Basic Selling Skills Dr.ezzat

BASIC SELLING SKILLS ADVOCURE MANUAL

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 a WIN – WIN situation • Personal or Impersonal • Personal : Face to Face communication. • Impersonal : Involve no face to face communication.

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 buy g To satisfy a need. • There are 6 buying motives which are of EQUAL IMPORTANCE. • To find out buying motives, ASK QUESTIONS. • Let your customers buy for their reasons, not yours!

BUYING MOTIVES • Possession 1. Making a Gain 2. Avoiding a Loss

• Experience 3. Having pleasure, enjoyment, comfort ,convenience 4. Avoiding pain, worries, problems

• Recognition 5. Boosting self-satisfaction, pride 6. Gaining social approval, prestige

UNIQUE SELLING POINT (USP) • The factor or consideration presented by a seller as the reason that one product or service is different from and better 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 taking charge and know what they want and when they want it, fit the Director personality type. • These people may present as demanding and can seem intimidating and unwilling to consider alternative viewpoints. • A customer with a Director type personality will typically refuse small talk, preferring to ascertain facts, determine the relevance of a product or service and make decisions without delay. • Directors have clear goals and want the best value 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 compliments about their direct style and decisiveness • Allow them to make their own decisions; keep your suggestions short and relevant; never offer roadblocks to their goal

THE ANALYST • Customers with an analytical type personality, where research, accuracy and analysis are critical. • Analysts seek information and assess all possibilities before making a decision. • Analysts love facts, details and descriptions of products and services, and effective sales training programs cover these aspects of working with customers of this personality type. • It can be useful to understand that Analysts read manuals and the fine print and value this more than attempts made at small talk when they are in a retail environment.

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 to detailed labeling and information (if available) for a product • Feel comfortable asking the customer what they need and invite them to share their knowledge and research into a product or service. • Asking the opinion of an Analyst is often a compliment to them.

THE BELONGING/RELATER • People who feel a strong need to be part of a group fit the Relater/Belonging customer personality profile. • Your product is likely to become part of such a customer‘s choices and be included on their list of ‗go to‘ providers. • Because of their networks, these customers know someone who knows someone who can assist them to get what 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 perceptions and 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 and establishing new relationships. • Socialisers want to create new friendships. They cannot be treated in the same way as an Analyser or Director and bombardment with facts and statistics will repel them. • In contrast to customers fitting the Belonging type, loyalty is not as vital to Socialisers as they shop in a variety of places that they have 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; the relationship 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 keep them focused — your goal is still to sell to them

ADOPTION LADDER • Customers are arranged based on their 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 15 pts./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 AN OBJECTION? 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 my patients 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.

PROPER OBJECTION HANDLING

HOW SHOULD WE REACT UPON RECEIVING AN OBJECTION?

Remember; Don‘t Run Away from an Objection

PROPER ATTITUDE WHILE HANDLING 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 GUARANTEE MINIMIZING OBJECTIONS?

THE 4 PROPERS Proper target selection Proper feedback Proper Call Strategy

Proper message delivery

WE HAVE TO BE INFLATED WITH SELF CONFIDENCE

WHAT ARE THE MUST NEED TO KNOW?

1.Product Understanding

2.Unique selling points 3.Competitors

4.Physicians‘ attitudes and practices 5.Market dynamics

ANSWERING QUERIES & CONCERNS

BEST WAYS TO ANSWER ANY QUERY

CAR Check model Clarify, Acknowledge Reply Check

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 Specific M Measurable A Ambitious/ Achievable R Realistic T Timely limited

Objective

BEFORE THE CALL Preparation • 2nd Planning the call Prepare : 1. Approach 2. Question to uncover needs & verify assumptions 3. Benefits to satisfy needs 4. Responses to possible reactions 5. Use of visual aid 6. 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 the sales 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 topic of 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

PRESENTATION We 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 as needed or as enough ( 6 buying motives! ) ( What it can do ). • We look for: The customer‘s BUYING MOTIVE and match 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 can be answered in a single word, often ―YES‖ or ―NO‖

Never start with closed probe

FORMS OF PROBES Form Open-ended

Objective • Find / clarify needs • Check assumptions • Obtain information in depth • Demonstrate interest

• Get precise, quick response Closed-ended • Ask for information • Give information

Construction Who? Which? When? Where? What? Why? How? Careful with WHY?

