the first impression in sales call

7/30/2019 The First Impression in Sales Call

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THE FIRST IMPRESSION


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The unwillingness for a call


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The unwillingness for a call Each Rep,new or experienced,has,during

his professional career,a sense of

unwillingness to visit doctors.

The unwillingnessto make visits is animportant negative action factor


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Exercise No 1 Be parted to groups

Discuss your experience regarding this

case.

Refer to the reasons,according to youropinion,which made you to feel unwilling

to visit the doctor.


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How can we convince the

problem?

We must recognize

the problem We must detect the

symptoms

We must detect thecreative causes.


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Symptoms

The usage of

defensibilities

if we dont wish

to make the visit.


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Common defensibilities I dont know the product properly (new

Rep)

I cant find him (the doctor)

He is peculiar

I have not the necessary information

It is not the proper time


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Which are the main properties,whichare demanded for a doctor,a

teacher,or a Rep,to be effective in his

job?


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The factor product

knowledge

Skills and Position 85%

15%

Productknowledge


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Salesmen are born or are created?

Researches have proved that connate features as

personal particularities,gender or appearance, do

not relate with efficiency in sales.

People can learn planning and programming

their time or adjust their actions according to the

customers needs.


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In USA,every year,are beingspent $10 billions for

training programs whichconcern the improvement

of the salesmen skills


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The role of Information Information concerning doctor is necessary

in order to set our objectives for the call.

But,they do not change,in anything,the kindof call.

Every time we communicate with a doctor is

like the first time,in relation to ourcommunicative target.


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Many times we use the existinginformation negatively

We use information as defensibility not to

make the visit.

The role of Information


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The main Virtues of the Rep

Self-esteem

Attitude

Sales skills


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Which activities help us to build a self-

esteem The Knowledge

For the market and its courses

For the doctors and their profession

For the products

For Marketing,disposal of resources,etc.

Our ability to capitalize our experience

Honesty and dignity Flexibility

The Emotional Intelligence


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The Knowledge The successful salesman must know how

doctors evaluate different products and

how they take the decisions for prescribing. They must know their products very well,

how they take effect and how their features

affiliate with the advantages and benefitsthat doctors inquire.


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Capitalizationof the experience

The successful salesmen must workcontinually trying to improve their skills,

to analyze their performance and to usetheir mistakes as training opportunities.

They must be motivated to learning


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Flexibility

The successful Rep realizes that,the sameapproach does not operate with all the

doctors. Rep must be sensitive to what is being done

and flexible much enough,in order to do the

necessary accommodations during apresentation.

The biggest mistake for someone is to sell to

every doctor in the same way.


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Emotional Intelligence It is the ability which has somenone to

understand effectively and to use his

emotions properly,as such emotions of thepeople with whom he interacts.


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To know your feelings and your emotions and

how they are expressed

To have the ability to control your emotions,inorder to avoid acting impulsively

To recognize your interlocutors emotions

To use emotions in order to interact with the

others effectively.

Emotional Intelligence


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Self-esteem Contributes

positively and

importantly infacing the problemofunwillingness

to communicatewith the others.


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The Positive Position People are polite

All studies show the positive acception

which Reps have from the doctors.

Positive position is our ability tounderstand the others,to understand

their problems and their needs.


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Communication skills Effective usage of the words

Watching abilities

Hearing abilities

Ability to do exploratory questions

Approaching ability Objection handling abilities

Closing abilities


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As much asour skills are

improved, somuch our self-esteem is

getting better.

Self-esteem


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People buy people firstly and then the

products and service that they sell


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IF THEY DONT WANT YOU,THEY WILL NOT

WANT YOUR PRODUCT,AS WELL

THE SOCIAL AND PERSONAL

RELATION BETWEEN REP AND

DOCTOR IS ALWAYS AN IMPORTANT

PART OF THE EFFECTIVE SALE


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Exercise No 2 Be parted to groups

Discuss your experience,your methods and

strategies you developed,in order to overcomeyour unwillingness to visit some importantdoctors.

Mention,after you agreed,which,according toyour opinion,are the best three ideas.


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Turn off theStressswitch


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The role of Stress The accumulated in time Stress,may cause

important negative effects to our emotional

world and to our wish for social contact andfor our work.

Many times,stress may be caused from our

thoughts or our contact with people whichirritate us.


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The confrontal of Stress

Stress handling is much easier than anything

many people believe.

Handling stress effectively,you can invert thenegative effect of it on your attitude,on your

total performance and productivity,and on

your health,as well.


