3. BIO
Talent Academy
PURPOSE OF COURSE
• TO MAKE YOU A PROFESSIONAL, EFFECTIVE
AND AN EFFICIENT REPRESENTATIVE
BECAUSE COMPANIES SUCH REPRESENTATIVES
FOR BUSINESS SUCCESS AND TO ENHANCE
THE IMAGE OF THIS JOB IN THE MIND
OF CUSTOMERS.
• TO CONSTRUCT YOUR OWN PRESENTATION,
USING VERBAL AND NON–VERBAL LANGUAGE,
3Ps OF VOICE AND THE VISUAL AID.
3
4. BIO
Talent Academy
1. HAVE JOB ABILITY
2. HAVE A POSITIVE ATTITUDE TOWARDS THE JOB.
3. JOB ENTHUSIASM AND LOVE FOR THE JOB.
4. LEARN JOB FAST. WORK HARD.
5. HAVE JOB MATCHING PERSONALITY.
THEY FIND WORK GOING SMOOTHLY.THEY AND
THEIR COMPANY SUCCEED IN ACHIEVING
OBJECTIVES ALSO,THEY ENHANCE JOB IMAGE.
QUALITY PEOPLE
4
5. BIO
Talent Academy
WHAT IS A PRESCRIPTION?
• A PRESCRIPTION (℞) IS A HEALTH-CARE PROGRAMME
THAT GOVERNS THE PLAN OF CARE FOR AN INDIVIDUAL
PATIENT AND IS IMPLEMENTED BY A QUALIFIED
PRACTITIONER.
• A QUALIFIED PRACTITIONER MIGHT BE A PHYSICIAN,
DENTIST, NURSE PRACTITIONER, PHARMACIST,
PSYCHOLOGIST, OR OTHER HEALTH CARE PROVIDER.
• THE TERM "PRESCRIPTION" NOW USUALLY REFERS TO
AN ORDER THAT A PHARMACIST DISPENSE AND THAT A
PATIENT TAKE CERTAIN MEDICATIONS. PRESCRIPTIONS
HAVE LEGAL IMPLICATIONS, AS THEY MAY INDICATE
THAT THE PRESCRIBER TAKES RESPONSIBILITY FOR
THE CLINICAL CARE OF THE PATIENT AND IN
PARTICULAR FOR MONITORING EFFICACY AND SAFETY.
5
6. BIO
Talent Academy
WHY?
P
R
E
S
C
R
I
P
T
I
O
N
6
PRESCRIPTION
- FOR PRESCRIPTION SALES YOUR
DOCTOR BASE HAS TO LARGE AND YOU
- DO NOT DEPEND ON A FEW DOCTORS
YOUR SALES ARE NOT DEPENDENT ON A
FEW DOCTORS. AND IF ONE OR TWO
CUSTOMERS EVEN STOP PRESCRIBING IT
- DOESN’T BOTHER YOU.
- YOUR CUSTOMERS ARE A LARGE
NUMBER OF DOCTORS WHOM YOU VISIT
REGULARLY. IF AT ANY STAGE IF ONE OF
THEM EXPLOITS YOU, HE/SHE CAN SIMPLY
- BE IGNORED TO AVOID EXPLOITATION.
- YOUR LIFE IS RELATIVELY STRESS FREE.
- YOU HAVE A SENSE OF ACHIEVEMENT &
FEELING OF JOB SATISFACTION.
- YOU EARN HANSOME INCENTIVES EVERY
MONTH.
- YOU CAN BECOME A ‘ STAR’ ERFORMER
OF YOUR COMPANY & BE RECOGNIZED
- YOU ENJOY YOUR JOB & LIFE
NON-PRESCRIPTION
• FOR SALES ON SCHEMES &
DISCOUNTS YOU ARE
DEPENDENT ON A VERY
SMALL NUMBER OF
DOCTORS.
• MOST OF YOUR SALES ARE
DEPENDENT ON A FEW OF
DOCTORS. IF ANY ONE
STOPS GIVING YOU
BUSINESS ,YOU LOSE A BIG
VOLUME OF BUSINESS
• YOU ARE EXPLOITED FOR
MORE & MORE PRIVILEGES
BY THE ‘FEW’ DOCTORS.
• YOU ALWAYS REMAIN
UNDER STRESS.
• YOU DON’T HAVE A FEELING
OF JOB SATISFACTION.
• YOU DON’T EARN ENOUGH
INCENTIVES.
• YOU ARE NOT RECOGNIZED
AS A ‘STAR’ PERFORMER BY
YOUR COMPANY.
• YOU DON’T ENJOY YOUR
JOB & LIFE
7. BIO
Talent Academy
BASIC STATISTICS
PAKISTAN POPULATION 177 + MILLION
SIXTH MOST POPULATED COUNTRY OF THE WORLD:
- LIFE EXPECTANCY MALE 64 YEARS
- LIFE EXPECTANCY FEMALE 68 YEARS
- POPULATION GROWTH RATE 2.05%
- LITERACY RATE 57.7%
- PER CAPITA INCOME US$.1073.-
7
11. BIO
Talent Academy
MAJOR BUSINESS OBJECTIVES
( VIA CS )
11
COMMERCIAL FINANCIAL
•SALES (VOLUME, VALUE)
•MARKET SHARE
•GROWTH RATE
•RANKING
•NEW CUSTOMERS
•PROFIT
•RETURN ON
INVESTMENT (ROI)
12. BIO
Talent Academy
PROCESS
12
A NUMBER OF SMALL, SEQUENTIAL,ON GOING
AND VALUE ADDING STEPS CARRIED OUT TO
COMPLETE A TASK, BY CONVERTING INPUTS
INTO OUTPUTS.
13. BIO
Talent Academy
RESOURCES
- INPUTS TO PRODUCE OUTPUTS
1. MEN(PEOPLE)
2. MACHINES(TECHNOLOGY)
3. MATERIALS
4. METHODS(PROCESSES)
5. PRODUCTS
6. MONEY
7. MARKETS
13
HUMAN AND NON- HUMAN RESOURCES, QUANTITATIVE AND QUALITATIVE
15. BIO
Talent Academy
EFFECTIVENESS, EFFICIENCY
• DOING RIGHT THINGS TO ACHIEVE OBJECTIVES
EFFECTIVENESS
• DOING THINGS IN THE RIGHT WAY TO ACHIEVE
OBJECTIVES WITH LESSS RESOURCES
EFFICIENCY (PRODUCTIVITY)
15
17. BIO
Talent Academy
MARKETING MIX VARIABLES
17
PRODUCT
MARKETING MIX
•QUALITY
•FEATURES , STRENGTH
•OPTIONS
•STYLE (OUTLOOK)
•BRAND NAME
•PACAKGING
•SIZES
•PRODUCT SUPPORT
SERVICES
•WARRANTY
•RETURN
•LIST PRICE
•DISCOUNTS
•ALLOWANCES
•PAYMENT TERMS
•PAYMENT MODE
•CHANNELS
•MIDDLEMEN
•COVERAGE
•LOCATIONS
•INVENTORY LEVEL
•TRANSPORTATION
•PERSONAL SELLING
•ADVERTISING
• SALES PROMOTION
TOOLS
•PUBLIC RELATIONS
•PUBLICITY
• MARKETING-MIX DEPENDS UPON:
(a) NEEDS & CHARACTERISTICS OF TM (b) ME
PRICE PLACE PROMOTION
- MUST HAVE SUSTAINABLE COMPETITIVE ADVANTAGE
IN SOME OF THESE VARIABLES COMPARED TO THOSE OF
STRATEGIC COMPETITORS.
18. BIO
Talent Academy
PROMOTION DEFINITION
18
• PURPOSE:
TO COMMUNICATE PRODUCT INFORMATION AND
INFLUENCE TM CUSTOMERS TO USE OR
PRESCRIBE COMPANY`S PRODUCT(S).
• DEFINITION:
PROMOTION IS TO INFORM, PERSUADE OR
REMIND TARGET MARKET CUSTOMERS OF A
PRODUCT OR A COMPANY, IN ORDER TO ACHIEVE
MARKETING OBJECTIVES.
