Drug Rep Time

How to succeed in Pharmaceutical Sales.

How to enroll your docs in conversations?

You were all taught to use enrolling questions to get attention of your audience. Great approach. 1. How many of you do not know how to do that? 2. And of those who know, how many want to master that skill so that 100% of your audience is always enrolled?  What did I just do?  Right, I enrolled 100% of you. If you are still reading you are enrolled. What would have happened if I stopped after the first question? Those who thought “I know”  would have departed, or drifted away. So here is the problem: By far the majority of reps will benefit from getting better in this. Have you ever stood in front of your doctor observing his eyes glazing over after you asked him a question? Yes, that’s the moment when you lost him. From this moment all your further communication occurs with the little voice in the back of his head that basically says “Shut up, you, let me go..”. Does the mastery of enrolling the audience require some special personality or charisma? No, it requires two things: a. Doing it regularly and observing the response, and b. Practicing what you are going to say ahead of time by constructing your questions in such a way that precisely 100% ( not 99) of them are enrolled. In most cases your company marketing people will give you one enrolling question that uniformly leaves some of your targets out. Thank them for that  question ( better than none ) and proceed with constructing question number two that will scoop out the rest of the audience that got left out after the first one. That’s right , you  have to have two questions ready before you fire. Here is a classic example from the author of “Sales Dogs”, Blair Singer. Question 1: How many of you had breakfast this morning? Show of hands in the audience -70%. Great, thank you. Question 2: How many of you didn’t have breakfast. Show of hands, remaining 30%. Thank you. No matter what you are going to say next you are now talking to all of them. Start doing that and observe what works, what doesn’t, and how your questions need to be modified. It goes without saying, that your enrolling questions have to carry value to your docs and that you must thank them regardless of their answers. Put it to practice, and keep in mind that what you hear you forget, what you hear and see you tend to remember, but what you do – you understand.

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May 4, 2008 Posted by | Sales Tips | , , , , | Leave a comment