10. PRODUCT KNOWLEDGE
Product knowledge is essential for the success of sales
It helps the salesperson show the customers what they
will gain by prescribing and dispensing his product.
11. PRODUCT KNOWLEDGE
• Research and Development
• Medical Background
• Product Information
• Mode of Action
• Indication and Dosage
• Limitation and Side Effect
• Advantages and Benefits
• Action, Indication and Dosage
• Limitation and Side Effects
12. PRODUCT KNOWLEDGE
Product knowledge is indispensable for the salesperson
to do his job effectively.
However not all information about the product should be
demonstrated to the doctor during the sales call, so that
you have to select what to say.
16. 3. PROFESSIONAL SELLING
The knowledge of why a Client Buy certain product is as
important for a salesperson as knowledge of what he has
17. PRODUCT KNOWLEDGE
However, the salesperson should guard against talking too
much about the product features and too little about what it
will do for the sake of the patient, instead of selling product
features, he should sell the effects and results of the
19. HOW TO DEMONSTRATE A PRODUCT
They are the characteristics of the product.
This is what the producer puts into a product to produce
A Feature is an ingredient or description of an aspect of the
20. HOW TO DEMONESTRATE A
2. ACTIONS / ADVANTAGES
They are the result of the feature. This is the way the
product works, the effect of the feature is the most
Actions are typically reduction or increase of levels of body
Advantages are typically relief of symptoms or speedy
Advantages also can be a relief of combination of
symptoms "pharmacological effect
21. HOW TO DEMONESTRATE A
They are how the end user is improved. These are the final
result of the action of the feature.
Benefits state how the user is improved or getting better.
Benefits could be to the patients or the doctor.
22. HOW TO DEMONESTRATE A
FOR THE PATIENT
Returning to normal life style.
FOR THE DOCTOR
Doctor benefits are typically being able to
confidently and achieve control over the illness.
23. Don’t Assume That Your Customer Will Translate
Your Product Features Into Benefits
He buys it
Remember that it is your role
25. ORGANIZING THE PRESENTATION
FEATURE ACTION BENEFIT FAB
In this method, you start with the feature and explain its
action and then come up with the benefit
BENEFIT ACTION FEATURE BAF
In this method of organization, you start with the benefit
and then prove it with the action and relate this action to
30. HOW TO MOTIVATEA CUSTOMER?
Normally, more than one motive will be revolved during the
product demonstration, so that the salesperson have to
organize his presentation in an order which satisfy the
Client motives according to his priorities.
31. HOW TO MOTIVATEA CUSTOMER?
The core of the salesperson job is to uncover the Client’s
need and then satisfy this need with the product benefits
Salesmanship is the ability of the salesperson to convert a
need to a want and fulfill it with his product benefits
37. Stage 2
Identity customers needs to help you get the customer to
FOCUS on his products needs .
Customers focuses on the product characteristics
according to his needs.
38. Stage 3
Relate and reinforce benefits to provides the customer
with knowledge about how your products address his
Gain commitment and follow up to help the customer to
take favorable decision.
39. Customers makes an evaluation to determine which
products would satisfy their needs.
40. Customers take decision to accept certain products or
indications and refuse others.
The salesperson should accept the fact that:
“These are the days of great product standardization, few
brands, if any, are superior over the others according to all
The basis of handling competition is to
SELL THE DIFFERENCE
The difference may be in the product efficacy, safety, price
May be in the salesperson personality, presentation, and
45. IMPORTANCE OF KNOWLEDGE
WHAT IS THE IMPORTANCE OF KNOWLEDGE ABOUT
Knowledge of competition provides the salesperson with a
broad background for better handling of his job & helps him
orient himself in his territory.
47. KNOWLEDGE ABOUT COMPETITION
2.COMPETITOR SELLING ACTIVITIES
What are the products recommended to the doctor by
the competitive salesperson, and whether the
specifications of these products recommended meet the
doctor’s requirements or not.
How does the representative tell his story, the visual aids
used, the give - away, models, charts, samples, reports,
49. THE SOURCE OF INFORMATION
The salesperson can collect information about competitors
1. Careful and analytical reading of competitors aids such
as brochures, posters, charts and inserted leaflets…etc.
