Having healthcare professionals (HCP’s) as clients can be challenging for any medical sales representative. They are difficult to pinpoint, have diverse personalities, can be sceptical and have serious time constraints. So how do we ‘get through to them’? One way is by learning and understanding their dominant social style. In doing so you stand a better chance to building a good professional client relationship with each individual HCP and thrive in noticing their unique individual needs. Understanding Social Styles forms a crucial part of the Health Product Sales Representative Qualification at Diverse Conversations because excellent client relationships are essential for any medical sales rep to get results.
The theory of social styles, primarily developed by Merrill and Reid and expanded by Bolton and Bolton, is an effective concept that enhances good interpersonal relations and will help you with:
Knowing and understanding yourself
One of the most powerful influences on a person’s life is the view you hold of yourself. Each person has a self-image that, to some degree, does not match reality. The more self-aware you are, the less likely you are to be vulnerable to your illusions and the more you can do with your life.
Managing yourself
Excel at being what you are, rather than try to be what you are not. Social style teaching does not suggest that you alter the “essential you”. It does not attempt to overhaul you so you will fit some supposedly superior style. Your ability to be flexible will enable you to choose the style most helpful when interacting with a specific person.
Understanding and Influencing Others
People’s behaviour is often difficult to understand, especially if it differs significantly from our usual behaviour. However, the social style model helps us to see that within a person’s seemingly haphazard behaviour there is far more order than most people suspect. Much behaviour is habitual and fairly predictable.
Individuals and organisations can quickly improve productivity and work effectively simply by understanding the 4 SOCIAL STYLES: Analytical, Driver, Amiable and Expressive.
- The Analytical style person is thinking oriented. He/She prefers working on their own and detail is important to them.
- The Amiable style person is relationship oriented. He/She prefers working in a team and gets along with everyone.
- The Driver style person is action oriented. He/she has a need for results and works quickly and efficiently.
- The Expressive style person is intuition oriented. He/she has the ability to involve others and is seen as an exciting member of the group with high energy levels.
Keep in mind that most people do not fit precisely in one of the quadrants as human beings are more complicated than fitting into a box. Their dominant style is easier to spot based on how they behave ‘most of the time’ or ‘when under stress’. If you can identify and adapt to the dominant social styles of the healthcare professional you are working with, you have started your journey toward client excellence and connection.
Principles of Social Styles assessment
A salesperson must understand his/her client’s needs and way of interacting and then address it appropriately in order to be successful with an HCP. Sales professionals who are flexible and can adapt their selling style to the buying needs and preferences of their clients have stronger, more influential relationships with their clients. This flexibility in fact is the core competence when it comes to working effectively and building unique professional relationships with each client.
The Social Styles approach will enable you to build rapport when selling and is crucial when interacting with others, especially if they function different than you do. It will help you in making decisions more effectively as well as assist in choosing the preferred way of using time in achieving your objectives.
In Conclusion The Social Styles approach…..
…..focuses on helping you to see yourself as others see you. The fundamental concept to this approach is the concept of behaviour. People draw conclusions about you based on what they observe you are saying and doing. Similarly, you draw conclusions about others based on their behaviour.
The social style approach does not provide a magic instrument with which meaningful interactions can be ensured in all situations. It is just a simple, though very applicable, means to better understand yourself, other people and to enhance your ability to be flexible and build effective relationships with clients. .
At Diverse Conversations, we understand the importance and the link between Social Styles training and graduate development programmes. We take pride in our Health Product Sales Representative Qualification and aim to assist your employees in building good client relationships and let their learning lead to results. We are level 1 BEE audit ready and are available to help you reach your business transformation goals.