Train your sales people how to handle objections with confidence.

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Handling objections
with confidence.
By Prof Vivek Hattangadi
Part 1 and 2 taken from MedicinMan September and October 2012 issues respectively

2. ← Home MedicinMan September 2012 >>> Objection Handling | Page 4
Handling Objections with Confidence (Part 1)
It is a common belief 1. Direct denial
that an objection is a 2. Indirect denial
statement which inhib- 3. Questioning
its a doctor from pre-
4. Compensation benefit
scribing your brand. I
have a different view 5. Forestalling objections
on this. To me an ob- 6. Boomerang
jection from a doctor is
Let us discuss these methods one by one.
a wonderful opportuni-
ty which comes in dis- Direct denial method
guise. Objections are This is a method of answering a doctor‟s objection by
buying signals – the doctor wants a compelling reason making strong statements indicating that the doctor has
to clear the doubts he has, so that he can prescribe your made an error. You straight away contradict what the
brand. doctor says. Most likely, the doctor may get irritated
Objections scare many field personnel because they are and may sour your relations with him.
not sure they can find convincing reasons to overcome
them. Your success as a professional will depend on No! It is not possible!
Becaps was not
your ability to anticipate and handle prospective pre- Becaps is freely
available
scribers‟ objections. No matter how well rehearsed available!
your detailing is, at the final stage of his decision, the
doctor may raise an „objection‟. How well you handle
it will make or break the opportunity given to you.
While handling objections, be positive! Make use of
positive body language – smile. Most important, do not
take objections personally. Listen; in fact be an aggres-
sive listener and become genuinely interested in what
the doctor says.
Here are six simple ways on how to handle „objections‟ Direct Denial Method
and truly convert them into an opportunity.
Use of Indirect Denial method is always preferred
I am very sorry! Bombay Indirect denial method
My Rx of Becaps Medicals ran out-of-stock for This is a method used to respond to a prospective
bounced yesterday 2 days but is now available.
prescriber‟s objection by first agreeing that the issue
raised in the objection is very important and later on
denying the validity of the objection by softening the
response. For instance, the same objection that Becaps
is not available can be answered in the following way.
“I am very sorry that some of your patients might have
been put to inconvenience. It is true that Becaps is not
available with some of the smaller outlets like Amba-
vadi Medical Stores or Manek Baug Chemists, but Be-
caps is available at all the major outlets like Ahmeda-
bad Medical Stores and Baroda Chemists. I shall try to
Indirect Denial Method make Becaps available even at the smaller outlets”.

3. ← Home MedicinMan September 2012 >>> Objection Handling | Page 5
Compensation benefit
In this method the medical representative weighs the
advantages and benefits of the brand against the disad-
vantages of the brand when the doctor raises an objec-
tion. Here is an example of a medical representative
trying to sell the benefit of his brand Azithrocin
(Azithromycin) for its use in typhoid fever. Doctor:
“Your Azithrocin is very costly. Azithrocin 500 costs
Rs. 30.00 per tablet whereas the cost of a good brand
of ciprofloxacin is less than Rs. 10.00”.
Medical representative: “Yes doctor, I value your ob-
servation. When ciprofloxacin is prescribed in typhoid
Questioning Method fever, I believe it is prescribed in a dose of 1 tablet
twice a day for 10-12 days, isn’t it?”
Questioning method
Doctor: “Yes”
This is a unique style of handling an objection by
shooting a series of questions to the doctor one after Medical representative: “In this condition you need to
prescribe Azithrocin for just 6 days, Azithrocin 500
another. The medical representative then gets an insight
twice a day on Day 1 followed by Azithrocin 500 once
into the problem and develops an appropriate answer.
a day for the next 5 days. This makes it very patient
Here is an example to the same query from the doctor
friendly. Because of dosage convenience the chances of
about the availability of Becaps and a possible way on
the patient missing the dose is very low. You are there-
how it could be handled.
fore assured that when patients are on Azithrocin the
Doctor: “Your Becaps is not available” relapse rate is almost eliminated. Moreover, the cure
Medical Representative: “I am sorry to hear about this rates with Azithrocin are better than ciprofloxacin
and the inconvenience it has caused to your patients. (shows scientific document). What’s more doctor, un-
Could you please tell me how many patients came like quinolones which have low risk of causing joint
back?” pain, Azithrocin has no such problems. And finally doc-
Doctor: “Three patients came back yesterday even- tor, the cost of therapy with Azithrocin in typhoid fever
ing”. is Rs. 210.00 whereas with ciprofloxacin it is over Rs.
240.00. Now would you not prefer Azithrocin in ty-
Medical representative: “And did any prescription of
phoid fever?”
Becaps bounce back in yesterday’s afternoon or morn-
ing session?”
Doctor: “No”.
Medical representative: “One last question. Can you
tell me from which retail outlet the prescriptions
bounced?”
Doctor: “I think it was from Bombay Medical Stores”.
Medical representative: “I assure you that by today
afternoon Becaps will be available at Bombay Medical
Stores also. Thank you for the information you have
given”.
Through a series of questions, the medical representa-
tive was able to trace the source of the objections and
was able to satisfy the doctor‟s needs. Generously use Compensation Benefit
the words: “How”, “Where”, “Why”, “When” and so
on.

