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* 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 Benefits.
/ Want with your product for Mutual
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
6. Closing
5. Handling objections
4. Presentation
7. Post call analysis
* 1. Pre call planning
• Identifying the right doctors Targeting
Call preparation • Posture, Facial Expressions , Dressing & Grooming
Projecting the right company image Utilize waiting time
• 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 • Observe different things • No. of patients, sex, age, economic status • Patients information charts, competitors promotional material, give aways, dr’s interests, prescribing habits
* Opening is the skill of capturing the doctor’s attention and focusing the sales call.
2. Opening
Steps of opening:
Types 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
* 3. 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.
Open Questioning:
Closed Questioning:
Choice Questioning:
• 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
• Give doctor two or more positive options in order to rule out a negative “No” response.
* 3. 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:
Tag On 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.
* 4. Presentation
During Presentation:
Presentation is zeroing on the doctor’s identified Needs/Wants with appropriate Product Features and Benefits.
• 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
* 5. Handling objections
• Can be question, comment or query. • Shows interest of the doctor in your product.
Misunderstanding:
Skepticism:
Real Objection:
• 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) • A real short coming or disadvantage of your product. • To handle real objection, minimize the impact by focusing on the advantages.
* 5. Handling objections
• Can be question or query. • Shows interest of the doctor in your product.
Indifference:
Hidden Objection:
• 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.
* 6. Closing
After Presentation:
Real success of a sales call depends on the use of effective closing.
• Review all the benefits accepted by the doctor • Ask for business (trial use, continued use, expanded use) • Wait for a response.
* 7. Post call analysis
After leaving the chamber:
Post call analysis is the process of evaluating and recording the outcome of the call, in order to plan for future calls.
• Evaluate the Call • Record Call Information • Set Objectives for next meeting with the doctor.
Famous Quote
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* positive atmosphere Exchange of names
simply connect
start a gentle conversation
* Questions are used to PROBE information from doctors
Questions starting with WHAT WHERE WHY HOW WHO WHICH
are very useful
* a powerful tool to Encourage the
Flow of Conversation
1) motivate the doctor to talk.
1
2
4) ask closed questions to pinpoint precise requirement.
3
2) open with neutral questions to get unbiased information.
4
5) summarize to gain doctor’s acceptance of requirements.
5
3) ask lead questions to explore more deeply.
Famous Quote
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* D efine the doctor’s requirement for your product.
A cceptance by the doctor of the requirements.
P rove that your product can fulfil the doctor’s requirement.
A cceptance of the proof by the doctor.
* D efine the doctor's requirement for your product Medical rep: asks open active questions Doctor
A cceptance Doctor
: LISTENS and ANSWERS accordingly
by the doctor of the requirements : ANSWERS and gives acceptance
Medical rep : does active listening and makes notes
P
rove that your product can fulfil the doctor’s requirement Medical rep : offers the product (or service) Doctor
A cceptance
: does active listening and if things are not clear, asks questions
of the proof by the doctor
Medical rep : does relevant answering Doctor
: accepts the product as his/her need
* NEED
what the doctor wants?
what the doctor gains? FEATURE/ OFFERING
BENEFIT
what do we offer?
Famous Quote
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* Objection – An Obstacle Or An Opportunity
When Do Objections come? When D to A from DAPA is not done 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
* 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 defensive
Don’t get aggressive.
Do not disturb the customer. Let him/her speak first.
* Unspoken Objection
Objection that we hear and cannot answer
Objection that we hear and can answer
* Doctor frowns Doctor looks elsewhere
Doctor smiles (sarcastic)
* 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?
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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?
Product features that meet the doctor’s needs
Features the doctor wants, but we do not have Find Out: Why does the doctor want it? How important is it? 1) Essential 2) Desirable 3) Useful
Can we explore an alternative?
Famous Quote
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* 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 the following 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 and continue
METHOD
* 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/her the 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
Famous Quote
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First First
* What prevents a medical rep from closing EFFECTIVELY? FEAR UNCERTAINTY
DOUBT
* 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 company image. STEP III: Listen to the doctor and use the FUNNEL TECHNIQUE to get the flow of conversation. STEP IV: Once you have understood the requirement, use the DAPA Method of Selling so as to confirm there is no GAP between the need and the offering.
* Steps to be followed? STEP V: In case the doctor has a doubt/objection, then concentrate and resolve that before moving ahead. STEP VI: In case the doctor asks about the PRICE. Tell him/her that 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 the SANDWICH METHOD to answer it. STEP VIII: Pleasantly Close the sale and confirm the prescriptions.
