Hospital & Account Management:

Module 3 – Effective Selling for

Account Decisions

Module 3 Page -
Guidance
► All activities must be conducted in accordance with GSK policies, codes and SOPs, and with
applicable local laws and regulations. If there are differences between the GSK requirements and
the local requirements, the stricter standard will apply.

► The collection or processing of personal information must be carried out in accordance with
applicable data protection laws, and with GSK’s Privacy Policy (GSK-POL-010).
o Personal information may only be processed where necessary to serve GSK’s specific,
legitimate business purposes.
o Only the minimum amount of personal information necessary to achieve those purposes
should be collected.
o Any personal information collected must be stored securely. Personal information should
not be shared with any other company without the appropriate controls in place.
o Personal information collected should be factual.
o Note that the individual concerned may ask to see a copy of the information that GSK holds
about them.
o GSK Legal should be consulted in advance on any proposal to establish a database of
personal information.

► Managers should ensure that their teams are adequately trained on the applicable requirements.

► This module is for GSK internal training purposes only. Any case studies used are for illustration
purposes only and should not be taken to be applied as endorsed strategy

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 Effective selling for account decisions
Offer a
Working with Customer
solution and Implementing
multiple needs and
test and tracking
stakeholders solutions
acceptance

Working with multiple stakeholders

Learning
Objective
Understand the importance of working with multiple stakeholders to
deliver value to your hospitals / accounts
► Understand the need to align the communication between stakeholders
within the hospital / account
► Be able to utilise the full value of GSK stakeholders

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Hospital customers look to different groups of people for
Illustration
knowledge or to solve a problem

Customer

Patient groups Peers and Internal GSK

External Experts stakeholders

Perspective Credibility Access

Credibility Perspective Expertise
Expertise Network effects Resources
etc. etc. etc.

Can you help customers find the right people to speak to?

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It is useful to record the different internal stakeholders who
Illustration
can help you within your hospital / account
Planned When/how should
Stakeholders Contact Details
Activities they help me?
Identify decision • Ms. A – Hospital Sales • In May Mobile: 07921 409 678
makers in my Representative • Share their updated
account stakeholder map

Providing customer • Mr. B – Medical Information • In June Prefers e-mails (needs a few
an answers to Department days notice)
specific question I
don’t have the
answer to
… •… •… …

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Enabling additional resources to execute my plan
Exercise: GSK Internal Stakeholders Table
Planned When/how should
Stakeholders Contact Details
Activities they help me?

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 Effective selling for account decisions
Offer a
Working with Customer
solution and Implementing
multiple needs and
test and tracking
stakeholders solutions
acceptance

Customer needs and solutions

Learning
Objective
Be able to create the solutions that customers require to make complex
decisions
► Understand customer needs
► Help customer identify needs
► Find creative solutions
► Communicate solutions

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It is critical to understand how a decision will be made in a
hospital / account environment

Decision process

?
► How is the decision made?
► Who is involved in the decision?
► What are the main steps and when will they occur?

You can ask

► GSK colleagues
► Customers with whom you have established relationship
► Other customers from hospital / account

Do you understand how the decision will be made? How can you learn
about the process?

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 In a hospital / account it is sometimes necessary to help a
Illustration
customer identify their own needs

I haven’t
really thought
about this…

So?
Sometimes customers
Ask questions to help
will not recognise any You Customer them identify their own
need for them to
needs (part of the Sales
change
Call Model)

Problem Implication Benefit

questions? questions? questions?

Does the customer recognise the need for change?

Questions adapted from the SPIN model “The SPIN Selling Fieldbook”, Neil Rackham
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 Developing a solution in a hospital / account environment
may require thinking about more than just products
So?
Accounts have needs that
Develop a solution that
extend beyond product
addresses their other
features and benefits
needs

Customer needs GSK offering

► Outcome needs ► Product

► Patient engagement needs ► Economic programmes

► Healthcare needs ► Distribution / availability /

fulfilment
► Supplier needs
► Clinical / Product
information

► Practical clinical support

► …

In addition to the product itself, what else can GSK offer?

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Communicate the solution in a way that most directly
Illustration
reflects customer needs and decision making
This solution I need to cut
► Express the value of a solution in will save you… my budget

terms of your customers’ needs /

problems You Customer

Will this solution

address the needs
of your colleagues?
► Test your solution with a customer
you know well You Well Known
customer

Let me
introduce…
► Use advocacy to lend credibility to Advocate
You Customer
solution

► Get the order of communication … … … …

right

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Hospital / account customer needs and solutions
Exercise: Customer needs and solutions
Think about two examples of trying to support a customer decision - one which
went well and one which do not:
Situation 1: ____________________ Situation 2: ____________________

What were the differences?

