Free enquiry
+1-215-710-8375
PURCHASE

Blog

August 20, 2013
by

Do you need to fire a sales representative? Should you slaughter a “sacred cow”?

Reading time: 2 – 2 minutes

If you are in charge of sales at a small to medium sized medical device company, have you taken a hard look at your sales team and how they are performing?  It’s August.  You have four more months left in the year.  Is this team going to get you successfully through the trade show season and to the end of the year?  Will they effectively follow up on all the leads you take?  Is one person dragging the performance of the sales team down?

The thought of firing or terminating someone is not a popular subject.  However, it is a fact of business life.   This blog post started with a call from a past client.  They are a small medical device company with a high tech software oriented product and one salesperson.  A non-sales executive manages this salesperson.  When I say “non-sales” executive, I mean an executive that does not have professional sales management training and experience.  This is a very common situation in small companies.  They hire an experienced salesperson, give them a decent compensation package and assume the person will be somewhat self-managing.  Then they rarely circle back to try to evaluate and coach this person.  Expectations are not clear.  Sales performance may not be optimal. This can go on for years.

Continue reading
August 7, 2013
by

Medical Device Sales Science at Work – The Field Sales Evaluation

Reading time: 4 – 6 minutes

In the last post “50% of sales success is showing up”, the concept of sales as a science was discussed.  If you can motivate a sales person to show up more often and more consistently, then how can you influence him/her to be more productive and effective with the customer?

The Field Sales Evaluation is one sales management tool that can help make sales people more productive.  It is easy to do.  It is constructive in its approach to the manager and the sales person.  There are many more tools.  But this is what will be discussed today.  This tool is an important part of closing the loop in sales management and leadership. To help make this clear I have created a basic Field_Sales_Eval_Form in MS Word.  Feel free to download it and modify it for your use.

A Field Sales Evaluation occurs when the sales manager (or person serving this role) works in the field with the sales person.

My past experience with small and medium sized medical device companies is that the sales representatives don’t get enough management support IN THE FIELD.  Managers get so tied up in the office that they almost forget the sales reps exist until it is the end of the month, end of the quarter end of the end of the fiscal year.  At the same time, most good sales representatives will admit that they would like management to experience what they do in the field and meet the customers.  Furthermore, most good sales reps will by happy to hear constructive feedback and ideas to help them achieve higher sales.  Working in the field with a sales rep is a small investment that can pay great dividends.  With some minor alterations this can work with distributors and distributor representatives as well.

The process:

  • The manager notifies the sales representative well in advance of the fieldwork.
  • The manager sends the sales representative the Field Sales Evaluation form with instructions.
  • The sales representative completes the Fieldwork Goals and Targeted Accounts and returns the form to the manager.
  • The Fieldwork takes place and the Field Sales Evaluation Form is completed by the manager and representative together.
  • The manager should always ask the rep what he/she thinks went right and what needs improvement first.  Then the manager can agree and offer more observations.
  • Both sign the form and agree to use it as a baseline for further work and discussions.

As you read of the impact of a properly executed Field Sales Evaluation, consider the positive psychological effect on the sales representative.  This is sales science at work.

A properly executed Field Sales Evaluation visit will result in:

  • For the Sales Representative:
    • Improved productivity in advance of the visit because as the rep thinks about the upcoming visit and how he/she might perform, this more alert sales mentality is transferred to current sales calls.
    • Improved productivity via better pre-call planning and account targeting as the rep concentrates harder on preparing for the visit of the manager.
    • Improved productivity via higher rate of decision makers seen.  The rep will try harder in the presence of the manager.
    • Higher sales as the rep puts more focus on the sales process prior to the arrival of the manager and in the presence of a manager.
    • Learning from the manager regarding product benefits, sales technique, etc.
    • All of the above will impact sales activity by the representative for weeks to come if not longer
  • For the Manager:
    • Improved relationship with the sales rep.
    • A better understanding of the competition.
    • A better understanding of the product improvements and sales tools needed by the sales representatives.
    • Creation of a baseline for the next field work with the rep or a follow-up conversation.

It is not uncommon in smaller companies to have the sales people reporting to a non-sales executive like the President or COO.  Sometimes these executives feel like they don’t have anything to offer the sales representatives in terms of guidance and shy away from fieldwork and sales evaluations.   Non-sales executives can successfully implement the process described above and be very effective.

What would you add to the Field Sales Evaluation process?

If you aren’t doing anything like this at your company, start implementing it today.

