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PharmaceuticalSellingskills
Agenda	 ,[object Object]
What Is Selling?
Philosophy of Selling
The 7 basic selling steps
Objectives of Greeting and Opening
Asking Questions
The Funnel Technique
DAPA Method of Selling
Significance of DAPA
Presenting the benefits of the Product
Handling Objections
Selling the Price
Closing A Sale,[object Object]
Understand in depth, the role of Sales Team
Develop a Framework for an Effective Sales Approach,[object Object]
Philosophy Of Selling selling = motivatingdoctor’s commitment Medical Rep DOCTOR All good reasons why a doctor should prescribe your product All the things that a doctor has to give up BY ASKING
The 7 Basic Selling Steps
1. Pre call planning The 7 Basic Selling Steps ,[object Object],Targeting  ,[object Object]
Objective selling: S.M.A.R.T = Specific, Measurable, Achievable, Realistic, Time bound
Plan the call: objectives, promotional materials, sequence of detailing Call preparation  Projecting the right company image ,[object Object]
Observe different things
No. of patients, sex, age, economic status
Patients information charts, competitors promotional material, give aways, dr’sinterests, prescribing habits Utilize waiting time
2. Opening The 7 Basic Selling Steps Opening is the skill of capturing the doctor’s attention and focusing the sales call.  ,[object Object]
Rapport building
Purpose of call
Initiating business discussionSteps of opening: ,[object Object]
Identify a known or presumed need
Offer a product feature & benefit to satisfy that need.
Opening as a question
Stimulating opening Types of opening:
3. Questioning The 7 Basic Selling Steps ,[object Object]
Start with open questions and then move to close questions.
Invites an extended doctor response
Start with What, When, Why, Where, Who & HowOpen Questioning:  Closed Questioning:  ,[object Object]
Start with Do, Will, Is, ShouldChoice Questioning: ,[object Object],[object Object]
Start with open questions and then move to close questions.
Benefit is presented in the form of a statement supported by a Feature and followed by a Closed QuestionBenefit Tag Questioning: Tag On Questioning: ,[object Object],[object Object]
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 During Presentation:
The 7 Basic Selling Steps ,[object Object]
Shows interest of the doctor in your product.5. Handling objections ,[object Object]
To handle this provide the right information.Misunderstanding: ,[object Object]

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Pharmaceutical selling skills

  • 2.
  • 5. The 7 basic selling steps
  • 9. DAPA Method of Selling
  • 11. Presenting the benefits of the Product
  • 14.
  • 15. Understand in depth, the role of Sales Team
  • 16.
  • 17. Philosophy Of Selling selling = motivatingdoctor’s commitment Medical Rep DOCTOR All good reasons why a doctor should prescribe your product All the things that a doctor has to give up BY ASKING
  • 18. The 7 Basic Selling Steps
  • 19.
  • 20. Objective selling: S.M.A.R.T = Specific, Measurable, Achievable, Realistic, Time bound
  • 21.
  • 23. No. of patients, sex, age, economic status
  • 24. Patients information charts, competitors promotional material, give aways, dr’sinterests, prescribing habits Utilize waiting time
  • 25.
  • 28.
  • 29. Identify a known or presumed need
  • 30. Offer a product feature & benefit to satisfy that need.
  • 31. Opening as a question
  • 33.
  • 34. Start with open questions and then move to close questions.
  • 35. Invites an extended doctor response
  • 36.
  • 37.
  • 38. Start with open questions and then move to close questions.
  • 39.
  • 40. Look confident and speak with enthusiasm.
  • 41. Hold the Detail Aid in front and use a pen to focus doctors attention
  • 42. Don’t look at the Detail Aid, look at the doctor. Observe his/her actions.
  • 43. If interrupted, do a brief recap before continuing
  • 44. Don’t be distracted by surroundings During Presentation:
  • 45.
  • 46.
  • 47.
  • 48.
  • 49.
  • 50.
  • 51.
  • 52. How to handle: Ask doctor if they have concerns.Hidden Objection:
  • 53.
  • 54. Ask for business (trial use, continued use, expanded use)
  • 55. Wait for a response.After Presentation:
  • 56.
  • 58. Set Objectives for next meeting with the doctor.After leaving the chamber: 7. Post call analysis
  • 59. Famous Quote The difference between try and triumph is just a little umph!
