It is important for medical sales professionals to make their products and services seem personalised for each customer. Every consumer has encountered the indecipherable language on a bottle of prescription pills and other medical supplies. A medical sales professional needs to act as a translator between the client and the product in order to increase sales. You can eliminate the mystery involved in medical sales in a few simple steps beginning with your first sale.
A collection of anecdotes, testimonials and other materials highlighting the real effects of your supplies can help comfort potential customers. You should take notes during each sales call and contact past clients to conduct your own research on the realities of your company’s products. A single testimonial given to a sceptical client may not lead to a sale. A mountain of stories, data and other evidence to the success of your product can set your sales pitch apart from the competition.
Your sales pitch needs to kindly point out the difference between your supplies and competing products. An aggressive sales person who criticises competing companies without highlighting the virtues of his employer will turn off clients. You should create a one-page document with the raw data that differentiates your product from others. It is important to couch your sales pitch in positive language so most medical sales people need to avoid speaking about competitors when possible.
Successful professionals in medical sales jobs need to gather a history for each client to formulate an effective sales pitch. Corporate clients and individuals looking for medical supplies will be willing to provide general sketches of past medical conditions to sales people. A chronological sketch of each client allows you to formulate your sales pitch for a future call without resorting to clinical language.
An ability to transfer from clinical to regular language and back is necessary in medical sales jobs. You need to take chemical names, pharmaceutical jargon and data on product packaging and convert it into colloquial language for clients. This skill is difficult for young medical sales professionals who have great communications skills without proper scientific grounding. It is important to devote a part of each work day reviewing industry publications as well as in-house reports to become conversant in clinical language. This fluency in pharmaceutical jargon makes it possible to switch to different levels of sales language throughout your day.
Paramount Recruitment is a specialist Scientific and Technical Recruitment company, providing Medical Sales Jobs throughout the UK and Europe.
Some people have it. Others don’t. A handful of charismatic reps simply know how to charm the apathetic, convert the resistant and quickly develop the relationships needed to succeed in the pharmaceutical industry. In other words, these reps have an ability to establish “rapport.”
Sometimes rapport comes easily, like when you see a photo of a doctor’s sailboat and you happen to be an avid sailor. Sometimes rapport is more difficult. For example, you can probably think of several physicians who have never warmed up to your presence—even though you’ve given it your best shot.
This article provides five proven strategies for taking your rapport-building skills to the President’s Club level. As you will see, the ability to develop rapport is not only an innate talent, but also a skill that can be learned, practiced and perfected.
Strategy #1: Quickly Establish Similarities
Some of the most charismatic reps are masters at quickly finding similarities between themselves and others. Are you meeting a physician for the first time? Are you having challenges connecting with an office member? Reps who have the ability to quickly bond with others have a natural tendency to find commonalities.
“The essence of trust building is to emphasize similarities between you and the customer.”
Thomas J. Watson
Founder, IBM
Almost any similarity has the potential to ignite a spark. One rep had a hard time connecting with a physician. The rep said, “No matter what I did, the physician seemed to have a general disinterest in what I had to say.” After asking the staff for background on the physician, she discovered a similarity—both were married to men from Germany. During her next lunch, the rep brought up the similarity. It sparked a great conversation and the beginning of a strong relationship. “Now,“ said the rep, “I look forward to seeing her and she looks forward to seeing me. It’s amazing how one little thing has helped us bond.”
When you uncover things you genuinely have in common with physicians and office staff—hobbies, background, beliefs—you will find yourself drawn to them. In turn, they will be drawn to you. Similarities create relationships.
Strategy #2: The Popularity Factor
Have you ever been at a party when a stranger walks into the room and a friend says, “Oh, there’s Pete… he’s such a great guy”? What’s your new impression of Pete? You probably feel that Pete is a great guy—even though you’ve never met him!
The same process happens in offices. What happens when the receptionist says, “Oh, there’s Michelle, she’s our favorite rep”? Now everyone is on your side. People follow the lead of others. If the receptionists like you, the nurses will like you. If the nurses like you, the doctor will like you. Popularity is contagious.
Becoming appreciated by the total office pays off in countless ways. You’re treated with respect; you’re given priority for lunches and appointments; you’re provided superior access. In the meantime, you create enduring relationships.
