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4 basic selling skills in pharmaceutical


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This is very simple and easy to understandable for every level.

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4 basic selling skills in pharmaceutical

  1. 1. Mansoor Khan Team Lead-Training & Development ICI Pakistan Ltd. Skype: mansoor.lahore Cell: 0331-5494769
  2. 2. Pharma Selling Process 2 Prospecting Pre-Approach Approach Need assessment Presentation Meeting objections Gaining commitment Follow-up
  3. 3. Four Basic Skills A •Opening B •Exploring C •Satisfying D •Closing
  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 Three “R” Technique
  7. 7. Inside Doctor’s Chamber Attire Body Language
  8. 8. Inside Doctor’s Chamber Tonality Rate of Speech Commonality
  9. 9. Personal Space
  10. 10. Purpose of the Opening Get Attention Create Interest
  11. 11. When to open the call !! • After the rapport building statement , as the doctor's time is very valuable.
  12. 12. How to Open ??? Opening Common ways Uncommon ways
  13. 13. Common ways of Opening 1 •Introduction 2 •Agenda 3 •Benefit of the Customer 4 •Getting the permission
  14. 14. 1- Introduce yourself • SPO can gives his & his company’s name. • Example :- “ I am Saqlain from Cirin Pharmaceutical “
  15. 15. Introduce yourself SPO Old New
  16. 16. 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
  17. 17. Old Medical Reps • Usually begin their call with previous or old reference & can move from general statement to state their agenda for the visit.
  18. 18. New Medical Reps • MUST introduce themselves & their companies as this is essential for their Branding
  19. 19. Techniques of opening • Using “impactful” language or article/words to gain & hold the attention of the customer.
  20. 20. Examples ……. • As discussed last time …. • Misery of your patient …. • Quick Relief …… • New study .. • New Dose …. • New Indication …. • New clinical paper/Reference …..
  21. 21. 2 – State an agenda to the customer • The medical representatives state their objectives of the visit.
  22. 22. Example ….. • “In the last call I discussed the serum concentration of Topocid , today I am here to share with you a new study about the sensitivity data of the community acquired pneumonia patients”
  23. 23. 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 discussion. • This statement creates interest of the customer.
  24. 24. Example ……. • In the last call I discussed the serum concentration of my Topocid , 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 …..”
  25. 25. 4- Get the permission to Start • In the last call I discussed the serum concentration of my Topocid , 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 …..”
  26. 26. Uncommon ways of Opening 1 •Product Method 2 •Benefit Method 3 •Question Methodology 4 •Referral Methodology 5 •Study Methodology
  27. 27. 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
  28. 28. Example ……. • Dr. , this is our new product Pregesic which has a unique formulation that differentiates it from other drugs and will be most beneficial to your patients. Can you spare some time for a detailed discussion ?
  29. 29. 2 - Benefit Method • Open the call by using the most beneficial feature of your product. • Applicable with 1. New SPO 2. SPO who has weak probing skill 3. Drs. who seem reluctant to probing
  30. 30. Example • Dr. , I would like to discuss the product, Corinef, which is a broad spectrum antibiotic and with convenience of OD dosage to treat gynecological infections, even safe in pregnancy.”
  31. 31. 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.
  32. 32. Example …… • Dr. , In your opinion, what’s the parameters of an effective antibiotic for your patients with Respiratory tract infection ?
  33. 33. 4 – Referral Methodology • Some customers prescribe certain drugs due to the influence of their seniors. • Applicable with 1. Newly graduated Drs.
  34. 34. Example • Dr. , prescription of Fermax, by Proff.Dr.Shazia Encouraged me to discuss the details of Fermax with you …..
  35. 35. 5 – Study Methodology • Sharing the result of a study or a survey with the Dr. • Applicable with 1. Analytical Doctors.
  36. 36. Example • “ ….. Today I would like to share with you a study of significant Hb raise with Fermax(ISC) just in 5 weeks, I am sure it will be beneficial in managing your patients of Iron Deficiency Anemia, Can I proceed ?”
  37. 37. Exploring Need Needs How Many Priority Relating to your Product
  38. 38. 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
  39. 39. What’s a Need Gap ???
  40. 40. What’s the Role of SPO ?
  41. 41. How To Explore
  42. 42. 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
  43. 43. C - Satisfying • Accomplishment of the customer’s needs or desires with your product or service
  44. 44. 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.
  45. 45. How to Satisfy ?? Respect customer needs Provide Features & Benefits Check for acceptance
  46. 46. Respect the Customer’s need • If the Doctor expressed that Significant Hb raise is his main concern in patient with Iron Deficiency Anemia, the SPO may say : • “Significant Hb raise is really important for the patients with Iron Deficiency Anemia, and with Fermax significant Hb raise have been reported just in 5 weeks.”
  47. 47. Provide appropriate Feature & Benefits The SPO should provide the features & benefits that relevant to The customer’s needs
  48. 48. What’s the features & Benefits ??
  49. 49. Insight of the customer
  50. 50. Product Ladder Non User Reserve Therapy 2nd line Prescriber Drug of Choice
  51. 51. 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 ?”
  52. 52. D- Closing • It’s the time to get a commitment of a prescription from the customer
  53. 53. 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
  54. 54. Buying Signal Buying Signal Verbal Non Verbal
  55. 55. How to close ?? 1. Direct commitment Technique 2. Success story Technique
  56. 56. Direct Commitment Technique • Straight a forward request for prescription
  57. 57. Success story Technique • By telling a successful story about your Product
  58. 58. 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
  59. 59. 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