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Effective implementation is critical for any organisation engaged in today’s cut-throat business world, as with traditionally slim margins the difference between so near and yet so far can aggregate into a considerable problem. There are so many potential stumbling blocks that even the most experienced sales executive can miss the target, and yet it’s still important to focus on each one to move closer to a higher closing rate. When the sales executive is in the field, there is little that the business chief can do to alter the closing rate, but there is much to do in preparation and this should be a major area of focus.

First and foremost, the sales executive must cultivate the trust of the client. He or she must earn the trust and must do everything in their power to create the right impression, both personally and professionally. It will likely be necessary to engage, with numerous visits and interactions and be consistent at all times. Never forget that the executive must always be prompt for any scheduled meetings, must be good at following up and must always call back on schedule. The executive must always be prepared with the right information and must generally appear to know what he or she is talking about, as a professional will be always expecting results. Remember that in the pharmaceutical industry, front-line professionals have seen it all, may be somewhat jaded and expect the pharmaceutical sales executive to promise everything but not come through. They are hesitant because they tend to believe that the representative is interested in sales and sales alone, and the barriers that may be established before the first meeting may be an additional hindrance to the establishment of this trust.

Once trust is established and the client believes that the executive can have some potential in future, the door is definitely open. Sales may not ultimately result, but they’re almost impossible to achieve without reaching this critical position. Do not be afraid to present testimonials from happy customers in your role as a sales executive, especially if your target has a personal experience with one of the testimonial providers.

These days, pharma consulting organisations know all about the importance of effective implementation and are up-to-date with the various tactics required to convince the prospect to say, “yes.” The modern-day sales executives should realise that most of the “old” techniques are so hackneyed that they should be laid to rest. You would not want to build up all this trust and then try and apply old-fashioned pressure tactics, whether they are obvious or not, as it could lead to disaster. Time is so important and effective use of this resource will surely tell whether the sales executive’s day will represent success and profit to the employer, or not. It’s no surprise that pharmaceutical consultants know all about the various sales techniques required, especially whether they are pertinent to the industry or not. A pharmaceutical consulting firm is of great potential benefit to the parent organisation and can often help to ensure that effective implementation is front and centre to the sales executive’s approach.

Alan Gillies is the CEO of L2L Consulting, a cutting-edge pharma consultancy firm which specialises in optimising productivity and performance within international companies by applying tailored organisational strategies.

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