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The Freeze-Frame

technic This technic is based on the idea that the

conscious understanding is like watching amovie,and we detect each moment as a

personal-individual framework.


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5 steps in Stresss

confrontal1. Recognize and be released.

2. Breath through your heart

3. Adduce a positive feeling

4. Ask yourself: Is there a better

alternation?5. Ascertain change in view

i


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Recognize the problem

and be released Make a time-out,in order to be

able,temporarily,to be released from the

thoughts which cause you stress. Researches have proved that this simple

procedure helps us to face the situation more

fairly

B h h h


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Breath through your

heart Having froze the thought that stresses you,

focus to your heart wittingly.

At the same time,take deep and slowaspirations for 5.

Researches have proved that the combination

of these activities decreases stress importantly.


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Adduce a positive feeling Think about something which can make you

feel better.

Positive thoughts,as proven in manyresearches,may cause important naturalactivities which help us to perform better.

I h b


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Is there a better

alternative solution? As soon as you have completed your first 3 steps you

will feel less anxious,more creative,more neutral

against facts.Then... You are able to make a documentary approach to the

the specific fact which puzzles you.

For example,it is natural for us,sometimes,to face

some problems with our contacts.This is a matter ofchemistry.

A i h h i


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Ascertain the change in

view As soon as you have completed your

call,maybe you will realize this call was not a

lost case. Stop and think about a solution to the problem.

Think about the pattern and the way that you

can work with the doctor,in order to affect himpositively and modify his manner.


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Approach

CALLS STRATEGY


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Making the proper firstimpression


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The First Impression is important

You must be properly dressed.

Detached,conservative wear

You must be simple

Hold an accurate body position inspiring

confidence

Leave all not necessary objects outside the office(umbrella,newspaper,etc.)


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Smile,smile,smile (try to be frank with your smile)

Sit down,if it is possible.Ask from the customerMay I sit here?

Try to be positive and jubilant during conversation. Dont apologize,feeling that you spend the

customers time.

You must keep an optical contact with the

customer Never show an impression meaning that the visit

was not scheduled

The First Impression is important


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Positive position may bring

success

Life is: 2% what it happens to you and

98% how you react against whathappens to you.


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A Salesman must keep a

positive position


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OUR POSITION Enthusiasm is the reason and not the

result of success

People with positive position see the

Problems like

Opportunities which are asking forSolutions


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Before entering your customers

room

Which is the target of the call?

Which way of approach is acceptablefrom your customer?

Which is the plan of benefits-advantages

which is being quoted to the customer ?

The situation that you face specifies


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The situation that you face, specifies

the technic which you will follow on the

approach and presentation.


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Alterables which specify the situation

of the sale The kind ofproduct you sell

If it is arepeatable callto the same person

Your knowledge grade of your

customers needs

Thetime you have to spend for the

presentation


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A positive first

impressionprepossesses the

doctor to listen to the

Rep.


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raises obstacles to

communicationwhich we may be too

late to get over them


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It must be doctors choice

If the doctor extends hishand to you....

Then,you will correspond withoutexcess,keeping the contact with the doctor

looking him at the eyes.


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Rep,with his position,must not show neither

dubiety nor agressiveness.


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The approach is a method which is being

planned in order to attract doctorsattention and interest,and prepare the

passage to the next stage which is

presentation.


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As each doctor is different,and any

circumstance in sales is different,Repmust be able to be adapted properly and

use the different forms of opening in

order to reach his target.


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The Approach of Introduction

The Approach of Reference

The Approach of the Product

The Approach of ComplimentThe Approach of Question


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It is the simplest

form of approach,which is used in the

beginning of a

relationship,usually

in connection with

another method.


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The approach of

reference is ofteneffective to the socialcharacters,because they

focus to the human

relation


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It is,maybe,the most common way of

approach.

It focuses doctors attention to the benefitsof product.

In order to be effective,doctor must beinterested in the benefit,actually


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The approach must be honest and specific.


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The ability of the

Rep to visit thedoctor,ensuring the

normal frequency of

visit in the future.


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Access to the doctorReasons of refusal Reasons of acceptance


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Many visits

Doctor does not realize

the necessity of more

information

Rep does not respect the

visit rules to the surgeryor to the hospital

Acquaintance between

Rep and doctor

Persistence with politeness

Spare time for the doctor.

