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					District Manager Training

The Pharmaceutical Field Manager's Seminar
Perri Cebedo and Associates Santa Clara, California, USA
prosperocevedo@comcast.net

4 Secrets of Marketing
• Right Products • Right Doctors • Right Message • Right Field Force

Common Problems in Company
The point is not the Need for Change But how? What is the role of the DM? A Super Salesman, Policeman, Bureaucrat, Manager or Leader • How Does Sales and Marketing Relate in the Business Unit • Knowledge and Understanding of Marketing and Sales • • • •

Seminar Goal: Improve Performance and Productivity of the Field Force through Dynamic Leadership of DM
• • • • • Improved Systems and Organization, Best practices Field Manager's Job, its Challenges & Opportunities How to Recruit and Select Champion Reps Train Reps to improve Performance How to motivate Reps for peak performance.

The Field Managers' Training Program
1st Day
• Competencies of a Pharmaceutical DM • Job Specifications (KSAs) for the Rep Competency Standards for the Rep • Recruitment and Selection

2nd Day
• The Role of the DM in Rep Training • The Accompanied Call plus Coaching and Counseling • Motivating and Stimulating Representatives • Dealing with Sub-Par Performers

The Field Managers' Training Program
3rd Day
• Selection and Classification of Doctors • Organizing Sales Territories • Conducting a Sales and Performance Audit for the Team • Writing a Business Plan for the District

4th Day
• • • •

Work Follow-up Performance Evaluation Effective Delegation Presentation of Action Plans

Competencies of a District Manager

What does the DM’s job actually involve?
• Achieving your Sales and Marketing Objectives by providing leadership to his Sales TEAM

T ogether E veryone A chieves M ore!

Goal: Achieves Sales and Marketing Objectives
• Communicates clear sales goals for each territory. • Monitors the sales performance of each representative • Communicates sales and marketing direction and policy • Supervises the implementation of sales and marketing policy and promotional program. • Recognizes and develops opportunities for expanding business. • Builds and Develops an Effective Sales Team

The Job of a

Medical Representative
of Abdi Ibrahim

10/27/2009

Intro Field Manager´s SeminarThe Job of a Rep

10

The Job of the AI Rep
• Physician Selection and Classification: Continuously selects and classifies doctors on the basis of their prescription output and potential. Md Coverage: Calls on the right physicians with the right frequency and with the right message. Call Planning: Records and utilizes proper call planning information. Selling Skills: Utilizes communication skills and available resources to persuade all customers to prescribe recommended Abdi Ibrahim products.
Intro Field Manager´s SeminarThe Job of a Rep 11

• • •

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The Job of the AI Rep
• Customer Rapport: Makes productive use of personal rapport to increase sales of Abdi Ibrahim products. Medical and Product Knowledge: Demonstrates knowledge of the product, customer, competition and promo cycle and uses same to sell Abdi Ibrahim products. Meetings: Attends and participate at meetings. Completes study assignments. Resource Management: Maintains and costeffectively utilizes company property.
Intro Field Manager´s SeminarThe Job of a Rep 12

•

• •

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The Job of the AI Rep
• CME Activities: Organizes and conducts CME activities, e.g., video showings, journal clubs, doctor meetings, congresses, symposia. Other Promotional Activities: Organizes other types of promotional activities, e.g., free clinics, group presentations to nurses, pharmacy clerks, exhibit selling, etc. Plans, Organizes and Achieves prompt inclusion of Company products in the Hospital Formulary.
Intro Field Manager´s SeminarThe Job of a Rep 13

•

•

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The Job of the AI Rep
• Account Selection and Coverage: Selects and calls on all pharmacies, wholesalers and other accounts as required. Market Intelligence: Provides intelligence service to our marketing department. Administrative Procedures: Prioritizes work. Submits complete reports with consistent punctuality.
Intro Field Manager´s SeminarThe Job of a Rep 14

• •

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The Pharmacy Decalogue
Top Nine Tasks in a Pharmacy Call

Importance of the Pharmacy Call
• Patients go directly to the Pharmacy • Pharmacies generate 30% more sales than prescriptions • You influence pharmacy clerks to give you added business • You can generate extra sales and reach your sales target!
Intro Field Manager´s SeminarThe Job of a Rep

