The document outlines an agenda for a sales presentation focusing on medical equipment. It begins with introducing the company, its products, and basic physics of ultrasound technology. It then discusses using the FAB (Features, Advantages, Benefits) method to showcase products. The document provides examples of features, advantages, and benefits for portable ultrasound machines A5 and A8. It emphasizes that FAB helps organize presentations, explain products more easily to customers, and focus on fulfilling customer needs. The agenda concludes with a sales call section.

1. Agenda
 Who we are?
 Our products.
 Basic physics of Us.
 Features, Advantages, Benefits.
 Appling FAB on our products.
 Sales Call.
 Hands On.

2. Who are we ?
 Medical equipment company established in 1991
by Dr. Hassan El Wakil “president and founder.
 Al Khalig Company is the Sole Agent for numerous
American, European Companies in Egypt & the Middle
East.
 We are covering a lot of regions in Egypt ( Cairo ,
Alexandria , Tanta , Assiut , Sohag, Luxor, Aswan) and
outside Egypt as well (Saudi Arabia and previously
Lybia).

3. Al Khalig’s Vision
 To help patients enjoy life by offering
affordable high technological solutions to
transform health care & improve well-being

4. Al Khalig’s Mission
To be no. 1 specialized market leader in the
medical field (serving Oncology- Pain
Management- Ultrasound imaging through our
outstanding customer experiences and our
regional coverage in Egypt & the Middle East.

6. Milestones
1994
The first series step by presenting the great
American Automatic MiroProcssor FISCHER
+1000 machines all over Egypt

7. 1999
Women Health Clinics

8. 2000
Highly Technology Techniques
 Radiofrequency
 Microwave
 NanoKnife

9. Radio Frequency Technology

10. Heat is a very effective means of killing tissue. As tissue
temperature rises above 113° F (50° C), protein is permanently
damaged and cell membranes fuse.
The process is rapid, typically requiring less than 10-15 minutes
exposure time for a 3cm ablation.

11. Microwave Technology

12. NanoKNife Technology

13. 2002
Revolution in Pain Management
 What is Pain?
 80% of the adult population suffers once or twice
from lumbar or cervical pain.
 In the majority, the symptoms disappear
automatically. In 10% of the cases/patients, the pain
becomes chronic.

14.  RF Lesioning
 RF Pulsed
RF Pain Management

16. AL Khalig At Saudi Aribia
2003
KSA office expanding.

17. UltraSound
2006

18. Basic physics of
ultrasound

19. Frequency ranges of sound
Sound is divided in frequency ranges:
Sound classification:
• 0 Hz - 20 Hz Infra-sound
• 20 Hz - 20 kHz Audible sound
• 20 kHz - 1 GHz Ultrasound
• > 1 GHz Hyper-sound

20. Ultrasound and Diagnostic Sonography
The range of human hearing is from 20Hz to 20KHz. And ultrasound is sound wave with a
frequency greater than the upper limit of human hearing. The frequency of ultrasound
we use in diagnosis is typically between 1 MHz to 20 MHz.
Diagnostic Sonography is the application of ultrasound to the purpose of medical
imaging.
Based on the knowledge of ultrasound’s characteristics, such as propagation and
reflection in biological tissues, sonographers can visualize and study the anatomic
structure and movement of biological tissues, by transmitting, receiving and analyzing
ultrasound signals.
Acoustic Impedance
Ultrasound (or any kind of sound waves) travels at different speed in different tissues;
because different tissues have different “resistance” to sound waves. This is called
acoustic impedance.
For example, ultrasound travels at 1480 M/S in fat tissues, 1570 M/S in blood. For basic
use, doctors assume that ultrasound travels in the human body with an average speed of
1540M/S.

21. Generation of sound
An ultrasound wave is generated when an electric field is
applied to an array of piezoelectric crystals (PZT) located in
the transducer. Electrical stimulation causes mechanical
distortion of the crystals resulting in vibration and production
of sound waves. In turn, when receiving signals, the PZT plate
converts ultrasound wave (mechanical vibration) to electric
.signals which the machine can read

22. Generation of sound
In the transducer there are small
crystals, the so-called piëzo-
electric crystals. When a voltage
is applied a piëzo-electric crystal
will expand .
100V
Piëzo electric crystal

23. Generation of sound
100V
Piëzo electric crystal

24. Voltage to pressure exchange
100 V
1 ~ 10
MHz
A Piëzo-ceramic
crystal expands
because of a high-
voltage pulse and
generates a pressure
wave.
Change of size because of high voltage pulse.

25. Generation of echo pulses
Also when the Piëzo crystal
is compressed by an outside
force a voltage is produced.

26. Pressure to voltage exchange
e.g. 1 Volt
The ultrasound echoes
converted
in the same piëzo-
ceramic crystal
in a electrical signal.
electric signals because of change in size.

