Customized Selling Skills
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This document outlines modules for customized selling skills training, including opening statements, gaining and maintaining a customer's attention, probing, listening, supporting products with features and benefits, overcoming objections, and closing sales. The six modules cover key aspects of the selling process like pre-planning, territory management, customer service, and follow up. They provide guidance on direct, purpose, assumed need, and benefit opening statements. Techniques are presented for understanding why customers lose interest and regaining their attention through actions, compliments, referrals, novelty, questions, demonstrations, humor, and promotional aids. Types of open-ended and closed-ended probing questions are defined, as well as the benefits of active listening. The funnel approach to
Customized Selling Skills
- 1. Customized Selling Skills: Modules 1 to 3 (Total 6 Modules) Prepared by: YK Png
- 2. THE SELLING PROCESS Pre-Planning & Setting call objectives (Territory Management) Getting & Holding Attention Supporting Opening Probing Overcoming objections Closing Follow up (Customer Service/Complaints Management) Customised Selling Skills
- 3. COMPANY Research & development of New Equipment Production of the equipment Promotion (Marketing & Sales) Awareness/Interest Purchase Usage Quality of life Economic benefits CUSTOMERS CONSUMERS Communication Gap $
- 4. Customised Selling Skills Module 1 Module 2 Opening - Types of Opening Module 3 Module 6Module 5Module 4 Holding Attention - Why the physician loses interest? - Getting Attention - Holding Attention Probing & Listening - Types of probes - Listening Supporting - Features and Benefits Overcoming Objections - Types of objections - Process and Techniques Closing - Reasons why salespersons don’t close - When to close - How to close
- 5. MODULE 6 MODULE 5 MODULE 4 MODULE 3 MODULE 2 OPENING Types of Opening MODULE 1
- 6. Customised Selling Skills The Opening
- 7. THE OPENER To set your customer in the right frame of mind Direct your call to the objective of your visit Maintain rapport at all times Have ENTHUSIASM !
- 8. TYPES OF OPENERS DIRECT PURPOSE STATEMENT THE JACK ASSUMED NEED / BENEFIT STATEMENT
- 9. DIRECT DIRECT... …Chief Nurse (Ms Direct), could I have you to spare me a few minutes to discuss how Fresubin could be the most appropriate product for your patient . . .
- 11. DIRECT When to use DIRECT Opening statement? • Time constraint • Serious customer • When doctor/customer is busy
- 12. PURPOSE STATEMENT PURPOSE STATEMENT... …Ms Cantik, my purpose here today is to discuss with you regarding a talk on “healthy and pretty skin” that we intend to organise …
- 13. PURPOSE STATEMENT PURPOSE STATEMENT... …Doctor, my purpose here today is to discuss how we could work together …
- 14. PURPOSE STATEMENT When to use PURPOSE STATEMENT? • Long discussion • To set customer in right set of mind • Serious customer
- 15. THE JACK THE JACK... … Ms Diety, as one of the most respected dietitian in the community hospitals, I seek your advice on the use of nutritional drink for cancer patients. . .
- 17. THE JACK When to use JACK Opening statement? • senior / reputable doctors / customers • high ego doctors / customers • new reps
- 18. ASSUMED NEED & BENEFIT STATEMENT ASSUMED NEED & BENEFIT STATEMENT... …Mr Price, may I share with you an interesting Prescription only Omega 3 that has both clinical evidence and side effect profile that will benefit both you and your patients?
