SELLING SKILLSMainly By

M.SOHAIL BAJWA&Little Contribution By

SHAHID LATIF

SELLING SKILLS

AN OVERVEIW REGARDING

PHARMACEUTICAL SALES PROMOTION

3

TRADITIONAL SELLING PROCESS

1

•PROSPECTING

2

•PRE APPROACHING

3

•APPROACHING

4

•PRESENTATION

5

•TRIAL CLOSE

6

•OBJECTION HANDLING

7

•TRIAL CLOSE

8

•FOLLOW UP AND SERVICES

Mainly By M.SOHAIL BJAWA & LITTLE CONTRIBUTION BY SHAHID LATIF

OPENING

“IS THE SKILL OF ATTAINING CUSTOMER,S

ATTENTION .”

Mainly By M.SOHAIL BJAWA & LITTLE CONTRIBUTION BY SHAHID LATIF

5

STEPS OF “OPENING”

• IDENTIFY A KNOWN OR PRESUMED NEED• PROPOSE A FEATURE OR BENEFIT

THAT SATISFIED CUSTOMER’S NEED

PROBING“IS THE SKILL OF

QUESTIONING TO UNCOVER CUSTOMER NEEDS AND

CONCERNS”

TYPES OF PROBES

OPEN PROBE CLOSED PROBE

STRATEGY FOR PROBING

START WITH OPEN PROBE

THEN SWITCH TOWARDS CLOSED PROBES

REINFORCING

“IS THE SKILL OF SATISFYING CUSTOMER NEEDS WITH PRODUCT FEATURES AND

BENEFITS”

Mainly By M.SOHAIL BJAWA & LITTLE CONTRIBUTION BY SHAHID LATIF

10

STEPS OF “REINFORCING”

• PARAPHRASE THE CUSTOMER NEED

• PROPOSE A FEATURE AND BENEFIT THAT SATISFY THIS NEED

GAINING COMMITMENT

“IS THE SKILL OF OBTAINING THE

CUSTOMER’S AGREEMENT TO ACT”

Mainly By M.SOHAIL BJAWA & LITTLE CONTRIBUTION BY SHAHID LATIF

12

STEPS OF “GAINING COMMITMENT”

• REVIEW THE BENEFITS ACCEPTED BY CUSTOMER

• ASK FOR ACTION

Mainly By M.SOHAIL BJAWA & LITTLE CONTRIBUTION BY SHAHID LATIF

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TYPES OF REQUESTS FOR “ACTION”

• TRIAL USE

• CONTINUED USE

• EXPANDED USE

DEALING WITH RESISTANCE

A COMMON SITUATION

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TYPES OF “RESISTANCE”

• MISCONCEPTION

• REAL OBJECTION

• LACK OF INTEREST

• SCEPTICISMMainly By M.SOHAIL BJAWA & LITTLE

CONTRIBUTION BY SHAHID LATIF

MISCONCEPTION

IS A CUSTOMER’S INCORRECT NEGATIVE ASSUMPTION

ABOUT YOUR PRODUCT ,DUE TO LACK OF INFORMATION

Mainly By M.SOHAIL BJAWA & LITTLE CONTRIBUTION BY SHAHID LATIF

17

STEPS FOR DEALING WITH MISCONCEPTION

• PROBE TO CLARIFY CUSTOMER’S NEED

• TACTFULLY PROVIDE CORRECT INFORMATION

• EMPHASIS THE POSITIVE INFORMATION YOU HAVE PROVIDED

REAL OBJECTION“IS RESISTANCE BASED ON A LEGITIMATE SHORTCOMING

OR DISADVANTAGE OF YOUR PRODUCT”

Mainly By M.SOHAIL BJAWA & LITTLE CONTRIBUTION BY SHAHID LATIF

19

STRATEGY FOR DEALING WITH “REAL OBJECTION”

• PROBE TO CLARIFY CUSTOMER’S CONCERN

• ACKNOWLEDGE CUSTOMER’S CONCERN

• REDUCE IMPACT OF SHORTCOMING ON THE CUSTOMER

• EMPHASISE THE BENEFIT OF THE PRODUCT

DEALING WITH LACK OF INTEREST

DISINTEREST IN YOUR PRODUCTS BECAUSE OF SATISFACTION WITH A

COMPETITOR’S PRODUCT

Mainly By M.SOHAIL BJAWA & LITTLE CONTRIBUTION BY SHAHID LATIF

21

STRATEGY FOR DEALING WITH “LACK OF INTEREST”

• USE A SERIES OF CLOSED PROBES TO UNCOVER CUSTOMER’S NEED

• ESTABLISH AN AREA OF DISSATISFACTION WITH THE COMPETING PRODUCT

• HIGHLIGHT THAT FEATURE OR BENEFIT OF YOUR PRODUCT THAT SOLVES THAT SHORTCOMING

• THEN REINFORCE IT

SCEPTICISM

IS DISBELIEF THAT YOUR PRODUCT CAN REALLY

PROVIDE A BENEFIT THAT YOU CLAIM

Mainly By M.SOHAIL BJAWA & LITTLE CONTRIBUTION BY SHAHID LATIF

23

STRATEGY FOR DEALING WITH “SCEPTICISM”

• EMPHASIS THE BENEFIT IN QUESTION

• PROVE THE BENEFIT(introduce the clinical study, paraphrase key passages)

• EXPLAIN THE EBENFIT