19. BIO
Talent Academy
PROMOTIONAL–MIX IN PHARMA
19
•DETAILING
• RELEASING NEWS
• RELEASING CTs
•ADS
•FOLDERS
•POSTERS
•STICKERS
•OUTER PACKAGE
• MAILING
•BILLBOARDS
•EXHIBITIONS
• SAMPLES
• GIVE-AWAYS
• COUPONS
• ENTERTAINMENT
• EXHIBITIONS
• FF INCENTIVES
• TRADE INCENTIVES
• DOCTORS` INCENTIVES
• CONSUMER INCENTIVES
• PARTICIPATION IN
CONGRESSES
• SPONSORSHIPS
• SYMPOSIA
• RTDs
• CAMPS, DONATIONS
• EVENTS
• IN-HOUSE MEDICAL
PUBLICATION
• ENTERTAINMENT
PERSONAL SELLING
ADVERTISING
SALES PROMOTIONAL TOOLS
PUBLICITY
PUBLIC RELATIONS
21. BIO
Talent Academy
PURPOSE OF DETAILING
• ADVERTISEMENT OF COMPANY'S PRODUCT
(A WALKING AUDIO-VISUAL).
• TO CREATE AND AROUSE INTEREST IN THE
DOCTORS MIND REGARDING PRODUCTS
THUS INFLUENCING HIS PRESCRIBING HABIT.
• TO EMPHASIZE THE ADVANTAGES / BENEFITS
AND SALIENT FEATURES OF PRODUCTS.
• TO GENERATE MORE PRESCRIPTIONS.
21
22. BIO
Talent Academy
PURPOSE OF DETAILING
• THIS SOLELY DEPENDS ON HOW EFFECTIVE
THE DETAILING IS OR IN OTHER WORDS HOW
CONVINCINGLY ONE CAN COMMUNICATE.
• COMMUNICATION IS THE ESSENCE OF
MARKETING. IT IS A FOUR STEP PROCESS:
– MR - THE MEDIUM
– DETAILING FOLDER / VISUAL AID - THE TOOL
– VOICE OF THE MR - THE AUDIO
– THE MATTER ON THE VISUAL AID - THE VISUAL.
THUS IN TOTAL, DETAILING MUST PRODUCE AN "AUDIO
VISUAL" IMPACT
22
23. BIO
Talent Academy
DETAILING
23
HOW MUCH INFLUENCE DETAILING HAS
ON A DOCTOR DEPENDS UPON:-
1. WHOM?
POTENTIAL AND PROFITABLE DOCTOR.
2.WHEN?
MOOD, NEED, PROBLEM, MOTIVE.
3.WHO?
LIKABLE, EXPERT AND TRUSTWORTHY. CREDIBLE.
4.WHAT?
FEATURES AND BENEFITS.
5.HOW?
7 STEPS OF A SALES CALL, ENGINEERING
SUCCESSFUL TRIAL (EST).
6.HOW OFTEN? .
ACCORDING TO POTENTIAL OF A DOCTOR.
24. BIO
Talent Academy
ROLE OF A REPRESENTATIVE
24
• PROSPECTING
• CARRIERS-OUT THE SALES CALL PROCESS
• COMMUNICATES 80% PROMOTIONAL EFFORTS ARE
MADE VIA A REP EXPENSIVE BUT AN EFFECTIVE ASSET.
• IS A PROBLEM-SOLVER , A HELPER AND A THERAPEUTIC
ADVISOR FOR A DOCTOR TO USE HIS PRODUCT
PROPERLY FOR BETTER RESULTS.
• CONTINUOUSLY GENERATES RXs, FROM PRESENT
CUSTOMERS (75% TIME) AND NEW CUSTOMERS (25%
TIME) , VIA CS / CD BY EFFECTIVELY IMPLEMENTING
STRATEGY AND TACTICS,DEVELOPED BY PRODUCT
MANAGEMENT, IN ORDER TO ACHIEVE SMART AND PURE
OBJECTIVES IN HIS TERRITORY. KEEPS THE WHEELS OF
COMPANY TURNING.
25. BIO
Talent Academy
• PROVIDES PRODUCT SUPPORT SERVICES (PSS).
• CREATES GOODWILL AND LOYALTY BASED ON
LIKABILITY, EXPERTISE , TRUST AND PRs.
• RETAINS , BUILDS LONG–TERM RELATIONSHIP
WITH BIG EXISTING CUSTOMERS.
• PROVIDES FEEDBACK ON CUSTOMERS RESPONSES ,
COMPETITOR`S ACTIVITIES, MARKET OPPORTUNITIES
AND HIS JOB ACTIVITIES.
• GOES BEYOND THE CALL OF HIS DUTY
• IS WELL TRAINED ON……
25
ROLE OF A REPRESENTATIVE
IN SHORT, EFFECTIVELY AND EFFICIENTLY
MANAGES HIS TERRITORY.
26. BIO
Talent Academy
FIGHTING FOR A SHARE OF MIND
26
THOUSANDS OF MEDICAL REPS ARE OUT IN THE
MARKET, FIGHTING TO GET DOCTOR’S SHARE OF MIND
EVERYONE HAS HIS OWN ‘CREATIVE’ WAY OF DOING
THINGS
YOU NEED INNOVATIVE TOOLS TO GET A DOCTOR’S
SHARE OF MIND
WHAT MAKES YOU SO SPECIAL ?
28. BIO
Talent Academy
ROLE OF A REPRESENTATIVE
28
RXs VIA CS OR CD
SALES INCREASES
COSTS REDUCE
PROFIT INCREASES
OTHER BENEFITS OF CS / CD
29. BIO
Talent Academy
FIELD FORCE MISSION
29
TO USE SELLING TIME IN MAKING
PRODUCTIVE SALES CALLS ON TARGET
MARKET CUSTOMERS IN ORDER TO
GENERATE PRESCRIPTIONS ON CONTINUOUS
BASIS,RESULTING IN INCREASED SALES AND
PROFIT OF COMPANY`S PRODUCTS.
30. BIO
Talent Academy
CHANGES IN DOCTORS` ATTITUDE TOWARDS REP`S
DETAILING AND RECOMMENDED ACTIONS FOR A REP.
30
DOCTORS ATTITUDE REPS` ACTION
A) LESS REACHABLE TO
MANY POORLY TRAINED
REPRESENTATIVES.
B) UNWILLING TO GIVE MUCH
TIME TOO MANY POORLY
TRAINED REPRESENTATIVES.
C) SELECTIVE TOWARDS REPS
AND COMPANIES.
D) REQUIRES APPOINTMENT,
HAS FIXED DAYS /TIMING.
A) INCREASE YOUR`S AND
CO`S WORTH / CREDIBILITY.
B) BE BRIEF AND TO THE
POINT.
C) BE WELL TRAINED.
D) BE WELL TRAINED.
INCREASE CREDIBILITY
GET APPOINTMENT ,
RESPECT FIXED DAYS AND
TIME.
32. BIO
Talent Academy
TEN COMPLAINTS
1) VERBOSE PRESENTATION
2) “PUSHY” PERSONALITY OF A REPRESENTATIVE
3) “CANNED” PRESENTATION
4) REPETITIOUS PRESENTATION
5) LACK OF CREDIBILITY
6) KNOW-IT-ALL-ATTITUDE OF A REP
7) DISJOINTED PRESENTATION
8) OVERCASUAL ATTITUDE OF A REP
9) LACK OF COURTESY
10) EXCESSIVE PROBING
32
33. BIO
Talent Academy
1 - VERBOSE PRESENTATION
33
PHYSICIANS EXPECT A REP TO RESPECT TIME. THEY
COMPLAIN REP UNNECESSARILY PROLONGING THE SALES
CALL.DOES NOT GET TO THE POINT STRAIGHT AWAY
34. BIO
Talent Academy
2 - “PUSHY” PERSONALITY
34
PHYSICIANS DO NOT LIKE A REP WHO TRIES TO “FORCE-FEED” A
PRODUCT, WHO SPEAKS BAD ABOUT COMPETITIVE PRODUCTS
AND WHO MANIPULATES. PHYSICIANS WANT A REP TO GIVE AN
OBJECTIVE PRESENTATION AND LET THE FACTS SPEAK FOR A
PRODUCT.
35. BIO
Talent Academy
3 - “CANNED” PRESENTATION
35
PHYSICIANS FEEL UNCOMFORTABLE WITH REPS WHO
SOUND AS IF THEY ARE READING A SCRIPT, INSTEAD OF
DISCUSSING A PRODUCT’S BENEFITS IN A CONVERSATIONAL
STYLE.
36. BIO
Talent Academy
4 - REPETITIOUS PRESENTATION
36
THE FIRST QUESTION PHYSICIANS OFTEN ASK A REP IS “WHAT IS
NEW” ? PHYSICIANS WANT TO KNOW SOMETHING THEY DID NOT
KNOW BEFORE AND THEY THINK MANY REPS REPEAT THEMSELVES
TO OFTEN.
