*

* 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 / Want with your product for Mutual

Benefits.

To Identify / Generate / Influence a Need / Want.

*

selling = motivating doctor’s commitment

Medical Rep DOCTOR

All good reasons why a doctor

should prescribe your product

All the things that a doctor has to

give up

BY ASKING

*1. Pre call planning

2. Opening 3. Questioning

4. Presentation

5. Handling objections

6. Closing

7. Post call analysis

*

Projecting the

right company

image

Targeting

Call preparation

Utilize waiting

time

• Identifying the

right doctors1. Pre call planning

• Posture,

Facial

Expressions

, Dressing &

Grooming

• Observe different things

• No. of patients, sex, age,

economic status

• Patients information charts,

competitors promotional

material, give aways, dr’s

interests, prescribing habits

• 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

*

Types of

opening:

Opening is the skill of capturing the doctor’s

attention and focusing the sales call.

Steps 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

2. Opening

*

Closed 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.

• 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

Choice

Questioning:• Give doctor two or more positive

options in order to rule out a negative

“No” response.

3. Questioning

Open Questioning:

*

Tag On 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:

• 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.

3. Questioning

*Presentation is zeroing on the doctor’s identified

Needs/Wants with appropriate Product Features and

Benefits.

During

Presentation:

• 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

• Don’t look at the Detail Aid, look at the

doctor. Observe his/her actions.

• If interrupted, do a brief recap before

continuing

• Don’t be distracted by surroundings

4. Presentation

*

Skepticism:

• Can be question, comment or query.

• Shows interest of the doctor in your product.

Misunderstanding:

• An incorrect negative perception

because of misinformation.

• To handle this provide the right

information.

• A doctor’s doubt that your product can

actually deliver the stated benefit.

• Offer proof (clinical studies, references)

Real Objection:

• A real short coming or disadvantage of

your product.

• To handle real objection, minimize the

impact by focusing on the advantages.

5. Handling objections

*

Hidden Objection:

Indifference:

• Doctor is not interested in your product

because doctor is satisfied with

competitor’s product or doctor has

never used that type of product.

• Identify a need that can not be satisfied

by the doctor’s preferred product.

• Doctor does not openly raise an

objection because the doctor is

disinterested.

• How to handle: Ask doctor if they have

concerns.

• Can be question or query.

• Shows interest of the doctor in your product.

5. Handling objections

*

Real success of a sales call depends on the use of

effective closing.

After

Presentation:

• Review all the benefits accepted by the

doctor

• Ask for business (trial use, continued use,

expanded use)

• Wait for a response.

6. Closing

*Post call analysis is the process of evaluating and

recording the outcome of the call, in order to plan for

future calls.

After

leaving the

chamber:

• Evaluate the Call

• Record Call Information

• Set Objectives for next meeting with the

doctor.

7. Post call analysis

*

Famous Quote

*

positive atmosphere

Exchangeof names

start a gentle conversation

simply connect

*

Questions are used to PROBE information from doctors

Questions starting with

WHATWHEREWHYHOWWHOWHICH

are very useful

*a powerful tool to Encourage the Flow of Conversation

1) motivate the doctor to talk.

2) open with neutral questions to get unbiased information.

3) ask lead questions to explore more deeply.

4) ask closed questions to pinpoint precise requirement.

5) summarize to gain doctor’s acceptance of requirements.

1

2

3

4

5

*

Famous Quote

*

D

A

P

A

efine the doctor’s requirement for your product.

cceptance by the doctor of the requirements.

rove that your product can fulfil the doctor’s requirement.

cceptance of the proof by the doctor.

*

efine the doctor's requirement for your product

cceptance by the doctor of the requirements

rove that your product can fulfil the doctor’s requirement

cceptance of the proof by the doctor

Medical rep: asks open active questions

Doctor : LISTENS and ANSWERS accordingly

Doctor : ANSWERS and gives acceptance

Medical rep : does active listening and makes notes

Medical rep : offers the product (or service)

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

Medical rep : does relevant answering

Doctor : accepts the product as his/her need

D

A

P

A

*

NEED

FEATURE/OFFERING

BENEFIT

what the doctor wants?

what do we offer?

what the doctor gains?

*

Famous Quote

*

When D to A from DAPA is not done

Objection – An Obstacle Or An Opportunity

It’s 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

When Do Objections come?

*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.

Don’t get aggressive.

Don’t get defensive

Do not disturb the customer.Let him/her speak first.

*

Unspoken Objection

Objection that we hear and can answer

Objection that we hear and cannot answer

*

Doctor frowns

Doctor smiles(sarcastic)

Doctor looks elsewhere

*

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?

*

Product features that meet the doctor’s needs

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?

Features the doctor wants, but we do not have

Find Out:

Why does the doctor want it?

How important is it?1) Essential 2) Desirable3) 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 thefollowing 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 METHODand continue

*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/herthe 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

* First

First

Famous Quote

*What prevents a medical rep from closing

EFFECTIVELY?

FEAR

DOUBT

UNCERTAINTY

*

Why a medical rep may not close well?

Too Early

Too Late

Too Meek

Too Aggressive

Doctor’s 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 companyimage.

STEP III: Listen to the doctor and use the FUNNEL TECHNIQUEto get the flow of conversation.

STEP IV: Once you have understood the requirement, use theDAPA Method of Selling so as to confirm there is no GAPbetween the need and the offering.

*Steps to be followed?

STEP V: In case the doctor has a doubt/objection, thenconcentrate and resolve that before moving ahead.

STEP VI: In case the doctor asks about the PRICE. Tell him/herthat 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 theSANDWICH METHOD to answer it.

STEP VIII: Pleasantly Close the sale and confirm theprescriptions.