Pharmaceutical Sales Skills

Pharmaceutical SalesPharmaceutical Sales

What is pharmaceutical selling?What is pharmaceutical selling? Pharmaceutical selling is the promotion of a brand of drug/nutraceutical of a Pharmaceutical selling is the promotion of a brand of drug/nutraceutical of a

pharmaceutical organization to the medical fraternity. A representative of the pharmaceutical organization to the medical fraternity. A representative of the pharmaceutical organization meets a doctor either by prior appointment or impromptu at pharmaceutical organization meets a doctor either by prior appointment or impromptu at a pre-designated place and promotes the organization’s products through Visual aid, a pre-designated place and promotes the organization’s products through Visual aid, Clinical paper presentation and/or, sample distribution. Based on the presentation made Clinical paper presentation and/or, sample distribution. Based on the presentation made and the confidence gained by the doctor, the product is Rx-ed by the doctor to a patient. and the confidence gained by the doctor, the product is Rx-ed by the doctor to a patient. The patient purchases the product from the chemist who had purchased it from the The patient purchases the product from the chemist who had purchased it from the stockist/wholesaler who in turn had purchased the product from the organization. This is stockist/wholesaler who in turn had purchased the product from the organization. This is what is termed as SALE in pharmaceutical selling.what is termed as SALE in pharmaceutical selling.

History of pharmaceutical selling in IndiaHistory of pharmaceutical selling in India Started before India attained her independenceStarted before India attained her independence Bengal Chemicals and Pharmaceutical Works appeared in Calcutta in 1930Bengal Chemicals and Pharmaceutical Works appeared in Calcutta in 1930 For the next 60 years, most of the drugs in India were imported by For the next 60 years, most of the drugs in India were imported by

multinationals either in fully-formulated or bulk form. multinationals either in fully-formulated or bulk form. The government started to encourage the growth of drug manufacturing by The government started to encourage the growth of drug manufacturing by

Indian companies in the early 1960s, and with the Patents Act in 1970, enabled Indian companies in the early 1960s, and with the Patents Act in 1970, enabled the industry to become what it is today.the industry to become what it is today.

Top 10 Pharmaceuticals in Top 10 Pharmaceuticals in India, 2004India, 2004

Rank Rank Company Company Revenue 2004 Revenue 2004 (Rs crore) (Rs crore)

Revenue 2004 Revenue 2004 (USD millions) (USD millions)

11 Ranbaxy LaboratoriesRanbaxy Laboratories 44614461 10261026

22 Dr. Reddy’s LaboratoriesDr. Reddy’s Laboratories 19331933 444444

33 CiplaCipla 18421842 423423

44 Nicholas Piramal IndiaNicholas Piramal India 13871387 319319

55 Aurobindo PharmaAurobindo Pharma 12601260 290290

66 Glaxo SmithKlineGlaxo SmithKline 12281228 282282

77 Lupin LaboratoriesLupin Laboratories 11801180 271271

88 Sun Pharmaceutical Sun Pharmaceutical IndustriesIndustries

11101110 255255

99 AllerganAllergan 11101110 255255

1010 Cadila HealthcareCadila Healthcare 10911091 251251Source: Pharmaceutical Sales Busters, India Business Insight, 31-Dec-04

Pharmaceutical SalesPharmaceutical Sales

““Dressing up for the occasion.”Dressing up for the occasion.”

Dress code of a Pharmaceutical Sales Dress code of a Pharmaceutical Sales Professional is FORMAL ATTIRE.Professional is FORMAL ATTIRE.

Color of clothes should not be too Color of clothes should not be too flashyflashy

Pharmaceutical Sales Pharmaceutical Sales SkillsSkills

ObjectivesObjectives

Module 1Module 1 --Territory Planning and information gathering Territory Planning and information gathering

Module 2Module 2 --How to be a value add instantly at the key decision How to be a value add instantly at the key decision makermaker

levellevel.. Module 3Module 3 -Utilize more efficient selling techniques to Stand out -Utilize more efficient selling techniques to Stand out fromfrom the crowd the crowd

Module 1Module 1

Territory Planning and Information GatheringTerritory Planning and Information Gathering Stockist Survey Stockist Survey

The job starts at the Stockist’s place.The job starts at the Stockist’s place. Collect information regarding Collect information regarding

competitor’s product movement at competitor’s product movement at various chemists within the Stockist’s various chemists within the Stockist’s catering zone.catering zone.

Make notes wherever necessary.Make notes wherever necessary. Always keep the KEY PERSON of the Always keep the KEY PERSON of the

Stockist in GOOD HUMOUR.Stockist in GOOD HUMOUR.

Module 1 Module 1

Territory Planning and Information GatheringTerritory Planning and Information Gathering Stockist Survey Stockist Survey

Collect as much information as you can Collect as much information as you can from the Stockist.from the Stockist.

But make sure you do not “irritate”But make sure you do not “irritate”

the KEY PERSON by being too inquisitive.the KEY PERSON by being too inquisitive.

Seek the KEY PERSON’S opinion regarding Seek the KEY PERSON’S opinion regarding the best day and time to meet him and as the best day and time to meet him and as far as possible, STICK TO IT.far as possible, STICK TO IT.

