EVIDENCE-BASED SOLUTION SELLING® by Sales Performance International, LLC.

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© Sales Performance International, LLC.

EVIDENCE-BASED SOLUTION SELLING®

EVIDENCE-BASED SOLUTION SELLING®Healthcare solution providers are in the midst of a paradigm shift in their business model, which creates new expectations for sales professionals in the life sciences industry. 77% of physicians want sales representatives to be prepared for serious discussions of therapeutic options – 91% want salespeople to be prepared to use clinical studies and Evidence-Based Medicine (EBM) facts.

To succeed today, sellers of life sciences products and services need to be more than dispensers of product information. They must also be prepared to help physicians solve business problems in their practices.

Evidence-Based Solution Selling (EBSS) is a repeatable methodology that gives healthcare industry sellers the skills and tools they need to succeed today. EBSS enables sellers to apply clinical expertise in a solution-focused selling approach, required to be effective in today’s life sciences marketplace. EBSS provides life sciences sales representatives with the knowledge, skills, and abilities needed to establish their credibility and deliver patient-oriented solutions based on the needs and goals of the healthcare provider. The unique combination of EBM with Solution Selling gives sales representatives the situational fluency needed to improve their access, credibility, and market share with buyers.

INTENDED AUDIENCES

EBSS is designed for teams that sell to healthcare providers or major accounts that incorporate the principles of EBM into their decision-making process such as:

• Primary Care Sales Professionals

• Specialty Sales Professionals

• Regional/National Sales Managers

• Group Practices Account Managers

• Hospital Sales Professionals

• Medical Science Liaisons

• Sales Managers

PROGRAM OBJECTIVES

EBSS enables life sciences sales professionals to:

• Help healthcare industry buyers make valid, relevant decisions

• Execute intelligent, value-added calls with healthcare professionals

• Conduct evidence-based conversations

• Provide impactful demonstrations of healthcare solutions

• Establish trust and credibility with physicians and other healthcare buyers

• Win more business and achieve sales goals consistently

© Sales Performance International, LLC.

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EBSS is based on a validated competency model. To help sellers learn and master EBSS, the training program uses a multi-step process based on Bloom’s taxonomy to develop highly effective clinical selling skills and abilities. The EBSS program includes pre-work for knowledge acquisition, an eight-hour instructor-led training class for skills practice, and post-training reinforcement tools for managers.

PRE-WORKSHOP PREPARATION

Learning EBSS begins with a brief on-demand eLearning program, to familiarize the participant with essential concepts, and a short knowledge assessment.

INTERACTIVE APPLICATION WORKSHOP

EBSS is a hands-on application workshop facilitated by a highly qualified consultant. Each SPI EBSS facilitator has been certified to rigorous standards, and they each bring over a decade of life science industry sales experience to ensure their credibility and enhance facilitated discussions. Alternatively, SPI can certify client instructors for in-house delivery and coaching, at the client’s option.

WORKSHOP TOPICAL AGENDA

EBSS is a modular program, designed to be tailored to the unique requirements of each client. The standard instructor-led EBSS workshop is a one-day, highly interactive program, and incorporates in-classroom application exercises and tools. The standard workshop includes:

DAY 1

Introduction to Evidence-Based Solution Selling

• Objectives:

◦ Current Sales Environment and Expectations

◦ Why Are You Here?

◦ What is Evidence-Based Medicine (EBM)?

• Exercises:

◦ Watch and discuss a short video clip, “Viva la Evidence” about the importance of EBM

◦ Group discussion to help define EBM and its key components and the evidence cycle

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© Sales Performance International, LLC.

EVIDENCE-BASED SOLUTION SELLING®

Clinical Study Design & Statistical Terms

• Objectives:

◦ Recognize and articulate the clinical study design and statistical terms related to EBM

◦ Define terms related to EBM

◦ Use the terms in a simple example

◦ Analyze a set of terms and how they relate to one another to articulate an explanation of key terms

◦ Recognize and evaluate the accuracy of a term’s use in specific situations

• Exercise: In groups, individuals prepare a short presentation to include:

◦ Definition of the EBM term

◦ A “5th grade” example of the term/calculation

◦ How the term may be used in a clinical conversation to support the validity, significance, and relevance of the clinical study

Critically Appraising a Clinical Study

• Objectives:

◦ Explain an effective way to read a clinical study

◦ Critically appraise a clinical study

• Exercises:

◦ Group discussion to identify and organize the steps to reading a clinical paper

◦ Individual completion of a critical appraisal of a clinical study

◦ Team teach-back of a randomly assigned critical appraisal section

◦ Individual matching (or development) of key selling messages to key study findings identified in the critical appraisal

Linking Key Approved Messages to Key Study Findings

• Objectives:

◦ Link key approved messages from your company’s promotional items to key findings in your company product’s study

• Exercise:

◦ Individual matching (or development) of key selling messages to key study findings identified in the critical appraisal

Selling with EBSS®

• Objectives:

◦ Identify the steps of the EBSS® call process

◦ Explain where EBM is specifically used in the call process

• Exercise:

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◦ Team review and teach-back of an assigned step of the EBSS call process

The EBSS® Call

• Objective: Given several realistic selling opportunities, follow the steps of the EBSS call process, and more specifically:

◦ Given a clinical study and relevant data about a target HCP, answer a few questions to help you plan the call

◦ Create interest by demonstrating any of the key differentiating competencies of a sales representative

◦ Confirm specific issues raised during the planning process to develop a solution

◦ Articulate responses using the Acknowledge, Clarify/Verify, Address the Concern, and Confirm model when handling obstacles

◦ Close the call

• Exercises:

◦ Role-play in threes with a sales representative, an HCP, and an observer who peer critiques the dialogue using a checklist

◦ Group discussion to share successes and challenges of navigating a clinical conversation

INSTRUCTIONAL MATERIALS

The EBSS workshop is designed with adult learning principles in mind. The program’s instructional materials facilitate participant understanding by using a mix of media to transmit and reinforce key learning points. SPI provides full-color training content in electronic interactive workbooks, for use on participants’ mobile devices or laptop computers, as well as color reference charts, animated presentations, and video content, where appropriate.

POST-WORKSHOP REINFORCEMENT

EBSS provides managers with an online coaching tool and helpful EBSS Glossary Mobile App, to assist them with ongoing inspection and review of sellers’ use of EBSS principles.

STRATEGIC VALUE

SolutionSpeak provides presenters with the skills and methods they need to capture their audience’s attention, connect with their problems, provide meaningful and engaging content about a solution’s value, and conclude with a compelling call to action. The outcomes of this methodology are increased sales revenues, higher competitive opportunity win rates, and faster sales cycle times.

EVIDENCE-BASED SOLUTION SELLING®