Pharmaceutical Sales Training: Identifying Buyer Motivations

During our recent pharmaceutical sales training webinar, Engaging the C-Suite Executive, Lisa Krapf, Manager of Merck Pediatric Vaccines, asked the following question:

How do you get pharmaceutical customers to make decisions faster?”

Identify Motivations in the Customer’s Decision-Making Process

  • Eliminate a risk they want to avoid.
  • Help them gain greater recognition from their team or boss.
  • Find ways to increase their bottom line.
  • Make their job easier or productive.

Pharmaceutical sales training is more complex today. Sales reps have a more difficult time accessing physicians. Time is tight for doctors, and sometimes they resist change. New healthcare legislation is creating a fear of the unknown. Earning power of physicians is decreasing — especially considering the explosion of less-expensive generic drugs.

Great Sales Questions Lead to Great Solutions

What can you do to be more competitive and stand out when too many pharma sales reps are “pushing drugs” instead of solutions? Ask great sales questions, of course! Chances are you’ll accelerate their need to make a decision sooner versus later.

Click here for more information about our healthcare and pharmaceutical sales training solutions.

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Paul Cherry

For over two decades, sales expert and author PAUL CHERRY has helped B2B sales professionals close more deals in all major industries. As a recognized thought leader in customer engagement strategies, Paul Cherry has been featured in more than 250 publications, including Investor’s Business Daily, Selling Power, Inc., Sales & Marketing Management, The Kiplinger Letter, and Salesforce.

Performance Based Results

Paul Cherry is the president of Performance Based Results. PBR delivers intense, customized sales team training programs and sales management coaching to companies throughout North America. Paul has worked with more than 1,200 organizations, including 175 of the Fortune 500, plus more than a thousand entrepreneurial, small to mid-sized, cutting-edge businesses looking to dominate their niche markets. Clients typically get 7 times their return-on-investment (ROI) or better.

Questions That Sell

Paul Cherry’s top-rated bestseller, Questions That Sell: The Powerful Process for Discovering What Your Customer Really Wants (AMACOM) has been listed on BookAuthority’s “100 Best Sales Books of All Time” and has been published in four languages. He is also the author of Questions That Get Results (Wiley) and The Ultimate Sales Pro (HarperCollins Leadership).