Selling skills pharma reps

53
Communication & Selling skills

Transcript of Selling skills pharma reps

Page 1: Selling skills pharma reps

Communication &

Selling skills

Page 2: Selling skills pharma reps

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Page 3: Selling skills pharma reps
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DAY1 Selling Skills for Pharmaceutical Representatives

Introduction: Pharmaceutical representatives deal with the sale of pharmaceutical drugs. They work for drug companies to sell their medicines to physicians. Pharmaceutical marketing is a specialized area, which is distinct from general selling. It requires sound scientific knowledge about pharmaceuticals coupled with selling skills. Often emphasis is laid on the scientific knowledge but selling skills are overlooked. Pharmaceutical companies try their all might to impart scientific knowledge to their field force during induction, cycle meetings and on the job training. No doubt scientific knowledge is paramount to the selling of highly specialized products like pharmaceuticals, selling skills cannot be overlooked.

In pharmaceutical marketing a person tries to sell the product to a customer who is more knowledgeable than the seller and have scientific knowledge. All the field representatives of the companies try to woo the medical fraternity with the same "me too" products and there is virtually no distinction among the brands they sell in the same therapeutic category. One brand does not have any major advantage over the other to get into doctors' minds. Further intense competition makes the task of a representative more complicated. And thus the importance of selling skills helps a person to get his brand prescribed. Selling skills are not easy to imbibe and it requires lot of practice. But once these skills are learnt, it becomes practice and representative who practices selling skills stands apart from other "me too" people in a doctors chambers and ultimately he is able to get the doctor's attention.

Often selling skills are misinterpreted as polishing doctors with flattering words. Selling skills are more than that. Although selling skills are a part of your overall communication process with doctor, mere good communication will not generate prescriptions. Selling skills comprises of unearthing the needs of the doctors, trying to find out the unmet needs, use of probing questions regarding the satisfying features of your products and/or competitors' products, listening skills, handling objections from doctors, developing rapport with doctors, selling benefits of your products vis a vis competitors' products. If these skills used properly during the conversation, it is likely that a representative may enhance sales of his company. Doctors also give "buying signals" either verbally or from their gestures during the conversation or "detailing". A smart representative should easily understand these "buying signals" and close the call. This is the appropriate time to ask for the commitment from doctor to prescribe product. It is likely that doctor may not commit but he will certainly try your product in a few of his patients.

Rationale: 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 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 then apply in the field with full letter & spirit. You will be amazed to see the results and relations with your customers which are crucial in the business.

Page 5: Selling skills pharma reps

Planning template for learning activity units 17,18,19, (DAY 1)

Session Duration Description

1: The pharmaceutical sales cycle.

The Future of pharmaceutical industry (vdo)

2 hours

Interactive orientation, Ppts, video 10 min

2: Evaluating demographics. Locating town sales potential

2 hour

Interactive Orientation, Ppts,

3:(Know your Customers): Target doctors by classifications

2 hours

Orientation, Worksheet, planning exercise

Resource needed

Power point, handout, videos, flip card, hard copy of Instruction Manual.

Duration- 6 hours Venue Training hall Participants Fresh graduates who after the in-house training will be placed in the Pharma

companies. Aims • Describe the pharmaceutical sales cycle

• Evaluating demographics. Locating town sales potential.

• Planning a sales call (Pre-call analysis) develop call objective.

Program Learning Objectives

• Understand the pharmaceutical sales cycle

• Learn the demographics. Locating town sales potential.

• Understand Planning a sales call (Pre-call analysis) develop call objective.

• How to Know your Customers

Program Learning Outcomes

• Describe the pharmaceutical sales cycle

• Evaluating demographics. Locating town sales potential.

• Planning a sales call (Pre-call analysis) develop call objective. • -Demonstrate your Customers information

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UNIT 17: Understand & learn the pharmaceutical sales cycle.

Job, Salary, Targets Incentives

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Town ‘A’

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Total no. of A class Drs

No .of Selected B class GPs

No. of selected B class Phy.

