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Basic selling skills enas
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- 2. WHAT IS THEPERSONAL SELLING **Personal selling is : - Person to person business activity in which a salesperson discover and satisfies the need of a buyer. - Person to person communication used to persuade a customer to buy something . **the objective is build a relationship that provides benefits to both parties
- 3. PERSONAL SELLING Old image Bad Newimage Good Pushy Persuasive Knocking doors Highly educated Low educated Good listener Good talker
- 4. PERSONAL SELLING Transaction sellingRelationship selling Get new account Get the order Manage all account to maximize short term sales Sell to any one -Retain existing account -Become the preferred supplier -Manage each account for long term profit -Concentrate only on high profit and potential accounts
- 5. WHAT MAKES PROFESSIONAL SALES PERSON **Theprofessional sales person must have 3 important characters 1- attitude 2- knowledge 3 skills WHICH CALLED ASK
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- 7. ATTITUDE • Attitude isthe way you look at the things in your life • Types of attitude • Positive and negative You must have positive attitude if you want to success
- 8. ATTITUDE There are manycharacters for successful medical rep: 1- enthusiasm Medical rep must be enthusiastic about his company , product, sales cover 2- sincerity Med rep must be sincere to himself , his company by avoiding the false visit which has a bad impact on his career
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- 10. ATTITUDE VS BEHAVIOR Basisfor comparison attitude behavior meaning Attitude refer to person’s mental view, regarding the way you think or feel about something or someone Behavior is the action s ,moves towards others persons Based on Experience and observation situation What is it ? A person’s mindset Outward expression of attitude reflects What you think or feel What you do Defined by What we perceive things Social norms
- 11. IT’S EASY TOCHANGE BEHAVIOR THAN ATTITUDE
- 12. HOW CAN YOULEAVE A GOOD IMPRESSION WITH PEOPLE 1- Look You must care about your appearance and your personal hygiene 2-Act You must care about your action and promises to your customer and don’t over promise him 3-Speak Your voice tone reflect your confidence and enthusiasm
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- 14. TYPES OF KNOWLEDGE 1-PRODUCT KNOWLEDGE You must know all thing about your product like composition , mode of action , price …. It gives you self confidence and help you to answer any question from customer You must be sure that no customer have greater product knowledge than your own
- 15. 2-COMPETITOR KNOWLEDGE It’s importantas your product knowledge be careful don’t mention competitor name more frequently than that of your own In sales call make highlights on strength of your product and weakness of competitor when it is important in the call
- 16. 3- CUSTOMER KNOWLEDGE Whenyou first start it will be limited but it will grow every visit You need to use list to record customer data specially for important customer Remember that 20% of your customer make 80% from your business so those customer are very important you must care them well , give him more time and try to build long term relation ship with them
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- 18. 4-MEDICAL KNOWLEDGE Med repneed to know more about the disease area in which his product are used and current opinion about managing those diseases He must update his medical knowledge through clinical papers , text books and training materials
- 19. 5- TERRITORY KNOWLEDGE Youare a manager of your area So you must know everything about it No of customer ,types of customer And classification of customer A, B, C Then you have to set strategic planning
- 20. SKILLS *Selling skills • *communication skills • * Negotiation skills • * Presentation skills • * Interpersonal skills
- 21. BUYING MOTIVES Behind everysales there is a buying motive Sell the way that your customer want to buy
- 22. NEED , WANTAND DEMAND
- 23. BUYING MOTIVES *Buying motivesexamples: 1-making again 2- avoiding loss 3- avoiding pain , worries and problems 4- self satisfaction 5- prestige
- 24. MASLOW’S THEORY OF MOTIVATION 1-PHYSIOLOGICAL NEEDS 2- SAFETY NEEDS 3- SOCIAL NEEDS 4- ESTEEM NEED: RESPECT FROM OTHERS 5- SELF ACTUALIZATION NEED HIGHER NEEDS BECOME IMPORTANT ONLY IF LOWER NEED IS SATISFIED
- 25. MASLOW’S THEORY OFMOTIVATION
- 26. EXERCISE 1- sales personare born or made? Is born and made 2- sales person must be a good talker? Must be a good listener and a good talker 3- people generally don’t want to buy? They will buy only if you add value
- 27. EXERCISE A good salesperson can sell ice to an eskimo Old myth, you can do it only if you add value
- 28. PERSONAL SELLING PROCESS •Pre call : prospecting – planning and preparation • * During call : approach – need discovery – presentation –handling objection • * post call : follow up
- 29. PRE CALL STEPS 1-PROSPECTING Helpsales person find ne opportunity *External sources *Internal sources
- 30. PRE CALL STEPS •Importance of prospecting: • Sales people must find new customer to replace those switch to competitor • Customers needs shift to new products and business • Non customer may become customer • Changes which occur in organizations leads to shift market potentiality
- 31. PRE CALL STEPS 2-PLANNING AND PREPARATION After prospection you must study and analyze the prospect and his need This step occur in two steps A- setting objective B- planning
- 32. PRE CALL STEPS SETTINGOBJECTIVE SMARTER
- 33. PRE CALL STEPS PLANNINGTHE CALL *Sales person must detect best approach to meet the customer and best time *Sales person must analyze his product benefits well and select one which satisfy customer need *Sales person must analyze the competitors product strength and weakness
- 34. DURING CALL 3- APPROACH *Meetand great *Gain attention *Be positive *Appearance is very important in this step
- 35. APPROACHAPPROACH TYPES 1- Introductoryapproach 2- product approach 3- shock approach : with analytical 4-patient’s benefit approach 5-survey approach :FDA 6- question approach 7- referral approach: with follower 8- flattering approach : stimulating of ego with expressive
- 36. APPROACH • Approach • *Need discovery • * Sales person tries to discover customer need through question this step called •Probing
- 38. DURING CALL Open /closedended question Benefit tag question close
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- 40. DURING CALL 4-PRESENTATION Salesperson tellthe product story to the customer and explain how the product solve his problem Salesperson can use different types of presentation like standard memorized presentation Outlined presentation Customized presentation
- 41. DURING CALL 5- HANDLINGCUSTOMER OBJECTION Objection is a barrier ? Actually No, Because the objection give you chance to understand how customer think and to discover his need If you can respond to him effectively and satisfying you are close to a sale
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- 47. DURING CALL 6- CLOSE Somepeople fail to close because lack of self confidence Sales person must know the right time to close and read verbal and non verbal buying signals from customer
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- 49. CLOSE If you don’task , you don’t take You must take commitment from your customer. This is non sign contract between you and Him
- 50. CLOSE THE SALE Whatprevents a medical rep from closing effectively ? *Fear *Uncertainty *Doubt
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- 52. POST CALL **FOLLOW UP •Evaluate the call • Record call information • Set objective for next call **Remember that ** Single successful order not build business relationship ** You must ensure customer satisfaction
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- 54. THANK YOU Dr. EnasMohsen