New Pharmaceutical Sales Rep Guide Module 9: Call Completion

You've gone through at least 8 steps of selling, with no particular order of course, and now you've reached the final stage - completing the call.

Complete does not equal end. It equals asking commitment and moving on. For some, maybe most of us, we have more than one product to promote. It makes sense then, to move to another product on the list, and all this depends on the situation. Time is not a luxury like it used to be.

After a call is complete, once you have stepped out of the HCPs office, you want to schedule follow up calls. You want to record your previous call so that you can refer to it when you need to.

Objectives

Upon completing Module 9 - Call Completion, you can:

• a) Demonstrate four steps to closing
• b) List types of commitments you could ask for
• c) Bridge from one product to another
• d) State info to be recorded after a call
• e) Analyze the call

Overview

In closing a sales call, reminding HCPs on products' benefits and asking for commitment are what you want to do. Once you have touched on one product, you move to the next one. After you have completed everything, you want to record and analyze the call before making the next one.

This module is summarized as below:

• a) Close
• b) Bridge
• c) Follow up call

9.a Closing the Sales

Closing is merely asking for a commitment from HCP.
Many reps. make this the goal of their call. They have prepared for this from the start.
Of course, they do not always reach their goal.

9.a.1 Knowing when to close is essential:

If you asked too early, it's hard to ask for it later ...
... If you asked too late, it might not happen at all.
It's important to 'feel' for the right moment and just go-ahead to do it. You can gauge the moment through checking for receptivity - listening, probing, and trial closing.

If objections occur, handle them, and try to close again.

Rinse and repeat until you gain a commitment.

Here are the 4 steps to closing:

• 1) Summarize benefits
• 2) Ask for commitment
• 3) Thank the HCP
• 4) Present dosage and sample

Let's look at a simplified example:

Summarize benefits
"Because of Drug X's effectiveness in reducing blood pressure - especially in elderly patients, excellent side effect profile, low maintenance dosing, and greater compliance..."

Ask for commitment
"I'd like to ask you then, Dr, when you see an elderly patient who you think is a suitable candidate for a Drug Z, would you be willing to try Drug X for that patient?"

Thank the Dr
"Thanks DR. I think you'll be pleased with the results."

Present dosage and sample
"I'll leave enough samples for several patients. You should start patients on 5 mg once-daily and then give Drug X some time since it has a gradual onset of action. You'll see maximum results in about 4 weeks."

9.a.1.1 Summarize The Benefits

Summarizing the benefits of your product:

• a) Remind the HCP of the benefits you discussed during your presentation
• b) Highlight the affirmative which reinforces their receptivity and prepares them to 'Yes.'
• c) Builds your confidence and conviction, preparing you to ask for a commitment

9.a.1.2 Ask For Commitment

Commitment should be specific, results-oriented, and realistic ...
... You want your HCP to do something.
For example, asking if you could leave samples is not a result-oriented commitment.

9.b Bridging

Many of us promote more than one product.
Once you have effectively present and perhaps, close one product, you want to move to the next one.
Making the transition is called "bridging."
A simple way is to use the benefit of the product you've just close to connecting to the other product.
What are some areas of commonality you can use to bridge from one product to another?

9.c Follow up Call

After completing the call, your task is almost done. One last step is to prepare for the next call - the follow-up. Follow up call consists of two components - record and analyze your call.

Follow upstarts with recording your call. There is particular info that needs to be registered; not all but certain info. Analyzing a call works better if you have a system. It might be daunting, initially, but as time moves on, it will become second nature.

9.c.1 Recording A Call

When you are preparing for the next call, you want to be able to gather info based on previous calls to the HCP. After a call is completed, record new input from that call to your existing record. Your next call might be a few months away and recording the call will aid you in your call preparation. You're not guessing or relying too much on your memory, which could easily mixed up.

You want to record:

• a) What you discussed with HCP
• b) What commitment they have agreed to
• c) HCP stance on your products and those of the competitors
• d) What HCP need to know to prescribe the product
• e) The unanswered issue to be dealt with in the next call
• f) Any relevant idiosyncrasies
• g) Missing/incomplete HCP background info
• i) Your next call objective

9.c.2 Analyze Your Call

To master a new skill, practice and feedback are essential. You can give your own feedback right after a call. You can capture the critical point by doing this immediately.

Here are a few pointers to help you with your analysis:

Sales Call Steps:

PREPARE TO CALL
What was your objective?
Did you achieve it?
How to better prepare for the call?

PRESENT THE PRODUCT
Did you gain HCP interest?
Did you start with the medical treatment problem?
Did you focus too much on a feature?
Did you prove your sales message?
Did you use visual aid?

CHECK FOR RECEPTIVITY
Did you probe for more info?
Did you trial close?

HANDLE OBJECTION
What objection HCP come up with?
How did you handle it?

CLOSE
What commitment did you ask for?
What was the response?
Did you bridge to the next product?
Did you get other commitments?

Other Modules for this free pharmaceutical sales training manual:

Module 1 | Module 2 | Module 3 | Module 4 | Module 5 | Module 6 | Module 7 | Module 8