Basic Selling Skills .. How to be A Successful Medical Rep. Part 5

How To Be A Successful Medical Rep Part 5

Sales Call Part 2
 

Written by/ Abdullah Azzam

Exclusive

Hi my dear friends, It is my pleasure to continue our course after we discussed Sales Call and how to prepare for your call to be ready and make the best call you dream.

and now, we will discuss the most important points you must care about and understand them during your call ..
.. The ideal opening .. then call body and the best closing.

Sales Call

II. During the Call

Opening ... Body ... Closing

1. Approach

     Five Steps of an Introduction

*  Name             

* Company

* Appropriate Sociability

*   Productive

* Purpose for Being There

* Up-front Benefit

  

1.Approach

Is the skill of gaining the Dr’s attention on sales call.

Purpose:

•  Secure access

•  Gain attention

•  Create positive interest

Parts:

1.   Greetings/Introduction

2.   Ask a question, why

·   To gain attention

·  To bring the Dr to presentation

·  To Confront that he is interested in the topic .

  The Attraction

*    First face to face contact.

*    First few seconds during the call.

*    First impression is established.

Remember that:

 You have only one chance to establish the first impression.

Tools to Enhance Attraction

*  Smile

* Firm Handshake

* Speak Clearly

* Use The Customer Name

* Pronounce The Name Correctly

Handshake can tell a lot about the person

·       Dead Fish = Weak Person.

·       Knuckle Buster = Controlling Person

·       Firm = Confident Person

Approach techniques

1)   Utilizing call objective:

* “good morning dr. I am here today to talk about the new oral hypoglycemic drug, what are you looking for in a good one?”

2)  Utilizing a prospect’s needs:

* “good morning dr. I am here today to solve the problem of the expiry date ,how many expired packs do you have?”

3)  Utilizing a product or service benefits:

* “good morning dr. we are offering 20%bonus free which mean an increase in your profit, how many packs would you like to order?”

•  Suicidal approaches:

1.   Sorry Attitude approaches, like :

“ sorry Dr, I could not get you the samples..” …Etc

2.   Meaningless approaches, like :

 “what’s up”, how is the business..” …etc.

3.   Medical Rep TRADEMARK approach, like:

 “thank you for your support..”, “it is getting cold, of course patients with common cold are many..”… etc.

4.   Offensive approaches, like:

 ‘ you forgot me in Rxs thus week”, ‘why did you did not Rx my product”, “no patients this week, ha..”… etc.

II. During The Call

 2. Presentation

To satisfy customer needs/buying motives with the features and benefits of your product :

Firstly uncover the needs → by effective Questioning

Then start matching benefits with needs and buying motives.

Good sales presentation

* Presentation skills:

*   It is the way you are going to introduce your product to the Dr.

*   The more the preparation the better the results.

*   Presentation skills is a combination of :

1.   Verbal Skills.

2.   NON-Verbal Skills.

3.   Dramatization Skills.

* Verbal skills:

*   Pace :

1.   Changing.

*   Power:

1.   To ↑ enthusiasm; breath properly.

*    Pause:

1.   Improve the message.

*  Pitch:

1.   Varying

2.   Do not drop your voice at the end of the sentence.

*    Non-Verbal skills:

1.   Body language.

2. Appearance.

3. Eye contacts.

4. Visuals.

5.   Mannerisms. 

* Presentation skills:

3.Dramatization:

* Dramatization helps in:

a)   Convincing your customer.

b)  Making a lasting impression.

c)   Improving communication.

We can say that Presentation is a Simple equation:  

Uncovered need + Presentation on Applicable Product =  A Sale

* The transfer of knowledge and enthusiasm

3 Steps:

1.There are differences between me and my competition

2.The differences between me and my competition are REAL

3.These differences affect you in…

* Product usage

* Labor     

 Remember that: Telling Is Not  Selling.

2. Probing

Is the Skills of Questioning the right questions…to uncover needs and concerns.

Types of Questions

a)   Open Ended Questions.

b)  Closed Ended Questions.

c)   Choice Questions.

d)  Benefit Tag Questions.
 

* Use of open ended questions:

1. To gain information.

2. To uncover need or buying motives.

3. To check assumptions made during preparation.

4. To start maintain 2 way communication.

                  ( Why, Who, How, When, Where, What, Which)

Examples of open ended questions:

1.What do you like /find best about….?

2.What are you looking for in an ideal product, analgesic,….?

3.How can we best help you to increase your profit …..?

b) Close Ended Questions

* To get quick and specific response.

* To ask for information.

* To give information.

* To change , direct the conversation

* To ask for the order.

· Examples:

* Ask for or gain information:

· Did you see my report?

· Have you started using our product?

· Are you satisfied with our services?

* Give information:

· Did you knew we give 10% cash discount?

· Did you know that Pepzol has 2 forms?

· Are you aware that we will launch our new product next week? 

c) Choice Questions

* Do you prefer cash discounts or credit facility?

* Do you Rx Pepzol in GERD or in ulcers?

* Do you prefer Fexon 120 mg or 180 mg?

* Do you like powder or solution ?

d) Benefit Tag Questions

* BTQ = Statement   +  tag questions.

* Usually used to gain a commitment.

* Examples of BTQs:

1. Fexon onset of action is within one hour, is not this what your patient needs?

2. This pair of shoe is Swiss made ,is that of value to you?

3. Hepamol is safe with hepatic patients, is not this better than plain paracetamol ?

Before Leaving Probing Step…

* Summarize results with summary probes:

* So what I hear you saying is…

* If I understand you….

* Lays groundwork for Presentation

* Proves you were listening

Types of Probes

1.Open Probes - Start the flow of information

2.Intermediate Probes - Continue the flow

3.Closed Probes - Obtain specific bits of information or action

Sequence of Questioning

Open-Ended Q

Closed-Ended

BTQ

Remember that:

Ideal successful sales calls composition is ...

 80 % Questions Vs 20 % Statements

• Suicidal questions:

1. WHY???!!!!!

2. Probing without active listening.

3. Stupid & Useless questions!!!!

4. Asking questions just to ask questions!!!

5. KOROMBO !!!!! 

In the next article we will discuss

1.Feature Versus Benefit

2.Types of Buying Signals

3.Matching Benefits with needs which we call Reinforcing.

4.Customer Responses Analysis. 

 To Be Continued ....

Abdullah Sabry Azzam