Personal Selling

Course Objectives:-Upon successful completion of this course, participants should be able to:

1. Master prospecting skill.
2. Have well established planning skills.
3. Have well established criteria needed for setting goals and sub-goals.
4. Master different communication skills and their usability.
5. Resolve area of customers' concern.
6. Close the call by getting the commitment of the customer to use your product.

Program Includes The Four Corners Of Selling: -

1-Knowledge (product-competitor... Etc.)& Marketing Intelligence 5 Rs’

2-Selling Skills.

A-Planning process, including:

Setting Objective.

Sales action planning.

Time Planning.

Time well spent.

Territory Management.

B-Communication Management.

Communication Skills Matter.

Communication Ingredients include:

Speaking

Listening

C-Handling Customers' attitude

D-Close Sales Call
3-Attitude.
4-Evaluation.

Key Account Management

is estimated to be 7x easier to sell to an existing account than it is to open a new account.
A company’s customers are their most critical asset and planning for their success is critical.  Revenue concentration, whereby a small number of accounts contribute the majority of the revenue, is the norm in today’s marketplace. These key account revenue streams need to be defended and expanded. sales geographies, other companies, even other industries.
Key Account Planning is focused on determining an account’s attractiveness score, performing an account opportunity assessment, recruiting the identified customers into a key account program, and growing the revenue, profits, and satisfaction levels with this set of customers.

Key Account Programs Produce the following Benefits:

1. Higher customer loyalty
2. An increase in revenue from key accounts
3. Lower customer churn
4. Better product mix

Introduction Of Selling Skills

Nowadays, selling skills are very important for people working in personal selling and/or personal promotion; Find her an introduction of selling skills.
Would you please contact me whenever you have any comment / concern.

  

Learning Theories

• Learning is the result of participant digging for information/skill.
• It’s not what the trainer present.
• People can't be taught, they can be stimulated and helped to learn.
• Learning has not occurred until behavior has changed.
• Be open minded, open head.
• Readiness to change, ready to learn.
• I hear and I forget.
• I see and I remember.
• I do and I learn.
• New learn, is a new earn.

Learning proverbs:

• New learn, is a new earn.
• Keep learning every time and everywhere:
• Seek knowledge from the cradle to the grave, 
• Seek knowledge, even in China.

The Four Corners Of Selling

I believe that any job need the following four essentials:

1-Knowledge &Market Intelligence 5 R'S
2- Skills
3-Attitude
4-Evaluation

knowledge

Knowledge includes a wide variety of data includes, but not limited to:  
1-Productknowledge. 
                                                                       
2-Competitor knowledge.

3-Territory knowledge

Product Knowledge

 Should be known by 100% as well as competitors' knowledge

To adjust your message against them.
 -Why does the doctor use your product?
-What's the benefit do you sell?
-You must be able to point out to the doctor:

1-Your product's benefits.

2-Your Competitive Advantage.

1-Your product's benefits.

Product Benefits Represented in "SPACE " word as follows:
S  Safety: in some condition safety dominates e.g., medication during the gestation period
P  Performance
A  Appearance
C  Comfort
E  Economy

2-Your Competitive Advantage.

Know your competition.
Know in which areas your competitor superior and in which areas you competitively inferior.
Then creatively imitate your competitor.
-If there is no reason why the doctor should prescribe your product, then he will prescribe your competitor. 

-Remember that doctors have a strong tendency to prescribe for attractive and pleasant sales people.

Market Intelligence (5 R's)

Market intelligence Includes:
R ight Doctor
R ight Product.
R ight Message.
R ight Frequency.
R ight Behavior.

Right Doctor (Prospecting)

Sell to people who want what you have.
Customer who first:
1-acknowledge that they need, want and
2-can afford what we're selling, and
3-commit to buy from us at a specified time.
If we fulfill their Conditions of Satisfaction

Prospecting Criteria

• Physician type/specialty.
• Physicians' need /Personality.
• Patient base/class.
• Prescription patterns.
• Potential for more than one product.
• Use of your product /Responsiveness.
• Reference (influence) group.
• Working in different places.

Well, the closer a customer fits that description,the higher the probability he will buy from us.
Obviously we should spend most of our time and resources talking to this category of customers.
 If you miss your R-doctor
           You miss your business
There’s no potential doctor
Except  ...for my product 
We don't waste time trying to sell
A customer who probably won't buy from us.

• Why waste the effort/resources?
• That's a basic in Sales philosophy.

20% of your Right customer

                                                Generate
                                     80 % of your business

Right Product

Right product has to satisfy customers‚
Need.
Want.
Demand.

Right Message

Your message should:
1-Be based on customer need (specific patient)
And prescribing patterns.
2-Reflect your product benefit.
3-Match product benefits to doctor needs (specific patient).
4-Differentiate the product from its competitors.
5-Be at appropriate level and pace for customer.

6-Be adapt to unexpected situations.

Right Frequency

At least visit twice /month
Your List shouldn’t contain more than

100  physicians

50 Pharmacists

Right Behavior

Customers prefer to buy from pleasant, respectable, well prepared sales rep.

Selling Skills

Selling: is getting someone to do what you want him to do,
The way he wants to do it Well and willingly.
Skills: are tools (Steps) used to make selling.

Skills important points:
1-If you don’t use a skill, You will lose it.  
2-Skill should be sharpened otherwise, It will be dusty and rusty.
3-Preparation can compensate lack of talent.
4-It doesn't matter what you know about the selling skills, It counts only about what you do..
5-The more you do with what you do,
The more you get of what you have got.

Selling Skills Include:
1-Planning.
2-Time Management.
3-Territory Management.
4-Communication Management.
5-Detailing Sequence.
6-Handling Of Objections.
7-Closing Sales Calls.

Planning

Planning:
Is deciding what to change today, so tomorrow will be different from yesterday.
If we don’t have any sort of plan, we aren’t going to be motivated to accomplish much.
-Plan your work and work your plan.
-People who fail to plan should plan for failure.
-Planning is an integral part of our life.
-No pain, no gain.
-Planning needs flexibility
Planning Process
-Setting Goals.
- Time Management.
- Territory Management.
- Action plan.

Goal Setting

Objective: What do you want to accomplish during this sales presentation?

See the following examples of objectives

1. I want to lose weight.
2. I want to read more.
3. I want to learn swimming.
4. I want to increase the amount of sales I do with present customers and get new customers too.
5. I want to increase my annual sales by 100%
6. I want to increase my annual sales by 1%

What’s your opinion regarding these types of objectives?

Answer

Goal Setting

As we see these vague, non-specific, objectives act as just wishes without clear determination.

Goal Setting

I want to:

   Increase my current volume of sales by 10 % and,

   Added three customers, generating at least 5 % of my current volume,

   Over the course of the next six months.

What's the difference from the last examples?