Pharmaceutical selling skills

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Pharmaceutical selling skills

  1. 1. PharmaceuticalSellingskills<br />
  2. 2. Agenda <br /><ul><li>Aim
  3. 3. What Is Selling?
  4. 4. Philosophy of Selling
  5. 5. The 7 basic selling steps
  6. 6. Objectives of Greeting and Opening
  7. 7. Asking Questions
  8. 8. The Funnel Technique
  9. 9. DAPA Method of Selling
  10. 10. Significance of DAPA
  11. 11. Presenting the benefits of the Product
  12. 12. Handling Objections
  13. 13. Selling the Price
  14. 14. Closing A Sale</li></li></ul><li>AIM <br /><ul><li> To Create an Outstanding Success for Your Brands
  15. 15. Understand in depth, the role of Sales Team
  16. 16. Develop a Framework for an Effective Sales Approach</li></li></ul><li>What Is Selling ?<br />To satisfy a Need / Want with your product for Mutual Benefits.<br />To Identify / Generate / Influence a Need / Want.<br />
  17. 17. Philosophy Of Selling<br />selling = motivatingdoctor’s commitment<br />Medical Rep<br />DOCTOR<br />All good reasons why a doctor should prescribe your product<br />All the things that a doctor has to give up<br />BY ASKING<br />
  18. 18. The 7 Basic Selling Steps<br />
  19. 19. 1. Pre call planning<br />The 7 Basic Selling Steps<br /><ul><li>Identifying the right doctors</li></ul>Targeting<br /><br /><ul><li>Review last call
  20. 20. Objective selling: S.M.A.R.T = Specific, Measurable, Achievable, Realistic, Time bound
  21. 21. Plan the call: objectives, promotional materials, sequence of detailing</li></ul><br />Call preparation<br /><br />Projecting the right company image<br /><ul><li>Posture, Facial Expressions, Dressing & Grooming
  22. 22. Observe different things
  23. 23. No. of patients, sex, age, economic status
  24. 24. Patients information charts, competitors promotional material, give aways, dr’sinterests, prescribing habits</li></ul><br />Utilize waiting time<br />
  25. 25. 2. Opening<br />The 7 Basic Selling Steps<br />Opening is the skill of capturing the doctor’s attention and focusing the sales call. <br /><ul><li>Greeting
  26. 26. Rapport building
  27. 27. Purpose of call
  28. 28. Initiating business discussion</li></ul>Steps of opening:<br /><ul><li>Need/Benefit opening:
  29. 29. Identify a known or presumed need
  30. 30. Offer a product feature & benefit to satisfy that need.
  31. 31. Opening as a question
  32. 32. Stimulating opening </li></ul>Types of opening:<br />
  33. 33. 3. Questioning<br />The 7 Basic Selling Steps<br /><ul><li>Questioning is used for the purpose of gaining informationto use in the sales call.
  34. 34. Start with open questions and then move to close questions.
  35. 35. Invites an extended doctor response
  36. 36. Start with What, When, Why, Where, Who & How</li></ul>Open Questioning: <br />Closed Questioning: <br /><ul><li>Invites a “Yes” or “No” reply from the doctor
  37. 37. Start with Do, Will, Is, Should</li></ul>Choice Questioning:<br /><ul><li>Give doctor two or more positive options in order to rule out a negative “No” response.</li></li></ul><li>3. Questioning<br />The 7 Basic Selling Steps<br /><ul><li>Questioning is used for the purpose of gaining informationto use in the sales call.
  38. 38. Start with open questions and then move to close questions.
  39. 39. Benefit is presented in the form of a statement supported by a Feature and followed by a Closed Question</li></ul>Benefit Tag Questioning:<br />Tag On Questioning:<br /><ul><li>Tag on questions are used when doctor makes a positive statement which you want to reinforce.</li></li></ul><li>The 7 Basic Selling Steps<br />Presentation is zeroing on the doctor’s identified Needs/Wants with appropriate Product Features and Benefits.<br />4. Presentation<br /><ul><li>Sit up straight in front of the doctor
  40. 40. Look confident and speak with enthusiasm.
  41. 41. Hold the Detail Aid in front and use a pen to focus doctors attention
  42. 42. Don’t look at the Detail Aid, look at the doctor. Observe his/her actions.
  43. 43. If interrupted, do a brief recap before continuing
  44. 44. Don’t be distracted by surroundings </li></ul>During Presentation:<br />
  45. 45. The 7 Basic Selling Steps<br /><ul><li>Can be question, comment or query.
  46. 46. Shows interest of the doctor in your product.</li></ul>5. Handling objections<br /><ul><li>An incorrect negative perception because of misinformation.
  47. 47. To handle this provide the right information.</li></ul>Misunderstanding:<br /><ul><li>A doctor’s doubt that your product can actually deliver the stated benefit.
  48. 48. Offer proof (clinical studies, references)</li></ul>Skepticism:<br />Real Objection: <br /><ul><li>A real short coming or disadvantage of your product.
