5Expectation from the Participants Be yourselfRelaxLets Learn togetherAsk to clarifyHave FUN! FUN! FUN!
6COURSE OBJECTIVES Gain insight into the selling personality Gain professional competency in the execution of the different components of a sales call.Incorporate the value of productivity in making calls.Apply the learning's during actual call.Put into practice a selling skill that is responsive to the realities in the Phil market.
8What is the most important quality of a SALESMAN? PERSONALITY
9What is personality?Is the resultant expression of the combination of the physical, mental and social qualities of a person.It is the ensemble effect of good health, appearance, speech/voice, knowledge, intelligence, sincerity, initiative, industry, cooperativeness and manners in the human being in action.It is not merely the combination of these qualities – it is the expressed effect of this combination.
10Significance of personality. Attracts attention of othersBrands or trademarks of oneselfReputation
14Attitude A persons frame of mind Key word in the working world Either positive or negativeCan be developed
15Attitude A positive attitude is more than just a happy face It can take a person a long wayA negative attitude is more than just a sad faceIt leads to trouble and failure
16EVERYONE CAN DEVELOP POSITIVE ATTITUDE. Negative to PositiveHabit of self-pityHabit of worryHow to rid of it?Learning to recognize it. Be honest with yourself. Ask someone you trust and respect.Admitting that you do it when you see it in yourself.EVERYONE CAN DEVELOP POSITIVE ATTITUDE.
17What differentiates Phil Pharma selling from the other selling situations? Call requires balanced presentation (must include strengths and weaknesses)Need for more evidence based medicineMore frequent visits (and competitors are doing this also)Extremely competitive market driven by stretched targetsDoctors are busier than ever
18A glance at the Pharmaceutical Industry in the Phils.
19What do you think the doctors least like about MR’s? Write the answers.
20Doctors, what do you least like about MR’s? POOR Prod KnowledgeCan’t explain clearly the product or the explanation is dry and senselessCan’t answer basic – CAIDAPPretends to know everything
21Doctors, what do you least like about MR’s? UnprofessionalTactless and disrespectfulBarges in without MDs permissionCuts through or interrupts patients in approaching or talking to the MDDoes not consult MDs timeDoes not greet MD, takes seat even when not told soNoisy outside the clinicTreats doctors as buddy
22Doctors, what do you least like about MR’s? UnprofessionalNo word of honorMakes commitment but cant give due dateCancels appointment on the day itselfDishonestFakes MD signatureOnly gets MD signature without detailingDoes not admit if he/she cannot answer MD question
23Doctors, what do you least like about MR’s? UnprofessionalDemandingPressures MD to prescribe the productBlatantly expects prescription in return for a gift or supportTalks about MD with other MR’s
24Doctors, what do you least like about MR’s? Infrequent visitsPoor manner of detailingTakes long to detailDetails in a hurryUnable to present supporting evidences to claimsLacks or no presentation skillsDoes not start properly e.g.. No greeting
25Doctors, what do you least like about MR’s? Not well groomedLousy dresser or untidyLooks haggardWith dirty shoes and nailsComing to MDs clinic sweating
26Stand please! Remind your colleagues! Ngayong alam mo na ang ayaw ng mga doctor, huwag mo nang gagawin ito ha!
27KEY ATTRIBUTES OF A SUCCESSFUL SALES PERSON Complete product knowledgeGood communication skills (verbal and non-verbal)Interpersonal skillsPlanning and organizational skillsPositive mental attitudeCommitmentProductivity
28THE PHARMACEUTICAL SELLING REALITY What academics said about personal selling may not be applicable anymore in a crowded market where;All competitors are using the same techniquesThe number of competitors have increased (some with large amount to spend)Doctors are busier than ever
29The Pharmaceutical Selling Reality As an example of how reality is, a study observing 260 calls in the Phils showed that:40% of all calls lasted less than 30 seconds60% of all calls lasted less than 1 minuteMore over a field research using video techniques showed that often doctors receive 5 and even 10 MRs at the same time
30My ObservationsIn general most MRs are not conscious of the value productive calls/productivity.Human nature – most people choose to travel the easy roadMRs prefer to call on MDs that are easy to cover.Most MRs are not aware of the value of productive frequencyConversational approach is most effective
31What is productivity?In economics, Productivity is the amount of output created (in terms of goods produced or services rendered) produced per unit input of used. For instance, labor productivity is typically measured as output per worker or output per labor-hour. With respect to land, the "yield" is equivalent to "land productivity".
34How do you improve productivity? Know the potential of the area you are operating on.Know how much you are producing now.Set daily goals to improve productivity.Track your success.Compare this month with previous month. Try to do better vs. previous periods.Celebrate your success and let the world know about it.
