Pharmaceutical selling skills pre-call planning

1. PHARMACEUTICAL SELLING
SKILLS
Pharmaceutical Selling Skills
Geo.3amouri@gmail.co
m

2. The 7 basic selling steps
Pre call
planning
opening
presentatio
n
questioning
Handling
objection
closing
Post call analysis

3. PRE-CALL
PLANNING
Pharmaceutical Selling Skills

4. Pre-Call Planning
Why should I do Pre-Call Planning?
1. No plan = no result
2. Maximizes use of limited face to face sales
time
3. Adds value on every call
4. Prevents surprises
5. Speeds up the time to get a sale

5. No plan = No Result
Often, MR walk out of a sales call, and
when asked
“So, did you achieve what you set out to
do?”
they cannot really answer. This is because
they did not have a plan in place to measure
their sales call performance against.
. If you do not know what you are trying to
achieve, you will not know how to close a
physician to gain a sale.

6. Maximize the use of limited face to face selling time
how can I be effective in such a short
amount of time?”
The answer is pre-call
planning
Without it, there is no way that you will be
effective in those two to three minutes.
The best MR are the ones who, because of
pre-call planning, can very quickly focus
their customer and are able to turn these
short calls into longer ones as a result of
their pre-call planning.

7. Add value on every call
Nothing annoys a physician more than a
MR who comes into a call and asks the
same old questions, presents the same
old information over and over, and does
not bring any value to the call.
This leads to restricted access with that
physician and makes it much more
difficult to move the business forward.

8. Speed up the time to get a
sale
Imagine on your first sales call with a
customer, you get him to the first step
(Call 1). A couple of months later, you call
on that same physician again (Call 2).
Without pre-call planning, you may end up
covering all of the same information that
you covered in your first call.
pre-call planning is a necessity to moving
your customers to a favorable decision on
your product more quickly

9. What do I Pre-Call Plan?
type of customer
sales tools
previous call notes
customer needs
probing questions
objective

10. type of customer
the customer that you will be dealing with.
Are they a technical customer who likes
data and clinical studies?
Do they dislike reviewing clinical studies
and find the charts and graphs in the visual
aid more valuable?
The type of customer you are dealing with
will help to determine which sales tools you
will
use during the call.

11. sales tools
sales tools you will use during the
call.
Having these sales tools close at
hand, so as to not waste time
searching for them, will help you to
make the most of your time during
the call.

12. previous call notes
previous call notes should give you an idea of
the customer needs.
Have the needs changed over time?
Are these the true needs or do you need to ask
more
in-depth probing questions to uncover hidden
needs?
Is there anything another representative in your
team has uncovered since you have last visited
this customer?
These are all questions to consider when planning

13. time allotment with this
customer
If the call will take five minutes. plan for a five
minute sales call
However, in many situations the length of the
call could change.
For example, a physician may be running late
(not unusual) and the five minutes you thought
you had is now two minutes. You had better be
prepared to quickly adapt your call plan to meet
the two minute timeframe

14. probing questions
Another step in the pre-call planning
process is to have some probing
questions prepared to ask during the sales
call
By having a few well thought out questions
prepared ahead of time you will be able to
gather more information on the call and
move the business forward

15. objective
When considering setting objectives, you should
keep the S.M.A.R.T. acronym in mind
Realisti
c

16. S.M.A.R.T.
Specific Specific
it is must be clear and well defined to anyone
has a basic knowledge of the work area
Who :who is involved ?
What :what do I want to achieve
Where :Identify a location
When :Establish a time frame
Which :Identify requirements
Why :Benefits of achievement the
objective

17. Measurabl
e
Measurable
Measurable to know when it has
been achieved
So you must know how many? Or
how much ?
It must always be link to a number to
know that you have achieved when
this is don
S.M.A.R.T.

18. Achievabl
e
Achievable
Can you get it done in proposed
timeframe ?
Can you do this with the
resources you have?
Is there a realistic path to
achievement ?
How can the goal can be achieved
?
S.M.A.R.T.

19. Realistic Realistic
Does this Within the availability of
resources , knowledge and time
Are you the right person?
Is this the right time?
Does this match our other efforts
/needs
Realisti
c
S.M.A.R.T.

20. Time
based
Time based
Enough time to achieve the goal
Always select a time can achieve
the goal through
You can not determine that you
have achieved your goal or not ,
unless you select a given time
S.M.A.R.T.

21. THE SALES
CALL
Pharmaceutical Selling Skills

22. The Sales Call
1. Opening the Call
2. Presenting Features and Benefits
3. Probing/questioning
Objection Handling4.
5. Closing

23. 1.Opening the Call
Some customers enjoy some friendly banter or
rapport building before the call begins, while
some want to get to the point quickly. Knowing
your customer and adjusting your selling style
accordingly will ensure that your sales call
opening is effective
When building rapport with your customers it is
important to uncover what is important to them
and use this as a basis for your discussion

24.  The Art of Mirroring
Mirroring is the act of closely mimicking the body
position, vocal tone and verbal pace of your
customer
The basis for this is that people buy from those
most like themselves. Customers will be more
receptive to your selling message if you are able
to communicate it in a way that is more
acceptable to them.
1.Opening the Call

25. 1.Opening the Call “approach
:
Introduction
agenda
benefit of the customer
product method
question
study method
referral method
1
2
3
5
4
6
7

26. 1_Introduction
MR
Old
New
Usually not find need to introduce them
selves they can begin with previous
reference
Must introduce themselves & their
companies as this essential

27. 2_state an agenda to the
customer
The MR state their objective of the visit after
the introduction
Example
In the last call I discussed the effect of the
garlic oil in top hair lotion
To day I am here to share with you study about
effective of (saw palmetto Ext) in treatment of
androgenic alopecia

28. 3_benefit of the customer
It is very important to tell the customer about
the benefits he will receive from the discussion
regarding the agenda
A this statement creates interest of the
customer
For example
Today I am here to share with you a new study
which improve how the result of the product
(X) benefits your patients as well I shall now
proceed with your permission

29. 4_product method
Initiating the discussion by showing the
product for the customer
This method applicable when the
customer is too busy or when you
launching a New product

30. 5_question
Open the call with question when
you need more time to discuss the
product or when you launch anew
product

31. 6_study method
Sharing the result of a study with the
doctor
This method will be more applicable
with analytical Dr

32. 7_referral method
Some Dr prescribe certain drug to
the influence of their seniors
This method will be more applicable
with newly graduated Drs