Focus Magazine - Fall 2013 - 39

Introducing
Experience the Power of Selling Beyond the Science
Don’t just take our word for it. See for yourself how this series of e-learning
modules can assist your organization in selling beyond the science and through
the business of health care.
To view a free demo of the e-learning modules, go to www.s3demo.com.

Building managed markets business acumen for
stronger customer relationships is WHAT WE DO.

Start Spreading the News!
Build Your Business with REPRINTS
Reprints of Focus articles can be used to boost your
credibility with internal and external customers.
•

Share as an educational handout to your team

•

Include as part of a promotional package or in a presentation

•

l
rs of healthle Nolin Flewel
ant provide
I By Michel
are also import Like NPs, PAs also
U.S.
utic
oners (NPs)
care in the
multiple therape PAs to
ts (PAs)
re nurse practiti
practice across all 50 states allow
an assistan your
rs
and
and physici
in
categories,
Their numbe
addressed
medication.
specifically you might want
prescribe
than double an
? If not,
of fod to more
sales training strategy. The days
the Americ
are expecte
only,
your
next decade:
ts
to rethink on physicians as the
within the
an Assistan cerl
of Physici
0
cusing solely y, prescribers of medica
Academy
s 137,000-173,00
which
primar
or even
no matter
(AAPA) project year 2020.
fall
are over —
by the
products
products
tified PAs
category your
therapeutic
Sales
Your
into.
Training
to Call

