Here's how you can use problem-solving abilities to excel as a pharmaceutical sales representative.

Establishing a strong rapport with physicians is indeed a cornerstone of success in pharmaceutical sales. Building a solid relationship based on trust and respect can lead to more effective and collaborative interactions. One of the main things that I found helpful in building strong rapport is recognising and respecting the physician's knowledge and experience in their field, and approaching discussions as a collaborative exchange of ideas rather than a one-sided sales pitch. When you combine professional respect with active listening, problem-solving, and consistent support, you can establish a strong rapport with physicians that not only supports your success in pharmaceutical sales but also contributes positively to patient care.

I have discovered that those pharmaceutical sales representatives that have more success than their counterparts are those who build good rapport with the physicians. By connecting with the doctors and providing solutions to the little problems discussed, those reps tend to make more sales and are even recommended to other top physicians.

Customers need to view you and value you as a resource. The easiest way to earn that privilege is for them to trust that you have their best interests in mind. This will not happen overnight in most cases, but if you earn the right to be in their office you will increase your credibility and provide a certain level of value and trust between the customer and the sales representative.

Problem solving is key. Doctors solve problems (find out why people are sick and make them better) first and foremost - of course there is some preventative care too. To problems solve - ASK open questions, then LISTEN, then CLARIFY to get deep understanding of the facts, their thoughts, their beliefs. We must come at it from the angle of THEIR patients not OUR products and if we have really understood them then we will genuinely align as we are solving their problem which they know we have understood.

To stand out you need to know your product well with documentation if necessary. You must also know your competitors’ products as well. A doctor will quickly know if you “know your stuff”. Product and science knowledge will trump marketing gimmicks every time.

A good pharmaceutical sales representative must study his products totally before booking an appointment with the physician. This is because the physician will spare him no chance and ask variety of questions. Only those reps that know their products well will impress the physicians and get more sales.

When you can answer a physician's questions on the spot and provide insights beyond the basic sales pitch, you earn their respect and trust. Your ability to solve problems by addressing concerns or objections with data-driven responses that align with the physician's clinical experiences and patient profiles is invaluable. This not only facilitates a more meaningful dialogue but also enhances the likelihood of your product being integrated into their treatment plans, ultimately benefiting patients and driving sales success.

Know your products but more importantly from a personal and ethics perspective if you don’t know the answer to a question about your product always be honest.

You can't sell without objections! Yes, a radical statement, but true. Objections are what sales reps fear most, yet they should welcome them. I coach to Listen, Acknowledge, and Explore. First, Listen to understand their position—you don't have to agree, just understand. Next, Acknowledge what they are saying and feeling. This won't be awkward if you listen to understand: "I can see how that is important when treating this patient type." Then, Exploration is where the fun begins. Once you clearly understand the objection, honor their words by seeking alignment through open-ended questions: "So what I am hearing you say is..." Finally, partner with them to find a viable solution.

Not only be your product “expert” but understand the context in which the Customer is likely to use it. Be ever aware of the environment and patient pathway and how your product might enhance patient outcome. Also think about less obvious gains for the healthcare system( less monitoring etc).

Continuous learning is key to almost all professionals, and the pharmaceutical department isn't any far from it. One has to learn the latest in the industry, connect and network with the best to stay abreast of what's going on in the pharmaceutical world.

One very basic step to be taken before all others is to REALLY do active listening. Don’t ever assume you know what the customer will say because you’ve known them a long time. You cannot showcase your problem solving skills as a rep until you are 100% certain what the actual problem is at this point in time, and use those listening skills to figure out what the customer expects as a solution. Their ideal solution may or may not be possible to deliver within your company’s compliance guidelines, but knowing how the customer would have wanted the outcome will give you a clear idea of what is important to the customer and then you can work on a solution that addresses those hot buttons that is something you CAN deliver.