Principles of detailing

1. Principles of detailing

2. There are three possible answers:  • Yes • Once the doctor answers yes he is to a certain extent emotionally bound to it. However saying yes is very easy for him and in most cases said automatically the next minute he can forget about it and do whatever he likes.

3. No • This answer helps you at least to direct whether the benefits of your product are not clear to the doctor or do not fulfill his needs. The disadvantages is however that if you ask: why not? • you let him restate negatives of your product and general rule is that we should avoid those in detailing starting arguing about benefits may not be valid at all. • Apart from that, this situation brings you in a defensive position that is something to be avoided.

4. We will see • This kind of inconsistent answer that is difficult to handle if you ask “what will we see? • He will probably give the next inconsistent answer like: a good product will always find its way. • Most representatives do not want to ask the closed question: `1 are you going to prescribe the product?" because they are scared for the NO and the WE WILL SEE answers"

5. What are the four steps to answer a question properly? • Listen patiently until the doctor has finished his question. • Repeat the question, to make sure you have understood it. • Answer the question as well as you can. • Make the doctor confirm your answer or ask him to solve the problem by using your product.

6. What do you do if you do not know the answer to a question? • Always keep calm and objective. • Do not respond to provocation. • Don't try to fill in gaps in your knowledge with `invented' information, this will lead to a discussion beyond your control- and if the customer is aware that you have gone beyond your limits he will lose his respect for you.

7. Know your limits and stay within them. If the doctor takes the discussion beyond your limits, explain that you cannot comment because your knowledge does not extend to that particular area. • Be prepared to listen until you can guide the discussion back to areas where you are fully competent.

8. Take a careful note of the question. • Transmit it to your department. • Let the doctor know the answer as soon as possible

9. How to Handle Objections? • An objection does not represent a threat to you, but gives you another chance to present the benefits of your products to the customer. • First of all, you have to clarify the objection as: REAL OBJECTION OR FALSE OBJECTION.

10. Types of objection -Real Objection: • An objection raised by-the customer feels is a valid obstruction to his use of your product. It may arise for two reasons: • First: Misunderstanding or lack of information. This is easy to deal with. • Second: Because your product fails to match an important need of the doctors, or your product lacks benefits, which the doctor considers important. This is difficult to deal with.

11. Let us discuss each type of objections  • The easy to answer objections: Are easily handled by clearing the misunderstanding and giving the additional correct information. Then, ask the doctor to confirm your explanation.

12. Example  • Doctor: I can't prescribe Droxil to children. • Representative: Is there a specific reason that you can't prescribe it to the children, doctor? • Doctor: Well, whenever possible, I try to prescribe a syrup presentation for children -they can find it difficult to swallow tablet.

13. . • Representative: so, syrup presentation offers you a satisfactory method of making sure that a child follow the prescribed treatment? • Doctor: That's right. • Representative: Well doctor, I am sure that you will be very interested to know that Droxil is available in syrup presentation, which makes it perfectly suitable for children. Does that clear the matter, doctor? • Doctor : oh, yes , thank you ...

14. The difficult to answer objection • Your product is good, original, unique, but they are not always matching all needs in perfect way. • A good understanding of the advantages and limitations of your product and a good knowledge of the competitors will already help you to react in the proper way in case of such an objection , because

15. You will feel more confident because you know how your product compare to the competitors. • You will be able to expect some objections and to work out your answer before you even start the promotion of a product.

16. What are the three steps in handling this type of objection? • First step: Restate the objection in question form, without showing agreement. • Example • Doctor “But Droxil takes along time to give its effect" • Representative: Do you mean doctor, that the patient gets the optimal efficacy after one to two weeks?

17. . • Second step: • Minimize the objection: by using one of these methods : • The comparison • Example • Doctor: "your product is expensive“ • Representative: One pack of Miniten controls your patient's blood pressure for a whole month for only........ While using others will cost your patients over...... monthly. • I.e. Using Miniten will save your patient 25% of the cost.

18. 2) The key word some • Example • Doctor: “your product is very expensive" • Representative: "do you mean, doctor, that some of your patients cannot afford to pay for it?

19. Third Step:  • Introduce a strong benefit, if possible linked to the objection. • Example: • Doctor:”Clindacin takes a long time to give its effect ". • Representative: "Clindacin, doctor, treats the acne in your patient, without irritating the skin. This adds compliance to their quality of life"

20. NEVER X • X: criticize the customer for raising the objection. • X: criticize the customer's use of the competitor. • X: react with "yes, but" • X: restate blindly a negative remark for your product.

21. False Objections • These are objections, which the customer knows are insincere­. • He is voicing them because he is either trying to test your knowledge or to throw you off the course that you are following. • How to handle false objections? • If you are unsure whether the customer's objection is real or false you should treat it as a real objection.