4. 1
← Home MedicinMan September 2012 >>> Objection Handling | Page 6
The medical representative has carefully weighed the Doctor: “Your ceftrixone injections are very costly
benefits of Azithrocin over its perceived disadvantage, isn’t it? The other brand costs almost 30% less than
cost – Rs. 30.00 per tablet, and has successfully han- your brand”
dled the objection. Medical representative: “Yes, it is expensive. I never
Forestalling the objection wish this happens, but if tomorrow someone near and
Here the objection is handled even before it is raised! dear needs ceftrixone, which brand would you pre-
Tell the doctor about a possible objection before he fer”?
objects. Then handle the objection so it cannot be The doctor has no other option but to say: “Your
brought up again. Make the objection rather weak and brand”. That‟s a boomerang you have thrown on the
the handling strong. You answer the objection before doctor.
the doctor brings it out. Then he is unable to voice the
objection without pretending he has not heard. Let us
once again take the case of Becaps! Which brand will you prefer if your
child is unwell?
Medical representative: “Doctor, let me first apologize
for the non-availability of Becaps in some of the small-
er medical stores in this area. I deeply regret the
inconvenience it may have caused to some of your
patients. I have now ensured its availability even with
the smaller retail outlets”.
I am happy to inform you that
Azithrocin is available even at
the smallest retailer like... Boomerang Method
By using what the doctor says, you are saying that he
is right. Use this method very tactfully or else, it may
boomerang on to you.
Use today's objections to sharpen tomorrow‟s presenta-
tion!
In Part II, in November 2012 issue of MedicinMan, we
Forestalling the Objection shall discuss more advanced ways to handle the oppor-
tunities in disguise.▌
Caricatures © Vivek Hattangadi
Prof. Vivek Hattangadi is a
Consultant in Pharma Brand
Management and Sales Training
Boomerang method at The Enablers. He is also visit-
ing faculty at CIPM Calcutta
When an objection is raised, the medical representative
(Vidyasagar University) for their
turns it around by using what he says to prove that he
MBA course in Pharmaceutical
is not correct. Use his own arguments like a boomer-
Management.
ang which goes around in a circle and comes back to
vivekhattangadi@theenablers.org
persuade him to prescribe your brand. Here is an ex-
ample. http://in.linkedin.com/in/profvivekhattangadi

