April 20, 2017 | Blog

Four Ways to Keep Your Sales Teams Market Ready and Your Budget Healthy

Key Takeaways From our LTEN Webinar

Download the webinar recording HERE.

Have a content development strategy that allows you to make frequent updates in a cost-effective manner. At Alamo Pharma Services, this process often starts with assessing the needs of the sales teams. “We often take a look at where our representatives’ skill sets are by using surveys and assessments, as well as input from district managers and senior leaders,” says Denise Fullowan, executive director, training and development, Alamo Pharma Services. “This way, we are targeting what reps need in the field. We also look for partners that we can have strong, long-term relationships with and that really understand our business, and then we’ll begin to develop a straw man on the skill sets and competencies that we are looking for.” Her team also develops application exercises and coaching guides to further support learning.

Don’t reinvent the wheel. “I try to leverage as much off-the-shelf content as I can, especially for our new hire programs,” says Jeff Taylor, senior director, training and development, IPSEN. “Having someone else keep the content up-to-date saves so much money and time. I couldn’t do it without this sort of approach.” By using a subscription model combined with “cloud”-based services, his team can deliver updated e-learning content to the field on a timely basis.

Embrace a role-based training approach. “This allows training to be customized for the different customer-facing roles in an organization,” says Michelle O’Connor, president and CEO, CMR Institute. Core content might be shared across multiple roles—including sales representatives, sales managers, and managed markets teams—although some roles might require more in-depth training than others. For example, key account managers might need extensive knowledge on risk contracting strategies, while a sales representative or manager might only need to understand some of the basis concepts of risk sharing.

“Role-based training also allows the delivery methodology and time allocation to be customized by role, which is important to deliver the most effective training,” O’Connor says. For example, sales representatives might benefit from face-to-face training accompanied by e-modules or simulations on selling to large medical groups, while key account managers might benefit most from short podcasts or webinars featuring a healthcare executive describing attributes they look for in a partnership. “This approach can be extremely cost-effective because it allows trainers to tap into core content and then tailor it to individual roles as needed,” she says.

For more strategies on keeping your training on target and on budget, contact us at

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