Example
Sales - pharmaceutical industry
(For easier understanding this example has been extremely simplified.)
Starting situation:
Products are becoming more and more interchangeable and cost pressure is increasing. At the same time many products are becoming more complex and thus require more explaining. These are typical problems the pharmaceutical industry is facing.
At the same time doctors, who are also facing increasing work loads, are reducing the time they spend on learning about new products from pharmaceutical companies. Pharmaceutical representatives have fewer opportunities and less time to explain the benefits and appropriate uses of their products.
Solution with the Structogram Training System:
Trained with the Structogram System, the pharmaceutical representative knows his/her strengths, weaknesses and limits. The representative knows what kind of effect he/she has on others and which sales methods are in line with his/her own biostructure.
The pharmaceutical representative recognizes the individual biostructure of the medical professional and can respond accordingly, insofar as it suits his/her own authenticity. This is the only way to gain the doctor’s trust (social competence).
The representative knows that because every medical professional has his individual buying motives, the same product must be sold in different ways: in the relational and operational level (behaviour) as well as in the subject level (argumentation).
Example argumentation - painkiller
Specific strength of the product:
Rapid onset of action
A buying motive for the doctor with dominant brain stem is, for example, to avoid pain:
Argument/Benefit: Patient need not suffer unnecessarily
A buying motive for the doctor with dominant diencephalon brain is, for example, performance:
Argument/Benefit: Fast results (“next please”)
A buying motive for the doctor with dominant cerebrum is, for example, insight:
Argument/Benefit: Sensible pain therapy thanks to selective action of the painkiller.
With the Structogram Training System the pharmaceutical representative, based on his/her social competence, is able to build up a trusting relationship with the doctor. An argumentation tailored to the doctor’s individual biostructure (and with that to his/her individual buying motives) leads to sales success.
