Winning the game
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Winning the game

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Winning the game Winning the game Presentation Transcript

  • WINNING THE GAME INITIAL TRAINING EHAB HUSSIEN SALES TRAINER
  • Welcome On Board
  • Four Obstacles For Buying No Hurry I’m afraid of what might go wrong No Trust I don’t know if you are The right person to deal with 4 No Help I don’t see how your solution will help 1 3 2 No Need I don’t see how I have a problem View slide
  • 9 Ps=1 Positive Prepared Persuasive polite planned precise = patient punctual practical professional View slide
  • CUSTOMERS BUY FROM SALESMAN THEY : •LIKE •TRUST •RESPECT
  • Let’s Summarize! The Salesperson: • Meets • Greets • Builds rapport • Goes through the approach • Discusses the product • Discusses the marketing plan • Discusses the business proposition • Closes – asks for the order
  • AstraZeneca Salesman Should Be S M K A
  • MR ..Time Distribution 11% 2% Car Travel Selling 5% Waiting 41% 13% Chats Breaks Others 8% 15% 5% Admin. Planning
  • ARE YOU READY ?
  • SELLING SEQUENCE A. Pre call planning B. Opening C. Probing D. Handling objection E. Close F. Commitment G. Post call analysis
  • Interview Sequence Introduction Interview Objective Rapport Building Opening Opening Discussion Handling Objections Summary Close Follow up Commitment
  • Sequential selling POSITIVE ATTITUDE PRE-AND POST CALL ACTIVITY CUSTOMER FEED BACK& CLOSING HANDLING OBJECTIONS OPENING THE CALL SATISFYING NEEDS CONVERSATIONAL QUESTIONING LISTENING SKILLS THE SELLING SKILL MODEL
  • Positive Attitude To the customer To your company Confidence&belief. Treat customers with the Respect they deserve. To product we are selling More likely to be Successful
  • Exercise The DRAGON
  • Critical success factors Your Attitude • • • • • Total belief in products . Believe in your ability. Enthuses a customer to feel positive about your company and products . Takes full responsibility for all actions . Passionate about your company (Controllable emotion)
  • Are You • Teacher ? • Consultant? • Reporter?
  • A. Pre call planning • Gathering information (prescribing habits,no. of patients …) to set your objective • Providers
  • Pre-Interview Secretaries + Hospital Staff Pharmacists (Hospital + Retail) Other Customers Other Representatives Yourself – Call records Receptionists Nurses
  • PREPARATION IF YOU FAIL TO PREPARE YOU PREPARE TO FAIL WITHOUT PREPARATION
  • •Rule of 20/80 •Assess the potentiality
  • 100 80 60 achievements effort 40 20 0 establish cover
  • The Six Step Approach to Planning Customer analysis Competitors analysis Own product analysis Long-term objective Tactics/Action plan Interview objective
  • Pre interview Rudyard Kiplings’ Six honest serving men ( 6 Ws ) • • • • • • Who is he ? What does he want Vs like ? Where to visit him ? When to visit ? Why to visit ..my aims ? Which offer is best for him ?
  • What does he want Vs like..? • • • • • • • Attitude to the product / company. Resistance. Objections. Main buying motive (s). Purchasing policy. Decision process. Relationship.
  • Personality Matrix Controlling (Result Oriented) A S K S TELLS Advocating Analyzing (Evidence Oriented) ASKS E M O T E S Facilitating o patients oReps oHonest
  • Reasons for Contact Competitive Competitive (selective demands) (selective demands) (informative) (informative) Kinds Kinds of Product of Product information information Reminder Reminder
  • Interview Objective Three-steps plan for interview objectives: • Determine the doctor’s present prescribing habits. • Decide how you will change his habit… the objective. • Plan how to achieve this change…the strategy.
  • Pre call analysis Who am I going to see? What are they presently using? What do I need to make him get try of my product? What are the opportunities? What are the promotional materials/samples do I need? What is my OBJECTIVE ?
