Professional Sales Call by Dr. Sanaullah Aslam

FFIELDIELD FFORCEORCE PPRODUCTIVITYRODUCTIVITY CCAMPAIGNAMPAIGN
Dr. Sanaullh Aslam (Product
Manager)

WWHAT AREHAT ARE
YOUR OBJECTIVES ANDYOUR OBJECTIVES AND
EXPECTATIONS FROMEXPECTATIONS FROM
THIS TRAINING PROGRAMMETHIS TRAINING PROGRAMME
Manager)

The main objective ofThe main objective of
all types of selling skills coursesall types of selling skills courses
is nothing but to changeis nothing but to change
the attitude,the attitude,
a good change in thinking,a good change in thinking,
planning, observing andplanning, observing and
implementing.implementing.
“Change is the only constant in the world”.
Manager)

LEARNING OBJECTIVESLEARNING OBJECTIVES
 Understanding of Essential Skills
 Elaboration of key elements in Skillful
Selling
process
 Understanding the Sales Call Cycle
 Tips to improve the skills and overcoming
deficiencies
 Types of Customers and Sales
Representatives
 Understanding the parameters of adding
new
customers
 Targeting Skills, Potential Analysis
 Understanding of Essential Skills
 Elaboration of key elements in Skillful
Selling
process
 Understanding the Sales Call Cycle
 Tips to improve the skills and overcoming
deficiencies
 Types of Customers and Sales
Representatives
 Understanding the parameters of adding
new
customers
 Targeting Skills, Potential Analysis
Manager)

Dr. Sanaullh Aslam (Product Manager)

Customer is more educated and skilled in his/her field.Customer is more educated and skilled in his/her field.
They are better informed and are being provided withThey are better informed and are being provided with
more choices.more choices.
Know their needs and wants.Know their needs and wants.
Customer is not the end user.Customer is not the end user.
HOW PHARMACEUTICAL SELLING ISHOW PHARMACEUTICAL SELLING IS
DIFFERENT?DIFFERENT?
HOW PHARMACEUTICAL SELLING ISHOW PHARMACEUTICAL SELLING IS
DIFFERENT?DIFFERENT?
Manager)

WWHY THERE ISHY THERE IS
THE NEED FORTHE NEED FOR
SSELLINGELLING SSKILLSKILLS
Manager)

Why we need skills to sell?Why we need skills to sell?
““SELLING” is not only “TELLING”SELLING” is not only “TELLING”
In today’s era, selling has become very tough and challenging than
ever before due to extremely competitive marketplace.
Pharmaceutical Selling now, requires greater level of skills because
the buyers in pharmaceutical selling are more qualified and
well aware of this field than the sales persons.
There is countless competition as well, both quantitatively and
qualitatively.
Remember “Quality” of the product is no longer sufficient to
guarantee sales now.
On daily basis almost 20 sales representatives visit one doctor on
an average, all with the same objective i. e to generate
prescription and maximize sales.
Manager)

Effort is importantEffort is important
but knowing where to make an effortbut knowing where to make an effort
in your life makes all thein your life makes all the
difference.difference.
““
””
Manager)

Failures are dividedFailures are divided
into two classes:into two classes:
1st:1st:
those who thought and never didthose who thought and never did
andand
2nd: those who did2nd: those who did
butbut
never thought.never thought.
““
””
Manager)

SELLING is defined as:
“SELLING is to give the proposal or
advice
and
professional selling is
to win the acceptance, approval or
adoption”
A Professional selling is basically nothing but
‘To give an effective advice or to make your customers
adopt your product or services’.
SELLINGSELLINGSELLINGSELLING
Manager)

Out of 100:
20 % of successful sales are based on Productof successful sales are based on Product
Knowledge.Knowledge.
30 % are due to technical skills.are due to technical skills.
50 % based on the mental skills of a successfulbased on the mental skills of a successful
sales person.sales person.
SELLING IS A MENTAL GAME
SELLINGSELLINGSELLINGSELLING
Manager)

Every product has a list of Features andEvery product has a list of Features and
Benefits but the customers are interested inBenefits but the customers are interested in
one or two benefits that matter the most toone or two benefits that matter the most to
them.them.
A sales representative may highlight all theA sales representative may highlight all the
features and benefits of the product but thefeatures and benefits of the product but the
customer is only interested in knowing howcustomer is only interested in knowing how
good that product is at providing a specificgood that product is at providing a specific
benefit that he/she wants.benefit that he/she wants.
ALWAYS SELL SOLUTIONS NOT PRODUCTSALWAYS SELL SOLUTIONS NOT PRODUCTS
SELL SOLUTIONSELL SOLUTIONSELL SOLUTIONSELL SOLUTION
Manager)

Marketing is a process of satisfyingMarketing is a process of satisfying
wants and needs of the constomers.wants and needs of the constomers.
Marketing may include advertising,Marketing may include advertising,
distribution and selling of a productdistribution and selling of a product
or service. It is also concerned withor service. It is also concerned with
anticipating the customers' futureanticipating the customers' future
needs and wants, often throughneeds and wants, often through
market research.market research.
MARKETINGMARKETINGMARKETINGMARKETING
Manager)

RELATIONSHIP BETWEEN
SALES & MARKETINGSALES & MARKETING
RELATIONSHIP BETWEEN
SALES & MARKETINGSALES & MARKETING
Marketing plays important part in Sales.
If the marketing department generates a
potential customers list, or a strategy it can
be beneficial for sales.
The marketing department's goal is to bring
people to the sales team using promotional
techniques or tools such as advertising, sales
promotion, publicity, and public relations.
The marketing department is structured in a
similar fashion to the sales department which
helps in driving more customers "through the
door“.
Manager)

UNDERSTANDINGUNDERSTANDING
SYNERGISTIC SELLINGSYNERGISTIC SELLING
UNDERSTANDINGUNDERSTANDING
SYNERGISTIC SELLINGSYNERGISTIC SELLING
SYNERGISTISYNERGISTI
CC
SELLINGSELLING
MODELMODEL
SELL
YOURSELF
SELL YOUR
COMPANY
SELL YOUR
PRODUCT
Manager)

Believe your strengths. You are unique, different
and professional.
It doesn’t create difference what you are going to
sell. The customer must like you and appreciate
your presence.
In a sales call, you first sell your self and then
other steps of selling starts. If you can sell
yourself, you can sell the product as well.
SELL YOURSELFSELL YOURSELFSELL YOURSELFSELL YOURSELF
Don’t believe your doubts andDon’t believe your doubts and
Don’t doubt your believes…Don’t doubt your believes…
Manager)

Reputation and services of the companyReputation and services of the company
you are presenting, plays vital role inyou are presenting, plays vital role in
your acceptance.your acceptance.
It behaves like a strong selling featureIt behaves like a strong selling feature
that also helps you in closing the callthat also helps you in closing the call
more successfully.more successfully.
SELL YOUR COMPANYSELL YOUR COMPANYSELL YOUR COMPANYSELL YOUR COMPANY
Manager)

Believe your product and know its strengths.Believe your product and know its strengths.
Your product would deliver specific benefitsYour product would deliver specific benefits
and is of value for your customer.and is of value for your customer.
Your product will solve the problem of yourYour product will solve the problem of your
customer.customer.
SELL YOUR PRODUCTSELL YOUR PRODUCTSELL YOUR PRODUCTSELL YOUR PRODUCT
Following this model, you can generateFollowing this model, you can generate
‘Synergistic Selling’ and emerge successfully‘Synergistic Selling’ and emerge successfully
as ‘Unstoppable winner… Unbelievableas ‘Unstoppable winner… Unbelievable
achiever … and Undisputed Successful Salesachiever … and Undisputed Successful Sales
Person’. All you need is just to understand thePerson’. All you need is just to understand the
process of selling and sense of action.process of selling and sense of action.
Following this model, you can generateFollowing this model, you can generate
‘Synergistic Selling’ and emerge successfully‘Synergistic Selling’ and emerge successfully
as ‘Unstoppable winner… Unbelievableas ‘Unstoppable winner… Unbelievable
achiever … and Undisputed Successful Salesachiever … and Undisputed Successful Sales
Person’. All you need is just to understand thePerson’. All you need is just to understand the
process of selling and sense of action.process of selling and sense of action.
Manager)

