professional basic selling skills

1

Professional Basic Selling Skills

Professional Salesman

Professional Sales callPrepared by:

SHAHZAD AHMED CHOHAN

MIO

2

PROFESSIONAL

Enjoying the given activity as a source of livelihood or as a career.

-A Professional is.... 

A Leader Accountable for their actions 

Ethical Committed 

Trusted Dedicated 

positive attitude

And Always Enjoy his Work

3

Objectives

• To sharpen the skills, abilities & behavior in selling for participants in order

to sell better & improve professionalism.

4

Our Job Description-You are Representing your Company.

-Reflecting the Company Image.

-Visiting Doctors concerning your products.

-Build up rapport between you and your doctor.

-Conveying company message to doctors.

-Delivering product features and benefits.

-Convincing doctors by your products.

5

Key ResponsibilitiesBuilding up your loyal doctors.

Following up the pharmacies in your area.

Maintaining a doctor~pharmacies link.

Monitoring your success through your sales figures.

Keeping contact and follow up the distributors.

Follow up the doctors prescription rate either on daily or weekly basis.

Open New are to expand your Coverage and Sales.

Keeping your eye on centers and Hospitals that make bulk sales.

Introducing your products in different area.

6

Ideal Medical RepresentativeAPPEARANCE:

Personal (Hair, Nail, Beard and Cloths)

Bag, Visiting Cards

SMILLING:

Healthy Smiling Break the Ice

ENTHUSIASM:

Contagious

Confidence:

Self Confidence------Confidence in the Company & in the Product

The successful salesperson is not a “Good” or “Fast talker” the opposite is true – he is a good listener.

7

Selling Aids & Tools

• Bag• Pen• Visiting Card• Promotional Materials

– Brochures– Samples– Gimmicks (gifts)– Reprints & Documents

8

Selling Call Frame1) Prospecting2) Territory Managment3) Pre-Call Planning4) Opening5) Probing6) Closing7) Handing Objection8) Post Call Analysis

1) Prospecting

Identify Markets, Segments, Competition and requirements / needs to be met.

9

10

2) Territory Management• Self Management• Goal Setting• Prospecting• Prospect Classification• Time Management• Area Management• Mark Key Doctors• Paper Work

11

a) Types of Information• Static . Dynamic

Birth date Prescription habitTel # Our market shareMob # CompetitionPotentiality RelationAttitude Service deliveredTreatment trends Family conditionGen. need Contract situation

12

b) Source of Information

• Previous visit report• Pharmacy• Colleagues• Competition• Other doctors• The doctors

3) Pre-Call Planning• Set and define Call Objectives• Plan the procedure• Prepare the Documents

• Prepare the CALL

13

14

4) Opening Techniques

• At the beginning of any sales call you want to establish a comfortable tone that sets the stage for an open exchange of information.

15

a) Tools to Enhance Attraction

• Smile• Firm Handshake• Speak clearly• Pronounce the

name correctly• Use the customer

name

16

5) Probe?

• Asking question to gather information

• Two types of probes:• Open & Closed

17

a) Open Probe

• Who, Where, What, Why, How, When

18

b) Closed Probe

• Limits the customer response to Yes or No

19

c) Need And Opportunity• Need: . Opportunity

Customer want or Customer Problem desire that can be or dissatisfaction satisfied by your that could be products. solved by your

products.

20

6) Closing• You agree with your

customer on appropriate next steps for moving a mutually beneficial decision forward.

• When to close?The customer signals a readiness to move ahead (Buying signals)The Customer have accepted the benefits you described

21

7) Objection- Customer Concern

• You did your call as we discussed before and you still find that you do not get your objective comment from the customer.

• Now you are facing one of the following situations.

1-Customer in difference2-Skepticism3-Misunderstanding4-Drawbacks

22

a) Objections

• An objection is never something to be feared of.

• A skillful sales man can easily turn objection into opportunity to sell.

• Objections should be interpreted as request for additional information.

23

b) Why does a Prospect Object• Fear of wrong decision.• No enough information.• No recognition of needs.• Did not understand

explanation.• Need reassurance.• Testing the beliefs of

the salesman.

24

c) Overcoming Objections• You have to develop positive

attitude.• You must have empathy.• Don’t argue.• Don’t attack after overcoming

objections.• Help them answer their

objections.

25

d) Plan for Answering Objections

• Relax• Listen actively• Question for clarification• Restate the objection• Evaluate the objection• Decide the technique to answer• Answer the objection• Get commitments• Try for a close

26

1-Customer Indifference• Sometime you call on customers who do not have

any interest in talking with you because of:- Satisfies with competitor product or internally

supplies service.

Indifference presents you with a perfect chance to demonstrate your genuine commitment to helping medical practitioners to treat patients effectively.

27

a) How to Overcome Indifference?

• Acknowledge the customer’s point of view.

• Request permission to probe (limited agenda).

• Probe to create customer awareness of need.

28

2-Skepticism• The customer is doubting in

your product or organization has the features or will provide the benefits you have highlighted.

• Resolving skepticism:Acknowledge the concernOffer relevant proofCheck for acceptance

29

3-Misunderstanding• Customer has a concern b/c he or she

thinks your product or service can not provide a particular feature or benefit, when in fact, it can provide that feature on that benefit

• ResolvingConfirm the need behind the concernSupport the needDescribe relevant features and benefitsCheck for acceptance

30

4-Drawback• Every product and organization

has limitations and you can not always satisfy all of a customer’s specific needs.

• When a customer has a complete correct understanding of your product or organization but is dissatisfied with the presence or absence of a feature or benefit. You are dealing with drawback (a need you can not satisfy)

31

a) Resolving Drawbacks• Acknowledge the concern• Refocus on the bigger

picture• Outweigh the drawbacks

with previously accepted benefits

• Check for acceptance

32

8) Post Call Analysis• Did I sell• Did I hold the customer interest• Did I emphasize benefits• Did I sensationalize presentation• Did I watch non-verbal signals• Did I answer the objections properly• Did I match the agreement at the right time• What will be my next call objective

33

Basic Strategies for Sales and Marketing

• Collecting Data- About field to be covered.-Geography.-Traffic.-Times of visits.-About your Drs. and specialties in concern.-No of each key Drs. in each specialty.-Drs. Behavior and attitude.-General notes in data collection.-You have to know your distributors.-You have to know the discount and bonus offered by your company for each product.-You should maintain your product availability in such pharmacies specially the key one.

34

Basic Strategies for Sales and Marketing

• Prepare yourself for sales calls-Be sure of medical product knowledge-Review the objection can be evoked and prepare yourself to handle-Practices different product calls with your either supervisors or friend-Ensure the way of handling the brochures or promotional material

• Follow up the result-Day to day pharmacies feedback if your product prescribed or not-Weekly revision of sales figures supplied by distributors-Weekly revision for Dr. visits Plan for not visited doctors-Analyze your call and visit if you targeting the right product for each call or not

• "The successful always has could change the course of his life overnight." a number of projects planned, to which he looks forward. Anyone of them-Mark Caine

• Thanking you35