Written By: Jim Patton
May 31, 2023 – 6 min read
Pharmaceutical sales is a unique field that demands a particular set of skills for success. Like any sales job, reps need to understand their products inside and out. But what sets pharma sales apart is the fact that they sell products with potentially life-or-death consequences. Giving out the wrong information can have serious implications for patients, clients, and the company.
In this post, we’ll explore the skills that make a great pharma sales leader and what it takes to excel in this exciting and challenging role.
At the heart of the differences between the average “sales rep” and a “pharma sales rep” is complexity. The pharma industry is highly regulated—and this makes selling more challenging. Not only do reps need to have deep product knowledge (benefits, uses, doses, interactions, and side effects), but they need to understand the complex regulations, compliance requirements, and legal restrictions as well.
Pharmaceutical sales leaders must have an in-depth understanding of these regulations in order to communicate and enforce them with their sales teams. When so much is on the line, compliance with regulations is not optional, and a great sales leader must be able to instill a culture of compliance within their team.
As it pertains to products, these sales leaders must also possess excellent scientific acumen and be able to interpret complex information into benefits. They must be able to interpret highly-complex clinical data and turn this into tools to have highly-informed conversations with healthcare providers (HCPs). This requires a high level of technical knowledge and the ability to keep abreast of the latest research and scientific literature.
Meeting sales targets in the competitive pharmaceutical industry requires sales leaders to have a strong sense of focus. While fixating on a goal may seem easy on the surface, for many pharma sales leaders, it is not. The nature of the industry is continually evolving – requiring them to constantly analyze data, market trends, and competitors, and pivot accordingly – adjusting their strategies and tactics to meet targets.
So, sales leaders need to keep both of their eyes wide open—with one focused on what’s going on outside and the other focused on what’s happening inside their team. Internally, sales leaders are concerned with their reps’ performance. They’re always trying to make sure their team is performing well by building strong relationships, setting clear goals, making realistic plans, making sure there is alignment, tracking progress, creating improvement plans, figuring out what needs to be improved, coaching, and making changes (if necessary) to keep everything moving forward.
Not unlike other leaders, a pharma sales leader is responsible for managing and leading a team. Building a high-performing sales team requires strong communication skills, including setting clear expectations, providing constructive feedback, and recognizing and rewarding top performers. In addition, they need to collaborate with cross-functional teams such as marketing, medical affairs, and compliance, and also be able to motivate, inspire, and mentor their team to achieve their goals.
Promoting a get-better culture is critical because it focuses on continuous development and improvement. A great sales leader actively mentors and guides their team and provides constructive feedback, consistent coaching, and development opportunities.
The culture a pharma sales leader creates is vitally important to the success of their team. Promoting a get-better culture is critical because it focuses on continuous development and improvement. A great sales leader actively mentors and guides their team and provides constructive feedback, consistentcoaching, and development opportunities. They create an environment where team members feel empowered to create their own professional growth and are allowed the freedom to make mistakes without the feeling of failure. In a get better culture, team members are encouraged to learn from each other, share ideas, collaborate, and continuously seek ways to enhance their skills and knowledge. Learning is valued and supported, and resources are provided to help team members stay up to date with the latest scientific advancements, regulations, and sales strategies.
Listening, communication, and empathy are all vital skills that greatly contribute to a sales leader’s ability to forge strong relationships, better understand the needs of both customers and their team, and enhance overall performance. Mastering the art of listening enables sales leaders to truly comprehend the concerns and challenges faced by their clients and team members, paving the way for tailored solutions and support. Effective communication ensures that ideas and information are conveyed clearly and concisely, fostering a collaborative and productive environment. Furthermore, empathy allows sales leaders to connect on an emotional level, fostering trust and loyalty, which ultimately leads to long-lasting relationships. By honing these essential skills, sales leaders can effectively address the needs of their customers and team, resulting in improved performance and success.
In a dynamic and competitive industry like pharma sales, effective coaching is essential to drive sales growth, boost team morale, and achieve long-term success. Coaching goes beyond just managing a team. It involves nurturing and developing skills and supporting individual motivations unlocking their full potential. A great leader is always in the process of “coaching” their team to identify and address performance gaps, provide timely guidance and feedback, and empower them to overcome challenges. Coaching fosters a culture of continuous improvement, where individuals are motivated to enhance their skills and performance. Coaching is essential to building trust, rapport, and loyalty among team members, as they feel supported and valued by their leader.
Trust and relationships go hand-in-hand, Building strong relationships starts with establishing trust. Trust is built when you have a true understanding of who the other person is and what their motivations, needs, goals, and concerns are.
Listening is key to building trust and relationships. Ask questions to gain deeper insights and paraphrase what you’ve heard to derive a better understanding of the person’s point of view.
The role of a pharmaceutical sales leader is unique and requires specialized skills for success. They possess a combination of analytical knowledge, scientific acumen, strategic thinking, team building, management, coaching, and collaboration skills. They constantly strive to hone their listening, communication, and empathy skills to foster a trusting environment and build long-lasting relationships. They’re passionate about life sciences, have a commitment to compliance, and prioritize patient outcomes. They also inspire and lead their team to achieve their best performance through coaching while upholding the highest standards of integrity.
Whether you’re a seasoned sales leader or aspiring to climb up the ranks, honing these skills will set you on the path to success in this dynamic and rewarding industry.
Interested in more on this topic? Here’s another article you might like: Creating Tomorrow’s Life Sciences Sales Leaders: 3 Strategies Read More
Interested in more on this topic? Here’s another article you might like: Creating Tomorrow’s Life Sciences Sales Leaders: 3 Strategies
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