Focus Supplement 2 - Summer 2017 - 23

FEATURESTORY

Bayer's Evolving Development
for Field Sales Trainers
■ By Joe Penna

Bayer field sales
trainers must meet
strict eligibility
criteria and
selection based
on past sales
performance,
knowledge, skills
and leadership traits.

D

epending on whom you ask, the role of
field sales trainer is integral to any sales
organization. e field sales trainer
serves in a critical support role linking
leadership, training and field sales. With levels
of responsibility continuing to increase, the
challenge faced by Bayer was how to provide
appropriate investment in skill development
with a partner who serves such an integral role
but only serves in the role part of the time.
Approximately three years ago, a field sales
trainer program was instituted at Bayer. e
spirit behind this initiative was to formalize the
position across the organization and equip the
field trainers with the critical skills and training
necessary to succeed in their positions as true
cross-functional collaborators.
Prior to the implementation of a formalized
field sales training program, each business unit
managed their field trainers independently,
resulting in no alignment on responsibilities or
purpose, no buy-in from the business as to the
value of the role, poor selection of participants
and, most importantly, no training or designed
curriculum for the field sales trainers.

FOCUS | Field Sales Training 2017 | www.L-TEN.org

At Bayer, the field sales trainers are full-time
individual contributors who spend no more
than 10 percent of their time devoted to the
duties of the role. e tenure in the role is
approximately two years, incumbent on the
sales consultant maintaining positive sales
momentum. e title, field sales trainer, was
chosen over district sales trainer because these
are assets who report to the business unit with
expectations that they operate on a national
level not just within a district or region.
Bayer field sales trainers must meet strict
eligibility criteria and selection based on past
sales performance, knowledge, skills and
leadership traits including:
* Territory sales need to be in the top half of
the nation.
* Must have a "meets expectations" or higher
on performance management plan review.
* Minimum three years'
pharmaceutical/medical sales experience
and one year in that business unit.
* Proficient clinical knowledge as well as
business acumen.
* Strong selling skills.

23


http://www.L-TEN.org

Table of Contents for the Digital Edition of Focus Supplement 2 - Summer 2017

LTEN Focus on Training Magazine
Opening Statement: A Thank You Letter to Field Trainers
Table of Contents
Directions: Unsung Heroes!
Guest Editor: Striking a Balance
Front of the Room: The Privilege of Field Trainers
Perspectives: Building Your Bench
The 46th LTEN Annual Conference: Supporting Field Trainers
Supporting & Cultivating the Field
Rock, Paper, Scissors: Ensuring Success
Bayer's Evolving Development for Field Sales Trainers
Amping Up the Role of Field Sales Trainers
Influence & Impact Others
The Missing Ingredient for Field Skills Trainer Programs
The Evolving Role of the Field Trainer
Ad Index
Focus Contacts
Focus Supplement 2 - Summer 2017 - Intro
Focus Supplement 2 - Summer 2017 - LTEN Focus on Training Magazine
Focus Supplement 2 - Summer 2017 - Cover2
Focus Supplement 2 - Summer 2017 - Opening Statement: A Thank You Letter to Field Trainers
Focus Supplement 2 - Summer 2017 - 4
Focus Supplement 2 - Summer 2017 - Table of Contents
Focus Supplement 2 - Summer 2017 - 6
Focus Supplement 2 - Summer 2017 - Directions: Unsung Heroes!
Focus Supplement 2 - Summer 2017 - 8
Focus Supplement 2 - Summer 2017 - Guest Editor: Striking a Balance
Focus Supplement 2 - Summer 2017 - 10
Focus Supplement 2 - Summer 2017 - Front of the Room: The Privilege of Field Trainers
Focus Supplement 2 - Summer 2017 - 12
Focus Supplement 2 - Summer 2017 - Perspectives: Building Your Bench
Focus Supplement 2 - Summer 2017 - The 46th LTEN Annual Conference: Supporting Field Trainers
Focus Supplement 2 - Summer 2017 - 15
Focus Supplement 2 - Summer 2017 - Supporting & Cultivating the Field
Focus Supplement 2 - Summer 2017 - 17
Focus Supplement 2 - Summer 2017 - Rock, Paper, Scissors: Ensuring Success
Focus Supplement 2 - Summer 2017 - 19
Focus Supplement 2 - Summer 2017 - 20
Focus Supplement 2 - Summer 2017 - 21
Focus Supplement 2 - Summer 2017 - 22
Focus Supplement 2 - Summer 2017 - Bayer's Evolving Development for Field Sales Trainers
Focus Supplement 2 - Summer 2017 - 24
Focus Supplement 2 - Summer 2017 - 25
Focus Supplement 2 - Summer 2017 - 26
Focus Supplement 2 - Summer 2017 - 27
Focus Supplement 2 - Summer 2017 - Amping Up the Role of Field Sales Trainers
Focus Supplement 2 - Summer 2017 - 29
Focus Supplement 2 - Summer 2017 - 30
Focus Supplement 2 - Summer 2017 - 31
Focus Supplement 2 - Summer 2017 - Influence & Impact Others
Focus Supplement 2 - Summer 2017 - 33
Focus Supplement 2 - Summer 2017 - The Missing Ingredient for Field Skills Trainer Programs
Focus Supplement 2 - Summer 2017 - 35
Focus Supplement 2 - Summer 2017 - 36
Focus Supplement 2 - Summer 2017 - The Evolving Role of the Field Trainer
Focus Supplement 2 - Summer 2017 - 38
Focus Supplement 2 - Summer 2017 - 39
Focus Supplement 2 - Summer 2017 - Ad Index
Focus Supplement 2 - Summer 2017 - Focus Contacts
Focus Supplement 2 - Summer 2017 - Cover4
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