SELLING SKILLS

M.SOHAIL BAJWA
SELLING SKILLS

AN OVERVEIW REGARDING
PHARMACEUTICAL SALES
PROMOTION
 TRADITIONAL
SELLING PROCESS
P R O S P E C T IN G

P R E A P P R O A C H IN G

A P P R O A C H IN G

P R E S E N T A T IO N

T R IA L C L O S E

O B J E C T IO N H A N D L IN G

T R IA L C L O S E

F O L L O W U P A N D S E R V IC E S
 OPENING

“IS THE SKILL OF ATTAINING

CUSTOMER,S ATTENTION .”
 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”
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”
 STEPS OF “GAINING
COMMITMENT”

 REVIEW THE BENEFITS ACCEPTED

BY CUSTOMER
 ASK FOR ACTION
TYPES OF REQUESTS FOR
“ACTION”

 TRIAL USE
 CONTINUED USE
 EXPANDED USE
DEALING WITH
RESISTANCE
A COMMON SITUATION
TYPES OF “RESISTANCE”

 MISCONCEPTION
 REAL OBJECTION
 LACK OF INTEREST
 SCEPTICISM
 MISCONCEPTION

IS A CUSTOMER’S INCORRECT
NEGATIVE ASSUMPTION ABOUT
YOUR PRODUCT ,DUE TO LACK
OF INFORMATION
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”
 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
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
 STRATEGY FOR DEALING
WITH “SCEPTICISM”
 EMPHASIS THE BENEFIT IN
QUESTION
 PROVE THE BENEFIT(introduce the
clinical study, paraphrase key passages)
 EXPLAIN THE EBENFIT