Selling skills & Cross Selling

To Sharpen The Skills & Abilities In Selling For
Participants In Order To Sell Better & Improve
Professionalism.
Objectives
To Stand Out From The Crowd

* Contents Of “ Selling Skills Training ” :
Part I
Part II
Part III
Part IV
Part V
 General Terms.
 Buying Behavior (Decision)
& Types Of Customers.
 Types Of Doctors.
 Steps Of Selling Process
(Steps Of Call).
 Cross Selling.

Part I : General Terms
Marketing
&
Selling
Product
Need
Want
Motive
Achievement
Affiliation
Power
Feature
Benefit
USP

Marketing
is a Process of Planning, Executing, Conception, Pricing,
Promotion & Distributing Any PRODUCT to Create an Exchange
That Satisfy Individual & Organizational Goals.
Product
is a Priced Item or Service Which Introduce a Value to The Customer.

Selling
Marketing
* Selling is Only The Tip Of Marketing Iceberg *
Marketing Aim to make selling superfluous,
Right Marketing Aim To Understand Customer,
So  a Product That Fits His Needs & it Will Sell itself.
Marketing Should Result in A Customer Who is Ready To BUY.
By Peter Ducker
• Selling is The Process of Assisting & Persuading a Prospective
Customer to Buy a Product or a Service.
(Uncovering Needs Of The Customer)

Need :
You Can’t Survive
Without it.
- Need For Food,
Air & Water
Want :
You Can Survive
Without it.
- I Want to Have a
Fashionable Car.
- Also “I Want
Falafel”
Demand :
When You Want a
specific PD & You
are Able to Pay For.
- I Want to Have a
BMW I Can Pay For.
Negative
Customer
Dislike
PD.
Demand
Non-Exist
Customer
Unaware
Of the PD
& Its
Benefits.
Declining
Customer
Buy PD
Less
Frequent
Or
Not at all.
Irregular
Customer
Purchase
Vary on a
Seasonal,
Monthly
Basis.
Full
Customer
Buy All PD.
Overfull
Customer
Buy
PD More
Than
What Can
Be
Satisfied.

The Shape & Characteristics Of A Product That May Describe
That Product Physically Or Describe Its Contents.
Features Of A Product Should Focus On The Most Valuable
Properties Of That Product (Strengths).
* 100 mg is The Conc Of AC in Product XYZ *
Feature
Actual Factor That Satisfies Certain Need Or Want Of A
Customer & Originated By Certain Feature.
Linking A Feature To A Benefit Leads To Successful
Selling Process, While Selling Only Benefits Is Almost
Ineffective.
Benefit
Benefit = Need

Feature * Benefit Selling
Monurol 
One Sachet, One Dose & Once.
Monurol 
The Most Convenient AB.
Bio-Biloba 
100 mg Conc Of G.Biloba.
Bio-Biloba 
Once At Morning  No Insomnia.

12 MP Camera  Capture Your Memories.
128 & 256 GB Storage  Keep These Memories.
128 & 256 GB Storage  Your Favorite Music.
New Wireless Ear pods  Convenient Listening.
Finger Print Sensor  Secured & Private.

* Unique Selling Point *
A Factor Presented By Seller As A Reason That A Product Is
Different & Better Than Another Competitor.
Or A Reason That Makes A Product Is Unique & Almost Has No
Competitors
USP
Monurol 
- New Molecule (Fosfomycin).
- Most Convenient As AB For LUTIs.
Bio-Marin 
- Triglycerides (Higher Absorption).
- Highest Conc Of EPA & DHA.

A Factor Or Circumstance That Induces A Person To Act in A
Certain Way Or Do A Certain Action In Order To Satisfy A Need.
* The Goals Behind Your Actions *
Motive

The Need To See Positive Results & To Avoid Failure.
* Reaching Your Goals After Hard Work *
Achievements
The Need To Be Associated With Other (To Help Others).
Affiliation
The Need To Prevail Over Others.
The Need To Control Or Command Over Others.
Power

Part II : Buying Behaviors & Types Of Customers
The Total Of Consumer's Attitudes, Preferences, Intentions,
and Decisions Regarding The Consumer's Behavior When
Purchasing A Product Or Service. This Study Of Consumer
Behavior Draws Upon Social Science Anthropology,
Psychology & Economics.

