CAPACITY DEVELOPMENT CURRICULUM FOR PHARMACEUTICAL SALES REPRESENTATIVES by USAIDPakistan

FROM THE AMERICAN PEOPLE

CAPACITY DEVELOPMENT CURRICULUM FOR PHARMACEUTICAL SALES REPRESENTATIVES

SUGGESTED DURATION: 60 HOURS SPREAD OVER 10 DAYS

OCTOBER, 2010 This publication was produced for review by the United States Agency for International Development. It was prepared by CARE International in Pakistan

CAPACITY DEVELOPMENT CURRICULUM FOR PHARMACEUTICAL SALES REPRESENTATIVES

ACKNOWLEDGMENT The PAKISTAN JOBS project is a USAID funded project designed to improve the competitiveness of the Pakistani economy by strengthening systems for workforce development, encourage Pakistani companies to invest in human capital, and improve access to training, jobs and business opportunities, especially for youth and women. The four components are (1) Industry Sector-Led Technical Training; (2) Employability, Job Placement, and Entrepreneurship for Secondary School and University Graduates; (3) Integrated Work and Learning Program for Less-Educated Youth; and (4) Youth Employability Exchange Systems. USAID PAKISTAN JOBS project is working for the skill enhancement of the workforce in Pakistan in several growing economic sectors including agriculture, energy, construction, information technology, call centers, pharmaceuticals, garment manufacturing, carpet making and fisheries. Preparation of standardized and tested curriculum would one of the major contributions of this project. Pakistan is a country of diversified culture and traditions. More than half the population of one hundred sixty million people falls below the age of 24. While the youth of Pakistan may be academically qualified, many are professionally challenged because they lack employability skills to provide them an opportunity for gainful employment. In Pakistan, the Pharmaceutical industry is mainly clustered in Karachi, Lahore, Rawalpindi/ Islamabad, and Peshawar. However, the sales & marketing functions are carried out all over Pakistan and the sales representatives are based even at small towns depending upon the market potential of the area. There is vast disparity between the quality of medical reps of big cities and small cities. Multinational corporations and some of the big Pakistani companies have their own training departments and provide 2 to 3 weeks initial training to medical reps upon induction. The present curriculum and learning material has been prepared for the training of youth on Pharmaceutical Industry. The USAID PAKISTAN JOBS project wishes to thank all the persons and organizations that contributed in the many ways to the preparation of this curriculum.The shared technical knowledge, experiences, and perspectives have produced a tool that will have a significant positive impact on the employability skills of youth. Special thanks are extended to the Mr. Arshad Akif, CEO, ASK Development and his team who coordinated preparation of the curriculum and learning material. Sincere appreciation is also extended to Mr. Sohail Riaz and Dr. Awais-e-Siraj of ASK Development the persons who prepared this curriculum and learning material for USAID PAKISTAN JOBS Project. Muhammad Mukhtar Pasha, BTN Specialist and Dr Nazir Mahmood, Curriculum Consultant for USAID PAKISTAN JOBS Project were instrumental in the finalization of the syllabus.

Mark Nolan Chief of Party USAID PAKISTAN JOBS Project Implemented by Care International in Pakistan

USAID PAKISTAN JOBS CAPACITY DEVELOPMENT CURRICULUM FOR PHARMACEUTICAL SALES REPRESENTATIVES

SUGGESTED DURATION: 60 HOURS SPREAD OVER 10 DAYS

Disclaimer: The author's views expressed in this publication do not necessarily reflect the views of the United States Agency for International Development or the United States Government

Introduction

Rationale Participant’s Need Assessment

Planning template for learning activity: Overall Program

Training Methodology:

SYNOPSIS Day 1: Units 1 , 2 , 3 Basic knowledge of pharmaceutical sales activity

Day 2 : Unit 4 Planning a sales call

Day 3: Units 5, 6 Interest generating Opening

Day 4: Unit 7 Customer’s body language

Day 5 : Units 8, 9 Questioning and listening techniques

Day 6 : Units 10, 11 Presenting a key message and attributes of the product

Day 7 : Units 12, 13 Handling a question and gaining commitment

Day 8 : Units 14 Time Management

Days 9 & 10 : Units 15 Customer Care & Customer Service

CAPACITY DEVELOPMENT CURRICULUM FOR PHARMACEUTICAL SALES REPRESENTATIVES

Unit 14:

Unit 15:

Unit 16:

CAPACITY DEVELOPMENT CURRICULUM FOR PHARMACEUTICAL SALES REPRESENTATIVES

USAID PAKISTAN JOBS LEARNING MATERIAL FOR PHARMACEUTICAL SALES REPRESENTATIVES

SUGGESTED DURATION: 60 HOURS SPREAD OVER 10 DAYS

Disclaimer: The author's views expressed in this publication do not necessarily reflect the views of the United States Agency for International Development or the United States Government

Day 1: Communication & Selling skills

Day 1: Evaluating demographics & locating town sales potential

Day 1: Know your customers

Day 2: Planning a Sales Call

Day 3: Interest generating Opening

Day 3 & 4: Customer’s body language

Day 5: Questioning Techniques

Day 5: Listening techniques

Day 6: Presenting Key Message

Day 6: Product attributes and benefits

Day 7: Handling a question using Assertive tools

Day 8: Commitment & the doctor’s response

Day 8: Time Management

Day 9: Customer Care

Day 10: Customer Service

Communication is the key

A five-star approach to problem resolution

CAPACITY DEVELOPMENT CURRICULUM FOR PHARMACEUTICAL SALES REPRESENTATIVES

Fig: Pillars of Pharmaceutical Selling

CAPACITY DEVELOPMENT CURRICULUM FOR PHARMACEUTICAL SALES REPRESENTATIVES

A GUIDELINE TO YOUR COMMUNICATION STYLE

CAPACITY DEVELOPMENT CURRICULUM FOR PHARMACEUTICAL SALES REPRESENTATIVES

Pareto's Law

CAPACITY DEVELOPMENT CURRICULUM FOR PHARMACEUTICAL SALES REPRESENTATIVES

Active Listening Hear What People Are Really Saying

CAPACITY DEVELOPMENT CURRICULUM FOR PHARMACEUTICAL SALES REPRESENTATIVES

DAY 6: UNIT 9 PRESENTING KEY MESSAGE

CAPACITY DEVELOPMENT CURRICULUM FOR PHARMACEUTICAL SALES REPRESENTATIVES

TYPES OF QUESTIONS AND CONCERNS

CAPACITY DEVELOPMENT CURRICULUM FOR PHARMACEUTICAL SALES REPRESENTATIVES

Product

Pricing

Promotion

Place

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4: 95% of your customers whose product or service problems are resolved to their satisfaction quickly will:

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Shahzad has to arrange alternate transport and suffered inconvenience.

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