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Selling skill ppt 2

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For Pharma sales training

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Selling skill ppt 2

  1. 1. • 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 way? • Let's take a pause to think what kind of decision we could make................
  2. 2. • 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, Profession Choice • 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.
  3. 3. Important But T time consuming meetings
  4. 4. Deadly Waiting's…
  5. 5. 2 minutes……..fullUMAIR!!! TIME CONSTRAINTS…..
  6. 6. BOSS
  7. 7. S= Set the Stage  A= Analyze Needs  L = Link to Solutions  E =Establish Commitment Selling is all about finding Leads And CONVERTING Them into DEALS
  8. 8. 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.
  9. 9.  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 throw up. So, First we focus on Effective listening
  10. 10.  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
  11. 11. The Biggest mistake by Most Sales Peoples?????? Listening half … Understanding Quarter... Telling double…
  12. 12. When customer has first responded to your question 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 your question
  13. 13.  Please do note that Listening is not just hearing
  15. 15. Principle Understand the customer through focusing on their needs problems and goals. xx/xx/xxxxEditor: UPACA ABM 25
  16. 16. MACRO Level -Understanding the territory, Market Statistics and Surveys MICRO Level -Understanding individuals xx/xx/xxxxEditor: UPACA ABM 26
  17. 17. Before the call; - Using call records During the call ; - By asking questions After the call – Through analysis ; xx/xx/xxxxEditor: UPACA ABM 27
  18. 18.  Discover the most relevant gap that we can fill to advance our business.  Customers have many needs problems and goals. 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. xx/xx/xxxxEditor: UPACA ABM 28
  19. 19.  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 xx/xx/xxxxEditor: UPACA ABM 29
  20. 20. Understanding Market zone Sales effectiveness means dedicating my efforts for the highest return on investment. > What is my strategy for my areas? > What are my priorities ? > What are my targeted clients? > How often will I visit them? xx/xx/xxxxEditor: UPACA ABM 30
  21. 21. Understand client positioning My questions to check my understanding of the client and the relevance of my visit: > 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? xx/xx/xxxxEditor: UPACA ABM 31
  22. 22. Principle Plan to advance the sale through setting call objectives . xx/xx/xxxxEditor: UPACA ABM 32
  23. 23.  Focuses on business objectives  Increase chance of gaining commitment  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 xx/xx/xxxxEditor: UPACA ABM 33
  24. 24.  Plan what to achieve Set call objective to advance the sale  Plan HOW to achieve Plan behaviors to achieve the call objective xx/xx/xxxxEditor: UPACA ABM 34
  25. 25. Setting call objectives-GOAL SETTING Objectives need to follow SMART criteria S= Specific M =Measurable A =Action orientated R=Realistic T =Time bound xx/xx/xxxxEditor: UPACA ABM 35
  26. 26. Plan how we will  Open the call  Confirm the reason for the visit  Ask questions that uncover needs  Prepare support materials  Anticipate and handle objections  Close / gain commitment xx/xx/xxxxEditor: UPACA ABM 36
  27. 27.  Always set call objectives that advance the business.  Be aware of the difference between an advance and continuation of business.  To set an objective that advance the business ask.  What action do I want the customer to agree to take that business forward?  By when ?  How will I know that he has done it? xx/xx/xxxxEditor: UPACA ABM 37
  28. 28. 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 weak. 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. xx/xx/xxxxEditor: UPACA ABM 38
  30. 30.  Build Rapport  State your purpose  Give the main reasons the prospect should consider your product.  Bridge Statement  Ask for permission to continue with the presentation. xx/xx/xxxxEditor: UPACA ABM 40
  31. 31. Purpose  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 xx/xx/xxxxEditor: UPACA ABM 41
  32. 32. Open vs. closed  Open questions How, what ,why ,when, who?  Closed questions Yes / No ; direct the conversation xx/xx/xxxxEditor: UPACA ABM 42
  33. 33. Elevator questions Move conversation between general e.g. all patients and specific e.g. this patient levels of discussion Confirming question Check for understanding interest and agreement-win –win Surgical questions 1. Preparation ; What do I want to achieve with this question? 2. Precision; How do I direct the doctor to think in our way on precisely this item? xx/xx/xxxxEditor: UPACA ABM 43
  34. 34. Pain questions 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 the problem. xx/xx/xxxxEditor: UPACA ABM 44
  35. 35. Probing should in RADAR R=Rapport building questions AD=Asking questions About difficulties A=Asking affirming questions R=Asking questions that will tell you Result a person looking for your products. xx/xx/xxxxEditor: UPACA ABM 45
  36. 36. Be a Problem Solver  Sell benefits, not features  Use visual aids to help the planner envision the place  Tailor your presentation to the prospect needs. xx/xx/xxxxEditor: UPACA ABM 46
  37. 37. P = Pause A = Acknowledge C = Clarity E = Explain  Check if need satisfied xx/xx/xxxxEditor: UPACA ABM 47
  38. 38. Principle  Gain agreement / commitment on call objective  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 the sale  A good close is the result of a well managed call xx/xx/xxxxEditor: UPACA ABM 48
  39. 39. If customer does not agree; - Ask questions to uncover reasons - Keeping call structure in mind handle appropriately - Close on original or alternative call objective - Always keep door open for next visit xx/xx/xxxxEditor: UPACA ABM 49
  40. 40. Principle  Review what we have learned from the call.  How well did I meet the call objectives ?  What did the doctor agree to do ?  What did I agree to do ? How? When ?  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 ? xx/xx/xxxxEditor: UPACA ABM 50
  41. 41. BECOME WISE NOW !!!??
  42. 42. WITH COURAGE AND BRAVERY, Regards Uzair