DIFFERENCE BETWEENDIFFERENCE BETWEEN
PRODCUT & BRANDPRODCUT & BRAND
‘‘BRAND’ is something used by the customerBRAND’ is something used by the customer
Anything which is manufactured in aAnything which is manufactured in a
factory is called ‘PRODUCT’factory is called ‘PRODUCT’
Manager)

LLEARNINGEARNING CCYCLEYCLELLEARNINGEARNING CCYCLEYCLE
UNCONSCIOUS
INCOMPETENCE
While Performing
Unsatisfactorily,
Unaware of the
Problem or Reason.
UNCONSCIOUS
INCOMPETENCE
While Performing
Unsatisfactorily,
Unaware of the
Problem or Reason.
CONSCIOUS
INCOMPETENCE
Start Performing
Less than
Satisfactorily But
Aware of Problem.
CONSCIOUS
INCOMPETENCE
Start Performing
Less than
Satisfactorily But
Aware of Problem.
CONSCIOUS
COMPETENCE
Begin Performing
Satisfactorily by
Consciously
applying Learned
Skills.
CONSCIOUS
COMPETENCE
Begin Performing
Satisfactorily by
Consciously
applying Learned
Skills.
UNCONSCIOUS
COMPETENCE
Keep Performing
Satisfactorily but
not Consciously
applying Skills.
UNCONSCIOUS
COMPETENCE
Keep Performing
Satisfactorily but
not Consciously
applying Skills.
Adopts bad habits, Training, Explanation &
Fails to use learned skills Demonstration
Constantly apply Skills Demonstration
Role Play & Practice
Manager)

R F IR F IR F IR F I
REACH
IMPACT
FREQUENCY
‘‘Reach’ demonstrates the coverage to all thoseReach’ demonstrates the coverage to all those
customers which you target according to specialty of your products ascustomers which you target according to specialty of your products as
well as different categories to customers.well as different categories to customers.
Frequency determines the no. of your visits to the identifiedFrequency determines the no. of your visits to the identified
customers. At a time, you can’t plan all customers with 4 visits in acustomers. At a time, you can’t plan all customers with 4 visits in a
month. So plan the frequency according to their potential and ensuremonth. So plan the frequency according to their potential and ensure
regular visits with same frequency of meetings every month.regular visits with same frequency of meetings every month.
Finally, ‘Reach’ and ‘Frequency’ are followed by the impact ofFinally, ‘Reach’ and ‘Frequency’ are followed by the impact of
the visits by which you influence the customers positively for business i.e.the visits by which you influence the customers positively for business i.e.
ultimately ‘the sales’. ‘IMPACT’ is the outcome of ‘REACH’ andultimately ‘the sales’. ‘IMPACT’ is the outcome of ‘REACH’ and
‘FREQUENCY’.‘FREQUENCY’.
Manager)

Q T QQ T Q MatrixMatrixQ T QQ T Q MatrixMatrix
NUBER OF DAYS WORKED IN FIELD
NUMBER OF CALLS MADE PER DAY
NUMBER OF DETAILS PER CALL / CUSTOMER
NUBER OF DAYS WORKED IN FIELD
NUMBER OF CALLS MADE PER DAY
NUMBER OF DETAILS PER CALL / CUSTOMER
PRESCRIBING POTENTIAL OF A DOCTOR
INFLUENCE OVER OTHERS AS AN OL
NUMBER OF CALLS TO DIFFERENT CUSTOMERS
PRESCRIBING POTENTIAL OF A DOCTOR
INFLUENCE OVER OTHERS AS AN OL
NUMBER OF CALLS TO DIFFERENT CUSTOMERS
OWN & COMPETITOR’S PRODUCT KNOWLEDGE
SELLING / COMMUNICATION TECHNIQUES
SALES ACHIEVEMENTS
OWN & COMPETITOR’S PRODUCT KNOWLEDGE
SELLING / COMMUNICATION TECHNIQUES
SALES ACHIEVEMENTSDr. Sanaullh Aslam (Product
Manager)

ESSENTIAL
SELLING
SKILLS
ESSENTIAL
SELLING
SKILLS
SALES
CALL
STEPS
SALES
CALL
STEPS
PPROFESSIONALROFESSIONAL SSALESALES CCALLALLPPROFESSIONALROFESSIONAL SSALESALES CCALLALL
COURSECOURSE
STRUCTURSTRUCTUREE
A professional is someone who can do his best work when he doesn't feel like it. (Alistair Cooke)
Manager)

Manager)

The most important thing in communication is to hear what isn't being said. (Peter Drucker)
Manager)

ListeningListening
"Listening is as powerful a means of"Listening is as powerful a means of
communication and influence as tocommunication and influence as to
talk well." - John Marshalltalk well." - John Marshall
"We were given two ears but only one"We were given two ears but only one
mouth, because listening is twice asmouth, because listening is twice as
hard as talking."hard as talking."
Manager)

LISTENING is very important in
pharmaceutical selling and unfortunately very
uncommon in today’s sales people.
We all act and respond on the basis of our
understanding, and too often there is a
misunderstanding that neither of us is aware
of.
With active listening, if a misunderstanding
has occurred, it will be known immediately,
and the communication can be clarified before
any further misunderstanding occurs.
ListeningListening
Manager)

Expressing our wants, feelings, thoughts and
opinions clearly and effectively is only half of
the communication process.
The other half is listening and understanding
what others communicate to us.
When a person decides to communicate with
another person, he/she does so to fulfill a
need.
In deciding to communicate, the person
selects the method or code.
ListeningListening
Manager)

The code used to send the message can be
either verbal or nonverbal. When the other
person receives the coded message, they go
through the process of decoding it into
understanding and meaning.
Effective communication exists between two
people when the receiver interprets and
understands the sender’s message in the
same way the sender intended it.
This whole process depends how effective listening we have.
ListeningListening
Manager)

Basic Listening ModesBasic Listening Modes
Competitive ListeningCompetitive Listening
Active ListeningActive Listening
Passive ListeningPassive Listening
There are three basic modes or types of Listening
Manager)

Competitive or Combative ListeningCompetitive or Combative Listening
Competitive or Combative Listening happens
when we are more interested in promoting
our own point of view than in understanding
or exploring someone else’s view.
We either listen for openings to take the
floor, or for flaws or weak points we can
attack.
As we pretend to pay attention we are
impatiently waiting for an opening, or
internally formulating our rebuttal and
planning that will destroy their argument and
make us the victor.Dr. Sanaullh Aslam (Product
Manager)

Passive or Active ListeningPassive or Active Listening
We are genuinely interested in
hearing and understanding the other
person’s point of view.
We are attentive and passively listen.
We assume that we heard and
understand correctly, but stay passive
and do not verify it.
This is also called Pretend Listening
Manager)

Active or Reflective ListeningActive or Reflective Listening
It is the single most useful and important listening skill.
In active listening we are also genuinely interested
in understanding what the other person is thinking,
feeling, wanting or what the message means, and we
are active in checking out our understanding before
we respond with our own new message.
We restate or paraphrase our understanding of their
message and reflect it back to the sender for
verification.
This verification or feedback process is what
distinguishes active listening and makes it effective.
Manager)

Active or Reflective ListeningActive or Reflective Listening
Acting Listening is very important attribute of a good professional person and communication.
O% 20% 40% 60% 80% 100%
Most Important Very Important Somewhat Important Not Important
Listening Skills
Team Work
Professionalism
Creative Ideas
Empathy
Organization
Conflict Resolution
Speaking Skills
Sense of Humor
Appearance
Manager)

1. Hearing1. Hearing
2. Selecting2. Selecting
3. Attending3. Attending
4. Understanding4. Understanding
5. Evaluating5. Evaluating
6. Remembering6. Remembering
andand
7. Responding actively7. Responding actively
with feedbackwith feedback
Understanding “Listening Process”Understanding “Listening Process”
Listening is a seven stage process of:
Manager)

