GUEST EDITOR – Kelly Macias
Practical skills can be essential for sales success
Product training certifications are essential for field-based representatives to acquire the necessary knowledge and understanding of the products they will be promoting. However, it is important to recognize that certifications alone are not enough to ensure success in the field. In addition to product knowledge, field representatives need to develop a range of selling skills that are crucial for their effectiveness.
While certifications provide a foundation of product knowledge, they often focus primarily on ensuring that representatives successfully complete the training, navigate selling tools and have a clinical discussion. This approach can overlook the practical skills that are essential for success in the real world.
Field representatives need to be equipped with a set of skills that go beyond product knowledge, enabling them to engage with customers, solve problems and adapt to different situations.
So What Skills Are Needed?
One of the most critical skills for field representatives is effective questioning. By asking the right questions, representatives can gather the necessary information to understand customer needs, concerns and pain points. This skill helps representatives tailor their sales approach and propose solutions that are relevant and compelling to customers.
Effective questioning techniques should be an integral part of product training certifications, enabling representatives to engage in meaningful conversations and build stronger relationships with customers.
In the dynamic world of sales, field representatives encounter various challenges and obstacles. Therefore, problem-solving skills are essential for overcoming these challenges and finding creative solutions.
Product training certifications should incorporate real-world scenarios and case studies to help representatives develop their problem-solving abilities. By simulating real-world situations, representatives can learn to adapt their approach and find innovative solutions that address customer needs effectively.
Successful field representatives must be able to orchestrate complex sales processes and collaborate effectively with different stakeholders. This involves aligning internal teams, coordinating resources and managing customer relationships.
Product training certifications should emphasize the importance of orchestration and collaboration, providing representatives with the skills and knowledge to navigate the complexities of the sales process. This includes understanding the roles and responsibilities of different team members, fostering effective communication and managing customer expectations.
In today’s digital age, technology plays a crucial role in sales. Field representatives need to be proficient in using technology tools to enhance their selling process.
Product training certifications should include training on relevant sales technologies, such as customer relationship management systems, sales enablement platforms and data analytics tools. Representatives should be equipped with the skills to leverage these technologies effectively, allowing them to streamline their sales activities, analyze data and make data-driven decisions.
Lastly, field representatives need to develop a customer-centric approach and build strong relationships with their stakeholders. This involves understanding customer motivations, empathizing with their challenges and tailoring the sales approach accordingly.
Product training certifications should focus on developing the interpersonal skills necessary for building trust and rapport with customers. This includes active listening, effective communication and the ability to adapt the sales approach based on individual customer preferences and needs.
Conclusion
While product training certifications are crucial for field-based representatives, they should go beyond simply certifying for the successful completion of training. To be effective in the field, representatives need a range of selling skills that extend beyond product knowledge. Effective questioning, problem-solving, orchestration, appropriate use of technology and relationship building are all critical skills that should be integrated into product training certifications.
By preparing representatives for the real world, certifications can ensure that field representatives are equipped with the skills and knowledge necessary for success in the dynamic world of sales.
Kelly Macias is associate director of omnichannel training for Novartis Pharmaceuticals. Email her at kelly.macias@novartis.com or connect through https://www.linkedin.com/in/kelly-macias-7b81b57.
