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What makes an ideal modern pharma sales representative and what skills, knowledge, tools, training and incentives will make them really effective?

Trends and Innovations in Sales Force Effectiveness is an important report for anyone looking to optimise their field sales force performance. This reports offers critical insights for sales and training planners and management based on the experience and opinions of eight pharma industry experts who have led sales force change in their organisations across the US and Europe.







Key Benefits

Understand the essential skills and talents necessary for a successful pharma sales representative
Formulate strategies to make your digital communications effective for the wide variety of stakeholders that influence your business
Ensure your CRM and customer targeting/profiling systems deliver real “door opening” data that reps will want to use
Structure mentoring and training programmes that fully equip the sales rep to maximise impact and exceed commercial and customer expectations
Discover what smartphone, micro training, gaming and competition initiatives are being examined to improve knowledge retention and drive better sales performance
Create incentive schemes that reflect modern working practice and reward results and initiative



Answers to Key Questions

Which digital tools are most effective and how can they help differentiate and improve stakeholder engagement and outcomes?
How can sales teams better utilise CRM and customer targeting systems?
How can good coaching harness knowledge and curiosity to create reps capable of engaging with multiple stakeholders?
What are the merits and drawbacks of digital training techniques and what role might gaming, personalisation and micro training play in the future?
Rewarding success: what incentive schemes are being trialled and what sales, engagement, customer and outcome metrics should underpin them?


Top Takeaways

Understand how novelty in your digital communications will help you stand out from the crowd
Expert insights on formulating effective sales rep training programs
Structuring novel incentive schemes that really motivate your field force
Real world experience on how industry is tackling the challenge of reshaping its field sales force
Identify key sales rep behaviours that must be challenged and changed
Appreciate how the sales rep function is changing and learn about the multi-stakeholder communications and sales challenges they face




Expert Contributors

Pharma

Head of Global Field Force Efficiency, LEO Pharma
Vice President Marketing and Sales, Pediapharm
Regional Sales Director, Dara Biosciences
Director – Patient Relations, Insights & Stakeholder Management, LEO Pharma
Head of Learning and Development, Grunenthal, United Kingdom
National Sales Director, Genentech
North America Global Innovative Pharmaceuticals, Team Lead, Commercial Effectiveness, Pfizer
Managing Director, InSiteHub
Global Marketing Operations, Strategy – Training & Sales Excellence, Bayer Pharmaceuticals


About FirstWord Reports

FirstWord is an innovative industry intelligence leader serving over 240,000 Pharma and MedTech professionals worldwide. FirstWord offers a range of products and services designed to help your company gain a competitive edge by making key business decisions with speed and confidence.

FirstWord Reports deliver timely, need-to-know intelligence about your products, your competitors and your markets. FirstWord Reports provide expert views and intelligence on the challenges facing pharma today in these topic areas: Biosimilars, Market Access, Medical Affairs, Sales & Marketing, Technology, Therapy Areas.
FirstWord Pharma PLUS is a personalised and comprehensive intelligence service delivering up-to-the-minute pharma news, insight, analysis and expert views of importance to your company’s success.

Learn more at www.firstwordgroup.com.


Table Of Contents

Trends and Innovations Sales Force Effectiveness
1. Executive Summary
2. Research Objectives and Methodology
3. Contributors
4. Part One: The New Rep Imperative
4.1.Pharma reps are not the next dodo
4.2.Rep transformation is underway with digital tools
4.3.Change has bred a new batch of challenges
4.4.Challenge One: Customer Satisfaction
4.5.Challenge Two: Differentiation
4.6.Challenge Three: Change Management
4.7.Five solutions for sales force effectiveness

5. Part Two: Optimised Tools For Empowered Reps
5.1.Flexibility is the most powerful tool on the market
5.2.Focus on what you've got
5.3.How to stand out in the era of the tablet-rep
5.4.Optimise backend tools for organisational efficiency
5.5.Google as CRM alternative
5.6.Low-tech tools still have role to play
5.7.Cater to patients with health apps
5.8.Simple coupons and stickers can have a big impact
5.9.Finally, don't forget the human touch

6. Part Three: The Training Imperative
6.1.Good coaching is the single biggest gap for sales managers
6.2.Start with customer curiosity
6.3.Train adaptability so reps can learn on the job
6.4.The Genentech Respiratory Model: Field-based coaches customise training
6.5.Digital tools help manage greater sales training volume
6.6.Digital tools are a good vehicle for local training
6.7.Drawbacks of e-training tools
6.8.Make e-training “virtual but live”
6.9.Competition, games, fun
6.10.Bayer smartphone pilot in Ireland
6.11.Companies embrace smartphones for training
6.12.The future of training: Personalisation

7. Part Four: Rethinking Incentive Plans for 2015 and Beyond
7.1.An era of experimentation
7.2.Misguided moves toward relative-rank pools
7.3.GlaxoSmithKline does away with sales-based pools altogether
7.4.Flexibility is key for incentive plans in 2015
7.5.Creating customised incentive plans with MBOs
7.6.Customer-satisfaction incentives
7.7.Outcomes-based bonuses
7.8.Everyday incentives can kickstart major behaviour change
7.9.At the end of the day, keep it simple and balanced

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