Advanced selling skillsbuilding collaborative relationship Selling is the art of persuasion, we persuade others because we cannot force them. We sell products, services, ideas, and we sell ourselves. Hard Working. Smart Working. Emotional Maturity. Responsiveness to Customers. Reliability. Personal Development

1. Advanced selling skills
building collaborative relationship
workshop

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What is Selling?What is Selling?
• Selling is the art of persuasion, we
persuade others because we cannot force
them.
• We sell products, services, ideas, and
we sell ourselves.

3. 3
Qualifications for Success in SalesQualifications for Success in Sales
• Hard Working.
• Smart Working.
• Emotional Maturity.
• Responsiveness to Customers.
• Reliability.
• Personal Development.

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Job description of med. Rep.
1. Job objective
2. Responsibilities
 Toward customer
 Toward company
3. Tasks
4. reporting

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Job objectives
1. Company target
2. Company image and stratagem
3. Customer relationship management

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Responsibilities
A - Toward customer
 Identify new customers
 Increase sales to existing customer
1- Customer needs and attitude
2- Satisfying needs within company objectives
3- Probe handling of response
 Good communication

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Responsibility
B- toward company
• Sales
• Promotion
• Market feedback
• Information security
• Cost benefit

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3-Tasks
1. Daily visit to complete coverage list
2. Organize group meeting to achieve
objective
3. Active participation in sales meeting and
training courses
4. Improve his skills and communication
5. Territory and time management of visit
6. Good uses of sample and tools

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Reporting
1. Report all activity according to pre-set reporting
system
2. Report should cover
 Daily activity
 Extraordinary events in market
 Opportunities
 Traveling
 Market feed back
 expenses

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Workshop objectives
 Explain what a collaborative relationship is
discuss its value for med. rep. deltapharma
 Explain the steps for building collaborative
relationship and how each step contributes
 Establish and maintain trust
 Understand doctor’s perspective and use
delta product

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Workshop objectives
 Develop and implement a selling strategy by
applying core selling skills to address unique
needs and perspective
 Learn from each sales call and leverage the
learning as appropriate

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Workshop agenda
 10 min Welcome and introduction
 30 min Establish and maintain trust
 30 min Understand and address the
doctor’s perspective and need
 20 min Break
 30 min develop and implement a selling steps
 30 min capture and leverage what you learn
 1 hour role play and case study
 15 min summarize
 30 min launch and see video film (side effect 2008)

13. Introduction to collaborative
relationship

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Product and disease knowledge Patients care knowledge
The need for collaboration
connecting the two doctor interaction
doctor’s perspective
product
Research
Patient doctor
interaction
Representive doctor
interaction

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In a collaborative relationship, the med. Rep.
connects the two interactions by
demonstrating to the doctor and medical
practice staff that have common
purpose
Enhancing patient care and success of practice

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What is collaborative relationship?
 People with different roles ,objectives and
perspectives
 Work toward a common purpose
 Based on trust and mutual understanding rather than
formal requirements
 Voluntarily sharing information and learning from
each other
 Mutually benefiting from constantly learning more
about each other's objectives ,perspective ,priorities
 And are respectful of each other’s time, resourses,
privacy, and work objective,

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Key assumption in C.R
The sales representative can best achieve his
selling objective by showing how his
product ,knowledge ,and services can help
doctor to achieve their common purpose

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Benefits of C.R.
 Viewed as a member of patient care team
 Access to decision-makers and influencers
 Each visit is part of an ongoing process of
enhancing patient care through appropriate
use of delta products
 Building C.R. help us to achieve the
deltapharma vision

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Steps for building C.R.
1. Establish and maintain trust
2. Understand and address the doctor’s
perspective and practice needs
3. Develop and impalement a selling steps
4. Capture and leverage what you learn

20. Building collaborative relationship
1. Establish and maintain trust

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What is trust?
An expectation that another person or group
can be relied upon

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4 element of trust
1. Rapport
2. Purpose
3. Integrity
4. competence

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4 element of trust
1. Rapport: an enjoyable interpersonal
connection marked by harmony and comfort
2. Purpose
3. Integrity
4. competence

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4 element of trust
1. Rapport
2. Purpose: why you are calling doctor. Is your
purpose to help doctor and his patient or to
help yourself by selling your product only?
Do you share common purpose?
3. Integrity
4. competence

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4 element of trust
1. Rapport
2. Purpose
3. Integrity: being truthful ,reliable, and have a
keen ethical sense of right an wrong
4. competence

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4 element of trust
1. Rapport
2. Purpose
3. Integrity
4. Competence: having the knowledge and
skills to contribute positively to the common
purpose

