B2B Markeplace

The process of closing a sale is far more than just the mechanics of achieving a result, to provide products and services on the one hand and receive financial remuneration on the other. Highly successful sales representatives understand that they need to take into account strategies, personality types, positions and a host of external influences and factors. It may well be possible to reach a handshake agreement, but the key is to ensure that the relationship is being enhanced and is not endangered due to the tactics involved, or the lack of skill applied.

During key account management training, all the potential hurdles and obstacles that may be encountered, especially if the process of preparation is poor, must be understood as each party’s position is clarified. The pharmaceutical sales rep must be aware of the difference between positional bargaining and principled negotiation. Positional bargaining in an outcome that is less than palatable and not equitable. Should a hard position be adopted this can result in fractured trust and relationships, while if a soft position is adopted during the process, concessions can be made just for the sake of arriving at an agreement, often overlooking the very core of the problem.

The process of negotiation can only succeed if both parties are able to see the other side’s view of the situation. It is important that no process of blame is attached to any particular stumbling block or problem and that one party does not criticise the other for a particular stance. It is important to “get to the bottom” of each issue and to openly discuss the potential outcomes, either way. Each party should have a perceived stake in the outcome of the negotiation and as those discussions proceed, each party will then feel their positive involvement and a wish to find a mutually acceptable conclusion.

In our constantly evolving market, pharma training really engages the sales practitioner. It is their job to make sure that the professional is in possession of all education necessary, including facts about dosage, usability, restrictions, effects, side effects, safety and other issues, so that the healthcare professional can do the right job. Invariably, key account management training clearly understands how complicated this can be and that the path to sales closure is far from straightforward. The process of negotiation between the two parties is quite subtle and it’s important to realise that emotions can come into the picture. There can often be a process of resistance, which may be fuelled by poor sales practice experience in the past.

Preparation is everything and before any process of negotiation is undertaken, the sales representative should have gathered a lot of intelligence, information and data to bolster a clear understanding of the purpose at hand. This will help to ensure that the process can be completed without confusion or misunderstanding, presenting the position distinctly. By taking time to understand the intricacies of the other party’s position, the successful sales representative can tailor the approach, while still successfully trying to match the company’s ultimate objective.

Alan Gillies is the CEO of L2L Consulting, a cutting-edge pharma consultancy firm which specialises in optimising productivity and performance within international companies by applying tailored organisational strategies.