Transcript
Communication &
Selling skills
DAY6
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DAY1 Selling Skills for Pharmaceutical Representatives
Introduction: Pharmaceutical representatives deal with the sale of pharmaceutical drugs. They work for drug companies to sell their medicines to physicians. Pharmaceutical marketing is a specialized area, which is distinct from general selling. It requires sound scientific knowledge about pharmaceuticals coupled with selling skills. Often emphasis is laid on the scientific knowledge but selling skills are overlooked. Pharmaceutical companies try their all might to impart scientific knowledge to their field force during induction, cycle meetings and on the job training. No doubt scientific knowledge is paramount to the selling of highly specialized products like pharmaceuticals, selling skills cannot be overlooked.
In pharmaceutical marketing a person tries to sell the product to a customer who is more knowledgeable than the seller and have scientific knowledge. All the field representatives of the companies try to woo the medical fraternity with the same "me too" products and there is virtually no distinction among the brands they sell in the same therapeutic category. One brand does not have any major advantage over the other to get into doctors' minds. Further intense competition makes the task of a representative more complicated. And thus the importance of selling skills helps a person to get his brand prescribed. Selling skills are not easy to imbibe and it requires lot of practice. But once these skills are learnt, it becomes practice and representative who practices selling skills stands apart from other "me too" people in a doctors chambers and ultimately he is able to get the doctor's attention.
Often selling skills are misinterpreted as polishing doctors with flattering words. Selling skills are more than that. Although selling skills are a part of your overall communication process with doctor, mere good communication will not generate prescriptions. Selling skills comprises of unearthing the needs of the doctors, trying to find out the unmet needs, use of probing questions regarding the satisfying features of your products and/or competitors' products, listening skills, handling objections from doctors, developing rapport with doctors, selling benefits of your products vis a vis competitors' products. If these skills used properly during the conversation, it is likely that a representative may enhance sales of his company. Doctors also give "buying signals" either verbally or from their gestures during the conversation or "detailing". A smart representative should easily understand these "buying signals" and close the call. This is the appropriate time to ask for the commitment from doctor to prescribe product. It is likely that doctor may not commit but he will certainly try your product in a few of his patients.
Rationale: Pharmaceutical representatives deal with the promotion of pharmaceutical drugs. They work for drug companies to promote their medicines to physicians. Pharmaceutical marketing is a specialized area, which is distinct from general selling. It imparts sound knowledge of Anatomy, Physiology, Disease and Management (Drugs) coupled with Selling skills. No doubt scientific knowledge is paramount to the selling of highly specialized products like pharmaceuticals, Selling Skills cannot be overlooked. Selling skills demands 2 things first fully understand and practice the Selling skills course contents then apply in the field with full letter & spirit. You will be amazed to see the results and relations with your customers which are crucial in the business.
Planning template for learning activity units 17,18,19, (DAY 1)
Session Duration Description
1: The pharmaceutical sales cycle.
The Future of pharmaceutical industry (vdo)
2 hours
Interactive orientation, Ppts, video 10 min
2: Evaluating demographics. Locating town sales potential
2 hour
Interactive Orientation, Ppts,
3:(Know your Customers): Target doctors by classifications
2 hours
Orientation, Worksheet, planning exercise
Resource needed
Power point, handout, videos, flip card, hard copy of Instruction Manual.
Duration- 6 hours Venue Training hall Participants Fresh graduates who after the in-house training will be placed in the Pharma
companies. Aims • Describe the pharmaceutical sales cycle
• Evaluating demographics. Locating town sales potential.
• Planning a sales call (Pre-call analysis) develop call objective.
Program Learning Objectives
• Understand the pharmaceutical sales cycle
• Learn the demographics. Locating town sales potential.
• Understand Planning a sales call (Pre-call analysis) develop call objective.
• How to Know your Customers
Program Learning Outcomes
• Describe the pharmaceutical sales cycle
• Evaluating demographics. Locating town sales potential.
• Planning a sales call (Pre-call analysis) develop call objective. • -Demonstrate your Customers information
UNIT 17: Understand & learn the pharmaceutical sales cycle.
Job, Salary, Targets Incentives
Patient, EfficacySafety, ComplianceCost effectiveness
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No .of Selected B class GPs
No. of selected B class Phy.
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Total no. of B class Drs
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Answer the following based on the fact finding and observation:
1: At what point you will focus during the detailing to these Drs: (hint: your product features,
benefits, edge over competitors in terms of superior efficacy, cost effectiveness etc)-
____________________________________________________________________________
____________________________________________________________________________
____________________________________________________________________________
____________________________________________________________________________
____________________________________________________________________________
______________________________________________________________________
2: What will you do to obtain excellent PR with these Drs? (hint: regular visits, sharing useful
information that gives added value to his patients, gain more customer’s knowledge etc) add
more points
____________________________________________________________________________
____________________________________________________________________________
____________________________________________________________________________
____________________________________________________________________________
____________________________________________________________________________
_____________________________________________________________________
3: What you will say to the Dr to try your product? (Hint: justification , prove clinical
superiority, quality, price, presentation etc) what else you will add.
