Drug Rep Time

How to succeed in Pharmaceutical Sales.

I like the smell, but I remember the taste.

A couple of days ago I was speaking to a rep who was pitching to me a product that I never use. His product competes against monsters in the class and does it poorly. I was trying to be polite and was doing that doctor’s nod that you all know very well: “Keep talking. I’ll sign for the samples and will forget about you and your stuff before you even leave the office”. Suddenly I caught myself on having visuals related to his product. To my surprise I visualised the exact patients who would benefit from using it and moreover I saw distinct faces and even names of those patients that I had seen earlier in the week that should have been put on his drug. I stopped him and trying to understand what had happened asked:”Can you repeat what you just said”. He did. Bingo. The reason he captured my attention and connected me with his message was very simple. All he did was that he gave me a very topical  and live description of the image of the patient who needs his product. Nothing special but a vivid and memorable picture of who, what, when, how, why. What a great impact that had.

What we hear we forget quickly, what we see we forget eventually, what we hear, see and live through we understand and USE. We connect with that stuff. We bond with it. Don’t just rely on your company’s promo materials. All too often folks who make your brochures talk about stuff they have never been around of. The visuals you get from them pay them big bucks but sell nothing but water. Learn how to create topical verbal images that can immediately connect your doctors with the patient type, her/his problem and your product. Put that patient right in the room with your client. It takes thirty seconds and you are way ahead of the game. 

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February 16, 2008 Posted by | Sales Tips | , , , , | Leave a comment

Start here. Get your Doctors’ attention.

OK. Most of you in your responses to the survey said that this is the topic of value to you. You are right on the money, because without their attention there won’t be any transaction. Can you educate when one wants to get out now, needs to answer a phone call now, is bombarded by 3 different conversations, dying of thirst or simply can’t hear you.
Would you ever think to ask her to marry you while she is on the phone with her credit card company trying to dispute a transaction?
If you think “yes” -rethink. And if you do it- Good Luck…
Your message delivered in the absence of her/his attention looses it’s immediate impact. Moreover it looses it’s potential to have any value or power in the future. You know why? Because in the midst of noise their brain catches something without reaching their awareness. You think it’s OK, because next time their brain will recognize it as something familiar, something already heard.
Right? Maybe on paper. In reality their brain will associate that message with the negative circumstances and instead of bonding with your message , the brain will get frustrated with it and what’s worse with YOU next time when the same message and the messenger are back. The more of the same you do, the smaller your chance to ever deliver your next message will get. Instead of becoming an educator ( that you all said you want to be) , you become an “irritater”.
Slow down, visualize their attention, watch and once they ready – you go.
What’s the best manifestations of their attention? Their direct question addressed to you, their direct eye contact with you, their mouth shut and ears unplugged, so to speak. Identify these simple signs and you are ready to go.
Even if you are dying to share your new indications, your new sales line, still slow down, take a look around, feel what they feel, think if the current circumstance allows, if not, see if it can be modified to benefit their attention (not your itching to talk).
By showing respect and making a neutral comment important to them you either will modify the circumstance right away or will get a better foundation for nourishing their respect to you in the future. Remember, it is all about THEM, not about your product.
And yes, with some of them you won’t succeed because it is rather late to correct established patterns of disrespect to you, or else because some of them are genuine jerks, but so what?
Don’t let those 20% that can’t stand you give you 80% of your pain.

OK, guys, we officially started. I want to see your comments. I know that you come here to read and learn but it is a conversation, not a monologue. Without your comments, I can’t get myself going…Also please forward the links and invites to your peers.

The next topic will be part 2, and the most important part of “Getting their attention”, called YOUR ATTENTION GRABBING PITCH. Coming on Sunday or early AM Monday.

November 15, 2007 Posted by | Marketing and Sales strategies | , , | Leave a comment