FieldTraining
As our industry continues to evolve, the role of sales teams is crucial in ensuring that healthcare professionals are equipped with the knowledge to make informed decisions about the products they use. However, with the rapid pace of medical advancements and an increasing competitive market, the need for an effective, robust district sales training program is extremely important.
Our sales representatives are the face of the company to healthcare providers. Their ability to communicate complex medical and scientific information in an understandable and relatable manner can significantly influence the prescribing behavior of doctors. A well-trained sales team not only ensures compliance but also drives the sales and market penetration of a company’s products.
Given the high stakes involved, a robust district sales training program becomes a critical tool in equipping sales representatives with the knowledge, skills and confidence necessary to succeed. The right training ensures that sales teams can effectively convey product benefits, address concerns and ultimately foster meaningful partnerships with healthcare professionals.
Here are some of the main elements to creating a robust district sales training program:
Product Knowledge Mastery: At the core of any sales training program is product knowledge. Sales representatives must have a deep understanding of the company’s portfolio, including clinical data, benefits, side effects and potential risks. Additionally, understanding how the products compare to competitors is key to positioning them effectively in the market.An example I’ve leveraged previously is “coaching calls” with our new hires, led by district sales trainers (DSTs). Coaching calls are designed for smaller groups that are instructor led, and reinforce the foundational curriculum learned during home study. We empower our DSTs to facilitate this discussion while sharing real-world feedback during customer engagements.
Effective Communication Skills: Selling our products is not simply about presenting features and benefits, it’s about building relationships with healthcare professionals (HCPs) and understanding their needs. Training our teams on communication skills is crucial to fostering trust and rapport with HCPs. At a previous DST Summit, one of our workshops focused on presentation and facilitation skills. Given that experience, we feel our team’s abilities as storytellers are a competitive advantage.
Strategic Territory Management: Effective teams must be adept at managing their time and resources efficiently, particularly when covering large geographic areas. For example, each of our territories has a mirror partner and a wealth of tools to support customer engagements. Our DSTs are tasked to share best practices with routing based off market opportunity, how AI-driven systems are being leveraged when preparing for engagements and what tailored specific message is best for that specific HCP to maximize impact.
Sales Analytics and Performance Monitoring: Data-driven decision-making is essential for optimizing sales performance. A robust training program should teach representatives how to interpret and apply sales analytics to improve their strategies. Sales leaders should incorporate key performance indicators (KPIs) into the training, allowing reps to understand how their actions translate into business results. Regular performance evaluations and feedback loops should be integrated into the training process, enabling reps to identify areas for improvement and refine their approaches continuously.
There are several advantages to having a robust sales training program, including:
Increased Sales Effectiveness: A well-trained sales force is a more effective sales force. Representatives who are equipped with in-depth product knowledge, strong communication skills and a clear understanding of market dynamics are better able to close deals and drive revenue.
Improved Customer Partnerships: A sales force that is well-versed in product details and has the ability to communicate effectively will foster stronger, more trusting relationships with healthcare providers. This, in turn, leads to greater loyalty and satisfaction, both from physicians and patients.
Employee Satisfaction and Retention: Offering ongoing training and professional development opportunities enhances employee satisfaction. Sales representatives are more likely to remain with a company that invests in their growth, contributing over time to higher retention rates and a more experienced workforce.
Adaptability in a Changing Market: Our industry is continuously evolving, with new competitors, products and regulations emerging regularly. A robust training program prepares sales representatives to adapt quickly and respond to changes in the market, ensuring that the sales team remains competitive and nimble in the face of new challenges.
In the competitive and highly regulated pharmaceutical industry, a district sales training program is not just an optional investment — it is an essential strategy for success. By ensuring that sales representatives are equipped with the right knowledge, skills and tools, companies can drive sales, improve customer relationships, maintain regulatory compliance and adapt to the everchanging landscape of the industry.
A robust training program is an investment that pays dividends in terms of enhanced sales performance, employee satisfaction and overall company growth.
Michael Amato is associate director, U.S. dermatology commercialization learning, for Bristol Myers Squibb. Email him at michael.amato@bms.com or connect through linkedin.com/in/michael-amato-53990126.
