Pharmaceutical selling

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Pharmaceutical selling

  1. 1. Prepared By: Mohamed Salah El Dein MBA – Cairo University Learning & Development Manager Salehiya Trade Est.
  2. 2. Follow-up Gaining commitment Meeting objections Presentation Need assessment Approach Pre-Approach Prospecting M.S. 2
  3. 3. A •Opening B •Exploring C •Satisfying D •Closing M.S. 3
  4. 4. A - Opening • It’s the first step in selling skills inside the Doctor’s chamber. • Effective opening need Rapport Building
  5. 5. Rapport Building
  6. 6. Outside Doctor’s Chamber
  7. 7. Three “R” Technique
  8. 8. Inside Doctor’s Chamber
  9. 9. Inside Doctor’s Chamber Attire Body Language
  10. 10. Inside Doctor’s Chamber Tonality Rate of Speech
  11. 11. Inside Doctor’s Chamber Repeat & Approve Commonality
  12. 12. Inside Doctor’s Chamber Positive Words Personal Space
  13. 13. Personal Space
  14. 14. Purpose of the Opening Get Attention Create Interest
  15. 15. Purpose of the Opening Explain Purpose of Visit The Received Benefits
  16. 16. When to open the call !! • After the rapport building statement , as the doctor's time is very valuable.
  17. 17. How to Open ??? Opening Common ways Uncommon ways
  18. 18. Common ways of Opening 1 • Introduction 2 • Agenda 3 • Benefit of the Customer 4 • Invite customer to add in to the Agenda 5 • Getting the permission
  19. 19. 1- Introduce yourself • MR can gives his & his company’s name. • Example :- “ I am Ali from Salehiya Pharmaceutical “
  20. 20. Introduce yourself MR Old New
  21. 21. Old Medical Reps • Usually not find needs to introduce themselves with general information as the customer may be familiar with their & their company’s introductions
  22. 22. Old Medical Reps • Usually begin their call with previous or old reference & can move from general statement to state their agenda for the visit.
  23. 23. New Medical Reps • MUST introduce themselves & their companies as this is essential for their Branding
  24. 24. Techniques of opening • Using “impactful” language or article to gain & hold the attention of the customer.
  25. 25. Examples ……. • • • • • • • As discussed last time …. Misery of your patient …. Quick Relief …… New study .. New Dose …. New Indication …. New clinical paper …..
  26. 26. 2 – State an agenda to the customer • The medical representatives state their objectives of the visit.
  27. 27. Example ….. • “In the last call I discussed the serum concentration of my product , today I am here to share with you a new study about the sensitivity data of the community acquired pneumonia patients”
  28. 28. 3- Benefit of the customer • It’s very important to tell the customer about the benefits he/she may receive from the discussion regarding the agenda. • This statement creates interest of the customer.
  29. 29. Example ……. • In the last call I discussed the serum concentration of my product , today I am here to share with you a new study about the sensitivity data of the community acquired pneumonia patients and how their results benefits your patients as well, I shall now proceed with your permission …..”
  30. 30. 4 - Invite customer to add in to the Agenda • Ask the doctor if he wants to discuss anything regarding the disease and its management area .
  31. 31. 4 - Invite customer to add in to the Agenda • This step is not applicable step in all situations. • You can use this step when you have a good rapport & trust worthy relationship with the customer
  32. 32. Example ….. • “Would you like to add anything to discuss ?”
  33. 33. 5- Get the permission to Start • In the last call I discussed the serum concentration of my product , today I am here to share with you a new study about the sensitivity data of the community acquired pneumonia patients and how their results benefits your patients as well, May I proceed with your permission …..”
  34. 34. Uncommon ways of Opening 1 •Product Method 2 •Benefit Method 3 •Question Methodology 4 •Referral Methodology 5 •Study Methodology
  35. 35. 1- Product Method • Initiating the discussion by Showing the Product. • Applicable with 1. Customer is too Busy 2. Customer seems much reluctant to talk 3. Launching a New Product
  36. 36. Example ……. • Dr. , this is our new anti-malarial drug which has a unique mode of action that differentiates it from other drugs and will be most beneficial to your patients. Can you spare some time for a detailed discussion ??
  37. 37. 2 - Benefit Method • Open the call by using the most beneficial feature of your product. • Applicable with 1. New MR 2. MR who has weak probing skill 3. Drs. who seem reluctant to probing
