The Process of Communication Development of Pharmaceutical Salesperson By Buddhist Peaceful Means

Abstract

The research article consisted of the following objectives: 1. To study the context, problem conditions, needs, and necessities in development of communication skills for pharmaceutical sales staff and explore theoretical concepts on developing sales communication based on modern sciences; 2. examine and analyze Buddhist principles that facilitate communication development for pharmaceutical sales staff and 3. To develop and propose a communication development process for pharmaceutical sales staff by Buddhist peaceful means.
Research Methodology: This action research utilized tools such as in-depth interviews, participatory observation, and focus group discussions. The key informant population consisted of 29 individuals, divided into five groups: 1. Pharmaceutical wholesale company executives. 2. Pharmaceutical sales staff. 3. Facilitators/communication designers. 4. Professional salespersons. and 5. Key informants in Buddhism and Buddhist peaceful means. The data collected were analyzed through content analysis, integrating Buddhist principles with modern sciences. A draft training curriculum was developed for the target group, which was then presented to experts in a specific focus group for further improvement. The target group was selected through purposive sampling, and the training curriculum was implemented and evaluated.
The research findings can be summarized as follows: (1) a lack of effective communication skills (2) a deficiency in professional sales techniques (3) inadequate knowledge management techniques for developing communication skills and (4) no application of Buddhist principles in communication development for sales. The modern theoretical concepts used to develop the communication process of pharmaceutical sales staff include four theories: communication theory, sales theory, participatory learning theory, and adult learning theory. 2. Buddhist Principles Facilitating Communication Development: Principles of Sangahavatthu 4, which include Sharing knowledge (Dana), Sincere communication (Piyavaca), Willingness to serve (Atthacariya), Harmonious integration (Samanattata) and Principles of Bhavana 4, aiming to cover the development of four aspects: Physical (Kaya), Behavioral (Sila), Mental (Citta), Intellectual (Panna). 3. Proposed Development Process: Introduction of the 8S-CPR model, which includes eight training modules: Smart Inner Peace, Smart Salesperson, Salesmanship, Smart Communication, Service Mind, Smart Team Work, Smart Application, and Super Reflection. Each module is designed using a three-step development principle: 1. Cognitive Development (C) 2. Practice (P) 3. Review (R) referred to collectively as CPR.
Research Outcomes: 1) Pharmaceutical sales representatives who completed the training program showed an increase in average learning behavior scores (from 3.33 to 4.93) and high satisfaction with the training (average score of 4.99). 2) Pharmaceutical sales representatives who completed the training program demonstrated development in all four aspects according to the principles of Bhavana 4. 3) The 8S-CPR model is an effective process for improving communication skills of pharmaceutical sales representatives using Buddhist peaceful means.