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Communication & Pharmaceutical

Selling Skills One day participatory training.

Exclusively designed for Pharmaceutical Sales Reps.

SYNOPSIS: Pharmaceutical representatives deal with the promotion of pharmaceutical drugs.

They work for drug companies to promote their medicines to physicians. Pharmaceutical

marketing is a specialized area, which is distinct from general selling. It imparts sound

knowledge of Anatomy, Physiology, Disease and Management (Drugs) coupled with

Communication & Selling skills. No doubt scientific knowledge is paramount to the selling of

highly specialized products like pharmaceuticals, Selling Skills cannot be overlooked. Selling

skills demands 2 things first fully understand and practice the Selling skills course contents

secondly apply at the workplace with full letter & spirit. You will be amazed to see the results

and relations with your customers which are crucial in the business.

Contents: 1. Personal Hygiene, grooming and dress for success.

2. Know your territory

3. Planning the sales call

4. How to develop discussion objective.

5. Interest generating opening

6. Product attributes and benefits

7. Question techniques

8. Listening techniques

9. Customer’s Body language

10. Handling questions using Assertive tools

11. Asking for commitment.

Methodology: Instructional Manual, Ppts, videos, Exercises, workouts.

Who should attend: Medical Representatives, Pharma Sales managers, Supervisors,

Training Managers, HR Executives.

Duration: 01 Day Participative training

Date: (9:30 am- 7:00 pm)

Venue: Training Hall

Contact person:

Facilitator: Sohail Riaz (Healthcare strategist, Biomedical & Sales educator)

0345-508 5042; s_riaz1962@hotmail.com

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About Facilitator:

Aims:

Understand the program objectives.

Learn new Communication & Personal Selling skills

Learn personal grooming & Etiquettes

Practice the professional Selling skills to apply at the work place.

Sohail Riaz

Healthcare Strategist, Biomedical educator.

Sohail started his Professional career with Merck Sharp & served for 17 years

from Sales Representative to Senior Sales Management positions. He has

successfully launched 14 innovative branded lifesaving products. Conducted a

number of advocacy campaigns for the dissemination of new perception and

treatment options that offered better disease management and benefits to patients.

He has worked on developing KOLs (Medical Consultants) to carry out group

discussion meetings, presentations on contemporary medical issues and panel

discussions with peers. He has carried out impact analysis to assess change in

doctors’ behavior in disease management.

Sohail has extensive knowledge of creating practical tools, frameworks, as well

as requirement analysis for capacity building programs with over 10 years Training

experience Performance enhancement & Training of Trainers for Cascade training.

With over 25 years of professional experience, He is a professional

1. Strategist “Plan and Prepare organizations for the future”.

2. Executor “Leaders take action to achieve Goals.”

3. Talent Manager “Direct others through Motivation, Communication,

Encouragement and Direction.”

4. Human Capital Developer “ Nurture future Leaders”

5. Personal proficiency” Decisive, Ethical, and Intellectual”

He has expertise in edifice competence and visual impact in trainees’ behavior

at work place enabling efficiency and productivity enhancement.

He is a Customized content developer to cater diverse business needs of clients

including medical college, MNCs, Govt sector and public workshops. He has done

degrees in Marketing & Management. He is in visiting faculty with 3 universities

teaching Marketing and Management subjects.

He lives in and travels from Islamabad.

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Overall Program Learning Objectives

1. Learn & practice Planning sales call, Communication skills

2. Learn Territory management, Goal setting techniques, Concern resolution, closing

sales call skills.

3. Demonstrate capabilities of participants to use for pre call analysis

4. Acquire proficiency of territory management, goal setting, questioning and listening

techniques and apply in the field.

5. Exhibit verbal and non-verbal selling techniques.

6. Demonstrate expertise in applying selling tools and skills at appropriate place.

Evaluating demographics. Locating town sales potential.

Pharmaceutical companies that focus on pre-launch market research activities

calculate sales potential and develop positioning strategies Sales forecasts play a

significant role in determining resource allocations for marketing expenses. Sales

forecasts directly impact budget allocation, and indirectly impact marketing

staffing. Companies determine a product's sales potential based on market

dynamics, including competitor products, competitor pricing and disease state

revenue.

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1: Call Objective (Discussion Objective): Remember each call objective is

different from other. So the strategy would also be different.

