PRODUCT NEED MOTIVE ACHIEVEMENT POWER F E AT U R E BENEFITUNIQUE SELLING POINT(USP)
customer A person or organization who uses the product or services we provide. Customer is king. ….only customers judge quality; all other judgments are essentiallyirrelevant Our greatest asset is the customer! Treat each customer as if they are the only one!
Types of customer Based on unique behavioral attributes, customers are of following types Loyal customer Discount customer Impulse customer Need based customer Wandering customer
Loyal customer 20% of our customer base but make up more than 50% our sales. Completely satisfied customer. Keep returning to company. We need to communicate with these customers on a regular basis by telephone, mails, emails.• customer experience• customer expectation• Positive word of mouth You can , never do enough for them. many times, the more you do for them, the more they will recommend you to other. Invest maximum time and effort to serve these customer
make their decisions based on the size of discount. This category helps ensure your inventory is turning over and as a result, it is a key contributor to cash flow.Merely satisfied customers, also show defection ready to switch. Chase low prices. Milk these customers as long as they are active or in discount seasons
do not come for buying a particular item but on a whim. They will purchase what seems good at the time. Buy on impulse. Maximize the profit on each transaction.• This is the segment we all like to serve. There is nothing more exciting than assisting an impulse BUYER and having them respond favorably to our recommendations.• pursue fashion trends. We want to target our displays towards these customers
Need based customer People in this category are driven by a specific need. It is difficult to satisfy these people. Customers are habitual of particular brand.• Show inertia in brand switching. Need based customer can easily be lost to internet sales or a different retailer. So to overcome this threat, positive personal interaction is required. They can also become loyal customers if they are well taken care of
Wandering customer They have no specific need or desire in mind. They want a sense of experience or community. They make up the smallest percentage of sales. keep in mind, however, that although they may not represent a large percentage of your immediate sales, they are a real voice for you in the community. Although wandering customers cannot be ignored, the time spent on them needs to be minimized.
ESTABLISH RELATIONSHIPCLOSE THE NEED SALE RECOGNITION DELIVER AND FORMULATE EVALUATE SOLUTION
D efine the doctor’s requirement for your product.A cceptance by the doctor of the requirements.P rove that your product can fulfil the doctor’s requirement.A cceptance of the proof by the doctor.
D efine the doctors requirement for your product Medical rep: asks open active questions Doctor : LISTENS and ANSWERS accordinglyA cceptance by the doctor of the requirements Doctor : ANSWERS and gives acceptance Medical rep : does active listening and makes notesP rove that your product can fulfil the doctor’s requirement Medical rep : offers the product (or service) Doctor : does active listening and if things are not clear, asks questionsA cceptance of the proof by the doctor Medical rep : does relevant answering Doctor : accepts the product as his/her need
FIND POTENTIAL CUSTOMERS CATEGORIZE THEM ALLOCATION OF TIME VISITS FREQUENCY CONTINUOUS EYE ON CHANGES
GOAL SETTING(NEXT SLIDE) NOW(BEST TIME TO VISIT CUSTOMER) HOW( WITH STUDIES, SAMPLES, etc)WHERE (BEST PLACE TO VISIT HOSPITAL, PRIVATE CLINIC, etc) WHAT EXPECTED REACTION/RESULTS
OPENING PROBING DETAILING REINFORCINGGAINING COMMITMENT ACTION CLOSING A CALL
story highlights the relevant points, the unique selling points of the brand raisingthe doctors interest to an extent that he prescribed.
• Creates a brand image• Detailing must be perfect with mixture of• Scientific information,• Quality of product• And• The manufacturing technique usedThis will provide maximum mileage in the shortest possible time Keeping in view the time constraint that one has in the doctors chamber. Thus, detailing forms an integral part of effective communication as well as personal selling.
