Drug Rep Time

How to succeed in Pharmaceutical Sales.

When Spitzer comes handy.

There was a great comment in response to the post ” She did it. Can you?”:…but what if your product doesn’t fix any new problem just has a slight benefit or has the possibility of 2ndary benefits that are still unknown… What if there really isn’t a cost associated with not using “my product” only a hypothetical, then what?….

This is so crucial for your sales that you may want to put your thinking cap now before you read the rest. A few weeks ago I wrote a post about selling the problems. Here it is: https://drugreptime.wordpress.com/2008/01/17/sell-the-problem-before-you-sell-the-solution/. The world belongs to those who mastered the sales of problems. Look at what the presidential candidates do: 80% of their talks are about how profoundly troubled we are and the rest is ( not always ) what they are going to do about it. In fact, the presidential race is one huge sale. Those who write their speeches know that in Ohio they need to talk about NAFTA, in Texas about immigration, in New York about values ( betrayed by Spritzer), and so on. They customize their sales via customizing the problems, then magnify them to the point when your throat can’t swallow the problem, when you get terrified and ready to say: ” Mommy, mommy ( or daddy ) please help”. The current nomination battle is a massive personal branding exercise that has two virtues: transparency and rapidly visible results. There is little you cannot learn about brand positioning from watching the candidates duke it out in state after state.

Your sales are not unlike that. Remember, there are two kinds of problems in the world: The ones you have, and the ones you don’t. Your job is either to sell the solution to the problems that your customers have ( or are aware of ) , or to make them own the problems that you have the solutions to. That’s what your key sales skill is. Make them own it! And be there to solve it! Even if your product does not fix a new problem and has only marginal benefits, make the old problem and the marginal issues so vital and painful that your customer would start begging for solutions.

March 16, 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