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Answer the following based on the fact finding and observation:

1: At what point you will focus during the detailing to these Drs: (hint: your product features,

benefits, edge over competitors in terms of superior efficacy, cost effectiveness etc)-

____________________________________________________________________________

____________________________________________________________________________

____________________________________________________________________________

____________________________________________________________________________

____________________________________________________________________________

______________________________________________________________________

2: What will you do to obtain excellent PR with these Drs? (hint: regular visits, sharing useful

information that gives added value to his patients, gain more customer’s knowledge etc) add

more points

____________________________________________________________________________

____________________________________________________________________________

____________________________________________________________________________

____________________________________________________________________________

____________________________________________________________________________

_____________________________________________________________________

3: What you will say to the Dr to try your product? (Hint: justification , prove clinical

superiority, quality, price, presentation etc) what else you will add.

____________________________________________________________________________

____________________________________________________________________________

____________________________________________________________________________

____________________________________________________________________________

____________________________________________________________________________

____________________________________________________________________________

_____________________________________________________________________

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4: What you will do to convince the nearby chemist to place your products stocks? (hint:

convince the chemist to place minimum quantity at 1st time, you visit him weekly or twice

,ensure if products are not sold you will lift the stock, Reference to history of previous

products of your company etc) write more points.

____________________________________________________________________________

____________________________________________________________________________

____________________________________________________________________________

____________________________________________________________________________

____________________________________________________________________________

_____________________________________________________________________

5: What will be your strategy about physician samples? (Hint: ask Dr to try on his family

friend or someone who can give quick feedback) add more points.

____________________________________________________________________________

____________________________________________________________________________

____________________________________________________________________________

____________________________________________________________________________

____________________________________________________________________________

_____________________________________________________________________

:

Page 13: Selling skills pharma reps

Planning template for learning activity units 20 (DAY 07)

Session Duration Description • Planning a Sales Call

2 hours Instructional book, Ppts, Exercise

• Write down the discussion objective

before each call.

2 hour orientation, Ppts, Videos

• Prepare the detailing bag for the day, Selecting brochure/Reprint for discussion

2 hours Orientation, Worksheet, planning exercise. Role plays.

Resource Power point, handout, videos, flip card, hard copy of Instruction Manual.

Duration 6 hours Venue Training hall Aims • Written down the discussion objective before each call.

• Know how prepare the detailing bag & brochure for the day.

Program Learning Objectives

• Learn the tools to prepare the discussion objective before each call

• Learn how to prepare your detailing bag for the day.

Program Learning Outcomes

• Written down the discussion objective before each call.

• Know how prepare the detailing bag & brochure for the day.

Page 14: Selling skills pharma reps

Unit#20 DAY 7 Learning material

Planning a Sales Call

1: Physical appearance (Dressing)

2: Preparing the detailing bag

3: Developing 1st call objective

4: During the call (Discussing the Brochure)

5: Drug indications, precautions, contraindications etc

6: Sampling (Agreement to use in 2 or 3 next patients as starting therapy)

7: Commitment

8: Follow-up plan

1: Dressing: More of the top and bottom match, the more the representative’s attire communicates a professional appearance .The dressing should match with the weather conditions, design and combination or suite. At the same time tie should match the combination and so does he shoes. Usually representatives keep a comb for pre call adjustment.

2: Detailing Bag: Before leaving home check out the days plan and types of Drs to be met. Accordingly place the samples, literatures ,giveaways and clinical studies if any. It is utmost important to remember the message in each literature clearly and able to discuss it in the Dr’s chamber confidently with eye to eye contact rather than looking at the literature. Last but not the least don’t forget to clean the bag externally.

3: 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: 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.

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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 convince 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.

Example:

Dr’s profile: Dr.Mansoor Ahmed is a A-class GP I. Sees panel patients as well those who can afford some high priced drugs too. He is Ethical and prescribes drug on the basis of Efficacy ,tolerability and compliance. 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 developing a discussion objective. Note: you are introducing a new drug 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. Obi: 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: _________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

Page 16: Selling skills pharma reps

Planning template for learning activity units 21 (DAY08)

Session Duration Description Interest generated openings 3 hours Instructional book, Ppts

Types of customer body language. 3 hours Instructional book, Ppts

Resource needed

Power point, handout, videos, flip card, hard copy of Instruction Manual.

Date 90 hours spread over 15 workdays Venue Training hall Participants Fresh graduates who after the in-house training will be placed in the Pharma

companies. Aims • Describe interest creating opening

• Evaluating the types of non verbal language

Learning Objectives

• Understand interest creating opening

• Learn the types of non verbal language

Learning Outcomes

• Describe interest creating opening

• Evaluating the types of non verbal language

Page 17: Selling skills pharma reps

UNIT#21,22 DAY08 Learning material

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 you show :

• 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.