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Top Nine Tasks in a Pharmacy Call
1. Establish and maintain good relations with pharmacy personnel 2. Promote your products to all pharmacy personnel 3. Obtain information on Mds who use a lot of Competition 4. Stock inventory

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Intro Field Manager´s SeminarThe Job of a Rep

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Top Ten Tasks in a Pharmacy Call
5. Verify best selling products of the competition and identify MDs who prescribe them 6. Organize Contests and Activities to motivate clerks to recommend your products 7. Teach Pharmacy Clerks on How to Dispense your Products – Adequate Dosage – Indications and Precautions – Level of Expectations – Side effects and how to manage them
10/27/2009 Intro Field Manager´s SeminarThe Job of a Rep 18

Top Ten Tasks in a Pharmacy Call
8. Obtain information on the prescribing habits of doctors in the area and seek out new doctors with highest prescribing potential.  Find out activities of competition, special offers in the pharmacy, special promotions inthe territory, new product launches and impact of new launches

10/27/2009

Intro Field Manager´s SeminarThe Job of a Rep

19

Updated Lists of Important RepTasks
• Performance Standards for every Task • Task KSA or KSA Component for each Task • As a Tool to doing a Needs Analysis • As Guide for Hiring • As a Guide for Performance Evaluation

The Job Specifications (KSAs) of a Medical Representative
Models and Examples

Task: Sell Company´s Products
Competency: Consistently makes effective sales presentations

KNOWLEDGE

SKILLS

ATTITUDE

Basic anatomy and Physiology, Pharmacology of Company`s products, Features and Benefits

Able to make effective presentations of all the Company`s core products

Enthusiastic Pride in contributing to the health of the Nation Likes to sell! Selling is a noble profession.

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Intro Field Manager´s Seminar

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Task: Sell Company´s Products
Competency: Handles resistances effectively

KNOWLEDGE
Principles of Communication, Selling Models, Three types of Objections: Doubt, Misunderstanding, and Conflict of Interest and the Process of handling each type of objection.
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SKILLS
How to Handle Resistance Able to change perceptions without antagonizing the customer; tactful yet convincing

ATTITUDE
Belief that Objections are signs of interest and an opportunity to sell
Attitude of being “open” to objections Looking at objections as a natural resistance to change

Intro Field Manager´s Seminar

23

Task: Sell Company´s Products
Competency: Effectively rebuts competition

KNOWLEDGE
Facts about Competition. Advantages of his products over Competition

SKILLS
How Manage and rebut Competition Able to change perceptions without antagonizing the customer; tactful yet convincing

ATTITUDE
Convinced that the best way to grow the business is to take market share from competition Convincing without being obnoxious

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Intro Field Manager´s Seminar

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Task: Sell Company´s Products
Competency: Convincingly presents products

KNOWLEDGE
Knowledge of the Four Social Types of Clients, the Amiable, Analytical, Driver and the Expressive, the motivating Factors of each Style.

SKILLS
Presenting to each style and tailoring presentations according to specific needs of each style and individual

ATTITUDE
Belief that tailoring to a specific need of each person is the most effective way to sell. Appeals to both emotional and intellectual aspects of client.

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Intro Field Manager´s Seminar

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Task: Sell Company´s Products
Competency: Effectively presents Clinical papers
KNOWLEDGE SKILLS ATTITUDE

Knowledge of specific Clinical Studies related to Products. Different Methodologies Knowing which Clinical paper would reinforce use in a particular indication, reinforce a feature or benefit or a superiority over competition…
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How to Present Clinical Studies effectively. Able to distinguish between many type of Clinical protocols. Able to decipher the significance of p>.0001 Able to translate results of the study into benefits
Intro Field Manager´s Seminar

Belief that Clinical Evidence is the best way to convince Doctors on the merits of your products. Pride in one’s ability to do “Clinical Selling” as the Hallmark of a true professional

26

What are the advantages and benefits of a Job Specifications Document
   


Identify strengths and weaknesses Guide to performance evaluation Guide to Conducting a Training Needs Analysis Guide to Training priorities Guide to Professional Development Programs for the Medical Rep

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Intro Field Manager´s Seminar

