(Customer Centric Interaction)

Advanced selling skills

By
Tarek Waheed
What is the meaning of customer centric

Pepole

Customer
Focus Need
Resources
&Activities

Communications
 CCI consist of

• Professional Relationship
• Professional Communication
• Professional Interaction
 Objectives
To Sharpen The Skills & Abilities
In Order To Sell Better & Improve Professionalism.

To distinguish Medicina Team from others

Professional Relationship
 What Do Our Customers Need?
• Based on huge survey conducted that we call (VOC) we identified 7
categories of customer needs.

 1- Education
 2- Networking
 3- Media support
 4-Improve patient educaion.
 5- pharma need
 6- product that deserve value for money
 7- competent and professional interaction
 Continuous education to update their medical
1-Education
knowledge to provide support for their patients.

They need to network with their peers

2-Networking GPs want to network with specialists

SPs want to network with scientific leaders.

Medical journals,
Scientific leaders articles & social medical
websites
3-Media support
Reliable , balanced and concise information
4-Improve patients They need partners to help them
education Through patient education programs
&Materials to leverage patient
education
5- pharma need Through sponsoring medical events
Resrach , Advisory board , speaker
engagements
6-Drug value for money They need high quality
and innovative drugs. They also want
evidence-based data as to the clinical
benefits of the drugs.

7- competent and All customers want company

professional interaction representatives who are able to provide
them with high quality information that
is objective, reliable, and relevant to
them
How to establish Professional Relationship
Empathy Listening,ƒInterest, Respect

Honesty, Commitment, Objectivity,

Reliability Consistency

Efficiency Relevant, Time, Style

Confidence Yourself, company and product

4 Pillars
 Empathy
Listening to customer's expressed needs and wants

Interest to what customer say

Respect and appreciate customer knowledge and

capabilities
 Reliability
Honesty by presenting accurate ,complete and balanced
information

Commitment by delivering in a timely manner what has been

promised

Objectivity by presenting only information that can be proven

.

Consistency by presenting information in a planned and logical

manner
 Efficiency
Relevant I present only information important to the customer’s
needs.

Time I present information within customer’s

timeframe.

Style I present information in the form or mode the customer

wants.
 Confidence
Self know and defend my valuable contribution to the customer
and patient.

Product: know and defend the product’s valuable contribution

to the doctor and patient

Medicina I know and defend the company’s valuable

contribution to the doctor and patient.
 Quiz
• What is the 4 pillars of professional Relationship?
• Mention the 7 needs of Physicians based on VOC of customers?
• Mention how to show empathy with your customer?
• Mention how you establish reliability with your customers?
• Relevant, style and time are elements of empathy (true or false)
• Listening, interest and respect are elements of confidence (true or
false)
• Honest , commitment ,objective and consistency are elements of
reliability (true or false)
• CCI consist of professional relationship, professional communication
and professional interaction (true or false)
Professional Communication
 Professional Communication
2-Professional
1. Self Confidence Appearance

3. Professional
Speech 4. Behavioral Styles
 1. Self Confidence
 Self-confidence is defined as “Confidence in oneself and in one’s powers and
abilities.”
 Self confidence is an attitude which allows individuals to have positive & realistic
views of themselves and their situations.
 Self-confident people trust their own abilities, have a general sense of control in their
lives, and believe that within reason - they will be able to do what they wish, plan, and
expect
 Psychology tells us that we are what we think we are. If we think of ourselves as
confident and competent, others will think of us the same way. If we do not feel
confident, others will reflect that.
 Low self confidence can have a negative impact on your ability to build successful
and productive relationships with customers.
Factors that lead to Low self confidence

Negative self Fear of

analysis Confrontation,
(focusing on Losing control
negatives) Not being competent
 2-Professional Appearance

Personal
1-Dressing space
posture
Movement
2-Body
Language
Eye contact
Greeting
Facial
Expressions
 3. Professional Speech