By focusing on the patient target group you will quickly direct doctors’ attention to the relevant patients. This will make it easier and more rewarding for the doctor to participate in the product discussion.

Environment:

Representative: Dr. you recently told me that a large number of you patients have Osteoporosis. Did you know that by switching them to a certain drug you can reduce the rate of hip fracture by 51%. The above statement is closed and focuses the doctors attention on the key message as well as target patients by appealing to the Dr.’s specific environment.

Desired Experience:

Representative: Dr. you have told me that you have hypertensive patients on Betablckers.Did you know that by switching them to a certain drug ,you can avoid stroke by 25 %.

Beliefs:

Representative: Dr.when treating hypertensive patients is it fair to say that you not only want to lower BP but more importantly ,to prevent stroke.

Criteria for effective interest generating openings

• Gain Dr’s attention • Focus on the importance of key message • Focus on the target patients • Appeal to the note that if the interest generating opening is a question, it should be

closed –ended.

Check / Confirm Drs Beliefs and needs

Time:

Page 18: Selling skills pharma reps

Representative: Dr.Ali, I know that you treat lots of patients with high cholesterol .Please describe the challenges you have faced with these patients and how these patients compares to what you have seen in the past couple of years.

Trends:

Representative: Dr.Khan, Please describe me challenges you face when treating hypertensive patients and how those challenges compare what you hear from your colleagues?

Clinical Experience:

Representative: Dr.Muhammad Ali recently BMJ published information that stated Simvastatin reduced the frequency of cardiovascular stroke and MI better than lovastatin. Would you share your comparative experience with these drugs?

Thought Leader:

Representative: Dr.Shahid. kindly tell me the duration of therapy you find optimal for intra-abdominal infections and compare it to the controversy that exist among thoughts.”

Guidelines:

Representative: Dr.Shahbaz. please elaborate your approach in treating hypertensive patients and how does that compare to the approach recommended by National Guideline?

Page 19: Selling skills pharma reps

Planning template for learning activity unit 22 (DAY9)

Session Duration Description Types of customer body language. 2 hours Instructional book, Ppts, video 10 min

Mirroring customer body postures. 1 hour Orientation Ppts, Videos 30 Min

Gain trust and report through effective use of Body language skills.

3 hours Orientation, Worksheet, planning exercise. Role plays.

Resource Power point, handout, videos, flip card, hard copy of Instruction Manual.

Duration 6 hours Venue Training hall Participants Fresh graduates who after the in-house training will be placed in the Pharma

companies. Aims • Describe different types of customer body language

• Demonstrate the art of Mirroring customer body postures

• Exhibit to gain trust and report through effective use of Body language skills

Program Learning Objectives

• Understand different types of customer body language

• Learn the Learn the art of Mirroring customer body postures

• Learn to gain trust and report through effective use of Body language skills

Program Learning Outcomes

• Describe different types of customer body language

• Demonstrate the art of Mirroring customer body postures

• Exhibit to gain trust and report through effective use of Body language skills

Page 20: Selling skills pharma reps

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Page 21: Selling skills pharma reps

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Page 22: Selling skills pharma reps

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Page 23: Selling skills pharma reps

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Page 24: Selling skills pharma reps

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Page 25: Selling skills pharma reps

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Page 26: Selling skills pharma reps

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– Expressions – Tone of voice

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• Create rapport • Avoids conflict • “I’m the same as you” • “I agree with you and your attitudes” • People naturally mirror each other

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Page 29: Selling skills pharma reps

Planning template for learning activity unit, 23, 24 (DAY10)

Session Duration Description 1: Types of questioning tech. 2 hours Orientation presentation, Instructional book,

Ppts

2 Types of listening tech 2 hour Orientation, Ppts, Videos

3: Practicing sessions Questioning/ listening tech

2 hours Orientation, Worksheet, planning exercise. Role plays.

Resource needed

Power point, handout, videos, flip card, hard copy of Instruction Manual.

