1. LOGO
Questioning
Dr. Mohamed Mossad

2. Questioning
Types of questions:
• Open- ended questions
• Closed – ended questions
• Choice questions
• Benefit – tag questions

3. Questioning
Open ended questions:
Who? Where? Which? What?
When? How?
Use open-ended questions:
• To gain information.
• To uncover areas of need / buying motives.
• To check assumptions made during preparation.
• To start / maintain 2 – way communication.
Remember: "Why" must be treated with care!

4. Questioning
Closed-ended questions:
• To get a precise, quick and specific response.
• To ask for / gain information.
• To give information.
• To change, direct and narrow the topic.
• To ask for the order.
• To focus or refocus attention.
• To control the direction of the conversation.

5. Questioning
Closed-ended questions:
Example
Ask for / gain information
 Did you see my report?
 Have you started using our product?
 Are you satisfied with our services?
 Is the new offer from my company of interest to you?
 Has Mr. Samy returned back from his vacation?

6. Questioning
Closed-ended questions:
Example
Give information
 Are you aware give 10% cash discount?
 Did you know our new product has 4 forms?
 Did you know that Mr. Ali will join our team?
 Are you aware that we will launch our new product next week?

7. Questioning
Choice questions:
 Do you prefer cash discounts or credit facility?
 Do you like your suit in cotton or in wool?
 Would you like to have a hot or cold drink?
 Do you like powder or solution?

8. Questioning
Benefit – tag questions:
 The new incentive scheme is simple. It can be easily
implemented. Is that something you are looking for?
 The new PC in my office is very modern – it can hold all files on
the hard disk. Are you interested to buy one for yourself?
 SSTC is a training course-it assures an improvement of the
behavior of your staff. Could your company benefit from it?

9. Sequence of questioning
Open-ended
questions
Questioning phase
Uncover
Closed – ended
Customer needs / buying motives
questions
Presentation phase
Benefit-tag
Check specific
Benefit that meets
Customer's needs
Close
Ask for order or
Commitment

10. Summary of questioning
A well conducted sales call consists of
Approx: 70 – 80 % questions
20 % statements
The ideal talk patio is:
Approx: 60 % prospect
40 % Salesman

11. Summary of questioning
Major objectives of questioning:
 To uncover real needs of prospect
 To ask for / gain information
 To give information
 To lead towards successful commitment
 To conduct / control sales call

12. Visual
Degree of retention (after 2 – 3 days)
65 %
10 % 20 %
We remember 10 % of We remember 20 % of We remember 65 % of
what we hear. what we see. what we see and hear
simultaneously.

13. Visuals
What should we observe when using visuals?
• Illustrate one point only.
• Relate to the prospect's needs.
• Always ask questions.
• Make it coincide with what you are saying .
• Keep control of the visual aid.

14. Visuals
What should we observe when using visuals?
• Avoid showing it too early or too late.
• Know your visual in details.
• Make it clean and ready to use.
• Use pencil or marker.

15. Visuals
What should we observe when using visuals?
• Keep control of the visual aid.
• Avoid showing it too early or too late.
• Know your visual in details.
• Make it clean and ready to use.
• Use pencil or marker.

16. Customer responses
1. Positive customer responses:
Clear – cut objective, positive response: Pick up on the positive and
use it!
Example:
Prospect "the new offer of your company is very attractive."
Seller "I am very pleased to hear that you are happy with the new
offer."
 Pick up on the positive! "So you will give me an order, won't you?"
 Use it!

17. Customer responses
Positive customer responses:
A. Prospect voice inflections and positive comments:
• Tell us a great deal. When the customer makes statements / adds
information = he is interested.
Examples:
"It sounds good to me."
"It used in my office."
"the quality of your product is good."
Praise and show approval "I am very pleased to hear that"

18. Customer responses
Positive customer responses:
B. Statements which show hesitation:
"I suppose that …"/ "It seems that ……"
"Perhaps I ought / should…."
"Maybe…" / I'm not sure whether …“
These statements are not rejections of your proposal.
• They only express hesitation, doubts, misgivings, but are signs
to keep selling.
• Isolate doubt by questioning, and then eliminate it.

19. Customer responses
Positive customer responses:
B. Statements which show hesitation:
"I suppose that …"/ "It seems that ……"
"Perhaps I ought / should…."
"Maybe…" / I'm not sure whether …"
These statements are not rejections of your proposal.
• They only express hesitation, doubts, misgivings, but are signs
to keep selling.
• Isolate doubt by questioning, and then eliminate it.