____________________________________________________________________________
____________________________________________________________________________
____________________________________________________________________________
____________________________________________________________________________
____________________________________________________________________________
____________________________________________________________________________
_____________________________________________________________________
4: What you will do to convince the nearby chemist to place your products stocks? (hint:
convince the chemist to place minimum quantity at 1st time, you visit him weekly or twice
,ensure if products are not sold you will lift the stock, Reference to history of previous
products of your company etc) write more points.
____________________________________________________________________________
____________________________________________________________________________
____________________________________________________________________________
____________________________________________________________________________
____________________________________________________________________________
_____________________________________________________________________
5: What will be your strategy about physician samples? (Hint: ask Dr to try on his family
friend or someone who can give quick feedback) add more points.
____________________________________________________________________________
____________________________________________________________________________
____________________________________________________________________________
____________________________________________________________________________
____________________________________________________________________________
_____________________________________________________________________
:
Planning template for learning activity units 20 (DAY 07)
Session Duration Description • Planning a Sales Call
2 hours Instructional book, Ppts, Exercise
• Write down the discussion objective
before each call.
2 hour orientation, Ppts, Videos
• Prepare the detailing bag for the day, Selecting brochure/Reprint for discussion
2 hours Orientation, Worksheet, planning exercise. Role plays.
Resource Power point, handout, videos, flip card, hard copy of Instruction Manual.
Duration 6 hours Venue Training hall Aims • Written down the discussion objective before each call.
• Know how prepare the detailing bag & brochure for the day.
Program Learning Objectives
• Learn the tools to prepare the discussion objective before each call
• Learn how to prepare your detailing bag for the day.
Program Learning Outcomes
• Written down the discussion objective before each call.
• Know how prepare the detailing bag & brochure for the day.
Unit#20 DAY 7 Learning material
Planning a Sales Call
1: Physical appearance (Dressing)
2: Preparing the detailing bag
3: Developing 1st call objective
4: During the call (Discussing the Brochure)
5: Drug indications, precautions, contraindications etc
6: Sampling (Agreement to use in 2 or 3 next patients as starting therapy)
7: Commitment
8: Follow-up plan
1: Dressing: More of the top and bottom match, the more the representative’s attire communicates a professional appearance .The dressing should match with the weather conditions, design and combination or suite. At the same time tie should match the combination and so does he shoes. Usually representatives keep a comb for pre call adjustment.
2: Detailing Bag: Before leaving home check out the days plan and types of Drs to be met. Accordingly place the samples, literatures ,giveaways and clinical studies if any. It is utmost important to remember the message in each literature clearly and able to discuss it in the Dr’s chamber confidently with eye to eye contact rather than looking at the literature. Last but not the least don’t forget to clean the bag externally.
3: Call Objective (Discussion Objective): Remember each call objective is different from other. so the strategy would also be different.
“A Discussion Objective is a written statement that specify Drs Current perspective*, the
Desired outcome and the Action taken to achieve the Desired outcome. The 3 steps are:
Discussion Objective = Drs Current perspective +Desired outcome + Action taken
*Dr’s Current perspective = Behavior towards your product. He may be at one of the following stages:
a. Awareness b) Interest c) Trying d) Limited Rx e) Broadened Rx
Key: Awareness: the Dr is aware about the product, indications and have read about its results. But no practical experience to use in his patients.
b) Interest: The Dr is showing interest to use your product based on your efforts and clinical material you have discussed.
c) Trying : Dr, has used your samples in few of his natives or relatives who required them, but he did not prescribed in the patients so far. He has gained some confidence about the drug but hesitate to use it frequently.
d) Limited Rx: Dr. has used your drug in limited patients has shown some confidence but did not make it a drug of choice in the indication the drug is used in.
e) Broadened Rx : Your specific product is being prescribed as the 1st choice in most of the patients.Dr some time convince even the non affording patients to use it for its patient benefits .
On the basis of Dr’s Prescribing Continuum you will prepare call Discussion Objective as discussed above in detail. The discussion objective has to be documented on individual Dr’s Card under visit date.
Example:
Dr’s profile: Dr.Mansoor Ahmed is a A-class GP I. Sees panel patients as well those who can afford some high priced drugs too. He is Ethical and prescribes drug on the basis of Efficacy ,tolerability and compliance. He likes to use new drugs happily, but after making sure that it is value added than the previous drug from the same therapeutic class.
You are planning to visit him and developing a discussion objective. Note: you are introducing a new drug and during your last visit you promised him to discuss with him the reprint that shows the superiority of you new drug over the available one in area of efficacy and long term tolerability.