If you believe this post has value, share it with a colleague.

 

July 23, 2013
by

“50% of sales success is showing up.” The Science of Sales

Reading time: 2 – 4 minutes

There is an old saying that is still true today.  “50% of sales success is showing up.”  It is a great quote because it reflects the science of sales.  “Showing up” has nothing to do with being persuasive or charming or handsome or pretty.  It is part of being methodical.  It is about being in front of a prospective customer.  It is part of the science of selling and sales management.

Is there a scientific component to the way your company addresses sales and sales management?  It is surprising how many small to medium sized companies do not have any methodology to support their sales efforts.

“Yes, there is a science to selling. In fact, there is a science to just about everything. Science is defined as a “branch of knowledge conducted on objective principles involving systemized observation of and experiment with phenomena.” Sales can be treated as a science.  The most successful businesses in any industry do just that.  They give their salespeople very good direction and excellent selling tools to use with customers. In the Sales Manager’s Problem Solver, publisher Gerhard Gschwandtner of SellingPower.com says, “There is no such thing as a ‘Natural Born Salesperson,’ like there is no ‘natural born surgeon.’ Research has proven that good selling skills are the result of ongoing learning, professional coaching and continuous practice.” He is talking about implementing what we call the science of sales.”

From the book Sales Careers: The Ultimate Guide to Getting a High Paying Sales Job by yours truly – Ted Newill and my co-author Louise Kursmark.

Applying basic sales science is not difficult.  And, it is not expensive.  It doesn’t have to be fancy.  It just has to be effective.  It does requires effort and follow through.  Examples of tactics companies should employ in their sales management system are:

  • Salespeople create their own sales plan and sales forecast for the year.  Believe it or not, you may have to reduce the forecast they create because salespeople typically over-forecast.  That’s OK.  They end up owning their plan.
  • Sales compensation tied to company revenue, profit and activity goals.
  • Closed loop sales management system that includes coaching and reporting.  This may be the most important tactic to implement yet the most difficult to employ consistently (consistency is a scientific element of sales).
  • Define a clear sales process for all products.  While defining the sales process, decide on the tools needed to help the salesperson succeed in implementing the process.
  • Employ a customer management and/or data system.  Some call this a Customer Relationship Management (CRM) system.
  • A recognition program with regular updates.  Even for a sales force of one or two or three people.
  • Profile based recruiting of salespeople.

What do you think?  Comment at the “leave comment” below.  And, if you like this blog post, forward it to a friend.

Follow me on Twitter @TedNewill

December 18, 2011
by

Strategic Planning Links for Easy Access to the Entire Series

Reading time: 2 – 4 minutes

Hello everyone and Happy Holidays!

I haven’t posted in a long time due to other work in which I am involved.  I will share this “other work” with you in my next post.

I sincerely hope all of you have had a productive and successful 2011.  If you have struggled in 2011, let me know, perhaps I can share some ideas for success.

Recently, I have had some individual questions about Strategic Planning.  This is normal for this time of the year as company leaders look to 2012.  One problem with a blog is that it is not easy to navigate to earlier posts on a particular subject.  So, to tell someone to go look at the Strategy section of my blog is not really an easy solution to their problem. This is especially true for subject matter that is treated in a series of posts…which I tend to do.  To make it easier to see the series in order, I have listed the posts below.  Simply click on the links to see the post.

  1. Getting from A to E   www.medicaldevicesuccess.com/2010/11/18/getting-from-a-to-e/
  2. Qualitative Benefits of Strategic Planning   www.medicaldevicesuccess.com/2010/11/18/qualitative-benefits-of-strategic-planning/
  3. Elements of the Strategic Marketing and Sales Plan   www.medicaldevicesuccess.com/2010/11/18/elements-of-the-strategic-marketing-and-sales-plan/
  4. Data – The first Strategic Planning Element  www.medicaldevicesuccess.com/2010/11/29/data-the-first-strategic-planning-element/
  5. Assumptions   www.medicaldevicesuccess.com/2010/12/03/assumptions-–-defy-the-old-saying-that-results-in-“ass-u-me”/
  6. SWOT Analysis  www.medicaldevicesuccess.com/2010/12/08/avoid-needing-a-swat-team-with-a-good-swot-analysis/
  7. Key Strategic Goals  www.medicaldevicesuccess.com/2010/12/17/key-strategic-goals-–-making-the-commitment-for-the-year-ahead/
  8. The difference between Strategies and Tactics   www.medicaldevicesuccess.com/2011/01/04/critical-the-difference-between-strategies-and-tactics/
  9. Key Strategies and Supporting Tactics  www.medicaldevicesuccess.com/2011/01/08/key-strategies-and-supporting-tactics-–-turning-talk-into-action/

