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A quick review of the "About Us" pages on the websites of the major Contract Sales Organizations in North America reveals remarkably similar positioning and capabilities. Selling based on your capabilities is a highly inefficient model to employ, especially when the capabilities you are presenting are matched by your competitors. Focusing on your capabilities presents another business development barrier in that it communicates an inward versus an outward focus. Selling value, as defined by the customer/prospect, ensures a customer/prospect focus is communicated as well as ensuring sales calls are relevant to both the CSO and the pharma company.