Objection handling and detailling kailas

Objection Handling Detailing

1.1. Customer AttitudeCustomer Attitude

2.2. ObjectionObjection

3.3. Handling objection Handling objection

4.4. Technique of handling Technique of handling objectionobjection

5.5. Method of handling Method of handling objectionobjection

6.6. Vital 3 MinutesVital 3 Minutes

7.7. Handling Visual AidHandling Visual Aid

8.8. Art of samplingArt of sampling

1.1. PresentationPresentation2.2. DetailingDetailing3.3. Medical DetailingMedical Detailing4.4. Detailing sequenceDetailing sequence5.5. Prerequisite of Prerequisite of

Medical DetailingMedical Detailing6.6. How to become How to become

good detailer?good detailer?7.7. Basic structure of a Basic structure of a

sales presentationsales presentation 8.8. QuestionQuestion

Dr. Kailas GhodkeDr. Kailas GhodkeObjection Handling and Detailing Objection Handling and Detailing 22


Customers don’t always exhibit an attitude of Customers don’t always exhibit an attitude of

acceptance, they sometimesacceptance, they sometimes

Are sceptical of.Are sceptical of.

Are indifferent to.Are indifferent to.

Object to.Object to.

You probe to uncover customer needs; however, You probe to uncover customer needs; however,

when you probe you will also uncover a variety of when you probe you will also uncover a variety of

attitudes attitudes Dr. Kailas GhodkeDr. Kailas GhodkeObjection Handling and Detailing Objection Handling and Detailing 55

Acceptance Acceptance

Customer agrees with your benefits and has no negative Customer agrees with your benefits and has no negative

feelingsfeelings

Scepticism Scepticism

Customer is interested in a particular benefit but doubts Customer is interested in a particular benefit but doubts

whether your product can really provide this benefit whether your product can really provide this benefit

Indifference Indifference

Customer shows a lack of interest in your product Customer shows a lack of interest in your product

because of no perceived need for its benefits because of no perceived need for its benefits

Objection Objection

Customer displays opposition to your product Customer displays opposition to your product


Customer doubts that your product can really Customer doubts that your product can really

provide the benefits which you claimprovide the benefits which you claim

To assure the customer that your claims are To assure the customer that your claims are

legitimate, offer him proof (reprint) whenever legitimate, offer him proof (reprint) whenever

the customer is sceptical about a benefit or the customer is sceptical about a benefit or

objects to your benefits statement objects to your benefits statement

When you encounter scepticismWhen you encounter scepticism

Restate the ……….benefitRestate the ……….benefit

Prove the benefitProve the benefit

Personalize the benefit Personalize the benefit


Customer indifference due Customer indifference due Satisfaction with the currently in use productSatisfaction with the currently in use product Not recognize any need for the type of product you Not recognize any need for the type of product you

offer offer


Helps spotlight areas of possible Helps spotlight areas of possible dissatisfaction with the dissatisfaction with the

current productscurrent products

Helps direct towards potential area of need Helps direct towards potential area of need

Support these need with benefit of your Support these need with benefit of your product product

CloseClose

Use close probe to uncover areas of needUse close probe to uncover areas of need

An objection is a feeling or expression of opposition An objection is a feeling or expression of opposition

or disapproval.or disapproval.

An objection is both an opportunity and challenge An objection is both an opportunity and challenge

An objection is actually providing you with useful An objection is actually providing you with useful

and negative information and negative information

In selling objection is the resistance offered by the In selling objection is the resistance offered by the

customer to the proposition of salesman. customer to the proposition of salesman.

How should we change customers attitude from How should we change customers attitude from

objection to acceptance is the acid test for any objection to acceptance is the acid test for any

salesmansalesmanDr. Kailas GhodkeDr. Kailas GhodkeObjection Handling and Detailing Objection Handling and Detailing 1010

a) Resistance to changea) Resistance to change

It is a natural tendency of human being.It is a natural tendency of human being.

Customer refuse to admit that there is a better Customer refuse to admit that there is a better

way of doing things for the following reasonsway of doing things for the following reasons

1.1. Happy with the present situationHappy with the present situation

2.2. Not sure about new methods and its resultNot sure about new methods and its result

3.3. No body informed about the new productNo body informed about the new productDr. Kailas GhodkeDr. Kailas GhodkeObjection Handling and Detailing Objection Handling and Detailing 1111

b) Tendency to postponed the decisionb) Tendency to postponed the decision

Decision making is a complex process Decision making is a complex process

Decision making involves certain amount of risk Decision making involves certain amount of risk

and implicationand implication

c) Incomplete sales presentationc) Incomplete sales presentation

If sales presentation is not comprehensive will If sales presentation is not comprehensive will

leave many doubts in customers mindleave many doubts in customers mind


Objection should be welcome it is an opportunity toObjection should be welcome it is an opportunity to

Asses the customers feelings towards productAsses the customers feelings towards product

Remove misconceptions about product, company Remove misconceptions about product, company

or himselfor himself

Help customer to take right decisionHelp customer to take right decision

Get closure to customerGet closure to customer


Objections are not personal attacksObjections are not personal attacks

Objection signifies interest.Objection signifies interest.

Customers requires convincing need reassurance.Customers requires convincing need reassurance.

Objections provide opportunity to learn from Objections provide opportunity to learn from

feedbacks.feedbacks.

Objections tells us what customer thinks about our Objections tells us what customer thinks about our

product and co.product and co.

Always welcome objections.Always welcome objections.