A

FEATUREST
ORY

Step
8 Com s to Effective

difhow to ask
professionals and provide
your sales
ns
als
of questio
that
Profession PAs
ferent kinds of answers: ones
Extenders:
with
PAs
and
Yes.
Physician
different kinds ng NPs and PAs
on NPs numbers of NPs and
hronism? ionals who
for
r of preAn Anac
With the
focus on providi they need to care I
profess
ation
and the numbe tic tests
specific pa-By Stacey Hanke
NPs are licensed and prescribe
the inform
set to grow,
diagnos
within their
order tests,
askin all 50
written and set to grow
diagnose,
“whole” people This may mean and
scriptions
ts and devices
an
ions.
NPs and PAs your sales
medical produc some or no physici
tient populat regarding prevention
any pharma
ordered by
training
either
ns
by state).
prothem,
ceutical sales
mean ask- fessiona
varies
states, with
ing questio
along with how to call on these
proment. It may
required (this
ed in recent
of your
counseling fortable ls become far too
What will
oversight
disease manage
professionals
at the top
comenhance your
in
rs have increas
once they’ve
ns about patient asking
tionships
should be
client relaTheir numbe to more than 180,000
ing questio
mean long-term relation
been in a
mistake in
and
fessionals
on. It may
make the
and
ship with
to a
to tailor what’s
and profits increase your knowle
), with nearly
years, soaring
ng carepracticing in
and educati
list. But don’t you can just roll NPs is
dge
important
their industr a client or
Pearson Report ranks every
about providi
and their
something when you begin to
ion. The
to your client
lead to
the
2011 (The
y.
questions
patients.
do
thinking that
every day
training curricu
sured populat ask thean accepted laziness This can
NPs joining million patient
current
that
your ability
9,000 new
on physirural, underin your people tofocus and develop
, lack of
PAs to your
to consiste will enhance
are now 600
K= Know
cate with
ntly commu
focus on calling ities in
the know
year. There
key is to teach questions. If they assumption, ment. We go under
impact and
lums that
niare similar
annually.
ns,
—
of
What do your
“I’ve been
Having influen influence.
of questio
While there
visits to NPs may be fewer PAs
job for years,
approach
right kinds
doing this
cians.
care
clients know
you, your
ce over the
the right kinds answers they I know my
the patient
crucial in
makWhile there the U.S. in 2011, acabout
product, service
client is
the have a great
how to ask
products
a pharma
their roles, and PAs is unique,
in
they
and I
pany? Make
able to get
relationship
ceutica
ionand comclients now
close to 80,000 Pearson Report—
clients and
they will be useful information therefo
with my
taken by NPs h your sales profess
buy you rather l sales role as
The
your client note of everything
re I’m a good
as
product or
that
cording to
knows about
Icator.” Just
need to offer
service because than your
ing the approac with them unique
communiproducts and
solutions.
because you
you, your
is so fierce.
take
competition
both
have strong
appropriate
believe
You
als need to
and AAPA
convey your company. You have
communication you
uct or service can have the best
Y
The AANP holistic approach
to
doesn’t guarant
knowledge
prodwell.
skills
in
TOR
mean cramm
the
which doesn’t
the most in-dept the world, along
manCOVERS
you this way. ee your clients perceiv
with
strongly stressPAs take to patient
ion,
h knowledge
small timefra ing everything into
informat
industry, but
e
For more
a
in your
that NPs and are creative, compas
ture the
points and me. Select the import
this it becomeif you can’t commu
scan/cap
“PAs
exclude inform
ant
strive to treat
with your
nicate
agement:
QR code
know.
oners who
ation they
doesn’t trust s irrelevant. If the
one.
client
smartph
sionate practiti ’”
you they have
options to
person.
to call
many other
meet their
the ‘whole
N= Need
representatives
Take five minute expectations.
Training sales requires that you teach
What do your
s before your
PAs
e at
clients need
conon NPs and
in order to
Email Michell
to know
versations
take
Partners.
to conTraining
them to take the action you want
duct a
s, with Informa
m
have? How in the timeframe you
and solution
strategy
Spectru er training mismany times
powerful
35
director,
arranged
s Rep
e-cutt
is senior
ra conversation have you
analysis
The Sale than a cooki with an unde
Sosbe e Nolin Flewell, CPLP,
with a
m. the
Michell
I By Tim
That’s more an, it all starts and his/her
last for five client to
is, to say like
ll@informatp.co
minutes,
mflewe industry
Allerg
just
sentative ssionals. Those
ces
sion: At
yet when
lex. And
of
profe
of the repre
eLEARN
you
he life scien and comp they represent,
standing needs and sales ding on the type
es
have arrived
ING
et.org
least, varied and devicR 2012 | www.spb
depen
and servic
cts SUMME
individual
they have
e, vary
ed.
FOCUS | who sell
athe produ
one
of cours
als
starting
and servic is the pharm
needs,
minute?
profession
that basic anies
side
exbeing sold
comp
so are the clients. From
to be an
product more traditional
It’s temptin
sciences
required and the
healthcare a and life meets the varied
On the
ssional
s
to try to cram g
varied
rep, a profe set of medication Simply put,
point, pharmtraining that even more
Part of
your planned
ceutical
e
sses.
ular
g the orand the
the
a partic product addre
g
must devis
rstand
five minute
pert at
while servin
their reps
trainin
to unde
conneed
states the
needs of their clients, all rs.
a
versation
disease n said, they have , but they don’t
into
ripalong