37. BIO
Talent Academy
5 - LACK OF CREDIBILITY
37
INSTEAD OF ONE SIDED AND BIASED INFORMATION, PHYSICIANS
WANT TO HEAR BOTH ABOUT THE POSITIVE AND NEGATIVE
ASPECTS OF A PRODUCT. THEY GET UPSET WHEN THEY FEEL THAT
THEY ARE NOT GETTING BALANCED INFORMATION.
38. BIO
Talent Academy
6 - KNOW-IT-ALL ATTITUDE
38
PHYSICIANS DO NOT LIKE THOSE REPS WHO PRETEND TO KNOW
MORE THAN THEY ACTUALLY DO AND THOSE WHO BEHAVE LIKE A
PROFESSOR
39. BIO
Talent Academy
7 - DISJOINTED PRESENTATION
39
PHYSICIANS COMPLAIN ABOUT DISJOINTED PRESENTATION
40. BIO
Talent Academy
8 - OVERCASUAL ATTITUDE AND BEHAVIOUR
40
- PHYSICIANS WANT REPS TO BE FRIENDLY BUT THEY DISLIKE TOO
PERSONAL ATTITUDE AND BEHAVIOUR OF REPRESENTATIVES THEY
DO NOT KNOW WELL. A MORE FORMAL, BUSINESSLIKE RELATIONSHIP
IS APPROPRIATE UNLESS THE PHYSICIAN INDICATES OTHERWISE
41. BIO
Talent Academy
9 - LACK OF COURTESY
41
SOME REPRESENTATIVES ARE IMPATIENT ABOUT WAITING TO BE
SEEN. THEY LOOK AROUND THE PHYSICIAN’S OFFICE, HANG
PROMOTIONAL MATEIRAL AND EVEN INSPECT THE SAMPLE CABINET
WITHOUT PERMISSION. PHYSICAINS EXPECT REPS TO WAIT UNTIL
INVITED TO MAKE THEIR PRESENTATION.
42. BIO
Talent Academy
10 - EXCESSIVE PROBING
42
PHYSICIANS UNDERSTAND A REP’S NEED TO ASK QUESTIONS
BUT THEY DISLIKE BEING INTRROGATED
43. BIO
Talent Academy
CUSTOMER ‘NEEDS’
NEED IS THE BASIC HUMAN REQUIREMENT THAT
THE CUSTOMER WANTS TO SATISFY
NEEDS CANNOT BE CREATED
SIMPLY MEETING A CUSTOMER’S NEED DOES NOT
GIVE A COMPETITIVE EDGE
NEEDS WILL NOT NECESSARILY MAKE THE
CUSTOMER BUY
43
44. BIO
Talent Academy
CUSTOMER ‘WANTS’
A WANT IS A DESIRE FOR SOMETHING SPECIFIC
TO SATISFY AN UNDERLYING NEED, E.G A
SPECIAL PRODUCT, SERVICE ETC.
WANT WILL DRIVE A CUSTOMER TO MAKE A
BUYING DECISION
EXAMPLE:
WANT TO DINE IN A GOOD RESTAURANT
WANT TO BUY A HOUSE
WANT A NEW CAR
44
45. BIO
Talent Academy
KNOWN NEEDS
A DOCTOR’S SPECIFIC NEEDS THAT YOU HAVE ALREADY
UNCOVERED OR DISCUSSED IN A PREVIOUS CALL.
EXAMPLES;
DOCTOR HAD PREVIOUSLY MENTIONED THAT;
HE PREFERS ECONOMICAL MEDICINES
PATIENTS HAVE EXPERIENCED SEVERE SIDE
EFFECTS WITH NSAID
ANTI-HYPERTENSIVES WITH ONCE-A-DAY
DOSAGE WILL IMPROVE COMPLIANCE
45
46. BIO
Talent Academy
PRESUMED NEEDS
NEEDS WHICH ARE COMMON TO MOST DOCTORS IN
THE SAME CLASS/SPECIALITY THE SALESPERSON
WOULD ASSUME THAT THIS PARTICULAR DOCTOR
ALSO SHARES THIS NEED.
EXAMPLE;
DOCTORS GENERALLY PREFER MEDICINES
WITH;
LOW SIDE-EFFECTS
HIGH EFFICACY
CONVENIENT DOSAGE SCHEDULE
46
48. BIO
Talent Academy
- WHICH OF THE FOLLOWING PRODUCTS HAVE
YOU BOUGHT RECENTLY?
- MOTORCYCLE - WATCH
- MOBILE PHONE - COMPUTER
- FURNITURE - CASSETTE PLAYER
- TV - MEDICINE
- HOUSE - SUIT,SHIRT,PANT
- STAY IN A HOTEL - TRAVEL
- ADMISSION - CREDIT CARD
48
WHICH THOUGHTS CAME TO YOUR MIND
WHEN YOU BOUGHT THIS PARTICULAR
SUIT, MOTORCYCLE ETC?
49. BIO
Talent Academy
MOTIVE
49
- MOTIVE MAY BE RATIONAL OR EMOTIONAL.
- AN INNER FORCE, THOUGHT OR A REASON THAT
MOVES A CUSTOMER TO BUY A PARTICULAR
PRODUCT / BRAND, IN ORDER TO SATISFY A NEED.
WHEN THE BENEFIT(S) OF A PRODUCT MATCH WITH
THE CUSTOMER`S MOTIVE(S), HE BUYS THE
PRODUCT.
-NOBODY DOES ANYTHING OR BUYS ANYTHING WITHOUT
A MOTIVE, REASON.
- A MOTIVE OF A PERSON ANSWERS THE QUESTION WHY
A PERSON DOES SOMETHING OR BUYS SOMETHING.
50. BIO
Talent Academy
BUYING MOTIVES GRID
1
TO MAKE COMMERCIAL
OR MATERIAL GAIN
2
TO AVOID FEAR OF
COMMERCIALOR MATERIAL LOSS
3
TO HAVE MENTAL
PLEASURE, ENJOYMENT
AND PEACE; PHYSICAL
COMFORT AND
CONVENIENCE
4
TO PREVENT MENTAL
WORRIES, PROBLEMS
ANXIETY; PHYSICAL
DISCOMFORT,
INCONVENIENCE
5
TO BOOST
SELF–SATISFACTION, PRIDE.
6
TO GAIN SOCIAL APPROVAL,
RESPECT, PRESTIGE
STATUS.
50
51. BIO
Talent Academy
BUYING MOTIVES GRID EXAMPLES
51
1
• PROFIT
• SAVING MONEY
• GAINING TIME
• GAINING CUSTOMERS
2
• FINANCIAL LOSS
• HIGH EXPENDITURE
• LOSING TIME.
• LOSING CUSTOMERS
3
• MENTAL :-
- PLEASURE , ENJOYMENT, PEACE
• PHYSICAL :-
- COMFORT
- CONVENIENCE
4
• MENTAL :-
• WORRIES, PROBLEMS, ANXIETY.
• PHYSICAL :-
- DISCOMFORT / PAIN
INCONVENIENCE
5
• OWN + VE INTERNAL FEELINGS,
WITHOUT CARING OTHERS. PRIDE
6
• OTHERS` + VE FEELINGS.
RESPECT PRESTIG STATUS
52. BIO
Talent Academy
BUYING MOTIVES
1- MAKING A GAIN
• A PERSON WITH Rs: 50.000 IN A SAVING ACCOUNT,
EARNING 6% INTEREST,WITHDRAWS HIS MONEY AND
BUY`S DEFENSE SAVING CERTIFICATES , GIVING 12%
INTEREST.
• A PHYSICIAN PRESCRIBES A DRUG WITH A RAPID
ONSET OF ACTION AND QUICK RELIEF.
• A PHARMACIST BUYS HIGH PROFIT MARGIN OR
BONUS OR FREQUENTLY PRESCRIBED PRODUCTS.
• A PM INTRODUCES A NEW PRODUCT.
52
53. BIO
Talent Academy
BUYING MOTIVES
2 - TO AVOID FEAR OF LOSS
• A BUYER OF A NEW CAR, DECIDES TO TAKE OUT
A COMPREHENSIVE VEHICLE INSURANCE,
COVERING ALL RISKS, BEFORE DRIVING THE
NEW CAR.
• A PHARMACIST KEEPS STOCK OF FAST MOVING
ITEMS ONLY.
• PHARMACIST: DRUGS WITH LONG SHELF-LIFE.
