BIO BIO

Talent Talent Academy

Academy

PRESCRIPTION-BASED
SELLING TECHNIQUES
LEVEL-1

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 PURPOSE OF ORIENTATION
BIO
Talent Academy

• TO MAKE YOU A PROFESSIONAL, EFFECTIVE

AND AN EFFICIENT REPRESENTATIVE
BECAUSE COMPANIES SUCH REPRESENTATIVES
FOR BUSINESS SUCCESS AND TO ENHANCE
THE IMAGE OF THIS JOB IN THE MIND
OF CUSTOMERS.
• TO CONSTRUCT YOUR OWN PRESENTATION,
USING VERBAL AND NON–VERBAL LANGUAGE,
3Ps OF VOICE AND THE VISUAL AID.

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 WHAT IS A PRESCRIPTION? BIO
Talent Academy

• A PRESCRIPTION, OFTEN ABBREVIATED ℞ OR RX, IS A HEALTH CARE

PROGRAM IMPLEMENTED BY A PHYSICIAN OR OTHER QUALIFIED
HEALTH CARE PRACTITIONER IN THE FORM OF INSTRUCTIONS THAT
GOVERN THE PLAN OF CARE FOR AN INDIVIDUAL PATIENT.[1] THE
TERM OFTEN REFERS TO A HEALTH CARE PROVIDER'S WRITTEN
AUTHORIZATION FOR A PATIENT TO PURCHASE A PRESCRIPTION
DRUG FROM A PHARMACIST.
• FOR A PRESCRIPTION TO BE ACCEPTED AS A LEGAL MEDICAL
PRESCRIPTION, IT NEEDS TO BE FILED BY A QUALIFIED DENTIST,
HERBALIST, ADVANCED PRACTICE NURSE, PHARMACIST,
PHYSICIAN, PSYCHIATRIST, VETERINARIAN ETC., FOR WHOM THE
MEDICATION PRESCRIBED IS WITHIN THEIR SCOPE OF PRACTICE
TO PRESCRIBE SUCH TREATMENTS. THIS IS REGARDLESS OF
WHETHER THE PRESCRIPTION INCLUDES CONTROLLED
SUBSTANCES OR OVER-THE-COUNTER TREATMENTS.

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 NON-PRESCRIPTION PRESCRIPTION
WHY? • FOR SALES ON SCHEMES & - FOR PRESCRIPTION SALES YOUR
BIO
Talent Academy

P
DISCOUNTS YOU ARE DEPENDENT DOCTOR BASE HAS TO LARGE AND YOU
ON A VERY SMALL NUMBER OF - DO NOT DEPEND ON A FEW DOCTORS
R
DOCTORS.
YOUR SALES ARE NOT DEPENDENT ON A
• MOST OF YOUR SALES ARE
FEW DOCTORS. AND IF ONE OR TWO
E DEPENDENT ON A FEW OF
DOCTORS. IF ANY ONE STOPS CUSTOMERS EVEN STOP PRESCRIBING IT

S GIVING YOU BUSINESS ,YOU LOSE

A BIG VOLUME OF BUSINESS
- DOESN’T BOTHER YOU.
- YOUR CUSTOMERS ARE A LARGE
C • YOU ARE EXPLOITED FOR MORE &
MORE PRIVILEGES BY THE ‘FEW’
NUMBER OF DOCTORS WHOM YOU VISIT

R
REGULARLY. IF AT ANY STAGE IF ONE OF
DOCTORS.
THEM EXPLOITS YOU, HE/SHE CAN SIMPLY
• YOU ALWAYS REMAIN UNDER
I STRESS.
- BE IGNORED TO AVOID EXPLOITATION.
- YOUR LIFE IS RELATIVELY STRESS FREE.
P
• YOU DON’T HAVE A FEELING OF
JOB SATISFACTION. - YOU HAVE A SENSE OF ACHIEVEMENT &

T • YOU DON’T EARN ENOUGH FEELING OF JOB SATISFACTION.

INCENTIVES. - YOU EARN HANSOME INCENTIVES EVERY
I • YOU ARE NOT RECOGNIZED AS A
‘STAR’ PERFORMER BY YOUR
MONTH.
- YOU CAN BECOME A ‘ STAR’ ERFORMER
O COMPANY.
• YOU DON’T ENJOY YOUR JOB &
OF YOUR COMPANY & BE RECOGNIZED

N LIFE
- YOU ENJOY YOUR JOB & LIFE

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WHAT IS REQUIRED FOR
MARKETING?
BIO
Talent Academy

5
 BIO
Talent Academy

WHAT IS REQUIRED FOR SELLING ?

