Part 2 of 2 (Modules 4 to 6)

1. Customized Selling Skills: Modules 4 to 6 (Total 6 Modules)
Prepared by: YK Png

2. Customised Selling Skills
Module 1 Module 2
Opening
- Types of Opening
Module 3
Module 6Module 5Module 4
Holding Attention
- Why the physician loses interest?
- Getting Attention
- Holding Attention
Probing & Listening
- Types of probes
- Listening
Supporting
- Features and Benefits
Overcoming Objections
- Types of objections
- Process and Techniques
Closing
- Reasons why salespersons
don’t close
- When to close
- How to close

3. MODULE 6
MODULE 5
Supporting
Features and Benefits
MODULE 4

4. 
FEATURE AND BENEFIT…...
A FEATURE is a CHARACTERISTIC
of your product or service
A BENEFIT is a VALUE
of a feature to the customer

5. ~ 1 ~
Guideposts ….we start at :
Understand what & why people buy

6. Buying Process
Recognition of the
problem
Search for
information
Evaluate
alternatives
Purchase decision
Post-purchase
behaviour

7. Factors influencing
consumer behaviour
Cultural / Social Class
Social: reference
groups, family, ..
Personal: Age,
occupation, lifestyle, …
Psychological:
Motivation, learning, …
The buyer

8. Exercise:
Medical Centre patients versus
Government hospital patients
Cultural / Social Class
Social: reference
groups, family, ..
Personal: Age,
occupation, lifestyle, …
Psychological:
Motivation, learning, …
The buyerExercise:
Hospitals vs Clinics

9. ~ 2 ~
Know the Difference
Between Features And
Benefits

10. Omacor contains “pharmaceutical” grade
Omega 3

12. ~ 3 ~
Sell Benefits Even
When Features Dominate
We continue on to …..

13. ~ 4 ~
Don’t Assume The Customer
Knows The Benefits
Next, we proceed to ….

14. Now we shift into high gear to reach….
Develop a “You” Attitude
~ 5 ~

15. What are the Doctor’s Needs?
Customer
Satisfaction
Product
Quality
Value added
programs
Customer / After sales
Service ???
Profit
Patient Benefit

16. Meeting the Customer Needs:
End users: monetary gain, safety, high self esteem
Quality products:
Safe, user-friendly, . . .
Highly motivated
& passionate staff
Satisfied
Customer!

17. Meeting the Customer Needs*:
Nurse Manager deciding which product to recommend
to her patients
Quality products:
Safe, efficacious, good taste, . . .
(clinical papers, …)
Value added program:
Assured her XX% margin & after sales service
Customer intimacy
YOU
Customer Needs*: An objective to be identified and confirmed during sales calls

18. ~ 6 ~
Finally, we reach the final guidepost
on the road to success…..
Stress The Right Benefits

19. Buying Motivators
Business/Rational
Eg. Institutional selling
Personal/Emotional
Eg. Selling to a clinic
Gain
Saving
Convenience
Safety
Security
Envy
Pleasure
Loyalty
Ego
Fear
Needs Wants

20. Exercise:
Buying Motivators: hospitals versus pte clinic doctors
Which BENEFITS to stress??
Business/Rational Personal/Emotional
Gain
Saving
Convenience
Safety
Security
Pleasure
Loyalty
Ego
Envy
Fear
Needs Wants

21. Understand What Customers Buy
Know Difference between
Features and Benefits
Sell Benefits,even when
Features Dominate
Don’t assume customer
knows best
Develop a “You” attitude
Stress the right benefits
Success
Start

22. EXAMPLES OF FEATURES AND BENEFITS…
Features Benefits
LONG-ACTING
WORLD LEADER
PURIFIED AND PROVEN
PROCESS
HIGH TISSUE PENETRATION
PROVEN WORLD-WIDE
BULK PACKING
CONVENIENCE
CONFIDENCE
CONFIDE NCE / EFFECTIVE
EFFECTIVE / CONFIDENT
EFFECTIVE / CONFIDENT
ECONOMY

23. WORDS PICTURES
CONVENIENCE
EXCELLENT TOLERANCE
QUALITY OF LIFE FAST ONSET OF ACTION
SAFETY
PEACE OF MIND

24. FEATURES AND BENEFITS…
Features Benefits
PRODUCT : _____________________
TARGET GROUP : ___________________
Exercise

25. QUESTIONS & ANSWERS…
Explain how ________________________ (your product) is better than
_____________________ (your competitor’s product)
Exercise

26. QUESTIONS & ANSWERS…
Explain how __________________ (product) can add value to customer’s operation
Exercise

27. QUESTIONS & ANSWERS…
Explain why the nurse should recommend ___________________ (product) to her
patients
Exercise

28. BENEFITS EXERCISE…
For each of the following purchases, describe what different benefits customers may be seeking:
Doctors (clinics) looking for glucometer
FEATURES BENEFITS
FEATURES BENEFITS
Nursing Homes looking for glucometer