- 19. ASSUMED NEED & BENEFIT STATEMENT ASSUMED NEED & BENEFIT STATEMENT... …Doctor, I trust that you have many patients whom you have very good relationship with, I would like to introduce to you our new Duolac Derma…
- 20. When to use ASSUMED NEEDS & BENEFITS statement? • Trying to direct customer to the call objectives • Good pre-call plan • Know your customers well (do your homework!) ASSUMED NEED & BENEFIT STATEMENT
- 21. Which Opener is the “best”? • Understand doctor’s profile • Sensitive to the environment • Patient’s demographic profile • Competition • Sales Representative’s personality
- 22. OPEN STATEMENTS EXERCISE Think of an actual scenario, develop a list of open statements that can be used to lead the doctor/customer towards your call objectives
- 23. MODULE 6 MODULE 5 MODULE 4 MODULE 3 Holding Attention Why the customer loses interest? Getting Attention Holding Attention MODULE 2
- 24. 28 Why The Customer Loses Interest
- 25. Why does he keep selling me a product that I do not use !!! 1. IGNORING WANTS AND NEEDS
- 26. 2 : STATING THE OBVIOUS I think I have a flu, doctor. You might want to know that comes with a fever too. Is he insulting my intelligence?! Doctor, our endoscope is good for endoscopic surgery
- 27. 3. NOT STICKING TO THE POINT
- 28. 4 : DELIVERING NONSENSE ARGUMENTS Doctor, this may sound ridiculous but... Our Duolac may be used for all kinds of dermatological problems, even as a substitute for most difficult IBD! Making excessive claims IBD: inflammatory Bowel Disease
- 29. 5. MISUSE OF REPETITION EFFICACY EFFICACYEFFICACY
- 30. 6. UNEVEN PACING
- 31. 7 : LACK OF IMPACT Weak Self-presentation Question: Why are you seeing the doctor/customer?
- 32. Why Physicians lose interest?
- 33. GETTING ATTENTION Getting & Holding Attention Supporting Opening Probing Overcoming objections Closing
- 34. 1 : ACTION
- 35. 2: FROZEN ACTION
- 36. 3 : COMPLIMENT
- 37. 4 : REFERRAL
- 38. 4 : When to use or not to use REFERRAL?
- 39. 5 : NOVELTY
- 40. 6 : MYSTERY
- 41. 7 : QUESTION
- 42. 7 : Why ask QUESTION?
- 44. 8 : Why DEMONSTRATION is helpful? When not to use?
- 45. 9 : HUMOUR
- 46. 10 : PROMOTIONAL AIDS
- 47. 10 : How do you use your PROMOTIONAL AIDS? 10 : How many products do you detail in each visit?
- 48. HELPPPPPPP !!! 11 : ASK FOR HELP
- 49. 12 : SILENCE
- 50. 13 : DRAMATIC CASE HISTORY
- 52. GETTING ATTENTION EXERCISE Develop a list of statements that can be used to get doctor/customer’s attention
- 54. 1. BREVITY • “KISS” • Clinic very busy… • No-nonsense doctors What if the doctor would like more information?
- 55. 2. CLARITY • Loud (but not shouting!) and clear • Highlight key points • Seek understanding / clarification
- 56. 3. VARIETY
- 57. 4. FRESH IDEAS
- 58. 5. SUSPENSE Rep: “Mr Buyer, we are coming out with very interesting TV campaign for travellers. But before I share this, let me share with you a little bit more about Duolac Travel . . .
- 59. 6. FEEDBACK “Knowing yourself and your “enemy” (customers, market, industry, competitors, products…) win all the battles” - Sun Tze
- 60. 7. DISAGREEING AGREEABLY Rep: “Yes, . . ., but….” 7. Customer is always right… why shouldn’t you agree all the times…?
- 61. 8. SINCERITY • You are dealing with extremely intelligent & knowledgeable customers! DON’T bullshit! • Respect, integrity, value, … • Follow up opportunity
- 62. 9. CONVICTION
- 63. 10. READINESS 10. What are in your detailing bag?
- 64. GETTING & HOLDING ATTENTION: BRAINSTORMING & ROLE PLAY Think of a real scenario that shows why your customer lost interest (or showed no interest) in what you were saying, …, explain why do you think he/she was not interested. How would you have handled the situation differently? (Apply the skills you have just learnt to catch and hold your customer’s attention)
- 65. MODULE 6 MODULE 5 MODULE 4 Probing & Listening Types of probes Listening MODULE 3
- 66. PROBE Determine the need of your customer by asking question(s) Maintain rapport and enthusiasm Control the flow of your call ( in line with your objective)
- 67. PROBE NOT INTERROGATING SHOW INTEREST AND RESPECT BE SHORT AND CONCISE BE COURTEOUS SPEAK CLEARLY BE ATTENTIVE / PARAPHRASE MAKE MENTAL NOTE
- 68. PROBE OPEN PROBE ASK RELEVANT QUESTION THAT IS IN LINE WITH YOUR OBJECTIVE(S) DO NOT ASK A QUESTION FOR THE SAKE OF ASKING CLOSE PROBE
- 69. Call objectives? Selling Listing (Marketing) Etc, etc Handle complaint (Customer Service) Negotiation
- 70. OPEN PROBE OPEN ENDED QUESTION... ...allows your customer to express freely Example: “What is your approach to the treatment of diarrhea caused by antibiotic?” …customer will not respond with a ‘Yes’ or ‘No’ answer …do not condemned any response from your customer …respond with thanks, align and raise to the next level
- 71. OPEN PROBE OPEN ENDED QUESTION... Need to be able to discuss professionally or intelligently Be careful with cocky doctors! Be in control of the situation
- 72. CLOSE PROBE CLOSE ENDED QUESTION... …use “Close ended” question that allows the customer with a ‘Yes’ or ‘No’ answer Examples: “Your main concern is efficacy?” “Probiotics contain good bacteria that are beneficial for our gut, right?” …often used to confirm something you are not sure …maintain rapport and enthusiasm !!
