Teva Respiratory Orientation Guide June 2014 | Page 25

Respiratory Orientation GuideQX8_Layout 1 11/20/10 8:31 AM Page 30

Gear 4: Promotional Messaging

Gear 5: Objection Handling

• Always state a consistent and approved Teva
branding message while emphasizing the
product’s features and benefits

• Provides you with an opportunity to turn a
negative into a positive

• Focus on top impact issues of the customers

• Determines if the provider’s statement is “real” or
a “smoke screen”

• Include features that are characteristics of your
product

• Anticipates/acknowledges the provider’s
concerns or issues and handles them in advance

• Include benefits that describe the value or
advantage of the product’s features

• Utilize the C-P-R technique to address objections
(C) Cushion: Acknowledge the
objection/issue of the provider
(P) Probe: Clarify the providers objection
(R) Respond: Provide answers to the
provider’s objection/issue and then
close or continue with the sales call

30

© 2010 TEVA Respiratory Health. All rights reserved.