Is consultative selling dead?
No, but new models are needed for today's sales environment
Pharmaceutical companies love the consultative selling model.
If you ask any sales leader how to improve the quality of physician-representative interactions, you will probably hear something like this: "Our reps need to take a more consultative approach."
There's only one problem with the consultative model.
For the majority of today's sales calls, it no longer works.
Twenty years ago, when physicians had more time to talk with reps, the consultative model fit like a glove.
However, in today's selling environment, the average rep spends 75% of his day engaged in hallway calls.
These calls are brief, last two minutes or less, and typically occur when physicians are between patients.
In today's marketplace, the consultative model fails at two junctures.
First, physicians no longer have ample time for a "consultation."
After all, the consultative model requires structure for an opening statement, presentation features and benefits, probing, objection handling, and a close.
As one trainer said, "Trying to cram a consultative sale into a two-minute hallway call is like trying to force a round peg into a square hole. It doesn't work, and it angers physicians."
In addition, consultative models assume that the physician has a "need."
In many situations, this is no longer the case.
Most physicians have three or four satisfactory choices when the patient needs a prescription.
Selling on the basis of need is no longer compelling.
Does this mean we should abandon the consultative model? Absolutely not.
Rather, sales leaders should begin to curb their love affair with the consultative selling process.
They need to explore newer models, ones that complement the consultative approach.
New models have evolved, and many provide a better match for today's sales environment.
New models can be summarized as offering three qualities:
New models capture attention.
Doctors are distracted; even when they appear to be listening, they probably aren't.
New models show representatives how to quickly and effectively gain the time and attention of overwhelmed physicians.
New models are flexible.
Successful representatives have a natural style that enables them to adapt to both short and long call situations.
Consultative models are great for long call situations, but new models must guide representatives during hallway call situations. These models exist.
New models take advantage of modern messaging technology.
Over the last several years, there has been a revolution in messaging technology. (For more on sales technology, see Will the iPad kick start a pharma sales and marketing revolution?'.)
Helping representatives make slight modifications to the way they deliver messages can make an enormous difference to results.
The technology is here. We just have to use it.
Scott Moldenhauer is president of Persuasion Consultants, LLC, a pharmaceutical training and consulting firm. He can be reached at scott@persuasionconsultants.com.