Selling

Skills
Long Term Success Principles
If you are kind, people may accuse you of
selfish motives, be kind anyway
If you are successful, you will win some false
friends, succeed anyway
If you are honest, people may cheat you, be
honest any way
What you spend years building, someone
could destroy overnight, build anyway

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Long Term Success Principles
If you find serenity and happiness, people
may jealous, be happy any way
The good you do today, people will often
forget tomorrow, give the world your best
anyway
You see, in the final analysis, it is between
you and GOD, it was never between you and
them anyway
“Stephen Covey”

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Fundamentals to Success
We are used to asking God to give us
“hasana fiddonia walakhera”
We never ask for hasana in Akhra only
although it is the long-lasting.
That is because God created the world for
believers and disbelievers as well.
God created the world for us also
We have to pay good effort to gain hasana
of eldonia
We are in the beginning of information and
globalization era and it is not late to
coupe with it
“Mahatier Mohammed”
General Principles for Trading
Trading is give and take
Respect for private properties
Violating the rights of others is forbidden
Fairness in cases of need and weakness
Satisfaction is the basis of treatment

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Your job descriptions

.You are representing your

company
.Reflecting the company image
.Visiting doctors concerning to
your products
.Building up rapport between you and
your doctors
.Conveying company message to
doctors
.Delivering products features and
Your job descriptions

Convincing doctors by your

products
Advantages versus other
competitors
.Building up your loyal
doctors
.Following up the
pharmacies in your
Your job descriptions

.Keeping contact and follow up the

Distributors
.Follow up the DR prescription rate
Either on daily or weekly base
.Opening new area to expand your
Coverage and sales
.Keeping your eye on centers and
Hospitals that make bulk sales
.Introducing your products in
Different area
SALES
Process through which a salesman
Show the appropriate benefits of
His products to a customer
Therefore buying happen
SALES PROCESS REQUIREMNT
1-product (s).
2-salesman represents the
company
3-customer (doctors or
IDEAL MEDICAL REPRESENTATIVE

APPEARANCE;-
PERSONAL (HAIR, NAIL, BEARD AND CLOTHS)
BAG, VISITING CARDS.
-SMILING;
HEALTHY SMILING BREAK THE ICE
-ENTHUSIASM;
CONTAGIOUS
-CONFIDENCE;
Self confidence
Confidence in the company
Confidence in the product
IDEAL MEDICAL REPRESENTATIVE

-G o o d O b s e r v e r ;
Turns observation into
conclusion&Actions
-Honest And Sincere
- Te a m P l a y e r
-Innovative And
Creative
-Punctual
SELLING AIDS AND
TOOLS
. Bag
. Pen
. Visiting Card
. Promotional Materials
-brochures
-samples
-gimmicks (gifts)
-Reprints and
SELLING SKILLS
Skills used during the
communication With a
customer (DRS) to sell our
Product
The aim of these skills to
uncover Customer needs and
how to satisfy these Needs
Selling call frame:
1-opening
Opening technique

Opening :
how you and the customer engage in a dialogue that
generates interest in your products and agree on what will be
covered during the call.

At the beginning of any sales call, you want to establish a

comfortable tone that sets the stage for an open exchange of
information

your task is to open the call in a professional ,personal manner

.by referring to a prior meeting ,or mentioning a magazine article
or news story you have read recently ,you give the physician a
reason to continue the conversation .you set the context for your
meeting and earn the right to continue.
How to open a call

1. State the purpose.

1. State the value .

1. Check for acceptance.

Stating the purpose and value it to the customer by making a general
benefit statement .First ,you state the purpose of the call and
relate it to your product .Next ,you state the value of that purpose
to the customer.
Checking for acceptance after stating the purpose and its value to the
customer ,make sure the customer agrees with the purpose you
have proposed and doe not have anything to add.

