 |
| |
 |
| |
 |
| |
 |
| |
 |
| |
 |
| |
 |
| |
 |
| |
 |
| |
 |
| |
 |
| |
 |
| |
 |
| |
 |
| |
 |
| |
 |
I discussed the importance of asking for a second
interview or for the job during the interview process.
By doing so, you will greatly increase your chance of
landing a job in sales. The manager now has an idea
that you can close and ask for the business.
When you finally land your job, then you better be
prepared to ask your doctors for the business. Those
who ask usually get; you don't ask, you don't get!
After delivering a message, asking good questions,
and overcoming objections, I see reps pause,
hesitate, add unnecessary words and phrases, or just
thank the doctor for his or her time, everything but
ask for the business!
You can’t rely on your great relationship or your ability
to deliver solid presentations to get business. The
success of the call is ultimately determined by your
ability to convince a doctor to write prescriptions for
your drug.
The presentations and questions are precursors to
the success of the call. If you don’t ask doctors to
write prescriptions for your drug, they won’t. The other
salespeople who do will get your business.
Some doctors will tell you that they will write for your
drug as long as you visit frequently and leave plenty
of samples. Don’t believe them, they tell all reps that.
Maybe they will increase from writing 1% of your drug
to 3%.
When you have finally developed the courage to
close and ask doctors for their business, shut your
mouth and listen. Doctors will either commit or object.
Either way, listen up. I see too many reps talk after
they close because there is an uncomfortable silence.
Make the doctor uncomfortable because you deserve
an answer. If you don’t allow him to reply, you are
letting him off the hook. If that happens, you will not
get a commitment.
Some doctors pause to think before answering. Give
them time to gather their thoughts. Don’t jump in!
After a few very uncomfortable seconds of silence,
most reps can’t take it and break the silence by
saying something stupid like, “Well, Doctor, I’ll leave
you some samples.” Some reps break the silence by
holding out their hand for a handshake. Give the
doctor a chance to answer!
Sometimes doctors start to reply and reps cut them
off. This is when I envision myself covering a rep’s
mouth. I’m in disbelief when they finally get the doctor
to answer and then they interrupt them. Shut up and
listen! (Be sure to see Chapter 6, for different closing
examples in Pharmaceutical Landing.)
