Focus Magazine - Summer 2011 - 26

Video was necessary to give appropriate feedback.

ere was a considerable amount of pre-work prior to the launch of the iPads and the app. Every piece of scienti c information included in the iPad application was presented to the sales force over a series of eight regional teleconferences. Each week, the managers hosted a teleconference with their teams to discuss and review the science of its products. e teleconferences culminated a test participants were expected to pass before attending the launch. As a result, at the National Sales Meeting, the sales force could focus its energy towards incorporating the technology into a sales call.

leadership and management team was con dent, could answer their questions and demonstrated a mastery of the materials that would lead to a smooth launch.

and practice their skills, time and cost was added to the meeting. However, the feedback received proved this time was necessary to instill con dence, answer all questions and keep everyone at the same level to ensure a consistent launch across the nation. e training department made the decision to videotape and review the individual role-play scenarios with the representatives. is added logistical challenges to planning the meeting, as they needed a number of cameras and monitors to record and play back the sessions. e sales representatives and managers were initially resistant to be videotaped; they felt it added additional stress to the validations. However, a er the session, feedback proved that the video was necessary to give appropriate feedback. Since this was new technology and changed the way the representatives interacted with the physicians, they picked up “bad habits” or tics that could be seen on video. For example, when the application did not respond as quickly as some liked, they rolled their eyes or unconsciously said “I hate this.” When the representatives received this feedback, they did not believe it until they could review the tape and identify the behavior themselves. Inspire’s launch of the iPad has been a success. e sales force has embraced the technology. e management team reports that the physicians are engaged and are more involved in representative discussions. From a trainer’s perspective, it was fun to build training without any pre-conceived notions and successfully introduce a cutting edge technology to the sales force.

Inspire hosted three di erent trainthe-trainer events to prepare managers and facilitators for the iPad deployment to the sales force. e training department rst launched the iPad to the management team. What was learned from that event was incorporated into the next training, where the iPad was rolled out to the representative facilitation team. is group strategized on how to best achieve a successful sales force launch, including planning for training and brainstorming solutions to potential issues. Lastly, the sales force launch team ew in two days early to the National Sales Meeting to spend additional time practicing and receiving feedback. Each facilitator and manager dedicated nearly two weeks before the sales meeting to prepare for the launch. A er the launch, feedback from the representatives showed that every member of the

e training department designed the National Sales Meeting to take a step-wise approach. e rst breakouts focused on making sure the team could verbalize the information and message of its products without the iPad. Before moving forward and being asked to utilize the iPad, the representatives demonstrated their knowledge of the message and the science. e next workshop focused on navigation of the iPad in a sales call. During this workshop, the representatives were given the chance to learn the basics of iPad navigation and how to respond to simple questions. e last workshops incorporated all the interactive elements and role-play. By allowing time for the representatives to get comfortable and build o their knowledge-base, they were not intimidated by the technology. By the end of the meeting, the sales force could comfortably use the iPad in a selling simulation. Inspire made the decision to lengthen the National Sales Meeting to give representatives extra time to learn the technology and to practice integrating it into their details. e training department hosted one workshop on day one, one workshop on day two, two workshops on day three, and validations/role play testing on day four. By giving the representatives time to digest the information

Matthew Yesko is a senior consultant with Aquinas Leadership Group. E-mail Matthew at myesko@AquinasLG.com.

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Focus Magazine - Summer 2011

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