Ensure that you and the customer move forward

together
Tools to Enhance Attraction

Smile
Firm handshake
Speak clearly
Pronounce the name correctly
Use the customer name
Attraction Objectives

Gain attention
Awaken the need
Qualify the prospect
Prepare for the main idea
Attraction Methods
Introductory
Patient benefit
Question
Numerical
Referral
Flattery
PROBING
Asking question to gather
Information and uncover Customer
needs
 

2 types of probe
open probe
closed probe
?
Probing
. open probe:
to encourage the customer to
respond

?
freely such question includes:
who what
where why 5ws
when
add: how , tell me …………

. Examples for open probe:

W h o uses this before ?
PROBING
. Closed probe:
limits the customer s response to yes
or no or
to a choice among alternatives that
you supply

-includes: do, does, are, have,

has, which,
PROBING
. EXAMPLE FOR CLOSED
PROBE:
Does that happen?
Are you sure?
?
Is there any one else?
 
 Professional Selling

Skills of Sales Call

Need satisfaction selling
What is the Selling?
Is a process of uncovering and satisfying
Dr needs
:Steps for Selling
1. 1-Recognize needs for your product
2. 2-Recognize opportunities
3. 3-Support your claims by products
benefits
4. 4-Read buying signals
5. 5-Close at proper time
2323
NEED AND
OPPORTUNITIES
.In one call may use both open and closed
probe
.Probe to uncover needs or opportunities
NEED:
Customer want or desire that can be
satisfied by your product
OPPORTUNITY:
Customer problem or dissatisfaction
that could be solved by your product
NEED AND
OPPORTUNITIES
.KEY WORDS OF NEED:
Need Like Looking
For
Want Wish Interested
In
Uncovered Need Or
Opportunity
Should Be Satisfied
EXAMPLES FOR NEED:
We need to find a way , I'd
NEED AND
OPPORTUNITIES
I Use Broad Spectrum
Antibiotics Ever 6 Hrs Some
Of My Patients Complain OPPORTUNTY

The Difficulty Of Remembering

Dosed.
 
Most Of My Patients Are
Elderly Patients Who Really
Wish To Have An Antibiotic NEED
That Has No Side Effect On
The Liver
 SUPPORT
.Support Statement
.Translating Features into benefits
.Using support aid
SUPPORT STATEMENT
Acknowledge The Customer Need
EX.: You're Right I Agree You Need
To, Exactly, I Can Understand Why
That's Important To You.
 SUPPORT
Translating features into benefits
Introducing The Appropriate Benefit That
Satisfy The Need Of Your Customer
SUPPORT AIDS
That Helps You To Mind Your Customer By
The Appropriate Benefits Of Your Product
That Matches His Need.
Detailing aids………….brochures
SUPPORT
MIND
 
 
 
 

80% VISUAL
The Sales Call Frame

Main Message

The main message leads

to the discussion of
Benefits and Features

3030
 The Sales Call Frame

Benefits And Features

A feature is a characteristic of
your product while a benefit..
is the value of the product for
the patient and/or Dr
Feature….. Should be product
oriented while benefit……is
Dr and/or patient

3131
Features And Benefits

…less expensive A.
ensured rapid response

Patient recovery
…available in different B.
save the patient Money
forms
…90 % efficacy C.
make patient feel
More quickly better
…fast acting formula D.
provides physician with
Features And Benefits
How to link a feature to a
benefit
which means
because
so that
since
SELLING SKILLS
Probe

Open
Closed

Need (Satisfaction)

 
Features Support
Closing
You agree with your customer
on appropriate next steps for moving a mutually
beneficial decision forward .

