Diagnosis
To gain access, reps need to rely on more than charisma

Prescription
Build a better relationship in five easy steps

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Some people have it. Others don't. A handful of charismatic reps simply know how to charm the apathetic, convert the resistant and quickly develop the relationships needed to succeed in the pharmaceutical industry. In other words, these reps have an ability to establish rapport.

Sometimes rapport comes easily, like when you see a photo of a doctor's sailboat and you happen to be an avid sailor. Sometimes it is more difficult, however. Certainly, most reps can probably think of several physicians who have never warmed up to their presence even though they gave it their best shot.

This article offers five proven strategies for taking your rapport-building skills to the President's Club level. As you will see, the ability to develop rapport is not only an innate talent, but also a skill that can be learned, practiced and perfected.

Quickly establish similarities

Some of the most charismatic reps are masters at quickly finding similarities between themselves and others. Are you meeting a physician for the first time? Are you having challenges connecting with an office member? Reps who have the ability to quickly bond with others have a natural tendency to find some commonality.

Almost any similarity has the potential to ignite a spark. One rep had a hard time connecting with a physician. "No matter what I did, the physician seemed to have a general disinterest in what I had to say," the rep said. After asking the staff for background on the physician, she discovered a similarity—both were married to men from Germany. During her next lunch, the rep brought up the similarity.

It sparked a great conversation and the beginning of a strong relationship. "Now," said the rep, "I look forward to seeing her and she looks forward to seeing me. It's amazing how one little thing has helped us bond."

When you uncover things you genuinely have in common with physicians and office staff—hobbies, background, beliefs—you will find yourself drawn to them. In turn, they will be drawn to you. Similarities create relationships.

The popularity factor

Have you ever been at a party when a stranger walks into the room and a friend says, "Oh, there's Pete, he's such a great guy?" What's your new impression of Pete? You probably feel that Pete is a great guy, even if you never met him.

The same process happens in offices. What happens when the receptionist says, "Oh, there's Michelle, she's our favorite rep"? Now everyone is on your side. People follow the lead of others. If the receptionists like you, the nurses will like you. If the nurses like you, the doctor will like you. Popularity can be contagious.

Becoming appreciated by the total office pays off in countless ways. You're treated with respect; you're given priority for lunches and appointments; you're provided superior access. In the meantime, you create enduring relationships.

Here are a few ways to put the power of popularity on your side:

• Send a signal. When a doctor sees that you are popular with the lab tech, popular with the receptionist and popular with the nurses—there's only one conclusion the doctor can make: you must be a pleasure to deal with. Now the physician is more open to a relationship with you.
• Jot it down. Remembering names and personal details of office staff members is one of the most powerful things you can do. When you know someone's first name, they know you care. One rep said, "I jot down the names of office staff and one thing I discover about each person I encounter. It's amazing what a difference it makes."
• Everyone counts. Treating everyone in the office with respect is not only the right thing to do, it's also a smart business decision. I asked one area manager why her top-performing rep won the President's Club several times. The manager said, "She is nice to everyone. She treats the receptionists with as much respect as the physicians. You should see it. They want to help her."