• PRODUCT KNOWLEDGE
• MEETING THE CUSTOMERS
• SELLING SKILLS
• RELATIONSHIP BUILDING

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 MARKETING MIX VARIABLES BIO
Talent Academy

MARKETING MIX

PRODUCT PRICE PLACE PROMOTION

•LIST PRICE •CHANNELS •PERSONAL SELLING

•QUALITY
•MIDDLEMEN •ADVERTISING
•FEATURES , STRENGTH •DISCOUNTS
•ALLOWANCES •COVERAGE • SALES PROMOTION
•OPTIONS
•PAYMENT TERMS •LOCATIONS TOOLS
•STYLE (OUTLOOK)
•BRAND NAME •PAYMENT MODE •INVENTORY LEVEL •PUBLIC RELATIONS
•TRANSPORTATION •PUBLICITY
•PACAKGING
•SIZES • MARKETING-MIX DEPENDS UPON:
•PRODUCT SUPPORT (a) NEEDS & CHARACTERISTICS OF TM (b) ME
SERVICES
•WARRANTY - MUST HAVE SUSTAINABLE COMPETITIVE ADVANTAGE IN
•RETURN SOME OF THESE VARIABLES COMPARED TO THOSE OF
STRATEGIC COMPETITORS. 7
 BIO

PROMOTION DEFINITION Talent Academy

• PURPOSE:
TO COMMUNICATE PRODUCT INFORMATION AND
INFLUENCE TM CUSTOMERS TO USE OR PRESCRIBE
COMPANY`S PRODUCT(S).

• DEFINITION:
PROMOTION IS TO INFORM, PERSUADE OR
REMIND TARGET MARKET CUSTOMERS OF A
PRODUCT OR A COMPANY, IN ORDER TO ACHIEVE
MARKETING OBJECTIVES.

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 PROMOTIONAL–MIX IN PHARMA BIO
Talent Academy

PERSONAL SELLING
•DETAILING PUBLICITY

ADVERTISING • RELEASING NEWS

• RELEASING CTs
•ADS •OUTER PACKAGE
•FOLDERS • MAILING PUBLIC RELATIONS
•POSTERS •BILLBOARDS
•STICKERS •EXHIBITIONS • PARTICIPATION IN
CONGRESSES
SALES PROMOTIONAL TOOLS • SPONSORSHIPS
• SYMPOSIA
• SAMPLES • RTDs
• GIVE-AWAYS • TRADE INCENTIVES • CAMPS, DONATIONS
• COUPONS • DOCTORS` INCENTIVES • EVENTS
• ENTERTAINMENT • CONSUMER INCENTIVES • IN-HOUSE MEDICAL
• EXHIBITIONS PUBLICATION
• FF INCENTIVES • ENTERTAINMENT 9
 BIO
Talent Academy

PERSONAL SELLING
DETAILING
- COMMUNICATING PRODUCT MESSAGE, Fs
AND Bs, IN ORDER TO PERSUADE A DOCTOR
TO BUY A PRODUCT OR MAKE A COMMITMENT
TO PRESCRIBE A PRODUCT.

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 PURPOSE OF DETAILING
BIO
Talent Academy

• ADVERTISEMENT OF COMPANY'S PRODUCT

(A WALKING AUDIO-VISUAL).
• TO CREATE AND AROUSE INTEREST IN THE
DOCTORS MIND REGARDING PRODUCTS
THUS INFLUENCING HIS PRESCRIBING HABIT.
• TO EMPHASIZE THE ADVANTAGES / BENEFITS
AND SALIENT FEATURES OF PRODUCTS.
• TO GENERATE MORE PRESCRIPTIONS.

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 PURPOSE OF DETAILING BIO
Talent Academy

• THIS SOLELY DEPENDS ON HOW EFFECTIVE

THE DETAILING IS OR IN OTHER WORDS HOW
CONVINCINGLY ONE CAN COMMUNICATE.
• COMMUNICATION IS THE ESSENCE OF
MARKETING. IT IS A FOUR STEP PROCESS:
– MR - THE MEDIUM
– DETAILING FOLDER / VISUAL AID - THE TOOL
– VOICE OF THE MR - THE AUDIO
– THE MATTER ON THE VISUAL AID - THE VISUAL.
THUS IN TOTAL, DETAILING MUST PRODUCE AN "AUDIO
VISUAL" IMPACT

