FEATURESTORY 8 M Steps to Effective Communication Skills What will enhance your client relationships and increase your knowledge and pro ts is when you begin to do something every day that will enhance your ability to consistently communicate with impact and in uence. Having in uence over the client is crucial in a pharmaceutical sales role as clients now buy you rather than your product or service because competition is so erce. You can have the best product or service in the world, along with the most in-depth knowledge in your industry, but if you can’t communicate this it becomes irrelevant. If the client doesn’t trust you they have many other options to meet their expectations. Take ve minutes before your conversations to conduct a powerful analysis to tailor what’s important to your client and their patients. I By Stacey Hanke any pharmaceutical sales professionals become far too comfortable once they’ve been in a long-term relationship with a client or practicing in their industry. is can lead to an accepted laziness, lack of focus and development. We go under the assumption, “I’ve been doing this job for years, I know my products and I have a great relationship with my clients therefore I’m a good communicator.” Just because you believe you have strong communication skills doesn’t guarantee your clients perceive you this way. K= Know What do your clients know about you, your product, service and company? Make note of everything that your client knows about you, your products and company. You have to convey your knowledge which doesn’t mean cramming everything into a small timeframe. Select the important points and exclude information they know. N= Need What do your clients need to know in order to take the action you want them to take in the timeframe you have? How many times have you arranged a conversation with a client to last for ve minutes, yet when you have arrived they have one minute? It’s tempting to try to cram your planned ve minute conversation into one minute. You’ll feel good about communicating all of your knowledge but your client will be confused and hesitant to take the action you’re recommending. 23 FOCUS | SPRING 2012 | www.spbt.orghttp://www.spbt.org