  • •Short term •Long term
  • Basic Objective Why customers Repeat the use of specific product of specific Company for specific MS ? Satisfaction
  • Tailored Message • • • • Doctors Attitude. Competitors claims. Doctors Prescribing Habit. Your own objective for every Doctor.
  • Your Message Should • • • Reflect AZ’s product strategy Differentiate the product Be based on customer needs and prescribing habits • Be adaptable
  • The ladder of adoption A set of milestones that take us to our ultimate objective Taking the customer from never having heard of our product To maximum possible usage. Using 1st. Line in all Rx Using 1st. Line in 1 Rx Using 2nd. line Tried in few ps Aware&not used 2 Never heard 1 5 4 3 Can not happen in one go 6
  • The Adoption Curve Early Early Late Innovators (3-5%) Percent Adoption 90 Adopters (10-15%) Majority (34%) 50 20 5 0 Time Majority (34%) Laggards/ Nonadopters (5-16%)
  • OUR GOAL • • • Right message is being delivered Right customers are being seen Desired coverage is being achieved
  • The Four Ps of the Marketing Mix Product Place C Price Promotion
  • How well am I prepared to achieve ? • • • • • • • • • The territory plan. The core message. Sales story. Number of calls. Frequency per individual customer. Meeting “AV’s” Influencers presentation . Materials. Other resources.
  • THE ACTUAL CALL • Make sure you look professional • Have all materials organized & easy to follow • Know your product & that of the competitor
  • Documents & Supportive Materials • • • • • Promotional materials Clinical research papers Product knowledge Patient education materials Samples
  • Orange Territory
  • B. Opening • • • 1st. Three minutes Building RAPPORT Def. :- degree of mutual under standing & sympathy • True RAPPORT makes your objective attainable
  • The initial favorable impression we create about our selves through:1. Physical posture 2. Mental words & phrases 3. Emotional mood & emotions
  • • Make your customer feels comfortable • • • • with you Show similarity & formality in dress & speech talk the same language Be honest & sincere Establish credibility Appreciate customer’s time precious create mutual respect
  • THERE IS NO SECOND CHANCE TO MAKE THE FIRST IMPRESSION
  • THE INTERVIEW • Communication • Relationship • Connection
  • • COMMUNICATION:- The art of being understood & to understand • Making your customer aware of the reason for your visit • Assuring him that it will lead to worthy conversation
  • Non verbal communication • • • • • • • don’t forget 60-70% Facial expression Voice tone matching Gesture & position during discussion Mini-movement Eye contact
  • • RELATIONSHIP:- Establish your credibility while respecting individual identity ,thus making him feel comfortable in your presence • Make it BUSSINESS ORIENTED
  • • CONNECTION:The all important step of uniting you with your customer in progress towards your goal THE SALE
  • PLEASE MAKE YOUR SEAT BELTIGHT IT IS THE TIME FOR TAKE OFF
  • c. Probing 1.    QUESTIONING Pre interview During the interview Post interview  Direct Q: yes/no  Indirect Q: EXPRESS THE OPINION
  • • I KEPT MY HONEST SIX FRIENDS THEY TELL ME ALL WHAT INEED THEIR NAMES ARE WHAT,WHEN,WHY,WHERE,WHO & HOW
  • • a. b. c. d. APPROPIATE QUESTIONING:Reflect your mental discipline Help you to lead the discussion Control the interview Discovering the need
  • • True RAPPORT …..give you the right….. To ask Q.s during the sales interview • Questions before the inter view information build your strategy results • Questions after the call success indicators
  • Sub types of indirect Q.s: • General :-disease or therapy area • Positive :- class of drugs • Specific :- your product Vs competitors
  • • Use encouraging Q.:- It will be very helpful to know how would the profile of your HTN patients can affect the drug prescribed for them • Use phrase Q:I would welcome your comment on the efficacy of our product in last 3 patients
  • 2. LISTENING • i. ii. iii. iv. v. It is absolutely active skill not a passive skill consists of:Conscious hearing Mind mapping Analysis Interpretation response
  • LISTEN 60% SPEAK 40% ENJOY YOUR SUCCESS
  • • LISTENING IS THE ULTIMATE SKILL OF UNDERSTANDING YOUR CUSTOMER
  • GOOD LISTENER • Give non verbal evidence that he listens • • • • • intentionally Give clear verbal evidence like constructive & respectable feedback Can detect speaker self interest & motives Tailor his tone , vocabulary ,phrases & volume to match the speaker Respect speaker’s through facts & judgment Convey his message efficiently
  • Why it is so important • To understand the objections • To listen to Q.s & provide relevant answers • To listen not only what is said but how is said • To show concern & interest in customer • To gather information about your customer
  • DIFFICULTIES • • • • • • • • Yes…..But Assuming that you know I heard him say this before Interrupting Prejudged Pretending to listen Nodding syndrome You don’t listen
  • LISTENING IS NOT SILENCE
  • If God had wanted us to talk more than listen, he would have given us two mouths rather than two ears.
