Selling Skills in TODAYS Pharmaceuticals-day 3

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Its a comprehensive training from bottom to top for Medical Sales Executive about todays need of pharmaceutical market.

Transcript of Selling Skills in TODAYS Pharmaceuticals-day 3

  • Importance of Selling skills in TODAY Pharmaceutical market Featuring Long Term Effectiveness Developed by: M.Mansoor Khan Rawalpindi Cell:+92-331-5494769 Skype:Mansoor.lahore Viber:+923334322397
  • Training Objectives Determine which business objectives you want to impact. Example Objectives: -Increase Market Share -Improve profitability -Reduce Turnover -Raise Sales Productivity Identify the skills that will lead to achieving your business objectives. Design a training plan that develops the needed skills. Business Objectives Skill Objectives Training Objectives
  • Why Train SPOs? 82% of all sales people fail to differentiate themselves or their products from the competition. 86% of all salespeople ask the wrong questions and miss sales opportunities. 62% of all salespeople fail to earn the right to ask for commitment. 82% of salespeople discount price to earn a sale. Statistics based on research conducted by The Sales Board. Over 16,000 customers and 300 salespeople in 25 industries were studied.
  • Selling Skills in Pharmaceuticals Customer Seller
  • Counterbalancing the Gap Physician Representative
  • Bridging to an Agreement Physician Representative METHODOLOGY
  • customer A person or organization who uses the product or services we provide. Customer is king. .only customers judge quality; all other judgments are essentially irrelevant Our greatest asset is the customer! Treat each customer as if they are the only one!
  • Types of customer Based on unique behavioral attributes, customers are of following types Loyal customer Discount customer Impulse customer Need based customer Wandering customer
  • Loyal customer 20% of our customer base but make up more than 50% our sales. Completely satisfied customer. Keep returning to company. We need to communicate with these customers on a regular basis by telephone, mails, emails. customer experience customer expectation Positive word of mouth You can , never do enough for them. many times, the more you do for them, the more they will recommend you to other. Invest maximum time and effort to serve these customer
  • make their decisions based on the size of discount. This category helps ensure your inventory is turning over and as a result, it is a key contributor to cash flow. Merely satisfied customers, also show defection ready to switch. Chase low prices. Milk these customers as long as they are active or in discount seasons
  • do not come for buying a particular item but on a whim. They will purchase what seems good at the time. Buy on impulse. Maximize the profit on each transaction. This is the segment we all like to serve. There is nothing more exciting than assisting an impulse BUYER and having them respond favorably to our recommendations. pursue fashion trends. We want to target our displays towards these customers
  • Need based customer People in this category are driven by a specific need. It is difficult to satisfy these people. Customers are habitual of particular brand. Show inertia in brand switching. Need based customer can easily be lost to internet sales or a different retailer. So to overcome this threat, positive personal interaction is required. They can also become loyal customers if they are well taken care of
  • Wandering customer They have no specific need or desire in mind. They want a sense of experience or community. They make up the smallest percentage of sales. keep in mind, however, that although they may not represent a large percentage of your immediate sales, they are a real voice for you in the community. Although wandering customers cannot be ignored, the time spent on them needs to be minimized.
  • ESTABLISH RELATIONSHIP NEED RECOGNITION FORMULATE SOLUTION DELIVER AND EVALUATE CLOSE THE SALE
  • DOCTOR BY ASKING
  • FIND POTENTIAL CUSTOMERS CATEGORIZE THEM ALLOCATION OF TIME VISITS FREQUENCY CONTINUOUS EYE ON CHANGES
  • GOAL SETTING(NEXT SLIDE) NOW(BEST TIME TO VISIT CUSTOMER) HOW( WITH STUDIES, SAMPLES, etc) WHERE (BEST PLACE TO VISIT HOSPITAL, PRIVATE CLINIC, etc) WHAT EXPECTED REACTION/RESULTS
  • OPENING PROBING DETAILING REINFORCING GAINING COMMITMENT ACTION CLOSING A CALL
  • story highlights the relevant points, the unique selling points of the brand raising the doctor's interest to an extent that he prescribed.
  • Creates a brand image Detailing must be perfect with mixture of Scientific information, Quality of product And The manufacturing technique used This will provide maximum mileage in the shortest possible time Keeping in view the time constraint that one has in the doctor's chamber. Thus, detailing forms an integral part of effective communication as well as personal selling.
  • 1 2 3 4 5 6 7 8 9 TEXT VOICE HANDLING OF VISUAL AID EYE TO EYE CONTACT USE OF POINTER BODY LANGUAGE LISTENING USE OF SENSES TIME MANAGEMENT
  • HOW MUCH GOAL ACHIEVED? OBJECTION HANDING HOW MUCH ROOM TO IMPROVE? WITH IMPROVED PLANNING PLAN NEXT CALL YOUR CALL CONCLUDED AS PLANED? ALWAYS REMBER TO REVIEW YOUR CALL
  • DEALING WITH RESISTANCE PRICE HANDLING BUYING SIGNALS
  • SCEPTICISM LACK OF INTEREST REAL OBJECTION MISCONCEPTION
  • Price is the only weapon that the doctor has. Make sure YOU believe in your own pricing. Make the doctor feel that you are there to help and not to fight.
  • NOT UNTIL the doctor has the of your product What does a customer pay for? QUALITY BENEFITS CONSISTENCY RELIABILITY REPUTATION BRAND NAME SERVICE YOU
  • 1) I am coming to that Sir ask an Open Neutral Question 2) It depends on your requirement Sir ask an Open Neutral Question 3) I am sure the Price is not your only consideration Sir 4) It depends on your order size 5) I will leave you with a full Price list Sir 6) First let me tell you the benefits that you are getting
  • STEP I: present the BENEFITS of your product STEP II: put the price in front of the doctor STEP III: JUST CONTINUE with explaining him/her the features that he/she will derive out of this price
  • STEP I: doctor objects STEP II: Medical rep : what are you comparing with, sir? Doctor : competition, perception, budget, past experience STEP III: Medical rep : how much is the difference we are talking, sir? Doctor : 20% (the faster he says this, ITS FALSE) STEP IV: express the difference STEP V: demonstrate the benefits passable when compared to the difference
  • "Whether our prospects like it or not, their bodies and words say it for them," TYPES OF BUYING SIGNALS verbal signals non-verbal signals
  • that has already been fully answered, and generally acknowledging that it has been - "How much did you say it costs?" - Be aware that if it's said in shocked surprise and incredulity, it's a cue for more probing! "I could see you on a Thursday" - "How often would we need to meet face to face?" - "We'll need to involve store keeper" that's not necessarily free - "Can I try it for a month and see if it works?" - "I'll need to see it in action"
  • "That sound really good" - "Who could say no to that?" "What will happen if it doesn't produce results? We don't need examples here. Even if they say it's overpriced, to have got to the top of their priority stack, these comments or questions say they want to buy.
  • "When can we start?" - "It'll have to be next week" - "Can't we do it in four weeks instead of five?" - "I'm tied up until Thursday" - If this type of signal arrives as a question, you can legitimately avoid answering it by asking back, "When would be best for you?" "What do you think would be best?" - "What would you do if you were me?" who's in the room - "What do you think?" - They've decided but they just want confirmation that they're not being daft.
  • with a previous supplier - "Everyone I've tried has been useless!" - These types of comment are actually cues for more probing or for a personal con