35Who will you priorities? Choose! Doctor ASurgeonFriendlyGives you importanceOperates on 3 patients per weekDoctor BSurgeonSnobHard to coverOperates on 10 patients per week
36Who will you priorities? Choose! Hospital AMarket is 1mioPrivate100 mdsGood DPI accountHospital BMarket is 1.5mioGovernment80 mdsDifficult DPI account
37Who will you priorities? Choose! Doctor AOBClass AHard to coverDifficult personDoctor BIMClass AHard to coverDifficult person
38What can be done to reach the customer? To gain share of voiceUse RTD, symposia, sponsorship to international meetingsRecently the internet (with doubtful results)Hiring of aggressive and professional selling people who are productivity conscious
39BASELINE CALL All participants Participants will call on the trainer Each call will last for 5 minutesCalls will be video tapedMR will choose between two doctors and will detail existing products
49Steps of a Successful Opening GreetingsRapport buildingPurpose of a callSharp shooting..Sharp Shooting
50Types of Sharp Shooting For creating that moment of stillness in which the attention of the customer focuses towards the MR, we recommend the following tactics.Provocative questionsAmazing statementsTrivia challengesCuriosities of medicine
51Provocative questions To make the brain of the customer instinctively look for an answer. However is has to be done in a way in which the customer does not feel threaten.“Doctor, patients normally think that multinational produced inject able antibiotics are expensive. I am here to show you that the opposite is true.”
52Amazing StatementsThis statement aims to provoke curiosity or amusement. Something like a “believe it or not” kind of sensation.“It is incredible that for more than 80 years we only knew half of the truth about Diabetes. The other half of the story has just recently been discovered, and it is only now that we found a way to treat it.”
53Trivia ChallengesEverybody loves trivia challenges, especially when they are ingenious and offers a bit of entertainment.“Doctor, what do you think is the name of Medixon horse?”
54Curiosities of Medicine Using anecdotes in the history of medicine related to the diseases or therapeutic approaches is a good way to catch the attention of the MDs.“There is evidence that in the ancient Peruvian civilization, patients underwent brain surgery and survived. It is believed that these patients were schizophrenic and the “Shamans” opened holes in the skull for taking out the bad spirits from their heads.”
55Components of a sales call Pre call highlightsOpeningCall LinkMission of an MRProbingHandling objectionsClosingPost call highlights
56Call Link Intermediate step in between opening and presentation proper Process of verificationCreates call continuityLinks the previous call to the present
57Call Link StepsStep 1- Mention the agreement/commitment agreed from previous visitsStep 2- Probe if agreement is still validStep 3- Listen and determine response: misunderstanding or real objectionsStep 4- Handle responseStep 5- If doctors response handled positively then proceed to Presentation proper
61Mission of a Dexa MD Call: GIVE MD REASON TO PRESCRIBBE THE PRODUCT PresentationPresentation is the skill of ZEROING in on the customers identified needs / wants with appropriate product features and benefits.The result is that the customer feels they “must prescribe” your product.
62FeaturesFeatures are attributes or inherent characteristics of a product which you can feel, see or measure.Features are meaningless unless translated to benefits for the customerExample:Small tabletOnce a day dosingAvailable in 5 forms
63BenefitsFeature translates into a benefit. A single feature may have multiple benefits.Benefits are advantages that meet the explicit needs and wants of a customerA products features don’t vary but the benefits must be tailored to the need of the individual doctorPEOPLE DON’T BUY PRODUCTS OR FEATURES, THEY BUY BENEFITS
64Linking Feature and Benefits Each feature is “LINKED” to each corresponding benefit in a single sentenceTo link a feature to its benefits use “LINK PHRASES” such asWhich meansSo your patients canThis would result inFEATURESLINK PHRASESBENEFITS
65Features and Benefits EXERCISE By pairOne will write 5 features of your current product and the partner will convert it to benefits using F + LP = BThen reverse.20 minutes
66During Presentation Sit up right and in front of the MD Look confident and speak with enthusiasmHold the detail aid in front and use a PEN to focus doctors attentionDon’t look at the detail aid, look at the MD to observe his/her reactionIf interrupted do a brief recapDon’t be distracted by the surrounding
67To Improve RetentionPAULIT-ULIT, PAULIT-ULIT, PAULIT-ULIT (both visual and oral)People remember more from what they see than what they hear (HONEYWELL study: visual retention is 65%, hearing retention is 35% after 3 days)Smart sales rep keep using the same messages with slight variations
