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Advice You - In Field Coaching Can Have An Enormous Effect On Sales Team Performance
Even if salespeople have undergone progressive sales training, there’s no guarantee that they will be successful. It is common knowledge that skills grow rusty over time and salespeople are prone to pick-up bad habits along the way or to simply skip steps and take shortcuts that can lead to long-term trouble. Perhaps even more important these days, is the fact that markets, competit
According to USFDA, a combination product is one composed of any combination of a drug and device; biological product and device; drug and biological product
ion, technologies and customer preferences are all in a constant and accelerating state of change. This fact requires that sales people are able and willing to rethink their sales strategy and approach frequently and receive a regular top-up of skills and motivational coaching.
In-Field training and coaching is an ideal opportunity for the Sales Director or Sales Manager to assess
In-Field training and coaching is an ideal opportunity for the Sales Director or Sales Manager to assess
; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.
Examples of combination products may in
Examples of combination products may in
he ongoing training needs of their team.
The Logical In-Field Training Sequence:
The logical approach to field accomplishment training, is to break the call plan down into three sections:
Before the call.
During the call.
After the call.
Before The Call:
Ensure that the salesperson is thinking in terms of their customer’s issues by asking:
The Logical In-Field Training Sequence:
The logical approach to field accomplishment training, is to break the call plan down into three sections:
Before the call.
During the call.
After the call.
Before The Call:
Ensure that the salesperson is thinking in terms of their customer’s issues by asking:
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
What are the customer’s needs/issues?”
“What is their potential?”
“What is their turnover?”
“What is the trend – is turnover increasing year on year?”
“Are they affected by competition (if any)?”
“What are their current commercial concerns?”
“What are their commercial objectives for this year?”
These questions ensure that the salesperson is aware that whilst the overall aim i
“What is their potential?”
“What is their turnover?”
“What is the trend – is turnover increasing year on year?”
“Are they affected by competition (if any)?”
“What are their current commercial concerns?”
“What are their commercial objectives for this year?”
These questions ensure that the salesperson is aware that whilst the overall aim i
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
s to sell the company’s product, the prime objective of the sales call is to sell answers to issues and satisfy needs.
Having established the prime objective, the manager now needs to confirm that the salesperson is properly equipped to achieve them.
Further questioning should establish:
How will the call be opened?
Are they prepared for objections?
What questions are th
Having established the prime objective, the manager now needs to confirm that the salesperson is properly equipped to achieve them.
Further questioning should establish:
How will the call be opened?
Are they prepared for objections?
What questions are th
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
y going to ask to ascertain needs?
What benefits are they going to stress, and how?
What sales aids will they be using?
Are they prepared to ask for the order or gain a commitment?
Have they all the necessary documentation?
During these questions, the manager should make a note of any variance in procedures or note points that have been omitted by the salesperson. The manager
What benefits are they going to stress, and how?
What sales aids will they be using?
Are they prepared to ask for the order or gain a commitment?
Have they all the necessary documentation?
During these questions, the manager should make a note of any variance in procedures or note points that have been omitted by the salesperson. The manager
ucts have become life saving products for the pharmaceutical companies who doesn’t have many innovative molecules in their product pipeline and have been inc
ust now ensure that the salesperson fully understands and agrees the call plan. It may be necessary to rehearse or reinforce certain aspects of the call at this stage if there is an indication of doubt or uncertainty on the part of the salesperson.
At this stage, it is necessary for the manager to agree with the salesperson the part they intend to play during the call and how to be
At this stage, it is necessary for the manager to agree with the salesperson the part they intend to play during the call and how to be
easingly used in the product life cycle management. Even the companies having product patents are trying to extend their product life cycle through the combi
st introduce them to the prospective client. They must also agree with the salesperson to what degree (if any) they are to be involved. To jump in, in order to save a sale, will put the manager in a very awkward situation - whether they succeed or fail, they cannot win. The golden rule is: Agree your role and stick to it.
During The Call:
Never present a double-front to the
During The Call:
Never present a double-front to the
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
customer. Stand or sit tactfully to one side away from the salesperson/client.
Watch and listen for any deviation from the agreed call-plan.
What were the reasons for the changes?
What effect did they have on the client, or salesperson?
Is the situation as envisaged?
What is being done badly?
What is being done well?
Is there a specific improvement since the last accompanimen
Watch and listen for any deviation from the agreed call-plan.
What were the reasons for the changes?
What effect did they have on the client, or salesperson?
Is the situation as envisaged?
What is being done badly?
What is being done well?
Is there a specific improvement since the last accompanimen
and physically. They need to rightly judge the benefits of the combination products and they have to even look at the risks involved when combining the produ
?
After The Call:
Human beings do not like to be told how bad they are - they need to be told how good they are and how better they could be. This is where the formula for effective field accompaniment is used to its best effect:
Ask – Teach – Tell – Check - Thank
The use of this formula embodied in a simple sequence will enable the skilful manager to achieve
After The Call:
Human beings do not like to be told how bad they are - they need to be told how good they are and how better they could be. This is where the formula for effective field accompaniment is used to its best effect:
Ask – Teach – Tell – Check - Thank
The use of this formula embodied in a simple sequence will enable the skilful manager to achieve
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
>:
Cheerful acceptance of correction
Full understanding of the fault
Elimination of the fault
Correct method followed in future
Maintenance of goodwill
Two principles to remember when applying the formula and sequence are:
Curb yourself
Stick to priorities
Curb Yourself:
This takes self-discipline and constant awareness that you are dealing with a human bein
Cheerful acceptance of correction
Full understanding of the fault
Elimination of the fault
Correct method followed in future
Maintenance of goodwill
Two principles to remember when applying the formula and sequence are:
Curb yourself
Stick to priorities
Curb Yourself:
This takes self-discipline and constant awareness that you are dealing with a human bein
ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.
