We have all heard the saying “You have to learn to do more with less”. Nowhere is this truer than in the sales organizations of pharmaceutical companies around the world.
Recent trends indicate that most Pharma companies are decreasing the sizes of field sales organizations in an effort to save costs and drive efficiencies through their businesses. However, despite the “downsizing” of the sales team, the expectations of performance and customer engagement placed on the smaller teams continues to increase.
The challenge for today’s pharmaceutical companies is to find the balance between in person customer meetings/edetailing and mobile/digital detailing. To ensure the resources they do have are making the most out of the decreasing time they have with their end customers. Regardless of the balance chosen, to be maximize selling efficiency, truly effective sales reps must offer more compelling value to customers no matter what the medium or channel of delivery. Enabling the pharma rep of the future comes down to giving them the ability to deliver the right message, to the right person, at the right time, through the right channel.
To compete in today’s global pharmaceutical markets companies have to get much smarter about how they engage with their customers. They must transform their sales team from a group who simply provides information to a group who supports doctor’s real needs, has compelling conversations and drives engagement. Translation, pharma reps must be more effective, better armed and more engaged than ever.
So how do we solve this challenge for today’s pharma companies? How can we help them do more with less? It starts by giving the company the insight and capability to know what really happened in the customer meeting. By showing them what content was used, how, where, and with whom they can start to get true leading indicators of customer engagement begin to understand their real ROI. But you must also engage the sales team by giving them tools that help them have better, more compelling conversation. CRM, Marketing Automation and Sales Training are great, but they don't help the rep when they are in the room with customers. By focusing on adaptive sales enablement where the customer is the center of the conversation and the sales team has the insight and power to influence not just inform, pharmaceutical companies can ensure the rate of engagement from each meeting goes up, the individual salesperson is more effective and their decreasing resources are more productive than ever.
Are you truly enabling your sales team? Are you ready to do more with less?
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