Develop a Discussion. Obi: as per the above Dr Profile using 3 standards mentioned above:
1) Current perspective: _______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
2) Desired outcome: _________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
3) Action taken to achieve the desired outcome: _________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
Planning template for learning activity units 21 (DAY08)
Session Duration Description Interest generated openings 3 hours Instructional book, Ppts
Types of customer body language. 3 hours Instructional book, Ppts
Resource needed
Power point, handout, videos, flip card, hard copy of Instruction Manual.
Date 90 hours spread over 15 workdays Venue Training hall Participants Fresh graduates who after the in-house training will be placed in the Pharma
companies. Aims • Describe interest creating opening
• Evaluating the types of non verbal language
Learning Objectives
• Understand interest creating opening
• Learn the types of non verbal language
Learning Outcomes
• Describe interest creating opening
• Evaluating the types of non verbal language
UNIT#21,22 DAY08 Learning material
Interest generating Opening Interest generated openings have the following 3 objectives:
• Gain the doctor’s attention • Focus on the importance of your key message • Focus on the target patients
Focus on the key message, buy doing it you show :
• Show how the key message is relevant to the doctor. • Increase the impact of your key message. • Easily move the Dr in the product discussion.
By focusing on the patient target group you will quickly direct doctors’ attention to the relevant patients. This will make it easier and more rewarding for the doctor to participate in the product discussion.
Environment:
Representative: Dr. you recently told me that a large number of you patients have Osteoporosis. Did you know that by switching them to a certain drug you can reduce the rate of hip fracture by 51%. The above statement is closed and focuses the doctors attention on the key message as well as target patients by appealing to the Dr.’s specific environment.
Desired Experience:
Representative: Dr. you have told me that you have hypertensive patients on Betablckers.Did you know that by switching them to a certain drug ,you can avoid stroke by 25 %.
Beliefs:
Representative: Dr.when treating hypertensive patients is it fair to say that you not only want to lower BP but more importantly ,to prevent stroke.
Criteria for effective interest generating openings
• Gain Dr’s attention • Focus on the importance of key message • Focus on the target patients • Appeal to the note that if the interest generating opening is a question, it should be
closed –ended.
Check / Confirm Drs Beliefs and needs
Time:
Representative: Dr.Ali, I know that you treat lots of patients with high cholesterol .Please describe the challenges you have faced with these patients and how these patients compares to what you have seen in the past couple of years.
Trends:
Representative: Dr.Khan, Please describe me challenges you face when treating hypertensive patients and how those challenges compare what you hear from your colleagues?
Clinical Experience:
Representative: Dr.Muhammad Ali recently BMJ published information that stated Simvastatin reduced the frequency of cardiovascular stroke and MI better than lovastatin. Would you share your comparative experience with these drugs?
Thought Leader:
Representative: Dr.Shahid. kindly tell me the duration of therapy you find optimal for intra-abdominal infections and compare it to the controversy that exist among thoughts.”
Guidelines:
Representative: Dr.Shahbaz. please elaborate your approach in treating hypertensive patients and how does that compare to the approach recommended by National Guideline?
Planning template for learning activity unit 22 (DAY9)
Session Duration Description Types of customer body language. 2 hours Instructional book, Ppts, video 10 min
Mirroring customer body postures. 1 hour Orientation Ppts, Videos 30 Min
Gain trust and report through effective use of Body language skills.
3 hours Orientation, Worksheet, planning exercise. Role plays.
Resource Power point, handout, videos, flip card, hard copy of Instruction Manual.
Duration 6 hours Venue Training hall Participants Fresh graduates who after the in-house training will be placed in the Pharma
companies. Aims • Describe different types of customer body language
• Demonstrate the art of Mirroring customer body postures
• Exhibit to gain trust and report through effective use of Body language skills
Program Learning Objectives
• Understand different types of customer body language
• Learn the Learn the art of Mirroring customer body postures
• Learn to gain trust and report through effective use of Body language skills
Program Learning Outcomes
• Describe different types of customer body language
• Demonstrate the art of Mirroring customer body postures
• Exhibit to gain trust and report through effective use of Body language skills
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Planning template for learning activity unit, 23, 24 (DAY10)
Session Duration Description 1: Types of questioning tech. 2 hours Orientation presentation, Instructional book,
Ppts
2 Types of listening tech 2 hour Orientation, Ppts, Videos
3: Practicing sessions Questioning/ listening tech
2 hours Orientation, Worksheet, planning exercise. Role plays.
Resource needed
Power point, handout, videos, flip card, hard copy of Instruction Manual.
