The document discusses behavioral models of the sales process and challenges faced by medical representatives. It describes the AIDA model of attention, interest, desire, and action and challenges identifying customers' mental states. Effective sales presentations aim to move customers through these stages to purchase. Strategies discussed include need-based selling, open-ended questions, and identifying customer problems, information search, alternative evaluation, purchase decision, and evaluation. Nonverbal cues like eye movement, head position, and hand gestures are also addressed. Challenges include customer feedback and spending enough time. The ideal sales process is outlined in 9 steps.

2. Out lines
• Behavioral models theory
• Knowledge & skills
• Analysis

4. A
Attention
I
Interest
D
Desire
A
Action

5. attention
desire
iterest
action

7. 1- Making the Approach :
Salesperson must gain the attention& Interest of Customer by
Speaking to him.

8. 2 - Making the Presentation
Presentation gives a good chance for Medical
representative to push customer to Desire Stage &
then initiate Action
Select presentation style:
- Simple presentation
- High structural presentation
- Professional presentation

9. Challenges:
Challenges:
Challenges:
Challenges:
Challenges:
Challenges:
1.
Difficult to identify these mental states at a particular
moment.
2.
Selling process dominated by medical representative,
feedback. Not allowing customers expressing their
need and wants
Challenges:
Challenges:
Challenges:
Challenges:
Challenges:

10. Appropriate strategy for :
1.
2.
3.
low-priced products.
Uncomplicated product .
Time is a factor .
It involves a small presentation that makes the doctor
recall when he comes across a certain situation
that the Medical Representative stressed on .

11.  Shifts attention to the prospect because it assume that
purchases are made to satisfy needs.
 The Medical representative attempts to avoid persuasion and
concentrate on identifying the needs of prospects by
encouraging them to do most of the talking.
Strategy:
- Ask Open Questions
- Handling Objectives

12. Challenges:
Challenges:
Challenges:
Challenges:
Challenges:
Challenges:
Requires a more highly trained salesperson who has an :
1.
High skills of communication,
2.
has empathy for the customer .
3. He is willing to spend an appropriate amount of time
with the prospect
Challenges:
Challenges:
Challenges:
Challenges:
Challenges:

13. • a logical extension of the need-satisfaction
theory because it
•
helps the prospect to identify his or her needs.
• Furthermore, it helps prospects to identify and
analyze alternative solutions to their problems,
solutions that may not include the products and
services of the seller.

14. Problem recognition
Information search
Alternative evaluation
Purchase decision
Purchase evaluation

15. • Problem Recognition—consumer becomes aware of an unfulfilled
desire.
• Information Search—thinking through a situation by recalling
information from stored memory or obtaining it from external sources.
• Alternatives Evaluation—use of decision rules that attempt to
determine which product would be most likely to satisfy goals.
• Purchase Decision—the decision whether or not to buy and which
competing product to buy that is arrived at after carefully weighing the
alternatives.
• Purchase Evaluation—process of determining satisfaction or
dissatisfaction with a buying choice

16. Hand movement
Eye ball movement
Head Movements

17. 1.
2.
It’s a normal state Since it involves commitment &
payment
Its Useless to convey any message to customer when his
in the defensive state.

22. 1
3
2
Prospect for
leads
Classify leads
5
4
Make the
approach
7
6
Make the
presentation
8
Handling
objections
Develop a selling
strategy
and call objectives
Conclude
presentation
and close
Trial close
9
Follow-up

31. 1. State the circumstance.
2. Present your plan.
3. Describe your plan.
4. Stress the benefits.
5. Close.

32. Dr . Ammar Hasan Beck