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Selling Skills For New Med Reps

Selling Skills For New Med Reps

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SELLING SKILLS




   TRAINING
Teachers open

  the door.

     
 You enter

 by yourself.

 Chinese Proverb
 Chinese Proverb
Customer

A customer is a
person who has some
needs to be fulfilled.
He buys things to
fulfill these needs,
or is a person with
whom       one      is
concerned.
Product
 It is a thing or a substance
 produced       by     natural
 process or manufacturing.
 Or, it is a thing or service,
 which is used to satisfy
 one’s needs.
Feature
 Shape and the visible effect
 of the product tells what a
 product is. It gives the
 distinctive or characteristic
 part of a thing.
Benefit

 It is the advantage
 which the product
 provides. What the
 product does

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Selling Skills For New Med Reps

  • 1. SELLING SKILLS TRAINING
  • 2. Teachers open the door.  You enter by yourself. Chinese Proverb Chinese Proverb
  • 3. Customer A customer is a person who has some needs to be fulfilled. He buys things to fulfill these needs, or is a person with whom one is concerned.
  • 4. Product It is a thing or a substance produced by natural process or manufacturing. Or, it is a thing or service, which is used to satisfy one’s needs.
  • 5. Feature Shape and the visible effect of the product tells what a product is. It gives the distinctive or characteristic part of a thing.
  • 6. Benefit It is the advantage which the product provides. What the product does
  • 7. Unique Selling Point (USP) It is a remarkable, unusual or unparalleled advantageous feature of the product.
  • 8. Why people buy? To satisfy a pre- conceived or a set need
  • 9. Need Need is a state of deficiency which wants to be eliminated
  • 10. Motive Motive is a factor or circumstance that induces a person to act in order to satisfy the need for a while.
  • 11. Achievement The need to see result usually quickly. The need to avoid failures
  • 12. Affiliation The need to be associated with other to help others
  • 14. Because achievement and power are often present together, we can group these to build a matrix of buyer motives.
  • 15. Achievement/ Power +ve   Doctor-1 Doctor-4   “Resistant/Defensive” Buyer “Solution” Buyer Affiliation –ve Affiliation +ve   Doctor-2 Doctor-3   “Pass the buck” Buyer “Pushover” Buyer   Achievement/ Power -ve
  • 16. The Resistant/Defensive Buyer B1 This Buyer has high Power/Achievement motives and low level of affiliation motive. He is very Hi-Fi in his personality and always tends to dominate the discussion. Want the maximum value of what he spend.   Hot Buttons: Profit, Gain, You, You only, Expensive, Advanced, Figures, Results.
  • 17. The “Pass the buck” Buyer (B2) This Buyer has low Power/Achievement motives and low level of affiliation motive. He is very conservative in his personality and always tends to get someone else to make the decision. They avoid the sales people.   Hot Buttons:Safe, No risk, Secure, No change, Practical, Small modification, Only.
  • 18. The “Pushover” Buyer (B3) This buyer has low Power/Achievement motives and high level of affiliation motive. He is very friendly in his personality and usually buy the things even if not necessarily needed (from those people whom they like).   Hot Buttons: Popular, Others use, We, Your people, Helping.
  • 19. The “Solution” Buyer (B4) This Buyer has high Power/Achievement motives and high level of affiliation motive. Wants what will fit his/her needs, and knows his/her needs.   Hot Buttons: Novel, The latest, The Newest, The most challenging, The most advanced, (Plus much of what interests Doctor-B1 & Doctor- B2.
  • 20. The Selling Procedure Selling to a doctor is a single act but a long-term procedure. You rarely achieve instant success with only one call.
  • 21. Reason  Prescription potential can only be developed gradually  Prescription habit of doctors is hard to break. The change from the use of one drug to another takes time.  Each call bring the representative closer to his/her long-term objective. In practice each call achieves part of the objective.
  • 22. Selling Steps  Step 1. PROSPECTING  Step 2. PRE-CALL PLANNING  Step 3. THE CALL  Step 4. RESPONSE HANDLING  Step 5. CLOSE  Step 6: POST CALL ANALYSIS
  • 23. Step 1. PROSPECTING  Identify Markets, segments, competition and requirements/ needs to be met
  • 24. Step 1. PROSPECTING  To find potential customers, to qualify, classify/ categorize them
