About this workshop
This workshop helps pharmaceutical sales professionals recognize when comfortable HCP relationships have become commercially unproductive. Participants learn how to preserve trust while challenging familiar thinking, uncovering meaningful unmet needs, and moving conversations toward appropriate action.
Participants learn to:
- Distinguish a trusted commercial relationship from a comfortable friendship.
- Move beyond friendly, predictable conversations.
- Introduce productive tension without damaging rapport.
- Ask questions that uncover meaningful unmet patient needs.
- Turn customer access and positive agreement into meaningful action.
- Business Challenge
- Representatives have strong HCP relationships and receive positive feedback, but prescribing behavior is not changing.
- Who This Is Designed For
- Pharmaceutical sales professionals and commercial teams with established HCP relationships that are not consistently producing meaningful customer action.