Your sales force are liars
Our sales force are great at exagerrating the benefits of our brands but does this special ability have an impact on us too? Do you believe your sales force?
By on Apr 8, 2009Our sales force are great at exagerrating the benefits of our brands but does this special ability have an impact on us too? Do you believe your sales force? Do they really do what they say they are doing?
I suspect that most strategy execution is what happens on field visits with trainers and managers and too often, discussions between physicians and sales reps does not resemble the kind that has been carefully designed in head office.
If we faced up to the fact that there is a huge gap between intended strategy and realised strategy we would design our strategies with this in mind. Your reps are liars, they tell you what you want to hear. So perhaps it is not the greatest suprise in the world when so called long term vacant territories are growing faster than occupied ones.
perhaps it is not the reps fault but the layers of marketers and middle managers that want data that emphasises their value. Strategy execution and measurement needs a rethink. What do you think? Any ideas?