http://pk.linkedin.

com/in/meerzashahid

http://pk.linkedin.com/pub/muhammad-sohail-ashraf-
bajwa/15/636/29b

http://pk.linkedin.com/pub/kashif-iftikhar/9/7bb/1b0
PART-1 • GENRAL TERMS

PART-2 • CUSTOMER AND SALES RELATED

PART-3 • PHARMACEUTICAL SELLING STEPS

PART-4 • RESPONSE HANDLING

 PRODUCT
NEED
MOTIVE
ACHIEVEMENT
POWER
F E AT U R E
BENEFIT
UNIQUE SELLING POINT(USP)
customer A person or organization who uses
the product or services we provide.

Customer is king. ….only customers judge

quality; all other judgments are essentially
irrelevant Our greatest asset is the customer!
Treat each customer as if they are the only
one!
Types of customer Based on unique behavioral
attributes, customers are of following types
Loyal customer Discount customer Impulse
customer Need based customer Wandering
customer
 Loyal customer 20% of our customer base but make up more
than 50% our sales. Completely satisfied customer. Keep
returning to company. We need to communicate with these
customers on a regular basis by telephone, mails, emails.

• customer experience
• customer expectation
• Positive word of mouth
You can , never do enough for them. many times, the more you
do for them, the more they will recommend you to other.
Invest maximum time and effort to serve these customer
make their decisions based on the size of
discount. This category helps ensure your
inventory is turning over and as a result, it is a
key contributor to cash flow.

Merely satisfied customers, also show defection

ready to switch. Chase low prices. Milk these
customers as long as they are active or in
discount seasons
 do not come for buying a particular item but on a
whim. They will purchase what seems good at the
time. Buy on impulse. Maximize the profit on
each transaction.
• This is the segment we all like to serve. There is
nothing more exciting than assisting an impulse
BUYER and having them respond favorably to our
recommendations.
• pursue fashion trends. We want to target our
displays towards these customers
 Need based customer People in this category are
driven by a specific need. It is difficult to satisfy
these people. Customers are habitual of
particular brand.
• Show inertia in brand switching. Need based
customer can easily be lost to internet sales or a
different retailer. So to overcome this threat,
positive personal interaction is required. They can
also become loyal customers if they are well
taken care of
Wandering customer They have no specific need or desire
in mind. They want a sense of experience or
community.

They make up the smallest percentage of sales.

keep in mind, however, that although they may not
represent a large percentage of your immediate sales,
they are a real voice for you in the community.
Although wandering customers cannot be ignored, the
time spent on them needs to be minimized.
 ESTABLISH
RELATIONSHIP

CLOSE THE NEED

SALE RECOGNITION

DELIVER AND FORMULATE

EVALUATE SOLUTION
Medical Rep
DOCTOR

BY ASKING
D efine the doctor’s requirement for your product.

A cceptance by the doctor of the requirements.

P rove that your product can fulfil the doctor’s requirement.

A cceptance of the proof by the doctor.

D efine the doctor's requirement for your product
Medical rep: asks open active questions
Doctor : LISTENS and ANSWERS accordingly

A cceptance by the doctor of the requirements

Doctor : ANSWERS and gives acceptance
Medical rep : does active listening and makes notes
P 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

A cceptance of the proof by the doctor

Medical rep : does relevant answering
Doctor : accepts the product as his/her need
FIND POTENTIAL CUSTOMERS

CATEGORIZE THEM

ALLOCATION OF TIME

VISITS FREQUENCY

CONTINUOUS EYE ON CHANGES

 GOAL SETTING(NEXT SLIDE)

NOW(BEST TIME TO VISIT CUSTOMER)

HOW( WITH STUDIES, SAMPLES, etc)

WHERE (BEST PLACE TO VISIT HOSPITAL, PRIVATE CLINIC,

etc)

WHAT EXPECTED REACTION/RESULTS

 ATTAINABLE

MEASUREABLE RELEVANT

TIME
SPECIFIC SMART BOUND
 OPENING

PROBING

DETAILING

REINFORCING

GAINING COMMITMENT

ACTION

CLOSING A CALL
 story highlights the
relevant points, the
unique selling points
of the brand raising
the doctor's interest to
an extent that he
prescribed.
• Creates a brand image
• Detailing must be perfect with mixture of
• Scientific information,
• Quality of product
• And
• The manufacturing technique used

This will provide maximum mileage in the shortest possible time

Keeping in view the time constraint that one has in the doctor's
chamber. Thus, detailing forms an integral part of effective
communication as well as personal selling.
1 • TEXT
2 • VOICE
3 • HANDLING OF VISUAL AID
4 • EYE TO EYE CONTACT
5 • USE OF POINTER
6 • BODY LANGUAGE
7 • LISTENING
8 • USE OF SENSES
9 • TIME MANAGEMENT
 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
 ALWAYS REMBER TO REVIEW YOUR CALL

YOUR CALL CONCLUDED AS PLANED?