“A Discussion Objective is a written statement that specify Drs Current

perspective*, the Desired outcome and the Action taken to achieve the Desired

outcome”.

The 3 steps are:

Discussion Objective = Drs Current perspective +Desired outcome + Action

taken

*Dr’s Current perspective = Behavior towards your product. He may be at one of

the following stages:

a. Awareness b) Interest c) Trying d) Limited Rx e) Broadened Rx

Key: a) Awareness: the Dr is aware about the product, indications and have read

about its results. But no practical experience to use in his patients.

b) Interest: The Dr. is showing interest to use your product based on your efforts

and clinical material you have discussed.

c) Trying: Dr. has used your samples in few of his natives or relatives who

required them, but he did not prescribed in the patients so far. He has gained some

confidence about the drug but hesitate to use it frequently.

d) Limited Rx: Dr. has used your drug in limited patients has shown some

confidence but did not make it a drug of choice in the indication the drug is used in.

e) Broadened Rx: Your specific product is being prescribed as the 1st choice in

most of the patients. Dr some time convinces even the non affording patients to use

it for its patient benefits.

On the basis of Dr’s Prescribing Continuum you will prepare call Discussion

Objective as discussed above in detail. The discussion objective has to be

documented on individual Dr’s Card under visit date.

Case # 1 Dr’s profile: Dr.Mansoor Ahmed is an A-class GP I. Check up all types

of patients including panel patients, poor as well those who can afford some high

priced drugs too. He is Ethical and prescribes drug on the basis of Efficacy,

tolerability, compliance and affordability. He likes to use new drugs happily, but

after making sure that it is value added than the previous drug from the same

therapeutic class.

You are planning to visit him and develop a discussion objective.

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Note: you are introducing a new PPI and during your last visit you promised him to

discuss with him the reprint that shows the superiority of you new drug over the

available one in area of efficacy and long term tolerability.

Develop a Discussion. Obj: as per the above Dr Profile using 3 standards mentioned

above:

1) Current perspective:

______________________________________________________________

______________________________________________________________

______________________________________________________________

______________________________________________________________

______________________________________________________________

______________________________________________________________

2) Desired outcome:

______________________________________________________________

______________________________________________________________

______________________________________________________________

______________________________________________________________

______________________________________________________________

______________________________________________________________

3) Action taken to achieve the desired outcome:

___________________________________________________________________

___________________________________________________________________

___________________________________________________________________

___________________________________________________________________

___________________________________________________________________

___________________________________________________________________

Interest generating Opening

Interest generated openings have the following 3 objectives:

Gain the doctor’s attention

Focus on the importance of your key message

Focus on the target patients

Focus on the key message; buy doing it so you will show:

How the key message is relevant to the doctor.

Increase the impact of your key message.

Easily move the Dr in the product discussion.

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Questioning Techniques

Open and Closed Questions

What happened at the meeting?

Why did he react that way?

How was the result with Renitec?

Tell me what happened next.

Kindly elaborate the experience in more detail in new patients.

Open questions are good for:

Developing an open conversation: "In how many patients you have tried Renitec

samples?"

Finding our more detail: "What else do we need to do to make this a success?"

Finding out the other person's opinion or issues: "What do you think about those

changes?"

Closed questions are good for:

o Testing your understanding, or the other person's: "So, if I get this qualification,

I will get a raise?"

o Concluding a discussion or making a decision: "Now we know the facts, are we

all agreed this is the right course of action?"

o Frame setting: "Are you happy with the service from your bank?"

o A misplaced closed question, on the other hand, can kill the conversation and

lead to awkward silences, so are best avoided when a conversation is in full flow.

Assumptive questions:

These are closed-ended questions. It is used to check your understanding

about some issue or clarification required.

They are asked to check the client understands about the matter under

discussion.

Examples:

Dr. Asad Am I right in assuming that after your successful clinical

experience with Noroxin, will you prefer it as 1st choice drug in UTI?

Can I assume that samples for 5 patients would be enough to have a

personal experience with the Esso?

I am sure you will now use Levosin as 1st choice drug in patients with

URTI & LRTI?

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Develop at least 5 open ended and 5 closed ended & Assumptive questions you will

ask your Dr.

