360° selling

Middle East Team May 2020

The Alcon 360 Selling is a Circular Process

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Product vs. Customer Focused Approach
Product Focused
Dialog is one-way (telling)
Focus is on moving product
Solution is presented without
consideration of Customer
situation
Presentation focuses on product
and features
Requires in depth
knowledge of product only
Customer Focused
Dialog is two-way (asking)
Focus is on solving Patient needs
Solution presented after
thorough understanding of
Patient and Customer situation
Presentation always ties to
Patient and Customer needs
Requires in depth product
knowledge specific to each
Customer
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 The 360 Selling Process: 3 Parts
1 2 3

ABC’s of Preparing for Identify Needs through: Record Call

success: - Fact, Need & implication?’s
- Communicate with Impact on
- Account Review how and why our offering
- Build an Objective meets their needs
- Create an Opener - Overcome Barriers with ECP
- ASK for Commitment
- Post Call Analysis & Reflection
- Did I achieve my objective
- What could’ve been better
- What will I ask for next time
- What actions need doing
- Were all barriers handled

A B C
Account Build an Create an
E C P
EMPATHIZE CLARIFY PRESENT
A S K
Align Priorities Secure Keep It Alive
Review Objective Opener Commitment

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1 | Developing Influence

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 Developing Influence | Four Factors
Touches every Part of the 360 Selling Process

Build Trust Active Listening

- Reliability The most fundamental sales skill
Makes the Customer feel
- Honesty ̶Important
̶Understood
- Responsiveness ̶Appreciated
̶Respected
- Objectivity
Helps you
- Competence ECP
Buyer ̶Prevent misunderstandings
̶Know what is important
̶Build the relationship

Create Memorability Adapt for Rapport

Sharing common experiences
The impression you leave behind
Background
Continuum from easily forgotten to very memorable Education
The degree to which your “memory” leaves an impact Interests
Call Continuity
Relates to both you and Alcon products Comments/questions from last visit
Keeps you top of mind Outcomes from last call
Revisit concerns, issues
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2 | Preparing for Success

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Pre-call : The ABCs of Preparing for Success

A
Account Review – Review call notes for
continuity & Research the account via
social media or websites

B
Build an Objective – a quantifiable
customer action
Objectives: Short terms Goals: Long terms

C
Create an Opener – build rapport, state the
reason for the meeting and check for
acceptance, ‘how does that sound’?

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3| Identifying needs

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IN CALL: Identifying needs
Include purposeful questions
probing for information on product,
practice and patient needs
SOLUTION

Find a need before presenting, don’t jump in too soon

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14
3 Types of Questions

Basic factual information about how it is

Fact
currently done.

Need Asks about the patient, product or

practice needs.

Drills down into the impact

Implication of a problem or challenge and asks the
consequences of the problem.

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Fact Questions | Considerations

• Help you gain a better understanding of

all aspects of the practice
• Too many shows lack of knowledge
• Preparation can answer many Fact
questions
• Use broad based Fact questions that will
get customers talking

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Need Questions | Considerations

• More powerful than Fact Questions

• Focuses the conversation on the Patient’s problems
• Help identify the Customer’s problems

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Implication Questions | Considerations

• Credibility increases with strategic

questions
• Must be thought provoking
• Demonstrate insight and curiosity
• Differentiates you from others by a
consultative approach

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High-Impact Questions

 High-impact questions are open-ended questions, but they are much more : They ask the other party to
explain their thinking, to share their motivations, and to express their ideals
 High-impact questions add value to both parties, not just one

Challenge Identify
people to Identify issues,
think impacts and
challenges
deeply and
implications opportunities
Have more
value for the
Are open- customer
ended Sollicit
than for the
rather than seller
information
closed- Ask for not readily
ended ideas, available
analysis, elsewhere
possibilities
and feelings
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High-Impact Questions

 High-impact questions often begin with phrases such as :

 What is important to you..?

 How are you impacted by .. ?
 What would an ideal result look like ...?
 How do you feel about..?
 What thinking has led you to believe ...?

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Tricks and tips

Not all questions need to be asked at the

beginning of the call... It's a conversation!

Intermediate validations = “small commitments”

that will help you at the conclusion of your call.
Example: if I show you that DailiesTM Total 1 can bring the desired comfort and meet the
needs of the most demanding patients, would you agree to fit it more?

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4 | Communicating Impact

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 IN CALL: Communicating Impact

A succinct statement to the Customer

on how and why your offering
addresses the Customer’s needs
before presenting relevant supporting
data

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Customer Impact Statement: Four Elements

Summarizes Customer need.

