Selling Skills For Medical Reps
Selling & Marketing Terms
Types Of Customers
Types Of Doctors
Steps Of Call
How To Question Effectively
How To Handle An Objection
Cross Selling
2. To Sharpen The Skills & Abilities In Selling For
Participants In Order To Sell Better & Improve
Professionalism.
Objectives
To Stand Out From The Crowd
3. * 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.
4. Part I : General Terms
Marketing
&
Selling
Product
Need
Want
Motive
Achievement
Affiliation
Power
Feature
Benefit
USP
5. 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.
6. 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)
7.
8. 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.
9. 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
10. 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.
11. 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.
12. * 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.
13. 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
14. 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
20. 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.
21. 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.
22. 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
23. 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
24. 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
25. 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)
26. Customer
Type
Characteristics Handling (How To Deal)
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 )
27. Customer
Type
Characteristics Handling (How To Deal)
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)
28. Who Is Your Customer
You Must Identify Your Customer Type.
29. Part III : Types Of Doctors
Depending On Mix Of 3 Factors
30. 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
31. “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.
32. “Solution”
Doctor
Motives Description How To Deal
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.
33. “Pass The Buck”
Doctor
Motives Description How To Deal
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.
34. “Pushover”
Doctor
Motives Description How To Deal
Low
Achievement.
Friendly.
Helpful.
Buy Things From
People Who He Likes.
Deal Friendly.
Keep In Business
Track.
Low Power.
High Affiliation.
35.
36.
37. Part IV : Steps Of Selling Process
* Steps Of Call *
7 Steps
39. 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
40. 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
41. Qualifications Of Professionals
- Smart Appearance & Presentable.
- Good Communicator & Active Listener.
- Smiling, Self Motivated & + ve Attitude.
- Leader, Dependable, Ethical & Flexible.
- Committed & Honest.
1- Pre-Call Preparation
You
Are
A
Star
42. 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.
43. 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.
1- Pre-Call Preparation
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
44. 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
45. 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 ?
46. 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
47. 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
48. Negative Approaches
DO NOT
Start With Close
Ended Question.
Apologize At The
Beginning.
Refer To The Last
Negative Visit.
49. 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.
3- Questioning & Probing
25
Years
Old
50. 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 ?
3- Questioning & Probing
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
52. 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.
4- The Presentation (Marketing)
Detailing
I See, I Remember
I Hear, I Forget
53. 4- The Presentation (Marketing)
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.
54. 4- The Presentation (Marketing)
FAB Model
Feature Action / Advantage Benefit
One Sachet
Dose : One Sachet
For Once
Highest
Compliance
55. 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.
4- The Presentation (Marketing)
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.
56. Mention The Unique Selling Points In Your Product In A Clear Way Explaining The
Benefits For The Feature Of “USP”.
4- The Presentation (Marketing)
USP
DO NOT
Read From Your Material.
Use The Same Voice Tone.
Use Your Finger As A Pointer.
Interrupt Him.
Waste His Time.
57. 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
58. 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
59. 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
60. 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 !!??
61. 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
63. 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.
64. 6- The Closing (Commitment)
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.
65. Types Of Gaining Commitment
Trial
Use
Continued
Use
Expanded
Use
Quantitative vs Qualitative
67. 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.
68. 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