Quality over Quantity: Why It Matters in the World of Pharma
By Landry Roberts, Galt Pharmaceuticals Director of Sales
Steve Jobs once said that “quality is more important than quantity. One home run is much better than two doubles.” While we aren’t playing baseball or softball or selling Apple products, this couldn’t be truer in the world of pharma. Particularly as it pertains to the Galt Way. We have built our sales process and playbook entirely around that idea. That less can truly lead to more if our reps effectively identify the accounts in which they invest their efforts; reliant on cultivating relationships that result in long term successful outcomes for the patient, provider, and the rep.
So, what is most important play in the playbook? Finding healthcare providers that want to work with you as a rep. These are not the providers that see reps as glorified Door Dashers or endless wells of samples with no expectation that prescriptions will ever be written. No. These are the providers who embrace and understand the value our reps bring to their clinic. These are the providers that look forward to your visit each week because they know you are working hand in hand with them to help meet a patient’s unmet clinical needs in ways other reps might not. They trust that we will consistently go above and beyond to give their staff and patients the best experience possible with our products and processes. These are the providers that believe in our products as much as we do and believe they are the best option for their patients.
Eighties rockers Cheap Trick sang it best, “I want you, to want me!”
If the above are some of the characteristics that describe a provider that wants to work with our reps, what might a provider look like that doesn’t fall into that category?
When I was a brand-new rep new to the pharma industry, I was guilty of making visits just to make visits. I wasn’t keen on who was genuinely interested in what I was selling and who couldn’t care less whether I was there or not. I felt like just getting in front of a provider and “checking that box” was going to lead to big success. A lazy approach at best. Over time, I believe all good salespeople develop a strong sense of discernment when it comes to a provider’s receptivity of their messaging. A trait that is critical to the long-term success of their business.
“Quality is the best business plan.” – John Lasseter
I believe this to be true and the reps I work with who operate under this same premise have seen results that back it up.
While we always strive to strategically seek and develop new business, the phrase that “one bird in the hand is worth two in the bush” remains a constant.
Let’s look at a few things I consider when deciding who is in my starting lineup, who is on the bench, and who gets cut. We’ll work in reverse order.
Providers who are rarely or never available to speak with you, office staff who seem agitated by your visits, the lack of ability to get past the receptionist without providing a snack or meal, or offices that don’t find value in our samples and marketing pieces are all red flags for the long-term viability of the account. These accounts are unlikely to sustain and sooner than later you can cut the tension with a knife every time you enter their doors. They don’t pass the vibe check. The moment you feel that tension, you know it’s time to make a cut.
The most difficult accounts to read as a rep are the ones who seem interested in your messaging and the product you’re pitching, but never seem to “swing the bat”. They say all the right things when you visit and make you “feel” wanted, but rarely act on their enthusiasm. These accounts generally don’t result in good business or enough of it to justify your weekly efforts from a time and resources standpoint. Even though the visits yield good conversation and don’t make you feel like a hindrance while you’re there, over time, the reps who are dialed in to that discernment we discussed always discover their efforts are better focused elsewhere.
“Quality is never an accident. It is always the result of intelligent effort.” – John Ruskin
Then there are those accounts that every rep works hard to find. The diamonds in the rough. The needles in the haystacks. Where the providers are all-in on the product, the office staff is all in on the process, and the rep believes deep in their bones that they are truly able to make a difference with each interaction. Things seem to work in perfect harmony. These partnerships don’t happen by accident, and they don’t come along every day. They take research, preparation, and focused execution from the first visit. Laying the foundation for a long-lasting relationship that yields success for everyone involved.
“While the pursuit of quantity may be tempting, it often leads to short-term gains that can be detrimental in the long run. Prioritizing quality in your work, products, and interactions can have a lasting positive impact on your reputation, resources, customer satisfaction, innovation, and sustainability.” – Raj Shamani
Without question, the sustainability of our business will be dictated by quality not quantity. That is the Galt Way.