HOW MUCH GOAL ACHIEVED?

OBJECTION HANDING HOW MUCH ROOM TO

IMPROVE?

WITH IMPROVED PLANNING PLAN NEXT CALL

 DEALING
PRICE BUYING
WITH
HANDLING SIGNALS
RESISTANCE
MISCONCEPTION

REAL OBJECTION

LACK OF INTEREST

SCEPTICISM
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.
NOT UNTIL the doctor has the of your product

What does a customer pay for?

QUALITY
BENEFITS
CONSISTENCY
RELIABILITY
REPUTATION
BRAND NAME
SERVICE
YOU
1) I am coming to that Sir  ask an Open Neutral Question
2) It depends on your requirement Sir  ask an Open Neutral Question
3) I am sure the Price is not your only consideration Sir
4) It depends on your order size
5) I will leave you with a full Price list Sir
6) First let me tell you the benefits that you are getting
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
STEP I: doctor objects

STEP II:
Medical rep : what are you comparing with, sir?
Doctor : competition, perception, budget, past experience

STEP III:
Medical rep : how much is the difference we are talking, sir?
Doctor : 20% (the faster he says this, ITS FALSE)‫‏‬

STEP IV: express the difference

STEP V: demonstrate the benefits passable when compared to the

difference
 "Whether our prospects like it or not, their
bodies and words say it for them,"

TYPES OF BUYING SIGNALS

verbal signals
non-verbal signals
 that has already been fully answered, and generally acknowledging
that it has been - "How much did you say it costs?" - Be aware that
if it's said in shocked surprise and incredulity, it's a cue for more
probing!

"I could see you on a Thursday" - "How often would we need to meet
face to face?" - "We'll need to involve Janet"

that's not necessarily free - "Can I try it for a month and see if it
works?" - "I'll need to see it in action"
 "That sound really good" - "Who could say no to
that?"

"What will happen if it doesn't produce results?”

We don't need examples here. Even if they say it's

overpriced, to have got to the top of their priority
stack, these comments or questions say they
want to buy.
"When can we start?" - "It'll have to be next week" - "Can't we do it in
four weeks instead of five?" - "I'm tied up until Thursday" - If this
type of signal arrives as a question, you can legitimately avoid
answering it by asking back, "When would be best for you?"

"What do you think would be best?" - "What would you do if you

were me?"

who's in the room - "What do you think?" - They've decided but

they just want confirmation that they're not being daft.
with a previous supplier - "Everyone I've tried has been useless!" - These
types of comment are actually cues for more probing

or for a personal contact with a satisfied client - Again no examples

needed. It's effectively a no-brainer! Again they just want confirmation
that they're not being daft.
• Spending time concentrating on just one of your
products
• Asking/looking for help
• Asking questions about details - "Which of my people
will be directly involved?" - "What exactly will you be
doing?"
• Touching their wallet or its contents, or their cheque
book - Literally or metaphorically
• Changes of body state - Relaxing, moving stance,
gestures, skin tone, style of speech
• Getting out their pen - Literally or metaphorically
• Maybe it's time to move on Unwillingness to trade
commitments - At least unwilling to make their own
in return for yours
• Your calls, messages and e-mails go unanswered
• "I really like your suggestion but I need to ........
before we can go ahead"
• Avoiding eye contact when you meet
• "We'd really like you to help us but we just need a
bit more time/have some other priorities to deal
with first"
• 'Playing' with your product, or looking at many
without ever concentrating on one
• Physically moving around a lot, quickly
 Greet the doctor  further ask for his well
being.

Give a small 15 seconds introduction on

company image.

Listen to the doctor and use the FUNNEL

TECHNIQUE to get the flow of conversation.

Once you have understood the requirement,

use the DAPA Method of Selling so as to confirm there
is no GAP between the need and the offering.
 In case the doctor has a doubt/objection, then
concentrate and resolve that before moving ahead.

In case the doctor asks about the PRICE. Tell him/her

that you would give him/her the best price comparing others.
(Use the price postponement techniques)‫‏‬.

In case the question still arises on PRICE, use the

SANDWICH METHOD to answer it.

Pleasantly Close the sale and confirm the

prescriptions.