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Basic selling skills

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Basic selling skills

  1. 1. Basic Selling Skills
  2. 2. Plan of Talk 1. Introduction to selling skills. a) Principles of salesmanship b) 3 dimensions of selling 2. Call sequence. a) Pre-call planning b) Opening. c) Probing. d) Reinforcing. e) Gaining commitment. 3. Dealing with resistance. a) Misconception b) Real objection c) Lack of interest d) Skepticism 4. Using visual aids. 2/4/2016
  3. 3. Plan of Talk 1. Introduction to selling skills. a) Principles of salesmanship b) 3 dimensions of selling 2. Call sequence. a) Pre-call planning b) Opening. c) Probing. d) Reinforcing. e) Gaining commitment. 3. Dealing with resistance. a) Misconception b) Real objection c) Lack of interest d) Skepticism 4. Using visual aids. 2/4/2016
  4. 4. Types of Science
  5. 5. Great things are not done by impulse, but by a series of small things brought together. Vincent Van Gogh
  6. 6. Principles of Salesmanship
  7. 7. Principles of Salesmanship There are three principles of salesmanship: 1. Human relation 2. Straight thinking 3. Presentation
  9. 9. 2- Straight Thinking
  11. 11. 3 Dimensions of Selling
  12. 12. Product Customer Competitors
  13. 13. Product
  14. 14. Product Knowledge  Product knowledge is essential for the success of sales calls.  It helps the salesperson show the customers what they will gain by prescribing and dispensing his product.
  15. 15. Cont. … General information – History – Research and Development
  16. 16. Cont. … Specific information – Medical Background – Product Information – Mode of Action – Indication and Dosage – Limitation and Side Effect – Advantages and Benefits – Price
  17. 17. Cont. … Competitors information – Action, Indication and Dosage – Limitation and Side Effects – Disadvantages
  18. 18. Cont. …  Product knowledge is indispensable for the salesperson to do his job effectively.  However not all information about the product should be demonstrated to the doctor during the sales call, so that you have to select what to say.
  19. 19. Knowledge is Power Knowledge gives you the three elements of successful selling; 1. Confidence 2. Enthusiasm 3. Professional selling
  20. 20. 1. Confidence  It is hard to imagine a successful salesperson who is not fully aware of his product.  If you know every details about your product and competitors, you will feel confident.
  21. 21. 2. Enthusiasm The salesperson hopes to make the customer see the product as he sees. Enthusiasm is contagious, let the customer catches it.
  22. 22. 3. Professional Selling The knowledge of why a customer should use a certain product is as important for a salesperson as knowledge of what he has to sell.
  23. 23. Cont. … However, the salesperson should guard against talking too much about the product features and too little about what it will do for the sake of the patient, instead of selling product features, he should sell the effects and results of the product (benefits)
  24. 24. How to Demonstrate a Product? Features  They are the characteristics of the product.  This is what the producer puts into a product to produce useful effects.  A Feature is an ingredient or description of an aspect of the product.
  25. 25. Cont. … Actions / Advantages  They are the result of the feature. This is the way the product works, the effect of the feature is the most important thing.  Actions are typically reduction or increase of levels of body chemicals.  Advantages are typically relief of symptoms or speedy relief.  Advantages also can be a relief of combination of symptoms "pharmacological effect
  26. 26. Cont. … Benefits  They are how the end user is improved. These are the final result of the action of the feature.  Benefits state how the user is improved or getting better.  Benefits could be to the patients or the doctor.
  27. 27. Cont. … For the patient – owner – end user Returning to normal life style. For the physician – veterinarian Doctor benefits are typically being able to prescribe confidently and achieve control over the illness.
  28. 28. BUT Features Never Change Benefits Do Depending on the needs
  31. 31. WHO IS FIRST
  32. 32. Organizing The Presentation Feature action benefit (FAB) In this method, you start with the feature and explain its action and then come up with the benefit Benefit action feature (BAF) In this method of organization, you start with the benefit and then prove it with the action and relate this action to the feature.
  33. 33. Customer
  34. 34. The Customer Perhaps, you are more oriented to the doctor’s role in generating prescription for your product, but you should not forget the retailer role in generating your sales.
  35. 35. Cont. … Broadly speaking, what does the salesperson need to know about the doctor?  The problem facing the doctor for which the salesperson product is the solution.  The way the doctor thinks about his problem, the salesperson product and the competing products.
