Professional Selling Skills.pptx

Professional Selling Skills presentation for pharma

1. Professional Selling Skills __________________________________

2. 2 Learning Objectives: _________________________________ Understand the “sales call” and be prepared to apply its sequential logic. Explain how the sales call can help to satisfy customer needs. Explain how the sales call reflects overall company marketing objectives. Define the purpose of the elements of the sales call and differentiate between them. Distinguish between the benefits and features. Recognize & handle different customer attitudes.

3. Selling is a Persuasive Communication , in other words Need-Satisfaction Selling .

4. PSS – 4 Need Satisfaction Selling Process Opening Probing Need Supporting Closing Agree on what will be covered during The call. You agree on appropriate next steps for You and the customer. You provide relevant information about How you can satisfy a customer ’ s needs. You gather information about the Customer ’ s needs.

5. PSS – 5 Contents:________________________________ Pre-call Planning. Ice Breaking (A) Need Satisfaction Selling: Opening Probing Supporting Closing (B) Handling Indifference Skepticism Misunderstanding Drawback

6. PSS – 6 Pre-call Planning______ Gathering information. Territory pathways. Maps, borders. Statistical analysis. Total lists/ grades, lists/sp, hospitals list, pharmacies list. Target customers. Rx habits, contact information. Market dynamics. Updates, competitors activities. How can you acquire all these information ?

7. PSS – 7 Pre-call Planning_______________ Setting call objectives: Review last call cards or notes. Anticipate customer’s needs and concerns, considering his point of view: Add value, Educational role, Consultative approach, Knowledgeable, Prepared, Professional, Etiquette, Time, Consistent How does your product treat or satisfy his needs Identify action plan. Identify your opening positioning.

8. PSS – 8 How to reduce customer tension and establish trust?___________________ Being neat in appearance. Behave in a quite manner, with mild sense of humor, give them sweet smile. Never make jokes, remember you are sales professional not a comedian. Be a good guest, you’re bound to courtesy and the rules of their turf.

9. PSS – 9 Ice Breaking _______________ Lasts 5-15 second. Nothing related to chatting, sports, religion, politics,.. Types: Premium approach. Shock approach Scientific/interest approach. Complementary approach. Opening positioning related.

10. PSS – 10 Opening Positioning_______________ Why To establish a comfortable tone that sets the stage for an open exchange of information. Set the context for your meeting and earn the write to continue by giving the customer a reason for the conversation. How By referring to a prior meeting “Last time we met we reviewed the serving schedule for Ensure. (Move to opening) Today I’m hoping we can…..” OR, mentioning a magazine article. - “I read in a recent BMJ Journal article that an increasing number of patients are using the internet as a resource for medical information. (Move to opening) While we are together today. I’d like to discuss…..”

11. PSS – 11 Opening __________________ When You have positioned your opening, and the customer are ready to conduct business. How State the purpose. State the value the customer. Check for acceptance.

12. PSS – 12 Opening - Examples __________ “(Opening Positioning) Spoiled eating habits now adays for most of our children raised awareness of Pediatricians to Malnutrition and its dangerous consequences . (Opening) Today, I would like to ask you just one or two questions to learn how you detect and treat Malnutrition. That way, I may be able to propose options that support and enhance your clinical approach. Do you have a few moments right now?” (Opening) Today I would like to continue the conversation we begun last week and identify specific steps you can take right now to improve your patients overall cost containment program. Is there is anything else you would like to accomplish in the next 5 mins ?”

13. PSS – 13 Probing:_____________________ Probing is the skill of asking questions to gather information and uncover customer needs . Your goal in probing is to build a clear, complete, mutual understanding of a customer’s needs. There are two types of Probes: Open Probe ( OP ) Closed Probe ( CP )

14. PSS – 14 Open Probes:_________________ Open probes encourage a customer to respond freely. It guides the customer into speaking about his choosing to reveal information about a need area(s). The key words that will help you to identify an open probe include: who where Tell me when why what how

15. PSS – 15 Closed Probes:_____________ Closed probes limit the range of a customer’s response A yes or no answer Or to a choice among alternatives that you supply, usually an assumed need area. Or a single, often quantifiable, fact. The key words that will help you to identify an closed probe include : do are which does have or is has

16. PSS – 16 Examples_____________________ (Ex –1) Doctor, how often do parents express concerns to you about their child’s poor eating patterns and its impact on their growth? (Ex –2) Doctor, what role does good nutrition play in a child’s behavioral development? (Ex –3) Doctor: What do you consider the most important nutrient(s) in an infant formula that would help with behavioral development? Why? (Ex –4) Where would clinical evidence fit in influencing your formula recommendations? (Ex –5) Many parents have concerns that infants fed soy protein formulas will not experience normal growth rates as they would if they were receiving cow’s milk-based formulas, how would you deal with this complain? (Ex –6) Do you recommend certain nutrients to Moms to promote brain development in your young patients?