States your solution and how it

benefits the customer.

Compliant competitive message.

Utilizes approved proof sources to

support your solution.

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When Presenting a Solution

• Use Brand Messaging for

Customer solutions when
appropriate.
• Stay focused on what is
important to the Customer
and their patients.
• Focus first on product
features and benefits that
address the identified need.
• Mention other features that
tie back to the specified
need

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 Explain Benefits

• Value to patient and/or ECP

• Phrases that help:
• “This will help your patients because…”
• “This is important to you…”
• “What this means is…”
• « This advantage will allow... »

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 Example
“You told me that your first criteria for choosing a contact lens is comfort.
Comfort in contact lenses will depend on the fact that the lens disturbs the tear film as less as possible and
one of the particularities of DailiesTM Total 1 compared to all other daily lenses that exist is to benefit
from the Water Gradient technology.
The Water Gradient provides a low hydrophilicity at the core of the lens, which is 33% to allow a high
concentration of Silicone for a very high oxygen transmissibility, which is 156 the highest in the market
for DD lenses, and this is very important for a good ocular health.
In a silicone hydrogel lens, generally the major disadvantage is the low water content, which can induce
low wettability over the time, less lubrication and therefore discomfort that sets in over the wearing time.
This is the advantage of the unique water gradient, which allows hydrophilicity to increase to almost 100%
at the extreme surface and thus offer a high wettability, a high lubricity for a constant comfort throughout
the wearing period, which is what lens wearers are searching for.....and there is no other lens in the market
that developed such a technology to allow this ”

« In addition, SmarTears Technology fills gaps in the lipid layer of the tear film to increase its stability and
reduce evaporation of tears. There is no possible comparison with other lenses in the market as no other
silicone hydrogel lens releases a phospholipid intuitively...”

"In the search for comfort, choosing DailiesTM Total 1 means going all the way...”
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 When comparing to Competition...

When comparing to competition, this is an opportunity to show and raise awareness on how your
product stand out and meet needs or expectations and specifically developed technologies...

Respect remains and must be maintained because we appreciate the success of those who shine
without the need to extinguish the others

The best moment to use this information is when presenting studies or technologies, always linking
a feature to its advantage and the benefit to the patient, compared to what the other product will not
do or the disadvantage of not having a technology such as ours

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5 | Overcoming Barriers

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 IN CALL: Responses to Barriers
Barrier Cause Sales representative

Apathy Customer does not feel the Create awareness of a need through
need is strong enough to their Need and Implication questions
change prescribing behavior
Skepticism Provide relevant proof, and help
Customer does not believe your them gain experience
customer impact statement

Misconception Customer does not understand
your customer impact
statement
Drawback Customer states that Alcon
lacks features, programs,
policies, or competitive pricing
Take responsibility for lack of clarity,
and reiterate the benefits
Outweigh the barrier with positives,
and use appropriate resources

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 IN CALL: Managing Barriers

E
EMPATHIZE
Show empathy for the customer but do not sympathise or agree

C
CLARIFY
Don’t jump to defend, ask questions to clarify the customers stance
and utilise the power of silence

PPRESENT
Present only relevant information to overcome the barrier

Use the ECP model differently depending on if it is Apathy (indifference),

Scepticism (doubt), Misconception (misunderstanding), or a Drawback
(competitive disadvantage)
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 “DAILIES TOTAL1TM is an expensive Lens”

Empathize:
• I hear and understand that budget is an important consideration for your patients...
• I can understand that price would be one of your criteria.

Clarify with questions:

• When you say “Expensive", do you mean for you or for your patients? (=> Have a value discussion)
• What are the prices of the other brands of daily lenses that you fit?
• It all depends on what your patients expect? Optimum comfort, safety .../...?
• For the patients you have already fitted with DAILIES TOTAL1TM, would you say that they are satisfied and that
their feedback is positive?

Present:
We agree that DAILIES TOTAL1TM for Astigmatism is not a lens like any other? Alcon is the only laboratory to offer water
gradient lenses with SmarTears Technology that offer the best in comfort as we have seen? ... It's important that the
patient understands the benefits they gain with DAILIES TOTAL1TM...
In terms of price, in the market .../...

©2020 Alcon Inc. Confidential: For Internal Business Use Only. Do Not Distribute.
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 “Is there a preservative in your products …?”