  36. 36. Customer Buying Motives  The doctor prescribes the product that fulfills one or more of his prescribing motives (buying motives).  We list out these motives below:
  37. 37. Convenience Efficacy / Performance Appearance Economy Safety Pride / Pleasure
  38. 38. How to Motivate a Customer? Normally, more than one motive will be revolved during the product demonstration, so that the salesperson have to organize his presentation in an order which satisfy the physician motives according to the physician priorities.
  39. 39. Cont. … The core of the salesperson job is to uncover the doctor’s need and then satisfy this need with the product benefits Successful Salesperson Salesmanship is the ability of the salesperson to convert a need to a want and fulfill it with his product benefits Professional Salesperson
  40. 40. Need and Want Need is: Want is:
  41. 41. Cont. … To convert a need to a want for a specific product, you should demonstrate your product benefits in a way that makes the doctor realize the urgency of your product to fit a certain need, then he will be the one who is seeking to buy your product. In another word, combining more than one benefit which satisfy more than one motive of high priority to the physician will definitely convert the need to a want.
  42. 42. The Buying Decision Process Need recognition Information search Evaluation of alternatives Purchase decision Post-purchase evaluation
  43. 43. The Buying Decision Process and the Communication Challenge Need recognition Information search Evaluation of alternatives Purchase decision Post-purchase evaluation Understand motivation or influence motivation Understand how the customer responds to information Create favourable attitudes Create preference for brand Reinforce satisfaction Select and attend to information interpret information Change negative attitudes Reduce the time delay between decision and implementation of decision Address dissatisfaction Manage cognitive dissonance
  44. 44. Stages of the Selling Process 1- Receptivity  Receptivity is related to the salesperson and the product.  Good personal relationship may positively affect customer receptivity.
  45. 45. Stages of the Selling Process 2- Focus  Identity customers needs to help you get the customer to FOCUS on his products needs .  Customers focuses on the product characteristics according to his needs.
  46. 46. Stages of the Selling Process 3- Knowledge  Relate and reinforce benefits to provides the customer with knowledge about how your products address his needs.  Gain commitment and follow up to help the customer to take favorable decision.
  47. 47. Stages of the Selling Process 4- Evaluation  Customers makes an evaluation to determine which products would satisfy their needs.
  48. 48. Stages of the Selling Process 5- Decision  Customers take decision to accept certain products or indications and refuse others.
  49. 49. Competitors
  50. 50. Competition The salesperson has to accept the competition because there is no other choice.
  51. 51. Cont. … The salesperson should accept the fact that: “These are the days of great product standardization, few brands, if any, are superior over the others according to all standards”
  52. 52. Cont. … The basis of handling competition is to Sell The Difference The difference may be in the product efficacy, safety, price and dosage. Or May be in the salesperson personality, presentation, and knowledge.
  53. 53. Importance of Knowledge About Competition What is the importance of knowledge about competition? Knowledge of competition provides the salesperson with a broad background for better handling of his job & helps him orient himself in his territory.
  54. 54. Knowledge About Competition Includes: 1. Product comparison  The salesperson should be fully aware of the information about his product and the competing products, so as to discover the strong and weak points of competitors.
  55. 55. Cont. … 2.Competitor selling activities  What are the products recommended to the doctor by the competitive salesperson, and whether the specifications of these products recommended meet the doctor’s requirements or not.  How does the representative tell his story, the visual aids used, the give - away, models, charts, samples, reports, and demonstrations.
  56. 56. The Source of Information The salesperson can collect information about competitors through … 1. Careful and analytical reading of competitors aids such as brochures, posters, charts and inserted leaflets…etc. 2. Medical journals 3. Asking doctors and retailers 4. Listening to doctors complaints 5. Competitive salespeople
  57. 57. What to Avoid: 1. Do not include any reference of competitor in your sales presentation unless it is strictly needed. 2. Never initiate the subject of competition, let the doctor make the first reference. 3. Do not allow the situation to take you away from the primary task, which is to explain your product. 4. Never make a statement about the competitor before checking its accuracy.
  58. 58. Cont. … 5. Never criticize competitors since criticism can be interpreted as poor salesmanship. 6. The salesperson should always remember that the doctor may like the competing brand, and as a result he might consider the criticism as criticizing his own judgment.
