Motivation in
Pharmaceuticals Sales Representatives
Motivating high performance in pharmaceutical
sales teams is a growing issue in the pharmaceutical industry. The
challenges facing the pharmaceutical industry in motivating sales teams are
compounded by a variety of factors that many other industries do not face
including: government regulation of sales practices, non-direct tracking of
sales results, and the impact of managed care on sales performance. By
impacting a few key team process and compensation elements pharmaceutical
companies can have a significant impact on team performance.
Companies Facing Challenges in Modern Era:
Motivating sales force representatives to perform
at a high level of performance is a challenge that all companies in all
industries have in Pakistan. The pharmaceutical industry is no different in
this aspect. In fact, the challenges facing the pharmaceutical industry
are compounded by a variety of factors that many other industries do not face
including: government regulation of sales practices, non-direct tracking of sales
results, and the impact of managed care on sales performance.
Sales processes, perks and incentives aimed at
improving sales performance have been seen as the key to increased productivity
and performance throughout the industry. However, the reality is that
most pharmaceutical companies have not refined their perks and incentives
strategies nor have they developed team processes to accommodate them.
This has led to many of the "mirrored sales" forces not
achieving the desired performance results that had been expected of
them by management. Indeed, one mirror force sales representative put it
this way, "They thought that by teaming us up we'd produce more, but
they just threw us together in this team with no training and no incentive
to work together - and we were expected to work out all the kinks
ourselves". To maintain competitiveness, pharmaceutical companies
will need to adapt their processes and motivational techniques in response to
this changed work environment.
How to Motivate Sales Reps:
Have you experienced a drop in sales? If your
answer is yes, chances are your sales reps are not motivated. Motivation is the
driving force in successful salespeople. Many industries rely on sales reps to
generate revenue. Regardless of the industry, all salespeople have motivators
which include achievement, social affiliation, power, ego gratification and
survival. These motivators are manifested differently in each salesperson.
Often the level of experience and training impacts an individual's dominant
motivator.
Instructions:
- Recruit capable employees. Hire people who possess the right skills for sales jobs. Avoid hiring ego-driven applicants for salaried sales positions. Sales teams should consist of people driven by social affiliation.
- Provide training. Prepare a training guide and distribute it to sales reps. Well-trained sales reps accept periodic rejection and experience success. Sales people who train in groups are motivated by the social affiliation. Include role-play segments when training.
- Give them good salary and make attractive incentives plan. Lack of pay will have negative effects. Sales reps may not work up to potential. Good salary and Incentives allow sales people to focus on achieving company goals without fear of survival.
- Create recognition programs and contests. Set realistic goals that most sales reps can achieve. Motivation of each salesperson will increase. Award trips, jewelry or other non-cash items that are viewed as gifts.
- Avoid conflicts. Thoroughly consider all aspects of all sales programs. Eliminate all components that are unfair. Unfair treatment damages egos, motivation and the productivity of the sales force. For instance, don't hire a sales manager from outside the company. Instead, promote a sales rep who has demonstrated her ability.