1- Quality of voice

2- Active listening
1- Quality of voice
Speaking softly all the Poor articulation
Don't raise your voice
time indicate lack of communicates
too long but you can
confidence but you can annoyance and
raise it …..????
turn down …..????? boredom.
Speed up your speech
we all have different Avoid speaking too fast to show enthusiasm
accents, it is important to but you have to adjust
articulate clearly when the speed of voice
or Slow down your
you speak. according to situation speech to draw
attention

You can increase your When you are nervous Minimize verbal pauses
level of confidence and or lack confidence to avoid distracting the
reduce the tension your breathing speeds listener (Umm, er,
reflected in your voice: up and you speak like…)
JUST BREATH!!! faster.
During a customer interaction, you can use two listening techniques to clarify
points customer might raise

Paraphrasing Summarizing
Active listening

Active listening
1-A summary of what the
1-Briefly summarize the content
of customer’s statement in your customer has said, using many
of his/her words
own words.
2-Demonstrate an understanding 2-Organize the main points
of the discussion
of what he just say
3-Get the customer to 3-Helps both you and the
customer to remember the
rethink what he/she has
just said important issues expressed
4-Get the customer to
4-Clarify what the customer critically re-examine what
has just said he/she has just said
 4-Behaviour Style
High Assertiveness

Driver Expressive

Task oriented People Oriented

Analytical Amiable

Low Assertivness
 Assertivness + ve

 High Achievements.  High Achievements.

 High Assertivness.  High Assertivness.
X Low Affiliation.  High Affiliation.
• “Resistant / Defensive” “Solution”
Driver Doctor Expressive Doctor
Task oriented + ve Pepole orinted + ve

X Low Achievements. X Low Achievements.

X Low Power. X Low Power.
X Low Affiliation.  High Affiliation.
“Pass The Buck” “Pushover”
Analytical Doctor AmiableDoctor

Assertivness + ve
 “Resistant / Defensive”
Driver Doctor

Motives Description How To Deal

 Respect.
 High  Listen.
Assertiveness.  Do Your Home
Work.
 Dominates Discussions.
 Explain Benefits.
 Wants Maximum Value
 Show USPs.
 High Power. In Returns.
 To The Point.
 Time Is Valuable.
 Flatter His
 Almost Director Or
Personality.
Analytical.
 Never To Tell Him
 Low Affiliation. That He Is
Wrong.
 “Solution”
ExpressiveDoctor

Motives Description How To Deal

 Knows His Needs
 High Very Well & Wants
Assertiveness. What Fit These  Just Deliver
Needs. Your Message
 Wants Facts In Clearly.
Details.  Use Detailed
 High Power.  His Priorities : The Studies &
Most Recent, The Clinical Trials.
Updates & The  Follow The
Challenging. Attitude &
 High  Almost Analytical. Mindset
Affiliation.  Lead Other Doctors Classification.
To Satisfy His Need
 “Pass The Buck”
Doctor

Motives Description How To Deal

 Low
Assertiveness.  Conservative.
 Emotional Key
 Follow Others In Their
May Help.
Decisions.
 Attending
 Avoid Sales &
 Low Power. Lectures With
Marketing People.
Speakers Of
 Keep Him Self Secured.
“Solution” Type
 No Risk & No Change.
To Build Trust.
 Low Affiliation.
 “Pushover”
Doctor

Motives Description How To Deal

 Low
Assertiveness.

 Friendly.
 Deal Friendly.
 Helpful.
  Keep In Business
Low Power.  Buy Things From
Track.
People Who He Likes.

 High Affiliation.
Professional Interaction
 Steps Of Selling Process
* Steps Of Call *

7
Steps
Prospecting
1- Pre-Call objective Planning

2- Opening & Approach

3- Identify need (Questioning & Probing)

4-Share Information

5- Handling concerns

6- The Closing (Commitment)

7- Post-Call Analysis & Follow Up

 Prospecting 1- Pre-Call objective Planning

Collecting Information About What Is A Plan ?

Any Related Point To Your Goal (Objective Or Target)
Selling Process Plus Physical Specific
Searching For : Measurable
Achievable
- Markets, Segments, Realistic
Time Bound
Customers & Consumers.
Strategy (How To Reach ?)