Duration 6 hours Venue Training hall Aims • Describe different types of customer body language
• Demonstrate the art of Mirroring customer body postures • Exhibit to gain trust and report through effective use of Body language skills
Learning Objectives
• Understand different types of customer body language
• Learn the Learn the art of Mirroring customer body postures
• Learn to gain trust and report through effective use of Body language skills
Learning Outcomes
• Describe different types of customer body language
• Demonstrate the art of Mirroring customer body postures
• Exhibit to gain trust and report through effective use of Body language skills
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Assumptive questions :
• These are closed-ended questions. It is used to check your understanding about some issue or clarification required.
• They are asked to check the client understands about the matter under discussion.
Examples:
• Dr.Asad Am I right in assuming that after your commitment to use Noroxin , will you prefer it as 1st choice drug in UTI?
• Can I assume that samples for 5 patients would be enough to have a personal experience with the Esso?
• I am sure you will now use Levosin as 1st choice drug in patients with URTI & LRTI?
Develop at least 5 open ended and 5 closed ended & Assumptive questions you will ask your Dr.
Open-Ended: ___________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
Closed Ended: ___________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
Assumptive:_______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
Learning material unit 24: Listening techniques:
Active Listening
Hear What People Are Really Saying
Listening is one of the most important skills you can have. How well you listen has a major impact on your job effectiveness, and on the quality of your relationships with others.
• We listen to obtain information • We listen to understand • We listen for enjoyment • We listen to learn.
Given all this listening we do, you would think we’d be good at it! In fact we’re not. , we remember a dismal 25-50% of what we hear. That means that when you talk to your boss, colleagues, customers or spouse for 10 minutes, they only really hear 2½-5 minutes of the conversation.
Turn it around and it reveals that when you are receiving directions or being presented with information, you aren’t hearing the whole message either. You hope the important parts are captured in your 25- 50%, but what if they’re not?
For a sales representative there are broad Do’s and Don’ts for good listening.
Do’s
• Show Empathy interest and understanding.
The sales representative can show a doctor he is interested and understand Dr’s point of view. This does not mean that the representative agrees with every thing Dr says. But it does means he understands” Where the doctor is coming from”
• Wait for the doctor to finish speaking before preparing a response.
The sales representative should be patient and listen for what the dr is saying , not the representative will say in response. Focus attention on the dr’s statement., not on formulating your reaction.
• Pay attention to what Dr says , not what you want to hear. • Finally, listen for what the Dr ‘s says are his /her needs and wants, not listening for
what you need and want.
Don’ts
• Takes notes while listening. • A sales representative should pay attention to the Dr while he / she is talking. If you
needs to take notes wait until the Dr has finished talking. • Watch the clock while listening • A sales representative should focus on the Dr while he/she is talking .If you are pressed
for time ,wait until the Dr has finished speaking .
• Give advise or correction while listening. • It is important to refrain from interrupting the Dr with comments while he is speaking. • Be distracted to other topics wile listening • The representative should not let his mind wonder when the Dr is making a long
statement.
Paraphrasing involves putting a passage from source material into your own words. A paraphrase must also be attributed to the original source. Paraphrased material is usually shorter than the original passage, taking a somewhat broader segment of the source and condensing it slightly.
Summarizing involves putting the main idea(s) into your own words, including only the main point(s). Once again, it is necessary to attribute summarized ideas to the original source. Summaries are significantly shorter than the original and take a broad overview of the source material.
Check: Given a paraphrasing example, write an appropriate response below:
Doctor says: “ You have shown me several short-term studies that have been published in
reputed journals,however,I usually prescribe a product after it has been approved for 6
months”
____________________________________________________________________________
____________________________________________________________________________
____________________________________________________________________________
____________________________________________________________________________
____________________________________________________________________________
______________________________________________________________________
Given a summarizing example, write an appropriate response below:
Doctor says: I recently have been prescribing Bonemax because I can prescribed it to most of my post-Menopausal ,female patients with low BMD.Also it has been proven to lower the risk of hip fractures and it has long term efficacy and safety data. My patients like that it is a once weekly dosing _____________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
SER Rules: In addition to the sales representative using voice, questions and listening skills they should also use SER Rules when speaking.
SER is an acronym that stands for Simplify, Emphasize and Repeat.
The SER rules should be used during product discussion to show confidence , keep the Dr’s attention. And reinforce the doctor’s memory. These rules not only convey confidence image but should also keep the Dr interested so that he/ she can remember what is being said.
• Simplify (Introduce the key message) • Emphasize ( present the key message) • Repeat ( Repeat the key message)
It is recommended that representative should repeat the product’s name 8 time during the discussion.
SER Rules “SIMPLIFY” Representative state with specific, clear and simple words.
Example: “It stops pain in 35 Minutes.
Bad Example: It blocks access to pain receptor within 35 minutes of ingestion
Probing questions Exercise:
Develop at least 1 example from each class of probing questions in light of above examples.