Basically objection are due toBasically objection are due to

1.1. MisunderstandingMisunderstanding - About product due to lack of - About product due to lack of

informationinformation

2.2. Perceived DrawbacksPerceived Drawbacks - Drawback that exist in - Drawback that exist in

customers mind and could result fromcustomers mind and could result from

Product failing to provide a benefit the customer is Product failing to provide a benefit the customer is

looking for.looking for.

Customer simply not liking something about the Customer simply not liking something about the

product.product.


1- Handling Misunderstanding1- Handling Misunderstanding

Rephrase the objection in question formRephrase the objection in question form

Answer it directly to clear the misunderstandingAnswer it directly to clear the misunderstanding

2- Handling Perceived Drawbacks2- Handling Perceived Drawbacks

Rephrase the objection in question formRephrase the objection in question form

Minimize the objection by stressing relevant Minimize the objection by stressing relevant

benefit of the productbenefit of the product


I.I. Non Verbalized Objection.Non Verbalized Objection.

a.a. Silence Objection – Difficult ObjectionSilence Objection – Difficult Objection

b.b. Postures GesturesPostures Gestures

II.II. Verbalized Objections- Easier ObjectionsVerbalized Objections- Easier Objections

a.a. To get rid of Sales Rep.To get rid of Sales Rep.

b.b. To seek Information.To seek Information.i.i. MisunderstandingMisunderstanding

False PerceptionFalse Perception Wrong InformationWrong Information First use lead to Unpleasant experienceFirst use lead to Unpleasant experience

ii.ii. Genuine Drawback with productGenuine Drawback with productiii.iii. More Information - - Usually Question - More Information - - Usually Question -

ReassuranceReassurance


These are the most important and most difficult to These are the most important and most difficult to

deal with.deal with.

Difficult to recognize themDifficult to recognize them

An absolute silence , usually an absolute objection.An absolute silence , usually an absolute objection.

Silence , in selling is not regarded as an agreement.Silence , in selling is not regarded as an agreement.

Break the silence , probe , ask question to figure out Break the silence , probe , ask question to figure out

what is hidden objections.what is hidden objections.


Action speaks louder then words.Action speaks louder then words.

Body language conveys many objectionsBody language conveys many objections

Leaning forward in a chair- InterestedLeaning forward in a chair- Interested

Reclining back (away) in the chair- Losing interest.Reclining back (away) in the chair- Losing interest.

Arched eyebrows – DisapprovalArched eyebrows – Disapproval

Looking at the watch- No time , in a hurry, not Looking at the watch- No time , in a hurry, not

interested, boredom.interested, boredom.

Do not interpret gesture / posture out of context. Do not interpret gesture / posture out of context.

Gesture / posture mean different things in different Gesture / posture mean different things in different

context.context.

Exercise – Watch TV with audio off- Good learning for Exercise – Watch TV with audio off- Good learning for

body languagebody languageDr. Kailas GhodkeDr. Kailas GhodkeObjection Handling and Detailing Objection Handling and Detailing 2020

Many times doctor does not want to listen to you, he Many times doctor does not want to listen to you, he

wants you to get on with your job and finish quickly.wants you to get on with your job and finish quickly.

The intention is to foreclose you, very subtly by not The intention is to foreclose you, very subtly by not

allowing you to talk.allowing you to talk.

The following statements signify this;The following statements signify this;

I know your productI know your product

No need to detailNo need to detail

I know the companyI know the company

Very busy, leave the samples on my tableVery busy, leave the samples on my table

Just tell the name and leave the samplesJust tell the name and leave the samples

I don't use much, see other doctors in my clinic.I don't use much, see other doctors in my clinic.


This has following implicationThis has following implication

You as a sales Rep, ManagerYou as a sales Rep, Manager

Your CompanyYour Company

Your brandYour brand

Low credibilityLow credibility

You might have made your sales presentation less You might have made your sales presentation less

interesting (from doctors point of view- benefits)interesting (from doctors point of view- benefits)

His level of desire may be very lowHis level of desire may be very low

He is indifferent to you He is indifferent to you

Difficult to believeDifficult to believe


False PerceptionFalse Perception

Doctor may perceived your product wronglyDoctor may perceived your product wrongly

Wrong InformationWrong Information

Some time competitor pass on wrong Some time competitor pass on wrong

information, which results into information, which results into

misunderstanding the product.misunderstanding the product.


First use lead to Unpleasant experienceFirst use lead to Unpleasant experience

Doctor use the product and unfortunately the very Doctor use the product and unfortunately the very

first patient experience with one of those rare side first patient experience with one of those rare side

effecteffect

This create misunderstanding.This create misunderstanding.

E.g. Many of my patients had dry cough with E.g. Many of my patients had dry cough with

EnalprilEnalpril

Your action – Accept misunderstanding as your fault Your action – Accept misunderstanding as your fault

and represent facts, correct the misunderstanding and represent facts, correct the misunderstanding

and provide evidence.and provide evidence.

Yes Doctor it is true. 20% of the patient experience Yes Doctor it is true. 20% of the patient experience

this and 80% get excellent BP control.this and 80% get excellent BP control.Dr. Kailas GhodkeDr. Kailas GhodkeObjection Handling and Detailing Objection Handling and Detailing 2424

These are sincere authentic objectionThese are sincere authentic objection

These are due to actual problem faced by the customers or These are due to actual problem faced by the customers or

due to persisting doubts.due to persisting doubts.

There is no perfect product in this world.There is no perfect product in this world.

