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    New Pharmaceutical Sales Rep Guide Module 7: Check For Buy-In

    check buy in
    Checking for buy-in is natural after you have to present your product and prove sales message:

    How does the HCP feel?

    Is he or she ready to move to the next stage?

    Finding the answer to that is what this module is all about.

    Objective


    Upon completing Module 7 - Check for buy-in, you can:
    • a) List verbal and non-verbal clues to receptivity
    • b) State how to use questions appropriately
    • c) Use verbal reinforcement to strengthen positive attitudes
    • d) Use trial closes when a positive response is indicated

    Overview


    Checking for buy-in requires you to pay attention to the HCPs - their body language and responses. As equally important, you need to pay attention to your own body language, your use of questions and verbal reinforcers.

    Below is the summary for Module 7:
    • 1) Assess verbal and nonverbal clues
    • 2) Probe for more info
    • 3) Move towards commitment


    ASSESSING VERBAL AND NON-VERBAL CLUES


    You can observe the impact of your presentation through your HCPs body language and how they respond. Most of the time, we rely too much on what is said.

    But we already know that there are more than meet the eyes ...

    ... How the message is delivered/spoken, and what is not verbalized often communicate more.

    It's essential to pay attention to these clues because the appropriate response from you will determine your call consequences.

    Verbal clues:

    Statements, questions, tonality, speed of speech

    Non-verbal clues:

    Facial expression, postures, gestures

    PROBE FOR INFORMATION


    Questions are easy to ask ...

    ... What could be tricky is asking questions to steer the conversation to find out about a subject without being too straight forward.

    Generally, there are two types of questions: Open and Closed Ended.

    Open questions are often called 'exploring' question:

    They open to a wide range of answers
    They could be a "how", "why", "what", "when", "where".

    Close-ended question narrow down the answers:

    They could be a "Yes" or "No" answer
    These are targeting queries, use to confirm assumptions or guide HCPs to specific points.

    Exercise 7.1. Open and Closed Questions

    Identify each of the following questions as the open or closed question:

    Why it was used in each case?
    What would happen if each question is rephrased so that open becomes closed, and vice versa?

    "With such an elderly patient population, are you seeing a lot of cases of hypertension?"

    "How does Product X sound so far Dr?"

    "Does that answer your question about adverse event Dr?"

    Exercise 7.2. Probing

    Design questions you can use when interacting with your HCPs to probe for more info.

    MOVE TOWARDS COMMITMENT


    Once you get the signs of how receptive your HCPs to your presentation, the moment has come to be more direct and move them towards commitment.

    You can employ two skills here:
    • 1) Use verbal reinforcement to strengthen receptive attitudes
    • 2) To go ahead and ask how committed they are, indirectly, through trial close

    Verbal Reinforcement

    You can make a move to bring HCP closer to a commitment by responding to their comments.
    This is verbal reinforcement.

    The idea is to support and strengthen positive attitudes towards the products, and encourage acceptance.

    Once a positive comment is reinforced, you can increase HCP enthusiasm by presenting essential benefits.

    It's more like working 'with' the HCP to build receptivity and commitment.

    Trial close

    Trial close can be used to test the water.

    It can indicate the level of interest of the HCP:

    Are they ready to commit?

    Usually, a trial close is as simple as asking for an opinion. For example:

    "How do you feel about Prod X so far Dr?"

    "Does that answer your question about dosing?"

    Exercise 7.3. Moving to Commitment

    1. What do you do when HCP indicates interest in your product?
    2) What do you do if they show a negative attitude towards the competitor's product?
    3) After the trial close, what do you do if:
    • HCP is 'hot'? ......
    • HCP is 'warm'? .....
    • HCP is 'cold'? .....

    Other modules in this free pharmaceutical sales training manual:

    Module 1 | Module 2 | Module 3 | Module 4 | Module 5 | Module 6 | Module 8 | Module 9

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