All companies recognise the importance of training their representatives in selling skills. Most, if not all, "off-the-shelf" sales training programmes, however, are designed for generic markets and may not therefore be as beneficial to the participants as one designed specifically for the Pharmaceutical / Healthcare market place.

 

The elements are designed to provide a thorough grounding in healthcare sales using the needs-satisfaction model. However, the participants are encouraged to consider their behaviour from the customer’s perspective at all times to ensure that they become genuinely customer-focused sales people without resorting to high-pressure techniques.

 

Contents·

• Welcome to selling in the healthcare market place

• The customer buying process and prescribing continuum

• Characteristics of a good salesperson

  • the customer's perspective

  • building long-term customer relationships

• Principles of good communication

• Needs-satisfaction selling

  • telling vs selling

• The selling process - IDEALS

• Opening the Call - the Introduction

• Building rapport and gaining trust

• Probing - Discovering needs

• Presenting your product - Explaining the benefits

• Effective use of materials

• Handling objections

• Exploring different solutions

• The close - Asking for commitment

• Leaving samples / literature

• Pre-call planning

• Post call analysis - Self analysis

• “Tips of the trade”

• Basic territory management

  • obtaining appointments

  • diary planning

  • record keeping

  • time management

 

Format

Although the course depth, contents and, therefore, duration can be adjusted to suit your requirements, the normal programme consists of one, 4-day interactive workshop. This takes the form of theoretical followed by practical and then review sessions. As you would expect, much of the programme is devoted to skill practice and learning by doing. CCTV feedback can be extensively employed space permitting. Pre-­reading materials can also be provided in advance of the programme if desired.

Maximum group size: 9

 

Participants

This programme is intended for new recruits or sales people with little formal sales training, and can be customised to use your own products, or run with fictitious products if preferred. The programme can also be tailored to suit a more experienced audience by focusing on some of the more difficult areas (e.g. needs identification, handling objections, and commitment gaining), in more depth.