Effective Questioning

Core of successful visit

 y ou
No ,I can’t.... r , ca n .
to …
I will think… Doc escribe
p r

Speaker
Philosophy of Selling
Questioning Techniques
 Learning
 Relationship building
 Managing and coaching
 Avoiding misunderstandings
 De-fusing a heated situation
 Persuading people

Your role is to guide, support and facilitate not

to decide for them.
Question Words
 What do you need to question?

To understand motivation and limits To gather information

Potential, Habits, Competitors
Experiences, Opinions, Facts, Interests

To prepare for commitment

To show our interest

To held conversation
To be sure Doctor “Is WITH us”

To make doctors express themselves

 Effective Questioning

 A question always with an objective

8 Always think about possible answers  A short and precise question

Use the answer – do not ask for (2-3 questions)
the ask of asking

8 A question at a time, and planned

Until you are quite skilled at questioning
you should write your main questions in advance
 Questioning
For prepare questions in advance you should know……

What do
To whom I want?
How I do I go? What will
will say? I say?
 Questioning
What types they can be?
Closed

Half open
Open Alternative
 Type of Questions
Open Question
During medical call to discover
a Doctor by putting him in the
position of “the one who knows ”
Closed Question
During medical call – best
questions to obtain points of
agreement
Half-Open Question
During medical call - best questions
to obtain precise information
Alternative Question
During medical call to oblige the
doctor to make a choice
 Type of Questions
Open Closed
Open

To encourage discussion To limit the answer

Alternative Usually asking for specific information

Expressing the needs

Ask the same thinking in a different way
 Type of Questions
Questioning
Questioning
 Visit Structure

Openning/Hook
n
io
t at
s en Questioning
e
pr
t
duc Listening
o Objection handling
Pr

Commitment
Conclusion/securing
Questioning Methods
 Probing Questions

Questioning are used to PROBE information from doctors

 Probing questions can help explore an issue more deeply.

 It’s good to ask How, What, When, Where type questions if they help
the person understand the issue more clearly.
 Care should be taken with ‘Why’ questions as they can put people on
the defensive and can carry a critical implication.
 Reformulation Questioning
 Re-framing questions – moves a negative to a positive and helps stop ‘
all or nothing’ thinking.
 Use positive to reformulate the objection side-effects into acceptability
 Don’t ignore it – acknowledge. Yes this is an area of great importance

 Show Respect

example
example
« Noliprel Bi forte has not rapid
antihypertensive effect »
« Do I understand your concerns doctor,
antihypertensive efficacy is most important »
for you ?
Price Questioning
Price Questioning
Price Questioning
 Price Questioning

Present the BENEFITS of your product

Put the price in front of the doctor

Just continue with explaining doctor the features

that he/she will derive out of the price
Questioning Methods

Commitment
Describe clearly patient or patients group

Discuss additional benefits for the patients

Commitment
Methods and Technique
 Questioning
Silence is sometimes the best answer
Questioning
1445 Doctors in our Database

SEGME
NTATIO
N
CR
IT
ER
IA
 Segmentation

Potential of doctors (number of patients with interesting for us pathology

Potential Habits in treatment (prescription habits )

n io
ipt
scr
Pre
 Define your call strategy
For each product

for each product towards doctors taking into

 consideration doctors
with a potential and number of

MAINTAIN
To enlarge –to be focused
new group of patients
prescription
 To fix-to be focused on the same
group of patients
 To keep the interest -to orientate on
particular interesting cases
lop
Deve
ta in
Main
Define Your Call Strategy
 Questioning should be according to the

Doctors Profile
Specialty Doctors status
PDP of the Doctors
 Non prescriber(NP)
 Trialist(TR)
Endocrinol-  Regular user(Reg.)
ogy  Champion (Champ.)
Product
 Well known products  New products
Questioning for Well Known
Products
Adaptation of Questioning to Our objectives
And Strategy
Բժշկին
Medical call այցի նպատակը
strategy և
based on the
ստրատեգիան
objective լավ իմացված
on established products
պրեպարատների համար
Նպատակ
Objective Զարգացնել
TO DEVELOP TOՊահպանել
MAINTAIN
Ստրատեգիա
Strategy
Ճանաչում/Գնահատում
Appraisal/recognition +/- +++
+/- +++
Կարծիք/Խորհուրդ ++
Opinion/advice ++ ++
Բժիշկի
fromփորձ
Learn doctor’s experience ++ ++++
Բժշկի ազդեցությունը
Influence on peers ++ +++
++ +++
մյուսների վրա
Influence of peers + +/-
Մյուսների ազդեցությունը + +/-
Build on վրա
բժշկի successful experience +++ ++
Դրական փորձի հիման վրա +++ ++
01/03/2016
01/03/2016 1 1

ASC Malta