Working for one of the top 10 companies in the pharmaceutical industry is no guarantee the doctor will take your call, as the sales force of a globally-respected pharmaceutical company discovered. The young representatives were new to sales, lacked confidence, and experienced difficulty breaking through barriers. After they made a connection, many did not have the ability to navigate from the gatekeeper to the prescriber or to engage in consultative dialogue.
Experienced managers faced challenges as well. Most were entrenched in an established corporate culture and uncertain how to motivate free-spirited members of a younger generation.
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