Jojos SHARP SHOOTING SELLING SKILLS MODULE (J4S) Jojo Abcede National Sales Manager.

Jojo’s SHARP SHOOTING Jojo’s SHARP SHOOTING SELLING SKILLS MODULESELLING SKILLS MODULE

(J4S)(J4S)

Jojo AbcedeJojo Abcede

National Sales ManagerNational Sales Manager

““Today’s preparation determines Today’s preparation determines tomorrow’s achievement.”tomorrow’s achievement.”

THOMAS EDISONTHOMAS EDISON

Expectation from the ParticipantsExpectation from the Participants

• Be yourself

• Relax

• Lets Learn together

• Ask to clarify

• Have FUN! FUN! FUN!

COURSE OBJECTIVESCOURSE OBJECTIVES

• Gain insight into the selling personality• Gain professional competency in the execution

of the different components of a sales call.• Incorporate the value of productivity in making

calls.• Apply the learning's during actual call.• Put into practice a selling skill that is responsive

to the realities in the Phil market.

SELLING SELLING PERSONALITYPERSONALITY

What is the most important quality What is the most important quality of a SALESMAN?of a SALESMAN?

PERSONALITY

What is personality?What is personality?

• Is the resultant expression of the combination of the physical, mental and social qualities of a person.

• It is the ensemble effect of good health, appearance, speech/voice, knowledge, intelligence, sincerity, initiative, industry, cooperativeness and manners in the human being in action.

• It is not merely the combination of these qualities – it is the expressed effect of this combination.

Significance of personality.Significance of personality.

• Attracts attention of others

• Brands or trademarks of oneself

• Reputation

Personality is the total person.Personality is the total person.PERSONALITY

Physical

Intellectual

Social

Temperament

Character

ATTITUDEATTITUDEIts what separates the good from Its what separates the good from

the great.the great.

AttitudeAttitude

• If A=1, B=2, C=3, ………Z=26

• KNOWLEDGE = 96

• HARDWORK = 98

• ATTITUDE = 100

AttitudeAttitude

• A persons frame of mind

• Key word in the working world

• Either positive or negative

• Can be developed

AttitudeAttitude

• A positive attitude is more than just a happy face– It can take a person a long way

• A negative attitude is more than just a sad face– It leads to trouble and failure

Negative to PositiveNegative to Positive

• Habit of self-pity• Habit of worry

• How to rid of it?– Learning to recognize

it. Be honest with yourself. Ask someone you trust and respect.

– Admitting that you do it when you see it in yourself.

EVERYONE CAN DEVELOP POSITIVE ATTITUDE.

What differentiates Phil Pharma selling from What differentiates Phil Pharma selling from the other selling situations?the other selling situations?

• Call requires balanced presentation (must include strengths and weaknesses)

• Need for more evidence based medicine

• More frequent visits (and competitors are doing this also)

• Extremely competitive market driven by stretched targets

• Doctors are busier than ever

A glance at the Pharmaceutical A glance at the Pharmaceutical Industry in the Phils.Industry in the Phils.

What do you think the doctors What do you think the doctors least like about MR’s?least like about MR’s?

– Write the answers.

Doctors, what do you least like Doctors, what do you least like about MR’s?about MR’s?

• POOR Prod Knowledge– Can’t explain clearly the product or the

explanation is dry and senseless– Can’t answer basic – CAIDAP– Pretends to know everything


• Unprofessional– Tactless and disrespectful

• Barges in without MDs permission• Cuts through or interrupts patients in approaching

or talking to the MD• Does not consult MDs time• Does not greet MD, takes seat even when not told

so• Noisy outside the clinic• Treats doctors as buddy


• Unprofessional– No word of honor

• Makes commitment but cant give due date• Cancels appointment on the day itself

– Dishonest• Fakes MD signature• Only gets MD signature without detailing• Does not admit if he/she cannot answer MD

question


• Unprofessional– Demanding

• Pressures MD to prescribe the product• Blatantly expects prescription in return for a gift or

support

– Talks about MD with other MR’s• Pressures MD to prescribe the product


• Infrequent visits

• Poor manner of detailing– Takes long to detail– Details in a hurry– Unable to present supporting evidences to

claims– Lacks or no presentation skills– Does not start properly e.g.. No greeting


• Not well groomed– Lousy dresser or untidy– Looks haggard– With dirty shoes and nails– Coming to MDs clinic sweating

Stand please!Stand please!

