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Pharmaceutical selling skills
This document provides an agenda and overview for a pharmaceutical sales training. It covers key selling concepts and steps including defining the customer's needs, presenting product benefits, handling objections, discussing price, and closing the sale. The 7 basic selling steps are outlined as 1) pre-call planning, 2) opening, 3) questioning, 4) presentation, 5) handling objections, 6) closing, and 7) post-call analysis. Key frameworks like DAPA (define, accept, prove, accept) and techniques like the funnel method and sandwich method for discussing price are also summarized. The overall aim is to develop an effective sales approach to create success for pharmaceutical brands.
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Introduction to pharmaceutical selling skills and agenda detailing key components of effective selling.
AIM for sales success, definition of selling, and the philosophy that drives doctors’ prescriptions.
The seven basic selling steps including planning, opening, questioning, presentation, handling objections, closing, and post-call analysis.
The importance of greeting, opening, and effective questioning strategies to gather essential information.
Explanation of the DAPA method for understanding doctor needs, acceptance, proof of product fit, and gaining consent.
Strategies on presenting product benefits effectively and treating objections as opportunities throughout the selling process.
Approaches to handle different kinds of objections including emotional reactions and techniques for addressing unspoken and spoken objections.
Insights on selling price effectively, including psychological aspects, methods for postponing price discussions, and addressing price objections.
Key aspects that prevent effective closing and a checklist of steps to ensure successful sales closure.
Final thank you and acknowledgment for participation in the presentation.
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Pharmaceutical selling skills
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- 5. The 7 basicselling steps
- 6. Objectives of Greetingand Opening
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- 9. DAPA Method ofSelling
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- 11. Presenting the benefitsof the Product
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- 14. Closing A SaleAIM To Create an Outstanding Success for Your Brands
- 15. Understand in depth,the role of Sales Team
- 16. Develop a Frameworkfor an Effective Sales ApproachWhat Is Selling ?To satisfy a Need / Want with your product for Mutual Benefits.To Identify / Generate / Influence a Need / Want.
- 17. Philosophy Of Sellingselling= motivatingdoctor’s commitmentMedical RepDOCTORAll good reasons why a doctor should prescribe your productAll the things that a doctor has to give upBY ASKING
- 18. The 7 BasicSelling Steps
- 19. 1. Pre callplanningThe 7 Basic Selling StepsIdentifying the right doctorsTargetingReview last call
- 20. Objective selling: S.M.A.R.T= Specific, Measurable, Achievable, Realistic, Time bound
- 21. Plan the call:objectives, promotional materials, sequence of detailingCall preparationProjecting the right company imagePosture, Facial Expressions, Dressing & Grooming
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- 23. No. of patients,sex, age, economic status
- 24. Patients information charts,competitors promotional material, give aways, dr’sinterests, prescribing habitsUtilize waiting time
- 25. 2. OpeningThe 7Basic Selling StepsOpening is the skill of capturing the doctor’s attention and focusing the sales call. Greeting
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- 28. Initiating business discussionStepsof opening:Need/Benefit opening:
- 29. Identify a knownor presumed need
- 30. Offer a productfeature & benefit to satisfy that need.
- 31. Opening as aquestion
- 32. Stimulating opening Typesof opening:
- 33. 3. QuestioningThe 7Basic Selling StepsQuestioning is used for the purpose of gaining informationto use in the sales call.
- 34. Start with openquestions and then move to close questions.
- 35. Invites an extendeddoctor response
- 36. Start with What,When, Why, Where, Who & HowOpen Questioning: Closed Questioning: Invites a “Yes” or “No” reply from the doctor
- 37. Start with Do,Will, Is, ShouldChoice Questioning:Give doctor two or more positive options in order to rule out a negative “No” response.3. QuestioningThe 7 Basic Selling StepsQuestioning is used for the purpose of gaining informationto use in the sales call.
- 38. Start with openquestions and then move to close questions.
- 39. Benefit is presentedin the form of a statement supported by a Feature and followed by a Closed QuestionBenefit Tag Questioning:Tag On Questioning:Tag on questions are used when doctor makes a positive statement which you want to reinforce.The 7 Basic Selling StepsPresentation is zeroing on the doctor’s identified Needs/Wants with appropriate Product Features and Benefits.4. PresentationSit up straight in front of the doctor
- 40. Look confident andspeak with enthusiasm.