Buying Behavior
Why Do You Buy ?
* Need :
i. Physical : Essential For Survival (Food, Drink, Sleep & etc.)
ii. Social (Emotional) : Security, Belonging & Love.
* Want :
It Reflects The Way That A Customer Wants To Satisfy His Needs.
( When You Are Hungry YOU NEED FOOD But YOU WANT KFC )
* Benefits Introduced :
Customers Buy Benefits Not Just A Product.
* Ability To Pay :
If A Customer Has No Ability To Pay For Your Product So This Is Not A Customer.

Post-Purchase Evaluation
Purchase Decision
Evaluation Of Alternatives
Buying Decision Process
How Do You Buy ?
Collecting Information
Problem RecognitionNeed & Want
Friends & Family Previous Buyers
Ability
Web & Social Media Marketing Materials
Brand Loyal Benefits VS Price
Method Commitment
Warranty Services

Type Of Factor Examples
Social & Cultural Factors.
 Family & Friends.
 Roles.
 Believes.
 Economic & Political Factors.
Psychological Factors.
 Motivation.
 Perception.
 Learning.
 Memory.
Personal Factors.
 Age & Stage in Life Cycle.
 Economic Circumstances.
 Lifestyle.
 Personality.
Factors Of Marketing Mix.
(4 Ps)
 Product.
 Price.
 Place.
 Promotion.
Factors Affecting Buying Behavior

Customers Are Classified According To Many Factors …. Like !
Personal
Attitude
Shopping
Habits
Retail CustomersPsychological
Doctors, Pharmacist, Patient, Consumer, Client, Buyer, Purchaser
Is A Person Or An Organization That Uses The Product Or Service
Provided By A Seller, Supplier Or Vendor.
Customer

Customer
Type
Characteristics Handling (How To Deal)
Aggressive Or
Tough
 Egoistic.
 Impatient.
 Harsh.
 Listen & Allow Him To Talk.
 Express Your Points As Suggestions.
 Be Courteous But Firm.
Uncertain Or
Skeptical
 Non Demanding.
 Indecisive & Unsure
 Evasive.
 Seeks Assurance.
 Maintain Eye Contact.
 Break Barriers.
 Listen & Ask Right Questions.
Irate Or Angry
 Impatient.
 Argues.
 Doesn’t Listen.
 Be Assertive (Control) Not Angry.
 Jump To The Point.
 Explain With Calm & Clear Voice.
 No Hollow Promises.
Business Like
 Jump To The Point.
 Avoid Procrastination.
 Go On & Do Not Waste Time.
Knowledgeable
 Demanding.
 Has Good Knowledge.
 Satisfy His Desire For Detailing.
 Never Fooling Him.
Friendly
 Talkative.
 Warm & Good Natured
 Respond To Hospitality.
 Keep On Business Track.
Customers
(Attitude & Mindset)

Customer
Type
The Director
 Demanding.
 Knows What He Wants.
 Cares Only About His
Own Interest.
 Speak With Numbers, Short & To The
Point.
 Flatter His Style & Knowledge.
 Never Tell Him That He Is Wrong.
 Make Suggestions Without
Determining Any Facts.
The Analytical
 Likes Numbers & Facts.
 Analyzes All Options.
 Probably Know Your
Product & Competitors
Better Than You.
 Show Him Numbers & Send Him
Email Material.
 Do Your Home Work.
 Don’t Try To Convince Him With Facts
Without Numbers.
 Ask A lot Of Questions.
The Relater
(The Story Teller)
 Wants To Be A Part Of
A Group.
 Always Knows Some
One (Has A lot Of
Connections).
 Share The Process With Him.
 Ask Him  What Do You Think ?
 Ask Him To Use His Connections To
Help You Have A Vacation …. Etc.
Customers ( Behavior )

