Pharma Sales Skills: Why Gone Through All The Info Digging?

Over the last few posts, a lot has been said about digging into the details before making a call. If all this left you wondering, let me share the secrets behind it. The answer that I give to everybody else is "So you don't look stupid." The answer I'm providing is for you, this blog reader "So that you can change your customer's perspective, hopefully to your favor and end up making you more sales."

 

Isn't that what you want? 

 

After all, you're in a pharmaceutical sales job, aren't you? But even with this revelation, some of us still don't understand. 

 

Let me break it down.

 

You see, the first thing that you need to realize is that logic and perspective are not the same? 

 

Huh? 

 

A simple definition of philosophy, my own by the way, is 'the linking of two ideas that makes sense.' For example, cephalosporins are antibiotics. Ceftriaxone is a cephalosporin. Therefore ceftriaxone is an antibiotic. 

 

See?

 

Drug companies do a lot of 'idea linking' in their clinical studies. They link Lipitor to aggressive lipid-lowering, they associate Viagra with Grade 4 erections, Norvasc to covering a missed dose, etc.

 

Still, prescribers don't jack up their prescription just because you present them with tons of this logic.

 

Why? 

 

The perspective has not changed. Therefore, you need more information to understand the logic.

 

At some point, maybe your customers had a dissatisfying experience with a Pharma sales rep. If he had, you want to know this because no amount of clinical evidence would be enough to change the fact that he hated Pharma Reps.

 

What can you do?

 

After you get that kind of insight, you need to overcome the 'hate' barrier first. That's when your understanding of your 'circle of influence' comes into play. There are no direct routes, no ways to go left, right, or above the usual. Influence them through their colleagues who they listen to. Use their wife if you fancy, but you can't do this unless you have all the info.

 

I read somewhere that Pharma Salesforce numbers increase every year but the call rate, the physician acceptance didn't budge much. I have a strong feeling that the 'perspective' factor is taking its effect on this matter. It won't change much for years to come, believe me. 

 

And if you've read this blog up to this point, wouldn't you want to take advantage of this lesson and start your action plan? 

 

Who knows, you might be laughing all the way to the bank soon...

 

I will see you in the next post for the Action Plan.