  • KISS DON’T MISS
  • Features & benefits • FEATURE:- the statement that describe your product • BENEFITS:-what the feature do for the customer
  • Uncover needs PROBLEMS OPPORTUNITIES NEEDS Situation that the customer is unhappy with. A problem that A problem your your product product can can solve. solve and the customer wants to solve. Reps are good at identifying and selling against opportunities without confirming that this is Something the customer feels strongly about.(How to confirm?) USING the art of questioning and listening the rep can understand the real issues facing the Customer (problems) ascertain any areas where our products can help(opportunities) and uncover the real needs of the customer.
  • SATISFYING NEEDS FEATURES&BENEFITS HOW TO DELIVER INFORMATION? OUR PASSION&BELIEF IN OUR PRODUCT CAN HAVE A MAJOR IMPACT ON HOW WE CONVEY INFO. MATERIALS WE USE ONLY ASSIST. DELIVERY/IMPACT OF THE MESSAGE WORDS 7% VOICE NONVERBAL COMM. Customer emotional benefits are at least as Important as the patient Benefits. 38% 55% HEAD HEART
  • Features & Benefits integration • We are selling our product through its • • • • benefits that gain customer satisfaction Benefits :- what our product DOES for the Dr. not HOW it looks like for you Discover through Q.s The KEY benefit :- satisfy customer’s specific need Always link
  • F • • • • • B FUEL INJ. ………. INTEL INSIDE ……….. JET WASH ………… FLAT SCREEN ………… DOORS ARE STEEL SUPPORTED ….. • 3 RAZORS SHAVING MACH. ……….
  • Buy-in for Objective Reaching it logically
  • KEY BENEFIT • Main benefit which of all the benefits satisfy customer's specific need Heart of • Matching with the need the selling interview • Visual reinforcement • Refer to specific Pt. who will benefit clear indication positioning reinforce your message
  • Building benefits • Don’t over sell • Once you’ve obtained your customer agreement Buying signal Successful close Close $$$ $$$ $$$
  • Rules • Don’t introduce new one randomly • Straightforward linking (which means that… ,because….. & consequently) • Your customer agree (watch his reactions & ask appropriate Q.s) • What your product can do NOT what your product is
  • Why Do Our Customers Buy • • • • • • Safety Performance Appearance Comfort Economy Durability SPACED
  • Assumed Identity • • • • • Bahlol Economic No-Need Sab3 El-leil Fato7 Competition Captain Gimme Discount Hathout references.
