1. *

2. *
 Aim
 What Is Selling?
 Philosophy of Selling
 The 7 basic selling steps
 Objectives of Greeting and Opening
 Asking Questions
 The Funnel Technique
 DAPA Method of Selling
 Significance of DAPA
 Presenting the benefits of the Product
 Handling Objections
 Selling the Price
 Closing A Sale

3. *
 To Create an Outstanding Success for Your Brands
 Understand in depth, the role of Sales Team
 Develop a Framework for an Effective Sales Approach

4. *
 To satisfy a Need / Want with your product for Mutual
Benefits.
 To Identify / Generate / Influence a Need / Want.

5. *
selling = motivating doctor’s commitment
Medical Rep DOCTOR
All good reasons
why a doctor
should prescribe
your product
All the things that
a doctor has to
give up
BY ASKING

6. *
1. Pre call
planning
2. Opening 3. Questioning
4.
Presentation
5. Handling
objections
6. Closing
7. Post call
analysis

7. *
Projecting the
right company
image

Targeting

Call preparation

Utilize waiting
time

• Identifying the
right doctors1. Pre call
planning
• Posture,
Facial
Expressions
, Dressing &
Grooming
• Observe different things
• No. of patients, sex, age,
economic status
• Patients information charts,
competitors promotional
material, give aways, dr’s
interests, prescribing habits
• Review last call
• Objective selling: S.M.A.R.T =
Specific, Measurable, Achievable,
Realistic, Time bound
• Plan the call: objectives,
promotional materials, sequence
of detailing

8. *
Types of
opening:
Opening is the skill of capturing the doctor’s
attention and focusing the sales call.
Steps of
opening:
• Greeting
• Rapport building
• Purpose of call
• Initiating business discussion
• Need/Benefit opening:
• Identify a known or presumed need
• Offer a product feature & benefit to
satisfy that need.
• Opening as a question
• Stimulating opening
2. Opening

9. *
Closed Questioning:
• Questioning is used for the purpose of gaining
information to use in the sales call.
• Start with open questions and then move to close
questions.
• Invites an extended doctor response
• Start with What, When, Why,
Where, Who & How
• Invites a “Yes” or “No” reply from
the doctor
• Start with Do, Will, Is, Should
Choice
Questioning:
• Give doctor two or more positive
options in order to rule out a negative
“No” response.
3. Questioning
Open Questioning:

10. *
Tag On Questioning:
• Questioning is used for the purpose of gaining
information to use in the sales call.
• Start with open questions and then move to close
questions.
Benefit Tag
Questioning:
• Benefit is presented in the form of a
statement supported by a Feature
and followed by a Closed Question
• Tag on questions are used when
doctor makes a positive statement
which you want to reinforce.
3. Questioning

11. *
Presentation is zeroing on the doctor’s identified
Needs/Wants with appropriate Product Features and
Benefits.
During
Presentation:
• Sit up straight in front of the doctor
• Look confident and speak with
enthusiasm.
• Hold the Detail Aid in front and use a pen
to focus doctors attention
• Don’t look at the Detail Aid, look at the
doctor. Observe his/her actions.
• If interrupted, do a brief recap before
continuing
• Don’t be distracted by surroundings
4. Presentation

12. *
Skepticism:
• Can be question, comment or query.
• Shows interest of the doctor in your product.
Misunderstanding:
• An incorrect negative perception
because of misinformation.
• To handle this provide the right
information.
• A doctor’s doubt that your product can
actually deliver the stated benefit.
• Offer proof (clinical studies, references)
Real Objection:
• A real short coming or disadvantage of
your product.
• To handle real objection, minimize the
impact by focusing on the advantages.
5. Handling
objections

13. *
Hidden Objection:
Indifference:
• Doctor is not interested in your product
because doctor is satisfied with
competitor’s product or doctor has
never used that type of product.
• Identify a need that can not be satisfied
by the doctor’s preferred product.
• Doctor does not openly raise an
objection because the doctor is
disinterested.
• How to handle: Ask doctor if they have
concerns.
• Can be question or query.
• Shows interest of the doctor in your product.
5. Handling
objections

14. *
Real success of a sales call depends on the use of
effective closing.
After
Presentation:
• Review all the benefits accepted by the
doctor
• Ask for business (trial use, continued use,
expanded use)
• Wait for a response.
6. Closing

15. *
Post call analysis is the process of evaluating and
recording the outcome of the call, in order to plan for
future calls.
After
leaving the
chamber:
• Evaluate the Call
• Record Call Information
• Set Objectives for next meeting with the
doctor.
7. Post call
analysis

16. *
Famous Quote

17. *
positive atmosphere
Exchange
of names
start a gentle
conversation
simply connect

18. *
 Questions are used to PROBE information from doctors
 Questions starting with
WHAT
WHERE
WHY
HOW
WHO
WHICH
are very useful

19. *
a powerful tool to Encourage the Flow of Conversation
1) motivate the doctor to talk.
2) open with neutral
questions to get
unbiased information.
3) ask lead questions to
explore more deeply.
4) ask closed
questions to pinpoint
precise requirement.
5) summarize to gain
doctor’s acceptance
of requirements.
1
2
3
4
5

20. *
Famous Quote

21. *
D
A
P
A
efine the doctor’s requirement for your product.
cceptance by the doctor of the requirements.
rove that your product can fulfil the doctor’s requirement.
cceptance of the proof by the doctor.

