How to Maintain your Customer’s Interest
“Now, I want to talk to you about my other product…” This is how most reps transition from a discussion about one product to the next. What a lost opportunity! If they just used some transitional phrases (also called bridging statements) the conversation would sound more natural, would flow better, and they would get a chance to reinforce a marketing message or salient point about their product.
Getting Attention When Getting Attention Isn’t Easy
As David Ogilvy said, “Nobody ever sold anything to anybody by boring them to death.” In selling, reps get only a minute or two to try to connect with their customers. In Pharma, this is known as the stand-up call—for the rep is grabbing the doctor while standing at the samples closet or in the hallway. You get the picture—the sales rep gets to see the physician only long enough to have that doctor scratch his name on the comput...