17. 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
58. Set Objectives for next meeting with the doctor.After leaving the chamber: 7. Post call analysis
59. Famous Quote The difference between try and triumph is just a little umph!
60. Objectives Of Greeting & Opening positive atmosphere Exchange of names simply connect start a gentle conversation
61. Asking Questions Questions are used to PROBE information from doctors Questions starting with WHAT WHERE WHY HOW WHO WHICH are very useful
62. 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
63. Famous Quote The best and fastest way to learn is to watch and imitate a champion
64. 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.
65. 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
66. Presenting the Benefits NEED what the doctor wants? what the doctor gains? FEATURE/OFFERING BENEFIT what do we offer?
67. Famous Quote The important thing about a problem is not the SOLUTION, but the strength we gain in finding the SOLUTION
77. Kinds Of Objections Unspoken Objection Objection that we hear and cannot answer & Objection that we hear and can answer &
78. Handling the unspoken objection Doctor frowns Doctor looks elsewhere Doctor smiles (sarcastic)
79. 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?
80.
81. Apart from this, is there anything else that is of concern to you?
91. 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
93. 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
94. 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
102. 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.
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