Time:___________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
Trend:__________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
Clinical Experience:______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
Thought Leader: _______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
Guidelines: _______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
Planning template for learning activity unit 25, 26 (DAY 11)
Session Duration Description Presenting Key Message 2 hours Orientation ppt,Exercise.worksheet
Product attributes and benefits
Questions & queries
4 hours Orientation, Exercise, work sheet, Role-play
Resource Power point, handout, videos, flip card, hard copy of Instruction Manual.
Duration 6 hours Venue Training hall Participants Fresh graduates who after the in-house training will be placed in the Pharma
companies. Aims • Present a key message statement to a Dr
• Present product attributes and benefits to a Dr. • Reply to Questions & queries • Present product attributes and benefits
Learning Objectives
• learn a key message statement to a Dr • Learn product attributes and benefits to a Dr. • practice Questions & queries • learn product attributes and benefits
Learning Outcomes
• Present a key message statement to a Dr • Present product attributes and benefits to a Dr. • Reply to Questions & queries • Present product attributes and benefits
DAY11: Learning material unit 25: Presenting Key Message
Objectives: At the end of this module, you will be able to:
• Present a key message statement to a Dr • Present product attributes and benefits to a Dr.
Key Message expresses the distinctive and compelling information about the product that you want Dr to remember. A key message will resolve the issue that you present in the interest generating opening.
Good Example:
Cozaar: Efficacy beyond BP control.
Tell the Dr that Cozaar does something more than just lowering BP (prevents stroke).
Cozaar: Superior stroke prevention beyond BP control
Tells the Dr. that Cozaar is number 1 in stroke prevention beside excellent BP control.
“Allow me to demonstrate to you the study in the NEJM which proves that Cozaar gives superior stroke prevention beyond BP control.”
Product attributes:
• Cozaar reduces stroke by 25% compared with beta-blocker. • Cozaar effectively reduces BP in 87% of the hypertensive patients. • Cozaar is the only AIIA that reduces stroke by 25% compared to beta-blocker.
Exercise: Develop similar key message as in the above examples
1:_______________________________________________________________________________________________________________________________________________________________________________________________________________________
2:a)_____________________________________________________________________________________________________________________________________b)_______________________________________________________________________________________________________________________________________________________
c)_______________________________________________________________________________________________________________________________________________________________________________________________________________________
Product attributes: (Develop yourself)
• • •
Exercise: Develop similar key message as in the above examples
1:_______________________________________________________________________________________________________________________________________________________________________________________________________________________
2:a)_____________________________________________________________________________________________________________________________________b)_______________________________________________________________________________________________________________________________________________________
c)________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
Learning Material unit 26 DAY 11
Product attributes and benefits
Example#1: Product Attribute:” Cozaar is the only AIIA that reduces stroke by 25% compared to beta-blocker”.
“So what”
Product benefits: Which means that Cozaar increases patients quality of life by providing reliable efficacy and reduces cardiovascular Mortality and Morbidity.
Example#2:
Product attribute: Cozaar effectively reduces BP in 87% of the hypertensive patients.
“So what”
Product benefit: It means that majority of your hypertensive patients would have superior BP control at that same time they enjoy better quality of life. This will give you the confidence that you are providing your patients with the best care.
Example#3
Product attribute: Cozaar is given once daily in hypertensive patients.
“So what”
Product benefit: Which means that it offers convenient dosage and your patient continues to have superior quality of life? This will give you satisfaction that your patient has received successful treatment.
Develop yourself: Product attribute: ………………………………………………………….
Dr’s response…………………….
Product benefit: ………………………………………………………………………………..
Performance check list:
No.
CRITERIA YES
NO
1 • Interest –generating opening:
- Gains Dr’s attention - Question? - Statement?
2 - Check & confirms beliefs and needs?
• Probing question
3 Present key Message
• Interested and uninterested Dr. • Product attributes • Product benefits(functions,end-use,emotion)
4 Body language
Posture , personal space, eye contact, movements, facial expressions)
5 Quality of voice
Breathing, pace, volume, pitch, articulation)
6 Listening
- verbal and non verbal and phrases? - Paraphrasing and summarizing? - Interruptions?
7 SER Rules:
- -simple and clear words and phrases? - -Enthusiastic - -Focused introductions? - -Numbered points? - -Repeat key message and product name?
Types of questions and concerns
Listed below 9 questions / concerns:
1. QUESTIONS: A question is when Dr is asking for additional relevant information that helps him to take a decision.
Dr: What tablet strengths are available?.
2: FALSE: A concern is false when it can be proven medically inaccurate.
Examples:
- Dr: Zocor does not work - Dr: Zocor has many side effects - Dr: The product in this class has same efficacy.
3: GENERIC: A concern is generic when its issue is not specific to the product ,even if the level of problem differs. This issue could be raised for any product within a therapeutic class .
