The Pharmaceutical World Has Been Rocked by Massive Change in the Last Decade

Good afternoon,  ---------

The pharmaceutical world has been rocked by massive change over the last decade. Economic factors, an overabundance of reps calling on HCPs, and regulatory changes have reduced the ability of pharmaceutical sales reps to add value and build credibility in their interactions. Now, in the wake of that change, Pharma companies are enormously  transforming the way they sell.  Drugmakers are moving ahead from the product-oriented, message-pushing approach and jump on the value-creation bandwagon, which is a "mega-shift" in sales capabilities. Today's pharma reps need the skills of doctors, lawyers and smooth thieves.

NORMAL SELLING PROCESS- 90% of selling is conviction and the rest persuasion. So, the basic selling cycle begins with establishing a relationship with the customer- in our case, the doctors. Getting your customers to like and trust you is essential to making sales. When you put yourself in your customer's shoes, you can then interpret and think about what your customer expects from you and tailor your approach to moving through the selling steps in a way that meets those expectations. Thus, you formulate the most suitable approach, evaluate and deliver is efficiently which will ultimately culminate into closing the said deal.

Majorly the relationship b/w a doctor and PSR is based on Relationship selling. The concept that building long-lasting relations with people will lead to future sales.

Moving on towards the steps of selling- The first is Prospecting: Prospecting is the physical search of the market segment, evaluation of competition and requirements. It consists of the following steps-

1)Finding of potential customers- ie shortlisting doctors for the DVL

2)Categorizing them into VIP, VVIP, Supercore etc based on their patients which helps to allocate the time and frequency these doctors will be visted every month. While also keeping a keen eye on any changes that occur in the area allotted to you as a MR

Now, the next step: Pre-approach or pre-call planning. As we are aware, it mainly comprises of RCPA in which you ask the chemist open ended Questions

Which doctor you are getting regularly?

Which ABC brands are selling in counter?

How much each ABC brands are selling per week in box/strips?

Who are the three main Rxer?

So this will help to Detail Right Product, Sample Right Product, Give Right Input while detailing.

Based on this information, you must set SMART goals- which are

Specific

Measureable

Attainable

Relevant and Time bound because a Goal is nothing but a dream with a deadline. Because you not only need to be informed about your customer but also need to be adequately equipped with visual aid, clinical trial data, samples as well as promotional items.

Coming to the actual approach which consists of opening, probing, assessing needs, detailing, reinforcing, handling the objections, closing the sale and following up.

So, opening- the opening should be such that it grabs the doctors attention immediately by addressing his main need via your product.