  59. 59. Plan of Talk 1. Introduction to selling skills. a) Principles of salesmanship b) 3 dimensions of selling 2. Call sequence a) Pre-call planning b) Opening. c) Probing. d) Reinforcing. e) Gaining commitment. 3. Dealing with resistance. a) Misconception b) Real objection c) Lack of interest d) Skepticism 4. Using visual aids. 2/4/2016
  60. 60. Pre-call Planning Opening Probing Reinforcing Gaining Commitment
  62. 62. Pre-Call Planning  In particular, the pre-call planning is to find the doctor’s basic problem or need for which the salesperson’s product is the right solution, and to find the right way to approach the doctor.  Then, the salesperson has to plan how to concentrate on the problem or the need and its solution when talking to the doctor.
  63. 63. Cont. … Being well informed about the product, the customer and the competitors, the salesperson can prepare himself for the call.
  64. 64. Cont. … The pre-call planning gives the salesperson a clear and detailed picture of each doctor, so that a customized story can be built for each one.
  65. 65. Steps of Pre-Call Planning 1- Identify the Customer  There are as many types of doctors as there are people.  Some doctors are nervous, others are disagreeable, many are timid, sympathetic, calm, talkative, insulting, cooperative, hesitant, undecided and intelligent.
  66. 66. Steps of Pre-Call Planning 2- Collect Information  Present products and why he uses them.  The standards he uses in judging products..  The prescription philosophy as well as any personal peculiarities, preference, and prejudices.  The problems he is facing, his needs and wants.  The objection and resistance that might be encountered during the call.
  67. 67. Steps of Pre-Call Planning 3- Assurance It takes place during the first few minutes of the salesperson interview, the salesperson can revise the data he had collected so as to assure them or exclude the information.
  68. 68. Benefits of Pre-Call Planning 1. Reduction of uncertainty. 2. Higher quality of interviews. 3. Better interpretation of the product in terms of the doctor’s needs. 4. Increased confidence of the salesperson. 5. Sounder selling in shorter and more successful calls.
  69. 69. What is Opening? Opening is the skill of capturing the customer’s attention and focusing the sales call.
  70. 70. Opening Function 1. It helps you establish the purpose of the visit. 2. Allows you to highlight an important product benefit early in the call. 3. It helps you direct the conversation toward customer needs.
  71. 71. Opening Time Generally, you determine when to open, since it naturally follows the casual conversation that often precedes the business part of the call.
  72. 72. Cont. …  However, sometimes a customer will directly signal you to open, by saying “What brings you here?” “What can I do for you today?”  Also, a doctor may tell you, with a facial expression or body position, that it’s time to get down to business.
  73. 73. Opening Steps Opening involves two steps: Step 1: Identify known or presumed customer need. Step 2: Propose feature and benefit that satisfy this need.
  74. 74. What is Probing? Probing is the skill of questioning.
  75. 75. Types Of Probes Type Definition Example OPEN A question that invites an extended explanation Sales Rep: “What sort of problems do you have with newly born calves?” Veterinarian: “there are several, diarrhea is the most dangerous one.” Closed A question that can be answered in a single word, often “yes” or “no” Sales Rep: “Do you always face diarrhea in newly born calves?” Veterinarian: yes
  76. 76. Probing Function The general purpose of probing is to uncover customer needs and concerns. 1. It allows you to guide the customer to reveal his needs. 2. With effective probing skills, you take control of the sales interview.
  77. 77. Cont. … Type Function Example OPEN Allows the customer to describe a need Sales rep: “Doctor, what sort of problems do you have with your NSAID?” Doctor: “High prices is the major complaint.” Closed Allows you to direct the customer to a presumed need Sales rep: “Do your patients ever complain about high cost therapy?” Doctor: ”Yes”
  78. 78. Probing Strategy Begin with an open probe Need input Begin with an open probe No need input Switch to a closed probeReinforcing
  79. 79. Reinforcing You probe to uncover needs that can be satisfied by the features and benefits of your product, then you reinforce, you show the customer why your product is needed. Reinforcing is the skill that firmly establishes you as a problem- solver and promotes your product to the customer.
  80. 80. What is Reinforcing? Reinforcing is the skill of satisfying customer needs with product features and benefits. When you have successfully used the skill of probing, your customer will either state or confirm a clear need that can be satisfied by a feature and a benefit of your product.
  81. 81. Reinforcing Steps Step 1 1. Agreement 2. Paraphrase the customer need Step 2 1. Propose a feature and a benefit that satisfy this need
  82. 82. Reinforcing - Step 1 The first step in reinforcing is to paraphrase the customer need. This shows the doctor that you understand his/her need and consider it important.