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 ROLE OF A REPRESENTATIVE BIO
Talent Academy

• PROSPECTING
• CARRIERS-OUT THE SALES CALL PROCESS
• COMMUNICATES 80% PROMOTIONAL EFFORTS ARE
MADE VIA A REP EXPENSIVE BUT AN EFFECTIVE ASSET.
• IS A PROBLEM-SOLVER , A HELPER AND A THERAPEUTIC
ADVISOR FOR A DOCTOR TO USE HIS PRODUCT
PROPERLY FOR BETTER RESULTS.
• CONTINUOUSLY GENERATES RXs, FROM PRESENT
CUSTOMERS (75% TIME) AND NEW CUSTOMERS (25%
TIME) , VIA CS / CD BY EFFECTIVELY IMPLEMENTING
STRATEGY AND TACTICS,DEVELOPED BY PRODUCT
MANAGEMENT, IN ORDER TO ACHIEVE SMART AND PURE
OBJECTIVES IN HIS TERRITORY. KEEPS THE WHEELS OF
COMPANY TURNING.
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 ROLE OF A REPRESENTATIVE BIO
Talent Academy

• PROVIDES PRODUCT SUPPORT SERVICES (PSS).

• CREATES GOODWILL AND LOYALTY BASED ON
LIKABILITY, EXPERTISE , TRUST AND PRs.
• RETAINS , BUILDS LONG–TERM RELATIONSHIP
WITH BIG EXISTING CUSTOMERS.
• PROVIDES FEEDBACK ON CUSTOMERS RESPONSES ,
COMPETITOR`S ACTIVITIES, MARKET OPPORTUNITIES
AND HIS JOB ACTIVITIES.
• GOES BEYOND THE CALL OF HIS DUTY
IN SHORT, EFFECTIVELY AND EFFICIENTLY
MANAGES HIS TERRITORY.
• IS WELL TRAINED ON……

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 FIGHTING FOR A SHARE OF MIND BIO
Talent Academy

 THOUSANDS OF MEDICAL REPS ARE OUT IN THE

MARKET, FIGHTING TO GET DOCTOR’S SHARE OF MIND
 EVERYONE HAS HIS OWN ‘CREATIVE’ WAY OF DOING
THINGS
 YOU NEED INNOVATIVE TOOLS TO GET A DOCTOR’S
SHARE OF MIND
 WHAT MAKES YOU SO SPECIAL ?

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Effective Selling Equation

Good Product
Knowledge

Selling Skills Desire to Excel

 BIO

FIELD FORCE MISSION

Talent Academy

TO USE SELLING TIME IN MAKING

PRODUCTIVE SALES CALLS ON TARGET
MARKET CUSTOMERS IN ORDER TO
GENERATE PRESCRIPTIONS ON CONTINUOUS
BASIS,RESULTING IN INCREASED SALES AND
PROFIT OF COMPANY`S PRODUCTS.

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 CHANGES IN DOCTORS` ATTITUDE TOWARDS REP`S BIO
Talent Academy

DETAILING AND RECOMMENDED ACTIONS FOR A REP.

DOCTORS ATTITUDE REPS` ACTION

A) LESS REACHABLE TO A) INCREASE YOUR`S AND

MANY POORLY TRAINED CO`S WORTH /
REPRESENTATIVES. CREDIBILITY.
B) UNWILLING TO GIVE MUCH B) BE BRIEF AND TO THE
TIME TOO MANY POORLY POINT.
TRAINED REPRESENTATIVES. C) BE WELL TRAINED.
C) SELECTIVE TOWARDS REPS D) BE WELL TRAINED.
AND COMPANIES. INCREASE CREDIBILITY
D) REQUIRES APPOINTMENT, GET APPOINTMENT ,
HAS FIXED DAYS /TIMING. RESPECT FIXED DAYS AND
TIME.
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 CUSTOMER ‘NEEDS’
BIO
Talent Academy

 NEED IS THE BASIC HUMAN REQUIREMENT THAT

THE CUSTOMER WANTS TO SATISFY
 NEEDS CANNOT BE CREATED
 SIMPLY MEETING A CUSTOMER’S NEED DOES NOT
GIVE A COMPETITIVE EDGE
 NEEDS WILL NOT NECESSARILY MAKE THE
CUSTOMER BUY

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 CUSTOMER ‘WANTS’ BIO
Talent Academy

 A WANT IS A DESIRE FOR SOMETHING SPECIFIC

TO SATISFY AN UNDERLYING NEED, E.G A
SPECIAL PRODUCT, SERVICE ETC.
 WANT WILL DRIVE A CUSTOMER TO MAKE A
BUYING DECISION
EXAMPLE:
 WANT TO DINE IN A GOOD RESTAURANT
 WANT TO BUY A HOUSE
 WANT A NEW CAR

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 KNOWN NEEDS BIO
Talent Academy

A DOCTOR’S SPECIFIC NEEDS THAT YOU HAVE ALREADY

UNCOVERED OR DISCUSSED IN A PREVIOUS CALL.

