Download - Basic Selling Skills Final
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Prepared byDr. Mohamed Salah Rashwan
Marketing & Training ManagerInfinity Pharm
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What They said about Selling
• The definition of salesmanship is the gentle art of letting the customer have it your way.
• If what you are selling is energy, charisma, and enthusiasm, there is no competition because most others are selling things that are lifeless, loveless, and dull.
• Every sale has five basic obstacles: no need, no money, no hurry, no desire, no trust.
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Selling
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Objectives
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Output• Greater job satisfaction.
• Greater job security.
• More promotional opportunities.
• Increased earnings.
• More economic independence.
• Feeling of satisfaction.
• Sense of mastery and self respect
• approval of others.
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Responsibilities & Duties
• Selling has many Advantages and in return you have some Responsibilities
and Duties towards your career.
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Advantages of selling
• Freedom of expression.• Freedom to become successful as you would like.• It is a daily challenge.• It is fun.• It is satisfying.• It offers a high potential return from a low capital
investment.
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Qualification for success in sales
They are self starter who do not need the fear of a glaring
sales supervisor to keep them work.
They are persistent as most customers are not sold on the
first call.
Hard worker
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Qualification for success in sales
• They are time managers, they maximize the time, they should spend contacting customer and minimize the time they spend traveling and waiting for customers.
S Schedule your time M Make time more productive A Allow time for unexpected R Ration your time T Make everything time bound.Working smarter also means analyzing their past performance and learning from mistakes.
Smart worker
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Qualification for success in sales
• They accept themselves. • They have confidence in their
capabilities.• They respect customers.• They accept blame gracefully.
Emotionally Mature
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They are good communicator. They are good listeners. They are sensitive and flexible enough to adapt
themselves speaking the customer’s language.
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They are honest with customers. They are sincere to develop long term business
relations with customers.
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ONE : COMMANDING MEMORABLE APPEARANCE. TWO : HONEST PRIDE. Three : RADIATE CONFEDENCE. FOUR : WARMTH. FIVE : ASSURANCE. SIX : GETTING RICH. SEVEN: BURNING DESIRE TO ACHIEVE. EIGHT: OVERCOMING FEAR. NINE : ENTHUSIASM. TEN : DO NOT TAKE REJECTION PERSONALLY. Eleven: BELIEVE IN CONTINUING EDUCATION.
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THE WORDS YOU SPEAK CAN
DESTROY YOUR SALES AS WELL AS
CREATE THEM.
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Close the sale
Build long term relationship
Locate customer
Plan the interview
Make Initial Contact
Dramatize presentation
Overcome objections
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• Product knowledge gives you CONFIDANCE in your product & your self , and reflects the confidence of your customer in you , your product ,your company.
• Makes you enthusiastic to the product and this increases the effectiveness with your customer.
• Makes you professional at selling to your customer.
• Product information is a must.
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Medical background Product knowledge Competition knowledge
Manufacturing Package Storage
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As long as human heart keeps pumping blood through the
veins a person continues to live .
As long as prospecting keeps pumping names a person continues in the sales business.
A recent survey of computer sales people found that REPs who had the sales more than 150% of target did more prospecting than less performing sales people.
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The person or organization might be able to prescribe your
product.
Person or organization probably has the need to prescribe your product.
person or organization who prescribed your product.
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• As long as you work in sales career you should update your lists .
• There is no ideal method for prospecting ,whatever there is a results .
• You should change your way of prospecting from time to time to check that it is the best one for this products .
• You should review & update Dr. lists continuously.
Remember
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Pre-Approach
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• Prepare for qualifying the prospect.
• Sharpen the sales approach.
• To identify prospect problems areas.
• To keep the Medical Rep from making
mistakes.
Objectives for Pre-Approach
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• PERSONAL DATAName , residence , specialty , degree , interest , best time to call , attitude towards Med. Reps. , company , product .
• BUSINESS DATANeed , product use , authority , purchasing procedure .
Procedures
1st Obtain Updated Information
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• Observe and listen:furniture , consultation fee , conversation .