- 73. PROBING EXERCISE Develop a list of probing questions that can be used to get to your call objectives Objectives: Open questions:
- 74. LISTENING Asking question is actually a Listening Skill...
- 75. LISTENING A good sales person speaks more than he listens . . .? A good sales person listen more than he speaks . . .? OR
- 76. HEARING AND LISTENING Hearing: • involves only ears, and you do it automatically • Since there are sounds all around you constantly, you have learnt to filter . . . Listening: • Is a conscious act • An effective communicator listen each time he enters an important discussion •The act of deciding to listen switches off the filter so that you can concentrate on what the other person is saying
- 77. LISTENING BENEFITS OF LISTENING... Listening keeps you out of trouble Listening keeps you informed Good listeners are valued Knowledge is power! The best way to get it is simply to listen
- 78. LISTENING BENEFITS OF ACTIVE LISTENING... Encourages physician to open up to you Helps you to understand needs, problems, attitudes Encourages physician to participate in the conversations more often Increases the physician’s willingness to listen to you
- 79. FUNNEL APPROACH … TO PROBING Smart objective Open probe Close probe Presentation / Supporting Look and listen
- 80. Sales Funnel Above the Funnel $300,000 In the Funnel Best of Few $250,000 $80,000 Total Funnel $630,000
- 81. Sales Funnel 1. Identify, Create Interest 2. Determine, Influence Needs, Wants and Discrepancy 3. Finalize Single Sales Objective/TENDER Prospect/Qualify Sales Process Selling Work Predictability / Probability > 6 Months 4. Identify Buying Influence, Develop Sales Strategy and Best Action Plan 5. Advance Solution 6. Demo/Evaluation 7. Present Solution/Proposal/summit tender/POST TENDER NEGOTIATION 8. Negotiate/Close ORDER! Advance Close <3 Months >70% 3-6 Months >40% GO/NO GO 50% GO/NO GO 35% GO/NO GO 15%
- 82. Smart Objective Specific Measurable Actionable Timely Realistic Call objective: To close clinic XYZ on Zalain annual contract order today
- 83. FUNNEL APPROACH … TO PROBING Smart objective: To close on Omacor contract order today Open probe: “Dr Cardio, pls share with me how many patients with high cholesterol do you see per mth so that I cld work out a good price for you …” Close probe: “Dr Cardio, based on your info, you shd be able to use about 10 bottles of Omacor a mth, right?” Presentation / Supporting Look and listen
- 84. LISTENING Avoid selective Listening!!! Doctor: “I like your Butt Paste ... ….. I will get back to you after I have seen J&J rep.”
- 85. PROBING: BRAINSTORMING & ROLE PLAY Continue from last exercise . . . Think of an actual scenario that shows why your customer lost interest (or showed no interest) in what you were saying, …, explain why do you think he/she was not interested. How would you have handled the situation differently? (Apply the skills you have just learnt to catch and hold your customer’s attention) What is your call objective? Apply the probing skills that you have learnt to achieve your call objective
- 86. CUSTOMISED SELLING SKILLS MODULE 1 – 6 Opening - Types of Opening Getting/Holding Attention -Why Phy.loses Interest - Getting attention - Holding attention Probing/Listening -Types of Probes - Listening Supporting -F&B Overcoming objections -Types of objections - Process & techniques Closing (Sales$$) -Reasons why salespersons don’t close - When to close -How to close