A Franchise of One

About the Book

A Franchise of One: Strategies for Pharmaceutical Sales, is Dr. Neil Berliner´s new training and self-help book for pharmaceutical representatives. Dr. Berliner is a highly experienced pharmaceutical trainer and speaker, as well as being a regular contributor to Pharmaceutical Representative and its "Doctor´s World" founder and columnist. A Franchise of One introduces three valuable concepts for representatives which are explained and reinforced throughout the book. These major concepts are: 1. that representatives should view themselves as professional business people, similar to franchisees of major corporations ("Franchise of One"), and that they should pay careful attention to their resources such as budget and time. 2. that representatives should take specific actions during every call with their physicians to be perceived more as colleagues than as sales people (minimizing the "Implied Hierarchy"). and, 3. that representatives should assess each physician as an individual, so as to optimize message delivery during every detail opportunity ("Physician Specific Detailing").

About the Author