Sales Representative Effectiveness Research
Gaps often exist between marketing and sales teams that, when unaddressed, have a negative impact on business.
Marketing teams work tirelessly to identify the optimal product positioning and messaging for healthcare providers (HCPs).
All this, however, hinges on how effectively sales representatives execute the intended messages and marketing materials in the field.
In turn, sales representatives have practical insights about the limitations of the marketing materials and strategy in the field and how to adapt to them in particular customer encounters.
These ethnographic studies reveal what and how sales representatives discuss product messages, integrate resources, handle objections, and solve needs during their HCP-customer encounters.
As the ethnographer spends extended time in conversation with each of several sales representatives, this type of research also points to their key challenges and needs for support in the field.
Insights on attributes, mindsets, behaviors that differentiate the top-performing sales representatives from their peers are routinely captured in these studies.
Frequent Questions
How does ethnographic research evaluate sales rep effectiveness?
We spend 1-2 days in the field with each of several sales representatives, directly observing how they execute intended messaging and marketing materials during real HCP interactions.
Why observe reps in the field rather than relying on call reports or manager reviews?
Marketing teams can develop optimal positioning and messaging, but it only matters if reps actually deliver it as intended in the field — direct observation reveals gaps between the intended message and what’s actually communicated to HCPs.
What kind of insight does this research typically produce?
It identifies where and why execution diverges from the intended sales story, informing rep training, messaging simplification, or materials redesign.