{"id":8128,"date":"2020-08-14T13:17:41","date_gmt":"2020-08-14T13:17:41","guid":{"rendered":"https:\/\/www.worxogo.com\/?p=8128"},"modified":"2021-08-10T10:59:05","modified_gmt":"2021-08-10T10:59:05","slug":"sales-is-an-art-key-behaviors-of-successful-sales-reps","status":"publish","type":"post","link":"https:\/\/worxogo.xogoweb.com\/legacy\/sales-is-an-art-key-behaviors-of-successful-sales-reps\/","title":{"rendered":"\u201cSales is an art\u201d: Key behaviors of successful sales reps"},"content":{"rendered":"<p><i><span style=\"font-weight: 400;\"><a href=\"https:\/\/www.worxogo.com\/wp-content\/uploads\/2020\/08\/Rajiv-Official-Photo-1-1.jpg\"><img decoding=\"async\" class=\"size-medium wp-image-8123 alignright\" src=\"https:\/\/www.worxogo.com\/wp-content\/uploads\/2020\/08\/Rajiv-Official-Photo-1-1-200x300.jpg\" alt=\"Rajiv Gulati image\" width=\"200\" height=\"300\" srcset=\"https:\/\/worxogo.xogoweb.com\/legacy\/wp-content\/uploads\/2020\/08\/Rajiv-Official-Photo-1-1-200x300.jpg 200w, https:\/\/worxogo.xogoweb.com\/legacy\/wp-content\/uploads\/2020\/08\/Rajiv-Official-Photo-1-1-683x1024.jpg 683w, https:\/\/worxogo.xogoweb.com\/legacy\/wp-content\/uploads\/2020\/08\/Rajiv-Official-Photo-1-1-768x1152.jpg 768w, https:\/\/worxogo.xogoweb.com\/legacy\/wp-content\/uploads\/2020\/08\/Rajiv-Official-Photo-1-1.jpg 800w\" sizes=\"(max-width: 200px) 100vw, 200px\" \/><\/a>In Conversation with <a href=\"https:\/\/www.linkedin.com\/in\/rajiv-gulati-0a236a2\/\">Rajiv Gulati<\/a>, Board member, Startup mentor, previously President &#8211; Global Business, Ranbaxy and CEO at Eli Lilly &amp; Co. in a candid chat with Anant.\u00a0Stories from the field, what makes a sales person good and Rajiv&#8217;s belief in behavior and technology in supporting salespeople effectively. [This is part 2 of a two-part series. You can read part 1 <a href=\"https:\/\/www.worxogo.com\/unequally-yoked\/\">here.<\/a>]<\/span><\/i><\/p>\n<h3><b>Anant: What are some of the recent trends you\u2019ve seen on how sales teams in organizations function, how you\u2019ve seen them change?<\/b><\/h3>\n<p><span style=\"font-weight: 400;\"><strong>Rajiv<\/strong>: Employee turnover has increased significantly &#8211; it\u2019s gone up nine or ten times. Sales is, according to me, the most important job. Even the CEO\u2019s job is to bring in business.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In the \u201880s when I started my career, India\u2019s GDP growth was 2%, population growth was 2%, it was a poor country. After 1990 and the liberalization, private banks came in, private insurance companies came in, call centers came in, the opportunities became humongous.\u00a0<\/span><\/p>\n<h3><b>A: You\u2019ve talked about how you invested significant energy on recruiting the right kind of people, motivating and developing them? Any examples you can share with us on how you motivated your frontline team? (interview snippet below)<\/b><\/h3>\n<div style=\"max-width: 560px; max-height: 315px;\"><iframe src=\"https:\/\/www.youtube.com\/embed\/oQHi9pvGr3g\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/div>\n<p><span style=\"font-weight: 400;\"><strong>R:<\/strong> We used to have an initial one month residential training program for fresh graduates. But we realized that we are losing maximum people after three months &#8211; when the morale is the lowest.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">[Listen to your frontline] <\/span><span style=\"font-weight: 400;\">So we started running refresher training after three months. People would come, and everybody would say, \u201cI&#8217;m sick of this job. It\u2019s very tough. Doctors don\u2019t listen to me. I have to wait for two hours. They don\u2019t give me interviews, they don\u2019t prescribe my product.\u201d Another guy would say, \u201cBy the way, my situation is the same.\u201d And then they would realize that\u00a0 it&#8217;s normal, everybody is going through the same thing. And then we would say, \u201cOkay, what have you learnt, what have you done well, where can you do better.\u201d And the morale would start going up and up forever after that.<\/span><\/p>\n<h3><b>A: With the advent of technology, the journey plan is fixed, the customer is fixed, the content is fixed. In this scenario what sets one apart as a sales rep? What are some of the traits you\u2019ve observed in the best sales people?<\/b><\/h3>\n<p><span style=\"font-weight: 400;\"><strong>R:<\/strong> You can do whatever you want, in the end sales is an art. (interview snippet below)<\/span><\/p>\n<div style=\"max-width: 560px; max-height: 315px;\"><iframe src=\"https:\/\/www.youtube.com\/embed\/CZ_26DNyDps\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/div>\n<p><span style=\"font-weight: 400;\">All my working career, I\u2019ve spent at least two days in the field carrying a bag with the sales rep. Even as Chairman of the company or a President of the Global Business Worldwide. I\u2019ve carried the bag in France, in the US, Dubai, of course I\u2019ve carried the bag in every state of India.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">So let me give you an example. Suppose I was inducting a sales person, I would say, \u201cWhat do you see?\u201d You enter and you see a huge statue of Shirdi Sai Baba, just for example. So when you enter, your greeting would be, \u201cDoctor, <em>jai<\/em> Sairam! Today is Thursday, it&#8217;s a very auspicious day we\u2019re coming to call upon you.\u201d You have to make a connection with the customer. <div class=\"simplePullQuote right\"><p>All the science, all the tools are on one side and the relationship that you are able to build is on the other side.<\/p>\n<\/div><\/span><\/p>\n<p><span style=\"font-weight: 400;\">It said that a poor salesman makes customers out of friends and good salesman friends out of customers.\u00a0<\/span><\/p>\n<h3><b>A: Like you said, sales is an art. What, according to you, are two or three things that successful salespeople do in terms of daily activities?