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Pharma selling skills
The document discusses various methods for pharmaceutical sales, including: 1. It outlines the basic steps of selling such as pre-call planning, opening, questioning, presentation, objection handling, closing, and post-call analysis. 2. It describes techniques for each step, like using open-ended questions to probe for information during questioning, addressing different types of objections, and emphasizing benefits before presenting price. 3. Integrity selling and maintaining congruence between words and actions are emphasized as important for establishing trust with doctors.
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Pharma selling skills
- 1. Pharma Selling Skills Classicand New Methods of Operations By Bapan Paul
- 2. Content • What isselling? • Basic steps of selling • Pre call planning • Opening • Questioning • Presentation • Objection handling • Closing • Post call analysis • Integrity selling
- 3. To satisfy aneed or want with your product for mutual benefits by identifying or generating or influencing a need or want. What Is Selling ?
- 4. Types of Selling CreatedMarket Create the market
- 5. Pre call planning Opening Question ing Presenta tion Objectio n Handling Closing Postcall analysis Basic selling Steps
- 6. Targeting Call Preparation Projecting CompanyImage Utilize Waiting Time 1. Pre call planning
- 7. Steps of Opening •Greeting •Purposeof call •Initiating business discussion Types of Opening •Need/Benefit opening: •Identify a known or presumed need •Offer a product feature & benefit to satisfy that need. •Opening as a question 2. Opening
- 8. Positive atmosphere Exchange of names Simply connect start a gentle conversation Objectives..
- 9. Open question • Invites anextended doctor response • Start with What, When, Why, Where, Who & How Closed question • Invites a “Yes” or “No” reply from the doctor • Start with Do, Will, Is, Should Choice question • Give doctor two or more positive options in order to rule out a negative “No” response. 3. Questioning
- 10. • Benefit ispresented in the form of a statement supported by a Feature and followed by a Closed Question Benefit Tag Questioning • Tag on questions are used when doctor makes a positive statement which you want to reinforce. Tag On Questioning: 3. Questioning
- 11. Objectives Questions areused to PROBE information from doctors Questions starting with WHAT WHERE WHY HOW WHO WHICH are very useful
- 12. Funnel Technique A powerfultool to Encourage the Flow of Conversation
- 13. Method Of Selling efinethe doctor’s requirement for your product. Medical rep : asks open active questions Doctor : LISTENS and ANSWERS accordingly cceptance by the doctor of the requirements. Doctor : ANSWERS and gives acceptance Medical rep : does active listening and makes notes rove that your product can fulfil the doctor’s requirement. Medical rep : offers the product (or service) Doctor : does active listening and if things are not clear, asks questions cceptance of the proof by the doctor. Medical rep : does relevant answering Doctor : accepts the product as his/her need
- 14. Sit up straightin front of the doctor Look confident and speak with enthusiasm. Hold the Detail Aid in front and use a pen to focus doctors attention Don’t look at the Detail Aid, look at the doctor. Observe his/her actions If interrupted, do a brief recap before continuing Don’t be distracted by surroundings 4. Presentation
- 15. what the doctorwants? what the doctor gains? what do we offer? Presenting the Benefits Need Feature/Offering Benefit
- 16. •An incorrect negativeperception because of misinformation. •To handle this provide the right information. Misunderstanding •A doctor’s doubt that your product can actually deliver the stated benefit. •Offer proof (clinical studies, references) Skepticism •A real short coming or disadvantage of your product. •To handle real objection, minimize the impact by focusing on the advantages Real Objection 5. Handling objections
- 17. •Doctor is notinterested in your product because doctor is satisfied with competitor’s product or doctor has never used that type of product. •Identify a need that can not be satisfied by the doctor’s preferred product. Indifference •Doctor does not openly raise an objection because the doctor is disinterested. •How to handle: Ask doctor if they have concerns.Hidden Objection 5. Handling objections
- 18. When Dto A from DAPA is not done It’s a doctor tactic to get a discount The doctor is confused due to hidden cost or competition A habit of asking questions A strategy to postpone decision making When Do Objections come?
- 19. Dejected Angry ChallengingFrustrated Defensive How do we tend to handle objections?
- 20. Pause Stay calmDon’t get defensive Don’t get aggressive Don’t disturb the customer. Let him speak first How Should We React to objections?
- 21. Unspoken Objection Objection thatwe hear and can answer Objection that we hear and cannot answer Kinds Of Objections
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- 23. What do youdo when an unspoken objection comes? PAUSE and then convert it into a SPOKEN OBJECTION by asking • You are thinking something Sir? • Anything particular Sir?
- 24. Pause probegently Please, tell me more. Apart from this, is there anything else that is of concern to you? If I can take care of this to your satisfaction, could we proceed forward (would you consider our product)? When you hear an objection and you can answer?
- 25. Handling the objectionswe hear and cannot answer Features we offer but doctor does not need Find Out: Why the doctor may not need it? How long will the doctor not need it? Will the doctor ever need it in future? Features the doctor wants, but we do not have Find Out: Why does the doctor want it? How important is it? 1) Essential 2) Desirable 3) Useful Can we explore an alternative? Our Products and features
- 26. Psychological aspectsof price: Price is the only weapon that the doctor has. Make sure YOU believe in your own pricing. Make the doctor feel that you are there to help and not to fight. Selling The Price Effectively
- 27. The right stageto present the price: NOT UNTILthe doctor has REALISEDthe BENEFITSof your product Selling The Price Effectively QUALITY BENEFITS CONSISTENCY RELIABILITY REPUTATION BRAND NAME SERVICE YOU
- 28. Benefits Price Benefits STEP I:present the BENEFITS of your product STEP II: put the price in front of the doctor STEP III: JUST CONTINUE with explaining him/her the features that he/she will derive out of this price Selling The Price Effectively SANDWICH METHOD
- 29. Review all thebenefits accepted by the doctor Ask for business (trial use, continued use, expanded use) Wait for a response 6. Closing
- 30. Fear Uncertainty Doubt What prevents amedical rep from closing effectively?
- 31. Too Early Too Late Too Meek Too Aggressive Doctor’s objections not resolved completely Sales process not followed Why a medical rep may not close well?
- 32. The DOCTORhas understood your product completely The DOCTOR has developed trust in your company The DOCTOR has a desire for the benefits for his/her patients When to close?
- 33. 7. Post callanalysis
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