Precall Planning: What Do Sales Reps Need to Know About Physician & Account Types?
In most companies, sales reps are assigned a target list. In many cases, this is an annual process where the home office models each physician or account and attempts to determine the most valuable people and amount of effort required by the sales force to meet the territory sales goal. The Field may have some input into the list; once the call plan is finalized and frozen, performance against these targets is typically measured weekly.
As time goes on, however, business situations change and the home office target model may become stale. So, how does the rep know the latest “value” of a target? One option is for the home office to continually run ad hoc analyses that provide detail into the latest sales patterns of the individual. For example, is he increasing sales volume? Is another competitor stealing share? Producing, delivering and utilizing weekly analyses can be a challenging burden for all involved. And, itIt involves asking a lot of questions (and the experience of knowing the right ones to ask).
Rather than juggling spreadsheets and new analyses, a better and more efficient method is to automate this work. With each refresh of weekly data, for example, a business analytics solution can scan the data and look for these changes. By logically thinking through the questions that a rep will need answered, a comprehensive system can be developed that automates this analysis and provides actionable insights through the means of proactive alerts.
Accounts and physicians are first categorized by behavioral type. With all information consolidated, (supporting metrics, prior call history, trends), the rep can next see what he needs to know prior to making the week’s calls. From here, he can develop a call strategy for each alert.
This savings of time and spreadsheet aggravation can go a long way towards increasing call quality and its outcome. By knowing, with fresh data, how each target is performing and being alerted to changes, the rep can spend his preparation time customizing his message – not doing analytics. And that target list, which was developed many months ago, has suddenly taken on new meaning. It is no longer a stale, static list for the sales force to decipher. Rather, it is now part of a living, dynamic and actionable analysis that can truly be leveraged to meet customer needs and increase sales.
Want to learn more about how Verix has taken a new analytics approach to delivering these types of proactive alerts? Want to help your reps know who they are calling on? Read more in our white paper here!