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Useful Advices - Rx for Sales Effectiveness ----- The Purple Pill
The “Purple Pill”
If you could give your sales force a “Purple Pill” that would boost their effectiveness by 25% or more, would you do it? No prizes for guessing how a typical sales manager would answer this question! Sales professionals are high-energy, fast-thinking, opportunistic people. If they are good, they often shoot from the hip and take calculated risks. They can be called mavericks and that’s a good thing. It takes a little “maverick” in the blood to be effective in the world of professional sales. Most are willing to try anything that offers the potential for a
If you could give your sales force a “Purple Pill” that would boost their effectiveness by 25% or more, would you do it? No prizes for guessing how a typical sales manager would answer this question! Sales professionals are high-energy, fast-thinking, opportunistic people. If they are good, they often shoot from the hip and take calculated risks. They can be called mavericks and that’s a good thing. It takes a little “maverick” in the blood to be effective in the world of professional sales. Most are willing to try anything that offers the potential for a
According to USFDA, a combination product is one composed of any combination of a drug and device; biological product and device; drug and biological product
fast boost, a quick sale, increased value, or the strengthening of their relationship with their customer. Too often, however, this quick fix mentality reduces the long-term focus and discipline of the sales force.
“This month we’re trying to promote a specific product line, last month we launched our sales force automation software, next month we’re bringing in that motivational speaker and the month after that we’ll be introducing a new SPIF (special performance incentive formula) to move our dead and obsolete inventory.”
Unfortunately, there is no “Purple Pill” that
; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.
Examples of combination products may in
Examples of combination products may in
you can buy to drug your sales team. There is no “Purple Pill” that will improve their effectiveness. There is no “Purple Pill” that will increase profit, revenue, or market share. However, there is a proven process that sustains continuous improvement and will help you achieve every one of these objectives. It’s actually a very simple methodology. It’s called a Sales Effectiveness Process (SEP). A SEP is simply a structure for continuously improving sales force performance through focus, discipline and a process built on a platform of accountability.
But we already have a
But we already have a
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
system.
A SEP is not a Customer Relationship Management (CRM) system. CRM concentrates on the effectiveness of interactions with customers, not the effectiveness of the sales force. It is not a Sales Force Automation (SFA) system. SFA deals with improving the efficiency of the sales force: performing administrative duties more efficiently. A SEP improves the effectiveness of the sales force; doing the right things rather than just doing things right.
Similarly, a SEP is not a canned sales skills training course. Training is really only effective when the students are eage
A SEP is not a Customer Relationship Management (CRM) system. CRM concentrates on the effectiveness of interactions with customers, not the effectiveness of the sales force. It is not a Sales Force Automation (SFA) system. SFA deals with improving the efficiency of the sales force: performing administrative duties more efficiently. A SEP improves the effectiveness of the sales force; doing the right things rather than just doing things right.
Similarly, a SEP is not a canned sales skills training course. Training is really only effective when the students are eage
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
r to learn and the material is immediately relevant. Offering an instruction or motivation course without having a structure that continuously encourages proper behavior is a waste of time. Training should therefore be considered a supplement to other initiatives rather than a sales management program. A SEP does not replace sales training.
A Sales Effectiveness Process provides critical structure and motivation for using tools such as CRM, SFA and skills training. It also provides a measurement system to manage the activities that are required to meet specific objectives.
A Sales Effectiveness Process provides critical structure and motivation for using tools such as CRM, SFA and skills training. It also provides a measurement system to manage the activities that are required to meet specific objectives.
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
Without a focused sales management process, automation and training are wasted because their power is undirected. However, the SEP can provide tremendous value on its own merits even without the independent use of the other supporting tools. Used in conjunction with the SEP, these tools are much more powerful.
Why is this any different?
OK, so what is this thing called SEP? It is a set of best sales practices with a small amount of automation thrown in. SEP is built on the concept of “Managing activities and measuring results.” Focus, process, discipline and accountabilit
Why is this any different?
OK, so what is this thing called SEP? It is a set of best sales practices with a small amount of automation thrown in. SEP is built on the concept of “Managing activities and measuring results.” Focus, process, discipline and accountabilit
ucts have become life saving products for the pharmaceutical companies who doesn’t have many innovative molecules in their product pipeline and have been inc
become the engine that drives the process.
It all starts with planning.
The key to planning is making sure that it deals with reality rather than wishful thinking. A quota from the boss may be called “the plan,” but it has no relation to how the salesperson will achieve it. “I can set myself a goal of becoming 4 inches taller this year but it’s probably not going to happen. If, in contrast, I decide to lose 10 pounds and I can plan out the exact exercise regimen, a specific diet and the activities necessary to get there, I have a real plan and my chance of success is muc
It all starts with planning.
The key to planning is making sure that it deals with reality rather than wishful thinking. A quota from the boss may be called “the plan,” but it has no relation to how the salesperson will achieve it. “I can set myself a goal of becoming 4 inches taller this year but it’s probably not going to happen. If, in contrast, I decide to lose 10 pounds and I can plan out the exact exercise regimen, a specific diet and the activities necessary to get there, I have a real plan and my chance of success is muc
easingly used in the product life cycle management. Even the companies having product patents are trying to extend their product life cycle through the combi
h greater.”
