No matter how much time and resources the organization dedicates to selling a brand, including market research and analysis, graphic design of promotional materials, publication in medical journals, etc. it really boils down to what the sales representatives say to their customers.
The reduction of the number of sales representatives in recent years combined with restricted access to healthcare professionals increases the importance that each sales interaction count. Each sales representative needs to deliver a strategic sales message on every call, especially when …
- Launching a new brand
- Facing heavy competitive intensity
- Execution excellence is not optional
To elevate brand performance, you must improve the impact of sales interactions through ART:
- Assess unassailable product attributes and how to make them come to life in front of the customer
- Reduce personal promotion variability by developing targeted sales language that changes the individual healthcare provider’s thinking and behavior
- Teach the principles of creating meaningful dialogue using current marketing resources
Strategic Sales Messaging
Messaging is more than reciting a list of features and benefits—it is tailoring a product message that will resonate with that individual customer. It is recognizing the time constraints of healthcare professionals by being clear, concise, and compelling—so that the customer wants to listen to what the sales representative has to say. We emphasize that selling is not telling, but asking well-crafted questions that engage the practitioner and engender thinking—for only by having the customer think can change (such as an increase in sales) result.
Market Research & Real Customers
One key, and unique offering we have successfully partnered with many clients on – is including Delta Point in the early market research process. How often do organizations take in a few similar pieces of materials and ask a physician to pick which one they like best? And how often do we ever ask ourselves, “But really, what will the representative say? And how do we get the customer to listen, when they’re not forced to pick the preferred stimuli.
Here we play a variety of roles, from informing the Market Research plan and interview guide, the strategic options presented, and even acting as co-facilitators and early sales messaging creators, to “roleplay” the sales conversation in tandem with the CVA/iVA. This allows us to get much closer to what real engagements with customers will be like – and to, early in the process, determine the best things to say to bring that creative to life.