Access to the doctorReasons of refusal Reasons of acceptance


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- Doctor does not spent time toaccept Rep

- Doctor does not feel comfortableagainst the visit style of Rep

- Doctor does not consider that

takes value from the Reps call

- Doctor is not interested in what

the Rep sells


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Any kind of obstacle is strongly associated

with the sensibilities and attitude of the doctor

against Rep

A constant understanding of the doctors view

is necessary and valuable,in order to achievesuccess to the doctor


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The obstacle time is the one which is

responded frequently when a Rep tries to visit

a doctor.

I wish to be informedfor the modern

medicinal developments,which affect my

curative practice, but I have not much spare

time to accept each Rep who wishes to occupy

me.


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The phrase I have

no time,many

times,is an excuse of

the doctor in order to

be covered,by his

side, the real reasonof refusal.


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I respect,very much,the Rep who is asking me,

during the beginning of the call,how much time

I can spend and then shows,with hisactions,that he respects my answer.


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If direct contact is difficult

Search for information, concerning doctors schedule,from hissecretary,your colleagues from other companies,the nurse,etc.

Leave your business card,together with the bibliography in whichyou must have underlined the main points.

Leave your business card with a note: I am sorry I was not able

to see you.An appointment with you will be very important tome


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If the contact in the surgery is not possible, try

to find alternative solutions

A contact in the Hospital

A contact through professional scientificmeetings,dinners,congresses,etc.


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I dont like Reps to

push me to prescribe

there products.Finally,Iam responsible for

the curative decisions


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Many times,Rep is not able to have access to

the doctor,because he is not feeling comfortable

against Rep

This fact is the result of the communicative

differences or of the difference in the personalstyle between doctor and Rep.


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This obstacle is under Reps control,because itconcerns his manner

Reps communicative style is the one that

creates or shoots down this obstacle

Some Reps are positive without

exceeding.These are the ones that I wish to

accept.


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The skip of this obstacle is starting after the

diagnosis of our manner


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Make a personal evaluationof the doctor in order to

define the form of thepersonal contact and salestechnics which you are

going to use in order to

achieve the best possibleaccess


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Try to know doctor well,by studying.. his personal working styleIn which way he takes decisions? How he

is handling his patients and his colleagues ?

the communicative style of the doctorhow does he address hispatients and his colleagues ? Which language he is using ?

the doctors body languagewhich are the non verbal messages thathe sends ?

how does he behave in his surgerydo his patients wait much time in

order to see him? Is he attentive and kind against his patients ? Hissecretary? His colleagues ?


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Soften doctors discomfort,adapting the sales style

to the doctors preference

For a doctor oriented to the people, leave,for example,prospectusregarding patients training

Facing an analytical doctor,enter to the matter directly,and be clear

To the doctors which focus on the problems resolving,present clinical

trials and scientific facts


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I would like Reps to be

better informed,to

behave as specialistsin cases which

concern their products


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In our effort to get over this obstacle you must

have in mind that the meaning of value is

different from doctor to doctor

Someone could consider that Rep adds value to

him because he offers clinical trials

Someone else could consider as value the

prospectus of information for the patients,and

some other only the new products.


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Reps who wish to

proceed outside the limits

of a typical call and theduty, in order to help

me on my daily practice,

these are the ones thatare important to me.


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Remarkable services which you can offer to the

doctor

Training of the sanitary staff to the usage of a product

Support to clinical trials

Instructional documents for the patients training

Participation of the doctor to training seminars and congresses

Organization support to seminars and congressesspeakers,audiovisualsystems,etc.

High grade scientific updating through literature,congresses abstracts,clinical trials,researches for specific diseases,etc.


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Service delivery technics which add value and

repeatable access to the doctor

Create to the doctor the need of wishing to see you again,adding afuture valuefor example your promise to interest for one of hisdemands with consistence.

Except of the features and benefits of your product,talk to the doctor

about the undesirable actions which result from the treatment,and theway of confrontation.Inform about the usage of the product from theside of the patient/customer.Using this method,you provide animportant information to the doctor,and you became more creditableagainst his eyes.


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I refuse to listen to

the same thingsconcerning the

product,again and

again.


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I am interested in

Reps which supply me

with new information

concerning all of their

products and not only

these which theircompany promotes


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If you try to achieve repeatable accesses

Dont enumerate information in a way that you seem repeated.Thismakes doctor to loose his interest and his confidence to your abilitiesand your honesty,and dimishes the level of his interest for everythingyou are talking about.

Generally,focus your efforts to the way that you represent yourself andinformation between an appointment and another.

the first impression in sales call

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