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Учебный модуль №2. Текст:
An effective sales call on a physician

Every Medical Rep must do some pre-call planning because good preparation is more than 50% of the call success. The special technique that the Sales Reps use to prepare for the call is known as SMART. It means that the sales objectives have to be… Specific, Measurable, Ambitious but Achievable and finally Timed.

To make your call specific you have to know what you want to achieve – for example: you want the doctor to try the product that you are promoting on a specific group of patients.

Measurable means that you have in mind how many patients the doctor will try your product on and for how long.

Ambitious objective means that you should aim high – for example: to persuade a physician to try your product on at least six new patients and probably three or four of his existing patients with no or small progress on their current therapy. Being ambitious don’t forget to stay Realistic too.

And finally… the sales call objective must be Timed. It means that a Sales Rep must have in mind the time period for the physician to use the new product and so that he/she could build some confidence loyalty in it. For example if the doctor starts using the new product right away, he/she should be able to get the right patients within two weeks, one month’s initial treatment should be enough for him to measure the effect so you can probably be back to him/her for results in six weeks.

In addition to setting objectives for the call an effective Sales Rep must in advance prepare promotional literature because physicians always like to see proof of the benefits so it is important to have a copy of the clinical paper on the comparative study.

Every sales call also needs a good opening to focus the direction of the call, and to identify what both the salesperson and the customer will gain from their meeting. The skill of opening will enable a Sales Rep to get his customer’s interest and to see value in spending time with him. You need to recognize the appropriate time to open, state the purpose of the call, then reveal what the customer will get from the call. Finally, gain agreement to proceed.

Exploring is the single most powerful and effective skill in selling. By the skillful use of exploring techniques, you can discover your customer’s personal, organizational and buying needs. By asking open questions you can make your customer respond freely, and by asking closed questions, you can gain «yes’ or «no’ responses. By using the information you obtain through skillful exploring, you can proceed much more effectively through the sales call. The most effective and well known technique of exploring customer’s needs is SPIN techniques where S stands for a group of situational questions, P – a group of problem questions, I – implication questions and N – navigation questions.

After you’ve uncovered a customer’s need through exploring, and you understand and respect that need fully and clearly, then you provide the information about the relevant features, advantages and benefits of your product to show the customer specifically how you can satisfy their needs.

However, during the call the Sales Reps often face some real challenges. These challenges include doubts and misconceptions, limitations and indifference. In order to manage these challenges, one needs to explore to understand the challenge, listen carefully, respect the customer’s point of view and show that you understand it.

Doubts and misconceptions can occur because the customer may doubt whether your product really does have the features or benefits that you say it has, or he may have incomplete or inaccurate information. It is not surprising that customers question you in depth. They want to be sure that you really can deliver what you claim.

Every product has its limitations. That is something that cannot be offered or satisfied by that product. To manage this challenge properly you will need to explore to understand the limitation fully, acknowledge the limitation, put the limitation into perspective and balance it with relevant accepted benefits. You then need to gain the customer’s agreement that the limitation has been managed.

Indifference is when the customer is not at all interested in what you have to say, doesn’t want your product and feels that it would not add any value to his/her practice. This is classic indifference. It is one of the most challenging situations any salesperson can face. To manage indifference, you need to acknowledge the customer’s point of view before requesting permission to proceed with the call; then explore, to build up the customer’s perception of the current situation; and uncover the opportunities, implications and needs arising out of that situation.

Closing can be a challenge to many salespeople. Often, people see it as the final step and are afraid to ask for commitment because they fear that the customer will say «No!» However, the skill of closing is an integral part of the whole sales process and if you fail to do it, you fail to sell. You need to recognize the appropriate time to close, and recognize when the customer gives a buying signal. Then you need to remind the customer of the accepted benefits, suggest a future plan, and gain agreement. If you follow these steps, asking the customer for commitment at the end of a call seems much less difficult. In fact, it will seem natural both to you and your customer.

