15. Why do doubts and misconceptions occur?

16. How did the Sales Rep manage the product limitation?

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

18. What will you do to manage a customer indifference?

19. Why has he failed to sale?

20. I don’t think closing is so important for a sales call.

Модальность – выражение отношения говорящего к происходящим действиям. Модальные глаголы – одно из средств выражения отношения к происходящему. Модальные глаголы выражают:

В английском языке модальные глаголы can и must не имеют формы будущего времени.

Значение глагола can в будущем времени передается его эквивалентом to be able to, обозначающим «быть в состоянии сделать что-либо».

Для выражения необходимости совершить какое-либо действие в будущем вместо must употребляется глагол -to have to.

В общении с руководителями следует иметь в виду, что формы прошедшего времени глаголов can = could и may = might не только служат для выражения собственно прошедшего времени, но и используются для придания вашим обращениями и просьбам дополнительной вежливости и большей деликатности.

Например:

Can I take it? Мне можно это взять? (формальная просьба)

Could you do me a favour? Не могли бы Вы оказать мне услугу?

(большая степень вежливости).

В разговорной речи вместо глагола -have to часто употребляется выражение have got to (с последующим инфинитивом=неопределенной формой глагола), которое обычно передает действие, относящееся к будущему.

An effective management of the territory for the regional manager starts with an objective evaluation of territory potential. The first thing to do is to compare with each other several key marketing indicators reflecting the territory potential in terms of sales and market share growth. They are:

• relevant* market growth (relevant* means a specific therapy group segment for our product);

• our product sales growth;

• our product market share growth.

Each of the key market indicators mentioned above must be compared in terms of time (for example 2020 vs 2019) and in terms of territory (for example region vs region/or region vs country) for better understanding of a territory potential.

At this stage of territory analysis a regional manager is recommended to use BCG-Matrix (developed by Boston Consulting Group specialists) to visualize potential business strategy for a product/business in a territory (see picture below). A Business Strategy – is a justified concentration of promotional resources to reach the appropriate objectives in the appropriate market environment.

As you can see BCG-Matrix has two scales where a vertical one represents relevant market dynamics in percent (for example, 2020 vs 2019) and horizontal scale represents our product market share (for example, for 2020) also in percent. The lines marked red in the BCG-Matrix dividing it into four segments are relevant market dynamics for the country and our product market share for the country. They give us the benchmark for further analysis of our territory potential vs the country potential.

As you can see in the picture above there are basically four main business strategies for a territory:

1. The strategy of driving the business (upper left segment of BCG-Matrix) is chosen when the relevant business grows up (above the country) while our market share is small (lower than in the country). Under these circumstances, it is reasonable for the company to invest high promotional resources to drive the market share and to boost our sales. The strategy of driving the business requires very high resources because it is aimed at reaching high coverage of A and B customers (with low loyalty to our products) high call frequency and big number of group promotional activities (medical conferences, round table discussions, group presentations). The average balance between individual calls and group promotional activities is not less than 6+2 for each physician where the first number (6) reflects individual calls and the second – participation of each physician in group promotional activities. This balance (6+2) is calculated for a promotional cycle equal to three months.