Every product has a drawback which is genuine and Every product has a drawback which is genuine and

possibly cannot be overcomepossibly cannot be overcome

Basically he needs more informationBasically he needs more information

E.g.E.g.

What is the dose of Welcozolam?What is the dose of Welcozolam?

While speaking on cell can I pickup another call While speaking on cell can I pickup another call

simultaneously?simultaneously?

Non availability of product.Non availability of product.Dr. Kailas GhodkeDr. Kailas GhodkeObjection Handling and Detailing Objection Handling and Detailing 2525

These are not genuine objections and the root These are not genuine objections and the root

cause is somewhere elsecause is somewhere else

Raise only to divert the Sales man from the main Raise only to divert the Sales man from the main

issueissue

Reason may be unfavorable inclination towards Reason may be unfavorable inclination towards

the product, company or the salesmanthe product, company or the salesman

E.g.E.g. – Your Company doesn’t do any thing for us? – Your Company doesn’t do any thing for us?


Objections are related to the subjective feeling Objections are related to the subjective feeling

of the customer .of the customer .

E.g.E.g.

You should give Welgo in Mango flavour instead You should give Welgo in Mango flavour instead

of Chocolate flavourof Chocolate flavour

You should manufacture cars with parrot green You should manufacture cars with parrot green

colour instead of olive green.colour instead of olive green.


Know the answer- Know your product, customer and Know the answer- Know your product, customer and

market thoroughly.market thoroughly.

Keep your temper cool. Don’t take it personal attack.Keep your temper cool. Don’t take it personal attack.

Don’t Argue- You may win the debate but you may Don’t Argue- You may win the debate but you may

loose the customer. Suggest him the alternatives loose the customer. Suggest him the alternatives

““An ounce of suggestion is worth a ton of argument”An ounce of suggestion is worth a ton of argument”

Give weight age to the customer and his view point. Give weight age to the customer and his view point.

Give him more new info.Give him more new info.

Don’t magnify the objection by harping on it. This will Don’t magnify the objection by harping on it. This will

create doubt / suspicion. Handel object for once and create doubt / suspicion. Handel object for once and

never come back on it.never come back on it.


Avoid argumentsAvoid arguments

Customer are always rightCustomer are always right

You are not here to win the arguments but to win the You are not here to win the arguments but to win the

referrals - the confidence of a doctor leading to salesreferrals - the confidence of a doctor leading to sales

Give respect to competitorsGive respect to competitors

When you criticise competitors you directly help When you criticise competitors you directly help

customer for his judgmentscustomer for his judgments


Handle any objection by using “SLUSA”Handle any objection by using “SLUSA”

S – StopS – Stop

Stop any activity you are doing Stop any activity you are doing

When you do so he will fell respectedWhen you do so he will fell respected

L – ListenL – Listen

Listen carefully so that he can sincerely express Listen carefully so that he can sincerely express

his problemhis problem

U – UnderstandU – Understand

Try to understand him completely Try to understand him completely

Best way to do is by repeating his objectionBest way to do is by repeating his objection


S – SootheS – Soothe

Sooth the customer by partially agreeing to himSooth the customer by partially agreeing to him

A – AnswerA – Answer

The final step is to answer his query provided , The final step is to answer his query provided ,

you are sure about the correct replyyou are sure about the correct reply


Use this only when the objection is clearly false , Use this only when the objection is clearly false ,

this could be dangerous.this could be dangerous.

E.g.E.g.

Your product is bitter.Your product is bitter.

Answer- No Sir it is sweet , you can taste it for Answer- No Sir it is sweet , you can taste it for

yourself.yourself.

Your price is higher than ……. (when it is not)Your price is higher than ……. (when it is not)


Most commonly used techniqueMost commonly used technique It is “Yes” but “No” techniqueIt is “Yes” but “No” technique You agree with the customer to disagreeYou agree with the customer to disagree First you agree with the thought process behind the First you agree with the thought process behind the

objection and then suggest what you want to say objection and then suggest what you want to say beginning with words like beginning with words like

““However”However” ““Unless” Unless” ““In the light of more information”In the light of more information” ““Lets examine the facts”Lets examine the facts” ““I see it papers that way”I see it papers that way” ““I understand how you think so”I understand how you think so” ““Fact suggest that”Fact suggest that” ““May I show you this report”May I show you this report”


E.g.E.g.

I agree that some of your patients may prefer I agree that some of your patients may prefer

mango taste, but it is found that most of the mango taste, but it is found that most of the

patients relish Welgo taste.patients relish Welgo taste.

I agree that you may prefer parrot green colour but I agree that you may prefer parrot green colour but

it is found that most of the customers like olive it is found that most of the customers like olive

green.green.Dr. Kailas GhodkeDr. Kailas GhodkeObjection Handling and Detailing Objection Handling and Detailing 3737

When you are sure about the answer and you When you are sure about the answer and you

are also sure that the customer will not agree to are also sure that the customer will not agree to

it.it.

In such situation ask counter question politely so In such situation ask counter question politely so

that the customer gives the answerthat the customer gives the answer

E.g.E.g. Your Iron preparation causes vomiting. You Your Iron preparation causes vomiting. You

start asking how many patients, how many start asking how many patients, how many

times, is it with all iron preparation etc.times, is it with all iron preparation etc.


When you are not sure about the reason use this When you are not sure about the reason use this

method specially in silent objectionmethod specially in silent objection

Always probe with open end questionAlways probe with open end question

The probing has to be done with thorough The probing has to be done with thorough

homework. Other wise you will offend the customerhomework. Other wise you will offend the customer

E.g.E.g.

