Pharma Personal Selling


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Pharma Personal Selling

  1. 1. Personal Selling In Pharma
  2. 2. Preparation for Selling <ul><li>The pre-approach is getting ready for the face-to-face encounter in a selling situation. </li></ul><ul><ul><li>Sales people prepare by: </li></ul></ul><ul><ul><ul><li>Studying their PRODUCTS. </li></ul></ul></ul><ul><ul><ul><li>Keeping abreast of MARKET trends. </li></ul></ul></ul><ul><ul><ul><li>Researching POTIENTIAL customers. </li></ul></ul></ul>
  3. 3. Steps in the Sales Process Professional sales people go through several steps. These steps can change according to the product and the customer in each selling situation.
  4. 4. <ul><li>Determining NEEDS </li></ul><ul><li>APPROACHING the customer </li></ul><ul><li>PRESENTING the product </li></ul><ul><li>Overcoming OBJECTIONS </li></ul><ul><li>CLOSING the call </li></ul><ul><li>RELATIONSHIP building </li></ul>The Steps of the Sales Process
  5. 5. Determining Needs <ul><li>During the determining the need phase the salesperson should learn that what the customer is looking for in a product in order to decide which product to be presented first. </li></ul><ul><li>The salesperson can determine the needs through observation (nonverbal communication), listening, and questioning. </li></ul>
  6. 6. Approaching the Customer <ul><li>Greeting the customer face-to-face. </li></ul><ul><ul><li>The approach sets the mood or atmosphere for the other steps of the call. The purposes of the approach are: </li></ul></ul><ul><ul><li>To begin conversation. </li></ul></ul><ul><ul><li>To establish a relationship with the customer. </li></ul></ul>
  7. 7. Presenting the Product <ul><li>During the presentation phase of the call, the salesperson shows the product(s) that matches the customer’s needs. </li></ul><ul><li>The salesperson should educate the customer about the product’s features and benefits. </li></ul><ul><li>Effective call presentations include factors such as: </li></ul><ul><li>Display and handling of the VISUAL AID. </li></ul><ul><li>Proper COMMUNICATION of the product, </li></ul><ul><li>INVOLVEMENT of the customer during product presentation. </li></ul>
  8. 8. Overcoming Objections <ul><li>Overcoming objections involves learning why the customer is reluctant to prescribe/ purchase, providing information to remove that uncertainty & it will help the customer to make a buying decision. </li></ul><ul><ul><li>Excuses are insincere reasons for not prescribing or not seeing the salesperson. </li></ul></ul><ul><ul><li>Objections are concerns, hesitations, doubts, or other honest reasons a customer has for not making a purchase. </li></ul></ul>
  9. 9. Four-Step Process for Handling Objections <ul><li>Listen Carefully </li></ul><ul><li>Acknowledge the customer’s objection </li></ul><ul><li>Restate the objections </li></ul><ul><li>Answer the objections </li></ul>
  10. 10. Specialized Methods of Handling Objections <ul><li>The Boomerang method brings the objection back to the customer as a selling point. </li></ul><ul><li>The Question method is a technique in which you question the customer to learn more about the objections. </li></ul><ul><li>The Superior Point method permits the salesperson to acknowledge objections as valid yet still offset them with other features and benefits of the product. </li></ul><ul><li>The Denial method is used when the customer’s objection is based on misinformation. The salesperson should provide the customer with proof and accurate information in answer to objections. </li></ul><ul><li>The Demonstration method is used to let the customer have hands-on information about the product. </li></ul>
  11. 11. Closing the Call <ul><li>Closing the call is obtaining positive agreement from the customer to prescribe/purchase. </li></ul><ul><li>Some guidelines must be followed while closing the call: </li></ul><ul><li>Use major objections that have been resolved to close the call. </li></ul><ul><li>Do not present more products when the customer is having little time. </li></ul>
  12. 12. Relationship building <ul><li>Relationship in sales involves the strategies businesses use to stay close to their customers. </li></ul><ul><li>Relationship building occur: </li></ul><ul><ul><li>With the regular follow-up </li></ul></ul><ul><ul><li>Designing & implementing activities </li></ul></ul><ul><ul><li>Interacting with customer's to understand their academic, scientific & allied interests </li></ul></ul>
  13. 13. THANK YOU! CHANDAN KUMAR Maximum Impact, Ultimate Reach !