29. MODULE 6
Overcoming Objections
Types of objections
Process & Techniques
MODULE 5

30. OBJECTIONS
Logical vs Psychological
Product Based
Facts
Not Product Based
Feelings

31. 1 : INTERFERENCE

32. 2 : ESTABLISHED HABITS - PSYCHOLOGICAL OBJECTION
LFA (distributor)
has no budget
Your ex-staff said
your company has
problem fulfilling
promises…

33. 3 : UNPLEASANT PAST ASSOCIATION

34. 4 : PREDETERMINED IDEAS - PSYCHOLOGICAL OBJECTION

35. DO YOU HAVE DIFFICULTY MAKING UP YOUR MIND?
‘SOMETIMES YES - AND SOMETIMES NO’
DOYOUHAVEDIFFICULTYMAKINGUPYOURMIND?
‘SOMETIMESYES-ANDSOMETIMESNO’
5 : INDECISION

36. STEP 1 : ANTICIPATE OBJECTIONS
• Pre-call plan
• Call cards
• Territory management
• Account management

37. STEP 2 : LISTEN THE FULL OBJECTION

38. STEP 2 : Why LISTEN to the FULL OBJECTION?
• Knowledge is power!
• Empathy & respect
• Value
• etc, etc

39. LISTENING
Avoid selective Listening!!!
Dealer:
“Your price is expensive, I have to give a lot of money to customers…”
User:
“OK, no problem with your product, let me consider…”

40. STEP 3 : MAKE AN ACCURATE DIAGNOSIS

41. STEP 4 : REVEAL OBJECTIONS WITH PHYSICIAN
Look here, doctor!

42. STEP 5 : BE POSITIVE IN YOUR DIALOGUE
Rep:
“I understand your concerns, doc, …”
“I am glad you mentioned this….”

43. STEP 6 : ANSWER OBJECTIONS WITH PROOF

44. STEP 6 : What PROOFs have you got?

45. STEP 7 : SEEK AGREEMENT

46. Process
Anticipate objections
Hear full objection
Make an accurate diagnosis
Review objection with physician
Be positive in your dialogue
Answer with proof
Seek agreement
Group Exercise

47. Techniques
1. Indirect denial
2. Reversal
3. Third Party
4. Boomerang
5. Direct denial

48. TECHNIQUE : 1
INDIRECT
DENIAL
Rep:
•“I see your concerns, …, but…”
• “Actually, I have got many doctors
who are happy that we let local dealer
to deal with you…”

49. TECHNIQUE : 2
REVERSAL
Rep:
“Doc, let’s work on usage first, and then, let me see if I cld
work out a better deal for you from there…?”
* Objection  Close

50. TECHNIQUE : 3
THIRD
PARTY
• Referral
• Supporting documents / papers
• Bring your manager/boss!
• etc, etc
Rep: “Let me talk to my boss first . . .”

51. TECHNIQUE : 4
BOOMERANG
Rep:
“…, so what would you propose as a fair price…?”

52. TECHNIQUE : 5
DIRECT
DENIAL

53. HANDLING PRICE OBJECTION ...
Whoa!
So expensive ah!

54. HANDLING PRICE OBJECTION ...
PRICE
IS THE
PERCEIVED
VALUE
OF
THE
PRODUCT

55. CLOSE THE PRICE GAP…
WITH
YOUR
PRODUCT’S
BENEFITS
OR
NEEDS

56. EXERCISE - HANDLING COMPETITORS...
1. I am used to VSL
2. I don’t like to deal with Auriga
3. I am happy with Omron. . .
4. I don’t think it is possible for you to change new
product at same or lower price
5. All gemerics of equal prices are the same
6. I am using Indian generic (pick an example)
that is much cheaper than yours …
7. Show me the evidence
What points would you make to doctor making the following statements?
How would you present to them?

57. SALES EXERCISE - HANDLING COMPETITORS...
The doctor you are calling on uses BMS’s anti-viral drug (eg.
Baraclude) because the Company has been very supportive
1. Identify the points you could present to this doctor to find out why
he uses Baraclude
2. In role play, practice the tactics you would employ to persuade this
doctor to switch to Viread

58. EXERCISE - INDECISION…..
A sales representative has made several presentations to a physician who seems
to agree with each point of the presentation, but doesn’t commit. How would
you get this doctor to make the final decision to commit to your product?
Write your suggestions below:

59. SALES OBJECTION QUESTIONNAIRE...
1. Imported products are always a lot more expensive
2. There is no different between Salofalk and Pentasa
3. All companies claim their products are better than the others
4. You’ve caught me on a bad day in a rotten week
5. The most common untoward effect encountered with
Aurigais that the manager is not hungry and arrogant…
6. You have no support in marketing . . .
7. I heard that you give better deals to some customers
than to others
There are 2 kinds of sales objections:
1. Psychological
2. Logical
Your task is to identify each one of them as either a psychological or a logical sales objection. Simply check the appropriate
box to the right of each objection. Then add up the total for both kinds.
PSYCHOLOGICAL LOGICALSALES OBJECTION