\u00a0<\/b><\/h3>\n<p><span style=\"font-weight: 400;\"><strong>R:<\/strong>\u00a0<\/span><span style=\"font-weight: 400;\">In 1999, I came back from the US as managing director and I told you I carry the bag every month. <\/span><\/p>\n<h3><strong>Thinking outside the box\u00a0<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">So I was working in Kerala with a brilliant sales rep who was a young graduate.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">One day he asked me why daily call reports were not being reported electronically. I told him that Lilly couldn\u2019t afford to give laptops to all their salespeople in India. And he said, \u201cWhy can\u2019t we report through cyber cafes?\u201d This was 1999, cyber cafes charged about a nominal rate. I promised to look into it.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The Chief Information Officer released the funds immediately, we developed it and 10 countries copied our program. Our Indian IT Team won all the possible IT awards in the company, from an idea which comes from a sales rep.\u00a0<\/span><span style=\"font-weight: 400;\">\u00a0<\/span><\/p>\n<h3><strong>Keeping an open mind<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">Now I\u2019ll give you another story.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In a bid to prove why I needed 250 sales reps, I once plotted a distribution curve in each of my therapeutic areas &#8211; to find out what percentage of business comes from what proportion of doctors.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">What I found out was that for antibiotics, it&#8217;s a straight line. The more doctors you cover, the more sell. But if you go to oncology, you cover eight cities, a few hundred oncologists, 90 percent of business is covered.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">I figured since we had specialized expensive products, we needed to cover fewer numbers of doctors. My National Sales Head and his team were adamant that every sales rep will have 200 doctors in the list and will call on them every month.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">So I asked if anyone would be ready to experiment &#8211; Reduce the number of doctors and increase the frequency. So call on 100 doctors twice a month instead of 200 doctors once a month. One young manager agreed to try it. Three months later when he presented the results, all regional managers adopted it.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Now we have a young regional manager who is willing to experiment, we have a young sales rep who tells me, \u201cWhy don\u2019t we do it electronically &#8211;\u00a0 it is more productive\u201d. And then we have a National Sales Head who comes from the old school saying no.\u00a0<\/span><\/p>\n<div class=\"simplePullQuote right\"><p>Keeping an open mind, having common sense, thinking outside the box, trying to find a solution &#8211; those are the traits, you can see them and those are the people who have succeeded in life.\u00a0<\/p>\n<\/div>\n<h3><b>A: You know our background in behavior and nudging. The whole concept of the nudge is you leave the decision with the end user. I leave the choice with you but I kind of gently point you in the right direction and if I consistently get you to do that\u00a0 &#8211; your behavior becomes what makes you a better salesperson on the field. What are your thoughts around this?<\/b><\/h3>\n<p><span style=\"font-weight: 400;\"><strong>R:<\/strong> Let\u2019s talk about human nature. What would you do better &#8211; if it were your decision or if you were directed to do so by me. Everybody would like the choice left to them. Instead of directing, you\u2019re nudging, you\u2019re giving gentle suggestions. The sales rep is getting those messages, assimilating them and coming to a conclusion on how to alter his behavior &#8211; that\u2019s his or her decision, which will yield far better results that if they were being directed.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">I would say worxogo has done it better and reduced the regimentation because you have recognized that each sales person is different, unique. I think that is a single biggest, or the most significant part of your program.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">We talk of segmentation. When I teach marketing, I say segmentation is half the people like red, half of people like blue. So I say, \u201coh, if I launch purple, everybody will buy it.\u201d But nobody will buy it. So I have to choose one segment and sell either red or blue, that\u2019s only when I\u2019ll succeed.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You have taken segmentation to the nth degree and you have segmented to the individual. You\u2019re giving the nudge that&#8217;s customized to each individual salesperson and that\u2019s why I\u2019m a strong believer in this [behavior shaping nudges] absolutely. <\/span><\/p>\n<p>Photo by <a href=\"https:\/\/unsplash.com\/@victoriabcphotographer?utm_source=unsplash&amp;utm_medium=referral&amp;utm_content=creditCopyText\">Christina Victoria Craft<\/a> on <a href=\"https:\/\/unsplash.com\/s\/photos\/medicine?utm_source=unsplash&amp;utm_medium=referral&amp;utm_content=creditCopyText\">Unsplash<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>In Conversation with Rajiv Gulati, Board member, Startup mentor, previously President &#8211; Global Business, Ranbaxy and CEO at Eli Lilly&hellip;<\/p>\n","protected":false},"author":4,"featured_media":8124,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[223,231],"tags":[266],"class_list":["post-8128","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-customer-speak","category-pharma-life-science","tag-sales","entry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.5 - 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