Selling Skills Development

Young successful salesperson

Ultimately, selling is about changing behavior: convincing customers that the benefits of changing their behavior are greater than the cost or discomfort they will experience by not changing.

Romar’s approach in building selling skills is not to say we have one magical concept that will work in all situations. Instead, we consult with each client to create a customized selling approach—based on selling fundamentals—that fits their market, their customers, their culture, and their business strategy.

We help our clients sustain this approach by providing supportive coaching and marketing development, so that the organization can enjoy one seamless go-to-market selling strategy to which everyone in the organization is aligned.

Our approach touches on three phases of sales development:

  1. Creating and developing a sales model
  2. Developing selling skills
  3. Implementing selling skills

Our training solutions are crafted to cover each of these phases. Or we can work with you to develop a sales model and development approach tailored to your organization's exact needs.

Training Solutions for Selling Skills Development
  • Asking Good Questions

    Fundamentally, selling involves uncovering an important need and satisfying that need with product features. However, in the current sophisticated market, sales professionals need to go beyond just focusing on needs. They need to bring true value to customers; however, customers may be reluctant to communicate what would bring them value. Effective questioning can help skilled sales professionals uncover critical needs and, more important, help customers address issues that are truly important to them.

  • Assessing the Situation

    Before moving from the opening segment of the call, the sales professional should check progress by asking a question to make sure the customer agrees with the points they are discussing and is tracking with the sequence and purpose of the call. By gaining the customer’s interest with the information the sales professional is sharing, the sales professional is tailoring his or her presentation to the customer’s needs and objectives. This makes the call more personal, enjoyable, and successful. The sales professional should practice this skill before moving from each segment of the call to the next. Even though a customer may express questions and opinions at any time during a sales presentation, they most often come forward when the sales professional is assessing the situation. When a customer offers a question or an opinion, the sales professional should address it and should reach an agreement with the customer that the response is satisfactory.

  • Beyond Feature-Benefit Selling

    To build a sense of passion about products and the company among customers, the sales professional must consult customers to resolve issues and problems important to them on a continual basis. To do this effectively, one must fully understand customers’ needs and use the information uncovered during previous sales calls, the opening, and other dialogue to make a recommendation about how the features and benefits of the company’s products and services can address customers’ needs and challenges.

  • Call Planning

    There are two types of call planning—pre-call planning and post-call analysis. The sales call should be a continuum linked to the outcome and post-call analysis of the previous sales call. The planned sales call should include a process for customer dialogue that includes a call objective, an opening, preestablished questions to stimulate the customer’s interest, and business-related dialogue that gains a commitment by both parties for next actions. Moreover, the sales professional will need to select resources that substantiate his or her message and are visual to the customer for better learning and recall. The pre-call plan/post-call analysis should address how the sales professional plans to address a customer’s need. To do this, the sales professional needs to plan specific questions he or she will use during the creating dialogue phase of selling while handling objections to move the sale forward.

  • Closing

    Closing means gaining a commitment to action that moves the customer forward in the buying cycle. The sales professional bases commitment to action upon where the customer is in the buying cycle. If the customer is unaware of the product, then commitment to action may involve asking the customer to read an article about the product. If the customer is using the product, commitment to action may include asking the customer to use the product in an approved but different patient type for which the customer previously prescribed. Closing is about next actions as well. The sales professional’s commitment to the customer is to ensure that the sales professional is following up on ways to help overcome issues and problems associated with customer, patient, and practice needs.

  • Communication Styles

    This solution provides participants with techniques and tools necessary to effectively communicate with others on a deep level in ways that make them most comfortable. With these tools, participants can ensure that the exchange of information and dialogue are specific to each person’s communication style. The bottom line is this process can help improve communication. This will require participants to practice good observation, questioning, listening, and investigative skills. Most important, participants will discover the importance of flexibility and develop the ability and willingness to adjust their communication behavior to the recipient’s needs.

  • Creating Dialogue

    Creating dialogue involves taking customers beyond satisfaction. Customer satisfaction is merely the foundation for building a relationship with customers. With the competitiveness of the industry, the sales professional needs to provide customer satisfaction or he or she will simply have no customers. Creating dialogue with customers assures having loyal users and advocates who will provide sustained growth in sales over time. Creating dialogue goes beyond developing a good relationship; it is more about how the customer feels about the sales professional and the company, the integrity and trust in the relationship, and establishing a comfort level about the company’s products. Sales professionals accomplish this through a greater sense of customer awareness by opening the dialogue with questions that align with the customer’s needs, assessing those needs, and handling objections using the five senses to read the customer and effectively interpret his or her needs.