Open-Ended:

______________________________________________________________

______________________________________________________________

______________________________________________________________

______________________________________________________________

______________________________________________________________

______________________________________________________________

______________________________________________________________

______________________________________________________________

Closed Ended:

______________________________________________________________

______________________________________________________________

______________________________________________________________

______________________________________________________________

______________________________________________________________

______________________________________________________________

______________________________________________________________

______________________________________________________________

Assumptive:____________________________________________________

______________________________________________________________

______________________________________________________________

______________________________________________________________

______________________________________________________________

______________________________________________________________

…………………………

. ……………………………

Active Listening

Hear What People Are Really Saying

Listening is one of the most important skills you can have. How well you listen has

a major impact on your job effectiveness, and on the quality of your relationships

with others.

We listen to obtain information

We listen to understand

We listen for enjoyment

We listen to learn.

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Paraphrasing involves putting a passage from source material into your own

words. A paraphrase must also be attributed to the original source. Paraphrased

material is usually shorter than the original passage, taking a somewhat broader

segment of the source and condensing it slightly.

Summarizing involves putting the main idea(s) into your own words, including

only the main point(s). Once again, it is necessary to attribute summarized ideas to

the original source. Summaries are significantly shorter than the original and take a

broad overview of the source material.

Good Example:

Cozaar: Efficacy beyond BP control.

Tell the Dr that Cozaar does something more than just lowering BP (prevents

stroke).

Cozaar: Superior stroke prevention beyond BP control

Tells the Dr. that Cozaar is number 1 in stroke prevention beside excellent BP

control.

“Allow me to demonstrate to you the study in the NEJM which proves that

Cozaar gives superior stroke prevention beyond BP control.”

Product attributes:

Cozaar reduces stroke by 25% compared with beta-blocker.

Cozaar effectively reduces BP in 87% of the hypertensive patients.

Cozaar is the only AIIA that reduces stroke by 25% compared to beta-

blocker.

Exercise: Develop similar key message as in the above examples

1:_______________________________________________________________

________________________________________________________________

________________________________________________________________

________________________________________________________________

2:a)_____________________________________________________________

________________________________________________________________

________________________________________________________________

b)_______________________________________________________________

________________________________________________________________

________________________________________________________________

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c)_______________________________________________________________

________________________________________________________________

________________________________________________________________

________________________________________________________________

Listed below 9 questions / concerns:

1. QUESTIONS: A question is when Dr is asking for additional relevant

information that helps him to take a decision.

Dr: What tablet strengths are available?.

2: FALSE: A concern is false when it can be proven medically inaccurate.

Examples:

- Dr: Zocor does not work

- Dr: Zocor has many side effects

- Dr: The product in this class has same efficacy.

3: GENERIC: A concern is generic when its issue is not specific to the product,

even if the level of problem differs. This issue could be raised for any product

within a therapeutic class.

Examples: Dr: Cozaar causes hypotension.

In fact all antihypertensive have potential to cause hypotension.

Dr: Often , I have to combine Cozaar with other antihypertensive to control BP

IN MANY CASES.

This is also indicative for all antihypertensive.

Dr: Cozaar is expensive than Diuretics

Infact, all AIIA’s are expensive than Diuretics.

4: SPECIFIC: A concern is specific when it only be raised for your product

.Dr: Why Cozaar is introduces in combination (Hyzaar) like other AIIA’s

5: SMOKE SCREEN: When Dr wants to stop the call or test the representative , he

uses a smoke screen concern. Smoke screen are common even if the representative

has good relationship with the Dr.- it is a way for the Dr to defend himself against

hyper communication. Usually smoke screen at the beginning of the call where the

real issue does not deal with the product attributes .

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Example:

- Dr: I prescribe a lot of Renitec.

- Dr: I know every thing about Tienam.

- Dr. Your colleague has told me every thing.

6: NOTIME: Some time in the beginning of the call, the Dr. will interrupt the sales

representative with a concern that he has no time and wants to stop the call.

Example:

Dr: I have to go ,I have an emergency”

Dr: I have to go to a meeting or simply I have no time for you today.

Dr: We have to stop here

Without saying any thing Dr repeatedly looks at his watch.

7: NOT READY: If the sales representative does not know the answer to the

question or concern, he is not ready. Sometimes the representative knows the

answer but he is not ready. This may be because they think answering will take

away too much time or focus from the key message or even create more questions

or concerns. It is important to note that it is the only types of question or concern

that relates to the representative’s level of readiness level and NOT the Dr.

