and DetailingObjection Handling and Detailing 9191
  84. 84.  In verbal communication, the only way to punctuate yourIn verbal communication, the only way to punctuate your sentences is by pausing at the right places.sentences is by pausing at the right places.  You can highlight commas, stops, paragraph and beginningYou can highlight commas, stops, paragraph and beginning of new topics just by timing your pauses.of new topics just by timing your pauses.  Remember pauses between individual musical notes,Remember pauses between individual musical notes, makes music.makes music. Dr. Kailas GhodkeDr. Kailas GhodkeObjection Handling and DetailingObjection Handling and Detailing 9292
  85. 85.  The use of a pen as a pointer is very useful to highlightThe use of a pen as a pointer is very useful to highlight portions from visual aid or literature.portions from visual aid or literature.  Use any ordinary pen , Shiny , showy glossy pen tend toUse any ordinary pen , Shiny , showy glossy pen tend to draw attention of the doctor to the pointer rather then thedraw attention of the doctor to the pointer rather then the to the message.to the message.  Point out relevant portions by fixing pointer firmly at thePoint out relevant portions by fixing pointer firmly at the beginning of every important sentence.beginning of every important sentence.  Running the pointer, along with the text on the visual aidRunning the pointer, along with the text on the visual aid tend to distract the doctor and should be avoidedtend to distract the doctor and should be avoided  Delivery should match flipping of the pages in a the visualDelivery should match flipping of the pages in a the visual aid and literature.aid and literature. Dr. Kailas GhodkeDr. Kailas GhodkeObjection Handling and DetailingObjection Handling and Detailing 9393
  86. 86.  More than 2400 types of facial expression have been listed byMore than 2400 types of facial expression have been listed by expert.expert.  The most studied expression is eye contactThe most studied expression is eye contact  Constriction of pupils clearly indicates disapproval and dilatedConstriction of pupils clearly indicates disapproval and dilated ones approval.ones approval.  Eye contact with doctors is not only important for you to expressEye contact with doctors is not only important for you to express sincerity , commitment but to gauge his response to yoursincerity , commitment but to gauge his response to your presentationpresentation  One can gauge whether the doctor is comfortable before , duringOne can gauge whether the doctor is comfortable before , during and after the presentations just by eye contact.and after the presentations just by eye contact.  When the pupils are dilated, that’s the right time to get aWhen the pupils are dilated, that’s the right time to get a commitment for a prescription or an order.commitment for a prescription or an order. Dr. Kailas GhodkeDr. Kailas GhodkeObjection Handling and DetailingObjection Handling and Detailing 9494
  87. 87.  Objective of the your presentation is to leave the brandObjective of the your presentation is to leave the brand names on the “TOP OF THE MIND” of the doctor.names on the “TOP OF THE MIND” of the doctor.  Correct pronunciation of the brand names is important.Correct pronunciation of the brand names is important.  In case of difficult pronunciation of Practice brand names.In case of difficult pronunciation of Practice brand names. Dr. Kailas GhodkeDr. Kailas GhodkeObjection Handling and DetailingObjection Handling and Detailing 9595
  88. 88.  During presentation it is important to see whether theDuring presentation it is important to see whether the doctors has shifted attention or mentally “SWITCHEDdoctors has shifted attention or mentally “SWITCHED OFF”.OFF”.  If the doctor is distracted away from your presentation,If the doctor is distracted away from your presentation, pause till the doctor looks back at you and continue.pause till the doctor looks back at you and continue. Dr. Kailas GhodkeDr. Kailas GhodkeObjection Handling and DetailingObjection Handling and Detailing 9696
  89. 89.  OpeningOpening  Get attentionGet attention  Create interest and sustain itCreate interest and sustain it  Present benefitsPresent benefits  DemonstrateDemonstrate  FeedbackFeedback  Handle objectionHandle objection  CloseClose Dr. Kailas GhodkeDr. Kailas Ghodke 9898Objection Handling and DetailingObjection Handling and Detailing
  90. 90. Do not tell the customer about your productDo not tell the customer about your product and service until you have found out whichand service until you have found out which company they are from and what sort ofcompany they are from and what sort of cake they are interested in.cake they are interested in. Dr. Kailas GhodkeDr. Kailas GhodkeObjection Handling and DetailingObjection Handling and Detailing 9999
  91. 91. Dr. Kailas GhodkeDr. Kailas GhodkeObjection Handling and DetailingObjection Handling and Detailing 101101
  92. 92. Dr. Kailas GhodkeDr. Kailas GhodkeObjection Handling and DetailingObjection Handling and Detailing 102102
  93. 93. Dr. Kailas GhodkeDr. Kailas GhodkeObjection Handling and DetailingObjection Handling and Detailing 103103
  94. 94. Dr. Kailas GhodkeDr. Kailas GhodkeObjection Handling and DetailingObjection Handling and Detailing 104104
  95. 95. Dr. Kailas GhodkeDr. Kailas GhodkeObjection Handling and DetailingObjection Handling and Detailing 105105
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