• Ask question and observe reactions.
• Use records:Habits , likes , dislikes .
Procedures
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• How your product provide the benefits thought by your doctor ?
• What evidence will support you ?• Outline possible ways to handle objections.• Do mental role - play .
Develop a Plan to Achieve Objectives
Procedures
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• It is your business to find out their business.• The job of learning about customers is never
ending.• The ability to size up a customer improves
with experience.
Remember
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• The face to face contact with the customer.
• First few minutes that a sales person spends with the prospect.
• If first impression is favorable the prospect is usually willing to listen.
• A negative first impression set up a barrier never hurdled.
Approach
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$ To gain attention.
$ To awaken needs.
$ To qualify the prospect.
$ To prepare for the main idea.
N.B.
Every approach should seek to reach one or more of these objectives.
Approach
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• Tell the Physician. the reason
• Establish rapport
• Do not mention the product name
• Try to talk about a need or problem
Advice
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your name , your company , your purpose , etc.
Examplegood morning DR AhmedMohamed Salah Med. Rep. In Infinity Pharm will present
to you today the most recent Hair Serum in our market.
Methods of Approach
Introductory Approach
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Unique product action, Characteristic, Benefits, …etc
Methods of Approach
Product Approach
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Compliance , Taste , Tolerance , etc.
Methods of Approach
Patient Benefit Approach
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A rate or percentage of incidence, research , finding , etc.
Methods of Approach
Shock Approach
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Preference , practice , evaluation , etc.
Methods of Approach
Question Approach
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From FDA , WHO , Medical centers , etc.
Methods of Approach
Survey Approach
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N.B. You should be prepared to use as many approaches as necessary to bring the sale to the next phase - the main
idea
Methods of Approach
Flattery Approach
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• Smile is essential.• A firm handshake• Feeling of confidence and security.• Speak clearly. • Pronounce the name correctly .• Use of customer name (attitude of friends)• Success depends very much on appearance.
Remember
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Call Planning
To Personalize Calls
To Speed Up Calls
To improve Call Quality
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Probing
How To Ask A Question?
To Identify Needs.
To Clarify The Problems.
To Make A Dialogue.
To Direct & Control The Interview.
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Open Ended Question
• Who, Where, When, What, Which, Why.• To discover the needs and identify the
problems.
• What the criteria of topical wound healing do you prefer doctor?
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Closed Ended Question
• To answer by yes or no.• To clarify, direct and control the interview.
• Would you agree with me that the composition of Flare Cream is Unique?
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Choice Question
• Used when you have alternative choice.
• Would you Rx Infinity Care Lotion or Cream?• Would you start with Top Hair Lotion or Treato
Serum?
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Benefit Tag Question
• An Ultimate Test For The Medical Representative.
• You agree with me that Mobinorm cream is the most fast absorbed cream in the market, Don`t you Doctor?
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Presentation Skills
Preparation Fear
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• A natural reaction is fear.
• fear is largely brought by the unknown .
• By reducing the area of the unknown, you can reduce your fear.
• To reduce the unknown, you need to prepare for your presentation.
Presentation Skills
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Presentation Skills
Appearance
Eye Contact
Mannerism
Visuals
Non-Verbal Skills
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Non-Verbal Skills
Presentation Skills
4 P Pitch
Pace
Power
Pause
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Vary the pitch of your voice.
Beware of dropping your voice at the end of each sentence
Presentation Skills
Pitch
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Change the pace of your voice
Do not chatter or gabble
PacePresentation Skills
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Breathing properly use your diaphragm
Avoid numbing and use your nerve
Presentation SkillsPower
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Pause can punctuate your performance
Do not confuse with undesirable hesitancy
PausePresentation Skills
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Presentation Skills
Language
Use your own words
Don’t use Jargon
Avoid repetition of phrases like
(You know, I think, …etc)
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Presentation Skills
Types of Presentations
The Standard Memorized Call.
The Outlined Presentation
The Program Presentation
The Unstructured Presentation
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• Good sales people are good actors.• They are skillful show people.• They have parts or role to play .• They live their parts. • They dress for their parts.• They are sincere and dedicated to their profession.
