Customized Selling Skills (Part 1 of 2: Modules 1 to 3)

1. Customized Selling Skills: Modules 1 to 3 (Total 6 Modules)
Prepared by: YK Png

2. THE SELLING PROCESS
Pre-Planning & Setting call objectives
(Territory Management)
Getting & Holding Attention
Supporting
Opening
Probing
Overcoming objections
Closing
Follow up
(Customer Service/Complaints Management)
Customised
Selling
Skills

3. COMPANY
Research & development
of New Equipment
Production of the equipment
Promotion
(Marketing & Sales)
Awareness/Interest
Purchase
Usage
Quality of life
Economic benefits
CUSTOMERS
CONSUMERS
Communication Gap
$

4. Customised Selling Skills
Module 1 Module 2
Opening
- Types of Opening
Module 3
Module 6Module 5Module 4
Holding Attention
- Why the physician loses interest?
- Getting Attention
- Holding Attention
Probing & Listening
- Types of probes
- Listening
Supporting
- Features and Benefits
Overcoming Objections
- Types of objections
- Process and Techniques
Closing
- Reasons why salespersons
don’t close
- When to close
- How to close

5. MODULE 6
MODULE 5
MODULE 4
MODULE 3
MODULE 2
OPENING
Types of Opening
MODULE 1

6. Customised Selling Skills
The Opening

7. THE OPENER
To set your customer in the right frame of mind
Direct your call to the objective of your visit
Maintain rapport at all times
Have ENTHUSIASM !

8. TYPES OF OPENERS
DIRECT
PURPOSE STATEMENT
THE JACK
ASSUMED NEED / BENEFIT STATEMENT

9. DIRECT
DIRECT...
…Chief Nurse (Ms Direct), could I have you
to spare me a few minutes to discuss how
Fresubin could be the most appropriate
product for your patient . . .

10. DIRECT
DIRECT ...

11. DIRECT
When to use DIRECT Opening statement?
• Time constraint
• Serious customer
• When doctor/customer is busy

12. PURPOSE STATEMENT
PURPOSE STATEMENT...
…Ms Cantik, my purpose here today is to
discuss with you regarding a talk on
“healthy and pretty skin” that we intend to
organise …

13. PURPOSE STATEMENT
PURPOSE STATEMENT...
…Doctor, my purpose here today is to
discuss how we could work together …

14. PURPOSE STATEMENT
When to use PURPOSE STATEMENT?
• Long discussion
• To set customer in right set of mind
• Serious customer

15. THE JACK
THE JACK...
… Ms Diety, as one of the most respected
dietitian in the community hospitals, I seek
your advice on the use of nutritional drink
for cancer patients. . .

16. THE JACK
THE JACK...

17. THE JACK
When to use JACK Opening statement?
• senior / reputable doctors / customers
• high ego doctors / customers
• new reps

18. ASSUMED NEED & BENEFIT STATEMENT
ASSUMED NEED & BENEFIT STATEMENT...
…Mr Price, may I share with you an
interesting Prescription only Omega 3 that
has both clinical evidence and side effect
profile that will benefit both you and your
patients?

19. ASSUMED NEED & BENEFIT STATEMENT
ASSUMED NEED & BENEFIT STATEMENT...
…Doctor, I trust that you have many patients
whom you have very good relationship with, I
would like to introduce to you our new
Duolac Derma…

20. When to use ASSUMED NEEDS & BENEFITS statement?
• Trying to direct customer to the call objectives
• Good pre-call plan
• Know your customers well (do your homework!)
ASSUMED NEED & BENEFIT STATEMENT

21. Which Opener is the “best”?
• Understand doctor’s profile
• Sensitive to the environment
• Patient’s demographic profile
• Competition
• Sales Representative’s personality

22. OPEN STATEMENTS EXERCISE
Think of an actual scenario, develop a list of open statements that can be used
to lead the doctor/customer towards your call objectives

23. MODULE 6
MODULE 5
MODULE 4
MODULE 3
Holding Attention
Why the customer loses interest?
Getting Attention
Holding Attention
MODULE 2

24. 28
Why The Customer Loses
Interest

25. Why does he keep
selling me a product
that I do not use !!!
1. IGNORING WANTS AND NEEDS

26. 2 : STATING THE OBVIOUS
I think I have a flu, doctor.
You might want to know
that comes with
a fever too.
Is he
insulting
my intelligence?!
Doctor, our endoscope
is good for
endoscopic surgery

