When you stop focussing on yourself and your need to sell and start focussing on your customer and helping them achieve what they need you will both win. 

In PERSUASION Rx: How to Influence Ethically, we talk about how it is only when we "partner" with the hcp and focus on the one thing we share in common - better patient outcomes - that we will regain our influence. 

It is the absence rather than the presence of a sales pitch that is turning things around! How can that be? 

Click here http://on.wsj.com/wwdhFa to read the article from Monday's Wall Street Journal to see how this approach is turning things around for Lilly.