Presentation SkillsDramatization
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• Dramatization help convincing the prospect
• Dramatization improve understanding
• Dramatizing makes a lasting impression
• Dramatizing creates value
• The appropriate use of words
Presentation Skills
Dramatization
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• Is an inherent characteristic of a product• The facts about a product • What it is • What it contains
Feature Actions/Advantages Benefits
Features
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• Is what a product does as a results of a feature• how it works
Feature Actions/Advantages Benefits
Actions
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• How the user gains• what the product does for the user physician or
patient.
Feature Actions/Advantages Benefits
Benefits
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• Always rememberThe benefit must answer this question
What is in it for me ?
Feature Actions/Advantages Benefits
Action Advantage Benefits
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In brief it is the complete explanation of selling points.Why ……….. ? 1- To show the benefits of your proposal.. Quality . Service . Economy 2- To deal with competition.. Direct .Indirect .Alternate3- To present your offer clearly.. Feature .Benefit 4- To prepare to close.
The Main Idea
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HOW…………….?• Product knowledge and interpretation to benefit.• Full involvement and prospect through the use of 5
senses• product test and demonstration• presentation language • use of your company records• pulse taking
The Main Idea
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• What is the definition of an objection ?
• Why we have to handle objections ?
• Why people object ?
• When do people object ?
• What are the common objection ?
• What are the preparations required to
answer objections ?
• What is the recommended plan for handling
objections ?
Handling Objections
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The reason a prospect or customer gives for not buying or prescribing your product.
The successful salesman welcome objection
Many believe selling has not really begun until the prospect voices objections
Many treat real objections as sales opportunities and believe objections are guide to what’s really on the customer’s mind.
Handling Objections
The Successful Salesman Welcomes Objections
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Why ………?• To allay prospects fear.
• To answer valid questions.
• To answer invalid questions.
• To prepare for the close.
Handling Objections
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1- Negative Psychological Factors
• some people object due to feeling of
insecurity and lack of credibility
• some people object due to fear of
making decision
• some people have prejudices and biases
• other people express some degree of
resistance
Handling Objections
Reasons Trigger People to Object
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2- Desire to Get Rid of the Representative
• Some people object because they have not enough time.
• Some people object because they are not interested in the product.
• Some people object because they have unhappy experiences with the rep .
3- No money
Incomplete or poor job of qualifying the ability .
Handling Objections
Reasons Trigger People to Object
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4. Do not need product or service
Incomplete or poor job of prospecting
5. No recognition of need
6. Need more information
• To get more information
• To receive assurance on specific points
• To decide between two competitive products
7. Habit or custom
• Tendency to resist change
• Habit to use certain type or kind
• Prejudiced
Handling Objections
Reasons Trigger People to Object
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8. Value does not exceed the valueBuyers must sacrifice something in order to
buy.
Handling Objections
Reasons Trigger People to Object
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• During the sales story .
• Approach.
• Presentation.
• Close.
Handling Objections
When do People Object
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• Product / services - The quality is too poor - The drug is less potent.
• Company - Your company is a generic company.
• Sales people - I do not need any . - I do not have any time for you . - you and I will never be able to do business.
Handling Objections
Common Objections
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1 - To convince tie prospect that the objection is normal , logical , important and deserving a valid answer. By - listening - do not interrupt2 - Welcoming and answering sincerely “ That is a wise comment” “ I see just what you mean “ “ I’d probably feel the same way “ “ I am glad you mentioned that DR “ - Tone of voice - Facial expression
Handling Objections
Preparation to handle ObjectionPositive Attitude
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2- To treat the prospect as friend not …..
By ……………! - Avoid the unwise attitude
- Refraining from arguing or contradicting
- It should not be a battle otherwise you will never be the winner
- Do not attack customer’s prestige
Handling Objections
Preparation to handle ObjectionPositive Attitude
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• A few expert sales people can answer
objections effectively on the spot
• We have to keep update list of objections
and answer.