Yes No I don‘t know

PROBING STRATEGY Begin with an open probe Need input

No need input

Continue to use open probe

Switch to a closed probe to direct conversation to a presumed need

Stated clear need

Confirm presumed need

SEQUENCE OF QUESTIONS Questioning phase, discover customer needs/ buying motives Here you should know enough Presentation phase, check if specific benefit is met

open ended questions

Closed ended questions Benefit-Tag question

If answer is NO, ask another open ended question

REINFORCING • Reinforcing: is the skill of satisfying customer needs with product features & benefits. • Reinforcing firmly establishes you as a problem-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

POSITIVE CUSTOMER RESPONSES 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. They only 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 change to another benefit / advantage.

POSITIVE CUSTOMER RESPONSES C. Prospect continues talking, but makes statements not appealing to you That means he is talking without dissatisfaction. If the prospect is still talking about the product, he has some interest in it. Statements that do not directly state a dislike 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.

POSITIVE CUSTOMER RESPONSES D. Non-verbal customer behavior • If he is looking at your visual aid, sample, plan. • Keep an eye on body language, whether it expresses rejection, inquisitiveness, approval. • He will often signal interest through body language while being verbally skeptical. Or • He makes a verbal positive statement and signals disinterest through body language

POSITIVE / NEGATIVE CUSTOMER RESPONSES Statements with a positive and negative aspect 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, just ignore the negative portion!

NEGATIVE CUSTOMER RESPONSES There are four types of customer resistance: 1. 2. 3. 4.

Misconceptions. Real objections. Lack of interest. Skepticism.

NEGATIVE RESPONSES Definition Misconceptions

An incorrect negative assumption about your product due to a lack of information or misinformation

Real objections

Legitimate shortcoming or disadvantage of your product

Lack of interest

Disinterest in your product because of satisfaction with a competitor product

Skepticism

Disbelief that your product can provide the stated benefit

STRATEGIES FOR DEALING WITH RESISTANCE Usually occurs…….

General strategy

Misconceptions

Anytime

Provide correct information

Real objections

Anytime

Reduce shortcomings and emphasizes benefits

Lack of interest

At the beginning of the call, after your initial open probe

Turn an area of dissatisfaction with a competitor product into an area of need for your product

Skepticism

Directly after a benefit statement

Offer proof

Resistance

MISCONCEPTION A misconception is a customer‘s incorrect negative assumption about your product or company, due to a lack 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 have provided.

REAL OBJECTION A real objection is resistance based on a legitimate shortcoming 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 the customer. Step 4: Emphasize the benefits of the product.

LACK OF INTEREST Lack of interest in your product is almost always due to satisfaction with a competing product. Strategy for dealing with lack of interest: • Use series of closed probe to uncover areas of customer need. • Selling against the competition. • Turn an area of dissatisfaction with the competing product into an area of need for your product . • When you uncover a customer need your product can 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 COMMITMENT) It‘s the skill of obtaining the customer‘s agreement to act by asking a closed ended question. 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 prescribe this 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 CLOSING 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 SHORT CALL Introduce yourself

Customer gives you a time limit signal Open the call

Present additional features and benefits

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 bridge smoothly and naturally from one subject to the next.

PUTTING IT ALL TOGETHER THE 10 GOLDEN RULES OF SUCCESSFUL SELLING 1. The successful salesperson is not a ―Good‖ or ―Fast talker‖ the opposite is true – he is a good listener.

2. The good salesperson does not sell to ―anybody‖; he first finds and qualifies the right prospect. 3. The good salesperson does not go into a call ―blind fold‖; he carefully prepares the call by setting objectives and planning his strategy.

PUTTING IT ALL TOGETHER THE 10 GOLDEN RULES OF SUCCESSFUL SELLING 4. The good salesperson looks for dialogue right from the start and therefore begins with the proper approach and questions. 5. The good salesperson does not present the product or services until he has learnt what the prospect‘s needs and buying motives are. 6. The good salesperson presents only those features and benefits of his product or services that relate to the prospect‘s needs.

PUTTING IT ALL TOGETHER THE 10 GOLDEN RULES OF SUCCESSFUL SELLING 7. If the prospect raises an ―objection‖ the good salesperson 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, he accepts it, deals with real concerns, satisfies the customer‘s need, responds by picking up on anything positive. 8. The successful salesperson tries to close whenever he hears a buying signals indicating that the prospect could be ready to buy.

PUTTING IT ALL TOGETHER THE 10 GOLDEN RULES OF SUCCESSFUL SELLING 9. The good salesperson knows that the post call review is already the start of the next call.

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

THANK YOU BEST WISHES