DETAILING-Keystone in Pharma Selling.pptx

Detailing-Keystone in pharma selling. Importance of Detailing. Steps in detailing explained.

1. DETAILING KEYSTONE IN PHARMA SELLING

2. Detailing has to be perfect and with the ideal mixture of : This will provide maximum mileage in the shortest possible time. Scientific Information Quality of Product Manufacturing Technique Used

3. Voice has various speech aspects, such as : AUDIBILITY / LOUDNESS The volume should be sufficient enough to be heard clearly without being too loud or too low. Audibility should really match the natural tone.

4. CLARITY OF SPEECH Clarity gives a strong push to the text and makes the detailing interesting. It helps others to pay attention.

5. TONE Tone is the feeling in the voice. Words have little meaning themselves. It is the tone which adds the sentiments to the message communicated e.g. a friendly tone.

6. MODULATION OF VOICE I s the ups and downs of the voice. It brings out the emotions from the message, without which it sounds dull. It gives additional punch at areas which need special thrust like brand name, payoff line, opening sentence etc.

7. EMPHASIS It gives the right connotation to the message. It should be correctly used. Over or under usage does not bring out the hidden message. Finally both modulation and emphasis reflect the confidence level.

8. TIMING AND PAUSE The speed with which the words are spoken should be enough that the doctor ~ could listen and understand. Correct time and speed give us time to think, to catch the breath for fresh emphasis A suitable pause helps the doctor to digest the message.

9. Correct handling facilitates the doctor to read and see clearly. Doctor’s convenience should be the prime concern while handling the visual aid.

10. In a recent study it was revealed that, “The distance for Effective Viewing should be Minimum Three Feet Between Prospect Eye And Visual Aid”. It gives 100% clarity . Secondly, folder / visual aid should be held at a 90 degree angle to eye , to avoid any reflection of light, this avoids any distortion in vision.

11. Synchronization of speech with pointer helps doctor to concentrate on what is being shown and told. It also helps in reducing distraction and private planning. Adds up punches given by modulation and emphasis.

12. H elps to determine whether doctors are really interested and bring them back to the main frame. R eflects the confidence level of the Medical Representative.

13. An often neglected but a very important aspect of detailing is listening . Quite often customers raise objections, make remarks. The way the objection is handled would ultimately decide how successful we have been in winning the confidence of the doctors. Thus anticipating the prescription. This is only possible if you actively listen.

14. To communicate effectively. Effective use of as many senses as possible during detailing will enhance the impact, e.g. an audio-visual presentation, demonstration of an action (a dispersible tablet ), making the doctor taste the product.

15. Doctors give the kind of time a Medical Representative deserves and not the kind of time he requires.

16. THANK YOU