You are on page 1of 97

Strategic Selling Skills

Course Objectives
Appreciate the CSFs required to
perform your role
Set meaningful call objectives
Achieve sales productivity in each
call
Build long term relationships
founded upon mutual respect
between yourself and your target
doctors
PSR Qualifications

O Persistent
O Initiative
O Responsive
O Working by objectives
O Managing time
O Emotionally mature
The PSR Roles
O Communication Role
O ( Communication between Company & Customer )
O ( Communication between Customer & company)
O Technical Role
O ( Knowledge of Diseases & Their treatment)
O ( Product & other general knowledge)
O Commercial Role
O ( Sales) ........................The ULTIMATE OBJECTIVE
O i.e., Communication....Persuasion....Rx....Sales
The Selling Cycle

Prospecting

Closing Call
Planning
Follow-up

Call content Approach


Prospecting

Closing Call
Planning
Follow-up

Call content Approach


Prospecting
O Prospecting is to find, classify, & categorize your
customers
O Every sale start with a PROSPECT
O The prospect must:
O Have need to be satisfied
O Willingness to satisfy it
O Means to satisfy this need (power)
O i.e., Have good POTENTIAL & can PAY
Let us Share
O How do you Make your List?
O How do you Update your List?
Methods of Prospecting
O Cold canvas.
O Other medical reps.
O Supervisors.
O Competitors.
O Conferences.
O Printed matter (directories, lists, ...).
O Personal observations.
O Pharmacy visits..................................
Pharmacy Visits
O A reliable source of information.....
O To identify the customers.
O To identify their potentiality.
O Helps in call planning.
O Needs established relation.
O Time of visit.
Remember
O Prospecting is to find, qualify & categorize your
customers.
O Prospecting is a continuous process.
O Your customers list should be updated every now & then.
The Selling Cycle
Prospecting

Closing Call
Planning
Follow-up

Presentation Approach
Call-Planning
O It is the process of finding information &
facts about your prospects, then to
determine the best way to approach them
Call Planning Elements

O Data collection :
O Name, specialty, age category, gender, hobbies.
O Personality.
O Potentiality.
O Rx habit .................. products, forms, competitors, price.
O Key person (hospital).
O Best time to call .
O Competition .
O Last visit result .
Whats Your Style?
Whats his Style?
Understanding Personality Styles
+
Dominant
Dominant Dominant
Introvert Extrovert
D o min a n c e

Introvert Extrovert

Submissive Submissive
Introvert Extrovert
Submissive
- +
Self expression
Understanding Personality Styles
+
Dominant
Driver Expressive
Dominance

Introvert Extrovert

Analytical Amiable

Submissive
- +
Self expression Ice Berg
Understanding Different needs

Driver DOMINANT Expressive

Achievement Recognition
/Fulfilment /Status

D.I. D.E.