Handling Objections
Preparation to handle ObjectionAnticipate Objections
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• In some product there are point likely to be
misunderstood other points different from competitors
and sometimes the price of a product seems to be high.
• Unless we include the answers of these points during the
presentation objections will be raised and the prospect /
customer will try hard to defend their own opinion
Handling Objections
Preparation to handle ObjectionForestall Objection
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a) we have to differentiate between unfavorable
comments about the product and objections.
Handling Objections
Preparation to handle ObjectionEvaluate Objection
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• b) We have to differentiate between real objections and excuses.
• There is no exact formula to separate real objection and excuses
BUT
1. We have only two real objections suspect• no immediate need for the product• no money to buy the product2. excuses are reasons for not prescribing the product
prospect or company.3.Voice , facial , expression , attitude in raising the
objection help the separation
Handling Objections
Preparation to handle ObjectionEvaluate Objection
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c) We have to uncover the objections , by asking questions and
taking agreement on each point during the presentation.
EX. Rep : Did you notice ……… in this product ?
What do you think of ……… ?
d) If you fall to encourage the customer to raise objections use
the following
EX. Rep : Evidently I have overlooked some aspect in
acquainting you with the merits of ( product ) , you still
to have some doubt in your mind , do you have specific
question ?
Handling Objections
Preparation to handle ObjectionEvaluate Objection
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• All excuses must be answered immediately.
• Price objection may be postponed.
Handling Objections
Preparation to handle ObjectionTime the Answer
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• Listening skills: - Listen - Do not interrupt - Let prospect talk
• Ask questions skills: - Ask open questions - Keep control .
• Method of handling objection: - Compensation method - Boomerang method - Admit valid objection - postpone the answer - Deny the objection
Handling Objections
Preparation to handle ObjectionBuild a Skill
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• Sales person will agree with the prospect to the
extend that the agreement does not weaken the
sales person position .
• Then introduce a new thought.
Handling Objections
Methods to handle ObjectionCompensation Method
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• Some beginning phrases- I can understand why you feel that way , on the other
hand ……..
- There is a lot of truth in what you say , however have
you considered this angle?
- I would have made that statement myself years ago
now let me tell you what I found………...
Handling Objections
Methods to handle ObjectionCompensation Method
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• Turn objection into reasons for buying.• Used when the prospect offers excuses
for not wanting to listen or when the prospect do not buy due to lack of knowledge.
Handling Objections
Methods to handle ObjectionBoomerang Method
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Used to:• Separate excuses from real objections• Narrow the objection to specific point • Convert generalized objection into concrete
objection• Help in closing sales
Handling Objections
Methods to handle ObjectionAsk Why or a Specific Question Method
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• Almost every product has some
disadvantages when compared
with competing products.
• We admit such objections then
proceed to show the compensating
advantages
Handling Objections
Methods to handle ObjectionAdmit Objection & Offset Method
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• If the prospect raise objection early salesman
can postpone the answer saying.
That is a good point if you do not mind let’s postpone the answer until later.
Handling Objections
Methods to handle ObjectionPostpone the Answer Method
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• * Objection occurs in case of
incomplete , inaccurate information.
• * Salesman use direct denial approach
but with caution.
“He must has facts to back up the denial”
Handling Objections
Methods to handle ObjectionDeny the Objection
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Handling Objections
Methods to handle ObjectionRecommended plan for Handling Objection
1 - Listen carefully - Do not interrupt, let prospect talk.
2 - Repeat the prospect objection:
(a) Make sure the objection is understood.
(b) Ask questions to clarify objections.
3 - Agree as far as possible with the prospects thinking before providing the
answer.
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• Why closing is important ?
There is two reasons for becoming an expert at closing.
1. Closing is the ultimate test of sales ability.
2. The income of salesperson is usually based on closed sales.
The Art of Close
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Wrong attitude Poor presentation
Poor habits and skills
The Art of Close
Difficulties in Closing
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• You can spend months qualifying prospects.• You May work long hours and know your
products• You may search and know customers attitude • BUT if you do not get orders your sales career is
a very short one
The Art of Close
When trying to Close
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• when it is the right time
• be alert for closing signals
some examples of closing signals
1. Glancing at , reaching for the sales brochure.
2. Intently studying a sample.
3. Performing calculation on scratch paper.
4. Writing the or asking about a specific indication.
The Art of Close
When trying to Close
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• Any time the customer indicates significant interest in the product.
