Focus Magazine - Fall 2015 - (Page 36)
TECHNOLOGY
Developing Reps:
5 Critical Steps to Success
■ By Simon Mormen
A
er 10 years' experience of
implementing technology
solutions to improve field
rides, field coaching and learning
development, one of the most
alarming remarks I have recently
heard from first-line managers is, "We
just don't have time to develop our
reps." One thing we have learned from
experience is that with the right
approach and the right system, it is
possible to give them back the time
that they need to increase the sales
performance of their teams.
We find it is usually a combination
of problems that culminate in one
major flawed underlying issue. e
coaching parameters, guidelines or
mechanics that you have currently put
into place are more than likely outdated and lacking in relevance and
effectiveness for today's pharma sales
landscape.
If you make it difficult, managers
oen see field visits, training
reinforcement and coaching as a chore
and assign it a much lower priority
until it becomes a "tick-the-box"
exercise.
e following five steps can help
you change this perception and
initiate a world-class field ride process
that is underpinned with a scalable
and sustainable platform.
1) What's Broken?
You may think you know what the
biggest issues are but there's nothing
like getting it straight from the horse's
mouth. Conduct a simple 20-point
survey that gets to the heart of the
36
issues that are part of the core
problem with the current manager to
representative development process.
Make sure that you get feedback from
both sides and include second-line
managers as well for real eye opening
information.
2) Make the Process Mirror
Today's Reality
No doubt as you gather feedback
you will find that the current coaching
process whether automated or not
contains many steps and redundant
fields to be completed. is is the first
area for ruthless culling. Remove the
irritation and if nobody can answer
"why do we need this text field"
succinctly, then delete it without
mercy!
Unfortunately time aer time many
historical "needs" have become so
ingrained in the organization that it
takes an outsider looking in to
pinpoint the issues before the killer
question can be asked.
3) Think Automated Toolkit
A world-class development process
needs a world-class tool to support it
seamlessly while keeping the manager
on the correct track and delivering
visibility, transparency and continuity
in addition to the crucial reporting
metrics and Key Performance
Indicators to to rapidly perform
corrective action when things are not
going to plan.
Integrating the tool with existing
sales force automation services is the
key to ensuring that the in-field
experience for the manager and
representative is as streamlined and
seamless as possible. Current skillspecific training materials, sales
attainment, rankings and on-demand
FOCUS | FALL 2015 | www.L-TEN.org
http://www.L-TEN.org
Table of Contents for the Digital Edition of Focus Magazine - Fall 2015
Focus Magazine
From the President: Training's Transformative Power
Table of Contents
Table of Contents
Guest Editors: The Role of Tension Management
Directions: More Ways to Connect
Front of the Room: Delivering the Unexpected
Neuroscience: The Neuroscience of Mindfulness
AstraZeneca: Creating a Blended Learning Curriculum
44th LTEN Annual Conference: The Power of Networking
Executing a Key Account Management Strategy
Member Solutions: Managing Global Learning
The Making of Great Leaders
Developing Reps: 5 Critical Steps to Success
Reaching Potential: Two Essential Skills
Virtual How: Medical Device Training Priorities
Ad Index
Focus Contacts
5 Questions with Anthony Caliendo
Focus Magazine - Fall 2015
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