- Competition. Tactics (Detailing)

Materials
Message
- Requirements. Clinical Trials
Evaluate The Results
 Types of Call objective

1-Product discussion

2-customer-understanding

3-service/solutions
 YOU 1- Pre-Call Preparation

Knowledge Attitude Skills

 Medical Knowledge.
 Continue Learning.
 Product Knowledge.  Verbal & Non-Verbal.
 Attend Training.
 Competitors Knowledge.  To Be +ve ABC Model :
 Online Courses.
 Area Knowledge. Avoid : -ve People.  Stick To Professional
 Customer Knowledge.
 Account Information. Believe : In Your Self. People.
 Say “I Don’t Know !”
 Historical Sales Consider : Every Detail.
BUT Find A Way To Do.
Information.
Enthusiasm & Sincerity

Do Not Assume
 1- Pre-Call Preparation
A
Star
You
Are Qualifications Of Professionals
- Smart Appearance & Presentable.
- Good Communicator & Active Listener.
- Smiling, Self Motivated & + ve Attitude.
- Leader, Dependable, Ethical & Flexible.
- Committed & Honest.
 Decision Maker In This Center.
 The Reason Behind Competitor XYZ.
 Relations With Market Colleagues.
 Keep Inside (Facility) Relations.
 Rapport With Pharmacist, Purchaser & Warehouse Men.
 Read The Previous Visits Reports.
 1- Pre-Call Preparation

At The Office Your Car At The Waiting Area

 Make Your Plan On  What About Your Car  Seats Are Made For
Monthly, Weekly & Daily Trunk ? Patients.
Basis. (Time Management).
 Do You Have The Needed  Never Take The Time Of
 What is Your 1st Priority? Materials ? A Patient.
“Classes A, B & C”
 Do You Have A Pen ?  During Waiting Time :
 You Need To : - Your Objectives.
- List Your Customers.  Do You Have Your
- Your Materials.
- Draw A Map. Business Cards?
- No#. Of Patient.
- Make Your Tasks. ** NEVER SEACH - Sex. (Male, Female)
- Think Objectively. FOR ANY THING IN - Competitors’
- Always Make A “Plan B”. YOUR BAG DURING Promotional Materials
 Follow-Up The Sales Or THE VISIT ** & Giveaways.
Marketing Team. - Prescribing Habits.
 Do You Have A - Doctors’ Interest.
 Arrange Your Bag To Deodorant. - Time Consumed By
Ensure Having All
 Do You Smoke ? Each Med Rep.
Materials.
 2- Opening & Approach
Opening
 It Is The Skill Of Capturing Customer’s Attention & Focusing The Sales Call.
 Successful Opening  25% Of The Overall Call Success.
 You Need To Pass The 1st 30 Seconds.
- Being Will Prepared During The Pre-Call Preparation Help You To Pass These 30 Seconds
Successfully.
 Having Full Data About This Doctor (Customer) Before Meeting Him Makes Your Call An
Excellent Successful One.
 Introduce Your Name, Position & The Name Of Your Company In A Clear Voice Tone.
Ask Him If Your Company Is Familiar To Him.

Speak Clearly
Smile
Greeting
Firm Handshake
 Approach
Ice Breaking
Used “Especially” During The First Visit To Decrease Tension Between You & Your Customer.

Approach
Is The Key To Gain The Attention & Awareness Of Your Customer.
So Choose The Best Approach Or Approaches That Fits Your Customer.

What Are The Types Of Approach ?

 Approach Types
Approach
Type

Description Example

Introductory
 Introducing Your Self & Company.  (As Mentioned In Opening)
Approach

Benefit  By Discussing Certain Benefit With

 Compliance Or Taste.
Approach The Customer.

Flattering  Used Always To Stimulate Ego With  I’m So Glad To Meet “His Big
Approach Certain Customers. Title” Today.
 Approach Types
Approach
Type
Description Example
 By Discussing Certain
 Do You Agree With That The Low
Indication Indication, Disease With The
Back Pain Is A Serious Issue Facing
Approach Doctor Or Need With A
Your Patients?
Customer.

