When COVID-19 began affecting the workforce in 2020, many sales activities in almost all industries ground to a halt. In the medical sales industry, however, medical representatives had to work to keep up with demand.
While most industries and their respective sales representatives have adapted to the changes caused by the pandemic, this is especially true in the medical sales industry. Read on to learn how to adapt your sales strategies to get ahead of the competition as the changes in the pandemic and its variants continue to develop.
Salesforce Management And Goal Achievement
In early 2020, many industries either scaled down their operations or completely closed shop. This had a large effect on both consumer and industrial spendings. The world’s economies have suffered diminished growth rates compared to their performances in the previous years. Sales professionals across all industries breathed a collective sigh of relief as vaccines have become available and economies became more active.
Despite the mutations, the collective efforts of the medical industry have prepared us to minimize the effect that COVID-19 has had on the economy. More importantly, economies can now adapt more quickly than in the previous years. Looking back, we can see that medical representaties can work and adapt to new sales strategies in the continuing and post-pandemic scenarios.
Here are a few adaptations and strategies you can use to reach and exceed your sales goals in the midst of the pandemic and after.
- Set attainable goals
It may be tough to reach quotas in a post-pandemic economy, but it can be easiser for medical sales team if they have a clear vision of what the company wants.
Vague phrases like, “We need to increase sales,” aren’t effective in motivating your team. Most often, sales representatives need figures to keep them focused on the goals or sales targets. It’s often better to set specific, measurable goals.
Many successful sales strategies are based on the principles of SMART:
- Scientific: These goals are based on prevailing economic and market conditions. Decisions on goal setting should also consider product and sales history. Review sales figures to come up with a research-based approach.
- Measurable: Make sure your goals are specific and measurable. For example, you can set a goal to reach a 20 percent increase in sales from the previous year’s production.
- Attainable: The company and its medical sales representatives won’t be motivated if you set a goal they feel they can never reach. Equip your team with the necessary knowledge and tools to help them.
- Realistic: Make sure that quotas are rationally reachable, considering the workforce’s resources and time.
- Time-bound: All goals should have a set end-date. For instance, you may ask your team to reach a 20% increase in production by the end of the calendar year.
- 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 mainstream seemingly overnight.
Take note of new trends in the market and how people do business. For example, due to COVID, the way professionals conduct meetings has changed completely. Online meeting or conferencing platforms like Zoom, Google Meet, Facetime, Messenger, and MS Team have seen increased downloads, which means that thousands of companies have adopted them to adjust to a remote-based workforce.
- Take Advantage of New Technology
The pandemic has helped push the development of new technologies and applications to new heights. Manual record-keeping and data entry has taken a back seat to online and mobile applications that automatically gather data from sales calls.
The medical field has also begun embracing the power of tablets to record and send data gathered by the medical sales representatives every time they make sales calls. The embedded GPS has also been taken advantage of to record hospital or clinic visits. 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 both efficiency environmental concerns.
Consider taking advantage of emerging technologies to decrease the overall workload of your sales team. With the collected data, come up with usable information to develop new sales strategies or adjust existing concepts.
- Encourage and Recognize Outputs
Many sales people may be wary or anxious about possible infection while doing sales covers or fieldwork. To address these concerns, you may want to take the following actions:
- Develop new sales strategies that will limit the exposure of their sales team.
- Acknowledge efforts and increases in sales of each team member to boost morale.
- Listen and empathize to their needs.
- Provide personalized guidance and support towards meeting sales quotas.
The pandemic has opened up new avenues that businesses can use to develop new adaptive sales strategies. It’s important to remember that though there has been change and unpredictability due to the pandemic, you can still take advantage of new and emerging opportunities to help your sales team stay competitive as the economy evolves.