As companies face increasing pressure to improve sales force productivity despite declining physician access and rising cost containment, they are seeking new and innovative ways through which to empower their field forces. One way they can do this is through the power of simulation.
Simulations are designed to be an ideal real world - the perfect setting for learning new skills and techniques because any mistakes made can be learnt from, minus any negative impact on reality. Before man first landed on the moon, the crew of Apollo 13 took part in extensive simulation exercises that mirrored a full space mission, from launch through to the lunar landing. If any aspect was not right during the simulation, it could be investigated, rectified and re-tested before the real life mission. This same concept has been applied to training, giving participants the opportunity to learn from their mistakes and improve on their performance, without any repercussions.
The IMS Sales Championships offered a simulation-based learning experience to 400 pharmaceutical sales reps during 2007. Designed to encourage strategic thinking, drive best practice and generate enthusiasm among the sales force, the Championships, now in their second year, culminated in the first grand European winners finale in Monaco on 2-3 November. Vying for top honours in the grand finale were the industry's leading performers from 11 countries, including Europe's key markets.
The competition is built around a series of simulation exercises - based on the interactive courses developed by IMS Learning Solutions and Change Management. Participants play an active rather than passive role in the learning process which facilitates belief and the delivery of insight into company strategy. Says Nev Skelton, Vice President, Global Key Account Management, 'our objective with the programme is to offer pharmaceutical companies a practical learning environment where their sales reps can gain an understanding of company strategy and also improve their skills and job capabilities'.
The interactive, computerised simulation used during the finale was based on the Territory Planning Programme. Like the simulator used by the Apollo 13 astronauts, the setting of this simulation was as close to real-life as possible, with teams taking on the role of a sales rep in a ficticious selling situation, without the associated real-world risks.
Tasked with maximising market share for an assigned product, the teams analyzed the information provided, allocated resources and made choices similar to those they would be faced with in real life. The team from Berlin Chiemi in Hungary was announced as the winner at a gala Hollywood-themed dinner extravaganza and proud team member Judit Kardos commented afterwards, 'it was an honour to win the inaugural final of a European-wide sales competition'. As well as an engraved award, Judit and her fellow team members, Orsolya Frenkl and Janos Elek enjoyed a VIP experience at the Cote d'Azur including a gourmet lunch, wine tasting and helicopter transfer.
Enthusiastic feedback
After the competition, participants highlighted the simulation's value as a tool for teaching them how to efficiently manage a territory, analyse budgets and allocate resources because it was both interactive and similar to their own real-world operating environment. It also helps them better understand the concept behind customer prioritisation. Noted Angela Scheffel, of Ely Lilly, Netherlands 'The simulation introduces another kind of thinking. I believe that when sales representatives begin in their jobs they don't have a clue about targeting and through such a simulation they can learn the strategic thinking behind it'.
The competition also provided the opportunity to focus on problem-solving skills - a point underscored by Graham Hodge of MSD, Ireland. 'The simulation is set up in such a way that it is negative and you have to make a positive impact in a certain amount of time. There are situations in real life where you inherit a territory area or a problem where you need to apply certain skills so this type of training is useful in teaching those skills'.
Raising the bar
Simulations don't just teach the necessary skills, they have the capacity to influence the way reps approach their job. Roland Brun from Swiss team Sigma Tau noted that he 'tries to change a rep's mindset, not only to do their five visits a day but also to focus on the right Doctors and on the areas where there is high potential. Our sales reps have to be aware that to do their job, they have to look at the potential and to focus their activities on the right things and I believe this type of training is important in teaching that'.
Nev Skelton backs this view stating that, 'because the competition is set in a controlled environment, it encourages participants to make different decisions which they might not have previously considered. They then go on to learn from both their own and their peers' successes and failures'.
Sharing knowledge
Representatives sharing knowledge and daily experiences with colleagues is not easily done because they are on the road for the most part. The IMS European Sales Championship provided them with a golden opportunity to meet their industry peers and learn from one another.
IMS's Ignacio Vieira from Spain believes that this is a particular strength of the championships. 'When a rep is in the field, he or she has their bricks, doctors, hospitals and regions but it is not very common to share this knowledge or to communicate with colleagues about how they are doing. That is a very important aspect of this event because here, reps are working together and sharing knowledge, resulting in improved performance'.
The IMS Sales Championships programme offers participating companies the opportunity to partake in a fun, safe and interactive learning experience. The simulation used at this event emphasized the significant value in combining knowledge with precision in sales planning, implementation and performance monitoring in order to achieve optimal results. Learning via simulation is an important element of this mix as it provides the platform to teach reps the necessary skills to launch them into a successful selling career. The success of the final in Monaco augurs well for the Sales Championships expansion into even more markets in 2008 and IMS looks forward to welcoming next year's participants.
For further information on the local and European IMS Sales Championships, please contact Selma Nawaz.