professional selling skills, be assertive...

2. Overview
1) Assertive Style
2) Standard of Call


3.  WHAT
IS THE DIFFERENCE
BETWEEN ASSERTIVE STYLE AND
AGRESSIVE STYLE?

4.  Assertive
Vs aggressive
 Submissive : we allow doctors to get their needs
met and rights respected at the expense of our
product’s needs and rights.
 Aggressive
: we get our product’s needs met and
rights respected while ignoring the doctor’s needs and
rights.
 Assertive: we gets our product’s needs met and
rights respected while meeting doctor’s needs and
rights.

5. It consists of three elements
A. Self confidence
B. Professional appearance
C. Professional speech


6. Self
 It
confidence:
is an attitude which allows individuals
to have positive views of themselves and
their situation (people trust their own
abilities)
 It is the confidence in oneself and one’s
power and ability

7. Self confidence
Negative self confidence analysis
I.
II.
III.
Over generalization (general events)
Over personalization (simple events)
ASSERTIVNESS
Over selectivity
( pick up –ve aspects)

8. Self confidence

I.
•
•
II.
•
Fear : leads to low self confidence
Confrontation
(PSR says “yes” when he should says “no”)
It leads to minimize something the doctor does not agree with.
Lack of competence
•
It leads to over compensate)
Leads to warning the doctors of negative information about the product e.g.
(did you stop the product because of the muscle pain?)
III.
Loss of control
•
see the doctor as someone who will direct the discussion)
Leads the PSR will dominate and the discussion becomes a lecture
•

9. B- Professional appearance
1.
2.
3.
4.
5.
6.
Greeting
Personal Space
Posture
Eye Contact
Body Movements
Facial Expression

10. Professional
Appearance
1.
Greeting
Standard
•Shake hands after the doctor offers his hand (remember to smile).
•Maintain direct eye contact throughout greeting.
•Address the Doctor with his title and name.
•Remain standing until doctor offers you a seat.
2.
Personal Space
•Sit in a place where doctor can easily see the brochure.
•Verify the doctor can read the information easily.
•Direct doctor’s attention to relevant information by using a pen.
•Invade the dr. space only to draw attention to important points.
3.
Posture
•Sit in a straight position with your head held high
•Lean slightly forward to show interest or to emphasize.
•Avoid crossed arms or legs (can be interpreted as not interested or argumentative)
4.
Eye Contact
•Maintain eye contact but change your gaze every (5-10) (can be seen as aggressive)
•Avoiding eye contact will give impression of dishonesty and self doubt.
•If the doctor loses eye contact remain silent until he refocuses.
5.
Body Movements
•Use your hands to emphasize your speech
•Avoid quick or jerky movements (distraction)
6.
Facial Expression
•Facial expression should match tone of voice (avoid mask like face)
•Smile at humorous comments during the discussion .
•Avoid smiling all the time

11. C-Professional speech
1.
Quality of voice
2.
Active Listening :
3. SER rule
a- paraphrasing
b- summarizing

12. Professional
Speech
1.
Quality of
voice
Standard
•Take one slow, relaxed and deep breath before speaking (to lower stress and raise the confidence).
•Slow down pace (speed of speech) to draw interest and speed up to show enthusiasm.
•Raise your volume to show enthusiasm and lower it to draw attention.
•Use lower pitch more often than high pitch (it show confidence in what you say)
2.
Active listening
•Show empathy ,interest and understanding.
•Wait for doctor to finish speaking before preparing a response.
•Pay attention to what the doctor says ,not what you want to hear.
•Do not be distracted to other topics.
2.(a).
Paraphrasing
•To clarify what the doctor just said (your own words).
•Demonstrate your understanding of what the doctor has said.
•Get the doctor to rethink what he has said.
•Use it from 2-3 times during the product discussion.
2.(b)
Summarizing
•To organize main points related to the the call.
•Get the doctor to examine what he has said.
•Use the same words the doctor used.
3.
SER rule
•Simplify : use short phrases with specific ,clear words
•Emphasize :use adjectives and adverbs to emphasize key words e.g(very impressive ,statistically
significant, very exciting , landmark trial, extremely powerful, proven protection).
•Use focused introduction( what is the most important is, I draw your attention to)
•Use numbered words to emphasize on important words
•Repeat the key messages at least 3 times during the discussion.
•Repeat product name 8 times during the presentation.