10. From the Strat Plan to the Budget      www.medicaldevicesuccess.com/2011/01/29/“there-is-nothing-quite-as-wonderful-as-money“-from-the-strategic-plan-to-the-annual-budget/

Hopefully, most of you are already in control of your 2012 plans.  If not, the posts listed above may help you get on track.  Don’t fall into the trap of being tactical.   Sure, exhibiting at a particular trade show is a no brainer.  But it should be tied to a strategy that gives the trade show purpose.  And, being part of a strategy may move you to get more out of you activities at the exhibit.

Plan and execute!  Good luck as you prepare for 2012!

Finally, if you think any of you friends in the medical device world would benefit from this series, please forward this email to them.

August 12, 2011
by

A Very Good Optovue® E-blast gets a B+. Why not an A+?

Reading time: 4 – 6 minutes

OK, I am breaking a promise.  In my last post…which was way too long ago…I said I would write about a Nidek e-blast that deserves a better grade.  I thought I had one.  I looked at about 10 Nidek e-blasts that I saved and decided not to write about them.  It’s Friday.  In the US we have had enough negative news and commentary over the last couple weeks.  It seems like most of the world is immersed in bad news of some sort or another.  How about something POSITIVE?

So, let’s look at a Very Very Good e-blast from Optovue.  This is one of the most effective e-blasts I have seen all year.  I would have given them an A+ if they had just not made one mistake.  A mistake that could cost them some leads.

Here is what the e-blast recipient would see in their email client if a preview pane was open:

If you are like me and have been following the previous posts, you are saying, “Sweet!”

First, we will evaluate the From section, Subject Line and 20% Zone area.

From: Optovue (deployed by trusted source Wolters Klumer Vision Care) – Perfect. The reader knows exactly whom it is from.  And, by having “Optovue” here, they don’t have to waste precious space on the Subject line telling readers who the e-Blast is from.

Subject Line: “Save Thousands on SD-OCT – Limited Supply”.  POWERFUL! TO THE POINT! CALL TO ACTION – “Limited Supply”!! SD-OCTs are still a hot product in the ophthalmology market.  That subject line will definitely get readers to dive into the content.

Now, look at the 20% Zone that we see in the preview pane.  Right at the top, the message of saving thousands of dollars is repeated.  And, the reader learns that the sale items are certified demo units.  The colors and “Mid Summer Sale” script are cheerful.  The artwork is compelling and supports the “Mid Summer Sale” theme.

On to the Body and Content of the e-Blast.

BEAUTIFUL!! Notice there is very little copy.  They know they have a good product for their target segments.  They aren’t going to waste space with a lot of puffery.  They know there is demand for the SD-OCT.  They get right to the point.  Here is what is available.  First come, first serve.  Indicating the inventory levels is good technique.  They could do an e-Blast in a couple days showing the inventory going down.  What if they run out of demos?  Well, if they are like most diagnostic equipment companies they will tell the doctor, “Sorry, they are all gone but let me see what kind of deal I can do for you.”  I guarantee that Optovue won’t let those interested doctors down.

Sigh!….  I really wanted to give them and A+ because there was so much good about this e-Blast.  Then….just out of curiosity I clicked on the yellow button.

What cost Optovue the A+? The “Click Here to Email” button takes the reader to the “Contact Us” page of the Optovue website.  Big mistake! Now the reader has to take the extra step of clicking on one of the email addresses or fill out a form.  This Contact Us page is not very good.  It is a long page.  If you have a small laptop and don’t think to scroll down the page, you may miss the form at the bottom to fill out.  This form is for all “contact” situations.  It is not a landing page specifically made for this e-Blast.   On a Contact Us page like this, they could have some leads going to several different emails that are listed at the top of the page.  Or, the lead may fall through the cracks if the form isn’t filled out correctly.  So, the excited and motivated reader gets sent to “Contact Us” page hell.

Always, always use a purpose built landing page for your e-Blasts as a place to capture the prospect’s contact information.

On the other hand, because there is limited inventory, a motivated reader is likely to call the phone number they provide.

Congratulations to Optovue for showing us (for the most part) how an e-Blast should be done.  Their marketing person deserves a raise!

