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Pharmaceutical selling skills


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Pharmaceutical selling skills

  1. 1. Pharmaceutical Selling skills
  2. 2. Submitted to: Respected Mam Sadia
  3. 3. Submitted by:    Saba Ahmed Pharm- D The University Of Faisalabad
  4. 4. Contents: • Aim • What Is Selling? • Philosophy of Selling • The 7 basic selling steps • Objectives of Greeting and Opening • Asking Questions • DAPA Method of Selling • Presenting the benefits of the Product • Handling Objections • Selling the Price • Closing A Sale
  5. 5. AIM  To Create an Outstanding Success for Your Brands  Understand in depth, the role of Sales Team  Develop a Framework for an Effective Sales Approach
  6. 6. To satisfy a Need / Want with your product for Mutual Benefits.
  7. 7. Philosophy Of Selling Selling = Motivating Doctor’s Commitment Medical Rep All good reasons why a doctor should prescribe your product DOCTOR All the things that a doctor has to give up BY ASKING
  8. 8. The 7 Basic Selling Steps 1. Pre call planning 2. Opening 3. Questioning 4. Presentation 7. Post call analysis 6. Closing 5. Handling objections
  9. 9. 1. Pre call planning  Targeting  Call preparation  • Posture, Facial Expressions, Dressing & Grooming Projecting the right company image  Utilize waiting time • Identifying the right doctors • Review last call • Objective selling: S.M.A.R.T = Specific, Measurable, Achievable, Re alistic, Time bound • Observe different things • No. of patients, sex, age, economic status
  10. 10. 2. Opening Opening is the skill of capturing the doctor’s attention and focusing the sales call. Steps of opening: Types of opening: • • • • Greeting Rapport building Purpose of call Initiating business discussion • Need/Benefit opening: • Identify a known or presumed need • Offer a product feature & benefit to satisfy that need. • Opening as a question • Stimulating opening
  11. 11. 3. Questioning • Questioning is used for the purpose of gaining information to use in the sales call. • Start with open questions and then move to close questions. Open Questioning: • Invites an extended doctor response • Start with What, When, Why, Where, Who & How Closed Questioning: • Invites a “Yes” or “No” reply from the doctor • Start with Do, Will, Is, Should Choice Questioning: • Give doctor two or more positive options in order to rule out a negative “No” response.
  12. 12. 4. Presentation Presentation is zeroing on the doctor’s identified Needs/Wants with appropriate Product Features and Benefits. During Presentation: • Sit up straight in front of the doctor • Look confident and speak with enthusiasm. • Hold the Detail Aid in front and use a pen to focus doctors attention • Don’t look at the Detail Aid, look at the doctor. Observe his/her actions. • If interrupted, do a brief recap before continuing • Don’t be distracted by surroundings
  13. 13. 5. Handling objections • Can be question, comment or query. • Shows interest of the doctor in your product. Misunderstanding: Skepticism: Real Objection: • An incorrect negative perception because of misinformation. • To handle this provide the right information. • A doctor’s doubt that your product can actually deliver the stated benefit. • Offer proof (clinical studies, references) • A real short coming or disadvantage of your product. • To handle real objection, minimize the impact by focusing on the advantages.
  14. 14. 5. Handling objections Indifference: Hidden Objection: • Doctor is not interested in your product because doctor is satisfied with competitor’s product or doctor has never used that type of product. • Identify a need that can not be satisfied by the doctor’s preferred product. • Doctor does not openly raise an objection because the doctor is disinterested. • How to handle: Ask doctor if they have concerns.
  15. 15. 6. Closing After Presentation: Real success of a sales call depends on the use of effective closing. • Review all the benefits accepted by the doctor • Ask for business (trial use, continued use, expanded use) • Wait for a response.
  16. 16. 7. Post call analysis After leaving the chamber: Post call analysis is the process of evaluating and recording the outcome of the call, in order to plan for future calls. • Evaluate the Call • Record Call Information • Set Objectives for next meeting with the doctor.
  17. 17. Objectives Of Greeting & Opening Positive atmosphere Exchange of names Simply connect Start a gentle conversation
  18. 18. Asking Questions  Questions are used to PROBE information from doctors  Questions starting with WHAT WHERE WHY HOW WHO WHICH are very useful
  19. 19. DAPA Method Of Selling 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.
  20. 20. * NEED what the doctor wants? what the doctor gains? FEATURE/ OFFERING BENEFIT what do we offer?
  21. 21. * Objection – An Obstacle Or An Opportunity When Do Objections come?  When D to A from DAPA is not done  It’s a doctor tactic to get a discount  The doctor is confused due to hidden cost or competition  A habit of asking questions  A strategy to postpone decision making
  22. 22. How do we tend to feel?  Dejected  Frustrated  Angry  Defensive Challenging
  23. 23. How Should We React? Don’t get aggressive.  Pause Do not disturb the customer. Let him/her speak first.  Stay calm.  Don’t get defensive
  24. 24.  Unspoken Objection  Objection that we hear and cannot answer  Objection that we hear and can answer
  25. 25.  Doctor frowns  Doctor looks elsewhere  Doctor smiles (sarcastic)
  26. 26. What do you do when such an Objection Comes?  PAUSE and then convert it into a SPOKEN OBJECTION by asking: You are thinking something Sir? Anything particular Sir?
  27. 27. When you hear an Objection:  Pause  Probe gently
  28. 28. When you hear an Objection: Probe gently  Give your best possible solution?  Are you satisfied with my answer?
  29. 29. Features we offer but doctor does not need Find Out:  Why the doctor may not need it?  How long will the doctor not need it?  Will the doctor ever need it in future? Product features that meet the doctor’s needs Features the doctor wants, but we do not have Find Out:  Why does the doctor want it?  How important is it? 1) Essential 2) Desirable 3) Useful  Can we explore an alternative?
  30. 30. Psychological aspects of price:  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 help and not to fight.
  31. 31. The right stage to present the price: NOT UNTIL the doctor has REALISED the BENEFITS of your product What does a customer pay for? QUALITY BENEFITS CONSISTENCY RELIABILITY REPUTATION BRAND NAME SERVICE YOU
  33. 33. SANDWICH METHOD STEP I: present the BENEFITS of your product STEP II: put the price in front of the doctor STEP III: JUST CONTINUE with explaining him/her the features that he/she will derive out of this price
  34. 34. * Handling Price Objection STEP I: doctor objects STEP II: Medical rep : what are you comparing with, sir? Doctor : competition, perception, budget, past experience STEP 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 difference STEP V: demonstrate the benefits passable when compared to the difference
  35. 35. * What prevents a medical rep from closing EFFECTIVELY?  FEAR  UNCERTAINTY  DOUBT
  36. 36. Why a medical rep may not close well? Too Early Too Late Too Meek Too Aggressive Doctor’s objections not resolved completely Sales process not followed
  37. 37. When to close? • The DOCTOR has understood your product completely • The DOCTOR has developed trust in your company • The DOCTOR has a desire for the benefits for his/her patients