The document discusses different types of questions that can be used in sales questioning, including open-ended questions, closed-ended questions, choice questions, and benefit-tag questions. It provides examples for each type and explains when each should be used. The document also discusses positive and negative customer responses, typical closes used in sales, and the importance of post-call reviews. Overall, the document provides guidance on effective questioning techniques and handling customer responses during the different phases of a sales call.

1. LOGO
Questioning
Dr. Mohamed Mossad

2. Questioning
Types of questions:
• Open- ended questions
• Closed – ended questions
• Choice questions
• Benefit – tag questions

3. Questioning
Open ended questions:
Who? Where? Which? What?
When? How?
Use open-ended questions:
• To gain information.
• To uncover areas of need / buying motives.
• To check assumptions made during preparation.
• To start / maintain 2 – way communication.
Remember: "Why" must be treated with care!

4. Questioning
Closed-ended questions:
• To get a precise, quick and specific response.
• To ask for / gain information.
• To give information.
• To change, direct and narrow the topic.
• To ask for the order.
• To focus or refocus attention.
• To control the direction of the conversation.

5. Questioning
Closed-ended questions:
Example
Ask for / gain information
 Did you see my report?
 Have you started using our product?
 Are you satisfied with our services?
 Is the new offer from my company of interest to you?
 Has Mr. Samy returned back from his vacation?

6. Questioning
Closed-ended questions:
Example
Give information
 Are you aware give 10% cash discount?
 Did you know our new product has 4 forms?
 Did you know that Mr. Ali will join our team?
 Are you aware that we will launch our new product next week?

7. Questioning
Choice questions:
 Do you prefer cash discounts or credit facility?
 Do you like your suit in cotton or in wool?
 Would you like to have a hot or cold drink?
 Do you like powder or solution?

8. Questioning
Benefit – tag questions:
 The new incentive scheme is simple. It can be easily
implemented. Is that something you are looking for?
 The new PC in my office is very modern – it can hold all files on
the hard disk. Are you interested to buy one for yourself?
 SSTC is a training course-it assures an improvement of the
behavior of your staff. Could your company benefit from it?

9. Sequence of questioning
Open-ended
questions
Questioning phase
Uncover
Closed – ended
Customer needs / buying motives
questions
Presentation phase
Benefit-tag
Check specific
Benefit that meets
Customer's needs
Close
Ask for order or
Commitment

10. Summary of questioning
A well conducted sales call consists of
Approx: 70 – 80 % questions
20 % statements
The ideal talk patio is:
Approx: 60 % prospect
40 % Salesman

11. Summary of questioning
Major objectives of questioning:
 To uncover real needs of prospect
 To ask for / gain information
 To give information
 To lead towards successful commitment
 To conduct / control sales call

12. Visual
Degree of retention (after 2 – 3 days)
65 %
10 % 20 %
We remember 10 % of We remember 20 % of We remember 65 % of
what we hear. what we see. what we see and hear
simultaneously.

13. Visuals
What should we observe when using visuals?
• Illustrate one point only.
• Relate to the prospect's needs.
• Always ask questions.
• Make it coincide with what you are saying .
• Keep control of the visual aid.

14. Visuals
What should we observe when using visuals?
• Avoid showing it too early or too late.
• Know your visual in details.
• Make it clean and ready to use.
• Use pencil or marker.

15. Visuals
What should we observe when using visuals?
• Keep control of the visual aid.
• Avoid showing it too early or too late.
• Know your visual in details.
• Make it clean and ready to use.
• Use pencil or marker.

16. Customer responses
1. Positive customer responses:
Clear – cut objective, positive response: Pick up on the positive and
use it!
Example:
Prospect "the new offer of your company is very attractive."
Seller "I am very pleased to hear that you are happy with the new
offer."
 Pick up on the positive! "So you will give me an order, won't you?"
 Use it!

17. Customer responses
Positive customer responses:
A. Prospect voice inflections and positive comments:
• Tell us a great deal. When the customer makes statements / adds
information = he is interested.
Examples:
"It sounds good to me."
"It used in my office."
"the quality of your product is good."
Praise and show approval "I am very pleased to hear that"

18. Customer responses
Positive customer responses:
B. Statements which show hesitation:
"I suppose that …"/ "It seems that ……"
"Perhaps I ought / should…."
"Maybe…" / I'm not sure whether …“
These statements are not rejections of your proposal.
• They only express hesitation, doubts, misgivings, but are signs
to keep selling.
• Isolate doubt by questioning, and then eliminate it.

19. Customer responses
Positive customer responses:
B. Statements which show hesitation:
"I suppose that …"/ "It seems that ……"
"Perhaps I ought / should…."
"Maybe…" / I'm not sure whether …"
These statements are not rejections of your proposal.
• They only express hesitation, doubts, misgivings, but are signs
to keep selling.
• Isolate doubt by questioning, and then eliminate it.

