Download - Selling skills & Cross Selling

By

Selling

To Sharpen The Skills & Abilities In Selling For Participants In Order To Sell Better & Improve

Professionalism.

Objectives

To Stand Out From The Crowd

* Contents Of “ Selling Skills Training ” :

Part IPart II

Part IIIPart IV

Part V

General Terms. Buying Behavior (Decision) & Types Of Customers.

Types Of Doctors. Steps Of Selling Process

(Steps Of Call). Cross Selling.

Part I : General Terms

Marketing&

Selling

ProductNeed

Want

Motive

Achievement

AffiliationPower

Feature

Benefit

USP

Marketing

is a Process of Planning, Executing, Conception, Pricing, Promotion & Distributing Any PRODUCT to Create an Exchange

That Satisfy Individual & Organizational Goals.

Productis a Priced Item or Service Which Introduce a Value to The Customer.

Selling

Marketing

* Selling is Only The Tip Of Marketing Iceberg *Marketing Aim to make selling superfluous,

Right Marketing Aim To Understand Customer,So a Product That Fits His Needs & it Will Sell itself.

Marketing Should Result in A Customer Who is Ready To BUY.By Peter Ducker

• Selling is The Process of Assisting & Persuading a Prospective Customer to Buy a Product or a Service.

(Uncovering Needs Of The Customer)

Need : You Can’t Survive Without it.- Need For Food, Air & Water

Want :You Can Survive Without it.- I Want to Have a Fashionable Car.- Also “I Want Falafel”

Demand :When You Want a specific PD & You are Able to Pay For.- I Want to Have a BMW I Can Pay For.

NegativeCustomer

DislikePD.

Demand

Non-ExistCustomerUnawareOf the PD

& Its Benefits.

DecliningCustomer

Buy PDLess

FrequentOr

Not at all.

IrregularCustomerPurchaseVary on aSeasonal,Monthly

Basis.

FullCustomer

Buy All PD.

OverfullCustomer

BuyPD More

ThanWhat Can

Be Satisfied.

The Shape & Characteristics Of A Product That May DescribeThat Product Physically Or Describe Its Contents.

Features Of A Product Should Focus On The Most Valuable Properties Of That Product (Strengths).

* 100 mg is The Conc Of AC in Product XYZ *

Feature

Actual Factor That Satisfies Certain Need Or Want Of A Customer & Originated By Certain Feature.

Linking A Feature To A Benefit Leads To Successful Selling Process, While Selling Only Benefits Is Almost

Ineffective.

Benefit

Benefit = Need

Feature * Benefit Selling

Monurol One Sachet, One Dose & Once.

Monurol The Most Convenient AB.

Bio-Biloba 100 mg Conc Of G.Biloba.

Bio-Biloba Once At Morning No Insomnia.

12 MP Camera Capture Your Memories.

128 & 256 GB Storage Keep These Memories.

128 & 256 GB Storage Your Favorite Music.

New Wireless Ear pods Convenient Listening.

Finger Print Sensor Secured & Private.

* Unique Selling Point *A Factor Presented By Seller As A Reason That A Product Is Different & Better Than Another Competitor.

Or A Reason That Makes A Product Is Unique & Almost Has No Competitors

USP

Monurol - New Molecule (Fosfomycin).- Most Convenient As AB For LUTIs.

Bio-Marin - Triglycerides (Higher Absorption).- Highest Conc Of EPA & DHA.

A Factor Or Circumstance That Induces A Person To Act in A Certain Way Or Do A Certain Action In Order To Satisfy A Need.

* The Goals Behind Your Actions *

Motive

The Need To See Positive Results & To Avoid Failure.

* Reaching Your Goals After Hard Work *

Achievements

The Need To Be Associated With Other (To Help Others).

Affiliation

The Need To Prevail Over Others.

The Need To Control Or Command Over Others.

