Selling Skills in TODAYS Pharmaceuticals-day 3
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Importance of Selling skills in TODAY
Featuring Long Term Effectiveness
Determine which business objectives you
want to impact.
-Increase Market Share -Improve profitability
-Reduce Turnover -Raise Sales Productivity
Identify the skills that will lead to achieving your business objectives.
Design a training plan that develops the needed skills.
Why Train SPOs?
82% of all sales people fail to differentiate themselves
or their products from the competition.
86% of all salespeople ask the wrong questions and
miss sales opportunities.
62% of all salespeople fail to earn the right to ask for
82% of salespeople discount price to earn a sale.
Statistics based on research conducted by The Sales Board. Over 16,000 customers and 300 salespeople
in 25 industries were studied.
Selling Skills in Pharmaceuticals
Counterbalancing the Gap
Bridging to an Agreement
customer A person or organization who uses the product or services we provide.
Customer is king. ….only customers judge quality; all other judgments are essentially irrelevant Our greatest asset is the customer! Treat each customer as if they are the only
Types of customer Based on unique behavioral attributes, customers are of following types Loyal customer Discount customer Impulse customer Need based customer Wandering
Loyal customer 20% of our customer base but make up more than 50% our sales. Completely satisfied customer. Keep returning to company. We need to communicate with these customers on a regular basis by telephone, mails, emails.
• customer experience
• customer expectation
• Positive word of mouth
You can , never do enough for them. many times, the more you do for them, the more they will recommend you to other. Invest maximum time and effort to serve these customer
make their decisions based on the size of discount. This category helps ensure your inventory is turning over and as a result, it is a key contributor to cash flow.
Merely satisfied customers, also show defection ready to switch. Chase low prices. Milk these customers as long as they are active or in
do not come for buying a particular item but on a whim. They will purchase what seems good at the
time. Buy on impulse. Maximize the profit on each transaction.
• This is the segment we all like to serve. There is nothing more exciting than assisting an impulse BUYER and having them respond favorably to our recommendations.
• pursue fashion trends. We want to target our displays towards these customers
Need based customer People in this category are driven by a specific need. It is difficult to satisfy
these people. Customers are habitual of particular brand.
• Show inertia in brand switching. Need based customer can easily be lost to internet sales or a different retailer. So to overcome this threat, positive personal interaction is required. They can also become loyal customers if they are well taken care of
Wandering customer They have no specific need or desire in mind. They want a sense of experience or
They make up the smallest percentage of sales. keep in mind, however, that although they may not represent a large percentage of your immediate sales,
they are a real voice for you in the community. Although wandering customers cannot be ignored, the
time spent on them needs to be minimized.
DELIVER AND EVALUATE
CLOSE THE SALE
FIND POTENTIAL CUSTOMERS
ALLOCATION OF TIME
CONTINUOUS EYE ON CHANGES
GOAL SETTING(NEXT SLIDE)
NOW(BEST TIME TO VISIT CUSTOMER)
HOW( WITH STUDIES, SAMPLES, etc)
WHERE (BEST PLACE TO VISIT HOSPITAL, PRIVATE CLINIC, etc)
WHAT EXPECTED REACTION/RESULTS
CLOSING A CALL
story highlights the relevant points, the unique selling points of the brand raising
the doctor's interest to an extent that he
Creates a brand image Detailing must be perfect with mixture of Scientific information, Quality of product And The manufacturing technique used
This will provide maximum mileage in the shortest possible time
Keeping in view the time constraint that one has in the doctor's chamber. Thus, detailing forms an integral part of effective communication as well as personal selling.
• HANDLING OF VISUAL AID
• EYE TO EYE CONTACT
• USE OF POINTER
• BODY LANGUAGE
• USE OF SENSES
• TIME MANAGEMENT
HOW MUCH GOAL ACHIEVED?
OBJECTION HANDING HOW MUCH ROOM TO IMPROVE?
WITH IMPROVED PLANNING PLAN NEXT CALL
YOUR CALL CONCLUDED AS PLANED?
ALWAYS REMBER TO REVIEW YOUR CALL
DEALING WITH RESISTANCE
LACK OF INTEREST
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.
NOT UNTIL the doctor has the of your product
What does a customer pay for?
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
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
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
"Whether our prospects like it or not, their bodies and words say it for them,"
TYPES OF BUYING SIGNALS verbal signals
that has already been fully answered, and generally acknowledging that it has been - "How much did you say it costs?" - Be aware that if it's said in shocked surprise and incredulity, it's a cue for more
"I could see you on a Thursday" - "How often would we need to meet face to face?" - "We'll need to involve store keeper"
that's not necessarily free - "Can I try it for a month and see if it works?" - "I'll need to see it in action"
"That sound really good" - "Who could say no to that?"
"What will happen if it doesn't produce results?”
We don't need examples here. Even if they say it's overpriced, to have got to the top of their priority
stack, these comments or questions say they want to buy.
"When can we start?" - "It'll have to be next week" - "Can't we do it in four weeks instead of five?" - "I'm tied up until Thursday" - If this type of signal arrives as a question, you can legitimately avoid answering it by asking back, "When would be best for you?"
"What do you think would be best?" - "What would you do if you were me?"
who's in the room - "What do you think?" - They've decided but they just want confirmation that they're not being daft.
with a previous supplier - "Everyone I've tried has been useless!" - These types of comment are actually cues for more probing
or for a personal contact with a satisfied client - Again no examples needed. It's effectively a no-brainer! Again they just want confirmation
that they're not being daft.
• Spending time concentrating on just one of your products
• Asking/looking for help
• Asking questions about details - "Which of my people will be directly involved?" - "What exactly will you be doing?"
• Touching their wallet or its contents, or their cheque book - Literally or metaphorically
• Changes of body state - Relaxing, moving stance, gestures, skin tone, style of speech
• Getting out their pen - Literally or metaphorically
• Maybe it's time to move on Unwillingness to trade commitments - At least unwilling to make their own in return for yours
• Your calls, messages and e-mails go unanswered • "I really like your suggestion but I need to ........
before we can go ahead" • Avoiding eye contact when you meet • "We'd really like you to help us but we just need a
bit more time/have some other priorities to deal with first"
• 'Playing' with your product, or looking at many without ever concentrating on one
• Physically moving around a lot, quickly
Greet the doctor further ask for his well
Give a small 15 seconds introduction on
Listen to the doctor and use the FUNNEL TECHNIQUE to get the flow of conversation.
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.
In case the doctor has a doubt/objection, then concentrate and resolve that before moving ahead.
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) .
In case the question still arises on PRICE, use the
SANDWICH METHOD to answer it.
Pleasantly Close the sale and confirm the