2. Asking retailers
3. Listening to Client’s complaints
4. Competitive salespeople
51. WHAT TO AVOID :
1. Do not include any reference of competitor in your sales
presentation unless it is strictly needed.
2. Never initiate the subject of competition, let the doctor
make the first reference.
3. Do not allow the situation to take you away from the
primary task, which is to explain your product.
4. Never make a statement about the competitor before
checking its accuracy.
52. WHAT TO AVOID:
5. Never criticize competitors since criticism can be
interpreted as poor salesmanship.
6. The salesperson should always remember that the
doctor may like the competing brand, and as a result he
might consider the criticism as criticizing his own
55. PRE-CALL PLANNING
In particular, the pre-call planning is to find the doctor’s
basic problem or need for which the salesperson’s
product is the right solution, and to find the right way to
approach the doctor.
Then, the salesperson has to plan how to concentrate on
the problem or the need and its solution when talking to
58. OPENING FUNCTION
1. It helps you establish the purpose of the visit.
2. Allows you to highlight an important product benefit
early in the call.
3. It helps you direct the conversation toward customer
59. TIME OF OPENING
Generally, you determine when to open, since it naturally
follows the casual conversation that often precedes the
business part of the call.
60. TIME OF OPENING
However, sometimes a customer will directly signal you
to open, by saying
“What brings you here?”
“What can I do for you today?”
Also, a doctor may tell you, with a facial expression or
body position, that it’s time to get down to business.
63. TYPES OF PROBES
Type Definition Example
“Doctor, what sort of problems do you
A question that invites an have with newly born calves?”
extended explanation Doctor:
“there are several, diarrhea is the most
A question that can be “Do you always face diarrhea in newly
answered in a single word, born calves?”
often “yes” or “no” Doctor:
64. PROBING FUNCTION
The general purpose of probing is to uncover customer
needs and concerns.
1. It allows you to guide the customer to reveal his needs.
2. With effective probing skills, you take control of the
65. PROBING FUNCTION
Type Function Example
Allows the customer to
describe a need
“Doctor, what sort of problems do you
have with your NSAID?”
“High prices is the major complaint.”
Allows you to direct the “Do your patients ever complain about
customer to a presumed high cost therapy?”
You probe to uncover needs that can be satisfied by the
features and benefits of your product, then you reinforce,
you show the customer why your product is needed.
Reinforcing is the skill that firmly establishes you as a
problem-solver and promotes your product to the customer.
67. WHAT IS REINFORCING?
Reinforcing is the skill of satisfying customer needs with
product features and benefits.
When you have successfully used the skill of probing, your
customer will either state or confirm a clear need that can
be satisfied by a feature and a benefit of your product.
68. REINFORCING - STEP 1
The first step in reinforcing is to paraphrase the customer
This shows the Client that you understand his/her need
and consider it important.
69. REINFORCING - STEP 1
You make a direct expression of
“That can be a real problem.”
“That’s a significant issue.”
70. REINFORCING - STEP 1
You restate the customer’s need.
Restating is repeating the customer’s need in different
When you restate, do not repeat the doctor’s exact words,
71. REINFORCING - STEP 2
PROPOSE A FEATURE AND A BENEFIT THAT SATISFY
The second step in reinforcing is to propose a feature and
a benefit of your product that can satisfy this need.
In this way, you show the customer how your product can
be the solution to the need. To present the feature and
benefit, link them in one statement
72. WHAT IS GAINING COMMITMENT?
Gaining commitment is getting the customer agreement to
take a specific action with respect to your product.
The action may be anything from reviewing a clinical paper
to using your product on a trial basis.
The key is to make a specific agreement with the doctor
about action steps that will lead towards product usage.
73. WHAT IS GAINING COMMITMENT?
Gaining commitment is the skill of obtaining the customer’s
agreement to act.
74. GAINING COMMITMENT – STEP 2
You can make your requests more specific by including any
of the following kinds of information;
1. Asking for use in a specific number of product.
2. Specifying a time period for trial use of the product
76. TYPES OF CUSTOMER RESISTANCE
As a professional salesperson, you have to be able to
identify and respond to these four types of customer
2. Lack of interest
3. Real objection
1. Make it coincize with what you are saying.
2. Rap it unless it is in use.
3. Make it seen by your audience not you.
4. Use it to illustrate point by point.