The New Sales Model In Pharmaceutical and High Tech Sales
- Author Jay Valentine
- Published October 28, 2010
- Word count 556
Permission-based selling has changed all the rules in pharmaceutical sales
and any other B2B selling.
Today, complex B2B products or services buyers are driven by compelling
internal forces within their firms to evaluate then buy complex goods and
services---"stuff that matters."
Stuff that matters means the buyer has massive risk if the product or service
fails. Careers and companies are on the line. The dynamics of selling stuff
that matters is called a "campaign sale." There is no single buyer;
there is an evaluation committee and a sales cycle that may last up to two
years. This is often the case when a pharmaceutical firm or related tech
company is selling practice management software, medical equipment or other
large ticket item.
When selling in a "campaign sale" a single deal can make a sales rep's
quota for an entire year. It is often the case a single commission can be
over $100,000, sometimes $500,000 sometimes more.
Today, for the first time in the long history of sales, the buyers do not
speak with salespeople BEFORE they buy. They avoid sales people. They do
not want salespeople involved in their process.
B2B buyers determine their product, feature, benefit and competitive
knowledge from the Internet, before the salesperson ever knows they are
looking.
The sales rep by definition is unable to control the sales cycle, greatly
influence it before it begins or be the single major source of information
for the prospect.
The salesperson often enters a deal after the buying cycle has begun, most of
the rules set, the larger vendors reviewed, and opinions formed by the buying
community.
The sales model used almost everywhere, and the sales training that underlies
it, originates from the television age interruption model, where marketers
push their message out to anyone---regardless of need or want. People were
(and some still are) besieged with information about every possible product
or remedy.
Marketers understood the buyer would only hear the cold medicine
advertisement when he or she had a cold, so they broadcast it constantly
hoping to catch the buyer when he or she was sneezing.
This is the PUSH Interruption Sales Model. PUSH information AT people,
interrupt them, even if they are not interested. And it is DEAD.
Salespeople using the PUSH model are OBSOLETE. (But their positions are
open!)
The Internet and permission-based selling changed the rules forever. Now a
consumer or business learns far more Googling than a salesperson can tell
them. The potential buyer reads product information, third party validation,
industry reports on a host of companies or products before ever calling a
salesperson. They probably never want to even see a salesperson.
Buyer trust is built up from how he or she interacts with a company's web
site, not a salesperson.
And the buyer believes what he or she personally discovers far more than what
a salesperson or telemarketer tells them.
We live in the new age of the PULL Model-the buyer or consumer "pulls"
what info they want, in their timeframe, and they consume it on their
schedule. Information is evaluated and trusted, or not, without a
salesperson being involved in any way.
Anyone approaching the buyer needs to gain permission in order to add
valuable content to their evaluation. The sales moves to gain permission are
vastly different from those of the interruption days.
http://www.PharmaSalesRepJobs.com publishes free reports and videos for those
seeking pharmaceutical sales jobs. The author, Jay Valentine, advises
pharmaceutical sales candidates on how to use "streetfighting tactics" to
differentiate themselves to get a great sales job.
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