In a SEP, each field salesperson identifies a small set of target accounts in his territory to receive intensive sales focus. The number is limited because true targeting must be backed up by action planning, and that requires a lot of effort. (For more information about targeting strategies, see “TLS – Tier Level Selling” by Rick Johnson, available by e-mailing rick@ceostrategist.com or by visiting www.ceostrategist.com)
The salesperson sets numeric objectives for sales and gross margin dollars on each target customer, along with detailed action plans to ach
In a SEP, each field salesperson identifies a small set of target accounts in his territory to receive intensive sales focus. The number is limited because true targeting must be backed up by action planning, and that requires a lot of effort. (For more information about targeting strategies, see “TLS – Tier Level Selling” by Rick Johnson, available by e-mailing rick@ceostrategist.com or by visiting www.ceostrategist.com)
The salesperson sets numeric objectives for sales and gross margin dollars on each target customer, along with detailed action plans to ach
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
eve them. The goals could be for the next year or the next quarter, and will be periodically adjusted to ensure that they are always realistic. This does not mean that a salesperson gets to change his quota. He is still expected to reach the same final numbers. The SEP provides a realistic platform that allows him to adjust how he will get there by tweaking his individual targets and goals, making course corrections as necessary during the year to make sure he will meet his objectives. The SEP helps him identify and utilize any resources inside and outside the company that
and physically. They need to rightly judge the benefits of the combination products and they have to even look at the risks involved when combining the produ
e needs to attain his goals.
Execution
The SEP circumvents the most common mistake made in distribution today: trying to manage results. Instead, you must manage activities because it’s the activities that produce results. Execution involves the day-to-day activities of the salesperson. For most industries, this entails both planned, proactive tasks and opportunistic, reactive events that the salesperson uncovers by doing the right things in the right place at the right time. It’s critical that the progress of the tasks in target action plans is carefully monitored to avo
Execution
The SEP circumvents the most common mistake made in distribution today: trying to manage results. Instead, you must manage activities because it’s the activities that produce results. Execution involves the day-to-day activities of the salesperson. For most industries, this entails both planned, proactive tasks and opportunistic, reactive events that the salesperson uncovers by doing the right things in the right place at the right time. It’s critical that the progress of the tasks in target action plans is carefully monitored to avo
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
d surprises. This is the equivalent of monitoring your daily exercise before the effects start to show up on the scale. Once the results are in, the horse is out of the barn and everything you do from that point on is reactive. If you proactively manage the activities, the expected results will follow.
Feedback
The feedback process is where the real magic of the SEP comes in. A universal scorecard is essential for creating competitive energy within your sales force and motivating them to focus on strategic objectives. The scorecard should include a small number of well-de
Feedback
The feedback process is where the real magic of the SEP comes in. A universal scorecard is essential for creating competitive energy within your sales force and motivating them to focus on strategic objectives. The scorecard should include a small number of well-de
ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.
Following aspects would a
Following aspects would a
signed metrics that are regularly updated. This information is extremely valuable for:
• Identifying the best opportunities for performance improvement
• Creating a level playing field
• Driving continuous improvement
• Providing performance feedback
• Encouraging and measuring cross functional selling
• Offering key information for the review process
Monthly territory review: the cornerstone of the SEP.
The monthly review process is a critical component of the SEP that enables the sales manager and his sales representative to discuss, plan and measure success. This
• Identifying the best opportunities for performance improvement
• Creating a level playing field
• Driving continuous improvement
• Providing performance feedback
• Encouraging and measuring cross functional selling
• Offering key information for the review process
Monthly territory review: the cornerstone of the SEP.
The monthly review process is a critical component of the SEP that enables the sales manager and his sales representative to discuss, plan and measure success. This
dd to the challenges in developing combination products:
Which markets to tap where the combination products can do fairly well?
Which combination prod
Which markets to tap where the combination products can do fairly well?
Which combination prod
is how a good manager enables his salesmen to capitalize on their natural talents and abilities. The review process should include the following:
1. Review of all target accounts
2. Review of all cross functional selling opportunities, or lack of them
3. Review of specific territory objectives, including sales to plan and gross profit to plan, and assigned account objectives
4. Knowledge of products, customers and customer organizations
5. Ability to apply this market knowledge
6. Development of a favorable attitude as it pertains to that knowledge and those applied s
1. Review of all target accounts
2. Review of all cross functional selling opportunities, or lack of them
3. Review of specific territory objectives, including sales to plan and gross profit to plan, and assigned account objectives
4. Knowledge of products, customers and customer organizations
5. Ability to apply this market knowledge
6. Development of a favorable attitude as it pertains to that knowledge and those applied s
cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
ills
7. Required course corrections
This is not a session for reprimand or criticism. The review should be designed to achieve maximum participation by the sales representative. Industry best practice has proven that such representative participation is one of the most effective methods of developing both an attitude for learning and a drive for successful accomplishment of goals and objectives.