27. Behavioral styles
A tool for building trust

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Steps for building C.R.
1. Establish and maintain trust
 Rapport
 Purpose
 Integrity
 competence
1. Understand and address the doctor’s perspective
and practice needs
2. Develop and impalement a selling steps
3. Capture and leverage what you learn
Behavioral style– is a tool to
establish and maintain trust by being
behaviorally flexible

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Low
High
High
Low
Analytical
Amiable Expressive
Driver
Responsiveness
Assertiveness

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 High in Assert. And low in Resp.
 He don not enjoy working with others.
 Are swift and efficient decision maker.
 Focus in the present with low concern for the past.

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 High in Asser. & Resp.
 Warm people & intuitive.
 They like personal reward& recognition.
 Interested in personal relation ship.
 Focus in future.
 AS sales rep. demonstrate how your product will
help their customers.
 He prefer sales ppt. e product demonstrations &
creative graphics rather than factual statements.

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 Low in Asser. & high in Resp.
 Close relation ship is important.
 Make decisions slowly & avoid risk.
 They avoid conflict.
 Like to pleas others **
 AS sales rep. you have to build strong relation
with him.
 Interested in receiving guarantees about product
performance
 They don’t like sales people !!!!!!!!!!!!!!!
 Concern with effectiveness.

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 Low in Asser.& Resp.
 Like facts and very logic.
 Suspicious in personal relation ship.
 Make decisions slowly.
 Systematically analyze the facts.
 Using the past as indicator for the future.
 AS sales rep you need to use solid evidence
in presentations.
 They influenced by sales ppt. that recognize
their technical expertise.

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 Prospecting
 Pre-approach
 Approach
 Presentation
 Close
 Follow UP

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Stages of the product adoption
process
knowledgeawareness trial Limited use Brand of choice advocacy
The doctor is aware of your
product, but has not been
motivated to become
knowledgeable about it
Goal
Increase the doctor's knowledge
regarding your product
The doctor has the
knowledge necessary to use
your product, but is happy
with current therapy
Goal
Get a trial of your product
The doctor has prescribed
your product for a few patient
,but has not decided to make
it a regular part of his practice
Goal
Convert the trial into
continued use with some
patient
The doctor has decided to use
your product in certain patents but
use competing products as much
or more
Goal
Expanding use with new patient or
indication
The doctor is using your
product almost for appropriate
patents because his believe
the product is superior to its
competitors
Goal
Attract the doctor to advocate
your product at same level
The doctor is convinced of
your product value and is
willing to be an advocate for
the product with his peers
Goal
Keep the doctor loyal to your
products

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Link between prescribing and selling
process
Probe
Reinforcing Benefits
Recipient
Handling of Response
Make decision
Introduction
Ask question to decision
Gathering product information
Show need& attitude
Close
Follow upNo. of prescriptions

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Why Do Buyer Object ?
A) Negative psychological factors
B) Desire to get rid of representative
C) No money
D) Do not need product or service
E) No recognition of need
F) Need more information
G) Value does not exceed cost

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2 – Common Objections
A) Acting Now
B) Misunderstanding
C) Price
D) Product
E) Service
F) Company
G) M.R

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A Suggested Plan For Handling Objection
1) Listen carefully, don’t interrupt – let prospect talk
2) Repeat the prospect’s objection :
a) Make sure that the objection is understood
b) Ask questions to clarify objections and think before answer
3) Evaluate the objection and classify as real objections or excuses
4) 4) Decide on the methods or techniques to use in answering the
objection
5) Get commitment from prospects that the objection has been
answered
6) Close immediately after answering the objection to satisfaction of the
prospect

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Effective Methods and Techniques For
Handling Objection
1) Relax and listen – Do not interrupt
2) Agree and counter (Yes, but…)
3) Turn objections into reasons for buying
(Boomerang)
4) Ask Why or specific questions
5) Admit valid objections
6) Postpone the answer
7) Denial Method : a) Direct b) Indirect

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Dealing with negatives
(resistance)
1. Misconceptions
2. Real objections
3. Lack of interest
4. skepticism

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Misconceptions
negative assumption about your
product -lack of information-
1. Probe to clarify the customer concern
2. Tactfully provide the correct information to
resolve the misconception
3. Emphasize the positive information

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Real objections
shortcoming or disadvantage of your
product
1. Probe to clarify customer concern
2. Acknowledge customer concern
3. Reduce impact of shortcoming on customer
4. Emphasize the benefit of your product

