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By Harald Smolak (More) • Last updated on October 05.02.2024, XNUMX • First published on 27.06.2017/XNUMX/XNUMX • So far 8497 readers, 1157 social media shares Likes & Reviews (5 / 5) • Read & write comments
Distribution is for some People a difficult thing, but comparatively easy for others. In 2X3 hypotheses, using the example of pharmaceutical representatives, we will show you what successful salespeople can do better.
The practice is full of patients of Dr. Müller [1], a cardiologist. A man with a suitcase, like everyone else, is waiting for the longed-for call for his concern. “How open will he be to the benefits of my products this time?
Six weeks ago we had our Conversation interrupt due to an emergency. I know that he prefers to use a competitor's drugs. I think he has something against me, is always so tight-lipped and has far too little time for me, constantly checks his watch and is happy when I am like that fast clear the field for more patients as possible.”
For example, the internal dialogue of a pharmacist could take place before a doctor's visit. Why do doctors still have the time to talk with external employees? The times for generous incentive events and gifts from pharmacists are over. What are the benefits of this conversation? Is it the power of habit from former times, pure courtesy of doctors or the quick update of news from pharmaceutical products?
This question cannot be answered that easily because the motifs can be as varied as possible. What would be useful for doctors without perceiving a pharmaceutical representative as “Chronophage [2]”?
All three hypotheses are valid arguments as a doctor for a pharmaceutical sales force Employees to take time. However, these advantages are likely to be shared by all competitors. So what makes the difference for a successful doctor-pharmaceutical representative interview?
If we assume that certain patient images are treated similarly by comparable competitive products, the technical advantages of a manufacturer rarely lead to a successful conclusion of a call.
A pharmaceutical representative is here despite the highest Expertise always has less leverage to suggest to the doctor what would be better for his patients from the point of view of a representative of a pharmaceutical company. It would be downright disrespectful to insinuate that a “demigod in white” has so far insufficiently provided his profession with the “right” remedies.
So what makes the difference between the pharmaceutical experts who are more successful in convincing their doctors with their products?
Successful pharmaceutical representatives are able to recognize the triggers of a conversation with their doctors at an early stage in order to provide them with targeted Ask to reward it. They have a high degree of flexibility in adapting their prepared dialogue, since they recognize what my needs are Customer in this situation of mine right now.
You can more easily distinguish what are those needs of my doctor about his own needs as a salesman, without the focus of a successful sales talk verlieren. In doing so, you develop one customers – sales relationship eye level, which is perceived as a valued partnership by both sides.
[1] Name is fictitious
[2] Greek: Chronos = time and phages = eater
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Harald Smolak is Client Director and HR Director at Atreus. Harald Smolak has over 25 years of international experience in complex transformations in the semiconductor, IT, telecommunications, insurance, consulting and medical technology industries and as a manager as General Manager, Marketing and Sales as well as in the human resources area. As Client Director and HR Director for Interim Management and Executive Search at Atreus, he is responsible for the acquisition of mandates and the selection of new sales directors. For a successful recruitment of executives, he has developed and implemented a new form of collaborative learning in leadership issues for experienced managers. As a long-standing systemic consultant, he accompanies his customers and managers in projects on tried and tested ways to dare to try new things. All texts by Harald Smolak.
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