EXAMPLES;
 DOCTOR HAD PREVIOUSLY MENTIONED THAT;
 HE PREFERS ECONOMICAL MEDICINES
 PATIENTS HAVE EXPERIENCED SEVERE SIDE
EFFECTS WITH NSAID
 ANTI-HYPERTENSIVES WITH ONCE-A-DAY
DOSAGE WILL IMPROVE COMPLIANCE

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 PRESUMED NEEDS BIO
Talent Academy

NEEDS WHICH ARE COMMON TO MOST DOCTORS IN

THE SAME CLASS/SPECIALITY THE SALESPERSON
WOULD ASSUME THAT THIS PARTICULAR DOCTOR
ALSO SHARES THIS NEED.
EXAMPLE;
DOCTORS GENERALLY PREFER MEDICINES
WITH;
 LOW SIDE-EFFECTS
 HIGH EFFICACY
 CONVENIENT DOSAGE SCHEDULE

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 BIO
Talent Academy

BUYING MOTIVES

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 MOTIVE BIO
Talent Academy

- AN INNER FORCE, THOUGHT OR A REASON THAT

MOVES A CUSTOMER TO BUY A PARTICULAR
PRODUCT / BRAND, IN ORDER TO SATISFY A NEED.
WHEN THE BENEFIT(S) OF A PRODUCT MATCH WITH
THE CUSTOMER`S MOTIVE(S), HE BUYS THE
PRODUCT.
- MOTIVE MAY BE RATIONAL OR EMOTIONAL.

-NOBODY DOES ANYTHING OR BUYS ANYTHING WITHOUT

A MOTIVE, REASON.
- A MOTIVE OF A PERSON ANSWERS THE QUESTION WHY
A PERSON DOES SOMETHING OR BUYS SOMETHING.
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 BUYING MOTIVES GRID BIO
Talent Academy

1 2

TO MAKE COMMERCIAL TO AVOID FEAR OF

OR MATERIAL GAIN COMMERCIALOR MATERIAL LOSS

3 4
TO HAVE MENTAL TO PREVENT MENTAL
PLEASURE, ENJOYMENT WORRIES, PROBLEMS
AND PEACE; PHYSICAL ANXIETY; PHYSICAL
COMFORT AND DISCOMFORT,
CONVENIENCE INCONVENIENCE

6
5
TO GAIN SOCIAL APPROVAL,
TO BOOST
RESPECT, PRESTIGE
SELF–SATISFACTION, PRIDE. STATUS.

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 BUYING MOTIVES GRID EXAMPLES BIO
Talent Academy

1 2
• PROFIT • FINANCIAL LOSS
• SAVING MONEY • HIGH EXPENDITURE
• GAINING TIME • LOSING TIME.
• GAINING CUSTOMERS • LOSING CUSTOMERS

3 4
• MENTAL :- • MENTAL :-
- PLEASURE , ENJOYMENT, PEACE • WORRIES, PROBLEMS, ANXIETY.
• PHYSICAL :- • PHYSICAL :-
- COMFORT - DISCOMFORT / PAIN
- CONVENIENCE INCONVENIENCE

5 6
• OWN + VE INTERNAL FEELINGS, • OTHERS` + VE FEELINGS.
WITHOUT CARING OTHERS. PRIDE RESPECT PRESTIG STATUS

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 BUYING MOTIVES BIO
Talent Academy

1- MAKING A GAIN
• A PERSON WITH Rs: 50.000 IN A SAVING ACCOUNT,
EARNING 6% INTEREST,WITHDRAWS HIS MONEY AND
BUY`S DEFENSE SAVING CERTIFICATES , GIVING 12%
INTEREST.
• A PHYSICIAN PRESCRIBES A DRUG WITH A RAPID
ONSET OF ACTION AND QUICK RELIEF.
• A PHARMACIST BUYS HIGH PROFIT MARGIN OR
BONUS OR FREQUENTLY PRESCRIBED PRODUCTS.
• A PM INTRODUCES A NEW PRODUCT.