27. 3. NOT STICKING TO THE POINT

28. 4 : DELIVERING NONSENSE ARGUMENTS
Doctor,
this may sound
ridiculous
but...
Our Duolac
may be used for all kinds of
dermatological problems,
even as a substitute for
most difficult IBD!
Making excessive claims
IBD: inflammatory Bowel Disease

29. 5. MISUSE OF REPETITION
EFFICACY EFFICACYEFFICACY

30. 6. UNEVEN PACING

31. 7 : LACK OF IMPACT
Weak Self-presentation
Question:
Why are you seeing the
doctor/customer?

32. Why Physicians lose interest?

33. GETTING ATTENTION
Getting & Holding Attention
Supporting
Opening
Probing
Overcoming objections
Closing

34. 1 : ACTION

35. 2: FROZEN ACTION

36. 3 : COMPLIMENT

37. 4 : REFERRAL

38. 4 : When to use or not to use REFERRAL?

39. 5 : NOVELTY

40. 6 : MYSTERY

41. 7 : QUESTION

42. 7 : Why ask QUESTION?

43. 8 : DEMONSTRATION

44. 8 : Why DEMONSTRATION is helpful? When not to use?

45. 9 : HUMOUR

46. 10 : PROMOTIONAL AIDS

47. 10 : How do you use your PROMOTIONAL AIDS?
10 : How many products do you detail in each visit?

48. HELPPPPPPP !!!
11 : ASK FOR HELP

49. 12 : SILENCE

50. 13 : DRAMATIC CASE HISTORY

51. GETTING ATTENTION

52. GETTING ATTENTION EXERCISE
Develop a list of statements that can be used to get doctor/customer’s attention

53. Holding Attention

54. 1. BREVITY
• “KISS”
• Clinic very busy…
• No-nonsense doctors
What if the doctor would
like more information?

55. 2. CLARITY
• Loud (but not shouting!) and clear
• Highlight key points
• Seek understanding / clarification

56. 3. VARIETY

57. 4. FRESH IDEAS

58. 5. SUSPENSE
Rep: “Mr Buyer, we are coming out with very interesting TV
campaign for travellers. But before I share this, let me share with
you a little bit more about Duolac Travel . . .

59. 6. FEEDBACK
“Knowing yourself and your “enemy”
(customers, market, industry,
competitors, products…) win all the
battles”
- Sun Tze

60. 7. DISAGREEING AGREEABLY
Rep: “Yes, . . ., but….”
7. Customer is always right… why shouldn’t you agree all the times…?

61. 8. SINCERITY
• You are dealing with extremely
intelligent & knowledgeable
customers! DON’T bullshit!
• Respect, integrity, value, …
• Follow up opportunity

62. 9. CONVICTION

63. 10. READINESS
10. What are in your detailing bag?

64. GETTING & HOLDING ATTENTION: BRAINSTORMING & ROLE PLAY
Think of a real scenario that shows why your
customer lost interest (or showed no interest) in
what you were saying, …, explain why do you think
he/she was not interested.
How would you have handled the situation
differently? (Apply the skills you have just learnt to
catch and hold your customer’s attention)

65. MODULE 6
MODULE 5
MODULE 4
Probing & Listening
Types of probes
Listening
MODULE 3

66. PROBE
Determine the need of your customer by asking
question(s)
Maintain rapport and enthusiasm
Control the flow of your call
( in line with your objective)

67. PROBE
NOT INTERROGATING
SHOW INTEREST AND RESPECT
BE SHORT AND CONCISE
BE COURTEOUS
SPEAK CLEARLY
BE ATTENTIVE / PARAPHRASE
MAKE MENTAL NOTE

68. PROBE
OPEN PROBE
ASK RELEVANT
QUESTION
THAT IS IN LINE
WITH YOUR
OBJECTIVE(S)
DO NOT ASK A
QUESTION
FOR THE
SAKE OF ASKING
CLOSE PROBE

69. Call objectives?
Selling
Listing
(Marketing)
Etc, etc
Handle complaint
(Customer Service)
Negotiation

70. OPEN PROBE
OPEN ENDED QUESTION...
 ...allows your customer to express freely
Example: “What is your approach to the treatment of diarrhea caused
by antibiotic?”
 …customer will not respond with a ‘Yes’ or ‘No’ answer
 …do not condemned any response from your customer
 …respond with thanks, align and raise to the next level