Power

4 Ps SWOT

Maslow

4 Ps Of Marketing

SWOT Analysis

MASLOW Hierarchy Of Needs

Part II : Buying Behaviors & Types Of Customers

The Total Of Consumer's Attitudes, Preferences, Intentions, and Decisions Regarding The Consumer's Behavior When Purchasing A Product Or Service. This Study Of Consumer

Behavior Draws Upon Social Science Anthropology, Psychology & Economics.

Buying Behavior

Why Do You Buy ?* Need :i. Physical : Essential For Survival (Food, Drink, Sleep & etc.)ii. Social (Emotional) : Security, Belonging & Love.

* Want :It Reflects The Way That A Customer Wants To Satisfy His Needs. ( When You Are Hungry YOU NEED FOOD But YOU WANT KFC )

* Benefits Introduced :Customers Buy Benefits Not Just A Product.

* Ability To Pay :If A Customer Has No Ability To Pay For Your Product So This Is Not A Customer.

Post-Purchase Evaluation

Purchase Decision

Evaluation Of Alternatives

Buying Decision Process

How Do You Buy ?

Collecting Information

Problem RecognitionNeed & Want

Friends & Family Previous Buyers

Ability

Web & Social Media Marketing Materials

Brand Loyal Benefits VS Price

Method Commitment

Warranty Services

Type Of Factor Examples

Social & Cultural Factors. Family & Friends. Roles. Believes. Economic & Political Factors.

Psychological Factors. Motivation. Perception. Learning. Memory.

Personal Factors. Age & Stage in Life Cycle. Economic Circumstances. Lifestyle. Personality.

Factors Of Marketing Mix.(4 Ps)

Product. Price. Place. Promotion.

Factors Affecting Buying Behavior

Customers Are Classified According To Many Factors …. Like !

Personal Attitude

Shopping Habits

Retail CustomersPsychological

Doctors, Pharmacist, Patient, Consumer, Client, Buyer, PurchaserIs A Person Or An Organization That Uses The Product Or Service

Provided By A Seller, Supplier Or Vendor.

Customer

Customer Type Characteristics Handling (How To Deal)

Aggressive Or Tough

Egoistic. Impatient. Harsh.

Listen & Allow Him To Talk. Express Your Points As Suggestions. Be Courteous But Firm.

Uncertain Or Skeptical

Non Demanding. Indecisive & Unsure Evasive. Seeks Assurance.

Maintain Eye Contact. Break Barriers. Listen & Ask Right Questions.

Irate Or Angry Impatient. Argues. Doesn’t Listen.

Be Assertive (Control) Not Angry. Jump To The Point. Explain With Calm & Clear Voice. No Hollow Promises.

Business Like Jump To The Point. Avoid Procrastination. Go On & Do Not Waste Time.

Knowledgeable Demanding. Has Good Knowledge.

Satisfy His Desire For Detailing. Never Fooling Him.

Friendly Talkative. Warm & Good Natured

Respond To Hospitality. Keep On Business Track.

Customers(Attitude & Mindset)


The Director Demanding. Knows What He Wants. Cares Only About His

Own Interest.

Speak With Numbers, Short & To The Point.

Flatter His Style & Knowledge. Never Tell Him That He Is Wrong. Make Suggestions Without

Determining Any Facts.

The Analytical

Likes Numbers & Facts. Analyzes All Options. Probably Know Your

Product & Competitors Better Than You.

Show Him Numbers & Send Him Email Material.

Do Your Home Work. Don’t Try To Convince Him With Facts

Without Numbers. Ask A lot Of Questions.

The Relater(The Story Teller)

Wants To Be A Part Of A Group.

Always Knows Some One (Has A lot Of Connections).

Share The Process With Him. Ask Him What Do You Think ? Ask Him To Use His Connections To

Help You Have A Vacation …. Etc.

Customers ( Behavior )


Brand Loyal Customers

Shop & Purchase For Certain Brand.

Should Be Updated About Any New Product Launched.

Having >60% From Loyal Customer.

Discount Customers

Shop & Purchase For Discounts & Offers.

Help To Have Our Stocks Cleared Or Liquidated.

Spread The Word Out In The Market Showing Their Money Saving Skills.