When to close ?
1- the customer signals a readiness to move
ahead (buying signal).
2-the customer has accepted the benefits you
have described.
How to close ?
1-Summarize previously accepted
benefits ,if appropriate( always remind by
good accepted benefit that your customer
searches on it and present in your product
and lets convey your confidence in the
wisdom of moving ahead ).
2-Propose next steps for you and
the customer.( ensures that he or she is
clear about the commitment)
3-Check for acceptance.
Customer concerns
You did your call as we discussed before and
you still find that you don not get your
objective comment from the customer.
Now you are facing one of that situations:
1-Customer indifference.
2-Skepticism.
3-Misunderstanding .
4-drawbacks.
Answer Objections
Objections
-An objection is never something to be feared
of
-A skillful salesman can easily turn objection into
an opportunity to sell
-Objections should be interpreted as request for
additional information

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Why Does a Prospect Object
New ideas mean old ones are wrong
Fear of wrong decision
No enough information
No recognition of needs
Did not understand explanation
Needs reassurance
Testing the beliefs of the salesman

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Overcoming Objections
You have to develop positive attitude
You must have empathy
Don’t argue‫يجادل‬
Don’t attack after overcoming objection
Help them answer their objections

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Answering Objections Methods

Anticipate ‫توقع‬objections
Forestall ‫احبط‬objections
Admit‫ اعترف‬valid‫ المقبولة‬objections
Postpone‫ يؤجل‬the answer
Deny ‫انكار‬the objections
Agree and counter
Question

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Plan for Answering Objections

Relax.
Listen actively.
Question for clarification.
Restate the objection.
Evaluate the objection.
Decide the technique to answer.
Answer the objection.
Get commitments.
Try for a close.

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1-Customer indifference:
Sometimes you call on customers who do not have
any interest in talking with you because of :
a-satisfied with competitor product or internally
supplied service.
b-they do not realize that it is possible to improve their
current circumstances.
c-they don not see the importance of making change in
their circumstances.
d-rightly or wrongly ,they do not want to deal with
potentially negative outcomes from using your product.
Indifference presents you with a perfect chance to
demonstrate your genuine commitment to helping
medical practitioners treat patients effectively .if you can
help customer to see how to improve his or her
circumstances in a significant way ,you have truly
contributed to that customer's success.
How to overcome customer indifference?

1-Acknowledge the customer's point of view.

2-Request permission to probe (with limited
agenda).
3-Probe to create customer awareness of
needs :
a-explore the customer's circumstances for :
*opportunities
*Effects
b-Confirm the existence of a need.
2-Skepticism:
the customer is doubting in your
product or organization has the
features or will provide the benefits you
have highlighted.

Resolving skepticism:
1-Acknowledge the concern.
2-Offer relevant proof.
3-Check for acceptance.
3-Misunderstanding :

Customer has a concern because he or she

thinks your product or service can not provide a
particular feature or benefit ,when in fact ,it can
provide that feature or that benefit.

How to resolve misunderstanding :

1-Confirm the need behind the concern .
2- Support the need:
a-Acknowledge the need.
b-Describe relevant features and
benefits.
c-Check for acceptance.
4-Drawbacks:
Every product and organization has
limitations ,and you can not always
satisfy all of a customer's specific needs.

When a customer has a complete

,correct understanding of your product or
organization ,but is dissatisfied with the
presence or absence of a feature or
benefit ,you are dealing with drawback (
A need you can not satisfy )
Resolving drawback :
a-Acknowledge the concern.
b-Refocus on the bigger picture.
c-Outweigh the drawback with
previously accepted benefits.
d- Check for acceptance.
As we see in all customer's concerns we have
to probe to investigate , where the problem is
.so try always to be professional in probing
and getting all data you want with small
amount of probing quotations . The customer
who raised concern still not yet your
customer and he or she could terminate
your call at any time if he or she feels that
you asking to waste his or her time.
Definitions for Customer
V A suspect
V A prospect
R A user
R A customer
R A profitable customer

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RESPONSe Types
SKEPTICISM ACCEPTANCE
DOUBTS AGREE
By citing a proof source
Features, Benefits,
Brochures, Trials
Reprints Commitment

OBJECTION INDIFFERENCE
lack of interest
Dislike
unrealized need
true or false
probing and create

need highlight problem

/solve
Buyers Types
DRIVER ANALYTICAL
Result oriented, has clear DETAILS ORIENTED,
Objectives to achieve LISTEN
High sense of urgency WELL, STUDYING
INFORMATION CAREFULLY