Customer
Type
Brand Loyal
Customers
 Shop & Purchase For
Certain Brand.
 Should Be Updated About Any New
Product Launched.
 Having >60% From Loyal Customer.
Discount
Customers
 Shop & Purchase For
Discounts & Offers.
 Help To Have Our Stocks Cleared Or
Liquidated.
 Spread The Word Out In The Market
Showing Their Money Saving Skills.
Impulse
Customers
 Shop & Purchase Upon
Being Impressed
 Decide To Buy Just In A Moment Because
The Product Has Impressed Him.
 Can Be Converted To Loyal Customer.
Emotional
Customers
 Social & Talkative.
 More Loyal To Persons.
 Deal Friendly But In The Business Track.
Need
Based
Customers
 Shop & Purchase
According To A Plan Of
Requirements.
 Know Exactly What
They Need
 Well Trained Sales Men.
 You May Lose Such A Customer If His
Need Not Being Satisfied.
 No Hollow Promises.
Retail Customers
(Shopping Habits)

Who Is Your Customer
You Must Identify Your Customer Type.

Part III : Types Of Doctors
Depending On Mix Of 3 Factors

Achievement & Power  + ve
Achievement & Power  - ve
Affiliation  + ve
Affiliation  - ve
 High Achievements.
 High Power.
X Low Affiliation.
“Resistant / Defensive”
Doctor
 High Achievements.
 High Power.
 High Affiliation.
“Solution”
Doctor
X Low Achievements.
X Low Power.
X Low Affiliation.
“Pass The Buck”
Doctor
X Low Achievements.
X Low Power.
 High Affiliation.
“Pushover”
Doctor

“Resistant / Defensive”
Doctor
Motives Description How To Deal
 High
Achievement.
 Hifi Personality.
 Dominates Discussions.
 Wants Maximum Value
In Returns.
 Time Is Valuable.
 Almost Director Or
Analytical.
 Respect.
 Listen.
 Do Your Home
Work.
 Explain Benefits.
 Show USPs.
 To The Point.
 Flatter His
Personality.
 Never To Tell
Him That He Is
Wrong.
 High Power.
 Low Affiliation.

“Solution”
Doctor
 High
Achievement.
 Knows His Needs Very
Well & Wants What Fit
These Needs.
 Wants Facts In Details.
 His Priorities : The
Most Recent, The
Updates & The
Challenging.
 Almost Analytical.
 Lead Other Doctors To
Satisfy His Need To
Help Others.
 Just Deliver Your
Message Clearly.
 Use Detailed
Studies &
Clinical Trials.
 Follow The
Attitude &
Mindset
Classification.
 High Power.
 High Affiliation.

“Pass The Buck”
Doctor
 Low
Achievement.  Conservative.
 Follow Others In Their
Decisions.
 Avoid Sales &
Marketing People.
 Keep Him Self Secured.
 No Risk & No Change.
 Emotional Key
May Help.
 Attending
Lectures With
Speakers Of
“Solution” Type
To Build Trust.
 Low Power.
 Low Affiliation.

“Pushover”
Doctor
 Low
Achievement.
 Friendly.
 Helpful.
 Buy Things From
People Who He Likes.
 Deal Friendly.
 Keep In Business
Track.
 Low Power.
 High Affiliation.

Part IV : Steps Of Selling Process
* Steps Of Call *
7 Steps

7- Post-Call Analysis & Follow Up
6- The Closing (Commitment)
5- Handling Objections & Resistance
4- The Presentation (Marketing)
3- Questioning & Probing
2- Opening & Approach
1- Pre-Call PreparationProspecting Planning

What Is A Plan ?
Evaluate The Results
Tactics (Detailing)
Collecting Information About
Any Related Point To Your
Selling Process Plus Physical
Searching For :
- Markets, Segments,
Customers & Consumers.
- Competition.
- Requirements.
1- Pre-Call PreparationProspecting Planning
Specific
Measurable
Ambitious
Realistic
Strategy (How To Reach ?)
Time Bound
Goal (Objective Or Target)
Materials
Message
WWHW?
 No.# Of Doctors
 Specialty
 Potentiality
 Accounts
 Sales Team
 Med Reps

 Continue Learning.
 Attend Training.
 Online Courses.
 Stick To Professional
People.
 Say “I Don’t Know !”
BUT Find A Way To Do.
 Verbal & Non-Verbal.
 To Be +ve ABC Model :
Avoid : -ve People.
Believe : In Your Self.
Consider : Every Detail.
1- Pre-Call Preparation
SkillsAttitude
YOU
 Medical Knowledge.
 Product Knowledge.
 Competitors Knowledge.
 Area Knowledge.
 Customer Knowledge.
 Account Information.
 Historical Sales
Information.
Knowledge
Enthusiasm & Sincerity
Do Not Assume

