Insight
Pharmaceutical companies belong to the category of organizations with the most extensive field sales structures. At the same time, many of them observe a growing disparity between the volume of their representatives' activity and actual sales results.
Representatives carry out a large number of visits; however, conversations with pharmacists and physicians are often informational rather than sales-focused. In dealings with pharmacy chains, conversations quickly shift to discounts, as salespeople lack the tools to defend the value of their offer.
An additional challenge is often the lack of alignment between marketing and sales departments. Marketing builds brand communication and promotional campaigns that do not always translate into the actual conversations held by field representatives.
In many organizations, each region also operates according to a slightly different team management model, which makes building a repeatable sales process difficult.
Business Consequence
As a result, high sales activity does not translate into proportional revenue growth. Discount pressure gradually erodes profitability in pharmacy chain partnerships, and the lack of consistent working standards causes significant differences in representative effectiveness across regions.
Organizations invest more and more in marketing, promotion, and sales team development, yet without a proper sales management system it is difficult to achieve predictable results.
Our Approach
We support pharmaceutical companies in building a sales model tailored to the specifics of their distribution channels and organisational structure.
The foundation of our projects is the Sandler Selling System, which enables representatives to move from informational conversations to sales conversations -- focused on diagnosing the real needs and problems of the other party (the so-called PAIN), rather than purely on product presentation. In dealings with pharmacy chains, the Sandler methodology allows Key Account Managers to conduct conversations about the value of the partnership rather than discount negotiations, and enables regional managers to manage a consistent sales process across the entire structure.
Our projects include:
- designing sales visit standards based on the Sandler methodology
- developing the competencies of Key Account Managers working with pharmacy chains
- sales pipeline management
- developing the competencies of regional managers
Team
Head: Lukasz Grabowski
Consultants: Michal Biernacki, Marcin Kwiatkowski, Mariusz Lysy, Dariusz Milczarek, Lukasz Pawul, Mariusz Rachlewicz, Hanna Adamska, Joanna Okragly
