Pharmaceutical sales represent a unique blend of selling that is individual and separate as well as on going and long term. No longer can one afford the luxury of viewing each sales call as a self sustaining event. Seamless selling presents an approach to pharmaceutical sales whereby each sales technique and call becomes part of a selling continuum.
Seamless selling is an ongoing process of incremental gain, the close not being used in the traditional sense but rather to consistently expand business, unlike traditional models, which are "closed".
Seamless selling is an open, growing spiral. Note how each component of the sales call is integrated into the expanding spiral. Whether commitment is gained or not, every bit of information garnered is utilized in the preparation of the next call. The next call expands on the groundwork and intelligence gained previously. Ideally, the close will generate more business; however, a failure to achieve this becomes homework for future success.
The seamless approach is also easily applied to a business plan or long term strategy. Here, objectives are developed and refined based on the same principles used in the individual sales call. Each objective and success serves as a step toward growing business based on progress made in previous calls.
Finally, in conjunction with teammates from other divisions, the focus is kept on coordinating efforts such that the expanding spiral seamlessly extends through divisional boundaries. Teamwork becomes the key component, as opposed to a sales technique or call as discussed above. The result again is that the continuum is unbroken and therefore fluid horizontal integration is attained.
Seamless selling attempts to impose order, direction, and a logical sequence of events, thereby
Specifics
The Waiting Room
The first impression, and everyone knows just how important that is. It is here that a representative portrays himself: confident or careless, ready or reluctant. A picture is worth a thousand words but a first impression is worth far more. The office staff will often barring those occasions when a longtime friend may enter draw conclusions on those first critical moments when someone enters the room. Equally as important, so do patients. While a representative's time is important to the physicians, no purpose is served antagonizing their patients such that bad reports are brought back to the inner sanctum. Furthermore, a wealth of competitors' promotional literature can be found in here; spend a few moments to look around and see what is available do not miss an opportunity to get free information.
The Front Window
Or the desk, or better yet, the front gate. There is no seeing the prescriber if this obstacle is not overcome. As will be mentioned later, no one ever sold a thing sitting in a waiting room. The staff is incredibly critical in obtaining access, information, assistance, and even a smile when things are not going so well. Spend a few moments to develop this critical resource. Remember they too have a job to do, but working together can enhance both. A warm hello, a helpful tip, or even a small box of candy can go a very long way.
Providing the motivation to utilize all available tools in planning and attaining consistent sales growth. Each individual event consequently becomes part of the overall improved sales performance.
The tools presented here physician profiles, therapeutic class reports, call objectives whether from training, marketing, or sales administration, are all very familiar. The seamless selling technique merely provides the toolbox in which to organize them.
The seamless approach is also easily applied to a business plan or long term strategy. Here, objectives are developed and refined based on the same principles used in the individual sales call. Each objective and success serves as a step toward growing business based on progress made in previous calls.
Finally, in conjunction with teammates from other divisions, the focus is kept on coordinating efforts such that the expanding spiral seamlessly ex tends through divisional boundaries. Teamwork becomes the key component, as opposed to a sales technique or call as discussed above. The result again is that the continuum is unbroken and therefore fluid horizontal integration is attained.
Seamless selling attempts to impose order, direction, and a logical sequence of events, thereby
The Physician's Office
The Doctor's In
I his is it. The center of the pharmaceutical universe. Where it all happens.
The majority of pharmaceutical products are used, and consequently promoted, in this environment. Certainly it can be daunting to anyone, even a patient, much less a professional sales representative. Unlike most selling scenarios in which the buyer goes to the seller like retail stores and car dealerships, the situation here is reversed. The seller is instead going to visit the buyer. Now as if a selling situation is not difficult enough, the buyer is clearly in his comfort zone, surrounded by his support staff and able to exert far more control than any salesperson standing behind a counter or desk.
As a result, a pharmaceutical representative must be that much better than any other kind of sales professional. He cannot rely on a manager rushing to the rescue, on high speed demos and props, or even on the ability to walk away if the situation really deteriorates. In order to be successful here, a representative must be totally prepared mentally as well as with product knowledge, supporting documentation and a great attitude. Not so easy on a good day, never mind after waiting for an hour or two or being late due to a car accident on the interstate.
Realistic scenarios must be employed, thus, role playing requires homework. Actual selling situations must be duplicated, customers represented, objections anticipated, and responses prepared.