Remind your colleagues!Remind your colleagues!

Ngayong alam mo na ang ayaw ng Ngayong alam mo na ang ayaw ng mga doctor, huwag mo nang mga doctor, huwag mo nang

gagawin ito ha!gagawin ito ha!

KEY ATTRIBUTES OF A KEY ATTRIBUTES OF A SUCCESSFUL SALES PERSONSUCCESSFUL SALES PERSON

• Complete product knowledge• Good communication skills (verbal and

non-verbal)• Interpersonal skills • Planning and organizational skills• Positive mental attitude• Commitment• Productivity

THE PHARMACEUTICAL THE PHARMACEUTICAL SELLING REALITYSELLING REALITY

• What academics said about personal selling may not be applicable anymore in a crowded market where;– All competitors are using the same techniques– The number of competitors have increased

(some with large amount to spend)– Doctors are busier than ever

The Pharmaceutical Selling RealityThe Pharmaceutical Selling Reality

• As an example of how reality is, a study observing 260 calls in the Phils showed that:– 40% of all calls lasted less than 30 seconds– 60% of all calls lasted less than 1 minute

• More over a field research using video techniques showed that often doctors receive 5 and even 10 MRs at the same time

My ObservationsMy Observations

• In general most MRs are not conscious of the value productive calls/productivity.

• Human nature – most people choose to travel the easy road

• MRs prefer to call on MDs that are easy to cover.

• Most MRs are not aware of the value of productive frequency

• Conversational approach is most effective

What is productivity?What is productivity?

• In economics, Productivity is the amount of output created (in terms of goods produced or services rendered) produced per unit input of used. For instance, labor productivity is typically measured as output per worker or output per labor-hour. With respect to land, the "yield" is equivalent to "land productivity".

A story on Productivity.A story on Productivity.

Productivity pays.doc$

How do you improve productivity?How do you improve productivity?

1. Know the potential of the area you are operating on.

2. Know how much you are producing now.

3. Set daily goals to improve productivity.

4. Track your success.

5. Compare this month with previous month. Try to do better vs. previous periods.

6. Celebrate your success and let the world know about it.

Who will you priorities? Choose!Who will you priorities? Choose!

• Doctor A– Surgeon– Friendly– Gives you importance– Operates on 3 patients

per week

• Doctor B– Surgeon– Snob– Hard to cover– Operates on 10

patients per week


• Hospital A– Market is 1mio– Private– 100 mds– Good DPI account

• Hospital B– Market is 1.5mio– Government– 80 mds– Difficult DPI account


• Doctor A– OB– Class A– Hard to cover– Difficult person

• Doctor B– IM– Class A– Hard to cover– Difficult person

What can be done to reach the What can be done to reach the customer?customer?

• To gain share of voice – Use RTD, symposia, sponsorship to

international meetings– Recently the internet (with doubtful results)– Hiring of aggressive and professional selling

people who are productivity conscious

BASELINE CALLBASELINE CALL

All participantsAll participants

Participants will call on the trainerParticipants will call on the trainer

Each call will last for 5 minutesEach call will last for 5 minutes

Calls will be video tapedCalls will be video taped

MR will choose between two doctors MR will choose between two doctors and will detail existing productsand will detail existing products

Learnings from the Basecall.Learnings from the Basecall.

How is the experience?How is the experience?

What did you like most about the What did you like most about the exercise?exercise?

What are the areas you need to What are the areas you need to improve on?improve on?

Sales CycleSales Cycle

During the call•Opening•Mission•Probing•Handling objections•closing

Post Call•Evaluate•Record details•Set objectives for next call

Pre call•Targeting•Analyze customer•Set objectives•Plan the call

Components of a sales callComponents of a sales call

1. Pre call highlights2. Opening3. Call Link4. Mission of an MR5. Probing6. Handling objections7. Closing8. Post call highlights

Let’s do the juggle.Let’s do the juggle.

