BUILDING YOUR CASE
Five forms of evidence reps should use to persuade the doctor
KEVIN DALEY
“C heck out the blind study
results." "Look at this list."
"These are the facts." If this
is how you're presenting evidence
during your sales calls, you're limit-
ing your effectiveness. When you
support your case solely with facts
and statistics, you're using only one
of the five forms of evidence at
your disposal. It's easy to rely on
this kind of presentation, but it's
totally devoid of the "flesh and
blood" element that can dramatical-
ly improve your persuasiveness.
The other forms of evidence,
which belong in every pharmaceuti-
cal rep's sales toolbox, are personal
experience, analogy, judgment of
experts and examples.
Your presentation could not be
more vital to your success in today's
marketplace. The average medical
professional is increasingly sophis-
ticated, dubious and bottomline ori-
ented. And staff members at med-
ical practices often see a dozen or
more pharmaceutical reps a day.
Only one in every five sales calls
results in a face-to-face conversa-
tion with the doctor. As managed
care is forcing physicians to see
more patients than ever before,
they're not likely to take in the sales
message you're presenting.
Here's how you can combine all
five forms of evidence to maximum
advantage during that precious time
- now averaging three minutes - you
have to meet the doctor's expecta-
tions, establish a personal relation-
ship and make the sale.
Published in the Pharmaceutical Representative, September 2003
FIVE TYPES OF EVIDENCE
Some pharmaceutical reps have
a favorite type of evidence, and so
do some doctors. If you know that
the prospect is persuaded primarily
by one form of evidence, it's all
right to use it extensively. But most
doctors are persuaded by a combi-
nation of types.
Here's an acronym to help you
remember to use all types: PAJES,
which you can pronounce like
pages - personal experience, analo-
gy, judgement of experts, examples,
statistics and facts. An outline
describing each type of evidence
follows and can guide you in sharp-
ening your presentation skills.
P ERSONAL EXPERIENCE . You
were there. You were walking in the
doctor's shoes. Personal experience
is the best form of evidence for
making a connection with the doc-
tor. An eyewitness account is also a
good opener for your presentation
because it draws the doctor in
immediately. Every one loves a
story.
Here's an example of how you
can use this form of evidence. Let's
assume you're selling a more sim-
plified ordering system for your
pharmaceutical products:
"I certainly understand the chal-
lenges you're facing because of the
time it takes the staff to unpack and
store supplies and the limited space
you have to devote to inventory. I
was in Dr. Johnson's office yester-
day. We installed the system there
two months ago. I took off my jack-
et and helped put it in, in fact.
During my visit yesterday, the staff
was showing me how fast electron-
ic order entry is for them now and
how quickly they can turn over sup-
plies. They showed me a room that
used to be devoted to storage. Now
the staff is having lunch there and
doesn't have to leave the office."
Personal experience can even
lead you to uncover a customer's
true needs. By introducing a human
element in your presentation, you
can establish trust with your
prospects so that they will more
willingly reveal their concerns and
even fears. This can be invaluable
information for a salesperson.
A NALOGY. Analogy is a poten-
tially powerful form of evidence,
but is often unappreciated. An anal-
ogy enables your prospect to grasp
a complex thought or correct a mis-
conception quickly. A properly cho-
sen analogy can add drama to your
message without compromising the
seriousness of your purpose.
Analogies can usually meet these
objectives better than any other
form of evidence.
Let's say you're describing a
new and improved version of your
product: "I was in Dr. Johnson's
office last week and saw the topical
form of the product being used. The
old delivery system was slowing
the patient flow and keeping the
staff from using all their capabili-
ties. It was like putting a 200-pound
jockey on a racehorse." (This exam
Continued on page 2
 BUILDING YOUR CASE KEVIN DALEY 2

Continued from page 1

ple combines personal experience Administration compliance infor- statistics as legitimate; no doubt
with an analogy.) mation, educational materials or other statistics will support your
Avoid using analogies and patient satisfaction surveys. competitors' claims.
expressions that might be inappro- E XAMPLES . Is what you're say- Begin with the numbers that
priate, like "lO-yard line" with ing credible? The doctor may want reinforce the point you're making;
someone who has no interest in to know about others who have then segue into the supporting num-
sports, or dated, like "a mile a experience with your product or bers. If you aren't satisfied with the
minute." Steer clear of analogies service. Begin with a quick summa- visuals your marketing department
that might be controversial (usually ry of what your product or service has prepared for you, make your
ones that feature notorious figures has accomplished in other practices. own (but talk to your manager and
in the news or in history). Describe patient cases where doc- find out company policy first). You
J UDGMENT OF EXPERTS . Cite tors administered the medication can create a simple chart while
the research results and opinions of and the results were dramatically you're talking with the doctor. This
authorities to support your case. positive. Have names and contact will involve her in your presenta-
Concentrate on researchers and information ready; even better are tion and encourage her to focus on
experts the doctor respects. It's safe written comments by a respected your sales messages.
to assume the list includes profes- practice's staff about the value you Statistics can be very appealing
sionals who head prominent med- brought to them. to doctors who value research study
ical institutions and specialists who The more compelling your results highly or are particularly
have been publishing knowledgeable about the
breakthrough research. If intricacies of their prac-
the doctor isn't familiar “Your presentation could not be tices' financial reports.
with your experts, describe more vital to your success Just remember
their credentials in ways always to combine statis-
that are relevant and in today's marketplace.” tics with other forms of
impressive. The judgement evidence so that you
of experts is particularly valuable examples, the more effective you'll humanize your presentation and
when you and the company you're be. When asked about your pricing, make it more compelling.
presenting aren't well-known or describe your greatest challenge in Selling to a medical practice
when the customer appears to be this area and how you overcame it: presents enormous challenges. By
skeptical about what you're saying. "I want to tell you about a customer mastering these five forms of evi-
Reprints of research papers can be that's a government agency and has dence, you'll become more credible,
crucial in these situations. the most stringent competitive price build stronger relationships and get
Cite statements from profes- buying mandates imaginable." the sale.
sionals and administrators in cus- Your examples must be perti-
tomer offices about how your com- nent to what you're discussing, of Kevin Daley is founder and
pany's value-added services are course, and you mustn't appear to chairman of New York-based com-
increasing patient satisfaction, be presenting yourself as a medical munications skills training compa-
reducing expenses or shortening the professional. ny Communispond Inc. (www.com-
doctor's workday. Quote a promi- S TATISTICS . Even though most munispond.com) which created and
nent doctor about the specific bene pharmaceutical reps tend to overuse provides the "Socratic Selling"
fits you offer, like providing statistics, they remain a critical part training program and serves a wide
government-mandated posters, of your evidence lineup. Just make range of companies in pharmaceu-
Occupational Safety and Health sure your customer accepts your ticals and other industries.

Published in the Pharmaceutical Representative, September 2003