Учебный модуль №3. Новые слова

Учебный модуль №4.
Работа над текстом и грамматикой

Задание №1: Прочитайте и переведите текст с опорой на аудиозапись.

Задание №2: Устно ответьте на следующие вопросы с опорой на текст.

1. Why must every Medical Rep do some pre-call planning?

2. What is a special technique that the Sales Reps use to prepare for the call?

3. What does SMART mean?

4. What does Specific mean in SMART?

5. What does Measurable mean in SMART?

6. What does Ambitious mean in SMART?

7. What does Timed mean in SMART?

8. Why must Sales Rep prepare promotional literature for a call?

9. Why is a good opening so important for a sales call?

10. What does the skill of opening enable a Sales Rep?

11. What does the skill of opening include?

12. Why is exploring the most powerful and effective skill in selling?

13. What does exploring help a Sales Rep to discover?

14. What can a Sales Rep achieve by asking open questions?

15. What can a Sales Rep achieve by asking close questions?

16. What is the most effective and well known technique of exploring customer’s needs?

17. What does SPIN mean?

18. What does S mean in SPIN?

19. What does P mean in SPIN?

20. What does I mean in SPIN?

21. What does N mean in SPIN?

22. Why is it important to ask a customer situation questions?/What is the use of asking…?

23. Why is it important to ask a customer problem questions?

24. Why is it important to ask a customer implication questions?

25. Why is it important to ask a customer navigation questions?

26. When must a Sales Rep provide the information about the relevant features, advantages and benefits of your product?

27. Why is it important to provide the information about the relevant features, advantages and benefits of your product?

28. What can a Sales Rep achieve by providing the information about the relevant features, advantages and benefits of your product?

29. What do Sales Reps often face during the call?

30. Why do Sales Reps often face challenges during the call?

31. What do challenges include?

32. What must a Sales Rep do to manage these challenges?

33. Why do doubts and misconceptions occur?

34. Why does indifference occur?

35. Why do limitations occur?

36. What must a Sales Rep do to manage the product limitation?

37. What does it mean to balance the limitation with a relevant accepted benefit?

38. What makes indifference the most difficult challenge for a Sales Rep?

39. What must a Sales Rep do to manage a customer indifference?

40. Why can closing be a challenge for many Sales Reps?

41. What does closing include?

42. Why is closing so important for a sales call?

Задание №3: Устно завершите приведенные ниже фразы c опорой на текст:

1. Every Medical Rep must do…

2. A good preparation is…

3. SMART means that the sales objectives have to be…

4. To make your call specific you must…

5. Specific in SMART means that…

6. Measurable in SMART means that…

7. Ambitious in SMART means that…

8. Timed in SMART means that…

9. In addition to setting objectives for the call an effective Sales Rep must…

10. Physicians always like…

11. A good opening helps…

12. The skill of opening will enable a Sales Rep…

13. In order to have a good opening a Sales Rep must…

14. By the skillful use of exploring techniques a sales Rep can…

15. By the skillful use of exploring techniques a sales Rep can…

16. By asking open questions a Sales Rep can…

17. By asking close questions a Sales Rep can…

18. SPIN is…

19. S in SPIN stands for…

20. P in SPIN stands for…

21. I in SPIN stands for…

22. N in SPIN stands for…

23. After a Sales Rep has uncovered a customer’s need…

24. During the call the Sales Reps often face…

25. These challenges include…

26. In order to manage these challenges, one needs to…

27. Doubts and misconceptions can occur because…

28. When customers question Sales Reps in depth…

29. Every product has not only benefits but…

30. To manage limitations properly a Sales Rep…

31. Indifference is when…

32. Indifference is one of the most challenging situations for salesperson because…

33. To manage indifference a Sales Rep needs…

34. Sales Reps are often afraid…

35. The skill of closing is an integral part…

36. If a Sales Rep fails to close…

37. To do an effective closing a Sales Rep must…

Задание №4: Письменно поставьте повествовательные предложения в:

а) отрицательную; в) вопросительную форму:

1. Every Medical Rep must do some pre-call planning.

2. Good preparation is more than 50% of the call success.

3. You want the doctor to try the product you are promoting on a specific group of patients.

4. You have in mind how many patients the doctor will try your product on.

5. The sales call objective must be Timed.

6. Sales Rep must have in mind the time period for the physician to use the new product.

7. The doctor will start to use the new product right away.

8. He should be able to get the right patients within two weeks.

9. An effective Sales Rep must in advance prepare promotional literature.

10. Physicians always like to see proof of the benefits.

11. It is important to have a copy of the clinical paper on the comparative study.

12. Every sales call also needs a good opening.

13. Both the salesperson and the customer will gain benefits from the call.

14. The skill of opening will enable a Sales Rep to get his customer’s interest.

15. Every customer wants to see value in spending time with a Sales Rep.

16. A Sales Rep needs to recognize the appropriate time to open.

17. An effective sales person must state the purpose of the call.

18. He then explained what the customer would get from the call.

19. Exploring is the effective skill in selling.

20. By asking questions, the Sales Rep has discovered the customer’s buying needs.

21. By asking open questions, you can make your customer respond freely.

22. By asking closed questions, you can gain «yes’ or «no’ responses.

23. The Sales Rep has proceeded very effectively through the sales call.

24. The experienced Sales Rep has uncovered the customer’s needs.

25. After exploring the customer’s needs the Sale Rep has provided the information about the relevant features, advantages and benefits of the product.

26. During the call the Sales Rep faced some real challenges.

27. He explored challenge and listened carefully.

28. The sales rep must respect the customer’s point of view.

29. Doubts and misconceptions can occur at every stage of the call.

30. The customer doubted whether your product really had the features or benefits.

31. After the call the customer had incomplete or inaccurate information.

32. It is not surprising that the customer was questioning you in depth.

33. They wanted to be sure that you really could deliver what you claimed.

34. Every product has its limitations.

35. A limitation is something that your product can’t offer or satisfy.

36. You will need to explore the limitation fully.

37. You must put the limitation into perspective.

38. He balanced the limitation with relevant accepted benefits.

39. In the end of the call he has gained the customer’s agreement.

40. He feels that the product will add some value to his practice.

41. The Sales Rep has uncovered all opportunities.

42. He has found implications and needs arising out of that situation.

43. Many sales Reps are afraid to ask for commitment

44. He feared that the customer would say «No!»

45. The Sales Rep has failed to close the call.

46. During his last call he recognized the appropriate time to close.

47. The customer has given a buying signal.

48. The Sales Rep has reminded the customer of the accepted benefits.

49. Tomorrow you will need to suggest an action-plan.

Задание №5: Письменно задайте вопросы к подчеркнутым словам в предложении:

1. Every MedicalRep must do some pre-call planning because goodpreparation is more than 50% of the call success.

2. The doctor wants to try the product on a specificgroup of patients.

3. The Sales Rep aimed high.

4. A Sales Rep must have in mind the customer’s profile.

5. The physician started to use the new product tofeel some loyalty to it.

6. The physician got the right patients within two weeks.

7. One month’sinitial treatment was enough forthe patient to feel some progress.

8. The Sales Rep must in advance prepare promotionalliterature.

9. Physicians always like to see proof of the benefits.

10. It is importantto have a copy of the clinical paper for the call.

11. Every salescall also needs a good opening.

12. Both thesalesperson and the customer will gain benefitsfrom the call.

13. The skill ofopening will enable a Sales Rep toget his customer’s interest.

14. Every customer wants to see value in spending time with aSales Rep.

15. A Sales Rep needs to recognize the appropriate timeto open.

16. An effectivesales person must always state the purpose of the call.

17. He explained what the customer would get fromthe call.

18. Exploring is the most effective skill in selling.

19. By askingquestions, the Sales Rep has discoveredthe customer’s buying needs.

20. By asking openquestions, you can make your customer respondfreely.

21. By asking closedquestions, you can gain «yes’ or «no’ responses.

22. The Sales Rep has proceeded very effectively through thesales call.

23. The experiencedSales Rep has uncovered the customer’s needs.

24. After exploringthe customer’s needs the SaleRep provided the information about the relevant features, advantages andbenefits of the product.

