Самоучитель английского языка для менеджеров фармбизнеса. PharmEnglish for pharm career

Учебный модуль №5.

Слова и выражения для диалогов по теме

Задание №6: Устно прореагируйте на следующие реплики. Исправьте утверждения не соответствующие содержанию текста.

1. Every Medical Rep must do some pre-call planning.

2. Good preparation is more than 50% of the call success.

3. The special technique that the Sales Reps use to prepare for the call is known as SPIN.

4. To make your call specific you have to know what you want to achieve.

5. Measurable means that you have in mind the time for the call.

6. Ambitious objective means that you should plan the closing.

7. Ambitious and Realistic are the same thigs.

8. Timed means that a Sales Rep must have in mind the duration of the call.

9. Promotional literature is not that much important for doctors.

10. For effective call a Sales Rep must prepare promotional literature in advance.

11. Physicians always like to see proof of the benefits.

12. It isn’t important to have a copy of the clinical paper on the comparative study.

13. 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. Медицинские представители сами покупают мобильные телефоны. Да, нет же, компания покупает для них мобильные телефоны.

Задание №9: Устно, исправьте неправильные высказывания, начиная предложение с конструкции Excuse me, but …:

Model: Andrei Titov is a local opinion leader. Excuse me, but Andrei Titov isn’t an opinion leader, he is a Medical Representative.

1. You company is well known in the market for its asthma portfolio.

2. Andrei Titov is an old man.

3. Our product manager is not experienced enough.

4. There are no samples (образцы) in your bag.

5. You work in a pharmaceutical plant.

6. Your territory is situated next to Andrei’s territory.

7. The representative office of your company is situated in Nizhny Novgorod.

8. All medical representatives have cars.

9. Not all managers have company cars.

Задание №10: Устно исправьте приведенные ниже высказывания. Начните предложение с конструкций: Not at all; On the contrary; Far from it…:

1. Andrei doesn’t like to work as a Medical Representative.

2. He is a good product manager.

3. Your pharmaceutical company is not known in the Russia market.

4. Medical Representatives are usually engineers.

5. Product managers make many calls a day.

6. Andrei Titov usually comes home very early every day.

7. They don’t establish good relations with physicians.

8. He doesn’t plan his visits beforehand.

9. Managers don’t help their medical representatives.

10. Opinion leaders usually like to meet medical representatives.

Задание №11: Устно отреагируйте на приведенные ниже высказывания. Исправьте неправильные утверждения:

1. Andrei Titov always comes to his customers on foot.

2. You company is small.

3. There are no Medical Representatives in Russia.

4. Your territory coverage is high.

5. You studied in a medical Institute.

6. Your manager made a presentation at the last Cycle Meeting.

7. Your colleagues can’t ensure the necessary territory coverage.

8. The general manager of your company is a foreigner.

9. Medical Representative shouldn’t visit their customers without good preparation.

10. It is necessary for each sales person to demonstrate excellent selling skills.

11. My colleagues have never been abroad.

12. Medical Representatives never attend area meetings.

13. It is difficult to sell anything if you don’t know your customer’s needs.

14. It is easy to convince a doctor to write out a prescription.

Задание №12: Письменно, ответьте, что Вы не знаете ответа на заданный вопрос, используя приведенные ниже модели:

• I am afraid I don’t know…

• I am afraid I can’t say…

• I have no idea…

I am afraid I don’t know why every Medical Rep must do some pre-call planning.

I am afraid I can’t say why every Medical Rep must do some pre-call planning.

I have no idea why every Medical Rep must do some pre-call planning.

1. What is a special technique that the Sales Reps use to prepare for the call?

2. What does SMART mean?

3. What does Specific mean in SMART?

4. What does Measurable mean in SMART?

5. What does Ambitious mean in SMART?

6. What does Timed mean in SMART?

7. Why must Sales Rep prepare promotional literature for a call?

8. Why is a good opening so important for sales call?

9. What does the skill of opening enable a Sales Rep?

10. What does the skill of opening include?

11. Why is exploring the most powerful and effective skill in selling?

12. What does exploring help a Sales Rep to discover?

13. What can a Sales Rep achieve by asking open questions?

14. What can a Sales Rep achieve by asking close questions?

15. What is the most effective and well known technique of exploring customer’s needs?

16. What does SPIN mean?

17. What does S mean in SPIN?

18. What does P mean in SPIN?

19. What does I mean in SPIN?

20. What does N mean in SPIN?

21. Why is it important to ask a customer situation question?

22. Why is it important to ask a customer problem question?

23. Why is it important to ask a customer implication question?

24. Why is it important to ask a customer navigation question?

25. When must a Sales Rep provide the information about the relevant features, advantages and benefits of your product?

26. Why is it important to provide the information about the relevant features, advantages and benefits of your product?

27. What can a Sales Rep achieve by providing the information about the relevant features, advantages and benefits of your product?

