Pharmaceutical Sales Training: Turning New Reps into Performers

STUDY OVERVIEW
BENCHMARK CLASS
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Pharmaceutical Sales Training: Turning New Hires into Top Performers (SM-171) provides a comprehensive look at sales training delivery, content, budgets and trends at leading pharmaceutical companies across the globe. Based on the perspectives of 24 sales training leaders at a diverse group of 19 pharmaceutical, biotechnology and medical device companies, the report provides benchmarks, executive insights and best practices for such key areas as:

Training content by employment interval
Budget trends and outsourcing of training
Training program effectiveness measures
Projected future content needs
Budget comparisons for training new reps vs. experienced hires
Key qualifications of top sales reps

The study also outlines that qualities companies most desire in the new reps they hire. Details on desired qualities in experienced reps hired from other companies are also provided.

Data was collected through surveys and interviews with training vice presidents, managers and directors.

Industries Profiled:
Pharmaceutical; Manufacturing; Medical Device; Biotech; Health Care; Consumer Products; Diagnostic

Companies Profiled:
Abbott Laboratories; Sanofi-aventis; Dey; Amylin; UCB Pharma; Schering-Plough; 3Com; Roche; Pfizer; Novartis; Fournier Pharmaceutical; Merck; Medrad; Johnson & Johnson; GlaxoSmithKline; Bristol-Myers Squibb; Bayer; AstraZeneca

Table of Contents

Introduction 1
Executive Summary 2
Research Approach 2
Participating Companies 2
Key Findings 6
Segmentation and Definitions 8
Training Delivery 9
Volume 10
Pre-Class Work Reduces Quantity and Increases Quality of Class Time 12
Approach 15
Aligning Content with an Established Sales Process
Boosts Training Effectiveness 16
Venue 16
Instructors 17
Training Content 19
Training by Employment Interval 19
Frequency of Training Types 21
Training Budgets 24
Outsourcing 29
Sales Rep Qualifications 31
Best Practices in Sales Training 35
Training Priorities 38
Training Trends 41
Appendices 43
A1: Best Practices for Effective Sales Training Programs 45
A2: Top Priorities for Improving Sales Training Effectiveness 47

List of Exhibits

Figure S.1-Participant Job Titles 3
Figure S.2-Industry Representation 3
Figure S.3-Geographic Responsibility 4
Figure S.4-Groups Trained by Participants 4
Figure S.5-Sales Force Size Categories 5
Figure S.6-Average Sales Force Size 5
Figure S.7-# New Reps Hired Annually 6
Figure 1.1-# Training Days During First Year on Job 10
Figure 1.2-% of Training per Employment Interval 11
Figure 1.3-Average Hours per Sales Rep Trained (New Reps US) 14
Figure 1.4-Average Hours per Sales Rep Trained (All Reps US) 14
Figure 2.1-Detail: Training Provided at 0-90 Days 20
Figure 2.2-Detail: Training Provided at 3-12 Months 21
Figure 2.3-Training with Consistent Frequency 22
Figure 2.4-Training with Declining Frequency 22
Figure 2.5-Training with Increasing Frequency 23
Figure 3.1-Average Budget per Rep Trained (all reps US) 25
Figure 3.2-Average Budget per Rep Trained (new reps only US) 25
Figure 3.3-Training Resources: Proportion of New Reps 26
Figure 3.4-Average Budget per Hour of Training (all reps US) 27
Figure 3.5-Average Budget per Hour of Training (new reps only US) 27
Figure 3.6-Budget Efficiency Based on Employees Trained 28
Figure 3.7-Budget Efficiency Based on Training Hours 28
Figure 3.8-% of Training Budget Outsourced 30
Figure 3.9-Outsourcing vs. Internal Costs for Training 30
Figure 4.1-Most Desired Applicant Qualifications 31
Figure 4.2-Qualifications for Experienced Hires 32
Figure 4.3-Attributes of Newly Hired Sales Reps 32
Figure 4.4-Hiring Policies/Strategies: US 33
Figure 4.5-Hiring Policies/Strategies: Non US 34
Figure 5.1-Best Practices Overview 35
Figure 5.2-Best Practices: Company E 36
Figure 5.3-Best Practices: Company F 36
Figure 5.4-Best Practices: Company G 37
Figure 5.5-Best Practices: Company D 37
Figure 6.1-Top Priorities for Training Improvements 38
Figure 6.2-Training Effectiveness Measures 39
Figure 6.3-Program Effectiveness Ratings 40
Figure 7.1-Overall Need for Training 41
Figure 7.2-Sales Training Budget Trend 42
Figure 7.3-Top New Rep Training Needs by Subject 42

Pharmaceutical Sales Training: Turning New Hires into Top Performers

ID: SM-171

Features:

Pages: 48

Published: Pre-2019

Delivery Format: Shipped

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