• 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.
  • One key, and unique offering we have successfully partnered with many clients on – is including Delta Point in the early market research process.
  • What the sales representative says when engaging a customer is a critical component of the brand’s success.

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.

Jerry Says

“The sales representative gets message fatigue long before the HCP does.”

Based on our customer experiences and feedback, we have identified three critical areas where we can make a difference:

1.Message Testing: We work with our clients to test which messages will resonate with the target audience.

  • We work with our clients to determine  how to deliver those messages in a way that will likely change customer behavior
  • We then develop and refine the approach on how to train the sales force to execute delivery.
  • When we are involved in the research, we can offer suggestions in real time.  Not only do we help identify the messages that customers want to convey, but we help verbalize them in a way that will yield the desired impact.
    • For example, after watching the interaction between the “sales person” and the “customer,” we may suggest, “Why don’t we try to position ‘this point” on the visual aid ‘this way’?”  “Why don’t we make ‘this statement’?”  “Why don’t we use ‘this critical word’?”

2. Authentic Testing. The real test is what happens in the real world. That’s why we conduct additional healthcare provider research to evaluate the efficacy of proposed sales representatives’  language—the words/dialogue they use with the customer during a sales interaction.

  • Quite frequently in message testing, the actual language, the way to verbalize the key points, is lost.
  • Delta Point can help ensure that this is evaluated, tested and captured during the research process in order to build training content and provide robust direction to the sales organization.

3.Creating Verbiage: We can review and modify questions in the discussion guides or help to create scripts and even play the role of sales representative.

  • For example, we worked on a product in which the client was trying to understand the healthcare professional’s perspective as to why patients were not compliant with prescribed dosage of their product..
  • The discussion guide created by the client organization had a variety of questions targeted towards understanding the reasons why a patient might stop their medication.  What Delta Point determined was missing was how often the healthcare professional identified this as a concern—or even noted it.
  • We are able to  help shape the questions to uncover necessary information that will help the brand team determine strategy to make a difference in customer engagement and sales results.

Click here to arrange for a consultation to learn more about what Delta Point can do for your company.

Words Matter

Words really do matter. Within 20 seconds of engaging customers, you either gain interest or create resistance/apathy.  Words can evoke emotion and actively involve customers in the conversation.  Again, the key is getting them to think!

What the sales representative says when engaging a customer is a critical component of the brand’s success.  Sometimes, tweaking just a few words can make a big impact  on the customer’s thinking, and ultimately, his or her decision to buy.

This is why so many clients turn to Delta Point to help them with strategic sales messaging.  They need something beyond direction to point to a CVA fact or figure.  They need to know how to get the customers to Listen, to Think and to Act.  Word choices and subtleties are what make the difference, and we help our clients make those pearls of wisdom, universal strengths among their sales forces.

Click here to arrange for a consultation to learn more about how Delta Point can contribute to your company’s success.