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~ FIELD FORCE EXCELLENCE ~ TM PHARMA | MEDICAL DEVICES | DIAGNOSTICS | SURGICALS A BroadSpektrum Healthcare Business Media’s Corporate Social Responsibility Iniave MedicinMan Handling objections with confidence. By Prof Vivek Hattangadi Part 1 and 2 taken from MedicinMan September and October 2012 issues respectively www.medicinman.net Special Reprint

Handling Objections Confidently

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Train your sales people how to handle objections with confidence.

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Page 1: Handling Objections Confidently

~ F I E L D F O R C E E XC E L L E N C E ~

TM

P H A R M A | M E D I C A L D E V I C E S | D I A G N O S T I C S | S U R G I C A L S

A BroadSpektrum Healthcare Business Media’s Corporate Social Responsibility Initiative

MedicinMan

Handling objections

with confidence.

By Prof Vivek Hattangadi

Part 1 and 2 taken from MedicinMan September and October 2012 issues respectively

www.medicinman.net Special Reprint

Page 2: Handling Objections Confidently

It is a common belief

that an objection is a

statement which inhib-

its a doctor from pre-

scribing your brand. I

have a different view

on this. To me an ob-

jection from a doctor is

a wonderful opportuni-

ty which comes in dis-

guise. Objections are

buying signals – the doctor wants a compelling reason

to clear the doubts he has, so that he can prescribe your

brand.

Objections scare many field personnel because they are

not sure they can find convincing reasons to overcome

them. Your success as a professional will depend on

your ability to anticipate and handle prospective pre-

scribers‟ objections. No matter how well rehearsed

your detailing is, at the final stage of his decision, the

doctor may raise an „objection‟. How well you handle

it will make or break the opportunity given to you.

While handling objections, be positive! Make use of

positive body language – smile. Most important, do not

take objections personally. Listen; in fact be an aggres-

sive listener and become genuinely interested in what

the doctor says.

Here are six simple ways on how to handle „objections‟

and truly convert them into an opportunity.

MedicinMan September 2012 >>> Objection Handling

Handling Objections with Confidence (Part 1)

1. Direct denial

2. Indirect denial

3. Questioning

4. Compensation benefit

5. Forestalling objections

6. Boomerang

Let us discuss these methods one by one.

Direct denial method

This is a method of answering a doctor‟s objection by

making strong statements indicating that the doctor has

made an error. You straight away contradict what the

doctor says. Most likely, the doctor may get irritated

and may sour your relations with him.

Use of Indirect Denial method is always preferred

Indirect denial method

This is a method used to respond to a prospective

prescriber‟s objection by first agreeing that the issue

raised in the objection is very important and later on

denying the validity of the objection by softening the

response. For instance, the same objection that Becaps

is not available can be answered in the following way.

“I am very sorry that some of your patients might have

been put to inconvenience. It is true that Becaps is not

available with some of the smaller outlets like Amba-

vadi Medical Stores or Manek Baug Chemists, but Be-

caps is available at all the major outlets like Ahmeda-

bad Medical Stores and Baroda Chemists. I shall try to

make Becaps available even at the smaller outlets”.

Becaps was not

available

No! It is not possible!

Becaps is freely

available!

I am very sorry! Bombay

Medicals ran out-of-stock for

2 days but is now available.

My Rx of Becaps

bounced yesterday

Indirect Denial Method

Direct Denial Method

| Page 4 ← Home

Page 3: Handling Objections Confidently

MedicinMan September 2012 >>> Objection Handling

Questioning method

This is a unique style of handling an objection by

shooting a series of questions to the doctor one after

another. The medical representative then gets an insight

into the problem and develops an appropriate answer.

Here is an example to the same query from the doctor

about the availability of Becaps and a possible way on

how it could be handled.

Doctor: “Your Becaps is not available”

Medical Representative: “I am sorry to hear about this

and the inconvenience it has caused to your patients.

Could you please tell me how many patients came

back?”

Doctor: “Three patients came back yesterday even-

ing”.

Medical representative: “And did any prescription of

Becaps bounce back in yesterday’s afternoon or morn-

ing session?”

Doctor: “No”.

Medical representative: “One last question. Can you

tell me from which retail outlet the prescriptions

bounced?”

Doctor: “I think it was from Bombay Medical Stores”.

