Raise the Performance of Poor and Mediocre Performers – From a Lightweight to an Icon: Successful Pharma Sales Management (Part 6)
Preamble
Avanti Redkar took over as the District Manager of Alpha Centauri Pharmaceuticals. She was based at Pune. She knew the road ahead was filled with challenges. She inherited a team of Medical Representatives who were not meeting their potential, and she recognized the importance of setting a high standard from the start.
Avanti gathered her team of seven Medical Representatives and shared a clear vision: to be the best in the industry. She emphasized the importance of excellence and communicated that mediocrity would no longer be accepted.
To illustrate his point, she told them a story about a well-known company PCI Ltd. that had once accepted poor performance. Over time, PCI Ltd. which saw a decline in overall productivity and their once-thriving business suffered greatly.
Inspired by Avanti’s commitment, the team began to rise to the occasion. She provided ongoing on-the-job training and support to help each Medical Representatives to improve their skills and performance. She effectively used the mobile Field Force Reporting System to monitor and guide them. With the help of her HR team, she developed an appraisal system after every joint field work.
Slowly but surely, the team transformed. Underperformers either reached a higher standard and exceeded expectations or left the company. Those who remained were motivated and driven, creating a culture of excellence and high achievement.
In the end, Avanti’s raising the bar led to remarkable success for the Pune team of Alpha Centauri Pharmaceuticals, proving that setting a high bar from the beginning is crucial for long-term success.
What should rookie District Managers do?
Rookie District Managers need to push for excellence. Demand the best from the Medical Representatives, and they will strive to deliver their utmost. Set clear expectations and provide consistent feedback to help them improve.
Accept a halfhearted effort, and you send the message that your standards are easy to meet, which can lead to complacency and lower overall performance.
Leading by example and maintaining high standards inspires the team to follow suit, driving better results and fostering a culture of continuous improvement.
Accepting poor performance can lead to a decline in your own standards and results. When you’re surrounded by mediocrity, it becomes difficult to consistently give your best effort.
A recent example is the India – New Zealand Cricket Test matches, where the team struggled possibly due to Gautam Gambhir not pushing for high standards or demonstrating strong leadership as a coach.
Setting high expectations and maintaining them is crucial for success, as it motivates everyone to strive for excellence and fosters a culture of continuous improvement. Without strong leadership and high standards, even the most talented teams can falter.
When you notice subpar performance, it’s crucial to take action. New managers often unknowingly focus more on top performers, neglecting those who are struggling. However, addressing the issues of poor performers is essential for overall team success. By providing guidance and support, you can help them improve and contribute more effectively. Investing time in developing all team members, rather than just the top performers, ensures balanced growth and strengthens the entire team. Remember, a strong leader recognizes the potential in everyone and works to elevate the whole team to new heights.
You can help others improve their performance by setting small goals and celebrating their successes. Give them positive feedback for their efforts. The one-minute praise! The one-minute reprimand! If they start to slip back into old habits, remind them of your expectations. A short, focused conversation can help them get back on track.
When you’re managing Medical Representatives, some will push back when you try to raise standards. The more you expect them to perform better, the more they might complain or make excuses. Don’t show agreement or understanding when they complain – this only encourages negative behavior. Instead, end the conversation as soon as they start making excuses. This clear approach teaches them an important lesson: if they want your time and support, they need to stop complaining and focus on getting better at their job. Remember, your goal is to build a strong, professional team that focuses on solutions rather than problems.
To summarize:
1. Champion their strengths even if they don’t: Point out what the Medical Representative has done well, even if they can’t see it themselves. Talk positively about their good qualities and help them understand how much more value they could bring to the team by using their full capabilities. Remember that building confidence often leads to improved performance naturally.
2. Challenge them to improve in increments: It’s impossible to transform underperforming Medical Representatives into top performers immediately. Instead, set realistic short-term goals that push them just a little beyond their comfort zone. As they achieve each small success, they’ll gradually climb to higher performance levels. Celebrate these small wins to maintain momentum.
3. Enlist peers as mentors: Partner your highest-performing and most motivated Medical Representatives with those who need improvement. Less experienced or struggling Medical Representatives often show better progress when they learn from successful colleagues who can guide them supportively. This approach creates a collaborative learning environment that benefits both parties.