What are the most effective strategies for overcoming skepticism about clinical evidence?
As a medical sales professional, you know how important it is to present clinical evidence that supports your product's value proposition. However, you may also face skepticism from some of your prospects, who may question the validity, relevance, or applicability of your data. How can you overcome these objections and convince them of your product's benefits? Here are some effective strategies to help you deal with skepticism about clinical evidence.
The first step to overcoming skepticism is to know your evidence inside out. You should be familiar with the sources, methods, outcomes, and limitations of the studies that back up your product. You should also be able to explain how your evidence relates to your prospect's specific needs, goals, and challenges. By demonstrating your expertise and confidence, you can build trust and credibility with your prospect.
The second step is to anticipate the possible objections that your prospect may raise about your evidence. For example, they may question the sample size, the statistical significance, the peer review process, the funding source, or the comparability of the study population to their own. You should prepare clear and concise responses to these objections, using facts, logic, and examples. You should also avoid being defensive or aggressive, and instead focus on addressing their concerns and showing empathy.
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Ajay Verma
Key Account Manager @ Novo Nordisk | Proven Track Record of 13 Years | Driving Market Access & Govt Tender business and Trade Business in Growth Hormone Therapy |
Once you are well versed with knowledge of clinical evidence. Anticipate objection and objection can be handled by asking appropriate questions, active listening, knowing the objection and empathizing , collaborating with specific teams( if required), situation handling training and role play, documenting the solution, feedback and way forward.
The third step is to tailor your message to your prospect's level of knowledge, interest, and skepticism. You should avoid using too much jargon, acronyms, or technical terms that may confuse or bore your prospect. You should also avoid overwhelming them with too much information, and instead highlight the key points and benefits that matter to them. You should also use storytelling, analogies, and visuals to make your evidence more engaging and memorable.
The fourth step is to involve influencers who can support your evidence and persuade your prospect. Influencers are people who have authority, credibility, or rapport with your prospect, such as their peers, mentors, leaders, or experts. You can leverage their testimonials, endorsements, referrals, or recommendations to reinforce your message and overcome skepticism. You can also ask them to join your meetings, calls, or presentations to provide additional insights or feedback.
The fifth step is to follow up with your prospect and provide them with more evidence or resources that can help them make a decision. You should not assume that one presentation or conversation is enough to convince them of your product's value. You should also not pressure them to buy or commit before they are ready. You should instead maintain regular contact and offer them relevant articles, case studies, white papers, or webinars that can address their questions or objections.
The sixth step is to seek feedback from your prospect and evaluate your performance. You should ask them how they feel about your evidence, what they liked or disliked, what they found convincing or not, and what they need to move forward. You should also reflect on your own strengths and weaknesses, and identify areas for improvement. By seeking feedback, you can learn from your experience and improve your skills and strategies for overcoming skepticism about clinical evidence.
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Ahmed Farag
Pharmaceutical & Health-tech commercial business Expert I Agile Leadership I Digital Transformation I Sales & Marketing Management I Scrum Master I Commercial Learning
Using strong influencing factor There are some factors that need to be highlighted: 1- publishing journal & organisation 2- Centers which reported these evidences ( place and numbers) 3- number of patients