“Looking Around” is Not the Same Thing as Having Vision
In my role as a keynote speaker on pharmaceutical sales and change management, I am often surprised by the answers I receive when I ask a group of sales reps, “What is your vision?” The answer I most frequently hear is “I am looking for any opportunity I can grab.” It’s the wrong answer. In fact, given the current changes in the pharmaceutical industry, to not understand vision is disastrous.
Sales expert David Jacoby writing for The Sales Readiness Blog states:
“A sales vision must also be challenging, something that is above and beyond the normal expectations. It should also be attainable, that is, realistic enough to be achievable if you and your team stretch a bit. Your sales vision should also specify some positive change that you are committed to realize through concerted effort with your sales team…”
Jacoby is correct. We can all “look around for opportunities,” but pharmaceutical sales teams must develop a set of specific, achievable goals. It takes a razor-sharp vision, with the entire team devoted to success.
The Harvard Business Review, in an article entitled “Ineffective Sales Leaders Can Cause Lasting Damage,” vision is seen as an important aspect of success, especially when there is a change in leadership or sales structure.
HBR said it is important for sales teams to: “Create a fresh vision, reflecting a culture in which salespeople trusted their leaders and in which all salespeople were held accountable for results, and to Communicate the vision using every opportunity, including sales meetings, videoconferences, and the company’s intranet.”
Let’s Get Personal
When it comes to pharmaceutical sales, especially in these times of rapid industry change, it is important to realize that the team is us. It is up to each sales rep to have the determination to be successful and the mindset to carry it out. Vision is more important than ever. Do you have a personal vision statement?
The job seekers website Indeed.com had some important things to say about the importance of writing a personal vision statement (October 7, 2019). In an industry going through regulatory changes, mergers, acquisitions and increased scrutiny, to not write a personal vision statement is foolhardy.
To quote from the Indeed.com article:
“Review it [your personal vision statement] every day. Write your statement on an index card, and keep it in a prominent place you can see it often. If you work in an office, it could be on your desk. Alternatively, you may choose to display the card somewhere at home so you see it when you get up in the morning or do work tasks from home…Choose your next step based on what role gets you closer to your goal…”
The vision statement may change but what doesn’t change is the constancy of having one. If you have the grit to stick to your vision and embrace a set of success goals, no matter how challenging the times, you are well ahead of those who are “just looking around.”
Hire Scott Burrows, Pharmaceutical Sales Speaker for your next industry meeting. Connect with his office today through this website or by calling: (520) 548-1169