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Selling Skill

The document discusses the importance of selling skills, particularly in the current business environment. It outlines the key elements of an effective sales process, including understanding the customer, preparing for sales calls, conducting the call itself by opening effectively, probing, handling objections, and closing the sale, and following up after calls through analysis. Specific tips are provided for each stage, such as identifying the right products and strategies for each customer, focusing on benefits rather than features, using visual aids and leaving materials appropriately, practicing presentations, and evaluating what went well or could be improved on each call. Maintaining good customer relationships through responsiveness and setting goals for future interactions is also emphasized.

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Quadri Guffranuddin
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214 views17 pages

Selling Skill

The document discusses the importance of selling skills, particularly in the current business environment. It outlines the key elements of an effective sales process, including understanding the customer, preparing for sales calls, conducting the call itself by opening effectively, probing, handling objections, and closing the sale, and following up after calls through analysis. Specific tips are provided for each stage, such as identifying the right products and strategies for each customer, focusing on benefits rather than features, using visual aids and leaving materials appropriately, practicing presentations, and evaluating what went well or could be improved on each call. Maintaining good customer relationships through responsiveness and setting goals for future interactions is also emphasized.

Uploaded by

Quadri Guffranuddin
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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Selling skills

In the Present Scenario

Becomes important

The purpose of personal selling is to bring


the right products to
the right customers at
the right time with
the right strategy
Thus ownership transfers
What is required ?
Understand the Customer in total

• Therapeutic Need of the customer


• Buying process
• Delight Areas & Service needs

Understand the skills required


•Precall preparation
•During the Call
- Probing techniques
- Objection Handling
- Effective Closing
•Post call Analysis
The
Before the Call Sales After the Call
Pre-call planning Post-call analysis
Cycle

During the Call


Opening - What is going to be
First Statement ?
What Input or Tool you will use ?
How interesting will you present ?
How to Probe ?
How to handle objection ?
How to close the sale ?
Pre Call Planning
Yes it is applicable even in Selling situation.

Because a customer gives only one opportunity.


“When?” -- is not known.
Hence every time Pre call planning becomes important
Pre Call Planning

Identify the Right doctor

Identify the Right product to promote

Set Call Objective

Identify the Right Strategy to adopt

Identify the Right Promotional Tool to use


During the call
Opening - What is going to be First Statement ?

What Input or Tool you will use ?

How interesting will you present ?


(Confidence, Voice Modulation,Newer ways to present )

How to Probe ?

How to handle objection ?

How to close the sale ?


Opening Statement ?

Wish the doctor, Good morning or Good evening.


The opening statement can have the connection to your previous visit
( For eg., if the doctor would have asked for a reference, you can begin the call by
“ Dr as you have asked for the reference of the “Beta cell apoptosis” ,
I am providing the same ) Then explain the reference in length like Trial done with, Done at, etc.,

or

Based on The purpose of this visit


( Dr., I have come to Launch a New Product that can have more benefits to your patients
in the mgt of Obese Type 2 diabetes )
or

Based on what you have observed in the Clinic


( May be a new Car, or a new Painting, then to connect your purpose of visit )
The Objective of Sales presentation

Create ATTENTION
INTEREST
DESIRE
ACTION
SATISFACTION
What Tool to use ?

• Detail from the Visual Aid or Ref. Folder or Leave Behind


based on your Planning
While presenting, suggested Detailing story should be followed

• Some doctors do not like detailing from the


Visual Aid or Leave Behind
To such doctors Without showing the Input Detailing story
should present in a conversational tone
Doctors Like to listen to those PSRs
who are confident in their
Presentation
How to develop the skill to present confidently ?

• By Practising detailing in front of the mirror


• By detailing to your Colleague
• By detailing to your friend who is not familiar
with the medical terms
• By recording your detailing in the Tape recorder
& replaying to find out errors or mistakes

While presenting you should remember….


Customers buy

BENEFITS

Rather than

FEATURES
FEATURES

Which means that …


So what?

BENEFITS
BENEFITS
• Cure & Control
• Safety
• Affordability
• Compliance
• Convenience…..
Post Call Analysis

After you have made the call,


You need to ask questions on the following :

• Have I achieved my objective of convincing the


doctor to give Glycinorm M prescriptions

• If not, what went wrong. What was the doctors


objection? How well I could have added ?

• If Yes, What went right ? What will make the doctor


to continue prescribing Glycinorm M ?
Post Call Analysis

• In case dr. had asked any References or Queries


or Samples or other Service . Immediately
Respond to that

Set the Objective for the next time Call


Remember :
Reasons for Why a doctor quits is ...
• 1% Why
Diecustomers quit?
• 3% Move away
• 5% Develop other friendships
• 9% Competitive reasons
• 14% Product dissatisfaction
• 68% Attitude of indifference towards
customers by some employee.

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