Dr: How does Cozaar works at the receptor levels in the kidneys?

8: BUYING SIGNAL: A buying question Dr is asking additional information for

the usage of the product or makes a positive statement about the product attributes

or benefits.

- Dr: The Cozaar stroke data are very impressive

- Dr: Should I start treatment with 50 or 100 mg tablet.

9: NON-VERBAL: A non –verbal signal is when the Dr. in signaling that he is no

longer paying attention or has lost in the presentation.

For example, he starts to read some information on his desk or write.

Putting all together in the exercise: In the table below there is a list if 9 types of

questions / concerns and the corresponding Dr. dialogue .Make a group and

practice each of the 9 types. Before returning to your course manager each member

ensures that he is familiar with the terms, definitions and the corresponding Dr’s

dialogue.

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Question/Concern Definition Dr’s Dialogue

1- QUESTIONS

when Dr is asking for

additional relevant

information

What tablet

strengths are

available?

2: FALSE

when the concern can be

proven medically inaccurate

Zocor does not

work

3: GENERIC

When the concern / issue

could be raised for any

product

Cozaar causes

hypotension.

4: SPECIFIC:

concern could only be raised

for your product

Why Cozaar is

introduces in

combination

(Hyzaar) like other

AIIA’s

5: SMOKE

SCREEN

This is the way for the Dr. to

defend himself against hyper

communication. Usually this

occurs in the beginning of

the call where the real issue

does not deal with the

product attributes

I know every thing

about Tienam.

6: NO-TIME

Some time in the beginning

of the call, the Dr. will

interrupt the sales

representative with a

concern that he has no time

and wants to stop the call

I have to go ,I

have an

emergency”

7: NOT READY

If the sales representative

does not know the answer to

the question or concern, he is

not ready. Sometimes the

representative knows the

answer but he is not ready

How does Cozaar

works at the

receptor levels in

the kidneys?

8: BUYING

SIGNAL

When the Dr. is asking for

the additional information

related to the usage of the

product or makes a positive

statement about the product

attributes or benefits

The Cozaar stroke

data are very

impressive

9: NON-

VERBAL

When the Dr. in signaling

that he is no longer paying

attention or has lost in the

presentation. For example,

he starts to read or write.

he starts to read

some information

on his desk or

write.

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Customer’s Body Language - A Guideline to your Communication Style

Skill #1: Bridging…

When you use a bridge…

1. Lean forward, palm out!

2. Stretch the last letter of the bridge.

3. Lean back and cup.

Skill # 2 THE HEAD NOD

1. Powerful persuasion tool Easy to learn

2. You’ll nod your head if… You feel positive 3. You’ll feel positive if… You nod your head!

Mirroring effect

Making Positive Impressions…6 Powerful Techniques

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Hand to ear Touching ..Not interested to listen.. Negative body language..Lying

Product attributes and benefits

Example #1: Product Attribute:” Cozaar is the

only AIIA that reduces stroke by 25%

compared to beta-blocker”.

“So what”

Product benefits: Which means that Cozaar

increases patients quality of life by providing

reliable efficacy and reduces cardiovascular

Mortality and Morbidity.

Example#2: Product attribute: Cozaar

effectively reduces BP in 87% of the hypertensive

patients.

“So what”

Product benefit: It means that majority of

your hypertensive patients would have

superior BP control at that same time they

enjoy better quality of life. This will give you

the confidence that you are providing your

patients with the best care.

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Mirroring will…

• Create rapport

• Avoids conflict

• “I’m the same as you”

• “I agree with you and your attitudes”

• Translate feeling of security enable other to make best decision.

Thinking, Evaluating, Openion making process,Taking decision.

Commitment & the doctor’s response

Asking for commitment:

The commitment questions are linked to the discussion objective and the key message and

usually ask for increase prescriptions of the product for specific target patients. For example the

rep. may ask the Dr. to prescribe the product to all hypertensive patients, hypertensive patients

with diabetes, hypertensive patients currently treated with beta blockers or all new Hypertensives.

It is important never to ask to Dr “Do you promise”

There are 5 commitment questions that follow:

1. Patient focused

2. Positive Alternative

3. Challenging

4. Dramatic

5. Negative Alternative.

(Point to point details, examples and related exercises for the participants will follow).

Exercises for each step are designed for understanding and practice)