Duration 6 hours Venue Training hall Aims • Describe different types of customer body language

• Demonstrate the art of Mirroring customer body postures • Exhibit to gain trust and report through effective use of Body language skills

Learning Objectives

• Understand different types of customer body language

• Learn the Learn the art of Mirroring customer body postures

• Learn to gain trust and report through effective use of Body language skills

Learning Outcomes

• Describe different types of customer body language

• Demonstrate the art of Mirroring customer body postures

• Exhibit to gain trust and report through effective use of Body language skills

Page 30: Selling skills pharma reps

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Page 31: Selling skills pharma reps

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 commitment to use 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?

Develop at least 5 open ended and 5 closed ended & Assumptive questions you will ask your Dr.

Open-Ended: ___________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

Closed Ended: ___________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

Assumptive:_______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

Page 32: Selling skills pharma reps

Learning material unit 24: Listening techniques:

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.

Given all this listening we do, you would think we’d be good at it! In fact we’re not. , we remember a dismal 25-50% of what we hear. That means that when you talk to your boss, colleagues, customers or spouse for 10 minutes, they only really hear 2½-5 minutes of the conversation.

Turn it around and it reveals that when you are receiving directions or being presented with information, you aren’t hearing the whole message either. You hope the important parts are captured in your 25- 50%, but what if they’re not?

For a sales representative there are broad Do’s and Don’ts for good listening.

Do’s

• Show Empathy interest and understanding.

The sales representative can show a doctor he is interested and understand Dr’s point of view. This does not mean that the representative agrees with every thing Dr says. But it does means he understands” Where the doctor is coming from”

• Wait for the doctor to finish speaking before preparing a response.

The sales representative should be patient and listen for what the dr is saying , not the representative will say in response. Focus attention on the dr’s statement., not on formulating your reaction.

• Pay attention to what Dr says , not what you want to hear. • Finally, listen for what the Dr ‘s says are his /her needs and wants, not listening for

what you need and want.

Don’ts

• Takes notes while listening. • A sales representative should pay attention to the Dr while he / she is talking. If you

needs to take notes wait until the Dr has finished talking. • Watch the clock while listening • A sales representative should focus on the Dr while he/she is talking .If you are pressed

for time ,wait until the Dr has finished speaking .

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• Give advise or correction while listening. • It is important to refrain from interrupting the Dr with comments while he is speaking. • Be distracted to other topics wile listening • The representative should not let his mind wonder when the Dr is making a long

statement.

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.

Check: Given a paraphrasing example, write an appropriate response below:

Doctor says: “ You have shown me several short-term studies that have been published in

reputed journals,however,I usually prescribe a product after it has been approved for 6

months”

____________________________________________________________________________

____________________________________________________________________________

____________________________________________________________________________

____________________________________________________________________________

____________________________________________________________________________

______________________________________________________________________

Given a summarizing example, write an appropriate response below:

Doctor says: I recently have been prescribing Bonemax because I can prescribed it to most of my post-Menopausal ,female patients with low BMD.Also it has been proven to lower the risk of hip fractures and it has long term efficacy and safety data. My patients like that it is a once weekly dosing _____________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

SER Rules: In addition to the sales representative using voice, questions and listening skills they should also use SER Rules when speaking.

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SER is an acronym that stands for Simplify, Emphasize and Repeat.

The SER rules should be used during product discussion to show confidence , keep the Dr’s attention. And reinforce the doctor’s memory. These rules not only convey confidence image but should also keep the Dr interested so that he/ she can remember what is being said.

• Simplify (Introduce the key message) • Emphasize ( present the key message) • Repeat ( Repeat the key message)

It is recommended that representative should repeat the product’s name 8 time during the discussion.

SER Rules “SIMPLIFY” Representative state with specific, clear and simple words.

Example: “It stops pain in 35 Minutes.

Bad Example: It blocks access to pain receptor within 35 minutes of ingestion

Page 35: Selling skills pharma reps

Probing questions Exercise:

Develop at least 1 example from each class of probing questions in light of above examples.

Time:___________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

Trend:__________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

Clinical Experience:______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

Thought Leader: _______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

Guidelines: _______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

Page 36: Selling skills pharma reps

Planning template for learning activity unit 25, 26 (DAY 11)

Session Duration Description Presenting Key Message 2 hours Orientation ppt,Exercise.worksheet

Product attributes and benefits

Questions & queries

4 hours Orientation, Exercise, work sheet, Role-play

Resource Power point, handout, videos, flip card, hard copy of Instruction Manual.

