SELLINGSKILLS perspective sales leaders have of the in-office customer experience. Reality-Based Training Drives Success Dialogue is even more effective than other training methods because it provides sales leaders with true customer immersion, a fly-on-the-wall perspective that is more reliable than structured recall or role-play simulations. The recent move to reality-based training allows representatives to engage with the physician-patient disease state decision-making process like never before, building a framework where sales reps can relate to patients and offer value to physicians in a fundamental new way. Companies that have successfully implemented dialogue into their sales training models report: • Sales reps have improved their empathy, tailored their selling skills to help more patients and increased sales of their company’s brands. • Dialogue helps bolster the confidence of sales reps in their company’s approved messaging and high-impact questioning to help identify appropriate patients. • Customers gain a better understanding of brands. It is not enough to simply say you’re taking a patientcentric approach to driving sales without giving your sales leaders the most effective tools they need to succeed. The pathway to real patient-centric sales training starts with providing your team with the latest and most innovative inoffice exam room research methods to cultivate authentic customer insights that in turn can help grow your people and your business. I Jeff Kozloff is CEO of Verilogue. Email Jeff at jkozloff@verilogue.com. Introducing by BI WORLDWIDE BI WORLDWIDE is the global leader in Learning and Engagement solutions. technology automatically alters itself to play on the device being used. Make your learning iPad-optimized and PC-ready. COME AND SEE Visit us in Booth 418 at the SPBT Annual Conference in Orlando, Florida June 10–13, 2013 at the Peabody Hotel Orlando Australia | Canada | China | India | Latin America | United Kingdom | United States FOCUS | SPRING 2013 | www.spbt.org 39http://www.spbt.org