PROMOTIONAL SKILLS

 Sales – Definition

 A sale is a transaction between two or more parties in which the buyer receives
tangible or intangible goods, services, or assets in exchange for money

 Promotion – Definition

 Promotion refer to the entire set of activities, which communicate the product,
brand or service to the user

 The idea is to make people aware, attract and induce to buy the product, in
preference over others

 Requisites of A “Good Promoter”

 Technical, Medical and Product Knowledge

 Effective Communication Skills
 Enthusiasm
 Strong Interpersonal Skills
 Persuasive Skills
 Ability to show sensitivity to the Needs and concerns of Customers

 Formula for Success

 Competency (Knowledge + Skills) X Desire

 Steps of Selling Cycle

 Awareness

 Trial Use

 Occasional Use

 Continuous Use

 Drug of Choice

 SPIN selling questions?

 Situation: Establish buyer’s current situation.

 Too often, sales reps are over-eager, jumping straight into a sales pitch without
understanding anything about the client’s circumstances—from the start, the
focus is entirely on the product. This approach, Neil Rackham explains, is
fundamentally wrong: “The bestselling isn’t at all about your products and
what you can offer. It’s very much about the customers and their need.”

 Problem: Identify problems the buyer faces that your product solves.

 Implication: Explore the causes and effects of those problems.

 Need-Payoff: Show why your product is worth it.

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Buying and Selling Process (AIDA)

`
SELLING PROCESS
BUYING PROCESS
AIDAS

UNAWARENESS
ATTENTION

(Appointment, Probing, Area of

interest/ bridging)

AWARENESS

INTEREST

(Communication skills,
Presentation skills)
INTEREST

DESIRE

EVALUATION Feature (Tells) Benefit (Sells)

Molecule – Molecule

Brand - Brand

- Efficacy
- Safety
- Compliance
- Convenience
TRIAL - Economy

ACTION / DEMAND Rx

When to demand,
USAGE How to demand (Apologetic /
Assertive/ Aggressive)

SATISFACTION
REPEAT USAGE (I care for you / I don’t care)