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Advice You - Sales Training Effectiveness: Increase Your Bottom Line With Sales Training That Sticks
Why are sales training programs so often unsuccessful? The typical company spends tens of thousands to hundreds of thousands of dollars to put its entire sales force through the latest, hottest sales training program touted to increase its bottom line numbers. But, just as with all the previous s
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
ales training efforts, only a small percentage of participants embrace the new skills taught. For everyone else, the status quo reins, and the bottom line doesn’t move one bit. What went wrong, and how can it be done right?
Getting to the next level in selling requires a careful evaluation of
Getting to the next level in selling requires a careful evaluation of
; 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
your sales executive’s true intentions.
Many executives, and even the sales trainers themselves believe that sales training is a one-size-fits-all proposition. They couldn’t be more wrong! Your sales executives or representatives cannot improve unless they are absolutely honest about who th
Many executives, and even the sales trainers themselves believe that sales training is a one-size-fits-all proposition. They couldn’t be more wrong! Your sales executives or representatives cannot improve unless they are absolutely honest about who th
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
y are, what their intentions and motivations are, how good they are and what their strengths and weaknesses are. Only then can behavior be modified. Not all reps have the same intentions or motivations and therefore are not equally prepared for training. That’s why standard training programs work
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
for only a small minority, while leaving the majority of the audience unmoved.
The first step to sales training success is to determine and evaluate the makeup of your organization’s sales team. The four types of sales professionals are:
* The Performers -- They are the natural-born top
The first step to sales training success is to determine and evaluate the makeup of your organization’s sales team. The four types of sales professionals are:
* The Performers -- They are the natural-born top
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
roducers. They have big egos and are emotional, intuitive, passionate, competitive, extroverted and impatient. Performers don’t learn in training sessions, they learn by doing.
* Professionals -- They also top producers, but they are even-tempered, analytical, logical and quietly competit
* Professionals -- They also top producers, but they are even-tempered, analytical, logical and quietly competit
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
ve. They are internally passionate and patient and have a very controlled ego. They thrive in the classroom setting.
* Caretakers – They are those are stuck in a comfort zone. They are passive-aggressive, don’t like change and don’t like to attempt anything difficult. Although they show s
* Caretakers – They are those are stuck in a comfort zone. They are passive-aggressive, don’t like change and don’t like to attempt anything difficult. Although they show s
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
gns of brilliance, they are inconsistent or mediocre producers. The good news is that they are sleeping Performers or Professionals, depending on their personality.
* Searchers – These sales representatives get into sales because they perceive it to be easy, but then they don’t do what it
* Searchers – These sales representatives get into sales because they perceive it to be easy, but then they don’t do what it
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
takes to be successful because it is too painful for them. Victims of poor hiring decisions, they soon realize that they really dislike sales. Searchers do not belong in sales positions.
This eye-opening exercise gives both rep and manager a basis for future discussion in a one-on-one meeting. E
This eye-opening exercise gives both rep and manager a basis for future discussion in a one-on-one meeting. E
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
en in a private session, reaching agreement can be challenging, but one thing is certain -- productivity never lies. If someone is in the top tier or is showing consistent upward sales, he or she is most likely a Performer or a Professional. If not, the rep belongs in one of the other two categor
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
es.
The remaining steps of the breakthrough model focus on developing customized training based on identifying the strengths and weaknesses of the individual and then getting personal commitments to change from all those willing to do so.
Step 2: Identify what makes a superstar salesperso
The remaining steps of the breakthrough model focus on developing customized training based on identifying the strengths and weaknesses of the individual and then getting personal commitments to change from all those willing to do so.
Step 2: Identify what makes a superstar salesperso
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
.
What does the perfect sales executive or representative do? What are their characteristics? What are their strengths? What is the most important qualities that they possess?
While most sales training is focused on product knowledge, get specific to your industry and items such as soli
What does the perfect sales executive or representative do? What are their characteristics? What are their strengths? What is the most important qualities that they possess?
While most sales training is focused on product knowledge, get specific to your industry and items such as soli
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
work ethic, superb presentation skills, and the ability to build relationships. Define passion and goal setting. Here’s a tip: Let the sales team build the perfect rep.
Step 3: Evaluate each salesperson’s skills and behaviors against the best, identified practices
Have the sales
Step 3: Evaluate each salesperson’s skills and behaviors against the best, identified practices
Have the sales
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
reps rank themselves and each other on a scale of one to five (from weak to strong) against the “perfect rep.” Then, have their manager rank each one in the same manner. Finally, synthesize the scores and come to an agreement on each rep’s ranking in each category. Gaining agreement may have to c
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
me in an individual meeting between manager and rep.
Step 4: Customize the path to breakthrough achievement.
Once every rep’s strengths and weaknesses have been identified and rated according to the ideal, it becomes possible to customize each sales executive’s path to breakthrou
Step 4: Customize the path to breakthrough achievement.
Once every rep’s strengths and weaknesses have been identified and rated according to the ideal, it becomes possible to customize each sales executive’s path to breakthrou
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
h. Train individuals in their weak areas weak, and leverage their strengths to help in the effort. Schedule ongoing training sessions that range from 15 minutes to one hour each, depending on topic and individual needs. Make sure ongoing and consistent weekly or monthly follow-up takes place. It
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
s critical for successful transformation.
Step 5: Get a commitment to change.
It can be difficult to get everyone on board, but if the first four steps are done correctly the percentage of committed salespeople skyrockets. Unless they are motivated to improve performance, no amou
Step 5: Get a commitment to change.
It can be difficult to get everyone on board, but if the first four steps are done correctly the percentage of committed salespeople skyrockets. Unless they are motivated to improve performance, no amou
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
t of training will succeed. Some people are simply not interested in changing, but these first four steps can break even the hard cases.
When motivation and commitment are strong, a Caretaker can become a Performer or a Professional depending on their personality. Professionals can begin to take
When motivation and commitment are strong, a Caretaker can become a Performer or a Professional depending on their personality. Professionals can begin to take
.
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
more risks in their selling game, thus opening up new opportunities. Performers can learn to balance their emotions and spend more time in the selling zone.
Invest In Success
Pure and simple, traditional sales training programs fail because most participants don’t embrace them. . Lackin
Invest In Success
Pure and simple, traditional sales training programs fail because most participants don’t embrace them. . Lackin
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
any motivation to improve, they only go through the motions of the program because they have been told to do so. Next time before spending your money on sales training, make sure the sales force is prepared to train and that the dots are connected through the five steps of the Breakthrough Model
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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