Speaking:-The purpose of speaking is to be understood.
-Always be specific with what you say.
-Speaking isnÂ’t scripted, itÂ’s improvisation.
-Think before you speak to prevent misunderstanding.
-Be aware of the communication needs of others.
A-Speaking Ethics:1-No absolute
Never say never,
Never say always,
You will always have an out.
Absolute -----------Versus-----------Non-Absolute
( Hard)------------------------------------(Soft)
-Never----------------------------------→ Seldom
-Always- --------------------------------→ Mostly
-Will----- -------------------------------→ Might?
-Exactly-----------------------------→ Approximately
- Soft (non-absolute ) words seem to be more believable to physicians and therefore are usually more acceptable .
-Representative should be aware that the use of non-absolute does not have detracted from their enthusiasm about a product.
-The acceptance by physician of this type of message will probably enhance sincere enthusiasm.2-" You" Attitude-----------------------"You" Versus "I"
*"You" attitude conveys interest in those around you.
*"I" attitude conveys self inerest.
*"You" attitude opens/encourage communication.
*"I" attitude blocks communication.
-This selling skill concept reflect the representative sincere interest in the needs and wants of both physician and patients.
-"You" attitude also sets the stage for a meaningful dialogue.
-In conversation the representative should try to avoid references to him
(as much as possible) and use words that refer to the physician practice.
*Examples:1-Doctor today I want to tell you about our antibiotic X and I think that we have shown it to be effective in treating of dental abscess.
2-Doctor when you are considering treatment for your patient with dental abscess, you might be interested in these finding concerning the efficacy of antibiotic X against anaerobic microorganisms.
*Example 1:Demonstrates that overuse of words such as I,we,our...Etc...might convey self interest and may appear to be self serving .
*Example 2:Indicates more interest in the physician and his patients by frequent use of words such as you,your patient...etc
With awareness and practice many "I" statements can be changed to more acceptable "you" that reflect an attitude of interest in listener.
3-Considering The Following Points:
when speaking you should:
-Keep your voice auidable.
-Don't be monotonus.
-Keep eye contact .
Reporter Role (third party references)In a recent study, representatives were classified as:
1-Teacher:
the representative who acts as if he knows more than the customer.
2-Consultant:
the representative who acts as if he has the same knowledge and expertise as the customer.
3-Reporter:
the representative supplies the customer with ideas and information supported by other sources, referred to as "Third Party References"
This reporter remember that:
---------The customer is the expert !