"I think one lesson I have learned is
that there is no substitute for
paying attention."
Diane Sawyer
Attention
please !
Manager)

ReceptivityReceptivity
Able or ready to receive, open and responsive to ideas, impressionsAble or ready to receive, open and responsive to ideas, impressions
or suggestions (in a discussion)or suggestions (in a discussion)
Following are a few tips to check the receptivity of the
customer.
By asking Questions, Questions and Questions to get the
customer being involved in the conversation.
By effectively and smartly using the language exactly
according to the Buying Motives of the customer.
Exploring the needs of the customers.
Verbal and nonverbal language of the customer.
Facial expressions
Response to the conversation of the sales representative
Manager)

ReceptivityReceptivity
To build high receptivity with the customer, it is of
utmost importance to know the behaviour of your
customer.
Their buying motives play vital role in
understanding and enhancing the receptivity.
High Receptivity helps a lot in building rapport
and to explore the hidden needs of the customer.
Manager)

There are three motives which are of utmost importance in a customer.
These motives also affect the interactive behaviour of the customer.
A Professional Sales Call is all about interactive conversation.
These three motives are:
ACHIEVEMENT
The need to see the desired results quickly and the need to avoid failure.
AFFILIATION
The need to associate or tend to have concern for others or to help others.
POWER
The need to persuade over others or to be seen prevailing over others.
Types of CustomersTypes of Customers
Manager)

Types of CustomersTypes of Customers
 YOU
 YOU ONLY
 GAIN
 PROFIT
 RESULTS
 FIGURES
 EXPENSIVE
 NEWEST
 LATEST
 MOST CHALLENGING
 VERY ADVANCED
 NOVEL
 HE/SHE MAY ALSO SHOW SOME
 INTERESTS OF C-1 & C-3
 RISK FREE
 SECURITY
 SAFETY
 NO CHANGE
 SMALL
MODIFICATIONS
ONLY
 FOLLOWER
 POPULARITY
 YOUR PEOPLE
 HELPING
 OTHERS USED
 FRIENDLINESS
 WE
Ach/Power
Affiliation
Ach/Power
Affiliation
Manager)

They are called Resistant or Defensive Customers.
They usually attempt to dominate the conversation
showing very low concern for the other person
as they have low affiliation but high on
achievements and having high power.
They have more concern for the quality and want
maximum value of their expenses they made.
They value results and success figures.
RESISTANT OR DEFENSIVE CUSTOMERSRESISTANT OR DEFENSIVE CUSTOMERS
Manager)

They are known as Safety Conscious Customers.
These are the customers who usually avoid sales
representatives, depend mostly on others to
make the decisions. For instance, in our field
some of such customers ask for previous trials of
the product being offered.
Interested if a senior physician has prescribed it
before or being used successfully in institutions
or other hospitals.
Such customers usually possess low achievement
and ultimately low power.
PASS THE BUCK CUSTOMERSPASS THE BUCK CUSTOMERS
Manager)

C3 are the friendly customers.
They usually buy even what is not necessarily
needed from those they like.
They are smartly handled by R – 1 and R – 3
sales Representatives.
Such customers like discussions friendly
people easily give share to friends.
PUSH OVER CUSTOMERSPUSH OVER CUSTOMERS
Manager)

They are called Resistant or Defensive Customers.
They usually attempt to dominate the conversation
showing very low concern for the other person
as they have low affiliation but high on
achievements and having high power.
They have more concern for the quality and want
maximum value of their expenses they made.
They value results and success figures.
THE SOLUTION CUSTOMERSTHE SOLUTION CUSTOMERS
Manager)

Types of RepresentativesTypes of Representatives
HARDHARD
SELLERSELLER
POSITIVEPOSITIVE
PERSUADERPERSUADER
TAKE ITTAKE IT
OROR
LEAVE ITLEAVE IT
FRIENDLYFRIENDLY
FREDFRED
Ach/Power
Affiliation
Ach/Power
Affiliation
Manager)

R – 1: Representatives
 Their approach is “HARD SELLING”. They are high on results but
low on concern for the other persons.
 They usually discuss in “pushing” style than “professionally
persuading”. They are, no doubt, product oriented. But not
sometimes, customer oriented.
 Their approach is “HARD SELLING”. They are high on results but
low on concern for the other persons.
 They usually discuss in “pushing” style than “professionally
persuading”. They are, no doubt, product oriented. But not
sometimes, customer oriented.
Demonstration of TypesDemonstration of Types
 Sales Representatives with “TAKE IT OR LEAVE IT” approach are
usually low on concern for the others.
 Rarely, they present facts. There are not true professional
representatives.
 Sales Representatives with “TAKE IT OR LEAVE IT” approach are
usually low on concern for the others.
 Rarely, they present facts. There are not true professional
representatives.
Manager)

Demonstration of TypesDemonstration of Types
 This is the type of representatives who are friendly, very polite, & friendly.
 Tend to affiliate with others showing high concern for other’s beliefs and
thoughts but low concern for the results or real objectives.
 Usually spend their time and energy in building rapport at expense of sales.
 This is the type of representatives who are friendly, very polite, & friendly.
 Tend to affiliate with others showing high concern for other’s beliefs and
thoughts but low concern for the results or real objectives.
 Usually spend their time and energy in building rapport at expense of sales.
 R – 4 is the type of Representatives who share a high concern for both others as
well as results and figures.
 These are the professionals who first identify the needs of their customers and
then attempt to satisfy them.
 These representatives are primarily the problem solvers and many times
“Future Leaders”.
 R – 4 is the type of Representatives who share a high concern for both others as
well as results and figures.
 These are the professionals who first identify the needs of their customers and
then attempt to satisfy them.
 These representatives are primarily the problem solvers and many times
“Future Leaders”.
Manager)

RECEPTIVITY & OUTCOME QUIZRECEPTIVITY & OUTCOME QUIZRECEPTIVITY & OUTCOME QUIZRECEPTIVITY & OUTCOME QUIZ
Sr #
Situation: Result:
S.R Type Customer Receptivity Outcome
1 R-1: Sales Representative C-1: Customer
Manager)

1. Failure to adopt Pre-Call Planning.
2. Failure to identify Customer’s Needs.
3. Inability to demonstrate Product’s Features and Benefits
4. Too fast to present during Product Detailing/Presentation.
5. Over-reacting to Customer’s Objections.
6. Asking for Commitment to prescribe too soon.
7. Being Nervous or Hesitating.
8. Talking too much or political issues.
9. Becoming Complacent.
10. Lack of Follow up.
10 BIGGEST MISTAKES OF A10 BIGGEST MISTAKES OF A
SALES REPRESENTATIVESALES REPRESENTATIVE
10 BIGGEST MISTAKES OF A10 BIGGEST MISTAKES OF A
SALES REPRESENTATIVESALES REPRESENTATIVE
Manager)

1. KNOW THE PRODUCT
Always believe the product you are going to sell. A sales
representative can’t sell unless he believes in it. For this, Product
Knowledge and Competitor Knowledge is very important.
2. STOP SELLING AND START LISTENING
Selling is not about talking well, it also includes how nicely you ask
questions and gather information, identify the needs for which
Listening is very important.
3. LEAVES THE EGO AT THE DOOR
A professional representative always learns flexibly from every situation
and finds “What’s in it for me?” Always address the current
circumstances.
4. RESPECTS TO CUSTOMER’S COMMUNICATION
Always prefer the communication style of your customers and respond
them according to the language they prefer.
5. LEAVES FOOT-PRINTS
Leave your contact detail to the customer so that they can find you if
they want to contact you.
10 TIPS TO MAKE10 TIPS TO MAKE
SUCCESSFUL SALESSUCCESSFUL SALES
Manager)