Qualifications Of Professionals
- Smart Appearance & Presentable.
- Good Communicator & Active Listener.
- Smiling, Self Motivated & + ve Attitude.
- Leader, Dependable, Ethical & Flexible.
- Committed & Honest.
You
Are
A
Star

 Decision Maker In This Center.
 The Reason Behind Competitor XYZ.
 Relations With Market Colleagues.
 Keep Inside (Facility) Relations.
 Rapport With Pharmacist, Purchaser & Warehouse Men.
 Read The Previous Visits Reports.

 Make Your Plan On
Monthly, Weekly & Daily
Basis. (Time Management).
 What is Your 1st Priority?
“Classes A, B & C”
 You Need To :
- List Your Customers.
- Draw A Map.
- Make Your Tasks.
- Think Objectively.
- Always Make A “Plan B”.
 Follow-Up The Sales Or
Marketing Team.
 Arrange Your Bag To
Ensure Having All
Materials.
At The Office
 What About Your Car
Trunk ?
 Do You Have The Needed
Materials ?
 Do You Have A Pen ?
 Do You Have Your
Business Cards?
** NEVER SEACH
FOR ANY THING IN
YOUR BAG DURING
THE VISIT **
 Do You Have A
Deodorant.
 Do You Smoke ?
 Seats Are Made For
Patients.
 Never Take The Time Of
A Patient.
 During Waiting Time :
- Your Objectives.
- Your Materials.
- No#. Of Patient.
- Sex. (Male, Female)
- Competitors’
Promotional Materials
& Giveaways.
- Prescribing Habits.
- Doctors’ Interest.
- Time Consumed By
Each Med Rep.
At The Waiting AreaYour Car
LISTEN

2- Opening & Approach
 It Is The Skill Of Capturing Customer’s Attention & Focusing The Sales Call.
 Successful Opening  25% Of The Overall Call Success.
 You Need To Pass The 1st 30 Seconds.
- Being Will Prepared During The Pre-Call Preparation Help You To Pass These 30 Seconds
Successfully.
 Having Full Data About This Doctor (Customer) Before Meeting Him Makes Your Call An
Excellent Successful One.
 Introduce Your Name, Position & The Name Of Your Company In A Clear Voice Tone.
Ask Him If Your Company Is Familiar To Him.
Opening
Smile
Firm Handshake
Speak Clearly
Greeting

Is The Key To Gain The Attention & Awareness Of Your Customer.
So Choose The Best Approach Or Approaches That Fits Your Customer.
Used “Especially” During The First Visit To Decrease Tension Between You & Your Customer.
Ice Breaking
Approach
Approach
What Are The Types Of Approach ?

Approach
Type
Description Example
Introductory
Approach
 Introducing Your Self & Company.  (As Mentioned In Opening)
Product
Approach
 By Introducing Product Action & Or
Characteristics.
 Today I’m Going To Talk
About : (Product Name)
Benefit
Approach
 By Discussing Certain Benefit With
The Customer.
 Compliance Or Taste.
Flattering
Approach
 Used Always To Stimulate Ego With
Certain Customers.
 I’m So Glad To Meet “His Big
Title” Today.
Referral
Approach
 Citing Satisfactory & Experience Of
Leaders.
 This Approach Can’t Be
Used With A KOL & Always
Used During The Call Or
After It.
Approach Types

Approach
Type
Description Example
Survey
Approach
 By Discussing A Subject
Published By Medical
Centers, FDA Or etc.
 This Approach Can Be Used During
The Call.
Indication
Approach
 By Discussing Certain
Indication, Disease With The
Doctor Or Need With A
Customer.
 Do You Agree With That The Low
Back Pain Is A Serious Issue Facing
Your Patients?
Shock
Approach
 By Discussing Percent Of
Incidence.
 By Research Finding.
 Do You Agree That Omega-3 Intake
Cause Increase In HDL From 3-5%.
Mixed
Approach
 Greeting & Introduction, I’m Going To Introduce You The Most
Convenient Solution For The UC LUTIs.
Today I’ll Discuss With You A Product Which Is Approved From FDA For UC
LUTIs ? …….
Approach Types
Benefit Approach
Indication Approach Survey Approach

Negative Approaches
DO NOT
 Start With Close
Ended Question.
 Apologize At The
Beginning.
 Refer To The Last
Negative Visit.

