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Selling skills & Cross Selling

Selling Skills For Medical Reps
Selling & Marketing Terms
Types Of Customers
Types Of Doctors
Steps Of Call
How To Question Effectively
How To Handle An Objection
Cross Selling

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Selling skills & Cross Selling

  1. 1. By Selling
  2. 2. To Sharpen The Skills & Abilities In Selling For Participants In Order To Sell Better & Improve Professionalism. Objectives To Stand Out From The Crowd
  3. 3. * Contents Of “ Selling Skills Training ” : Part I Part II Part III Part IV Part V  General Terms.  Buying Behavior (Decision) & Types Of Customers.  Types Of Doctors.  Steps Of Selling Process (Steps Of Call).  Cross Selling.
  4. 4. Part I : General Terms Marketing & Selling Product Need Want Motive Achievement Affiliation Power Feature Benefit USP
  5. 5. Marketing is a Process of Planning, Executing, Conception, Pricing, Promotion & Distributing Any PRODUCT to Create an Exchange That Satisfy Individual & Organizational Goals. Product is a Priced Item or Service Which Introduce a Value to The Customer.
  6. 6. 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)
  7. 7. 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. Negative Customer Dislike PD. Demand Non-Exist Customer Unaware Of the PD & Its Benefits. Declining Customer Buy PD Less Frequent Or Not at all. Irregular Customer Purchase Vary on a Seasonal, Monthly Basis. Full Customer Buy All PD. Overfull Customer Buy PD More Than What Can Be Satisfied.
  8. 8. The Shape & Characteristics Of A Product That May Describe That 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
  9. 9. 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.
  10. 10. 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.
  11. 11. * 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.
  12. 12. 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
  13. 13. 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
  14. 14. 4 Ps SWOT Maslow
  15. 15. 4 Ps Of Marketing
  16. 16. SWOT Analysis
  17. 17. MASLOW Hierarchy Of Needs
  18. 18. 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.
  19. 19. 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.
  20. 20. 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
  21. 21. 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
  22. 22. Customers Are Classified According To Many Factors …. Like ! Personal Attitude Shopping Habits Retail CustomersPsychological Doctors, Pharmacist, Patient, Consumer, Client, Buyer, Purchaser Is A Person Or An Organization That Uses The Product Or Service Provided By A Seller, Supplier Or Vendor. Customer
  23. 23. 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)
  24. 24. 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 )
  25. 25. 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)
  26. 26. Who Is Your Customer You Must Identify Your Customer Type.
  27. 27. Part III : Types Of Doctors Depending On Mix Of 3 Factors
  28. 28. 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
  29. 29. “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.
  30. 30. “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.
  31. 31. “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.
  32. 32. “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.
  33. 33. Part IV : Steps Of Selling Process * Steps Of Call * 7 Steps
  34. 34. 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
  35. 35. 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 Specific Measurable Ambitious Realistic Strategy (How To Reach ?) Time Bound Goal (Objective Or Target) Materials Message WWHW?  No.# Of Doctors  Specialty  Potentiality  Accounts  Sales Team  Med Reps
  36. 36.  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
  37. 37. Qualifications Of Professionals - Smart Appearance & Presentable. - Good Communicator & Active Listener. - Smiling, Self Motivated & + ve Attitude. - Leader, Dependable, Ethical & Flexible. - Committed & Honest. 1- Pre-Call Preparation You Are A Star
  38. 38.  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.
  39. 39.  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
  40. 40. 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
  41. 41. 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 ?
  42. 42. 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
  43. 43. 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
  44. 44. Negative Approaches DO NOT  Start With Close Ended Question.  Apologize At The Beginning.  Refer To The Last Negative Visit.
  45. 45. 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, SHOULD XYZ  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
  46. 46. 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
  48. 48. I See, I Hear So I 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
  49. 49. 4- The Presentation (Marketing) Steps Of Effective Detailing 1 • 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.
  50. 50. 4- The Presentation (Marketing) FAB Model Feature Action / Advantage Benefit One Sachet Dose : One Sachet For Once Highest Compliance
  51. 51.  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.
  52. 52.  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.
  53. 53. 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
  54. 54. Check 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
  55. 55. Response Or 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
  56. 56. 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 !!??
  57. 57. 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
  58. 58. 6- The Closing (Commitment) Buying Signals
  59. 59. 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.
  60. 60. 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.
  61. 61. Types Of Gaining Commitment Trial Use Continued Use Expanded Use Quantitative vs Qualitative
  62. 62. In Closing Please The First Person Who Speak Loses.
  63. 63. 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.
  64. 64. 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
  65. 65. Cross Selling Skills