Is your brand’s trend line heading in the wrong direction? Is your sales force feeling beat up and discouraged? If you’re a sales or marketing leader and you’re responsible for turning it around, where do you start? How do you meet the growth goals that your organization expects?
Lift is a research-based approach that reliably delivers a 2-4% point increase in market share every year above baseline growth rate in Kirkpatrick Level 3 and 4 evaluations through neutral third parties. It works by supplying your district managers with concrete and tangible tools to empower your sales reps, inspire confidence in the brand strategy, and develop each individual salesperson’s ability to execute.
Lift works and we’ve got the data to back it up.
Lift is about achieving execution mastery. It empowers and motivates your district managers to connect the dots between brand strategy and face-to-face execution across every member of their district. It gives your salespeople the 3 things they need to win: The right mindset, the right behaviors, and right focal points of action that will move the needle for your therapeutic area. But most importantly it solves the most challenging problem of all: how to get your reps to change their own mindset and behavior so they can change the mindset and behavior of the physician and other key stakeholders in the office that are the key to growth. In other words Lift is about delivering behavior change. And to do that, Lift empowers your DMs to work with the 5 kinds of salespeople and how quickly they internalize and adopt new ways of thinking and behaving: the key to execution excellence and breaking your trend line.
Generally speaking, there are 5 kinds of salespeople in a typical region or district: Superstars, First Movers, Second Movers, Third Movers, and Non-responders.
The first burst of growth comes from your Superstars and First Movers, who require the least coaching because they intuitively get it. The second, and larger burst of growth, comes when your Second Movers come on line. They require more repetition and concrete examples than the more intuitive First Movers. The third burst of growth happens when your Third Movers come on line. They take the longest because they have internal conflicts that have to be identified and ironed out. Lift shows your District Managers how to do that.
These 3 successive surges of volume and market share growth reliably overwhelm the competition and cement the brand’s leadership position.
The last reason Lift works is because it gives your managers a simple mechanism to deliver growth through a weekly cadence of account-specific and HCP-specific goal setting in the beginning of the week and reflection, celebration, and problem solving at the end of the week. It’s a simple approach that reliably inspires and empowers your sales reps to step by step, week by week, month by month internalize and operationalize the right mindset, behaviors, and focal points of action that move the needle for your brand.
And this is how you systematize and operationalize execution mastery in your sales force to fundamentally change the trend line for your brand to overwhelm the competition and cement your brand’s leadership position.