L2L Group

The secret behind the establishment of solid, long-lasting and productive relationships in the business world is the ability to exert influence without appearing to be trying to exert authority. Key account management training focuses on the ability to establish influence in the relationship, but should make sure that the sales representative understands how much effort and time must be put into the process of preparation, before engaging with the prospect. The field of pharmaceutical sales can be more like a minefield, as the sales representative tries to bring a particular product to the attention of the end-user. So many external influences are at play, with so many different and sometimes powerful emotions to take into consideration that the really focused sales rep will ensure that he or she does a lot of work behind the scenes, before even venturing out onto the street.

Many healthcare professionals, pharmacists and practitioners have become rather jaded, often as a consequence of saturation, overkill and poor sales and marketing techniques. The average professional comes across many different pharmaceutical reps during any given week and may not anticipate these meetings very well. This makes the pharmaceutical sales rep’s job a lot more difficult, as influence must be exerted without any posturing or undue articulation.

Consultants who provide pharma training to sales representatives must focus on building confidence and must ensure that the rep understands the importance of preparation. You have to know what your endgame is and what you want to achieve, very clearly. This will vary from client to client, but the rep must master the ability to differentiate, even if he or she is always trying to sell an identical product. Be prepared for the rebuttal, which could be couched in many different forms and be prepared to be clear and assertive, without appearing to try and dominate.

Building a foundation of influence requires some subtle and often behind the scenes activity. It might well be necessary to engage with others, often gatekeepers, who work within the target organisation. Be proactive here and make sure that you are empathetic and understand the challenges facing the prospect. You will need to look vertically and horizontally and take into account factors which may not necessarily have any direct association with the ultimate goal, but may nevertheless impact in one way or another. By doing all this groundwork, you are establishing a key position of trust, an essential attribute taught during key account management training.

By knowing what your prospects are likely to say to you in advance, you can have your position carefully crafted and be prepared to deal with their objections, positions and likely response. You should be able to predict and provide them with a clear solution, one that meets their needs and wants and satisfies your ultimate objective, as well. It's important to build flexibility into your stance, so that you can be seen to "give" somewhat, if necessary, helping to achieve a powerful feeling of collaboration between all parties, creating good relationships going forward.