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Workshop: Identifying Component KSAs
Tasks
MD Selection And Classification

Knowledge

Skills

Attitudes

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Intro Field Manager´s Seminar

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2. Do you hire Champion Reps?
1 2 3 4 5 6 7 8 9 10 Passion to sell. Like to influence others, sell ideas Enthusiastic, lively and with a positive atitude. Organized, sets SMART objectives, manages time well Flexible, good listener, adaptable to all client types Entrepreneurial, automotivated, proactive, has Initiative and Finiciative. Honest and responsible, fulfills promises Persevering, patient, tenacious, focused on results Driving ambition to succeed, high self esteem. Fast Learner, Self learner, Invests in self training. High energy, high quantity and quality of work. 20% 15% 10% 10% 10% 10% 5% 5% 5% 10%

7 Secrets of Champion Teams
1. 2. 3. 4.
5. 6. 7.

Clearly well defined job and tasks Capable and Motivated Committed to their Sales Quota or Sales Objective. Constant Training: Have necessary skills and knowledge and apply them consistently Have the tools to do the job Receive constant feedback on the job Receive rewards for performing as desired

Converting Knowledge into Skills and Sales Performance

New Habit: Sales!!
Field Follow Through

Action Plan The Contest The Griller Compose own model
VIDEO Model

Apply in Steps 100% Mastery

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Intro Field Manager´s Seminar

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Joint Call Annual Plan 2004-2005
NEEDS JUL. AUG. SEP. OCT. NOV . DEC. JAN. FEB. MAR. APR . MAY. JUN.

Medical Representatives
1.

2.

3.

4. 5.

6.

7.

8. Legend: A: Star B: Medium C: Novice PERRI CEBEDO & ASSOCIATES © THE ACCOMPANIED CALL

PAGE 32

PERSONAL PROFILE OF THE PSR (REP):
Rep: __________________________________________Zodiac Sign: _______________________ Marital Status:__________________________________Social Style ________________________ Wife or Husband: _______________________________Birthday:___________________________ Children, Age______________________________________________________________________ Family Origin _____________________________________________________________________ Sports: __________________________________________________________________________ Hobbies: _________________________________________________________________________ Social Groups and Clubs: ___________________________________________________________ Friends: __________________________________________________________________________ Preferrred Cuisine : _____________________________Favorit Wine________________________ Interests: ______________________________________Pets_______________________________ Music: ________________________________________Favorite Instrument__________________ Arts: _________________________________________ Favorit Painter______________________ Literature: _____________________________________Favorite Author ____________________ Profesional Magazines___________________________Personal Magazines_________________ Cine/ TV Programs______________________________Countries Visited____________________ Humor: _______________________________________Favorite vacation Spots_______________ Languages: ___________________________________Dances_____________________________ Investments: __________________________________StockBrokers_______________________ Health - Personal: ______________________________ Mutual Funds______________________ Health Family: ___________________________________________________________________ Communication Tips: _____________________________________________________________ Favorite Rep of Doctor_____________________________________________________________

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Intro Field Manager´s Seminar

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Motivational Plan 2004
MEDICAL REPRESENTATIVE
Social Style JAN. FEB. MAR APR MAY JUN JUL AUG SEP. OCT. NOV . DEC

1.

2.

3. 4. 5.

6.

7.

8. Legend: A:Memorandum B: Memo from my Boss C: Dinner

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Intro Field Manager´s Seminar

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PERFORMANCE EVALUATION
1. TOTAL LINE SALES NET SALES = $__________ 2. SPECIFIC PRODUCT SALES Net Sales Product A $_______ Product B $_______ Product C $_______ Product D $_______ Product E $_______

TARGET = $__________

Target $______ $______ $______ $______ $______

Percentage Difference _________ _________ _________ _________ _________

3. TERRITORY COVERAGE Doctor visits/day:________ Goal______ = ______ Difference Percentage of high prescribers seen: More than 4 times a year _____ Goal______ = ______ Difference Number of high prescribers missed: __________________ 4. PRODUCTIVITY: Net Sales Itinerary Expenses ____________ _______________

=

Productivity ___________

5. OTHER AGREED-UPON QUANTIFIABLE GOALS (e.g. Pharmacy calls,

new accounts): Intro Field Manager´s Seminar
___________________________________________________________