Here are a few ways to put the power of popularity on your side:
Send a signal. When a doctor sees that you are popular with the lab tech, popular with the receptionist, and popular with the nurses—there’s only one conclusion the doctor can make: you must be a pleasure to deal with! Now the physician is more open to a relationship with you.
Jot it down. Remembering names and personal details of office staff members is one of the most powerful things you can do. When you know someone’s first name, they know you care. One rep said, “I jot down the names of office staff and one thing I discover about each person I encounter. It’s amazing what a difference it makes.”
Everyone counts. Treating everyone in the office with respect is not only the right thing to do, it’s also a smart business decision. I asked one area manager why her top-performing rep won President’s Club several times. The manager said, “She is nice to everyone. She treats the receptionists with as much respect as the physicians. You should see it. They want to help her.”
Strategy #3: Mirror Nonverbal Behavior
Can you build relationships by “matching and mirroring” the body language of physicians? Proponents of the matching and mirroring theory say that if you match the body language of your physicians, they will feel a bond with you. For example, if the doctor takes a relaxed posture, you should take a relaxed posture; if the doctor speaks slowly, you should speak slowly.
Does it work? Could something so simple really be effective? In one study, reported in The Journal of Experimental Social Psychology, researchers helped waiters match and mirror the behavior of their customers. Tips were increased by 60%. In a separate study, subjects who were “mirrored” consistently reported their interactions to be smoother and more pleasant.
This strategy of matching and mirroring is particularly helpful when you feel your personal style of self-expression is at odds with the physician. Trent Sanders, a specialty rep in Columbus, Ohio, reported how he resolved personality differences with his physicians. He said the following:
“I have a very expressive personality. I gesture. I talk quickly. I can be pretty dramatic. I’ve noticed, especially when I’m with a shy physician, that if I match the physician’s nonverbal behavior, the interaction is more successful.”
When you’re really good—when the physician is totally in sync with you—you will notice that the physician mirrors your body language. When you fold your arms, he will fold his arms. When you sit at a certain angle, he sits at the same angle. That’s when you know you have rapport.
Strategy #4: Feel Free to Compliment
Think about the last time someone gave you a really nice compliment. Now, think about the person who complimented you. How do you feel about that person? You probably recall positive thoughts and feelings.
Compliments are wonderful things. Not only do they help people feel good about themselves, but they also help speed the rate at which relationships develop. So the question is—are you integrating compliments into your day?
“There are two types of people—those who come into a room and say, ‘Well, here I am,‘ and those who come in and say, ‘Ah, there you are.’”
Frederick Collins
While shopping in Mexico one day, a one vendor called out to me, “Hey Hollywood movie star, come look at my stuff.” Although I look nothing like a Hollywood movie star, the compliment made me like the vendor. I purchased some of his products. One study published in the Journal of Experimental Social Psychology showed that compliments increase liking, even when the compliment is perceived to be inaccurate!
The point, of course, is not to provide insincere compliments, but to realize that sincere compliments are incredibly powerful tools for building relationships. Is the receptionist wearing an attractive bracelet? Let her know. Do you like the nurse’s new hairstyle? Tell her. Do you find that the physician is more articulate than most? Make it a compliment. When you get into the habit of complimenting people, you will be surprised at how they gravitate toward you. In the process, you develop stronger relationships.
Strategy #5 : Make Some Mistakes
University of California psychologist, Dr. Eliot Aaronson, has shown that we are attracted to competent people, but we are likely to form relationships with people who also show a vulnerable side.
When I first started my career in pharmaceutical sales, I became friends with a very popular rep named Glen. Glen wasn’t the typical rep. In fact, some people jokingly called him “scatter brained.” Nevertheless, Glen was a top performer. People loved him for his personality. Although he was extremely bright, he was always making fun of himself. He had an amazing ability to smile and laugh at his own behavior. As I think about him now, it makes me grin.
Have you ever noticed how people warm up to you after you share a funny story about yourself, especially when you share a story about one of your more comical mistakes? It helps them relate to you. It let’s them know that you’re human. If you want to form bonds more quickly, make sure that your offices see your human side. Use self-deprecating humor. Share one of your occasional blunders. And of course, never be afraid to admit that you made a mistake, or don’t know an answer.
Conclusion
Rapport is one of the essential ingredients that separates good reps from great reps. The good news is that everyone can learn the skills they need to build rapport with their doctors – even the challenging ones! As you apply the principles in this article, you will begin to notice yourself meeting more people, creating more connections and developing the type of relationships that make pharmaceutical sales enjoyable.