- 41. Hold the DetailAid in front and use a pen to focus doctors attention
- 42. Don’t look atthe Detail Aid, look at the doctor. Observe his/her actions.
- 43. If interrupted, doa brief recap before continuing
- 44. Don’t be distractedby surroundings During Presentation:
- 45. The 7 BasicSelling StepsCan be question, comment or query.
- 46. Shows interest ofthe doctor in your product.5. Handling objectionsAn incorrect negative perception because of misinformation.
- 47. To handle thisprovide the right information.Misunderstanding:A doctor’s doubt that your product can actually deliver the stated benefit.
- 48. Offer proof (clinicalstudies, references)Skepticism:Real Objection: A real short coming or disadvantage of your product.
- 49. To handle realobjection, minimize the impact by focusing on the advantages.The 7 Basic Selling StepsCan be question or query.
- 50. Shows interest ofthe doctor in your product.5. Handling objectionsDoctor is not interested in your product because doctor is satisfied with competitor’s product or doctor has never used that type of product.
- 51. Identify a needthat can not be satisfied by the doctor’s preferred product.Indifference:Doctor does not openly raise an objection because the doctor is disinterested.
- 52. How to handle:Ask doctor if they have concerns.Hidden Objection:
- 53. The 7 BasicSelling StepsReal success of a sales call depends on the use of effective closing.6. ClosingReview all the benefits accepted by the doctor
- 54. Ask for business(trial use, continued use, expanded use)
- 55. Wait for aresponse.AfterPresentation:
- 56. The 7 BasicSelling StepsPost call analysis is the process of evaluating and recording the outcome of the call, in order to plan for future calls.Evaluate the Call
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- 58. Set Objectives fornext meeting with the doctor.Afterleaving the chamber:7. Post call analysis
- 59. Famous QuoteThe differencebetween try and triumph is just a little umph!
- 60. Objectives Of Greeting& Openingpositive atmosphereExchangeof names simply connectstart a gentle conversation
- 61. Asking QuestionsQuestions areused to PROBE information from doctorsQuestions starting withWHATWHEREWHYHOWWHOWHICHare very useful
- 62. Funnel Techniquea powerfultool to EncouragetheFlowofConversation1) motivate the doctor to talk.12) open with neutral questions to get unbiased information.24) ask closed questions to pinpoint precise requirement.343) ask lead questions to explore more deeply.5) summarize to gain doctor’s acceptance of requirements.5
- 63. Famous QuoteThe bestand fastest way to learn is to watch and imitate a champion
- 64. DAPA Method OfSellingDefine the doctor’s requirement for your product.Acceptance by the doctor of the requirements.Prove that your product can fulfil the doctor’s requirement.Acceptance of the proof by the doctor.
- 65. Significance of DAPADefinethe doctor's requirement for your product Medical rep: asks open active questionsDoctor : LISTENS and ANSWERS accordinglyAcceptance by the doctor of the requirementsDoctor : ANSWERS and gives acceptance Medical rep : does active listening and makes notesProve that your product can fulfil the doctor’s requirementMedical rep : offers the product (or service)Doctor : does active listening and if things are not clear, asks questionsAcceptance of the proof by the doctorMedical rep : does relevant answeringDoctor : accepts the product as his/her need
- 66. Presenting the BenefitsNEEDwhatthe doctor wants?what the doctor gains?FEATURE/OFFERINGBENEFITwhat do we offer?
- 67. Famous QuoteThe importantthing about a problem is not the SOLUTION, but the strength we gain in finding the SOLUTION
- 68. Handling Objections Objection– An Obstacle Or An OpportunityWhen Do Objections come? When D to A from DAPA is not done
- 69. It’s adoctor tactic to get a discount
- 70. The doctoris confused due to hidden cost or competition
- 71. A habitof asking questions
- 72. A strategyto postpone decision makingHandling Objections Objection – An Obstacle Or An OpportunityHow do we tend to feel? Frustrated
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- 76. ChallengingHandling Objections Objection– An Obstacle Or An OpportunityHow Should We React?Don’t get aggressive. Pause Stay calm.Do not disturb the customer. Let him/her speak first. Don’t get defensive
- 77. Kinds Of ObjectionsUnspoken Objection Objection that we hear and cannot answer& Objection that we hear and can answer&
- 78. Handling the unspokenobjectionDoctor frowns Doctor looks elsewhere Doctor smiles (sarcastic)
- 79. Handling the unspokenobjectionWhat do you do when such an Objection Comes? PAUSE and then convert it into a SPOKEN OBJECTION by asking:You are thinking something Sir?Anything particular Sir?