Doctor in which indication you prefer Welpaz- D. Doctor in which indication you prefer Welpaz- D.

what is the dose, duration, what patient age group.what is the dose, duration, what patient age group.

Are you looking for vehicle for big/ small family ? Are you looking for vehicle for big/ small family ?

Or How many kilometers do you travel in a week ? Or How many kilometers do you travel in a week ?


This method is to tackle irrelevant objections This method is to tackle irrelevant objections

like - The visual or the colour on the visual aid is like - The visual or the colour on the visual aid is

badbad

If the objection is silly than ignore with a smile If the objection is silly than ignore with a smile

and carry on with your joband carry on with your job



This is the duration a customer will give to you for This is the duration a customer will give to you for

your sales presentationyour sales presentation

Waste no time in taking a place, opening a bag and Waste no time in taking a place, opening a bag and

taking out VA, LBL, Brochure etc.taking out VA, LBL, Brochure etc.

Avoid serious error by which he will get angry e.g. Avoid serious error by which he will get angry e.g.

Touching articles on the table, disturbing his set up Touching articles on the table, disturbing his set up

etc.etc.

Discuss the right product ,with right customer ,with Discuss the right product ,with right customer ,with

right implication, benefits etc.right implication, benefits etc.Dr. Kailas GhodkeDr. Kailas GhodkeObjection Handling and Detailing Objection Handling and Detailing 4242

Be confident with handling the Laptop, VABe confident with handling the Laptop, VA

Do not run the pointer use only to pointDo not run the pointer use only to point

Hold the Laptop / VA at appropriate distanceHold the Laptop / VA at appropriate distance

Handle objection effectivelyHandle objection effectively

Do not detail in monotonyDo not detail in monotony

Keep sample and gift with value additionKeep sample and gift with value addition

Do not make noise of bag while leaving.Do not make noise of bag while leaving.

Remember you must Remember you must Radiate sunshine , cheerfulness, Radiate sunshine , cheerfulness,

confidence and conviction in the clinicconfidence and conviction in the clinic



In handling VA the first thing to remember is, In handling VA the first thing to remember is,

that detailing is an art, and has to be done with that detailing is an art, and has to be done with

lot of care and conviction. lot of care and conviction.

Care means lot of practice and Conviction means Care means lot of practice and Conviction means

with emotion. with emotion.


Let the doctor see the visual and text matterLet the doctor see the visual and text matter

Don’t hurry to turn pagesDon’t hurry to turn pages

Ask for doctors comments on some special pointsAsk for doctors comments on some special points

Give brief pause between one product and Give brief pause between one product and

anotheranother

Handle VA gently and with careHandle VA gently and with care

Sound confident while making claims. Modulate Sound confident while making claims. Modulate

voice, articulate clearly.voice, articulate clearly.

Control speed of your speech.Control speed of your speech.


Give emphasis on the points printed boldlyGive emphasis on the points printed boldly

Always use a pointer (pen is the best pointer Always use a pointer (pen is the best pointer

and easily available) and easily available)

Do not run the pointer, use it only to pointDo not run the pointer, use it only to point

Hold the VA at appropriate distance so that Hold the VA at appropriate distance so that

doctor can read it properlydoctor can read it properly

If doctor takes the literature from you and starts If doctor takes the literature from you and starts

reading, do not disturb him let him complete it. reading, do not disturb him let him complete it.

Do not interrupt him.Do not interrupt him.



Every company gives adequate samples to its Every company gives adequate samples to its

sales team sales team

But it is an individual who makes the difference But it is an individual who makes the difference

with these samples in generating prescriptions.with these samples in generating prescriptions.

Use these samples in a judicious way to create Use these samples in a judicious way to create

an impact at every visit.an impact at every visit.

Distribution of samples with demonstration. Distribution of samples with demonstration.


Use demonstrating technique to make your product Use demonstrating technique to make your product

stand in doctors mind. stand in doctors mind.

Always demonstrate colour, scoring taste, smell etc.Always demonstrate colour, scoring taste, smell etc.

Arrange the samples on the doctor’s table in such a Arrange the samples on the doctor’s table in such a

way that brand name and important features face the way that brand name and important features face the

doctor.doctor.

Never keep the samples by telling that “here are few Never keep the samples by telling that “here are few

samples” instead, always tell that “ this product you samples” instead, always tell that “ this product you

can try on your next patient suffering from ___________ can try on your next patient suffering from ___________

(condition)”(condition)”

Always demand prescriptions when you keep the Always demand prescriptions when you keep the

samples.samples.Dr. Kailas GhodkeDr. Kailas GhodkeObjection Handling and Detailing Objection Handling and Detailing 5050

Dr. Kailas GhodkeDr. Kailas Ghodke 5151Objection Handling and Detailing Objection Handling and Detailing

1) 1) Presentation:Presentation: Does your introduction grab participant’s Does your introduction grab participant’s

attention and explain your objectives? attention and explain your objectives? Do you follow this by clearly defining the points of Do you follow this by clearly defining the points of

the presentation? the presentation? Are these main points in logical sequence? Are these main points in logical sequence? Do these flow well? Do these flow well? Do the main points need support from visual aids? Do the main points need support from visual aids? Does your closing summarize the presentation Does your closing summarize the presentation

clearly and concisely? clearly and concisely? Is the conclusion strong? Is the conclusion strong? Have your tied the conclusion to the introduction? Have your tied the conclusion to the introduction? Did you demand sale?Did you demand sale?


