Imagine finding out that your CEO decided to cut your company’s growth prospects for the year. How would that impact your confidence in the company’s future? In turn, how would that confidence derail your motivation?
These are questions that Ambu employees are currently answering. After dealing with the change of bringing on a new CEO, employees also recently found out the new CEO is cutting the company’s growth prospects. Nearly a month ago, this caused the medical device maker to plunge 18 percent in trade.
“On Tuesday, Ambu said that its lower growth outlook for the current fiscal year was partly due to discontinuation of one of its colonoscopes, called SC210, after it disappointed in tests in a U.S. hospital,” a Reuter’s article revealed.
This is the type of change that can shake medical sales reps to the core. By nature, they’re focused on growth and the success of their products. A new CEO is a major change as employees must learn to trust their ability to lead the company. Adding a drop in growth prospects and, as a result, trade could take a major hit to any medical sales rep’s motivation.
Of course, Ambu isn’t the only medical sales company susceptible to change. The majority of medical sales companies will, at some point, undergo changes of any size that will rock the foundation reps are standing on.
Here’s how you can keep medical sales reps motivated through all of your company’s ups and downs:
Rebuild and maintain trust
Trust is critical to your sales team. They’re the voices and faces of both the company and the product. This means reps need full transparency to know exactly what’s happening with the company’s overall success. When a change impacts their trust, a rep’s desire to fully advocate for the product will dwindle. And morale will quickly go with it.
Whether you’re maintaining trust or attempting to regain it, your team must remain completely in the know. Offer all of the information associated with the change, even if some of it seems overly negative. Your team will appreciate the opportunity to prepare and adjust their strategies. Additionally, it stops them from being caught off guard if they receive information from outside sources.
Strategize to overcome your team’s fears
Fear stunts the growth of motivation. Medical sales reps must be willing to take risks. They must go out on a ledge and not be afraid of falling. Major changes within a company enhance this fear. As a result, many medical sales reps will be afraid to take major risks in the field.
Rather than figuratively putting yourself in your team’s shoes, go straight to the source. Ask direct questions regarding their fears. Have they stopped taking risks? If so, what about the company’s changes are impacting this initiative? Are they afraid of how customers will respond? What can you do to help?
Let your team know you hear them and that their fears are understandable. Then, guide them toward overcoming those fears. Strategize how to overcome each obstacle by working side-by-side with your employees. Keeping them directly involved in this planning process is critical for motivating them to keep innovating and selling for the company.
Show them their place in the future
Your medical sales reps are always looking ahead. They’re looking at hitting goals, landing new customers, and climbing up the ladder. In fact, 45 percent of medical sales reps in our 2019 9th Annual Medical Sales Salary Report said career advancement was more important than a high salary.
Give your medical sales reps a reason to be motivated. Show them the opportunity rising out of the company’s changes — even if they don’t seem promising at the moment. For example, a downscale on research and development looks like a decrease in innovation. However, it’s actually an opportunity for reps to renew their focus on products already on the market. Help them see how that focus has the power to move their sales numbers higher than ever before.