Duration 6 hours Venue Training hall Participants Fresh graduates who after the in-house training will be placed in the Pharma

companies. Aims • Present a key message statement to a Dr

• Present product attributes and benefits to a Dr. • Reply to Questions & queries • Present product attributes and benefits

Learning Objectives

• learn a key message statement to a Dr • Learn product attributes and benefits to a Dr. • practice Questions & queries • learn product attributes and benefits

Learning Outcomes

• Present a key message statement to a Dr • Present product attributes and benefits to a Dr. • Reply to Questions & queries • Present product attributes and benefits

Page 37: Selling skills pharma reps

DAY11: Learning material unit 25: Presenting Key Message

Objectives: At the end of this module, you will be able to:

• Present a key message statement to a Dr • Present product attributes and benefits to a Dr.

Key Message expresses the distinctive and compelling information about the product that you want Dr to remember. A key message will resolve the issue that you present in the interest generating opening.

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)_______________________________________________________________________________________________________________________________________________________

c)_______________________________________________________________________________________________________________________________________________________________________________________________________________________

Product attributes: (Develop yourself)

• • •

Page 38: Selling skills pharma reps

Exercise: Develop similar key message as in the above examples

1:_______________________________________________________________________________________________________________________________________________________________________________________________________________________

2:a)_____________________________________________________________________________________________________________________________________b)_______________________________________________________________________________________________________________________________________________________

c)________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

Learning Material unit 26 DAY 11

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.

Example#3

Product attribute: Cozaar is given once daily in hypertensive patients.

“So what”

Product benefit: Which means that it offers convenient dosage and your patient continues to have superior quality of life? This will give you satisfaction that your patient has received successful treatment.

Develop yourself: Product attribute: ………………………………………………………….

Dr’s response…………………….

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Product benefit: ………………………………………………………………………………..

Page 40: Selling skills pharma reps

Performance check list:

No.

CRITERIA YES

NO

1 • Interest –generating opening:

- Gains Dr’s attention - Question? - Statement?

2 - Check & confirms beliefs and needs?

• Probing question

3 Present key Message

• Interested and uninterested Dr. • Product attributes • Product benefits(functions,end-use,emotion)

4 Body language

Posture , personal space, eye contact, movements, facial expressions)

5 Quality of voice

Breathing, pace, volume, pitch, articulation)

6 Listening

- verbal and non verbal and phrases? - Paraphrasing and summarizing? - Interruptions?

7 SER Rules:

- -simple and clear words and phrases? - -Enthusiastic - -Focused introductions? - -Numbered points? - -Repeat key message and product name?

Types of questions and concerns

Listed below 9 questions / concerns:

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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 .

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”

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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

Page 43: Selling skills pharma reps

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.

Page 44: Selling skills pharma reps

Planning template for learning activity unit 27, 28 (DAY12)

Session Duration Description Handling a question using Assertive

tools

1 hours Orientation, Video, worksheet

Commitment questions types 1 hours Interactive orientation, Exercises 15 min

5 Commitment question and response 1hour Interactive orientation, Exercise 15 min

Role plays complete session. Conducting a sales call.

3 hours Role plays all participants 10 min each trainee

Resource needed

Power point, handout, videos, flip card, hard copy of Instruction Manual.

Duration 6 hours Venue Training hall Aims • The commitment questions are linked to the discussion objective.

• The key message and usually ask commitment questions for increase prescriptions of the product for specific target patients.

Program Learning Objectives

• Learn the Commitment questions types

• Learn the 5 Commitment question and response.

• Learn to Handle a question using Assertive tools

Program Learning Outcomes

• Describe the Commitment questions types

• Demonstrate 5 Commitment question and response in role plays

• Demonstrate to Handle a question using Assertive tools

Page 45: Selling skills pharma reps

Unit# 27 DAY 12

Learning material

Handling a question using Assertive tools

Handling a Example: Dr: What tablet strength does Cozaar come in?

- “QUESTION” Reply: Dr. Cozaar come in 50mg and 100 mg scored tablet.

Handling a Example: Dr: This is a class effect”

- FALSE concern Reply: Dr. Cozaar is the only AIIA that has documented role in reducing the chances of stroke .Clinical data clearly shows that….

Example: Rep: Dr. did I clearly show you that Cozaar is the only AIIA with documented stroke reducing effects.?

Dr: No, I’m still not convinced

Rep: Should I REPEAT?

If the Dr.answered Yes! I understand , check his understanding the representative can then return to wherever they left in the product discussion.

