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Accessing the Inaccessible
Accessing the Inaccessible
Accessing the Inaccessible
Accessing the Inaccessible
(Date
published: 18 September 2002)
Allan Mackintosh
Performance AM
"I can't get in -
there is no appointment system."
"I can't get in - they do not see medical
reps."
"I can't get in - they do not see "on spec".
"I can't get in -
the book is closed."
"I can't get in - the reception staff are too
protective."
"I can't get in - they only go to clinical meetings."
And yet, there are sales representatives
who do manage to access these so-called "difficult to see doctors". How is
this, when the majority of sales reps do not appear to be able to gain access
where they would like to?
Gaining access to all your customers will
always be a challenge but it is well worth the effort because some of the most
difficult to see customers can turn out to be the best prescribers for you. So
how do you get over the challenges that face you when attempting to get to see
your priority customers?
The following acronym is useful when attempting
to access the apparently inaccessible customers. That acronym is
PERSEVERANCE.
P - Plan and be Patient.
Ensure
you have a plan and do not fall into the trap of only planning for the "easy to
see" customers. Always include some apparently inaccessible customers and be
patient - they won't all be accessed immediately. Some take months, even years
but they can sometimes be your best customers.
E - Ensure you
have the Energy.
Attempting to access seemingly inaccessible
customers can be tiring. You need to have the energy sometimes just to make the
decision to try and access them let alone to physically try! Keep your self fit
and energised.
R - Be Resilient.
Take the knocks!
Don't give up. Think carefully about different strategies if the one you are
using is not working.
S - Build your Skills.
Look
carefully at your influencing skills. How aware are you of your own behavioural
style and that of others? Can you adapt your style to build
rapport?
E - Empathise with your customer and support
staff.
Ensure you can empathise with your customer and their support
staff's situation. If they are under pressure from patients, emergency calls
etc then back off and attempt at a better time. Show them that you are aware of
the situation and that you will try again later.
V - Always add
Value to your visits.
Make sure that when you attempt to access a
customer you have something specific and of value for them. Do not just ask,
"to see the doctor". You must have a specific reason and that reason must bring
value to the customer.
E - Always be Enthusiastic.
Be
Enthusiastic and do not let any "knock back" show in your emotions. Take the
"knock back" gracefully and learn to fight another day.
R - Show
Respect for customers and support staff.
As well as empathising
with customers and staff for their situation you should always show respect
especially when they have tried to get you access. Always thank support staff
for their efforts despite perhaps being unsuccessful. Always thank the
customers for seeing you when you are successful.
A - Be Aware
of what is happening.
Be aware. Who is in the surgery? What are
conditions like in the surgery? Quiet? Busy? How do some reps get in and others
not? What is the latest information on the customer? Have any of my colleagues
seen them recently? Keep your eyes and ears open to any clues that might help
you gain access.
N - No is only a diversion not a "stop
sign"
Many reps get put off by the word NO. Treat it only as a diversion
and not a STOP or DEAD END sign.
C - Contract with
customers.
When you manage to see customers don't immediately go into
the sales pitch, as most reps tend to do. Differentiate yourself from the mob
by contracting with the customer. Contracting is simply an agreement between
you and the customer. How best do they like to see reps? What time/day? What do
they want specifically from you as their rep from Company X? What rep
behaviours turn them off? Etc. Contracting works and customers respect you for
it.
E - Engage your Enemy!
Many reps avoid
their competition. Don't. Make friends with them. After all you are in the same
profession and it is amazing what you can learn. You don't have to give them
your innermost company and product secrets but you will be amazed what you can
learn about customers' prescribing habits. It is also useful to associate
yourself with the more pro-active and positive sales reps; the good role
models. Learn how they access customers. Avoid the negative; always moaning
reps. They only bring you down.
There are numerous ways in which
companies support reps to gain access. Pens, pads, Reply Paid Cards for
Promotional Giveaways and Meeting invites. Ultimately it is down to you, your
skill, your enthusiasm, your value and your PERSEVERANCE.
About the
author
Allan Mackintosh is a Professional Management Coach specialising
in coaching and developing people skills in new and existing managers. He can
be contacted on 00 44 (0)1292 318152 or through
www.performance-am.com
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