Medical representative: “I assure you that by today

afternoon Becaps will be available at Bombay Medical

Stores also. Thank you for the information you have

given”.

Through a series of questions, the medical representa-

tive was able to trace the source of the objections and

was able to satisfy the doctor‟s needs. Generously use

the words: “How”, “Where”, “Why”, “When” and so

on.

Compensation Benefit

Compensation benefit

In this method the medical representative weighs the

advantages and benefits of the brand against the disad-

vantages of the brand when the doctor raises an objec-

tion. Here is an example of a medical representative

trying to sell the benefit of his brand Azithrocin

(Azithromycin) for its use in typhoid fever. Doctor:

“Your Azithrocin is very costly. Azithrocin 500 costs

Rs. 30.00 per tablet whereas the cost of a good brand

of ciprofloxacin is less than Rs. 10.00”.

Medical representative: “Yes doctor, I value your ob-

servation. When ciprofloxacin is prescribed in typhoid

fever, I believe it is prescribed in a dose of 1 tablet

twice a day for 10-12 days, isn’t it?”

Doctor: “Yes”

Medical representative: “In this condition you need to

prescribe Azithrocin for just 6 days, Azithrocin 500

twice a day on Day 1 followed by Azithrocin 500 once

a day for the next 5 days. This makes it very patient

friendly. Because of dosage convenience the chances of

the patient missing the dose is very low. You are there-

fore assured that when patients are on Azithrocin the

relapse rate is almost eliminated. Moreover, the cure

rates with Azithrocin are better than ciprofloxacin

(shows scientific document). What’s more doctor, un-

like quinolones which have low risk of causing joint

pain, Azithrocin has no such problems. And finally doc-

tor, the cost of therapy with Azithrocin in typhoid fever

is Rs. 210.00 whereas with ciprofloxacin it is over Rs.

240.00. Now would you not prefer Azithrocin in ty-

phoid fever?”

MedicinMan September 2012 >>> Objection Handling

Questioning Method

| Page 5 ← Home

Page 4: Handling Objections Confidently

The medical representative has carefully weighed the

benefits of Azithrocin over its perceived disadvantage,

cost – Rs. 30.00 per tablet, and has successfully han-

dled the objection.

Forestalling the objection

Here the objection is handled even before it is raised!

Tell the doctor about a possible objection before he

objects. Then handle the objection so it cannot be

brought up again. Make the objection rather weak and

the handling strong. You answer the objection before

the doctor brings it out. Then he is unable to voice the

objection without pretending he has not heard. Let us

once again take the case of Becaps!

Medical representative: “Doctor, let me first apologize

for the non-availability of Becaps in some of the small-

er medical stores in this area. I deeply regret the

inconvenience it may have caused to some of your

patients. I have now ensured its availability even with

the smaller retail outlets”.

Boomerang method

When an objection is raised, the medical representative

turns it around by using what he says to prove that he

is not correct. Use his own arguments like a boomer-

ang which goes around in a circle and comes back to

persuade him to prescribe your brand. Here is an ex-

ample.

Doctor: “Your ceftrixone injections are very costly

isn’t it? The other brand costs almost 30% less than

your brand”

Medical representative: “Yes, it is expensive. I never

wish this happens, but if tomorrow someone near and

dear needs ceftrixone, which brand would you pre-

fer”?

The doctor has no other option but to say: “Your

brand”. That‟s a boomerang you have thrown on the

doctor.

By using what the doctor says, you are saying that he

is right. Use this method very tactfully or else, it may

boomerang on to you.

Use today's objections to sharpen tomorrow‟s presenta-

tion!

In Part II, in November 2012 issue of MedicinMan, we

shall discuss more advanced ways to handle the oppor-

tunities in disguise.▌

Caricatures © Vivek Hattangadi

I am happy to inform you that

Azithrocin is available even at

the smallest retailer like...

Which brand will you prefer if your

child is unwell?

MedicinMan September 2012 >>> Objection Handling

Boomerang Method

Forestalling the Objection

| Page 6 ← Home

Prof. Vivek Hattangadi is a

Consultant in Pharma Brand

Management and Sales Training

at The Enablers. He is also visit-

ing faculty at CIPM Calcutta

(Vidyasagar University) for their

MBA course in Pharmaceutical

Management.

