Product

Customer

Competitors

Customer

Perhaps, you are more oriented to the doctor’srole in generating prescription for your product,but you should not forget the retailer role ingenerating your sales.

Broadly speaking, what does the salespersonneed to know about the doctor? The problem facing the doctor for which the

salesperson product is the solution. The way the doctor thinks about his problem,

the salesperson product and the competingproducts.

The doctor prescribes the product that fulfillsone or more of his prescribing motives(buying motives).

I lists out these motives below:

CONVENIENCE

EFFICACY /

PERFORMANCEAPPEARANCE

ECONOMY

SAFETY

PRIDE / PLEASURE

Normally, more than one motive will berevolved during the product demonstration, sothat the salesperson have to organize hispresentation in an order which satisfy thephysician motives according to the physicianpriorities.

The core of the salesperson job is to uncoverthe doctor’s need and then satisfy this needwith the product benefits

SUCCESSFUL SALESPERSON

Salesmanship is the ability of the salesperson toconvert a need to a want and fulfill it with hisproduct benefits

PROFESSIONAL SALESPERSON

Need is:– States of felt deprivation, part of human makeup

– Physical and social needs

Want is:– The form needs take (e.g. food => hamburger)

– Shaped by culture and personality

Demand:– When wants are backed by buying power

To convert a need to a want for a specificproduct, you should demonstrate your productbenefits in a way that makes the doctor realizethe urgency of your product to fit a certainneed, then he will be the one who is seeking tobuy your product.

In another word, combining more than onebenefit which satisfy more than one motive ofhigh priority to the physician will definitelyconvert the need to a want.

Need

recognition

Information

search

Evaluation of

alternatives

Purchase

decision

Post-purchase

evaluation

Need

recognition

Information

search

Evaluation of

alternatives

Purchase

decision

Post-purchase

evaluation

Understand motivation or influence motivation

Understand how the customer

responds to information

Create

favourable attitudes

Create

preference for brand

Reinforce

satisfaction

Selects and attends to information

interprets information

Create

favourable attitudes

Change

negative attitudes

Reduce the time delay between

decision and implementation of decision

Address

dissatisfaction

Manage

cognitive dissonance

Stage 1

Receptivity is related to the salesperson and the product.

Good personal relationship may positivelyaffect customer receptivity.

Stage 2

Identity customers needs to help you get thecustomer to FOCUS on his products needs .

Customers focuses on the productcharacteristics according to his needs.

Stage 3

Relate and reinforce benefits to provides thecustomer with knowledge about how yourproducts address his needs.

Gain commitment and follow up to help thecustomer to take favorable decision.

Customers makes an evaluation to determinewhich products would satisfy their needs.

Stage 4

Customers take decision to accept certainproducts or indications and refuse others.

Stage 5

Competitors

See You Soon IN

Part 3 of ADVANCED SELLING SKILLS