Examples: Dr: Cozaar causes hypotension.
In fact all antihypertensive have potential to cause hypotension.
Dr: Often , I have to combine Cozaar with other antihypertensive to control BP IN MANY CASES.
This is also indicative for all antihypertensive.
Dr: Cozaar is expensive than Diuretics
Infact,all AIIA’s are expensive than Diuretics.
4: SPECIFIC: A concern is specific when it only be raised for your product
.Dr: Why Cozaar is introduces in combination (Hyzaar) like other AIIA’s
5: SMOKE SCREEN: When Dr wants to stop the call or test the representative , he uses a smoke screen concern. Smoke screen are common even if the representative has good relationship with the Dr.- it is a way for the Dr to defend himself against hyper communication. Usually smoke screen at the beginning of the call where the real issue does not deal with the product attributes .
Example:
- Dr: I prescribe a lot of Renitec. - Dr: I know every thing about Tienam. - Dr. Your colleague has told me every thing.
6: NOTIME: Some time in the beginning of the call, the Dr. will interrupt the sales representative with a concern that he has no time and wants to stop the call.
Example:
Dr: I have to go ,I have an emergency”
Dr: I have to go to a meeting or simply I have no time for you today.
Dr: We have to stop here
Without saying any thing Dr repeatedly looks at his watch.
7: NOT READY: If the sales representative does not know the answer to the question or concern, he is not ready. Sometimes the representative knows the answer but he is not ready. This may be because they think answering will take away too much time or focus from the key message or even create more questions or concerns. It is important to note that it is the only types of question or concern that relates to the representative’s level of readiness level and NOT the Dr.
Dr: How does Cozaar works at the receptor levels in the kidneys?
8: BUYING SIGNAL: A buying question Dr is asking additional information for the usage of the product or makes a positive statement about the product attributes or benefits.
- Dr: The Cozaar stroke data are very impressive - Dr: Should I start treatment with 50 or 100 mg tablet.
9: NON-VERBAL: A non –verbal signal is when the Dr.in signaling that he is no longer paying attention or has lost in the presentation.
For example, he starts to read some information on his desk or write.
Putting all together in the exercise: In the table below there is a list if 9 types of questions /
concerns and the corresponding Dr. dialogue .Make a group and practice each of the 9 types.
Before returning to your course manager each member ensures that he is familiar with the
terms, definitions and the corresponding Dr’s dialogue
Question/Concern Definition Dr’s Dialogue
1- QUESTIONS
when Dr is asking for Additional relevant information
What tablet strengths are available?.
2: FALSE
when the concern can be proven medically inaccurate Zocor does not work
3: GENERIC
When the concern / issue could be raised for any product
Cozaar causes hypotension.
4: SPECIFIC:
concern could only be raised for your product
Why Cozaar is introduces in
combination (Hyzaar) like other AIIA’s
5: SMOKE SCREEN
This is the way for the Dr. to defend himself against hyper communication. Usually this occurs in the beginning of the call where the real issue does not deal with the product attributes
I know every thing about Tienam.
6: NO-TIME
Some time in the beginning of the call, the Dr. will interrupt the sales representative with a concern that he has no time and wants to stop the call
I have to go ,I have an emergency”
7: NOT READY
If the sales representative does not know the answer to the question or concern, he is not ready. Sometimes the representative knows the answer but he is not ready
How does Cozaar works at the receptor
levels in the kidneys?
8: BUYING SIGNAL
When the Dr.is asking for the additional information related to the usage of the product or makes a positive statement about the product attributes or benefits
The Cozaar stroke data are very impressive
9: NON-VERBAL
When the Dr.in signaling that he is no longer paying attention or has lost in the presentation. For example, he starts to read or write.
He starts to read some information on
his desk or write.
Planning template for learning activity unit 27, 28 (DAY12)
Session Duration Description Handling a question using Assertive
tools
1 hours Orientation, Video, worksheet
Commitment questions types 1 hours Interactive orientation, Exercises 15 min
5 Commitment question and response 1hour Interactive orientation, Exercise 15 min
Role plays complete session. Conducting a sales call.
3 hours Role plays all participants 10 min each trainee
Resource needed
Power point, handout, videos, flip card, hard copy of Instruction Manual.
Duration 6 hours Venue Training hall Aims • The commitment questions are linked to the discussion objective.
• The key message and usually ask commitment questions for increase prescriptions of the product for specific target patients.
Program Learning Objectives
• Learn the Commitment questions types
• Learn the 5 Commitment question and response.
• Learn to Handle a question using Assertive tools
Program Learning Outcomes
• Describe the Commitment questions types
• Demonstrate 5 Commitment question and response in role plays
• Demonstrate to Handle a question using Assertive tools
Unit# 27 DAY 12
Learning material
Handling a question using Assertive tools
Handling a Example: Dr: What tablet strength does Cozaar come in?
