Today, every company worth its salt will say it believes in creating long term relationships with customers and suppliers. And there really is no other way to achieve the sense of partnership needed to create a foundation for mutual success over time. Like many of their contemporaries in other industries, healthcare salespeople have become a touch cynical when it comes to a utopian vision of win/win outcomes in their business dealings. Alison Morris, Healthcare Sector Head, Huthwaite International looks at how this can be achieved.

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The balance of power has shifted in favour of buyers, but the rules of good sales negotiation remain the same - and well planned training can help you prepare.

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This article first appeared in Pharmafocus in January 2002. The article covers Huthwaite research into the common traps which reduce the impact of new product launches and suggests actions which can be taken to increase the chances of success. The article contains research data showing the changes in behaviour of salespeople selling new products compared to existing ones and the negative impact this can have on customers.

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Pfizer in Sweden worked with Huthwaite to develop a series of custom built training programmes to meet their specific selling needs. Matts Duell, Training Director of Pfizer Sweden discusses the needs behind the training project and the success achieved.

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This report is based on an analysis of over 800 sales calls made in the UK, Germany, Denmark and France, spread over a number of years. Recent projects have confirmed that these findings are just as valid today.

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R & D? Regulatory? Production? Sales & Marketing? What do we all have in common? From drug discovery to getting agreement to prescribe, we all depend on the willingness and commitment of colleagues, suppliers and customers to help us achieve our goals. Whatever our role, we all need the power of persuasion, as Alison Morris discovers.

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Alison Morris, Healthcare sector head, Huthwaite International looks at the changing face of hospitality for pharmaceutical and healthcare companies and how they are taking a smarter approach to cultivating business relationships. Maintaining a balance at social events between the 'fun' or relaxed elements and achieving an acceptable return is an art in itself.

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High investment in drug research and development should lead to products that address customer and patient needs. It is your task as a sales rep to identify and develop those needs and ensure that you meet them appropriately.

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This article was first published in Huthwaite News in the Spring 2003. It covers the use of SPIN^® questioning techniques to explore Doctors needs when trying to influence them to prescribe particular pharmaceutical products. The use of SPIN^® questions results in a more consultative call and can help to optimise the time in front of Doctors, Consultants and purchasing managers.

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