Improving Sales Force Effectiveness: Bayer's Experiment with New Technology |
ICMR HOME | Case Studies Collection Please note: This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source. |
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Abstract:
New marketing communication was created and
the sales force was trained through an online data-driven
simulation video game sales tool, Rep Race - The Battle for
Office Supremacy (Rep Race). In addition to its educational and
motivating value, various metrics related to individual and
collective performance of the sales reps on the game could be
captured through this gaming platform. Issues:» Understand issues and challenges in improving sales force
effectiveness. Contents:Keywords:Sales force effectiveness, Training, Motivating, Pharma selling environment, Sales process, Pre-call planning, Objection handling, Closing, Post-call analysis, Productivity, Simulation, Game , Rep Race, Betaseron, Bayer |
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