Basic Selling Skills Final

Prepared byDr. Mohamed Salah Rashwan

Marketing & Training ManagerInfinity Pharm

What They said about Selling

• The definition of salesmanship is the gentle art of letting the customer have it your way.

• If what you are selling is energy, charisma, and enthusiasm, there is no competition because most others are selling things that are lifeless, loveless, and dull.

• Every sale has five basic obstacles: no need, no money, no hurry, no desire, no trust.

Selling

Objectives

Output• Greater job satisfaction.

• Greater job security.

• More promotional opportunities.

• Increased earnings.

• More economic independence.

• Feeling of satisfaction.

• Sense of mastery and self respect

• approval of others.

Responsibilities & Duties

• Selling has many Advantages and in return you have some Responsibilities

and Duties towards your career.

Advantages of selling

• Freedom of expression.• Freedom to become successful as you would like.• It is a daily challenge.• It is fun.• It is satisfying.• It offers a high potential return from a low capital

investment.

Qualification for success in sales

They are self starter who do not need the fear of a glaring

sales supervisor to keep them work.

They are persistent as most customers are not sold on the

first call.

Hard worker


• They are time managers, they maximize the time, they should spend contacting customer and minimize the time they spend traveling and waiting for customers.

S Schedule your time M Make time more productive A Allow time for unexpected R Ration your time T Make everything time bound.Working smarter also means analyzing their past performance and learning from mistakes.

Smart worker


• They accept themselves. • They have confidence in their

capabilities.• They respect customers.• They accept blame gracefully.

Emotionally Mature

They are good communicator. They are good listeners. They are sensitive and flexible enough to adapt

themselves speaking the customer’s language.

They are honest with customers. They are sincere to develop long term business

relations with customers.

ONE : COMMANDING MEMORABLE APPEARANCE. TWO : HONEST PRIDE. Three : RADIATE CONFEDENCE. FOUR : WARMTH. FIVE : ASSURANCE. SIX : GETTING RICH. SEVEN: BURNING DESIRE TO ACHIEVE. EIGHT: OVERCOMING FEAR. NINE : ENTHUSIASM. TEN : DO NOT TAKE REJECTION PERSONALLY. Eleven: BELIEVE IN CONTINUING EDUCATION.

THE WORDS YOU SPEAK CAN

DESTROY YOUR SALES AS WELL AS

CREATE THEM.

Close the sale

Build long term relationship

Locate customer

Plan the interview

Make Initial Contact

Dramatize presentation

Overcome objections

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• Product knowledge gives you CONFIDANCE in your product & your self , and reflects the confidence of your customer in you , your product ,your company.

• Makes you enthusiastic to the product and this increases the effectiveness with your customer.

• Makes you professional at selling to your customer.

• Product information is a must.

Medical background Product knowledge Competition knowledge

Manufacturing Package Storage

As long as human heart keeps pumping blood through the

veins a person continues to live .

As long as prospecting keeps pumping names a person continues in the sales business.

A recent survey of computer sales people found that REPs who had the sales more than 150% of target did more prospecting than less performing sales people.

The person or organization might be able to prescribe your

product.

Person or organization probably has the need to prescribe your product.

person or organization who prescribed your product.

• As long as you work in sales career you should update your lists .

• There is no ideal method for prospecting ,whatever there is a results .

• You should change your way of prospecting from time to time to check that it is the best one for this products .

• You should review & update Dr. lists continuously.

Remember

Pre-Approach

• Prepare for qualifying the prospect.

• Sharpen the sales approach.

• To identify prospect problems areas.

• To keep the Medical Rep from making

mistakes.

Objectives for Pre-Approach

• PERSONAL DATAName , residence , specialty , degree , interest , best time to call , attitude towards Med. Reps. , company , product .

• BUSINESS DATANeed , product use , authority , purchasing procedure .

Procedures

1st Obtain Updated Information

• Observe and listen:furniture , consultation fee , conversation .

