Personal selling in pharmaceutical marketing involves direct interaction between sales representatives of pharmaceutical companies and healthcare professionals (HCPs).
It's a key promotional strategy used to inform, educate, and persuade HCPs about the benefits and uses of various pharmaceutical products to ultimately influence prescription decisions.
Objective of Personal Selling
Educate and Inform: Provide detailed, accurate information about drug indications, benefits, side effects, and usage to HCPs.
Build Relationships: Establish and maintain long-term professional relationships with HCPs, fostering trust and credibility.
Increase Prescriptions: Persuade HCPs to prescribe their products, aiming to increase market share and sales volume.
Gather Feedback: Collect insights and feedback from HCPs regarding the use, effectiveness, and acceptance of products.
Importance of Personal Selling
Tailored Communication: Allows for personalized interaction, addressing specific questions and concerns of HCPs.
Immediate Feedback: Sales reps can receive and respond to feedback instantly, adapting their message as needed.
Relationship Building: Facilitates the development of strong, trust-based relationships with key decision-makers.
Market Intelligence: Reps gain valuable insights into market dynamics, competitor activities, and customer needs.
Types of Sales Representatives
1. Deliverer/Delivery Boy:
Primarily focused on the physical delivery of products to customers, with minimal selling involved.
2. Order Taker:
Passively takes orders from customers without engaging in proactive selling or persuasion.
3. Missionary:
Works to build brand awareness and educate potential customers about the product, often without directly closing sales.
4. Technician:
Possesses specialized technical knowledge to explain and demonstrate complex products.
5. Demand Creator:
Actively engages in activities to stimulate interest and create demand for a product.
6. Solution Vendor:
Offers solutions to customers’ problems by understanding their needs and proposing appropriate products or services.
Six Major Steps in Effective Selling
1. Research and Stipulating:
Gathering information about potential customers and defining sales targets.
2. Pre-approach:
Planning the sales approach based on the research conducted.
3. Presentation and Demonstration:
Showcasing the product or service, highlighting its benefits and value.
4. Overcoming Objections:
Addressing and resolving any concerns or hesitations from the potential customer.
5. Closing:
Finalizing the sale by obtaining a commitment to purchase.
6. Follow-up and Maintenance:
Ensuring customer satisfaction and fostering ongoing relationships for future sales.