• A PATIENT: SMALL PACK SIZE , ONLY ONE
BLISTER. A DOCTOR PRESCRIBES TWO
ANTIBIOTICS SIMULTANEOUSLY TO A PATIENT
(POLYPHARMACY).
53
54. BIO
Talent Academy
BUYING MOTIVES
3 - TO HAVE MENTAL PLEASURE ,
ENJOYMENT OR PHYSICAL COMFORT ,
CONVENIENCE.
• BUYING A 3-D MOVIE OR A CAMERA.
• BUYING A COMFORT OR A CONVENIENCE GIVING ITEM
E.G.TENNIS RACKET, LEATHER ARMCHAIR,MICRO–WAVE
OVEN.
• PHYSICIAN PRESCRIBES A DRUG WITH A SIMPLE
DOSAGE SCHEDULE.
• A PHYSICIAN PRESCRIBES AN EASILY AVAILABLE DRUG.
54
55. BIO
Talent Academy
BUYING MOTIVES
4 - TO PREVENT MENTAL WORRIES ,
PROBLEMS , ANXIETY OR PHYSICAL DISCOMFORT
OR INCONVENIENCE.
BEFORE SETTING OFF ON A LONG JOURNEY A
WISE DRIVER HAS HIS CAR SERVICED AND
CHECKED, BY A MECHANIC.
A PHYSICIAN:
(1) WELL TOLERATED DRUG
(2) EASILY AVAILABLE DRUG.
(3) PALATABLE SYRUP.
55
56. BIO
Talent Academy
BUYING MOTIVES
5 - TO HAVE SELF- SATISFACTION, PRIDE
• A FATHER BUYS HIS SIX YEARS OLD SON A BICYCLE
BECAUSE HE FEELS PROUD THAT HIS SON CAN
ALREADY RIDE A BIKE AT THIS AGE.
• A PHYSICIAN PRESCRIBES A DRUG HE BELIEVES TO
BE VERY EFFECTIVE, REGARDLESS OF ITS PRICE , TO A
POOR PATIENT.
• A POOR PATIENT GOES TO THE LEADING DOCTOR OF
HIS TOWN.
• A CHEMIST STOCKS PRODUCTS OF WELL REPUTED
COMPANIES ONLY.
56
57. BIO
Talent Academy
BUYING MOTIVES
6 - TO GAIN SOCIAL APPROVAL,
RESPECT,PRESTIGE , STATUS.
• A PERSON ALWAYS BUYS AND WEARS CLOTHES OF
LATEST FASHION.
• A PERSON BUYS IMPORTED PRODUCTS ONLY.
• A GP PRESCRIBES A PREPARATION RECOMMENDED
BY OPINION LEADERS.
57
58. BIO
Talent Academy
MAJOR BUYING MOTIIVES
OF DOCTORS
SAFETY
PERFORMANCE
APPEARANCE, AVAILABILITY
CONVENIENCE
ECONOMY
DURABLITY
58
59. BIO
Talent Academy
BUYING MOTIVES
1) EQUAL IMPORTANCE.
2) RATIONAL OR EMOTIONAL
3) COMMERCIAL (MATERIAL) OR PERSONAL
4) A BUYER MAY HAVE MANY MOTIVES BUT ONE IS THE
DECISIVE OR DOMINANT MOTIVE.
5) ASK Qs TO FIND BMs.
6) A CUSTOMER BUYS A PRODUCT WHEN THE PRODUCT
BENEFITS MATCH WITH THE CUSTOMER`S MOTIVES.
59
60. BIO
Talent Academy
WHAT A REPRESENTATIVE MUST KNOW
BEFORE TALKING ABOUT HIS PRODUCT?
• WHO PRESCRIBES WHICH PRODUCT AND
WHY?
• THIS WILL HELP THE REPRESENTATIVE TO
APPROACH A DOCTOR WITH GREATER
SUCCESS.
60
61. BIO
Talent Academy
CLASSROOM EXERCISE
BUYING MOTIVES
IN THE FOLOWING STATEMENTS WHAT DO YOU THINK ARE THE
BUYING MOTIVES:
1 PHYSICIAN MAKES A COMMENT TO A REP:
“DR…….HAS TOLD ME THAT HE HAS PRESCRIBED ……..FOR …….
PATIENTS FOR MANY YEARS. THAT`S WHY I PREFER TO
PRESCRIBE IT”.
2. NEUROLOGIST TELLS A REP“ …….. IS THE ONLY……. I CAN
SAFELY USE IN PREGNANT WOMEN SUFFERING FROM …………”
3. “ I HAVE ALL NARCOTICS UNDER LOCK”,TELLS A PHARMACIST TO
A REP.
4. REP GETS A REPLY FROM A RHEUMATOLOGIST , : “IF ….…..HAS
SUCH A RAPID ANTI INFLAMMATORY ACTION AS YOU SAY, THE
PATIENT SHOULDGET BACK TO WORK SOON”.
61
62. BIO
Talent Academy
5 DOCTOR MENTIONS TO A REP “BESIDES PROFESSOR ……… AND
…………, I AM THE ONLY DOCTOR IN THIS TOWN, WHO CAN PROPERLY
DEAL WITH SUCH A CASE”.
6 “HAVING GIVEN YOU SUCH A BIG ORDER FOR ………. I HOPE YOU
WILL NOW CONCENTRATE DETAILING ON DR. ……………… AND DR……..”,
TELLS THE HOSPITAL PHARMACIST TO A REP.
7 FINANCE MANAGER DISCUSSES WITH THE HEAD OF DIVISION:“WITH THIS
PROJECT, WE WILL REDUCE THE EXPENSES BY 2 PERCENTAGE POINTS”.
8 “IN HYPERTENSIVE CASES I USE MONOTHERAPY. THIS IS WHAT I BELIEVE
IN” CONFIRMS A CARDIOLOGIST TO A REP.
9 A NEUROPHYSICIAN MAKES A COMMENT TO A REP:“DR. …………… IS
USING THE SAME REGIMEN IN MASKED DEPRESSION”.
10 RETAIL PHARMACIST ASKS A REP: “WHAT ABOUT THE EXPIRY DATE
OF ………………..?”
11 SECRETARY INFORMS HER BOSS:
“WE HAVE DECORATED OUR RECEPTION AREA WITH TWO PAINTINGS
FROM SADQUAIN .”
12 “AT LAST YOU HAVE LAUNCHED THE SR FORM. I KNOW IT FROM MY
POST GRADUATE STAY IN ENGLAND”, REPLIES A PHYSICIAN TO A REP.
13 “WHEN I HAVE THE VISIT OF AN OPINION LEADER, I ALWAYS LUNCH
AT…...”, STATES THE PRODUCT MANAGER TO THE MARKETING
MANAGER. 62
63. BIO
Talent Academy
14 “IS ………. AVAILABLE IN THE HOSPITAL PHARMACY?” ,
ASKS A REGISTRAR TO A REP.
15 “I LIKE TO PRESCRIBE………BECAUSE, AS YOUR
PROMOTIONAL MESSAGE SAYS, IT REALLY WORKS WHERE
THERE IS PAIN”.
16 “WHAT IS THE SUCCESSS RATE OF…………….?” INQUIRES
A DERMATOLOGIST FROM REP.
17 “NEXT MONTH I WILL OPEN MY 10TH PHARMACY IN THE
CENTER OF CITY , VERY CLOSE TO HILTON HOTEL”, SAYS A
RETAIL CHAIN OWNER TO A REP.
18 “TO INTRODUCE………….MG STRENGTH, COULD LEAD TO
UNDERDOSAGE:”, COMMENTS A GP TO A REP.
19 RHEUMATOLOGIST ASKS A REP: “ARE YOU SURE
………………… WORKS WELL IN CHRONIC CASES?”
20 “I KEEP JEWELLERY AND IMPORTANT DOCUMENTS UNDER
LOCK AND KEY” SAY A HOUSEWIFE TO AN INSURANCE
SALESMAN.
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PRODUCT FEATURES & BNEFITS
65
(A) PRODUCT FEATURES
• A PHYSICAL,CHEMICAL,TECHNICAL,PHARMACOKINETIC,
PHARMACOLOGICAL OR AN ECONOMIC
WHICH DESCRIBES:-
WHAT A PRODUCT IS / HAS AND WHICH GENERALLY
IMPROVES THE PRIMARY FUNCTION OR ADDS /
SUPPLEMENTS THE PRIMARY FUNCTION OFA
PRODUCT WITH AN ADDITIONAL FUNCTION.
