Самоучитель английского языка для менеджеров фармбизнеса. PharmEnglish for pharm career. Андрей Тимофеевич Бычков

предложения образуются путем присоединения частицы -not к вспомогательному глаголу -had (had not = hadn’t).

      Примеры:

      These medical representatives hadn’t handed in their call reports by 19 o’clock yesteday. Эти медицинские представители не сдали свои формы отчетов вчера к 19 часам.

      Our product manager hadn’t prepared new promotional materials by the beginning of the cycle. Наш продакт – манеджер не подготовил новые промоционные материалы к началу промоционного цикла.

      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.