Marc Beardslee on how fishing has made me a better salesman
Successful fishermen and successful salesmen have a lot in common, Marc Beardslee Says
Pharmaceutical sales leader Marc Beardslee says that landing a fish and landing a sale has more than a little in common. The art of catching a fish with a rod and reel is about finding and correctly utilizing the right approach to influence the fish to strike.
When most people think of catching fish, Marc Beardslee says, they think of a worm on a hook. This is a very simple approach to offering one kind of meal to a hopefully hungry fish. If a fish is not hungry for that worm, it may swim right by. Or the fish may be hungry for that worm, but it’s not presented in the right way, so they lose interest.
Consistent success in fishing involves developing a keen understanding of what tools and techniques to use in each situation. The type of equipment you use to catch lake trout in deep water will be very different than the equipment you use to catch rainbow trout in shallow streams. Or, the techniques and tackle you use to catch bass on a sunny day will be different than those you would use on an overcast day. With the right approach, you can even influence a seemingly disinterested fish to strike.
Too many salespeople try to approach each selling situation with the psychological equivalent of a worm on a hook, Marc Beardslee says, instead of the personalization, metaphorically speaking, of a full tackle box full of tools and techniques.
How do pharmaceutical salespeople make their sales pitches personal? It starts with the right mindset. Salespeople must be focused on the customer’s needs and not their own needs. They must take the time to connect with the customer and learn as much as possible about their needs and pain points. Only then will they understand which approach to use and how to use it in a way that appeals to the customer. Success in sales boils down to 4 main things: Know your customer, Know their business, Know how to connect, and know your stuff.
Technical competence is indispensable. Sales reps, typically, aren’t doctors or pharmacists, but they need to be able to explain their products with the depth and understanding that doctors and pharmacists require. A track record of integrity is also indispensable. Pharmaceutical salespeople become trusted sources of timely and relevant product and marketplace information as well as providing the patient with educational materials and resources to help make prescription drugs more affordable. The information may not always lead directly to a sale, but the relationship becomes enormously valuable.
Good fisherman uses the right tools and techniques for each situation. Great pharmaceutical salespeople tailor each sales approach to the needs of their customers.