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6. ← Home MedicinMan October 2012 >>> Objection Handling | Page 7
Handling objections
with confidence. (Part 2)
Prof. Vivek Hattangadi
e saw in the September 2012 Issue of MedicinMan
that there is no such term as „objection handling‟.
On the other hand, the actual term is „encashing the
opportunities‟. Establishing a business relationship
with a doctor is a lot like walking on a balance
beam and, if you are able to handle the opportuni-
ties he gives you, you will be able to have a sus-
tained relationship.
Now let us look at why objections are raised in the
first place.
» You have neglected to present all of the prod- Whenever an objection is raised, it should be addressed im-
uct benefits. mediately; or else it may be a lost opportunity; a lost pre-
scription! Procrastinating may result in:
» Benefits may have been presented, but not the
right benefits. In other words, you may have » The doctor not listening further to our detailing.
failed to probe for real needs. » The doctor may feel that we are hiding something.
» Rapport hasn't been established with the doc- » The doctor may feel that even you perceive it as a
tor. problem – that would be very dangerous.
» The product has not been targeted to the right » The doctor may think that you are not able to answer
doctor. Just imagine Colimex Drops being pro- because you do not know the answer, which is a poor
moted to a cardiologist? reflection on you. If you do not have an immediate
» Communication and body language are poor answer, assure him that you will find out and inform.
that you don’t sound confident or knowledge- The worst scenario, it may appear that you are not interested
able. in the doctor‟s opinion and you may lose him forever.
» Extraneous reasons for which neither you, nor While handling objections:
the brand nor the company are responsible.
A. Be positive!
» Use positive body language and smile.
» Do not take objections personally.
B. Listen - be an aggressive listener.
» Ask questions, nod your head at appropriate times.
» Show him that you are genuinely interested in what he
says.
Here are few more methods in addition to what we learnt in
the September 2012 Issue.

7. MedicinMan Ocotber 2012 Handling objections with confidence. (Part 2) | Page 8
1. Deflection Method what to do. I too put a drop on my tongue mirrored him
and made a face. “Yes, it‟s bitter. I shall definitely con-
You can handle an objection by deflecting it, i.e. by vey this to our R&D” I said and then deflecting the
changing the direction. First listen to what the doc- objection I asked him “But what do you feel about the
tor says. Understand his concerns, which should concept behind Colimex Drops, like when at midnight
also reflect in your body language. Then continue as a mother brings her child to you with burping, ab-
if nothing had happened. You can tell him that you dominal gaseous distension with severe colicky pain?”
will come back to his point later. It is possible you Dr. Rao looked at me and said “Yes, and this is a very
won‟t have to. Give an excuse, such as not having common problem here. Mothers do not know the right
information or having to talk to somebody else lat- techniques of breast feeding”. And then he went on for
er. half an hour explaining that condition to me and how
In the examples which follow, many are from my Colimex could be useful. In fact he was detailing Co-
days when I was a medical representative with limex Drops to me. Finally he said “Tell your company
Carter-Wallace. We had just introduced possibly to prepare a patient-education poster on the right way
the most interesting and effective product in those to breast feed a child. And make sure that Colimex
days for infantile colic, Colimex Drops. It contained Drops are available with all the retailers here. I do not
dicyclomine (an antispasmodic) and dime- want a single prescription to come back”.
thylpolysiloxane (an antiflatulent). I deflected the objection, yet acknowledged and accept-
Doctors loved its efficacy, but the kids hated its ed his objection. He went on to become my Colimex
taste – very bitter. Nevertheless, it was my favorite brand ambassador in Kalol.
brand and always wanted it to be brand leader in my
territory. 2. Empathy Method
Once I was meeting a very influential doctor from In this method, first empathize with the doctor and tell
Kalol, an ex-town of Ahmedabad, Dr. S.M. Rao. him that you understand how he feels. Then tell them
He was a GP with dominant pediatric practice. I about another doctor who also felt the same way. Then
was introducing Colimex drops to him. He liked the tell them how the other doctor found that things were
concept. He opened the sample bottle and put a not so bad when he actually used it.
drop on his tongue. “Aagh! It‟s very bitter!” he ex- I was meeting a well known pediatrician from Ahmed-
claimed “I shall never prescribe Colimex Drops till abad Dr. Arvind Kothari who was reluctant to prescribe
you change its taste.” Colimex drops because of its bitter taste. I said “I do
I knew that dicyclomine had an inherent bitter taste understand how you feel about the taste of Colimex
and there was no way to mask it. I was wondering Drops, and how the infants would respond to its taste.
Even Dr. M.V. Dudhia (who was his teacher and HOD,
Pediatrics, V.S. Hospital, Ahmedabad) felt the same
way. But when he prescribes Colimex Drops, he tells
the mother to keep the dropper at the back of the mouth
and then administer Colimex Drops. Well, he told me
that he receives so many phone calls from mothers
thanking him for the relief he has given to the infant!”
“Okay” said Dr. Kothari “is this what he does? Well,
let me also try this technique too” and he went on to
become a prolific prescriber of Colimex Drops.
By empathizing with the doctor, you are in harmony
and creating rapport for building long term relations.