  • 60. Objectives Of Greeting & Opening positive atmosphere Exchange of names simply connect start a gentle conversation
  • 61. Asking Questions Questions are used to PROBE information from doctors Questions starting with WHAT WHERE WHY HOW WHO WHICH are very useful
  • 62. Funnel Technique a powerful tool to EncouragetheFlowofConversation 1) motivate the doctor to talk. 1 2) open with neutral questions to get unbiased information. 2 4) ask closed questions to pinpoint precise requirement. 3 4 3) ask lead questions to explore more deeply. 5) summarize to gain doctor’s acceptance of requirements. 5
  • 63. Famous Quote The best and fastest way to learn is to watch and imitate a champion
  • 64. DAPA Method Of Selling D efine the doctor’s requirement for your product. A cceptance by the doctor of the requirements. P rove that your product can fulfil the doctor’s requirement. A cceptance of the proof by the doctor.
  • 65. Significance of DAPA D efine the doctor's requirement for your product Medical rep: asks open active questions Doctor : LISTENS and ANSWERS accordingly A cceptance by the doctor of the requirements Doctor : ANSWERS and gives acceptance Medical rep : does active listening and makes notes P 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 A cceptance of the proof by the doctor Medical rep : does relevant answering Doctor : accepts the product as his/her need
  • 66. Presenting the Benefits NEED what the doctor wants? what the doctor gains? FEATURE/OFFERING BENEFIT what do we offer?
  • 67. Famous Quote The important thing about a problem is not the SOLUTION, but the strength we gain in finding the SOLUTION
  • 68.
  • 69. It’s a doctor tactic to get a discount
  • 70. The doctor is confused due to hidden cost or competition
  • 71. A habit of asking questions
  • 72.
  • 76.
  • 77. Kinds Of Objections Unspoken Objection Objection that we hear and cannot answer & Objection that we hear and can answer &
  • 78. Handling the unspoken objection Doctor frowns Doctor looks elsewhere Doctor smiles (sarcastic)‏
  • 79. Handling the unspoken objection What do you do when such an Objection Comes? PAUSE and then convert it into a SPOKEN OBJECTION by asking: You are thinking something Sir? Anything particular Sir?
  • 80.
  • 81. Apart from this, is there anything else that is of concern to you?
  • 82.
  • 83. Are you satisfied with my answer?&
  • 84.
  • 85. How long will the doctor not need it?
  • 86.
  • 87.
  • 88.
  • 89. Make sure YOUbelieve in your own pricing.
  • 90.
  • 91. Selling The Price Effectively how to postpone revealing price: If the doctor says, “ It must be Expensive”-- Initially Ignore it If the doctor asks a little later, “How Much”– Tackle him/her in the following manner: 1) I am coming to that Sir  ask an Open Neutral Question 2) It depends on your requirement Sir  ask an Open Neutral Question 3) I am sure the Price is not your only consideration Sir 4) It depends on your order size 5) I will leave you with a full Price list Sir 6) First let me tell you the benefits that you are getting if pressed a lot, tell the price using the SANDWICH METHOD and continue
  • 92. Selling The Price Effectively SANDWICH METHOD
  • 93. Selling The Price Effectively SANDWICH METHOD STEP I: present the BENEFITS of your product STEP II: put the price in front of the doctor STEP III: JUST CONTINUEwith explaining him/her the features that he/she will derive out of this price
  • 94. Selling The Price Effectively Handling Price Objection STEP I: doctor objects STEP II: Medical rep : what are you comparing with, sir? Doctor : competition, perception, budget, past experience STEP III: Medical rep : how much is the difference we are talking, sir? Doctor : 20% (the faster he says this, ITS FALSE)‏ STEP IV: express the difference STEP V: demonstrate the benefits passable when compared to the difference
  • 95. Famous Quote To Finish First, you need to First Finish
  • 96.
  • 98.
  • 99.
  • 100. The DOCTOR has developed trust in your company
  • 101.
  • 102. Checklist Steps to be followed? STEP V: In case the doctor has a doubt/objection, then concentrate and resolve that before moving ahead. STEP VI: In case the doctor asks about the PRICE. Tell him/her that you would give him/her the best price comparing others. (Use the price postponement techniques)‏. STEP VII: In case the question still arises on PRICE, use the SANDWICH METHOD to answer it. STEP VIII: Pleasantly Close the sale and confirm the prescriptions.