SELLING SKILLS   TRAINING
Teachers open  the door.      You enter by yourself. Chinese Proverb Chinese Proverb
CustomerA customer is aperson who has someneeds to be fulfilled.He buys things tofulfill these needs,or is a person withwh...
Product It is a thing or a substance produced       by     natural process or manufacturing. Or, it is a thing or service,...
Feature Shape and the visible effect of the product tells what a product is. It gives the distinctive or characteristic pa...
Benefit It is the advantage which the product provides. What the product does
Unique Selling Point (USP)          It is a remarkable,          unusual          or          unparalleled          advant...
Why people buy?To satisfy a pre-conceived or a setneed
NeedNeed is a state of deficiency whichwants to be eliminated
Motive Motive is a factor or circumstance that induces a person to act in order to satisfy the need for a while.
Achievement The need to see result usually quickly. The need to avoid failures
Affiliation The need to be associated with other to help others
PowerThe need toprevail over others
Because achievement and powerare often present together, we cangroup these to build a matrix ofbuyer motives.
Achievement/ Power                               +ve                                        Doctor-1                      ...
The Resistant/Defensive Buyer B1    This      Buyer       has     high    Power/Achievement motives and    low level of af...
The “Pass the buck” Buyer (B2)    This     Buyer     has     low    Power/Achievement motives    and low level of affiliat...
The “Pushover” Buyer (B3)    This       buyer        has      low    Power/Achievement motives and    high level of affili...
The “Solution” Buyer (B4)    This     Buyer  has      high    Power/Achievement   motives    and high level of affiliation...
The Selling ProcedureSelling to a doctor is a single act but a long-term procedure.    You rarely achieve instant success ...
Reason  Prescription potential can only be developed   gradually  Prescription habit of doctors is hard to break.   The ...
Selling Steps    Step 1.   PROSPECTING    Step 2.   PRE-CALL PLANNING    Step 3.   THE CALL    Step 4.   RESPONSE HAND...
Step 1. PROSPECTING Identify Markets,  segments,  competition and  requirements/  needs to be met
Step 1. PROSPECTING To find potential customers, to qualify,  classify/ categorize them
Step 1. PROSPECTING The basis for the strategy for sales call
Step 1. PROSPECTING Proper allocation of time and frequency of sales call
Step 1. PROSPECTING A continuous process, all changes must be  known at all relevant levels
Step 2. PRE-CALL PLANNINGSet and define callobjectives (whatshould be theresult of this call?)
Step 2. PRE-CALL PLANNINGPlan the procedure (How can I achieve the  result?)
Step 2. PRE-CALL PLANNING Prepare the documents (What do I need for the call?)
Setting Objectives Setting Objectives is important because it provides a target to aim for, and a yardstick for measuring ...
Setting Objectives   It helps you to identify problems when   the result fall short of objectives
Setting Objectives   It acts as a planning tool, to help you   take specific steps to achieve your   objectives
Objective The objectives should be set in SMART   way S Specific M Measurable A Attainable/ Ambitious R Realistic/ relevan...
Planning the Procedure  How do you want to proceed, what are  the tools, methods, and techniques we  must use to reach our...
Prepare the call Approach
Prepare the call   Questions to uncover need/ verify   assumptions
Prepare the callBenefits to satisfy needs
Prepare the callResponses to possible reactions
Prepare the call Use of Visual Aids
Prepare the call Ways of Closing/ Gaining commitment
Questioning
Open Ended Questions What is your experience of  Ectobal      in    Diabetic  Neuropathy? How do you overcome the  probl...
Close Ended Questions  Ask to gain information  Do obese women have greater risk of   infertility?  Does Obesity worsen...
Step 3. THE CALL Approach/ Identify needs: Identifying needs by making the doctor talk about them
Step 3. THE CALL Presentation/ satisfy needs: Satisfying needs by introducing appropriate benefit
Step 4. RESPONSE HANDLING
Acceptance  The doctor agrees with the product   benefit and has no negative feelings   towards it  Close
Indifference  The doctor shows no interest in the   product because of no perceived needs   for its benefits  Use closed...
Doubt The doctor is interested in a special  benefit, but doubts whether the product  can really provide it Offer proof
Objection The doctor shows an opposition to the product Many representatives think objections are problems and are afraid ...
Objection  Emotional Reaction: The feel attacked  and possibly respond with verbal attack
Objection  Resignation: They give up and accept  resignation
Objection Avoidance: They ignore and do not deal with it
Objections however are a reality    and at times can be very useful    because they give a lot of    information regarding...
Objection Objections are because of two factors  Misunderstanding:   due   to   lack   of   information  Perceived drawb...
Objection Handling StepsListen carefully
Objection Handling Steps Acknowledge
Objection Handling Steps Restate the Objection/question
Objection Handling Steps Answer
Objection Handling Steps Checking question
Objection Handling Steps Commitment
It is a challenge for therepresentative to use this negativeinformation    and   change    thisnegative attitude into acce...
Step 5. CLOSE  The final part of the sales call is closing i.e.  after satisfying needs, ask for prescriptions. When to cl...
Buying Signals   Look and listen for buying signals   Buying signals are indications that tell   an observant sales person...
Buying Signals Verbal   The prospect may make comments that   suggest that he/ she is ready to make a   commitment. It may...
Signals Non- Verbal   Body language such as  Facial Features  Expressions
Signals     Non- Verbal     Physical Actions      Moving Forward in the Chair      Nodding One’s Head up and Down      ...
How to closeClosing is simply asking for Prescriptions
Step 6: POST CALL ANALYSIS After the call always review Did you follow your plan? Were you able to identify and satisfy...
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Selling Skills For New Med Reps

