Common mistakes to avoid in pharmaceutical sales rep jobs

Here are our common mistakes to avoid in pharmaceutical sales rep jobs:

Not listening

As salespeople, our jobs revolve around talking to people and sharing news and insights about our products. Sometimes, we get caught up in talking and forget to listen. 

In pharmaceuticals, active listening is invaluable. Remember, selling is a two-way conversation – it’s impossible to close the sale if you don't listen, understand and agree on the problem and solution by the end of the conversation. It’s important to make sure your clients feel heard and valued.

Ways to improve your listening include:

• Reading body language to determine when a customer wants to say something.
• Ask your customers if they have any questions, and then provide helpful answers.
• Following up with clients regularly to enquire about their experiences or concerns. 
• Making it a habit to hold eye contact and give clients your full attention.

Not doing your research or staying informed

When you fail to have a solid clinical understanding of your products, their potential, and the customers and patients associated with them, you miss potential opportunities for your sales.

According to the Association of Internet Research Specialists, there are several reasons why research is important. For example, it helps with problem-solving, building credibility, and providing the correct information so you’re at the top of your game. 

Make research a priority in your sales plan, ensuring that you have the right answers and interesting solutions for customers and patients. 

Not getting access to decision-makers

One of the top tips for breaking into pharmaceutical sales is to network and build relationships, including connecting with decision-makers. But this can be challenging, and we sometimes talk to anyone in the medical field just to get our foot in the door. 

This is what we refer to as a “total office call”. It is important to speak to the most important person in the office. That is the person you are talking to at any moment. That is key to building trust and respect with your customers.

Most often, the best results are obtained by selling straight to decision-makers. But you must surpass the gatekeeper to get to these important customers.

We can leverage technology and digital tools to make it easier to reach these key individuals.

Use virtual meeting software, emails, and social media platforms like LinkedIn to chat with authoritative medical practitioners.

Not keeping up with the times 

The pharmaceutical sales market continues to evolve, and you might find your sales dwindling if you’re not keeping up with the times.

Coinciding with the importance of research, following the news and trends can provide you with compelling knowledge that will help you pitch the perfect sales. 

NEJM Knowledge+ shares ways you can stay current in medicine, such as using social media to converse about new products, treatments, and therapies and asking associates questions about what they have in the pipeline and why 

While the article is directed at new doctors, it offers relevant suggestions for pharmaceutical sales reps. Broadening your sources will give you valuable insight into the perspective of potential customers such as healthcare professionals.

You can also follow the news, read blog posts from IQVIA, and attend workshops to follow trends. 

Not focusing on the solution

Another tip for pharmaceutical sales reps when speaking with doctors and specialists is to paint a picture in their mind of a patient type experiencing an issue with a condition.

Painting a patient picture and discussing the features of your product that can benefit this patient can help our customers explore how the products or therapies can benefit patient care.

Focusing on price instead of value

Medicine is a business. Insurance plans only cover some medications. Every salesperson focuses on value over price, but Doctors and Patients also care about price. Changing your approach to focus on solutions, like co-pay cards, can help with this. 

Explore and explain the potential of your products, highlighting how they can become imperative to a practice. Provide tools to help offset costs for a win-win.

Not allowing room for objections

Some people are going to object to your viewpoints and opinions. This can be frustrating, but it’s important that you allow room for these objections and meet them with understanding. The selling starts with the first objection.

Forbes says it best and emphasizes that the ability to address customer objections is key to making yourself stand out in a market.

Ways to hone this skill include truly listening to customers and patients, offering solutions based on objections, and paying attention to what the protest reveals - that is, how can you use this information to improve your sales approach?

Elevate your medical sales skills at IQVIA

By avoiding the common mistakes made in pharma sales rep jobs, you can improve your chances of becoming a leading salesperson in the medical device sales industry.

Elevate your sales skills at IQVIA. Browse available pharmaceutical sales roles.

Grab a hold of this great opportunity to join a world-class organization leading the life sciences industry and improve lives.