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(Copy) Xin(Alice) Huang: My dream: OTC Sales Force Effectiveness

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Alice (Xin) Huang
10 January 2013

Your situation (context)

 I want to produce a training curriculum for the first line sales managers of a Pharmaceutical company in China to manage their OTC (over the counter) sales force effectively.

With the ever increasing pressure to ensure maximum return on investment, sales force effectiveness(SFE) is becoming a high priority area in the global pharmaceutical industry. How to improve the effectiveness is now a dual responsibility between sales force management team and sales training team. Training sales representatives alone is not going to work, the learning has to extend to outside training room and involve first line sales managers to carry on after-training coaching to make sure transfer of learning happens.

China, a thickly populated large country, to cover most OTC pharma channel, including retail stores, pharmacies, supermarkets, neighborhood convenient stores will require a  large size of the OTC sales force and widely dispersed throughout the country. It can be extremely costly and difficult to bring sales team together in one place for training. Also due to the nature of the sales work, sale Rep would need training and support  that areaccessible whenever  they need it. This will  also contribute to thesales force stability. Therefore, the first line sales manager is becoming a pivotal role in terms of training their own team and providing ongoing support. 

The change you would like to see (challenge)

What do you hope to achieve?

Produce a blended training approach that will incorporate training outcome  with business performance, will merge learning process into everyday sales activities so that learning will happen naturally any time, any where.

What would be different if you succeed?

If I succeed, both the OTC sales managers and sales Rep would never complain that attending training is a waste of their time. The Rep will feel empowered, confident in doing their job. The sales manager will feel a sense of achievement because they are able to upskill and support their own team member.  

How you might go about bringing that change

What is your pedagogical approach?

 Constructionism will be the underpin learning theory for this project.

 Which technologies will you use to implement it, and how?

 Mobile device and social media platform will be used to implement the project. All learning material, training workshop, will be hosted via social media platform, and learning interactions will be enalbed through mobile devices. 

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