Самоучитель английского языка для менеджеров фармбизнеса. PharmEnglish for pharm career
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Примеры:
1 2 3Do you like your job as a medical representative? 1 2 3Does Andrei Titov work_in a pharmaceutical company?В специальном (открытом) вопросе в отличие от вопроса общего перед вспомогательным глаголом do/does ставится вопросительное слово (what, when, how, where, why, how many…).
Примеры:
1 2 3 4What do you know about Andrei Titov? 1 2 3 4Why does he like his new job? 1 2 3 4How many calls a day do medical representatives make?Особенностью построения специального (открытого) вопроса является также образование вопроса к подлежащему, начинающегося с вопросительного слова who. В этом случае в вопросе отсутствует вспомогательный глагол do/does, а в третьем лице единственного числа к сказуемому возвращается его законное окончание -s.
Примеры:
1 2Who works in a well known pharmaceutical company? 1 2Who makes calls to physicians every day?Вопросительные и отрицательные формы с глаголом, передающим состояние в настоящем неопределенном времени, образуются не через использование вспомогательного глагола, а при помощи уже имеющегося в предложении части смыслового глагола, то есть присоединения к нему частицы -not в отрицательной форме или перемещение его на первое место в вопросительной конструкции. Например: Is Andrei busy today? No, he is not. Yes, he is.
Why is Andrei busy today?
Образование вопросительного предложения
в настоящем продолженном времени
Превращение повествовательного предложения в вопросительное происходит путем постановки на первое место вспомогательного глагола.
Примеры:
Повествовательное предложение: Andrei Titov is making a call to senior cardiologist now. Андрей Титов совершает визит к главному кардиологу (подразумевается, сейчас).
Общий вопрос: Is Andrei Titov making a call to senior cardiologist now?
Специальный вопрос: To whom is Andrei Titov making a call now?
Как Вы видите, перед вспомогательным глаголом ставится специальное вопросительное слово.
Вопрос к подлежащему: Who is making a call to senior cardiologist now?
Образование отрицательного предложения
в настоящем продолженном времени
Образуется по формуле: вспомогательный глагол -be в соответствующей подлежащему форме (am, are, is) + отрицательная частица not, которая ставится перед смысловом глаголом в первой форме с окончанием -ing. Примеры:
I am not filling in my call report forms now. Я сейчас не заполняю формы отчета по визитам.
He is not talking to the product manager now. Сейчас он не разговаривает с менеджером по препарату.
They are not making a presentation now. Сейчас они не делают презентацию.
Образование отрицательного предложения
в прошедшем продолженном времени
Образуется также по формуле: вспомогательный глагол -be в соответствующей подлежащему форме (was, were) + отрицательная частица not, которая ставится перед смысловом глаголом в первой форме с окончанием -ing.
Примеры:
I was not filling in my call report forms at that time yesterday. Я не заполнял формы отчета по визитам вчера в это время.
He was not talking to the product manager at that time yesterday. Он не разговаривал с менеджером по препарату вчера в это время.
They were not making a presentation from 10 to 11 o’clock yesterday. Они не делали презентацию с 10 до 11 часов вчера.
Образование вопросительной формы в настоящем
завершенном времени
Подчиняется общему правилу, когда вспомогательный глагол выносится на первое место.
Примеры:
Общий вопрос:
Have you already finished to fill in the call report forms?
Has Andrei Titov returned from his summer vocation?
Специальный вопрос:
Why has he finished his visit so fast?
Why haven’t you reported the adverse event immediately? Так называемый вопрос с отрицанием, передающий высокую степень эмоциональности (в данном случае – негодования). Почему Вы немедленно не сообщили о нежелательном явлении (при использовании препарата)?
What have you already done to solve the problem in the policlinic? Обратите внимание, что наречие -already находится в предложении между подлежащим и сказуемым.
Вопрос к подлежащему: Обратите внимание, что вспомогательный глагол стоит в единственном числе.
Who hasn’t handed in call report forms yet? Кто еще не сдал форму отчета?
Who has already made all presentations to the target physicians? Кто уже сделал все презентации для целевой группы врачей?
Образование отрицания в Present Perfect
Отрицательные предложения образуются путем присоединения частицы -not к вспомогательному глаголу -have (have not = haven’t или has not = hasn’t). В отрицательных предложениях в этой группе времен очень часто используется наречие «еще» – yet, которое ставится в самый конец предложения.
