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The secret behind the establishment of solid, long-lasting and productive relationships in the business world is the ability to exert influence without appearing to be trying to exert authority. 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. Powerful forces can be at play and often a diverse set of emotions come to bear on any decision, so that the sales representative has to be armed with a lot of preparatory work before he or she can expect to attain success.

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.

Consultants who provide pharma training to sales representatives must focus on building confidence and must ensure that the rep understands the importance of preparation. You have to have a very clear picture of the endgame and know what you want to get out of it. Every client is different of course, but the representative must know how to differentiate and approach from a different angle, even if the product is essentially the same. The professional may have many different ways of saying “no,” but the rep has to be prepared and be ready to assert the position without appearing to be dominant.

It takes a lot to build a foundation of influence, through a process of preparation and subtle action. It might well be necessary to engage with others, often gatekeepers, who work within the target organisation. It is very important to be proactive and to show that you understand the challenges that face the client. You will need to look vertically and horizontally and take into account factors which may not necessarily have any direct association with the ultimate goal, but may nevertheless impact in one way or another. By doing all this groundwork, you are establishing a key position of trust, an essential attribute 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. Put a clear and palatable solution to them, one that is likely to meet their ultimate needs, as well as satisfying your objective in closing the sale. If you have built plenty of flexibility into your position, you can afford to give way if needed, so that you create a joint feeling of collaboration between you both, as you cement the perfect relationship of the future.

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.