Handling a Example: Dr: In most cases I have to add another antihypertensive to Cozaar to control BP.

GENERIC Rep: Studies have shown that this may happen with all other antihypertensive.

Concern

Handling a When the Dr has specific concern the sales rep.can give a short “

SPECIFIC “technical reply” and “checking understanding” question if needed.

Concern Example: Trusopt hasn’t been in the market long

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Rep: That’s correct.Trosopt is the most innovative and up-to date treatment available for chronic open angle Glaucoma.

Handling a. When the Dr’s concern is a smoke screen ,the sales rep may use

SMOKE SCREEN REPETITIVE COMMENT or TURN- AROUND communication techniques

Concern before returning to the product.

Example: Repetitive comment

Dr: Your colleague already told me every thing.

Rep: Good, The most important thing is ….

Example: Turn-Around

Dr: Cozaar is too expensive.

Rep: Dr.That’s the price of most innovative and best treatment available.

Handling a. When the Dr’ says that he has no time for the sales rep. in the beginning of the call, the representative will need to schedule a new appointment and before leaving the rep.will need to make a quick statement that previews the key message.

NO-TIME Example: Beginning of Call

Concern Dr: I am in hurry can’t talk to you now”

Rep: I can understand. Can we get together next Tuesday at 10am .When I come back I will show you how Cozaar gives superior stroke reduction beyond BP control.

Handling When the sales representative is not ready to answer the Dr’s question

NOT READY ,he needs to delay the response to the later date. Afterwards, the representative can return to wherever they left off in the product discussion

Concern Example: Dr: How does Cozaar work at the receptor level in the kidney?

Rep: Dr. I don’t have the data right now, but I have to made a note of it and will come back with the answer in couple of days .When would be the best time next week to meet?

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Handling When the Dr. present a Buying signal the sales rep need to reinforce the signal with positive feedback. Afterwards, the representative can return to wherever they left off in the product discussion.

BUYING-SIGNAL Dr: I am impressed with the efficacy data seen on Cozaar.

Concern Rep: Dr, that’s great that data is really impressive ,let me share with you some other data how Cozaar saves lives….

Handling When the Dr signals that he is no longer paying attention, the sales rep.needs to use the REGAINING ATTENTION communication technique.

NON-VERBAL Example: Dr.Starts to write.

Concern Representative will pause for a moment and if the Dr. continues to write:

Rep: this is important to your patient should I continue now? OR

Rep: You do not want to miss the important facts on how Cozaar could prevent stroke and saves your patient’s life.

Page 48: Selling skills pharma reps

Day12: EXERCISE#1 Assertive reply:

In the left column are listed the Dr’s concerns as well as assertive tools for answering. Write the correct dialogue response in the right hand column.

Dr’s concern/ question with Assertive tool

Sales Representative dialogue

1-QUESTION

Dr: What tablet strength does Cozaar come in?

Rep:

2: FALSE

: Dr: This is a class effect”

Rep:

3: GENERIC

Dr: In most cases I have to add another antihypertensive to Cozaar to control BP.

Rep:

4: SPECIFIC

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

Rep:

5: SMOKE-SCREEN

Dr: Your colleague already told me every thing.

Rep:

6: NO-TIME

Dr: I am in hurry can’t talk to you now”

Rep:

7: NOT READY

Dr: How does Cozaar work at the receptor level in the kidney?

Rep: 8: BUYING-SIGNAL

Dr: I am impressed with the efficacy data seen on Cozaar.

Rep: 9 NON-VERBAL

: Dr.Starts to write on a piece of paper.

Rep:

unit: 28 DAY 12

Page 49: Selling skills pharma reps

Learning material

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 hypertensive. It is important newer 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.

Examples: PATIENT FOCUSED COMMITMENT

1: Rep: Dr. Will you prescribe Cozaar to your hypertensive patients we have discussed? OR

2: Rep: Dr. will you know prescribe Cozaar to all patients on diuretics complaining of side effects? Or

3: Rep: Dr. Will you now prescribe Cozaar as drug of 1srt choice in hypertensive patients?

Dr: Yes

Dr: May be “

Rep: Why, When Cozaar is proven to be the best in efficacy ,tolerability and compliance as you agreed. But it is up to you to decide the best treatment option for your patients. I will come back to share some latest international studies with you.