35

Quantitative Standards

Prescriptions generated No. of new customers No. of customers lost No. of doctor meetings No. of video showings Congress participation No. of new ideas suggested  No. of new ideas implemented       

       

First time activities Daily Reports punctuality No. of MD cards updated Growth rate Increase of market share No. of group presentations No. of formulary listings No. of Cross Promotions Activities

Intro Field Manager´s Seminar

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PERFORMANCE CHECKLIST
Circle the Most Appropriate Number for Each Category
Doctor Calls: Outer office approach Opening/ need identification Presentation Use of clinical paper Handling objections Use of promotional literature Product useage/instruction Use of samples Close down Overall rapport Administrative Time management Cycle planning Weekly planning Daily planning Quality of reports Punctuality of reports Communication re: competition Administration of expenses Upkeep of doctor records Upkeep of pharmacy records

1 1 1 1 1 1 1 1 1 1

2 2 2 2 2 2 2 2 2 2

3 3 3 3 3 3 3 3 3 3

4 4 4 4 4 4 4 4 4 4

5 5 5 5 5 5 5 5 5

Knowledge Product knowledge Competitive products Promotional plans
Planning/ Post-Call Analysis Selection of doctors Classification of doctors Pre-call analysis/ planning Use of doctors/ pharmacy Records Post-call Analysis

1 2 3 4 5 1 2 3 4 5 1 2 3 4 5

1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5

5

1 1 1 1 1 1 1 1 1 1

2 2 2 2 2 2 2 2 2 2

3 3 3 3 3 3 3 3 3 3

4 4 4 4 4 4 4 4 4 4

5 5 5 5 5 5 5 5 5 5

Attitude Enthusiasm 1 2 3 4 5 Initiative 1 2 3 4 5 Punctuality 1 2 3 4 5 Reliability 1 2 3 4 5 Appearance 1 2 3 4 5 __________________________________________ OTHER___________________________________ ___________________________ 1 2 3 4 5

Intro Field Manager´s Seminar

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24 Possible Action Plans for the Field Manager’s Seminar

24 Possible Action Plans for the Field Manager’s Seminar
1.
2. 3.

4. 5.

Update my List of Doctors once a year Prepare an Annual Accompanied Call Plan Get to know my team members by using a Personal Profile Data Base Train my Team in the use of Gantt Charts Apply the Sandwich Technique in coaching

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Intro Field Manager´s Seminar

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24 Possible Action Plans for the Field Manager’s Seminar
Implement an Annual Motivational Plan 7. Conduct a periodic survey from my Team members (my internal clients) about how they would rate me 1. My communication Style., 2. Correction y 3. Performance Evaluation 8. Use Sales Contests to motivate my Sales Team 9. Update the Reps Job Description 10. Update the Rep’s Competency Standards of Performance 10/27/2009 40
6.
Intro Field Manager´s Seminar

34 Possible Action Plans for the Field Manager’s Seminar
11.

12.

13.

14. 15.

Update Performance Evaluation to include First Time Achievements and Total Effort *Activities Finalize the Pharmacy Tasks List (The Decalogue) Implement an Annual Certification Exam for my Team Produce video models of basic selling skills Train Team on Time Mgt to improve quantity and quality of calls
10/27/2009 Intro Field Manager´s Seminar 41

34 Possible Action Plans for the Field Manager’s Seminar
1.

2.

3. 4. 5. 6.

Identify the 10 Winning Attitudes for Champion Reps Interview applicants to seek out Winning Attitudes Maintain a Bank of candidates Identify 4-5 Champion Mds for each Rep To be personally visited by the DM Motivate Reps on the implementation of Cross Promotions
10/27/2009 Intro Field Manager´s Seminar 42

34 Possible Action Plans for the Field Manager’s Seminar
1.

2.

3.

4. 5.

Involve the Rep in the setting up of his Sales Quota Train Reps on Pre call Planning and Post Call Analysis Measure Relationship and Rapport on the Rapport-thermometer Train Reps on Exhibit Selling Implement the idea of having relationship objectives in each call.
Intro Field Manager´s Seminar 43

10/27/2009


				
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Description: Training Sales Supervisors, DM Training, Field Managers