• Ask question and observe reactions.

• Use records:Habits , likes , dislikes .

Procedures

• How your product provide the benefits thought by your doctor ?

• What evidence will support you ?• Outline possible ways to handle objections.• Do mental role - play .

Develop a Plan to Achieve Objectives

Procedures

• It is your business to find out their business.• The job of learning about customers is never

ending.• The ability to size up a customer improves

with experience.

Remember

• The face to face contact with the customer.

• First few minutes that a sales person spends with the prospect.

• If first impression is favorable the prospect is usually willing to listen.

• A negative first impression set up a barrier never hurdled.

Approach

$ To gain attention.

$ To awaken needs.

$ To qualify the prospect.

$ To prepare for the main idea.

N.B.

Every approach should seek to reach one or more of these objectives.

Approach

• Tell the Physician. the reason

• Establish rapport

• Do not mention the product name

• Try to talk about a need or problem

Advice

your name , your company , your purpose , etc.

Examplegood morning DR AhmedMohamed Salah Med. Rep. In Infinity Pharm will present

to you today the most recent Hair Serum in our market.

Methods of Approach

Introductory Approach

Unique product action, Characteristic, Benefits, …etc

Methods of Approach

Product Approach

Compliance , Taste , Tolerance , etc.

Methods of Approach

Patient Benefit Approach

A rate or percentage of incidence, research , finding , etc.

Methods of Approach

Shock Approach

Preference , practice , evaluation , etc.

Methods of Approach

Question Approach

From FDA , WHO , Medical centers , etc.

Methods of Approach

Survey Approach

N.B. You should be prepared to use as many approaches as necessary to bring the sale to the next phase - the main

idea

Methods of Approach

Flattery Approach

• Smile is essential.• A firm handshake• Feeling of confidence and security.• Speak clearly. • Pronounce the name correctly .• Use of customer name (attitude of friends)• Success depends very much on appearance.

Remember

Call Planning

To Personalize Calls

To Speed Up Calls

To improve Call Quality

Probing

How To Ask A Question?

To Identify Needs.

To Clarify The Problems.

To Make A Dialogue.

To Direct & Control The Interview.

Open Ended Question

• Who, Where, When, What, Which, Why.• To discover the needs and identify the

problems.

• What the criteria of topical wound healing do you prefer doctor?

Closed Ended Question

• To answer by yes or no.• To clarify, direct and control the interview.

• Would you agree with me that the composition of Flare Cream is Unique?

Choice Question

• Used when you have alternative choice.

• Would you Rx Infinity Care Lotion or Cream?• Would you start with Top Hair Lotion or Treato

Serum?

Benefit Tag Question

• An Ultimate Test For The Medical Representative.

• You agree with me that Mobinorm cream is the most fast absorbed cream in the market, Don`t you Doctor?

Presentation Skills

Preparation Fear

• A natural reaction is fear.

• fear is largely brought by the unknown .

• By reducing the area of the unknown, you can reduce your fear.

• To reduce the unknown, you need to prepare for your presentation.

Presentation Skills

Presentation Skills

Appearance

Eye Contact

Mannerism

Visuals

Non-Verbal Skills

Non-Verbal Skills

Presentation Skills

4 P Pitch

Pace

Power

Pause

Vary the pitch of your voice.

Beware of dropping your voice at the end of each sentence

Presentation Skills

Pitch

Change the pace of your voice

Do not chatter or gabble

PacePresentation Skills

Breathing properly use your diaphragm

Avoid numbing and use your nerve

Presentation SkillsPower

Pause can punctuate your performance

Do not confuse with undesirable hesitancy

PausePresentation Skills

Presentation Skills

Language

Use your own words

Don’t use Jargon

Avoid repetition of phrases like

(You know, I think, …etc)

Presentation Skills

Types of Presentations

The Standard Memorized Call.