6. MANAGES LIKE A BUSINESS MAN
Time is unreturnable money so try to invest from where maximum
benefit can be ensured.
7. MANAGES SALES WITH NEXT STEP
Always communicate the next action (Extension) at the end of call.
8. ALWAYS BE POSITIVE
Always be positive and maintain a consistency in your attitude.
9. SHOWS ENTHUSIASM AND RESPECT
Let your customers see that you love what you do/sell. Show respect
even when excited and make them feel that you care their problems
and solve with your products.
10. ALWAYS LEARNS FLEXIBILY
Knowledge is an un-ending skill. Always listen attentively to your
customers, learn like a student. The more you are aware of the world
around you, the better your professional skills will be polished.
Manager)

SALES CALL CYCLESALES CALL CYCLESALES CALL CYCLESALES CALL CYCLE
STAGE – 2:
DURING THE CALL
(Presentation)
Opening
Detailing (F/Benefits)
Effective Probing
Handling Objections
Closing with
Commitment
STAGE – 2:
DURING THE CALL
(Presentation)
Opening
Detailing (F/Benefits)
Effective Probing
Handling Objections
Closing with
Commitment
STAGE – 3:
AFTER THE CALL
(Post-Call Analysis)
Evaluating the Call
Recording Details
Information Gathered
Set Objectives for Next Call
STAGE – 3:
AFTER THE CALL
(Post-Call Analysis)
Evaluating the Call
Recording Details
Information Gathered
Set Objectives for Next Call
STAGE – 1:
BEFORE THE CALL
(Pre-Call Planning)
Prospecting/Targeting
Analyze the Customer
Design Objectives
Recall the Last Visit
Plan the Sales Call
STAGE – 1:
BEFORE THE CALL
(Pre-Call Planning)
Prospecting/Targeting
Analyze the Customer
Design Objectives
Recall the Last Visit
Plan the Sales Call
Manager)

STEPS OF A PROFESSIONAL
 Targeting / Finding New Customers.
 Take Feed Back from Pharmacies.
 Analyze the Customer.
 Set Objectives.
 Project Professional Image.
 Targeting / Finding New Customers.
 Take Feed Back from Pharmacies.
 Analyze the Customer.
 Set Objectives.
 Project Professional Image.
PRE-CALLPRE-CALL
PLANNINGPLANNING
PRE-CALLPRE-CALL
PLANNINGPLANNING
CALLCALL
OPENINGOPENING
PRODUCTPRODUCT
PRESENTATIONPRESENTATION
PROBINGPROBING
OBJECTIONOBJECTION
HANDLINGHANDLING
CLOSINGCLOSING
WITHWITH
COMMITMENTCOMMITMENT
CALLCALL
EXTENSIONEXTENSION
POST-CALLPOST-CALL
ANALYSISANALYSIS
Manager)

 Greeting / Mention Call Purpose.
 Develop Receptivity.
 Reminding Previous Call.
 Initiate Business Discussion.
 Greeting / Mention Call Purpose.
 Develop Receptivity.
 Reminding Previous Call.
 Initiate Business Discussion.
CALLCALL
OPENINGOPENING
CALLCALL
OPENINGOPENING
PRE-CALLPRE-CALL
PLANNINGPLANNING
PRODUCTPRODUCT
PROBINGPROBING
OBJECTIONOBJECTION
HANDLINGHANDLING
CLOSINGCLOSING
WITHWITH
CALLCALL
EXTENSIONEXTENSION
POST-CALLPOST-CALL
ANALYSISANALYSIS
Manager)

 Starting from specific product information.
 State Features / Benefits of the product.
 Highlight USPs i.e. Unique Selling Points.
 Starting from specific product information.
 State Features / Benefits of the product.
 Highlight USPs i.e. Unique Selling Points.
PRODUCTPRODUCT
PRODUCTPRODUCT
PRE-CALLPRE-CALL
PLANNINGPLANNING
CALLCALL
OPENINGOPENING
PROBINGPROBING
OBJECTIONOBJECTION
HANDLINGHANDLING
CLOSINGCLOSING
WITHWITH
CALLCALL
EXTENSIONEXTENSION
POST-CALLPOST-CALL
ANALYSISANALYSIS
Manager)

 Effective and specific questions.
 Identify specific needs of the customer.
 Check receptivity & agreement on needs.
 Fulfill needs with relevant benefits.
 Effective and specific questions.
 Identify specific needs of the customer.
 Check receptivity & agreement on needs.
 Fulfill needs with relevant benefits.
PRE-CALLPRE-CALL
PLANNINGPLANNING
PRODUCTPRODUCT
CALLCALL
OPENINGOPENING
OBJECTIONOBJECTION
HANDLINGHANDLING
CLOSINGCLOSING
WITHWITH
CALLCALL
EXTENSIONEXTENSION
POST-CALLPOST-CALL
ANALYSISANALYSIS
PROBINGPROBINGPROBINGPROBING
Manager)

 Expression of Customer’s sales resistance.
 Handle the objections (if any).
 Take agreement.
 Expression of Customer’s sales resistance.
 Handle the objections (if any).
 Take agreement.
OBJECTIONOBJECTION
HANDLINGHANDLING
OBJECTIONOBJECTION
HANDLINGHANDLING
PRE-CALLPRE-CALL
PLANNINGPLANNING
PRODUCTPRODUCT
PROBINGPROBING
CALLCALL
OPENINGOPENING
CLOSINGCLOSING
WITHWITH
CALLCALL
EXTENSIONEXTENSION
POST-CALLPOST-CALL
ANALYSISANALYSIS
Manager)

 Close the call by rephrasing agreed points.
 Ask to make Purchase Decision.
 Take strong commitment for business.
 80% Sales People fail to close when
the customer is ready to purchase.
 Close the call by rephrasing agreed points.
 Ask to make Purchase Decision.
 Take strong commitment for business.
 80% Sales People fail to close when
the customer is ready to purchase.
CLOSING
WITH
Commitment
CLOSING
WITH
Commitment
PRE-CALLPRE-CALL
PLANNINGPLANNING
PRODUCTPRODUCT
PROBINGPROBING
CALLCALL
OPENINGOPENING
OBJECTIONOBJECTION
HANDLINGHANDLING
CALLCALL
EXTENSIONEXTENSION
POST-CALLPOST-CALL
ANALYSISANALYSIS
Manager)

 Future Receptivity.
 Next Step of the next Call.
 Making Commitment (if any)
 Future Receptivity.
 Next Step of the next Call.
 Making Commitment (if any)
CALLCALL
EXTENSIONEXTENSION
CALLCALL
EXTENSIONEXTENSION
PRE-CALLPRE-CALL
PLANNINGPLANNING
PRODUCTPRODUCT
PROBINGPROBING
CALLCALL
OPENINGOPENING
CLOSINGCLOSING
WITHWITH
OBJECTIONOBJECTION
HANDLINGHANDLING
POST-CALLPOST-CALL
ANALYSISANALYSIS
Manager)

 Analyze the Call.
 Make future Objectives.
 Follow up: the post call activity to assess
whether the customer will repeat the
business.
 Analyze the Call.
 Make future Objectives.
 Follow up: the post call activity to assess
whether the customer will repeat the
business.
POST-CALLPOST-CALL
ANALYSISANALYSIS
POST-CALLPOST-CALL
ANALYSISANALYSIS
PRE-CALLPRE-CALL
PLANNINGPLANNING
PRODUCTPRODUCT
PROBINGPROBING
CALLCALL
OPENINGOPENING
CLOSINGCLOSING
WITHWITH
OBJECTIONOBJECTION
HANDLINGHANDLING
CALLCALL
EXTENSIONEXTENSION
Manager)

TARGETING
The process of identifying the customer is calledThe process of identifying the customer is called
Targeting.Targeting.
Then the identified customer is classified andThen the identified customer is classified and
categorized on the basis of his / her potential.categorized on the basis of his / her potential.
Potential of the customer includes sales potentialPotential of the customer includes sales potential
Qualitatively as well as Quantitatively.Qualitatively as well as Quantitatively.
Pareto Principle is: 20 % of customers provide 80 % ofPareto Principle is: 20 % of customers provide 80 % of
business.business.
“To fail to prepare is to prepare to fail”.
Manager)

