Drug Rep Time

How to succeed in Pharmaceutical Sales.

The stadium pitch.

I would like to introduce you to a great concept created by an outstanding marketer, Mr. Chet Holmes. It’s called “The stadium pitch”. This concept, once mastered, will arm you with a powerful understanding of the psychology of your prospects. Let’s imagine that you sell XYZ and that you have an audience of 1000 doctors who agreed to give you their attention for as long as you can retain it. You have a unique chance to address that audience and to convince them to write your outstanding XYZ product, but the caveat is that nothing will keep them in their seats and they are free to get up and leave at any time during your pitch. Turns out that no matter what you sell ( cars, furniture, office equipment, ED medications or ice cream ) there always will be 5 categories of prospects: 1. Those who are ready to by right now. They are sooo ready that you only need to offer; 2. Those who are open to “the idea of buying”. They are mostly ready to change, but may not yet be “buying now”; 3. Those who are “not thinking about it”. They are not against it, not for it, but just ” not thinking about it right now”; 4. Those who “think they are not interested”. They are not looking for any change and are happy with what they got at present; 5. And, finally, the last group is ” definitely not interested”. They are aggressively “anti-XYZ” ( please, do me a favor, leave them alone). Let’s go back to the stadium and answer the question: What percentage does each of the five categories represent? I want you to estimate and assign a % to each group in the comment section. This post will be continued once I see some answers. Of note, the statistics across all businesses is about the same, no matter what you sell. So, please, do not say “It depends…”. Just give us your estimates.


April 5, 2008 - Posted by | Inside your doctor's mind, Marketing and Sales strategies | , ,


  1. 20% for each group?

    Comment by Anonymous | April 5, 2008 | Reply

  2. I’m not sure about each group, but I’d say the single largest is the group that “thinks they’re not interested”.

    Comment by Anonymous | April 6, 2008 | Reply

  3. Although this is an estimate, I am more curious the answer–

    1) 20%
    4) 20%

    Comment by Felice Wachtel Diercks | April 6, 2008 | Reply

  4. I am curious about the answer but I will say:

    1. 10%
    2. 10%
    3. 30%
    4. 40%
    5. 10%

    I feel good about these %’s.

    Comment by Dunkin Donuts | April 8, 2008 | Reply

  5. 3. 50%
    1. 20%
    2. 20%
    4. 5%
    5. 5%

    Comment by Big T | April 12, 2008 | Reply

  6. 3% Buying Now
    7% Open to it
    30%Not thinking about it
    30% Don’t think their interested
    30% Know their not interested

    Comment by A.J. | September 18, 2008 | Reply

  7. 50% buying now
    70% open to it

    Comment by Ruby Jane Bucog | July 13, 2012 | Reply

  8. 50% buying now
    70% open to it
    50% not thinking about it
    35% don’t think their interested
    35% know their not interested

    Comment by Ruby Jane Bucog | July 13, 2012 | Reply

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