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Selling Skills For New Med Reps

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Selling Skills For New Med Reps

  1. 1. SELLING SKILLS TRAINING
  2. 2. Teachers open the door.  You enter by yourself. Chinese Proverb Chinese Proverb
  3. 3. CustomerA customer is aperson who has someneeds to be fulfilled.He buys things tofulfill these needs,or is a person withwhom one isconcerned.
  4. 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. 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. 6. Benefit It is the advantage which the product provides. What the product does
  7. 7. Unique Selling Point (USP) It is a remarkable, unusual or unparalleled advantageous feature of the product.
  8. 8. Why people buy?To satisfy a pre-conceived or a setneed
  9. 9. NeedNeed is a state of deficiency whichwants to be eliminated
  10. 10. Motive Motive is a factor or circumstance that induces a person to act in order to satisfy the need for a while.
  11. 11. Achievement The need to see result usually quickly. The need to avoid failures
  12. 12. Affiliation The need to be associated with other to help others
  13. 13. PowerThe need toprevail over others
  14. 14. Because achievement and powerare often present together, we cangroup these to build a matrix ofbuyer motives.
  15. 15. Achievement/ Power +ve   Doctor-1 Doctor-4  “Resistant/Defensive” Buyer “Solution” BuyerAffiliation –ve Affiliation +ve   Doctor-2 Doctor-3   “Pass the buck” Buyer “Pushover” Buyer   Achievement/ Power -ve
  16. 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. 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. 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. 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. 20. The Selling ProcedureSelling to a doctor is a single act but a long-term procedure. You rarely achieve instant success with only one call.
  21. 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. 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. 23. Step 1. PROSPECTING Identify Markets, segments, competition and requirements/ needs to be met
  24. 24. Step 1. PROSPECTING To find potential customers, to qualify, classify/ categorize them
  25. 25. Step 1. PROSPECTING The basis for the strategy for sales call
  26. 26. Step 1. PROSPECTING Proper allocation of time and frequency of sales call
  27. 27. Step 1. PROSPECTING A continuous process, all changes must be known at all relevant levels
  28. 28. Step 2. PRE-CALL PLANNINGSet and define callobjectives (whatshould be theresult of this call?)
  29. 29. Step 2. PRE-CALL PLANNINGPlan the procedure (How can I achieve the result?)
  30. 30. Step 2. PRE-CALL PLANNING Prepare the documents (What do I need for the call?)
  31. 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. 32. Setting Objectives It helps you to identify problems when the result fall short of objectives
  33. 33. Setting Objectives It acts as a planning tool, to help you take specific steps to achieve your objectives
  34. 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. 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. 36. Prepare the call Approach
  37. 37. Prepare the call Questions to uncover need/ verify assumptions
  38. 38. Prepare the callBenefits to satisfy needs
  39. 39. Prepare the callResponses to possible reactions
  40. 40. Prepare the call Use of Visual Aids
  41. 41. Prepare the call Ways of Closing/ Gaining commitment
  42. 42. Questioning
  43. 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. 44. Close Ended Questions  Ask to gain information  Do obese women have greater risk of infertility?  Does Obesity worsen osteoarthritis?
  45. 45. Step 3. THE CALL Approach/ Identify needs: Identifying needs by making the doctor talk about them
  46. 46. Step 3. THE CALL Presentation/ satisfy needs: Satisfying needs by introducing appropriate benefit
  47. 47. Step 4. RESPONSE HANDLING
  48. 48. Acceptance  The doctor agrees with the product benefit and has no negative feelings towards it  Close
  49. 49. Indifference  The doctor shows no interest in the product because of no perceived needs for its benefits  Use closed questions to uncover
  50. 50. Doubt The doctor is interested in a special benefit, but doubts whether the product can really provide it Offer proof
  51. 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. 52. Objection Emotional Reaction: The feel attacked and possibly respond with verbal attack
  53. 53. Objection Resignation: They give up and accept resignation
  54. 54. Objection Avoidance: They ignore and do not deal with it
  55. 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. 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
  57. 57. Objection Handling StepsListen carefully
  58. 58. Objection Handling Steps Acknowledge
  59. 59. Objection Handling Steps Restate the Objection/question
  60. 60. Objection Handling Steps Answer
  61. 61. Objection Handling Steps Checking question
  62. 62. Objection Handling Steps Commitment
  63. 63. It is a challenge for therepresentative to use this negativeinformation and change thisnegative attitude into acceptanceand sometimes it leads to aconcrete close.
  64. 64. Step 5. CLOSE The final part of the sales call is closing i.e. after satisfying needs, ask for prescriptions. When to closeNeither too early nor too late GET COMMITMENT
  65. 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. 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. 67. Signals Non- Verbal Body language such as  Facial Features  Expressions
  68. 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. 69. How to closeClosing is simply asking for Prescriptions
  70. 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

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