Pharmaceutical Sales Skills

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  • Pharmaceutical selling is the promotion of a brand of drug/nutraceutical of a pharmaceutical organization to the medical fraternity. A representative of the pharmaceutical organization meets a doctor either by prior appointment or impromptu at a pre-designated place and promotes the organization’s products through Visual aid/Clinical paper presentation. Based on the presentation made and the confidence of the doctor concerned, the product is Rx-ed by the doctor to a patient. The patient procures the product from the chemist who in turn had procured it from the stockist/wholesaler. The stockist/wholesaler procures the drug from the organization on paying the price of the product purchased. Thus the sales cycle in pharmaceutical selling is complete.
  • Pharmaceutical Sales Skills

    1. 1. Pharmaceutical Sales <ul><li>What is pharmaceutical selling? </li></ul><ul><li>Pharmaceutical selling is the promotion of a brand of drug/nutraceutical of a pharmaceutical organization to the medical fraternity. A representative of the pharmaceutical organization meets a doctor either by prior appointment or impromptu at a pre-designated place and promotes the organization’s products through Visual aid, Clinical paper presentation and/or, sample distribution. Based on the presentation made and the confidence gained by the doctor, the product is Rx-ed by the doctor to a patient. The patient purchases the product from the chemist who had purchased it from the stockist/wholesaler who in turn had purchased the product from the organization. This is what is termed as SALE in pharmaceutical selling. </li></ul><ul><li>History of pharmaceutical selling in India </li></ul><ul><li>Started before India attained her independence </li></ul><ul><li>Bengal Chemicals and Pharmaceutical Works appeared in Calcutta in 1930 </li></ul><ul><li>For the next 60 years, most of the drugs in India were imported by multinationals either in fully-formulated or bulk form. </li></ul><ul><li>The government started to encourage the growth of drug manufacturing by Indian companies in the early 1960s, and with the Patents Act in 1970, enabled the industry to become what it is today. </li></ul>
    2. 2. Top 10 Pharmaceuticals in India, 2004 Source: Pharmaceutical Sales Busters , India Business Insight, 31-Dec-04 251 1091 Cadila Healthcare 10 255 1110 Allergan 9 255 1110 Sun Pharmaceutical Industries 8 271 1180 Lupin Laboratories 7 282 1228 Glaxo SmithKline 6 290 1260 Aurobindo Pharma 5 319 1387 Nicholas Piramal India 4 423 1842 Cipla 3 444 1933 Dr. Reddy’s Laboratories 2 1026 4461 Ranbaxy Laboratories 1 Revenue 2004 (USD millions) Revenue 2004 (Rs crore) Company Rank
    3. 3. Pharmaceutical Sales <ul><li>“ Dressing up for the occasion.” </li></ul><ul><li>Dress code of a Pharmaceutical Sales Professional is FORMAL ATTIRE. </li></ul><ul><li>Color of clothes should not be too flashy </li></ul>
    4. 4. Pharmaceutical Sales Skills <ul><li>Objectives </li></ul><ul><li>Module 1 </li></ul><ul><li>- Territory Planning and information gathering </li></ul><ul><li>Module 2 </li></ul><ul><li>- How to be a value add instantly at the key decision maker </li></ul><ul><li>level . </li></ul><ul><li>Module 3 </li></ul><ul><li>-Utilize more efficient selling techniques to Stand out from </li></ul><ul><li>the crowd </li></ul>
    5. 5. Module 1 Territory Planning and Information Gathering Stockist Survey <ul><li>The job starts at the Stockist’s place. </li></ul><ul><li>Collect information regarding competitor’s product movement at various chemists within the Stockist’s catering zone. </li></ul><ul><li>Make notes wherever necessary. </li></ul><ul><li>Always keep the KEY PERSON of the Stockist in GOOD HUMOUR. </li></ul>
    6. 6. Module 1 Territory Planning and Information Gathering Stockist Survey <ul><li>Collect as much information as you can from the Stockist. </li></ul><ul><li>But make sure you do not “irritate” </li></ul><ul><li>the KEY PERSON by being too inquisitive. </li></ul><ul><li>Seek the KEY PERSON’S opinion regarding the best day and time to meet him and as far as possible, STICK TO IT. </li></ul>
    7. 7. Module 1 Territory Planning and Information Gathering Chemist Survey <ul><li>Chemist Survey </li></ul><ul><li>Handout 1 </li></ul>
    8. 8. Module 1 Territory Planning and Information Gathering Doctor Survey <ul><li>Doctor Survey </li></ul><ul><li>Handout 2 </li></ul>
    9. 9. Module 1 Importance of Call Planning and Record Keeping <ul><li>Daily Call Report to be filled up and posted DAILY . </li></ul><ul><li>Provide as much information as you have gathered. </li></ul><ul><li>A detailed report reflects an individuals’ interest in the job, maturity of work and helps the organization in its strategic planning. </li></ul>
    10. 10. Module 1 How to make the most of your entire selling time <ul><li>Strategies for Appointment Only & No See Offices </li></ul>
    11. 11. Module 1 How to make the most of your entire selling time <ul><li>Waiting and Down Time Strategies </li></ul>
    12. 12. Module 2 COMMUNICATION <ul><li>Role Play </li></ul>
    13. 13. Module 2 COMMUNICATION
    14. 14. Module 2 How to be a value add instantly at the key decision maker level. <ul><li>Effective COMMUNICATION </li></ul>Words Used – 7% Tone of Voice – 38% Body Language – 55% Face to Face communication How COMMUNICATION is determined ?
