What does it mean to be a medical representative? What is this magical profession about, that forces all managers, executives and CEOs to stop for a while and direct efforts towards providing better opportunities for knowledge and professional skills increase of field force? The reason is that the med reps are a bridge between pharma companies and doctors. What`s more, they represent the interests of pharma companies and work on achieving better sales results, which obviously are connected with the degree of their professionalism.
“Your sales reps are the face of your brand and a key conduit to your customers. So it`s critical that they represent your company – and your products – in a compelling, highly differentiated way.” (Qstream)
How to train your field force team and add new successful stories to the book of your company`s achievements? There are seven case studies below to drive your field forces and sales team performance.
1. Develop customer-focus sales structure
The market situation has directed communication toward consumer-model. Sales reps should shift to the latest methods of extended interactions between customers. The power of individualized interaction has been spreading over time, so there is need to make structural changes in the whole new way and find new driven approaches to the customers. Integration of technology can be of great help in many ways for a sales representative to turn to the patient-oriented system, to reach target audience at any time and delivered required information – so easy and so reliable. In addition, it influences building of prolonged, continuing relationships with customers.
2. More than just a training
To increase sales force knowledge by organizing training, meeting, expert event specially for team of representatives is a good idea, however, it has its own hidden “stones”. Sales reps forget up to 79% of new information within 30 days (Qstream). High-tech digital world gives such a lot of fresh opportunities for both team managers and sales/medical representatives to have a better understanding and even deeper insights into almost all process during work. With available digital solutions sales reps can improve their knowledge and strengthen skills just in a few minutes. Answering scenario-based questions several times a week and remembering information contributes to filling the gaps and momently improves professional knowledge of the employee.
Fun Fact: e-Learning delivers learning opportunities for sales people at flexible times (“5 benefits of e-Learning for sales people”).
3. Keep your team motivated
Craig Wolfe, the Founder and CEO of CelebriDucks:
“The number one way to improve efficiency of your sales team is to get your sales force excited, and not by what you think, i.e. higher commissions etc. Instead, you have to inspire them”.
Eli Martin, the Director of Sales at eZanga.com:
“The #1 thing I’d say improves efficiency in your team is to keep people motivated. If you keep them motivated, they feel valued. In order to let them know you truly value them and their opinion, it`s important to ask for and appreciate their input.”
Great piece of motivation is always inspiring for every person. Try to motivate them in all possible way. There is no better thing, that the belief of team leader in colleagues. A good manager should be able to motivate people to work and be sure of future results. Colleagues are peers and the whole company – a community, a family. Turn everyday work in enjoying process. Indeed, if to inspire employees to see real future goals and results, they will, undoubtedly, work harder, paying attention to every detail.
4. Empower sales reps with high-quality content
The Research shows that 35% of sales reps spend time preparing materials, 33% said that they frequently could not find the material they need. Most of their time is spent preparing to the call, finding necessary resources and information – it means less time and efforts on the call (Brainshark). However, powerful content with POSM and other materials, gathered on one device is what they absolutely need. Additionally, engaging, interactive up-to-date presentations is what each medical representative needs for successful visit to the pharmacists. Empower your med reps with content – they will have even more opportunities to involve the doctors into the dialogues and excite the curiosity of the products or services.
Fun Fact: Where do reps prepare for meetings?
In the car – 64%
On a plane – 58%
At a coffee shop – 52%
In the bathroom – 27% (Brainshark).
5. Assemble all reps together to speak about daily issues
Each medical representative gains his or her own expertise, has faced numerous tricky situations during the working process, on the call, communication with the pharmacists and physicians. Consider assembling them in one place and share experience, thoughts and opinions towards major issues.
Fun Fact: The most memorable part of a presentation is the last 5 minutes (“20 shocking sales stats that will change how you sell”).
6. Make work more efficient with technologies
In recent article, we touch the topic “7 reasons why your company needs to switch digital”. Technological solutions enable med reps to do more things during the same period of time and in a more effective way. Your field force can deliver instant messages, engage physicians into efficient conversation and gather instant commentaries and feedback. With a special tools and systems, your med rep can plan the day and know about all future calls to be better prepared.
Fun Fact: Reps would go to a meeting without the following rather than go without their tablets:
• Matching socks – 61%
• Underwear – 47%
• Deodorant – 32% (Brainshark).
Andrea Berkman Donlon, The Founder of the Constant Professional:
“The best way to improve the efficiency of a sales team is to fully equip them with the tools required to sell the product or service they present.”
Fun Fact: The best times to email prospects are 8:00 am and 3:00pm (GetResponse).
7. Valuable conversation
One of the most important thing in communication with customers – delivering them value, but not wasting their time – clear, understandable and trustful. Each customer is not a goal, but an individual with interests, preferences.
Fun Fact: Reps spend only 1/3 of their time selling, 31% of rep time spent searching for/creating content, 20% of rep time spent on CRM/Admin/Reporting (State of sales productivity 2015, researched by Docurated).