Pharma Sales Skills: How To Set A Clear Sales Call Objective

You can consider setting a sales call objective(s) as one of the most essential elements of your Call Action Plan (you remember that one don't you?). It sits right on top of the action plan list, so it makes sense if we tackle this task first.

One key question you need to answer before you proceed:

Are you clear about your call's objective?
 

You can quickly tell whether your objective is clear or not the minute you step into the customer's office. 

 

When you're clear on your goal, your behavior is focused, and you're confident. 

 

Otherwise, you'll behave like you're in a hot oven and ready to leave at the first exit sign.

So, how do you begin setting a clear objective? 

 

Start by identifying what kind of commitment you want your customers to take.

What kind of commitment? 

 

There are short- and long-term commitments.

What do you think, reasonably, you can ask them to commit to? Short term? Long term?

Here's a list of commitments you can try out:

·        Learn more about your product(s).

·        Try the product(s) out on a few patients

·        Try the product(s) out for a specific or unquestionable indication

·        Try the product(s) on existing patients ('switching').

·        Talk about the product(s) to his circle of influence or colleagues

You want to be realistic about 'closing the sale' on your first visit, and the subsequent appointment will allow you to do that. 

Each time you visit, increase your commitment level.

What is your ultimate objective?

 

If your answer is 'to close sales,' well I can tell where you came from and where you'll end up, eventually. 

The prognosis is not right, I can tell you that.

The answer I was looking for was 'become the number one solution to your customers' treatment problems.' If you can do this, you don't need to worry about sales. 

So, I suggest you adjust your perspective because many customers out there are looking for the solution to their problem... they're not merely searching for Viagra, Norvasc, or Lipitor. A solution to partner satisfaction through Grade 4 erection... BP maintenance even if a dose is missed....CV (cardiovascular) risk reduction with aggressive cholesterol-lowering...

A solution to the problem. 

 

That's what your customers are looking for. 

 

How can your product help them solve it?

Next... three ingredients for a clear objective.