• Any time the customer start asking questions about the product .
• After making a strong point about the product.
• After overcoming an objection.
• When the customer agrees with major point in sales presentation.
• When you watch a closing.
The Art of Close
When trying to Close
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• Analyze for further actions
• Understand these means:
1) Not now.
2) Do not hurry me.
3) I need more information.
4) I do not understand.
The Art of Close
What if Close Fails
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• Maintain a positive attitude.
• Keep control of the interview.
• Let the customer sit the pace.
• Be assertive not aggressive.
• Keep some selling point in reserve.
• Sell the right item in the right amount.
The Art of Close
How to Close Successfully
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Asking for the Order• Direct.• Most effective.
The Art of Close
Effective Methods & Techniques
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Assume the Sales is Made• Needs very good presentation.• Experienced rep.
• We are ok that you will Rx Genogerm in once daily dose .
• So for patient suffering from OA Mobiease will be your choice.
The Art of Close
Effective Methods & Techniques
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The Yes Yes Closebuilding a series of acceptance.
• Do not you agree with me that the Serum form of Treato is very easy to be applied.
• Do you agree with me that Treato will be faster relief for hair damage faster than the other Topical hair applications.
• Do you agree with me that Treato will be economic in the daily cost than other competitors.
• Do you agree with me that Treato will be the choice among the Hair Repair Therapy products.
The Art of Close
Effective Methods & Techniques
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Alternative Close• You will start with the Cream form or the Gel?• • Will you Rx Mobinorm in OA or in bipolar LBP
Patients ?
• I will take the order today or tomorrow?
The Art of Close
Effective Methods & Techniques
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Summarize the Benefits• The ones daily does of Genogerm
assures your pts. Compliance.• You will protect your pts life style
with the ones daily does.• The ones daily does will reduce
the cost of the treatment
The Art of Close
Effective Methods & Techniques
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BENEFITS OF BENEFITS OF Mobinorm Other Topical Analgesics1. 1.2. 2. 3.4. 5.
The Art of Close
Effective Methods & TechniquesThe Balance Sheet
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• Would you start by Rx Mobiease for the first newly
diagnosed OA patients.
Trial Close
The Art of Close
Effective Methods & Techniques
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• Closing is the process of helping people make decisions
• The 4 most important words in sales process is the art of close.
• Whenever you ask a closing question shut up; the first person to
speak losses
• All buyers feel and act on the urge to say no at first , with rare
exceptions.
• Every buyer contact you make during your entire sales career will
begin with that person being committed to reject whatever you are
proposing.
The Art of Close
Effective Methods & Techniques
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• The anatomy of the close
• Understand what they want and need
1. Qualify them thoroughly
2. Understand buyer’s motives
• recognize buying signals
1. Verbal
2. Non verbal
• do not change when start closing
• use the planned pause
The Art of Close
Effective Methods & Techniques
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• Yes , I like your product …………• I think I could use it ………………• it is sounds good to me ……………• who else is using it …………………• I may need to order 100 packs……..• Are there any interactions………….• I do not know ………………………..• If I used it ……………………………• in fact I prefer vial form…………….• It is easy to apply ……………………•
Typical Buying Signals
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• Did I sell?
• Did I hold the customer ‘s interest?
• Did I emphasize benefits rather than features ?
• Did I dramatize the presentation?
• Did I watch for nonverbal signals?
• Did I was able to handle objections?
• Did I close at the right time?
• Was I close effectively?
• what will be my next call objective?
• What should be done next time to improve my selling point?
Post-Call Analysis
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ReportingCustomers details, Doctor comments, Your Comments and Pharmacist Comments.
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Follow up- Feedback- Build long term
business relationship.
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Thank You