Impulse Customers

Shop & Purchase Upon Being Impressed

Decide To Buy Just In A Moment Because The Product Has Impressed Him.

Can Be Converted To Loyal Customer.

Emotional Customers

Social & Talkative. More Loyal To Persons. Deal Friendly But In The Business Track.

Need Based

Customers

Shop & Purchase According To A Plan Of Requirements.

Know Exactly What They Need

Well Trained Sales Men. You May Lose Such A Customer If His

Need Not Being Satisfied. No Hollow Promises.

Retail Customers(Shopping Habits)

Relater

Who Is Your Customer

Angry

Friendly

Analytical

Social

ToughSkeptical

Knowledgeable

LoyalNeed Based

Business Like

Director

Aggressive

Emotional

You Must Identify Your Customer Type.

Part III : Types Of Doctors

Depending On Mix Of 3 Factors

Achievement & Power + ve

Achievement & Power - ve

Affiliation + ve

Affiliation - ve

High Achievements. High Power.X Low Affiliation.

“Resistant / Defensive” Doctor

High Achievements. High Power. High Affiliation.

“Solution”Doctor

X Low Achievements.X Low Power.X Low Affiliation.

“Pass The Buck”Doctor

X Low Achievements.X Low Power. High Affiliation.

“Pushover”Doctor

“Resistant / Defensive” Doctor

Motives Description How To Deal

High Achievement.

Hifi Personality. Dominates Discussions. Wants Maximum Value

In Returns. Time Is Valuable. Almost Director Or

Analytical.

Respect. Listen. Do Your Home

Work. Explain Benefits. Show USPs. To The Point. Flatter His

Personality. Never To Tell

Him That He Is Wrong.

High Power.

Low Affiliation.

“Solution”Doctor


High Achievement.

Knows His Needs Very Well & Wants What Fit These Needs.

Wants Facts In Details. His Priorities : The

Most Recent, The Updates & The Challenging.

Almost Analytical. Lead Other Doctors To

Satisfy His Need To Help Others.

Just Deliver Your Message Clearly.

Use Detailed Studies & Clinical Trials.

Follow The Attitude & Mindset Classification.

High Power.

High Affiliation.

“Pass The Buck”Doctor


Low Achievement.

Conservative. Follow Others In Their

Decisions. Avoid Sales &

Marketing People. Keep Him Self Secured. No Risk & No Change.

Emotional Key May Help.

Attending Lectures With Speakers Of “Solution” Type To Build Trust.

Low Power.

Low Affiliation.

“Pushover”Doctor


Low Achievement.

Friendly. Helpful. Buy Things From

People Who He Likes.

Deal Friendly. Keep In Business

Track. Low Power.

High Affiliation.

Part IV : Steps Of Selling Process* Steps Of Call *

7Steps

7- Post-Call Analysis & Follow Up

6- The Closing (Commitment)

5- Handling Objections & Resistance

4- The Presentation (Marketing)

3- Questioning & Probing

2- Opening & Approach

1- Pre-Call PreparationProspecting Planning

What Is A Plan ?

Evaluate The Results

Tactics (Detailing)

Collecting Information About Any Related Point To Your

Selling Process Plus Physical Searching For :

- Markets, Segments, Customers & Consumers.

- Competition.

- Requirements.

1- Pre-Call PreparationProspecting Planning

SpecificMeasurableAmbitiousRealistic

Strategy (How To Reach ?)

Time Bound

Goal (Objective Or Target)

MaterialsMessageWWHW?

No.# Of Doctors Specialty Potentiality Accounts Sales Team Med Reps

Continue Learning. Attend Training. Online Courses. Stick To Professional

People. Say “I Don’t Know !” BUT Find A Way To Do.

Verbal & Non-Verbal. To Be +ve ABC Model : Avoid : -ve People. Believe : In Your Self. Consider : Every Detail.

1- Pre-Call Preparation

SkillsAttitude

YOU

Medical Knowledge. Product Knowledge. Competitors Knowledge. Area Knowledge. Customer Knowledge. Account Information. Historical Sales

Information.