17. PSS – 17 Supporting___________________ When The customer has expressed a need. And, you know your product can address the need. How Acknowledge the need. Describe relevant features and benefits. Check for acceptance.

18. PSS – 18 Acknowledgement Types________________ Agree that the need is worth addressing. “ That makes sense.” “ That is important in a practice like yours.” Mention the importance of the need to others. “ You’re not alone in that view point.” “ Many of the doctors I work with have come to similar conclusion.” Show that you recognize the consequences of not satisfying the need. “ Definitely. You don’t want patients to come back to you with that problem.” Demonstrate your awareness of the feelings that surround the need. “ That must be very frustrating.” “ It sounds like a very challenging situation.”

19. PSS – 19 Feature A feature is a characteristic of your product that provides the reason for the benefit . Benefit A benefit is the value of the product for the patient and the doctor - the solution to a problem. Provide a Benefit that Satisfies the Need. In order to perform this step correctly, you must understand the distinction between a product feature and a product benefit .

20. PSS – 20 PediaSure Complete:Summary of Features and Benefits (Dictated from Pediasure Complete Monograph) FEATURE BENEFIT Sodium, calcium and whey:casein ratio Promotes growth in children 1 - 10 years of age including those with increased caloric needs. High Oleic Sunflower Oil 56% Soy Oil 28% MCT oil 16% > 50% monounsaturated fatty acids. Easy to digest. Rich in essential fatty acids. Fortified with carnitine, taurine and inositol Inclusion of conditionally essential nutrients for improved utilization of fat and to support normal brain growth and development. Calcium:phosphorus ratio of 1.6:1 Supports skeletal growth and catch-up growth. Contains 14 mg/L of iron. Supports rapid growth. Carbohydrate blend (sucrose 53.8%, corn syrup liquid 42.9%, FOS 3.3%) Low osmolality ↓ risk of diarrhea. Blend is easily digested and absorbed.

21. PSS – 21 Closing_______________________ When. The customer signals a readiness to move ahead. OR, the customer has accepted the benefits you’ve described. How. Summarize previously accepted benefits, if appropriate. Propose next steps for you and the customer. Check for acceptance.

22. PSS – 22 Customer Signals.______________ The customer will give you a clear-cut buying signal, which is an indication of product acceptance and is your signal to close. Buying signals can be verbal or nonverbal. If you use your eyes and ears well , your customer will tell you when to close .

23. PSS – 23 Indirect Verbal Signals______________ Asking about technical data of your product. The customer might develop a plan for himself and express what will happen if he uses your product. Making agreeable phrases ( fine, I like it, it seems wonderful,…etc.). Raising concerns may indicate a baying signal.

24. PSS – 24 Non-Verbal Communication:______________ Body Language Facial Expressions Eye Contact Gesture Tone of Voice

25. PSS – 25 How to use your product to prepare probes?____ Simply review the benefits you offer customers and ask yourself: What condition(s) or problem(s) might exist in a customer’s circumstances if he or she weren’t enjoying this benefit? What could I ask to find out if these conditions or problems exists?

26. PSS – 26 Post call analysis__________________ Immediate Self critique Manager’s critique Did you achieve your objective What worked What didn’t Next call objective Record

27. PSS – 27 DO’s and Don’ts of Good Listening:____________ Do: Listen quietly, arms and legs uncrossed, body forward . Don’t: Interrupt , to try to finish a sentence for the customer. Do: Maintain eye contact . Don’t: Bite nails, smoke cigarettes, chew pencils or pens . Do: Reinforce a statement , rephrase it to ensure agreement. Don’t: Tap fingers or feet , especially while listening Do: Use terms like, “yes”, “I certainly see your point”, “I couldn’t agree more” and other reinforcing terms. Don’t: Openly disagree, say “No ”, “I can’t understand how you can think that way”, or anything else which expresses open disagreement.