 Greeting & Introduction, I’m Going To Introduce You The Most

Convenient Solution For The ttt of LUTIs.
Mixed
Today I’ll Discuss With You A Product Which Is Approved From FDA For ttt
Approach
LUTIs ? …….

Benefit Approach

Indication Approach Introductory Approach

 Negative Approaches

 Start With open

Question
 Apologize At The
Beginning.
 Refer To The Last
Negative Visit.
DO NOT
 3- Identify need(Questioning & Probing)

Open Ended Questions Close Ended Questions

(Probe) (Probe)
 A Question That Starts With :
 A Question That Starts With :
DO, DID, HAVE, HAD, IS, SHOULD
WHAT, WHO, WHERE, WHEN, WHY, HOW
XYZ

 The Answer Should Be Opened  The Answer Should Be :

“Like A Story” “YES, NO Or Predefined Choices”

 Used To Uncover Customer Needs, His  Used To Confirm Facts, Clear-Up

Type, His Feelings Or His Perspectives. Confusion Or Narrow Focus.

 Used During Probing.  Used During opening& Closing.

 3- Questioning & Probing
Identify the Need

 Questions designed to learn something new about a customer Need or Belief

 Example: Doctor, could you explain to me your treatment approach for a diabetic patient with
abnormal lipid levels compared to treatment of a non-diabetic patient. ?
 Example: Dr from your experience could you share with me what are the great challenge
when you treat children with URTIs?
 Example: Dr could you tell me why persons not stick to diet program?

Confirm the need

Are designed to confirm something that the Represenative thinks he already knows about the
customer
Doctor, I understand that you are concerned about the potential side effects of Sulphonylurea. Is
that correct?
Dr. I know you are concerning about the fatty diarrhea caused by orlistat am I right ?
 NEED

NEED

NEED

NEED

NEED

NEED

NEED

NEED

NEED

NEED

NEED

NEED
To Presentation
 4- sharing information(Marketing)

Detailing
 Create A Brand Image.
 It Must Be Perfect & Professional :
- Scientific Information.
- Quality Of The Product.
- Manufacturing Techniques If Available.

I See, I Remember
I See,
I Hear
So
I Hear, I Forget
I Understand
 4- Share information(Marketing)

Steps Of Effective Detailing

1 • Text.
2 • Voice.
3 • Handling The Visual Aids.
4 • Eye To Eye Contact.
5 • Use A Pointer.
6 • Body Language.
7 • Listening.
8 • Use Of Sense.
9 • Time Management.
 4- Share information(Marketing)

FAB Model

Feature Action / Advantage Benefit

Dose : One Sachet Highest

For Once Compliance
One Sachet
12 MP Camera  Capture Your Memories.

128 & 256 GB Storage  Keep These Memories.

128 & 256 GB Storage  Your Favorite Music.

New Wireless Ear pods  Convenient Listening.

Finger Print Sensor  Secured & Private.

 4- The share information (Marketing)

Supportive Materials
 Q : What Are The 3rd Party Supportive Materials ?
 Ans : Clinical Studies, Monographs Or An Article Announced By Healthcare Facility.

 Q : Why Do We Use The Supportive Materials ?

 Ans :
• To Establish The Credibility Of Product’s Benefits,
• To Increase Physician’s Interest & Understanding,
• To Help The Physician Retain Product Information When He Is Considering
Therapy For A Patient.

It Makes My
It Doesn’t Allow Me
Presentation Sound
Enough flexibility.
Canned.

Doctors Would Not I have Used Them &

Give Time To Use It. They Didn't Work.
 4- share information (Marketing)

USP

 Mention The Unique Selling Points In Your Product In A Clear Way Explaining The
Benefits For The Feature Of “USP”.

 Read From Your Material.

 Use The Same Voice Tone.
 Use Your Finger As A Pointer.
 Interrupt Him.
DO NOT  Waste His Time.
 5- Handling Objections & Resistance

No Objections  Acceptance
In Such A Case You Should Go Directly To The Next Step  Closing & Commitment

 Customer Accepted The

Benefits Of Your Product.
 Focus On These Benefits.

