SalesTraining
Sales training workshops have evolved in many ways since the turn of the century and continue to evolve even more quickly. What’s old is new again — it’s a “retro renaissance” of creativity, interactivity and collaboration.
Let’s delve into the many ways the life sciences sales training workshop has changed to match the times, and how to keep up with what’s next.
In the 1990s, there were few digital avenues to deliver content, so for a launch or new hire training the best way to teach learners was through didactic presentation. At meetings, medical team personnel delivered the product and clinical information, marketing delivered a visual aid walk-through and then application consisted of a brief activity during which reps recalled facts and clinical information, followed by verbalizing with partners.
Since the turn of the century, the advent of virtual learning provided the opportunity to push out learning acquisition prior to live training sessions. Live workshops became “application only,” giving learners the entirety of workshop time to apply knowledge in real-world-based scenarios and roleplays.
As live meeting time is at a premium, interactive sessions provide the optimal opportunity for learning application rather than acquisition. The more time that’s spent practicing in a safe environment with structured, quality feedback, the more prepared and confident the rep will be in front of the customer.
Another major swing in live workshops that has come full circle is tactile activities versus digital engagements. In the 1990s and early 2000s, workshops included hands-on activities bursting with interaction, such as board games, work mats, poster activities and station rotations.
The training “city” concept was popular. The city was a series of brief, interactive training sessions punctuated by role-plays and certifications set in medical offices — propped areas with trainers, managers and, in many cases, actual physician customers to deliver on-the-spot individualized feedback, to learners.
Live reenactments and renderings of game shows were plentiful, with elaborate sets and materials to immerse the learner in the experience. How many of you experienced a pharma version of Hollywood Squares, American Idol, Top Chef or Survivor back in the day?
Life, and workshops as we knew them, would be forever changed in 2010 with Apple’s invention of the iPad. Workshops turned paperless and digital — even in live, in-person settings. The allure of the screen as a new training tool had taken over.
“Tactile” became “touch screen” as visual aids and other marketing pieces shifted to the small screen. No one wanted to be left in what seemed like the Stone Age with paper, posters and flip charts in their workshops.
Soon, however, trainers began to watch their live training workshops with a more critical eye. Learners sat at their tables, looking at screens.
Often, logistical troubles arose from figuring out how meeting materials and marketing materials could be accessed simultaneously on iPads and used effectively during activities. For example, if a physician scenario must be accessed on the iPad, how can the learners see it at the same time as they need to access their digital visual aid?
Since the COVID-19 pandemic, the trend is shifting back toward tactile learning from digital learning. Sales professionals want to be engaged with each other and not with screens.
Trainers are looking for creative ways for learners to show what they know and practice verbalizations with each other and with their managers in settings that evoke excitement and with activities that challenge learners. Puzzles, board games and game shows — all of these are back again, in a big way.
Representatives, trainers and managers are ready to have nondigitized fun again, and are seeking new ways to infuse gamification activities into clinical selling scenarios to create unique and stimulating experiences that leave a lasting impression and retention of the concepts practiced. Rolling dice, reading question cards, raising hands and scavenger hunts are all happening again.
Digital devices have not been abandoned, but rather they are integrated into these activities — for example, as “spinners” for games and housing feedback and worksheets.
Another recent trend is cross-pollination of ideas and sharing of best practices across regions. In years past, a national meeting meant you were seated with your district for each workshop, with your manager as your trusty table lead. Districts worked together, traveled together and competed together throughout the course of a meeting.
Lately, the trend has changed to mixing personnel from different geographical districts and regions from across the country for some, if not all, workshops and activities. There is a push for sharing success stories and best practices among districts and regions, as opposed to competition between them.
Of course, that does not mean competition is not highly prevalent. These are sales representatives, after all! Competition in workshops is an enduring concept that has increased in intricacy as sales representatives are often seated in different configurations, rather than as a traditional district team.
Though virtual meetings were on the rise in the mid-2010s, the COVID-19 pandemic forced all training to virtual platforms. Business did not stop in the pandemic, even though traveling and gathering for in-person training certainly did.
The life sciences sales training industry was set on a fast track to implement live virtual training, as it was the sole avenue for gathering people together. It was virtual workshops or no workshops at all. The challenge was to be interactive while not being in person.
Peer-reviewed studies published in journals, including JAMA and American Journal of Distance Education, have demonstrated differing degrees of efficacy of learning uptake in virtual and live settings, but there is no true replacement for face-to-face interaction with sales representatives. Their job is interaction and this is what they thrive on. Ensuring virtual training sessions are imbued with interaction is vital to success.
To effectively integrate interaction in virtual sessions, small groups are ideal. Verbalization practice and role-plays can be facilitated using breakout rooms, where trainees can meet face-to-face virtually and perform verbalizations within small groups, decreasing the pressure of presenting “onscreen” in front of a larger audience.
Though training workshops change as trends ebb and flow, one constant remains: Sales professionals thrive on interacting. Their success is dependent not only on knowing their products but also developing relationships with their customers.
Therefore, interactivity should be at the heart of a workshop. Putting the learning into the reps’ hands, keeping it realistic and allowing them to practice their skills in a risk-free environment will always be essential keys to a good workshop.
A good workshop fosters the culture of relationship-building. And isn’t that the goal for everyone?
Melissa Bethke is an instructional designer, writing on behalf of ERS. Email her at melissabethke@comcast.net.
