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• A group of children were playing near two railway tracks, one still in
use while the other disused. Only one child played on the disused
track, the rest on the operational track. The train came, and you
were just beside the track interchange. You could make the train
change its course to the disused track and saved most of the kids.
• However, that would also mean the lone child playing by the disused
track would be sacrificed. Or would you rather let the train go its
• Let's take a pause to think what kind of decision we could
• Most people might choose to divert the course of the
train, and sacrifice only one child. You might think the same
way, I guess. Exactly, to save most of the children at the expense of
only one child was rational decision most people would make,
morally and emotionally. But, have you ever thought that the child
choosing to play on the disused track had in fact made the right
decision to play at a safe place?
• Nevertheless, he had to be sacrificed because of his ignorant
friends who chose to play where the danger was. This kind of
dilemma happens around us everyday. In the office, community,
• While we are all aware that life is full of tough
decisions that need to be made, we may not realize
that hasty decisions may not always be the right one.
S= Set the Stage
A= Analyze Needs
L = Link to Solutions
E =Establish Commitment
Selling is all about finding Leads
CONVERTING Them into DEALS
A sale is the act of selling a product or service in
return for money or other compensation. It is an act of
completion of a commercial activity.
85% of Salespeople Talk Too Much and Listen Too Little.
Salespeople have been trained to think that two-thirds
of their selling takes place during the presentation,
when they describe their product features and benefits.
This leads to the classic "data dump." Show up and
First we focus on Effective listening
Really listen to the customer answers
Listen do not just wait our turn to speak
Put aside our own views
Become curious about customer’s views
Use the power of encouraging silence
The Biggest mistake by Most Sales
Listening half …
When customer has first responded to your
Pause – Do not talk
Maintain an Encouraging Silence
- smile eye contact, nonverbal encouragement
Customer will use the silence to think
He will then proceed to give a deeper answer to
Please do note that
Listening is not just
U = UNDERSTAND
P = PLAN
A = ADVANCE
C = CLOSE
A = ANALYSE
Understand the customer
through focusing on their
needs problems and goals.
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-Understanding the territory,
Market Statistics and Surveys
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Before the call;
- Using call records
During the call ;
- By asking questions
After the call –
Through analysis ;
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Discover the most relevant gap that we can fill
to advance our business.
Customers have many needs problems and
There is always a gap between their;
Present state…. and their…… Desire state
Our task is to uncover those gaps and to choose
the one that we can fill in a way that will
advance the business.
Guide the call to win-win conclusion.
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We focus on the customers needs and
behavior in a call.
We begin by showing the customer that we
can help them meet specific needs.
We agree to an agenda for the call.
When we focus on our needs – we are
feeling AND when we focus on our
customers needs we are
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Understanding Market zone
Sales effectiveness means dedicating my
efforts for the highest return on
> What is my strategy for my areas?
> What are my priorities ?
> What are my targeted clients?
> How often will I visit them?
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Understand client positioning
My questions to check my understanding
of the client and the relevance of my
> Who is this doctor?
> Why am I visiting this doctor?
> What is advancing strategy for my areas?
> What is his / her current situation?
> What is the room for growth?
> What is my goal for this call?
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Plan to advance the sale through setting
call objectives .
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Focuses on business objectives
Increase chance of gaining
Gives us control of conversation
We don’t forget key elements
Increases our level of confidence
Helps build on previous call
Helps to focus the conversation
Optimizes the call time
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Plan what to achieve
Set call objective to advance the
Plan HOW to achieve
Plan behaviors to achieve the call
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Objectives need to follow SMART
A =Action orientated
T =Time bound
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Plan how we will
Open the call
Confirm the reason for the
Ask questions that uncover
Prepare support materials
Anticipate and handle
Close / gain commitment
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Always set call objectives that
advance the business.
Be aware of the difference between
an advance and continuation of
To set an objective that advance
the business ask.
What action do I want the customer
to agree to take that business
By when ?
How will I know that he has done
it? xx/xx/xxxxEditor: UPACA ABM 37
1.Know Your Product
.Complete Knowledge of product
2.Know Your Competition
. Emphasize the strengths of your product,
especially in areas where the competition is
3.Know Your Prospect
. Cold calls; fact finding calls
. Use sales prospect cards to summarize what
you know Tailor your presentation to the
planner needs and desires.
4. Assemble a Sales Kit.
. Include all information the prospect will
need about your product and services.
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State your purpose
Give the main reasons the
prospect should consider
Ask for permission to
continue with the
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Involve the customer to
understand his or her needs
Ask all questions before you
give your presentation
Tailor your presentation
according to what you learned
about the product
Use both types of questions;
. Open – ended questions
. Close- ended questions
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Open vs. closed
How, what ,why ,when, who?
Yes / No ;
direct the conversation
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Move conversation between general
e.g. all patients and specific
e.g. this patient levels of discussion
Check for understanding interest and
1. Preparation ; What do I want to achieve with
2. Precision; How do I direct the doctor to
think in our way on precisely this item?
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Pain questions make doctor more fully
appreciate the effects consequences.
Pain questions make the doctor feel the pain
of not yet having the benefits your product
offers in this situation.
Pain questions amplify the seriousness of
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Probing should in
that will tell you
Result a person
looking for your
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Be a Problem
Sell benefits, not features
Use visual aids to help the planner envision
Tailor your presentation to the prospect
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P = Pause
A = Acknowledge
C = Clarity
E = Explain
Check if need
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Gain agreement / commitment on
Closing means gaining a
commitment to action
The aim of every call is to
achieve the call objective
The call objective is to gain a
commitment from the doctor to
take an action that will advance
A good close is the result
of a well managed call
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If customer does not agree;
- Ask questions to uncover reasons
- Keeping call structure in mind handle
- Close on original or alternative call objective
- Always keep door open for next visit
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Review what we have learned
from the call.
How well did I meet the call
What did the doctor agree to do ?
What did I agree to do ? How?
What did I do well ?
What could I have done better ?
How can I improve ?
What I have learned ?
-About the doctor needs ?
-About how to provide benefits
that meet these needs ?
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