27. Transmission and reflection
AA
BB
CC
At every tissue change, there will be a
reflection of the sound-wave

28. Frequency ranges of sound
The choice of the ultrasound frequency is important. As resolution and penetration
depend on this frequency.
• Lower frequencies will penetrate better, while
• Higher frequencies will give a better resolution.
Low frequency (e.g. 3.75 MHz(
High frequency (e.g. 12 MHz(
15cm
6cm

29. frequency & penetration &
Resolution
• The attenuation in tissue
increase with frequency,
therefore there is always a
dilemma between
resolution and penetration .
the optimal resolution is at
the highest frequency, but
as the frequency increase
the penetration decrease

30. Display modes
There are various ways to display an ultrasound image:
• A-mode,
• B-mode,
• M-mode
• Color Doppler
• Doppler spectrum

31. A-modeAmplitude mode.
This mode displays the amplitudes of the received echo signals as a
graph against depth (= time(.
In the “old” days A-mode scanning was mainly used for cardiac
applications and for scanning the brain. Only one ultrasound line can be
viewed. This mode is hardly used anymore.

32. A-mode
AA
BB
CC
AmplitudeTransmit BeamTransmit Beam
Time A ModeA Mode

33. B-mode
brightness mode
The peaks on the
oscilloscope are replaced by
points, with an intensity
depending on the
amplitude of the echo.

34. AA
BB
CC
Brightness
TransmitTransmit
depth depth
B-mode line
Construction of B-mode image

35. Construction of B-mode images
one B-
mode line
depth
Scan line
after line

37. Real-time B-mode
• The different lines of
the images are made
either by the
movements of the
transducer in a
mechanical probe or by
steering of the beam in
electronic probes.

38. PRINCIPLE OF A- AND B- IMAGING

39. M-mode
motion mode
•All reflectors along one
acoustic line of the image
are analyzed in time.
•This technique is applied
in cardiology for studying
motion of the valves.

40. Construction image of a M-mode
The M-mode line is scanned and displayed, when the next line is
scanned it is displayed on the right of the previous.
B-modeM-mode
time

41. Resolution
Resolution is the ability of a system to
resolve two adjacent objects as being two
separate objects. The two objects should also
be displayed in their original size and shape.
A high resolution, therefore, means the
ability to distinguish small objects at a short
distance from each other.
There are 3 types of resolution:
• Lateral resolution
• Axial (depth) resolution
• Z-resolution (slice thickness)
lateral
axial
Slice thickness
Axiale resolutie
Laterale resolutie

42. Lateral resolution
This is the ability to resolve separate objects situated in a plane, perpendicular to the direction
of propagation of the sound beam.
probe
Unresolved objects
Propagation direction of sound beam
Lateral resolution is influenced by:
• Beam width, which is depending on focussing
• Number of raster lines (line density),
• Distance between target and probe.

44. Axial resolution
The axial resolution is the ability to resolve separate objects situated in
line with the direction of propagation of the sound beam.
probe
distance
The axial resolution depends on the frequency of the transducer

45. Axial resolution
Time/depth
Amplitude Amplitude
Time/depth
Objects resolved Objects unresolved

46. Ultrasound Image
• Electrical signals produce dots on the
screen.
• Brightnes of the dot depends on strength
of reflected echoes.
• Location of the dot is determined by travel
time

47. Ultrasound Image
Strong reflections = white dots
Diaphragm, gallstones, bone
Weaker reflections = grey dots
Most solid organs, thick fluid
No reflections = black dots
Fluid within a cyst, urine, blood

48. TRANSDUCERS

49. TRANSDUCERS
phased convex
linear
transvaginal/transrectal transesophageal

50. B/W machines

51. A5 portable machine.
 Weight 6 KG.
 Built in battery 2.5 hrs continous work .
 Monitor 12 inch LED with tilting 30 ⁰.
 2 active probe connectors.
 All probes support 5 multiple frequencies.
 Probes
Convex 2-6MHZ,24CM.
Transvaginal 4-9MHZ,145⁰ FOV.
linear 5-10 MHZ.
 Modes
B,2B,M.
 Archiving 4GB built in memory.
 Peripherals : 2 USB ports , DICOM ,VGA.

52. A8
 trolly machine.
 Monitor 15 inch LED.
 2 active probe connectors , 1 park.
 All probes support 5 multiple frequencies.
 Probes
Convex 2-6 MHZ,24CM.
Transvaginal 4-9MHZ,180 ⁰ FOV.
linear 5-10 MHZ.
 Modes
B,2B,4B,M.
 Functions
THI,M tunning.
 Archiving 500GB HDD.
 Support PDF report.
 Peripherals : 4 USB ports , DICOM , DVD,VGA.

53. Features to
Benefits

54. FEATURES, ADVANTAGES AND
BENEFITS

55. FEATURE
• A physical characteristic, that you
can see, feel, touch or measure.
• Expressed as a noun.
• Answers the question -- WHAT IS IT?

56. ADVANTAGE
• A performance characteristic, expressed as an
adjective, a verb or an adverb.
• Answers the question, What will it do?

57. BENEFIT
• An asset characteristic expressed as a
personalized value.
• Answers the questions--
– What does that mean to the buyer?
– Of what value will that be to the buyer?

