Focus Magazine - Fall 2012 - 31


to bring more value to their customers. product? How does the HCP view learning to strategic pull-through. the value? How does the payer? is will require a reframing of the Creating customer value by selling Create di erent messaging for each current mindset from the “push” of beyond the product’s science requires stakeholder and train to an integrated approach that Customers’ demands are getting incorporates level-setting, a those messages. more sophisticated and the clinical comprehensive stakeholder view, • Set the bar high. Train sales and customized messages for each professionals to the level of message alone does not drive results their customers’ acumen. stakeholder. Setting the bar high information by the training is can be applied to both clinical will enable your sales professionals to departments to the “pull” of and market access segments of the achieve a level of business acumen that information by the eld forces. In training. Today’s practice their customers will value so that they order for eld forces to have this requirements are becoming complex can deliver the sales results that kind of empowerment, training as healthcare continues to evolve organizations expect. I departments must use available and physicians have less time for technology to equip sales forces with patients and sales representatives. information and resources in real Because of this, clinicians have even time. higher expectations of sales For more information, scan/capture the representatives.


• Finally, shi organizational emphasis from “just-in-time”

e healthcare market is rapidly changing, requiring today’s sales forces

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Steve Shuck is the director of training and development for S3-Strategic Selling Solutions. Email Steve at

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s NPs/PA verlook Don’t O Training in Sales
l rs of healthle Nolin Flewel ant provide I By Michel are also import Like NPs, PAs also U.S. utic oners (NPs) care in the multiple therape PAs to ts (PAs) re nurse practiti practice across all 50 states allow an assistan your rs and and physici in eir numbe categories, addressed medication. speci cally you might want prescribe than double an ? If not, of fod to more sales training strategy. e days : the Americ are expecte only, your next decade ts to rethink on physicians as the within the an Assistan cerl of Physici 0 cusing solely y, prescribers of medica Academy s 137,000-173,00 which primar or even no matter (AAPA) project year 2020. fall are over — by the products products ti ed PAs category your therapeutic Sales Your into. Training to Call



To learn more, contact
Gregg Haunroth (608) 562–6569

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FOCUS | FALL 2012 |


Focus Magazine - Fall 2012

Table of Contents for the Digital Edition of Focus Magazine - Fall 2012

Focus Magazine - Fall 2012
From the President: Career Development and YOUR Life
Table of Contents
Table of Contents
Guest Editor: Integrating Motivation with Training
What Aristotle Might Tell Today's Trainers
In Memoriam: SPBT Founder Sal Barilla
Depomed: Training, Technology & Transformation
The Changing Profile of the Successful Sales Rep
Next Generation Performance Support
Social Learning: How to Tap Its Potential
Selling Beyond the Clinical Message
Balanced Change: An M.G.R. / L.D.R. Approach
Integrating Compliance to Drive Confidence and Results
Moving High-Stakes Training Out of the Classroom
Virtual How: Compliance Training
Company News
People News
Ad Index
Focus Contacts
5 Questions with Karl Kapp
Focus Magazine - Fall 2012 - Focus Magazine - Fall 2012
Focus Magazine - Fall 2012 - Cover2
Focus Magazine - Fall 2012 - 3
Focus Magazine - Fall 2012 - 4
Focus Magazine - Fall 2012 - From the President: Career Development and YOUR Life
Focus Magazine - Fall 2012 - 6
Focus Magazine - Fall 2012 - Table of Contents
Focus Magazine - Fall 2012 - 8
Focus Magazine - Fall 2012 - Table of Contents
Focus Magazine - Fall 2012 - 10
Focus Magazine - Fall 2012 - Guest Editor: Integrating Motivation with Training
Focus Magazine - Fall 2012 - 12
Focus Magazine - Fall 2012 - What Aristotle Might Tell Today's Trainers
Focus Magazine - Fall 2012 - 14
Focus Magazine - Fall 2012 - In Memoriam: SPBT Founder Sal Barilla
Focus Magazine - Fall 2012 - Depomed: Training, Technology & Transformation
Focus Magazine - Fall 2012 - 17
Focus Magazine - Fall 2012 - 18
Focus Magazine - Fall 2012 - 19
Focus Magazine - Fall 2012 - 20
Focus Magazine - Fall 2012 - 21
Focus Magazine - Fall 2012 - The Changing Profile of the Successful Sales Rep
Focus Magazine - Fall 2012 - 23
Focus Magazine - Fall 2012 - Next Generation Performance Support
Focus Magazine - Fall 2012 - 25
Focus Magazine - Fall 2012 - 26
Focus Magazine - Fall 2012 - Social Learning: How to Tap Its Potential
Focus Magazine - Fall 2012 - 28
Focus Magazine - Fall 2012 - 29
Focus Magazine - Fall 2012 - Selling Beyond the Clinical Message
Focus Magazine - Fall 2012 - 31
Focus Magazine - Fall 2012 - 32
Focus Magazine - Fall 2012 - Balanced Change: An M.G.R. / L.D.R. Approach
Focus Magazine - Fall 2012 - Integrating Compliance to Drive Confidence and Results
Focus Magazine - Fall 2012 - Moving High-Stakes Training Out of the Classroom
Focus Magazine - Fall 2012 - Virtual How: Compliance Training
Focus Magazine - Fall 2012 - 37
Focus Magazine - Fall 2012 - Company News
Focus Magazine - Fall 2012 - People News
Focus Magazine - Fall 2012 - Ad Index
Focus Magazine - Fall 2012 - Focus Contacts
Focus Magazine - Fall 2012 - 5 Questions with Karl Kapp
Focus Magazine - Fall 2012 - 43
Focus Magazine - Fall 2012 - Cover4