JuggleJuggle

Recite your most remembered prayerRecite your most remembered prayer

Recite your most remembered prayer Recite your most remembered prayer and answer my most familiar and answer my most familiar questionquestion

Pre Call Highlight PrepPre Call Highlight Prep

• Each call is linked to the last

• There is a need to formulate a specific strategy for each call

• With good planning, there is a better chance of achieving call objectives

OpeningOpening

• Opening is the most important step of a sales call

• Helps to capture customers attention and create interest

• Establishes the purpose of your call

• Sets the mood & structure for the entire call

Steps of a Successful OpeningSteps of a Successful Opening

Greetings

Rapport building

Purpose of a call

Sharp ShootingSharp shooting..

Types of Sharp ShootingTypes of Sharp Shooting

For creating that moment of stillness in which the attention of the customer focuses towards the MR, we recommend the following tactics.– Provocative questions– Amazing statements– Trivia challenges– Curiosities of medicine

Provocative questionsProvocative questions

• To make the brain of the customer instinctively look for an answer. However is has to be done in a way in which the customer does not feel threaten.– “Doctor, patients normally think that

multinational produced inject able antibiotics are expensive. I am here to show you that the opposite is true.”

Amazing StatementsAmazing Statements

• This statement aims to provoke curiosity or amusement. Something like a “believe it or not” kind of sensation.– “It is incredible that for more than 80 years we

only knew half of the truth about Diabetes. The other half of the story has just recently been discovered, and it is only now that we found a way to treat it.”

Trivia ChallengesTrivia Challenges

• Everybody loves trivia challenges, especially when they are ingenious and offers a bit of entertainment.– “Doctor, what do you think is the name of

Medixon horse?”

Curiosities of MedicineCuriosities of Medicine

• Using anecdotes in the history of medicine related to the diseases or therapeutic approaches is a good way to catch the attention of the MDs.– “There is evidence that in the ancient

Peruvian civilization, patients underwent brain surgery and survived. It is believed that these patients were schizophrenic and the “Shamans” opened holes in the skull for taking out the bad spirits from their heads.”

Call LinkCall Link

• Intermediate step in between opening and presentation proper

• Process of verification

• Creates call continuity

• Links the previous call to the present

Call Link StepsCall Link Steps

• Step 1- Mention the agreement/commitment agreed from previous visits

• Step 2- Probe if agreement is still valid• Step 3- Listen and determine response:

misunderstanding or real objections• Step 4- Handle response• Step 5- If doctors response handled positively

then proceed to Presentation proper

Prepare your opening and call linkPrepare your opening and call link

DEXA MD CALL MISSIONDEXA MD CALL MISSION

TO GIVE OUR DOCTORS

REASONS

TO PRESCRIBE OUR PRODUCTS

Mission of a Dexa MD Call:Mission of a Dexa MD Call:GIVE MD GIVE MD REASONREASON TO TO

PRESCRIBBE THE PRODUCT PRESCRIBBE THE PRODUCT

Presentation• Presentation is the skill of ZEROING in on

the customers identified needs / wants with appropriate product features and benefits.

• The result is that the customer feels they “must prescribe” your product.

FeaturesFeatures

• Features are attributes or inherent characteristics of a product which you can feel, see or measure.

• Features are meaningless unless translated to benefits for the customer– Example:

• Small tablet• Once a day dosing• Available in 5 forms

BenefitsBenefits

• Feature translates into a benefit. A single feature may have multiple benefits.

• Benefits are advantages that meet the explicit needs and wants of a customer

• A products features don’t vary but the benefits must be tailored to the need of the individual doctor

• PEOPLE DON’T BUY PRODUCTS OR FEATURES, THEY BUY BENEFITS

Linking Feature and BenefitsLinking Feature and Benefits

• Each feature is “LINKED” to each corresponding benefit in a single sentence

• To link a feature to its benefits use “LINK PHRASES” such as– Which means– So your patients can– This would result in

FEATURES

LINK PHRASES

BENEFITS

Features and Benefits EXERCISEFeatures and Benefits EXERCISE

By pairBy pair

One will write 5 features of your One will write 5 features of your current product and the partner will current product and the partner will convert it to benefits using F + LP = convert it to benefits using F + LP = BB

Then reverse.Then reverse.

