Drug Rep Time

How to succeed in Pharmaceutical Sales.

Five reasons why you can’t sell.

Over past few months I spent countless time trying to analyze why reps fail to sell. There are numerous reasons, however here are five key ones.

1. Apathetic attitude. This is probably the most common trend. You want to sell but because you project no energy, passion or conviction, your doctors, who are themselves energy deprived, do not connect with you.

2. Inability to get true attention of your targets. This ties to apathetic attitude but goes beyond that. On one hand, you do not use sound bites that truly induce interest and make them listen. On  the other hand, you often don’t know what moves your doctors and what they care about.

3.  Lack of effort ( or skill ) in setting up buying criteria. You do not sell the problem properly. You are not convincing enough while explaining what problem your product is the answer to and who owns that problem.

4. No clear and concise brand message or singular idea that every product must have in order to bond with consumers. Most of you can’t formulate ( even when asked directly ) what is it that makes your medication the one to prescribe. This is an industry wide issue and it comes from your home offices where hundreds of marketers, managers and trainers simply do not do their job of supplying you with the messages that impact. But wait. Before you blame others ask yourself whether you just need to brush up on that and maybe dig out what you actually have been taught, but never fully understood or forgot.

5. No prep work. Week after week you remain the same.  You bring very little new, relevant, immediate or topical info to your doctors. Every sports team that ever wins anything has a game plan for each new game even when they play the same opponents. What is your game plan for this week?

Each of this big five was discussed on this blog. I encourage you to go back to the categories and to reread the topics that  you might be legging behind in. Then go back to your clients, APPLY what you know and START selling.

February 12, 2008 Posted by | Marketing and Sales strategies | , , , , , | Leave a comment

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