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    The Rep Coach
    The Rep Coach
    The Rep Coach
    Ebook241 pages1 hour

    The Rep Coach

    By Fayaz Shah

    ()

    Read preview

    About this ebook

    This book has been written to help you by addressing the core areas that will contribute to your success as sales professional. In particular, topics such as career development and performance management are often not given enough focus and in many cases, they just happen. The aim is to deepen your understanding in vital areas as well as awareness of the practical implications that should guide you towards your desired goals and objectives.
    LanguageEnglish
    PublisherAuthorHouse UK
    Release dateMar 22, 2012
    ISBN9781467889841
    The Rep Coach
    Author

    Fayaz Shah

    Fayaz Shah has extensive senior sales, marketing and commercial experience, having worked for some of the most admired healthcare companies in the world. He has managed businesses and teams across UK, Europe and Middle East. He has coached and supported many sales professionals to aspire and achieved their personal goals. He holds Bachelor of Science from Manchester (UK), a Diploma in Marketing from Chartered Institute of Marketing and an MBA from University of Warwick (UK).

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      Book preview

      The Rep Coach - Fayaz Shah

      © 2012 Fayaz Shah. All rights reserved.

      No part of this book may be reproduced, stored in a retrieval system, or transmitted by any means without the written permission of the author.

      Published by AuthorHouse 03/19/2012

      ISBN: 978-1-4678-8983-4 (sc)

      ISBN: 978-1-4678-8984-1 (e)

      Any people depicted in stock imagery provided by Thinkstock are models, and such images are being used for illustrative purposes only.

      Certain stock imagery © Thinkstock.

      Because of the dynamic nature of the Internet, any web addresses or links contained in this book may have changed since publication and may no longer be valid. The views expressed in this work are solely those of the author and do not necessarily reflect the views of the publisher, and the publisher hereby disclaims any responsibility for them.

      CONTENTS

      About the author

      Author’s acknowledgements

      Introduction

      Part One Excelling in sales

      Part Two Managing your territory and customers

      Part Three Managing line manager relationships

      Part Four Product and market knowledge

      Part Five Team work

      Part Six Managing performance reviews

      Part Seven Career development

      Part Eight Individual factors

      APPENDICES

      Appendix 1: assessing career management direction

      Appendix 2: CV and cover letters

      This book is dedicated to the memory of my father

      who taught me to be patient, persevere

      and strive towards worthy goals.

      About the author

      Fayaz Shah has extensive senior sales, marketing and commercial experience, having worked for some of the most admired healthcare companies in the world. He has managed businesses and teams across UK, Europe and Middle East. He has coached and supported many sales professionals to aspire and achieved their personal goals.

      He holds Bachelor of Science from Manchester (UK), a Diploma in Marketing from Chartered Institute of Marketing and an MBA from University of Warwick (UK).

      Author’s acknowledgements

      Thanks to the many hundreds of sales representatives that I have worked with around the world. Their interactions, passion and enthusiasm are in the heart of this book.

      My sincere gratitude to my friend and colleague Nadine Nehme for her encouragement, comments and feedback throughout the writing process and thanks to all who have discussed success ideas with me over the years.

      Introduction

      Be not afraid of growing slowly; be afraid only of standing still.

      Chinese Proverb

      The healthcare industry has provided many attractive opportunities for many of today’s industry leaders. For many aspiring sales professionals, sales opportunities within healthcare companies have been an attractive option from growing pharmaceutical, medical equipment, and OTC (over the counter) sectors over the past thirty years. The increase in government health expenditure and an ageing population in Western markets and Japan as well as an increase in the private sectors in developing countries have contributed to this growth. Multinational companies (MNC) have enjoyed strong performances from patent protected brands. This in turn has meant they have been able to offer attractive benefit packages and more employment security compared with other sectors.

      The healthcare sales role used to be fairly straightforward: sales representatives were given a defined sales and territory target with well known brands in therapy and market areas having few competitors, little or no governmental cost pressures, easy access to key customers, prescribers and buyers. It was easy to differentiate and more often brand recall could be sufficient in most cases to generate additional sales volumes.