25. During the call the Sales Rep faced some real challenges.

26. He explored the challenges and listened carefully.

27. The SalesReps must respect the customer’s point of view.

28. Doubts andmisconceptions can occur at every stage of thecall.

29. The customer doubted whether your product really had thefeatures or benefits.

30. After your call the customer had incomplete or inaccurateinformation.

31. It is notsurprising that the customer was questioningyou in depth.

32. They wanted to be sure that you really could deliverwhat you claimed.

33. Every product has its limitations.

34. A limitation issomething that can be offered or satisfied by that product.

35. You will need to explore the limitation fully.

36. You must put the limitation into perspective.

37. He balanced the limitation with relevantaccepted benefits.

38. In the end ofthe call he has gained thecustomer’s agreement.

39. The customer was not at all interested in what you were saying.

40. He doesn’t want your product.

41. He feels that the product will add some value to hispractice.

42. The Sales Rephas uncovered all opportunities.

43. He has found implications and needs arisingout of that situation.

44. Many Sales Repsare afraid to ask for commitment.

45. He feared thatthe customer would say «No!»

46. The Sales Rep has failed to close the call.

47. During his last call he recognized the appropriate time to close.

48. The customer has given a buying signal.

49. The Sales Rep has reminded the customer ofthe accepted benefits.

50. Tomorrow you will need tosuggest an action-plan.

Учебный модуль №5.
Слова и выражения для диалогов по теме

Задание №6: Устно прореагируйте на следующие реплики. Исправьте утверждения не соответствующие содержанию текста.

1. Every Medical Rep must do some pre-call planning.

2. Good preparation is more than 50% of the call success.

3. The special technique that the Sales Reps use to prepare for the call is known as SPIN.

4. To make your call specific you have to know what you want to achieve.

5. Measurable means that you have in mind the time for the call.

6. Ambitious objective means that you should plan the closing.

7. Ambitious and Realistic are the same thigs.

8. Timed means that a Sales Rep must have in mind the duration of the call.

9. Promotional literature is not that much important for doctors.

10. For effective call a Sales Rep must prepare promotional literature in advance.

11. Physicians always like to see proof of the benefits.

12. It isn’t important to have a copy of the clinical paper on the comparative study.

13. Every sales call needs a good opening.

14. A customer doesn’t need to see value in spending time with a Sales Rep.

15. Sometimes physicians see no value in spending time with a Sales Rep.

16. It is very bad when physicians see no value in spending time with Sales Reps.

17. It is very good when both the salesperson and the customer see what they gain from their meeting.

18. Exploring is not needed when the physician is very busy.

19. By the use of exploring techniques a Sales Rep can discover all customer’s needs.

20. By the use of exploring techniques a Sales Rep can discover only professional needs of the customer.

21. By asking open questions a Sales Rep can gain «yes’ or «no’ responses.

22. By asking close questions a Sales Rep can get some new information about the customer.

23. The most effective and well known technique of exploring customer’s needs is SMART technique.

24. In SPIN technique S stands for a group of situational questions.

25. In SPIN technique P stands for a group of professional questions.

26. After a Sales Rep has uncovered a customer’s need through exploring he/she closes the call.

27. Advantages and benefits of the product show the customer how a Sales Rep can satisfy his/her need.

28. Doubts and misconceptions, limitations and indifference don’t present any challenges for a Sales Rep.

29. An experienced Sales Rep never faces challenges with customers.

30. Every product has its limitations.

31. Modern products don’t have any limitations.

32. It is very surprising when customers question a Sales Rep in depth.

33. An indifferent customer never questions a Sales Rep in depth.

34. Limitation is something that can not be offered or satisfied by the product.

35. To manage this challenge a Sales Rep will need to explore to understand the limitation fully, acknowledge the limitation, put the limitation into perspective and balance it with relevant accepted benefits.

