When a pharmaceutical salesman manages to grab some of a busy doctor’s time to present his product, the pressure is intense. He has the attention of the prospect for a very short time. The attention is often divided by interruptions and by the doctor’s preoccupation with the patient waiting for him in the next room. In pharmaceutical sales, knowing how to successfully close is important. There are numerous techniques for making a sales closing in the pharmaceutical business, but what actually works?
Be Real
Authenticity goes a long way. When a salesman is following a script that doesn’t feel natural to him, it shows. This badly affects the success of the close. An authentic relationship with the prospect is the best preparation for a close. To increase the odds of getting a real commitment, as opposed to the type of commitment designed to make the salesman go away, it’s good to invite the doctor to be frank. If the doctor can express his true objections regarding the product or realize that he truly does agree that it’s a great product and he should try it, a sincere commitment and successful close are within reach.
Get Buy-In Along the Way
Closing is easier if the salesman has managed to get some agreement from the doctor on points made during the sales presentation. For instance, “Does this agree with what you see in your practice?” If the doctor has already concurred with the key sales points, the close can become a natural progression toward the end result. Both parties agree makes sense, his use of the product being sold.
Be Aware of Body Language and Tone of Voice
Studies show that more than half of the impact of a sales close comes from body language. The rest of the impact coming from the salesman’s tone of voice. Only seven percent derives from the words used. When the salesman models a receptive posture — arms and hands open, feet on the floor, sitting up straight or leaning forward eagerly (a bit) — the prospect is likely to mirror the same in his body language, instead of leaning back and crossing his legs defensively.
Show Appropriate Enthusiasm
The salesman should be assertive when he is solving the doctor’s problem. But never as a selling technique. The assertiveness should communicate honest enthusiasm for the information being conveyed to the prospect’s benefit. It should show confidence in the data and product and solutions being shared. Assertiveness should never come across as pushy, manipulative, or fake.
Consider the Doctor’s Personality Type
A salesman’s closing technique can also benefit from knowing the doctor’s personality type and how he is likely to respond to various approaches. One personality type may be willing to listen to the close in a friendly way — unless it gets negative. Another type may only be swayed by hard data. The more new and interesting information the salesman can give him, the better pleased he will be.
Snag the Doctor’s Interest With New Information
In the close, a salesman usually offers a quick summary of the product benefits. This is a great time to add some simple but impressive piece of information that hasn’t been mentioned yet. Offering a simple guarantee — “or your money back” is effective. It makes it easier for the doctor to say yes.
Ask For a Commitment
A psychological key to a successful close is based on the fact that people like to honor their commitments. They like to keep their promises. So if a pharmaceutical salesman can get a physician to make a commitment or promise, the odds of a successful sale increase dramatically. The salesperson might ask, “Will you use this product the next time you see a patient who needs this kind of treatment?” while politely putting a sample box of the product in the doctor’s hand.
Final Thoughts About Closing Tips
A pharmaceutical salesman who uses these components in his closings will not only get more sales but will also enjoy his work more. Being authentic while offering clients solutions to their problems makes working in sales more rewarding, both financially and in job satisfaction.