71. OPEN PROBE
OPEN ENDED QUESTION...
 Need to be able to discuss professionally or intelligently
 Be careful with cocky doctors!
 Be in control of the situation

72. CLOSE PROBE
CLOSE ENDED QUESTION...
 …use “Close ended” question that allows the
customer with a ‘Yes’ or ‘No’ answer
Examples: “Your main concern is efficacy?”
“Probiotics contain good bacteria that are beneficial for our gut, right?”
 …often used to confirm something you are not sure
 …maintain rapport and enthusiasm !!

73. PROBING EXERCISE
Develop a list of probing questions that can be used to get to your call objectives
Objectives:
Open questions:

74. LISTENING
Asking question is actually a Listening Skill...

75. LISTENING
A good sales person speaks more than he listens . . .?
A good sales person listen more than he speaks . . .?
OR

76. HEARING AND LISTENING
Hearing:
• involves only ears, and you do it automatically
• Since there are sounds all around you constantly,
you have learnt to filter . . .
Listening:
• Is a conscious act
• An effective communicator listen each time he enters
an important discussion
•The act of deciding to listen switches off the filter so that
you can concentrate on what the other person is saying

77. LISTENING
BENEFITS OF LISTENING...
Listening keeps you out of trouble
Listening keeps you informed
Good listeners are valued
Knowledge is power! The best way to get it is simply to listen

78. LISTENING
BENEFITS OF ACTIVE LISTENING...
Encourages physician to open up to you
Helps you to understand needs, problems, attitudes
Encourages physician to participate in the conversations
more often
Increases the physician’s willingness to listen to you

79. FUNNEL APPROACH … TO PROBING
Smart objective
Open probe
Close probe
Presentation / Supporting
Look and listen

80. Sales Funnel
Above the
Funnel
$300,000
In the Funnel
Best of Few
$250,000
$80,000
Total Funnel
$630,000

81. Sales Funnel
1. Identify, Create Interest
2. Determine, Influence Needs,
Wants and Discrepancy
3. Finalize Single Sales
Objective/TENDER
Prospect/Qualify
Sales Process Selling Work Predictability /
Probability
> 6 Months
4. Identify Buying Influence,
Develop Sales Strategy and
Best Action Plan
5. Advance Solution
6. Demo/Evaluation
7. Present
Solution/Proposal/summit
tender/POST TENDER
NEGOTIATION
8. Negotiate/Close
ORDER!
Advance
Close <3 Months
>70%
3-6 Months
>40%
GO/NO GO 50%
GO/NO GO 35%
GO/NO GO 15%

82. Smart Objective
Specific
Measurable
Actionable
Timely
Realistic
Call objective: To close clinic XYZ on Zalain annual contract order today

83. FUNNEL APPROACH … TO PROBING
Smart objective: To close on Omacor contract order today
Open probe: “Dr Cardio, pls share with me how many patients with high cholesterol
do you see per mth so that I cld work out a good price for you …”
Close probe: “Dr Cardio, based on your info, you shd be able to use about 10 bottles
of Omacor a mth, right?”
Presentation / Supporting
Look and listen

84. LISTENING
Avoid selective Listening!!!
Doctor:
“I like your Butt Paste ...
….. I will get back to you after I have seen J&J rep.”

85. PROBING: BRAINSTORMING & ROLE PLAY
Continue from last exercise . . .
Think of an actual scenario that shows why your customer lost interest (or showed
no interest) in what you were saying, …, explain why do you think he/she was not
interested.
How would you have handled the situation differently? (Apply the skills you have just
learnt to catch and hold your customer’s attention)
What is your call objective?
Apply the probing skills that you have learnt to achieve
your call objective

86. CUSTOMISED SELLING SKILLS
MODULE 1 – 6
Opening
- Types of Opening
Getting/Holding
Attention
-Why Phy.loses Interest
- Getting attention
- Holding attention
Probing/Listening
-Types of Probes
- Listening
Supporting
-F&B
Overcoming objections
-Types of objections
- Process & techniques
Closing (Sales$$)
-Reasons why
salespersons
don’t close
- When to close
-How to close