In the previous article, we talked about how to fine tune a pharmaceutical sales rep mindset for success. You'll recall that there are 2 steps action suggested in that article. Do give the piece a quick reread if you've missed the steps. Once you've acted on the suggestion, you'll see improvement in your approach to selling, and eventually, your sales result too.
Sales strategy influence sales result. Different strategy produces different results. To provide a different effect on your current sales performance, one thing you can immediately do is to adapt to a different sales strategy.
I wish I can straight away name the selling model as I know it, but probably there's law implication on that. Or at least I thought there is! But the background concept is the same - focusing on patients and tailor the selling with them in the front seat.
But how's that different from 'other' selling model?
I knew at least 3 or 4 other selling models, given my total career stint in the industry. What I can readily tell, the main difference from the previous model compared to this one is on the emphasis. Previously, the model's focus on product - its features and how to translate that to benefit.
Now, in a glance, the ordinary sales person could not tell the difference, but I do believe you are not regular, right? What could be the difference if you did translate products benefits to fit into patients need? For example, when selling once-a-day antihypertensive, I bring that too convenient dosing thus leading to better patients compliance.
Did you see the flow?
Once-a-day dosing is a feature, and higher patients compliance is a benefit. To simply translate features into benefits you use 'bridging' words like this: Product A has this which makes it (easier, simpler, better) to be used in patients with blah, blah, blah, thus making it...and you continue with the benefit statements.
And salespersons were asked to repeat such statements day in and out, during a special session generally known as 'role play.' Does the word sound familiar?
The main point here is: Those models focus on the product.
Honestly, I do not believe that such a model is new. There's nothing new per se in my opinion, like discovering something that was not there before. 'New' here means it's given new emphasis or focus.
Focusing on patients means centering every aspect of selling towards them. For example, one noticeable difference immediately visible is with a brochure. Last time, the brochure is just a compilation of graphs and never-ending bullets of features. But now, it's filled with the picture of 'fictional' patient and how the product fits into their lifestyle.
Every brochure is telling a story, and every story is unique to a patient.
And I believe I know its origin ...
I owe it to my favorite pass-time - reading.
I read a lot of subjects, in particular, the ones that touch on selling and marketing. I also love to read self-improvement subjects because I find it to be a perfect compliment to other topics, but marketing has been taking center stage for the past few years.
I even conjure up a belief that if I market well, selling is easy. To put a thing into perspective; selling turns potential into hard-earned revenue, and marketing is discovering or identifying such potential. It's not difficult to understand why I'm into marketing so much.
And that is when I met with 'copywriting.'
Simply put; it got to do with writing ads.
But beyond that, copywriting is about marketing products or services to targeted customers. Many things go into writing good copy, other than words and writing. In fact, not a single words should be penned unless the copywriter had done enough research.
And it is vital to do enough research before a copy is written.
Why am I discussing copy here?
It's because there is an active link between how to write a good copy with the current selling model which focus on patients. The concept behind it, as simplified by a copywriter, is 'putting a face to the product.'
That expert understands the importance of 'humanizing' an offer.
Perhaps, just like any other selling model, the first requirement is to revisit all the information you have about the customer. Assuming that you have such information at your disposal, you review it before you go to the next step, which is...
There are many theories about how to best set an objective. You probably have heard about SMART which is an abbreviation for Specific, Measurable, Achievable, Realistic, Time-bound. What I can tell you is, set objective that is useful to you. The simplest thing, perhaps, is to fix what you hope to achieve or expectation, and how you're going to do it.
What you're going to say to get customer attention depends mostly on your homework. Isn't that very much like copywriting where you do enough research? Getting their attention is essential because you can quickly lose them with the constant bombardment from a similar and competing for offered by other companies, i.e. your competitors.
Naturally, when you've engaged them, and they're warmed-up to what you got to say, there's going to be some sort of flow of information. During this period, you probably have to put up a good 'show and tell.' But this is not the kind of presentation where you are the only person talking. It's a dialogue; a discussion.
It's better known as closing in the old days. And if you have followed me all this while, you probably know that I DESPISE the word 'close.' But for the sake of this model, I have to put that down into word.
Not every interaction ends up with a close, so naturally, you will have to come back to them with enough, relevant information, which aim to bring the interaction into closure. As you can see, this model does emphasis on closing which I have my personal opinion on its effectiveness.
But that's the topic for another post.
Honestly, I have moved from whatever selling model there is that focus on getting to the closing. Yes, I do hate the notion of putting an end as part of the selling model because I don't believe in such.
When I was trained with this model not long ago, I probably did an excellent job at concealing my dislike towards one part of the process. Don't get me wrong; another part of the whole model was OK until it reaches the 'close.' But even when I agree that the entire process was beautiful, I believe in something more straightforward yet more effective than the whole process combined.
Such selling model does exist, and it has become central to my success in sales.
I remember when I had to do role play during the training session, and I had to partner with someone from a developed nation of a neighboring country. The best thing about us is; we used to work for the same pharmaceutical company before. And throughout the session, for the trained eyes and ears, it will be evident that we are using selling skills from the previous company!
I believe it can't be helped. It's in the DNA, so to speak.
I probably have to do an important disclaimer here, but if you're interested in implementing a selling model which focus on patients, you need to be trained in it. Is there any company that offers such training? I don't have the answer right now, but if you're interested, I can provide a general overview of it.
