5. Contents:
• Aim
• What Is Selling?
• Philosophy of Selling
• The 7 basic selling steps
• Objectives of Greeting and Opening
• Asking Questions
• DAPA Method of Selling
• Presenting the benefits of the Product
• Handling Objections
• Selling the Price
• Closing A Sale
6. 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
7. To satisfy a Need / Want with your
product for Mutual Benefits.
8. Philosophy Of Selling
Selling = Motivating Doctor’s Commitment
Medical Rep
All good reasons
why a doctor
should prescribe
your product
DOCTOR
All the things that
a doctor has to
give up
BY ASKING
9. The 7 Basic Selling Steps
1. Pre call
planning
2. Opening
3.
Questioning
4.
Presentation
7. Post call
analysis
6. Closing
5. Handling
objections
10. 1. Pre call
planning
Targeting
Call preparation
• Posture,
Facial
Expressions,
Dressing &
Grooming
Projecting the
right company
image
Utilize waiting
time
• Identifying the right
doctors
• Review last call
• Objective selling:
S.M.A.R.T =
Specific, Measurable, Achievable, Re
alistic, Time bound
• Observe different things
• No. of patients, sex, age,
economic status
11. 2. Opening
Opening is the skill of capturing the doctor’s
attention and focusing the sales call.
Steps of
opening:
Types 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
12. 3. 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.
Open Questioning:
• Invites an extended doctor response
• Start with
What, When, Why, Where, Who &
How
Closed Questioning:
• 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.
13. 4. Presentation
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
14. 5. Handling
objections
• Can be question, comment or query.
• Shows interest of the doctor in your product.
Misunderstanding:
Skepticism:
Real Objection:
• 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)
• A real short coming or disadvantage of
your product.
• To handle real objection, minimize the
impact by focusing on the advantages.
15. 5. Handling
objections
Indifference:
Hidden Objection:
• 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.
16. 6. Closing
After
Presentation:
Real success of a sales call depends on the use of
effective closing.
• Review all the benefits accepted by the
doctor
• Ask for business (trial use, continued
use, expanded use)
• Wait for a response.
17. 7. Post call
analysis
After
leaving the
chamber:
Post call analysis is the process of evaluating and
recording the outcome of the call, in order to plan for
future calls.
• Evaluate the Call
• Record Call Information
• Set Objectives for next meeting with the
doctor.
18. Objectives Of Greeting &
Opening
Positive atmosphere
Exchange
of names
Simply connect
Start a gentle
conversation
19. Asking Questions
Questions are used to PROBE information from doctors
Questions starting with
WHAT
WHERE
WHY
HOW
WHO
WHICH
are very useful
20. DAPA Method Of Selling
D efine the doctor’s requirement for your product.
A cceptance by the doctor of the requirements.
P rove that your product can fulfil the doctor’s requirement.
A cceptance of the proof by the doctor.
22. *
Objection – An Obstacle Or An Opportunity
When Do Objections come?
When D to A from DAPA is not done
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
23. How do we tend to feel?
Dejected
Frustrated
Angry
Defensive
Challenging
24. How Should We React?
Don’t get aggressive.
Pause
Do not disturb the customer.
Let him/her speak first.
Stay calm.
Don’t get defensive
25. Unspoken Objection
Objection that we hear
and cannot answer
Objection that we hear
and can answer
26. Doctor frowns
Doctor looks elsewhere
Doctor smiles
(sarcastic)
27. What 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?
29. When you hear an Objection:
Probe gently
Give your best possible solution?
Are you satisfied with my answer?
30. 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?
Product
features
that meet
the doctor’s
needs
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?
31. 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.
32. 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
34. 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
35. *
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
36. *
What prevents a medical rep from closing
EFFECTIVELY?
FEAR
UNCERTAINTY
DOUBT
37. 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
38. 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