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Pharmaceutical selling skills
 

Pharmaceutical selling skills

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    Pharmaceutical selling skills Pharmaceutical selling skills Presentation Transcript

    • PharmaceuticalSellingskills
    • Agenda
      • Aim
      • What Is Selling?
      • Philosophy of Selling
      • The 7 basic selling steps
      • Objectives of Greeting and Opening
      • Asking Questions
      • The Funnel Technique
      • DAPA Method of Selling
      • Significance of DAPA
      • Presenting the benefits of the Product
      • Handling Objections
      • Selling the Price
      • Closing A Sale
    • AIM
      • To Create an Outstanding Success for Your Brands
      • Understand in depth, the role of Sales Team
      • Develop a Framework for an Effective Sales Approach
    • What Is Selling ?
      To satisfy a Need / Want with your product for Mutual Benefits.
      To Identify / Generate / Influence a Need / Want.
    • Philosophy Of Selling
      selling = motivatingdoctor’s commitment
      Medical Rep
      DOCTOR
      All good reasons why a doctor should prescribe your product
      All the things that a doctor has to give up
      BY ASKING
    • The 7 Basic Selling Steps
    • 1. Pre call planning
      The 7 Basic Selling Steps
      • Identifying the right doctors
      Targeting

      • Review last call
      • Objective selling: S.M.A.R.T = Specific, Measurable, Achievable, Realistic, Time bound
      • Plan the call: objectives, promotional materials, sequence of detailing

      Call preparation

      Projecting the right company image
      • Posture, Facial Expressions, Dressing & Grooming
      • Observe different things
      • No. of patients, sex, age, economic status
      • Patients information charts, competitors promotional material, give aways, dr’sinterests, prescribing habits

