The Pharmaceutical Sales Models Every Pharma Rep Needs To Know

You better not get confused between the term pharma sales Selling Cycle and pharmaceutical Sales Models. If the only difference between them you could see is the spelling, then I recommend you give this article a good read because the understanding can work to your advantage.

Once you understand the Selling Model, you can utilize the appropriate skills at any given point in a typical sales cycle. For example, you can use the SPIN selling model during 'prospecting' and get more than average results (as demonstrated by studies).


In 2006 when I first did my first training to my team members, the first subject I covered was pharma sales skills – 9 steps from start to finish. And since my team members were all new back then, I can see that they absorb the material quite well. It was either I did an excellent job, or they knew nothing to ask!

During a presentation, I realized that during my previous employment with another pharmaceutical company, they employ the different model to the whole sales cycle hence the steps which follow were also changed.

They use something called ‘The Gordon Relationship’ model…

They one which I did the training on has no specific name, but it is a combination of a few models for example SPIN selling, One Minute Sales Person and Larry Wilson of Wilson Learning. I wish they have a name for this model but with such cocktails, even the biggest pharma company (at that time) avoid from giving one.

Personally, I believe the name is not as important as to what extent a salesperson can use the sales models.

How Many Models You Need for a Pharmaceutical Sales?

2 answers for that:

i) As many as you can just so you could cover every angle.
ii) Only ONE which you can duplicate and replicate very well across the board.

• 2.1. The ‘Multi-Models’ Approach

In 2007 when I look back at my training portfolio, I can see a few checkmarks on programs like One Minute Manager, SPIN selling, NTY – negotiation to YES, and SSSS (S4) – common styles selling skills. All these aim to do one thing; to cover as broader ground a possible when it comes to selling pharmaceutical products.

And they were also employed at a different stage of sales rep development.

For a rep to move a notch in the ‘competency hierarchy,’ they are required to master the concepts of specific sales model before they can progress. Maybe not master; understand, enough for them to apply what they have learned to the real selling situation on the field.

But due to these multi-models, they tend to be reps who favor just a single or, the most, two models when doing the selling. For instance, I choose SPIN selling all the way throughout my selling career.

• 2.2. Single Model Extension

It comes to no surprise when I even use SPIN during my ‘recruiting’ training as a manager. It became so natural to me that I make it as an extension of my communication repertoire.

I observe that with so many reps under my care.

They mostly like the S4 where the approach selling approach is tailor-made to suit a particular social style. They are four (duh!) identifiable social styles which we cover back then – Driver, Amiable, Social, Thinker.

The reps will work their way within a framework and aim to get a commitment from users in the end; regardless of their familiar styles.

These pharmaceutical sales models have been generally tested on the field for quite some time. Some of them have robust documentation to back up their claim and results like what Neil Rachem did with ‘spin’ selling.

But there is one sales model which has undergone field test but receive small acceptance and recognition. I have tried this model myself in my early days as a pharma representative with ‘stunning’ results.

It was based on a straightforward concept – CHANGE.

• The Secret Pharmaceutical Sales Models

Some of you who read this article might know this.

It was said that MSD and Johnson & Johnson had used this model. And the best thing about this model (considered as its sacred secret); it has no closing! Why? It has shown from well-documented research by the originator that ‘sales closing’ saps the energy from reps more than any sales activities combined.

Does this ring true?

The research shows that a rep will face at least 6 ‘rejection’ before they get accepted. It looks something like this:

NO NO NO NO NO NO YES NO NO NO NO NO NO YES…

That is ‘the rejection pattern,’ and that drains most of the rep‘s energy. At the end of the day, the rep is too tired and too weak to continue going to the frontline ‘battling’ the customers.

If you knew a sales model that can prevent you from getting suck into this vicious cycle, you would want to know about it would you not? (That is SPIN by the way – I told you). How many more activities you can add per day without losing your energy and getting more commitment if you knew this model?

Think about the possibilities for a second. But I would not be spilling all the secrets to those particular pharmaceutical sales models – not just yet anyway.