  38. 38. Example • Dr. , I would like to discuss the product, X, which has a long half life and is suitable for a single daily dosage”
  39. 39. 3 - Question Methodology • Open the call with question • Applicable with 1. Reading out information from the customer 2. Needing more time to discuss the product in details. 3. Launching new product.
  40. 40. Example …… • Dr. , In your opinion, what’s the parameters of an effective antibiotic for your patients of urinary tract infection ??
  41. 41. 4 – Referral Methodology • Some customers prescribe certain drugs due to the influence of their seniors. • Applicable with 1. Newly graduated Drs.
  42. 42. Example • Dr. , prescribing of the product ,X, by Dr. …….. Encouraged me to discuss the details of this product with you …..
  43. 43. 5 – Study Methodology • Sharing the result of a study or a survey with the Dr. • Applicable with 1. Analytical Doctors.
  44. 44. Example • “ ….. Today I would like to share with you a study of antihypertensive drug, I am sure it will be beneficial in managing your patients of hypertension, Can I proceed ??”
  45. 45. Exercise ……. • Please find the following questions ……..
  46. 46. B - Exploring • Definition :- • Understanding the customer needs
  47. 47. Exploring How Many Needs Relating to your Product Priority
  48. 48. What’s the need??? • The Desire of the customer that can be satisfied by your product or services • A problem that customer intends to solve with the purchase of goods or service • The result of a gap between customers’ desired states & their actual state
  49. 49. What’s a Need Gap ???
  50. 50. What’s the Role of the MR ?
  51. 51. Types Of Needs
  52. 52. How To Explore
  53. 53. Asking Questions • Determine Exactly which information you need • Choose the question that accomplish your desire outcome • Keep it simple & avoid complex question • Just ask & don’t interrogate • Try to develop a natural style
  54. 54. Types of the Question
  55. 55. Exploring Technique
  56. 56. Active Listening
  57. 57. C - Satisfying • Accomplishment of the customer’s needs or desires with your product or service
  58. 58. Right Time of Satisfaction 1 • The customer has clearly EXPRESSED his/her needs 2 • You & The customer fully understood the needs 3 • Your Product or service can meet the needs.
  59. 59. How to Satisfy ?? Respect customer needs Provide Features & Benefits Check for acceptance
  60. 60. Respect the Customer’s need • If the Doctor expressed that quick relief of pain is his main concern with arthritis patients, the MR may say : • “Quick pain relief is really very important for the patients of arthritis, and our NSAIDs give pain relief within 10 min.”
  61. 61. Provide appropriate Feature & Benefits The MR should provide the features & benefits that relevant to The customer’s needs
  62. 62. What’s the features & Benefits ??
  63. 63. Insight of the customer
  64. 64. Product Ladder Drug of Choice 2nd line Prescriber Reserve Therapy Non User
  65. 65. Check for Acceptance • Use strong confirmed close question. • “ Are the benefits that I offered to you for your patients agreed upon? How do they sound for your patient ?”
  66. 66. D- Closing • It’s the time to get a commitment of a prescription from the customer
  67. 67. When to close ?? • Once you have satisfied your customer with relevant feature & benefits as per his need and the customer gives you the buying signal
  68. 68. Buying Signal Buying Signal Verbal Non Verbal
  69. 69. How to close ?? 1. The 4‘S Technique 2. Direct commitment Technique 3. Alternative choice Technique 4. T – Account Technique 5. Success story Technique
  70. 70. The 4’S Technique 1. Summarize Agreed Benefits 2. Suggest Future Plan 3. Substantiate your Plan 4. Seek continuation for the next cool
  71. 71. Direct Commitment Technique • Straight a forward request for prescription
  72. 72. Alternative choice Technique • Ask the customer to choose between two or more choices.
  73. 73. T – Account Technique • Need special condition to be used
  74. 74. Success story Technique • By telling a successful story about your Product
  75. 75. If you work just for money, you’ll never make it. But if you love what you are doing, and always put the customer first, success will be yours. -Ray Kroc
  76. 76. Nobody counts the number of ads you run; they just remember the impression you make. -William Bernbach
  77. 77. It is not your customer’s job to remember you. It is your obligation and responsibility to make sure they don’t have the chance to forget you. -Patricia Fripp
  78. 78. Sources • Pharmaceutical Selling (Four Basic Skills) Nazir Ahmed 1st Edition, 2013 ISBN 978-87-403-0361-2 http://bookboon.com/
  79. 79. M.S. 79

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