20. Customer responses
Positive customer responses:
B. Statements which show hesitation:
Examples:
Prospect: "I hardly believe there is a good computer program which
can be operated easily."
Seller "As I understand you are looking for a computer program
which combines high efficiency and can be operated easily.
What is it you are particularly looking for in a good PC."

21. Customer responses
Positive customer responses:
C. Positive , non – verbal customer behavior:
A customer will often signal interest through body language while being
verbally skeptical.
Examples:
 Looks at stock on the shelves.
 Examines your visual aids, samples ,etc.
 Studies your order form
The rule for handling, positive customer responses is: Pick Up On The
Positive And Use It!

22. Customer responses
2. Positive / negative customer responses:
Statement with a positive and a negative aspect
Examples:
• "Yes, but"
• "I agree although….."
• "I like that, however.."
• It's an excellent product, but…"
Note: Pick up on the positive only and use it . Just ignore the
negative portion!

23. Customer responses
2. Positive / negative customer responses:
Examples:
Prospect: "Your product is very effective but is very expensive."
Seller: "I am happy you confirm that it is highly effective.
When do you like the next order?

24. Typical negative responses
 It has too many side-effects
 That creates as many problems as it solves
 This form / pack size is not suitable
 Your prices is no adequate evidence on efficacy
 It's new and untried
 I have no time now
 I don't like fixed combinations

25. Typical negative responses
 You never bring something new
 The customers won't accept that
 That's quite unattractive gimmick
 This detailing aid does not appeal to me
 Your sampling policy is very restrictive
 I use a competitive drug and I'm happy with it

26. Typical negative responses
Note: Is it a real concern or just "Smoke"
100 negative response
 Listen and remember
 Ignore for the first time
 Don't pause
 Ask OEQ or BTQ
30 % 70 %
Brought it up again Smoke
(Real concern) (not real concern)

27. "Handling customer responses"
• Give response in just a short sentence
Read the following situations and your responses:
• During your presentation, the buyer was a good listener, but says:
"your calculator is a good product, but after the last price increase,
I believe it became too expensive."
Your response:

28. "Handling customer responses"
You're calling on a store manager making a presentation on
a PENTAX camera for hobby photographers.
He says:"this kind of customer achieves the best results with the
CANON"
Your response:

29. "Handling customer responses"
You are talking to a leather goods shop owner about the "Travel
star" brief case. He says:"I Have already a lot of briefcases in
stock."
Your response:

30. "Handling customer responses"
While you are promoting the new concept of your product, the
marketing manager says:"I agree, the visuals are attractive, but
it's the basic color of the literature which is worrying
Your response:

31. Examples of typical closes
1. Direct close
• Will you use it?
• Can I send you 100 packs next Monday?
• How many packs do you need this month?
2. Either / or close
• Would you like this delivered on Tuesday or Thursday?
• Do you prefer cash discount or credit facilities?
• Shall I send the order to your shop or the store?

32. Examples of typical closes
3. Step – by step close
Rep : "How many of the new color pens will you need?"
Cust: "I don't know."
Rep: "Well, how many of your customers are asking for color pen
every day?"
Cust: "About 8."
Rep:"So in one week, you can sell about 50 pens. Is that right?"
Cust: "Yes."
Rep: "Therefore, can I send you 200 new color pens by Saturday?"
Cust: "Ok, thanks."

33. Examples of typical closes
4. Incentive close:
If you order before the end of the week, you will get an additional
5% free of charge! Is this an advantage to you?
For those who attend the symposium there will be a pleasant
surprise (e.g. gimmicks, books). Will you come?

34. Examples of typical closes
Important: When you have asked for the order
Main objectives of post-call review:
 To initiate action/ follow through on promises
 To make a personal evaluation of your sales call
 To help you in your prospecting
Note:
 To inform relevant levels reactions to be taken, changes observed…
 Post – call review is best made right after you have left the customer.

35. Who is the successful salesman?
o Ethical
o Motivated to learn
o Confident in this company
o Confident in his products
o Confident in himself

36. What are the physician's needs?
 Effectiveness
 Safety
 Quality
 Service
 Price
 Other considerations

37. LOGO
What are the physician's needs?
 Prescriptions
 Availability………
 Profit……
 Right time to visit
 Scientific background
 Post sale services
 Other considerations

38. What are the role of the pharmacist?
Availability of products (order)
Dispensing the prescriptions
Change products
O.T.C.
Information about (products, competition, customer ..)

39. Feedback pharmacy
 Near to the physician
 Honest
 Cooperative

40. Thank You
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