TOTAL

60. Closing
Reasons why salespersons don’t close
When to close
How to close
MODULE 6
Getting & Holding Attention
Supporting
Opening
Probing
Overcoming objection
Closing

61. REASONS WHY
SALESPERSONS DON’T CLOSE

62. 1. DISLIKE OF HIGH PRESSURE TACTICS

63. 2. FEAR OF ALIENATING CUSTOMER

64. 3. ASSUMING AUTOMATIC PRESCRIBING

65. 4. FEAR OF FAILURE AND REJECTION

66. 5. UNCERTAIN HOW TO CLOSE
When to
close?
Maybe
next
time…
No buying
signal from
doc?
What to
close?
How
much to
close?

67. 6. LACK OF CONFIDENCE

68. 
WHEN TO CLOSE..
You can close
ANY TIME
throughout the sale
Buying
signals
Positive
language
When the
customer is
FACTUALLY
& EMOTIONALLY
satisfied at that
point in time

69. BUYING SIGNALS

70. 1. NON-VERBAL SIGNALS

71. Lack of
Interest
Wandering eyes
Rapid nodding
Slouching,
frequently
changing position
Thoughtfulness
and Interest
Eye contact
75% of time listening
Tilting head
Scratching,
leaning chin on hand,
fiddling with pen,
papers etc.
Touching cheek,
stroking chin,
pinching nose,
sucking specs
Leaning forward to speak,
leaning backward to listen,
keeping still
The Body Language …

72. Friendliness and
Co-operation
Defensiveness
Not smiling
Clenched hands,
folding arms,
rubbing hands
Leaning forward,
uncrossed legs,
moving closer
Smiling,
nodding
Looking at face
Avoiding gaze,
looking away
Open hands,
uncrossed arms,
touching face
occasionally
Leaning away,
crossing legs,
feet pointing away
The Body Language …

73. 2. VERBAL SIGNALS

74. 3. INTERPRET OBJECT LANGUAGE

75. 
HOW TO CLOSE..
Make the closing
statement for
a commitment
Tone of voice,
choice of words
or
mannerisms
Be
confident
Be convincing
about the benefits
of your products

76. WAYS TO
CONSTRUCT
CLOSING QUESTIONS

77. Closing
Think bigger - further
Listen
Justify decisions
Ask for it
Get Yes’s
Look for buying signals

78. Closing Techniques
• Assumptive Close
“Could I confirm that you will take
this offer?”
• Alternative Close
“Should I send you 5 boxes or 10?
• Summary Close

79. • Verbal Proof Close
“Dr Closet from Clinic Pakak would be
happy to confirm the professionalism of
our service”
• Concession Close
• Caution Close
“Ms Kiasu, I afraid the special price
given to you is only valid if you confirm
this order during the promotion period
this week”
Closing Techniques

80. • Isolation Close
“Tell me, Mrs Tough, is this the
only concern you have? If we could
satisfy you on this point, would you
be prepared to go ahead?”
Closing Techniques

81. KEEP HIM SAYING YES:
 leading questions
 closed questions
 positive body language
 etc, etc
CONSTRUCTING CLOSING QUESTIONS

82. START WITH A NEGATIVE VERB FORM:
 “Doc, your concern was …, but …”
CONSTRUCTING CLOSING QUESTIONS

83. CONSTRUCTING CLOSING QUESTIONS
 USE A POSITIVE STATEMENT, FOLLOWED
BY A NEGATIVE VERB:
 “I am glad you raise this issue, but …”

84.  TURN NEGATIVES TO POSITIVES WITH IF:
 “If I could show you that …”
CONSTRUCTING CLOSING QUESTIONS

85.  USE NEGATIVE VERB FOLLOWED BY A
POSITIVE - VERB - QUESTION PHRASE:
 “A number of doctors have actually raised
similar concern as you, but later found that what
was mentioned by the XYZ company was not
true. What else could I do to further overcome
your concern?”
CONSTRUCTING CLOSING QUESTIONS

86. CONSTRUCTING CLOSING QUESTIONS
 USE FORCED QUESTIONS:
 Close questions with “no choice”
 Same as “alternative close”

87. Closing sales
• Recognizing the Time to Close
• Debriefing the Prospect
• Deciding on Your Closing Technique
• Making the Closing Statement

88. PROFESSIONAL SELLING SKILLS
MODULE 1 – 6
Opening
- Types of Opening
Getting/Holding
Attention
-Why Phy.loses Interest
- Getting attention
- Holding attention
Probing/Listening
-Types of Probes
- Listening
Supporting
-F&B
Overcoming objections
-Types of objections
- Process & techniques
Closing (Sales$$)
-Reasons why
salespersons
don’t close
- When to close
-How to close