8. MedicinMan October 2012 Handling objections with confidence. (Part 2) | Page 9
strong body language and make sure you take care of your
3. Curiosity tone. You should appear non-threatening and not in 'closing
When a doctor says that he does not want to pre- mode'. The doctor may well relent and give you the infor-
scribe your product, you can become curious. Do not mation you need.
just ask 'Why?‟ but express curiosity and interest.
Diovol Suspension, an antacid, was our ace product.
4. Humor
RCPA revealed that Dr. Vinod Rawal was a heavy When a doctor objects do not respond with negative emo-
prescriber of Digene (from Boots), the most im- tions such as anger or frustration. Defuse the tension with
portant competitor for Diovol Suspension. I met him gentle humor, maybe feigning shock or poking fun at your-
regularly for about a year but not a single prescrip- self, BUT NEVER AT THE DOCTOR. Be careful not to
tion for Diovol. Finally one day I asked him “Doctor, make the doctor the object of humor.
just of out curiosity, could you please tell me why Another true episode, this time with Dr. Chinubhai Shah
you have not prescribed Diovol? Tell me the reason who never prescribed Colimex Drops. One day I told him
doctor and I shall be very happy.” “Well I think Colimex Drops will start crying if you don‟t
Dr. Rawal smiled. “I believe you know Hoshang prescribe”. I took out a bottle of sample, showed the bottle
Kanga, the medical representative of Boots? We and said “Dr. Chinubhai, Colimex Drops are already shed-
studied together for 11 years in school. Forget about ding drops of tears – see this”
Diovol Suspension as long as Hoshang is with
Boots”. (This is the image of Colimex Drops
sample pack then)
“Thank you for mentioning the name Diovol Suspen-
sion, doctor. At least now I know the reason”, I said Dr. Chinubhai burst out laughing and not
with a smile. “I always thought my presentation was only started prescribing Colimex Drops but also took up an-
poor or maybe you do not like me. I am relieved” He other product, Walamycin, outright
too smiled, but the last sentence “…as long as he is Receiving an objection can be very frustrating. It is very
in Boots” kept on reverberating in my ears. easy for emotions to leak out. By adding humor, you can
I kept on persisting and one day during RCPA, I show that you are not offended by their refusal. BUT I RE-
found a flow of prescriptions of Diovol Suspension PEAT, NO HUMOR ON THE DOCTOR!
from Dr. Rawal. I was pleasantly surprised. I asked Well my message to all young friends, improve your com-
the retailer what happened. He too smiled and told munication skills and speak with confidence. Your technical
me that Hoshang has migrated to Canada. Persis- knowledge i.e. product knowledge will certainly go a long
tence pays and if you know the reason why a doctor way in getting the confidence you need. ▌
does not prescribe your products, it will help you.
But very important, in such cases, when trying to Caricatures © Vivek Hattangadi
find the reason, complement your actual words with
Prof. Vivek Hattangadi is a
Consultant in Pharma Brand
Management and Sales Training
at The Enablers. He is also visit-
ing faculty at CIPM Calcutta
(Vidyasagar University) for their
MBA course in Pharmaceutical
Management.
vivekhattangadi@theenablers.org
http://in.linkedin.com/in/profvivekhattangadi

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