How can I use Digital Mediums in my Selling?

Often I come across with the question that how we can introduce Digital medium in our selling Universe? Or

Is there virtually a true role of Digital in our Pharmaceutical selling ? or

Is the Digital going to replace the personal contact selling?

In the present business scenario, we need to analyze carefully our selling process and then in a gradual fashion, in an incremental manner, we need to introduce the changes which are essential and desirable for our selling.

There is no doubt that the Internet is changing the selling rules and that in “-fast-random” manner. Rules which are working today are obsolete tomorrow. Hence it very important for all of us to be aware of the new “NET-SALES” rules.

Let us analyze the following “NET SALES” rules one by one:

1. The old way of selling doesn't work anymore.

Yes, fully agree -it doesn’t work in the same manner which it used to exist in the last 10/20 yrs. In context to pharmaceutical selling, the Old -manipulative selling, the so-called “PRESSURE SELLING” does not work anymore. Today-the Doctors are highly aware of the formulations and drugs. They are looking from the Pharmaceutical professionals something “new” every time.

In today’s context, in the new digital century CREATIVITY in the mantra. The top and leading Pharmaceutical companies like GSK, Pfizer, Novartis, Astra have already adopted the CREATIVITY route. Apart from CREATIVITY, there two more important parameters -VALUE & RELATIONSHIP that create a buying atmosphere. Now here comes the scoring point. The companies who are CREATIVE have some concession for the VALUE and RELATIONSHIP, but the “me-too”  companies like MANKIND, MICRO, LUPIN are fully leveraging on the VALUE and RELATIONSHIP drivers.

2. On the Internet or face-to-face, they need to LIKE you.

Selling takes place if the customer LIKE you, TRUST you, BELIEVE you, -without this LTB, there is sales -whether online or offline. Hence, to sell whether on the internet or in person- LIKE-TRUST-BELIEVE (LTB) has to be there.

3. It's not just Contact Management anymore.

Gone are the days, when the companies used to ask for Call Average. Today the thumb rule is the overall CONVERSION RATE. It the Contact selling. If you know your customers, apart from LTB, how fast you are in apposition to deliver the Information, the products to the customers.

If you want to beat the best, you need to be one step ahead of the best. This is the high time to integrate your Computer and Personal contacts with your new digital economy selling skills and get sales success.

4. Old but gold Selling rule - it's not who you know. In sales, it's who knows you.

Customers buy the product from you if and only if they know you. It’s the right time to master the CONTENT MARKETING, build your credibility on the digital medium, spread information about your products and services. Generate VALUE through your content delivery and try to develop LTB.

 5. Digital Thumb rule – I want now, right now and that too free.

At the digital mediums, serve to the customers what THEY need and not what you want to sell. Offer them all the relevant information, be easily accessible to them. Serve them today, not tomorrow. Resolve their issues/problems in an instant manner .tell them, guide them, educate them on how to make the best use of the products/services. Create an in-built system of how to avoid and resolve the problems. Make their transactions hassle-free and try to generate Wow factors. Make their sales process a Memorable one.

 6. Create and Sell Differential Advantage :

In my opinion, the price does not offer a differential advantage. There are other elements in the selling which can give you a differential advantage – it can be your own name, you own creativity, your own presentation skills, your own way to tackling and responding to questions, you own perceived value and your ability to respond and surpass the customer delivered value. If all these values are missing then the customer will settle down for the Lowest Price and the thumb rule is lower the price, lower the profits.

 7. Adopt VALUE FIRST proposition.

Today success selling mantra is how we are helping our customers, how we are contributing in their life to make their job and life simple. How a Doctor is getting benefitted to scan the symptoms and cure the patient with ease, speed, comfort, and economy. Value first principle not only helps to get the success faster but gives you a room, a scope for extra profits too.

 8. AVERAGE IS OVER -YOU ARE EITHER OUTSTANDING OR YOU HAVE TO STAND OUT. THAT’S THE NEW NORM. Satisfaction is no longer the measure of success. You have to change your delivery -your presentation- your selling skills -almost everything from ordinary to extraordinary.

9.SMART-HARD combo – its neither the smart work, nor the hard work, but the combo of both -the hard work and the smart work, that makes the person more successful.

 10.  Be accessible to the customers.

Accessibility, availability, responsiveness, timely execution when they need you the most is the key mantra to success.

So, make Digital mediums as your best friends, as your best resource. Use them judiciously and try to get control of Digital mediums on your selling skills and selling knowledge.

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