If you want to set up productive, lengthy and reliable relationships in business, you have to be able to exert influence without appearing to be trying to position yourself as an authoritarian. These days, key account management training focuses on the ability to establish influence in the relationship, but should make sure that the sales representative understands how much effort and time must be put into the process of preparation, before engaging with the prospect. Pharmaceutical sales can be a particularly difficult industry to deal with, especially when the representative tries to convince an end-user about a particular product. So many external influences are at play, with so many different and sometimes powerful emotions to take into consideration that the really focused sales rep will ensure that he or she does a lot of work behind the scenes, before even venturing out onto the street.

Many healthcare professionals, pharmacists and practitioners have become rather jaded, often as a consequence of saturation, overkill and poor sales and marketing techniques. It is safe to say that the average professional does not look forward to meetings with pharmaceutical reps, which can be all too frequent. The rep has to tread very carefully, so that the right amount of influence is shown without any undue pressure or posturing.

Comprehensive pharma training must be provided by consultants, so that the sales representatives under their charge are well aware of the meaning of preparation and go into the field with ultimate confidence. You have to have a very clear picture of the endgame and know what you want to get out of it. This will vary from client to client, but the rep must master the ability to differentiate, even if he or she is always trying to sell an identical product. Be prepared for the rebuttal, which could be couched in many different forms and be prepared to be clear and assertive, without appearing to try and dominate.

It takes a lot to build a foundation of influence, through a process of preparation and subtle action. Maybe the rep will have to work through gatekeepers within the target organisation along the way? Be proactive here and make sure that you are empathetic and understand the challenges facing the prospect. You have to take into account numerous factors, all around the periphery of the situation, some of which may not have a direct bearing on the ultimate goal, but may be necessary to help you achieve your outcome. All this work will pay off as you will end up making a position of trust, an essential prerequisite, as taught during key account management training.

If you have a good idea what your prospects will say to you when you meet with them, you can have your position prepared in advance and can field their questions and any possible objections. You should be able to predict and provide them with a clear solution, one that meets their needs and wants and satisfies your ultimate objective, as well. It’s important to build flexibility into your stance, so that you can be seen to “give” somewhat, if necessary, helping to achieve a powerful feeling of collaboration between all parties, creating good relationships going forward.

Alan Gillies is the Managing Director of L2L Consulting, specialising in enabling pharmaceutical companies to achieve new heights of productivity and performance, throughout all levels of management and revenue generating activities.