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 | , , | 8 Comments

In order to convince you got to be convinced.

Zig Ziglar, one of the best salesman of our time, once wrote that selling is essentially a transference of feeling. He said: “If I (the salesman) can make you (the prospect) feel about my product the way I feel about my product, you are going to buy my product”. In order to transfer a feeling, you’ve got to have that feeling. Try to persuade your doctors to write your product without being convinced that your product is the best for their patients, and that fact comes across to the prospects. What you frequently do is behave like you sell water in the flood. Yes, you got competition; yes, other products have many of the same features; yes, doctors have too many choices. But so what? Someone else said : “Believers are closers”. The C in the word “close” stands for conviction. Without that C you get “lose“. So whenever you enter your doctor’s office remember: In order to convince you got to be convinced.

March 24, 2008 Posted by | Inside your doctor's mind, Marketing and Sales strategies | , , , , | 2 Comments