Your sales force hate your messages

How much resource is wasted on developing thoroughly researched messages which are only delivered as intended when the trainer or manager is around?

By 'Mal Barnard' on Feb 17, 2009

How much resource is wasted on developing thoroughly researched messages which are only delivered as intended when the trainer or manager is around? A dose of reality will do us much good, follow up calls with doctors that scramble to find the leave piece believing they are doing their rep a favour.

We should spend much more time and effort making sure our sales reps understand and believe our messages. Top down approach is suboptimal and ultimately a waste of resource. If they belive it, you will win; if they do not, we lose. In many cases, they do not believe your message or the power of messaging, it's all about relationship. So, the detail aid is a tool for managers and trainers visits.

Can you imagine a team of sales reps that believe in the power of messaging and also believe in their brand's message? That only happens when we walk them through it carefully and honestly, rather than treating them like children and shoving it down their throat. When they get out there without you, invariably they shove it back.