      Utilize waiting time
    • 2. Opening
      The 7 Basic Selling Steps
      Opening is the skill of capturing the doctor’s attention and focusing the sales call.
      • Greeting
      • Rapport building
      • Purpose of call
      • Initiating business discussion
      Steps of opening:
      • Need/Benefit opening:
      • Identify a known or presumed need
      • Offer a product feature & benefit to satisfy that need.
      • Opening as a question
      • Stimulating opening
      Types of opening:
    • 3. Questioning
      The 7 Basic Selling Steps
      • Questioning is used for the purpose of gaining informationto use in the sales call.
      • Start with open questions and then move to close questions.
      • Invites an extended doctor response
      • Start with What, When, Why, Where, Who & How
      Open Questioning:
      Closed Questioning:
      • Invites a “Yes” or “No” reply from the doctor
      • Start with Do, Will, Is, Should
      Choice Questioning:
      • Give doctor two or more positive options in order to rule out a negative “No” response.
    • 3. Questioning
      The 7 Basic Selling Steps
      • Questioning is used for the purpose of gaining informationto use in the sales call.
      • Start with open questions and then move to close questions.
      • Benefit is presented in the form of a statement supported by a Feature and followed by a Closed Question
      Benefit Tag Questioning:
      Tag On Questioning:
      • Tag on questions are used when doctor makes a positive statement which you want to reinforce.
    • The 7 Basic Selling Steps
      Presentation is zeroing on the doctor’s identified Needs/Wants with appropriate Product Features and Benefits.
      4. Presentation
      • Sit up straight in front of the doctor
      • Look confident and speak with enthusiasm.
      • Hold the Detail Aid in front and use a pen to focus doctors attention
      • Don’t look at the Detail Aid, look at the doctor. Observe his/her actions.
      • If interrupted, do a brief recap before continuing
      • Don’t be distracted by surroundings
      During Presentation:
    • The 7 Basic Selling Steps
      • Can be question, comment or query.
      • Shows interest of the doctor in your product.
      5. Handling objections
      • An incorrect negative perception because of misinformation.
      • To handle this provide the right information.
      Misunderstanding:
      • A doctor’s doubt that your product can actually deliver the stated benefit.
      • Offer proof (clinical studies, references)
      Skepticism:
      Real Objection:
      • A real short coming or disadvantage of your product.
      • To handle real objection, minimize the impact by focusing on the advantages.
    • The 7 Basic Selling Steps
      • Can be question or query.
      • Shows interest of the doctor in your product.
      5. Handling objections
      • Doctor is not interested in your product because doctor is satisfied with competitor’s product or doctor has never used that type of product.
      • Identify a need that can not be satisfied by the doctor’s preferred product.
      Indifference:
      • Doctor does not openly raise an objection because the doctor is disinterested.
      • How to handle: Ask doctor if they have concerns.
      Hidden Objection:
    • The 7 Basic Selling Steps
      Real success of a sales call depends on the use of effective closing.
      6. Closing
      • Review all the benefits accepted by the doctor
      • Ask for business (trial use, continued use, expanded use)
      • Wait for a response.
      After
      Presentation:
    • The 7 Basic Selling Steps
      Post call analysis is the process of evaluating and recording the outcome of the call, in order to plan for future calls.
      • Evaluate the Call
      • Record Call Information
      • Set Objectives for next meeting with the doctor.
      After
      leaving the chamber:
      7. Post call analysis
    • Famous Quote
      The difference between try and triumph is just a little umph!
    • Objectives Of Greeting & Opening
      positive atmosphere
      Exchange
      of names
      simply connect
      start a gentle conversation
    • Asking Questions
      Questions are used to PROBE information from doctors
      Questions starting with
      WHAT
      WHERE
      WHY
      HOW
      WHO
      WHICH
      are very useful
    • Funnel Technique
      a powerful tool to EncouragetheFlowofConversation
      1) motivate the doctor to talk.
      1
      2) open with neutral questions to get unbiased information.
      2
      4) ask closed questions to pinpoint precise requirement.
      3
      4
      3) ask lead questions to explore more deeply.
      5) summarize to gain doctor’s acceptance of requirements.
      5
    • Famous Quote
      The best and fastest way to learn is to watch and imitate a champion
    • DAPA Method Of Selling
      D
      efine the doctor’s requirement for your product.
      A
      cceptance by the doctor of the requirements.
      P
      rove that your product can fulfil the doctor’s requirement.
      A
      cceptance of the proof by the doctor.
    • Significance of DAPA
      D
      efine the doctor's requirement for your product
      Medical rep: asks open active questions
      Doctor : LISTENS and ANSWERS accordingly
      A
      cceptance by the doctor of the requirements
      Doctor : ANSWERS and gives acceptance
      Medical rep : does active listening and makes notes
      P
      rove that your product can fulfil the doctor’s requirement
      Medical rep : offers the product (or service)
      Doctor : does active listening and if things are not clear, asks questions
      A
      cceptance of the proof by the doctor
      Medical rep : does relevant answering
      Doctor : accepts the product as his/her need
    • Presenting the Benefits
      NEED
      what the doctor wants?
      what the doctor gains?
      FEATURE/OFFERING
      BENEFIT
      what do we offer?
    • Famous Quote
      The important thing about a problem is not the SOLUTION, but the strength we gain in finding the SOLUTION