  49. 49. To handle real objection, minimize the impact by focusing on the advantages.</li></li></ul><li>The 7 Basic Selling Steps<br /><ul><li>Can be question or query.
  50. 50. Shows interest of the doctor in your product.</li></ul>5. Handling objections<br /><ul><li>Doctor is not interested in your product because doctor is satisfied with competitor’s product or doctor has never used that type of product.
  51. 51. Identify a need that can not be satisfied by the doctor’s preferred product.</li></ul>Indifference:<br /><ul><li>Doctor does not openly raise an objection because the doctor is disinterested.
  52. 52. How to handle: Ask doctor if they have concerns.</li></ul>Hidden Objection:<br />
  53. 53. The 7 Basic Selling Steps<br />Real success of a sales call depends on the use of effective closing.<br />6. Closing<br /><ul><li>Review all the benefits accepted by the doctor
  54. 54. Ask for business (trial use, continued use, expanded use)
  55. 55. Wait for a response.</li></ul>After<br />Presentation:<br />
  56. 56. The 7 Basic Selling Steps<br />Post call analysis is the process of evaluating and recording the outcome of the call, in order to plan for future calls.<br /><ul><li>Evaluate the Call
  57. 57. Record Call Information
  58. 58. Set Objectives for next meeting with the doctor.</li></ul>After<br />leaving the chamber:<br />7. Post call analysis<br />
  59. 59. Famous Quote<br />The difference between try and triumph is just a little umph!<br />
  60. 60. Objectives Of Greeting & Opening<br />positive atmosphere<br />Exchange<br />of names<br /> simply connect<br />start a gentle conversation<br />
  61. 61. Asking Questions<br />Questions are used to PROBE information from doctors<br />Questions starting with<br />WHAT<br />WHERE<br />WHY<br />HOW<br />WHO<br />WHICH<br />are very useful<br />
  62. 62. Funnel Technique<br />a powerful tool to EncouragetheFlowofConversation<br />1) motivate the doctor to talk.<br />1<br />2) open with neutral questions to get unbiased information.<br />2<br />4) ask closed questions to pinpoint precise requirement.<br />3<br />4<br />3) ask lead questions to explore more deeply.<br />5) summarize to gain doctor’s acceptance of requirements.<br />5<br />
  63. 63. Famous Quote<br />The best and fastest way to learn is to watch and imitate a champion<br />
  64. 64. DAPA Method Of Selling<br />D<br />efine the doctor’s requirement for your product.<br />A<br />cceptance by the doctor of the requirements.<br />P<br />rove that your product can fulfil the doctor’s requirement.<br />A<br />cceptance of the proof by the doctor.<br />
  65. 65. Significance of DAPA<br />D<br />efine the doctor's requirement for your product <br />Medical rep: asks open active questions<br />Doctor : LISTENS and ANSWERS accordingly<br />A<br />cceptance by the doctor of the requirements<br />Doctor : ANSWERS and gives acceptance <br />Medical rep : does active listening and makes notes<br />P<br />rove that your product can fulfil the doctor’s requirement<br />Medical rep : offers the product (or service)<br />Doctor : does active listening and if things are not clear, asks questions<br />A<br />cceptance of the proof by the doctor<br />Medical rep : does relevant answering<br />Doctor : accepts the product as his/her need<br />
  66. 66. Presenting the Benefits<br />NEED<br />what the doctor wants?<br />what the doctor gains?<br />FEATURE/OFFERING<br />BENEFIT<br />what do we offer?<br />
  67. 67. Famous Quote<br />The important thing about a problem is not the SOLUTION, but the strength we gain in finding the SOLUTION<br />
  68. 68. Handling Objections<br /> Objection – An Obstacle Or An Opportunity<br />When Do Objections come?<br /><ul><li> When D to A from DAPA is not done
  69. 69. It’s a doctor tactic to get a discount
  70. 70. The doctor is confused due to hidden cost or competition
  71. 71. A habit of asking questions
  72. 72. A strategy to postpone decision making</li></li></ul><li>Handling Objections<br /> Objection – An Obstacle Or An Opportunity<br />How do we tend to feel?<br /><ul><li> Frustrated
  73. 73. Dejected
  74. 74. Angry
  75. 75. Defensive
  76. 76. Challenging</li></li></ul><li>Handling Objections<br /> Objection – An Obstacle Or An Opportunity<br />How Should We React?<br />Don’t get aggressive.<br /> Pause<br /> Stay calm.<br />Do not disturb the customer. Let him/her speak first.<br /> Don’t get defensive<br />
  77. 77. Kinds Of Objections<br /> Unspoken Objection<br /> Objection that we hear and cannot answer<br />&<br /> Objection that we hear and can answer<br />&<br />
  78. 78. Handling the unspoken objection<br />Doctor frowns<br /> Doctor looks elsewhere<br /> Doctor smiles (sarcastic)‏<br />
  79. 79. Handling the unspoken objection<br />What do you do when such an Objection Comes?<br /> PAUSE and then convert it into a SPOKEN OBJECTION by asking:<br />You are thinking something Sir?<br />Anything particular Sir?<br />
  80. 80. Handling the objections we hear and can answer<br /> When you hear an Objection:<br /> Pause<br /> probe gently<br /><ul><li>Please, tell me more‏.
