Recharging Sales

There isn’t a commercial team on the planet that isn’t asking “how will we sell - and grow - in this new environment”? 

To bring the voices of field sales professionals to the discussion, Luminous executed an online survey and in-depth interviews with sales representatives in pharmaceuticals and medical devices.

Here is a sample of what we heard:

“I don’t want it to go back to how it was.” “Our job is to provide resources [for office staff].” “We close the gap between prescription and fill.” “If we can fulfill customer needs without a visit, why go back?” “We need to be more efficient and we need to help our customers be more efficient, too.”

Most significantly, sales reps say relationships with HCPs will continue to be their “superpower”. 

Respondents shared their views on what is key to achieving sales targets, what is most important to customers, and if face-to-face visits are no longer an option, what alternatives would work best as a replacement. 

Our findings summarized below, raise important questions:

·       Are HCP needs around disease understanding adequately fulfilled?

·       How can information that facilitates access and enrollment be efficiently delivered to HCPs?

·       What do on-demand relationships look like?

Sales are achieved when customer needs are fulfilled through relationships. The question is, what will it take to build, nurture, and sustain these relationships going forward? We believe new capabilities are needed in three areas:

New tools: Commercial data and insights on how customer needs and journeys are evolving to inform how to deliver for customers in new ways, with the right mix of virtual and other tools.

New mindsets: Embrace change and make the most of digital tools as part of relationship building, capable of supporting empathic and authentic engagement and interactions.

New skills: Learn the skills and techniques to sell remotely, keep customers engaged, and provide value. 

It’s time to re-charge the sales superpower.

By putting the Spotlight on patients, Luminous can help you build the capabilities to drive a new customer engagement strategy.