TARGETING
Entry of new doctor in your assigned territory.
Entry of any new product in the market (regarding your
competition).
Changes in the status of the doctors.
Changes in their addresses.
Changes in management of diseases.
Targeting is basically a continuously changing process
which changed with changes of time and requirements.
Manager)

FINDING A NEW CUSTOMER
 The quest of finding new ways and tools to work never ends.
 Get prescribing informations from pharmacies.
 Keep a keen eye on competitor’s activities.
 Try to get lists of doctors from other local representatives.
 Exchanging lists with sales persons of non-competing companies.
 Share informations with other territory colleagues.
SELL CUSTOMERS … MORE
SELL TO MORE … CUSTOMERS
There is no other tool to find new customers,There is no other tool to find new customers,
except an effective feedback.except an effective feedback.
Manager)

FEED BACK SKILLS
 First develop rapport with the pharmacist.
 Take feed back regarding active ingredient.
 Ask the prescription of other competitors. (by name and no. of Rx)
 Try to discover new prescriber in near by area.
 Now come to the doctor next door whom you are going to visit.
 Then come to your own product feedback, availability, movement.
 In short, first create sense of prescription trend of over all area,
try to identify new customer or new prescriber and then ask about
your own product and enlisted doctor.
 Following this process, one can explore new customers and make
effective planning through appropriate feed back.
HOW DO YOU GATHER INFORMATIONHOW DO YOU GATHER INFORMATION ??
 THROUGH FEED – BACK.THROUGH FEED – BACK.
Manager)

PLAN THE CALL
 Identify the customer type. (Presume needs, buying motives)
 Recall last visit and the discussion to that doctor.
 Get new information about the practice, prescribing habit,
product Preference etc from the pharmacy and the attendant.
 Recalling the last visit means:
 When was the last call attempted to this doctor?
 What objectives are set for current call?
 Which products were covered last time?
 Which product will be detailed this time and in what manner?
(Product Positioning)
 What objections were raised and how tackled?
 Which products were sold and which were not?
 What informations were gained?
 What are the needs of this customer? (Known needs)
“Fortune always favors the prepared mind”
And above all, very important is to recall
What commitment you have made in your last visit to this doctor?
Manager)

SETTING OBJECTIVES
MAKEMAKE SMARTSMART OBJECTIVESOBJECTIVES
Setting Objective can be achieved by analyzing:Setting Objective can be achieved by analyzing:
What is the status of prescription of this doctor and whatWhat is the status of prescription of this doctor and what
can you achieve from this call?can you achieve from this call?
How can you get maximum advantage of the availableHow can you get maximum advantage of the available
time and resources?time and resources?
How can you build professional relations with this doctorHow can you build professional relations with this doctor
and influence the prescription?and influence the prescription?
Remember: 7 – 8 quality calls convert aRemember: 7 – 8 quality calls convert a
Trial User into Frequent Prescriber.Trial User into Frequent Prescriber.
S : SPECIFIC
M :
MEASUREABLE
A : ACHIEVEABLE
R : REALISTIC
T : TIME TABLED
Manager)

SETTING OBJECTIVES
Other planning may include:
Which products are planned to discuss and their
positioning?
How to build receptivity?
How the call will be opened?
Which features and benefits can appeal to this customer?
What promotional material will be utilized?
What are the possible objections that he/she can raise and
how they can be handled?
How to get commitment & close the call?
Rephrase discussion talk in your mind and get prepared.
Gather the necessary material and arrange your briefcase.
MAKE
MAKE SMART
SMART
OBJECTIVES
OBJECTIVES
SETTING OBJECTIVESSETTING OBJECTIVES
Manager)

PROJECT PROFESSIONAL IMAGE
Non – Verbal behaviour can communicate a strong message.
POSTUREPOSTURE
►Don’t stand stiffly
►Don’t stand
casually
►Stand smartly
►Stand with grace
►Show respect
while standing
►Sit by saying
thanks
FACIALFACIAL
EXPRESSIONSEXPRESSIONS
►Show natural
smile on the face
►Ensure comfort
zone
►Make proper
eye contact
►If detailing more
than one drs, pay
attention to every
one
DRESSING &DRESSING &
GROOMINGGROOMING
►Dress up
decently
►Colour of socks
and tie should
match with colour
of trousers
►Don’t wear
black, dark red or
shining colours of
shirts.
BEING ONBEING ON
TIMETIME
►Being late is a
clear message for
the customers that
you don’t respect
their time and
discipline
►Try to be on time
and schedule of
the doctor’s visit (if
any)
Manager)

HOW TO UTILIZE WAITING TIME?
 Try to observe No. of patients, age, sex, economic status etc.
 Patient’s awareness charts, competitor’s promotional
material,
give a ways etc.
 Pharmacist’s activities, practices, preferences about products
(discounted items etc).
 Further relevant information about the customer can also be
gathered from these persons e.g.
 Best time to visit the doctor, his/her likes and dislikes.
 Personal interests like sports, medical conferences, other
hobbies etc
 Prescribing habits of the doctor like;
o Preferred drugs, disease that he/she frequently treats,
use of samples, and duration of therapy.
Manager)

SIGNIFICANCE
First 20 to 30 seconds of a sales call (i.e. Call Opening)
are very critical and extremely important.
Remember; in call opening, don’t try to sell the product, sell yourself.
 Opening is the most important part of a Professional Sales
Call.
 Effective Opening helps in creating the interest of the
customer
and to capture his/her attention.
 It also helps taking attention of the doctor to the important
feature/benefit of the product.
 80 % success of a Sales Call depends how effectively the
call is
being opened.
 Opening, most of the time, is commonsense and good
manners.
You never get a second chance to make a first impression.
Manager)

STEPS OF CALL-OPENING
GREETINGGREETINGGREETINGGREETING BUILDING RAPPORTBUILDING RAPPORTBUILDING RAPPORTBUILDING RAPPORT
PURPOSE OF CALLPURPOSE OF CALLPURPOSE OF CALLPURPOSE OF CALL
INITIATE BUSINESSINITIATE BUSINESS
DISCUSSIONDISCUSSION
INITIATE BUSINESSINITIATE BUSINESS
DISCUSSIONDISCUSSION
•Personal selling is very important and this can be achieved in opening of the call.
•Selling the acceptance of your presence makes product selling more easier.
•Call opening can only be done if you have attention towards building receptivity
Steps of a Sales Call Opening are as follows:
Manager)

TYPES OF OPENING
There are three types of a Professional Sales Call OpeningThere are three types of a Professional Sales Call Opening
NNEEDEED BBENEFITENEFIT OOPENINGPENING
 We always tend to listen more attentively to the words that
are beneficial for us; same is the case with our customers. They
also pay more attention to what will provide benefit to them.
 Need Benefit Opening is helpful for us to take customer
attention & interest.
 Start the call with one important benefit of the product early
in the start.
 Ensure that a significant feature/benefit has been
communicated to the doctor even if there is need to shorten the
call according to situation.
Manager)

TYPES OF OPENING
OOPENING AS APENING AS A QQUESTIONUESTION
 To open the call with question is called Questioned Opening or
Opening as a question.
The question you ask should be with the objective to uncover the
need of the customer or to make the customer aware that a need
exists.
The question which has been used in opening is now followed by
the benefit of the product to satisfy.
Manager)

TYPES OF OPENING
SSTIMULATINGTIMULATING OOPENINGPENING
 To stimulate the customer in the opening of the call in
order to take his/her attention.
 Stimulating opening can be in the form of question,
statement or visual to create interest.
 Use powerful words (stopping power) or unique visuals.
 Short concise bullet message positioning the product in
the mind of the customer.
Manager)

Words…
when well chosen,
have so great a force in them,
that a description often gives us
more lively ideas
than the sight of things
themselves.
Manager)

CUSTOMER NEED / WANT
For Product Presentation, it is important to understand Need and Want.For Product Presentation, it is important to understand Need and Want.
NEED
A NEED is the basic human requirement that the customer wants
to satisfy OR
Any deficiency that arises or state of deficiency is called as NEED.
NEED is the minimum requirement and simply meeting a
customer’s need doesn’t give a competitive edge.
NEED can not necessarily make the customer buy what the seller
is offering.
Example: need for feed, clothing, shelter, safety, transportation.
NEEDNEED is classified into:is classified into: Basic NeedBasic Need andand Want.Want.
For many are called, but a few are chosen.
Manager)

