How to Take Advantage Of The Hottest Trend in Pharma Marketing
One of the biggest rising trends in pharma marketing right now is the web meeting. They offer a lot of different advantages, especially when they are combined with face-to-face meeting time.
However, one thing they miss out on is non-verbal communication or body language, which makes up a large percentage of normal communication.
To help your marketers and sales teams make their e-detailing web meetings more effective, and mitigate the loss in communication, we put together 6 improvements you can make:
1. Slowing Down
When you hold a web meeting and present virtually, you don’t always remember that you are delivering to a real person, not just talking to your screen.
You should instead be giving extra attention to this. You don’t have body language to help your prospect go along through the presentation, so everything needs to come from your voice. Without focusing on the prospect, and lacking the non-verbal cues, you are likely to speak too quickly.
The solution is simply to slow down, speak slower and focus on your prospect. Doing this also will boost your authority, letting you present more effectively.
2. Design Dialogue in Advance
Design your dialogue in advance, so you make sure there is plenty of interaction between you and your prospect. If it’s just a monologue, you will get very little feedback on how your message gets across. Ask more questions to keep your prospect focused. Design dialogue in advance in the form of questions, and add them to your slides so that you have a question available automatically every few minutes.
See our Meeting Canvas Whitepaper for ideas on questions you can ask.
3. Create Memorable Visuals
The human brain works mostly through visuals. Visuals are more memorable and easier to understand than written words. This is why you should visualize your most important ideas, making them stick in your prospects’ mind.
Use metaphors to describe your product or your ideas, making them easier to understand and more impressive, and use images to support those metaphors.
Make sure to keep your presentation deck visually engaging, by adding visual differences between different sections in your slide deck. Keep time per slide limited.
4. Less Copy Per Slide
In web meetings, the prospect cannot see where you are on a slide. Make sure to keep your slides very clean; put only one message, one conclusion on a slide, backed by a maximum of 3 arguments.
Need more copy? Just create more slides. With more slides, you also have more control on which arguments to discuss, and which you don’t show.
5. Tell Them Where to Look
Again, as prospects cannot see you, you need more speech to take them through your story, from point to point. Guide them when you go from slide 2 to 3, explain verbally how you get from one conclusion to another or how point #4 leads to point #5.
Clearly summarize every step and every chapter before you go on the the next one.
If you use graphics: tell them where to look on the slide as you explain each part.
6. Structure Your Presentation as a Story
Human beings are hardwired to remember and pay attention to stories. A great presenter is one that takes their audience on a journey, leaving them inspired and motivated. A good story follows a line of thinking, from one mindset to another, and builds suspense.
How do you build a simple story structure? Just ask questions and answer them. This builds suspense, as people always want to know the answers to questions.
One way to do this: This is the problem, how can we solve it? (Question which leaves the prospect thinking). Then offer the resolution to the problem. See our Meeting Canvas Whitepaper on how you can add this structure to your argument:
Problem > Solution > What is does, How it works
Most stories follow the same 8 default storylines, see this post to learn to use them:
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