Excellence in Pharma Sales – Certification Program

Module 3

ENHANCING RELATIONSHIP

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Important consideration while preparing for partnership with doctor are as follows.

  • Comprehend what stage the specialist is on the customer adoption process.
  • Realize the selection style of your client for your item
  • Realize your client’s personality style
  • Realize your own personality style
  • Know the status of your relationship with the client
  • Have set goals for the communication
  • Comprehend what you will present to the client to add value

CUSTOMER ADOPTION PROCESS

Customer adoption process can be defined as the response time a doctor is willing to adopt new products, ideas, or changes. The process is explained by the diagram below.

WAYS TO IDENTIFY THE STAGE OF CUSTOMER ADOPTION

  • Questions asked by the customer is an important signal used to identify the stage of customer adoption.
  • Answers and Responses given by the customer about the question asked by the medical representative can be used as an identifier.
  • Adoption level of customer largely depends upon the product price too.
  • Digital activity and content usage influences customers adoption level.
  • Peer and Colleague Adoption is a important factor.
  • Information from Pharmacy in limited markets can be used to access the adoption level.

BENEFITS OF UNDERSTANDING THE STAGE OF ADOPTION

  • Set logical, targeted Sales Call Objectives.
  • Conduct a sales dialogue with the doctor that will move them through the steps of adoption Process
  • Select and use the most appropriate promotional activities
  • Optimize sales for company’s products

PERSONALITY STYLE OF CUSTOMER

KEY TAKE AWAY

  • Preparing for the Partnership is a key element in the Sales Cycle.
  • Understanding the Doctor’s Stage of Adoption and Adoption Style will enable you to set realistic & appropriate objectives.
  • The individual personality styles of you and your customer factor into how to approach and build the relationship.
  • Over time, with the appropriate behaviors and communications, relationship tension will drop and respect will increase allowing you to capitalize on your relationship with the doctor

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