so most of thepharmaceutical involved providing says preferences, the thinking preferences of the rep,inWe continued this work companies,

ABC Like most ongoing program for About ABC Pharmaceutical three years, them with strategies training, but deal job and andvested heavily in to effectivelyinsaleswith itself. Michael. I demands of annual rep conference the mental Company: spoke at the the sales particular, sales communicate with these on the application ofhad every year, speaking Training Manager Whole training. The Nationalvaried individuals, all of ABC Pharmaceutical Companythe a leading player was whom the experienced and the in is salesseveral Brain likely participants coaches process. already first morning of implementedtraining DuringwereThinking in sales. Whole Brain training in the pharmaceutical mix offor his sales force atand also delivered programs new Whole Brainto a industry. graduate hires a program, sales managers learned about their experienced and personnel. The biggest applicaprevious company, and he believed a Whole HBDI Profilessales the Whole Brain Model. Then, Better thatsolution onexplored thebasisrightall Headquartered inthey United Better ABC phar-sales tion Results the an ongoing Brain we did would provide job for in the afternoon, Through States,the of framework Pharmaceutical of this Expectations marketing Thinking: Beating job mastery program was reps outside ABC Companys 43,000 for achieving rep, as well as those of maceutical salesCompany employs goals people worldwide and marketsresearch. called Color Your its medicines in 146 support and marketing Client. success., says The program was a tremendous countries. Michael. Accelerating Job Mastery Using the Whole Brain Model, sales managers Color exercise that answered ques-and In Australia,Your Client company completed anthe for a new operates a research ABC Herrmann Internationalcollege the with Asia worked The time it took developmentare the mentalemploys over 200 sales function and demands that tion, Whatachieve sales mastery was being Company over a three-year The typical graduate to actively Pharmaceuticals period. representatives. ABC rep will place onworldwide a pharmaceutical by half which was pharmaceutithe not only reduced sales commitment to excellencethe grouppursuit of inand the analyzed the incumbent? Afterwards, was to hire a cal rep has number the ABCs typical process reduced torealizationof goal has been instrumental in further novation but was four quadrants thethe Model role seven months universities each year tounusual in terms from of an add to justgraduates of the time. of many significant medical advances. those andtheir sales force. Through the training and coachdeveloped a map that demonstrated selling situademands, sortedin place, it wouldquadrant average, tion, Michael ing that was by each distinct take, on of the brain. full years for notes, where two Project Overview he or she does graduates to achieve From there, the grouplearning total job not sell Reducing sales force job theand development to the and broke what ABC called took it out times and improving theneeded to learn is, cycle into what themeanta recommender, thatof the end user: they sell to reps effectiveness in mastery. This sales the they were on top ofsix, customer communications.nine, and then mastery first three doctor. months, all at 12 months. Each job ended up with four job the aspects of the job maps atpharmaceutical and 12 months.takes place The three, of a actual six, nine Objectives sale or recommendation when the doctor meets the patient, and the hope sales rep and were Accordingto their salesMorgan, the salesHerrmann of create Michael at is that the of selling to awarenessrep both CEO doctor will Tothe pharma maximum potential. manager/ International Asia,their drug isrepresentativedone remember that Now the the best. coach and individual salesmanagers had level the of two-year ramp up,demands of theable too long coaching workshop, however, would be A the varied mental and they were sales to say, this opportunity.pharmaceutical industry. Michael going the for Im withinto be a coach, but because selling function adds, The other thing that makesof myfor a pharmaceutical company more challeng- a own HBDI I probably am going to coach in To design Whole-Brained learning experiparticularthat youre selling aware that they would They were to doctor who, in ing is way.and approachesathat would supportWith atools CEO in place who was veryhavethe ences, new a need toof learning as is typically from theon the quadcoaching Herrmann theirimpact for style based blue ive adjust world, an organizational value and a greater level of an audience of sales unique profile of the that was open to new be rant with culture sales datathey would methods corporate varied thinking and learning prefer- has (rational, logical, rep driven, technical), reps coaching at anyof knowledge, and probably knows a a high level given opportunity. and approaches to improve training effectiveness, ences. lot time than the sales introduce the Herrmann the more was perfect to rep. To create awareness at the salesa way Whole Brain methodology as manager/ Outthink, Outpace, Outperform: to shorten coach leveljob the varied thinking preferences used In time to of mastery and Brain Model was thethis initiative, the Whole give recent graduates Training salessales reps toskills to be successful of teach the Sales Repsrecognize that they will to necessary tools and thetheir the reps so that they could tailor their coaching of the gate. of different and learning encounter a number right out to the unique thinking for the The second program was conductedpeople with preferences of the preferencesrep. different thinking individual pharmaceutical sales reps or the as part of a normal sales recruits. graduate call. sales reps with an understanding To provide of varied thinking preferences of individuals in Thesales person the rep willtheir The first morning was similar to communicathe first process and tailor encounter is typicallyHerrmann International team worked person the The styles in a way that would more likelywith the tion the receptionist with managers program, (gate-keeper) the managing director, sales manager and high preferbehind the front desk HBDI everyone receiving theirindividuals. has a training resonate with varied who likely director green, or B-Quadrant, thinking (process ence for learning about Profiles andto develop the program. Called Horizons, the program to think primary and is in driven, organized, safekeeping), how they prefer had four and, in objectives: charge

Case Study

Reducing sales force learning and development

cycle times, improving effectiveness of customer communications.

