COVER STORY – By Michael Amato
Equipping sales reps for the modern life sciences market
In the competitive field of dermatology sales, representatives play a crucial role in bridging the gap between medical advancements and clinical decision making. As more therapeutic options come to market and the overall market landscape continues to be competitive, the need for highly skilled and knowledgeable professionals has never been greater.
This was true for our sales force at Bristol Myers Squibb (BMS).With that in mind, my team and I understood the need and the task at hand, nearly two years after the launch of our novel therapy for patients suffering with moderate to severe psoriasis.
The team and I designed and developed an innovative training program aimed at equipping our sales force with advanced selling skills finetuned to brand messaging and scientific agility. This cutting-edge initiative promised to revolutionize the way sales teams operate, empowering them to navigate the complexities of modern markets with finesse and expertise.
The Need for Advanced Training
In today’s competitive landscape, the role of a sales representative extends far beyond basic product knowledge and persuasive selling techniques. Customers are increasingly discerning, demanding personalized solutions and insights tailored to their unique challenges.
To thrive in this environment, sales professionals must possess a deep understanding of their customers’ needs, coupled with the ability to adapt and innovate in real time.
Targeting Selling Skills
At the core of the advanced training program was a comprehensive focus on enhancing the sales representative’s selling skills. Rather than relying solely on traditional sales tactics, the program emphasized a consultative approach centered on building long-term relationships with customers.
Our workshops centered around the following key focus areas:
- Insights Discovery: Learning how to use color energies to create deeper connections and respond to customer needs and thus adapting behavior to meet the needs of others, which leads to positive impacts on relationships.
- Emotional Intelligence: The core of every positive relationship. The focus here was on self awareness, self-management, empathy and relationship management, which can influence performance.
- Scientific Agility: This involves using scientific knowledge, clinical data and research to inform strategies, build credibility and address the specific needs and challenges of healthcare professionals and organizations.
Our goal was for the sales representative to be able to better uncover customer pain points, articulate the value proposition and deliver compelling tactics that are tailored to resonate with their audience. The workshops were further reinforced with role-playing exercises and post-training pull through that ensured the learning continuum.
Some of the key features of the advanced training were:
- Customized curriculum: Tailored to the specific needs and challenges faced by each sales team, ensuring relevance and applicability.
- Interactive workshops: Hands-on exercises and simulations with real-world scenarios, fostering practical skills development.
- Ongoing support and coaching: Continuous feedback and mentorship to reinforce learning and facilitate continuous improvement.
- Measurement and evaluation: Robust metrics and performance indicators to track the effectiveness of the training program and identify areas for reinforcement.
The Impact
By investing in advanced training for our sales representatives, BMS reaps a multitude of benefits. Not only does it enhance the performance and productivity of individual sales professionals, but it also contributes to overall business success.
With a team of skilled and agile sales reps at the helm, organizations can drive revenue growth, foster customer loyalty and gain a competitive advantage in the marketplace. In addition, investing in advanced training shows our commitment to the talented individuals within the organization and how we can influence their personal and professional growth.
During the early days of planning, our vision as a team was to create a balanced approach between upskilling clinical and business acumen, prioritizing “fireside chats” with senior leadership as well as incorporating workshops around professional growth.
The impact of training is best captured through the words of those who have experienced its benefits firsthand.
“The overall training experience has been exceptional! Everything was laid out perfectly and each workshop was filled with valuable information and great presenters. I wouldn’t change a single thing. Thank you for all your help and encouragement,” one participant shared.
Another noted, “I am wholly impressed with the program that training built for us! Having three days of live training, I didn’t expect to enjoy it so much or benefit as strongly as I did. Each session introduced new faces that warmly welcomed us and inspired us. It is evident that this team has outstanding leadership and energy at every level. I felt safe asking questions and felt supported through each workshop. There is a genuine positive vibe that has been woven through each day and I am very grateful. What a great team I’ve landed on!!”
As these testimonials illustrate, investing in advanced training for a field sales force not only equips the professionals with the expertise they need, but it also fosters confidence and development.
Conclusion
Combining cutting-edge selling skills with scientific agility promises to empower sales teams to excel in today’s dynamic business environment. As organizations continue to prioritize the development of their sales talent, initiatives like these will play an increasingly pivotal role in shaping the future of sales.
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.