CUSTOMER NEED / WANT
WANT
A WANT is a desire for something specific to satisfy an underlying
need e.g. Product or services.
WANT is different from Need. Need is something which is essential
for survival while Want is something in which status is dominant.
WANT will drive the customer to make a buying decision.
Examples:
WANT to dine in five-star hotel.
WANT to purchase new expensive car.
WANT to have a new bungalow in some big city.
Manager)

TYPES OF NEEDS
KNOWN NEEDSKNOWN NEEDSKNOWN NEEDSKNOWN NEEDS
PRESUMED NEEDSPRESUMED NEEDSPRESUMED NEEDSPRESUMED NEEDS
IMPLICIT NEEDSIMPLICIT NEEDSIMPLICIT NEEDSIMPLICIT NEEDS
EXPLICIT NEEDSEXPLICIT NEEDSEXPLICIT NEEDSEXPLICIT NEEDS
The Needs which are common to most of the drs or in same
class/specialty.
The Needs which are common to most of the drs or in same
class/specialty.
The specific need of a customer that is essential to an
individual e.g. efficacy is an Implicit Need of every customer.
The specific need of a customer that is essential to an
individual e.g. efficacy is an Implicit Need of every customer.
The need which is according to the situation of the individual.
.eg. a dr in a low or middle class area will prefer economical products.
The need which is according to the situation of the individual.
.eg. a dr in a low or middle class area will prefer economical products.
A specific need of a customer that you have identified in
previous call is called “Known Need”
A specific need of a customer that you have identified in
previous call is called “Known Need”
Manager)

FEATURE / BENEFIT
FFEATUREEATUREFFEATUREEATURE BBENEFITENEFITBBENEFITENEFIT
“What’s in it for me?”
What a Product can do for the
customer is called Benefit.
The statement that describes What the
feature does for the customer
Benefits are the advantages that meet
the explicit needs and wants of a
customer.
“What’s in it for me?”
What a Product can do for the
customer is called Benefit.
The statement that describes What the
feature does for the customer
Benefits are the advantages that meet
the explicit needs and wants of a
customer.
LINK
PHRASE
LINK
PHRASE
Features are the characteristics of
a product which we can measure,
feel or see.
OR
Features may also be called the
attributes of a product.
Features are meaningless until
translated into a relevant Benefit.
Feature must be converted into Benefit
which makes easy to understand the
beauty of the product offered.
Features are the characteristics of
a product which we can measure,
feel or see.
OR
Features may also be called the
attributes of a product.
Features are meaningless until
translated into a relevant Benefit.
Feature must be converted into Benefit
which makes easy to understand the
beauty of the product offered.
Manager)

Always consider “comfort zone” of the person you are talking.
Use ball pen as pointer don’t point towards literature with finger.
Hold the detailing folder in your hands with a proper visible distance from the dr.
While presenting, don’t look at the literature. Observe doctor’s facial expressions.
Make proper eye contact with the doctor.
When detailing in group call e.g. in hospitals where you are going to present to
more than two or three doctors, continuously move your eye contact and involve
everyone present there.
When interrupted (e.g. if the doctor checks a patient in emergency, during
presentation), start your presentation again by recapping previous bullet points.
The voice should be according to the environment of the clinic e.g. if the clinic is
situated at some noisy place, keep voice a little louder and if not or sitting very
close to the doctor, don’t make it loud for it can produce irritation or discomfort.
Body language is another factor that describes non-verbal language which
should match the words one speaking.
PRESENTATION TIPS
Manager)

WHY……WHY….???
Questioning/Probing skills are very important in selling.
Although everyone can ask questions but remember,
don’t ask questions for the sake questions.
Every customer has his/her own needs. Purpose of a
question should be focused to uncover these needs in
order to be fulfilled by the feature/benefit of product.
Probing is also important to check receptivity of the
customer and to gather information.
Remember: once you asked a question and uncovered the
need of your customer, it means that you got the desired
information so objective of probing is achieved.
Don’t ask the same question to the same customer again.
He who asks a question is a fool for five minutes; he who does not ask a question remains a fool forever.
Manager)

TYPES OF QUESTIONS
These questions are asked to collect information.
These questions help in discovering customer attitude, type and
buying motives.
This gets the customer to talk, and helps to reveal his/her position and
priorities on matters discussed.
Usually these questions start with HOW, WHEN, WHAT, WHY, WHERE etc.
Examples;
"What are your views on ...
"How do you feel about …
"Tell me a little about ...
"Could you give me your impressions of …"
Be very careful while asking open ended questions or especially with WHY.
GENERAL / OPEN ENDED QUESTIONSGENERAL / OPEN ENDED QUESTIONSGENERAL / OPEN ENDED QUESTIONSGENERAL / OPEN ENDED QUESTIONS
Manager)

TYPES OF QUESTIONS
Short Questions which are asked to obtain answer in “YES” or “NO”.
Close ended questions are also known as Leading Questions.
Anticipating answer of the customer is either agree or disagree
with short answer yes or no.
These questions start with the words SHOULD, IS, WILL, DO etc.
Response of these questions comes as precise and tells us about
the decision of customer.
Usually we ask these questions at the end of the call to know either
he/she will prescribe.
Will you like to prescribe an antibiotic that is efficacious as well as
affordable for your all socio-economic patients?
CLOSE ENDED QUESTIONSCLOSE ENDED QUESTIONSCLOSE ENDED QUESTIONSCLOSE ENDED QUESTIONS
Manager)

TYPES OF QUESTIONS
If the answer of the question is not too clear to you to
understand, use clarifying question to get further
information and let the customer speak more.
Clarifying question further clears the concept of what
customer is talking about.
Clarifying questions can be asked by saying; “what I
have understand is…” or “you mean…” or “is it so that
…” or “so your point is…” etc.
CLARIFYING QUESTIONSCLARIFYING QUESTIONSCLARIFYING QUESTIONSCLARIFYING QUESTIONS
Manager)

TYPES OF QUESTIONS
Choice question is self explanatory i.e. to provide the customer
with choice of answers.
These questions are asked with a combination of two more likely
positive answers in order to take the desired answer and to avoid
the reply in “NO”.
By using this question you can remove the negative response and
further filtrate the conversation and control the call.
Remember, the set of options you provide must be beneficial for
you i.e. whatever the choice he/she selects, both of the options
should be in your favor to lead the conversation further.
As for example,” Doctor! While choosing an injectable antibiotic,
will you prefer economy or safety?” or “Would you start your
patients with samples or write prescription?”
CHOICE QUESTIONSCHOICE QUESTIONSCHOICE QUESTIONSCHOICE QUESTIONS
Manager)

TYPES OF QUESTIONS
The questions attached with a strong appealing benefit are called
Benefit Tag Questions.
In this type of questions, the benefit may be presented in a form of
statement which is supported by feature. After stating the feature, tag
a question along with your statement.
The answer most of the time comes in agreement from the customer.
The strength of this question is that the answer generates “YES” reply
and you rule the presentation of the sales call.
At the end following short questions can be added;
… Is it so?
… Is it right?
… Am I right?
… Isn’t it beneficial for your patients?
… Wouldn’t it safe? Etc.
BENEFIT TAG QUESTIONBENEFIT TAG QUESTIONBENEFIT TAG QUESTIONBENEFIT TAG QUESTION
Manager)

TYPES OF QUESTIONS
While using B. T. Q, always state it with one salient benefit of the product
for the customer. A benefit statement has five elements.
CUSTOMER: Always state the benefit appealing to the customer, don’t
mention as a quality or benefit of the product. What it can do for the
customer is the most important to highlight.
LANGUAGE: Statement of the benefit must be in the language your
customer prefers to talk and listen.
ACTION: Action process tells your customer what to do to take benefit.
INACTION: It may indicate the customer about other possibilities i.e. take
action in some other way or not to do anything at all.
MISS: Miss is used to indicate that if the customer doesn’t take action,
what he/she can miss.
BENEFIT TAG QUESTIONBENEFIT TAG QUESTIONBENEFIT TAG QUESTIONBENEFIT TAG QUESTION
“C.L.A.I.M” These are the essential features of a statement we highlight regarding benefit claim. Out of
this, usually C.L & A are most important. So, while using Benefit Tag Question keep “CLAIM” in
Manager)

