Consultative Selling for Pharma Professionals Training Course

Introduction

• Understanding the changing role of the pharma sales executive in today’s business environment
• Understanding the key differences between transactional selling and consultative selling
• Past trends and why these are less successful
• Identifying the obstacles and challenges faced by sales teams and executives in today’s pharma organizations
• Exploring the nature of consultant/client relationships
• Understanding how and why influencing strategies have changed  - shifting the focus from selling the product to selling the solution

Preparing the ground

• Researching your prospect (personal profile and professional background)
• Using digital tools and social media to find out more about the prospect and his/her work and potential needs (holistic approach)
• Identifying the potential enablers and disablers

The Four Phase Influence Model©

• Phase One: Engaging, Bonding, Lobbying, Affiliating (Networking)
• Phase Two: Factualising, Rationalising, Structuring
• Phase Three: Modelling, Conceptualizing, Consulting and Intriguing
• Phase Four: Analysing, Legitimising, Testing, Controlling, Prescribing and Transacting

Assessment Tactics

• Understanding the Human Mindset
• Calibrating, mirroring and leading strategies as part of the Influence process
• Understanding diversity and cultural distinctions
• Constructing a ‘diversity map’ as a tool for influence 

Applying the Theory (moving through the phases)

• First contact - a behavioural guide to establishing rapport upwards, downwards and sideways
• Controlling the interaction - managing time and place without domination
• Consultation - maintaining involvement - using questions, reflecting and listening skills
• Alternative ways to connect with prospects
  • How to avoid the hospital/clinic hallway 4 minute pitch
• Presenting information with impact and creativity
• Mapping and defining the agreement - process, milestones, targets and results
• Measuring and evaluating results
• Influence in practice
  • Case studies - role playing and problem solving

Dealing with Difficult Situations

• Avoiding negative influence - ACID© - Abdication, Coercion, Intimidation and Deception
• Getting past the Procurement Department
• Informal negotiation skills
• Working with assertiveness - avoiding aggression and passivity
• Using Non-Verbal Communication as a positive means of influencing others’ behaviour

Self Evaluation and Planning for Improvement

• Understanding one’s own profile - how other’s (the client) see us (mindset, management style etc.)
• Setting goals for modification and change
• Developing a ‘self improvement’ plan
• Identifying specific skills and competencies (self audit)