What elements of the customer process did you understand less well?

Do you think you really understood and addressed customer needs?

Do you think you communicated the solution in the best way?

What would you do differently now?

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 Effective selling for account decisions
Offer a
Working with Customer
solution and Implementing
multiple needs and
test and tracking
stakeholders solutions
acceptance

Offer a solution and test acceptance

Learning
Objective
Understand the importance of supporting a group of customers in
resolving their concerns about a decision
► Be able to manage the internal communication necessary for a group to
arrive at consensus
► Be able to anticipate and resolve perceived risks and concerns

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Even if every customer in a group says “Yes”, the group
Illustration
may still not be ready to take action

Social

I agree I agree
Organisational Group
Decision

I agree I agree I agree

Technical
I agree I agree

…
Barriers to group
consensus

What are the barriers to group consensus? How can you support the group
to overcome them?

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Sometimes a concern about what others think can be as
Illustration
important as a consideration of rational arguments
Yes, I agree with the This is a big
Customers may agree points that you made change, will it
with the rational actually work?
arguments but still fear
the risk associated with
change

Yo Custome
u r

Let me introduce Dr. I’m more

X who has success in comfortable
their account knowing others
So? are doing it
Uncover concerns and
address them (don’t
Advocat
dismiss them!) – Use e
advocates where
appropriate Yo Custome
u r

Do your customers still have concerns despite agreeing with all of the
rational arguments?

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Sometimes a concern about what others think can be as
Illustration
important as a consideration of rational arguments
I don’t want to
Yes, I agree with the
Even when the rationale points that you made
act first, what if
case has been made, others don’t
some customers may not agree?
act for fear that they will
be judged by their peers

Yo Custome
u r

I’m more
I agree that the comfortable
change is sensible knowing they
So? agree
You should support the
internal communication
Yo
necessary for the group to u
arrive at a consensus
Custome Custome
r r

Are any of your customers concerned by social pressures?

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Offer a solution and test acceptance
Exercise: Barriers to change in a hospital / account
Think about a decision where everything appears to be in place but nothing is
happening
Decision without change: __________________________________

What social pressures might be preventing change?

What other perceived risks might be preventing change?

What rational / practical barriers might be preventing change?

How could you find out?

What could you do about them?

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 Effective selling for account decisions
Offer a
Working with Customer
solution and Implementing
multiple needs and
test and tracking
stakeholders solutions
acceptance

Implementing and tracking

Learning
Objective
Be able to support the implementation and tracking of a decision
► Be able to ensure that practical steps are taken to implement decisions
► Understand the value of collecting feedback
► Be able to reinforce value delivered with customers

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Sometimes decisions in a hospital / account do not turn into
Illustration
action so you need to follow-up

Example problems Example support

► No-one takes ownership for ► Arrange for stakeholder to
implementing a decision meet and agree
implementation steps
► Implementers are put off by
the time / effort to complete ► Help stakeholders
paperwork understand that topic is
important
► Resources are not available
for the change (e.g. ► Identify required resources
insufficient stock in and ensure they are
pharmacy to increase present
prescriptions)
► …
► …

What could go wrong during implementation? What can you do to support?

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The continued success of a change depends on the
customers’ feelings about it

How do the customers feel

about the change they made?

Negative or Positive
indifferent

Discuss with them all the

Discuss any barriers that
benefits they are
have not yet been resolved
experiencing

► Address any lingering ► Reinforces that decision to

concerns or questions change was a good decision
► Serves as a reminder

Are the customers receiving the benefits that they were expecting from the
change? Was the solution the right one?

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Conduct a review with the customers whenever a big
decision is implemented in a hospital / account
How are things
since…?

Yo Custome
u r
Actions

1. Summarise the key decision taken

2. Assess the impact of the decision

3. Collect feedback on decision

4. Describe the value-added things done by GSK (need to remind)

5. Collect feedback on GSK

6. Probe for future needs

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Implementing and tracking
Exercise: Outcomes of change
Think about a hospital / account where you have recently supported a change
in practise
Recent change: __________________________________

What has been the impact of the change?

What obstacles could have prevented this change from occurring?

How could you have helped manage them?

Task

Create the outline for an account review for this account

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