- “QUESTION” Reply: Dr. Cozaar come in 50mg and 100 mg scored tablet.
Handling a Example: Dr: This is a class effect”
- FALSE concern Reply: Dr. Cozaar is the only AIIA that has documented role in reducing the chances of stroke .Clinical data clearly shows that….
Example: Rep: Dr. did I clearly show you that Cozaar is the only AIIA with documented stroke reducing effects.?
Dr: No, I’m still not convinced
Rep: Should I REPEAT?
If the Dr.answered Yes! I understand , check his understanding the representative can then return to wherever they left in the product discussion.
Handling a Example: Dr: In most cases I have to add another antihypertensive to Cozaar to control BP.
GENERIC Rep: Studies have shown that this may happen with all other antihypertensive.
Concern
Handling a When the Dr has specific concern the sales rep.can give a short “
SPECIFIC “technical reply” and “checking understanding” question if needed.
Concern Example: Trusopt hasn’t been in the market long
Rep: That’s correct.Trosopt is the most innovative and up-to date treatment available for chronic open angle Glaucoma.
Handling a. When the Dr’s concern is a smoke screen ,the sales rep may use
SMOKE SCREEN REPETITIVE COMMENT or TURN- AROUND communication techniques
Concern before returning to the product.
Example: Repetitive comment
Dr: Your colleague already told me every thing.
Rep: Good, The most important thing is ….
Example: Turn-Around
Dr: Cozaar is too expensive.
Rep: Dr.That’s the price of most innovative and best treatment available.
Handling a. When the Dr’ says that he has no time for the sales rep. in the beginning of the call, the representative will need to schedule a new appointment and before leaving the rep.will need to make a quick statement that previews the key message.
NO-TIME Example: Beginning of Call
Concern Dr: I am in hurry can’t talk to you now”
Rep: I can understand. Can we get together next Tuesday at 10am .When I come back I will show you how Cozaar gives superior stroke reduction beyond BP control.
Handling When the sales representative is not ready to answer the Dr’s question
NOT READY ,he needs to delay the response to the later date. Afterwards, the representative can return to wherever they left off in the product discussion
Concern Example: Dr: How does Cozaar work at the receptor level in the kidney?
Rep: Dr. I don’t have the data right now, but I have to made a note of it and will come back with the answer in couple of days .When would be the best time next week to meet?
Handling When the Dr. present a Buying signal the sales rep need to reinforce the signal with positive feedback. Afterwards, the representative can return to wherever they left off in the product discussion.
BUYING-SIGNAL Dr: I am impressed with the efficacy data seen on Cozaar.
Concern Rep: Dr, that’s great that data is really impressive ,let me share with you some other data how Cozaar saves lives….
Handling When the Dr signals that he is no longer paying attention, the sales rep.needs to use the REGAINING ATTENTION communication technique.
NON-VERBAL Example: Dr.Starts to write.
Concern Representative will pause for a moment and if the Dr. continues to write:
Rep: this is important to your patient should I continue now? OR
Rep: You do not want to miss the important facts on how Cozaar could prevent stroke and saves your patient’s life.
Day12: EXERCISE#1 Assertive reply:
In the left column are listed the Dr’s concerns as well as assertive tools for answering. Write the correct dialogue response in the right hand column.
Dr’s concern/ question with Assertive tool
Sales Representative dialogue
1-QUESTION
Dr: What tablet strength does Cozaar come in?
Rep:
2: FALSE
: Dr: This is a class effect”
Rep:
3: GENERIC
Dr: In most cases I have to add another antihypertensive to Cozaar to control BP.
Rep:
4: SPECIFIC
Dr: Why Cozaar is introduces in combination (Hyzaar) like other AIIA’s?
Rep:
5: SMOKE-SCREEN
Dr: Your colleague already told me every thing.
Rep:
6: NO-TIME
Dr: I am in hurry can’t talk to you now”
Rep:
7: NOT READY
Dr: How does Cozaar work at the receptor level in the kidney?
Rep: 8: BUYING-SIGNAL
Dr: I am impressed with the efficacy data seen on Cozaar.
Rep: 9 NON-VERBAL
: Dr.Starts to write on a piece of paper.
Rep:
unit: 28 DAY 12
Learning material
Commitment & the doctor’s response
Asking for commitment:
The commitment questions are linked to the discussion objective and the key message and usually ask for increase prescriptions of the product for specific target patients. For example the rep. may ask the Dr. to prescribe the product to all hypertensive patients, hypertensive patients with diabetes, hypertensive patients currently treated with beta blockers or all new hypertensive. It is important newer to ask to Dr “Do you promise”
There are 5 commitment questions that follow:
1. Patient focused
2. Positive Alternative
3. Challenging
4. Dramatic
5. Negative Alternative.
Examples: PATIENT FOCUSED COMMITMENT
1: Rep: Dr. Will you prescribe Cozaar to your hypertensive patients we have discussed? OR
2: Rep: Dr. will you know prescribe Cozaar to all patients on diuretics complaining of side effects? Or
3: Rep: Dr. Will you now prescribe Cozaar as drug of 1srt choice in hypertensive patients?