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 BUYING MOTIVES BIO
Talent Academy

2 - TO AVOID FEAR OF LOSS

• A BUYER OF A NEW CAR, DECIDES TO TAKE OUT
A COMPREHENSIVE VEHICLE INSURANCE,
COVERING ALL RISKS, BEFORE DRIVING THE
NEW CAR.
• A PHARMACIST KEEPS STOCK OF FAST MOVING
ITEMS ONLY.
• PHARMACIST: DRUGS WITH LONG SHELF-LIFE.
• A PATIENT: SMALL PACK SIZE , ONLY ONE
BLISTER. A DOCTOR PRESCRIBES TWO
ANTIBIOTICS SIMULTANEOUSLY TO A PATIENT
(POLYPHARMACY).

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 BUYING MOTIVES BIO
Talent Academy

3 - TO HAVE MENTAL PLEASURE ,

ENJOYMENT OR PHYSICAL COMFORT ,
CONVENIENCE.

• BUYING A 3-D MOVIE OR A CAMERA.

• BUYING A COMFORT OR A CONVENIENCE GIVING ITEM
E.G.TENNIS RACKET, LEATHER ARMCHAIR,MICRO–WAVE
OVEN.
• PHYSICIAN PRESCRIBES A DRUG WITH A SIMPLE
DOSAGE SCHEDULE.
• A PHYSICIAN PRESCRIBES AN EASILY AVAILABLE DRUG.

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 BUYING MOTIVES BIO
Talent Academy

4 - TO PREVENT MENTAL WORRIES ,

PROBLEMS , ANXIETY OR PHYSICAL DISCOMFORT
OR INCONVENIENCE.
BEFORE SETTING OFF ON A LONG JOURNEY A
WISE DRIVER HAS HIS CAR SERVICED AND
CHECKED, BY A MECHANIC.

A PHYSICIAN:
(1) WELL TOLERATED DRUG
(2) EASILY AVAILABLE DRUG.
(3) PALATABLE SYRUP.

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 BIO

BUYING MOTIVES Talent Academy

5 - TO HAVE SELF- SATISFACTION, PRIDE

• A FATHER BUYS HIS SIX YEARS OLD SON A BICYCLE
BECAUSE HE FEELS PROUD THAT HIS SON CAN
ALREADY RIDE A BIKE AT THIS AGE.
• A PHYSICIAN PRESCRIBES A DRUG HE BELIEVES TO
BE VERY EFFECTIVE, REGARDLESS OF ITS PRICE , TO A
POOR PATIENT.
• A POOR PATIENT GOES TO THE LEADING DOCTOR OF
HIS TOWN.
• A CHEMIST STOCKS PRODUCTS OF WELL REPUTED
COMPANIES ONLY.

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 BUYING MOTIVES BIO
Talent Academy

6 - TO GAIN SOCIAL APPROVAL,

RESPECT,PRESTIGE , STATUS.

• A PERSON ALWAYS BUYS AND WEARS CLOTHES OF

LATEST FASHION.
• A PERSON BUYS IMPORTED PRODUCTS ONLY.
• A GP PRESCRIBES A PREPARATION RECOMMENDED
BY OPINION LEADERS.

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MAJOR BUYING MOTIIVES BIO
Talent Academy

OF DOCTORS

SAFETY
PERFORMANCE
APPEARANCE, AVAILABILITY
CONVENIENCE
ECONOMY
DURABLITY

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 PRODUCT FEATURES & BNEFITS BIO
Talent Academy

(A) PRODUCT FEATURES

• A PHYSICAL,CHEMICAL,TECHNICAL,PHARMACOKINETIC,
PHARMACOLOGICAL OR AN ECONOMIC

CHARACTERISTIC
WHICH DESCRIBES:-
WHAT A PRODUCT IS / HAS AND WHICH GENERALLY
IMPROVES THE PRIMARY FUNCTION OR ADDS /
SUPPLEMENTS THE PRIMARY FUNCTION OFA
PRODUCT WITH AN ADDITIONAL FUNCTION.
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 PRODUCT FEATURES BIO
Talent Academy

1. COMPOSITION (INGREDIENTS)
2. STRENGTH , QUANTITY
3. TECHNOLOGY
4. FORMS
5. SIZE
6. SHAPE
7. COLOUR
8. TASTE , FLAVOUR
9. PACKAGE
10. ABSORPTION , DISTRIBUTION ,
METABOLISM , EXCRETION ETC.
11. MODE OF ACTION.
12. USE–AREAS (INDICATIONS).
13. DOSAGE
14. SIDE EFFECTS.
15. PRICE
16. PSS. 35
 PRODUCT FEATURE BIO
Talent Academy

