What do a few clever chimpanzees have to do with pharmaceutical sales training? A whole lot, it turns out.
A chimpanzee in the wild was observed drinking water in a peculiarly efficient manner: using moss like a sponge to soak up and drink down whole mouthfuls of water at once. The other chimps around him soon caught on. Years later, researchers returned to find that though the practice had spread, it hadn’t spread to all the chimps in the area.
The sponge-drinking trick had caught on, but it hadn’t “gone viral” as you might have expected. The chimps that did know how to do it were mostly related to one another and the original sponge-drinker. In other words, they had kept the trick in the family. The origins of human culture may lie in the sharing of useful behaviors in this very same way.
But what we took from this story wasn’t a lesson in social learning – that people tend to learn more readily from those they feel connected to – but that great ideas sometimes reach a critical mass among a small group of people and then don’t go any further.
As leaders in research-based pharmaceutical sales training, we see top-performing sales representatives develop skills that set them apart from middle-performing reps. Then, those behaviors are never recorded, copied or adopted by the wider sales team. Individual sales reps can’t be expected to disseminate what works and what doesn’t. Among friends, sure. But at a national level? Many leading pharmaceutical companies also don’t have the time or resources to research the exact competitive selling behaviors that are moving the needle in their therapeutic area.
But we do.
We provide groundbreaking research-based salesforce effectiveness training proven to move the needle. That’s why we have worked with companies like Biogen, Gilead, Genentech, Novartis, Pfizer, Novo Nordisk, among many others. We get consistently great results by performing blinded field rides to discover what selling behaviors differentiate top and middle-performing sales reps in your therapeutic area. Then we provide effective sales training to teach those successful behaviors to the entire salesforce.