Elevating Sales Force via Creative Gaming

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For a product manager, winning the hearts of sales team is critical to the success of program launch. Sophie Chen, a group product manager at a multinational pharmaceutical company, took an unorthodox approach to lure sales team into her accord.

Presenter International today announces the completion of a virtual role-play website which mimics the real-life sales calls to physicians. The site is designed for the training of the client company's 600-some pharmaceutical sales reps across China. Unlike other training program, the content of this training site, including the selling scenarios as well as the role-playing scripts, come directly from the field sales reps. The architect behind this campaign is the client company's group product manager, Sophie Chen.

The client company, a multinational pharmaceutical company in China with a staff of 200 in Shanghai headquarter and 600 field sales reps across nation, had been following a set path of management. Every year, marketing department is to devise a yearly market plan, followed by a training code to prepare the sales reps on the campaign key messages ("KM"). The KM trainings are classroom lectures combined with role-play drills. The current training process is expensive, time-consuming and yields little satisfactions to both trainers and trainees.

Given how things are set up in the organization, the dissatisfactions are largely inevitable. By and large, marketing department knows well about how to handle a sale call, but they cannot possibly hold grips on the details and practicality associated with the fast-changing situations in the field. As such, the KM training content designed by them is often ridiculed as impractical by field sales reps.

"As manager of company's flagship drug, my priority is to gain sales team's full-hearted support," says Ms. Chen. She took a different approach to KM training. She devised an internal competition round and coated it with a popular TV gaming theme, Sales Reps Got Talent. Regional sales offices are to compete on the basis of best calling scenarios. They submit scenarios and calling scripts to a company website. On the website, the scenarios (and calling scripts) are then played out with animation characters and voice narration. Every sales rep is asked to cast their vote for best scripts, or to leave compliments or comments to their peers.

This approach is warmly received internally. KM training is far ahead of schedule, and the cost is only half of the past. There are even bigger windfall benefits: documentation of sales experience, and sharing of best practice among peers.

"Presenter's technology helps fulfill our vision and ambition, " says Ms. Chen. "Now that we have the momentum, we will continue our strategy: improving ourselves via creative gaming."

About Presenter International
Presenter International is a mobile technology and consulting firm that offers customized marketing communication and field sales training development.

For media contact:
Simon Chen, presenter.simon(at)gmail(dot)com


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Simon Chen
Presenter, Inc.
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