Sales Force Management of BOSCH Pharmaceuticals- Penicillin Division

Submitted toMr. SanatullahSubmitted byAbish Barkat Ali (3109)Sarah (5687)Nitashah Raheem (2626)Tabish Naqvi (3296)Khalil Ahmed Shaikh (3647)

Designing the Sales Force

What are division’s sales objectives and strategies?Objectives To develop Key Opinion Leaders (KOLs) and Emerging

Opinion Leaders (EOLs).Activities• Prospecting: searching for the prospects that can be converted

into customers.•  Targeting: targeting the prospects and developing strategies

for convincing the customers. •  Communicating: communicating information about the

company’s products

Contd…

• Selling: selling products to the customers and closing

sales dialogue.•  Information gathering : Conducting market research togather information and feedback regarding division’s products.•  Allocating: Deciding upon which customers to be given

priority in situations of product shortage.

Who are the division’s Customers?

•Doctors, consultants and physicians.

What are the division’s products?

•There are two product divisions under the penicillin division.

PenicillinCalamox

Other specialty productsCiplinz OmilinzLizobal

What is the sales force structure?

•Type: Leveraged sales force•Based on: territory for selling one product line to a

single sector, with customers (doctors) in many locations.

• the sales representatives are assigned to different territories in the given region.

•Technical assistance provided by:Area sales manager •Product information provided by:qualified doctors

who are product managers.

How is the territory size determined ?

•A territory is identified when it has 250 plus doctors

•Areas are divided depending upon the capacity of population and number of doctors in that area in a particular area.

•Minimum 250 doctors make up a territory.

How is sales force size determined?

•Determined by the volume of sales and based on market acceptance ratio, there are two groups:

Penicillin and other specialties Division

Aggressive A

110 sales rep in totalWith about 14 sales reps selling in 14 territories in

Karachi

Aggressive B

87 sales rep in totalWith about 10 sales reps

selling in Karachi

How is the division’s sales force compensated?

• By Salaries▫Gross amount(basic+utilities)▫Daily expenses(transport maintainance+fuel charges)

• By giving performance based incentives▫Man of the Month, ▫Man of the Quarter, ▫Man of the Year, ▫Highest seller percentage vise ▫Highest seller volume vise

• 90% of the target to be achieved by every sales person annually, if a salesperson annual achieved target is greater than 110% then he is given one week tour in Thailand or Bangkok.

Managing the sales force

What are Recruiting and Selecting Representatives?

Recruiting Sales Reps:

• Age limit (22-35 years)•  Science Graduate• Personality• Experience • when launching any new group the company gives ads in

newspaper announcing for vacancies otherwise when one or two positions are vacant, the company asks for reference from the sales employees.

Selection of Sales Reps

• Initial interview•Written test •Post test interview•Decision for final selection.

How is sales force trained and supervised?

Training of sales representatives

• For newly hired sales reps:2-3 days basic training of product and selling skills course in order to make them capable of selling the company’s product.

• For existing sales reps: refresher courses for the existent sales force or for individual.

• 2-3 days medical, training or marketing session if required

• Whenever a new product is to be launched

• For entire sales force on annual basis for one week

Supervision of sales representatives

• One Area Sales Manager heads a group of 6-7 reps.

What factors are related with Sales reps Productivity?

•Responsibilities of Sales Representatives

• Increasing sales•Achieving targets of the company•Creation of Noise Level of product: To make the doctors aware of the company’s

products whenever the company launches a new product

What are the Standards for Customer and Prospect calls?

•The sales reps have to spend 12-14 hours in calling customers or prospects.

•They have to make minimal 8-10 calls in daytime and about 4-6 calls in the evening.

What steps are involved in Approaching and Selling to the prospects?

• Prospecting: Visiting the area chemists, introduction to the chemist and asking about which of the doctors do/don’t prescribe their medicines.

• Pre-call planning: While waiting outside the prospect doctor’s chamber for the meeting. Preparing questions in mind to ask the prospect/unaware doctors.

• Detailing: Informing the doctor about the features and benefits of the product.

• Post-call Analyses: Determining the tools to implement in order to make the prospect ,a routine doctor of the product.

• Call notes: Keeping and maintaining record of the positive and negative comments of doctor about the company’s products, to have an idea of the doctor’s profile

How are the division’s sales reps motivated?

•Through company’s performance based compensation system

•Through maintained performance appraisals in sales reps records

•Through sales quotas determined in annual sales meeting.

How are the sales rep evaluated?

•Evaluated on weekly, monthly, •quarterly and annual basis.•Evaluated on attitude,behavior and performance•Supervision of close groups consisting of 6-7 sales

reps by Area sales manager•Evaluated by maintenance of call and meeting

records, call reports of their period of sales in the area of their activity,to be submitted daily and at the end of sales period.

Contd…

• Evaluated through formal sales meeting.

to ensure achievement of the targets. To plan how to achieve the target and increase

the motivational level of sales force. To analyze and keep track of the achievement of

the sales target.