Dr: Yes
Dr: May be “
Rep: Why, When Cozaar is proven to be the best in efficacy ,tolerability and compliance as you agreed. But it is up to you to decide the best treatment option for your patients. I will come back to share some latest international studies with you.
Dr: NO
Rep: I am sorry because there are strong evidence that Cozaar provides additional benefits to your hypertensive patients beyond BP control. Probably I was unable to demonstrate them to you effectively. In my next visit I will share some studies and convince the clinical superiority of Cozaar over other Antihypertensive , and prove you that hypertension treatment with Cozaar is much better for your patients.
In the space below write down patient focused commitment question
______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
2: Commitment question and response – POSITIVE ALTERNATIVE
The positive alternative question is used when the Dr. is already using the product and sales rep. would like the Dr to broaden the Rxs.to indications or patient groups he has little or no experience.
1:Rep: Dr. You have some experience of Zocor in CHF patients. Will you use Zocor in diabetic hypertensive as shown in the study published in NEJM?
Dr: I will evaluate in these patients too as study published in NEJM is authentic.
Rep: I would appreciate your interest to try Zocor in these patients too. Thanks.
3: Commitment question and response – CHALLANGING
The challenging commitment questions asks the Dr if there are any medical reasons not to prescribe the product. This question is used when dealing with difficult Dr. that has made negative or skeptical comments during the product discussion.
1: Rep: Dr.are there any medical reasons for you not to prescribe Cozaar in your appropriate hypertensive patients?
Or
Rep: Dr. are there any medical reasons for you not to switch your patients on beta blockers on ?
Dr: There is no medical reason
Rep: Will you use Cozaar then in these patients?
Dr: Yes!
Or
Dr: Yes I can think of few medical reasons not to prescribe Cozaar.
Rep: I am sorry that your patients are not receiving the benefits of Cozaar,next time I will bring you some more publications that will prove evidence based efficacy and tolerability beside quality of life with Cozaar.
In the space below write down CHALLANGING commitment question ________________________________________________________________________________________________________________________________________________________
_______________________________________________________________________________________________________________________________________________________________________________________________________________________________
4: Commitment question and response- DRAMATIC
The Dramatic commitment question is personal in nature. This question touches the personal life of the Dr.by asking what he would Rx for someone close to him. This makes the Dr think about the importance of the commitment decision. It is used when the Dr is negative or undecided and sales Rep wishes make an emotional appeal without using the offensive or challenging commitment question.
Example:
Rep: would you prescribe for some one you care for?
Dr: I would prescribe it to one of my family member.
Rep: will you prescribe to your outpatients too?
Dr: Yes
Rep: Thank you ,I am happy for your patients.
Or
Dr: I would prescribe Abesartin to my hypertensive.
Rep: I regret your patients will not get the benefits of Cozaar. But in my next visit I will provide more evidence that will prove clinical superiority of Cozaar and the additional benefits to your patients beyond effective BP control.
In the space below write down DRAMATIC commitment question _______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
5: Commitment question and response –NEGATIVE ALTERNATIVE
The negative alternative commitment question gives the Dr. a choice between a bad alternative (Competitor’s..) and a good alternative ( your product) It is used when the Dr has brought up a competitor product during the product discussion and the Dr is negative or undecided.
If the Dr says he will prescribe the competitor’s product the sales rep. can:
o Express their regret on behalf of the patients. o Remind the Dr. of any positive statement he has made during the product
discussion. o Continue to call on the dr and present the product’s case.
Examples:
Rep: Dr would you now prescribe beta blockers that are not documented or Cozaar that is proven to prevent stroke?
Dr: I will prescribe Cozaar.
Rep: Great, I am happy for your patients.
Or
Dr: I will prescribe beta blockers.
Rep: I regret your patients will not get the added stroke protection of Cozaar, but I will prescribe you more evidence of the benefits of Cozaar in my next visit.
In the space below write down DRAMATIC commitment question _______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
Training Evaluation Sheet – Final
Dated: _____________________ Please mark the appropriate boxes which suit your training experience with ASK.
Overall course contents
Exceed Expectations
Meet Expectations
Need Improvements
Not Applicable
Course management Handout Contents
Exercise/Activities
Participation/Interaction Effective Visual Aids
Class Environment
Presentation Style Trainers Knowledge of
Subject
Clear Coverage of material
Response to questions
Q: What was new Learning on the course? ________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Q: I suggest the following improvements:
________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
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