Measuring
Rep Knowledge and Skills to Drive Salesforce
Effectiveness
George Schmidt, Vice President, Sales Practice, Campbell Alliance
John Bye, Senior Practice Executive, Sales Practice, Campbell Alliance
Pharma and biotech companies are successful at enhancing salesforce effectiveness by applying “hard” quantitative metrics such as reach, frequency, message recall, targeting effectiveness, sampling effectiveness, and promotional effectiveness. However, they have shied away from the ongoing measurement of sales representative knowledge and selling skills especially for more tenured sales representatives. The majority of companies have also struggled to find a way of linking rep knowledge and skills to sales effectiveness.
Rather than viewing the measurement of rep knowledge and selling skills as a lost cause, companies should consider a systematic approach to measuring these skill in an objective manner.
Delegates attending this session will learn how to:
- Diagnose a company’s current efforts to measure rep knowledge and skills
- Devise a plan for assessing or measuring knowledge and skills
- Gain insight into training program options to address knowledge and skill gaps and enhance strengths
- Support rep knowledge and skills training thru district manager and regional manager training and coaching efforts
- Measure the impact of rep effectiveness over time
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