CHARACTERISTIC
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PRODUCT FEATURES
66
1. COMPOSITION (INGREDIENTS)
2. STRENGTH , QUANTITY
3. TECHNOLOGY
4. FORMS
5. SIZE
6. SHAPE
7. COLOUR
8. TASTE , FLAVOUR
9. PACKAGE
10. ABSORPTION , DISTRIBUTION ,
METABOLISM , EXCRETION ETC.
11. MODE OF ACTION.
12. USE–AREAS (INDICATIONS).
13. DOSAGE
14. SIDE EFFECTS.
15. PRICE
16. PSS.
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PRODUCT FEATURE
67
• A FACT ABOUT A PRODUCT AND NOT AN ASSUMPTION /
OPINION.
• A FACT FROM THE MANUFACTURER`S ANGLE.
• A CUSTOMER IS NOT INTERESTED IN PRODUCT
FEATURES. HE IS INTERESTED IN PRODUCT BENEFITS,
I.E., WHAT A PRODUCT WILL DO TO HIM.
• A PRODUCT HAS MANY FEATURES.EACH FEATURE
GIVES SOME BENEFITS TO THE CUSTOMER BENEFITS
MOTIVATE CUSTOMES TO BUY A PRODUCT FOR SOLVING
PROBLEM AND FOR THEIR SATISFACTION.
• A PRODUCT FEATURE CAN GIVE RISE TO MORE THAN
ONE BENEFIT.
• PRESENT Fs AND Bs IN A PROMOTIONAL MESSAGE.
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PRODUCT FEATURES & BENEFITS
68
B) PRODUCT BENEFIT: WHAT A PRODUCT OR ITS FEATURE
DOES TO A CUSTOMER ON USING IT, TO SOLVE HIS PROBLEM
AND GIVE SATISFACTION. IT IS A GAIN WHICH A CUSTOMER GETS
FROM THE PRODUCT ON USING IT.
EXAMPLE: PRODUCT FEATURE BENEFIT
(1) ENGINE OIL
(2) RED LIPSTIC
(3) YASMINE PERFUME
(4) PARACETAMOL
(5) OD DOSAGE
• ENGINE PROTECTION,
• LOOKS ATTRACTIVE
• GETS ATTRACTED
• RELIEVES PAIN
• PATIENT COMPLIANCE
WHAT A PRODUCT OR A PRODUCT FEATURE DOES OR A GAIN
WHICH A CUSTOMER GETS, ON USING THE PRODUCT, TO SOLVE
HIS PROBLEM AND GIVESATISFACTION, IS CALLED A PRODUCT
BENEFIT.
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PRODUCT BENEFITS
69
– PRODUCT BENEFIT(S) MAKE A CUSTOMER BUY AND
REBUY A PRODUCT. THEREFORE, PRODUCT BENEFIT(S)
MUST MATCH WITH THE CUSTOMER`S REQUIREMENTS OR
MOTIVES.
– A BENEFIT IS A CONSIDERATION FROM A CUSTOMER`S
ANGLE.
– BENEFITS CAN BE PRIMARY OR ADDITIONAL.
– BENEFITS CAN BE RATIONAL OR EMOTIONAL
– DIFFERENT ADDITIONAL BENEFITS APPEAL TO
DIFFERENT CUSTOMERS.
– ALL BENEFITS ARE NOT OF EQUAL IMPORTANCE.THERE
ARE STRONG AND WEAK BENEFITS.
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SEVEN CRITERIA OF AN IMPORTANT /
STRONG PRODUCT BENEFIT
70
i. MEANINGFUL
ii. BELIEVABLE
iii. DIFFERENT
iv. VISIBLE
v. FEELABLE
vi. AFFORDABLE
vii. SUSTAINABLE
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DOES A STATEMENT CONTAIN
A PRODUCT FEATURE OR A BENEFIT?
“THE LITMUS TEST”
71
AT THE END OF THE STATEMENT, ASK YOURSELF
THE FOLLOWING TWO QUESTIONS AND JUDGE
WHICH OF THE TWO QUESTIONS FITS IN BETTER.
1. SO WHAT? (FEATURE)
2. WHY? (BENEFIT)
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HOW TO LINK A PRODUCT FEATURE
TO ITS BENEFIT(S)
• USE SIMPLE PHRASES AND WORDS SUCH AS:-
1. WHICH MEANS THAT……………..
2. SO THAT …………………
3. BY OFFERING ……………
4. TO ENSURE ………………
5. BECAUSE……….THEREFORE……….
6. SINCE ……………..THEREFORE……..
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SALES CALL
A SITUATION OF PERSUASION
75
A SELLING SITUATION WHEN A REPRESENTATIVE IS
TRYING , BY EFFECTIVE COMMUNICATION , IN A
FACE–TO–FACE SITUATION, TO PERSUADE A
CUSTOMER TO ACCEPT A PRODUCT AND TAKE AN
ACTION TO BUY OR PRESCRIBE A PRODUCT.
• SEEING SOMEBODY, WITHOUT A SALES
OBJECTIVE, IS NOT A SALES CALL.
• 0/10 IS WORSE THAN 0/6 WHEN NO SALES
OBJECTIVE IS SET.
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STEPS OF A SALES CALL
76
SEVEN STEPS. A SALES CALL IS A CHAIN WITH SEVEN
LINKS. NO LINK TO BE MISSING OR WEAK
1. PROSPECTING
2. PREPARATION
3. APPROACH
4. PRESENTATION
5. RESPONSE HANDLING
6. CLOSING
7. POSTCALL ANALYSIS & FOLLOW–UP ACTIONS.
• THE FIRST TWO STEPS ARE BEFORE THE ACTUAL SALES CALL.
• STEP NO 3, 4 , 5 , & 6 ARE STEPS OF THE ACTUAL SALES CALL
• THE LAST STEP IS AFTER THE ACTUAL SALES CALL
• ALL STEPS MUST BE SKILLFULLY CARRIED-OUT FOR SUCCESS.
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STEPS OF A SALES CALL
77
PREPARATION
APPROACH
PRESENTATION
RESPONSE HANDLING
CLOSING
POST CALL ANALYSIS &
FOLLOW-UP ACTIONS
PROSPECTING
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PLANNED SALES CALL (PSC)
• AVERAGE DETAILING TIME 3 MINS. VITAL MINS. WHY?
• REASONS:
1) COMPANY SALES DEPENDS UPON THESE FEW
MINUTES.
2) LOT OF WORK HAS GONE BEHIND THESE MINUTES.
TRAINING , ADS , SAMPLES , FOLDERS , ETC.
• SHOULD THESE FEW MINUTES BE WASTED?
• IN MANY CASES , A REP WASTES THESE VITAL
MINUTES BECAUSE HE DOES NOT MAKE A PSC.
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PLANNED SALES CALL (PSC)
79
• MAJOR CHARACTERISTICS OF A PSC.
1) EVERY SALES CALL SHOULD BE PLANNED AND
NOT A “DROP– IN” CALL OBJECTIVES, STRATEGY
AND TACTICS ARE SET BEFORE MEETING THE
CUSTOMER.
2) CUSTOMER`S NEED / MOTIVE ORIENTED.
3) DIALOGUE
4) SEQUENTIAL
5) SHORT AND SIMPLE.
6) USES VARIOUS TYPES OF CODES.
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PROSPECTING
• WHAT? SELECTING POTENTIAL AND PROFITABLE CUSTOMERS
IN A TERRITORY BY A REPRESENTATIVE.FOUR DECISIONS WITH
RESPECT TO DOCTORS.
1. FIND AND QUALIFY DOCTORS ON “MAN” CRITERIA
2. CLASSIFY (A,B,C) ON SIZE OF PRACTICE OR SALES POTENTIAL
TO DECIDE CALL FREQUENCY.
3. CATEGORIZE ON BASES OTHER THAN SALES POTENTIAL.
SPECIALITY , ACTIVITY SECTOR, CURRENT USER STATUS ,
PATIENT- MIX , ATTITUDE TOWARDS NEWNESS ETC. HELPS TO
DECIDE PRODUCT SELECTION FOR PROMOTION, PROMOTIONAL
MESSAGE AND PROMOTIONAL STRATEGY.
4. DROP UNPROFITABLE CUSTOMERS.
• A CONTINUOUS PROCESS. REVIEW PERIODICALLY. THEIR
NUMBER, POTENTIAL, SPECIALITY, ACTIVITY SECTOR, USER
STATUS MAY CHANGE.