20. Customer responses
Positive customer responses:
B. Statements which show hesitation:
Examples:
Prospect: "I hardly believe there is a good computer program which
can be operated easily."
Seller "As I understand you are looking for a computer program
which combines high efficiency and can be operated easily.
What is it you are particularly looking for in a good PC."

21. Customer responses
Positive customer responses:
C. Positive , non – verbal customer behavior:
A customer will often signal interest through body language while being
verbally skeptical.
Examples:
 Looks at stock on the shelves.
 Examines your visual aids, samples ,etc.
 Studies your order form
The rule for handling, positive customer responses is: Pick Up On The
Positive And Use It!

22. Customer responses
2. Positive / negative customer responses:
Statement with a positive and a negative aspect
Examples:
• "Yes, but"
• "I agree although….."
• "I like that, however.."
• It's an excellent product, but…"
Note: Pick up on the positive only and use it . Just ignore the
negative portion!

23. Customer responses
2. Positive / negative customer responses:
Examples:
Prospect: "Your product is very effective but is very expensive."
Seller: "I am happy you confirm that it is highly effective.
When do you like the next order?

24. Typical negative responses
 It has too many side-effects
 That creates as many problems as it solves
 This form / pack size is not suitable
 Your prices is no adequate evidence on efficacy
 It's new and untried
 I have no time now
 I don't like fixed combinations

25. Typical negative responses
 You never bring something new
 The customers won't accept that
 That's quite unattractive gimmick
 This detailing aid does not appeal to me
 Your sampling policy is very restrictive
 I use a competitive drug and I'm happy with it

26. Typical negative responses
Note: Is it a real concern or just "Smoke"
100 negative response
 Listen and remember
 Ignore for the first time
 Don't pause
 Ask OEQ or BTQ
30 % 70 %
Brought it up again Smoke
(Real concern) (not real concern)

27. "Handling customer responses"
• Give response in just a short sentence
Read the following situations and your responses:
• During your presentation, the buyer was a good listener, but says:
"your calculator is a good product, but after the last price increase,
I believe it became too expensive."
Your response:

28. "Handling customer responses"
You're calling on a store manager making a presentation on
a PENTAX camera for hobby photographers.
He says:"this kind of customer achieves the best results with the
CANON"
Your response:

29. "Handling customer responses"
You are talking to a leather goods shop owner about the "Travel
star" brief case. He says:"I Have already a lot of briefcases in
stock."
Your response:

30. "Handling customer responses"
While you are promoting the new concept of your product, the
marketing manager says:"I agree, the visuals are attractive, but
it's the basic color of the literature which is worrying
Your response:

31. Examples of typical closes
1. Direct close
• Will you use it?
• Can I send you 100 packs next Monday?
• How many packs do you need this month?
2. Either / or close
• Would you like this delivered on Tuesday or Thursday?
• Do you prefer cash discount or credit facilities?
• Shall I send the order to your shop or the store?

32. Examples of typical closes
3. Step – by step close
Rep : "How many of the new color pens will you need?"
Cust: "I don't know."
Rep: "Well, how many of your customers are asking for color pen
every day?"
Cust: "About 8."
Rep:"So in one week, you can sell about 50 pens. Is that right?"
Cust: "Yes."
Rep: "Therefore, can I send you 200 new color pens by Saturday?"
Cust: "Ok, thanks."

33. Examples of typical closes
4. Incentive close:
If you order before the end of the week, you will get an additional
5% free of charge! Is this an advantage to you?
For those who attend the symposium there will be a pleasant
surprise (e.g. gimmicks, books). Will you come?

34. Examples of typical closes
Important: When you have asked for the order
Main objectives of post-call review:
 To initiate action/ follow through on promises
 To make a personal evaluation of your sales call
 To help you in your prospecting
Note:
 To inform relevant levels reactions to be taken, changes observed…
 Post – call review is best made right after you have left the customer.

35. Who is the successful salesman?
o Ethical
o Motivated to learn
o Confident in this company
o Confident in his products
o Confident in himself

36. What are the physician's needs?
 Effectiveness
 Safety
 Quality
 Service
 Price
 Other considerations

37. LOGO
What are the physician's needs?
 Prescriptions
 Availability………
 Profit……
 Right time to visit
 Scientific background
 Post sale services
 Other considerations

38. What are the role of the pharmacist?
Availability of products (order)
Dispensing the prescriptions
Change products
O.T.C.
Information about (products, competition, customer ..)

39. Feedback pharmacy
 Near to the physician
 Honest
 Cooperative

40. Thank You
LOGO