Let me ask you the actual question... between knowing who and know how which is more critical as a pharmaceutical sales rep?
We've touched on selling original medicines when generic medicines already available in our last installment. Probably, taking care of the 'know who' part will give you more advantages in the selling situation compared to 'know how' part. We'll be going to address that with this article but before that ...
Do ask yourself this question and see which answer fits you best. There's no right or wrong answer. This is a personal question, and you can give a subjective response. So, which is essential?
I want to post this question after my late cup of coffee with my friend, the Area Sales Manager (ASM) for Roche (Malaysia), Kuantan branch. He recited me a story about his BUD who successfully devised a strategy for Rocaltrol (Calcitriol), a product for Osteoporosis after the Ministry changed the distributor. The BUD somehow managed to get the new distributor to take the stock or supply from Roche, instead of others.
And he managed to do this because he knew 'somebody' hence my friend said, "This will always ring true - know who is more important than know how."
What say you my friend... do you agree with this or you think otherwise?
What if, the sales rep 'regard' knowing the doctors or customers is more important than product knowledge?
What if the sales exec thinks knowing who to talk to... who to promote to... who to take care of... is more important than knowing the right kind of product that rightfully fills in treatment need?
What if the product specialist thinks it's more important to build a customer base than product portfolios?
Now...
What will the customer think?
Will they say that knowing them is more important than knowing your product?
Will they say that knowing their like and dislike is more important than knowing your product benefit and drawback?
Will they say that knowing how to talk to them is more important than knowing what to talk to them?
I tell you what I think. I think it all depends.
"Depends on what?"
"Social style."
"What's that?"
"I'll tell you about this sometime in the future. If you think this is important then stick around."
That's all I got to say.
We've touched on selling original medicines when generic medicines already available in our last installment. Probably, taking care of the 'know who' part will give you more advantages in the selling situation compared to 'know how' part. We'll be going to address that with this article but before that ...
Do ask yourself this question and see which answer fits you best. There's no right or wrong answer. This is a personal question, and you can give a subjective response. So, which is essential?
I want to post this question after my late cup of coffee with my friend, the Area Sales Manager (ASM) for Roche (Malaysia), Kuantan branch. He recited me a story about his BUD who successfully devised a strategy for Rocaltrol (Calcitriol), a product for Osteoporosis after the Ministry changed the distributor. The BUD somehow managed to get the new distributor to take the stock or supply from Roche, instead of others.
And he managed to do this because he knew 'somebody' hence my friend said, "This will always ring true - know who is more important than know how."
What say you my friend... do you agree with this or you think otherwise?
What if, the sales rep 'regard' knowing the doctors or customers is more important than product knowledge?
What if the sales exec thinks knowing who to talk to... who to promote to... who to take care of... is more important than knowing the right kind of product that rightfully fills in treatment need?
What if the product specialist thinks it's more important to build a customer base than product portfolios?
Now...
What will the customer think?
Will they say that knowing them is more important than knowing your product?
Will they say that knowing their like and dislike is more important than knowing your product benefit and drawback?
Will they say that knowing how to talk to them is more important than knowing what to talk to them?
I tell you what I think. I think it all depends.
"Depends on what?"
"Social style."
"What's that?"
"I'll tell you about this sometime in the future. If you think this is important then stick around."
That's all I got to say.
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