20 minutes20 minutes

During PresentationDuring Presentation

• Sit up right and in front of the MD

• Look confident and speak with enthusiasm

• Hold the detail aid in front and use a PEN to focus doctors attention

• Don’t look at the detail aid, look at the MD to observe his/her reaction

• If interrupted do a brief recap

• Don’t be distracted by the surrounding

To Improve RetentionTo Improve Retention

• PAULIT-ULIT, PAULIT-ULIT, PAULIT-ULIT (both visual and oral)

• People remember more from what they see than what they hear (HONEYWELL study: visual retention is 65%, hearing retention is 35% after 3 days)

• Smart sales rep keep using the same messages with slight variations

Selling EmotionsSelling Emotions

• Features appeal to logic, benefits appeal to emotion

• People buy emotionally then justify it with logic

• Doctors seldom buy logically

• Many of us try to sell our products logically

• To create the emotional desire – sell the benefits, not just the features

Emotion WordsEmotion Words

• Words that have a strong emotional connotations which are very influential when selling

• Use of these decisive words helps to create positive emotions in the MDs minds and increase their curiosity– Improve– Increase– Reduce– Proven– Help you– Your patients

Fear WordsFear Words

• Words or phrases which have a negative connotation and should be avoided

• These are referred to as “fear words”– Death– Toxicity– Unsafe– Disability

This is my baby brother, his name is

Enzo.

Selling ToolsSelling Tools

• Helps to enhance customers attention/interest

• Enhances recall and retention of brand name

• Facilitates effective communication

• Provides proof of verbal claims

• Assists in systematic delivery of promotion messages

Effective Use of VisualsEffective Use of Visuals

• Know the lay out and contents • Practice with it• Keep visuals neat and clean• Show what you say• Use visuals to answer questions• Illustrate one point at a time• Draw attention to key points using a pointer• Show the visual only when needed

Sales Materials Don’t Sell AnythingSales Materials Don’t Sell Anything

• Sales people makes the sales happen, sales material can only offer support

• You are the star not the material

• Don’t compete with your sales tool

• Don’t hand over the material until your done with the call

• Don’t talk while they are reading

ProbingProbing

• Skill of asking question that helps us guide the doctor into revealing their needs that your product can satisfy

• We can satisfy these needs with our products key messages

• Used for getting insights and information

• Use probing judiciously

• Plan and structure your first few questions

Probing SequenceProbing Sequence

• Start with open probes to uncover areas of interest that your product can address

• Ask more open probes or choice probes to isolate / narrow the areas where your product has an edge

• Ask close probes to pin point EXACT need you can address

Types of ProbesTypes of Probes

• Open

• Close

• Choice

• Feature=Benefit Close probe (FBC)

Open ProbeOpen Probe

• Invites extended customer response

• Helps to explore doctors needs/attitudes/concerns and prescribing habit

• WHAT, WHEN, why, WHERE, WHO, HOW AND HOW MUCH

Sample Open ProbeSample Open Probe

• Participants participate

Closed ProbesClosed Probes

• Invites YES OR NO reply from the MDs• Should be designed preferably to obtain a YES.• Starts with DO / WILL / IS / SHOULD• Close probes may come across as rude or harsh to

some sensitive persons; it is advised that “SOFT” words be used to reduce the negative impression

• Avoid asking a string of close probes• Use it when the customer is not communicative• It elicits quick and precise reply• Compels a customer to a clear out decision as closing

Samples of Close ProbesSamples of Close Probes

• Participants to provide examples

Accelerated LearningAccelerated Learning


Train gameTrain game

First participant gives CP the next First participant gives CP the next will convert it to OP and so onwill convert it to OP and so on

Feature=Benefit Close ProbeFeature=Benefit Close Probe

• A product benefit is presented in a form of a statement, supported by a feature and followed by a close probe

• The close probe calls for an agreement from the MD

• A technique for generating a flow of YES responses from the MD

Feature=Benefit Close ProbeFeature=Benefit Close Probe

• (Feature) Doctor Medixon has a minimal suppression of HPA axis (Benefit) which means minimal side effects for your patients needing quick relief from asthma. (Close) Is this important for you, doctor?

