Improving Sales Rep Performance: Life Scientists' Perspectives published by BioInformatics, LLC in April, 2007. This report consists of 189 pages and the price starts from US $ 1600.
Abstract
For this report -- a BioInformatics exclusive -- we polled nearly 1,000 life
scientists so that you can equip your sale force with insider knowledge to
give them an edge in the increasingly dynamic and competitive life science
research market.
With the increasing availability of information on the internet, scientists
are no longer satisfied with generic sales presentations, instead favoring
suppliers whose sales reps can present value propositions tailored
specifically to their research needs.
At the same time, the competitive landscape is altered, both by mergers and
acquisitions and by emerging companies with advanced technologies, affecting
both sales reps and their customers. Within this dynamic environment, the life
science sales rep can provide much needed advice and product information.
In addition to changes in how suppliers market to their customers and
transformations in the supplier marketplace, the pervasiveness of online
product offerings has encroached upon the traditional role of life science
sales reps vis-a-vis their customers.
Addressing issues associated with online ordering presents life science sales
reps with new opportunities to interact with customers and new challenges for
customers. In view of current day market demands and the likely continuation
of these trends, the role of the sales rep is evolving. Success in this
dynamic environment will necessitate redefining skills and potentially
restructuring the life science sales force.
Study Objectives:
This report is designed to offer insights on how sales executives can best
align their sales force recruitment, training, organization, and support to
reflect the needs and expectations of their scientific customers.
The specific objectives of this report are as follows:
- Identify the personal qualities that characterize an effective sales rep
- Describe the professional training and skills that increase a sales
rep’s credibility
- Clarify how a sales rep can best facilitate purchase decisions
- Understand the sales rep’s role in eCommerce **
- Determine what types of support customers expect from their sales reps
- Examine customer expectations regarding sales reps by receptivity level **
- Quantify the customer value of sales reps on a supplier-specific basis **
- Identify which suppliers have the best-trained, most effective sales reps
Table of Contents
Section 1. Analysis and Interpretation of Survey Results
- Introduction
- Study Objectives
- Significant Findings
- Benchmarking the Customer-Sales Rep Interface
- Frequency and Type of Customer-Sales Rep Interaction
- Interaction Frequency by Product Category
- Identifying Highly Receptive Scientists
- Customer Expectations for Technical Support and Advice
- Most Valued Technical-Assistance Services
- Products Requiring Technical Support
- Alternative Sources of Technical Support
- Customer Expectations for Purchasing Support and Advice
- Most Valued Purchasing-Assistance Services
- Products Requiring Purchasing Support
- Frequency of Sales Rep Follow-Up
- Evaluating Your Sales Force' s Performance
- Customer-Perceived Sales Rep Visibility
- Favorable Personal and Professional Attributes
- Most Useful Type of Assistance for Customers
- Customer Satisfaction with Technical Assistance
- Customer Satisfaction with Purchasing Assistance
- Ability to Generate Customer Recommendations
- Customer Purchases Attributed to Sales Rep Influence
- Maximizing a Sales Rep' s Effectiveness
- Facilitating eCommerce
- Promoting Customer Service
- Improving Lead Generation
- Recruiting and Training Your Sales Team
- Desirable Personal Qualities
- Critical Professional Skills
- Optimal Sales Force Organization
- Conclusion
Section 2. Study Methodology and Demographics
- Questionnaire Overview
- Questionnaire Design
- Analytical Techniques
- Demographics
- Questionnaire
Section 3. Presentation of Survey Data
- Types of Assistance from Sales Reps
- Value of Specific Types of Technical and Purchasing Assistance
- Satisfaction with Technical and Purchasing Assistance from Sales Reps
- Personal & Professional Qualities of Sales Reps
- Importance of Specific Personal Qualities of Sales Reps
- Overall Satisfaction with Personal Qualities of Sales Reps
- Importance of Specific Professional Qualities of Sales Reps
- Overall Satisfaction with Professional Knowledge of Sales Reps
- Purchasing Support & Advice
- Products for which Purchasing Assistance is Useful
- Products for which Purchasing Assistance is MOST Useful
- Percentage of Orders that Require Purchasing Assistance
- Desired Frequency of Contact from Sales Reps after Purchasing
Instrumentation
- Technical Support & Advice
- Products for which Technical Assistance is Useful
- Products for which Technical Assistance is MOST Useful
- First Source of Assistance for Technical Problems
- Other Resources of Assistance for Technical Problems
- Percentage of Orders that Result in a Need for Technical Assistance
- Improving on the Job Performance
- Form of Sales Force Organization that is Most Useful in Supporting
Research
- Usefulness of Having a Dedicated, Single-Point-of-Contact Sales Rep for
All Requests
- Usefulness of Having a Sales Rep Set Up an Online Purchasing Account for
a New Supplier
- Usefulness of Interacting with Sales Rep for Existing Account Regarding
Questions or Problems in Placing an Order
- Length of Time Willing to Wait to be Contacted by Sales Rep for Question
or Problem in Placing an Order
- Ordering Through a Sales Rep vs. Through Supplier Web Site