      Over the past decade, there have been pressures on healthcare services with larger numbers of people being treated and living longer and this has had a direct bearing on the expenditure in government hospitals and clinics. The competitive environment has been increasing steadily and this has presented opportunities for small and medium size companies to enter markets previously dominated by MNC. This is the current situation in developed as well as the emerging markets. This has enabled increasing product choice for customers generating sizeable cost savings as many of the small companies have a more simplified cost base structure and an undifferentiated product offering and they can focus on price alone when submitting tender proposals or discussing strategic health economic outcomes. Healthcare reforms in many nations has been increasing influenced by patient and advocacy groups but also at the same time more administration and paperwork for physicians, prescribers and buyers, reducing the time available to meet sales representatives. This in turn increases expectations upon sales representatives who desire to be truly successful and stay ahead of competition. Qualities such as tenacity, perseverance and focus will be sought.

      Despite the current market complexity and the pace of change, with which we have all become accustomed to, hiring and retaining quality sales professionals remains cornerstone for most healthcare companies’ sales and marketing operations. Individuals who have the right skill set and attitude will remain in high demand and can expect improved chances of career development.

      Healthcare companies have needed to make tough decisions on the required makeup and structure of sales operations. In recent years this has contributed to sizeable job losses in many key markets for many good sales professionals and undoubtedly some anxiety for others. So what are the key areas that successful sales professionals in today’s environment should think and focus their attention upon that will lead to a successful career?

      The ideas in this book are based on hard-won experience and knowledge. I have worked with some of the most admired companies in the world. I have been fortunate enough to meet many inspiring sales professionals from many nationalities. The one key theme linking them all was that they all wanted more success.

      Sales Representatives have a challenging role. The typical day will involve having to think about hitting sales targets, getting the right call rates, gaining access to key customers through receptionist gatekeepers, battling for parking space, getting stuck in traffic jams, beating competitors to the call. After a day in the field, arriving home to read numerous emails, entering daily calls in the CRM system and then planning tomorrow… with the possibility of an evening speaker meeting. These daily challenges will drive the motivated individual to excel to new heights of achievement and in the process add to self development. There is constant pressure from modern pace of change coming both from the external as well as internal environment. Keeping abreast of these changes adds to the complexity.

      The surety to success is taking personal ownership and responsibility for your territory and managing it as if it is your own business: one that develops sequentially, driven by your desire to excel and one which can be held accountable and is run professionally. Having the right skills and knowledge with an appreciation of how to apply this effectively is essential.

      Satisfaction and enjoying the role are important ingredients. Along the journey as you build your knowledge and skills, your profile will be raised and this will help you achieve your longer term goals both within the role and toward future career aspirations.

      How to use this book

      This book has been written to help you by addressing the core areas that will contribute to your success as sales professional. In particular, topics such as career development and performance management are often not given enough focus and in many cases, they ‘just happen’. The aim is to deepen your understanding in vital areas as well as awareness of the practical implications that should guide you towards your desired goals and objectives.

      The book is organised into eight parts. The first four tackle the important aspects of your daily role, laying out some key points that should be helpful. This is followed by a detailed look at teamwork as so often this is an area not given due attention and yet so vital to most project work. The final three parts address your individual development starting with performance reviews through to career and you as an individual.

      I am assuming you are a busy person. With that in mind I want you to read this book, so I have kept it short and written in a style that is practical and easy to read. I have put extra emphasis on areas from personal experience such as customer management and performance reviews, which will add value to your work and personal development. Let this book be your personal coach in areas that you want extra help with. Everyone one has a different learning style, some will find written word useful yet others frameworks and illustrations. I have endeavoured to achieve a balance in this book so that it will have the widest appeal. I am also conscious that many sales professionals especially in the healthcare industry will be well read and many will be in possession of MBA qualifications. I have limited the use of standard templates and frameworks to those that you will find effective and practical.

      As is often the case, theories on sales skills and territory management are simple, it is the practical application that is hard and that is the reason you will see many practical points as well as coaching tips spread across the book. Hopefully the suggestions, ideas and frameworks will help you.

      Part One Excelling in sales

      The will to win, the desire to succeed, the urge to reach your full potential . . .

      these are the keys that will unlock the door to personal excellence

      Eddie Robinson

      Sound, applicable and practical sales skills are essential in gaining the right outcome from your customers. Good habits once learned will stay with you throughout your career and will be invaluable in all circumstances. This chapter looks at how you can build your sales skills with emphasis on the sales call process and the role of sales training in your development. The application of your skills during face to face and meetings is further explored.

      As with any job, you need the right tools to do it effectively. Selling skills are fundamental building blocks for your ongoing success. This is one area where companies will continue to allocate resources so as to have a fully trained sales force. Sales skills training start from the moment that you begin your career and continue throughout. Your needs will continue to evolve depending on the prevailing challenges and product mix.

      Your sales skills will always be a reflection of your personality

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