The Horizons Program

of Create anthey Outcomes There and Desired howsupplies at scheduling promoted The1. ordering direc preferthe that supportedwere particular,Businesstor andto learn.was patients and managing environment time and of reinforced learning. organized with years, lotskeeping towaitingthat morning,next 10 a doc tor moved a the U.S., and for the Michael says. insights from room To reduce the time it took to train new graduate whoof the to be running an wished so behind ABC continued to utilize theWholecoaches ManyProvidegraduatesforthe they hour or theydto 2. is likely support said sales Brain Model, sales reps (to achieve job mastery) from 24 noton understand their own thinking preferences knownhisas a core part of their at university asbut only appointments on anysales training, it this information while given day. months to 12 months. also withinunderstand how their lives a lot probably would have made toorganization. easier and other parts of the tailor their coaching in terms of how the uniqueextremelypreferencesthe Receptioniststhey often thinking busy, and and to reflect are learned. lastlearning styles thing they want with is a Key Stakeholders ofto dealsales reps.sales rep Summary up for a salestheir received their doesnt of Outcomes If the sales rep In the afternoon the sales reps showing call. Sales Manager support showedsale reps themselves 3. Provide (Australia/New them clearly the is, jobImproved progress towards the specific perhave a green preference asZealand sales maps. These maps for the well, the issue region)for them tosales taking in the (Australia/New journey National Training Manager nextsix, nine, of How they would be rep communicate effectively, does the understand the mental demands formance standards within the three, three, Zealand) and andmonths positivewas they had their 12 develop unique six,befriend,jobs and the implications of theirrelationnine and12 month stages. a what it ongoing thinking person but also in front of the to learn with thatof time, behind the termsdesk? ship it termspreferences on mastering those mentaldemands. Reduced place onof time required demands it would amount them. Project Duration new graduate to job to go from This program provided an opportunity for sales 4. To assist the training manager in the develmastery from an average of two Core project deliverables: experiences,(including reps to overlaidthese issues and develop strateThey then discusslearning Three years toolsProfiles opment of their individual HBDI and years to just seven months. Horizoncommunicate more reflect a more Whole giesjob maps,training program) to sales making the effectively with the on the approaches that wouldconnection to some gatekeepers. Increased sales revenuewould of the implications and challenges theyresonate with Brain approach, and therefore and On-going sales reps, regardlessin key sales process individually face over the coming their profiles. improved results of Brain all reinforcement of Whole year. Model (Color second person reps are likely to encounter on The Yourmetrics over a years of three years. Client): Ten period One component of the program was interpersonal a sales call is the nurse who is were each Armed with this knowledge, they affiliated with the skills training. The second component was using practice. The nurse is generally very different then able to create an individual learning plan from the Whole Brain Model as a framework for teachBackground the gatekeeper. based on the formal structured learning and ing and learning. The desired business objective other learning resources because of an were available in the The project was initiatedthatreps would opportuniwas that these new sales achieve job The Company plan would plot their individual organization. reps then explored how to on, which ty ABCsales This wanted to capitalize effectively mastery in twelve months as opposed to two communicate and based journey the introduc tion of onnew wonder each persons involvedand would berelate toathis individual, who years, cutting the typical ramp-up time half. is The challenge high unique HBDI Profile. faced wasC-Quadrant, domidrug. likely to have aABC red, or that within the nance (feeling, interpersonal, helping, emotional). pharmaceutical industry, companies typically How do Coachingmonths after launching a Better you seven Results through only have about approach this person, provide samBetter Learning Results Through ples and be warm and interpersonal? new drug before competitors knowthe What will Better Thinking: Training everything Better need to adjust with your own style to build a Thinking you there is to know about it. Therefore, there is a very Sales tive relationship? produc Managers The third component to make a mark with a new limited time window was working with the National Trainingmust market create Whole- the drug. Companies Manager to aggressively at the Because the Horizon program would require Finally, there experiences, tools and Brainedstages of is to perform ongoing, on-the job to earliest learning launch because theagain, is likely sales managers the doctor, who competition have a strong blue, or within with short approaches for the sales reps. Mostaof the existing will launch me-too drugs A-Quadrant, preference coaching, the program kicked off fairly a three-day and programs program ABCs parent comtrainingprobably doesntfrom being sold to, doesnt period afterwards. came like designed to train the interactive skills like the U.S. and werent he/she knows more than pany in sales reps, and thinks necessarily Whole be sales managers (approximately 12 people) to anyone. coaches. Brained. wonder drug to this type of huge opThis new Appealing represented a thinker requires on-the-job being for the company, and with large markets portunity sharp, on the button, and able to quickly provide the facts on the though ABCdeliver The training manager New Zealand,each ofwould it in both Australia and went newstrong coaching The company already had a product, his succinctly, tailored them so they would fully programs and salesthen people in most to their have to quickly addmanagers spent order ofbe culture, as and sales get out. delivered in ait. capitalize on more Whole Brained the reps.appealtime conducting joint calls with way Typically, after three oring to joint calls, the sales manager four all four quadrants of the These were real and saleswould or backa brain The Australian/New Zealandthus, the car resonatein would have an opportunity, in manager had issues that towith the different sales what he very specific need: to double therep on force andor she the office, even coach the sales thinking and the veteran salesa a level of call. of the people was learning preferences This training to get them trained toreal client job mastery as had observed in reps as possible. refine the managers skills and he quickly faced on a had in the room. designed to help regular basis, perspective on how to effectively give them new coach sales reps, based on their own thinking

6 4 2 better results through better thinking

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Submitted by: Sunita kumari MBA- M&S B-07