- 80. Handling the objectionswe hear and can answer When you hear an Objection: Pause probe gentlyPlease, tell me more.
- 81. Apart from this,is there anything else that is of concern to you?
- 82. If I cantake care of this to your satisfaction, could we proceed forward (would you consider our product)?Handling the objections we hear and can answer When you hear an Objection:probe gentlyGive your best possible solution?
- 83. Are you satisfiedwith my answer?&
- 84. Handling the objectionswe hear and cannot answerFeatures we offer but doctor does not needProduct features that meet the doctor’s needsFeatures the doctor wants, but we do not haveFind Out: Why the doctor may not need it?
- 85. How longwill the doctor not need it?
- 86. Will thedoctor ever need it in future?&Find Out: Why does the doctor want it?
- 87. How importantis it? 1) Essential 2) Desirable 3) Useful Can we explore an alternative?Famous QuoteSelf respect is a question of recognizing that anything worth having has a PRICE
- 88. Selling The PriceEffectivelyPsychological aspects of price: Price is the only weapon that the doctor has.
- 89. Make sureYOUbelieve in your own pricing.
- 90. Make thedoctor feel that you are there to help and not to fight.Selling The Price Effectivelythe right stage to present the price:NOT UNTIL the doctor has REALISED the BENEFITSof your product What does a customer pay for?QUALITYBENEFITSCONSISTENCYRELIABILITYREPUTATIONBRAND NAMESERVICEYOU
- 91. Selling The PriceEffectivelyhow to postpone revealing price:If the doctor says, “ It must be Expensive”-- Initially Ignore itIf the doctor asks a little later, “How Much”– Tackle him/her in the following manner:1) I am coming to that Sir ask an Open Neutral Question2) It depends on your requirement Sir ask an Open Neutral Question3) I am sure the Price is not your only consideration Sir4) It depends on your order size5) I will leave you with a full Price list Sir6) First let me tell you the benefits that you are gettingif pressed a lot, tell the price using the SANDWICH METHOD and continue
- 92. Selling The PriceEffectivelySANDWICH METHOD
- 93. Selling The PriceEffectivelySANDWICH METHODSTEP I: present the BENEFITS of your product STEP II: put the price in front of the doctorSTEP III: JUST CONTINUEwith explaining him/her the features that he/she will derive out of this price
- 94. Selling The PriceEffectivelyHandling Price ObjectionSTEP I: doctor objects STEP II: Medical rep : what are you comparing with, sir?Doctor : competition, perception, budget, past experienceSTEP III: Medical rep : how much is the difference we are talking, sir?Doctor : 20% (the faster he says this, ITS FALSE)STEP IV: express the differenceSTEP V: demonstrate the benefits passable when compared to the difference
- 95. Famous QuoteTo FinishFirst, you need to First Finish
- 96. Closing The SaleWhatprevents a medical rep from closing EFFECTIVELY? FEAR
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- 98. DOUBTClosing TheSaleWhy a medical rep may not close well?Too EarlyToo LateToo MeekToo AggressiveDoctor’s objections not resolved completelySales process not followed
- 99. Closing The SaleWhento close?The DOCTOR has understood your product completely
- 100. The DOCTOR hasdeveloped trust in your company
- 101. The DOCTOR hasa desire for the benefits for his/her patientsChecklistSteps to be followed?STEP I: Greet the doctor further ask for his well being.STEP II: Give a small 15 seconds introduction on company image.STEP III: Listen to the doctor and use the FUNNEL TECHNIQUE to get the flow of conversation.STEP IV: Once you have understood the requirement, use the DAPA Method of Selling so as to confirm there is no GAP between the need and the offering.
- 102. ChecklistSteps to befollowed?STEP V: In case the doctor has a doubt/objection, then concentrate and resolve that before moving ahead.STEP VI: In case the doctor asks about the PRICE. Tell him/her that you would give him/her the best price comparing others. (Use the price postponement techniques).STEP VII: In case the question still arises on PRICE, use the SANDWICH METHOD to answer it.STEP VIII: Pleasantly Close the sale and confirm the prescriptions.
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