INTROVERT EXTROVERT

S.I. S.E.
Security Social/
/Safety Belonging Amiable
Analytical

SUBMISSIVE
Dominant Extrovert
EXPRESSIVE
O Tend to be friendly and open.
O Usually make their own telephone calls and do not necessarily
screen incoming ones.
O Will tend to greet you in reception/outer office.
O May give you a tour of the company, greeting everyone warmly as
they walk around the place.
O Tend to like excitement and spectator sports, eg football, cricket
etc.
O May possibly have pictures of their family in the office (dominant
introverts would feel this was too informal).
O Likely to spend time talking about their recent holiday or cricket
match.
O They are warm and friendly and not afraid to say no to you.
O They are personable and at the same time assertive.
O Not particularly organised; Tends to have a cluttered desk.
O Their follow up is questionable as they tend not to be well
organised.
O Tend to be very time management conscious.
O Do not waste time with a lot of small talk.
O Tend to get irritated by non business chat.
O Will use time-saving gadgets.
O Will tend to have their telephone calls screened by their secretaries.
O Their business environment is often formal.
O Their secretaries make their calls/looks after their diary/usher you in
and out of their office rather than them coming to greet you.
O Socially, dominant introverts like participation sports with a high level
of activity; Like skiing, flying, scuba diving etc. They may like golf
but dislike the time it takes to do it.
O They are tidy, have an organised desk and always dress reasonably
formally.
O Tend to set up barriers
O Tend to stay in one position for a long period of time as they tend to
develop relationships with things as well as people
O Do not like high pressure and tend to avoid it where possible
O There are not so many submissive extroverts in management unless
the culture of the organisation protects them from having to make
assertive decisions
O Very little sense of time management
O Tend to be disorganised as they find it difficult to say no to people
therefore they often have more work on than they can handle
O Their environment is warm and comfortable
O They are reluctant to change the things they have around them
O They are probably the easiest to identify by the type of job
that they do, eg an accountant or an engineer.
O Often surrounded by gadgets like computers, calculators, etc.
O Tend to be inquisitive people.
O They tend to soak up information.
O They have a fascination for analysis; Will tend to have charts
and graphs around them.
O Very precise about punctuality and figures.
O Whereas the dominant extrovert will feel management is all
about inter-relating with people, submissive introverts feel
that management can be accomplished simply by generating
information (ie as long as people know what they have to be
doing).
Dealing with differences
O Changing your Style?

Act in a way appropriate to the other style

E
The ladder of Adoption

Advocacy

Usage
Trial

Evaluation

Interest

Awareness
E
Our Rx
Low Medium High

High
Potential Rx

Medium

Low

Business Screen
Our Rx
Low Medium High

High Protect Invest Invest


Potential Rx

Medium Harvest Protect Invest

Low Divest Harvest Protect

Business Screen
Our Rx
Low Medium High

High High
Long term
Potential Rx

Highest Priority
growth
Medium
Serve when Able
Maintain &
Low Recognize

Business Screen
Setting Call Objective

O What we want the customer to do as a result


of the call
O Based on:
O Personality Style
O Ladder of Adoption
O GEBS Potentiality
Objectives
S O Specific

M O Measurable

A O Ambitious

R O Realistic

T O Time bound
Exercise
O Now complete your worksheet C
The Selling Cycle

Prospecting

Closing Call
Planning
Follow-up

Call content Approach


Opening the Call

Getting Attention
Establish Direction
The Approach
O First face to face contact with a
customer
O It is so important for :
O First qualifying your customer
O Second getting his interest
O Third elaborating his need
O Finally, it will help you moving to
the next step which is the main
idea
Steps of Opening

O Introductory approach.
O Name, company, .
O Connection
O Based on personality Style
O Purpose Approach
O Patient group or benefit, Clinical trial, etc
O Cure, compliance, ....
O Question approach.
O Experience, practice, ....
Methods of Opening
O Dont use your product name
O Connect based on the personality style
O Use your business card
Exercise
O Now complete your worksheet D
Role Play
Remember
O If the first impression is favorable, your customer will be
willing to listen
O Appearance counts a lot
O Smile paves the road
O Firm handshake
O Confidence
O Speak clearly
O Use the customer name ( correctly)

No 2nd Chance to Change the 1st Impression


The Selling Cycle

Prospecting

Closing Call
Planning
Follow-up

Call Content Approach


Main Idea
O This means the main selling points that you
are going to present to your customer
O It includes :
O Benefits of the product
O Competitive advantage
Visual Aids
O Attract attention
O Increase retention
O Promote interest
O Improve comprehension
Visual Aids Are ...

O Brochures
O Clinical trials
O Booklets
O Pamphlets
O Samples packages
O The product itself
O Drop cards

Always Consider the personality style


Tips for Visual Aids
O Illustrate one point only
O Relate to the prospects need
O Always ask questions
O Make it coincide with what you are saying
O Keep control of the visual aid
O Avoid showing it too early or too late
O Know your visual in details
O Make it clean & ready to use
O Use pencil or marker
O Use it to support what you say, not to do the selling for you
Questioning Skills
Probing
O Why do we Ask?
O To keep the customer interested
O To gain information
O To uncover his need

To maintain positive stress level in the call


Types of Probes

Highly Appreciated from Analytical & Amiable


Types of Probes
Type Purpose Characteristic
Closed- - Get precise, quick Can be answered by yes
ended response/decision or no, I dont know
CEQ - Ask for information Examples f CEQ
- Give information Do you agree that ..?

