Success Stories
Gaining Access & Moving Market Share
I wanted to pass on good news to you regarding my top account, Dr. E, in Norwalk CT.
Since this is my #1 physician/account, I have tried just about every solid suggestion I have received from colleagues, my manager, you, etc. to move market share in a positive direction. This year I moved Dr. E 1(one) share point--not an easy task.
Well, a lesson that [the Stovall Grainger & Modleski & Modleski, Inc. instructor] taught us in Level III has truly paid off.
I took a chance and decided to have a fairly serious business discussion with the "CEO" of Dr. E's practice, a woman named Eileen S. Other then a quick review/demo of [my product], my discussion focused on industry issues (I brought in a few of the articles I have received from Stovall Grainger & Modleski & Modleski, Inc. via email over the last several week--ie. "Family physicians told to evolve, so specialty can survive.") that could be devastating to a large practice, such as Dr. E's. This discussion led to Eileen calling in Dr. E and Dr. M (the physician who originally started the practice) and asking me to recite my concerns to them. They not only stood and listened, and I never get that much time with Dr. E, but we engaged in a short discussion. At that time, I invited the "team" to [a program I was putting on]. I had the overview with me and presented Dr. L's ideas. After "sealing the deal," I immediately tied in the value of their existing [product] with our [solution] and secured a follow-up meeting.
- Had I not really sat down and thought out a clear-cut plan to handle this account, I might still be fighting for time to see Dr. E.
- Had I not thought of my "strategy" (Blueprint) and wrote out my personal agenda for the meeting-notes included as a reminder to myself--I doubt I would have felt confident enough to be a serious as I was during the meeting-which ultimately will lead to increase in market share.
- Finally, if I had not taken a few minutes a day to read a new article or find out about a subject that might be more interesting to a physician then what "we" generally speak about, I would not have been prepared enough to speak intelligently to two very important physicians in my territory.
I don't think training is ever a waste for a salesperson, but seeing that training work out in the field is golden!
Thank you again for all your support and constructive criticism. It is really starting to pay off!
Robin
Robin Beth Askins
Account Manager, Medical Professional Group
Director of Marketing "Strategic Business Call"
I had to write. I met with Peg F. -- our VP of Operations Support and a VP for Northern Minnesota -- a little bit ago, and she said that she used the strategy/tactics and know self/know others/know terrain in a Physician's Association meeting in one of our markets last night, with the radiologists. They are working on strategy for the market because some big things have changed, and she said it worked GREAT.
Also, today, I'm working on a patient information piece and long story short, I have wayyyy too many strategies we're trying to communicate on one piece, and it is frustrating me! So I glanced over and there's the little card: What is the one thing I'm relying on to win? Helps me focus in on what this piece should say... and get okay with not spewing EVERYTHING about [our organization] in the space of a postcard!
So, thanks. We are using this stuff... and it really does work!
Tracy
Director of Marketing
Success with a Pharmacy "No-See" Situation
I hope your both well.
Let me begin by saying that since participating in my first class 7 years ago, your fundamental teachings have been with me everyday. I've since been a specialty rep, hospital rep and district trainer. In my mind, there is no other training that provides a map for success like yours. No matter what the industry: knowing yourself, the competitor, and the terrain, will always provide a superior standpoint.
Your quotes wallpaper my office...
Anyway, a recent success story:
I call on large teaching accounts. Seven of these hospitals are a system, of which the largest has overall reign. Last year they switched their Wholesaler to Cardinal. This was a major change for the pharmacy, and was difficult to manage.
The Director of Pharmacy is a "no-see" person. Since calling on the account, I've tried just about every strategy and tactic heard of in order to get access (And a few I'll probably never disclose). My goal was to solidify our products positioning on what would be the newly created formulary.
The major players in the pharmacy would not speak on any possible changes that may take place. Essentially, all vendors were left feeling they were unsafe. All the while, members from all pharmacies were complaining of the difficult tasks they were to undertake while adapting to Cardinals ruling. It's amazing the power they were given to alter the formulary and product usage (And it continues to grow).
The one problem each of them would discuss was the lack of communication. They knew change was eminent. But, they weren't kept abreast on how these changes would arrive: Would there be agreement? How would they be rolled out? Who will be in charge? This became a common theme among all parties within the system. This was where I came in.
I presented them with an idea: Why not set an evening event so each could speak on behalf of their issues. I was told this was an idea, but had not come to fruition. I then recommended allowing myself to sponsor the event, and help with the setup. I even got involved with the Cardinal Representative.
Once the idea made it to the Directors desk, she contacted me herself. I found the gap and utilized my resource. Not only did I establish a relationship, but I also succeeded in my goal: Both of my products remain in a preferred position. There's a strong feeling of acceptance for me and my company. And, I've slept much better at night.
If it wasn't for the training I received, I would've never known I was being confronted with opportunity. It's these simple steps, and your fundamental teachings, that helped me to analyze the game.
You guys take care,
David Liberati
Area Account Manager
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