Managing_Doubts_And_Misconceptions_In_Sales_Call
Managing Doubts And Misconceptions
The way I which doubt, and misconception are voiced and make them appear very similar, so we will take time here to consider them individually. A customer who expressed doubt is actually seeking reassurance that the product you are trying to sell will provide the exact benefit promised. In order to convince the customer the following steps need to be followed:
- Acknowledge the customer’s need to be sure about your claim
- Provide relevant proof
- Check for acceptance of your proof source.
Acknowledge the concern
The first step towards reassuring the customer is to acknowledge the concern expressed by him/her.
You might say: “I can see that you need to be sure that augmenting injection works in acute infection.
Be careful not to agree with the customer and make him believe that there are problems with the product.
Provide relevant proof
You may give information based on available data to convince the customer. Refer to your product manual or detailer to substantiate your argument. Ensure that data or information is relevant to the concern that has been raised and that it illustrates the specific benefit of the feature that the customer doubts. Ideally use only one proof to substantiate.Remember too much information tends to confuse customer
Check for acceptance of your proof source
Check with the customer that he has agreed with your explanation, if not, explore the reason and if necessarily go back to the product manual or sales detailer and offer further relevant proof.
Types of evidence that can be provided to convince customer
1. Sales detailer (detailing folder)
2. Product manual
3. Product research data
4. Trial reports
5. Newspaper articles
6. Other customers reference who are using with good results
7. Testimonial letters
8. Market research data
9. Contracts – order
10.Sample for use of the customer
Customer doubt exercise
You are selling an ABC product to a doctor who tells you that he does not believe that that ABC product will give better result in infection. You have the detailer, which contains a research report / clinical trial reports, with you. Respond to the doctor’s reaction:1. Acknowledge the customer’s need to be sure about your claim.
___________________________________________________
2. Provide relevant proof.
___________________________________________________
3. Check for acceptance of your proof source
___________________________________________________
Managing Customer Doubt Summary
Stage 1:
Explore to understand the challenge.Stage 2:
Clarify if the customer doubt features or benefits.Stage 3:
Acknowledge the customer need to be sure of your calmStage 4:
Provide relevant proofStage 5:
Check for acceptance of your proof source.Managing Misconceptions
Introduction
Misconceptions generally present themselves in two ways:- Incomplete information
- Erroneous belief or assumption
Misconceptions arise from a lack of information or because of incorrect information about the product, offer or service. These concern give you an opportunity to explore an underlying need.
For example
Customer: “Sometimes, I prescribe your ABC injection one vial BD for three days in the treatment of acute infection , but I am not convinced that dosage of one vial at a gap of 24 hour on 2nd and 3rd day will be able to provide high enough blood levels of antibiotics.Here the customer has probably not seen the clinical trials. While he is willing to prescribe, he is concerned about its efficacy. This is a misconceptions based on incomplete information on the product.
How to manage misconceptions
‘misconceptions’, as the word suggests, means that the customer believes that the salesperson can’t satisfy a particular need, which he or she actually can. Therefore, when a misconception arise, the salesperson has to follow the steps listed below.Explore the need behind the concern
Satisfy the need by:- Understand and respecting the need
- Provide appropriate features and benefits which satisfy the need.
Gain agreement that the misconception has been managed satisfactorily.
The first step is to get behind the need already expressed by the customer, to find out the actual need. Thus the misconception is more or less being turned around to look like a need rather than a problem.
To confirm the need, use a closed question to elicit a positive response.
For example
Customer: “Sometimes, I prescribe your ABC injection one vial BD for three days in the treatment of acute infection, but I am not convinced that dosage of one vial at a gap 24hours on 2nd and 3rd day will be able to provide high enough blood level of antibiotic.”Salesperson : “Can you tell me why you feel this way?”
Customer: “Well, the antibiotics needs to be present in high enough quantities to kill the organisms.”
Salesperson: So having high enough serum levels of antibiotics is important to ensure that the infection is controlled quickly and effective. Is that right?
Customer: “yes, that’s absolutely correct.”
Exploring to confirm the need exercise
2. Write a question to explore what the need is. ___________________________________________
Please think in your mind and send in feedback form if your right think we will reply you soon
Satisfying the need
Once the actual need behind a misconception is confirmed and the need is clearly understood you can proceed and deal with the need in the usual way. That is by acknowledging the need, describing relevant features and benefits, and checking for agreement.
For example:
Salesperson: “Of course it’s important to be able to clear organisms quickly and with ABC INJ 1st day one vial BD followed by only one via on 2nd day and 3rd day, you can be sure of the same reliable bacterial activity. Infections will be cleared quickly and efficiently, without the need for the extra vials.”Customer: “really, do you have some evidence to support that claim?”
In this example, the customer’s misconception turned to doubt, and the salesperson would need to provide the relevant clinical papers which support the claim for clinical efficacy. This will often happen and should be seen as a positive indication that the customer is interested and wants more information.
For example:
Customer: “Really, do you have some evidence to support that claim?”
Salesperson: “Certainly! I understand that you need to be sure that ABC product given twice a day on 1st day and once on 2nd and 3rd day will work as well as twice day for thee days. Let me show you these clinical trial reports in which 10 patients with acute infection were treated with four vials of ABC product. As you will see the reports that all the 10 patients of acute infection were cured. Does that reassure you about the efficacy of the ABC injection in acute infection treatment?”
Managing Misconception Summary
First
Explore to understand the misconception.When?
When the customer believes that you cannot address the need that exists.How?
Explore the need behind the concern.Satisfy the need by:
- Understanding and respecting the need.
- Providing appropriate features and benefits which satisfy the need.
In this post we have learn about how to Managing Doubts And Misconception In Sales Call. This lesson is very useful for us if we are a professional salesperson.
if we have done this part it means we have go to right direction with customer
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