This book shows how pharmaceutical companies manage to be number one in the minds of their customers with their products, even in challenging and volatile times. New framework conditions, which have arisen in particular as a result of digitalization and new ways of working and thinking, require different competencies from both managers and sales employees, for which brain research provides helpful approaches.

How does the brain make decisions and how can omnichannel managers positively influence customer behavior? How can the voice on the phone serve as a key to the customer? The author team of industry and training experts provides helpful answers to these questions and more. You will learn how omnichannel sales via the channels telephone, e-mail, on-site visits, events and video calls can be successful. In addition, you will learn methods and skills on how to work effectively in a team even remotely, how to lead at a distance and thus how to make omnichannel sales successful in the long term.

 

The contributions offer an exciting combination of theory and practice and show tangible success factors as well as dos and don'ts based on examples from the pharmaceutical industry, which can be transferred to many industries. Which didactics work digitally and which do not? Which contents can be conveyed online? How can training success be measured? Which mistakes should be avoided?

A groundbreaking book for executives in companies and industries with high training needs in marketing and sales.