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					How to Identify Needs and Present Features and Benefits
Perri Cebedo Sales & Marketing Training International
Needs, Features & Benefits PAGE 1

Why identify needs?
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MD is not interested in products Interested in patients and in patients’ problems In own needs Probing helps identify needs

Needs, Features & Benefits

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When needs are expressed:
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The MSR can tailor presentation to doctor’s needs Can offer a specific feature/benefit to solve a specific need Gets MD involved from the start Involvement leads to commitment Commitment is sincere

Needs, Features & Benefits

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Probing Techniques
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Has to gentle not intrusive or menacing Open probes may appear too aggressive MDs are generally content with products they use, not interested in other options Uninterested MDs do not want to participate May be hostile to open probes

Needs, Features & Benefits

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Identifying Needs in 4 Steps
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Mention the type of patients you want to discuss… Mention a known limitation of traditional therapy Change this limitation into a great disadvantage for both the patient and doctor Question: Ask if MD would be interested in an alternative (a solution)

Needs, Features & Benefits

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Identifying Needs in 4 Steps
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Mention the type of patients
– Talking about your patients with OA…

Mention a known limitation of traditional therapy
– I understand that because these patients are generally elderly, they find it difficult to comply with a 3 or 4 times a day dose regimen.

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Change this limitation into a great disadvantage for both the patient and doctor
Thus they forget to take their medication and therapy fails due to lack of patient compliance. Is this so, Dr.? Question: Would you like an alternative?
Needs, Features & Benefits PAGE 6

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Identifying Needs in 4 Steps Exercises
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Your Product does not cause nausea or vomiting Does not cause liver side effects Does not have a sedating effect Causes few g.i. side effects

Needs, Features & Benefits

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Identifying Needs in 4 Steps
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Mention the type of patients you want to discuss… Mention a known limitation of traditional therapy Change this limitation into a great disadvantage for both the patient and doctor Question: Ask if MD would be interested in an alternative (a solution)

Needs, Features & Benefits

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Why translate Features into Benefits
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Features explain… Only benefits satisfy needs Only benefits sell! Example: a car with a 250 hp engine.

Needs, Features & Benefits

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Convert the feature of the 250 hp car into benefits
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Playboy macho client Economy conscious client

Fast acceleration, a potency that impresses Time is gold, Can pull a trailer, RV, boat for better savings

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Timid and fearful client (safety conscious)

Safe passing, has speed to escape from dangerous sites and situations
Can accommodate all comfort appliances, AC,refrigerator
Needs, Features & Benefits PAGE 10

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Comfort minded client

How to Present Features into Benefits
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Show how your product offers an appropriate feature Convert this feature into a benefit for the doctor – “This means that you… Convert this feature into a benefit for the patient: – “ And the benefit for the patient is…. Temperature question: – “What do you think of these benefits for yourself and for your patients? – Would you like to see a clinical evidence?”

Needs, Features & Benefits

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How to Present Features into Benefits
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Show how your product offers an appropriate feature – BSS is physiologically balanced Convert this feature into a benefit for the doctor – “This means that you can minimize corneal oedema and endothelial trauma…” Convert this feature into a benefit for the patient: – “ And the benefit for your patients is that they can have clearer corneas and clearer vision.” Temperature question: – “What do you think of these benefits for yourself and for your patients? – Would you like to see a clinical evidence?”
Needs, Features & Benefits PAGE 12

How to Present Features into Benefits
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Show how your product offers an appropriate feature – BSS contains all essential ions Convert this feature into a benefit for the doctor – “This means that BSS permits normal cell metabolism and thus facilitates healing…” Convert this feature into a benefit for the patient: – “ And the benefit for your patients is that there are no postop complications and thus can enjoy speedy recovery.” Temperature question: – “What do you think of these benefits for yourself and for your patients? – Would you like to see a clinical evidence?”
Needs, Features & Benefits PAGE 13

FLANAX NEEDS FEATURES DOCTOR BENEFITS
Fast acting antiinflammatory action

PATIENT BENEFITS
Lessens troublesome symptoms associated with inflammation like pain. Rapid return to normal activity

CLINICAL EVIDENCE

Fast acting antiinflammatory action

Completely soluble in water and totally absorbed in the g.i. tract

Oliveros, j: Non steroidal antiinflamatory agents. Simposium “A new antiinflammatory naproxeno sodium”, México, 1976.

An NSAID that can Enhance the effectiveness of antibiotc therapy

Facilitates the penetration of antibiotics to the site of infection

Enhances the effectiveness of Treatment. Md prestige and satisfaction

Shortens the treatment period. Rapid patient recovery

Alcántara, E.; Sánchez, R.: Invest.Med. Int. 15:97, 1988 Graeff, SA y col. Dep. de Med. Nuclear, Hosp.. La Raza, IM55, Invest. Med. Int. 18:106, 1991

Needs, Features & Benefits

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DOCUMENT INFO
Description: For training Sales Reps on Basic Selling Skills, like Important Functions of a Rep, Target and Selecting MDs, Physician Profiling Making a Sales Presentation, Presenting Features and Benefits, Presenting Clinical Papers,