• NOT AN EASY TASK. MAKES DIFFERENCE BETWEEN A
SUCCESSFUL AND A MEDIOCRE REPRESENTATIVE. 81
DOCTORS , TRADE CUSTOMERS , INSTITUTIONAL BUYERS
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83
CURRENT USER STATUS
• LOYAL , RETAIN
• USE MORE OFTEN
• INTRODUCE NEW
USES
USERS COMPETITORS` USERS NON-BELIEVERS OF
PRODUCT CLASS
• SHIFT / SWITCH • FORGET
NON– USERS OF PRODUCT– CLASS
• CONVERT THEM TO USERS
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84
SOURCES OF PROSPECTS OR
CUSTOMERS
• CHEMIST CALLS PRESENT CUSTOMERS :
• REFERRALS
• COLD CALLING :
CALLS MADE OUTSIDE THE DECIDED SCHEDULE,
IF TIME IS AVAILABLE
• EXHIBITIONS
• DIRECTORIES / MAILING LISTS
- TRADE / PROFESSIONAL DIRECTORIES,TELEPHONE
- DIRECTORIES , MAILING LIST OF OTHER COMPANIES.
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85
PREPARATION
• THREE PARTS
1. SET OBJECTIVES :
WHAT DO YOU WANT TO SELL OR ACHIEVE IN EACH
SALES CALL? DESTINATION.
2. DECIDE SALES CALL STRATEGY & TACTICS:
DETERMINE OVERALL GAME PLAN AND ALL SPECIFIC
ACTIONS FOR EACH STEP OF THE SALES CALL. HOW DO
YOU WANT TO ACHIEVE THE SALES OBJECTIVES?
3. VISIT A FEW LOCALITY RETAIL OUTLETS:
• HOME WORK
LIKE A SUCCESSFUL LAWYER, A REPRESENTATIVE DOES A
GREAT AMOUNT OF HOMEWORK, BEFORE MEETING THE
JUDGE-THE CUSTOMER.
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PREPARATION
• FIRST PART: SET OBJECTIVES, QUANTITATIVE AND
QUALITATIVE.
• WHAT IS AN OBJECTIVE?
WHAT DO YOU WANT TO SELL OR ACHIEVE IN A SALES
CALL? YOUR DESTINATION.
86
• A QUANTITATIVE OBJECTIVE MUST BE:-
SPECIFIC
MEASURABLE , MUTUALLY AGREED
AMBITIOUS
REALISTIC
TIME TAGGED
• A QUALITATIVE OBJECTIVE MUST BE :
POSITIVE
UNDERSTOOD
RELEVANT
ETHICAL
• PRIORITIZE
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OBJECTIVE SETTING
• BASES FOR SETTING OBJECTIVES:
A) PAST RESULTS / RXs FROM A DOCTOR FOR THREE
PERIODS.
B) CO`s OBJECTIVES.
C) CUSTOMER`S POTENTIAL FOR THE PRODUCT.
D) PRODUCT STRENGTHS AND WEAKNESSES.
E) PRICE ADVANTAGE IF ANY.
F) ANY UNUSUAL OPPORTUNITY.
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88
SETTING GOALS
• WHY SET GOALS?
1) GUIDES EFFORTS (BOWLING GAME , PINS)
2) YARDSTICK TO MEASURE SUCCESS, Vs
3) CHANCE FOR GIVING REINFORCEMENT BY RM.
4) GIVES SELF–SATISFACTION WHEN ACHIEVED.
ARs PRs
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89
CLASSROOM EXERCISE
SET OBJECTIVE
• CUSTOMER: --------------------------------------------
• RX POTENTIAL: --------------------------------------------
• SALES CALL OBJECTIVE (QUANTITATIVE) : ----------------------------
-------------------------------------------------------------------------------------------------
-------------------------------------------------------------------------------------------------
• PLEASE CHECK YOUR OBJECTIVE
1) IS IT SPECIFIC? -------------------------------------------
2) IS IT MEASURABLE? -------------------------------------------
3) IS IT AMBITIOUS / REALISTIC? -------------------------------------------
4) IS IT TIME TAGED? -------------------------------------------
TOTAL POINTS : - -------------------------------------------
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90
PREPARATION
SECOND PART : DECIDE SALES CALL STRATEGY AND
TACTICS
HOW DO YOU WANT TO PROCEED TO ACHIEVE
SALES OBJECTIVES?
(A) DECIDE ROUTING.
(B) SCHEDULING. DECIDE THE BEST TIME TO CALL ON
EACH CUSTOMER
(C) DECIDE OVERALL GAME PLAN (STRATEGY) AND
SPECIFIC ACTIONS (TACTICS) FOR EACH STEP
OF THE ACTUAL SALES CALL
(D) PREPARE THE BAG (PROMOTIONAL TOOLS,
CLINICAL TRIALS).
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PREPARATION
COMPONENTS OF STRATEGY:-
DECIDE:
A) TARGET MARKET.
B) PRODUCT MIX AND PRODUCT PRESENTATION
SEQUENCE FOR EACH SALES CALL, BASED ON THE
CURRENT USER STATUS.
C) MAJOR BENEFITS OF EACH PRODUCT,INCLUDING
PRICE OR DTC ADVANTAGE.
D) VARIOUS SPECIFIC ACTIONS (TACTICS) AT DIFFERENT
STEPS OF THE ACTUAL SALES CALL.
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PREPARATION
TACTICS
1) APPROACH :-
TO GET ATTENTION , INTEREST AND INVOLVEMENT,
HOW WOULD YOU SELL YOURSELF AND OPEN THE
INTERVIEW?
2) PRESENTATION :-
• PROBES
• BTQs
• VAs, CTs, SAMPLES ETC.
3) HANDLE POSSIBLE CUSTOMER RESPONSES
4) CLOSING :-
WHICH TYPE OF “CLOSING METHOD” WILL BE USED.
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PREPARATION
THIRD PART : - VISIT A FEW LOCALITY RETAIL OUTLETS.
CURRENT MARKET INFO IS NEEDED BEFORE CALLING ON
DOCTORS.
(A) OVERALL BUSINESS TREND.
(B) COMPETITIORS` AND COMPANY`S OVERALL BUSINESS
SITUATION.
(C) PRESCRIPTION PATTERN OF BOTH COMPETITORS AND
OWN PRODUCTS
(D) COMPETITORS` ACTIVITIES.
(E) SHELF LEVEL (OWN , COMPETITORS).
(F) ADDITIONAL INFORMATION ABOUT DOCTORS, INCLUDING
THE NEW ONES. EG THEIR OPINION LEADER, GATEKEEPER.
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PREPARATION
• GOOD PREPARATTION:
(1) EHNANCES CONFIDENCE
(2) MAKES SALES CALL RUN SOOTHLY.
(3) SAVES TIME.
MOST REPS UNDERESTIMATE THE VALUE OF
PREPARATION.
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APPROACH
• SEND THE VISITING CARD. USE WAITING TIME TO GO
THROUGH FEATURES – BENEFITS BOOKLET
• MEETING THE CUSTOMER AND OPENING THE SALES CALL.
• PURPOSE:
ATTENTION , INTEREST (IN REP AND INTERVIEW) AND
INVOLVEMENT IN THE CALL, RIGHT FROM START.IN OTHER
WORDS , BEFORE ACCEPTING THE PRODUCT,THE
PROSPECT MUST ACCEPT THE REP AND THE INTERVIEW.
• APPROACH IS LIKE HOW ONE STARTS FISHING.
• A CRITICAL STEP. AT TIMES , GETTING ATTENTION MAY BE
DIFFICULT DUE TO DISTRACTIONS.
• AVOID TALKING ABOUT POLITICS , SPORTS , WEATHER ETC
• FIRST 30 SECONDS SELL
(1) YOURSELF AND THE COMPANY.
(2) THE INTERVIEW BEFORE SELLING THE PRODUCT.
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HOW TO SELL YOURSELF AND THE COMPANY?
• RESPECT TIME.
• CLEAN , NEAT AND MATURED OUTLOOK. DRESS AS A
PROFESSIONAL.BE LIKABLE.
• SHAKE HANDS WARMLY. IT IS A REVEALING GESTURE,
CONVEYS LIKING AND WARM FEELINGS.
• HAVE EYE TO EYE CONTACT , LOOK ALERT, SIT UPRIGHT.
SMILE AND BE CONFIDENT.
• EXCHANGE PLEASANTARIES
• COMPLIMENT ON SOMETHING NEW OR USE A REFERRAL, IF
NEEDED , AT START.
• GOOD COMMUNICATOR.
• COMPETENT / SKILLFUL.
• TRUSTWORTHY.
