He is a sales trainer, coach and author. Mats is also a sought-after speaker who gives his audience a new perspective on sales.
Hi, Mats Fogelqvist here.
I thought I would write a personal letter to you since you took the time to visit my website.
So what can I tell you about myself that might be interesting to you?
I live in Delsbo, I'm in my late 50:s but don't look a day over 40 (that's what I want to believe anyway...)
I have two daughters, two dogs and a wife.
I could go on forever, but I don't think you came here to read about me.
I think you came here to see if this guy can help you.
Is he worth my time and attention?
Maybe not.
Let me give you two reasons why that might be the case.
There are many out there who promise quick results by using clever tricks. I'm not one of them.
You must understand that if you want to succeed, not just today but also tomorrow, you must, and I really mean must, put your customers' well-being before your own.
And that means sometimes having to pass up short-term gains. But in the end, it's these short-term gains that cause companies problems anyway.
Nobody likes someone who puts their own interests before yours. We avoid doing business with such people.
But if you are long-term in what you do and want to achieve – then I'm the right person for you.
I can help you, but I won't do it.
You need to understand that if you really want to be successful, you must do the work required.
My lessons will demand something from you. They might push you outside your comfort zone. They require your investment of both time and mental energy.
It will get worse before it gets better.
So if you prioritize comfort and simplicity over actually DOING something that will make a difference – then I'm not the right person for you.
I will give you free stuff and tips that you can start using immediately.
I will also try to sell stuff to you.
Because I don't think you're that different from me.
Before I buy, I like to try first. So I'm giving you the chance to try without any strings attached.
Perhaps you're wondering why someone who wrote a book about sales methodology ended up obsessing over pharmaceutical account management? Fair question.
I watched Key Account Managers who could recite Phase 3 trial data in their sleep but had absolutely no idea what was keeping the head of the clinic up at night.
I sat through countless "strategic" meetings where the big innovation was adding another email touchpoint to the "omnichannel strategy" – which, let's be honest, was just spam with a fancier name.
And I thought: There has to be a better way.
All those sales models you've heard about – Solution Selling, SPIN, Challenger – they worked once upon a time. Back in the 70s when they first saw the light of day.
They're all based on the same framework: Ask the customer a series of prepared questions to uncover their needs (conscious or unconscious), then present your product as the solution.
But here's the thing: 79% of healthcare professionals now prefer getting information from Google rather than meeting with pharma reps.
Read that again. Nearly 8 out of 10 would rather spend time with Dr. Google than with you.
That's not a digital transformation problem. That's a "you're bringing nothing valuable to the conversation" problem.
Your Brand Managers know their molecules inside out. Your KAMs can explain pharmacokinetics in excruciating detail. Your Medical Affairs team can discuss safety profiles for hours.
Product knowledge? Mastered.
Account intelligence? A black hole.
They know everything about YOUR stuff and almost nothing about THEIR world.
And then we act shocked when HCPs don't want to waste time with us.
The Insight Driven Account Management model I describe in my book SOLD OUT takes a completely different approach.
If I were to summarize the entire book: No one likes being sold to. But we all buy stuff all the time. Yes, many people actually love buying stuff! (ask my wife…).
But, and that's a BIG but, we buy stuff when the circumstances are right for us, not for the sales rep. So sales for me is ALL about helping the customer to set the circumstances right. And once you do, you don't have to sell anything, they will happily buy from you without you even asking.
Decision-makers in healthcare are drowning in work. They don't have time to meet salespeople who waste their time with product pitches disguised as "consultative selling."
But they WILL make time for people who actually understand their challenges and can help them solve real problems – problems that hurt patients, burden the healthcare system, AND happen to be areas where your solution would also benefit.
Win-win-win opportunities. Not sales pitches.
That's the difference between being a vendor and being a strategic partner.
Check out NEWS FROM THE TRENCHES on my website. Try some of my tips. Read the blog posts that will probably make you uncomfortable (that's how you know they're working).
If it works, maybe you'll consider buying some of the training programs or AI tools I'll offer you?
Simple, right?
Thanks for coming here.
Now let's make your pharma teams actually valuable again.
/Mats