The First Impression in Sales Call
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Transcript of 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.