Knowledge

Enthusiasm & Sincerity

Do Not Assume

Qualifications Of Professionals

- Smart Appearance & Presentable.- Good Communicator & Active Listener.- Smiling, Self Motivated & + ve Attitude.- Leader, Dependable, Ethical & Flexible.- Committed & Honest.

1- Pre-Call PreparationYou Are

A Star

Decision Maker In This Center. The Reason Behind Competitor XYZ. Relations With Market Colleagues. Keep Inside (Facility) Relations. Rapport With Pharmacist, Purchaser & Warehouse Men. Read The Previous Visits Reports.

Make Your Plan On Monthly, Weekly & Daily Basis. (Time Management).

What is Your 1st Priority?“Classes A, B & C”

You Need To : - List Your Customers. - Draw A Map. - Make Your Tasks. - Think Objectively. - Always Make A “Plan B”. Follow-Up The Sales Or

Marketing Team. Arrange Your Bag To

Ensure Having All Materials.

1- Pre-Call Preparation

At The Office

What About Your Car Trunk ?

Do You Have The Needed Materials ?

Do You Have A Pen ?

Do You Have Your Business Cards?

** NEVER SEACH FOR ANY THING IN YOUR BAG DURING

THE VISIT ** Do You Have A

Deodorant.

Do You Smoke ?

Seats Are Made For Patients.

Never Take The Time Of A Patient.

During Waiting Time : - Your Objectives. - Your Materials. - No#. Of Patient. - Sex. (Male, Female) - Competitors’ Promotional Materials & Giveaways. - Prescribing Habits. - Doctors’ Interest. - Time Consumed By Each Med Rep.

At The Waiting AreaYour Car

LISTEN

2- Opening & Approach

It Is The Skill Of Capturing Customer’s Attention & Focusing The Sales Call.

Successful Opening 25% Of The Overall Call Success.

You Need To Pass The 1st 30 Seconds. - Being Will Prepared During The Pre-Call Preparation Help You To Pass These 30 Seconds Successfully.

Having Full Data About This Doctor (Customer) Before Meeting Him Makes Your Call An Excellent Successful One.

Introduce Your Name, Position & The Name Of Your Company In A Clear Voice Tone.Ask Him If Your Company Is Familiar To Him.

Opening

Smile

Firm Handshake

Speak Clearly

Greeting

Is The Key To Gain The Attention & Awareness Of Your Customer.So Choose The Best Approach Or Approaches That Fits Your Customer.

Used “Especially” During The First Visit To Decrease Tension Between You & Your Customer.

Ice Breaking

Approach

Approach

What Are The Types Of Approach ?

Approach Type

Description Example

Introductory Approach Introducing Your Self & Company. (As Mentioned In Opening)

Product Approach

By Introducing Product Action & Or Characteristics.

Today I’m Going To Talk About : (Product Name)

Benefit Approach

By Discussing Certain Benefit With The Customer. Compliance Or Taste.

Flattering Approach

Used Always To Stimulate Ego With Certain Customers.

I’m So Glad To Meet “His Big Title” Today.

Referral Approach

Citing Satisfactory & Experience Of Leaders.

This Approach Can’t Be Used With A KOL & Always Used During The Call Or After It.

Approach Types

Approach Type

Description Example

Survey Approach

By Discussing A Subject Published By Medical Centers, FDA Or etc.

This Approach Can Be Used During The Call.

Indication Approach

By Discussing Certain Indication, Disease With The Doctor Or Need With A Customer.

Do You Agree With That The Low Back Pain Is A Serious Issue Facing Your Patients?

Shock Approach

By Discussing Percent Of Incidence.

By Research Finding. Do You Agree That Omega-3 Intake

Cause Increase In HDL From 3-5%.

Mixed Approach

Greeting & Introduction, I’m Going To Introduce You The Most Convenient Solution For The UC LUTIs.

Today I’ll Discuss With You A Product Which Is Approved From FDA For UC LUTIs ? …….