28. What do Sales Reps often face during the call?

29. Why do Sales Reps often face during the call?

30. What do challenges include?

31. What must a Sales Rep do to manage these challenges?

32. Why do doubts and misconceptions occur?

33. Why does indifference occur?

34. Why do limitations occur?

35. What must a Sales Rep do to manage the product limitation?

36. What does it mean to balance the limitation with a relevant accepted benefit?

37. What makes indifference the most difficult challenge for a Sales Rep?

38. What must a Sales Rep do to manage a customer indifference?

39. Why can closing be a real challenge for many Sales Reps?

40. What does call closing include?

41. Why is closing so important for a sales call?

Задание №13: Подготовьте краткий (3—4 вопроса/ответа) диалог на тему: Важность хорошей подготовки к визиту к врачу.

Задание №14: Подготовьте краткий (3—4 вопроса/ответа) диалог на тему: Что такое SPIN.

Задание №15: Подготовьте краткий (3—4 вопроса/ответа) диалог на тему: Роль «завершения» в достижении цели визита.

Учебный модуль №6.

Контрольная работа по теме №2

Задание: переведите письменно предложения с английского языка на русский.

1. Я не уверен, что каждый Медицинский представитель выполняет подготовку к визиту.

2. Какой специальной техникой пользуется Медицинский представитель, чтобы подготовиться к визиту?

3. Что означает SMART mean?

4. Я не уверен, что Медицинские представители используют промоционные материалы на каждом визите.

5. Почему хорошее открытие так важно для визита?

6. Что позволяет Медицинскому представителю делать навык открытия визита?

7. Боюсь, что Вы не правы, когда говорите, что навык выявления потребностей включает активное слушание.

8. Я не согласен с Вами, что Медицинский представитель ничего не достигает, задавая открытые вопросы.

9. Какая наиболее эффективная и хорошо известная техника изучения потребностей клиента?

10. Почему важно задавать клиенту открытые вопросы?

11. Почему Медицинский представитель представил информацию по препарату до выявления потребностей клиента?

12. Боюсь, что я не знаю, почему Медицинские представители часто встречаются с возражениями/вызовами во время визита.

13. Что включают в себя возражения?

14. Что сделал Медицинский представитель, чтобы преодолеть эти возражения?

15. Почему возникают сомнения и непонимания?

16. Как Медицинский представитель преодолел реальный недостаток препарата?

17. Что делает безразличие наиболее сложным возражением для Медицинского представителя?

18. Что Вы сделаете, чтобы преодолеть возражение клиента?

19. Почему он провалил продажу?

20. Не думаю, что завершение так важно для визита.

Учебный модуль №7. «Ключи» для проверки правильности выполнения заданий

Работа с текстом: перевод и заучивание (выделено жирным шрифтом)

Задание №4: Поставьте повествовательные предложения в: отрицательную форму и в) вопросительную форму:

1. Every Medical Rep must not do some pre-call planning/Must every Medical Rep do some pre-call planning?

2. Good preparation is not more than 50% of the call success/Is good preparation more than 50% of the call success?

3. I don’t want the doctor to try the product you are promoting on a specific group of patients/Do you want the doctor to try the product you are promoting on a specific group of patients?

4. I don’t have in mind how many patients the doctor will try your product on/Do you have in mind how many patients the doctor will try your product on?

5. The sales call objective must not be Timed/Must the sales call objective be Timed?

6. The Sales Rep must not have in mind the time period for the physician to use the new product/Must the Sales Rep have in mind the time period for the physician to use the new product?

7. The doctor will not start to use the new product right away/Will the doctor start to use the new product right away?

8. He should not be able to get the right patients within two weeks/Should he be able to get the right patients within two weeks?

9. An effective Sales Rep must not in advance prepare promotional literature/Must an effective Sales Rep in advance prepare promotional literature?

10. Physicians don’t always like to see proof of the benefits/Do physicians always like to see proof of the benefits?

11. It isn’t important to have a copy of the clinical paper on the comparative study/Is it important to have a copy of the clinical paper on the comparative study?

12. Every sales call doesn’t also need a good opening/Does every sales call also need a good opening?

13. Both the salesperson and the customer won’t gain benefits from the call/Will both the salesperson and the customer gain benefits from the call?

14. The skill of opening won’t enable a Sales Rep to get his customer’s interest/Will the skill of opening enable a Sales Rep to get his customer’s interest?

15. Every customer doesn’t want to see value in spending time with a Sales Rep/Does every customer want to see value in spending time with a Sales Rep?