“Our greatest glory is not in never failing but in rising every time we fall.”

NAPOLEON

Suggestions in Using FBCPSuggestions in Using FBCP

• Practice this skill, it is the MOST POWERFUL probe.

• Do not use too many FBC in one sales call• Do not use a string of FBC• Use different FBC so that the MDs will not

suspect your technique• Do not wait too long for an answer after

getting MDs response, move to your presentation

Accelerated LearningAccelerated Learning


Train gameTrain game

All participants will give example of All participants will give example of FBCPFBCP

Effective ListeningEffective Listening

• The purpose of probing is to LISTEN for customer responses to uncover their needs/wants/expectation/problem/goals.

• Do not ask if your not ready to listen

• Very few people are good with listening

Principle of Effective ListeningPrinciple of Effective Listening

• Constantly analyze what is being said

• Listen for main points and supporting reasons

• Remove your bias

• Look ahead and see where the customer is going

• Look for non-verbal signs

Accelerated Learning to Know me Accelerated Learning to Know me is to ask me.is to ask me.

This a contestThis a contest

By pairBy pair

One will probe and the other will give One will probe and the other will give information 2 minutes each (reverse)information 2 minutes each (reverse)

Try to get as many information from Try to get as many information from your partner as possibleyour partner as possible

Detailing Practice/Group DynamicsDetailing Practice/Group Dynamics

• All participants

• Everyone in the group will have a chance to be a med rep, doctor, timer and critique.

• All calls will last 3 minutes.

• The exercise ends as soon as all participants finish all the roles.

Handling ObjectionsHandling Objections


• Customer objections are important because

• It indicates interest• It is an opportunity to sell the benefits• May not really be objections but simply request for

additional information• Provides valuable information

Typical Objections RaisedTypical Objections Raised

• Price

• Product

• Service

• Company

• Personal

• Competition

• Lack of need


• How to deal with objections– Welcome the objections– Separate people from objections– Develop empathy with the doctor– Show concern– Do not reject the objection– Do not argue– Lead the doctor to answer their own question

Types of ObjectionTypes of Objection(ARM)(ARM)

• A-cceptance– Customer accepts your product, also known

as positive response

• R-eal Objection– Customer’s concern that your product cannot

offer or does not have

• M-isunderstanding– Customer is misinformed or lacks information

Stand please! Stand please!

Affirm everyone in the room.Affirm everyone in the room.

WAG MATAKOT SA WAG MATAKOT SA OBJECTION!OBJECTION!

KAYA MO YAN!KAYA MO YAN!

YOU CAN DO IT!YOU CAN DO IT!

Steps in Handling AcceptanceSteps in Handling Acceptance

• Step 1- Acknowledge

• Step 2- Link product message to MD’s expressed need by citing the FEATURE+PRODUCT CLAIM+PROOF

• Step 3- Provide message of product

• Step 4- Probe for acceptance by using closed probe

• Step 5- Proceed to presentation

Steps of Handling Real ObjectionSteps of Handling Real Objection

• Step 1- Listen


• Step 3- Feed the objection back

• Step 4- Minimize the impact by focusing on the advantage

• Step 5- Verify

Steps of Handling Steps of Handling MisunderstandingMisunderstanding

• Step 1- Listen


• Step 3- Rephrase the question

• Step 4- Tactfully answer the objection by providing the correct information

• Step 5- verify

Let us compare.Let us compare.

• MISUNDERSTANDING

– The strategy is:

•CLARIFY

• REAL OBJECTION

– The strategy is:

•MINIMIZE

Handling Objections EXERCISEHandling Objections EXERCISE

Identify the type objection.Identify the type objection.1.1. Drozid is under dose, I need a Drozid is under dose, I need a

250mg/5ml preparation.250mg/5ml preparation.