TEXT BOX:
“Rapport: relation marked by harmony, conformity, accord, or affinity”
- Merriam-Webster Dictionary
Please note that this article was written by two authors,
Scott Edwards and Sarah Taylor.
Scott Edwards is the author of the new book, Pharmaceutical Sales Solutions, a guide packed with insider secrets for gaining access and selling to busy physicians. For two FREE chapters from his book—go to www.GreatPharmaReps.com
Prepared by: Ralph Steeber, CPC
I have reviewed thousands of resumes during my 30 plus years in sales recruiting. There have been many books and online articles produced over the past 10 years about how to write the perfect resume and it still amazes me how many poor and ineffective resumes are being produced.
Individuals in the Sales Profession need to present three very important elements to get noticed by employers: (1) who do you work for; (2) what do you sell; (3) how good are you? Many people just put name of company and expect someone to know who it is (that’s Ok if you work for Xerox or Proctor & Gamble) so placing a short thumbnail summary is very beneficial. (2) Tell them what you sell and who are your customers and contacts. (3) List your accomplishments over the past 2-3 years only. (nobody cares what you did 10 years ago)
We all know that your resume only gets a quick 15 second visual scan. So, if it isn’t easy to read and have the key ingredients above, more often than not, it’s going in the ”not interested file.
To be successful and get selected for more phone followups and potential face to face interviews, remember to make sure your resume has the “who, what and how” factors.
Written By: Ralph Steeber. CPC
It’s amazing to me how many Gurus there are out there selling their services about having the “secret formula or plan” on How To Get A Job In Pharmaceutical Sales. The real question to ask yourself might be Is Pharmaceutical Sales Right For You?
I’ll be the first to agree that it’s a great profession that offers excellent salaries, bonuses, company cars, super benefits BUT is it the Right Place For You? Are you qualified to start further up the ladder in maybe medical products or devices?
Before you get all involved in buying books, tapes, job searching, recruiters, resume sending and ultimately face to face interviews, be sure a pharmaceutical sales career is right for you. A Pharmaceutical Sales Career has many benefits but there are a “few negatives” that the average jobseeker doesn’t take into consideration. In my 30 plus years of recruiting I’ve seen many individuals after a few short years in pharmaceutical sales wishing that they would have investigated other options.
The fact is if you have the Right Sales and Education you could be qualified to HOP right over pharmaceutical sales, that’s right HOP right into the medical products or devices field. When recruiters represent clients in higher/direct sales openings the general comment is No Pharma Reps please! If you don’t believe this, just ask your local or favorite recruiter if pharmaceutical reps are in demand when they recruit for medical products/devices or equipment.
My closing advice is: don’t short change yourself and look at all your options.
If you would like to discuss this issue or share your experiences to help others who are considering their career possibilities you can add your remarks to this blog. If you request help in your comments our staff at Medicalreps will contact you direct and confidentially to assist you.
Offer your suggestions, stories, career advice or any general comments
About The AuthorRalph Steeber, Founder CEO of MEDSEARCH a Multi Million Dollar Recruiting & Staffing Agency located in Cleveland, Ohio has been personally involved in beginning and advancing careers
of Sales & Sales Management Professionals since 1975.Over those 30 plus years he has developed the expertise to provide valuable industry education and career advice for jobseekers. |
Searching for a job isn’t as difficult as it used to be. With the Internet at your disposable 24X7, the searching process has become much easier. Now you can locate jobs that interested you and send your resume via Internet from the comforts of your living room.
Since job postings are online, it’s important that you teach yourself in the finer points of online job searching. If you’re not tuned in to the nitty-gritty of job searching online, you might find yourself getting frustrated and overwhelmed.
Once you’re online, start with niche job sites in your specialty, the biggest job boards can be cumbersome. To find the most number of job listings you might consider using sites such as Indeed and simply hired. They pull from all sites, newspapers and companies. Once you have spent a few hours you should get a good feel of where to spend your time most effectively.
Register your profile and resume with as many job agencies as possible. This also can be done online today. Once the recruiting firm reviews your background and feels you qualify for clients they represent they will be on the lookout for an opportunity that matches your requirements. The key to success in searching for a new career is to utilize all the options available.
While you are online surfing for a job, you may come across opportunities where your experience level may be slightly more or less than what they are asking for or your area of expertise may be a little different. Give it a shot, take a chance, go ahead and respond because they may want to interview you based on your experience and overall qualifications.
