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Professional selling skills
This document provides guidance on professional selling skills, including the meaning of selling, the steps of a sales call, and tips for each step. It outlines that selling involves gaining commitment from customers through persuasion. The key steps of a sales call are prospecting, preparation, approach, presentation, response, closing, and post-call review. Prospecting involves finding and qualifying potential customers. Preparation requires understanding customer needs and motives. The approach captures attention and states the purpose. The presentation matches product benefits to customer needs through questioning. Responses should address customer reactions positively. Closing requires ensuring customer understanding before asking for a commitment. The post-call reviews performance and gathers feedback.
Professional selling skills
- 1. Professional Selling Skills Mohammed GamalMohammedGamal District ManagerDistrict Manager Of CairoOf Cairo [email protected]@gmai
- 2. Meaning of selling Call on (customer, prospect, and influencer) actual or potential with the objective of gaining commitment, order, agreement, feedback on win-win base. Selling situation: Is situation when you are trying to convince your partner with the benefit of your product. (Sales is persuasion)
- 3. Sales call Some thing+ve happened because you did a call. Steps of sales call:- 1.Prospecting 2.Preparation 3.Approach 4.PRESENTATION 5.Responses 6.Close 7.Post Call
- 4. 1-Prospecting Prospecting shedslight on markets segments, competition and requirements / needs to be met by company products. Prospecting means Finding your potential customers Qualifying, Classifying and Categorizing them. Prospecting provides the bases for laying down the strategy for the sales call. Prospecting allows proper allocation of time and determines the frequency of sales calls.
- 5. Steps of prospecting A- find New customers New bricks New hospitals New polyclinics New market segments Potential modification
- 6. Steps of prospecting B- Qualify Gathering information, verify information& analyze information o Criteria of qualification: 1. Does he need your products? 2. Can he buy? 3. What is his financial situation? 4. Can his patients pay? 5. Does it worth? Pay him a visit for final confirmation
- 7. Steps of prospecting C- Classify As class A, class B, class C According to N.O of patients, Number of clinics, his morning work, his need to your product, and his response to promotion
- 8. Steps of prospecting D- Categories Who prescribe what? Target group for Every Product Target group for Indications Target group for Preferred Form Target group for etc…..
- 9. Prospecting is apermanent process Potentiality shifts Corrective actions are needed. Market is ever changing Requirements increased Budget is increasing Challenging competition Decision taker changes The fact of life ( some one die some travel some left the business )
- 10. 2-Preparation According to gatheredinformation from prospecting prepare your self to the visit according to: Doctor need Doctor motives Best time for visit Prescribing habits Monthly average Who are your competitors?
- 11. Need & Motive Need is a state of deficiency which want to be eliminated Need always refer to people Motive is what cause people to act. • The motive triggers an action in order to satisfy the need for a while. • To buy = to satisfy a need • Normally the buyer has a whole cluster of motives yet in the final analysis basically one is decisive. • Customer will buy when you appeal to the right /real motive avoid over hasty conclusion To find buying motive ask questions.
- 12. Preparation is a2 step process: I- SET YOUR OBJECTIVE (S M A R T objective) • S Specific •M Measurable •A Ambitious/ Achievable. •R Realistic •T Timely limited (within a frame of time)
- 13. Preparation is a2 step process: II-Planning of the call How do you want to proceed? Prepare:- •Approach •Questions to uncover need and verify assumptions •Benefits to satisfy needs •Expected responses •Use of visual aid •Ways of closing / gaining commitments
- 14. 3-Approach Approach is theskill of capturing the customer's attention & focusing the sales call Purpose of approach •Secure access •Gain attention •Create positive interest
- 15. 3-Approach Parts of approach 1-Greeting/ introduction 2-Purpose of the call •Address buyers needs •Offer product benefit •Call subject / topic 3-Ask a question I- Using prospect needs II- USING PRODUCT BENEFIT III- UTILISING YOUR CALL SUBJECT
- 16. 4-PRESENTATION First half ofpresentation: Uncover customer need by effective questioning Second half of presentation To start matching product benefits with customer's needs wishes in order to get his agreement.
- 17. Remember that: • Weare helping the customers to make a buying decision • We know the feature of our products (what it is /has). • We know the benefit of our products (what it does). • We try to match our benefits with doctor needs and wishes.
