pharmaceutical selling skills
TRANSCRIPT
PharmaceuticalSellingskills
Submitted to:
Respected Mam Sadia
Submitted by:
Saba Ahmed Pharm- D The University Of Faisalabad
Contents: • Aim
• What Is Selling?
• Philosophy of Selling
• The 7 basic selling steps
• Objectives of Greeting and Opening
• Asking Questions
• DAPA Method of Selling
• Presenting the benefits of the Product
• Handling Objections
• Selling the Price
• Closing A Sale
AIM
To Create an Outstanding Success for Your Brands
Understand in depth, the role of Sales Team
Develop a Framework for an Effective Sales Approach
What Is Selling ?
To satisfy a Need / Want with your product for Mutual Benefits.
Philosophy Of Selling
Selling = Motivating Doctor’s Commitment
Medical Rep
DOCTOR
All good reasons why a doctor
should prescribe your product
All the things that a doctor has to
give up
BY ASKING
The 7 Basic Selling Steps
1. Pre call planning 2. Opening
3. Questioning
4. Presentation
5. Handling objections
Projecting the right company
image
Targeting
Call preparation
Utilize waiting time
• Identifying the right doctors
1. Pre call planning
• Posture, Facial Expressions, Dressing & Grooming
• Observe different things• No. of patients, sex, age,
economic status
• Review last call• Objective selling: S.M.A.R.T = Specific, Measurable, Achievable, Realistic, Time bound
Types of opening:
Opening is the skill of capturing the doctor’s attention and focusing the sales call.
Steps of opening:
• Greeting• Rapport building• Purpose of call• Initiating business discussion
• Need/Benefit opening:• Identify a known or presumed
need• Offer a product feature & benefit
to satisfy that need.• Opening as a question• Stimulating opening
2. Opening
Closed Questioning:
• Questioning is used for the purpose of gaining information to use in the sales call.
• Start with open questions and then move to close questions.
• Invites an extended doctor response
• Start with What, When, Why, Where, Who & How
• Invites a “Yes” or “No” reply from the doctor
• Start with Do, Will, Is, Should
Choice Questioning:
• Give doctor two or more positive options in order to rule out a negative “No” response.
3. Questioning
Open Questioning:
Presentation is zeroing on the doctor’s identified Needs/Wants with appropriate Product
Features and Benefits.
During Presentation:
• Sit up straight in front of the doctor• Look confident and speak with
enthusiasm.• Hold the Detail Aid in front and use a
pen to focus doctors attention• Don’t look at the Detail Aid, look at
the doctor. Observe his/her actions.• If interrupted, do a brief recap before
continuing• Don’t be distracted by surroundings
4. Presentation
Skepticism:
• Can be question, comment or query.• Shows interest of the doctor in your product.
Misunderstanding:
• An incorrect negative perception because of misinformation.
• To handle this provide the right information.
• A doctor’s doubt that your product can actually deliver the stated benefit.
• Offer proof (clinical studies, references)
Real Objection:
• A real short coming or disadvantage of your product.
• To handle real objection, minimize the impact by focusing on the advantages.
5. Handling objections
Hidden Objection:
Indifference:
• Doctor is not interested in your product because doctor is satisfied with competitor’s product or doctor has never used that type of product.
• Identify a need that can not be satisfied by the doctor’s preferred product.
• Doctor does not openly raise an objection because the doctor is disinterested.
• How to handle: Ask doctor if they have concerns.
5. Handling objections
Real success of a sales call depends on the use of effective closing.
AfterPresentation:
• Review all the benefits accepted by the doctor
• Ask for business (trial use, continued use, expanded use)
• Wait for a response.
6. Closing
Post call analysis is the process of evaluating and recording the outcome of the call, in order
to plan for future calls.
Afterleaving the chamber:
• Evaluate the Call• Record Call Information• Set Objectives for next meeting with
the doctor.
7. Post call analysis
Objectives Of Greeting & Opening
Positive atmosphere
Exchangeof names
Start a gentle conversation
Simply connect
Asking Questions
Questions are used to PROBE information from doctors
Questions starting withWHATWHEREWHYHOWWHOWHICH
are very useful
DAPA Method Of Selling
D
A
P
A
efine the doctor’s requirement for your product.
cceptance by the doctor of the requirements.
rove that your product can fulfil the doctor’s requirement.
cceptance of the proof by the doctor.
*Presenting the Benefits
NEED
FEATURE/OFFERING
BENEFIT
what the doctor wants?
what do we offer?
what the doctor gains?
*Handling Objections
When D to A from DAPA is not done
Objection – An Obstacle Or An Opportunity
It’s a doctor tactic to get a discount
The doctor is confused due to hidden cost or competition
A habit of asking questions
A strategy to postpone decision making
When Do Objections come?
How do we tend to feel?
Dejected
Angry
Challenging
Frustrated
Defensive
How Should We React?
Pause
Stay calm.
Don’t get aggressive.
Don’t get defensive
Do not disturb the customer. Let him/her speak first.
Kinds Of Objections
Unspoken Objection
Objection that we hear and can answer
Objection that we hear and cannot answer
&
&
Handling the unspoken objection Doctor frowns
Doctor smiles (sarcastic)
Doctor looks elsewhere
What do you do when such an Objection Comes?
PAUSE and then convert it into a SPOKEN OBJECTION by asking:
You are thinking something Sir?
Anything particular Sir?
Handling the objections we hear and can answer
When you hear an Objection:
Pause
Probe gently
When you hear an Objection:
Probe gently
Give your best possible solution?
Are you satisfied with my answer?
&
Handling the objections we hear and cannot answer
Product features that meet the doctor’s needs
Features we offer but doctor does not need
Find Out:
Why the doctor may not need it?
How long will the doctor not need it?
Will the doctor ever need it in future?
Features the doctor wants, but we do not have
Find Out:
Why does the doctor want it?
How important is it? 1) Essential 2) Desirable 3) Useful
Can we explore an alternative?
&
Selling The Price Effectively
Psychological aspects of price:
Price is the only weapon that the doctor has.
Make sure YOU believe in your own pricing.
Make the doctor feel that you are there to help and not to fight.
Selling The Price Effectively
The right stage to present the price:
NOT UNTIL the doctor has REALISED the BENEFITS of your product
What does a customer pay for?QUALITY
BENEFITS
CONSISTENCY
RELIABILITY
REPUTATION
BRAND NAME
SERVICE
YOU
Selling The Price Effectively
SANDWICH METHOD
Selling The Price Effectively
SANDWICH METHOD
STEP I: present the BENEFITS of your product
STEP II: put the price in front of the doctor
STEP III: JUST CONTINUE with explaining him/her the features that he/she will derive out of this price
*Selling The Price Effectively
Handling Price Objection
STEP I: doctor objects
STEP II: Medical rep : what are you comparing with, sir?Doctor : competition, perception, budget, past experience
STEP III: Medical rep : how much is the difference we are talking, sir?Doctor : 20% (the faster he says this, ITS FALSE)
STEP IV: express the difference
STEP V: demonstrate the benefits passable when compared to the difference
*Closing The Sale
What prevents a medical rep from closing EFFECTIVELY?
FEAR
DOUBT
UNCERTAINTY
Why a medical rep may not close well?
Too Early
Too Late
Too Meek
Too Aggressive
Doctor’s objections not resolved completely
Sales process not followed
When to close?
• The DOCTOR has understood your product completely
• The DOCTOR has developed trust in your company
• The DOCTOR has a desire for the benefits for his/her patients