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Q. I am considering a career in pharmaceutical or medical sales. What can you tell me about the medical industry? A. First of all there is a vast difference between pharmaceutical sales and medical sales. Most professional sales recruiters know that both the skill sets and the day-to-day routine of the sales representatives in these two disciplines are very different. In fact, many candidates erroneously believe that pharmaceutical sales is an entry into the medical sales arena. This generally is not the case. Most of our medical sales clients instruct us to exclude pharmaceutical sales candidates from their searches. Here is a brief, generalized description of both pharmaceutical and medical sales. Many candidates love the pharmaceutical industry for the very same reasons that many candidates are disappointed with the industry once they get into it. One should make a decision to enter into this field with proper knowledge.
PHARMACEUTICAL SALES is largely characterized by the fact that it is a public relations and educational type sale. Sales representatives are responsible for detailing medications to physicians. They provide samples for physicians to give to patients. They promote their products by making physicians aware of research and developing an "expertise" in their product lines. They may bring donuts, cookies or lunch to the nursing and office staff to promote good will toward the brand and gain better access to the doctor. Some observations:
- Because it is a detailing/education/PR effort, pharmaceutical sales is different than most other sales efforts, ie, there is no contract to sign, no close at the end of the process, no win/lose scenario and no direct payment to the rep for the closing of a deal. (Indeed, a quarterly bonus is typically paid for an increase of prescriptions in the sales territory.) Sales people who are very personality and relationship-driven, who dislike prospecting or cold calling, who enjoy PR and enjoy "being the expert" tend to like pharmaceutical sales. Sales reps who are money-motivated, who love the close, who enjoy or at least appreciate new business development (because of the income it generates) and who want to be paid directly for their sales efforts tend not to like the pharmaceutical industry.
- Because there is no close, no contract, no win/lose scenario, no direct incentive compensation, companies who have such sales programs (including most medical supply and equipment companies) do not want to hire reps with pharmaceutical experience. They would rather hire people with backgrounds more similar to their own sales effort, i.e., office products, business services, equipment, etc. These types of sales positions are characterized by the win/lose scenario (if you win the sale, your competitor loses it), answering objections, solving problems, closing the deal and signing a contract.
- Companies who are involved in new business development, opening new markets, prospecting or cold calling (including most medical supply and equipment companies) do not want to hire pharmaceutical reps because their sales paradigm is so different. Again, these other companies would want to hire someone from a more similar culture than pharmaceutical sales breeds.
- Pharmaceutical sales compensation employs the "golden handcuffs" technique. Sales representatives are given better-than-average salaries, a bonus plan for increased prescriptions written (based on a territory, district, region or company wide increase), a company car, excellent benefits and attractive perks (national sales conventions, exotic trips for top-achieving reps, etc.). While the typical package is better than average, overall income in pharmaceuticals never approaches the very high levels that high achievers in other sales fields will enjoy. High achievers in other incentive-based markets will almost always out-earn high achievers in pharmaceuticals.
- While the detailing/education/PR sales is attractive to some, many leave the pharmaceutical sales market for just that reason. They get frustrated at the enormous amount of wasted time in the doctor's office (waiting right along with the other sick patients). They get frustrated with having to perform menial non-sales producing activities (picking up lunch, schmoozing the office staff, etc.) They get tired of dealing with condescending physicians who only want the samples and do not respect their education or training in the medical field.
- Finally many sales candidates are being misled and having their careers derailed by the new breed of pharmaceutical contract sales companies. These companies are hired by the major-name pharmaceutical manufacturers to conduct temporary sales projects-- typically a new product rollout. The manufacturer, needing immediate impact "on the street," hires the contract firm to do the rollout. Naive sales candidates, thinking they are gaining a foothold into a career in pharmaceutical sales are hired by the contractor not realizing the time limits inherent to the assignment. They are coaxed with promises of advancement—maybe even into the manufacturer, or they are coaxed at least by the possibility of being hired by another pharmaceutical manufacturer. Then when the contract ends, these reps are laid off en-masse creating far too many candidates for the other positions available in the market. Our advice is caveat emptor—let the buyer beware if you are not signing on with the manufacturer.
MEDICAL SALES is generally divided into three categories—equipment, supplies or services. Medical products sales representatives are generally more aggressive, more money-motivated, more activity-oriented than their pharmaceutical counterparts. Medical sales reps make cold calls, do demos, build relationships, answer objections, win clients to their brand, solve problems and sign contracts. Medical reps want commission or bonus for personal sales to be a key component to their compensation. The "golden handcuffs" described above may or may not be a part of their comp plan. They key difference from pharmaceuticals is the opportunity to earn high levels of income and the willingness to do whatever it takes to achieve it. Return to Questions
Q. How can I get into medical sales? A. Let's first address getting into medical equipment sales. As described elsewhere on this page, many people erroneously believe that pharmaceutical sales is an entry to medical sales. This generally is not the case because the nature of the two sales are so different. What type of sales position is akin to medical equipment sales? You might be surprised to learn the answer is office equipment sales (copiers, fax, telephone equipment, computers, mailing equipment, etc.). This makes a lot of sense when you think about it. Both office and medical equipment are sold by 1) initially finding the prospect and identifying a need; 2) making a sales presentation by performing a physical hands-on demonstration of the product; 3) selling against a product that looks a lot like yours, performs a lot like yours and is priced a lot like yours; 4) knowing your competitor's product well enough to make insightful comparisons which upsell your product line; 5) answering objections and solving technical problems; 6) discussing purchase versus lease options; 7) discussing service contracts (all equipment wears down and eventually needs service); 8) closing the deal, getting a signed contract and defeating the competitor. You win, they lose. This process occurs whether the product is a copy machine or a piece of diagnostic equipment. This is why medical equipment companies like to interview accomplished office equipment reps (but not job hoppers.)
