Pharma CRM & CLM – Explore your true potential

Pharma CRM & CLM – Explore your true potential

Find a purpose for the job which is achievable in medium term, and sincerely believe in it.  Such a purpose will give you necessary passion, fire, and commitment towards the job, and using the job as a tool, you will be able to achieve the purpose.   Otherwise, if you work simply for monthly salary to meet your routine expenses, without any purpose in life, then you will perhaps have nothing to drive you towards excellence.  For example, the purpose can be buying your own flat within the next five years time.  This will help to do well in the job, earn lot of incentives month after month, thus can save good amount towards achievement of the purpose.  Another example can be to get your sister married off, which should drive you to do well in the job, earn lot of incentives regularly to meet the expenses for the marriage.

Always be in the ‘learning curve’.  It means that always aim to achieve a little more, than what best you have already achieved.  For example, if your previous best is Rs.3 lakhs sales in a month, then the aim can be  to do at least Rs.3.25 lakhs in the coming month, then Rs.3.50 lakhs in the second month, etc.  This will help you to stretch yourself every time and you will touch greater heights every month.  If you don’t do that, then you get trapped in the ‘comfort zone’ and you will be overtaken easily by those who are in the learning curve at all times. If we are not a little bit uncomfortable every day, it means we are not growing.  All the good stuff is outside our comfort zone.

A few examples as to how you can put yourselves in the ‘learning curve’:

  1. Protect all existing prescribers, and then try to improve the contribution from each one, i.e. add more volume from each customer every month.
  2. Identify 4-5 non prescribers who don’t have any serious objections for your products/Company, for new conversion every month, and your plans for the same
  3.  By doing the above consistently every month, the product-wise, overall sales, and also the prescriber base keeps on increasing every month.
  4. If your detailing is not that great for a few products, then that can be put in to your learning curve, you can do lot of practice till you become an expert in the detailing of those products. This will help you to improve your communication/detailing, sales of those products, and also improve your over all incentive earnings.

 Be different – Trying to be different in as many ways as possible will help.  A few examples below:

  1. Proper dressing – Properly fitting, formal wear, with a tie, well-polished shoes, belt, and bag.
  2. Warm handshake expressing warmth and confidence to the customers
  3. Hygiene – shaving every day, taking bath every day, brushing teeth many times in a day, trimming the hair, moustache/beard, cutting nails, keeping a distance from bad habits like smoking, chewing pans, tobacco, alcoholic drinks, changing the socks, inner wear daily, using a deodorant/perfume,  etc.
  4. Wearing a smile always
  5. Be thorough with the Product Knowledge, detailing stories for each product, having the right number of Doctors in the coverage list as per Speciality wise break up for each product, promoting right products to right doctors after doing RCPA properly, booking of POBs every day, sending all reports on time without any delay/reminder,  earning incentives every month, and aspiring to shoulder more important responsibilities and grow fast in career, etc.

People may think that the above are normal things, not anything new, which everyone is aware of. However if we check carefully, we can find lot of loopholes/lacunae in many of the above with most of the field force.   For example, if we check the actual Dr list of all the field force, it may not exactly match with the strategy, i.e. it may be less than what has been suggested, in most of the territories.  Another example is, if the call average is 12 per day as per strategy, if we check the actuals carefully, it may be less in most of the territories!.

Perseverance: Success is not easy and always not a straight line. If it is so easy, then everyone would have become highly successful!.  You ask successful people in life, they will tell you the so many hurdles they might have crossed, before becoming successful..  Therefore as long as you are on the right track and doing right things in the right way, whenever you face difficulties, don’t give up hope, and keep doing the good work. I remember a good old story, when a gentleman dug about 10 feet deep in the ground in the hope of finding a gold treasure.  He lacked perseverance, gave up, and left.  Another gentleman continued the digging, and after another two feet,   he found huge hidden gold deposits!  Champions are not extra-ordinary people, they just don’t give up!

Stay  positive and be enthusiastic.  Avoid thinking about negative things.  It has been proved scientifically that positive thinking over a period of time helps us to achieve even difficult tasks.  Start the day visualising huge success, and believe me, it will happen most of the times.  Always be in the ‘present’.  We can find many people thinking about the future, but forget about the present.  If we do the present very well, the future will be taken care of automatically.

Though all Field Force are aware of all these basics, it is true that most of the time, they don’t take them that seriously.  If they sincerely follow all the above, they will be better organized, disciplined, with a strong foundation, and the Drs will see them differently when compared to the average/mediocre field force from other Companies, leading to better results for the Field Force as well as to the Organizations. Such field force will be respected in the Industry, by the customers, colleagues, friends circle, in their own family, they earn lot of incentives, and grow in their career fast. The Organizations, Trainers, and Line Managers should try to inculcate the above discussed habits in their Field Force, at all times.

(The author Mr.V.Srinivasan has a rich experience of over 30 years in Pharma Industry having handled Sales Administration, HR & Training functions, with over 400 published articles to his credit, in India and abroad.  He can be reached at, mobile no:9972390513)


Leave a comment

Your email address will not be published. Required fields are marked *

Say Hello