Примеры:
These medical representatives haven’t handed in their call reports yet. Эти медицинские представители еще не сдали свои формы отчетов.
Our product manager hasn’t prepared new promotional materials yet. Наш продакт – манеджер еще не подготовил новые промоционные материалы.
Образование отрицания в Past Perfect
Отрицательные 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. What does Ambitious mean in SMART?
7. What does Timed mean in SMART?
8. Why must Sales Rep prepare promotional literature for a call?
9. Why is a good opening so important for a sales call?
10. What does the skill of opening enable a Sales Rep?
11. What does the skill of opening include?
12. Why is exploring the most powerful and effective skill in selling?
13. What does exploring help a Sales Rep to discover?
14. What can a Sales Rep achieve by asking open questions?
15. What can a Sales Rep achieve by asking close questions?
16. What is the most effective and well known technique of exploring customer’s needs?
17. What does SPIN mean?
18. What does S mean in SPIN?
19. What does P mean in SPIN?
20. What does I mean in SPIN?
21. What does N mean in SPIN?
22. Why is it important to ask a customer situation questions?/What is the use of asking…?
23. Why is it important to ask a customer problem questions?
24. Why is it important to ask a customer implication questions?
25. Why is it important to ask a customer navigation questions?
26. When must a Sales Rep provide the information about the relevant features, advantages and benefits of your product?
27. Why is it important to provide the information about the relevant features, advantages and benefits of your product?
28. What can a Sales Rep achieve by providing the information about the relevant features, advantages and benefits of your product?
29. What do Sales Reps often face during the call?
30. Why do Sales Reps often face challenges during the call?
31. What do challenges include?
32. What must a Sales Rep do to manage these challenges?
33. Why do doubts and misconceptions occur?
34. Why does indifference occur?
35. Why do limitations occur?
36. What must a Sales Rep do to manage the product limitation?
37. What does it mean to balance the limitation with a relevant accepted benefit?
38. What makes indifference the most difficult challenge for a Sales Rep?
39. What must a Sales Rep do to manage a customer indifference?
40. Why can closing be a challenge for many Sales Reps?
41. What does closing include?
42. Why is closing so important for a sales call?
Задание №3: Устно завершите приведенные ниже фразы c опорой на текст:
1. Every Medical Rep must do…
2. A good preparation is…
3. SMART means that the sales objectives have to be…
4. To make your call specific you must…
5. Specific in SMART means that…
6. Measurable in SMART means that…
7. Ambitious in SMART means that…
8. Timed in SMART means that…
9. In addition to setting objectives for the call an effective Sales Rep must…
10. Physicians always like…
11. A good opening helps…
12. The skill of opening will enable a Sales Rep…
13. In order to have a good opening a Sales Rep must…
14. By the skillful use of exploring techniques a sales Rep can…
15. By the skillful use of exploring techniques a sales Rep can…
16. By asking open questions a Sales Rep can…
17. By asking close questions a Sales Rep can…
18. SPIN is…
19. S in SPIN stands for…
20. P in SPIN stands for…
21. I in SPIN stands for…
22. N in SPIN stands for…
23. After a Sales Rep has uncovered a customer’s need…
24. During the call the Sales Reps often face…
25. These challenges include…
26. In order to manage these challenges, one needs to…
27. Doubts and misconceptions can occur because…
28. When customers question Sales Reps in depth…
29. Every product has not only benefits but…
30. To manage limitations properly a Sales Rep…
31. Indifference is when…
32. Indifference is one of the most challenging situations for salesperson because…
33. To manage indifference a Sales Rep needs…
34. Sales Reps are often afraid…
35. The skill of closing is an integral part…
36. If a Sales Rep fails to close…
37. To do an effective closing a Sales Rep must…
Задание №4: Письменно поставьте повествовательные предложения в:
а) отрицательную; в) вопросительную форму:
1. Every Medical Rep must do some pre-call planning.
2. Good preparation is more than 50% of the call success.
3. You want the doctor to try the product you are promoting on a specific group of patients.
4. You have in mind how many patients the doctor will try your product on.
5. The sales call objective must be Timed.
6. Sales Rep must have in mind the time period for the physician to use the new product.
7. The doctor will start to use the new product right away.
8. He should be able to get the right patients within two weeks.
9. An effective Sales Rep must in advance prepare promotional literature.
10. Physicians always like to see proof of the benefits.
11. It is important to have a copy of the clinical paper on the comparative study.
12. Every sales call also needs a good opening.
13. Both the salesperson and the customer will gain benefits from the call.
14. The skill of opening will enable a Sales Rep to get his customer’s interest.
15. Every customer wants to see value in spending time with a Sales Rep.
16. A Sales Rep needs to recognize the appropriate time to open.
17. An effective sales person must state the purpose of the call.
18. He then explained what the customer would get from the call.
19. Exploring is the effective skill in selling.
20. By asking questions, the Sales Rep has discovered the customer’s buying needs.
21. By asking open questions, you can make your customer respond freely.
22. By asking closed questions, you can gain «yes’ or «no’ responses.
23. The Sales Rep has proceeded very effectively through the sales call.
24. The experienced Sales Rep has uncovered the customer’s needs.
25. After exploring the customer’s needs the Sale Rep has provided the information about the relevant features, advantages and benefits of the product.
26. During the call the Sales Rep faced some real challenges.
27. He explored challenge and listened carefully.
28. The sales rep must respect the customer’s point of view.
29. Doubts and misconceptions can occur at every stage of the call.
30. The customer doubted whether your product really had the features or benefits.
31. After the call the customer had incomplete or inaccurate information.
32. It is not surprising that the customer was questioning you in depth.
33. They wanted to be sure that you really could deliver what you claimed.
34. Every product has its limitations.
35. A limitation is something that your product can’t offer or satisfy.
36. You will need to explore the limitation fully.
37. You must put the limitation into perspective.
38. He balanced the limitation with relevant accepted benefits.
39. In the end of the call he has gained the customer’s agreement.
40. He feels that the product will add some value to his practice.
41. The Sales Rep has uncovered all opportunities.
42. He has found implications and needs arising out of that situation.
43. Many sales Reps are afraid to ask for commitment
44. He feared that the customer would say «No!»
45. The Sales Rep has failed to close the call.
46. During his last call he recognized the appropriate time to close.
47. The customer has given a buying signal.
48. The Sales Rep has reminded the customer of the accepted benefits.
49. Tomorrow you will need to suggest an action-plan.
Задание №5: Письменно задайте вопросы к подчеркнутым словам в предложении:
1. Every MedicalRep must do some pre-call planning because goodpreparation is more than 50% of the call success.
2. The doctor wants to try the product on a specificgroup of patients.
3. The Sales Rep aimed high.
4. A Sales Rep must have in mind the customer’s profile.
5. The physician started to use the new product tofeel some loyalty to it.
6. The physician got the right patients within two weeks.
7. One month’sinitial treatment was enough forthe patient to feel some progress.
8. The Sales Rep must in advance prepare promotionalliterature.
9. Physicians always like to see proof of the benefits.
10. It is importantto have a copy of the clinical paper for the call.
11. Every salescall also needs a good opening.
12. Both thesalesperson and the customer will gain benefitsfrom the call.
13. The skill ofopening will enable a Sales Rep toget his customer’s interest.
14. Every customer wants to see value in spending time with aSales Rep.
15. A Sales Rep needs to recognize the appropriate timeto open.
16. An effectivesales person must always state the purpose of the call.
17. He explained what the customer would get fromthe call.
18. Exploring is the most effective skill in selling.
19. By askingquestions, the Sales Rep has discoveredthe customer’s buying needs.
20. By asking openquestions, you can make your customer respondfreely.
21. By asking closedquestions, you can gain «yes’ or «no’ responses.
22. The Sales Rep has proceeded very effectively through thesales call.
23. The experiencedSales Rep has uncovered the customer’s needs.
24. After exploringthe customer’s needs the SaleRep provided the information about the relevant features, advantages andbenefits of the product.
25. During the call the Sales Rep faced some real challenges.
26. He explored the challenges and listened carefully.
27. The SalesReps must respect the customer’s point of view.
28. Doubts andmisconceptions can occur at every stage of thecall.
29. The customer doubted whether your product really had thefeatures or benefits.
30. After your call the customer had incomplete or inaccurateinformation.
31. It is notsurprising that the customer was questioningyou in depth.