Discussion Market - Strategic Action, Representatives in the pharmaceutical sales

Discussion Market

1.Strategic Action. Representatives in the pharmaceutical sales industry deal with two distinct groups. They call on physicians, attempting to convince them of the product's superior quality, and they call on pharmacists, who must be persuaded to stock the product instead of a competitor's products. In recruiting salespeople, some firms hire only pharmacy school graduates, whereas others hire business or liberal arts majors and put them through an intense training program. What are the advantages and disadvantages of each method? What implications might this have for sales management? Will there be a difference in the number or type of persons moving into middle and upper management?

2. Coaching. The first few days on the job can be very important in determining how quickly the new salesperson gets started in the territory. How would you answer the following questions about the initial socialization of salespeople into the company? Should new people set their own pace during their first week on the job? Should new salespeople be asked to assess their territory before taking it over?

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