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

Every sales call needs a good opening.

      14. A customer doesn’t need to see value in spending time with a Sales Rep.

      15. Sometimes physicians see no value in spending time with a Sales Rep.

      16. It is very bad when physicians see no value in spending time with Sales Reps.

      17. It is very good when both the salesperson and the customer see what they gain from their meeting.

      18. Exploring is not needed when the physician is very busy.

      19. By the use of exploring techniques a Sales Rep can discover all customer’s needs.

      20. By the use of exploring techniques a Sales Rep can discover only professional needs of the customer.

      21. By asking open questions a Sales Rep can gain «yes’ or «no’ responses.

      22. By asking close questions a Sales Rep can get some new information about the customer.

      23. The most effective and well known technique of exploring customer’s needs is SMART technique.

      24. In SPIN technique S stands for a group of situational questions.

      25. In SPIN technique P stands for a group of professional questions.

      26. After a Sales Rep has uncovered a customer’s need through exploring he/she closes the call.

      27. Advantages and benefits of the product show the customer how a Sales Rep can satisfy his/her need.

      28. Doubts and misconceptions, limitations and indifference don’t present any challenges for a Sales Rep.

      29. An experienced Sales Rep never faces challenges with customers.

      30. Every product has its limitations.

      31. Modern products don’t have any limitations.

      32. It is very surprising when customers question a Sales Rep in depth.

      33. An indifferent customer never questions a Sales Rep in depth.

      34. Limitation is something that can not be offered or satisfied by the product.

      35. To manage this challenge a Sales Rep will need to explore to understand the limitation fully, acknowledge the limitation, put the limitation into perspective and balance it with relevant accepted benefits.

      36. Closing can’t be a challenge to experienced salespeople.

      37. Many sales persons are afraid to ask for commitment because they fear that the customer will say «No!»

      38. If a sale Rep fails to close the call he/she can fail to sell.

      39. The skill of closing is an integral part of the whole sales process.

      Задание №7: Устно выразите свое несогласие с приведенными утверждениями и исправьте их:

      Model: Andrei Titov is a cardiologist. But he isn’t. Andrei Titov is a Medical Representative of a well known pharmaceutical company.

      1. Medical Representatives work in the office.

      2. Alexey has left for the pharmacy.

      3. Dr. Petrov has just returned from an international congress on athma treatment.

      4. The manager will make several double calls tomorrow.

      5. Sales representatives work in shops and supermarkets.

      6. Vishnevsky was a Medical Representative.

      7. It is a private medical centre.

      8. There is just one Medical Representative in our company.

      9. There are only 10 selling days in August.

      10. You don’t like the job of a Medical Representative.

      11. You company is small.

      12. You company is not known in the market.

      13. This hospital is in the North of the city.

      14. The product manager has not returned to the office yet.

      15. The marketing Director won’t go to the Cycle Conference.

      Задание №8: a) Устно согласитесь или не согласитесь с приведенными высказываниями, используя следующие модели:

      Model: Yes, he is (did, will…)

      But he isn’t (didn’t, won’t…)

      Example: Medical Representatives work in the office. But they don’t. They mainly work in the field with the customers.

      1. You don’t have enough product knowledge.

      2. Andrei Titov is an opinion leader.

      3. Medical Representatives make calls to pharmacies only.

      4. Andrei works in a pharmaceutical company for many years.

      5. Doctors like it when Medical Representatives visit them.

      6. Andrei’s yearly objectives are very easy to achieve.

      7. There are many decision makers in a medical institution.

      8. You have just made a presentation of a product to a group of doctors.

      9. You are filling in a call report.

      10. Andrei doesn’t know the product he promotes.

      11. You have never worked as a doctor.

      12. Andrei didn’t work yesterday.

      13. Product managers always visit doctors with medical representatives.

      14. It is very easy to become a medical representative.

      b) Письменно переведите предложения на английский язык:

      1. Она работает врачом. Да нет же. Она работает медицинским представителем в фармацевтической компании.

      2. Д-р Сергеева еще не вернулась с международного конгресса. Да нет же. Она вернулась месяц назад.

      3. Андрей Титов поедет в Турцию на цикловую конференцию. Да, это действительно так.

      4. Медицинские представители обычно работают в офисе. Да, нет же. Они всегда работают «в поле» со своими клиентами.

      5. В больших фармкомпаниях обычно работают мало медицинских представителей. Да, нет же, в больших фармкомпаниях работает много медицинских представителей.

      6. Медицинские представители, как правило, не имеют машин. Да, нет же, медицинские представители обычно имеют машины.

      7.