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 satisfy a Need
Benefits.
/ Want.
Medical Rep
DOCTOR
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
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
Open Questioning:
Closed Questioning:
Choice
Questioning:
3.
3. Questioning
Questioning
Benefit Tag
Questioning:
Tag On Questioning:
4. Presentation
During
Presentation:
5. Handling
objections
Misunderstanding:
Skepticism:
Real Objection:
5. Handling
objections
Indifference:
Hidden Objection:
6. Closing
After
Presentation:
7. Post call
analysis
After
leaving the
chamber:
Famous Quote
positive atmosphere
Exchange
of names
simply connect
start a gentle
conversation
Flow of Conversation
Famous Quote
A cceptance
Doctor
A cceptance
: does active listening and if things are not clear, asks questions
NEED
BENEFIT
what do we offer?
Famous Quote
Angry
Challenging
Frustrated
Defensive
Stay calm.
Dont get defensive
Unspoken Objection
Doctor frowns
Doctor looks elsewhere
Doctor smiles
(sarcastic)
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
QUALITY
BENEFITS
CONSISTENCY
RELIABILITY
REPUTATION
BRAND NAME
SERVICE
YOU
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
Famous Quote
DOUBT
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.