New Pharmaceutical Sales Rep Guide Module 6: Relationship Building

Module 6 touches on building a relationship for new pharma sales reps.

You'll find that this module is quite short.

In reality, the relationship is built, not on paper, but on the field where you sit with your HCP eye-to-eye.

Yes, the module is short, but there's no shortcut to building a strong bond.

It takes time, probably a lot of time, and it's worth every second.

In this module, you will become aware of how active listening goes a long way in building good ties with HCPs and their support staffs:

Objectives

Upon completing Module 5 - Building relationship, you can:

a) Demonstrate effective listening skills

Overview

Building a relationship with HCP and their support staff employs skills that you might already have at your disposal. Perhaps, this module is just about polishing those skills.

For example, do you remember the customer's name and pronounce it correctly?

How well did you listen?

The summary of this module is as below:

a) Listen, listen, and listen.

6.1 Listen

Listening is a prominent activity. It is also an evident skill. It is speculated that we spend 70% of our waking time listening. But hearing and listening are different. Few people really listen. Most people hear.

Part of listening well is noticing clues - verbal and non-verbal.

The other part is showing the speakers that you are paying attention to them. It can be done through body language and verbal reinforcement.

Quick question: What behaviors of others tell you that they're paying attention?

6.1.1 Listening Behavior

Listening behavior shows that you empathize with the speaker. It encourages them to continue and clarify the message being communicated.

You show that you empathize and encourage speakers to carry on through 'attending body language' such as eye contact, mirroring, and appropriate gestures.

It also involves the use of 'minimal encouragers' such as words like 'Yes,' 'ah-ha,' 'right,' etc.

You clarify what was said through questions and paraphrasing.

Paraphrasing doesn't mean repeating words for words, but repeat the gist of what's being said.

Exercise 6.1. Listening

Practice with a partner. Listen to your partner's speaks and have someone observe your listening behaviors.

Record the observation as below:

Listener:

• Use appropriate eye contact....Y/N
• Faced the speaker... Y/N
• Mirrored speaker's body posture... Y/N
• Use non-verbal encouragers (nod, hand gestures, smile)...... Y/N
• Show empathy...... Y/N
• Use minimal encouragers... Y/N
• Paraphrasing..... Y/N
• Clarify with questions or comments..... Y/N

Other Modules for this free pharmaceutical sales training manual:

Module 1 | Module 2 | Module 3 | Module 4 | Module 5 | Module 7 | Module 8 | Module 9