QuestioningTypes of questions:• Open- ended questions• Closed – ended questions• Choice questions• Benefit – tag questions
QuestioningOpen ended questions:Who? Where? Which? What?When? How?Use open-ended questions:• To gain information.• To uncover areas of need / buying motives.• To check assumptions made during preparation.• To start / maintain 2 – way communication.Remember: "Why" must be treated with care!
QuestioningClosed-ended questions:• To get a precise, quick and specific response.• To ask for / gain information.• To give information.• To change, direct and narrow the topic.• To ask for the order.• To focus or refocus attention.• To control the direction of the conversation.
QuestioningClosed-ended questions:ExampleAsk for / gain information Did you see my report? Have you started using our product? Are you satisfied with our services? Is the new offer from my company of interest to you? Has Mr. Samy returned back from his vacation?
QuestioningClosed-ended questions:ExampleGive information Are you aware give 10% cash discount? Did you know our new product has 4 forms? Did you know that Mr. Ali will join our team? Are you aware that we will launch our new product next week?
QuestioningChoice questions: Do you prefer cash discounts or credit facility? Do you like your suit in cotton or in wool? Would you like to have a hot or cold drink? Do you like powder or solution?
QuestioningBenefit – tag questions: The new incentive scheme is simple. It can be easilyimplemented. Is that something you are looking for? The new PC in my office is very modern – it can hold all files onthe hard disk. Are you interested to buy one for yourself? SSTC is a training course-it assures an improvement of thebehavior of your staff. Could your company benefit from it?
Sequence of questioning Open-ended questionsQuestioning phaseUncover Closed – endedCustomer needs / buying motives questionsPresentation phase Benefit-tagCheck specificBenefit that meetsCustomers needs Close Ask for order or Commitment
Summary of questioningMajor objectives of questioning: To uncover real needs of prospect To ask for / gain information To give information To lead towards successful commitment To conduct / control sales call
Visual Degree of retention (after 2 – 3 days) 65 % 10 % 20 %We remember 10 % of We remember 20 % of We remember 65 % ofwhat we hear. what we see. what we see and hear simultaneously.
VisualsWhat should we observe when using visuals?• Illustrate one point only.• Relate to the prospects needs.• Always ask questions.• Make it coincide with what you are saying .• Keep control of the visual aid.
VisualsWhat should we observe when using visuals?• Avoid showing it too early or too late.• Know your visual in details.• Make it clean and ready to use.• Use pencil or marker.
VisualsWhat should we observe when using visuals?• Keep control of the visual aid.• Avoid showing it too early or too late.• Know your visual in details.• Make it clean and ready to use.• Use pencil or marker.
Customer responses1. Positive customer responses:Clear – cut objective, positive response: Pick up on the positive anduse it!Example:Prospect "the new offer of your company is very attractive."Seller "I am very pleased to hear that you are happy with the newoffer." Pick up on the positive! "So you will give me an order, wont you?" Use it!
Customer responsesPositive customer responses:A. Prospect voice inflections and positive comments:• Tell us a great deal. When the customer makes statements / addsinformation = he is interested.Examples:"It sounds good to me.""It used in my office.""the quality of your product is good."Praise and show approval "I am very pleased to hear that"
Customer responsesPositive customer responses:B. Statements which show hesitation:"I suppose that …"/ "It seems that ……""Perhaps I ought / should….""Maybe…" / Im not sure whether …“These statements are not rejections of your proposal.• They only express hesitation, doubts, misgivings, but are signs to keep selling.• Isolate doubt by questioning, and then eliminate it.
Customer responsesPositive customer responses:B. Statements which show hesitation:"I suppose that …"/ "It seems that ……""Perhaps I ought / should….""Maybe…" / Im not sure whether …"These statements are not rejections of your proposal.• They only express hesitation, doubts, misgivings, but are signs to keep selling.• Isolate doubt by questioning, and then eliminate it.