• RESPONSIVE.
• HAVE CONCERN FOR THE CUSTOMER.
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APPROACH
ASK AN INTERVIEW OPENING QUESTION (IOQ).
STATEMENT QUESTION
• A KNOWN OR PRESUMED CUSTOMER NEED
• AN IMPORTANT PRODUCT BENEFIT
• A PRODUCT RELATED TOPIC.
OEQ
• WHAT IS CONTAINED IN THE STATEMENT DEPENDS
UPON THE CUSTOMER AND THE SALES SITUATION?
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PRESENTATION :-
100
(2) PRODUCT PRESENTATION / CONVINCING PHASE :-
• 1.5 MINUTES
• REP MUST KNOW Fs AND Bs OF HIS PRODUCT FOR THIS PHASE.
• TAKE THREE ACTIONS.
(A) PRESENT SUITABLE BENEFIT VIA A BTQ TO MATCH WITH A PROSPECT`S
NEED / PROBLEM / MOTIVE , DISCOVERED DURING THE PROBING PHASE AND
MEASURE HIS REACTION WILL GIVE WANT LEVEL OF THE CUSTOMER.
(B) EXPLAIN AND DEMONSTRATE THE BENEFIT (S) IF A BTQ IS ANSWERED IN
YES. MAKE A DOCTOR HANDLE THE DEVICE.
(C) PROVIDE EVIDENCE (INDISPUTABLE , UNBIASED).TO CLOSE THE NEED GAP.
IMPORTANT : - RESTATE THE BTQ IF THERE IS INTERRUPTION.
• THE RESULT WILL BE A CUSTOMER DESIRING AND TAKING ACTION
TO BUY OR PRESCRIBE THE PRODUCT.
• TO IMPORTANCE POINTS:
(A) KEEP CONTROL OF THE SALES CALL AND HAVE THE PROSPECT
INVOLVED ALL THE TIME (INTERACTIVE PRESENTATION).
(B) DO NOT EXAGGERATE CLAIMS. MAY HELP YOU ONE TIME BUT Y WILL
LOSE TRUST OF THE CUSTOMER.
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HOW MANY BENEFITS TO PRESENT
TO MATCH WITH CUSTOMER`S NEEDS OR
MOTIVES?
101
ONE TO TWO BENEFITS AT A TIME.
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VISUAL AIDS
102
• WHAT? A MESSAGE CONTAINING PROMOTIONAL ITEM WHICH
APPEALS TO THE CUSTOMER`S VISION. FOR EXAMPLE:
FOLDERS , CLINICAL TRIALS , CHARTS , SLIDES , VIDEOS ETC.
• SUPPLEMENTS. HELP A REPRESENTATIVE TO CONVINCE A
CUSTOMER
• CHARACTERISTICS OF A GOOD VISUAL AID
(A) LOOKS SCIENTIFIC AND ETHICAL (BALANCED INFO).
(B) ILLUSTRATES ONE FEATURE / BENEFIT(S) PER PAGE.
(C) RELATES TO CUSTOMER`S NEED / PROBLEM / MOTIVE.
(D) CLAIMS SHOULD BE BASED ON BODY OF EVIDENCE . NO
STATEMENT WHICH CANNOT BE PROVED.
(E) VISUALS FROM CUSTOMER`S WORLD.
(F) GRAPHS SHOULD BE CLEAR. EASY TO USE (READABLE AND
EXPLAINABLE).
G) MUST HAVE A PRODUCT LOGO.
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VISUAL AIDS
103
• OFTEN USED INCORRECTLY.
• HOW TO USE A VA CORRECTLY?
1) KEEP IT CLEAN
2) KNOW CONTENTS THOROUGHLY.
3) USE IT TO COINCIDE WITH WHAT YOU SAY OR
WANT TO EMPHASIZE.
4) NOT TOO EARLY OR TOO LATE. BEST WHEN:-
A) STARTING THE APPROACH STAGE OR
B) AT THE CONVINCING PHASE OF THE
PRESENTATION STAGE.
5) KEEP CONTROL
6) ENCIRCLE MAJOR POINTS WITH A PEN.
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Talent Academy
PATIENT STARTERS/SAMPLES
• USED TO INCREASE THE NUMBER OF SENSES
INVOLVED
– USE AS A VISUAL
– TASTE, SMELL, FEEL, AND SEE
– GIVE THE CORRECT AMOUNT-VALUE!
– LOOK IN THE SAMPLE CLOSET
– PLACE THEM WHERE THEY WILL BE USED
– KEEP TRACK
– OPEN THEM UP! TAKE OFF THE SHRINK
WRAPPING!
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CUSTOMER`S
RESPONSE HANDLING (OBJECTIONS)
• TWO ASPECTS OF AN OBJECTION
1) OBJECTION = RESISTANCE TO POSTPONE / NOT TO BUY,
VERBAL OR NON – VERBAL.
2) SHOWS PROSPECT`S ATTENTION OR INTEREST, NEED FOR
MORE INFO ETC.
• MAY OCCUR AT ANY TIME.
• REGARD OBJECTION AS A CHALLENGE.
• TYPES OF OBJECTIONS:
A) SOME ASPECT OF PRODUCT
B) TIMING I WILL THINK IT OVER , NEXT VISIT
C) PRICE / DISCOUNT
D) SOURCE CREDIBILITY(REP, CO)
E) SOME ASPECT OF PROMOTION
F) AVAILABILITY, DELIVERY
G) PRODUCT SUPPORT SERVICES
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RULES FOR RESPONSE
HANDLING
109
• LISTEN
• DO NOT INTERRUPT
• UNDERSTAND AND CLARIFY VIA
PARAPHRASING.
• REMEMBER.
• PICK-UP / RESTATE (WHEN RESPONDING
OR RESOLVING).
• LOOK CONFIDENT.
• RESPOND, RESOLVE
• CLOSE
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Talent Academy
LISTENING
110
• ZIP UP YOUR LIPS BUT OPEN YOUR EARS, EYES AND
MIND WHEN THE CUSTOMER IS SPEAKING.
• UNDERSTAND WHAT THE CUSTOMER IS SAYING AND
RELATE TO THE TOPIC OR THE PRODUCT UNDER
DISCUSSION.
• PARAPHRASE.
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CUSTOMER`S RESPONSE HANDLING
111
(A) POSITIVE RESPONSE:- PICK–UP THE POSITIVE, THANK
AND USE IT TO DEVELOP BUSINESS FURTHER.ORDER , RXs,
ASK TO USE IN ANOTHER AREA ,MORE PATIENTS.
(B) NEGATIVE RESPONSE :- IGNORE FIRST TIME NEGATIVE
RESPONSES IF THESE CANNOT BE CHANGED BY THE
REPRESENTATIVE. DECIDE TO DEAL OR ACCEPT THOSE
NEGATIVE RESPONSES IF REPEATED WITH MORE FORCE OR
IN DETAILS.
(C) POSITIVE–NEGATIVE RESPONSE:- PICK UP THE
POSITIVE, THANK AND USE IT. IGNORE THE NEGATIVE AND
STATE ANOTHER BTQ.
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SOME TYPICAL NEGATIVE
RESPONSES
112
• TOO MANY SIDE EFFECTS.
• EVIDENCE ON EFFICACY INADEQUATE.
• TOO EXPENSIVE.
• DISLIKE FIXED COMBINATION.
• OBJECTION ON SAMPLE.
• OBJECTIONS ON FOLDER.
• INADEQATE FORMS
• USES COMPETITIVE DRUG AND IS HAPPY WITH IT.
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BUYING SIGNAL
113
• A STRONG +VE CUSTOMER RESPONSE,
VERBAL OR NON-VERBAL, WHICH INDICATES
THAT THE CUSTOMER IS READY TO BUY OR
MAKE A COMMITMENT.
• THEREFORE, LISTEN AND OBSERVE
BUYING SIGNALS.
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A BUYING SIGNAL
IS LIKE
114
THE GREEN TRAFFIC LIGHT. WHEN YOU
LISTEN OR OBSERVE A BUYING SIGNAL
ASK FOR COMMITMENT OR FOR AN
ORDER
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BUYING SIGNALS
115
• BUYING SIGNALS CAN BE IN THE FORM OF:
1) CUSTOMER`S WORDS (VERBAL SIGNALS)
2) CUSTOMER`S ACTIONS AND MOVEMENTS (NON–VERBAL
SIGNALS).