2) Delivery:2) Delivery:

Are you knowledgeable about the product Are you knowledgeable about the product

covered in your presentation? covered in your presentation?

Do you have your promotional inputs in order? Do you have your promotional inputs in order?

Where and how will you present (indoors, Where and how will you present (indoors,

outdoors, standing, sitting, etc.)? outdoors, standing, sitting, etc.)?

Have you checked and practice your visual aids, Have you checked and practice your visual aids,

brochure brochure and other promotional inputs? and other promotional inputs?


3) Appearance:3) Appearance:

Make sure you are dressed and groomed appropriately Make sure you are dressed and groomed appropriately

and in keeping with the audience’s expectations. and in keeping with the audience’s expectations.

Practice your speech standing (or sitting, if applicable), Practice your speech standing (or sitting, if applicable),

paying close attention to your body language, even your paying close attention to your body language, even your

posture, both of which will be assessed by the audience. posture, both of which will be assessed by the audience.

4) Visual Aids:4) Visual Aids:

Are the visual aids easy to read and easy to understand? Are the visual aids easy to read and easy to understand?

Did you understand the Visual aid?Did you understand the Visual aid?

Are they are in proper condition? Are they are in proper condition?

Can doctor see them easily while you are detailing them?Can doctor see them easily while you are detailing them?



To create positive impactTo create positive impact

To make the product known to the customer, To make the product known to the customer,

but its purpose is to create a NEED and WANT in but its purpose is to create a NEED and WANT in

the mind of the customerthe mind of the customer

This step is technically known as This step is technically known as

“comprehension” of the product to the “comprehension” of the product to the

customer with a view to generate an urge in his customer with a view to generate an urge in his

mind to prescribe the product. mind to prescribe the product. Dr. Kailas GhodkeDr. Kailas Ghodke 5656Objection Handling and Detailing Objection Handling and Detailing

It is a presentation of selling points in the most It is a presentation of selling points in the most

logical sequence to the customerlogical sequence to the customer

Sales promotion, sales presentation , sales Sales promotion, sales presentation , sales

interview are the other names of detailinginterview are the other names of detailing

Detailing – it is a communication of your Detailing – it is a communication of your

message to the customer to increase the sales.message to the customer to increase the sales.


Logical and sequential presentationLogical and sequential presentation

Logical build up of selling pointsLogical build up of selling points

Fastening the minds of the customerFastening the minds of the customer

Hammering the key pointsHammering the key points

Giving proof for all statements whenever needed.Giving proof for all statements whenever needed.


Detailing should be clear, concise and logical and Detailing should be clear, concise and logical and

it must be enlightenit must be enlighten

It should contain the following :It should contain the following :

1.1. What the product is? (Basic Product / Service)What the product is? (Basic Product / Service)

2.2. What it is used for? (Implication of the product / What it is used for? (Implication of the product /

service)service)

3.3. What it will do? (Action)What it will do? (Action)

4.4. How it is better? (Comparison)How it is better? (Comparison)

5.5. What are the benefits? What are the benefits? Dr. Kailas GhodkeDr. Kailas Ghodke 5959Objection Handling and Detailing Objection Handling and Detailing

Medical detailing is the conversations between Medical detailing is the conversations between

the doctor and the MR.the doctor and the MR.

It is a dialogue and not a monologIt is a dialogue and not a monolog

The MR builds a discussion with doctor in which The MR builds a discussion with doctor in which

the brand name along with generic name of the the brand name along with generic name of the

product, the indications, its benefits offer by the product, the indications, its benefits offer by the

product to the patients needs.product to the patients needs.


Name of the product Its Indication

Benefits to patient

Medical Detailing

Conversation

Thus any Medical detailing consist of Product Presentation and Motivation or Persuasion


Reason to adhere to the detailing stories or Reason to adhere to the detailing stories or

memories detailing:memories detailing:

Helps to transfer the ideas from your mind to the Helps to transfer the ideas from your mind to the

minds of customer clearlyminds of customer clearly

Covers all the pointCovers all the point

It is completeIt is complete

It is in logical order, drives customer from one point It is in logical order, drives customer from one point

to anotherto another

Sales executive can spend time on voice modulation Sales executive can spend time on voice modulation

and delivery of detailingand delivery of detailing

Saves timeSaves time

Helps new comer to sell effectivelyHelps new comer to sell effectively

Gives confidenceGives confidenceDr. Kailas GhodkeDr. Kailas Ghodke 6363Objection Handling and Detailing Objection Handling and Detailing

CompleteComplete

ClearClear

Delivered with confidenceDelivered with confidence

ConvictionConviction

Eliminate the competitionEliminate the competition

Should follow the “AIDA” principle.Should follow the “AIDA” principle.


The pre approachThe pre approach

The stage of collecting specific information of The stage of collecting specific information of

customer before actually calling on himcustomer before actually calling on him


The approachThe approach

Going near to your customer using AIDA principles and Going near to your customer using AIDA principles and

make your call effectivemake your call effective

The name of the productThe name of the product

Mention your product name time and again to the Mention your product name time and again to the

doctor as it help in registering the brand name in doctor as it help in registering the brand name in

customers mindcustomers mindDr. Kailas GhodkeDr. Kailas GhodkeObjection Handling and Detailing Objection Handling and Detailing 6767

The name of the productThe name of the product

Mention the name of the product time and again to Mention the name of the product time and again to

the customer the customer

It will help registering the brand name better in It will help registering the brand name better in

docters mind.docters mind.

