Closing

Techniques
Perri Cebedo

10/30/09 Closing Techniques

 What is obtaining a
commitment?
 Obtaining a commitment is getting
the doctor to agree to act

 This is achieving the goal of your

visit!

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 This technique consists of 2
steps:

 1st: Restate the benefits agreed

upon by the doctor
 2nd: Ask for action

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 Getting a commitment
 Dr. Chan: “EMLA seems like an excellent drug.”

 Pedro Torres: ”Dr. Chan, we agree that EMLA

offers higher efficacy than other antibiotics and
that its convenient dosage will help in patient
compliance (1st step: Review accepted benefits)
 ”On the basis of these benefits, would you be
willing to try EMLA on your next 5 patients
with upper respiratory infection? "(2nd step:
Asking for action)

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 Review:
 Getting a commitment is getting:
 to ask questions to discover the needs of the
doctor.
 Satisfying the needs of the doctor.
 the doctor to agree to act.

 ¿What are the steps to getting a

commitment?
 Restate the accepted benefits of your product
 Ask for a specific action

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 Acceptance Signals
 When do you know that the doctor is
prepared to commit himself?

 When you get “Acceptance signals”

 Listen attentively to the doctor
 to his tone as well as to what he says.
 Observe carefully his body language. .

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 Examples of acceptance signals:

 I have to admit that IMDUR sound very

interesting.
 Losec has been very beneficial for my office
patients!
 Is Losec available in liquid form?"
 It seem that Emla has indeed a series of
advantages.

A acceptance signal is an acceptance of the

product as a whole.

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 How to Gain
Commitment
 Dr. Chen: (Looking at his watch impatiently)

 Peter: Dr. Chen, we agree that Productyn provides rapid

relief of symptoms and does not cause drowsiness.
Don´t you think that P could be useful in your practice?
 Dr. Chen: Yes, P could be of much benefit for my
patients.”
 Peter: Why not start benefiting some 3 patients this
week with Product P?”
 Observe that Peter first probe for an acceptance signal
before asking for committment.

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 How to Probe for an Acceptance
Signal
 "Doesn´t Betaloc Zok seem useful in your practice?"

 "Have I shown you how Losec can be of use in your

clinic?"

 "Do you believe that P could indeed be of benefit to

your patients?"

 Which of the following is the better way to probe for an

Acceptance Signal?
 "Dr. Lin, How about starting the next 3 GERD patients on
Losec?”

 "Dr. Lin, don´t you think that Losec might be of benefit for
your GERD patients?

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 2nd Step: Ask for
Action
 Asking for commitment is the objective of the call
This commitment should be specific
 A specific commitment:
 bolsters your position to solve problems
 helps evaluate your progress after your call
 How to make Commitments more specific:
 identify specific types of patients
 asking for a specific number of patients
 asking for a specific time for trying out a product

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 Which is the better
example?
 "Dr. Lee, would you now prescribe EMLA in next
patients?

 "Dr. Huang, we agree that IMDUR offers fast action

without sedation as well as convenient
administration…Can we count on your
prescription?”

 "Dr. Wong, to summarize, P offers rapid action

without sedation as well as convenient once a day
administration. Why not use P in your next 5
patients so you can see for yourself the advantages
of P?

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 Three Types of Use
Objectives
 Types of objectives Results

 Trial use New sales

 Continued use Sales maintained

 Expanded use Sales increase

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 How to ask for
Commitment
 Continued use Based on these benefits and on
your on successful clinical experience, would
you like to continue using Losec as your drug of
choice for GERD?
 Trial:Based on these benefits, would you like to
try IMDUR on your next 3 patients with.. This
would be the best way to observe the benefits of
IMDUR in action.
 Expanded Use: On the basis of your own good
results with Imdur in patients with … would you
like to try Imdur in patients with...

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 Another way on how to ask for
commitment
 You:
 "Dr. Chan, we agree that P offers the convenience
of once a day dosage y fewer side effects...

 In view of these important advantages, would

you try P in your next 3 patients with…?” This
would be the best way to evaluate the benefits of
your treatment options.

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