    15. 15. Module 2 COMMUNICATION <ul><li>DIALOGUE is the best form of Communication. </li></ul><ul><li>DIALOGUE is a TWO-WAY process. </li></ul><ul><li>DIALOGUE involves providing FEEDBACK . </li></ul>
    16. 16. Module 2 How to enhance your COMMUNICATION skill? <ul><li>Be a Good ACTIVE LISTENER </li></ul><ul><li>Think ahead </li></ul><ul><li>Speak all languages </li></ul><ul><li>Get to the point </li></ul>
    17. 17. Module 2 THE ART OF LISTENING <ul><li>Role Play </li></ul>
    18. 18. Module 2 How to be a value add instantly at the key decision maker level. <ul><li>THE ART OF LISTENING </li></ul><ul><li>Role Model: LORD GANESHA </li></ul>
    19. 19. Module 2 THE ART OF LISTENING <ul><li>The better we LISTEN……. </li></ul><ul><li>…….the more we LEARN </li></ul><ul><li>……….. how little we KNOW </li></ul>
    20. 20. Module 2 THE ART OF LISTENING How to be a BETTER LISTENER? <ul><li>Decide to be a Better Listener </li></ul><ul><li>Concentrate </li></ul><ul><li>Keep an open mind </li></ul><ul><li>Avoid jumping to conclusions </li></ul><ul><li>Give feedback to demonstrate that you are listening </li></ul><ul><li>Remember to make notes after the interaction </li></ul>
    21. 21. Module 2 How to enhance your COMMUNICATION skill? <ul><li>Think ahead </li></ul><ul><li>Plan your speech </li></ul><ul><li>Be sure your point is CLEAR </li></ul><ul><li>Stop before you start speaking – Helps in filtering your thoughts </li></ul>
    22. 22. Module 2 How to enhance your COMMUNICATION skill? <ul><li>Speak ALL LANGUAGES </li></ul><ul><li>Use your BODY </li></ul><ul><li>Use your FACE </li></ul><ul><li>Use your TONE </li></ul>REMEMBER What you say is not as important as HOW you say it.
    23. 23. Module 2 How to enhance your COMMUNICATION skill? <ul><li>Get to the POINT </li></ul><ul><li>Use a few sentences to introduce your thought </li></ul><ul><li>Eliminate most of the idle chatter. </li></ul><ul><li>GET TO THE POINT </li></ul>
    24. 24. Module 3 Utilize more efficient selling techniques to stand out from the crowd <ul><li>Pre-call analysis/planning </li></ul><ul><li>Plan the night before your field working day </li></ul><ul><li>Prepare the plan based on the information collected by you. </li></ul><ul><li>Play in your mind what you are going to do on the call. </li></ul><ul><li>Organize </li></ul>
    25. 25. Module 3 Utilize more efficient selling techniques to stand out from the crowd <ul><li>Meeting the DOCTOR </li></ul><ul><li>Chamber Calls </li></ul><ul><li>Knock before you ENTER- Never forget basic human courtesy!! </li></ul><ul><li>NEVER MEET THE DOCTOR WHEN HE/SHE IS PREOCCUPIED </li></ul><ul><li>Set the doctor’s expectations before the start of the call </li></ul>
    26. 26. Module 3 Utilize more efficient selling techniques to stand out from the crowd <ul><li>Meeting the DOCTOR </li></ul><ul><li>Chamber Calls </li></ul><ul><li>Begin by a “WARM GREETING” </li></ul><ul><li>“ Relax you are not catching a TRAIN”!! </li></ul><ul><li>ALWAYS TAKE THE SEAT WHICH IS DIRECTLY FACING THE DOCTOR </li></ul><ul><li>(This helps you in drawing the maximum attention of the doctor) </li></ul>
    27. 27. Module 3 Utilize more efficient selling techniques to stand out from the crowd <ul><li>Meeting the DOCTOR </li></ul><ul><li>Chamber Calls </li></ul><ul><li>Start off by talking something about your BRAND. </li></ul><ul><li>DO NOT FEEL SHY/INTIMIDATED TO ASK A RELEVANT QUESTION OR SEEK AN OPINION OF THE DOCTOR </li></ul><ul><li>Use the ‘BATON PASSING TECHNIQUE’ of a “relay race” to bring out your DETAIL AID/VISUAL AID </li></ul>
    28. 28. Module 3 Utilize more efficient selling techniques to stand out from the crowd <ul><li>Meeting the DOCTOR </li></ul><ul><li>Chamber Calls </li></ul><ul><li>WHAT IS A VISUAL AID? </li></ul><ul><li>“ An instructional device (as a chart, map, or model) that </li></ul><ul><li>appeals chiefly to vision.” </li></ul>