  83. 83. Cont. … First You make a direct expression of agreement. Some examples are:  “Exactly.”  “That can be a real problem.”  “Absolutely”  “That’s a significant issue.”  “Without question.”  “Good point, Doctor”
  84. 84. Cont. … Then You restate the customer’s need. Restating is repeating the customer’s need in different words. When you restate, do not repeat the doctor’s exact words, paraphrase them.
  85. 85. Reinforcing - Step 2 Propose a feature and a benefit that satisfy the need The second step in reinforcing is to propose a feature and a benefit of your product that can satisfy this need. In this way, you show the customer how your product can be the solution to the need. To present the feature and benefit, link them in one statement
  86. 86. Responding to Compliments When a customer makes a positive reference to your company, your product line, or your fellow employees, you should reinforce it. To respond to a positive remark, you should express agreement with the comment and expand it to emphasize the positive impression
  87. 87. What is Gaining Commitment? Gaining commitment is getting the customer agreement to take a specific action with respect to your product. The action may be anything from reviewing a clinical paper to using your product on a trial basis. The key is to make a specific agreement with the doctor about action steps that will lead towards product usage.
  88. 88. Cont. … Gaining commitment is the skill of obtaining the customer’s agreement to act.
  89. 89. When to Gain Commitment? How do you know when a customer is ready to commit to using your product? Customer signals are important in gaining commitment. When the customer gives you a clear-cut acceptance signal, this is your signal to seek commitment. Whenever a customer gives you an acceptance signal you should attempt to gain commitment, even if it happens before you have probed for needs.
  90. 90. Gaining Commitment Steps It involves two steps: Step 1 Review the benefits accepted by the customer Step 2 Ask for action
  91. 91. Gaining Commitment – Step 1 Review the benefits accepted by the customer When you attempt to gain commitment, it is crucial to review all the benefits accepted by the customer during the sales call. In your review, you do not need to include features. Your review of all the accepted benefits should draw the customer’s attention to areas in which your product meets his/her needs.
  92. 92. Cont. … Probe for an acceptance signal If you decide to try to gain commitment without receiving an acceptance signal, you summarize the accepted benefits and then probe for acceptance signal. The purpose of this probe is to test the doctor’s frame of mind. You need to know whether he/she is ready to agree to act.
  93. 93. Gaining Commitment – Step 2 Ask for action A request for action is actually a paraphrased sales call objective. When you ask for action you must be specific.
  94. 94. Cont. … ADVANTAGES SPECIFIC REQUEST: 1. Strengthen your role as a problem-solver. 2. Will help you evaluate your progress after the call.
  95. 95. Cont. … You can make your requests more specific by including any of the following kinds of information; 1. Asking for use in a specific number of patients. 2. Specifying a time period for trial use of the product
  96. 96. Types of Requests for Action Requests for action fall into four general categories: 1. Trial-use 2. Continued-use 3. Expanded-use 4. Back to use
  97. 97. Cont. … Type Purpose Result Trial-use To get a doctor to prescribe the product on a trial basis New business is obtained Continued-use To get a doctor to continue prescribing the product at the same level Current business is maintained
  98. 98. Cont. … Type Purpose Result Expanded-use To get a doctor to prescribe more of the product for the same indication Or To get a doctor to prescribe the product for a new indication More business is obtained Back to use To get the doctor to prescribe the product again Retaining business
  99. 99. 1. Review accepted benefits Principal benefits accepted; No acceptance signal 2. Ask for actions 2. Ask for action Acceptance Signal 1. Review accepted benefits 1a. Probe for acceptance signal
  100. 100. Plan of Talk 1. Introduction to selling skills. a) Principles of salesmanship b) 3 dimensions of selling 2. Call sequence. a) Pre-call planning b) Opening. c) Probing. d) Reinforcing. e) Gaining commitment. 3. Dealing with resistance. a) Misconception b) Real objection c) Lack of interest d) Skepticism 4. Using visual aids. 2/4/2016
  101. 101. Why Do Customers Raise Objection? 1. He is not yet prepared to accept your work for a new piece of information. 2. Because he is expressing a competitor’s counter-claim and wants to know whether this counter-claim is justified. 3. He does not understand your explanation for an important point. 4. He is interested in your story and wants it to be reassured. 5. He wants to test your belief in your product.