  • Competitive Brain Storming Let’s Go
  • D. Handling objections • • • • • There is no thing personal Normal procedure Success not failure Opportunity don’t lose Your customer needs help …… it is your decision
  • Types of objection MISUNDERSTANDING:• Correct before overcoming the objection • You can get the information you need from the detail aids & clinical trials • Always restate the appropriate benefits
  • DOUBT:• Customer doubts the fact of what you are saying • Resolve & appropriate benefit should be presented
  • LIMITATION:• Your product can’t provide what the customer is looking for • Minimize & compare +ve & -ve • Link to appropriate agreed benefit
  • QUESTION:• To obtain information • Listen carefully • Integrate the key benefit in your reply
  • E. Closing & gaining commitment Landing Keep your seat belt tight
  • Commitment
  • Negotiate For The Triple win
  • Time for actions • Once the Dr. agrees on the benefit package real buying signal stop close • Time to ask for business :- be realistic , precise & focused • Don’t forget your original objective
  • Work / life balance Call rates, target doctors Special projects Product knowledge SALES
  • CLOSING APPROACHES 1. Closed Q. • I think your agreement means next • suitable Pts can benefit from….? By this ……. Will be beneficial for your Pts ?
  • 2.Assumptive app. • Assume he has bought Rx • By this ,do we agree that 1st. 2-5 Pts will be on Rx.
  • 3.ALTERNATIVE CHOICE • Will you use … instead of X in the 1st. Suitable Pt…..? 4.SUMMARY Q. • As agreed, can we say that Rx is an important alternative therapy to your Pts…?
  • 5.THIRD PARTY • You tell him success story of another Dr. with Rx ,then ask closed Q. • WILL YOUR PATIENT BENEFIT THE SAME WAY….?
  • 6. SHARP ANGLE APP. • If the Dr. ask you (will my Pts benefit from Rx ? • This means Dr. is very important to your asthmatics • If Rx offers it ,will it benefit your next suitable Pts
  • 7.OBJECTION APP. • Hear carefully • Clarify • Get his agreement for understanding • Answer appropriately • Confirm that the answer satisfies the Dr.
  • Direct AFTB • Dr. if this information on ATACAND of interest to you ,perhaps you could use it for the next 4 HTN patients. • Doctor ,if you use SYMBICORT for your asthmatic patients,you will be probably pleased with the results.
  • Direct AFTB • Dr.,I made sure that the pharmacy has enough stock for the next x patients whom you will prescribe LOGIMAX for. • Dr., would you be willing to try ATACAND for some of your HTN patients intolerable for their treatment.
  • Direct AFTB • Dr.,do you feel confident to start prescribing SYMBICORT for you asthmatic patients ?.”can you think of specific pats now?” • Which is the type of patient you will start using IMDUR for now?
  • Indirect AFTB • Dr.,now we agreed on the benefits that ATACAND ensure reliable control for your patients,would you consider prescribing it for your HTN patients? • Dr.,from your comments it seems that SYMBICORT sounds useful for your patients, would you consider prescribing it for the next 5 patients.
  • Indirect AFTB • Dr.,since you have seen LOGIMAX proven efficacy for your HTN patients,would you consider using it for the next 4 patients(newly discovered). • Dr., did I bring you any thing today that might cause you to consider using SYMBICORT more frequently.
  • Remember • Polite acceptance is not enough • You need strong & firm agreement on action • To make sure that customer has taken decision OPP. Raise any hidden • NO objection
  • Binding Commitment • Gaining binding commitment to buy…is what our job is all about. • It is the skill above all others that bring you the real sales success. • It is a matter of pride and job satisfaction to generate sales, rather than feeling shy.
  • SMART Objective Leads to SMART Commitment
  • Gaining Commitment Can the customer Realistically Achieve It ? Does he know How to Achieve It ? Will be benefit As a result of Achieving it ?
  • Commitment for Follow Up Close on Agreed benefit Ask your customer To prescribe Your product Agree plans For product usage Make follow-up Appointment to check product use and ensure That pharmacy has stocks
  • RELEASE YOUR SEAT BELT YOU LANDED SAFELY
  • F. Post call analysis • Write call summary (what took place in your • • • • • • visit) Did you meet your objective ? Response/obstacles/objections Did the Dr. request follow up information? Samples/ giveaway Did the Dr. give you commitment ? Next step/ next call objective
  • THE HARDER YOU WORK THE LUCKIER YOU BECOME
  • EHAB HUSSEIN