In pharmaceutical selling making an effective call and conveying right message, utilizing the given time effectively with a doctor in a short span of time less than 2 to 3 minutes is very important.
In pharmaceutical selling, speaking effectively and conveying the right message within few minutes and getting more time inside doctors chamber is a real big challenge. According to my survey and interactions with many doctors, most of them said that they expect quality & latest information in nutshell from medical representatives.
1.Grab your attention by greeting innovatively!
Establish Rapport at first sight by greeting your customer each time innovatively with a bright energetic smile, you can also use your sense of humor appropriately; differentiate your Tone, voice.By greeting your customer each time in different way helps to grab doctor’s attention, recognition & build rapport with the doctor quickly.For ex. Say Good morning, Good evening in different way, May be one day you can say Happy morning, another day you can greet him in your regional language like Subhodayam or Kalaivanakkam etc Say the same good morning or good evening in different way either by using different words or with your energetic tone or by singing instead of asking doctor how are you? How was your day etc?Your energetic and powerful smile can be contagious. Everyone would like to see a smiling or happy face.
2.Gain confidence & Trust with your customer Quickly!
Gain confidence & win trust with your customers by understanding his wants & needs.Be relevant, update & communicate latest authentic information on product or services to your customers. Customize your conversation based on customer’s wants & needs.Plan & prepare your dialogues in advance by understanding interest of the doctors, promote relevant brands/products based on the Chemist Audit. Talk Relevance, Speak confidently fluently without fumbling or fear. Always start your conversation with positive opening. For example start your conversation either by genuinely appreciating or thanking the doctor for supporting your brands. Engage your customer by asking probing question. Probing encourages the customer to speak freely for ex: What drugs do you normally prescribe for the treatment of Hypertension? Do you prefer Antioxidants containing Grape seed extract? Articulate specific solutions by talking benefits to the doctor.
3.Gain commitment & Gracefully close your call!
As soon you get the buying signal close your call gracefully by summarizing the benefits of accepted brands, then allow your customer to choose the brand of his choice and request for commitment (demand Prescription) confidently and clearly in innovative way. For ex. Doctor can I expect fountain of prescription for brand X etc… use your innovation wisely while demanding prescription. At the end of your conversation gracefully close your call by wishing your Customer Have a nice day or Have good day, Good night etc .
4. Gain & Create personal touch
If you follow the above mentioned 3g’s that will help you to qualify for building personal touch. If you want your doctor to prescribe your brand as soon as you promote, you need to create personal touch with your customer. Personal touch with your customer differentiates you from others. It helps to retain your customer or business. Satisfying emotional experiences are the key to customer loyalty. The face-to-face relationships are very important than communication via smart phones. Make your customer feel good and special .Build feel-good personal experience with your doctor, Keep in touch the right way. Build right emotional connect with your customer. Understand your customer’s interest and interact with him socially. For ex ;if your customer likes to talk about cricket, spend some time talking with him about cricket ,if your customer likes to talk about literature do small talk about it, some customers are very spiritual they are inclined to talk about Jesus or Saibaba or Gurus etc ..you can listen and share your messages too . Greet the doctor personally & uniquely for his birthdays wedding dates etc. Pay attention to his complaints, doubts, requested services immediately, keep up your promises & deliver more than you promise. Most important step in selling is to do proper sales follow up after your sales call. Be persistent and stay connected with your customers.
Happy Selling!
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