Approach Types

Benefit Approach

Indication Approach Survey Approach

Negative Approaches

DO NOT

Start With Close Ended Question.

Apologize At The Beginning.

Refer To The Last Negative Visit.

Open Ended Questions (Probe)

Close Ended Questions (Probe)

A Question That Starts With :WHAT, WHO, WHERE, WHEN,

WHY, HOW

A Question That Starts With :DO, DID, HAVE, HAD, IS,

SHOULDXYZ

The Answer Should Be Opened“Like A Story”

The Answer Should Be :“YES, NO Or Predefined

Choices”

Used To Uncover Customer Needs, His Type, His Feelings Or His Perspectives.

Used To Confirm Facts, Clear-Up Confusion Or Narrow Focus.

Used During Opening & Probing. Used During Probing & Closing.


25 Years Old

SPIN Model

Questions About The Current Situation Of The Customer ? Do Not Ask A lot Of Situation Questions Your Customer Will Be Impatient.Example : What Is Your 1st Choice Drug For Hypercholesterolemia ?


Situation Questions

Questions About A Problem That The Customer Is Facing Right Now ? This Is The More Effective Than Situation Questions.Example : What Is The Most Significant SEs That Faces Your Patient Using That Drug ?

Problem Questions

Questions That Probe For The Consequences Of The Problem ? Your Customer Should Feel That The Problem Is Larger Than What He Thought.Example : How About Having A Normal Life Style While Suffering From This SEs ?

Implication Questions

Questions Used To Uncover The Core Need “Buying Motive” ? This Question Should Focus More On The Solution For His Problem.Example : What About Introducing A Solution For This SEs ?

Need Questions

NEED

NEED

NEED

NEED

NEED

NEED

NEED

NEED

NEED

NEED

NEED

NEEDTo Presentation

I See,I Hear

SoI Understand

Create A Brand Image. It Must Be Perfect & Professional : - Scientific Information. - Quality Of The Product. - Manufacturing Techniques If Available.


Detailing

I See, I Remember

I Hear, I Forget


Steps Of Effective Detailing1 • Text.

2 • Voice.

3 • Handling The Visual Aids.

4 • Eye To Eye Contact.

5 • Use A Pointer.

6 • Body Language.

7 • Listening.

8 • Use Of Sense.

9 • Time Management.


FAB Model

Feature Action / Advantage Benefit

One Sachet

Dose : One Sachet For Once

Highest Compliance

Q : What Are The 3rd Party Supportive Materials ? Ans : Clinical Studies, Monographs Or An Article Announced By Healthcare Facility.

Q : Why Do We Use The Supportive Materials ? Ans :• To Establish The Credibility Of Product’s Benefits,• To Increase Physician’s Interest & Understanding,• To Help The Physician Retain Product Information When He Is Considering Therapy For A Patient.


Supportive Materials

It Makes My Presentation Sound

Canned.

It Doesn’t Allow Me Enough flexibility.

Doctors Would Not Give Time To Use It.

I have Used Them & They Didn't Work.

Mention The Unique Selling Points In Your Product In A Clear Way Explaining The Benefits For The Feature Of “USP”.


USP

DO NOT

Read From Your Material. Use The Same Voice Tone. Use Your Finger As A Pointer. Interrupt Him. Waste His Time.

5- Handling Objections & Resistance

In Such A Case You Should Go Directly To The Next Step Closing & Commitment

No Objections Acceptance

Customer Accepted The Benefits Of Your Product.

Focus On These Benefits.

What If ….. You Did Your Call As Discussed BUT You Still Find That You Didn’t Get Your Objective Yet.

Now You Are Facing An Objection : The Objection Is Never Something To Be Afraid Of.

The Objection Can Be Utilized To Be An Opportunity

CheckC A R Model 1-Clarify 2-Acknowledge 3-Respond

Before Handling Any Objection …. ! Relax. Listen Actively & Don’t Argue. Ask A Question For Clarification. Restart (Repeat) The Objection. Evaluate The Objection (Define Type). Decide The Technique To Answer. Get Commitment & Answer The Objection. Get Commitments. (Don’t Attack After Solving)

Try For A Close.