    29. 29. Module 3 Utilize more efficient selling techniques to stand out from the crowd <ul><li>Meeting the DOCTOR </li></ul><ul><li>Chamber Calls </li></ul><ul><li>What is the importance of a VISUAL AID? </li></ul><ul><li>“ Create a VISUAL IMPACT” </li></ul><ul><li>Quotation: Einstein said, If I can't &quot;see&quot; it, I don't understand it. </li></ul><ul><li>The human brain processes visuals 400,000 times faster than text. </li></ul><ul><li>Visual aids have been found to improve learning by up to 400 percent. </li></ul>
    30. 30. Module 3 Utilize more efficient selling techniques to stand out from the crowd <ul><li>Meeting the DOCTOR </li></ul><ul><li>Chamber Calls </li></ul><ul><li>What is the best position to hold a Visual aid? </li></ul><ul><li>The best position is the position where the DOCTOR is able to VIEW the Visual Aid very EASILY and CLEARLY </li></ul>
    31. 31. Module 3 Utilize more efficient selling techniques to stand out from the crowd <ul><li>Meeting the DOCTOR </li></ul><ul><li>Chamber Calls </li></ul><ul><li>Detailing Brands with the help of a Visual Aid </li></ul><ul><li>Know the text (knowledge) </li></ul><ul><li>Use a pointer (for e.g. a pen) </li></ul><ul><li>Handle the visual aid correctly </li></ul><ul><li>Use good voice modulation and detail with confidence (ensuring adequate eye contact) </li></ul>
    32. 32. Module 3 Utilize more efficient selling techniques to stand out from the crowd <ul><li>Meeting the DOCTOR </li></ul><ul><li>Chamber Calls </li></ul><ul><li>Closing the call: </li></ul><ul><li>Strategy to be developed in unanimity and followed </li></ul><ul><li>unanimously </li></ul>
    33. 33. Module 3 Utilize more efficient selling techniques to stand out from the crowd <ul><li>Documentation and Post-call analysis </li></ul><ul><li>Entering Call Notes </li></ul><ul><li>It’s all about separating yourself from the pack. </li></ul>
    34. 34. Module 3 Utilize more efficient selling techniques to stand out from the crowd <ul><li>Some important points </li></ul><ul><li>Never use your finger as a pointer </li></ul><ul><li>Use your brand name as much as possible </li></ul><ul><li>Avoid uttering competitor brand names </li></ul><ul><li>Try to seek a Rx commitment from the doctor </li></ul><ul><li>Never give wrong/false information to the doctor </li></ul>
    35. 35. Module 3 Utilize more efficient selling techniques to stand out from the crowd <ul><li>Important Personality traits </li></ul><ul><li>EXPRESSIVE (Intuitive) </li></ul><ul><li>Expects freedom </li></ul><ul><li>Wants to be liked </li></ul><ul><li>Persuasive </li></ul><ul><li>Works at fast pace </li></ul><ul><li>When upset, may attack verbally </li></ul><ul><li>Difficulty getting organized </li></ul><ul><li>AMIABLE (Relationships) </li></ul><ul><li>Expects harmony </li></ul><ul><li>Wants security </li></ul><ul><li>Friendly, supportive </li></ul><ul><li>Works well with others </li></ul><ul><li>Avoids confrontation </li></ul><ul><li>Difficulty initiating </li></ul><ul><li>DRIVER (Results) </li></ul><ul><li>Expects efficiency </li></ul><ul><li>Wants action, results </li></ul><ul><li>In Charge </li></ul><ul><li>Works alone and quickly </li></ul><ul><li>Competitive and may overlook detail </li></ul><ul><li>Difficulty listening </li></ul><ul><li>ANALYTICAL (Logic) </li></ul><ul><li>Expects accuracy </li></ul><ul><li>Wants perfection </li></ul><ul><li>Structured </li></ul><ul><li>Works alone </li></ul><ul><li>May overanalyze when stressed </li></ul><ul><li>Difficulty taking a position </li></ul>
    36. 36. Module 3 Utilize more efficient selling techniques to stand out from the crowd <ul><li>Pharmaceutical Sales=Building Relationships </li></ul><ul><li>“ Try to build a new relationship each day” </li></ul>

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