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Lack of interest
satisfaction with a competing product
1. Use series of close probing to uncover
need
2. Turn an area of dissatisfaction with the
competing drug into an area of need for
your product
3. Close probe to confirm clear need

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Skepticism
disbelief your product benefits
1. Emphasize the benefit in question
2. Prove the benefit
3. Explain the benefit

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Preparation ?
Required To Answer Objections.
1) Develop a positive attitude
2) Anticipate specific objection
3) Forestall objection (Act Before)
4) Evaluate objection : True or Excuse
5) Time of answer

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Selling BenefitsSelling Benefits
“ People are never ready to buy just a product or a
service for being good or innovative, they are
always ready to buy solutions for their own
problems”
F A B
FeatureFeature AdvantageAdvantage BenefitBenefit

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Selling BenefitsSelling Benefits
FeatureFeature
AdvantageAdvantage
BenefitBenefit

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F A BF A B
Feature: A fact about the product or service or
one of its specifications.
Action or Advantage: What a product does,
How it works/acts, or What makes it different.
Benefit: How does the customer gain or what
is the product ultimately does for the
customer.

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Buyer’s MotivesBuyer’s Motives
• Health, Comfort, Convenience.
• Safety, Assurance, Stability, Performance,
Economy.
• Acceptance, Attention, Ease, Pleasure,
Image, Praise.
• Pride, Prestige, Confidence, Recognition.
• Creativity, Growth, Importance,
Independence, Freedom … etc.

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“Time is the scarcest resource,Time is the scarcest resource,
and unless it is managed,and unless it is managed,
nothing else can be managed”nothing else can be managed”
How Do Medical Representatives use their working-time?How Do Medical Representatives use their working-time?
25%
46%
13%
3%
13%
Travelling
Waiting
Calling on
Customers
Administrative
work
Personal

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Definition:
“A close is a question, or action by the salesperson
designed to secure an order from the prospect.”
Sales rep earns close by establishing 2-way
relationship with prospect, discovering problems,
& demonstrating problem resolution.

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Don’t depend on prospect to take the initiative
Statistics: in 20% of cases prospect closes on own, in 20%
sales rep attempts to close, in 60% no effort and no sale!
Why Salespeople Don’t Close?
Fear of Rejection!
Need to think, “The worst that can happen is that I
attempt close and physician says ‘No’. Since I lose anyway
by not asking, things can only improve by trying

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Don’t close when prospects disinterested, confused, not ready to act.
Close with verbal indications:
Prospect agrees to value of benefit
Prospect accepts response to objection
Prolonged silence
Positive verbal indication (e.g.“ Sounds good”;
How should I pay?,” etc.).
Close with Nonverbal indication of interest:
Reexamining product
Starting to figure with pencil or calculator
such as nodding one’s head, leaning forward

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Question designed to reveal prospects’ impressions
without forcing a yes-or-no decision
Open question, “Do you have any other questions?” If
“no”, close
Pave-the-way question, “Is there a reason besides
Product price that would prevent you from
prescribing?” If not, then Handle price objection
and close

57. Ask directly for the
Commitment
Direct close valuable for
prospects who like to make
their own decision, like
Drivers
•“Can we see desa on
your Patients
prescriptions?”
Yes

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Med. rep presents benefits in summary form
Valuable where presentation has occurred over several sales
calls
To build momentum, start with benefits with which prospect
has shown most interest
For Drivers & Analytical
Delpanto relief dyspepsia ,no drug
interaction,,,so how many patients will
gain delpanto from you?
I’ll prescribe
delpanto for
The first patient
who needs it.

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Med. .rep asks questions designed to
be answered in yes.
Idea is that “Yes” becomes habit
Based in psychological principle of
consistency
Most appropriate for Amiable, not
Drivers who prefer making own
decisions
Yes
Would you
prescribe delpanto
as pantoprazol 20
mg
Yes I
will.

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 Assumes agreement already reached
 In contrast to other closes, where prospects have to take positive action,
 Useful for indecisive types (e.g. Amiable& Analytical, to lesser extent)
haw may box of delpanto we
can
Provide in the pharmacies near
to you?
Put 10 boxes in Rhama pharmacy

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Was my objectives smart ?
Was my objectives achieved ?
Why , why not ?
What is my next call objectives ?
What is my next call plan?

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FOLLOW UP

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SUMMARY
 Handling objections successfully is vital part of a
sales person’s responsibility
 Objection are to be expected, even welcomed and
handled with skills and empathy
 A well answered objection provide excellent
opportunity to close
 A plan should be developed so nothing is left to
chance.
Best Regards,
DR Haitham Hekal

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