sales skills for pharmaceutical companies

selling skills

1. *

2. AIM
 To Create an Outstanding Success for Your Brands


 Understand in depth, the role of Sales Team


 Develop a Framework for an Effective Sales Approach

3. *
To satisfy a Need / Want with your product for Mutual
Benefits.
To Identify / Generate / Influence a Need / Want.

4. WHY SALES
CALLS MATTER
•EVERY CALL IS A CHANCE TO IMPROVE PATIENT OUTCOMES.
•PHYSICIANS ARE BUSY—YOUR TIME IS LIMITED AND
VALUABLE.
•TRUST BUILDS OVER REPEATED, QUALITY INTERACTIONS.
•PHYSICIANS TRY NEW PRODUCTS WHEN REPS UNDERSTAND
THEIR NEEDS.

5. PHILOSOPHY OF SELLING
selling = motivating doctor’s commitment
Medical Rep
DOCTOR
All good reasons
why a doctor
should prescribe
your product
All the things that
a doctor has to
give up
BY ASKING

6. THE 7 BASIC SELLING STEPS
1. Pre call
planning
2. Opening 3. Questioning
4. Presentation
5. Handling
objections
6. Closing
7. Post call
analysis

7. THE 7 BASIC SELLING STEPS
Projecting the
right company
image

Targeting

Call preparation

Utilize waiting
time

•Identifying the right
doctors 1. Pre call
planning
•Posture,
Facial
Expressions,
Dressing &
Grooming
•Observe different things
•No. of patients, sex, age,
economic status
•Patients information charts,
competitors promotional
material, give aways, dr’s
interests, prescribing habits
•Review last call
•Objective selling: S.M.A.R.T =
Specific, Measurable, Achievable,
Realistic, Time bound
•Plan the call: objectives,
promotional materials, sequence
of detailing

8. THE 7 BASIC SELLING STEPS
Types of
opening:
Opening is the skill of capturing the doctor’s attention
and focusing the sales call.
Steps of
opening:
•Greeting
•Rapport building
•Purpose of call
•Initiating business discussion
•Need/Benefit opening:
•Identify a known or presumed need
•Offer a product feature & benefit to
satisfy that need.
•Opening as a question
•Stimulating opening
2. Opening

9. THE 7 BASIC SELLING STEPS
Closed Questioning:
•Questioning is used for the purpose of gaining information
to use in the sales call.
•Start with open questions and then move to close
questions.
•Invites an extended doctor response
•Start with What, When, Why, Where,
Who & How
•Invites a “Yes” or “No” reply from the
doctor
•Start with Do, Will, Is, Should
Choice
Questioning:
•Give doctor two or more positive options
in order to rule out a negative “No”
response.
3. Questioning
Open Questioning:

10. THE 7 BASIC SELLING STEPS
Tag On Questioning:
•Questioning is used for the purpose of gaining information
to use in the sales call.
•Start with open questions and then move to close
questions.
Benefit Tag
Questioning:
•Benefit is presented in the form of a
statement supported by a Feature and
followed by a Closed Question
•Tag on questions are used when doctor
makes a positive statement which you
want to reinforce.
3. Questioning

11. THE 7 BASIC SELLING STEPS
Presentation your product based on the doctor’s identified
Needs/Wants with appropriate Product Features and
Benefits.
During Presentation:
•Sit up straight in front of the doctor
•Look confident and speak with enthusiasm.
•Hold the Detail Aid in front and use a pen to
focus doctors attention
•Don’t look at the Detail Aid, look at the
doctor. Observe his/her actions.
•If interrupted, do a brief recap before
continuing
•Don’t be distracted by surroundings
4. Presentation

12. THE 7 BASIC SELLING STEPS
Skepticism:
•Can be question, comment or query.
•Shows interest of the doctor in your product.
Misunderstanding:
•An incorrect negative perception
because of misinformation.
•To handle this provide the right
information.
•A doctor’s doubt that your product can
actually deliver the stated benefit.
•Offer proof (clinical studies, references)
Real Objection:
•A real short coming or disadvantage of your
product.
•To handle real objection, minimize the impact
by focusing on the advantages.
5. Handling
objections

13. THE 7 BASIC SELLING STEPS
Hidden Objection:
Indifference:
•Doctor is not interested in your product
because doctor is satisfied with competitor’s
product or doctor has never used that type
of product.
•Identify a need that can not be satisfied by
the doctor’s preferred product.
•Doctor does not openly raise an objection
because the doctor is disinterested.
•How to handle: Ask doctor if they have
concerns.
•Can be question or query.
•Shows interest of the doctor in your product.
5. Handling
objections

14. THE 7 BASIC SELLING STEPS
Real success of a sales call depends on the use of effective
closing.
After
Presentation:
•Review all the benefits accepted by the
doctor
•Ask for business (trial use, continued use,
expanded use)
•Wait for a response.
6. Closing

15. THE 7 BASIC SELLING STEPS
Post call analysis is the process of evaluating and recording
the outcome of the call, in order to plan for future calls.
After
leaving the chamber:
•Evaluate the Call
•Record Call Information
•Set Objectives for next meeting with the
doctor.
7. Post call
analysis