C-R-E-A-T-E the Perfect Call

Studies of pharmaceutical sales effectiveness indicate that physicians typically agree to meet with reps and then remember what transpires on the call just 8 percent of the time. This means that, on average, fully 92 out of 100 sales calls result in little to no payoff for the salesperson trudging from office to office.

So what can salespeople do to break away from that 92 percent to join the “Elite 8” percent who have a real impact on the physicians they see? Writing recently in Pharmaceutical Representative Magazine, pharmaceutical sales trainer Sally Bacchetta (www.sallybacchetta.com) suggests using the handy “CREATE” acronym to develop presentations that are clear, relevant, engaging, accurate, timely, and enthusiastic.

1. Clear
You need to gain the customer’s attention in the first 7-10 seconds of the call, and that means answering three simple questions the customer has: “Why are you here?” “Why should I care?” and “What do you want from me?” If your opening doesn’t answer these three questions, it needs to be reworked.

For the rest of the presentation, only include promotional materials and information that supports your core message. Finally, close with a clear action plan for the doctor. Explain what you plan to do and set a timeline for what you’d like the physician to do in the meantime.

2. Relevant
While reps regularly attempt to connect the efficacy of their products to patient experience, that may not be enough to sway prescription decisions. Your presentation has to resonate with the prescriber. A good way to find relevant points to raise is by actively listening to the office staff. How can your product address their greatest concerns among your targeted patient population? Bear in mind that your presentation needs to show how your product can improve the physician’s life today, tomorrow, and into the future – that’s what relevance means.

3. Engaging
One key to an engaging presentation is to avoid distractions – jangling jewelry, compulsive pen clicking, fidgeting, and the like can all take attention away from you and your message. Also, instead of just talking during your presentation, make the experience more tactile – place tablets in the doctor’s hand, give them organ models to hold and generally encourage them to “get a feel for” the information you’re trying to convey.

4. Accurate
Nothing can torpedo an opportunity faster than misinformation, or even accurate information that is noticeably absent from your presentation. You should expect to discuss clinical trials in detail, answer questions about the number needed to treat, the primary and secondary endpoints, and how the results of the trial fit with existing guidelines. If you don’t know the answer, say so but with a promise to get the information promptly. Then make good on your promise.

5. Timely
To be persuaded to alter their prescribing patterns, most physicians will need to hear a powerful, cogent, and timely argument from the salesperson. And the basis of that argument will always be information. To stay on top of the ever-changing information in your field and elsewhere, stay abreast of medical conferences, discuss conference topics with customers, and subscribe to electronic newsletters from the CDC, the NIH, or whatever organizations influence your customers. But being timely also means respecting the physician’s time. If you can’t deliver a solid product message in less than 30 seconds, you need to hone, tighten, and rework the presentation.

6. Enthusiastic
How you feel about your product, your company, and your job – good or bad – is likely apparent to anyone you encounter during a day of sales calls. Enthusiasm shows, and it rubs off on the people you encounter. A typical doctor’s workday includes seeing dozens of injured, ill, debilitated, and distressed patients – you may be the only healthy person he or she sees today. Let them know that you’re pleased to see them and they’ll be much more likely to express enthusiasm about seeing you as well.