Pharmaceutical Sales Model Vs. Pharmaceutical Sales Cycle

Pharma sales rep looks like a model.

I admit. I'm making a brave attempt here. And why's that?

Directly because I'm challenging the 'old' dogma of Pharmaceutical Sales Job - see, sell and sell some more.

In the last post, I mentioned about Pharmaceutical Sales Model and questioned its very existence. Nobody from the Pharmaceutical Industry responded (maybe it means that this blog was not on their reading list or this blog traffic is downright pathetic). So I guessed I better write to my heart content since no one is looking. Just like a cheap shot...

OK.

First, let me spell out the difference between a 'model' and a 'cycle.'

Apart from the spelling difference, I want to point out the 'implication' differences. A model implied a 'representation,' and with that, it also means 'rigidity.' Glass is a tool for drinking. Glass is a 'drinking model.' You can use a bottle, a cup or bucket if you fancy as a substitute and the result would never be the same. I mean the experience is never the same.

A cycle, on the other hand, implies something that continuously changes. Just like the rim of a bicycle; constantly change position - up, down, 45 degrees, 90 degrees. That's dynamic. And that's precisely what a Pharma Sales Rep had to go through. It doesn't matter whether the rep is a junior or senior, GPs or Specialty, Cardiovascular Portfolio or Anti-infective. Doesn't matter because...

They change. The market change. Customer change.

Which means, they're in a constantly changing environment. That's why Pfizer makes 'manage change' as one of its Leaders Behavior. Roche made 'speed' as one of its mottoes last time. It makes a whole lot of sense to manage change with speed. But that's beside the point...

The point here is this: in Pharmaceutical Sales job, Sales Rep will be better off responding to cycle than to commit to model.

You may want to reread that...

Let me illustrate this by sharing a story of my generic rep friend. Here goes...

Once upon a time...

In a hospital far, far away (sorry GP reps, it's the Hospital Team for now), a rep by the name of Chris (not his real name) was busy promoting his lipid-lowering drug, Storvas, after he learned that Lipitor; the drug of choice for the hospital, was having patent expiration.

It was music to the ears for him...

He went to a district hospital where the purchasing of Lipitor was a 'bit' above average. He knew it's natural sales and by the end of the quarter, if the sales went in, he'll be laughing to the bank. He kept that imagination burned and sparkled. That's what he learned from a book he just finished: One Minute Sales Person by Larry Wilson. He didn't know why that particular lesson stick. Anyway...

He arrived at the District Hospital around 11 A.M. It's too early to see the doctor, he thought to himself. 'They must be seeing patients still. It's their clinic day.' He went to see the Purchasing Pharmacy instead.

The minute he opened the Purchaser office, the view caught him by surprise. There was a new person, she, sitting in the chair. Being a seasoned Sales Rep, he kept his cool. He sat on the visitor's chair facing her and tried to strike a conversation. Time seemed to move toooooo sloooooow for him. And that was only the beginning.

He missed doing his homework.

That's a take-home lesson for you. Never miss doing your homework. It'll save your face. Even for a veteran like Chris, he's uncomfortable. But the real blow was a question our Purchaser asked. 'Is your drug already listed in KKM (that's the official Government Drug List)?' Following that question,'Do you have any comparative studies?'. 'What about BE (bioequivalent study)?'.

Question after question...

'But I thought...' That's the last WORD which a customer wants to hear from a Sales Rep, let alone a veteran one. He was caught off-guard. Somehow he felt like a new Rep. And now, he's being 'grilled,' literally,' by the New Purchaser.

There goes his big, fat incentive for the month. Looks like he'll be whining to the bank instead...

What's the lesson here?

Chris was at a wrong place, in a crazy 'cycle.' Huh? Let me explain...

The first place he wanted to be before he entered the Purchaser's room was at the support staff's desk; asking questions, getting info, getting some progress report so to speak, before consider opening his mouth to the Purchaser. This is homework in it's most basic form. A phone call from his car while putting his socks on would do (he's been driving for hours, and that's just his habit). A phone call. Any rep can do that. Plus, the call charges are claimable under the company's expenses.

So why choose not to do it?

Just like driving and taking off shoes for Chris; it's a habit. It's easier not to call than to make the call. And the biggest lesson which I'm trying to hit home is the failure to recognize the 'sales cycle' one is in, spells disaster!

You can't afford to recognize the cycle when the 'symptom' is obvious. In this case, the Purchaser is new. She's in the early part of the period. But what's a 'Sales Cycle?'

Good question...

For years, I've been 'polishing' some of the sales cycle printed in 'other' sales textbooks to make sure it resembles as close as possible, what a Pharmaceutical Sales Cycle is. I finally came up with a concept and this concept by no means finalized.

'My best can always be made better.'

This is my concept Pharma Sales Cycle consists of:

QUALIFYING ---> INTERVIEWING ---> PRESENTING ---> COMMITTING
Four-part. Four stages. Four cycles or whatever label you want to put. It's not 'copyrighted' anyway...

Common mistakes

Many Reps have mistaken the third part; presenting, as the most significant part. No way! If you asked me personally, from my years of observation, selling in Pharma Industries, the first part is ACTUALLY the most essential part.

How come?

Qualifying is like dialing a number. Dial the right amount; you're in. Dial a wrong one; too bad! Tell me your experience dialing a wrong number. How sweet was it? When you got a right prospect, when you qualify the proper opportunity, you can quickly turn them into a customer. Customer buys. The wrong chance, most of the time say, "Bye!"

There are strategy and tactics to an active qualifying, but it demands a separate section by itself. Let's get back to Chris...

In the early cycle

Qualify the prospect. Ask qualifying questions. Get the fact right. Organize all the data. Then ask some more question. Only stop when all possible, conceivable questions are answered. Don't end prematurely. Delayed gratification works not only in investing. Apparently, it works in selling as well.

Delay from jumping straight to presenting. That will come naturally and more meaningful AFTER you get the first part done. So, get it done.

Poor Chris. He should've seen it coming...

Will you do differently if you're Chris?

Maybe? Yes? No?

What if you said YES?

I knew YOU. I knew how people like you sell. And I knew how they end up as well.

Those who answer yes, they're usually 'big' time lawyer-wannabe. They think they can talk their way out of the thing. For them, like responding Secondary School essay test, if you don't know the answer, write what you know. Chances of scoring? Minimal. Opportunities for making mistakes and conveying the image that you're not studying or plain dumb - maximum!

And you don't want that. Seriously...

What more... I knew those who answer yes, submit to this selling model: convince, con or confuse. Such a model has given this industry a BAD name.

We owe it to ourselves to find a better understanding of what delivers the result in Pharma selling.

If you know people like Chris, ask them to read this blog post. More importantly if the Chris you know is your sales manager. Most of them, as you know, have 'bags' of the OLD convince, con or confuse tricks. If you ever use any of them, that's how you end up... just LIKE them - minus the assure.

Con and Confuse.

Now, are you Convince? Recognize the Sales Cycle you're in now. After that, it's routine.