Do not send every job you respond to the same resume. Make changes that reflect your experience as it pertains and speak to the job in question. Customize your job resume to meet the requirements of each company according to their needs. Dress up your skills in such a way that it shows your biggest strengths.
And to make the necessary first impression you must read and re-read your resume. Make sure it’s right. Have a friend review if possible. A second set of eyes is always best. Do not have any grammatical errors. That’s the surest way to the proverbial trash can.
Use key words related to your skills or industry. Many firms will only look at those job applications that have specific key words and they’ll run it through a scanner to determine specified number of key words.
Always follow up if possible to see if your application has been received by the recruiter or company you have applied to and send a follow email saying you’re still interested in the job.
effectively using the online technology is the 21st century way but never forget to keep networking. GOOD LUCK!
Thanks to better technology, more companies and people are conducting job interviews and screening via video.
The good news about this new media is that it can provide a quick and easy platform to introduce yourself and sell your strengths, experience and personality to others before ever meeting face to face.
Now don’t get me wrong, the personal face to face interview will still be the way that employers hire. Video interviewing basically offers a stage allowing you to get your foot in the door.
An important rule is “don’t forget that people are evaluating you” so be prepared and ready.
Always dress the part based on the type of job you’re looking for, it never hurts to be safe and wear the proper business attire. First impressions are always very important.
Maintain eye contact and don’t gaze off into the distance while videoing and always present a professional demeanor.
It’s good practice to practice. Have someone assist you in making your personal video and review it to see if you have any little quirks thatneed corrected. Also observe whether you’re speaking clearly and boldly.
If you have experience, comments or suggestions, please register and share your experiences. We appreciate that!
Thanks from the staff at Medicalreps
This is one of those tricky and touchy subjects that no one likes to discuss, AGE!
The truth is this, although we would like to believe that “the age factor” should have nothing to do with whether you get consideration most companies do care.
If you’re making a 180 degree career change (example) spent 18 years in Industrial Widget Sales and you want to transfer those skills to Medical Sales it’s probably not going to happen unless the hiring manager is your brother-in-law.
It has been my experience that the “un-written rule” is generally mid 30’s OR 10-12 years removed from college as a benchmark no matter what your track record or field.
It’s not that anyone feels you can’t learn or do the job it’s simply a matter of FIT. Most hiring managers feel the person that fits better regarding money being offered, different sales habits and style, overall chemistry with the sales team is dependent on age.
Even though you bring great sales experience, desire and determination there are younger jobseekers that possess what’s necessary. The rule is that if a company (in their mind) is going to train their new hire then previous experience to determine as to whether you can get the job done is based on your performance over the past 3-4 years.
Now there’s always the exception to the rule and over my 30 years in recruiting I have seen people outside the norm get hired, usually a personal referral, great chemistry or simply in the right place at the right time.
I always advise people that it can happen but have plan B working also. If you’re reading this and it applies my suggestion is to broaden your search base and you just never know what can happen.
If you can share any stories or experiences on this subject please sign in and use the comment area.
Ralph Steeber, CPC
Are you a new jobseeker wanting to break into medical sales but finding it hard? Well, maybe you’re not looking in the right places. If you can’t secure interviews with major pharmaceutical and hospital device companies maybe you ought to explore the “Specialty Markets”
Over the past few years a number of specialty market areas have developed. They allow jobseekers the opportunity to begin a career in healthcare by entering thru the side or back door without “the perfect education and sales experience”.
Two of the fastest growing of these specialties are the nursing home and home care industries. Today there are 80 Million people in the “baby boomer” generation who 
are between 55-62 years old. In the next 3-10 years, these people will be reaching retirement age.
Services directed to this group are IV infusion, nutritional care, skilled nursing services, rehabilitation therapy, dialysis treatment, and peritoneal services to name just a few. New services and products are constantly being developed to take advantage of this trillion dollar market.
Another growing segment is the durable medical equipment marketplace. This market is generally retail operation with both inside and outside representatives.
Products such as specialty beds, wheelchairs, walkers, ventilators, surgical and medical supplies.
New area keep developing because as technology advances. Insurance and goverment are constantly changing guidelines; they want products and services that save money.
So OPEN YOUR EYES to the specialty markets, IT JUST MIGHT SURPRISE YOU!
There are two basic types of Recruiters. A 