22. . • If you are sure that the objection is false then you have two choices • Ignore it and carry on with your sales story. • Answer the objection as quickly as possible and return to your original sales story. • Disposing- of false objections rapidly prevents the customer taking the discussion into areas where you will have little chance to put forward the benefits of the product that you are trying to sell .

23. HIDDEN OBJECTION • There is another class of objection, which is not mentioned verbally by the customer in your sales presentation. • Hidden objections can be the most difficult to deal with because the customer, either consciously or ­unconsciously, has decided not to mention it.

24. Whether this is a conscious or unconscious decision, you will not be able to gain a commitment from the customer to use the product unless you overcome the objection. • Your first task, before you can overcome the objection, is to get the customer to either state the objection verbally or agree to your suggestion that it may be an objection.

25. . • When the customer verbally state, or agree with your suggestion of the objection, then you can deal with it, using the techniques described in the previous section. • It may takes several interviews before you realize that your customer has a hidden objection and you may need to find out what the unstated objection is from outside sources -receptionists, local, pharmacists, or wholesalers ....etc,

26. Indifference  • If you suspect that the customer is indifferent to the benefits of your product that you have put forward, then you should investigate for areas of dissatisfaction. • How can a doctor be indifferent to our product? • You will face indifference in the following types of doctors: • Conservative Doctor. • Satisfied Doctor. • Wool Gathering Doctor.

27. Types of doctors: Conservative doctor: • Doctors act • Does not like to change • Tries to flatter you • Makes empty promises • Not aggressive • Your act “Probing” Use w-questions which do not allow the doctor to get away with a simple yes or no • Be precise by giving the doctor the choice of two or three alternatives

28. Example: • Representative: when so you think your patients should start treatment with Droxil? • Doc: I will prescribe it as soon as possible • Rep: will it be four weeks before seasonal attacks or will your patient continue using it with conventional therapy?

29. Satisfied Doctor • Doctors act • Tells you he is very satisfied with his present therapy • Does not recognize the extra benefit of your product • He is aggressive •  Your act “Probing” • Probe for points of dissatisfaction • Use w-questions about his patients , therapy and side effects not about his results or problems this is to avoid upsetting the doctor

30. Example: • Doc: My patients experience safety and efficacy with product x, so I'm going to change to your product? • Rep: what kind of activities should the patient avoid when he is treated with x doctor.

31. Wool gathering doctor • Doctors act • He is often nervous and restless (playing with his fingers on the desk or playing with his pencil). • He is absent-minded • Ask many question • Gives you plenty of time to tell the product story

32. . • Your act : “Probing” • Ask w-questions which summarize the benefits, indications or clinical studies such summaries give the doctor tome to wake up. • Doctor: Turning his chair.... • Representative : "which one of these symptoms do you see most often, • Doctor? Silence • Representative: "is it headache or nausea?”

33. THE TRIAL CLOSE so, we discussed the first technique to remove indifference, which is PROBING • The Second Technique is try to make a close using a point, which the doctor agreed upon. • Example • Representative: "Doctor, we agreed that pack of 30 • tablets is an advantage for Rozax. Shall I ask the • pharmacy to order a quantity of 40 packs ?" • Doctor: "well.... Eh ... I didn’t!” • Representative: "was there something that was not clear, doctor?"

34. THE TRIAL CLOSE cont... • Of course, you knew in advance that the doctor is not going to accept your proposition, and maybe he will get angry. • However, the doctor now will give the reason for his refusal. • This way, you turned the indifference into an objection, which is easier to handle.

35. SILENCE • The Third Technique Is: • Use the power of silence. • When you stop talking for a short time, you create a vacuum, which he will try to fill by saying something, and this is when you got his attention back to you.

36. However, this situation might be very embarrassing for the doctor especially when he does not know what to say. • As for a skillful salesman like you are, you can help this doctor out and make him feel at ease. • Silence can be an important aid to get the doctor to commit further.

37. Power of silence -Moreover, we have to keep in our minds that it is difficult to introduce it into the interview. • And its more difficult to sustain it until response is evoked. • Consequently; a statement of alternatives is preferred after a long period of silence.

38. Example: • Medical Rep: So doctor, which presentation do you prefer to prescribe? • Silence • Medical Rep: is this the tablets or the suppositories?

39. What to do when a doctor gets angry as a result of probing? - One: Do not apologize. • Two: Do not get angry your self. • Three: Tell the doctor in a simple way that you are trying to do your job as well as you can. And this requires that you know his needs to give him accurate information. • If he is not well understanding. You will have lost one prescribes. • but you have kept enough self-respect to win a hundred others .