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

Find your message and deliver it.

The following is the quote from my conversation with the moderator of “Ask Dr. Dave” of Cafepharma.

Originally Posted by DrDave
Dr. Max-Thanks for your post. Could you give us an illustrative example of a single sentence that you would find indicative of such value?I would also be interested in your comments regarding your website/blog. I visited only briefly, but it appears that you “coach” reps from a physician standpoint on sales techniques, but with a focus on marketing strategy. Can you elaborate on how/why you were motivated to set up your website?Thanks again!Doctor Dave:

My reply: Every successful brand has a Singular Idea or Core message. It has an extreme focus, precision and brevity. That’s how it lives in the minds of the audience.It’s not a slogan, not a catchy word, in fact, it never has to be verbalized or written. It’s a hidden under the hood engine that drives the brand.
Say, Volvo’s slogan is “Volvo for life”, but the Singular idea is “Safety”.
Apple’s notebooks and iPods: “Cool”
Target: “Affordable quality”.
Some brands of medications are very successful in developing such singular ideas in the minds of prescribers. Let’s say, Plavix:”When Aspirin is not enough” , Z-Pak “Antibiotic for mild infections”, Levaquin: “When you need to add power”, and so on. It’s not said or even implied, but that’s how doctors bond with those brands.
The job of the sales force is to find , so called pips, easy and memorable messages that would link the docs with the Singular Idea of their brand. Pip needs to be compact and portable enough to spread quickly. Usually, the companies provide their reps with enough training and materials that contain pips. Pip should connect with the docs, and should have enough intrinsic value for them to spread it around. What defines a good pip is that it asks to be passed along. (“Hey I just heard from …rep that… say, Aciphex is the PPI of choice for obese patients”).
Hope this is helpful. Have a great weekend!

December 16, 2007 Posted by | Your brand message | , , , | 4 Comments