Preparation gives rep winning edge

August 1, 1997

Pharmaceutical Representative

Rep profile

Rep profile

Cathy Cutler

company

Muro Pharmaceutical Inc., an ASTA Medica Co.

Title

Professional Medical Representative

current home

Long Beach, CA

Territory: North Orange County and eastern Los Angeles.

Customers: Allergists, pulmonologists, primary care physicians and pediatricians.

Awards: National salesperson of the year, 1995; western region salesperson of the year, 1996; Impact award, 1994; and the president's club four periods in a row.

Sales techniques: "I individualize my selling techniques for each physician in order to adapt to the different office environments. I am enthusiastic about my products and always plan for the call by preparing a selling strategy aimed at that physician."

The five P's: "'Proper preparation prevents poor performance.' My mentor trained me with this rule and I follow it for every call. I believe in working smart and always prepare for each office visit."

On goals: "I write down all my short-term and long-term goals and the steps I need to take to achieve these goals. I consistently analyze and re-evaluate the goals I set for each call. One goal is to close every call. I want the physicians to prescribe my product, not just give samples of my product."

On style: "I build friendships with the office staff and want the physicians to look forward to my visit. I always have a positive attitude when I visit the offices. Sometimes I bring in funny cartoons about the medical industry or baked goods. This is a great way for the physician to remember me and my product(s)."

The top three qualities a rep needs to succeed: "Have a competitive drive and perseverance, be enthusiastic and maintain a strong work ethic."

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