Reading the Need: Question Intelligence (Pharmaceutical Sector)

Asking the question that fits the physician's interaction style and stage on the product adoption ladder.

Duration: 1 day
Group: 12–15 participants
Format: In person, tailored to your organisation
Category: Pharmaceutical Sector

The programme starts with representatives discovering their dominant questioning style, then works on building questions around the physician's profile rather than their own selling style. Questions suited to each adoption stage, from awareness to advocacy, are covered together with active listening and staying present. Inventory exercises, physician case and profile studies and workshops reinforce the learning.

Who it is for

Medical sales representatives
Field managers

What it develops

Discovering your dominant questioning style; transactional, consultative and value-creating questions
Questions suited to the physician's interaction style and adoption stage (awareness, evaluation, trial, use, advocacy)
Situation, strong, pain, FOQ, hypothetical, cue-catching, objection-surfacing and closing questions
Active listening, staying present and deepening questioning methods; using body language to make questions curious
Coaching the customer and personal performance management; selling style, active listening and social style inventories; physician case and profile studies

Programme content

Performance and customer coaching

Personal performance management; coaching questions that raise customer performance, and the customer value formula.

Dominant questioning style

The representative's selling style and dominant questioning style; transactional, consultative and value-creating questions.

Questions that fit the physician

Questions suited to the physician's interaction style and to the awareness, evaluation, trial, use and advocacy stages.

Question types

Situation, strong, pain, FOQ, hypothetical, cue-catching, objection-surfacing and closing questions.

Active listening and deepening

Staying present and analysing before asking; using body language to make questions curious.

Inventories and cases

Selling style, active listening and social style inventories; physician case and profile studies.

Planning a programme?

Write directly about in-house training, coaching or a speaking invitation. Let us clarify your organisation's needs together.

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