Customer responsesPositive customer responses:B. Statements which show hesitation:Examples:Prospect: "I hardly believe there is a good computer program whichcan be operated easily."Seller "As I understand you are looking for a computer programwhich combines high efficiency and can be operated easily.What is it you are particularly looking for in a good PC."
Customer responsesPositive customer responses:C. Positive , non – verbal customer behavior:A customer will often signal interest through body language while beingverbally skeptical.Examples: Looks at stock on the shelves. Examines your visual aids, samples ,etc. Studies your order formThe rule for handling, positive customer responses is: Pick Up On ThePositive And Use It!
Customer responses2. Positive / negative customer responses:Statement with a positive and a negative aspectExamples:• "Yes, but"• "I agree although….."• "I like that, however.."• Its an excellent product, but…"Note: Pick up on the positive only and use it . Just ignore thenegative portion!
Customer responses2. Positive / negative customer responses:Examples:Prospect: "Your product is very effective but is very expensive."Seller: "I am happy you confirm that it is highly effective. When do you like the next order?
Typical negative responses It has too many side-effects That creates as many problems as it solves This form / pack size is not suitable Your prices is no adequate evidence on efficacy Its new and untried I have no time now I dont like fixed combinations
Typical negative responses You never bring something new The customers wont accept that Thats quite unattractive gimmick This detailing aid does not appeal to me Your sampling policy is very restrictive I use a competitive drug and Im happy with it
Typical negative responsesNote: Is it a real concern or just "Smoke" 100 negative response Listen and remember Ignore for the first time Dont pause Ask OEQ or BTQ 30 % 70 % Brought it up again Smoke (Real concern) (not real concern)
"Handling customer responses"• Give response in just a short sentenceRead the following situations and your responses:• During your presentation, the buyer was a good listener, but says:"your calculator is a good product, but after the last price increase,I believe it became too expensive."Your response:
"Handling customer responses"Youre calling on a store manager making a presentation ona PENTAX camera for hobby photographers.He says:"this kind of customer achieves the best results with theCANON"Your response:
"Handling customer responses"You are talking to a leather goods shop owner about the "Travelstar" brief case. He says:"I Have already a lot of briefcases instock."Your response:
"Handling customer responses"While you are promoting the new concept of your product, themarketing manager says:"I agree, the visuals are attractive, butits the basic color of the literature which is worryingYour response:
Examples of typical closes1. Direct close• Will you use it?• Can I send you 100 packs next Monday?• How many packs do you need this month?2. Either / or close• Would you like this delivered on Tuesday or Thursday?• Do you prefer cash discount or credit facilities?• Shall I send the order to your shop or the store?
Examples of typical closes3. Step – by step closeRep : "How many of the new color pens will you need?"Cust: "I dont know."Rep: "Well, how many of your customers are asking for color penevery day?"Cust: "About 8."Rep:"So in one week, you can sell about 50 pens. Is that right?"Cust: "Yes."Rep: "Therefore, can I send you 200 new color pens by Saturday?"Cust: "Ok, thanks."
Examples of typical closes4. Incentive close:If you order before the end of the week, you will get an additional5% free of charge! Is this an advantage to you?For those who attend the symposium there will be a pleasantsurprise (e.g. gimmicks, books). Will you come?
Examples of typical closesImportant: When you have asked for the orderMain objectives of post-call review: To initiate action/ follow through on promises To make a personal evaluation of your sales call To help you in your prospectingNote: To inform relevant levels reactions to be taken, changes observed… Post – call review is best made right after you have left the customer.
Who is the successful salesman?o Ethicalo Motivated to learno Confident in this companyo Confident in his productso Confident in himself
What are the physicians needs? Effectiveness Safety Quality Service Price Other considerations
LOGO What are the physicians needs? Prescriptions Availability……… Profit…… Right time to visit Scientific background Post sale services Other considerations
What are the role of the pharmacist?Availability of products (order)Dispensing the prescriptionsChange productsO.T.C.Information about (products, competition, customer ..)
Feedback pharmacy Near to the physician Honest Cooperative