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Receptionists.  Front office staff.  Managers.  In the pharmaceutical industry, it seems that no matter where you turn, there’s another “gatekeeper” between the salesperson and the decision maker.  Here are some of the top tips from throughout the industry on how to get past the gatekeeper and into the real business of making the sale:

  1. Remember, the gatekeeper is not the enemy. When a gatekeeper stands in the way, they aren’t doing it to frustrate your salespeople, waste their time or damage your sales numbers. Seeing them as the enemy increases the chances that your subtle nonverbal cues will read as defensive or hostile – and cause them to react in kind.  Instead, learn to see the gatekeeper as someone whose job it is to manage unnecessary demands on the decision-maker’s time, and focus on becoming a necessary
  2. See your gatekeeper as a resource. Gatekeepers know a great deal about how the medical practice, hospital or other organization runs. As such, they can be a valuable resource for ensuring you’re speaking to an actual decision maker.  A few simple, nonintrusive questions can help you learn more and prepare to make the sale.
  3. Engage the gatekeeper… Some salespeople attempt to avoid the gatekeeper altogether by simply sneaking in. However, this plan is almost certain to backfire at one of two stages.  Either the gatekeeper will catch you, or the decision maker will be annoyed by what they see as an audacious intrusion.  Either way, the salesperson’s chances plummet.  Instead, focus on developing a positive and friendly relationship with the gatekeeping staff.
  4. …but don’t try to sell to them. Gatekeepers don’t generally have the power to make buying decisions. A sales pitch wastes both your salesperson’s and the gatekeeper’s time – and when you waste the gatekeeper’s time, they will assume you’ll waste the decision-maker’s time as well.  Keep your communication friendly and to the point, and save your pitch for those with the power to act on it.

The recruiters at SMR Group Ltd specialize in connecting biotech, pharmaceutical and medical device companies with the best sales and marketing talent available.  Contact us today to learn more.

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