1 • TEXT2 • VOICE3 • HANDLING OF VISUAL AID4 • EYE TO EYE CONTACT5 • USE OF POINTER6 • BODY LANGUAGE7 • LISTENING8 • USE OF SENSES9 • TIME MANAGEMENT
The DOCTOR has understood your product completely The DOCTOR has developed trust in your companyThe DOCTOR has a desire for the benefits for his/her patients
ALWAYS REMBER TO REVIEW YOUR CALL YOUR CALL CONCLUDED AS PLANED? HOW MUCH GOAL ACHIEVED? OBJECTION HANDING HOW MUCH ROOM TO IMPROVE?WITH IMPROVED PLANNING PLAN NEXT CALL
DEALING PRICE BUYING WITH HANDLING SIGNALSRESISTANCE
MISCONCEPTIONREAL OBJECTIONLACK OF INTEREST SCEPTICISM
Price is the only weapon that the doctor has.Make sure YOU believe in your own pricing.Make the doctor feel that you are there to helpand not to fight.
NOT UNTIL the doctor has the of your product What does a customer pay for? QUALITY BENEFITS CONSISTENCY RELIABILITY REPUTATION BRAND NAME SERVICE YOU
1) I am coming to that Sir ask an Open Neutral Question2) It depends on your requirement Sir ask an Open Neutral Question3) I am sure the Price is not your only consideration Sir4) It depends on your order size5) I will leave you with a full Price list Sir6) First let me tell you the benefits that you are getting
STEP I: present the BENEFITS of your productSTEP II: put the price in front of the doctorSTEP III: JUST CONTINUE with explaining him/herthe features that he/she will derive out of this price
STEP I: doctor objectsSTEP II:Medical rep : what are you comparing with, sir?Doctor : competition, perception, budget, past experienceSTEP III:Medical rep : how much is the difference we are talking, sir?Doctor : 20% (the faster he says this, ITS FALSE)STEP IV: express the differenceSTEP V: demonstrate the benefits passable when compared to thedifference
"Whether our prospects like it or not, their bodies and words say it for them," TYPES OF BUYING SIGNALSverbal signalsnon-verbal signals
that has already been fully answered, and generally acknowledging that it has been - "How much did you say it costs?" - Be aware that if its said in shocked surprise and incredulity, its a cue for more probing!"I could see you on a Thursday" - "How often would we need to meet face to face?" - "Well need to involve Janet" thats not necessarily free - "Can I try it for a month and see if it works?" - "Ill need to see it in action"
"That sound really good" - "Who could say no to that?""What will happen if it doesnt produce results?”We dont need examples here. Even if they say its overpriced, to have got to the top of their priority stack, these comments or questions say they want to buy.
"When can we start?" - "Itll have to be next week" - "Cant we do it in four weeks instead of five?" - "Im tied up until Thursday" - If this type of signal arrives as a question, you can legitimately avoid answering it by asking back, "When would be best for you?""What do you think would be best?" - "What would you do if you were me?"whos in the room - "What do you think?" - Theyve decided but they just want confirmation that theyre not being daft.
with a previous supplier - "Everyone Ive tried has been useless!" - These types of comment are actually cues for more probing or for a personal contact with a satisfied client - Again no examples needed. Its effectively a no-brainer! Again they just want confirmation that theyre not being daft.
• Spending time concentrating on just one of your products• Asking/looking for help• Asking questions about details - "Which of my people will be directly involved?" - "What exactly will you be doing?"• Touching their wallet or its contents, or their cheque book - Literally or metaphorically• Changes of body state - Relaxing, moving stance, gestures, skin tone, style of speech• Getting out their pen - Literally or metaphorically
• Maybe its time to move on Unwillingness to trade commitments - At least unwilling to make their own in return for yours• Your calls, messages and e-mails go unanswered• "I really like your suggestion but I need to ........ before we can go ahead"• Avoiding eye contact when you meet• "Wed really like you to help us but we just need a bit more time/have some other priorities to deal with first"• Playing with your product, or looking at many without ever concentrating on one• Physically moving around a lot, quickly
Greet the doctor further ask for his wellbeing. Give a small 15 seconds introduction oncompany image. Listen to the doctor and use the FUNNELTECHNIQUE to get the flow of conversation. Once you have understood the requirement,use the DAPA Method of Selling so as to confirm thereis no GAP between the need and the offering.
In case the doctor has a doubt/objection, thenconcentrate and resolve that before moving ahead. In case the doctor asks about the PRICE. Tell him/herthat you would give him/her the best price comparing others.(Use the price postponement techniques). In case the question still arises on PRICE, use theSANDWICH METHOD to answer it. Pleasantly Close the sale and confirm theprescriptions.