“Every bad situation has something
positive in it.
Even a stopped clock tells
correct time
twice a day”.
Every exit is an entry somewhere.
Manager)

WHAT IS OBJECTION?
“A reason for or a feeling of disapproval”
Objection of the customer is referred as, it is some sort of negative
statement or response of the customer or disagreement.
Sales people mostly get confused or terrified when face objections.
They think they have lost the customer or failed to take business
(Prescription) as customer has raised objection.
Objection doesn’t mean that the customer is not going to buy your product
or you have been unsuccessful.
Instead, objection is an indicator that the customer is interested but he/she
wants to clarify the concept or may be misunderstanding that’s why he/she
is sharing the restriction of his/her mind with you.
Objection is rather an invitation for the sales person to sell the particular
benefit of his/her product. It is basically the time when customer itself
creates opportunity for you to consider his/her need or particular concern.
Manager)

WHY OBJECTIONS ARE MADE?
Now take a look at the process, why objections are made
usually,
May be due to the reason that customer wants more detailed
information about your product.
He/she might be resistant to change his prescribing habit or
product.
You haven’t identified your customer’s needs and expectations.
They may want to get rid of sales persons.
Product features & benefits haven’t been explained as they
want to listen.
Customer may have objection regarding, price of the product,
efficacy, availability, service objection, company objection etc. .
Manager)

ANTICIPATING OBJECTION
“Foresee, sense or realize before hand”
Anticipating objection is defined as to know the possible
objections and to rectify them before they are made by the
customer.
There are some objections that can be assumed to be raised by
the customer.
A professional sales person handles objections before they are
raised and react ethically & smartly if made even.
Take objections as your helping guide that can facilitates your
Call.
Sometimes, the objections are made by the customer to provide
them more likely informations.
The response of the customer may seem to be an objection but it
may not be a true objection.
Objections, basically explain the customer’s expectations or
Manager)

TYPES OF OBJECTION
If the customer has never prescribed the product or class ofIf the customer has never prescribed the product or class of
drugs which you are offering or he/she is satisfied by thedrugs which you are offering or he/she is satisfied by the
competitor’s product or services, the situation is indifference.competitor’s product or services, the situation is indifference.
This may be due to wrong targeting or false feedback.This may be due to wrong targeting or false feedback.
INDEFFERENCEINDEFFERENCE
Real objection refers to a real problem. It may be the realReal objection refers to a real problem. It may be the real
disadvantage of the product or may be you haven’t cleareddisadvantage of the product or may be you haven’t cleared
before. He/she may ask to satisfy such need which can not bebefore. He/she may ask to satisfy such need which can not be
fulfilled by your product or services.fulfilled by your product or services.
REAL OBJECTIONSREAL OBJECTIONS
Manager)

TYPES OF OBJECTION
This may be in the form that your customer is notThis may be in the form that your customer is not
clearly or openly making objections but not encouragingclearly or openly making objections but not encouraging
the product or services as well. He may seems to bethe product or services as well. He may seems to be
very agreed on your presentation. If such decisivevery agreed on your presentation. If such decisive
condition happens, ask the customers in good manners.condition happens, ask the customers in good manners.
HIDDEN OBJECTIONSHIDDEN OBJECTIONS
Skepticism is basically doubt. The customer may be doubtedSkepticism is basically doubt. The customer may be doubted
about the efficacy of your product even before trial.about the efficacy of your product even before trial.
Competitor may have manipulated or created doubt aboutCompetitor may have manipulated or created doubt about
your product in their minds.your product in their minds.
He/she may not believe the feature/benefits you are offering.He/she may not believe the feature/benefits you are offering.
SKEPTICISMSKEPTICISM
Manager)

TYPES OF OBJECTION
The information provided to the customer may not be
sufficient enough to buy the product, can be a major
reason that creates misunderstanding. It may be
negative, unwanted perception of the customer about
the product or company.
MISUNDERSTANDING BY THE CUSTOMERMISUNDERSTANDING BY THE CUSTOMER
Remember:
Whatever the type of objection being raised,
Take it as an opportunity and react decently.
Manager)

Objection Handling TechniqueObjection Handling Technique
RESPOND POLITELYRESPOND POLITELYSHOW CONCERNSHOW CONCERN
TAKE AGREEMENTTAKE AGREEMENTLISTEN CAREFULLYLISTEN CAREFULLY
IDENTIFY
OBJECTION
ACT ACCORDINGLY
IDENTIFY
OBJECTION
ACT ACCORDINGLY
CUSTOMER
OBJECTION
CUSTOMER
OBJECTION
Manager)

HOW TO CLOSE?HOW TO CLOSE?
Closing is nothing but a common sense.
 “Closing with Commitment” means to close the sales call by taking
commitment from the customer to prescribe your product i.e to take
action.
 Closing the call, ofcourse, depends on the effectiveness of previous
steps.
Sometimes, the customer gives buying signal during the call.
 The buying signal of the customer is basically the time to take
commitment
at the agreed statement and close the call.
 Use the customer language while closing. It will help encourage your
customer feel confidence on the decision he/she has taken on your
account.
 The whole time of your effort in a Professional Sales Call eventually
completes at how effectively you close the call.
 CLOSING the call can be tested with close ended or choice questions like,
o“So doctor! Will you like to have a pack of 10 ampuoles?”
o“I will suggest you to take 50 vials with 2% discount, will it work for one
If you didn’t ask for business, you will not get it.
Manager)

Initially a new doctor or a doctor on new product can beInitially a new doctor or a doctor on new product can be
developed by encouraging him/her on trials i.e samplesdeveloped by encouraging him/her on trials i.e samples
(seedings) for patients. Which will result in prescription and(seedings) for patients. Which will result in prescription and
eventually sales.eventually sales.
When a doctor starts prescribing, he/she is converted fromWhen a doctor starts prescribing, he/she is converted from
non-user to trial user. So at that place there is need to takenon-user to trial user. So at that place there is need to take
commitment for contiuation from that customer.commitment for contiuation from that customer.
A doctor is already prescribing the product you are offering,A doctor is already prescribing the product you are offering,
at this time take commitment for expanding the prescriptionat this time take commitment for expanding the prescription
from that doctor.from that doctor.
You can also close the call by taking commitment toYou can also close the call by taking commitment to
prescribe in new indication (but first, pay thanks forprescribe in new indication (but first, pay thanks for
prescribing in previous indication).prescribing in previous indication).
HOW TO CLOSE?HOW TO CLOSE?
Manager)

Common Mistakes While ClosingCommon Mistakes While Closing
Some representatives ask for commitment too soon, wetherSome representatives ask for commitment too soon, wether
the doctor is convinced or not. This is a wrong way ofthe doctor is convinced or not. This is a wrong way of
closing. It may lead many questions or concerns of theclosing. It may lead many questions or concerns of the
doctor in his/her mind but as you close the call quickly, thedoctor in his/her mind but as you close the call quickly, the
doctor also keeps quite and don’t prescribe.doctor also keeps quite and don’t prescribe.
This eventually results in disaster of sales.This eventually results in disaster of sales.
Viceversa, if you prolong the presentation of your productViceversa, if you prolong the presentation of your product
too long and keep telling ‘A’ to ‘Z’, this may also lead to settoo long and keep telling ‘A’ to ‘Z’, this may also lead to set
your non-professional attitude since you haven’t identifiedyour non-professional attitude since you haven’t identified
the need so not talking sense or otherwise stating all thethe need so not talking sense or otherwise stating all the
feature/benefits of the product without knowing what appealsfeature/benefits of the product without knowing what appeals
to that particular customer.to that particular customer.
Keep it very simple, whenever there is a buying signal fromKeep it very simple, whenever there is a buying signal from
the customer, it is the best time to close the call. Neither toothe customer, it is the best time to close the call. Neither too
short nor too long. Remain to the point, very specific andshort nor too long. Remain to the point, very specific and
sensible.sensible.
Manager)

