Drug Rep Time

How to succeed in Pharmaceutical Sales.

Sell the problem before you sell its solution.

Sales belong to those who mastered the skill of selling problems. When you are setting your buying criteria you have to make sure your doctors buy into the problem. This is when your knowledge of the disease state, its prevalence, its relevance to your client becomes the key to your future success. You are painting a picture. Make it bright gray, make it vital, make it resonate with your doctor’s practice. Use relevant statistics. Pick the numbers that are striking. Doctors like numbers. Add some real life story to the statistics. If you can scare, do it. Make your doctor own the problem. Here is an example: ” XYZ just published some new data, indicating that  QQQ is as common as 55% in the age group between 18 and 45. I know that this age group makes up to 50% of your patients. That means that every fourth patient that you see has QQQ. The problem, doctor, is that the likelihood of severe complications of this condition if not treated is 10%. That means that potentially …% of your patient will suffer from this terrible complication early in life. In fact, I just came from Dr. …. office and he told me a story of a 35 yo woman who now is unable to… and permanently bed ridden because of that. She now is suing him for that.”

You bet I will listen to you after that. You sold me on the problem 100%. I will be begging you for a solution. Of course, not all of you sell products with such drastic stats and most of you, thankfully, do not have that horrible clinical story to share. But all of you, with proper effort and time, can come up with  great stories of problems that your product is the best answer to. Sell the problem. We are all programmed by default  to react stronger to the problem. However, once we “own” it ( due to your effort ) we are hungry for solutions. That’s when you with confidence pull out that smoking gun of your sales message.

January 17, 2008 Posted by | Sales Tips | , , | 1 Comment