New Pharmaceutical Sales Rep Guide Module 3: Creating Favorable First Impression

Creating a favorable first impression, which is what we're going to look at in Module 3 of the new pharmaceutical sales rep guide on selling to HCPs, is more than just a few words.

The first impression is made up of, at least, three components, which shall be covered in this module.

The results from a favorable impression are trust and relationship.

Have you heard of the quote that says, "People always buy from whom they trust?"

That's the whole idea of Module 3:

Objective

Upon completion of Module 3 - Creating a favorable first impression, you can:

• a) List ways to build rapport
• b) List ways to build rapport, specifically, with HCPs, receptionists, and other staff.
• c) Learn to establish credibility
• d) List ways to create and maintain a professional appearance

Overview

We are going to cover three components of creating a favorable impression. You probably have been doing this, day in and out, without naming them. The first impression leads to rapport and then trust. Trust, built over time, leads to a relationship.

Three components for Module 3:

• 1) Develop rapport
• 2) Established credibility
• 3) Professional appearance

3.1) Develop Rapport

The relationship is critical in long term business. The good thing is, it merely starts with rapport, which in turn developed over time to trust. HCPs' trust creates comfort when dealing with them. That is, of course, very important too.

Pharmaceutical sales reps will be seeing the same customers more than once throughout their working life. It pays to visit those we're comfortable working with, right?

And HCPs are not the only group reps will be seeing. There is support staff, like nurses, and the all-important 'gatekeepers' - the receptionists. Rapport should start the minute you approach the HCP's office.

Remember when we go through Module 2 and info gathering? They are one of the resources you could use to find useful info about prescription, patients list, and other relevant info.

Developing rapport depends on:

• i) Respect
• ii) Empathy
• iii) Common ground

Exercise 3.1. Building rapport

Try to answer the following questions:

1. What ways can you think of, to build rapport with the receptionists?
2. How can you build rapport with the office nurse?
3. How did you build rapport with others? Can you apply that to building rapport with a nurse or receptionist?
4. How to build rapport with HCP?
5. What can you use to build rapport?
6. What you cannot use to build rapport?

3.2) Establish Credibility

Credibility as pharmaceutical sales reps could come from many sources. For example, from the Pharma company you represent and from the product you promote.

There are cases where HCPs like you, as a person, but that becomes a disadvantage because they do not take you seriously enough to grant a commitment.

Credibility, then, is not a stand-alone subject.

It too is based on three components:

• i) Knowledge
• ii) Confidence
• iii) Integrity

Exercise 3.2. Factors of credibility

Answer the following questions:

1. What are the ways to establish credibility?
2. How do you show a business-like approach?
3. What are the suggestions for maintaining a professional appearance?

3.3) Professional Appearance

How to create a professional appearance?
How to maintain it?

Since appearing professionally contributes towards establishing credibility, let us look at two things that support it:

confident body language
good grooming.

Exercise 3.3. Professional appearance

Let us suppose that you are an image consultant, employed by a pharma company to advise new sales reps:

Write standards for professional appearance for them.

Check other modules for this pharmaceutical sales training manual free:

Module 1 | Module 2 | Module 4 | Module 5 | Module 6 | Module 7 | Module 8 | Module 9