the doctor's real concerns. We think seven times faster than we speak. So while we are listening, our minds are racing ahead. This can be distracting if what we are thinking is not related to what is being said. Step two: Reduce tension by acknowledging the objection. A key step in handling an objection is to lower the tension it creates. One can reduce tension by acknowledging the objection and thanking the physician for the question. Stepthree:Askthedoctortoexplaintheobjection.Thisindeedisanimportantsteptoward understanding an objection, is to clarify the question. Probing the question to reach and know the actual intentionoftheobjectionisrequired.Toooften,representativesmakeassumptionsaboutthe physician's concerns and actually answer the wrong question. Stepfour:Setupthegroundrules.Committoanagreement.Thefourthstepinvolvesseekinga common point where both sides agree. It can be an agreement to read a clinical reprint, conduct a product trial on new patient types or attend an educational forum. It may sound like this: "Doctor, now that the question has been resolved, would you agree to prescribe Drug X in your Y patients?" Step five: Answer the objection with benefits. Step six: Confirm the answer. Make sure you've answered the objection without any misunderstandings or reservations. Ask the doctor, "Is there anything I've left out that you need to know?" "Does that answer your question?" "Does that solve the problem?" or "Does that address your concern?" If the doctor hesitates or says, "Not really," then it's time to probe further. If the doctor says yes, you might respond,"Well,Doctor,youagreedthatifIansweredyourmainconcern,youwouldprescribe (_______) for your (_______) patients. The aim of argument, or of discussion, should not be victory, but progress. T- TACTI CS Understanding types of objections: Objections can be grossly classified in various virtues relating to various aspects of the product. Which are as follows: 1) Medical/Scientific: Various objections are related to formulation, ingredients, quantity of ingredients, indications, contraindications, efficacy, drug interactions, dose and durations, etc. For example:a)Your Extrammune tablet is not as effective as Septilin tablets b)My patients of male infertility, whom I prescribe your tablet Addyzoa cant wait for 90 days to know whether it improves his sperm count

2) Marketing: Objections related to price, packing, physical features, etc For example: