Basic Selling Skills dr.ezzat

7/29/2019 Basic Selling Skills dr.ezzat

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ADVOCURE MANUAL

BASIC SELLINGSKILLS



CONTENT

• Understand the meaning of sales calls

• Practice sales call planning

• Identify buying motives

• Practice sales call planning

• Implement different approaches and presentation techniques.

• Transform features into benefits that satisfy partner‘s needs.

• Sharpen questioning techniques.

• Handle customer‘s responses and resistances.

• Develop various types of closes.

• Use visual aids. Utilize observation skills.

• Practice how to sell to a busy customer ( short call )



OBJECTIVE

• To sharpen your skills , abilities &

behavior in selling in order to be

able to sell better & improve your professionalism.



WHAT IS SELLING?

• Act of persuading another person.

• Process of inducing & assisting.

•

Selling is an act of persuasion based on aWIN – WIN situation

• Personal or Impersonal

• Personal : Face to Face communication.

• Impersonal : Involve no face to facecommunication.



NEED / MOTIVE

•Need Creation or Uncover

•Need Satisfaction

•Motive Is what causes people to act



FEATURES / BENEFITS

•Features: Specifications of a product

or service

•Benefits: Value to the customer

• Customer always buy Benefits



BUYING MOTIVES

• To buyg To satisfy a need.

• There are 6 buying motives which are

of EQUAL IMPORTANCE.

• To find out buying motives, ASKQUESTIONS.

• Let your customers buy for their reasons, notyours!



BUYING MOTIVES

• Possession

1. Making a Gain

2. Avoiding a Loss

• Experience

3. Having pleasure, enjoyment, comfort ,convenience

4. Avoiding pain, worries, problems

• Recognition5. Boosting self-satisfaction, pride

6. Gaining social approval, prestige



UNIQUE SELLING POINT (USP)

• The factor or consideration presentedby a seller as the reason that one

product or service is different from andbetter than that of the competition



CUSTOMER TYPES

• The Director (Leader)

• The Analyst (Analytical)

• The Belonging/Relater (Amiable)

• The Socialiser (Expressive)



THE DIRECTOR

• Customers who are comfortable takingcharge and know what they want and whenthey want it, fit the Director personality type.

• These people may present as demandingand can seem intimidating and unwilling toconsider alternative viewpoints.

• A customer with a Director type personalitywill typically refuse small talk, preferring to

ascertain facts, determine the relevance ofa product or service and make decisionswithout delay.

• Directors have clear goals and want the bestvalue for the lowest price within the

timeframes they set.



THE DIRECTOR

When dealing with a Director:

• Give facts clearly and immediately — small talk should

not cause unnecessary delays• Remember brevity and clarity are appreciated

• Note that Directors often respond well to complimentsabout their direct style and decisiveness

•Allow them to make their own decisions; keep your suggestions short and relevant; never offer roadblocksto their goal



THE ANALYST

• Customers with an analytical typepersonality, where research, accuracyand analysis are critical.

• Analysts seek information and assess all

possibilities before making a decision.

• Analysts love facts, details anddescriptions of products and services,and effective sales training programscover these aspects of working withcustomers of this personality type.

• It can be useful to understand thatAnalysts read manuals and the fine printand value this more than attempts made

at small talk when they are in a retailenvironment.



THE ANALYST

When dealing with an Analyst:

• Provide facts and data and ensure all your statements are backed up with relevant information

• Be upfront with the customer and direct them todetailed labeling and information (if available) for aproduct

• Feel comfortable asking the customer what they

need and invite them to share their knowledge andresearch into a product or service.

• Asking the opinion of an Analyst is often acompliment to them.



THE BELONGING/RELATER

• People who feel a strong need to bepart of a group fit theRelater/Belonging customer personality profile.

• Your product is likely to become partof such a customer‘s choices and beincluded on their list of ‗go to‘providers.

• Because of their networks, thesecustomers know someone who knowssomeone who can assist them to getwhat they want.



THE BELONGING/RELATER

When dealing with the Belonging type:

• Ask their opinions of products and services

• Include them at all costs — they crave to feel a part

of the decision-making process

• Remember that they will share their perceptionsand experiences of your staff and store with others(including management) and can be an amazing

source of referral and word-of-mouth promotion.



THE SOCIALISER

• Socialisers love conversation andestablishing new relationships.

• Socialisers want to create newfriendships. They cannot betreated in the same way as anAnalyser or Director andbombardment with facts andstatistics will repel them.

•In contrast to customers fittingthe Belonging type, loyalty is notas vital to Socialisers as they shopin a variety of places that theyhave established relationships.



THE SOCIALISER

When dealing with a Socialiser:• Give compliments liberally — Socialisers love to give

but also receive compliments

•

Remember and use their name• Make them feel important; they want this

• Remember that it is not just about the product; therelationship matters greatly

•

Understand that you are selling yourself. A Socialiser will not buy from you unless they like you

• Try to keep the experience fun and social but keepthem focused — your goal is still to sell to them



ADOPTION LADDER

• Customers are arranged based ontheir product adoption ladder into:

•

No use• Trial use

• Occasional use

• Frequent use

• Exclusive use



CUSTOMER CLASSES

• Customers are divided in accordance to their

volume of business into:

• A class

• Highest volume of business (usually has more than 15pts./day)

• B class

• Good volume of business (usually has 9-15 pts./day)

• C class

• Low volume of business (usually has 4-8 pts./day)

• D class

• Lowest volume of business (usually has less than 4 pts./day)



WHAT IS AN OBJECTION?

• It is reason for disagreeing with or opposing something : a reason for

objecting• Examples:

• My main objection is that Floxguard is

expensive for my patients.• My objection to using Immubuild is that it

is useless for my patients.



HOW TO IDENTIFY ANOBJECTION?

An Objection is a clear statement showing

disagreement

“He will never prescribe unless handled”

• ―I don‘t believe Floxguard is more effective than Augmentin‖

• ―Floxguard is not as effective as you claim as it is not widely used‖

• ―Kifpan is not as effective as you claim, I‘ve tried it with mypatients and they didn‘t feel good‖



WHAT IS A FALSE CLAIM/FAKE OBJECTION?

• If a physician prescribes Factive 320mg and

then tells you I can‘t use Floxguard as it is not

that effective

• If a physician prescribes Bronchicum and tells

you my patients can‘t afford Kifpan

• If a physician prescribes Immulant and tells

you I don‘t prescribe herbal medications.



PROPEROBJECTIONHANDLING



HOW SHOULD WE REACT UPONRECEIVING AN OBJECTION?





R b



Remember;

Don‘t Run Awayfrom an Objection



PROPER ATTITUDE WHILEHANDLING OBJECTIONS?

• Don‘t Panic

• Evaluate the question

•

Give your self a moment to fully digest the querry or objection

• Clarify what you understood

• Answer with facts and documentations

• Asses clarity of the answer in the physicians‘ mind • Answer to sell your product (it is not a quiz)



HOW CAN WE

GUARANTEEMINIMIZING

OBJECTIONS?



THE 4 PROPERS

Proper target selection Proper feedback

Proper Call StrategyProper message delivery



WE HAVE TO BE

INFLATED WITH SELFCONFIDENCE



1.Product Understanding

2.Unique selling points

3.Competitors

4.Physicians‘ attitudes and practices

5.Market dynamics

WHAT ARE THE MUST NEED TO KNOW?



ANSWERING

QUERIES &

CONCERNS



BEST WAYS TO ANSWER ANYQUERY

CAR Check model

Clarify,Acknowledge

ReplyCheck



STEPS OF A SALES CYCLE

• Before the call

• Prospecting

• Preparation

• During the call

• Approach

• Presentation

•

Responses• Close

• Post call

• Analyze



BEFORE THE CALL

Prospecting

Pharmacy feedback

Hospital feedback

In clinic feedback

Qualifying, classifying / categorizing



BEFORE THE CALL

Preparation

• 1st Setting your objectives

S SpecificM Measurable

A Ambitious/ Achievable

R Realistic

T Timely limited

Objective



BEFORE THE CALL

Preparation

• 2nd Planning the call

Prepare :

1. Approach2. Question to uncover needs & verify assumptions

3. Benefits to satisfy needs

4. Responses to possible reactions

5. Use of visual aid6. Ways of closing / gaining commitment

Plan your work then work your plan



DURING THE CALL

• Approach

• Presentation

•

Probing ( Open & closed )• Reinforcing

• Customer Responses

•Closing



APPROACH (OPENING)• What is Approach ?

• Skill of capturing the customer‘s attention & focusing on thesales call

• Why ?

• Secure access

• Gain attention

• Create positive interest

• Parts ?

• Greeting / Introduction• Techniques:

• Address buyer‘s needs

• Step 1 : Identify a known or presumed customer need

• Step 2 : Propose a feature & benefit that satisfy this need

• Ask questions



WHY QUESTIONING IN APPROACH?

• To gain attention

• Brings customer into presentation

•To confront the customer with a topicof his interest



PRESENTATION

The purpose of this step :

• To satisfy customer‘s needs / buying motives

with the features & benefits of our proposal

(product)

Built on :

• Positive Two-Way communication



PRESENTATION

First step of presentation:

• To uncover customer‘s need by Effective

use of QUESTIONS

Second step of presentation :

• To start matching product BENEFITS with

customer‘s NEED / WISHES in order

(Reinforcing)

• To find the decisive BUYING MOTIVE



PRESENTATIONWe help the customer to make a buying decision

• We know: The feature of our product (What it is/has)

• We define: As many BENEFITS of our product asneeded or as enough ( 6 buying motives! ) ( What itcan do ).

• We look for: The customer‘s BUYING MOTIVE andmatch our benefit with his need.



WHAT IS PROBING?

Probing is the skill of questioning

To uncover customer needs &

concerns



TYPE OF PROBES

•Open probe : A question that invites

as extended explanation

•Closed probe : A question that canbe answered in a single word, often―YES‖ or ―NO‖

Never start with closed probe



FORMS OF PROBES

Form Objective Construction

Open-ended

• Find / clarify needs

• Check assumptions• Obtain information in

depth• Demonstrate interest

Who? Which? When?

Where? What? Why?How?

Careful with WHY?

Closed-ended

• Get precise, quick

response• Ask for information• Give information

Yes No

I don‘t know



PROBING STRATEGY

Begin with an open probe

Need input

Continue to use open

probe

Stated clear need

No need input

Switch to a closed probe

to direct conversation toa presumed need

Confirm presumedneed



SEQUENCE OF QUESTIONS

Benefit-Tag question

Closed ended questions

open endedquestions

Questioning phase,discover customer

needs/ buying motives

Here you shouldknow enough

Presentationphase, check if

specific benefit ismet

If answer is NO,ask another openended question



REINFORCING

• Reinforcing: is the skill of satisfying customer needs with product features& benefits.

• Reinforcing firmly establishes you as aproblem-solver and shows the

customer why your product is needed.



REINFORCING

What are the signals that tell you when to

reinforce?

• A clear need stated by the customer in his own

words.• Confirmation by the customer of a presumed need

that was first expressed by you in a closed probe.



REINFORCING

Steps of Reinforcing :

Step 1: Paraphrase the customer need:

• Express direct agreement• Restate the customer need

Step 2: Propose a feature and benefit that

satisfy this need.



CUSTOMER RESPONSES

1. Positive customer responses.

2. Positive / Negative customer responses.

3. Negative responses



POSITIVE CUSTOMER RESPONSES

A. Prospects voice inflections and positive

comments.

Seller’s reaction:

• Praise and show approval for ―Nice‖ comment /answer

Examples:

• I‘m very glad you mentioned this• I‘m very pleased to hear that




B. Statements which show hesitation

Using terms or starting statements like:

‖ I suppose that…‖

‖ I probably should…‖‖ I hardly believe that…‖

‖ May be…‖ ‖ Perhaps..‖ ‖ It seems...‖

These statements are not rejections of your proposal. Theyonly express hesitation, doubts ,misgivings ,but are also signs

to keep selling; the prospect wants to know more about your product/proposal. Perhaps move on to another benefit.

Seller’s reaction:Isolates doubt by questioning, then eliminate it and changeto another benefit / advantage.




C. Prospect continues talking, but makes

statements not appealing to you

That means he is talking without dissatisfaction. If theprospect is still talking about the product, he has someinterest in it. Statements that do not directly state adislike or a disapproval of your proposal or product,should be considered positive

Seller’s reaction:

Let the prospect talk, then point out another benefit;might also be an opportunity to close.




D. Non-verbal customer behavior

• If he is looking at your visual aid, sample, plan.

• Keep an eye on body language, whether it expressesrejection, inquisitiveness, approval.

• He will often signal interest through body languagewhile being verbally skeptical.

Or • He makes a verbal positive statement and signals

disinterest through body language

POS / GA C S O R



POSITIVE / NEGATIVE CUSTOMERRESPONSES

Statements with a positive and negativeaspect

Examples:

― Yes, but…‖

― I agree although…‖

― I like that, however…‖

― It‘s an excellent product, but…‖Seller’s reaction:

Pick up on the positive part only and use it, justignore the negative portion!



NEGATIVE CUSTOMER RESPONSES

There are four types of customerresistance:

1. Misconceptions.

2. Real objections.

3. Lack of interest.

4. Skepticism.



NEGATIVE RESPONSES

Definition

Misconceptions

An incorrect negative assumption about

your product due to a lack of informationor misinformation

Real objectionsLegitimate shortcoming or disadvantage ofyour product

Lack of interestDisinterest in your product because ofsatisfaction with a competitor product

SkepticismDisbelief that your product can provide thestated benefit

STRATEGIES FOR DEALING WITH



STRATEGIES FOR DEALING WITHRESISTANCE

ResistanceUsually

occurs……. General strategy

Misconceptions AnytimeProvide correct

information

Real objections AnytimeReduce shortcomings

and emphasizes benefits

Lack of interest

At the beginning of the

call, after your initialopen probe

Turn an area ofdissatisfaction with a

competitor product intoan area of need for your

product

SkepticismDirectly after a benefit

statementOffer proof



MISCONCEPTION

A misconception is a customer‘s incorrect negativeassumption about your product or company, due to alack of correct information.

Strategy for dealing with Misconceptions:

• Step 1: Probe to clarify the customer‘s concern.

• Step 2: Tactfully provide the correct information to

resolve the misconception.

• Step 3: Emphasize the positive information you haveprovided.



REAL OBJECTION

A real objection is resistance based on a legitimateshortcoming or disadvantage of your product.

Strategy for dealing with real objections:Shift the balance in favor of your product benefits.

Step 1: Probe to clarify the customer‘s concern.

Step 2: Acknowledge the customer‘s concern.

Step 3: Reduce the impact of the shortcoming on thecustomer.

Step 4: Emphasize the benefits of the product.



LACK OF INTEREST

Lack of interest in your product is almostalways due to satisfaction with a competingproduct.

Strategy for dealing with lack of interest:

• Use series of closed probe to uncover areas ofcustomer need.

• Selling against the competition.

• Turn an area of dissatisfaction with the competingproduct into an area of need for your product .

• When you uncover a customer need your productcan satisfy, you reinforce it.



SKEPTICISM

Skepticism is disbelief that your product can

really provide a benefit that you say it can.

Strategy for dealing with skepticism• Step 1: Emphasize the benefit in question.

• Step 2: Prove the benefit.

• Step 3: Explain the benefit.



TYPICAL BUYING SIGNALS

• Yes, I like your product …

• I think I could use it …

• It sounds good to me …

• Who else is using it …• I may need to order 100 packs.

• How about its tolerability.

• It‘s easy to apply.

• Do I have to decide at once.

• How much does it cost …

CLOSING (GAINING



CLOSING (GAININGCOMMITMENT)

It‘s the skill of obtaining the customer‘sagreement to act by asking a closed endedquestion.

Type of requests:• Trial Use: to get the customer to use the product on

a trial basis.

• Continued-Use: to get the customer to continue

using the product at the same level.• Extended-Use: to get the customer to use more of

the product.



TYPES OF CLOSES

1. Direct close

― How many packs of this product can you prescribethis week?‖

2. Either /or close― Do you want red or blue one?‖

3. Step-by-step close

Help the customer to decide.

SIX PREREQUISITES BEFORE



SIX PREREQUISITES BEFORECLOSING

1. prospect completely understood your offer.

2. Real buying motive found out and addressed.

3. Customer has confidence in you & your company.

4. A well prepared close.

5. The right timing.

6. Customer has the authority to buy.

Win-Win Situation



POST CALL ANALYSIS

Main objectives of post-call analysis :

• To initiate action / follow through on promises.

• To make a personal evaluation of your sales call.

• To help you in your prospection.

• Set sales call objectives for your next call.



VISUAL AID

We remember 10% of what we hear

We remember 20% of what we see

We remember of what we see & hear simultaneously 65%



VISUAL AID

When using a visual aid:

• Preferably illustrate one point only.

• Relate to prospect‘s needs.

• Keep control of visuals.

• Make it coincide with what you say/want to

stress.

Keep it clean & ready for use.



THE SHORT CALL

Purpose:

• To make maximum use of limited time with

the customer.

Constraints:

• A time-pressured customer will want

information, not conversation.



THE SHORT CALL

Strategy:

• Present product features & benefits to meet

known or presumed needs

• Ask for action as soon as possible

• Attempt to expand the length of the call

whenever possible

PRACTICAL STEPS FOR



PRACTICAL STEPS FORSHORT CALL

Introduce yourself

Customer gives youa time limit signal

Open the call

Present additionalfeatures andbenefits

Ask for action



BUILDING RAPPORT

Keys to success :

• Project competence, confidence, interest

Methods : • Offer service

• Be responsive to needs

• Fulfill promises promptly

• Be courteous and professional.



BRIDGING

What is Bridging?

• The skill of managing the sales conversation

by making a smooth transition between

subjects.

Principles of Bridging:

•Avoid abrupt transitions, and bridgesmoothly and naturally from one subject to

the next.

PUTTING IT ALL TOGETHER THE 10



PUTTING IT ALL TOGETHER THE 10GOLDEN RULES OF SUCCESSFUL SELLING

1. The successful salesperson is not a ―Good‖ or ―Fasttalker‖ the opposite is true – he is a good listener.

2. The good salesperson does not sell to ―anybody‖; hefirst finds and qualifies the right prospect.

3. The good salesperson does not go into a call ―blindfold‖; he carefully prepares the call by setting

objectives and planning his strategy.





4. The good salesperson looks for dialogue right fromthe start and therefore begins with the proper approach and questions.

5. The good salesperson does not present the productor services until he has learnt what the prospect‘sneeds and buying motives are.

6. The good salesperson presents only those featuresand benefits of his product or services that relate tothe prospect‘s needs.





7. If the prospect raises an ―objection‖ the goodsalesperson does not view it as resistance but rather as an opportunity to respond to the prospect‘s

needs in more detail. If it is a real concern, heaccepts it, deals with real concerns, satisfies thecustomer‘s need, responds by picking up onanything positive.

8. The successful salesperson tries to close whenever hehears a buying signals indicating that the prospectcould be ready to buy.





9. The good salesperson knows that the post call reviewis already the start of the next call.

10.All in all, the professional sales person‘s goal is not tosell, but to help his prospect buy and to arrivetogether with him at a Win-Win situation.



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Basic Selling Skills dr.ezzat