How to Start Sales Conversation
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Transcript of How to Start Sales Conversation
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How to start sales conversation
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Doctors opinions about sales reps (US and Europe)
Longitudinal study od doctor attitudes during in a period of 2 years*:
Trust: 44% doctors still trusts pharmaceutical
companies 19% mostly do not trust to pharma
companies* Mackintosh, International Journal of Medical Marketing, 2004
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Doctors opinions about sales reps (US and Europe)
Comments of doctors that participated in survey:“Less commercials, more expert
information,including risks and side effects”
Time devoted to med reps 38% doctors that participated in a survey plan to
spend less time with med reps in the future
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What doctors prefer?
57% doctors would be prepared to spend more time with med reps if they brought *:
Additional useful information Educative materials for patients Nonbiased scientific studies
* Mackintosh, International Journal of Medical Marketing, 2004
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What should pharma companies do?
There are two options that pharma comapies could chose:
1. Shorten converation so that is lasts 30 seconds
2. With right approach to the doctor made conversation last longer up to 15 minutes
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What should pharma companies do?
If you chose second approach, at the beginning you should take care about three things:
First impresion Introduction to sales convesation Sales conversation
So, let’s start...
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First impresion
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What influences doctor’s perceptions?
Pharma company image
Percieved values: ethics, honesty, trust
Perspetion of med rep: similarities, intresting
Image of med rep
Visit outcome
Longterm cooperation
Recomendations
Wright & Lundstrom, International
Journal of Medical Marketing, 2004
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Company image
Definition of comapany image: perception of company actions
Company image influences all stakeholders
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Company image
Customer preferences :1 Pfizer 7.602 Bristol-Myers Squibb 7.203 Johnson & Johnson 7.194 Merck 6.885 Eli Lilly 6.786 Amgen 5.687 Pharmacia 5.578 Wyeth 5.329 Abbott Laboratories 4.9110 Schering-Plough 4.80
Company success:Johnson & Johnson 6th;Merck ranked 11th; Pfizer 20th, Eli Lilly 29th Bristol-Myers Squibb 32n
Magazin Fortune, 2002, according to Wright & Lundstrom, International Journal of Medical Marketing, 2004
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Percieved values
In order to gain trust, following values should be incorporated in mer rep’s approach: Patient wellbeing – ethics Good knowledge of product characteristics
– scientific and not commercial approach Provision of correct drug information –
disclose all information both favourable and less favourable (side effects, health risks...)
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Perception of med rep
Physical appearance – neatly dressed
Attitude: friendly relationship, openess
Similarities – common values, interests
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Getting to the doctor...
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Environment Cold – warm atmosphere? Private or public? Diploma or familiy pictures? Rewards, newspaper’s
articles? Sports medals,
achievements...
Attitudes toward work Sistem of values Personality type (DISC)
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Beginning of conversation
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Introduction Nurse:
Meet and greet Remember her name
Doctor: Handshake
Matching doctor’s handshake: if strong respond equaly, if weak respond with mildly stronger handshake
Addressing doctor: Name or surname?
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Suitable topics: Compliment, common acquitance, event, observation
Not suitable: Get down to business or too personal topics
Establish equal level relationship with doctor – partners in process of discovering new information on drugs
Beginning of conversation
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Help in establishing equal level
NLP approach: each person codes her experiences using diminantly one type of representation means: picture, sound or movement.
Why is that important? Reveals the way thinking – what kind of information are
relevant to doctor Gives you chance to adapt to doctor’s style – if you are
percieved as similar, good relationship is more likely to ocurre
Important to know when asking questions Easier to spot doubts and objections
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NLP
Recalling pictures
Construction of picture
Recalling sounds
Construction of sound
Internal dyalogue
Kinestetics representation
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Behaviour of different types Visual type: stiffed, loud, gestures in front of eyes,
usual sentence – “I can see what you mean...”
Auditive type: moderate voice intensity, bows head on the side when listening, might avoid looking in the eyes when listening, usual sentence – “I hear that you really understand my needs...”
Kinestetic type: relaxed posture, deep voice, speaks slowly with long breaks, usual sentence – “I feel that we understand each other...”
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Adjustmens strategy Discover the type of the person
Act similar to other party in two areas: posture and tone of voice
Imitation – adequate and inadequate
Sign of success
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If visiting doctor for the first time
Present yourself: Explain how frequently you will see each
other State the purpose of the visits – longterm
and shortterm goals Explain benefits doctor/pharmacist will
have from this business relationship (latest information, scientific research, benefits for the patient…)
Ask premision to ask questions and than – do it!
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Questions
Each section of your presentation should finish with question. Purposes of questions are different and might be: To raise interest Discovering needs Verify facts Clarify objections Get several small “yes”
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Tips..
Good presentation is: Prepared in advance Good organized Given in a clear and understandable way
Non-verbal: Gestures that should be omitted: crossing
arms, tapping on the desk...everything associated with haste and nervousness
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Thank you!