[email protected]

http://in.linkedin.com/in/profvivekhattangadi

1

Page 5: Handling Objections Confidently

MedicinMan September 2012 >>> Objection Handling

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Page 6: Handling Objections Confidently

e saw in the September 2012 Issue of MedicinMan

that there is no such term as „objection handling‟.

On the other hand, the actual term is „encashing the

opportunities‟. Establishing a business relationship

with a doctor is a lot like walking on a balance

beam and, if you are able to handle the opportuni-

ties he gives you, you will be able to have a sus-

tained relationship.

Now let us look at why objections are raised in the

first place.

» You have neglected to present all of the prod-

uct benefits.

» Benefits may have been presented, but not the

right benefits. In other words, you may have

failed to probe for real needs.

» Rapport hasn't been established with the doc-

tor.

» The product has not been targeted to the right

doctor. Just imagine Colimex Drops being pro-

moted to a cardiologist?

» Communication and body language are poor

that you don’t sound confident or knowledge-

able.

» Extraneous reasons for which neither you, nor

the brand nor the company are responsible.

Handling objections

with confidence. (Part 2)

Whenever an objection is raised, it should be addressed im-

mediately; or else it may be a lost opportunity; a lost pre-

scription! Procrastinating may result in:

» The doctor not listening further to our detailing.

» The doctor may feel that we are hiding something.

» The doctor may feel that even you perceive it as a

problem – that would be very dangerous.

» The doctor may think that you are not able to answer

because you do not know the answer, which is a poor

reflection on you. If you do not have an immediate

answer, assure him that you will find out and inform.

The worst scenario, it may appear that you are not interested

in the doctor‟s opinion and you may lose him forever.

While handling objections:

A. Be positive!

» Use positive body language and smile.

» Do not take objections personally.

B. Listen - be an aggressive listener.

» Ask questions, nod your head at appropriate times.

» Show him that you are genuinely interested in what he

says.

Here are few more methods in addition to what we learnt in

the September 2012 Issue.

Prof. Vivek Hattangadi

MedicinMan October 2012 >>> Objection Handling | Page 7 ← Home

Page 7: Handling Objections Confidently

1. Deflection Method You can handle an objection by deflecting it, i.e. by

changing the direction. First listen to what the doc-

tor says. Understand his concerns, which should

also reflect in your body language. Then continue as

if nothing had happened. You can tell him that you

will come back to his point later. It is possible you

won‟t have to. Give an excuse, such as not having

information or having to talk to somebody else lat-

er.

In the examples which follow, many are from my

days when I was a medical representative with

Carter-Wallace. We had just introduced possibly

the most interesting and effective product in those

days for infantile colic, Colimex Drops. It contained

dicyclomine (an antispasmodic) and dime-

thylpolysiloxane (an antiflatulent).

Doctors loved its efficacy, but the kids hated its

taste – very bitter. Nevertheless, it was my favorite

brand and always wanted it to be brand leader in my

territory.

Once I was meeting a very influential doctor from

Kalol, an ex-town of Ahmedabad, Dr. S.M. Rao.

He was a GP with dominant pediatric practice. I

was introducing Colimex drops to him. He liked the

concept. He opened the sample bottle and put a

drop on his tongue. “Aagh! It‟s very bitter!” he ex-

claimed “I shall never prescribe Colimex Drops till

you change its taste.”

I knew that dicyclomine had an inherent bitter taste

and there was no way to mask it. I was wondering

what to do. I too put a drop on my tongue mirrored him

and made a face. “Yes, it‟s bitter. I shall definitely con-

vey this to our R&D” I said and then deflecting the

objection I asked him “But what do you feel about the

concept behind Colimex Drops, like when at midnight

a mother brings her child to you with burping, ab-

dominal gaseous distension with severe colicky pain?”

Dr. Rao looked at me and said “Yes, and this is a very

common problem here. Mothers do not know the right

techniques of breast feeding”. And then he went on for

half an hour explaining that condition to me and how

Colimex could be useful. In fact he was detailing Co-

limex Drops to me. Finally he said “Tell your company

to prepare a patient-education poster on the right way

to breast feed a child. And make sure that Colimex

Drops are available with all the retailers here. I do not

want a single prescription to come back”.

I deflected the objection, yet acknowledged and accept-

ed his objection. He went on to become my Colimex

brand ambassador in Kalol.

2. Empathy Method In this method, first empathize with the doctor and tell

him that you understand how he feels. Then tell them

about another doctor who also felt the same way. Then

tell them how the other doctor found that things were

not so bad when he actually used it.