68Selling Emotions Features appeal to logic, benefits appeal to emotion People buy emotionally then justify it with logicDoctors seldom buy logicallyMany of us try to sell our products logicallyTo create the emotional desire – sell the benefits, not just the features
69Emotion WordsWords that have a strong emotional connotations which are very influential when sellingUse of these decisive words helps to create positive emotions in the MDs minds and increase their curiosityImproveIncreaseReduceProvenHelp youYour patients
70Fear WordsWords or phrases which have a negative connotation and should be avoidedThese are referred to as “fear words”DeathToxicityUnsafeDisability
72Selling Tools Helps to enhance customers attention/interest Enhances recall and retention of brand nameFacilitates effective communicationProvides proof of verbal claimsAssists in systematic delivery of promotion messages
73Effective Use of Visuals Know the lay out and contentsPractice with itKeep visuals neat and cleanShow what you sayUse visuals to answer questionsIllustrate one point at a timeDraw attention to key points using a pointerShow the visual only when needed
74Sales Materials Don’t Sell Anything Sales people makes the sales happen, sales material can only offer supportYou are the star not the materialDon’t compete with your sales toolDon’t hand over the material until your done with the callDon’t talk while they are reading
75Components of a sales call Pre call highlightsOpeningCall LinkMission of an MRProbingHandling objectionsClosingPost call highlights
76ProbingSkill of asking question that helps us guide the doctor into revealing their needs that your product can satisfyWe can satisfy these needs with our products key messagesUsed for getting insights and informationUse probing judiciouslyPlan and structure your first few questions
77Probing SequenceStart with open probes to uncover areas of interest that your product can addressAsk more open probes or choice probes to isolate / narrow the areas where your product has an edgeAsk close probes to pin point EXACT need you can address
78Types of ProbesOpenCloseChoiceFeature=Benefit Close probe (FBC)
79Open Probe Invites extended customer response Helps to explore doctors needs/attitudes/concerns and prescribing habitWHAT, WHEN, why, WHERE, WHO, HOW AND HOW MUCH
81Closed Probes Invites YES OR NO reply from the MDs Should be designed preferably to obtain a YES.Starts with DO / WILL / IS / SHOULDClose probes may come across as rude or harsh to some sensitive persons; it is advised that “SOFT” words be used to reduce the negative impressionAvoid asking a string of close probesUse it when the customer is not communicativeIt elicits quick and precise replyCompels a customer to a clear out decision as closing
82Samples of Close Probes Participants to provide examples
83Accelerated Learning All participants Train game First participant gives CP the next will convert it to OP and so on
84Feature=Benefit Close Probe A product benefit is presented in a form of a statement, supported by a feature and followed by a close probeThe close probe calls for an agreement from the MDA technique for generating a flow of YES responses from the MD
85Feature=Benefit Close Probe (Feature) Doctor Medixon has a minimal suppression of HPA axis (Benefit) which means minimal side effects for your patients needing quick relief from asthma. (Close) Is this important for you, doctor?
86“Our greatest glory is not in never failing but in rising every time we fall.” NAPOLEON
87Suggestions in Using FBCP Practice this skill, it is the MOST POWERFUL probe.Do not use too many FBC in one sales callDo not use a string of FBCUse different FBC so that the MDs will not suspect your techniqueDo not wait too long for an answer after getting MDs response, move to your presentation
88Accelerated Learning All participants Train game All participants will give example of FBCP
89Effective ListeningThe purpose of probing is to LISTEN for customer responses to uncover their needs/wants/expectation/problem/goals.Do not ask if your not ready to listenVery few people are good with listening
90Principle of Effective Listening Constantly analyze what is being saidListen for main points and supporting reasonsRemove your biasLook ahead and see where the customer is goingLook for non-verbal signs
91Accelerated Learning to Know me is to ask me. This a contestBy pairOne will probe and the other will give information 2 minutes each (reverse)Try to get as many information from your partner as possible
92Components of a sales call Pre call highlightsOpeningCall LinkMission of an MRProbingHandling objectionsClosingPost call highlights
93Detailing Practice/Group Dynamics All participantsEveryone in the group will have a chance to be a med rep, doctor, timer and critique.All calls will last 3 minutes.The exercise ends as soon as all participants finish all the roles.