• A FACT ABOUT A PRODUCT AND NOT AN ASSUMPTION /

OPINION.
• A FACT FROM THE MANUFACTURER`S ANGLE.
• A CUSTOMER IS NOT INTERESTED IN PRODUCT
FEATURES. HE IS INTERESTED IN PRODUCT BENEFITS,
I.E., WHAT A PRODUCT WILL DO TO HIM.
• A PRODUCT HAS MANY FEATURES.EACH FEATURE
GIVES SOME BENEFITS TO THE CUSTOMER BENEFITS
MOTIVATE CUSTOMES TO BUY A PRODUCT FOR SOLVING
PROBLEM AND FOR THEIR SATISFACTION.
• A PRODUCT FEATURE CAN GIVE RISE TO MORE THAN
ONE BENEFIT.
• PRESENT Fs AND Bs IN A PROMOTIONAL MESSAGE.
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 PRODUCT FEATURES & BENEFITS BIO
Talent Academy

B) PRODUCT BENEFIT: WHAT A PRODUCT OR ITS FEATURE

DOES TO A CUSTOMER ON USING IT, TO SOLVE HIS PROBLEM
AND GIVE SATISFACTION. IT IS A GAIN WHICH A CUSTOMER GETS
FROM THE PRODUCT ON USING IT.

EXAMPLE: PRODUCT FEATURE BENEFIT

(1) ENGINE OIL • ENGINE PROTECTION,
(2) RED LIPSTIC • LOOKS ATTRACTIVE
(3) YASMINE PERFUME • GETS ATTRACTED
(4) PARACETAMOL • RELIEVES PAIN
(5) OD DOSAGE • PATIENT COMPLIANCE

WHAT A PRODUCT OR A PRODUCT FEATURE DOES OR A GAIN

WHICH A CUSTOMER GETS, ON USING THE PRODUCT, TO SOLVE
HIS PROBLEM AND GIVESATISFACTION, IS CALLED A PRODUCT
BENEFIT. 37
 PRODUCT BENEFITS BIO
Talent Academy

– PRODUCT BENEFIT(S) MAKE A CUSTOMER BUY AND

REBUY A PRODUCT. THEREFORE, PRODUCT BENEFIT(S)
MUST MATCH WITH THE CUSTOMER`S REQUIREMENTS OR
MOTIVES.

– A BENEFIT IS A CONSIDERATION FROM A CUSTOMER`S

ANGLE.
– BENEFITS CAN BE PRIMARY OR ADDITIONAL.
– BENEFITS CAN BE RATIONAL OR EMOTIONAL
– DIFFERENT ADDITIONAL BENEFITS APPEAL TO
DIFFERENT CUSTOMERS.
– ALL BENEFITS ARE NOT OF EQUAL IMPORTANCE.THERE
ARE STRONG AND WEAK BENEFITS.

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 SALES CALL BIO
Talent Academy

A SITUATION OF PERSUASION
A SELLING SITUATION WHEN A REPRESENTATIVE IS
TRYING , BY EFFECTIVE COMMUNICATION , IN A
FACE–TO–FACE SITUATION, TO PERSUADE A
CUSTOMER TO ACCEPT A PRODUCT AND TAKE AN
ACTION TO BUY OR PRESCRIBE A PRODUCT.
• SEEING SOMEBODY, WITHOUT A SALES
OBJECTIVE, IS NOT A SALES CALL.
• 0/10 IS WORSE THAN 0/6 WHEN NO SALES
OBJECTIVE IS SET.
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 THE POOR PHYSICIAN BIO
Talent Academy

1- Has to see 100 patients 2- 15 Medical Reps.

3- 3 Colleagues 4- Problems of the staff

“The Pre-Occupation Barrier”

GAINING INTEREST
Why should physician pay attention to me?
Is my message important and interesting for
him?
 STEPS OF A SALES CALL BIO
Talent Academy

SEVEN STEPS. A SALES CALL IS A CHAIN WITH SEVEN

LINKS. NO LINK TO BE MISSING OR WEAK

1. PROSPECTING
2. PREPARATION
3. APPROACH
4. PRESENTATION
5. RESPONSE HANDLING
6. CLOSING
7. POSTCALL ANALYSIS & FOLLOW–UP ACTIONS.