Sales strategy influence sales result. Different strategy produces different results. To provide a different effect on your current sales performance, one thing you can immediately do is to adapt to a different sales strategy.
In sales, strategies often referred to as 'selling model.'
I wish I can straight away name the selling model as I know it, but probably there's law implication on that. Or at least I thought there is! But the background concept is the same - focusing on patients and tailor the selling with them in the front seat.
But how's that different from 'other' selling model?
I knew at least 3 or 4 other selling models, given my total career stint in the industry. What I can readily tell, the main difference from the previous model compared to this one is on the emphasis. Previously, the model's focus on product - its features and how to translate that to benefit.
Now, in a glance, the ordinary sales person could not tell the difference, but I do believe you are not regular, right? What could be the difference if you did translate products benefits to fit into patients need? For example, when selling once-a-day antihypertensive, I bring that too convenient dosing thus leading to better patients compliance.
Did you see the flow?
Once-a-day dosing is a feature, and higher patients compliance is a benefit. To simply translate features into benefits you use 'bridging' words like this: Product A has this which makes it (easier, simpler, better) to be used in patients with blah, blah, blah, thus making it...and you continue with the benefit statements.
And salespersons were asked to repeat such statements day in and out, during a special session generally known as 'role play.' Does the word sound familiar?
The main point here is: Those models focus on the product.
New Selling Model Focus On Patients
Honestly, I do not believe that such a model is new. There's nothing new per se in my opinion, like discovering something that was not there before. 'New' here means it's given new emphasis or focus.
Focusing on patients means centering every aspect of selling towards them. For example, one noticeable difference immediately visible is with a brochure. Last time, the brochure is just a compilation of graphs and never-ending bullets of features. But now, it's filled with the picture of 'fictional' patient and how the product fits into their lifestyle.
Every brochure is telling a story, and every story is unique to a patient.
And I believe I know its origin ...
I owe it to my favorite pass-time - reading.
I read a lot of subjects, in particular, the ones that touch on selling and marketing. I also love to read self-improvement subjects because I find it to be a perfect compliment to other topics, but marketing has been taking center stage for the past few years.
I even conjure up a belief that if I market well, selling is easy. To put a thing into perspective; selling turns potential into hard-earned revenue, and marketing is discovering or identifying such potential. It's not difficult to understand why I'm into marketing so much.
And that is when I met with 'copywriting.'
What Is Copywriting?
Simply put; it got to do with writing ads.
But beyond that, copywriting is about marketing products or services to targeted customers. Many things go into writing good copy, other than words and writing. In fact, not a single words should be penned unless the copywriter had done enough research.
And it is vital to do enough research before a copy is written.
Why am I discussing copy here?
It's because there is an active link between how to write a good copy with the current selling model which focus on patients. The concept behind it, as simplified by a copywriter, is 'putting a face to the product.'
That expert understands the importance of 'humanizing' an offer.
How to Implement Selling Model That Focus On Patient?
- The patient is at the center of every interaction.
Perhaps, just like any other selling model, the first requirement is to revisit all the information you have about the customer. Assuming that you have such information at your disposal, you review it before you go to the next step, which is...
- Set objective for the call
There are many theories about how to best set an objective. You probably have heard about SMART which is an abbreviation for Specific, Measurable, Achievable, Realistic, Time-bound. What I can tell you is, set objective that is useful to you. The simplest thing, perhaps, is to fix what you hope to achieve or expectation, and how you're going to do it.
- Engage with customer
What you're going to say to get customer attention depends mostly on your homework. Isn't that very much like copywriting where you do enough research? Getting their attention is essential because you can quickly lose them with the constant bombardment from a similar and competing for offered by other companies, i.e. your competitors.
- Get into discussion
Naturally, when you've engaged them, and they're warmed-up to what you got to say, there's going to be some sort of flow of information. During this period, you probably have to put up a good 'show and tell.' But this is not the kind of presentation where you are the only person talking. It's a dialogue; a discussion.
- Gain commitment
It's better known as closing in the old days. And if you have followed me all this while, you probably know that I DESPISE the word 'close.' But for the sake of this model, I have to put that down into word.
- Follow up
Not every interaction ends up with a close, so naturally, you will have to come back to them with enough, relevant information, which aim to bring the interaction into closure. As you can see, this model does emphasis on closing which I have my personal opinion on its effectiveness.
But that's the topic for another post.
What Do I Think About This Model?
Honestly, I have moved from whatever selling model there is that focus on getting to the closing. Yes, I do hate the notion of putting an end as part of the selling model because I don't believe in such.
When I was trained with this model not long ago, I probably did an excellent job at concealing my dislike towards one part of the process. Don't get me wrong; another part of the whole model was OK until it reaches the 'close.' But even when I agree that the entire process was beautiful, I believe in something more straightforward yet more effective than the whole process combined.
Such selling model does exist, and it has become central to my success in sales.
I remember when I had to do role play during the training session, and I had to partner with someone from a developed nation of a neighboring country. The best thing about us is; we used to work for the same pharmaceutical company before. And throughout the session, for the trained eyes and ears, it will be evident that we are using selling skills from the previous company!
I believe it can't be helped. It's in the DNA, so to speak.
I probably have to do an important disclaimer here, but if you're interested in implementing a selling model which focus on patients, you need to be trained in it. Is there any company that offers such training? I don't have the answer right now, but if you're interested, I can provide a general overview of it.
train me about patient focus selling
ReplyDeleteTell me how you would like to receive your training?
Delete