  81. 81. Apart from this, is there anything else that is of concern to you?
  82. 82. If I can take care of this to your satisfaction, could we proceed forward (would you consider our product)?</li></li></ul><li>Handling the objections we hear and can answer<br /> When you hear an Objection:<br />probe gently<br /><ul><li>Give your best possible solution?
  83. 83. Are you satisfied with my answer?</li></ul>&<br />
  84. 84. Handling the objections we hear and cannot answer<br />Features we offer but doctor does not need<br />Product features that meet the doctor’s needs<br />Features the doctor wants, but we do not have<br />Find Out:<br /><ul><li> Why the doctor may not need it?
  85. 85. How long will the doctor not need it?
  86. 86. Will the doctor ever need it in future?</li></ul>&<br />Find Out:<br /><ul><li> Why does the doctor want it?
  87. 87. How important is it?</li></ul> 1) Essential 2) Desirable<br /> 3) Useful<br /><ul><li> Can we explore an alternative?</li></li></ul><li>Famous Quote<br />Self respect is a question of recognizing that anything worth having has a PRICE<br />
  88. 88. Selling The Price Effectively<br />Psychological aspects of price:<br /><ul><li> Price is the only weapon that the doctor has.
  89. 89. Make sure YOUbelieve in your own pricing.
  90. 90. Make the doctor feel that you are there to help and not to fight.</li></li></ul><li>Selling The Price Effectively<br />the right stage to present the price:<br />NOT UNTIL the doctor has REALISED the BENEFITSof your product <br />What does a customer pay for?<br />QUALITY<br />BENEFITS<br />CONSISTENCY<br />RELIABILITY<br />REPUTATION<br />BRAND NAME<br />SERVICE<br />YOU<br />
  91. 91. Selling The Price Effectively<br />how to postpone revealing price:<br />If the doctor says, “ It must be Expensive”-- Initially Ignore it<br />If the doctor asks a little later, “How Much”– Tackle him/her in the following manner:<br />1) I am coming to that Sir  ask an Open Neutral Question<br />2) It depends on your requirement Sir  ask an Open Neutral Question<br />3) I am sure the Price is not your only consideration Sir<br />4) It depends on your order size<br />5) I will leave you with a full Price list Sir<br />6) First let me tell you the benefits that you are getting<br />if pressed a lot, tell the price using the SANDWICH METHOD and continue<br />
  92. 92. Selling The Price Effectively<br />SANDWICH METHOD<br />
  93. 93. Selling The Price Effectively<br />SANDWICH METHOD<br />STEP I: present the BENEFITS of your product <br />STEP II: put the price in front of the doctor<br />STEP III: JUST CONTINUEwith explaining him/her the features that he/she will derive out of this price <br />
  94. 94. Selling The Price Effectively<br />Handling Price Objection<br />STEP I: doctor objects <br />STEP II: <br />Medical rep : what are you comparing with, sir?<br />Doctor : competition, perception, budget, past experience<br />STEP III: <br />Medical rep : how much is the difference we are talking, sir?<br />Doctor : 20% (the faster he says this, ITS FALSE)‏<br />STEP IV: express the difference<br />STEP V: demonstrate the benefits passable when compared to the difference<br />
  95. 95. Famous Quote<br />To Finish First, you need to First Finish<br />
  96. 96. Closing The Sale<br />What prevents a medical rep from closing EFFECTIVELY?<br /><ul><li> FEAR
  97. 97. UNCERTAINTY
  98. 98. DOUBT</li></li></ul><li>Closing The Sale<br />Why a medical rep may not close well?<br />Too Early<br />Too Late<br />Too Meek<br />Too Aggressive<br />Doctor’s objections not resolved completely<br />Sales process not followed<br />
  99. 99. Closing The Sale<br />When to close?<br /><ul><li>The DOCTOR has understood your product completely
  100. 100. The DOCTOR has developed trust in your company
  101. 101. The DOCTOR has a desire for the benefits for his/her patients</li></li></ul><li>Checklist<br />Steps to be followed?<br />STEP I: Greet the doctor  further ask for his well being.<br />STEP II: Give a small 15 seconds introduction on company image.<br />STEP III: Listen to the doctor and use the FUNNEL TECHNIQUE to get the flow of conversation.<br />STEP IV: Once you have understood the requirement, use the DAPA Method of Selling so as to confirm there is no GAP between the need and the offering.<br />
  102. 102. Checklist<br />Steps to be followed?<br />STEP V: In case the doctor has a doubt/objection, then concentrate and resolve that before moving ahead.<br />STEP VI: In case the doctor asks about the PRICE. Tell him/her that you would give him/her the best price comparing others. (Use the price postponement techniques)‏.<br />STEP VII: In case the question still arises on PRICE, use the SANDWICH METHOD to answer it.<br />STEP VIII: Pleasantly Close the sale and confirm the prescriptions.<br />
  103. 103. thank you<br />

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