WANTS TO UNDERSTAND

EXPRESSIVE AMIABLE
enthusiastic to know, cooperative, talkative,
wants the main people oriented, prefer
features & benefits interactive approach
before probing , give you
vision for future
 PRE CALL
PLAN

Handling Approa
objection
ch
Succes Suppor
Close sful
Selling t
commitme Objectio
nt n

Post call analysis

plan for Next step
Post-call Analysis
Did I sell
Did I hold the customer interest
Did I emphasize benefits
Did I sensationalize the presentation
Did I watch non-verbal signals
Did I answer the objection properly
Did I Match the agreement at the right time
What will be my next call objective

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Types of Information
Static
Dynamic
Birth date Prescription habit
Telephone number Our market share
Mobile number Competition relation
Services delivered
Potentiality Family condition
Attitude Contract situation
Treatment trends
General need
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Sources of Information
Previous visit report
Pharmacy
Colleagues
Competition
Other doctors
The doctor

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Territory Management
Š Self Management
Š Goal Setting

Š Prospecting

Š Prospect Classification

Š Time Management

Š Paper work
Self management /setting
goals
Š Life style goals
Š Career goals
Š Business goals
Types of Business Goals
Sales goals
Activity goals
Conversion goals
Prospect classification
Š 20/80 rule
Š ABC analysis
Š Account potential/ strength of
the position
Time management
Š 245 working day /year
Š 980 hour/year
Š Value of hour
Š Value of each visit
Š Cost of each hour
Š Cost of each visit
Time management
Routing
Š Circular
Š Leapfrog
Š Straight lines
Š Cloverleaf
Basic Strategies For Sales And
Marketing

1.Collecting Data
2.Prepare Yourself For Sales Call
3.Follow Up The Results
1.Collecting Data
-About Field To Be Covered
.Geography,
.Traffic,
.Time Of Visits
-About Your Drs And Specialties
Basic Strategies For Sales And
Marketing
. Collecting Data
-about pharmacies
.TOP OF THEM,
.AVAILABILITY OF THE
PRODUCT,
.PRESCRIPION HABITS OF DRS,
.DIFFERENT COMPETITORS,
.DISTRIBUTORS DEALING WITH
.Collecting data
-About distributors
Basic Strategies For Sales And
Marketing

.General notes in
data collection
-You Have To Know
Your Distributors
-You Should Contact
Your Sales
Basic Strategies For Sales And
Marketing
2.prepare yourself for sales call
-Be sure of medical, product
knowledge
-Review the objection can be evoked
and Prepare yourself to handle
-practices different product calls with
Your either supervisors or friend
-Ensure the way of handling the
brochure and
Promotional material
Basic Strategies For Sales And
Marketing

3.Follow up the results

-Day to day pharmacies feedback
if your Product is prescribed or
not
-Weekly revision of sales figures
supplied By distributors
-Day after day or weekly contact
with sales
Representative
Basic Strategies For Sales And
Marketing

.Follow Up The Results

-Weekly revision for
Drs visits (Plan for not
Visited Drs)
-Analyze your call and
visit if you targeting
Basic Strategies For Sales And
Marketing
. OTC Business
-Products That Prescribed By
The Pharmacist
-Such Products Include:
.Cough Mix
.Analgesics
.Anti-inflammatory
.Topical Antibiotics
.Flu Drugs
.GIT (diarriah, Constipation,
‫انقر لتحرير أنماط النص الرئيسي‬ You see, in the
‫المستوى الثاني‬ final analysis, it is
● ‫المستوى الثالث‬

● ‫المستوى الرابع‬
between you and
● ‫المستوى الخامس‬
GOD, it was never
between you and
them anyway

“Stephen Covey”
7habits
 GOOD BYE
and
THANKS

/ DR
IBRAHIM SALEM
Marketting
manager