Module 1 Module 1

Territory Planning and Information GatheringTerritory Planning and Information Gathering Chemist Survey Chemist Survey

Chemist SurveyChemist Survey Handout 1Handout 1

Module 1Module 1

Territory Planning and Information GatheringTerritory Planning and Information Gathering Doctor SurveyDoctor Survey

Doctor SurveyDoctor Survey

Handout 2Handout 2

Module 1Module 1

Importance of Call Planning and Record Importance of Call Planning and Record KeepingKeeping

Daily Call Report to be filled up and posted Daily Call Report to be filled up and posted DAILYDAILY..

Provide as much information as you have gathered.Provide as much information as you have gathered.

A detailed report reflects an individuals’ interest in the job, A detailed report reflects an individuals’ interest in the job, maturity of work and helps the organization in its strategic maturity of work and helps the organization in its strategic planning.planning.

Module 1Module 1

How to make the most of your How to make the most of your entire selling timeentire selling time

Strategies for Appointment Only & No See Strategies for Appointment Only & No See

OfficesOffices

Module 1Module 1

How to make the most of your How to make the most of your entire selling timeentire selling time

Waiting and Down Time StrategiesWaiting and Down Time Strategies

Module 2Module 2

COMMUNICATIONCOMMUNICATION

Role PlayRole Play

Module 2Module 2


Module 2Module 2

How to be a value add instantly at How to be a value add instantly at the key decision maker level.the key decision maker level.

Effective COMMUNICATION Effective COMMUNICATION

How COMMUNICATION is How COMMUNICATION is determineddetermined??

Face to Face communicationFace to Face communication

Body Language – 55%Body Language – 55%

Tone of Voice – 38%Tone of Voice – 38%

Words Used – 7%Words Used – 7%

Module 2Module 2


DIALOGUEDIALOGUE is the best form of is the best form of Communication.Communication.

DIALOGUEDIALOGUE is a is a TWO-WAYTWO-WAY process. process.

DIALOGUEDIALOGUE involves providing involves providing FEEDBACKFEEDBACK..

Module 2Module 2

How to enhance your How to enhance your COMMUNICATION skill?COMMUNICATION skill?

Be a Good ACTIVE Be a Good ACTIVE LISTENERLISTENER

Think aheadThink ahead

Speak all languagesSpeak all languages

Get to the pointGet to the point

Module 2Module 2

THE ART OF LISTENINGTHE ART OF LISTENING

Role PlayRole Play

Module 2Module 2

How to be a value add instantly at How to be a value add instantly at the key decision maker level.the key decision maker level.


Role Model: LORD Role Model: LORD GANESHA GANESHA

Module 2Module 2


The better we LISTEN…….The better we LISTEN…….

………….the more we LEARN.the more we LEARN

……………….. how little we KNOW .. how little we KNOW

Module 2Module 2

THE ART OF LISTENINGTHE ART OF LISTENINGHow to be a BETTER LISTENER?How to be a BETTER LISTENER?

Decide to be a Better ListenerDecide to be a Better Listener ConcentrateConcentrate Keep an open mindKeep an open mind Avoid jumping to conclusionsAvoid jumping to conclusions Give feedback to demonstrate that you are Give feedback to demonstrate that you are

listeninglistening Remember to make notes after the Remember to make notes after the

interactioninteraction

Module 2Module 2


Think aheadThink ahead

Plan your speechPlan your speech

Be sure your point is CLEARBe sure your point is CLEAR

Stop before you start speaking – Helps in filtering Stop before you start speaking – Helps in filtering your thoughtsyour thoughts

Module 2Module 2


Speak ALL LANGUAGESSpeak ALL LANGUAGES

Use your BODYUse your BODY

Use your FACEUse your FACE

Use your TONEUse your TONE

REMEMBERREMEMBER

What you say is not as important as HOW you say it.What you say is not as important as HOW you say it.

Module 2Module 2


Get to the POINTGet to the POINT

Use a few sentences to introduce your thoughtUse a few sentences to introduce your thought

Eliminate most of the idle chatter.Eliminate most of the idle chatter.

GET TO THE POINTGET TO THE POINT

Module 3Module 3

Utilize more efficient selling techniques Utilize more efficient selling techniques to stand out from the crowdto stand out from the crowd

Pre-call analysis/planningPre-call analysis/planning

Plan the night before your field working dayPlan the night before your field working day Prepare the plan based on the information Prepare the plan based on the information

collected by you.collected by you. Play in your mind what you are going to do on the Play in your mind what you are going to do on the

call.call. OrganizeOrganize

Module 3Module 3


Meeting the DOCTORMeeting the DOCTORChamber CallsChamber Calls

Knock before you ENTER- Never forget basic human Knock before you ENTER- Never forget basic human courtesy!!courtesy!!

NEVER MEET THE DOCTOR WHEN HE/SHE IS PREOCCUPIEDNEVER MEET THE DOCTOR WHEN HE/SHE IS PREOCCUPIED

Set the doctor’s expectations before the start of the callSet the doctor’s expectations before the start of the call

Module 3Module 3



Begin by a “WARM GREETING”Begin by a “WARM GREETING”

““Relax you are not catching a TRAIN”!!Relax you are not catching a TRAIN”!!

