2. Meaning of selling
Call on (customer, prospect, and influencer) actual or potential
with the objective of gaining commitment, order, agreement,
feedback on win-win base.
Selling situation: Is situation when you are trying to
convince your partner with the benefit of your product.
(Sales is persuasion)
3. Sales call
Some thing +ve happened because you did a call.
Steps of sales call:-
1.Prospecting
2.Preparation
3.Approach
4.PRESENTATION
5.Responses
6.Close
7.Post Call
4. 1-Prospecting
Prospecting sheds light on markets segments, competition and
requirements / needs to be met by company products.
Prospecting means Finding your potential customers
Qualifying, Classifying and Categorizing them.
Prospecting provides the bases for laying down the strategy for the
sales call.
Prospecting allows proper allocation of time and determines the
frequency of sales calls.
5. Steps of prospecting
A- find
New customers
New bricks
New hospitals
New polyclinics
New market segments
Potential modification
6. Steps of prospecting
B- Qualify
Gathering information, verify information& analyze information
o Criteria of qualification:
1. Does he need your products?
2. Can he buy?
3. What is his financial situation?
4. Can his patients pay?
5. Does it worth?
Pay him a visit for final confirmation
7. Steps of prospecting
C- Classify
As class A, class B, class C
According to N.O of patients, Number of clinics, his morning work,
his need to your product, and his response to promotion
8. Steps of prospecting
D- Categories
Who prescribe what?
Target group for Every Product
Target group for Indications
Target group for Preferred Form
Target group for etc…..
9. Prospecting is a permanent
process
Potentiality shifts
Corrective actions are needed.
Market is ever changing
Requirements increased
Budget is increasing
Challenging competition
Decision taker changes
The fact of life ( some one die some travel some left the
business )
10. 2-Preparation
According to gathered information from prospecting prepare your self
to the visit according to:
Doctor need
Doctor motives
Best time for visit
Prescribing habits
Monthly average
Who are your competitors?
11. Need & Motive
Need is a state of deficiency which want to be eliminated
Need always refer to people
Motive is what cause people to act.
• The motive triggers an action in order to satisfy the need for a
while.
• To buy = to satisfy a need
• Normally the buyer has a whole cluster of motives yet in the final
analysis basically one is decisive.
• Customer will buy when you appeal to the right /real motive avoid
over hasty conclusion
To find buying motive ask questions.
12. Preparation is a 2 step process:
I- SET YOUR OBJECTIVE
(S M A R T objective)
• S Specific
•M Measurable
•A Ambitious/ Achievable.
•R Realistic
•T Timely limited (within a frame of time)
13. Preparation is a 2 step process:
II-Planning of the call
How do you want to proceed?
Prepare:-
•Approach
•Questions to uncover need and verify assumptions
•Benefits to satisfy needs
•Expected responses
•Use of visual aid
•Ways of closing / gaining commitments
14. 3-Approach
Approach is the skill of capturing the customer's attention
& focusing the sales call
Purpose of approach
•Secure access
•Gain attention
•Create positive interest
15. 3-Approach
Parts of approach
1-Greeting / introduction
2-Purpose of the call
•Address buyers needs
•Offer product benefit
•Call subject / topic
3-Ask a question
I- Using prospect needs
II- USING PRODUCT BENEFIT
III- UTILISING YOUR CALL SUBJECT
16. 4-PRESENTATION
First half of presentation:
Uncover customer need by effective questioning
Second half of presentation
To start matching product benefits with customer's
needs wishes in order to get his agreement.
17. Remember that:
• We are helping the customers to make a buying decision
• We know the feature of our products (what it is /has).
• We know the benefit of our products (what it does).
• We try to match our benefits with doctor needs and
wishes.
18. 1- Open-ended Question
(OEQ)
Find / clarify needs
• Check assumptions
• Obtain information in breadth
• Demonstrate interest
Who, which, where, when, what
How (CARF ULL with why)
19. 2- Closed Ended (CEQ)
• Get precise, quick response / decision.