June 29, 2011
by

Nidek® E-blast on Combination Laser gets a grade of “F”

Reading time: 4 – 6 minutes

OK…for the last several posts I have been talking about what makes a good and effective e-blast.  And, I have pointed out some mistakes companies have made with their e-blasts.  Before I go any further, YOU get to evaluate the Nidek e-blast below.  First, look at their from line, subject line and 20% zone.

Sorry Nidek….but this isn’t a very good start.  Let’s see if my assessment matches yours.

  • You can’t tell who the e-blast is from.  It says Review of Ophthalmology.  Yes, they are respected and trusted.  That is good.  But without a hint of the true sponsor, you might think this is a message from Review and not an e-blast.
  • The visible subject line is very vague….”combination system”???  Is this supposed to be a 3-in-1 diagnostic instrument?  It “saves time”?  So?  And, you cannot see the rest of the subject line that says “increases efficiency”. The subject line is too long.   Some readers won’t make the transition from this line to the content of the e-blast where they can see the entire subject line.  Also, many people have their email client (Outlook, Apple Mail, etc.) set up not to display the 20% Zone.
  • The 20% Zone – “Reflections”?!?! What does that mean? I would be really surprised if a large number of doctors get beyond this point.  My bet is that this e-blast has a high probability of being deleted before being read.

What do you think?

Now, scroll down to look at the content of the e-blast.

Oh…now I get it.  “Reflections” must relate to the testimonial from the Dr. Barnebey.  He is reflecting on his use of the instrument.  My international readers would probably agree that the word “Reflections” is confusing.  And, the word has nothing to do with any benefit or feature related to the product.

“The Benchmark of Excellence in Ophthalmic Lasers” ??? This is really old school “puffery” in marketing.  Sort of like all those companies that claim they are the “Gold Standard” or the “Technology Leader”.  This statement may make Nidek feel good about themselves but it communicates nothing to the reader about the benefits of the product.  For the new generation of doctors and consumers at large, this kind of language is interpreted as arrogant.  Never, ever have language like this in your advertising.

What do you think of the testimonial?  I like testimonials.  But this one is weak.  It would have been stronger if Nidek could have worked with Dr. Barnebey on some metrics related to his improved efficiency.  For example, if the doctor had said that he saved enough time to see one more patient per day, other doctors could easily do the math in their head as to the payoff.

What would you have done with this e-blast?  Decide if you agree with me.

  • From section – If Nidek would have used BMC for deployment, they could have had their name in the From section.  I am not sure that Review of Ophthalmology can do this.  Also, BMC publishes Glaucoma Today.  So, the email list would have been on target.  That is not to say that Review has a good email list….they do.
  • Subject line – “Dr. Barnebey on Nidek laser’s efficiency” or “Why Dr. Barnebey uses Nidek combination lasers” or “Dr. Barnebey evaluates Nidek lasers for efficiency”.  Putting the doctor’s name in the subject line will definitely get readers.  And, we have solved the problem of indicating who the e-blast is from by naming Nidek.  Finally, we have a subject line that will fit in the email client screen of most readers.
  • The 20% Zone – Get rid of “Reflections”.  They could do a couple of things here.  One would be to move Dr. Barnebey’s quote up into the zone.  This would definitely grab someone’s attention and move them to continue reading.  Or, they could have a benefit statement related to improved efficiency, “Offer the same patient care and see one extra patient per day”.
  • The Content – Again, get rid of “Reflections”.  And, delete the “Benchmark” statement.  Add metrics to the doctor’s testimonial to more clearly demonstrate the benefit to the readers.  This could be in extra patients per day or more time with the family.  It could even be in financial terms.  The difficulty with expressing benefits in financial terms is that some readers might find that too forward…..even though that is what they are interested in.

So…Let me know what YOU think.

More E-Blast grades on the way after the Fourth of July.

 

 

 

Stay Updated

Error: Contact form not found.

    Etiam magna arcu, ullamcorper ut pulvinar et, ornare sit amet ligula. Aliquam vitae bibendum lorem. Cras id dui lectus. Pellentesque nec felis tristique urna lacinia sollicitudin ac ac ex. Maecenas mattis faucibus condimentum. Curabitur imperdiet felis at est posuere bibendum. Sed quis nulla tellus.

    ADDRESS

    63739 street lorem ipsum City, Country

    PHONE

    +12 (0) 345 678 9

    EMAIL

    info@company.com

    PURCHASE
    Cart