The Outlined Presentation

The Program Presentation

The Unstructured Presentation

• Good sales people are good actors.• They are skillful show people.• They have parts or role to play .• They live their parts. • They dress for their parts.• They are sincere and dedicated to their profession.

Presentation SkillsDramatization

• Dramatization help convincing the prospect

• Dramatization improve understanding

• Dramatizing makes a lasting impression

• Dramatizing creates value

• The appropriate use of words

Presentation Skills

Dramatization

• Is an inherent characteristic of a product• The facts about a product • What it is • What it contains

Feature Actions/Advantages Benefits

Features

• Is what a product does as a results of a feature• how it works


Actions

• How the user gains• what the product does for the user physician or

patient.


Benefits

• Always rememberThe benefit must answer this question

What is in it for me ?


Action Advantage Benefits

In brief it is the complete explanation of selling points.Why ……….. ? 1- To show the benefits of your proposal.. Quality . Service . Economy 2- To deal with competition.. Direct .Indirect .Alternate3- To present your offer clearly.. Feature .Benefit 4- To prepare to close.

The Main Idea

HOW…………….?• Product knowledge and interpretation to benefit.• Full involvement and prospect through the use of 5

senses• product test and demonstration• presentation language • use of your company records• pulse taking

The Main Idea

• What is the definition of an objection ?

• Why we have to handle objections ?

• Why people object ?

• When do people object ?

• What are the common objection ?

• What are the preparations required to

answer objections ?

• What is the recommended plan for handling

objections ?

Handling Objections

The reason a prospect or customer gives for not buying or prescribing your product.

The successful salesman welcome objection

Many believe selling has not really begun until the prospect voices objections

Many treat real objections as sales opportunities and believe objections are guide to what’s really on the customer’s mind.

Handling Objections

The Successful Salesman Welcomes Objections

Why ………?• To allay prospects fear.

• To answer valid questions.

• To answer invalid questions.

• To prepare for the close.

Handling Objections

1- Negative Psychological Factors

• some people object due to feeling of

insecurity and lack of credibility

• some people object due to fear of

making decision

• some people have prejudices and biases

• other people express some degree of

resistance

Handling Objections

Reasons Trigger People to Object

2- Desire to Get Rid of the Representative

• Some people object because they have not enough time.

• Some people object because they are not interested in the product.

• Some people object because they have unhappy experiences with the rep .

3- No money

Incomplete or poor job of qualifying the ability .

Handling Objections


4. Do not need product or service

Incomplete or poor job of prospecting

5. No recognition of need

6. Need more information

• To get more information

• To receive assurance on specific points

• To decide between two competitive products

7. Habit or custom

• Tendency to resist change

• Habit to use certain type or kind

• Prejudiced

Handling Objections


8. Value does not exceed the valueBuyers must sacrifice something in order to

buy.

Handling Objections


• During the sales story .

• Approach.

• Presentation.

• Close.

Handling Objections

When do People Object

• Product / services - The quality is too poor - The drug is less potent.

• Company - Your company is a generic company.

• Sales people - I do not need any . - I do not have any time for you . - you and I will never be able to do business.

Handling Objections

Common Objections

1 - To convince tie prospect that the objection is normal , logical , important and deserving a valid answer. By - listening - do not interrupt2 - Welcoming and answering sincerely “ That is a wise comment” “ I see just what you mean “ “ I’d probably feel the same way “ “ I am glad you mentioned that DR “ - Tone of voice - Facial expression

Handling Objections

Preparation to handle ObjectionPositive Attitude

2- To treat the prospect as friend not …..

By ……………! - Avoid the unwise attitude

- Refraining from arguing or contradicting

- It should not be a battle otherwise you will never be the winner

- Do not attack customer’s prestige

Handling Objections

Preparation to handle ObjectionPositive Attitude

• A few expert sales people can answer

objections effectively on the spot

• We have to keep update list of objections

and answer.