What If ….. You Did Your Call As Discussed BUT You Still Find That You Didn’t Get Your
Objective Yet.
Now You Are Facing An Objection : The Objection Is Never Something To Be Afraid Of.
The Objection Can Be Utilized To Be An Opportunity
 Before Handling Any Objection …. !
 Relax.
 Listen Actively & Don’t Argue.
 Ask A Question For Clarification.
 Restart (Repeat) The Objection. (paraphrasing)
 Evaluate The Objection (Define Type).
 Decide The Technique To Answer.
 Get Commitment & Answer The Objection.
 Get Commitments. (Don’t Attack After Solving)
 Try For A Close.

Check Check
 Types Of Responses & Objections
Response
Description Handling
Or Objection
 Firstly You Should Identify The
 Not Interested In Your
Other Product Benefits That Fits
Pure Negative Product & Usually
His Needs.
(Indifference) Interested In Another
 Then A Series Of Closed Probes
Product.
Till Discover His Needs.
 Doubt That Your  Offer Proofs.
Negative / Positive Product Can Actually (Clinical Studies & Articles)
(Skeptic) Deliver The Stated ** Trial Projects Using Free Samples
Benefits. Are Very Effective

 A Real Disadvantage In
Real Objection Your Product.  Focus On Advantages.
 A Product With No
Drawbacks Does Not Exist.

 Misunderstanding
 Restart The Benefits & Clarify
False Objection Some Points Or
The Misunderstood Points.
Benefits.
 Some Other Types !!??
Reason For Objection Handling

Bad Experience With The Rep  By Building New Rapport With That Customer
Or The Company. Based On Trust To Rebuild Credibility With him.

 Offer Proofs.
(Clinical Studies & Articles)
Fear Of Making A Decision.  Like Skeptic Customer.
 Citing Satisfactory & Experience Of Leaders.
(Referral Approach)
 May Be False & Raised To Hide Real Objection.
 Ask About The Difference If Compared To Another
Price Objection.
& Then Demonstrate The Benefits When
Compared.

He Believed But Need To Test  Empathy.

Your Believes.  Restart The Benefits.
6- The Closing (Commitment)

Buying Signals
 Buying Signals
A Strong Positive Customer’s Response  Indicates That He Is Ready To Buy.

Verbal Non-Verbal

 Can I Try It For A Period.  Eyes (Pupil Dilatation).

(Asking For A Sample)  Hands (Open).
 That Sounds Really Good.  Movement (Leaning Forward).
 I Think I Can Use It.  Head (Nodding).
 Nice Packaging.  Positive Body Language.
 I See That It Is Easy To Apply.  Positive Facial Expression.
 The Price Is Good (Economic).
 Convenient For My Patient.
 I Need This Option.
 I Like Your Product.
 Asking About Price Means That
He Likes The Benefits.
 Any Enthusiastic Verbal
Response.
 Closing Summary
Key points of the discussion
summarized.

Prescribing information presented

Asked for customer commitment to

take action

Agreed on next steps to be taken by

representative and/or the customer.
 7- Post-Call Analysis & Follow Up

Analyze Follow Up
 Did I Sell.  Did I Collect The P.O.
 Did I Hold The Customer  Did I Call The Sales Rep.
Interest.  Did I Follow Up The Selling
 Did I Emphasize Benefits. Process & Delivery.
 Did I Watch Non-Verbal  Did I Follow Up The
Signals. Pharmacy.
 Did I Answer The Objections  Did I Visit The Doctor After
Properly. The Delivery.
 Did I Match The Agreement  Did I Collect The Feed Back
At The Right Time. From Pharmacy.
 What Will Be My Next Call  Did I Collect The Second P.O
Objective. And Evaluate The Qty.
 Prospecting 1- Preparation Planning

Opening 2-Approach Ice Break

Questioning 3- Probing Identify/confirm needs

Detailing 4-share information F A B Model

Types Of Objections 5- Objections Handling Objections

Buying Signals 6- The Closing Commitment

Analyze Did I ….. ? 7- Post-Call Analysis Follow Up

 By
Tarek Waheed
01011950079
[email protected]