needs of and shareholde going to be easy.
ingto
cation
a presc
one minute
g
Babb
medi
.
um
this was healthcare comis writin
ganization
and the
You’ll feel
dedoctor
ever said
disease
continu
good
when a
No one l, multi-specialty lexity, and has
g a pill.
ssionals
about commu
means
to be there
t is takin
sales profe ledge,
As a globa is used to comp that helps
a patien
device
nicating all ding
an
know
tion or
ng plan advance.
Allergan’s
of
clinical
pany, Allerg
understan
ng traini
state
and
your knowle
However, to carry more
ng
disease
needs
an ongoi types excel
dge
ng traini and
ted
ing the
signed
that the
but your client
e sales
als of all
ct
t to ongoi
ers
are expec to understand
the devic y of setprofession a commitmen not just produ Marty
of learn
ion
will be confuse
in addit e addresses. Often nt in a variet
rs, it’s
lly
” said
“There’s
,
I By Jaim
and hesitan d
continua
t their caree
and done, ng and
. In short
to be prese
their devic
t to
e Dani
ard.
throughou their first year sales traini a proexpected operating room
FOCUS |
elson and take the action
SPRING
skills
reps are
slide upw
or for U.S. Medical. “It’s
2012 | www.spb
ing the
selling
Peter
you’rePisar
nged
n, direct
an
t.org
recomSo, how
tings, includ
Babbingto tions at Allerg keep them challe
can sales
mending. ri
ing leade
to
”
and trainrs
communica continue t their careers.
will
forces withosupport their
graphic
sales
gram that ated throughou
locations.
bank? They ut breaking
the more
the
and motiv
As a gener
phasis on can put new
al rule,
cific the 23hypothetical
emand less
subject
tion, the an old-school
the oppo
spematter,
soluvideo/telec
the
onference.
bers to rtunity for audie greater
succu
Five Key
Video/telec mb to attent nce memion drift.
onference
Strategi s to Effectiv
signed
should
to
e,
be detherapeutisupport reps
Teleconf c Video/
in a
erences
example, c area confrontin single
The video
competitive
g, for
tailing
/teleconfer
what one
counter
that
ence is
migh
dechannel. is creating
edged sword t call the
noise in
their
of learn doubleery. Done
• Link
ing delivto Core
interactionright, these
Skills
In addit
ion
ate value s can engage
cused, videoto being applic
t the macr
for an audie and creation-fo/telec
wrong,
be built
nce. Done
cal comp o level, pharm
as they
on a skills onferences shoul
aceutianies
most
are,
signers
found
d
loss of paten , pressured
motivate they can disen frequently
and
pricing
nize these facilitators ation. Deconstraints t protection by
must recog
today’s an audience. To gage and deslowing
opportunitengagements
video/telec
, are respo and
drive result
17 sales growt
built on
nding to
spending.
skills via y to reinforce represent an
h by reinin
a strate onference must s,
discussion
gic
core sellin
foundation
be
g in
unit and At the micro
real-world
g
. Pharm
level, busin
training
ceutical
challe and analysis
heads are
forcem
and
ess
and biotec aTo driv
ent is not nges. If this rein-of
watching development
nology
shrink
hard-wired
e results
companies htheir budg
like
must desig
into
ets
video/
those numbparty balloo
ns losing
telecon , today’s learning desigthe
gagements n these engrows for ers shrink,
air.
n
ference of these
g
must be
these leade the challenge As
application to be both
pbt.or
to equip
video/telec
| www.s
representa rs. They still
G 2012
strategic built on a
and skill exercises
tively in
need
ferences, onS | SPRIN
tives to
refres
foundatio
FOCU
a
sell
the
tives facing hers for sales
fined by marketplace frequ effecn
temptation
specific
repre
the
lenges.
ently decompetitive sentacompetitio fierceness of
facilitator for
And if
its
these
will be
n. Reps
chaldevelop
participantand
back to
to
regularly
video/telec firms want to
their
strategy develop and
report
relevant,
competitive managers
debate alike
without
sought-afteonferences that
about specifi
the
linkages
making
tive traini
attack
are
combat
r, and
to core
with their s they say they c
skills. specific
sure their ng solutions, theycost-effec• Use
reps need
can’t
selling
video/telec
an Expe
must
skills. These
rienc
but classr application-base
onferences en• Do RealStrategic
d traini
video ed Facili
:
budget oom delivery
quire exper /teleconfer tator
ng,
The cardi World Work
isn’t in
and an
ences reienced
the
eLearning
while often
have a deep
ence learnnal sin of video
facilit
understand ators who
allow reps less expensive,solution,
dustry
solely on ing design is /teleconferand,
ing of the
to
the produ if not alread
the comp to address all will not
subject generic or theor focus
iny
etitive threa the variab
matter.
process ct, can rapidly versed in
Such concey-based
content
les of
t.
inform
absorb
lacks the
ptual
ation about
marketplac
and
sary to
immediacy
FOCU
captiv
S | SUMM
the value e. Their acum it and its
neces
participatin ate audie
ER 2012
nce mem | www.s
g from
gagement.and relevance en ensures
bers
pbt.or
different
of the eng
must have In addition,
geofacilitators
bust focus the dexterity
to offer
on applic
ation while a ro, at

M

Leverage for internal recognition

•

s
NPs/PA
verlook
Don’t O Training
in Sales

ILLS
SELLINGSK

Send to key customers

municat
ion Skill
s

ining
an: Tra
Allerg ontinuum
on a C

T

To learn more,
contact
Gregg Haunroth
(608) 562–6537
ghaunroth@spbt.org

Trainin
Break g that Doe
sn’t
the Ba
nk

A

29

FOCUS | FALL 2013 | www.spbt.org

39
http://www.s3demo.com http://www.s3demo.com http://www.spbt.org
Focus Magazine - Fall 2013

Table of Contents for the Digital Edition of Focus Magazine - Fall 2013