22. *
efine the doctor's requirement for your product
cceptance by the doctor of the requirements
rove that your product can fulfil the doctor’s requirement
cceptance of the proof by the doctor
Medical rep: asks open active questions
Doctor : LISTENS and ANSWERS accordingly
Doctor : ANSWERS and gives acceptance
Medical rep : does active listening and makes notes
Medical rep : offers the product (or service)
Doctor : does active listening and if things are not clear, asks questions
Medical rep : does relevant answering
Doctor : accepts the product as his/her need
D
A
P
A

23. *
NEED
FEATURE/
OFFERING
BENEFIT
what the doctor
wants?
what do we offer?
what the doctor
gains?

24. *
Famous Quote

25. *
 When D to A from DAPA is not done
Objection – An Obstacle Or An Opportunity
 It’s a doctor tactic to get a discount
 The doctor is confused due to hidden cost or
competition
 A habit of asking questions
 A strategy to postpone decision making
When Do Objections come?

26. *
Objection – An Obstacle Or An Opportunity
How do we tend to feel?
 Dejected
 Angry
Challenging
 Frustrated
 Defensive

27. *
Objection – An Obstacle Or An Opportunity
How Should We React?
 Pause
 Stay calm.
Don’t get aggressive.
 Don’t get defensive
Do not disturb the customer.
Let him/her speak first.

28. *
 Unspoken Objection
 Objection that we hear
and can answer
 Objection that we hear
and cannot answer

29. *
 Doctor frowns
 Doctor smiles
(sarcastic)
 Doctor looks elsewhere

30. *
What do you do when such an Objection Comes?
 PAUSE and then convert it into a
SPOKEN OBJECTION by asking:
You are thinking something Sir?
Anything particular Sir?

31. *
When you hear an Objection:
 Pause
 probe gently
 Please, tell me more.
 Apart from this, is there anything else that is of concern
to you?
 If I can take care of this to your satisfaction, could we
proceed forward (would you consider our product)?

32. *
When you hear an Objection:
probe gently
 Give your best possible solution?
 Are you satisfied with my answer?

33. *
Product
features
that meet
the doctor’s
needs
Features we offer
but doctor does
not need
Find Out:
 Why the doctor may
not need it?
 How long will the
doctor not need it?
 Will the doctor ever
need it in future?
Features the
doctor wants, but
we do not have
Find Out:
 Why does the doctor
want it?
 How important is it?
1) Essential 2) Desirable
3) Useful
 Can we explore an
alternative?

34. *
Famous Quote

35. *
Psychological aspects of price:
 Price is the only weapon that the doctor has.
 Make sure YOU believe in your own pricing.
 Make the doctor feel that you are there to help
and not to fight.

36. *
the right stage to present the price:
NOT UNTIL the doctor has REALISED the BENEFITS of your
product
What does a customer pay for?QUALITY
BENEFITS
CONSISTENCY
RELIABILITY
REPUTATION
BRAND NAME
SERVICE
YOU

37. *
how to postpone revealing price:
If the doctor says, “ It must be Expensive” -- Initially Ignore it
If the doctor asks a little later, “How Much” – Tackle him/her in the
following manner:
1) I am coming to that Sir  ask an Open Neutral Question
2) It depends on your requirement Sir  ask an Open Neutral Question
3) I am sure the Price is not your only consideration Sir
4) It depends on your order size
5) I will leave you with a full Price list Sir
6) First let me tell you the benefits that you are getting
if pressed a lot, tell the price using the SANDWICH METHOD
and continue

38. *
SANDWICH METHOD

39. *
SANDWICH METHOD
STEP I: present the BENEFITS of your product
STEP II: put the price in front of the doctor
STEP III: JUST CONTINUE with explaining him/her
the features that he/she will derive out of this price

40. *
Handling Price Objection
STEP I: doctor objects
STEP II:
Medical rep : what are you comparing with, sir?
Doctor : competition, perception, budget, past experience
STEP III:
Medical rep : how much is the difference we are talking, sir?
Doctor : 20% (the faster he says this, ITS FALSE)
STEP IV: express the difference
STEP V: demonstrate the benefits passable when compared to the
difference

41. * First
First
Famous Quote

42. *
What prevents a medical rep from closing
EFFECTIVELY?
 FEAR
 DOUBT
 UNCERTAINTY

43. *
Why a medical rep may not close well?
Too Early
Too Late
Too Meek
Too Aggressive
Doctor’s objections not resolved completely
Sales process not followed

44. *
When to close?
• The DOCTOR has understood your product
completely
• The DOCTOR has developed trust in your
company
• The DOCTOR has a desire for the benefits for
his/her patients

45. *
Steps to be followed?
STEP I: Greet the doctor  further ask for his well being.
STEP II: Give a small 15 seconds introduction on company
image.
STEP III: Listen to the doctor and use the FUNNEL TECHNIQUE
to get the flow of conversation.
STEP IV: Once you have understood the requirement, use the
DAPA Method of Selling so as to confirm there is no GAP
between the need and the offering.

46. *
Steps to be followed?
STEP V: In case the doctor has a doubt/objection, then
concentrate and resolve that before moving ahead.
STEP VI: In case the doctor asks about the PRICE. Tell him/her
that you would give him/her the best price comparing others.
(Use the price postponement techniques).
STEP VII: In case the question still arises on PRICE, use the
SANDWICH METHOD to answer it.
STEP VIII: Pleasantly Close the sale and confirm the
prescriptions.