Sales Messages That Stink!
SALES MESSAGES THAT STINK
This morning I was reading a blog “Sales Messages Stink” written by Mike Weinberg .
He writes:
“Here are the common sins I typically see or hear when sellers prospect, conduct sales calls, deliver presentations, or craft proposals — what they say, write, or present is…
1. Boring
2. Self-focused (company or product-focused)
3. Complicated
4. Long-winded
5. Lacking relevance
6. Uncompelling
Honestly, I don’t know how salespeople can sell when their story is lame.”
He goes on to write that a great story can change everything!
And the story should tell:
a) How you differentiate – (A lesson for me as a pharma brand manager: You can then command a premium price)
b) Your story should seduce – (A lesson fro me as a pharma brand manager: It will attract more doctors as our Rxers)
c) Your brand should be perceived as a problem solver – (A lesson for me as a pharma brand manager: Our field force should NOT be perceived as product pitchers, but as patient-centered knowledge workers)
d) Your story is compelling, relevant, and effective – (A lesson for me as a pharma brand manager: it specific and vivid. Your story should be backed by strong emotional images)
e) Your story should build trust – (A lesson for me as a pharma brand manager: Every brand campaign I build must deliver my brand promises.
PDx, i,e, patient-doctor experience, is a perception of your brand by the padocumers shaped during the patient journey. And it is only patient centered approach marketing can build a solid, impeccable trust)
A great lesson for all marketers in the Bangladesh and Indian pharma industry.