Handling Objections

Preparation to handle ObjectionAnticipate Objections

• In some product there are point likely to be

misunderstood other points different from competitors

and sometimes the price of a product seems to be high.

• Unless we include the answers of these points during the

presentation objections will be raised and the prospect /

customer will try hard to defend their own opinion

Handling Objections

Preparation to handle ObjectionForestall Objection

a) we have to differentiate between unfavorable

comments about the product and objections.

Handling Objections

Preparation to handle ObjectionEvaluate Objection

• b) We have to differentiate between real objections and excuses.

• There is no exact formula to separate real objection and excuses

BUT

1. We have only two real objections suspect• no immediate need for the product• no money to buy the product2. excuses are reasons for not prescribing the product

prospect or company.3.Voice , facial , expression , attitude in raising the

objection help the separation

Handling Objections


c) We have to uncover the objections , by asking questions and

taking agreement on each point during the presentation.

EX. Rep : Did you notice ……… in this product ?

What do you think of ……… ?

d) If you fall to encourage the customer to raise objections use

the following

EX. Rep : Evidently I have overlooked some aspect in

acquainting you with the merits of ( product ) , you still

to have some doubt in your mind , do you have specific

question ?

Handling Objections


• All excuses must be answered immediately.

• Price objection may be postponed.

Handling Objections

Preparation to handle ObjectionTime the Answer

• Listening skills: - Listen - Do not interrupt - Let prospect talk

• Ask questions skills: - Ask open questions - Keep control .

• Method of handling objection: - Compensation method - Boomerang method - Admit valid objection - postpone the answer - Deny the objection

Handling Objections

Preparation to handle ObjectionBuild a Skill

• Sales person will agree with the prospect to the

extend that the agreement does not weaken the

sales person position .

• Then introduce a new thought.

Handling Objections

Methods to handle ObjectionCompensation Method

• Some beginning phrases- I can understand why you feel that way , on the other

hand ……..

- There is a lot of truth in what you say , however have

you considered this angle?

- I would have made that statement myself years ago

now let me tell you what I found………...

Handling Objections

Methods to handle ObjectionCompensation Method

• Turn objection into reasons for buying.• Used when the prospect offers excuses

for not wanting to listen or when the prospect do not buy due to lack of knowledge.

Handling Objections

Methods to handle ObjectionBoomerang Method

Used to:• Separate excuses from real objections• Narrow the objection to specific point • Convert generalized objection into concrete

objection• Help in closing sales

Handling Objections

Methods to handle ObjectionAsk Why or a Specific Question Method

• Almost every product has some

disadvantages when compared

with competing products.

• We admit such objections then

proceed to show the compensating

advantages

Handling Objections

Methods to handle ObjectionAdmit Objection & Offset Method

• If the prospect raise objection early salesman

can postpone the answer saying.

That is a good point if you do not mind let’s postpone the answer until later.

Handling Objections

Methods to handle ObjectionPostpone the Answer Method

• * Objection occurs in case of

incomplete , inaccurate information.

• * Salesman use direct denial approach

but with caution.

“He must has facts to back up the denial”

Handling Objections

Methods to handle ObjectionDeny the Objection

Handling Objections

Methods to handle ObjectionRecommended plan for Handling Objection

1 - Listen carefully - Do not interrupt, let prospect talk.

2 - Repeat the prospect objection:

(a) Make sure the objection is understood.

(b) Ask questions to clarify objections.

3 - Agree as far as possible with the prospects thinking before providing the

answer.

• Why closing is important ?

There is two reasons for becoming an expert at closing.