  • Customer/Patient Expectations

    The sales professional should provide a thorough explanation of what the customer can expect when using the product to treat the specific patient type discussed during the call. These expectations should include dosing, intervals, possible responses, when to expect responses, side effects a user may encounter, and how to handle side effects.

  • Launch Excellence

    The enthusiasm of launching a new product or indication requires skills that transfer the excitement and knowledge of the sales professional to the customer. This workshop explores the three phases of launch—preparation, launch, and post-launch—and provides skills for each phase.

  • Listening Skills

    Listening plays such a critical role in all business relationships that it is impossible to be highly effective without it. Listening allows the listener to understand others’ needs and to meet goals and objectives. In addition, listening is an effective skill associated with collaboration. Listening skills form the foundation of how a group exchanges information and generates solutions to needs. This learning solution introduces the concepts of strategic listening, which is empathic listening with a deep desire to uncover a key insight.

  • Objection Handling

    Customers often have objections that prevent them from committing to trying a product. Misunderstandings and drawbacks are the two types of objections. Misunderstandings occur when the customer is misinformed about something and will not try the product because of that wrong information. Drawbacks occur when the customer won’t try a product because of an unfavorable aspect of a product that is true. This workshop develops the learner’s ability to handle both types of situations.

  • Opening for Sales Success

    The adage “you only get one chance to create a great first impression” is true about beginning a sales call. How sales professionals engage a customer—the content and value they demonstrate in the first few seconds of a call—will determine the customer’s level of interest during the entire conversation. A good strong opening can make the difference between making or losing a sale. This workshop will develop sales professionals’ skills at planning and delivering a strong value-based opening that captures the customer’s attention and results in accomplishing the call objective.

  • Painting a Patient Picture

    Customers prescribe products based on symptoms, signs, lab results, etc. This is what we mean by “describing” a patient or “painting a picture” of a patient. This word picture should describe patient signs and symptoms and should link these signs and symptoms to a specific product core message.

  • Proactive Priority Management

    We can’t slow down, speed up, or manage time; however, we can manage our activity. The challenge of managing work proactively is important for all sales professionals. The principles of Proactive Priority Management may be applied to any type of time management system (paper-based systems, mobile devices, Microsoft Outlook, etc.). This workshop teaches sales professionals how to manage their time and tasks effectively by providing tools to help them identify vital tasks. Colleagues learn how to focus on accomplishments rather than activities. Increased organization leads to a reduction in stress, paperwork, and wasted time. Additionally, sales professionals will benefit by learning to balance business and personal time.


    Selling in today’s market requires a more sophisticated approach that incorporates real scientific data and study information into the process. This workshop will develop a colleague’s ability to dissect a reprint in the way physicians approach it. It incorporates the new SOAPIE versus the old SOAP approach to understanding reprints and then focuses on how to use this approach in a selling situation.

  • Strategic Account Selling

    Selling today requires an integrated approach that identifies key decision makers and develops coordinated plans that leverage all resources a company has to offer to achieve a business objective. Success is no longer determined only by calling on physicians. This workshop provides processes for creating strategic account plans that coordinate all company resources toward accomplishing meaningful strategic objectives. This training includes how to select and target key decision makers and influencers in an account and how to work with team members to bring their expertise to these targets.

  • Three-Dimensional Value Selling

    In its simplest terms, a sales call should be nothing more than a consultative conversation between a representative and a customer. However, the need-benefit or feature-benefit type of sales call is losing its effectiveness in an environment where healthcare providers are looking for a consultative approach. Three-Dimensional Value Selling will provide a fundamental, consistent approach to the sales process that goes beyond the traditional presentation. The three-dimensional selling approach focuses on the benefit to the organization and to the sales professional, as well as the benefit the product has for the customer and patient. This non-traditional selling approach takes the simple benefit statement to a new level in the customer’s mind.

  • Using Supportive Material

    During a call, the sales professional should use appropriate sales aids and reprints to support the customer’s prescribing the product in the patient type described to the customer. This information should be the most recent and most effective material capable of supporting and substantiating the product’s core messages. The sales professional should organize these materials in a clean, an orderly, and a user-friendly manner.