16. A Sales Rep doesn’t need to recognize the appropriate time to open/Does a Sales Rep need to recognize the appropriate time to open?

17. An effective sales person mustn’t state the purpose of the call/Must an effective sales person state the purpose of the call?

18. He didn’t then explain what the customer would get from the call/Did he then explain what the customer would get from the call?

19. Exploring isn’t the effective skill in selling/Is exploring the effective skill in selling?

20. The Sales Rep hasn’t discovered the customer’s buying needs by asking questions/Has the Sales Rep discovered the customer’s buying needs by asking questions?

21. You can’t make your customer respond freely by asking open questions/Can you make your customer respond freely by asking open questions?

22. I can’t gain «yes’ or «no’ responses by asking closed questions/Can you gain «yes’ or «no’ responses by asking closed questions?

23. The Sales Rep hasn’t proceeded very effectively through the sales call/Has the Sales Rep proceeded very effectively through the sales call?

24. The experienced Sales Rep hasn’t uncovered the customer’s needs/Has the experienced Sales Rep uncovered the customer’s needs?

25. the Sale Rep hasn’t provided the information about the relevant features, advantages and benefits of the product after exploring the customer’s needs/Has the Sale Rep provided the information about the relevant features, advantages and benefits of the product after exploring the customer’s needs?

26. The Sales Rep didn’t face some real challenges during the call/Did the Sales Rep face some real challenges during the call?

27. He didn’t explore challenge and listen carefully/Did he explore challenge and listen carefully?

28. The Sales Rep mustn’t respect the customer’s point of view/Must the Sales Rep respect the customer’s point of view?

29. Doubts and misconceptions can’t occur at every stage of the call/Can doubts and misconceptions occur at every stage of the call?

30. The customer didn’t doubt whether your product really had the features or benefits/Did the customer doubt whether your product really had the features or benefits?

31. The customer didn’t have incomplete or inaccurate information after the call/Did the customer have incomplete or inaccurate information after the call?

32. It isn’t surprising that the customer was questioning you in depth/Is it not surprising that the customer was questioning you in depth?

33. They didn’t want to be sure that you really could deliver what you claimed/Did they want to be sure that you really could deliver what you claimed?

34. Every product doesn’t have its limitations/Does every product have its limitations?

35. A limitation isn’t something that you product can’t offer or satisfy/Is a limitation something that you product can’t offer or satisfy?

36. You won’t need to explore the limitation fully/Will you need to explore the limitation fully?

37. You mustn’t put the limitation into perspective/Must you put the limitation into perspective?

38. He didn’t balance the limitation with relevant accepted benefits/Did he balance the limitation with relevant accepted benefits?

39. He hasn’t gained the customer’s agreement in the end of the call/Has he gained the customer’s agreement in the end of the call?

40. He doesn’t feel that the product will add some value to his practice/Does he feel that the product will add some value to his practice?

41. The Sales Rep hasn’t uncovered all opportunities/Has the Sales Rep uncovered all opportunities?

42. He hasn’t found implications and needs arising out of that situation/Has he found implications and needs arising out of that situation?

43. Many sales Reps aren’t afraid to ask for commitment/Are many sales Reps afraid to ask for commitment?

44. He didn’t fear that the customer would say «No’/Did he fear that the customer would say «No’?

45. The Sales Rep hasn’t failed to close the call/Has the Sales Rep failed to close the call?

46. He didn’t recognize the appropriate time to close during his last call/Did he recognize the appropriate time to close during his last call?

47. The customer hasn’t given a buying signal/Has the customer given a buying signal?

48. The Sales Rep hasn’t reminded the customer of the accepted benefits/Has the Sales Rep reminded the customer of the accepted benefits?

49. You won’t need to suggest an action-plan tomorrow/Will you need to suggest an action-plan tomorrow?

Задание №5: Задайте вопросы к подчеркнутым словам в предложении:

1. Every Medical Rep must do some pre-call planning because good preparation is more than 50% of the call success.

• What Medical Rep must do some pre-call planning because…..?

• Who must do some pre-call planning because…..?

• What must Every Medical Rep do…..?

• Why must every Medical Rep do some pre-call planning?

2. The doctor wants to try the product on a specific group of patients.

• Who wants to try the product on a specific group of patients?

• What does doctor want to try on a specific group of patients?

• On what patients does the doctor to try the product?

3. The Sales Rep aimed high.

• Who aimed high?

• How did the Sales Rep aim?

4. A Sales Rep must have in mind the customer’s profile.

• Who must have in mind the customer’s profile?

• What must a Sales Rep have in mind?

5. The physician started to use the new product to feel some loyalty to it.

• Who started to use the new product to feel some loyalty to it?