7. Steps of Opening
•Greeting
•Purpose of call
•Initiating business
discussion
Types of Opening
•Need/Benefit opening:
•Identify a known or
presumed need
•Offer a product feature
& benefit to satisfy that
need.
•Opening as a question
2. Opening
8. Positive atmosphere
Exchange of names
Simply connect
start a gentle
conversation
Objectives..
9. Open
question
• Invites an extended doctor response
• Start with What, When, Why, Where, Who & How
Closed
question
• Invites a “Yes” or “No” reply from the doctor
• Start with Do, Will, Is, Should
Choice
question
• Give doctor two or more positive options in order
to rule out a negative “No” response.
3. Questioning
10. • Benefit is presented in the form of a
statement supported by a Feature
and followed by a Closed Question
Benefit Tag
Questioning
• Tag on questions are used when
doctor makes a positive statement
which you want to reinforce.
Tag On
Questioning:
3. Questioning
11. Objectives
Questions are used to PROBE information from doctors
Questions starting with
WHAT
WHERE
WHY
HOW
WHO
WHICH
are very useful
13. Method Of Selling
efine the doctor’s requirement for your product.
Medical rep : asks open active questions
Doctor : LISTENS and ANSWERS accordingly
cceptance by the doctor of the requirements.
Doctor : ANSWERS and gives acceptance
Medical rep : does active listening and makes notes
rove that your product can fulfil the doctor’s requirement.
Medical rep : offers the product (or service)
Doctor : does active listening and if things are not clear, asks questions
cceptance of the proof by the doctor.
Medical rep : does relevant answering
Doctor : accepts the product as his/her need
14. 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
15. what the doctor wants? what the doctor gains?
what do we offer?
Presenting the Benefits
Need Feature/Offering Benefit
16. •An incorrect negative perception because of
misinformation.
•To handle this provide the right information.
Misunderstanding
•A doctor’s doubt that your product can actually deliver
the stated benefit.
•Offer proof (clinical studies, references)
Skepticism
•A real short coming or disadvantage of your product.
•To handle real objection, minimize the impact by
focusing on the advantages
Real Objection
5. Handling objections
17. •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.
Indifference
•Doctor does not openly raise an objection
because the doctor is disinterested.
•How to handle: Ask doctor if they have concerns.Hidden
Objection
5. Handling objections
18. When D to A from DAPA is not done
It’s a doctor tactic to get a discount
The doctor is confused due to hidden cost or
competition
A habit of asking questions
A strategy to postpone decision making
When Do Objections come?
23. What do you do when an unspoken
objection comes?
PAUSE and then convert it into a SPOKEN OBJECTION by
asking
• You are thinking something Sir?
• Anything particular Sir?
24. Pause
probe gently
Please, tell me more.
Apart from this, is there
anything else that is of
concern to you?
If I can take care of this to
your satisfaction, could we
proceed forward (would
you consider our product)?
When you hear an objection and you
can answer?
25. Handling the objections we hear and
cannot answer
Features we offer but
doctor does not need
Find Out:
Why the doctor may
not need it?
How long will the
doctor not need it?
Will the doctor ever
need it in future?
Features the doctor
wants, but we do not
have
Find Out:
Why does the doctor
want it?
How important is it?
1) Essential 2) Desirable
3) Useful
Can we explore an
alternative?
Our Products
and features
26. Psychological aspects of price:
Price is the only weapon that the doctor has.
Make sure YOU believe in your own pricing.
Make the doctor feel that you are there to help and
not to fight.
Selling The Price Effectively
27. The right stage to present the price:
NOT UNTILthe doctor has REALISEDthe
BENEFITSof your product
Selling The Price Effectively
QUALITY BENEFITS CONSISTENCY RELIABILITY REPUTATION BRAND NAME SERVICE YOU
28. Benefits
Price
Benefits
STEP I: present the BENEFITS of your product
STEP II: put the price in front of the doctor
STEP III: JUST CONTINUE with explaining him/her the features that he/she will derive
out of this price
Selling The Price Effectively
SANDWICH METHOD
29. Review all the benefits accepted by the doctor
Ask for business (trial use, continued use, expanded
use)
Wait for a response
6. Closing
31. Too Early
Too Late
Too Meek
Too Aggressive
Doctor’s objections not resolved completely
Sales process not followed
Why a medical rep may not close
well?
32. The DOCTOR has understood your product completely
The DOCTOR has developed trust in your company
The DOCTOR has a desire for the benefits for his/her
patients
When to close?