- 18. 1- Open-ended Question (OEQ) Find/ clarify needs • Check assumptions • Obtain information in breadth • Demonstrate interest Who, which, where, when, what How (CARF ULL with why)
- 19. 2- Closed Ended(CEQ) • Get precise, quick response / decision. • Ask for information. • Give information.
- 20. Choice & Benefit-tag 3-Choice (CHQ). Present two alternatives both are in your BENIFIT 4- Benefit-tag (BTQ) Present one benefit matching a need. Obtain decision if benefit appeals by PERSONALISED CEQ.
- 21. Major objective ofquestioning • To uncover real needs of doctor. • To ask for / gain information • To give information • To facilitate commitment.
- 22. Keep questioning 1. Positiveand futuristic. 2. Try to address doctor motives.
- 23. Features and Benefits •Feature (what the product is). Fact, you can prove, no one can DENAY. • Benefits (what it can do). What is the benefit which returns on doctor or his patient or his practice.
- 24. 5- Responses (Listen toresponses) Reactions … Buying signal 1- Positive Customer Responses It could be verbal or non verbal. 1.Praise. 2.Confirm his opinion by or rewording the meaning his word. 3.Or rewording the meaning. 4.Use it in another use area.
- 25. 5- Responses (Listen toresponses) 2- Positive / Negative Statements with a positive and negative aspect Your reaction: Pick up on the positive only and use it. Just ignore the negative portion
- 26. 5- Responses (Listen toresponses) 3- Misconception If the customer has incorrect negative assumption about your product or company, due to a lack of correct information. Your reaction 1.Clarify the customers concern 2.Tactfully provide the correct information to resolve the misconception 3.EMPHASISE the positive information YOY have provide
- 27. 5- Responses (Listen toresponses) 4- Real Objection Is resistance based on a legitimate shortcoming or disadvantage of your product. Your reaction : To shift the balance in FAVOUR of your product by reducing the impact of the shortcomings and EMPHASISING the product BENIFITS. Your reaction : 1.Clarify customer’s concern 2.Acknowledge his concern 3.Reduce the impact of the shortcoming on the customer 4.EMPHASISE the benefits of the product
- 28. 5- Responses (Listen toresponses) 5- Lack of Interest Lack of interest in your product is always due to satisfaction with a competing product. Your reaction : 1.Use a series of closed questions to uncover areas of customer need. 2.Sell against competing drug (turn the area of dissatisfaction with the competing drug into an area of need for your product).
- 29. 5- Responses (Listen toresponses) 6- SCEPTICISM Disbelief that your product can really provide a benefit that you say it can. Your reaction: 1.Emphasis the benefit in a question. 2.Prove the benefit. 3.Explain the benefit.
- 30. 5- Responses (Listen toresponses) 7- Negative Response •In the form of question. A serious matter. You have to answer it immediately. •In the form of statement. Ignore and ask open end question. If he repeats the statement handle it.
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- 32. Rules in usingvisuals • Illustrate one relevant point. • Pin point with a pen. • Words must be coinciding with what he sees. • Hide the other non used parts of visual. • Drop the visual when needed. • Relate and approximate numbers. • Keep control on the visual • Ask a BTQ’s
- 33. 6- CLOSING Six prerequisites before closing 1.Doctor completelyunderstood your offer and your benefits. 2.You met his needs. 3.Doctor is satisfied that it is a WIN-WIN situation. 4.A well prepared close. 5.The right time. 6.Customer has the authority to buy.
- 34. Take care from buyingSIGNALS – Yes I like your product. – I prefer the S.R. – May I use it in children – Sure it is a good product – This may reduce the treatment coast – How much does it coast – Is it available in pharmacies
- 35. Close Ask for Order / Commitment 1. Directclose. 2. Either or close. 3. Summary close. 4. Step by step close. 5. Incentive close. When you have asked for the order. S h u t u p
- 36. 7- Post Call Objective of post call review. •Toinitiate action / follow through on promises. •To make a personal evaluation for sales call. (Best done after you have left customer) •Help you in prospecting. •To inform relevant level reactions to be taken changes observed, etc….
- 37. Customer level Ambassador Professional Med Rep Order TakerBulldozer Relationship Building Business +Ve -Ve -Ve +Ve
- 38. Feedback should beand ACT A: Accurate (detailed& defined data) C: Complete (full& Sufficient data) T: Timed (Most recent& up-to-date)
- 39. See You SoonIN Another Presentation
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