Empathize:

E
EMPATHIZE
I understand that your patient safety is important to you and Alcon (as a global ophthalmic leader Company), put the patient
safety in the center of all concerns.
I can understand the importance for you of using preservative free artificial tears, particularly for long term usage.

Clarify with questions:

Do you think that all preservatives are the same?
Tell me more about your experience with preservatives ?

C
CLARIFY
What is your knowledge of the preservative Polyquad?
Is extra protection against possible post-operative infections an important factor for you?
Is there other criteria which is important for you about the DED patient’s treatment choice ?
If I tell you that SYSTANE Balance contains a preservative that is safe for the ocular surface, is that of interest to you?
What if I tell you that Alcon helps you treating the DED patients with an effective and safe lubricant?

Present:
SYSTANE Balance contains a preservative: Polyquad®, which has demonstrated its safety in various studies.

P
PRESENT
Do you know Pr Baudoin ? ( Present him if needed) Data from a clinical study, conducted by Pr Baudoin, reported that
POLYQUAD® is safer for the ocular surface than other preservatives commonly used in drops (ex : Benzalkonium chloride (BAK))
because of its high molecular weight, it doesn’t penetrate the cells. (Present clinical trials as a proof).
The study also shows that the harmful effect of the preservative depends on its concentration and
SYSTANE Complete contains a very low concentration of Polyquad which is 0.001% so it will not affect the ocular surface.
Additionnaly, having Polyquad in the bottle will prevent from any infection of the tip, because of its antimicrobial effectiveness,
as we do not always know about the patien’s compliance.
So now do you agree if I tell you that there are more advantages than disavantages having Polyquad in Systane components ?
What do you think ?
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6 | Gaining Commitment

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Commitment ?

• The nature of the commitment to be obtained depends on the stage of

change in which the ECP is at that moment
• If the arguments meet his needs and objectives, answers to his questions,
he will naturally agree to move forward in his perception of things or his
prescription practice.

Ensure that this progress remains sustainable with the commitment

he is asked to make.

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 A clear Commitment

• It is always easier to commit to a specific fact (a number, a date).

• The request for commitment must be :

• Specify: a consumer/ patient typology, an indication...
• Concrete: on which occasion
• Identified: when, how much, who...

• The commitment of a visit is the beginning of the next visit: allows to measure if it has been
respected.

• The commitment will be made sincerely if it is not "forced": formulated by the ECP of his own
free will –
• Calling the commitment rather than formulating it. Because often accepted implicitly by a
smile or a small polite "yes".

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Commitment is a call

• Summarize, reformulate

• Asking a question to which the ECP answers with an intention leading

him/her to change the prescription or attitude in his/her practice.
"What type of patient will you try it on?
“In which indication will you propose it?”
“ What do you plan to do with these samples? ...”

• An open-ended question to which the ECP answers by the action he intends

to take: it is the respectable commitment.

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 IN CALL: ASK for the Commitment

A S K
ALIGN PRIORITIES SECURE COMMITMENT KEEP COMMITMENT ALIVE

• Summarise why your
solution solves their need /
will maximize their
opportunity, ‘so in
summary...’
• Agree next steps with the
customer
• Target specific patients e.g.
upgrade Clariti wearers to
Dailies Total 1
• Agree on how many
patients will be fitted before
your next meeting
• Ask ‘who else in the practice
needs to be involved’?
• Take immediate action;
check stock of trial lenses,
book relevant training,
speak to others in practice
before you leave
• Schedule follow-up actions
before you leave

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 POST CALL: Analysis

Did my recommendations align

Record Call for call continuity What will I ask for Next Time?
with the customers needs?

Were all barriers handled and Did I have all the resources and
Conduct Post Call Analysis
if not why? tools I needed?

Did I achieve my objective? Did I gain commitment? If so, What Actions or follow ups do I
why or why not? how will I keep it alive? need to do now?

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Wrap up
 A good preparation is key to ensure a better success
 A good questionning is important and using implication questions is helpful to understand the
need strategically: they value to both parties
 Using « intermediate validation questions » is helpful to empower your statement and will help
you at the end of the call when you're searching for the commitment
 To be effective in communication, use all appropriate ressources you have and always link
caracteristics to advantages and benefits
 Use the ECP model to overcome the barriers to make sure this is not a barrier anymore
 If the arguments meet the ECPs needs and objectives, answers to his questions, he will naturally
agree to move forward
 The commitment will be made sincerely if it is not "forced": formulated by the ECP of his own free
will
 An open-ended question to which the ECP answers by the action he intends to take: it is the
respectable commitment

Do your post call analysis !

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