Welcome

in

DermaLine
Youssef Safwat
No . 01223806640
Personal Selling
Challenges for Salesmen

99%
• Fail to set right objective

96%
• Asking wrong questions

95%
• Not listening well

93%
• Fail to take commitment
 Call Steps
1. Pre-call planning

2. Patient Profile

3. Establish need

4. Detailing tailored solution

5. Overcome Objections

6. Close with commitment

7. Post call analysis

 I. Pre-call planning
 Feedback

 Setting objective

 Targeting

 Prioritizing
 Feedback
Quantitative Qualitative
 No. of units of my product  Personal insights
( contribution )
 Professional insights
 No of units of competitors

 No of patients ( potentiality )

( No. / Week )
 I. Pre-call planning

 Feedback

 Setting objective

 Targeting

 Prioritizing
Setting Objective
 Setting Objective
S • SPECIFIC

M • MEASURABLE

A • ACHIEVABLE

R • REALISTIC

T • TIME FRAMED
 Targeting
Prioritizing
 Which territory ?

 Which customer ?
4
B
3 A
Potentiality

 Customer Segmentation
2

1 C  List of doctors
0
0 1 2 3  Which frequency ?
Contribution
 Call Steps
1. Pre-call planning

2. Patient Profile

3. Establish need

4. Detailing tailored solution

5. Overcome Objections

6. Close with commitment

7. Post call analysis

 1st Few Seconds

Who are you ?

 II. Patients Profile

 Opening

 Painting patient profile

Respect Personal Space
Greeting – Many types
My hands not in my pocket

My hands not on the desk

On time
 Opening
• Greetings - Smile

• Thanks for your time

• Name , Company name

• Rapport , Ice breaking

• Eye contact
 Painting Patients Profile

• Noor El sayed osman  Karem sameh

• 8 years old
• Absent from school for 3
days (the 5th time this
month )
• URTI 4th time this month
• Nasal discharge , fever ,
cough , low appetite
 11 ys
 Not communicating well , less paying
attention , hyper active
 ‫شقي جدا مش بيعرف يقعد علي حيلو و مش بيركز‬
‫خالص في الفصل و تحس انه مش سامعك اصال‬
 Call Steps
1. Pre-call planning

2. Patient Profile

3. Establish need

4. Detailing tailored solution

5. Overcome Objections

6. Close with commitment

7. Post call analysis

 III. Establish the Need

 Asking the right questions & active listening

 Concern
 Asking the right question
probing
Let the customer speak to explore the need

• Specific  General
• Short  Long
 More than 4 questions
• 2-4 questions :  1st –closed ended ,
 1st --- open ended question  2nd – not related to customer
based on feedback , objective answers
 2nd --- based on customer answer
Active listening
 Call Steps
1. Pre-call planning

2. Patient Profile

3. Establish need

4. Detailing tailored solution

5. Overcome Objections

6. Close with commitment

7. Post call analysis

IV. Detailing Tailored Solution

 Feature
Patient
Benefit

 Choose the selling points

 Not more than 3 selling points

 Call Steps
1. Pre-call planning

2. Patient Profile

3. Establish need

4. Detailing tailored solution

5. Overcome Objections

6. Close with commitment

7. Post call analysis

V. Overcome objections

 Types of objections

 Handling objection
Objection
=
Opportunity
=
Sales
=
Money
Real objection

False objection
 Reasons for real objections

Doubt Misunderstanding

• Clinical trial • I am sorry I didn’t

clarify this well ……..

• Samples

• Consult advocate Keep your emotions to yourself

Think out of the box

 Indifference

• Patient --- not applied in competitor ----

within my power points

• Closed ended questions with yes as an

answer
 Handling Objection
o Listen carefully We aim for
Active listening win-win situation
o Clarify
Ask question to make sure you understand well
o Acknowledge
Understanding not agreement , ‘ we cant agree more
that the safety profile is very important
o Respond
In simple points
o Verify
Make sure
o Continue
 Concerns Related to Price
• Price is one of the most common buyer
concerns

- Skillful negotiation in this area is required

• Price objections may be nothing more than an

excuse.

 Tomost buyers , value is more important than

price
Concerns Related to Price

• Position your product or

service with a convincing
value proposition.

• Customers who perceive

added value are less
likely to object on basis
of price.
 Call Steps
1. Pre-call planning

2. Patient Profile

3. Establish need

4. Detailing tailored solution

5. Overcome Objections

6. Close with commitment

7. Post call analysis

VI. Close with commitment

 Testing buying signals

 Commitment
Test for buying signals

Low Medium High

Price Evidence Ask about
Ok Paper dosing ,
cases ,
Samples Discussion
Incremental closing

Objection
Handling objection
 Commitment
o Based on objective

o Without it no use of call

1. No of patients ----- be persistent not irritating
2. Use time
3. Promise ----- next step
4. Incremental
Begin the next visit with feedback
 Call Steps
1. Pre-call planning

2. Patient Profile

3. Establish need

4. Detailing tailored solution

5. Overcome Objections

6. Close with commitment

7. Post call analysis

 What has happened in the call ?

 Call steps ?

 Points to be developed & strength points ?

 What made the ( Dr. ) be interested & not ?

 Notes of call
Non productive call mistakes :
 ‫نشكر حضرتك‬
 Support ‫حضرتك‬
 Upper hand
 ‫ايدك معانا‬
Thank You