Training Pharma Teams to Engage and Win
What happens when a medical or sales rep lacks sufficient technical knowledge about novel products? Obviously, they’ll fail to handle objections, and they’ll begin viewing ‘objections’ as obstacles or problems.
Giving away brochures, product leaflets or pharmaceutical gifting to healthcare providers is not enough. It matters how well medical or sales reps are proficient in detailing about products, handling objections, clarifying doubts and closing sales conversations. If they aren’t, then they better need training.
After all, training sales and marketing teams is like ‘chiseling their skills’. In other words, training and development programs are auxiliary endorsements to validate teams’ expertise and it’s an essential need to broaden their learning capacities and enhance their work efficiency.
Prior to planning selective training programs for sales and marketing teams, first raise the following questions:
1. In what ways you are managing and monitoring sales and marketing teams?
2. How well your sales and marketing teams are equipped with information and tools to interact with healthcare providers and professionals?
3. Are you investing in products that are essentially required or that has potential demand?
4. What extensive plans you have for marketing and selling new products?
5. How are you going to manage product launches and in what regions?
6. How well you are aware about the competitive markets in order to set product pricing?
7. Do you have a specific product strategy that focuses on product awareness and intensive detailing to a variety of customers?
Well, if you have sales and marketing teams, then sum up their roles and responsibilities. Are they doing their best in order to contact potential customers, identify customers’ needs, make product presentations, arrange group meetings for key people and close the sales?
Even life-saving solutions doesn’t sell themselves.
Oftentimes, when it comes to life-saving solutions, the demand for it is so much that these products don’t require wide-ranging marketing efforts. But this doesn’t mean that you completely stop building and sustaining positive working relationships with healthcare professionals.
Even if you reach annual sales targets, you have to go extra mile for achieving more sales. Think how you can promote your products, keep track of products’ performance and monitor competitors’ activities and their products.
If you stop driving demand for your products, then your company will lag behind in sales. And, in presence of intensive competition, it will be tough for survival.
May be you have an impressive and innovative product portfolio, but if you aren’t spending sufficiently on marketing your products or launch activities, then you’ll experience declining market presence. And competitors struggle to see such situations. Your loss is their success.
Even if you are a market leader, you have keep checking who are the competitors in the market. In fact, analyzing competition will keep you alert and organized in the pharma industry.
Image source: Pixabay.com
مقالات من Mohammed Abdul Jawad
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