Value-based selling in a disruptive business environment.
South Africa’s health system is under significant strain. A large and increasing number of people suffer from chronic diseases and the country has the largest population in the world living with HIV and AIDS.
Companies in this sector face the dual challenge of improving access to affordable medicines on the one hand and R&D costs and growing the manufacturing of pharmaceuticals on the other.
A further factor set to influence the sector will be the introduction of a National Health Insurance (NHI) scheme.
These challenges are further amplified by the challenge a company has of articulating the value of the product to shift conversations away from a price-only based focus.
Based on this challenging business environment it is incumbent on management to equip the sales force to engage with customers through a diagnostic sales engagement process founded on value-based selling techniques.