http://pk.linkedin.com/pub/kashif-iftikhar/9/7bb/1b0

http://pk.linkedin.com/pub/muhammad-sohail-ashraf-bajwa/15/636/29b

http://pk.linkedin.com/in/meerzashahid

• GENRAL TERMSPART-1

• CUSTOMER AND SALES RELATEDPART-2

• PHARMACEUTICAL SELLING STEPSPART-3

• RESPONSE HANDLINGPART-4

P R O D U C T

N E E D

M O T I V E

A C H I E V E M E N T

P O W E R

F E A T U R E

B E N E F I T

UNIQUE SELLING POINT(USP)

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

one!

Types of customer Based on unique behavioral attributes, customers are of following types Loyal customer Discount customer Impulse customer Need based customer Wandering

customer

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 discount seasons

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

community.

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.

ESTABLISH RELATIONSHIP

NEED RECOGNITION

FORMULATE SOLUTION

DELIVER AND EVALUATE

CLOSE THE SALE

Medical RepDOCTOR

BY ASKING

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.

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

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FIND POTENTIAL CUSTOMERS

CATEGORIZE THEM

ALLOCATION OF TIME

VISITS FREQUENCY

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

SMARTSPECIFIC

MEASUREABLE

ATTAINABLE

RELEVANT

TIME BOUND

OPENING

PROBING

DETAILING

REINFORCING

GAINING COMMITMENT

ACTION

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

prescribed.

• 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.

1 • TEXT

2 • VOICE

3 • HANDING OF VISUAL AID

4 • EYE TO EYE CONTACT

5 • USE OF POINTER

6 • BODY LANGUAGE

7 • LISTENING

8 • USE OF SENSES

9 • TIME MANAGEMENT

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

Greet the doctor further ask for his wellbeing.

Give a small 15 seconds introduction oncompany image.

Listen to the doctor and use the FUNNELTECHNIQUE to get the flow of conversation.

Once you have understood the requirement,use the DAPA Method of Selling so as to confirm thereis no GAP between the need and the offering.

In case the doctor has a doubt/objection, thenconcentrate and resolve that before moving ahead.

In case the doctor asks about the PRICE. Tell him/herthat you would give him/her the best price comparing others.(Use the price postponement techniques)‏.

In case the question still arises on PRICE, use theSANDWICH METHOD to answer it.

Pleasantly Close the sale and confirm theprescriptions.

WITH IMPROVED PLANNING PLAN NEXT CALL

OBJECTION HANDING HOW MUCH ROOM TO IMPROVE?

HOW MUCH GOAL ACHIEVED?

YOUR CALL CONCLUDED AS PLANED?

ALWAYS REMBER TO REVIEW YOUR CALL

DEALING WITH

RESISTANCE

PRICE HANDLING

BUYING SIGNALS

MISCONCEPTION

REAL OBJECTION

LACK OF INTEREST

SCEPTICISM

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?

QUALITY

BENEFITS

CONSISTENCY

RELIABILITY

REPUTATION

BRAND NAME

SERVICE

YOU

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/herthe 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 difference

"Whether our prospects like it or not, their bodies and words say it for them,"

TYPES OF BUYING SIGNALSverbal signals

non-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 probing!

"I could see you on a Thursday" - "How often would we need to meet face to face?" - "We'll need to involve Janet"

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 chequebook - 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