• THE FIRST TWO STEPS ARE BEFORE THE ACTUAL SALES CALL.
• STEP NO 3, 4 , 5 , & 6 ARE STEPS OF THE ACTUAL SALES CALL
• THE LAST STEP IS AFTER THE ACTUAL SALES CALL
• ALL STEPS MUST BE SKILLFULLY CARRIED-OUT FOR SUCCESS.

41
 STEPS OF A SALES CALL BIO
Talent Academy

PROSPECTING
1
PREPARATION
2

APPROACH

3
PRESENTATION
4
RESPONSE HANDLING
5

CLOSING
6
POST CALL ANALYSIS &
7 FOLLOW-UP ACTIONS
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 PLANNED SALES CALL (PSC) BIO
Talent Academy

• AVERAGE DETAILING TIME 3 MINS. VITAL MINS. WHY?

• REASONS:
1) COMPANY SALES DEPENDS UPON THESE FEW
MINUTES.
2) LOT OF WORK HAS GONE BEHIND THESE MINUTES.
TRAINING , ADS , SAMPLES , FOLDERS , ETC.
• SHOULD THESE FEW MINUTES BE WASTED?
• IN MANY CASES , A REP WASTES THESE VITAL
MINUTES BECAUSE HE DOES NOT MAKE A PSC.

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 HOW TO BREAK THE BIO
Talent Academy

PRE-OCCUPATION BARRIER
METHODS:
• RAPPORT BUILDING

• THE MEDICAL TREATMENT PROBLEM

• NEW
 RAPPORT BUILDING BIO
Talent Academy

• USE A PHYSICIAN NAME

• COMPLIMENT THE PHYSICIAN
• ESTABLISH A COMMON INTEREST
• ESTABLISH YOUR CREDIBILITY
 “NEW” BIO
Talent Academy

“THE MOST PERSUASIVE WORD”

• NEW INDICATIONS
• NEW CONCEPT
• NEW PRICING
• NEW DOSAGE FORM
• NEW STUDIES/REPRINT MATERIALS
 PAWNFAB

PAWNFAB IS A PROFESSIONAL SKILL BY BIO

Talent Academy

WHICH WE IDENTIFY CUSTOMER’S NEED AND

SATISFY THAT NEED WITH OUR PRODUCT.
P = PROBLEM (MTP)
A = ACKNOWLEDGEMENT
W = WANT BENEFIT
N = NAME OF THE PRODUCT
F = FEATURE
A = ADVANTAGE
B = BENEFIT
 BIO
MEDICAL TREATMENT PROBLEM Talent Academy

MEDICAL PROBLEM--------------------IDEAL RESULTS

CAUSE OF DEVIATION
ACTUAL RESULT
FROM DESIRED RESULT
 MEDICAL TREATMENT PROBLEM
BIO
Talent Academy

HOW TO FORMULATE M.T.P.

1. REFER TO A THIRD PARTY
2. REFER TO A COMPETITIVE PRODUCT
3. REFER TO THE PROBLEM
 MEDICAL TREATMENT PROBLEM
BIO
Talent Academy

SHOULD BE

1. REALISTIC
2. CREDIBLE
3. MEANINGFUL
4. MATCHES OUR
ENVIRONMENT
 CURRENT THERAPY
BIO
Talent Academy

1. DO NOT USE THE BRAND NAME.

2. ALWAYS REFER AS “COMMONLY USED
PRODUCTS” OR USE NAME OF THE
THERAPEUTIC CLASS E.G. PENICILLIN
DERIVATIVE ETC.
IF WE WILL USE BRAND NAME
3. IT WILL DIRECTLY CHALLENGE THE
CUSTOMER
4. UN-NECESSARY PROMOTION OF THE
PRODUCT
 THIRD PARTY REFERENCE
BIO

THIRD PARTY REFERENCE IS IMPORTANT Talent Academy

TO SUPPORT YOUR STATEMENT.

