Given the nature of its products, the pharmaceutical, biotech, and medical device industry is highly regulated. Its customers are primarily healthcare providers (HCPs) but in today’s complex and integrated marketplace, the decision makers can be in a variety of roles. Therefore, pharma, biotech, and medical device sales require a sophisticated, well-thought-out approach. Here are a few tips to prepare for a life sciences sales call:
Pre-call planning
Each customer has unique needs. Therefore, conducting research, planning to identify your customers’ treatment challenges, and offering custom solutions are important.
For instance, many HCPs struggle to find medications that are effective, employ the latest treatment approach, and are inexpensive. How can you persuade customers to believe your medication or product is a cost-effective solution that will provide treatment for their patients? These are points to consider during the pre-call planning phase.
With thorough planning, you will also know exactly what questions to ask customers during your call to better understand their needs.
Prepare a list of questions
A huge part of sales is knowing when to listen and ask the right questions. Before any sales call, you should prepare a list of strategic questions that helps you better understand your customer’s mindset and motivations.
You can’t make a sale without demonstrating that you understand their needs for treating patients, how they approach treatment, and what challenges they encounter when treating patients. The answers they provide will allow you to highlight your product’s features and benefits to their patients.
Identify resources
HCPs are looking for solutions that provide proven, safe results. One of the best ways you can demonstrate the effectiveness of your product is through sharing data or study information.
In pharma, biotech, and medical device sales, incorporate technology like electronic visual aids that tailor the messaging and data to the specific needs of the provider. Patient care is a top priority for HCPs and sales representatives, so these resources can effectively convince customers your product is something that will effectively treat their patients.
Ultimately, selling is about changing behavior—convincing providers that the benefits of changing their prescribing behavior are greater than the cost or discomfort they will experience by not changing. We work with you to develop a sales model and development approach tailored to your organization’s exact needs. Interested in learning more about sales team development? Contact Romar Learning Solutions today!
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