Pharmaceutical Selling Skills
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Transcript of Pharmaceutical Selling Skills
![Page 1: Pharmaceutical Selling Skills](https://reader033.fdocuments.us/reader033/viewer/2022061618/55cf9b95550346d033a69e92/html5/thumbnails/1.jpg)
*PharmaceuticalSelling
skills
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*Agenda Aim
What Is Selling? Philosophy of Selling
The 7 basic selling steps
Objectives of Greeting and Opening
Asking Questions The Funnel Technique
DAPA Method of Selling Significance of DAPA
Presenting the benefits of the Product
Handling Objections
Selling the Price
Closing A Sale
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*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
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*What Is Selling ?
To satisfy a Need / Want with your product for Mutual Benefits.
To Identify / Generate / Influence a Need / Want.
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*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
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*The 7 Basic Selling Steps
1. Pre call planning 2. Opening 3.
Questioning
4. Presentatio
n
5. Handling objections6. Closing
7. Post call analysis
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*The 7 Basic Selling Steps
Projecting the right company
image
Targeting
Call preparation
Utilize waiting time
• Identifying the right doctors1. Pre call
planning
• Posture, Facial Expressions, Dressing & Grooming
• Observe different things• No. of patients, sex, age,
economic status• Patients information charts,
competitors promotional material, give aways, dr’s interests, prescribing habits
• Review last call• Objective selling: S.M.A.R.T
= Specific, Measurable, Achievable, Realistic, Time bound
• Plan the call: objectives, promotional materials, sequence of detailing
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*The 7 Basic Selling Steps
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
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*The 7 Basic Selling Steps
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:
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*The 7 Basic Selling Steps
Tag On 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.
Benefit Tag Questioning:
• Benefit is presented in the form of a statement supported by a Feature and followed by a Closed Question
• Tag on questions are used when doctor makes a positive statement which you want to reinforce.
3. Questioning
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*The 7 Basic Selling Steps
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
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*The 7 Basic Selling Steps
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
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*The 7 Basic Selling Steps
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.
• Can be question or query.• Shows interest of the doctor in your product.
5. Handling objections
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*The 7 Basic Selling Steps
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
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*The 7 Basic Selling Steps
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
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*The difference between try
and triumph is just a little
umph!
Famous Quote
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*Objectives Of Greeting &
Openingpositive atmosphere
Exchangeof names
start a gentle conversation
simply connect
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*Asking Questions
Questions are used to PROBE information from doctors
Questions starting withWHATWHEREWHYHOWWHOWHICH
are very useful
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*Funnel Techniquea powerful tool to Encourage the Flow of Conversation
1) motivate the doctor to talk.
2) open with neutral questions to get unbiased information.
3) ask lead questions to explore more deeply.
4) ask closed questions to pinpoint precise requirement.
5) summarize to gain doctor’s acceptance of requirements.
1
2
3
4
5
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*The best and fastest way to
learn is to watch and imitate
a champion
Famous Quote
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*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.
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*Significance of DAPA
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
Medical rep: asks open active questions
Doctor : LISTENS and ANSWERS accordingly
Doctor : ANSWERS and gives acceptance
Medical rep : does active listening and makes notes
Medical rep : offers the product (or service)
Doctor : does active listening and if things are not clear, asks questions
Medical rep : does relevant answering
Doctor : accepts the product as his/her need
D
A
P
A
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*Presenting the Benefits
NEED
FEATURE/OFFERING
BENEFIT
what the doctor wants?
what do we offer?
what the doctor gains?
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*The important thing about a
problem is not the
SOLUTION, but the strength
we gain in finding the
SOLUTION
Famous Quote
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*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?
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*Handling Objections Objection – An Obstacle Or An Opportunity
How do we tend to feel?
Dejected
Angry
Challenging
Frustrated
Defensive
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*Handling Objections Objection – An Obstacle Or An Opportunity
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.
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*Kinds Of Objections
Unspoken Objection
Objection that we hear and can answer
Objection that we hear and cannot answer
&
&
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*Handling the unspoken objection
Doctor frowns
Doctor smiles (sarcastic)
Doctor looks elsewhere
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*Handling the unspoken objectionWhat 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?
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*Handling the objections we hear and
can answer When you hear an Objection:
Pause
probe gently
Please, tell me more. Apart from this, is there anything else that is of concern
to you? If I can take care of this to your satisfaction, could we
proceed forward (would you consider our product)?
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*Handling the objections we hear and
can answer When you hear an Objection:
probe gently
Give your best possible solution?
Are you satisfied with my answer?
&
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*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?
&
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*Self respect is a question
of recognizing that
anything worth having has
a PRICE
Famous Quote
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*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.
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*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
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*Selling The Price Effectivelyhow to postpone revealing price:
If the doctor says, “ It must be Expensive” -- Initially Ignore it
If the doctor asks a little later, “How Much” – Tackle him/her in the following manner:
1) I am coming to that Sir ask an Open Neutral Question
2) It depends on your requirement Sir ask an Open Neutral Question
3) I am sure the Price is not your only consideration Sir
4) It depends on your order size
5) I will leave you with a full Price list Sir
6) First let me tell you the benefits that you are getting
if pressed a lot, tell the price using the SANDWICH METHOD and continue
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*Selling The Price Effectively
SANDWICH METHOD
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*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
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*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
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*To Finish First, you need
to First Finish
Famous Quote
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*Closing The Sale
What prevents a medical rep from closing EFFECTIVELY?
FEAR
DOUBT
UNCERTAINTY
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*Closing The Sale
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
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*Closing The Sale
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
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*ChecklistSteps to be followed?
STEP I: Greet the doctor further ask for his well being.
STEP II: Give a small 15 seconds introduction on company image.
STEP III: Listen to the doctor and use the FUNNEL TECHNIQUE to get the flow of conversation.
STEP IV: Once you have understood the requirement, use the DAPA Method of Selling so as to confirm there is no GAP between the need and the offering.
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*ChecklistSteps to be followed?
STEP V: In case the doctor has a doubt/objection, then concentrate and resolve that before moving ahead.
STEP VI: In case the doctor asks about the PRICE. Tell him/her that you would give him/her the best price comparing others. (Use the price postponement techniques).
STEP VII: In case the question still arises on PRICE, use the SANDWICH METHOD to answer it.
STEP VIII: Pleasantly Close the sale and confirm the prescriptions.
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thank you