Basic Selling Skills .. How to Be A Successful Medical Rep .. Customer Behavior

How to be A Successful Medical Rep (3) .. Customer Behavior

Basic Selling Skills

Written by/ Abdullah Azzam

Exclusive

In the Previous article, we knew who is the Successful Salesman and his personality essentials and all things about selling Process and qualifications for Success in Sales.

And now, we will talk about .. the factors affecting customer behavior and the Ideal sales call parts ...

 Are you ready .. Let's go ...

* Factors affecting customer behavior:
 

    1. Buying Motives.

    2. Buying Limits.

    3. Perception.

    4. Personal Issues.
 

The six buying motivations

1-Making a gain/quality/value:

Ø      Buying to increase profit  (Drs want efficacy, pharmacists want profit…)

2-Avoiding loss:

Ø      Buying to protect from damage or loss (Drs want safety, affordable price…)

3-Having pleasure/ sympathy:

Ø      Buying because it will make a luxurious care (eg. Product improves quality of life )

4-Avoiding pain, problems:

Ø      Buying because it will remove physical or mental pain, safety, freedom form worry, security, and protection (eg availability, tolerability…)

5-Pride or self satisfaction:

Ø      They seek what is perfect .

6-Gaining social prestige :

Ø      Buying because of the reaction of others          

•     The Dr. wants to appear as a be good doctor
•     He cares about others (he is seeking to appear   a good doctor )

The four buying limitations

1. Lack of knowledge

• It is easier for the customer to refuse a product or a service instead of admitting his lack of knowledge.

2. Bad experience

• It is difficult to re-promote a product with a bad experience with a customer. 

3. Roomers

• Whether the source of the roomer is reliable or not, yet, roomers limit the buying process. 

4. Price 

• The product is too expensive= it’s benefits do not worth its value.

      Or ….. you had chosen the wrong Dr for your product.

* Perceptions  

•   It is the way you look of the product.

* Eg, we perceive Japanese products as good manufactured products.

*  Unqualified medical rep reflects a low standard company.

*  Lower price products are lower in efficacy.

*   The originator is the sole source for the product knowledge

*  Quality is only for MultiNational companies

*   KOL Rx the most effective products

*   People tend to believe what is written rather than what is said

• Personal issues

* Drs Rx for:

1. The Medical rep, with good relation with them.

2. Making them feel important.

3. Competent enough from himself, his products and his knowledge.

    

Our Workshop

Sales Call

It can be divided into three stages or parts:

1. Pre-call Planning

·  Prospecting

·  Data Collection

·  Setting Objective

2. Call

·  Call Opening

·  Call Presentation

·  Call Closing

3. Post Call Analysis

·  Feed Back

·  Evaluation

·  Action Plan

 

So, How to make an Ideal Call and other important advises.. will be our object  ..  just, follow me

To Be Continued ....

Abdullah Sabry Azzam

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