The “you” benefitThe “you” benefit

Highlighting the benefits of the product for Highlighting the benefits of the product for

doctors and his patients. doctors and his patients.

Customer always appreciates if we talk from angle Customer always appreciates if we talk from angle

of patient and not from the angle of the companyof patient and not from the angle of the company


The building of confidenceThe building of confidence

How confidant you are about yourself, your How confidant you are about yourself, your

product and company. product and company.

This confidant will get transform into building up This confidant will get transform into building up

customers confidence and therefore Objection customers confidence and therefore Objection

handling become easier.handling become easier.


The proper closeThe proper close

The close is nothing but whether you have made The close is nothing but whether you have made

any impact on customer or not.any impact on customer or not.

The impact can be measure in terms of prescriptionsThe impact can be measure in terms of prescriptions

Close the call with the prescription demand is a Close the call with the prescription demand is a

mustmust

Always close with a statement such as - “Doctor Always close with a statement such as - “Doctor

may I get prescription for Voveron to the next may I get prescription for Voveron to the next

patient suffering from pain.patient suffering from pain.

In case of dispensing doctor you can ask Doctor In case of dispensing doctor you can ask Doctor

shall I send 50 vials of Voveron ?”shall I send 50 vials of Voveron ?”



While designing medical detailing , the MR takes While designing medical detailing , the MR takes

care of the following pointscare of the following points

1.1. Perception of the doctorPerception of the doctor

2.2. ExpectationsExpectations

3.3. Barriers of Medical DetailingBarriers of Medical Detailing

4.4. Tendency to evaluateTendency to evaluate

5.5. Poor listeningPoor listening

6.6. MechanicsMechanics

7.7. Motivation or persuasionMotivation or persuasion


What doctors knows about the company and his What doctors knows about the company and his

impression about the MR , and the company are the impression about the MR , and the company are the

primary considerations for the MR to make an approach.primary considerations for the MR to make an approach.

The indications in which the product used and the The indications in which the product used and the

therapy involved.therapy involved.

Every doctors has his own perceptions of the therapy Every doctors has his own perceptions of the therapy

e.g. Some doctors used appetizers along with iron e.g. Some doctors used appetizers along with iron

prescription or Antibiotic along with multivitamin or prescription or Antibiotic along with multivitamin or

probiotics.probiotics.

The effective MR takes individual likes and dislikes of The effective MR takes individual likes and dislikes of

the doctors so that his selling become smooth.the doctors so that his selling become smooth.


MR has some expectations from the doctor- Call MR has some expectations from the doctor- Call objectivesobjectives

Similarly doctor also has some expectation / Similarly doctor also has some expectation / problems i.e. about treatment, issue about a problems i.e. about treatment, issue about a particular therapy with drug particular therapy with drug

The effective MR achieves his objectives by meeting The effective MR achieves his objectives by meeting with expectations of the doctor.with expectations of the doctor.

The MR communicate with doctor to establishes an The MR communicate with doctor to establishes an understanding and make him to accept his point of understanding and make him to accept his point of view or recommendations.view or recommendations. He highlights the buying motives of the product He highlights the buying motives of the product

put forward the supporting references or clinical put forward the supporting references or clinical data with punch of a salesman.data with punch of a salesman.

Only quoting the reports will not create any impact Only quoting the reports will not create any impact but reports have to be projected in a manner which but reports have to be projected in a manner which clicks the imaginations of the doctor.clicks the imaginations of the doctor.


Ego is the greatest barrier of medical detailing.Ego is the greatest barrier of medical detailing.

The MR think that the doctor is known to him and The MR think that the doctor is known to him and

he should start prescribing his product strait away he should start prescribing his product strait away

and when this does not happens he feels doctor is a and when this does not happens he feels doctor is a

bad person and should not contact him any more.bad person and should not contact him any more.

He forgets that the doctor cannot prescribe his He forgets that the doctor cannot prescribe his

product unless he is convinced of the utility of the product unless he is convinced of the utility of the

product and confident about the company product and confident about the company

background.background.Dr. Kailas GhodkeDr. Kailas GhodkeObjection Handling and Detailing Objection Handling and Detailing 7575

The MR sometimes conclude that the doctor may not The MR sometimes conclude that the doctor may not

be useful or may not be interested in a particular be useful or may not be interested in a particular

product or indication.product or indication.

He may have tendency to evaluate the doctor before He may have tendency to evaluate the doctor before

judging his potential or discussing with him. And judging his potential or discussing with him. And

later on he may be prove wrong.later on he may be prove wrong.

Effective MR does not jump into conclusion or Effective MR does not jump into conclusion or

evaluates the doctor before having a through evaluates the doctor before having a through

discussion with him.discussion with him.Dr. Kailas GhodkeDr. Kailas GhodkeObjection Handling and Detailing Objection Handling and Detailing 7676

Medical detailing is conversation, discussion of Medical detailing is conversation, discussion of

MR with the doctor should be based on their MR with the doctor should be based on their

mutual perceptions and view pointsmutual perceptions and view points

Effective MR is a good listener – he listen Effective MR is a good listener – he listen

carefully , patiently and with understanding carefully , patiently and with understanding

Thus effective MR can project the relevant point Thus effective MR can project the relevant point

s to the doctor for effective discussion and s to the doctor for effective discussion and

understanding understanding Dr. Kailas GhodkeDr. Kailas GhodkeObjection Handling and Detailing Objection Handling and Detailing 7777

Effective MR make his product presentation in Effective MR make his product presentation in

the language best appreciated by the doctors.the language best appreciated by the doctors.