36. Closing can’t be a challenge to experienced salespeople.

37. Many sales persons are afraid to ask for commitment because they fear that the customer will say «No!»

38. If a sale Rep fails to close the call he/she can fail to sell.

39. The skill of closing is an integral part of the whole sales process.

Задание №7: Устно выразите свое несогласие с приведенными утверждениями и исправьте их:

Model: Andrei Titov is a cardiologist. But he isn’t. Andrei Titov is a Medical Representative of a well known pharmaceutical company.

1. Medical Representatives work in the office.

2. Alexey has left for the pharmacy.

3. Dr. Petrov has just returned from an international congress on athma treatment.

4. The manager will make several double calls tomorrow.

5. Sales representatives work in shops and supermarkets.

6. Vishnevsky was a Medical Representative.

7. It is a private medical centre.

8. There is just one Medical Representative in our company.

9. There are only 10 selling days in August.

10. You don’t like the job of a Medical Representative.

11. You company is small.

12. You company is not known in the market.

13. This hospital is in the North of the city.

14. The product manager has not returned to the office yet.

15. The marketing Director won’t go to the Cycle Conference.

Задание №8: a) Устно согласитесь или не согласитесь с приведенными высказываниями, используя следующие модели:

Model: Yes, he is (did, will…)

But he isn’t (didn’t, won’t…)

Example: Medical Representatives work in the office. But they don’t. They mainly work in the field with the customers.

1. You don’t have enough product knowledge.

2. Andrei Titov is an opinion leader.

3. Medical Representatives make calls to pharmacies only.

4. Andrei works in a pharmaceutical company for many years.

5. Doctors like it when Medical Representatives visit them.

6. Andrei’s yearly objectives are very easy to achieve.

7. There are many decision makers in a medical institution.

8. You have just made a presentation of a product to a group of doctors.

9. You are filling in a call report.

10. Andrei doesn’t know the product he promotes.

11. You have never worked as a doctor.

12. Andrei didn’t work yesterday.

13. Product managers always visit doctors with medical representatives.

14. It is very easy to become a medical representative.

b) Письменно переведите предложения на английский язык:

1. Она работает врачом. Да нет же. Она работает медицинским представителем в фармацевтической компании.

2. Д-р Сергеева еще не вернулась с международного конгресса. Да нет же. Она вернулась месяц назад.

3. Андрей Титов поедет в Турцию на цикловую конференцию. Да, это действительно так.

4. Медицинские представители обычно работают в офисе. Да, нет же. Они всегда работают «в поле» со своими клиентами.

5. В больших фармкомпаниях обычно работают мало медицинских представителей. Да, нет же, в больших фармкомпаниях работает много медицинских представителей.

6. Медицинские представители, как правило, не имеют машин. Да, нет же, медицинские представители обычно имеют машины.

7. Медицинские представители сами покупают мобильные телефоны. Да, нет же, компания покупает для них мобильные телефоны.

Задание №9: Устно, исправьте неправильные высказывания, начиная предложение с конструкции Excuse me, but …:

Model: Andrei Titov is a local opinion leader. Excuse me, but Andrei Titov isn’t an opinion leader, he is a Medical Representative.

1. You company is well known in the market for its asthma portfolio.

2. Andrei Titov is an old man.

3. Our product manager is not experienced enough.

4. There are no samples (образцы) in your bag.

5. You work in a pharmaceutical plant.

6. Your territory is situated next to Andrei’s territory.

7. The representative office of your company is situated in Nizhny Novgorod.

8. All medical representatives have cars.

9. Not all managers have company cars.

Задание №10: Устно исправьте приведенные ниже высказывания. Начните предложение с конструкций: Not at all; On the contrary; Far from it…:

1. Andrei doesn’t like to work as a Medical Representative.

2. He is a good product manager.

3. Your pharmaceutical company is not known in the Russia market.

4. Medical Representatives are usually engineers.

5. Product managers make many calls a day.

6. Andrei Titov usually comes home very early every day.

7. They don’t establish good relations with physicians.

8. He doesn’t plan his visits beforehand.

9. Managers don’t help their medical representatives.

10. Opinion leaders usually like to meet medical representatives.

Задание №11: Устно отреагируйте на приведенные ниже высказывания. Исправьте неправильные утверждения:

1. Andrei Titov always comes to his customers on foot.

2. You company is small.

3. There are no Medical Representatives in Russia.

4. Your territory coverage is high.

5. You studied in a medical Institute.

6. Your manager made a presentation at the last Cycle Meeting.

7. Your colleagues can’t ensure the necessary territory coverage.

8. The general manager of your company is a foreigner.

9. Medical Representative shouldn’t visit their customers without good preparation.

10. It is necessary for each sales person to demonstrate excellent selling skills.

11. My colleagues have never been abroad.

12. Medical Representatives never attend area meetings.

13. It is difficult to sell anything if you don’t know your customer’s needs.

14. It is easy to convince a doctor to write out a prescription.

Задание №12: Письменно, ответьте, что Вы не знаете ответа на заданный вопрос, используя приведенные ниже модели:

• I am afraid I don’t know…

• I am afraid I can’t say…

• I have no idea…

I am afraid I don’t know why every Medical Rep must do some pre-call planning.

I am afraid I can’t say why every Medical Rep must do some pre-call planning.

I have no idea why every Medical Rep must do some pre-call planning.

1. What is a special technique that the Sales Reps use to prepare for the call?

2. What does SMART mean?

3. What does Specific mean in SMART?

4. What does Measurable mean in SMART?

5. What does Ambitious mean in SMART?

6. What does Timed mean in SMART?

7. Why must Sales Rep prepare promotional literature for a call?

8. Why is a good opening so important for sales call?

9. What does the skill of opening enable a Sales Rep?

10. What does the skill of opening include?

11. Why is exploring the most powerful and effective skill in selling?

12. What does exploring help a Sales Rep to discover?

13. What can a Sales Rep achieve by asking open questions?

14. What can a Sales Rep achieve by asking close questions?

15. What is the most effective and well known technique of exploring customer’s needs?

16. What does SPIN mean?

17. What does S mean in SPIN?

18. What does P mean in SPIN?

19. What does I mean in SPIN?

20. What does N mean in SPIN?

21. Why is it important to ask a customer situation question?

22. Why is it important to ask a customer problem question?

23. Why is it important to ask a customer implication question?

24. Why is it important to ask a customer navigation question?

25. When must a Sales Rep provide the information about the relevant features, advantages and benefits of your product?

26. Why is it important to provide the information about the relevant features, advantages and benefits of your product?

27. What can a Sales Rep achieve by providing the information about the relevant features, advantages and benefits of your product?

28. What do Sales Reps often face during the call?

29. Why do Sales Reps often face during the call?

30. What do challenges include?

31. What must a Sales Rep do to manage these challenges?

32. Why do doubts and misconceptions occur?

33. Why does indifference occur?

34. Why do limitations occur?

35. What must a Sales Rep do to manage the product limitation?

36. What does it mean to balance the limitation with a relevant accepted benefit?

37. What makes indifference the most difficult challenge for a Sales Rep?

38. What must a Sales Rep do to manage a customer indifference?

39. Why can closing be a real challenge for many Sales Reps?

40. What does call closing include?

41. Why is closing so important for a sales call?

Задание №13: Подготовьте краткий (3—4 вопроса/ответа) диалог на тему: Важность хорошей подготовки к визиту к врачу.

Задание №14: Подготовьте краткий (3—4 вопроса/ответа) диалог на тему: Что такое SPIN.

Задание №15: Подготовьте краткий (3—4 вопроса/ответа) диалог на тему: Роль «завершения» в достижении цели визита.