Examples of CHQ
Choice Do you prefer starting with
CHQ .. OR ?
Personality Styles &
Questioning
O Driver: Respond well to closed
OK with open if LOGICAL
O Analytical: Respond well to Open
OK with closed
O Amiable: Respond well to Open
Dislike Closed
O Expressive: Respond to all kinds
A Good Probe:

O Have a definite purpose


O Are sincere; Dont push the physician to take a
defensive attitude
O Are tactful
O Dont put physician into a corner
O Are not machine-gun-like
Drill Down to F.I.N.D. Solutions

F FACT
Questions

I
ISSUE and
CONCERN
Questions

N NET EFFECT
Questions

D DEVELOP
SOLUTION
Questions
FACT
Questions

These are the most basic of all questions that investigate the
customers current circumstances and any background
information.

E.g. : How many ? .


What do you do at the moment ? .
Whos involved ? .
Which departments ? etc.

Youll always get the same answer from who ever you ask in the
hospital or department, because the customers response is
based on facts, figures and agreed internal data.
.
ISSUE and
CONCERN
Questions

These are designed to identify the customers priorities,


motivators and concerns.
Typically they uncover opinions, attitudes and possible areas of
dissatisfaction.
E.g. : What happens if ?.
What priority do you give to ?.
Have you ever had a situation where ?.
What improvements would you make if you had a free
hand ?.
Do you ever feel ?.
How important is ?.
What criteria have you set for Rx this type of product?.
If you dont achieve (the desired result) what impact does
that have?.
NET
EFFECT
Questions

These questions seek to put a value on the concern or issue. In


other words whats the repercussion or net effect for the
business in monetary terms of the customer not achieving the
best solution. Whats the impact of a failure to adopt best
practice ? What are the consequences for the customers
business ?

E.g. : What effect does that have ?


What difficulties does that create ?
Whats the value of the time lost ?
What consequences does that have for ?
DEVELOP
SOLUTION
Questions

These questions ask the customer to visualise or imagine a


situation where they no longer had the issue or concern. I.e.
how much better off would they be with the dissatisfaction
solved. You are asking the customer to dream of doing things
differently in a way that solves the concern identified earlier in
the questioning model.

E.g. : How much better off would you be with ? .


What would you do with the extra time/space/resource
? .
Whats would you do with the extra budget saved ? .
What would it mean if ? .
Exercise
O Now complete worksheet E
Role Play
Is Probing Enough....?
O The best prober in the world wont get
anywhere unless he or she is also
LISTENING
Listening Skills
Stages of Interactive Listening
O 1. Hearing
O 2. Attention
O 3. Understanding
O Means thinking about :
O The the KEY MESSAGE & Back up Message
O The verbal & non-verbal clues given by the sender

O 4. Clarify or Confirm understanding


Barriers to Listening
O Environmental
O Noise
O Too hot / cold
O Uncomforted
O Expectation
O Sender has a low status
O The message is routine
O There is bad news to be heard
O Jargon is used
The Persuasive Presentation
The Persuasive Presentation

O Feature

O Advantage

O Benefit
F., A., & B.
O Feature
O Is an inherent characteristic of a product
O A fact about the product
O What it is, what it contains
O Advantage
O Is what a product does as a results of a feature
O Benefit
O How a product characteristic can improve a
situation for the product user (physician or
patient)
O It should be tailored to meet the needs of the
individual customer
Understanding Different needs

DOMINANT
Quick Results
Results Recognition

Driver Express.
INTROVERT EXTROVERT
Analyt. Amiable

Accuracy Convenience
Security Security
SUBMISSIVE
Exercise
O Now complete worksheet F
Customer Responses
Positive Customer Responses
A Buying Signal
Could be verbal or non verbal
Confirm the acceptance with VALUE questions

Examples:
Is this of value to you?
Does this help your patient?
Does this make your work easier?
Will this improve your condition?
Do you need this effect?
Objections
O Objection .... is a reason the customer gives for not
buying or prescribing your product

O Types of objections
O 1- true objection
O 2- false objection

Buying A shirt?

