selling skills & cross selling
TRANSCRIPT
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)
Customer Type Characteristics Handling (How To Deal)
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 )
Customer Type Characteristics Handling (How To Deal)
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
Motives Description How To Deal
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
Motives Description How To Deal
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
Motives Description How To Deal
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.
3- Questioning & Probing
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 ?
3- Questioning & Probing
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.
4- The Presentation (Marketing)
Detailing
I See, I Remember
I Hear, I Forget
4- The Presentation (Marketing)
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.
4- The Presentation (Marketing)
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.
4- The Presentation (Marketing)
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”.
4- The Presentation (Marketing)
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
6- The Closing (Commitment)
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.
6- The Closing (Commitment)
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