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Because achievement and powerare often present together, we cangroup these to build a matrix ofbuyer motives.
Achievement/ Power +ve Doctor-1 Doctor-4 “Resistant/Defensive” Buyer “Solution” BuyerAffiliation –ve Affiliation +ve Doctor-2 Doctor-3 “Pass the buck” Buyer “Pushover” Buyer Achievement/ Power -ve
The Resistant/Defensive Buyer B1 This Buyer has high Power/Achievement motives and low level of affiliation motive. He is very Hi-Fi in his personality and always tends to dominate the discussion. Want the maximum value of what he spend. Hot Buttons: Profit, Gain, You, You only, Expensive, Advanced, Figures, Results.
The “Pass the buck” Buyer (B2) This Buyer has low Power/Achievement motives and low level of affiliation motive. He is very conservative in his personality and always tends to get someone else to make the decision. They avoid the sales people. Hot Buttons:Safe, No risk, Secure, No change, Practical, Small modification, Only.
The “Pushover” Buyer (B3) This buyer has low Power/Achievement motives and high level of affiliation motive. He is very friendly in his personality and usually buy the things even if not necessarily needed (from those people whom they like). Hot Buttons: Popular, Others use, We, Your people, Helping.
The “Solution” Buyer (B4) This Buyer has high Power/Achievement motives and high level of affiliation motive. Wants what will fit his/her needs, and knows his/her needs. Hot Buttons: Novel, The latest, The Newest, The most challenging, The most advanced, (Plus much of what interests Doctor-B1 & Doctor- B2.
The Selling ProcedureSelling to a doctor is a single act but a long-term procedure. You rarely achieve instant success with only one call.
Reason Prescription potential can only be developed gradually Prescription habit of doctors is hard to break. The change from the use of one drug to another takes time. Each call bring the representative closer to his/her long-term objective. In practice each call achieves part of the objective.
Open Ended Questions What is your experience of Ectobal in Diabetic Neuropathy? How do you overcome the problem of IUGR? In the treatment of Obesity, Managing hunger pangs is a real problem what is your opinion?
Close Ended Questions Ask to gain information Do obese women have greater risk of infertility? Does Obesity worsen osteoarthritis?
Step 3. THE CALL Approach/ Identify needs: Identifying needs by making the doctor talk about them
Step 3. THE CALL Presentation/ satisfy needs: Satisfying needs by introducing appropriate benefit
It is a challenge for therepresentative to use this negativeinformation and change thisnegative attitude into acceptanceand sometimes it leads to aconcrete close.
Step 5. CLOSE The final part of the sales call is closing i.e. after satisfying needs, ask for prescriptions. When to closeNeither too early nor too late GET COMMITMENT
Buying Signals Look and listen for buying signals Buying signals are indications that tell an observant sales person that the prospect is ready to buy. They can be
Buying Signals Verbal The prospect may make comments that suggest that he/ she is ready to make a commitment. It may a statement or a question.
Signals Non- Verbal Body language such as Facial Features Expressions
Signals Non- Verbal Physical Actions Moving Forward in the Chair Nodding One’s Head up and Down Using Open-handed Gesture Stroking One’s Chin
How to closeClosing is simply asking for Prescriptions
Step 6: POST CALL ANALYSIS After the call always review Did you follow your plan? Were you able to identify and satisfy doctor’s need? Did you handle objections correctly? If not what went wrong? Plan your next call