Open Ended Questions
(Probe)
Close Ended Questions
(Probe)
 A Question That Starts With :
WHAT, WHO, WHERE, WHEN,
WHY, HOW
 A Question That Starts With :
DO, DID, HAVE, HAD, IS, SHOULD
XYZ
 The Answer Should Be Opened
“Like A Story”
 The Answer Should Be :
“YES, NO Or Predefined Choices”
 Used To Uncover Customer Needs, His
Type, His Feelings Or His Perspectives.
 Used To Confirm Facts, Clear-Up
Confusion Or Narrow Focus.
 Used During Opening & Probing.  Used During Probing & Closing.
25
Years
Old

SPIN Model
 Questions About The Current Situation Of The Customer ?
 Do Not Ask A lot Of Situation Questions Your Customer Will Be Impatient.
Example : What Is Your 1st Choice Drug For Hypercholesterolemia ?
Situation Questions
 Questions About A Problem That The Customer Is Facing Right Now ?
 This Is The More Effective Than Situation Questions.
Example : What Is The Most Significant SEs That Faces Your Patient Using That Drug ?
Problem Questions
 Questions That Probe For The Consequences Of The Problem ?
 Your Customer Should Feel That The Problem Is Larger Than What He Thought.
Example : How About Having A Normal Life Style While Suffering From This SEs ?
Implication Questions
 Questions Used To Uncover The Core Need “Buying Motive” ?
 This Question Should Focus More On The Solution For His Problem.
Example : What About Introducing A Solution For This SEs ?
Need Questions

NEED
NEED
NEED
NEED
NEED
NEED
NEED
NEED
NEED
NEED
NEED
NEED
To Presentation

I See,
I Hear
So
I Understand
 Create A Brand Image.
 It Must Be Perfect & Professional :
- Scientific Information.
- Quality Of The Product.
- Manufacturing Techniques If Available.
Detailing
I See, I Remember
I Hear, I Forget

Steps Of Effective Detailing
1 • Text.
2 • Voice.
3 • Handling The Visual Aids.
4 • Eye To Eye Contact.
5 • Use A Pointer.
6 • Body Language.
7 • Listening.
8 • Use Of Sense.
9 • Time Management.

FAB Model
Feature Action / Advantage Benefit
One Sachet
Dose : One Sachet
For Once
Highest
Compliance

 Q : What Are The 3rd Party Supportive Materials ?
 Ans : Clinical Studies, Monographs Or An Article Announced By Healthcare Facility.
 Q : Why Do We Use The Supportive Materials ?
 Ans :
• To Establish The Credibility Of Product’s Benefits,
• To Increase Physician’s Interest & Understanding,
• To Help The Physician Retain Product Information When He Is Considering
Therapy For A Patient.
Supportive Materials
It Makes My
Presentation Sound
Canned.
It Doesn’t Allow Me
Enough flexibility.
Doctors Would Not
Give Time To Use It.
I have Used Them &
They Didn't Work.

 Mention The Unique Selling Points In Your Product In A Clear Way Explaining The
Benefits For The Feature Of “USP”.
USP
DO NOT
 Read From Your Material.
 Use The Same Voice Tone.
 Use Your Finger As A Pointer.
 Interrupt Him.
 Waste His Time.

5- Handling Objections & Resistance
In Such A Case You Should Go Directly To The Next Step  Closing & Commitment
No Objections  Acceptance
 Customer Accepted The
Benefits Of Your Product.
 Focus On These Benefits.
What If ….. You Did Your Call As Discussed BUT You Still Find That You Didn’t Get Your
Objective Yet.
Now You Are Facing An Objection : The Objection Is Never Something To Be Afraid Of.
The Objection Can Be Utilized To Be An Opportunity

Check
Before Handling Any Objection …. !
 Relax.
 Listen Actively & Don’t Argue.
 Ask A Question For Clarification.
 Restart (Repeat) The Objection.
 Evaluate The Objection (Define Type).
 Decide The Technique To Answer.
 Get Commitment & Answer The Objection.
 Get Commitments. (Don’t Attack After Solving)
 Try For A Close.
Check

