Magazine article Talent Development

Sinfully Engaging Training: A Young Salesforce Gets Trained-Vegas Style

Magazine article Talent Development

Sinfully Engaging Training: A Young Salesforce Gets Trained-Vegas Style

Article excerpt

The following story was shared by Jim Chenet, regional sales director at Performance Plus Marketing (PPM).

[ILLUSTRATION OMITTED]

CLIENT *

A large global healthcare company with more than 29,000 employees located in 76 countries

PROBLEM *

The company was preparing to launch a major new development in Type II diabetes treatment and needed to train its salesforce to successfully promote the drug.

DIAGNOSIS *

To effectively engage the salesforce, PPM acquired demographic information of the more than 2,000 sales representatives and leaders. It learned many things, including that the average age of a salesperson was 28, and the average age of a sales manager was 35. It also assessed the major needs of the program--to clearly communicate the goals of the drug launch and develop key behaviors needed to reach a population of sophisticated doctors in a short period of time. With these participant characteristics and training needs in mind, the company developed an online training and results-focused incentives program for the young, technologically savvy sales reps who valued work-life balance, demanded efficiency, and expected work to be fun and interesting.

METHODS *

The program took place in three phases. The pre-launch training component taught the salesforce about the drug and included online and written quizzes. For phase two, the launch, PPM created a five-day web-based program called "Club V." Club V had the appearance of a trendy and exclusive nightclub, catering to the unique personality of the young audience and intending to drive greater salesforce engagement and performance.

Participants used Club V to access training activities, sales contest rules, and the Awards Mall; view progress reports that provided positive reinforcement and feedback; and redeem incentive points earned. …

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