BUYING SIGNALSBUYING SIGNALS
The buying signal is basically the sign, posture, or words which indicates
customer’s agreement and commitment to prescribe. Buying signal can
verbal or non-verbal.
Verbal buying signals may be like, when doctor asks about
availability, price or dosage of the product. He/she may ask you to
repeat or clear some point or may ask some relevent question about
the product.
Non-verbal buying signals are like when the doctor nods his/her
head in agreement, or on asking for commitment, smiles or comes
closer & listens to you or picks up the folder or may start reading
something from the litrature or study you gave.
SELL WITH PRIDE …!SELL WITH PRIDE …!SELL WITH PRIDE …!SELL WITH PRIDE …!
Manager)

WHAT IS FOLLOW UP?WHAT IS FOLLOW UP?
The essence of all efforts
When a sales call is completed by taking commitment on one
product, move to next product if any.
After closing, there comes the follow up skills which means to
extend the call or to make commitment to your doctor about
any querry or study/reference etc.
Most of the time sales representatives are seen making
commitments with the doctors but rarely fulfilling the needs.
If you have committed to provide anything “NEXT TIME”,
write it on your reminder diary and bring the particular
material on your promised time.
This is very important because we are not involved in
consumer selling, we have to retain our customers, develop
them and enhance the business.
Manager)

SIGNIFICANCESIGNIFICANCE
If we start ignoring our own commitments how can we expect the
customer to keep his/her promise to prescribe?
As a territory manager you visit your customer more repeatedly as
compared to your manager, so if you lose your respect in his/her
chamber, you can not run long term business relationship with your
customer.
The customer will also start neglecting you and the commitments
he/she makes.
You want to repeat the business or want to sell your whole product
range i.e will to develop a particular customer on other products for
which this step is very important.
Maintain the established receptivity and strengthen long term relationship
regarding your business.
Maintain the established receptivity and strengthen long term relationship
regarding your business.
Manager)

TIPSTIPS
 So at the end of your call, set your position for next visit.
 Acknowledge your customers about your future meetings
and clarify their other concerns.
 This will indicate the customer that you want long term
business relationship with them by satisfying their needs and
have interest in making new business in future.
 Remember, while making follow-through or extending the
call, differentiate it clearly from your closing or commitment of
the current call, don’t mix both steps otherwise customer will
feel that you are overselling them.
Treat your customers like your friends and don’t make
them feel that you have sold them.
Treat your customers like your friends and don’t make
them feel that you have sold them.
Manager)

WHAT IS P. C. A?WHAT IS P. C. A?
Post-Call Assessment or Analysis may also be called ‘SelfPost-Call Assessment or Analysis may also be called ‘Self
Assessment’ because it is the process in which you reviewAssessment’ because it is the process in which you review
your whole Sales Call and assess yourself.your whole Sales Call and assess yourself.
In Post-Call Analysis you review for a while about the skillsIn Post-Call Analysis you review for a while about the skills
you have used, the points you have covered, things doneyou have used, the points you have covered, things done
well, areas of improvement and plan your next call to thatwell, areas of improvement and plan your next call to that
particular customer with objective taken form current call.particular customer with objective taken form current call.
During this process you also evaluate the outcome of yourDuring this process you also evaluate the outcome of your
recent call.recent call.
Self assessment is the best assessment
Manager)

TIPSTIPS
On emerging from the doctor’s chamber, you may ask following
questions to yourself:
Did I work on objectives which were planned or distracted in situation?
How effective my planning was?
Have I been successful in getting dr’s attention or in building receptivity?
Was he interested in those feature/benefits which I have communicated?
What useful informations have I taken from questioning?
What informations have I obtained?
Have I been successful in satisfying his/her explored needs?
What selling skills I have applied and that worked? Which ones failed &
need more practice?
What should be my objectives for next call to this doctor?
Manager)

TIPSTIPS
The time when you come out from doctor’s office isThe time when you come out from doctor’s office is
the best time to make objectives for your next visit tothe best time to make objectives for your next visit to
that doctor because you have time to planthat doctor because you have time to plan
satisfactorily; you may also discus the points withsatisfactorily; you may also discus the points with
your manager in which you need to take help.your manager in which you need to take help.
You can recall all the points of the call as theYou can recall all the points of the call as the
discussion being fresh in your mind The best way todiscussion being fresh in your mind The best way to
make post-call assessment is to keep all themake post-call assessment is to keep all the
necessary information in written form in your dairy.necessary information in written form in your dairy.
The method of keeping the record of visits in dairy isThe method of keeping the record of visits in dairy is
also known as ‘Call Notes’.also known as ‘Call Notes’.
Manager)

Sometimes, doctors are seen saying “make it short, I am inSometimes, doctors are seen saying “make it short, I am in
hurry” or “please be brief, I have to go” etc. In suchhurry” or “please be brief, I have to go” etc. In such
situations one should be smart enough to make his callsituations one should be smart enough to make his call
shorter but effective.shorter but effective.
An interesting situation creates when soon after hearingAn interesting situation creates when soon after hearing
from the doctor that he/she is in hurry; representative atfrom the doctor that he/she is in hurry; representative at
once reacts as if he is in more hurry than the doctoronce reacts as if he is in more hurry than the doctor
himself.himself.
He details so fast that it becomes difficult to find himHe details so fast that it becomes difficult to find him
either he has started the call or finished.either he has started the call or finished.
In fact, they make it even more shorter than the doctorIn fact, they make it even more shorter than the doctor
actually expects.actually expects.
“Don’t let the things happen…
Rather, make things happen”
Fast is fine, but accuracy is everything
Manager)

TIPSTIPS
There are some circumstances in which the dr may be inThere are some circumstances in which the dr may be in
genuine hurry.genuine hurry.
A professional sales person doesn’t make the customerA professional sales person doesn’t make the customer
realize that he/she is making the call a little bit longer orrealize that he/she is making the call a little bit longer or
trying to sell everything he/she has, instead smart salestrying to sell everything he/she has, instead smart sales
person anticipates the situation and handles with brightperson anticipates the situation and handles with bright
wisdom and light commonsense.wisdom and light commonsense.
However, when you come across some real situation in whichHowever, when you come across some real situation in which
you are supposed to finish your call shortly, then there is ayou are supposed to finish your call shortly, then there is a
method to make a short call i.e. to express the summary inmethod to make a short call i.e. to express the summary in
few but effective words and utilizing minimum time of thefew but effective words and utilizing minimum time of the
customer.customer.
But remember, don’t let it develop as your habit otherwise youBut remember, don’t let it develop as your habit otherwise you
may start making every call a ‘Short Call’.may start making every call a ‘Short Call’.
Manager)

Sometimes, you may also discus some points or important information which may
stop the customer to divert attention, so he starts taking interest in your
presentation which creates an opportunity for you to complete your other call
steps.
This is also called “STOPPING POWER”.
If the doctor is not listening well or taking interest or want you to leave early, show
respect and don’t try to take time more than their wish.
You can also mention that you will take just one minute that can make the
doctor feel comfortable that you will not take more time.
For this purpose, select one or two most unique or appealing feature/benefits of
the product.
While offering the benefits, observe the buying signal or non-verbal acceptance
of the doctor and close the call asking for business.
Presentation of the call should be time framed, don’t try exceed two products.
Plan your next call to the same doctor keeping in mind that last call was a short
call and try to find opportunity to complete your remaining steps and objectives.
In either situation (i.e. complete call or short call) never forget toIn either situation (i.e. complete call or short call) never forget to
realize the doctor that you are there to take business.realize the doctor that you are there to take business.
TIPSTIPS
Manager)

““ AA journey of a thousand milesjourney of a thousand miles
begins with a single step."begins with a single step."
Confucius
Manager)

Professional Sales Call by Dr. Sanaullah Aslam

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