• COLLEAGUES
• MEDICAL LITERATURE WHICH INCLUDE
MEDICAL JOURNALS, MEDICAL BOOKS,
ARTICLES, PUBLICATIONS ETC.
CAUSE OF DEVIATION
a. POOR COVERAGE B. COST
C. POOR PENETRATION D.CONVENIENCE
 ACKNOWLEDGEMENT
BIO
Talent Academy

ACKNOWLEDGEMENT FROM
THE CUSTOMER ABOUT THE PROBLEM
CAN BE
VERBAL OR NON-VERBAL
 WANT “BENEFIT”
BIO
Talent Academy

IS PRESENTED TO
HIGHLIGHT THE NEED AND ELEVATE
THE EXPECTATIONS OF THE CUSTOMER BY
HIGHLIGHTING THE
BENEFIT
 FAB
BIO
Talent Academy

FEATURES : UNIQUE & DISTINGUISH

CHARACTERISTICS OF A PRODUCT.
ADVANTAGE : WHAT DOES FEATURE ALLOW A
PRODUCT TO DO.
BENEFIT : WHAT DOES IT MEAN TO THE
CUSTOMER. (ULTIMATE
SATISFACTION)
 PRODUCT : HONDA CIVIC
BIO
Talent Academy

FEATURE ADVANTAGE BENEFIT

HAS POWER PROVIDES PLEASURABLE
STEERING EASY DRIVE
CONTROL
POWER EASY TO CONVENIENT
WINDOWS MOVE OPERATION
THE GLASS
RADIAL TYRES BETTER ROAD PROVIDES
GRIP SAFETY
 SELLING STATEMENT
BIO
Talent Academy

 IS THE STATEMENT , WHICH MOTIVATES

OR INFLUENCES THE CUSTOMER TO USE
THE PRODUCT.
 IT’S CONSTITUENTS SHOULD BE
FEATURE, ADVANTAGE AND BENEFIT OF THE
PRODUCT.
 ORDER OF F.A.B IS NOT IMPORTANT.
 SELLING STATEMENT
BIO
Talent Academy

EXAMPLES:
 MY VESPA PROVIDES PEACE OF MIND
BECAUSE IT CONTAINS A BOUT WITH LOCK
THUS IT IS SAFE TO PUT VALUABLES.
 HONDA ENSURES BETTER ROAD GRIP
BECAUSE OF RADIAL TYRES THUS IS SAFE
TO DRIVE.
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Talent Academy

 WHEN THE DOCTOR IS GENUINELY

INTERESTED.
 THE NEED TO SUMMARIZE THE
BENEFITS AND ASK FOR RX.
 NEED TO EXPLAIN USAGE (DOSAGE).
 ARRANGE FOR FOLLOW-UP
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Talent Academy

1. VERBAL BUYING SIGNALS:

A. QUESTIONS ABOUT THE COST OF
THE PRODUCT
B. QUESTIONS ABOUT DOSAGE
C. QUESTION ABOUT AVAILABILITY
D. REQUEST FOR SAMPLES
E. FURTHER INFORMATION
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Talent Academy

1. NON VERBAL BUYING SIGNALS:

A. LEANING FORWARD
B. NODDING THE HEAD
C. OPEN POSTURE
D. SMILE
E. WRITING DOWN THE PRODUCT
NAME
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CHECKING CLOSE Talent Academy

TRIAL CLOSE:
ASK CUSTOMER ABOUT HIS OPINION
BEFORE CLOSING THE CALL.
IF RESPONSE IS POSITIVE
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Talent Academy

FOUR STEPS IN CLOSING THE CALL

• SUMMARIZE THE BENEFITS:
FOR REEMPHASIS AND IT LEADS TO COMMITMENT.
• COMMITMENT :
FROM THE CUSTOMER.
DOSAGE AND FOLLOW UP
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NON VERBAL BUYING SIGNALS

a) NODDING THE HEAD IN A POSITIVE
MANNER TO AGREE WITH WHAT YOU
ARE SAYING.
b) AN OPEN POSTURE, E.G. ARMS
UNFOLDED.
c) A SMILE.
d) PICKING UP THE PRODUCT.
e) WRITING DOWN THE PRODUCT
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Talent Academy

GAINING COMMITMENT
VERBAL BUYING SIGNALS

a) HOW MUCH DOES YOUR PRODUCT

COST?
b) WHAT IS THE DOSAGE?
c) IS THE PRODUCT AVAILABLE IN THE
PHARMACY?
d) DO YOU HAVE ANY SAMPLES?
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2. FOLLOW-UP TO ENSURE COMMITMENT: BIO

Talent Academy

A. A FOLLOW-UP VISIT WITH A SAMPLE

REPRINT OR PROMOTIONAL PIECE.
B. A FOLLOW-UP TELEPHONE CALL
C. A FOLLOW-UP LETTERS
D. LEAVING A DOSAGE CARD OR
PROMOTIONAL REMINDER PIECE
PROMINENTLY DISPLAYED IN THE
PHYSICIAN’S OFFICE.