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Understanding mobile applications for sales enablement can be a difficult topic to wrap your head around. With so many definitions floating around, it is hard to pinpoint what using a mobile sales application actually entails. 

How do you have a meaningful one-on-one conversation with customers engaging on a digital sales aid?

Detailing refers to the process of salespeople informing healthcare professionals of the details about a drug. eDetailing refers to the same transfer of information, but denotes the implementation of digital detailing applications and a host of other digital sales aids to communicate. eDetailing solutions can remove the need for face-to-face detailing altogether, or eDetailing solutions can enhance face-to-face exchanges. Remote selling and face-to-face selling each create completely different exchanges between pharma sales representatives and healthcare professionals, and there are benefits to both methods. Which one is right for you? 

When potential clients are far away and sales representatives are selling remotely, there is a lack of human contact present in the relationship. Sales enablement tools like digital sales aids can help to pick up the slack that is inevitably caused by distance.

In the information age, attention is our most scarce and precious resource.  We give our finite attention to the information that is available when we need it, where we need it. Wait for the morning paper to land on your doorstep? Forget it, you’ll already be in transit to work thinking about to the e-mails piled up in your inbox. You’ll catch up on the news on a mobile app before the newspaper hits your driveway. You’ve canceled that print newspaper subscription and traded it for a New York Times iPhone app. If a resource isn’t available to us at the time when we’ve scheduled to give it attention, it’s not for us. 

Physicians are no different: they are willing to interact with pharmaceutical reps when they have the attention to give. Before, sales reps waited for hours in a reception room for the tiny window of time when a physician had a moment to focus on their presentation. They’d be allotted a brief moment to quickly make their case, and then they were shooed out of the way. 

Your marketing team works like a well-oiled machine, using strategy to churn out relevant digital content for multi-channel selling. They keep up with the latest and greatest of the constantly changing digital sphere. They track the efforts of their campaigns, and know which platforms work for your product and they use them properly. They analyze results and adjust efforts accordingly. And it’s working! You’re raking in heightened buzz, leads, brand awareness and traffic. But your sales numbers aren’t necessarily matching up. How do you go from customer awareness to customer purchase, loyalty and advocacy? The sales team has to be prepared to give the customer the old one-two. 

1. Reinforce Marketing Message

For most sales organizations, when a sales representative gets in front of a potential customer, that is when they know they can close the deal X% of the time. Content marketing, like Slideshares, blog posts, articles, sales packets, videos, etc., can be viewed by the sales team as simply support material. But, in the modern sales environment, the right sales collateral can make or break the deal, such as using a digital sales aid.