Knowledge, Skills, Abilities, and Other Characteristics of Detailers:
The detailers for Cooper Pharmaceuticals, Inc. (CPI) are the A Positions of the company as they have a significant impact on the company’s success. The business strategy is to field a sales force of over 500 detailers to call on medical personnel to describe the product line and persuade them to use and subscribe CPI drugs (pg 1). Successful detailers need many KSAOCs to generate sales. CPI believes their detailers must have detailed knowledge of product characteristics, customer preferences, and the pharmaceutical industry. This knowledge is essential and is greatly linked to sales success. The more knowledgeable a detailer is about the product, the more confidence buyers will have in purchasing the product. Also, detailers must know what the customer wants, in order to satisfy the need with the proper CPI drug.
Important skills include interpersonal skills and selling skills that follow corporate promotional practices. These skills are necessary and directly linked with improved sales. Selling skills include procedures such as planning, time management during visits, and follow-up. Selling skills also cover a broad range of characteristics such as persistence, attitude, and likeability. Interpersonal skills tie into the key ability of being able to build and improve customer rapport.
The ability to build customer rapport is highly important and linked to improved sales. Customers are more likely to conduct repeat business if there is a strong rapport with the detailer. The ability to influence medical personnel to purchase CPI drugs is also essential for business. Other characteristics CPI stressed include the strong work habits, organization, good judgment, sincerity, cooperation, and re ...