In the healthcare sector, sales agents must manage their “territories” as if they were their businesses. This is why top-performing medical sales representatives adopt an entrepreneurial mindset. Understanding which clients generate the most business and their “purchasing” styles allows you to tailor your selling approach accordingly. It also helps you budget for investments and manage your daily and weekly call schedules, either independently or with team assistance.
One of the primary goals of a medical sales representative is to be seen as a valuable consultant by physicians. Reps can evolve into trusted advisors for their doctors, enabling them to expand their influence and boost sales. While they still need to explain new options and provide additional information during most of their calls, identifying the outcomes that resonate most with their clients allows them to differentiate themselves and add significant value.
Doctors frequently need to reschedule appointments due to medical emergencies and typically have a very busy schedule. Access to them is often mediated through an office manager or receptionist, making face-to-face interactions rare and highly valuable when they do occur.
8 Possible Reasons Why Doctors Hesitate to Recommend Your Product
1. Infrequent Visits: Lack of consistent follow-up from your end.
2. Lack of Conviction: The doctor isn’t convinced of your product’s efficacy.
3. Past Failures: Previous negative experiences with the drug.
4. Personal Dislike: The doctor has a personal aversion towards you.
5. Conflicts: Disagreements with your company or its representatives.
6. Mismatched Needs: Your product doesn’t align with the doctor’s requirements.
7. Existing Commitments: The doctor has strong ties with competing companies.
8. Familiarity with Other Drugs: The doctor prefers other drugs and finds your product information insufficient.
12 Expectations Physicians Have from Medical Representatives
1. Effective Medication: Physicians expect potent and reliable drugs.
2. Detailed Information: Comprehensive details about the medication.
3. Professional Courtesy: A warm welcome and product recommendations during visits.
4. Pricing Suggestions: Clear information on drug pricing.
5. Dosage Options: Availability of different dose forms.
6. Promotional Items: Free samples or giveaways.
7. Informational Brochures: Educational materials about the products.
8. Conferences: Invitations to relevant medical conferences.
9.Support Services: Additional services that aid in patient care.
10. Consistent Follow-Up: Regular and repeated visits.
11. Competitive Advantage: Understanding of how the product outperforms competitors.
12. Constructive Feedback: Regular updates and feedback on product performance.
Focus on Features and Success
A medical sales representative should consistently strive to translate product features into benefits that resonate with their customers, whether they are pharmacists or patients.
Example:
Instead of simply stating “Concentrated mouthwash,” emphasize that it is cost-effective and has a long-lasting effect.
Physician recommendations for toothpaste contribute to increased sales at pharmacies.
Final Thoughts
In the sales world, there’s an old acronym: “WIIFM” (What’s In It For Me?). Always consider what’s in it for the doctor. What are the key concerns that matter most to them and their practice? Since a typical doctor’s day is broken into short, focused segments, providing quick, concise snapshots of essential information is perfect for the time-pressed physician.