About this item
Highlights
- This book shows how pharmaceutical companies manage to be number one in the minds of their customers with their products, even in challenging and volatile times.
- About the Author: Elke Schwarz (ed.)
- Business + Money Management, Sales & Selling
Description
Book Synopsis
This book shows how pharmaceutical companies manage to be number one in the minds of their customers with their products, even in challenging and volatile times. New framework conditions, which have arisen in particular as a result of digitalization and new ways of working and thinking, require different competencies from both managers and sales employees, for which brain research provides helpful approaches.
How does the brain make decisions and how can omnichannel managers positively influence customer behavior? How can the voice on the phone serve as a key to the customer? The author team of industry and training experts provides helpful answers to these questions and more. You will learn how omnichannel sales via the channels telephone, e-mail, on-site visits, events and video calls can be successful. In addition, you will learn methods and skills on how to work effectively in a team even remotely, how to lead at a distance and thus how to make omnichannel sales successful in the long term.
The contributions offer an exciting combination of theory and practice and show tangible success factors as well as dos and don'ts based on examples from the pharmaceutical industry, which can be transferred to many industries. Which didactics work digitally and which do not? Which contents can be conveyed online? How can training success be measured? Which mistakes should be avoided?
A groundbreaking book for executives in companies and industries with high training needs in marketing and sales.From the Back Cover
This book shows how pharmaceutical companies manage to be number one in the minds of their customers with their products, even in challenging and volatile times. New framework conditions, which have arisen in particular through digitalization and new ways of working and thinking, require different competencies from both managers and sales employees, for which neuroscience provides successful approaches.
How does the brain make decisions and how can omnichannel managers positively influence customer behavior? How can the voice on the phone serve as a key to the customer? The author team of industry and training experts provides helpful answers to these questions and more. You will learn how omnichannel sales via the channels telephone, e-mail, on-site visits, events and video calls can be successful. In addition, you will learn methods and skills on how to work effectively in a team even remotely, how to lead at a distance and thus how to make omnichannel sales successful in the long term.From the contents
- Neuroscience: how it makes communication with customers much more effective
- The video call: opportunities for the omnichannel manager in the pharmaceutical industry
- A different way of telephoning: using psychological effects
- Voice as a success factor: coherent and convincing in pharmaceutical customer talks
- Leadership: inspiring leadership in the New Normal
- Measuring success through evaluation: monitoring, corrective and mouthpiece
The Editor
Elke Schwarz is the managing director of Pharma-LOT(c). As consultants, trainers and coaches, she and her team offer interactive further education for employees and managers in the pharmaceutical industry with heart and mind. In addition to her pharmaceutical expertise, neuroscience is one of her core competencies.
This book is a translation of an original German edition. The translation was done with the help of artificial intelligence (machine translation by the service DeepL.com). A subsequent human revision was done primarily in terms of content, so that the book will read stylistically differently from a conventional translation.
About the Author
Elke Schwarz (ed.) is a marketing expert and managing director of the Institute for Sales and Marketing Excellence and Pharma-LOTs. She mainly deals with the topics of neuro-sales and -marketing as well as with methods of "emotion selling", gives lectures on the topic of unconscious effectiveness of advertising, consults companies as well as advertising agencies and gives sales trainings. She is also the author of the book "Neuro-Advertising" (2018) published by Springer Gabler and co-author of "Emotion Selling" (2nd edition 2015).
Dr. Hein-Uwe Kulpa is former head of training at the pharmaceutical company Astra-Zeneca, now an independent consultant.
Sabine Herr is the former head of the training department of the global medical technology company DJO, now an independent consultant.
Frederik Beyer is a news anchor, among other things the narrator of many documentaries at VOX, a trained opera singer and voice coach.
Jürgen Balhuber has been a trainer and mentor for 25 years, as well as a speaker and author. He accompanies people in leadership responsibility and their teams in the area of personality, attitude and leadership communication, so that "inspiring leadership" is lived authentically and sustainably, because "a strong WE starts with YOU".James Miller is a Leadership Trainer, Managing Partner Gain the Lead, former Executive Director Implicit Marketing Institute; associated to the Pharma LOTs.
Monika Kronseder, PYRAMIS Pharma-Marktforschung GmbH, is associated with the Pharma-LOTs.
Stephanie Voss worked as Head of Training Oncology at Novartis Pharma GmbH. Since 2000, she has been transforming her knowledge of training and organizational development into practice and developing innovative concepts to engage clients