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Aim

What Is Selling?
Philosophy of Selling
The 7 basic selling steps
Objectives of Greeting and Opening
Asking Questions
The Funnel Technique
DAPA Method of Selling
Significance of DAPA
Presenting the benefits of the Product
Handling Objections
Selling the Price
Closing A Sale

To Create an Outstanding Success for Your Brands


Understand in depth, the role of Sales Team
Develop a Framework for an Effective Sales Approach

To satisfy a Need
Benefits.

/ Want with your product for Mutual

To Identify / Generate / Influence a Need

/ Want.

selling = motivating doctors commitment

Medical Rep

All good reasons


why a doctor
should prescribe
your product

DOCTOR

All the things that


a doctor has to
give up

1.
1. Pre
Pre call
call
planning
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,
Realistic, Time bound
Plan the call: objectives,
promotional materials, sequence
of detailing
Observe different things
No. of patients, sex, age,
economic status
Patients information charts,
competitors promotional
material, give aways, drs
interests, prescribing habits

Opening is the skill of capturing the doctors


attention and focusing the sales call.

2.
2. Opening
Opening

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

3.
3. Questioning
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:

Closed Questioning:

Choice
Questioning:

Invites an extended doctor response


Start with What, When, Why,
Where, Who & How
Invites a Yes or No reply from
the doctor
Start with Do, Will, Is, Should
Give doctor two or more positive
options in order to rule out a negative
No response.

3.
3. Questioning
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.

Benefit Tag
Questioning:

Tag On Questioning:

Benefit is presented in the form of a


statement supported by a Feature
and followed by a Closed Question

Tag on questions are used when


doctor makes a positive statement
which you want to reinforce.

4. Presentation

During
Presentation:

Presentation is zeroing on the doctors identified


Needs/Wants with appropriate Product Features and
Benefits.

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
Dont look at the Detail Aid, look at the
doctor. Observe his/her actions.
If interrupted, do a brief recap before
continuing
Dont be distracted by surroundings

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 doctors 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.

5. Handling
objections

Can be question or query.


Shows interest of the doctor in your product.

Indifference:

Hidden Objection:

Doctor is not interested in your product


because doctor is satisfied with
competitors product or doctor has
never used that type of product.
Identify a need that can not be satisfied
by the doctors preferred product.

Doctor does not openly raise an


objection because the doctor is
disinterested.
How to handle: Ask doctor if they have
concerns.

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.

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.

Famous Quote

positive atmosphere
Exchange
of names

simply connect

start a gentle
conversation

Questions are used to PROBE information from doctors

Questions starting with


WHAT
WHERE
WHY
HOW
WHO
WHICH
are very useful

a powerful tool to Encourage the

Flow of Conversation

1) motivate the doctor to talk.

Famous Quote

D efine the doctors requirement for your product.

A cceptance by the doctor of the requirements.

P rove that your product can fulfil the doctors requirement.

A cceptance of the proof by the doctor.

D efine the doctor's requirement for your product


Medical rep: asks open active questions
Doctor

A cceptance
Doctor

: LISTENS and ANSWERS accordingly

by the doctor of the requirements


: ANSWERS and gives acceptance

Medical rep : does active listening and makes notes

rove that your product can fulfil the doctors requirement


Medical rep : offers the product (or service)
Doctor

A cceptance

: does active listening and if things are not clear, asks questions

of the proof by the doctor

Medical rep : does relevant answering


Doctor

: accepts the product as his/her need

NEED

what the doctor


wants?

what the doctor


gains?
FEATURE/
OFFERING

BENEFIT

what do we offer?

Famous Quote

Objection An Obstacle Or An Opportunity

When Do Objections come?


When D to A from DAPA is not done
Its 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

Objection An Obstacle Or An Opportunity

How do we tend to feel?


Dejected

Angry

Challenging

Frustrated

Defensive

Objection An Obstacle Or An Opportunity

How Should We React?


Pause

Stay calm.
Dont get defensive

Dont get aggressive.

Do not disturb the customer.


Let him/her speak first.

Unspoken Objection

Objection that we hear


and cannot answer
Objection that we
hear and can answer

Doctor frowns
Doctor looks elsewhere

Doctor smiles
(sarcastic)

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?

When you hear an Objection:


Pause
probe gently
Please, tell me more.
Apart from this, is there anything else that is of concern
to you?
If I can take care of this to your satisfaction, could we
proceed forward (would you consider our product)?

When you hear an Objection:


probe gently
Give your best possible solution?
Are you satisfied with my answer?

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 doctors
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?

Famous Quote

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.

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

how to postpone revealing price:


If the doctor says, It must be Expensive -- Initially Ignore it
If the doctor asks a little later, How Much Tackle him/her in the
following manner:
1) I am coming to that Sir ask an Open Neutral Question
2) It depends on your requirement Sir ask an Open Neutral Question
3) I am sure the Price is not your only consideration Sir
4) It depends on your order size
5) I will leave you with a full Price list Sir
6) First let me tell you the benefits that you are getting
if pressed a lot, tell the price using the SANDWICH
and continue

METHOD

SANDWICH METHOD

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

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

Famous Quote

What prevents a medical rep from closing


EFFECTIVELY?
FEAR
UNCERTAINTY

DOUBT

Why a medical rep may not close well?


Too Early
Too Late
Too Meek
Too Aggressive
Doctors objections not resolved completely
Sales process not followed

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

Steps to be followed?
STEP I: Greet the doctor further ask for his well being.
STEP II: Give a small 15 seconds introduction on company
image.
STEP III: Listen to the doctor and use the FUNNEL TECHNIQUE
to get the flow of conversation.
STEP IV: Once you have understood the requirement, use the
DAPA Method of Selling so as to confirm there is no GAP
between the need and the offering.

Steps to be followed?
STEP V: In case the doctor has a doubt/objection, then
concentrate and resolve that before moving ahead.
STEP VI: In case the doctor asks about the PRICE. Tell him/her
that you would give him/her the best price comparing others.
(Use the price postponement techniques).
STEP VII: In case the question still arises on PRICE, use the
SANDWICH METHOD to answer it.
STEP VIII: Pleasantly Close the sale and confirm the
prescriptions.

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