I went to the doctor recently for a regular check-up. While I as sitting in the waiting room, I noticed that there were three patients and four pharmaceutical reps. This fascinated me since I train phama reps. At the end of my exam, I asked the doc what he thought of pharmaceutical reps. Were they valuable or annoying?
His answer was surprising.
He said that that drug sales people have two values to him. First, he said that occasionally they actually tell him something that he did not know. He saw that as important because he needs to keep up on so many new things that every source was worth a few minutes of his time.
Then came the surprise.
He said that drug reps are part of the informal welfare system. They load him up with samples of drugs every time the stop in. He, in turn, dispenses these drugs to patients who can not afford to buy them.
I’m not sure if he is more likely to prescribe these same drugs to those of us who can afford to pay for them, but I suspect he is. The lesson for all of us is to understand that we bring a variety of values to our client. Some direct and some indirect. Determine what the client needs and you’ll find your key to earning their time and earning their business.