58. TYPES OF BENEFITS
• Company benefits
– Make or save money
– Save or make better use
of time
– Make a job easier or a
product better
– Save lives or improve
health.
• Personal Benefits
– Recognition
– Achievement
– Security
– Personal profit or
pleasure

59. SO WHAT!!!!!

60. MARKET
BENEFITS

61. BENEFITS TO USING FAB
• Helps organize the mind - market wise
• Easier to explain
• You think about their needs and how my
product or service will fulfill them
• Easier for the customer to understand
• The advantage backs up the feature
• Forces you to get to the benefit

62. Using FAB At A5

63. Sales Call

64. How to Make a Sales Call
Step 1: Start all sales calls with a bang.
Step 2: Don't bad-mouth competitors during sales
calls.
Step 3: Use awesome labels.
Step 4: Set the agenda and stay in control.
Step 5: Stand up.
Step 6: Use emphasis wisely during sales calls.

65. Sales Call check list
1. Preparation Prior to Sales Call
2. Greeting and Introduction
3. Qualifying
4. Surveying
5. Handling Objections
6. Presentation
7. Closing
8. Customer Maintenance

66. Sales Call check list
1. Preparation Prior to Sales Call
Did I:
• Research the account prior to the call?
• Learn something about the person and their business before
the meeting?
• Send an outline of the agenda to the client before the meeting?
• Have three value-added points prepared?
• Bring all materials, brochures, contracts, etc.?
Answer the three important pre-call questions:
A. What is the goal of the call?
B. What do I need to find out during the call?
C. What's the next step after the call?

67. Sales Call check list
2. Greeting and Introduction
Did I:
•Observe the prospect's office décor (e.g., trophies, awards, pictures
and so on)?
•Find out about the prospect's personal interests, hobbies, family and
so on?
•Find out the names of contacts in the account and write them down?
•Bridge to the business topic smoothly?
•Listen more than I spoke? (Ideally, you should spend 80 percent of
your time listening and only 20 percent talking.)
•Ask the customer about their business goals?
•Ask the customer what challenges the company is facing?

68. Sales Call check list
3. Qualifying
Did I:
•Find out who the decision-makers are by asking "Who else besides
yourself might be involved in the decision-making process?"
•Ask what process they normally go through when considering a new
vendor?
•Find out how and why they made the decision for their current
product or service (assuming they are replacing a product or service)?
•Find out what their time frame is?
•Find out if funds have been allocated--and how much?
•Find out their specific needs?
•Ask if they could change something about their product or service,
what would it be?

69. Sales Call check list
4. Surveying
Did I:
•Ask open-ended questions (who, what, where, when, why, how, how
much, tell me about it, describe for me)?
•Ask about the corporate structure?
•Ask about the prospect's role at the company?
•Ask what's important to them?
•Ask what's interesting to them and then focus on that?
•Ask what risks they perceive?
•Ask how we can help solve their problems?
•Ask what they think about our company?
•Ask what they like and dislike about their current vendor?
•Ask how industry trends are affecting them?

70. Sales Call check list
4. Surveying
Did I:
•Ask "what if?" questions?
•Ask what they would like to see from a vendor and salesperson in the
area of support after the sale?
•Ask what their short-term and long-term goals are?
•Ask how I can become their most valued vendor?
•Ask what is our next step?
•Establish a specific follow-up schedule?
•Parrot the prospect to encourage him to expand, elaborate and go
into detail about each answer?

71. Sales Call check list
5. Handling Objections
Did I:
•Listen to the entire objection?
•Pause for three seconds before responding?
•Remain calm and not defensive?
•Meet the objection with a question in order to find out more?
•Restate the objection to make sure we agreed (communication)?
•Answer the objection?
•Complete the six-step process?
1. Listen
2. Define
3. Rephrase
4. Isolate
5. Present solution
6. Close (or next step)

72. Sales Call check list
6. Presentation
Did I:
•Prioritize the prospect's needs?
•Talk about benefits to the customer?
•Use layman's terms?
•Link the benefit to the prospect's needs?
•Verify each need before moving on?
•Present myself, company and product in a positive light?
•Re-establish rapport?
•Ask if anything changed since our last meeting?
•Pre-commit the prospect?
•Give a general overview of the product or service?
•Keep the presentation focused on the customer's needs?
•Involve the customer in the presentation?
•Summarize the prospect's needs and how our product or service meets those
needs?

73. Sales Call check list7. Closing
Did I:
•Get the customer to identify all possible problems that might be solved by my
product or service?
•Get the customer to identify the value of solving the identified problems?
•Get agreement that the proposed solution provides the values identified?
•Ask for the order ("Why don't we go ahead with this?")?
8. Customer Maintenance
Did I:
•Write thank you letters for appointments, orders and so on?
•Earn the right to ask for reference letters and referrals?
•Establish a schedule for follow-up calls and customer visits?
•Ask for referrals ("Do you know three people who could benefit from my product and
service like you did?")?
•Send thank you notes to lost accounts?
•Ask what are three important things we can do as a vendor to keep our relationship
strong?

74. Hands On