IN CLINIC EFFECTIVENESS

IN CLINIC EFFECTIVENESS
S.Chandrasekar

Content
 Aim
 What is selling
 7 Basic selling skills
 Objective of greetings
and openings
 Ask question
 The funnel technique
 DAPA method of
selling

Content
 Significance of DAPA
 Presenting the
benefit of the product
 Handling objections
 Selling the price
 Closing a sell

Aim
 To create an out standing success of your
brand
 Understand indepth the role of sales team
 Develop a frame work of an effective sales
approach

What is selling ?
 A satisfy a NEED orWANT with your product
for mutual benefits.
 To IDENTIFY/ GENERATE/ INFLUENCE a
NEED orWANT

Philosophy of selling
 Selling = Motivating doctors commitment
 Medical reps - All good reasons , why a dr
should rx your brands ?

7 basic selling steps
 1) Pre call planning
 2) Opening
 3) Questioning
 4) Presentation
 5) Handling objection
 6) Closing
 7) Post call analyses

Pre call planning
 TARGETING – Identifying the right drs
 CALL PREPARATION-
1) Review last call
2) Objective selling SMART (Specific/
Measurable/Achievable/Realistic/Time
bound)
3) PLANTHE CALL- Objective/ promotional
material/ sequence of detailing

Pre call planning
 Projecting the right company image –
Posture, facial expressions, dressing and
grooming

Pre call planning
 Waiting time utilization
Observe different things in side the clinic or
hospital
No of patient/ sex/ age/ economical status
Patient information chart/ competitor
promotional materials/ Drs interests/ rxing
habits
Etc…….,

OPENING
 OPENING ISTHE SKILL OF CAPTURING DRS ATTENTION
AND FOCUSINGTHE SALES CALL
1) Steps of opening – Greeting/ Rapport Building/Purpose of
call/ Initiating business discussion
2)Types of opening – Need/ benefit opening
Identifying known or presumed need
Offer a product feature & benefit to satisfy that need
Opening as a question
Stimulating opening

Questioning
 Questioning is used for the purpose of
gaining information to use in the sales call.
 Start with open questions ( More than one
word answer questions ) and then moved to
close questions (one word answer questions ).

Questioning
OPEN QUESTIONING
 Invites an extended drs response
 Start withWHAT/WHEN/WHY/WHERE/WHO/ HOW.
CLOSEDQUESTIONING
1) Invites aYES or NO reply from the dr
2) Start with IS/ SHOULD/DO/WILL
CHOICE QUESTIONING
Give dr 2 or more positive options in order to rule out a
negative NO response

Presentation
 Presentation is zeroing on the doctors
identified NEEDS/WANTS, with appropriate
product FEATURE and BENEFITS.

DURING PRESENTATION
 Sit up straight in front of the doctor
 Look confident and speak with enthusiasm.
 Hold the visual aid infront and use a pen to
focus drs attention.
 Don’t look at the visual aid, look at the dr,
observe his/her actions.
 If interrupted, do a brief recap before
continuing.
 Don’t be distracted by surroundings .

Handling objections
 CAN BE QUESTION/COMMENT OR QUERY,
SHOWS INTEREST OFTHE DOCTOR IN
YOUR PRODUCT
1) Mis understanding
An incorrect , negative perception because of
mis information.
TO HANDLETHIS PROVIDETHE RIGHT
INFORMATION

Handling objections
 SKEPTICISM
A doctor doubt that your product , can
actually deliver the stated benefit ?
offer proof ( CLINICALTRAILS/ STUDIES /
REFERENCES )

Handling objections
Real objection
A real short coming or disadvantage of your
product
To handle real objection , minimize the impact
by focusing on the advantages .

Handling objections
 In difference
Doctor is not interested in your product because
he satisfied with your competitor product, or dr
has never used that type of product.
IDENTIFIED A NEEDTHAT CAN NOT BE
SATISFIED BYTHE DRS PREFERRED
PRODUCT.

Handling objections
 Hidden objection
Doctor does not openly raise an objection
because the doctor is disinterested.
ASK DR IFTHEY HAVE CONCERNS

CLOSING
 Real success of a sales call depends on the use
of effective closing.
AFTER PRESENTATION
1)Review all the benefits accepted by the doctor
2) Ask for business (Trail use, continued or
expanded use )
3)Wait for a response.

Post call analyses
 Post call analyses is the process of evaluating
and recording the out come of the call. In
order to plan for future call
After leaving the chamber
1) Evaluate the call
2) Record call information
3) Set objectives next meeting with the dr.

IN CLINIC EFFECTIVENESS

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