1. Closing is the ultimate test of sales ability.

2. The income of salesperson is usually based on closed sales.

The Art of Close

Wrong attitude Poor presentation

Poor habits and skills

The Art of Close

Difficulties in Closing

• You can spend months qualifying prospects.• You May work long hours and know your

products• You may search and know customers attitude • BUT if you do not get orders your sales career is

a very short one

The Art of Close

When trying to Close

• when it is the right time

• be alert for closing signals

some examples of closing signals

1. Glancing at , reaching for the sales brochure.

2. Intently studying a sample.

3. Performing calculation on scratch paper.

4. Writing the or asking about a specific indication.

The Art of Close


• Any time the customer indicates significant interest in the product.

• Any time the customer start asking questions about the product .

• After making a strong point about the product.

• After overcoming an objection.

• When the customer agrees with major point in sales presentation.

• When you watch a closing.

The Art of Close


• Analyze for further actions

• Understand these means:

1) Not now.

2) Do not hurry me.

3) I need more information.

4) I do not understand.

The Art of Close

What if Close Fails

• Maintain a positive attitude.

• Keep control of the interview.

• Let the customer sit the pace.

• Be assertive not aggressive.

• Keep some selling point in reserve.

• Sell the right item in the right amount.

The Art of Close

How to Close Successfully

Asking for the Order• Direct.• Most effective.

The Art of Close

Effective Methods & Techniques

Assume the Sales is Made• Needs very good presentation.• Experienced rep.

• We are ok that you will Rx Genogerm in once daily dose .

• So for patient suffering from OA Mobiease will be your choice.

The Art of Close


The Yes Yes Closebuilding a series of acceptance.

• Do not you agree with me that the Serum form of Treato is very easy to be applied.

• Do you agree with me that Treato will be faster relief for hair damage faster than the other Topical hair applications.

• Do you agree with me that Treato will be economic in the daily cost than other competitors.

• Do you agree with me that Treato will be the choice among the Hair Repair Therapy products.

The Art of Close


Alternative Close• You will start with the Cream form or the Gel?• • Will you Rx Mobinorm in OA or in bipolar LBP

Patients ?

• I will take the order today or tomorrow?

The Art of Close


Summarize the Benefits• The ones daily does of Genogerm

assures your pts. Compliance.• You will protect your pts life style

with the ones daily does.• The ones daily does will reduce

the cost of the treatment

The Art of Close


BENEFITS OF BENEFITS OF Mobinorm Other Topical Analgesics1. 1.2. 2. 3.4. 5.

The Art of Close

Effective Methods & TechniquesThe Balance Sheet

• Would you start by Rx Mobiease for the first newly

diagnosed OA patients.

Trial Close

The Art of Close


• Closing is the process of helping people make decisions

• The 4 most important words in sales process is the art of close.

• Whenever you ask a closing question shut up; the first person to

speak losses

• All buyers feel and act on the urge to say no at first , with rare

exceptions.

• Every buyer contact you make during your entire sales career will

begin with that person being committed to reject whatever you are

proposing.

The Art of Close


• The anatomy of the close

• Understand what they want and need

1. Qualify them thoroughly

2. Understand buyer’s motives

• recognize buying signals

1. Verbal

2. Non verbal

• do not change when start closing

• use the planned pause

The Art of Close


• Yes , I like your product …………• I think I could use it ………………• it is sounds good to me ……………• who else is using it …………………• I may need to order 100 packs……..• Are there any interactions………….• I do not know ………………………..• If I used it ……………………………• in fact I prefer vial form…………….• It is easy to apply ……………………•

Typical Buying Signals

• Did I sell?

• Did I hold the customer ‘s interest?

• Did I emphasize benefits rather than features ?

• Did I dramatize the presentation?

• Did I watch for nonverbal signals?

• Did I was able to handle objections?

• Did I close at the right time?

• Was I close effectively?

• what will be my next call objective?

• What should be done next time to improve my selling point?

Post-Call Analysis

ReportingCustomers details, Doctor comments, Your Comments and Pharmacist Comments.

Follow up- Feedback- Build long term

business relationship.

Thank You

Basic Selling Skills Final

Documents

Transcript of Basic Selling Skills Final