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Sales Call Objective

Abhijit Kumtakar

Why?
Every

sales call is different Promoting a brand or getting a prescription are simple & common purpose of any visit. Time factor (Only 2 to 3 mins. inside the clinic) Clear goals In-clinic success

What is Sales Call Objective?


What

you want to achieve at the end of this call or, What you want to happen as a result of meeting with your prospect (Doctor)

Benefits

Every sales call is a part of prescription generation process Every sales call is different Better understanding of Call Objective provides you,
Proper selection of communication point Effective utilization of input Use of relevant probes Better prioritization of product Clarity of review parameters Better control over the conversation Effective utilization of in-clinic time

How to set a Call Objective?


First

visit to a prospect Self introduction & need analysis Subsequent calls Depends on the parameters like,
Direction of the call The stage of the prospect on prescription ladder Personal profile of the prospect (Doctor Decision Tree)

Support Tools
Chemist

(RCPA) & Superiors, colleagues & Assistants

Co-workers Prospects Prospect

him / herself

Adoption Ladder
8 7 Brand Ambassador for Glenmark Recommends to colleagues

User in other approved indications (on his own) 6 5 4 3 2 1 Predominant prescriber Prescriber in few cases Hands on experience (starter kit usage) Awareness Unaware of products/ molecule

Doctors Decision Tree


Demographics 2. Disease & its prognosis 3. Causes of disease 4. Treatment goals 5. Treatment options currently available 6. Patients acceptance & willingness to undergo treatment 7. Investigations 8. Disease monitoring facilities 9. Anticipated efficacy/ side effects/ patient compliance 10. Social acceptance 11. Cost of treatment vs. efficacy 12. Past clinical experience 13. Influence by his peers & professors (mentors) 14. His awareness about recent/ newer developments
1.

How to evolve a Call Strategy


1.

Set call objective in line with your territory objectives & specific doctor profile (Adoption ladder) Explore SWOT for your product Prepare most appropriate SMART plan Plan activities for implementation during the call, & achieve the call objective

2. 3. 4.

Call Objective Setting


Use him as an 2. INFORMATION KOL to & influence 3. Expansion of P/D BA 1.indication other New REINFORCEMENT doctors. INTRODUCTION trial (Fence sitters) Feedback on F.A.B. Selling & Positive: Reinforcement New product/extension Negative: Objection FAMILIARIZATIO launch BL N Literatures/VAF Handling Tool: Self Neutral: Revisit Benefits & Company Persuade for further trials Consolidation Tool: Molecule VAF/ Literatures/ RP Candidate for investment Concept Samples Activities Brand Interface with peers & Trial Persuasion like minds Tool: VAF/ OP Tools: Axiom, DGM, Samples Interface with H.O., Other activities NP

In-clinic focus parameters


Which

brands to focus? Product prioritization Communication points Input selection Probes Time allocation

Role Plays

Thank You