  102. 102. Customer Resistance Objections can be turned into assets and opportunities by the skillful salesperson, and therefore they should be welcomed, and highly interpreted as requests for additional information.
  103. 103. Types Of Customer Resistance As a professional salesperson, you have to be able to identify and respond to these four types of customer resistance: 1. Misconception 2. Lack of interest 3. Real objection 4. Skepticism
  104. 104. Cont. … Type Definition Example Misconception An incorrect negative assumption about your product, due to a lack of information or misinformation. X single daily dose does not offer anything more the competitors Real objection A legitimate shortcoming or disadvantage of your product. X price is too expensive for me.
  105. 105. Cont. … Type Definition Example Lack of interest Disinterest in your product because of satisfaction with a competitor product. I am very satisfied with Y Skepticism Disbelief that your product can provide the stated benefit. I find it hard to believe that X has such a prolonged effect.
  106. 106. 1- Misconception
  107. 107. 1- Misconception Definition An incorrect negative assumption about your product due to a lack of information or the misunderstanding of information. It is always accompanied with strong feeling and may be aggressive attitude.
  108. 108. Cont. … How to deal with misconception? 1. You should resolve it immediately. 2. Paraphrase the doctor objection and magnify it. 3. Provide the correct information to satisfy the doctor
  109. 109. 2. Real Objection
  110. 110. 2. Real Objection Definition A legitimate shortcoming or disadvantage of your product. It is the most serious attitude, and handling it inefficiently may spoil the call.
  111. 111. Cont. … How to deal with real objection? 1. Acknowledge the doctor opinion, since you can not deny it. 2. Use the YES…BUT technique. 3. Minimize the doctor objection by maximizing the other great benefits of your product. i.e. showing the doctor that your product benefits outweigh its disadvantage. 4. Try to position your product in an indication in which its disadvantage is not of great importance.
  112. 112. 3. Lack of Interest
  113. 113. 3. Lack Of Interest Definition:- Disinterest in your product because of satisfaction with a competitor product. It is the most common situation in the field. It is a challenging situation and when you pass it, you will enjoy success.
  114. 114. Cont. … How to deal with lack of interest? First You should identify the competing product in use, and you may know it through: Pre-call planning Directly ask the doctor Doctor may voluntarily tell you Second Analyze the competitor, ask series of closed probes to uncover area of dissatisfaction, and this will be your entrance gate.
  115. 115. Cont. … Third Express your product advantages and benefits over the competitor and acquire the doctor agreement. Support this step with more benefits, and then ask for actions to switch the prescription.
  116. 116. Cont. … Note Fully detailed knowledge about the competitor is essential. Be prepared with more than one area of dissatisfaction, as the doctor may not respond to the first one and sort them according to the doctor priorities.
  117. 117. 4. Skepticism
  118. 118. 4. Skepticism Definition  Disbelief that your product can provide the stated benefit.  It occurs after you reinforce the suspected benefit.
  119. 119. Cont. … How to deal with skepticism? 1. Restate what you have just said using strong and confident words. 2. Voice tone provides you with 50% of success. 3. Offer documents such as trials, medical journals….etc. 4. Give it to the doctor and ask for commitment and action. Set a date in which you will deliver the document and Stick accurately to it 5. Provide the requested document and highlight the area of the doctor interest with light marker. 6. Get the doctor agreement and then ask for action
  120. 120. Plan of Talk 1. Introduction to selling skills. a) Principles of salesmanship b) 3 dimensions of selling 2. Call sequence. a) Pre-call planning b) Opening. c) Probing. d) Reinforcing. e) Gaining commitment. 3. Dealing with resistance. a) Misconception b) Real objection c) Lack of interest d) Skepticism 4. Using visual aids. 2/4/2016
  121. 121. Read This A 2-leg sits on a 3-leg and eats a 1-leg. Comes a 4-leg and takes away the 1-leg from the 2-leg. The 2-leg gets angry and takes the 3-leg and beats the 4-leg.
  122. 122. Tips 1. You are selling your product not the visual aid. 2. Know your visual aid in details 3. Use it to support what you say, not to do the selling for you. 4. Make it clean and ready to use. 5. Use pen or marker. 6. Keep control of the visual aid.
  123. 123. Why We Use Visual Aids? 1. Attract attention 2. Increase retention 3. Improve comprehension
  124. 124. Tips 1. Make it coincide with what you are saying. 2. Rap it unless it is in use. 3. Make it seen by your audience not you. 4. Use it to illustrate point by point.