He uses medical terminologies in the He uses medical terminologies in the

discussion with doctordiscussion with doctor

Brings clinical situationsBrings clinical situations

The entire communications meets with The entire communications meets with

requisite dimensions i.e. the communications requisite dimensions i.e. the communications

becomes relevant, effective, cohesive and becomes relevant, effective, cohesive and

most important points are reputed in the most important points are reputed in the

form of a quick summery.form of a quick summery.


After the product presentation the MR needs to After the product presentation the MR needs to

motivate the doctor or persuade him to prescribe motivate the doctor or persuade him to prescribe

the product the product

The persuasion can be done in 3 ways.The persuasion can be done in 3 ways.

1) Doctor support1) Doctor support

Any product which is popular today , was a one time Any product which is popular today , was a one time

not even known to the doctor. not even known to the doctor.

The popularity is only because the doctors have The popularity is only because the doctors have

been prescribing the product or supporting it.been prescribing the product or supporting it.Dr. Kailas GhodkeDr. Kailas GhodkeObjection Handling and Detailing Objection Handling and Detailing 7979

2) Prescribing product is a good remainder.2) Prescribing product is a good remainder.

A good practicing doctor is visited at least 20-30 MRs A good practicing doctor is visited at least 20-30 MRs

and each one of them promote at least 2 products to and each one of them promote at least 2 products to

him.him.

Doctor remember about 20-30 products which are Doctor remember about 20-30 products which are

interesting to him and request the doctor to prescribe interesting to him and request the doctor to prescribe

the product to the next patient so that the the product to the next patient so that the

prescription can itself be a good reminder for him.prescription can itself be a good reminder for him.


3) Existing Prescriber for other product.3) Existing Prescriber for other product.

The doctor may prescribe other products of his The doctor may prescribe other products of his

companycompany

The MR shall refer to those brands names and request The MR shall refer to those brands names and request

for one prescription for the new product.for one prescription for the new product.

If the MR can obtain one prescription , the doctor will If the MR can obtain one prescription , the doctor will

continue to support the product .continue to support the product .Dr. Kailas GhodkeDr. Kailas GhodkeObjection Handling and Detailing Objection Handling and Detailing 8181

Persuasion for the prescription should be made Persuasion for the prescription should be made

after MR has been thoroughly confident about the after MR has been thoroughly confident about the

interest of the productinterest of the product

In one visit MR should not persuade for more then In one visit MR should not persuade for more then

2 products2 products

At the time of persuasions it is advisable to At the time of persuasions it is advisable to

highlight the company's image, especially highlight the company's image, especially

manufacturing facilities, expertise available and manufacturing facilities, expertise available and

people behind the company.people behind the company.

Persuasion is most important because this Persuasion is most important because this

influences the emotional mind of the doctor which influences the emotional mind of the doctor which

triggers his prescriptions behavior.triggers his prescriptions behavior.Dr. Kailas GhodkeDr. Kailas GhodkeObjection Handling and Detailing Objection Handling and Detailing 8282


It is universally accepted that doctors are more It is universally accepted that doctors are more

receptive to good detailing then to lifeless detailing.receptive to good detailing then to lifeless detailing.

The benefits of good detailing areThe benefits of good detailing are

Better reception by the doctorBetter reception by the doctor

Recognition by peers , the company, the marketRecognition by peers , the company, the market

Increased efficiency and more prescription.Increased efficiency and more prescription.

Excellent detailers are always made and not born Excellent detailers are always made and not born

with.with.

ByBy

Understanding detailingUnderstanding detailing

Practice, review and again practicePractice, review and again practice

Constantly refine the following detailing Constantly refine the following detailing

elements, you can become a “Good Powerful elements, you can become a “Good Powerful

Detailer”.Detailer”.


1.1. ClarityClarity

2.2. Accuracy of TextAccuracy of Text

3.3. Voice and PitchVoice and Pitch

4.4. Speed of DeliverySpeed of Delivery

5.5. ConfidenceConfidence

6.6. PausesPauses

1.1. Pointer and Pointer and

SynchronizationSynchronization

2.2. Eye contactEye contact

3.3. Clarity of brand Clarity of brand

namesnames

4.4. Alertness in gauging Alertness in gauging

attentionattention

Delivery should be clear so the doctor will Delivery should be clear so the doctor will

understand the central message clearly.understand the central message clearly.

Short sentence you tend to be clear. Short sentence you tend to be clear.

Long sentence you tend to be out of air.Long sentence you tend to be out of air.

Doctor will not be able to hear the ends of the Doctor will not be able to hear the ends of the

sentencesentence

Break the sentences meaningfully with pause.Break the sentences meaningfully with pause.Dr. Kailas GhodkeDr. Kailas GhodkeObjection Handling and Detailing Objection Handling and Detailing 8686

Delivery of 100% text is important for 2 reason.Delivery of 100% text is important for 2 reason.

1) Proper Medical Words.1) Proper Medical Words.

We are in technical selling and so in place of We are in technical selling and so in place of

“Hypertension” in place of “Hypotension” or “Hypertension” in place of “Hypotension” or

“antagonist” in place of “agonist” the meaning “antagonist” in place of “agonist” the meaning

are distorted.are distorted.

Technical words have exact meanings and have Technical words have exact meanings and have

to be fitted into sentences expertly.to be fitted into sentences expertly.


