basicsellingskills.pptx
- 3. ROAD MAP 1. Introduction to selling skills. 2. Call sequence. a) Opening. b) Probing. c) Reinforcing. d) Gaining commitment. 3. Dealing with resistance.
- 4. INTRODUCTION
- 5. INTRODUCTION There are three principles of salesmanship: 1. Human relation 2. Straight thinking 3. Presentation
- 9. Product
- 10. 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.
- 11. PRODUCT KNOWLEDGE • History • Research and Development GENERAL INFORMATION • Medical Background • Product Information • Mode of Action • Indication and Dosage • Limitation and Side Effect • Advantages and Benefits • Price SPECIFIC INFORMATION • Action, Indication and Dosage • Limitation and Side Effects • Disadvantages COMPETITORS INFORMATION
- 12. PRODUCT KNOWLEDGE 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.
- 13. PRODUCT KNOWLEDGE KNOWLEDGE IS POWER Knowledge gives you the three elements of successful selling.
- 14. 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.
- 15. 2. ENTHUSIASM The salesperson hopes to make the doctor see the product as he sees. • Enthusiasm is contagious, let the customer catches it.
- 16. 3. PROFESSIONAL SELLING The knowledge of why a Client Buy certain product is as important for a salesperson as knowledge of what he has to sell.
- 17. PRODUCT KNOWLEDGE 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)
- 18. How to demonstrate a product?
- 19. HOW TO DEMONSTRATE A PRODUCT 1. 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.
- 20. HOW TO DEMONESTRATE A PRODUCT 2. 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
- 21. HOW TO DEMONESTRATE A PRODUCT 3. 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.
- 22. HOW TO DEMONESTRATE A PRODUCT FOR THE PATIENT Returning to normal life style. prescribe FOR THE DOCTOR Doctor benefits are typically being able to confidently and achieve control over the illness.
- 23. Don’t Assume That Your Customer Will Translate Your Product Features Into Benefits Then He buys it But Remember that it is your role
- 24. WHO IS FIRST
- 25. 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.
- 26. Customer
- 27. Buying Motives
- 29. How ToMotivate a Customer?
- 30. HOW TO MOTIVATEA 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 Client motives according to his priorities.
- 31. HOW TO MOTIVATEA CUSTOMER? The core of the salesperson job is to uncover the Client’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
- 32. NEED AND WANT Need is: Want is:
- 33. The Buying Decision Process
- 34. The Buying Decision Process Need recognition Information search Evaluation of alternatives Purchase decision Post-purchase evaluation
- 35. The Selling Process Stages
- 36. Stage 1 RECEPTIVITY Receptivity is related to the salesperson and the product. Good personal relationship may positively affect customer receptivity.
- 37. Stage 2 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. FOCUS
- 38. Stage 3 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. KNOWLEDGE
- 39. Customers makes an evaluation to determine which products would satisfy their needs. Stage 4 EVALUATION
- 40. Customers take decision to accept certain products or indications and refuse others. Stage 5 DECISION
- 41. Competitors
- 42. COMPETITION The salesperson has to accept the competition because there is no other choice.
- 43. COMPETITION 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”
- 44. COMPETITION 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.
- 45. 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.
- 46. 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.
- 47. KNOWLEDGE ABOUT COMPETITION INCLUDES: 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.
- 49. 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. Asking retailers 3. Listening to Client’s complaints 4. Competitive salespeople
- 51. 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.
- 52. WHAT TO AVOID: 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.
- 54. PRE-CALL PLANNING Being well informed about the product, the customer and the competitors, the salesperson can prepare himself for the call.
- 55. 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.
- 57. WHAT IS OPENING? Opening is the skill of capturing the customer’s attention and focusing the sales call.
- 58. 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.
- 59. TIME OF OPENING Generally, you determine when to open, since it naturally follows the casual conversation that often precedes the business part of the call.
- 60. TIME OF OPENING 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.
- 62. WHAT IS PROBING? Probing is the skill of questioning.
- 63. TYPES OF PROBES Type Definition Example OPEN Sales Rep: “Doctor, what sort of problems do you A question that invites an have with newly born calves?” extended explanation Doctor: “there are several, diarrhea is the most dangerous one.” Closed Sales Rep: A question that can be “Do you always face diarrhea in newly answered in a single word, born calves?” often “yes” or “no” Doctor: yes
- 64. 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.
- 65. PROBING FUNCTION Type Function Example OPEN Sales rep: Allows the customer to describe a need “Doctor, what sort of problems do you have with your NSAID?” Doctor: “High prices is the major complaint.” Closed Sales rep: Allows you to direct the “Do your patients ever complain about customer to a presumed high cost therapy?” need Doctor: ”Yes”
- 66. 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.
- 67. 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.
- 68. REINFORCING - STEP 1 The first step in reinforcing is to paraphrase the customer need. This shows the Client that you understand his/her need and consider it important.
- 69. REINFORCING - STEP 1 agreement. Some First You make a direct expression of examples are: “Exactly.” “That can be a real problem.” “Absolutely” “That’s a significant issue.” “Without question.” “Good point”
- 70. REINFORCING - STEP 1 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.
- 71. 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
- 72. 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.
- 73. WHAT IS GAINING COMMITMENT? Gaining commitment is the skill of obtaining the customer’s agreement to act.
- 74. GAINING COMMITMENT – STEP 2 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 product. 2. Specifying a time period for trial use of the product
- 76. 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
- 77. TIPS 1. Make it coincize 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.
- 78. THANK YOU