Sales teams must have just been in the first stages of their strategies to meet quotas for the year when the CoVID Sars 2 virus caused a pandemic in the first quarter of 2020. Sales activities in almost all industries ground to a halt as soon as they realized that the virus caused more damage than others before its discovery.
While most industries and their respective sales representatives have adapted to the changes forced by the pandemic, strategies must lean towards more dynamic setups to meet the ever-changing sales landscape. When the pandemic has been controlled and contained, adapting your sales strategies faster than the competition will positively impact your sales.
Post Pandemic Sales Strategies to Adapt
Salesforce Management And Goal Achievement
For most of last year, industries or companies either scaled down their operations or even closed shop. Predominantly caused by the pandemic, and eventually, cutbacks on both consumer and industrial spendings. The world’s economies have suffered diminished growth rates compared to their performances in the previous years. People wary of uncertain futures had a collective sigh of relief as vaccines have become available and eased the burden of the pandemic on the economy to some degree. Some economies have opened up to some extent, even cautiously, as the virus has proven itself capable of mutations.
Despite the mutations, the collective experience and efforts of the medical industry have prepared us better in minimizing the impact of the mutations in individuals and on the general population. More importantly, economies can now adapt to the effects of covid better than in the previous year. Companies that rely on sales, especially those in the medical field, the medical sales representatives, with appropriate caution, can work and adapt to new sales strategies in the continuing and post-pandemic scenarios.
Herein listed are possible adaptations and strategies you can do to achieve the sales goals of the team:
- Be Smart On Setting Goals
Set attainable goals. A post-pandemic scenario does not mean that we forgo and do not consider its impact on the population and the economy. It may be tough to reach quotas in a post-pandemic economy, but it would help your medical sales representatives a lot if they have a clear vision of what the company wants.
Vague slogans such as “Meet Our Goals” or “Better Sales than Last Year” only serve hollow chants. Salespeople need figures to keep them focused on the goals or sales targets. For instance, attaining a 10% sales increase of brand X medicine more than last year will give the sales representatives a better understanding of what is needed. Sales strategies are set based on the principles of SMART, which is as follows:
- SCIENTIFIC goals are based on prevailing economic and market conditions. Decisions on goal setting should also consider product history and its sales history. Review sales figures to come up with a scientific approach.
- The goals should be MEASURABLE, like a 20 percent increase in sales from the previous year’s production.
- Closely linked to scientific is that they should be ATTAINABLE. The company and its medical sales representatives should not be aiming for the moon. They also have to be well-equipped with knowledge and tools to help them achieve the goal.
- Being REALISTIC means that quotas are rationally reachable, considering the workforce’s resources and time.
- Goals must also be TIME-BOUND, for instance, meeting the 20% increase in production by the end of the calendar year.
Sales strategies are easier to follow if they are SMART.
- Continue Learning And Monitoring Industry Trends
One of the best ways to address sales uncertainties or slumps in the post-pandemic market is to study the changes in consumer behavior. Prepare for shifts to alternative products and services. What was a niche industry before could be suddenly embraced and go mainstream overnight. Take, for instance, e-commerce. Consumers now prefer to order food, gadgets, household items, and even groceries online.
Take note of new trends in the market and how people do business. Even corporate meetings to date have adjusted to the situation. Online meeting or conferencing platforms like Zoom, Google Meet, Facetime, Messenger, and MS Team have seen increased downloads, which means that companies have adapted these alternative platforms already. Companies can conduct team meetings and virtual conferences for their health care professionals online. How technology affects the team’s sales performance should be one area for consideration.
Other factors that may affect sales are as follows:
1) How HCPs adapt to the new sales scenario,
2) the effect on sales volume,
3) effect on expenses,
4) effect on the sales team, and
5) areas where it is effective and where it is not.
There may be other factors to include in the list to customize what data is needed.
- Take Advantage of New Technology
The pandemic has helped push the development of new technologies or applications to new heights. Manual record-keeping and data entry has taken a back seat. There are now online and mobile applications that automatically gather data from sales calls.
The field has begun embracing the power of tablets, particularly Apple iPads, to record and send to centralized servers gathered data by the medical sales representatives every time they make sales calls. The embedded GPS has also been taken advantage of to record sales calls and hospital or clinic visits. The HCPs can also digitally sign digital forms on iPads. These have now gone mainstream in the industry and have done away with paper-based record keeping, which in itself has been a welcome change for environmental concerns.
The tablets are versatile enough for teleconferencing with HCPs, which many may prefer due to the current conditions. With the collected data, come up with usable information that will help develop new sales strategies or adjust existing concepts to adapt to the new normal.
- Encourage and Recognize Outputs
People, especially sales people working in a post-pandemic environment, are wary or anxious about possible infection while doing sales covers or fieldwork. To address these concerns, the company may do the following:
- Develop new sales strategies that will limit the exposure of their sales team.
- Acknowledge efforts and increases in sales of each team member. The activity will boost their morale, especially at these times.
- Be more open to their needs. Listen and empathize. This pandemic has been a harbinger of emotions. Sometimes, all that is needed is somebody who would listen.
- Personalized guidance and support towards meeting sales quotas are always welcome. Remember that each sales area is unique in its own way.
The post-pandemic economy opened up new avenues that businesses can use to develop new adaptive sales strategies, most of which have been in the digital realm. The world economy is adapting to these technological changes faster than ever. Even banks are adapting to the situation with fintech. Adapt and do not let up.