  • 25. Step 1. PROSPECTING  The basis for the strategy for sales call
  • 26. Step 1. PROSPECTING  Proper allocation of time and  frequency of sales call
  • 27. Step 1. PROSPECTING  A continuous process, all changes must be known at all relevant levels
  • 28. Step 2. PRE-CALL PLANNING Set and define call objectives (what should be the result of this call?)
  • 29. Step 2. PRE-CALL PLANNING Plan the procedure (How can I achieve the result?)
  • 30. Step 2. PRE-CALL PLANNING Prepare the documents (What do I need for the call?)
  • 31. Setting Objectives Setting Objectives is important because it provides a target to aim for, and a yardstick for measuring results and evaluating performance i.e. your success
  • 32. Setting Objectives It helps you to identify problems when the result fall short of objectives
  • 33. Setting Objectives It acts as a planning tool, to help you take specific steps to achieve your objectives
  • 34. Objective The objectives should be set in SMART way S Specific M Measurable A Attainable/ Ambitious R Realistic/ relevant to your job T Time Framed
  • 35. Planning the Procedure How do you want to proceed, what are the tools, methods, and techniques we must use to reach our objectives. Best time to call on Customers/ Doctor.
  • 36. Prepare the call Approach
  • 37. Prepare the call Questions to uncover need/ verify assumptions
  • 38. Prepare the call Benefits to satisfy needs
  • 39. Prepare the call Responses to possible reactions
  • 40. Prepare the call Use of Visual Aids
  • 41. Prepare the call Ways of Closing/ Gaining commitment
  • 43. Open Ended Questions  What is your experience of Ectobal in Diabetic Neuropathy?  How do you overcome the problem of IUGR?  In the treatment of Obesity, Managing hunger pangs is a real problem what is your opinion?
  • 44. Close Ended Questions  Ask to gain information  Do obese women have greater risk of infertility?  Does Obesity worsen osteoarthritis?
  • 45. Step 3. THE CALL Approach/ Identify needs: Identifying needs by making the doctor talk about them
  • 46. Step 3. THE CALL Presentation/ satisfy needs: Satisfying needs by introducing appropriate benefit
  • 47. Step 4. RESPONSE HANDLING
  • 48. Acceptance  The doctor agrees with the product benefit and has no negative feelings towards it  Close
  • 49. Indifference  The doctor shows no interest in the product because of no perceived needs for its benefits  Use closed questions to uncover
  • 50. Doubt  The doctor is interested in a special benefit, but doubts whether the product can really provide it  Offer proof
  • 51. Objection The doctor shows an opposition to the product Many representatives think objections are problems and are afraid of them. As a result either there is
  • 52. Objection Emotional Reaction: The feel attacked and possibly respond with verbal attack
  • 53. Objection Resignation: They give up and accept resignation
  • 54. Objection Avoidance: They ignore and do not deal with it
  • 55. Objections however are a reality and at times can be very useful because they give a lot of information regarding the doctor’s opinion and feelings.  
  • 56. Objection Objections are because of two factors  Misunderstanding: due to lack of information  Perceived drawback: can not provide a benefit- or disapprove a feature
  • 59. Objection Handling Steps Restate the Objection/question
  • 61. Objection Handling Steps Checking question
  • 63. It is a challenge for the representative to use this negative information and change this negative attitude into acceptance and sometimes it leads to a concrete close.
  • 64. Step 5. CLOSE The final part of the sales call is closing i.e. after satisfying needs, ask for prescriptions.   When to close Neither too early nor too late GET COMMITMENT
  • 65. Buying Signals Look and listen for buying signals Buying signals are indications that tell an observant sales person that the prospect is ready to buy. They can be
  • 66. Buying Signals Verbal The prospect may make comments that suggest that he/ she is ready to make a commitment. It may a statement or a question.
  • 67. Signals Non- Verbal Body language such as  Facial Features  Expressions
  • 68. Signals Non- Verbal Physical Actions  Moving Forward in the Chair  Nodding One’s Head up and Down  Using Open-handed Gesture  Stroking One’s Chin
  • 69. How to close Closing is simply asking for Prescriptions
  • 70. Step 6: POST CALL ANALYSIS  After the call always review  Did you follow your plan?  Were you able to identify and satisfy doctor’s need?  Did you handle objections correctly? If not what went wrong?  Plan your next call