Check

ResponseOr Objection Description Handling

Pure Negative(Indifference)

Not Interested In Your Product & Usually Interested In Another Product.

Firstly You Should Identify The Other Product Benefits That Fits His Needs.

Then A Series Of Closed Probes Till Discover His Needs.

Negative / Positive(Skeptic)

Doubt That Your Product Can Actually Deliver The Stated Benefits.

Offer Proofs.(Clinical Studies & Articles)

** Trial Projects Using Free Samples Are Very Effective

Real Objection A Real Disadvantage In

Your Product. A Product With No

Drawbacks Does Not Exist.

Focus On Advantages.

False Objection Misunderstanding

Some Points Or Benefits.

Restart The Benefits & Clarify The Misunderstood Points.

Types Of Responses & Objections

Reason For Objection Handling

Bad Experience With The Rep Or The Company.

By Building New Rapport With That Customer Based On Trust To Rebuild Credibility With him.

Fear Of Making A Decision.

Offer Proofs.(Clinical Studies & Articles)

Like Skeptic Customer. Citing Satisfactory & Experience Of Leaders. (Referral Approach)

Price Objection. May Be False & Raised To Hide Real Objection. Ask About The Difference If Compared To Another

& Then Demonstrate The Benefits When Compared.

He Believed But Need To Test Your Believes.

Empathy. Restart The Benefits.

Some Other Types !!??

Method Handling

Compensation Compensate By Adding & Magnifying Benefits. Agree – But (Rule), Used Also To Deny Without

Denying.

Boomerang Turning Objection Into Buying Reason. Objection Due To Lack Of Information.

Ask Used To Separate Excuses From Real Objections. Convert Generalized Objection Concrete One.

Postpone If Objection Raised Earlier. Ask About The Price Early : I’m Coming To This

Point Sir.

Methods Of Handling Objections


Buying Signals

A Strong Positive Customer’s Response Indicates That He Is Ready To Buy.

Buying Signals

Verbal Non-Verbal

Can I Try It For A Period. (Asking For A Sample) That Sounds Really Good. I Think I Can Use It. Nice Packaging. I See That It Is Easy To Apply. The Price Is Good (Economic). Convenient For My Patient. I Need This Option. I Like Your Product. Asking About Price Means That

He Likes The Benefits. Any Enthusiastic Verbal

Response.

Eyes (Pupil Dilatation). Hands (Open). Movement (Leaning Forward). Head (Nodding). Positive Body Language. Positive Facial Expression.


Ask If He Needs Your

Product.

Ask

Choices Between Positive Options.

Either Or … Summary

Summarize The Benefits & Ask

For A Prescription.

More …

Some Thing

Extra To Offer.

Types Of Gaining Commitment

TrialUse

ContinuedUse

ExpandedUse

Quantitative vs Qualitative

In Closing Please

The First Person Who Speak Loses.

7- Post-Call Analysis & Follow Up

Analyze Did I Sell.

Did I Hold The Customer Interest.

Did I Emphasize Benefits. Did I Watch Non-Verbal

Signals. Did I Answer The Objections

Properly. Did I Match The Agreement At

The Right Time. What Will Be My Next Call

Objective.

Follow Up Did I Collect The P.O. Did I Call The Sales Rep. Did I Follow Up The Selling

Process & Delivery. Did I Follow Up The

Pharmacy. Did I Visit The Doctor After

The Delivery. Did I Collect The Feed Back

From Pharmacy. Did I Collect The Second P.O

And Evaluate The Qty.

7- Post-Call Analysis

6- The Closing

5- Objections

4- The Presentation

3- Probing

2- Approach

1- PreparationProspecting Planning

Opening Ice Break

Questioning SPIN Model

Detailing F A B Model

Types Of Objections Handling Objections

Buying Signals Commitment

Did I ….. ? Follow Up

Cross Selling Skills

Download - Selling skills & Cross Selling

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