Coaching in the pharmaceutical sales Industry

Coaching the team of medical sales representatives is one of the foremost roles of the sales manager.

Used correctly, coaching can indeed transform the medical rep’s performance and ensure that the team members remain motivated and loyal to their manager and company. Managers who coach effectively tend to possess more stable, motivated and productive teams.

But it's essential to understand that coaching is merely one a part of the pharmaceutical manager’s role. The challenge is to make sure that each one the differing aspects of management are built into that role. Promoting the skill of coaching could also be worthwhile, but without the opposite aspects of management, a manager wouldn't be fully effective.

·       Recruitment.

·       Performance management

·       Financial management

·       Business planning and customer engagement

Are just a few of the skills that a pharmaceutical manager requires in order to be successful. A manager must get the right balance of all skills to succeed. Being a successful coach doesn't guarantee managerial success.

Managers often struggle to cope with coaching, both in terms of taking the skills on board and also in taking the time to put them into practice. Training courses help provide initial exposure to the skill, although there is often a lack of qualified coaching follow-up support available after a course has been completed.

Without follow-up many managers will revert to their old ‘directive’ ways, particularly when struggling or stress.

In summary:

Coaching is an essential business skill. Many managers do not possess the appropriate skills or do not use them as often as they should.

Coaching is merely a part of the manager’s role and will be utilized in balance with other skills. Managers should fully understand what coaching is about and what it entails before embarking on using these skills.