There is a lot of discussion in pharma today about increasingly competitive market dynamics, changing economy, increased regulation, and a host of other challenges. The result of all this discussion? Lots of new sales approaches, marketing strategies, increased investment in interactive content, and adoption of new technology, but little customer / new customer engagement.
While some of these initiatives are producing reasonable results, many of the companies implementing them are not taking full advantage of the tremendous amount of information available to them about engaging your customers to improve their sales efforts.This is especially true in the case of pharma companies who have to share sales and marketing information across a variety of communication channels to engage their customers. Multi-channel engagement can be a highly valuable strategy to build customer engagement and loyalty, however for most companies it is not being deployed effectively.
So what can we do about this?
It’s time to embrace customer involvement and forget about transactional selling. It’s time to upgrade to Adaptive Sales Enablement.
Adaptive Sales Enablement is a holistic approach to selling with puts the customer at the center of the conversation and engages across all available channels. Relevant and engaging information is shared with customers from a single, integrated platform across any channel and on any device. As you share information and interact with your customers, it ensures all of these interactions are monitored, managed and integrated into your existing CRM customer profile. But it goes way beyond. Far from just providing static open rates or other lagging indicators of sales success, Adaptive Sales Enablement provides real customer engagement metrics so you can understand and know if the information you are sharing across all channels is being perceived as valuable to your customers, and you can start to understand what your customers are really interested in now. As you continue to share information with your customers, the closed loop marketing platform will learn and recommend; the most appropriate messaging, the content that you should be sharing, the best channel to engage, and the frequency of communication for engagement.
Leading companies in the pharmaceutical industry are embracing Adaptive Sales Enablement today to give themselves a competitive advantage and to help ensure their reps are truly engaging with their customers, not just acting as walking brochures.
For pharma companies to succeed against increasing competition and challenging regulatory environments they need to put the customer at the center of their process and ensure their sales reps are enabled and capable of truly engaging in meaningful customer conversations. Adaptive Sales Enablement can give them this capability.
Is your sales team engaging with your customers?
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