L2L Group

To establish market superiority in the pharmaceutical sales business requires a large degree of analysis and the establishment of certain criteria to enable the training consultant to analyse and to get the most out of the sales force resource. The goal of first-rate performance is achievable if the consultant is able to help the client understand and first define benchmarks and competencies. Without the ability to measure these competencies, goals cannot realistically be set and individuals may not aspire to meet them. It is therefore important that the pharmaceutical company understands and helps to develop the framework at the outset.

Specific marketing roles must be developed according to specific sales targets. It is important to understand what is expected of each role and to clarify the individual's responsibility and methodology. It is likely that each role within an organisation will retain certain uniform competencies, which could be regarded as core principles, but it is very important to accurately define the competencies that are specific to the role and thus must be mastered by the individuals so assigned.

Pharmaceutical sales training should take into account cutting edge methodology and utilise the experience and ability of the consultant organisation to best effect. Selling skills have become more advanced and rely less on pure number crunching and goal orientation, but rather focus on personal interaction with the buying entity. To pick up specific product knowledge, pertinent to the individual's objective, requires a salesperson to have a clear understanding of the buyer’s position and the variety of external factors that could influence his or her decision, when it comes to decision time.

Pharma training will help to instil the company's brand strategy and overall objectives, so that the salesperson fully understands what the company is trying to achieve from a broader perspective. The consultant will help the salesperson understand the composition of the market, how strategic marketing can help to impart knowledge of the brand and how the latest communication tools and methods can work.

The salesperson of today must be a public relations expert and be very adept at interpersonal communication. The buyer/seller relationship in the modern pharmaceutical business can often represent more of an informational partner exchange. In addition, the salesperson really must understand what factors influence the buying decision and will come to realise that many of these are subtle and somewhat subliminal.

As an account is designated as principal and very important for the pharmaceutical company’s ongoing performance, key account management training must ensure that those individuals who deal with that particular account are trained in the intricacies. These individuals will require specific skill sets, which will undoubtedly extend far beyond typical sales and closing skills. Key accounts are often looking for a two-way interaction and for the pharmaceutical company to help establish the position of the key account in one way or another. Everyone involved in servicing this account must be consciously aware of the special techniques applicable, whether or not a particular individual is actually responsible for hands-on deployment.