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.

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•

•

•

•

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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.

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• 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 contact with a satisfied client - Again no examples needed. It's effectively a no-brainer! Again they just want confirmation

that they're not being daft.

• Spending time concentrating on just one of your products

• Asking/looking for help

• Asking questions about details - "Which of my people will be directly involved?" - "What exactly will you be doing?"

• Touching their wallet or its contents, or their cheque book - Literally or metaphorically

• Changes of body state - Relaxing, moving stance, gestures, skin tone, style of speech

• Getting out their pen - Literally or metaphorically

• Maybe it's time to move on Unwillingness to trade commitments - At least unwilling to make their own in return for yours

• Your calls, messages and e-mails go unanswered • "I really like your suggestion but I need to ........

before we can go ahead" • Avoiding eye contact when you meet • "We'd really like you to help us but we just need a

bit more time/have some other priorities to deal with first"

• 'Playing' with your product, or looking at many without ever concentrating on one

• Physically moving around a lot, quickly

Greet the doctor further ask for his well

being.

Give a small 15 seconds introduction on

company image.

Listen to the doctor and use the FUNNEL TECHNIQUE to get the flow of conversation.

Once you have understood the requirement, use the DAPA Method of Selling so as to confirm there is no GAP between the need and the offering.

In case the doctor has a doubt/objection, then concentrate and resolve that before moving ahead.

In case the doctor asks about the PRICE. Tell him/her that you would give him/her the best price comparing others. (Use the price postponement techniques)‏ .

In case the question still arises on PRICE, use the

SANDWICH METHOD to answer it.

Pleasantly Close the sale and confirm the

prescriptions.

M.Mansoor Khan

Islamabad

0331-5494769

Sype:mansoor.lahore

Viber:+923334322397