2.2. Medixon seems ok.Medixon seems ok.

3.3. I prefer original products, your Cladex I prefer original products, your Cladex is just a copy cat.is just a copy cat.

4.4. I use your 50mg Medixon once a day.I use your 50mg Medixon once a day.

5.5. Velodyne is an effective third Velodyne is an effective third generation anti biotic.generation anti biotic.

Handling Objections EXERCISEHandling Objections EXERCISE• Identify the type of objectionIdentify the type of objection

1.1. I am not confident to use Trolip because you I am not confident to use Trolip because you don’t have bioequivalence study vs. the don’t have bioequivalence study vs. the originator brand.originator brand.

2.2. Medixon is a good long acting corticosteroid.Medixon is a good long acting corticosteroid.

3.3. I have a tie up with Unilab.I have a tie up with Unilab.

4.4. I stopped using Cladex because it is I stopped using Cladex because it is expensive.expensive.

5.5. I do not prescribe local products like yours.I do not prescribe local products like yours.

SALES CALL 2SALES CALL 2By 3’sBy 3’s

All participants will call using their current All participants will call using their current promotional brochurepromotional brochure

There will be a buyer/seller/observerThere will be a buyer/seller/observer

Roles will be switched after each call and Roles will be switched after each call and after the observer has made his appraisalafter the observer has made his appraisal

Each call will last 3 minutesEach call will last 3 minutes

One member of the team will present his One member of the team will present his observation of the teamobservation of the team

Asking for businessAsking for business

• Why do sales people hesitate in asking for business?– Fear of spoiling the relationship– Assuming that their job is only to inform– Belief that since they have good products the

MD will prescribe– Lack of confidence– Believe that they have not provided enough

reasons for the MD to prescribe

Types of CommitmentTypes of Commitment

• Trial use

• Continued use

• Expanded use

When to close?When to close?

• If you close too soon: the MD may still have an answered or unidentified concern/s

• If you take too long doctor may loose interest or you may raise a concern that had not occurred earlier

• When you sense a buying signal• When you reach a logical point

– Presented the product as planned– You addressed the concern– When time is running out

Please don’t sleep on my dad.

Buying SignalBuying Signal

• A signal from the MD that he/she has accepted your products benefits or feels positively about the product

• It is either verbal or non-verbal


VERBAL• MDs ask questions – dosage, cost,

availability

• Makes positive comments

• Asks technical questions

• Asks you to repeat something


Non-Verbal• MD leans closer to you

• Smiles, nods in agreement

• Picks up brochure

Steps of ClosingSteps of Closing

• Step 1- Close on the specific need benefit agreed upon. Or summarize all the benefits accepted by the MD.

• Step 2- Suggest to MD to consider the products for his patients

• Step 3- Leave a “MARK” for the next call

Next Step After a CloseNext Step After a Close

• Inform the MD how to prescribe and direct the availability of the product

• Thank the customer.

Post Call AnalysisPost Call Analysis

• Step 1- Take note of the important agreements made

• Step 2- Note MDs reaction, feedback and comments

• Step 3- Set next call objective

Final CallFinal Call


Videotaped full call applying all the Videotaped full call applying all the learning'slearning's

5 minutes each5 minutes each

ViewingViewing

• Process the learning's

RecapRecap

• How is the experience?

• Did you have fun?

• Did it meet your expectation?

• What will you do next?

Take Home MessageTake Home Message

“People say to me, “You were a roaring success. How did you do it?” I go back to what my parents taught me. Apply yourself. Get all the education you can, but then, by God, do something. Don’t just stand there, make something happen.”

LEE IOCOCCA

Salamat po!

Jojos SHARP SHOOTING SELLING SKILLS MODULE (J4S) Jojo Abcede National Sales Manager.

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Transcript of Jojos SHARP SHOOTING SELLING SKILLS MODULE (J4S) Jojo Abcede National Sales Manager.