 |
There is no doubt that the measurement of Sales Force Effectiveness (SFE) is becoming increasingly important. Evaluating SFE not only provides invaluable insights about the quality of your company’s sales force and its ability to deliver the right messages, but also the capability to monitor your competitors’ sales activities.
Considering the great deal of time and expense that goes into today’s SFE efforts, it’s more important than ever that those responsible for evaluating SFE take a step back and think about how and what exactly is being measured.
Richard B. Vanderveer, Ph.D., Group CEO of the GfK U.S. Healthcare Companies
and Maureen McLaughlin, Chief Marketing Officer of GfK Market Measures
perform this exact exercise and tackle other issues surrounding SFE in a new
booklet entitled, Measuring Sales Force Effectiveness: A Guidebook
for the Pharmaceutical Industry.
The authors examine what is right and wrong with current approaches to evaluating SFE and propose a five-step action plan for producing more effective and meaningful results. The steps of this process include:
- Developing a clear sales force philosophy
- Hiring the right sales reps
- Conducting appropriate training
- Developing appropriate sales guidelines
- Developing, and using regularly, appropriate measures of sales
force effectiveness
A key component of this plan involves pharmaceutical companies making a fundamental decision as to how they are going to manage their individual sales forces and determining what SFE really means in the environment they want to establish for their reps.
Measuring Sales Force Effectiveness: A Guidebook for the Pharmaceutical Industry is a valuable resource for anyone in the pharmaceutical industry who is responsible for their company’s SFE efforts.
A PDF of the booklet (with embedded links from the Table of Contents
for easy navigation) can be downloaded by clicking the link below the
image on this page.
Alternately, if you would like to receive a complimentary published
(bound) copy of the booklet, please fill out the brief form below and
it will promptly be delivered to you.
In the November issue of Topline, we will share results from
GfK Market Measures’ 2006 SFE studies with physicians, sales reps and
district managers, fresh from the field, which will serve to update
some of the compelling data points provided in this Guidebook.
|
|