ALWAYS TAKE THE SEAT WHICH IS DIRECTLY FACING THE DOCTORALWAYS TAKE THE SEAT WHICH IS DIRECTLY FACING THE DOCTOR

(This helps you in drawing the maximum attention of the doctor)(This helps you in drawing the maximum attention of the doctor)

Module 3Module 3



Start off by talking something about your BRAND.Start off by talking something about your BRAND.

DO NOT FEEL SHY/INTIMIDATED TO ASK A RELEVANT DO NOT FEEL SHY/INTIMIDATED TO ASK A RELEVANT QUESTION OR SEEK AN OPINION OF THE DOCTORQUESTION OR SEEK AN OPINION OF THE DOCTOR

Use the ‘BATON PASSING TECHNIQUE’ of a “relay Use the ‘BATON PASSING TECHNIQUE’ of a “relay race” to bring out your DETAIL AID/VISUAL AIDrace” to bring out your DETAIL AID/VISUAL AID

Module 3Module 3



WHAT IS A VISUAL AID?WHAT IS A VISUAL AID?

““An instructional device (as a chart, map, or model) that An instructional device (as a chart, map, or model) that

appeals chiefly to vision.”appeals chiefly to vision.”

Module 3Module 3



What is the importance of a VISUAL AID?What is the importance of a VISUAL AID?

“ “Create a VISUAL IMPACT”Create a VISUAL IMPACT”

Quotation: Quotation: Einstein said, Einstein said, If I can't "see" it, I don't understand If I can't "see" it, I don't understand

it.it. The human brain processes visuals 400,000 times faster The human brain processes visuals 400,000 times faster

than text. than text. Visual aids have been found to improve learning by up to Visual aids have been found to improve learning by up to

400 percent. 400 percent.

Module 3Module 3



What is the best position to hold a Visual aid?What is the best position to hold a Visual aid?

The best position is the position where the DOCTOR is able The best position is the position where the DOCTOR is able to VIEW the Visual Aid very EASILY and CLEARLYto VIEW the Visual Aid very EASILY and CLEARLY

Module 3Module 3



Detailing Brands with the help of a Visual AidDetailing Brands with the help of a Visual Aid

Know the text (knowledge)Know the text (knowledge)

Use a pointer (for e.g. a pen)Use a pointer (for e.g. a pen)

Handle the visual aid correctly Handle the visual aid correctly

Use good voice modulation and detail with Use good voice modulation and detail with confidence (ensuring adequate eye contact)confidence (ensuring adequate eye contact)

Module 3Module 3



Closing the call:Closing the call:

Strategy to be developed in unanimity and followedStrategy to be developed in unanimity and followed

unanimouslyunanimously

Module 3Module 3


Documentation and Post-call analysisDocumentation and Post-call analysis

Entering Call NotesEntering Call Notes

It’s all about separating yourself from the pack.It’s all about separating yourself from the pack.

Module 3Module 3


Some important pointsSome important points

Never use your finger as a pointerNever use your finger as a pointer Use your brand name as much as possibleUse your brand name as much as possible Avoid uttering competitor brand namesAvoid uttering competitor brand names Try to seek a Rx commitment from the Try to seek a Rx commitment from the

doctordoctor Never give wrong/false information to the Never give wrong/false information to the

doctordoctor

Module 3Module 3

Utilize more efficient selling techniques to stand out from the Utilize more efficient selling techniques to stand out from the crowdcrowd

Important Personality traitsImportant Personality traits

ANALYTICAL (Logic)ANALYTICAL (Logic)

Expects accuracyExpects accuracy Wants perfectionWants perfection StructuredStructured Works aloneWorks alone May overanalyze when stressedMay overanalyze when stressed Difficulty taking a positionDifficulty taking a position

DRIVER (Results)DRIVER (Results)

Expects efficiencyExpects efficiency Wants action, resultsWants action, results In ChargeIn Charge Works alone and quicklyWorks alone and quickly Competitive and may overlook Competitive and may overlook detaildetail Difficulty listeningDifficulty listening

AMIABLE (Relationships)AMIABLE (Relationships) Expects harmonyExpects harmony Wants securityWants security Friendly, supportiveFriendly, supportive Works well with othersWorks well with others Avoids confrontationAvoids confrontation Difficulty initiatingDifficulty initiating

EXPRESSIVE (Intuitive)EXPRESSIVE (Intuitive) Expects freedomExpects freedom Wants to be likedWants to be liked PersuasivePersuasive Works at fast paceWorks at fast pace When upset, may attack verballyWhen upset, may attack verbally Difficulty getting organizedDifficulty getting organized

Module 3Module 3

Utilize more efficient selling techniques to Utilize more efficient selling techniques to stand out from the crowdstand out from the crowd

Pharmaceutical Sales=Building RelationshipsPharmaceutical Sales=Building Relationships

““Try to build a new relationship each day” Try to build a new relationship each day”

Documents

Pharmaceutical Sales Skills