2) Proper English2) Proper English

English is not our mother tongue, improper English is not our mother tongue, improper

construction of the sentences will also distort the construction of the sentences will also distort the

message.message.

100% delivery of the text is crucial for undiluted 100% delivery of the text is crucial for undiluted

messages to reach targeted doctors, this increases messages to reach targeted doctors, this increases

your efficiency and output.your efficiency and output.Dr. Kailas GhodkeDr. Kailas GhodkeObjection Handling and Detailing Objection Handling and Detailing 8888

Delivery should be loud enough for the doctor to hearDelivery should be loud enough for the doctor to hear

Use loudness to underline important words and stages Use loudness to underline important words and stages

of your presentationsof your presentations

Delivery should not be offensively / disturbingly loud and Delivery should not be offensively / disturbingly loud and

not so low the listener has to strain to understand.not so low the listener has to strain to understand.

The tone of the delivery should be friendly, assertive The tone of the delivery should be friendly, assertive

and leave a positive impact.and leave a positive impact.

With variation you can induce attention and co-operationWith variation you can induce attention and co-operation


Your speed should be enough to facilitate clarityYour speed should be enough to facilitate clarity

It should be spaced to make the doctor understand It should be spaced to make the doctor understand

, but not too slow he will loose interest., but not too slow he will loose interest.

Even if doctor shows signs of restlessness, a fast, Even if doctor shows signs of restlessness, a fast,

hurried presentation is meaningless.hurried presentation is meaningless.

It would make sense to ask for an appointment and It would make sense to ask for an appointment and

make a powerful presentation, when doctor is in make a powerful presentation, when doctor is in

receptive mood.receptive mood.


At the end of presentation the doctor should think of At the end of presentation the doctor should think of

you as a confident, sensible and rational professionalyou as a confident, sensible and rational professional

You will automatically become confident once you You will automatically become confident once you

start practicing consciously the elements of detailing.start practicing consciously the elements of detailing.


In verbal communication, the only way to punctuate In verbal communication, the only way to punctuate

your sentences is by pausing at the right places.your sentences is by pausing at the right places.

You can highlight commas, stops, paragraph and You can highlight commas, stops, paragraph and

beginning of new topics just by timing your pauses.beginning of new topics just by timing your pauses.

Remember pauses between individual musical Remember pauses between individual musical

notes, makes music.notes, makes music.


The use of a pen as a pointer is very useful to The use of a pen as a pointer is very useful to

highlight portions from visual aid or literature.highlight portions from visual aid or literature.

Use any ordinary pen , Shiny , showy glossy pen Use any ordinary pen , Shiny , showy glossy pen

tend to draw attention of the doctor to the pointer tend to draw attention of the doctor to the pointer

rather then the to the message.rather then the to the message.

Point out relevant portions by fixing pointer firmly at Point out relevant portions by fixing pointer firmly at

the beginning of every important sentence.the beginning of every important sentence.

Running the pointer, along with the text on the Running the pointer, along with the text on the

visual aid tend to distract the doctor and should be visual aid tend to distract the doctor and should be

avoidedavoided

Delivery should match flipping of the pages in a the Delivery should match flipping of the pages in a the

visual aid and literature.visual aid and literature.Dr. Kailas GhodkeDr. Kailas GhodkeObjection Handling and Detailing Objection Handling and Detailing 9393

More than 2400 types of facial expression have been More than 2400 types of facial expression have been

listed by expert.listed by expert.

The most studied expression is eye contactThe most studied expression is eye contact

Constriction of pupils clearly indicates disapproval and Constriction of pupils clearly indicates disapproval and

dilated ones approval.dilated ones approval.

Eye contact with doctors is not only important for you to Eye contact with doctors is not only important for you to

express sincerity , commitment but to gauge his express sincerity , commitment but to gauge his

response to your presentationresponse to your presentation

One can gauge whether the doctor is comfortable before One can gauge whether the doctor is comfortable before

, during and after the presentations just by eye contact., during and after the presentations just by eye contact.

When the pupils are dilated, that’s the right time to get When the pupils are dilated, that’s the right time to get

a commitment for a prescription or an order.a commitment for a prescription or an order.


Objective of the your presentation is to leave the brand Objective of the your presentation is to leave the brand

names on the “TOP OF THE MIND” of the doctor.names on the “TOP OF THE MIND” of the doctor.

Correct pronunciation of the brand names is important.Correct pronunciation of the brand names is important.

In case of difficult pronunciation of Practice brand In case of difficult pronunciation of Practice brand

names.names.


During presentation it is important to see whether the During presentation it is important to see whether the

doctors has shifted attention or mentally “SWITCHED doctors has shifted attention or mentally “SWITCHED

OFF”.OFF”.

If the doctor is distracted away from your If the doctor is distracted away from your

presentation, pause till the doctor looks back at you presentation, pause till the doctor looks back at you

and continue.and continue.Dr. Kailas GhodkeDr. Kailas GhodkeObjection Handling and Detailing Objection Handling and Detailing 9696

OpeningOpening

Get attentionGet attention

Create interest and sustain itCreate interest and sustain it

Present benefits Present benefits

DemonstrateDemonstrate

FeedbackFeedback

Handle objectionHandle objection

CloseClose


Do not tell the customer about your Do not tell the customer about your

product and service until you have product and service until you have

found out which company they are from found out which company they are from

and what sort of cake they are and what sort of cake they are

interested in.interested in.







Education

Objection handling and detailling kailas