Dr: NO

Rep: I am sorry because there are strong evidence that Cozaar provides additional benefits to your hypertensive patients beyond BP control. Probably I was unable to demonstrate them to you effectively. In my next visit I will share some studies and convince the clinical superiority of Cozaar over other Antihypertensive , and prove you that hypertension treatment with Cozaar is much better for your patients.

In the space below write down patient focused commitment question

Page 50: Selling skills pharma reps

______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

2: Commitment question and response – POSITIVE ALTERNATIVE

The positive alternative question is used when the Dr. is already using the product and sales rep. would like the Dr to broaden the Rxs.to indications or patient groups he has little or no experience.

1:Rep: Dr. You have some experience of Zocor in CHF patients. Will you use Zocor in diabetic hypertensive as shown in the study published in NEJM?

Dr: I will evaluate in these patients too as study published in NEJM is authentic.

Rep: I would appreciate your interest to try Zocor in these patients too. Thanks.

3: Commitment question and response – CHALLANGING

The challenging commitment questions asks the Dr if there are any medical reasons not to prescribe the product. This question is used when dealing with difficult Dr. that has made negative or skeptical comments during the product discussion.

1: Rep: Dr.are there any medical reasons for you not to prescribe Cozaar in your appropriate hypertensive patients?

Or

Rep: Dr. are there any medical reasons for you not to switch your patients on beta blockers on ?

Dr: There is no medical reason

Rep: Will you use Cozaar then in these patients?

Dr: Yes!

Or

Dr: Yes I can think of few medical reasons not to prescribe Cozaar.

Rep: I am sorry that your patients are not receiving the benefits of Cozaar,next time I will bring you some more publications that will prove evidence based efficacy and tolerability beside quality of life with Cozaar.

In the space below write down CHALLANGING commitment question ________________________________________________________________________________________________________________________________________________________

Page 51: Selling skills pharma reps

_______________________________________________________________________________________________________________________________________________________________________________________________________________________________

4: Commitment question and response- DRAMATIC

The Dramatic commitment question is personal in nature. This question touches the personal life of the Dr.by asking what he would Rx for someone close to him. This makes the Dr think about the importance of the commitment decision. It is used when the Dr is negative or undecided and sales Rep wishes make an emotional appeal without using the offensive or challenging commitment question.

Example:

Rep: would you prescribe for some one you care for?

Dr: I would prescribe it to one of my family member.

Rep: will you prescribe to your outpatients too?

Dr: Yes

Rep: Thank you ,I am happy for your patients.

Or

Dr: I would prescribe Abesartin to my hypertensive.

Rep: I regret your patients will not get the benefits of Cozaar. But in my next visit I will provide more evidence that will prove clinical superiority of Cozaar and the additional benefits to your patients beyond effective BP control.

In the space below write down DRAMATIC commitment question _______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

5: Commitment question and response –NEGATIVE ALTERNATIVE

The negative alternative commitment question gives the Dr. a choice between a bad alternative (Competitor’s..) and a good alternative ( your product) It is used when the Dr has brought up a competitor product during the product discussion and the Dr is negative or undecided.

If the Dr says he will prescribe the competitor’s product the sales rep. can:

o Express their regret on behalf of the patients. o Remind the Dr. of any positive statement he has made during the product

discussion. o Continue to call on the dr and present the product’s case.

Page 52: Selling skills pharma reps

Examples:

Rep: Dr would you now prescribe beta blockers that are not documented or Cozaar that is proven to prevent stroke?

Dr: I will prescribe Cozaar.

Rep: Great, I am happy for your patients.

Or

Dr: I will prescribe beta blockers.

Rep: I regret your patients will not get the added stroke protection of Cozaar, but I will prescribe you more evidence of the benefits of Cozaar in my next visit.

In the space below write down DRAMATIC commitment question _______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

Page 53: Selling skills pharma reps

Training Evaluation Sheet – Final

Dated: _____________________ Please mark the appropriate boxes which suit your training experience with ASK.

Overall course contents

Exceed Expectations

Meet Expectations

Need Improvements

Not Applicable

Course management Handout Contents

Exercise/Activities

Participation/Interaction Effective Visual Aids

Class Environment

Presentation Style Trainers Knowledge of

Subject

Clear Coverage of material

Response to questions

Q: What was new Learning on the course? ________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Q: I suggest the following improvements:

________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________