Following aspects would a
Following aspects would a
g with feelings of their own. If the sales call was unsuccessful, then it is an even bet the salesperson is fully aware of their shortcomings in terms of effect i.e. they did not get the sale or a commitment to move to the next stage.The effect has already begun to hurt them most in terms of loss of earnings and achievement. Any reminders at this stage will only accelerate the demot
dd to the challenges in developing combination products:
Which markets to tap where the combination products can do fairly well?
Which combination prod
Which markets to tap where the combination products can do fairly well?
Which combination prod
vating forces of failure and create a barrier between the manager and the salesperson.
Stick To Priorities:
Ideally, aim at correcting one major weakness at a time. If the errors are numerous, it is far better to deal with them progressively during a series of meetings. Yet again highlighting a list of errors in one session will only reinforce their feelings of failure.
Stick To Priorities:
Ideally, aim at correcting one major weakness at a time. If the errors are numerous, it is far better to deal with them progressively during a series of meetings. Yet again highlighting a list of errors in one session will only reinforce their feelings of failure.
cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
Praise Them:
Some managers are afraid to give praise because they feel it lowers their status. It does not lower the manager’s status at all. It establishes the manager’s right to give praise and makes them a bigger person in the eyes of their salespeople.
During the call, the manager is not only recording the weak points of a sales presentation, they are also noting th
Some managers are afraid to give praise because they feel it lowers their status. It does not lower the manager’s status at all. It establishes the manager’s right to give praise and makes them a bigger person in the eyes of their salespeople.
During the call, the manager is not only recording the weak points of a sales presentation, they are also noting th
tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
e good. Keep praise factual, specific, and above all, sincere.
Question To Reveal: - Ask
At this stage, the manager needs to ask the salesperson:
“Where do you think we could have improved our presentation?”
or
“Where did we fail to convince our customer?”
or
“Where did we deviate from our agreed plan?”
N.B. Note the use of the words “we” and “our”.
By using
Question To Reveal: - Ask
At this stage, the manager needs to ask the salesperson:
“Where do you think we could have improved our presentation?”
or
“Where did we fail to convince our customer?”
or
“Where did we deviate from our agreed plan?”
N.B. Note the use of the words “we” and “our”.
By using
t?
As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel
As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel
hese words, the manager is involving themselves with the salesperson’s shortcomings and not launching a direct attack. A self-diagnosed failing is easier for the ‘ego’ to accept and there is more of a chance that it will be remembered in the future. The manager needs to bear in mind that the salesperson may genuinely not know where they have gone wrong.
Skilful questioning coupled
Skilful questioning coupled
ping new procedures for reviewing their safety, efficacy and quality.
Professional from academic institutions, pharmaceutical industries, health care indust
Professional from academic institutions, pharmaceutical industries, health care indust
ith tact will usually reveal these points.
Correct: - Teach & Tell
This is a selling job and offers an opportunity for the manager to use the experience gained by their own efforts and those they have observed from other salespeople during field accompaniments.They need to sell an improvement by teaching and telling the salesperson:
How they should do it.
Why they should
Correct: - Teach & Tell
This is a selling job and offers an opportunity for the manager to use the experience gained by their own efforts and those they have observed from other salespeople during field accompaniments.They need to sell an improvement by teaching and telling the salesperson:
How they should do it.
Why they should
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
do it.
What would happen if they did it.
In order to check the manager now needs to:
Question For Understanding:
People learn at varying speeds and if the training given is to be used effectively, then it needs to be fully understood i.e. “OK Bill, let us go through it again to ensure that we have fully understood it.” or “OK Bill, let us benefit from one more check befo
What would happen if they did it.
In order to check the manager now needs to:
Question For Understanding:
People learn at varying speeds and if the training given is to be used effectively, then it needs to be fully understood i.e. “OK Bill, let us go through it again to ensure that we have fully understood it.” or “OK Bill, let us benefit from one more check befo
.
As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de
As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de
e we try it out on our next customer”.
Check him on the “How”, the “Why” and the “What” would happen if ...” principles of training.
Habits:
Habits are formed by continuous practice, successful field training consists of getting salespeople to form good habits and we must ensure that the practice these good habits repeatedly. Check any tendency to depart from good habits f
Check him on the “How”, the “Why” and the “What” would happen if ...” principles of training.
Habits:
Habits are formed by continuous practice, successful field training consists of getting salespeople to form good habits and we must ensure that the practice these good habits repeatedly. Check any tendency to depart from good habits f
elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.
Companies that provide selfless information through particip
Companies that provide selfless information through particip
om the beginning, ensure that they do not start bad work habits such as being late for appointments, untidy equipment, dirty car etc.,
In Summary:
The success or failure of field training depends absolutely on the ability of the field trainer. If a salesperson fails it is through either bad selection or bad training.
Copyright © 2006 Jonathan Farrington. All rights reserve
In Summary:
The success or failure of field training depends absolutely on the ability of the field trainer. If a salesperson fails it is through either bad selection or bad training.
Copyright © 2006 Jonathan Farrington. All rights reserve
tion in industry events and feedback to regulatory authorities would be able to face the challenges and will be successful in developing combination products
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