Pharma sales in India during COVID-19 Pandemic and the way forward!

Managing Unprecedented crisis requires business continuity protocol at scale and speed.The future of COVID 19 pandemic is uncertain. When will life be normal again is a big question? During this situation it is very important that you need to learn how to adapt and accept the change. In this Pandemic many of you have already adapted, welcomed the change, still learning or learnt lot of new things, especially you might have understood the importance of virtual presence, how to embrace digital technology and platforms etc for example: how to consult a doctor online, how to attend Zoom /Google meeting, how to use virtual platforms for engaging customers, understanding the needs of the customer through virtual platforms, how to communicate virtually? Etc. Likewise, it is very important that you need to learn how to achieve sales target during this Pandemic era. The companies have already started demanding for sales and target achievement in -spite of the lock down and other situations. COVID19 is no more an excuse. Sales force is really trying hard to identify the ways for increasing their business and retaining their existing customer’s support. Sales Managers are brain storming ideas with their team. The question “How to retain the existing customers and generate more business” is still ticking in heart and brain. Sales teams can meet only 20 percent of the sales call during this time. Remember Pareto Principle, the 80/20 Rule is a formula stating 80% of sales will come from 20% of your customers.

Here are my suggestions for how pharma sales force can successfully pivot sales.

Reframe your Mindset : Your mind is your most powerful force. Mindset plays a major role in Achieving your business success, shift your mind to accept the change, sync and tune in to the New realities. Reframe your mind to positive. Think positive. See problems as opportunities. Look out for possibilities.

Classification of customers during this pandemic:Revisit your classification of doctors & you can also re- classify your customers (doctors) based on the below parameters.

• Customers who prefers only to meet patients Face to Face and not the Salesperson
• Customers who prefers meeting salesperson Face to Face
• Customers who prefers to meet salesperson virtually
• Customers who does not prefer to meet salesperson and has aversion towards social media
•  Customers who prefers communicating over Phone rather than Meeting in Person
• Customers who are interested to get connected with Public or medical fraternity through media to share or bring awareness on disease or disease management.

The above-mentioned classification can be considered as additional parameters for classifying your customers along with traditional method of classifying. This classification can give you more clarity and clear idea on how to proceed or plan your sales call. It also can help you to decide, choose preferred sales promotion approach  & customer engagement methods.

Chemist Visit, Ensuring Availability of your products & POB “S

India’s telemedicine market is growing immensely and is impacting the Business in terms of growth rate, revenue, sale, market share and size etc. In this situation It is a great challenge to identify and track which doctor’s prescription is going to which chemist shop or which location. So, it is imperative to ensure your product availability in many counters. Since many patients may prefer to buy their medicines in nearby pharmacy rather than in hospitals or clinics or reputed chemist shops. So, utilize this Pandemic opportunity for the below mentioned things..

• To strengthen your relationship with chemist
• Ensure and Increase your Product Availability in many counters as much as you can.
• Golden opportunity to book POB’s

How to Engage Your Customers during Pandemic?

 You can engage your customers according to the type, preference, interest engage each customers. For example customer who has inclination towards social media , you can ask them to record 2 minutes awareness video regarding how to stay safe and be positive during COVID19 or you can ask them to share their experiences in treating patients during Pandemic, you can make them as a Speaker for webinar, speaker for Virtual CME’s and Make them conducting Virtual Patient Awareness Camp.

For virtual meeting customers, you can understand their needs in terms of requirement of products and services. You can extend your support by giving necessary sample, PPE or Mask or Scientific Reference etc. Mantra for engaging your customer is serve and engage based on their needs and interest.

For customers who are unwilling to meet in person or virtually and they are willing to receive communication over phone , you can make a casual call and understand their professional needs and serve based on the needs and wants.

Selling in Pandemic: How to sell when meeting customers (doctors) face to Face during Pandemic?

Selling in a pandemic is different. According to me Emotional Selling and Value selling are the best methods to adopt during pandemic.

• Dress appropriately by wearing Neat and clean Mask, Carry Hand Sanitizer, Maintain proper social distance.        

Be Empathetic while speaking to your customers, listen empathetically and responsively

Emotional selling is one of the best methods you can adopt while meeting customers:Emotional selling is a more personal way of tuning into what your customers are feeling. Emotional selling takes more of an effort to “read” your customers and be able to deliver on what they may be wanting. You can spot opportunities for emotional selling.Emotional selling is the ability to understand each individual customer, and then appeal to how they are feeling at that moment in time, or how you want your products to make them feel.You can also adopt Value Based Selling Method.

Value based selling mainly focus on benefits of the customer. The goal with a value-based selling approach is to put the needs of the customer first, guiding them through the sales process to make an informed decision to best suit their needs. This creates positive result having your product in the mind of the customer.

Do not pressurize or demand prescription, instead remind your product that you want them to Prescribe.

Eat Healthy! Maintain Good Personal and Food hygiene & Work Safe and Stay Safe.

Stay connected with your customers!Happy Selling!

Bagavathy Praveen Sridevi