B2B Markeplace

If you want to set up productive, lengthy and reliable relationships in business, you have to be able to exert influence without appearing to be trying to position yourself as an authoritarian. Not surprisingly, key account management training should help to show you how you can exert influence in any relationship, but should definitely focus on the amount of time and effort that you need to put into preparing, before you set out to engage 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. It is safe to say that the average professional does not look forward to meetings with pharmaceutical reps, which can be all too frequent. 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. Every client is different of course, but the representative must know how to differentiate and approach from a different angle, even if the product is essentially the same. 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.

It takes a lot to build a foundation of influence, through a process of preparation and subtle action. It might well be necessary to engage with others, often gatekeepers, who work within the target organisation. It is very important to be proactive and to show that you understand the challenges that face the client. 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. All this work will pay off as you will end up making a position of trust, an essential prerequisite, as 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.

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.