• THE PURPOSE OF A SALES PRESENTATION IS TO MAKE
SALES. THEREFORE, ONCE THE OBJECTIVE IS SEEMED TO BE
ACHIEVED,ON THE BASIS OF TRUE BUYING SIGNAL(S), EVEN
AFTER THE FIRST SENTENCE ONLY, IT IS TIME TO CLOSE THE
SALES CALL.
• BUT A SALESPERSON OFTEN IGNORES THE BUYING SIGNALS.
WHY?
• TIME SPENT IN PREPARATION FORCES HIM TO GIVE THE FULL
STORY.
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TYPICAL VERBAL BUYING SIGNALS
116
“YES, I LIKE YOUR PRODUCT………….”
“ IT SOUNDS GOOD TO ME…………….”
“ WHO ELSE IS USING IT…….”
“ ARE THERE ANY INTERACTIONS………”
“ HOW ABOUT DELIVERY……………..”
“ THE PACK SIZE IS CONVENIENT………”
“ IT IS EASY TO APPLY”
“ THEN I DON`T NEED ANY OTHER NSAID……”
“ IS PROF. PURI IN FAVOUR OF IT………….”
“ MAY I USE IT IN CHILDREN……………..”
“ SURE, IT`S A GOOD PRODUCT………..”
“ NO DOUBT IT COULD REDUCE DURATION OF TREATMENT…….”
“ SHOULD IT BE ADMINISTERED BEFORE OR AFTER MEALS……….”
“ DOES IT CAUSE…………..”
“ IS THERE A SYRUP FORM ………..”
“ THIS MAY REDUCE TREATMENT COST………….”
“ WHAT IS THE DOSAGE………”
“ HOW MUCH DOES IT COST…….”
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BUYING SIGNALS
ACTIONS AND MOVEMENTS
117
1. LEANING FORWARD
2. NODDING HEAD
3. OPEN HANDS GESTURE.
4. OPEN ARMS GESTURE.
5. LOOKNIG AT A SAMPLE / VISUAL AID AGAIN AND AGAIN.
6. CALLING SOMEBODY TO HEAR THE PRESENTATION.
7. SHOWING THE PRODUCT TO OTHERS.
8. MOVING TO SHOP-WINDOW TO JUDGE DISPLAY OF
THE PRODUCT.
1. LOOKING AT STOCK ON SHELVES.
2. GIVING A FIRM HANDSHAKE.
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Talent Academy
CLOSING
118
• REQUEST FOR A DESIRABLE AND SPECIFIC ACTION
COMMITMENT , USING A SUITABLE CEQ
• TWO KEY ASPECTS OF CLOSING.
1) WHEN : -
(A) BUYING SIGNALS (B) AT THE END OF SALES CALL.
2) HOW FIVE METHODS, USED IN DIFFERENT SITUATIONS
1) DIRECT CLOSE:- WITHOUT FURTHER TALKING ABOUT
THE PRODUCT, ASK A SUITABLE CEQ FOR A DESIRABLE
ACTION DECISIVE CUSTOMER
2) SUMMARY CLOSE:- SUMMARIZE THE BENEFITS
WHICH HAVE MADE GREATEST IMPRESSION AND THEN
ASK A SUITABLE CEQ.USED WHEN THE PRESENTATION
HAS BEEN LONG.
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TYPES OF COMMITMENTS
1) CONTINUE USING MORE FREQUENTLY
2) EXPAND USAGE
A) NEW USE–AREAS
B) NEW DEMOGRAPHIC GROUPS
3) AN ORDER
4) PROMISE FOR TRIAL (NEW CUSTOMER)
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CLOSING
3) EITHER OR CLOSE:-
GIVE TWO POSITIVE CHOICES. INDECISIVE CUSTOMERS.
4) INCENTIVE CLOSE : -
FIRST OFFER SOME FINANCIAL INCENTIVE AND THEN ASK
A SUITABLE CEQ.CUSTOMER WHO WANTS SOMETHING
EXTRA.
5) STEP BY STEP CLOSE:-
MOVE FROM A SERIES OF SMALL DECISIONS TO A BIG
DECISION, USING A SUITABLE CEQ AT THE END. USED
WHEN:-
(1) A MAJOR DECISION IS INVOLVED.
(2) WHEN AFTER THE DIRECT CLOSE,THE CUSTOMER
SAYS “ I DON`T KNOW”
120
121. BIO
Talent Academy
CLOSING
DIRECT CLOSE
• WILL YOU GIVE A TRIAL TO _______ ON THE NEXT
3 NEW PATIENTS WITH _________ ?
• SHALL I SEND YOU 12 PACKS OF __________ ?
121
122. BIO
Talent Academy
CLOSING
SUMMARY CLOSE
• AS WE AGREED , ___________ SOLVES THE
PROBLEM OF ___________ IT, OFFERS BETTER
TOLERABILITY, AND PROVEN EFFICACY,
THEREFORE, WLL YOU USE _______ YOUR
NEXT THREE CASES OF ___________ ?
122
123. BIO
Talent Academy
CLOSING
EITHER OR CLOSE
• WOULD YOU PREFER 25 OR 50MG TABLETS?
• WOULD YOU LIKE THE ORDER TO BE
DELIVERED ON TUESDAY OR THURSDAY?
123
124. BIO
Talent Academy
CLOSING
INCENTIVE CLOSE
• IF YOU ORDER BEFORE THE END OF THE MONTH,
YOU WILL GET AN ADDITIONAL 5% DISCOUNT. SHALL
I SEND YOU TEN BOXES?
• THERE WILL BE PRICE INCREASE NEXT MONTH.
PLACING ORDER NOW WILL ENTITLE YOU TO GET
THE PRODUCT AT THE CURRENT PRICE. WOULD THIS
BE OF INTEREST TO YOU?
124
125. BIO
Talent Academy
CLOSING
STEP BY STEP CLOSE
•R: “ HOW MANY PACKS OF …………….WILL YOU NEED THIS
MONTH?”
•C: “ I DON`T KNOW?”
•R: “WELL, HOW MANY PRESCRIPTIONS DO YOU NORMALLY
GET EVERY WEEK?”
•C: “ABOUT 9”
•R:”WHAT IS THE AVERAGE NUMBER OF PACKS SOLD PER
PRESCRIPTION?”
•C:” WOULD SAY ABOUT 2”
•R:”SO , IN ONE WEEK YOU REQUIRE 18, I.E. 72 PER MONTH.
IS THAT RIGHT?”
•C ”YES”
•R “THEREFORE, SHALL I SEND YOU 75PACKS BY FRIDAY?”
•C “OK, THANKS” 125
126. BIO
Talent Academy
POST CALL ANALYSIS
AND FOLLOW–UP ACTIONS
• TWO PARTS:-
(1) SELF–ANALYSIS:
(A) WHAT WENT RIGHT / WRONG AT EACH STEP OF THE
SALES CALL.
(B) COMPARE ACTUAL RESULTS VS PALNNED RESULTS.
SELF–ANLAYSIS IS BEST DONE RIGHT AFTER THE SALES
CALL.
(2) FOLLOW–UP ACTIONS:
(1) MAKE DELIVERY AS PROMISED.
(2) HANDLE COMPLAINTS PROMPTLY.
(3) MEET PROMISES.
(4) MAINTAIN CONTACT (REPEAT CALLS, TELEPHONE,
LETTER).
126
128. BIO
Talent Academy
THE “ ABC” APPROACH TO EFFECTIVE
SALES TRAINING
THE OBJECTIVE OF ALL SALES AND MARKETING
MANAGEMENT TRAINING IS:
TO INCREASE PRODUCTIVITY
DESIRED
BEHAVIOUR OR
PERFORMANCE
ACTIVATOR CONSEQUENCES
SELLING SKILLS
TRAINING COURSE
AFFECTS PERFORMANCE
15 – 25 %
IMPLEMENTATION ENSURED
BY LINE MANAGEMENT
ON THE JOB
FOLLOW – UP WORKSHOPS
AFFECTS PERFORMANCE
75-85%
128
129. BIO
Talent Academy
IMPLEMENTATION
START IMPLEMENTING SKILLS (ONE BY ONE)
WITHIN 72 HOURS
TO ACHIEVE PERFORMANCE IMPROVEMENT
THE DIFFERENCE BETWEEN
ORDINARY AND EXTRAORDINARY
IS THAT LITTLE “EXTRA” SYLLABLE.
129
130. BIO
Talent Academy
CHANGE AND IMPROVEMENT
WE CANNOT BECOME
WHAT WE WANT TO BE
BY REMAINING WHAT WE ARE
THUS ,
CHANGE AND IMPROVEMENT
IS NECESSARY
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