    • Handling Objections
      Objection – An Obstacle Or An Opportunity
      When Do Objections come?
      • When D to A from DAPA is not done
      • It’s a doctor tactic to get a discount
      • The doctor is confused due to hidden cost or competition
      • A habit of asking questions
      • A strategy to postpone decision making
    • Handling Objections
      Objection – An Obstacle Or An Opportunity
      How do we tend to feel?
      • Frustrated
      • Dejected
      • Angry
      • Defensive
      • Challenging
    • Handling Objections
      Objection – An Obstacle Or An Opportunity
      How Should We React?
      Don’t get aggressive.
      Pause
      Stay calm.
      Do not disturb the customer. Let him/her speak first.
      Don’t get defensive
    • Kinds Of Objections
      Unspoken Objection
      Objection that we hear and cannot answer
      &
      Objection that we hear and can answer
      &
    • Handling the unspoken objection
      Doctor frowns
      Doctor looks elsewhere
      Doctor smiles (sarcastic)‏
    • Handling the unspoken objection
      What do you do when such an Objection Comes?
      PAUSE and then convert it into a SPOKEN OBJECTION by asking:
      You are thinking something Sir?
      Anything particular Sir?
    • Handling the objections we hear and can answer
      When you hear an Objection:
      Pause
      probe gently
      • Please, tell me more‏.
      • Apart from this, is there anything else that is of concern to you?
      • If I can take care of this to your satisfaction, could we proceed forward (would you consider our product)?
    • Handling the objections we hear and can answer
      When you hear an Objection:
      probe gently
      • Give your best possible solution?
      • Are you satisfied with my answer?
      &
    • Handling the objections we hear and cannot answer
      Features we offer but doctor does not need
      Product features that meet the doctor’s needs
      Features the doctor wants, but we do not have
      Find Out:
      • Why the doctor may not need it?
      • How long will the doctor not need it?
      • Will the doctor ever need it in future?
      &
      Find Out:
      • Why does the doctor want it?
      • How important is it?
      1) Essential 2) Desirable
      3) Useful
      • Can we explore an alternative?
    • Famous Quote
      Self respect is a question of recognizing that anything worth having has a PRICE
    • Selling The Price Effectively
      Psychological aspects of price:
      • Price is the only weapon that the doctor has.
      • Make sure YOUbelieve in your own pricing.
      • Make the doctor feel that you are there to help and not to fight.
    • Selling The Price Effectively
      the right stage to present the price:
      NOT UNTIL the doctor has REALISED the BENEFITSof your product
      What does a customer pay for?
      QUALITY
      BENEFITS
      CONSISTENCY
      RELIABILITY
      REPUTATION
      BRAND NAME
      SERVICE
      YOU
    • Selling The Price Effectively
      how to postpone revealing price:
      If the doctor says, “ It must be Expensive”-- Initially Ignore it
      If the doctor asks a little later, “How Much”– Tackle him/her in the following manner:
      1) I am coming to that Sir  ask an Open Neutral Question
      2) It depends on your requirement Sir  ask an Open Neutral Question
      3) I am sure the Price is not your only consideration Sir
      4) It depends on your order size
      5) I will leave you with a full Price list Sir
      6) First let me tell you the benefits that you are getting
      if pressed a lot, tell the price using the SANDWICH METHOD and continue
    • Selling The Price Effectively
      SANDWICH METHOD
    • Selling The Price Effectively
      SANDWICH METHOD
      STEP I: present the BENEFITS of your product
      STEP II: put the price in front of the doctor
      STEP III: JUST CONTINUEwith explaining him/her the features that he/she will derive out of this price
    • Selling The Price Effectively
      Handling Price Objection
      STEP I: doctor objects
      STEP II:
      Medical rep : what are you comparing with, sir?
      Doctor : competition, perception, budget, past experience
      STEP III:
      Medical rep : how much is the difference we are talking, sir?
      Doctor : 20% (the faster he says this, ITS FALSE)‏
      STEP IV: express the difference
      STEP V: demonstrate the benefits passable when compared to the difference
    • Famous Quote
      To Finish First, you need to First Finish
    • Closing The Sale
      What prevents a medical rep from closing EFFECTIVELY?
      • FEAR
      • UNCERTAINTY
      • DOUBT
    • Closing The Sale
      Why a medical rep may not close well?
      Too Early
      Too Late
      Too Meek
      Too Aggressive
      Doctor’s objections not resolved completely
      Sales process not followed
    • Closing The Sale
      When to close?
      • The DOCTOR has understood your product completely
      • The DOCTOR has developed trust in your company
      • The DOCTOR has a desire for the benefits for his/her patients
    • Checklist
      Steps to be followed?
      STEP I: Greet the doctor  further ask for his well being.
      STEP II: Give a small 15 seconds introduction on company image.
      STEP III: Listen to the doctor and use the FUNNEL TECHNIQUE to get the flow of conversation.
      STEP IV: Once you have understood the requirement, use the DAPA Method of Selling so as to confirm there is no GAP between the need and the offering.
    • Checklist
      Steps to be followed?
      STEP V: In case the doctor has a doubt/objection, then concentrate and resolve that before moving ahead.
      STEP VI: In case the doctor asks about the PRICE. Tell him/her that you would give him/her the best price comparing others. (Use the price postponement techniques)‏.
      STEP VII: In case the question still arises on PRICE, use the SANDWICH METHOD to answer it.
      STEP VIII: Pleasantly Close the sale and confirm the prescriptions.
    • thank you