Select Medical and Pharmaceutical Clients
Medical & Pharmaceutical Sellers Need More Access To Their Buyers
Medical and Pharmaceutical sellers today are more driven than ever to close the sale with aggressive outreach efforts and repeated contact with the customer. Despite this bold approach, winning the sale has become more difficult because physicians are distancing themselves from salespeople.
Research from AccessMonitor shows that over the last several years pharmaceutical sellers have spent approximately $1 billion on infeasible calls. These attempts to reach inaccessible doctors has proved costly and time-consuming.
Moreover, availability continues to drop. The same body of research shows that accessibility has been in a steady decline for nearly a decade. Only 44% of physicians today are considered “accessible” meaning they engage with over 70% of sellers. This trend comes amid doctors placing deliberate access restrictions on sellers. Curiously, these actions haven’t reduced outreach efforts. Sellers continue to pursue professionals who are reticent about discussing solutions.
The bottom line: repeated contact is unlikely to reach disengaged physicians. This practice allocates too many resources to too few. Instead, sellers should approach a wider cross-section of healthcare professionals. Sellers need to bring nurse practitioners and physician assistants into the mix. By widening their base of professionals, a seller has more opportunities to get one’s attention. Additionally, these other care providers are key influencers. They have the physician’s attention.
Medical & Pharmaceutical Sales Training Solutions
The solution of seeking non-physicians introduces a new challenge. Sellers now face a disparate group representing a variety of expertise. A Harvard Business Review study encompassing 5,000 respondents reflects this fact. The data shows that an average of 5.4 people are involved in every purchasing decision. More players are on the field. The game has become more complicated. Successful sellers are discovering that to engage a group of buyers, they must present as a group.
Navigating this new reality of selling means putting the right team together. Leaders need to prepare a group that has the background to speak with authority on the range of issues present in the medical and pharmaceutical industries. Next, sellers must take efforts to help the team coalesce. Honesty, productivity, and mutual understanding take time. The team must build to a familiarity that allows for confrontation. Feedback is painful. Feedback is necessary. Keep it balanced, specific and honest.
Feedback and preparation are important because sellers need to be able to engage buyers on a deeper level. Why? Because research published by SAP shows that “Seventy to ninety percent of the B2B customer journey is completed before sales reps are typically engaged.” By the time the seller has their first conversation, the buyer is already well-informed.
The diminishing availability of physicians doesn’t signal the end of pharmaceutical or medical selling. Rather it represents the natural evolution of a system that incorporates more people into buying decisions. Sellers can benefit from an early adoption of these changes with a team selling approach targeting the right people.