While office products tends to generally be the most appealing background, medical equipment, supply and service companies also like to see other business-to-business sales backgrounds as well. Medical recruiters like candidates who have backgrounds selling cell phones, pagers, telecommunications equipment or services, payroll services, business services, etc. They are attracted to the competitive nature of these products, realizing that successful candidates from these industries have survived in tough sales environments. Additionally, these types of sales experiences are generally known by recruiters to provide valuable seasoning to sales candidates giving them excellent sales training, superior territorial management skills, superior time management skills, important prospecting skills and that important sense of timing—knowing when to close the deal.
If you are serious about getting into medical sales, you should seriously consider starting your career in the mainstream, business-to-business sales arena. Return to Questions
Q. How can I get into pharmaceutical sales? A. . Many of the major pharmaceutical companies have college recruiting initiatives and hire off campus. If you do not get hired through campus recruiting, your best bet is to try to get into a nationally recognized company with a good training program. The pharmaceutical companies like the national names in consumer products, business products, payroll services, temp services, telecommunications. The pharmaceutical companies typically like to see one to three jobs out of college with sales accomplishments. Be careful to build a track record and not change jobs too frequently. Two or three jobs in three years is probably a knock-out. Return to Questions
Q. Can I get into medical or pharmaceutical sales without a degree? A.
Probably not. With so many candidates applying for these jobs, a person without a four-year degree is at almost insurmountable odds to get into a major national medical company. Since our inception in 1979, no medical company has ever paid a fee to our firm to find a non-degreed candidate. Return to Questions
Q. I have a science degree but no sales experience. Can I get into medical or pharmaceutical sales? A.
While the science degree sets you apart from other non-sales candidates, it does not overcome the disadvantage of not having experience. Having a science degree and sales experience with a nationally recognized training program makes you an excellent candidate for the medical sales industry. Return to Questions
Q. I am in college and want to prepare myself for a career in sales. What should I be doing? A. Two things: 1) Get involved with extra-curriculars where you can take a leading and persuasive role. The thing that sets apart sales people is their persuasive abilities. Being able to articulate persuasive experiences in college will help you land you first sales job. 2) Get some type of "minor league" sales experience. Many aspiring sales candidates sold dictionaries, cutlery, cookware, cable TV or even T-shirts while in college. Try to get an internship with a copier company making cold calls to set up appointments. Getting something truly "salesy" on your resume puts you at the head of the class for the better training programs. Return to Questions
Q. I'm out of college and want to get sales experience. What are the best choices so that I will be marketable to some of the better companies in the future? A. Having 6-months to one year of any type of sales experience is better than no sales experience at all. If you have choices, the following heirarchy can give you a guide to follow:
- First Choice: Working for any nationally recognized manufacturer or service provider who sponsors a sales training program-- provided that 1) the company sells to the mainstream business world and; 2) competes for the business dollar. Your best training will come from selling to businesses, not to individuals and homeowners (telecommunications sales is far more marketable than home replacement window sales.)
- Second Choice: Working for a local dealer, broker or distributor who represents a nationally branded product. Many times these firms will have their own local training programs while also giving access to the national company training. Look for a dealer with significant market share and a strong local reputation. Working for a local market leader will give you additional sales advantage as you start your career. Working for a local business service or advertising company could make a strong alternative as well.
- Third Choice: 1) Working for a smaller local dealer with less market share; or 2) working for a start-up operation. While sales may not come as easily working for a less identifiable company with less local market penetration, if you succeed, you will have a significant "David vs. Goliath" story to tell in your next interview.
- Fourth Choice: If other options are not available, then consider any type of product in which you can prove your sales ability. If you do a good job-- making money for both yourself and the employer who gave you a break-- you will find a better set of doors opening up to you as your career develops.
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Q. I have 10 years of sales experience in one field and have been successful, but I am tired of my market. I would like to sell a new product in a new market. Will I be able to maintain my present income? A. Possibly, but not likely. Your income (your value to the marketplace) was built up by ten years of expertise in one field. To learn a new product line sold to a completely different buying entity is likely to mean a period of "ramp up" to your previous income level. The best way to make a job change and maintain market value is to 1) continue to sell the same or similar product line, or; 2) sell a new product line to the same buyers. Return to Questions
Q. After many successful years of sales in one industry, I want to make a change. I realize that I may need to take a short term pay cut to get reoriented to a new product. How willing are employers going to be to talk to me? A. You face a difficult challenge. Many employers are reluctant to hire a candidate at a rate of pay significantly less than the candidate's previous earnings. The reason is simple. If the candidate doesn't "get out of the gates quickly" there is a high probability that he will return to his previous area of expertise. A quick turnover such as this equates to a significant loss to the employer. For a candidate to successfully make the transition to another market, he or she must "prove" during the interview process that the ties to the previous industry are severed and there is compelling evidence to show why the candidate would never return to that market.
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