Is Pharma Sales Training the Same as Before?
With 25 years of experience in the pharmaceutical industry, I've witnessed significant changes in how companies train their field force, pharma sales rep training. Based on a recent survey conducted with around 100 of my pharma colleagues, it’s apparent that post-COVID, most pharmaceutical companies no longer prioritize comprehensive training. Rather, they rely on a single day of field training or a brief room session before sending their sales representatives into the market. Unfortunately, this approach is ineffective and wo n't yield positive sales results.
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The Decline of Structured Training
Before COVID, pharma companies had well- structured training programs. These included
– Company Culture and Strategy New hires were introduced to the company’s vision, mission, and long- term goals.
- Product Knowledge Detailed sessions on the mechanism of action, indications, and benefits of each product.
- Doctor and Chemist Interaction Training on how to engage with healthcare professionals, address their concerns, and give precious product insights.
- Sales Techniques and Market Trends Understanding market dynamics and effective sales tactics to drive prescription generation. Still, in recent years, companies have cut down on these essential training modules. Rather, they conduct a one- day training session and expect new sales reps to learn on the job. This shift is causing major challenges in the industry.
The Impact of Insufficient Training
1. Increased Pressure on the Field Force Without a strong foundation in company culture, sales strategy, and product knowledge, new representatives face immense pressure. They struggle to communicate effectively with doctors and chemists, leading to lower conversions and weak sales performance.
2. Lack of Product Knowledge A brief training session does not equip sales reps with the in- depth knowledge required to confidently discuss their products. However, prescriptions will decline, if they cannot answer a doctor’s specialized questions or punctuate a product’s unique benefits.
3. Weak Market positioning the pharmaceutical request remains largely competitive, but the methods and approaches have evolved. Without structured training, field representatives are unfit to adapt to the changing landscape, making it delicate for companies to sustain growth.
4. Struggling Companies and Declining Sales still, the burden falls entirely on the representatives, If a company does not invest in its sales force’s development. This leads to high attrition rates, poor sales figures, and an overall decline in market share.
The Need for Comprehensive Training for pharma companies to thrive in the evolving market, they must rethink their training approach. A well- trained sales force is an asset that drives business success. Then’s what companies should do
- Revive Basic Training Programs Bring back structured induction programs covering company values, product details, and sales strategies.
-Nonstop Learning Approach Implement refresher courses and periodic training sessions to keep sales reps streamlined on industry trends.
- Field Coaching and Mentorship Assign elderly mentors to guide new representatives during their original months.
- Digital Training Modules Leverage-learning platforms to give accessible and ongoing training.
Conclusion The pharmaceutical industry has not shrunk and question come is pharma sales dying? — The market remains as vast as ever. Still, the approach to sales has changed. Companies that fail to invest in proper training will continue to struggle, while those that focus on developing a knowledgeable and confident sales force will see sustained growth. Training is not an expense; it's an investment in long- term success.
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