The Clinical Side: Don't go DEAF on a call

The Clinical Side: Don't go DEAF on a call

Handling study objections  Part 1

Oct 1, 2005
By: Jane Y. Chin
Pharmaceutical Representative

Trainers have told me that teaching sales representatives how to do a "clinical sell" remains their top priority. A critical part of teaching this is helping representatives communicate clinical data. In my last column, I suggested that on a short clinical call, representatives should cut the canned speeches, pick pertinent points and rank research results.

Representatives who execute these suggestions may soon be rewarded with a physician's objections to the clinical study they've presented. I say "reward" because when you engage physicians in a meaningful dialogue, an objection gives you more information on the factors they consider when making decisions than enthusiastic head-nodding (which may just mean they want you out of their office as soon as possible).

Now that your physician has taken the time and effort to disagree with you -- perhaps rigorously -- about the clinical study you just presented, what should your next steps be? Here are four steps you don't want to take:

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