To satisfy a Need / Want with your product for Mutual Benefits. To Identify / Generate / Influence a Need / Want.

3. 1. Introduction to selling skills.
2. Call sequence.
a) Opening.
b) Probing.
c) Reinforcing.
d) Gaining commitment.
3. Dealing with resistance.
4. Using visual aids.

5. There are three principles of salesmanship:
1. Human relation
2. Straight thinking
3. Presentation

9. Product
Customer
Competitors

10. Product

11.  Product knowledge is essential for the
success of sales calls.
 It helps the salesperson show the customers
what they will gain by prescribing and
dispensing his product.

12. • History
• Research and Development
GENERAL
INFORMATION
• Medical Background
• Product Information
• Mode of Action
• Indication and Dosage
• Limitation and Side Effect
• Advantages and Benefits
• Price
SPECIFIC
INFORMATION
• Action, Indication and Dosage
• Limitation and Side Effects
• Disadvantages
COMPETITORS
INFORMATION

13.  Product knowledge is indispensable for the
salesperson to do his job effectively.
 However not all information about the
product should be demonstrated to the
doctor during the sales call, so that you have
to select what to say.

14. KNOWLEDGE IS POWER
Knowledge gives you the three elements of
successful selling.

15. It is hard to imagine a successful salesperson
who is not fully aware of his product.
If you know every details about your product
and competitors, you will feel confident.

16. The salesperson hopes to make the doctor see
the product as he sees.
◦ Enthusiasm is contagious, let the customer catches
it.

17. The knowledge of why a doctor should
prescribe a certain product is as important for a
salesperson as knowledge of what he has to
sell.

18. However, the salesperson should guard against
talking too much about the product features
and too little about what it will do for the sake
of the patient, instead of selling product
features, he should sell the effects and results
of the product (benefits)

20. 1. FEATURES
They are the characteristics of the product.
This is what the producer puts into a product to
produce useful effects.
A Feature is an ingredient or description of an
aspect of the product.

21. 2. ACTIONS / ADVANTAGES
They are the result of the feature. This is the
way the product works, the effect of the feature
is the most important thing.
Actions are typically reduction or increase of
levels of body chemicals.
Advantages are typically relief of symptoms or
speedy relief.
Advantages also can be a relief of combination
of symptoms "pharmacological effect

22. 3. BENEFITS
They are how the end user is improved. These
are the final result of the action of the feature.
Benefits state how the user is improved or
getting better.
Benefits could be to the patients or the doctor.

23. FOR THE PATIENT
Returning to normal life style.
FOR THE DOCTOR
Doctor benefits are typically being able to
prescribe confidently and achieve control over
the illness.

24. BUT
Features Never Change
Benefits Do
Depending on the needs

25. Don’t Assume That a Benefits
That’s Important To One
Doctor Will Be Important To Another
Doctor

26. Don’t Assume That Your Customer Will Translate
Your Product Features Into Benefits
Then
He buys it
But
Remember that it is your role

28. FEATURE ACTION BENEFIT FAB
In this method, you start with the feature and
explain its action and then come up with the
benefit
BENEFIT ACTION FEATURE BAF
In this method of organization, you start with
the benefit and then prove it with the action
and relate this action to the feature.

29. Customer
See You Soon IN
Part 2 of ADVANCED SELLING SKILLS

30. Mohammed Gamal
01097778595
Mohammed.gl@gmail.com