Next, enthusiasm must be created. Enthusiasm is one of the most important traits for a sales manager because it is contagious. Remember, sales representatives will learn very lit
7. Required course corrections
This is not a session for reprimand or criticism. The review should be designed to achieve maximum participation by the sales representative. Industry best practice has proven that such representative participation is one of the most effective methods of developing both an attitude for learning and a drive for successful accomplishment of goals and objectives.
Next, enthusiasm must be created. Enthusiasm is one of the most important traits for a sales manager because it is contagious. Remember, sales representatives will learn very lit
tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
tle if they are mentally falling asleep.
Finally, the sales representative must have confidence in the program. He or she must trust the content of the program and truly believe that it will provide personal benefits. The review process is extremely critical to the success of the SEP. It must be taken seriously and performed at a standard of excellence that supports the intent and objectives of the overall program. It requires 100% compliance throughout the company.
The SEP gives more than it receives
The last thing you want to do is to burden your sales force with admi
Finally, the sales representative must have confidence in the program. He or she must trust the content of the program and truly believe that it will provide personal benefits. The review process is extremely critical to the success of the SEP. It must be taken seriously and performed at a standard of excellence that supports the intent and objectives of the overall program. It requires 100% compliance throughout the company.
The SEP gives more than it receives
The last thing you want to do is to burden your sales force with admi
t?
As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel
As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel
istrative tasks of limited value. Throw away the call reports. They aren’t necessary in the SEP. Besides, they are the closest a salesman will ever come to winning the Pulitzer Prize in journalism. How many times can a sales person report: “I called on Joe, everything is great and we will get to bid on his next requirement?” A well thought out action plan has more than 100 times the value of any call report.
The focus of the SEP, especially the monthly review, is on improvement through coaching and counseling. It is not a human resources hammer for “slap & point” managemen
The focus of the SEP, especially the monthly review, is on improvement through coaching and counseling. It is not a human resources hammer for “slap & point” managemen
ping new procedures for reviewing their safety, efficacy and quality.
Professional from academic institutions, pharmaceutical industries, health care indust
Professional from academic institutions, pharmaceutical industries, health care indust
. It is simple but powerful for the salesperson using it (by comparison, most companies have way too many reports, measurements and programs that diffuse focus, dilute effort and may indicate that upper management is really not clear about the company’s strategic direction).
Sales is a profession that requires professional salespeople
Companies are in constant need of aggressive, creative and resourceful salespeople to have their products specified, accepted and used by customers. Without informed and capable field salespeople, no distributorship could hope to compete in
Companies are in constant need of aggressive, creative and resourceful salespeople to have their products specified, accepted and used by customers. Without informed and capable field salespeople, no distributorship could hope to compete in
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
the marketplace today.
But how often do companies consider the fact that good salespeople, the kind who can help a company really grow, don’t just happen to come along by chance or fate? There is no such thing as a “born salesperson,” because selling ability is much more than a personality trait.
Granted, selling does require certain attributes in a person that some people are born with and some are not. Also, the person must be intelligent, able to grasp ideas and details easily, retain them and recall them for use whenever necessary in selling situations. These factors
But how often do companies consider the fact that good salespeople, the kind who can help a company really grow, don’t just happen to come along by chance or fate? There is no such thing as a “born salesperson,” because selling ability is much more than a personality trait.
Granted, selling does require certain attributes in a person that some people are born with and some are not. Also, the person must be intelligent, able to grasp ideas and details easily, retain them and recall them for use whenever necessary in selling situations. These factors
.
As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de
As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de
and many others relating to personal and emotional characteristics, are contributing elements in the makeup of the professional salesperson. However, these attributes alone do not make a salesperson nor do they guarantee success. It takes more.
A salesperson must have adequate tools, resources and leadership to maximize his effectiveness. That is why the Sales Effectiveness Process is so vital. It is the program that provides the support and the resources to give each and every salesperson the opportunity to maximize his personal effectiveness.
The Sales Effectiveness Pr
A salesperson must have adequate tools, resources and leadership to maximize his effectiveness. That is why the Sales Effectiveness Process is so vital. It is the program that provides the support and the resources to give each and every salesperson the opportunity to maximize his personal effectiveness.
The Sales Effectiveness Pr
elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.
Companies that provide selfless information through particip
Companies that provide selfless information through particip
cess will not replace good sales management, but it can make it much more effective. Remember, it’s not the sales manager’s job to call on accounts and sell product. His job is to make his sales force as effective as he possibly can so that they can achieve the goals and objectives of the organization.
The SEP is the one thing that can light up the sales process like Edison lit up a dark room with his light bulb invention. Let SEP become your light in the darkness of the competitive world of distribution. (Download a free sales person review checklist www.ceostrategist.com
The SEP is the one thing that can light up the sales process like Edison lit up a dark room with his light bulb invention. Let SEP become your light in the darkness of the competitive world of distribution. (Download a free sales person review checklist www.ceostrategist.com
tion in industry events and feedback to regulatory authorities would be able to face the challenges and will be successful in developing combination products
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