I was meeting a well known pediatrician from Ahmed-

abad Dr. Arvind Kothari who was reluctant to prescribe

Colimex drops because of its bitter taste. I said “I do

understand how you feel about the taste of Colimex

Drops, and how the infants would respond to its taste.

Even Dr. M.V. Dudhia (who was his teacher and HOD,

Pediatrics, V.S. Hospital, Ahmedabad) felt the same

way. But when he prescribes Colimex Drops, he tells

the mother to keep the dropper at the back of the mouth

and then administer Colimex Drops. Well, he told me

that he receives so many phone calls from mothers

thanking him for the relief he has given to the infant!”

“Okay” said Dr. Kothari “is this what he does? Well,

let me also try this technique too” and he went on to

become a prolific prescriber of Colimex Drops.

By empathizing with the doctor, you are in harmony

and creating rapport for building long term relations.

MedicinMan Ocotber 2012 | Page 8 Handling objections with confidence. (Part 2)

Page 8: Handling Objections Confidently

3. Curiosity When a doctor says that he does not want to pre-

scribe your product, you can become curious. Do not

just ask 'Why?‟ but express curiosity and interest.

Diovol Suspension, an antacid, was our ace product.

RCPA revealed that Dr. Vinod Rawal was a heavy

prescriber of Digene (from Boots), the most im-

portant competitor for Diovol Suspension. I met him

regularly for about a year but not a single prescrip-

tion for Diovol. Finally one day I asked him “Doctor,

just of out curiosity, could you please tell me why

you have not prescribed Diovol? Tell me the reason

doctor and I shall be very happy.”

Dr. Rawal smiled. “I believe you know Hoshang

Kanga, the medical representative of Boots? We

studied together for 11 years in school. Forget about

Diovol Suspension as long as Hoshang is with

Boots”.

“Thank you for mentioning the name Diovol Suspen-

sion, doctor. At least now I know the reason”, I said

with a smile. “I always thought my presentation was

poor or maybe you do not like me. I am relieved” He

too smiled, but the last sentence “…as long as he is

in Boots” kept on reverberating in my ears.

I kept on persisting and one day during RCPA, I

found a flow of prescriptions of Diovol Suspension

from Dr. Rawal. I was pleasantly surprised. I asked

the retailer what happened. He too smiled and told

me that Hoshang has migrated to Canada. Persis-

tence pays and if you know the reason why a doctor

does not prescribe your products, it will help you.

But very important, in such cases, when trying to

find the reason, complement your actual words with

strong body language and make sure you take care of your

tone. You should appear non-threatening and not in 'closing

mode'. The doctor may well relent and give you the infor-

mation you need.

4. Humor When a doctor objects do not respond with negative emo-

tions such as anger or frustration. Defuse the tension with

gentle humor, maybe feigning shock or poking fun at your-

self, BUT NEVER AT THE DOCTOR. Be careful not to

make the doctor the object of humor.

Another true episode, this time with Dr. Chinubhai Shah

who never prescribed Colimex Drops. One day I told him

“Well I think Colimex Drops will start crying if you don‟t

prescribe”. I took out a bottle of sample, showed the bottle

and said “Dr. Chinubhai, Colimex Drops are already shed-

ding drops of tears – see this”

Dr. Chinubhai burst out laughing and not

only started prescribing Colimex Drops but also took up an-

other product, Walamycin, outright

Receiving an objection can be very frustrating. It is very

easy for emotions to leak out. By adding humor, you can

show that you are not offended by their refusal. BUT I RE-

PEAT, NO HUMOR ON THE DOCTOR!

Well my message to all young friends, improve your com-

munication skills and speak with confidence. Your technical

knowledge i.e. product knowledge will certainly go a long

way in getting the confidence you need. ▌

Caricatures © Vivek Hattangadi

Prof. Vivek Hattangadi is a

Consultant in Pharma Brand

Management and Sales Training

at The Enablers. He is also visit-

ing faculty at CIPM Calcutta

(Vidyasagar University) for their

MBA course in Pharmaceutical

Management.

[email protected]

http://in.linkedin.com/in/profvivekhattangadi

(This is the image of Colimex Drops

sample pack then)

MedicinMan October 2012 | Page 9 Handling objections with confidence. (Part 2)

Page 9: Handling Objections Confidently

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