73
Objections
O Disadvantages of objections.
O Disturb the call.
O Some PSR loose interest to complete
the call if objection arise.

O Advantages of objections.
O Indication of interest.
O Gives direction.

74
Reasons That Trigger People to Object

O 1. Negative Psychological Factors:


O Feeling of insecurity & lack of Credibility
O Fear of making decision
O Prejudices & Biases
O Other people express some degree of
resistance
O 2. Desire to get rid of the PSR
O They dont have time
O They are not interested in the product
O They have unhappy experience with the PSR
Price Objection
O Most Common
O Sometimes it is raised to hide the real objection
O The price is too high !!!
O Other competitors have more reasonable price !!!
Handling Objections
O It is a 5- step technique :

O 1.Listen
O 2.Probe for clarification
O 3.Cushion the answer
O 4.Respond
O 5.Check Acceptance
1. Listen

O Tune out Distraction


O Use Interjections
O Do not interrupt
2. Probe for Clarification
O To understand customers point of view
O To determine ...
O More information are needed
O Product disadvantages
O Misunderstanding
O It was found that the majority of objections
were not CLEAR to PSR, and that the
majority of PSR answered different
objections
3. Cushion Your Answer
O It is a way to acknowledge the customers
point of view.
O Cushioning may be......
O Empathy.
O Rephrase as a question.
4. Respond
O Use offsetting benefits
O E.G. Many benefits to offset high price
O Put in perspective
O E.G. % Of side effects ... change to .... % of
tolerance
O Provide information
O E.G. When there is misunderstanding
O Use third party evidence
O E.G. Clinical reprint
O Find a reason to change
O E.G. Give more indication for Rx
Remember...

Always Check for


acceptance
Exercise
O Now complete worksheet G
Role Play
The Selling Cycle

Prospecting

Call
Closing Planning
Follow-up

Call Content Approach


Closing
Close When.......

O You end up with your presentation


O Your customer agrees with a major selling point in the
presentation
O Your customer gives you a buying signal :
O Glancing at a specific point in the brochure
O Writing the dose or the price on a piece of paper
O Asking about specific indication
Difficulties in Closing

O Poor presentation
O Wrong attitude
O Poor habits & skills

88
Stages of Closing

O Acceptance Close
O Gain agreement on some benefits
O Action Close
O Asking for Rx
Acceptance Close
A Buying Signal
Could be verbal or non verbal
Confirm the acceptance with VALUE questions

Examples:
Is this of value to you?
Does this help your patient?
Does this make your work easier?
Will this improve your condition?
Do you need this effect?
Action Close
O 1. Summarize the benefits
O As you noted doctor, . ensures 1,
2. 3 will you Rx it to your patient
with .?

O 2. Direct request ( most effective)


O Will you prescribe ?
Types of Closing
O 3. The Trial close
O Would you try it with the first case of ?

O 4 Alternative close.
O Are you going to prescribe in .. Or ?
How to Close Successfully
O Maintain a positive attitude
O Keep control of the interview
O Let the customer set the pace
O Give the customer the chance to buy
O Sell the right item in the right way
O When you close, keep your mouth SHUT
O The first person to speak...Loses
Exercise
O Now complete worksheet H
Exercise
O Now go to worksheet F & H
Role Play
Post Call Analysis & Follow up
Post Call Analysis

O 1. Analysis
O Was my objective SMART ?
O Was my objective achieved ?
O Why, why not ?
O What is my next call objective ?
O What is my next call plan ?
Follow up
O 2. Follow-up
To guard against post-purchase behavior as
dissatisfaction and/or cognitive dissonance

Plan for follow up with different customers

E
Final Role Play