Pharma Reps Should Have the Focus of an Olympic Athlete
Posted by Admin at February 1st, 2013
World records were broken in 34 events at these Olympic Games; a number David Wallechinsky, VP of the International Society of Olympic Historians, said was unusually high for an Olympics. In swimming, Speedo’s LZR Racer, a full-body suit made from a lightweight, water-repellent fiber that reduces drag, has received credit for helping athletes set records in 18 events. Others have commented that the new training techniques are responsible for the new records. On the track, the performance of Jamaica’s Usain Bolt benefited from a sophisticated knowledge of nutrition and physiology. The slew of new records underscores how athletes have capitalized on science and advanced training techniques to push their boundaries. (Excerpt from an article by Craig Simons/Cox News Service)
Like Olympic athletes, pharmaceutical representatives should also focus on science and advanced training to push the boundaries of their sales goals. Doctors are scientists and need detailed scientific data in order to make a decision to use your product. Eighty percent of doctors surveyed reported that they prefer clinical studies to product glossies or sales aids. Doctors believe clinical studies and objective articles to be more credible than a company sales aid. Company sales aids are helpful if they contain scientific information or an objective third party quote. Advanced sales training techniques help sales representatives to use clinical studies to solve a clinical problem for them. For example, if you know the doctor uses Drug X and Drug X causes dryness of the mouth as a side effect, you may want to begin your call by saying, “Doctor, I would like to discuss how to resolve the problem of dry mouth with your diabetic patients.” Then use a clinical study to present the solution – where your drug helps to solve the problem.