• Ask for information.
• Give information.
20. Choice & Benefit-tag
3- Choice (CHQ).
Present two alternatives both are in your
BENIFIT
4- Benefit-tag (BTQ)
Present one benefit matching a need.
Obtain decision if benefit appeals by
PERSONALISED CEQ.
21. Major objective of questioning
• To uncover real needs of doctor.
• To ask for / gain information
• To give information
• To facilitate commitment.
23. Features and Benefits
• Feature (what the product is).
Fact, you can prove, no one can DENAY.
• Benefits (what it can do).
What is the benefit which returns on doctor or his
patient or his practice.
24. 5- Responses
(Listen to responses)
Reactions … Buying signal
1- Positive Customer Responses
It could be verbal or non verbal.
1.Praise.
2.Confirm his opinion by or rewording the meaning his
word.
3.Or rewording the meaning.
4.Use it in another use area.
25. 5- Responses
(Listen to responses)
2- Positive / Negative
Statements with a positive and negative aspect
Your reaction:
Pick up on the positive only and use it.
Just ignore the negative portion
26. 5- Responses
(Listen to responses)
3- Misconception
If the customer has incorrect negative assumption about
your product or company, due to a lack of correct
information.
Your reaction
1.Clarify the customers concern
2.Tactfully provide the correct information to resolve the
misconception
3.EMPHASISE the positive information YOY have
provide
27. 5- Responses
(Listen to responses)
4- Real Objection
Is resistance based on a legitimate shortcoming or
disadvantage of your product.
Your reaction :
To shift the balance in FAVOUR of your product by reducing
the impact of the shortcomings and EMPHASISING the
product BENIFITS.
Your reaction :
1.Clarify customer’s concern
2.Acknowledge his concern
3.Reduce the impact of the shortcoming on the customer
4.EMPHASISE the benefits of the product
28. 5- Responses
(Listen to responses)
5- Lack of Interest
Lack of interest in your product is always due to satisfaction
with a competing product.
Your reaction :
1.Use a series of closed questions to uncover areas of customer
need.
2.Sell against competing drug (turn the area of dissatisfaction
with the competing drug into an area of need for your product).
29. 5- Responses
(Listen to responses)
6- SCEPTICISM
Disbelief that your product can really provide a benefit
that you say it can.
Your reaction:
1.Emphasis the benefit in a question.
2.Prove the benefit.
3.Explain the benefit.
30. 5- Responses
(Listen to responses)
7- Negative Response
•In the form of question.
A serious matter.
You have to answer it immediately.
•In the form of statement.
Ignore and ask open end question.
If he repeats the statement handle it.
32. Rules in using visuals
• Illustrate one relevant point.
• Pin point with a pen.
• Words must be coinciding with what he sees.
• Hide the other non used parts of visual.
• Drop the visual when needed.
• Relate and approximate numbers.
• Keep control on the visual
• Ask a BTQ’s
33. 6- CLOSING
Six prerequisites before closing
1.Doctor completely understood your offer and your benefits.
2.You met his needs.
3.Doctor is satisfied that it is a WIN-WIN situation.
4.A well prepared close.
5.The right time.
6.Customer has the authority to buy.
34. Take care from
buying SIGNALS
– Yes I like your product.
– I prefer the S.R.
– May I use it in children
– Sure it is a good product
– This may reduce the treatment coast
– How much does it coast
– Is it available in pharmacies
35. Close
Ask for Order / Commitment
1. Direct close.
2. Either or close.
3. Summary close.
4. Step by step close.
5. Incentive close.
When you have asked for the order. S h u t u p
36. 7- Post Call
Objective of post call review.
•To initiate action / follow through on promises.
•To make a personal evaluation for sales call.
(Best done after you have left customer)
•Help you in prospecting.
•To inform relevant level reactions to be taken changes
observed, etc….