Response
Or Objection
Description Handling
Pure Negative
(Indifference)
 Not Interested In Your
Product & Usually
Interested In Another
Product.
 Firstly You Should Identify The
Other Product Benefits That Fits
His Needs.
 Then A Series Of Closed Probes
Till Discover His Needs.
Negative / Positive
(Skeptic)
 Doubt That Your
Product Can Actually
Deliver The Stated
Benefits.
 Offer Proofs.
(Clinical Studies & Articles)
** Trial Projects Using Free Samples
Are Very Effective
Real Objection
 A Real Disadvantage In
Your Product.
 A Product With No
Drawbacks Does Not Exist.
 Focus On Advantages.
False Objection
 Misunderstanding
Some Points Or
Benefits.
 Restart The Benefits & Clarify
The Misunderstood Points.
Types Of Responses & Objections

Reason For Objection Handling
Bad Experience With The Rep
Or The Company.
 By Building New Rapport With That Customer
Based On Trust To Rebuild Credibility With him.
Fear Of Making A Decision.
 Offer Proofs.
(Clinical Studies & Articles)
 Like Skeptic Customer.
 Citing Satisfactory & Experience Of Leaders.
(Referral Approach)
Price Objection.
 May Be False & Raised To Hide Real Objection.
 Ask About The Difference If Compared To Another
& Then Demonstrate The Benefits When
Compared.
He Believed But Need To Test
Your Believes.
 Empathy.
 Restart The Benefits.
Some Other Types !!??

Method Handling
Compensation
 Compensate By Adding & Magnifying Benefits.
 Agree – But (Rule), Used Also To Deny Without
Denying.
Boomerang
 Turning Objection Into Buying Reason.
 Objection Due To Lack Of Information.
Ask
 Used To Separate Excuses From Real Objections.
 Convert Generalized Objection  Concrete One.
Postpone
 If Objection Raised Earlier.
 Ask About The Price Early : I’m Coming To This
Point Sir.
Methods Of Handling Objections

Buying Signals

A Strong Positive Customer’s Response  Indicates That He Is Ready To Buy.
Buying Signals
Verbal Non-Verbal
 Can I Try It For A Period.
(Asking For A Sample)
 That Sounds Really Good.
 I Think I Can Use It.
 Nice Packaging.
 I See That It Is Easy To Apply.
 The Price Is Good (Economic).
 Convenient For My Patient.
 I Need This Option.
 I Like Your Product.
 Asking About Price Means That
He Likes The Benefits.
 Any Enthusiastic Verbal
Response.
 Eyes (Pupil Dilatation).
 Hands (Open).
 Movement (Leaning Forward).
 Head (Nodding).
 Positive Body Language.
 Positive Facial Expression.

Ask If He
Needs Your
Product.
Ask
Choices
Between
Positive
Options.
Either Or … Summary
Summarize The
Benefits & Ask
For A
Prescription.
More …
Some
Thing
Extra To
Offer.

Types Of Gaining Commitment
Trial
Use
Continued
Use
Expanded
Use
Quantitative vs Qualitative

In Closing Please
The First Person Who Speak Loses.

7- Post-Call Analysis & Follow Up
Analyze
 Did I Sell.
 Did I Hold The Customer
Interest.
 Did I Emphasize Benefits.
 Did I Watch Non-Verbal
Signals.
 Did I Answer The Objections
Properly.
 Did I Match The Agreement
At The Right Time.
 What Will Be My Next Call
Objective.
Follow Up
 Did I Collect The P.O.
 Did I Call The Sales Rep.
 Did I Follow Up The Selling
Process & Delivery.
 Did I Follow Up The
Pharmacy.
 Did I Visit The Doctor After
The Delivery.
 Did I Collect The Feed Back
From Pharmacy.
 Did I Collect The Second P.O
And Evaluate The Qty.

7- Post-Call Analysis
6- The Closing
5- Objections
4- The Presentation
3- Probing
2- Approach
1- PreparationProspecting Planning
Opening Ice Break
Questioning SPIN Model
Detailing F A B Model
Types Of Objections Handling Objections
Buying Signals Commitment
Did I ….. ? Follow Up

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Selling skills & Cross Selling

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