The document outlines the responsibilities and objectives of Professional Sales Representatives (PSRs) in the pharmaceutical industry, including duties like achieving sales targets, maintaining client relationships, and complying with regulatory standards. It discusses the importance of detail-oriented training, motivation strategies, and performance evaluation methods to enhance sales effectiveness. Additionally, it highlights future trends such as technology integration and value-based selling in the role of PSRs.

1. UNIT-IV
Pharma. Marketing Channels
Professional Sales
Representative (PSR)
By: Mr. Vishal Singh, Assistant Professor-KIPS, Kanpur

2. Objective
The students will get to know about the following:
● Duties of PSR
● Purpose of detailing, selection & training and supervision
● Norms for customer call
● Motivation, evaluation, compensation and future aspects of PSR

3. Definition
● A professional sales representative, also known as a salesperson or sales
executive, is an individual employed by a company to promote and sell its
products or services to customers.
● They are responsible for building and maintaining relationships with clients,
understanding their needs, demonstrating product features and benefits,
negotiating terms, and closing sales.

4. Duties of PSR
● Achieve sales targets by contracting with specific customers/prescribers.
● Inform customers about the prescription benefits of products.
● Create and implement a monthly call plan to fulfill the company's sales goals.
● Encourage clients' prescribing habits through a compelling sales presentation.
● Analyze consumer inquiries and translate them into sales of their preferred
goods.
● Collaborate with prescribers regularly and provide solutions to their specific
requests.
● Receive a definite sales call based on the company's perspective.
● Remain updated and bring assigned organizations that meets to the
business's guidelines and activities.

5. Duties of PSR
(cont…)
● Maintain resources and tools in accordance with business procedures and
standards.
● Handle product samples in accordance with the company's sales policies,
processes, and regional standards.
● Calculate and analyze sales figure changes to understand fluctuations within
the area of responsibility.
● Manage department performance with suggestions, performance control,
mobile surveys, and regular forecasts.
● Maintain a professional sales approach by monitoring order drifts.
● Maintain the marketing information systems needed by distributors and
manufacturers.

6. Purpose of detailing
● Pharmaceutical businesses have to comply to regulatory requirements, and
their products are not intended for human use, so they focus on better
selection, training, supervision, motivation, and remuneration to improve sales
force productivity.
● In today's market, customers anticipate a variety of desirable attributes from
salespeople, including good product knowledge, fascinating discussions
about operations in the event of a service call, and corporate reliability.
● These sales force skills need a company to detail, select, train, and monitor
all channel members.

7. Selection of a SALESMAN
1. Define Requirements: Clearly outline the qualifications, skills, and
experience needed for the sales executive role.
2. Recruitment
3. Screening: Review resumes and conduct initial screenings to assess
candidates' qualifications.
4. Interviews: Conduct interviews to evaluate candidates' sales skills,
communication abilities etc.
5. Assessment: Use assessments or tests to measure candidates' sales
aptitude, problem-solving skills etc.
6. Reference Checks
7. Final Selection

8. Training & Supervision
Product Knowledge: such as the features,
benefits, and usage of pharmaceutical products.
Sales Techniques: Teaching sales strategies,
communication skills, and negotiation tactics etc. to
achieve sales targets.
Regulatory Compliance: Ensuring PSRs
understand industry regulations, ethical guidelines,
and legal requirements related to pharmaceutical
marketing.
Market Insights: such as market trends, competitor
analysis, and customer behavior to help PSRs
adapt their sales approach.
Soft Skills: Developing interpersonal skills,
empathy, and professionalism with healthcare
professionals.
Field Coaching: To provide real-time feedback,
guidance, and support.
Performance Monitoring: Tracking sales
performance metrics, such as call activity, prescription
data, and market share, to evaluate PSRs'
effectiveness.
Goal Setting: Setting clear sales targets and
objectives for PSRs, and assisting them in developing
action plans to achieve their goals.
Continuous Feedback: Providing regular feedback
on PSRs' performance, identifying areas for
improvement, and offering training or resources to
enhance their skills.
Compliance Oversight: Ensuring PSRs adhere to
company policies, industry regulations, and ethical
standards in their interactions with healthcare
professionals.

9. Norms for Customer calls
Every individual or legal organization involved in telephone marketing needs to
register with the Telecom Regulatory Authority of India (TRAI) and adhere to its
standards as following:
● As per schedule-I of "telecom commercial communication customer
preference regulations, 2010", it should be assured that the promotional SMS
belonging to a defined category shall contain information only related to
specified class and shall not mix any other information with it.
● There shall be security of data downloaded from the national customer
preference register portal.

10. ● There shall not be unwanted use of telecom resources i.e. use only for
telemarketing calls and PSR shall be solely answerable.
● No commercial communication should be done to any subscriber belonging to
national customer preference register, except for subscribed services.
● Proper caption of promotional transactional message should be marked and
proper documentation should be maintained and should be provided on
demand from officials.
Norms for Customer calls
(cont…)

11. Motivation to PSR
Motivating PSRs is essential for driving performance, achieving sales targets, and
fostering job satisfaction. Following are some strategies to motivate PSRs-
● Acknowledge and reward exceptional performance through incentives,
bonuses, or awards.
● Provide opportunities for professional growth and advancement, such as
training programs, mentorship, or opportunities to work on special projects.
● Empower PSRs to make decisions and take ownership of their work by giving
them autonomy in their roles. This could involve allowing PSRs to develop
their own sales strategies or giving them flexibility in managing their
territories.

12. Motivation to PSR
(cont…)
● Foster a positive and supportive work environment where PSRs feel valued,
respected, and appreciated. For example: regular team meetings, open
communication channels etc.
● Set clear, achievable goals for PSRs and provide regular feedback on their
performance. This helps PSRs understand their progress and areas for
improvement.

13. Evaluation & compensation to PSR
Evaluating and compensating Pharmaceutical Sales Representatives (PSRs)
involves assessing their performance and providing appropriate rewards and
incentives.
● Establish clear performance metrics to evaluate PSRs' effectiveness, such as
sales targets, call activity, market share, and customer satisfaction scores.
● Conduct regular performance reviews to assess PSRs' achievements,
strengths, and areas for improvement. Provide constructive feedback and
support for professional development.
● Implement incentive programs to reward PSRs for achieving or exceeding
performance targets; including bonuses, commissions, or recognition
programs.

14. Evaluation & compensation to PSR
(cont…)
● Non-monetary rewards and incentives can be offered (such as- travel
incentives, gift cards, or merchandise) to recognize and motivate PSRs.
● Provide competitive base salaries and benefits to attract and retain top talent.
Compensation packages may also include health insurance, retirement plans,
and other perks.
● Ensure that evaluation and compensation processes are fair, transparent, and
consistent across the organization. Communicate clearly with PSRs about
performance expectations, evaluation criteria, and compensation structures.

15. Future aspects to PSRs
1) Technology Integration- e.g. using mobile apps to access real-time data
2) Focus on Value-Based Selling: PSRs might collaborate with healthcare
providers to identify opportunities
3) Remote Engagement: e.g. via virtual detailing sessions via video conferencing
4) Continued Professional Development: e.g. by offering online training
courses, webinars, and certification programs etc.
5) Adapting to Regulatory Changes: e.g.- PSRs might undergo regular
compliance training and receive updates on changes to regulatory requirements
to ensure that their sales activities remain compliant with industry standards

16. Thank
You