SELLING SKILLS

Dr. RAJENDRA SHARMA

 Master the Master Keys

• Asking
• Listening

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 Need
recognition

Buying Evaluating
Decision to
prescribe process options

Eliminating
doubts
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 Find a Prospect

Close Identify / Create

Needs

Selling
Ask for Show Product
Commitment
Process Feature

Lead into Explain

Benefit Advantage
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 Planning
the Sales Call
Is a Must!

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 CALL STRUCTURING
Have call Make plan to Rehearse Manage
objective(s) achieve call your call time
objective(s) properly

Handle
Learn
Make the changes Analyse
from
call & dynamically the call
experience
Review it on the field
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 Steps Before the Sales
Presentation
•Prospecting appointment planning
•Rule of thumb
– 20% presentation
– 40% preparation
– 40 % follow-up

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 Prospecting
• References & networking
• Opinion leaders/COI
• Stockists & Chemists
• Paramedical staff
• Cold calling
• Using telephone for making &
scheduling appointments

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 Pre-call planning
• Know your prospect
• Know their business
• Build up contacts
• Know their needs
• Know the influencers
• Collect more information
• Develop a game plan
• Fix up an appointment
• Meet the prospect

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 The first impression

•Critical to success and is projected by

• Appearance
• Handshake
• Smile

You only have one chance to make a

favorable first impression

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 Opening statement

• Introduction : Self & Organization

• 30 seconds GBS
• Be Flexible in Your Approach.
• Be willing and ready to change your planned statement

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How to Determine Needs—A Key
to Success
• L-O-C-A-T-E
Listen
Observe
Combine
Ask questions
Talk to others
Empathize

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Developing the call - Interactive
approach
– Have prospects tell you about their
• needs
• problems
• intention to do something about it

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Your most powerful sales tool :
Questions
• Good questions direct your prospect’s
thinking
• Best means of collecting information
• Help you in building relationship.
• Convey perception of your competence.

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 SPIN Selling
Multiple question approach (SPIN)
Situation
Problem
Implication
Need-payoff questions
Product not mentioned in SPIN

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Presenting solution :FABulous
Approach

 The…(feature)…means you…(advantage)…with the

real benefit to you being…(benefit)….

Note how a benefit is emphasized

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 SELL sequence
•Show Feature
•Explain Advantage
•Lead into benefit
•Let customer talk

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 The Trial Close
A Great Way to generate prescriptions
• The trial close asks for an opinion, not a decision to prescribe.
• One of the best communication techniques in the sales
presentation.
• Trial close helps you determine

 whether the prospect likes your product’s features,

advantages, or benefits
 whether you have successfully answered the objection
whether any objections remain
whether the prospect is ready for you to close
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 Dramatization Improves Your
Chances
Detailing with
dramatics

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 Supporting

• Agree with prospect’s needs

• Restate needs for clarity of understanding
• State benefits that satisfy need

Obtain prescription commitment

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Objection Handling

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 Welcome Objections!

• Accept objections as a challenge

• Professionals do not want to be taken advantage of
• Learn to overcome objections

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 Meeting Objections
Understand objections
Request for information

Major or minor objections

Practical or psychological objection

 A real objection is tangible

 Must uncover hidden objections and eliminate
them

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 LIST
• Listen
• Inquire
• Solve
• Trial Close

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 FFF
• Feel
• Felt
• Found

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 Creative objection handling
• Build up his confidence level in you
• Work on his ego
• Assume the role of a problem solver
• Use probes effectively
• Be perseverant & patient

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After Meeting the Objection
—What To Do?
• Use a trial close to determine if objection is
overcome
• Depending upon where objection arose
– Move back into your presentation or
– Close

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 Collect & use Proof statements

Testimonials

Independent research results

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 Closing begins the
relationship!

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 When to Close?

After effective If there is a When you see

supporting chance for a an agreeing
commitment signal

For an When you

indifferent have nothing
prospect more to do

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 Reading Buying Signals

Asks questions

Relaxes and becomes friendly

Carefully examines the product

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 What Makes a Good Closer?
•Ask for the commitment and be quiet
•Get the commitment —then move on!

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 Closing Under Fire
• The first no from the
prospect isn’t
necessarily an absolute
refusal to prescribe

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 Sample closing statements
• Shall we move forward?
• Can we go ahead?
• Are you ready to get started?
– I can leave some samples if you would like.
– We can organize availability with the chemists in the
area.

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 The closing checklist…
•   for my prospect?
Is there value in my product
(hard rupee value - ROI, savings, etc.) and other value
(prestige, safety, etc.)
• Does the prospect understand and value the benefits of my
product?
• What risk to the prospect must I alleviate?
• What urgency have I created to encourage the prospect to
move forward?
• Why is buying my product a better decision than moving
forward with my competitor or taking no action at all?

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 Prepare Several Closing
Techniques
 The alternative-choice close
 The assumptive close
 The compliment close
 The summary-of-benefits close
 The continuous-yes close
 The minor-points close

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When You Do Not generate positive
response
•Know that you cannot always sell everyone
•Don’t take doctor’s denial personally
•Be courteous and cheerful

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 Post sale process

• Measure satisfaction
• Handling complaints

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 Satisfied Customers are Easier
to Sell
• It is easier to sell to a
customer than to a
stranger

• Building a relationship
is important to a
salesperson’s success

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Creative selling is a dating game

“You have to take customers

out a few times before they
will fall in love with you.”
 New products or new
processes?
“You may have the greatest
product in the world but
customers won’t care unless
you match it with a creative
sales process.”
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 Pre-sale
Research

Post-sale Opening
follow-ups sales call
Consultative
Selling Developing
Closing the call
process

Eliminating Proposing
doubts solution
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