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Pharma selling skills

  1. Pharma Selling Skills Classic and New Methods of Operations By Bapan Paul
  2. Content • What is selling? • Basic steps of selling • Pre call planning • Opening • Questioning • Presentation • Objection handling • Closing • Post call analysis • Integrity selling
  3. To satisfy a need or want with your product for mutual benefits by identifying or generating or influencing a need or want. What Is Selling ?
  4. Types of Selling Created Market Create the market
  5. Pre call planning Opening Question ing Presenta tion Objectio n Handling Closing Post call analysis Basic selling Steps
  6. Targeting Call Preparation Projecting Company Image Utilize Waiting Time 1. Pre call planning
  7. Steps of Opening •Greeting •Purpose of call •Initiating business discussion Types of Opening •Need/Benefit opening: •Identify a known or presumed need •Offer a product feature & benefit to satisfy that need. •Opening as a question 2. Opening
  8.  Positive atmosphere  Exchange of names  Simply connect  start a gentle conversation Objectives..
  9. Open question • Invites an extended doctor response • Start with What, When, Why, Where, Who & How Closed question • Invites a “Yes” or “No” reply from the doctor • Start with Do, Will, Is, Should Choice question • Give doctor two or more positive options in order to rule out a negative “No” response. 3. Questioning
  10. • Benefit is presented in the form of a statement supported by a Feature and followed by a Closed Question Benefit Tag Questioning • Tag on questions are used when doctor makes a positive statement which you want to reinforce. Tag On Questioning: 3. Questioning
  11. Objectives  Questions are used to PROBE information from doctors  Questions starting with WHAT WHERE WHY HOW WHO WHICH are very useful
  12. Funnel Technique A powerful tool to Encourage the Flow of Conversation
  13. Method Of Selling efine the doctor’s requirement for your product. Medical rep : asks open active questions Doctor : LISTENS and ANSWERS accordingly cceptance by the doctor of the requirements. Doctor : ANSWERS and gives acceptance Medical rep : does active listening and makes notes rove that your product can fulfil the doctor’s requirement. Medical rep : offers the product (or service) Doctor : does active listening and if things are not clear, asks questions cceptance of the proof by the doctor. Medical rep : does relevant answering Doctor : accepts the product as his/her need
  14. Sit up straight in front of the doctor Look confident and speak with enthusiasm. Hold the Detail Aid in front and use a pen to focus doctors attention Don’t look at the Detail Aid, look at the doctor. Observe his/her actions If interrupted, do a brief recap before continuing Don’t be distracted by surroundings 4. Presentation
  15. what the doctor wants? what the doctor gains? what do we offer? Presenting the Benefits Need Feature/Offering Benefit
  16. •An incorrect negative perception because of misinformation. •To handle this provide the right information. Misunderstanding •A doctor’s doubt that your product can actually deliver the stated benefit. •Offer proof (clinical studies, references) Skepticism •A real short coming or disadvantage of your product. •To handle real objection, minimize the impact by focusing on the advantages Real Objection 5. Handling objections
  17. •Doctor is not interested in your product because doctor is satisfied with competitor’s product or doctor has never used that type of product. •Identify a need that can not be satisfied by the doctor’s preferred product. Indifference •Doctor does not openly raise an objection because the doctor is disinterested. •How to handle: Ask doctor if they have concerns.Hidden Objection 5. Handling objections
  18.  When D to A from DAPA is not done  It’s a doctor tactic to get a discount  The doctor is confused due to hidden cost or competition  A habit of asking questions  A strategy to postpone decision making When Do Objections come?
  19. Dejected Angry Challenging Frustrated Defensive How do we tend to handle objections?
  20. Pause Stay calm Don’t get defensive Don’t get aggressive Don’t disturb the customer. Let him speak first How Should We React to objections?
  21. Unspoken Objection Objection that we hear and can answer Objection that we hear and cannot answer Kinds Of Objections
  22. Doctor frowns Doctor smiles (sarcastic) Doctor looks elsewhere The unspoken objection
  23. What do you do when an unspoken objection comes? PAUSE and then convert it into a SPOKEN OBJECTION by asking • You are thinking something Sir? • Anything particular Sir?
  24.  Pause  probe gently  Please, tell me more.  Apart from this, is there anything else that is of concern to you?  If I can take care of this to your satisfaction, could we proceed forward (would you consider our product)? When you hear an objection and you can answer?
  25. Handling the objections we hear and cannot answer Features we offer but doctor does not need Find Out:  Why the doctor may not need it?  How long will the doctor not need it?  Will the doctor ever need it in future? Features the doctor wants, but we do not have Find Out:  Why does the doctor want it?  How important is it? 1) Essential 2) Desirable 3) Useful  Can we explore an alternative? Our Products and features
  26.  Psychological aspects of price:  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. Selling The Price Effectively
  27. The right stage to present the price: NOT UNTILthe doctor has REALISEDthe BENEFITSof your product Selling The Price Effectively QUALITY BENEFITS CONSISTENCY RELIABILITY REPUTATION BRAND NAME SERVICE YOU
  28. Benefits Price Benefits  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 Selling The Price Effectively SANDWICH METHOD
  29. Review all the benefits accepted by the doctor Ask for business (trial use, continued use, expanded use) Wait for a response 6. Closing
  30. Fear Uncertainty Doubt What prevents a medical rep from closing effectively?
  31.  Too Early  Too Late  Too Meek  Too Aggressive  Doctor’s objections not resolved completely  Sales process not followed Why a medical rep may not close well?
  32.  The DOCTOR has understood your product completely  The DOCTOR has developed trust in your company  The DOCTOR has a desire for the benefits for his/her patients When to close?
  33. 7. Post call analysis
  34. Integrity Selling
  35. Congruence – Model
  36. AIDINC - Model
  37. AIDINC - Model
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