To satisfy a Need / Want with your product for Mutual Benefits. To Identify / Generate / Influence a Need / Want.

2. Product
Customer
Competitors

3. Customer

4. Perhaps, you are more oriented to the doctor’s
role in generating prescription for your product,
but you should not forget the retailer role in
generating your sales.

5. Broadly speaking, what does the salesperson
need to know about the doctor?
 The problem facing the doctor for which the
salesperson product is the solution.
 The way the doctor thinks about his problem,
the salesperson product and the competing
products.

7.  The doctor prescribes the product that fulfills
one or more of his prescribing motives
(buying motives).
 I lists out these motives below:

8. CONVENIENCE
EFFICACY /
PERFORMANCE APPEARANCE
ECONOMY
SAFETY
PRIDE / PLEASURE

10. 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
physician motives according to the physician
priorities.

11. The core of the salesperson job is to uncover
the doctor’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

12. Need is:
– States of felt deprivation, part of human makeup
– Physical and social needs
Want is:
– The form needs take (e.g. food => hamburger)
– Shaped by culture and personality
Demand:
– When wants are backed by buying power

13. To convert a need to a want for a specific
product, you should demonstrate your product
benefits in a way that makes the doctor realize
the urgency of your product to fit a certain
need, then he will be the one who is seeking to
buy your product.
In another word, combining more than one
benefit which satisfy more than one motive of
high priority to the physician will definitely
convert the need to a want.

15. Need
recognition
Information
search
Evaluation of
alternatives
Purchase
decision
Post-purchase
evaluation

16. Need
recognition
Information
search
Evaluation of
alternatives
Purchase
decision
Post-purchase
evaluation
Understand motivation or influence motivation
Understand how the customer
responds to information
Create
favourable attitudes
Create
preference for brand
Reinforce
satisfaction
Selects and attends to information
interprets information
Create
favourable attitudes
Change
negative attitudes
Reduce the time delay between
decision and implementation of decision
Address
dissatisfaction
Manage
cognitive dissonance

18. Stage 1
 Receptivity is related to the salesperson and
the product.
 Good personal relationship may positively
affect customer receptivity.

19. 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.

20. 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.

21.  Customers makes an evaluation to determine
which products would satisfy their needs.
Stage 4

22.  Customers take decision to accept certain
products or indications and refuse others.
Stage 5

23. Competitors
See You Soon IN
Part 3 of ADVANCED SELLING
SKILLS