97Handling Objections Customer objections are important because It indicates interestIt is an opportunity to sell the benefitsMay not really be objections but simply request for additional informationProvides valuable information
98Typical Objections Raised PriceProductServiceCompanyPersonalCompetitionLack of need
99Handling Objections How to deal with objections Welcome the objections Separate people from objectionsDevelop empathy with the doctorShow concernDo not reject the objectionDo not argueLead the doctor to answer their own question
100Types of Objection (ARM) A-cceptanceCustomer accepts your product, also known as positive responseR-eal ObjectionCustomer’s concern that your product cannot offer or does not haveM-isunderstandingCustomer is misinformed or lacks information
101WAG MATAKOT SA OBJECTION! KAYA MO YAN! YOU CAN DO IT! Stand please!Affirm everyone in the room.WAG MATAKOT SA OBJECTION!KAYA MO YAN!YOU CAN DO IT!
102Steps in Handling Acceptance Step 1- AcknowledgeStep 2- Link product message to MD’s expressed need by citing the FEATURE+PRODUCT CLAIM+PROOFStep 3- Provide message of productStep 4- Probe for acceptance by using closed probeStep 5- Proceed to presentation
103Steps of Handling Real Objection Step 1- ListenStep 2- AcknowledgeStep 3- Feed the objection backStep 4- Minimize the impact by focusing on the advantageStep 5- Verify
104Steps of Handling Misunderstanding Step 1- ListenStep 2- AcknowledgeStep 3- Rephrase the questionStep 4- Tactfully answer the objection by providing the correct informationStep 5- verify
105Let us compare. CLARIFY MINIMIZE MISUNDERSTANDING REAL OBJECTION The strategy is:CLARIFYREAL OBJECTIONThe strategy is:MINIMIZE
106Handling Objections EXERCISE Identify the type objection.Drozid is under dose, I need a 250mg/5ml preparation.Medixon seems ok.I prefer original products, your Cladex is just a copy cat.I use your 50mg Medixon once a day.Velodyne is an effective third generation anti biotic.
107Handling Objections EXERCISE Identify the type of objectionI am not confident to use Trolip because you don’t have bioequivalence study vs. the originator brand.Medixon is a good long acting corticosteroid.I have a tie up with Unilab.I stopped using Cladex because it is expensive.I do not prescribe local products like yours.
108Components of a sales call Pre call highlightsOpeningCall LinkMission of an MRProbingHandling objectionsClosingPost call highlights
109SALES CALL 2By 3’sAll participants will call using their current promotional brochureThere will be a buyer/seller/observerRoles will be switched after each call and after the observer has made his appraisalEach call will last 3 minutesOne member of the team will present his observation of the team
110Components of a sales call Pre call highlightsOpeningCall LinkMission of an MRProbingHandling objectionsClosingPost call highlights
111Components of a sales call Pre call highlightsOpeningCall LinkMission of an MRProbingHandling objectionsClosingPost call highlights
112Asking for businessWhy do sales people hesitate in asking for business?Fear of spoiling the relationshipAssuming that their job is only to informBelief that since they have good products the MD will prescribeLack of confidenceBelieve that they have not provided enough reasons for the MD to prescribe
113Types of CommitmentTrial useContinued useExpanded use
114When to close?If you close too soon: the MD may still have an answered or unidentified concern/sIf you take too long doctor may loose interest or you may raise a concern that had not occurred earlierWhen you sense a buying signalWhen you reach a logical pointPresented the product as plannedYou addressed the concernWhen time is running out
116Buying SignalA signal from the MD that he/she has accepted your products benefits or feels positively about the productIt is either verbal or non-verbal
117Buying Signal VERBAL MDs ask questions – dosage, cost, availability Makes positive commentsAsks technical questionsAsks you to repeat something
118Buying Signal Non-Verbal MD leans closer to you Smiles, nods in agreementPicks up brochure
119Steps of ClosingStep 1- Close on the specific need benefit agreed upon. Or summarize all the benefits accepted by the MD.Step 2- Suggest to MD to consider the products for his patientsStep 3- Leave a “MARK” for the next call
120Next Step After a CloseInform the MD how to prescribe and direct the availability of the productThank the customer.
121Components of a sales call Pre call highlightsOpeningCall LinkMission of an MRProbingHandling objectionsClosingPost call highlights
122Post Call Analysis Step 1- Take note of the important agreements made Step 2- Note MDs reaction, feedback and commentsStep 3- Set next call objective
123Components of a sales call Pre call highlightsOpeningCall LinkMission of an MRProbingHandling objectionsClosingPost call highlights
124Final Call All participants Videotaped full call applying all the learning's5 minutes each
126Recap How is the experience? Did you have fun? Did it meet your expectation?What will you do next?
127Take Home Message“People say to me, “You were a roaring success. How did you do it?” I go back to what my parents taught me. Apply yourself. Get all the education you can, but then, by God, do something. Don’t just stand there, make something happen.”LEE IOCOCCA