How to become a successful pharma Line Manager

I have seen many successful Medical representatives, after becoming  a Line Manager struggle to repeat the same success as a Manager.  However, it is possible to become a successful  Line Manager if one consciously understands, and appreciate the difference in the job responsibilities,  meticulously follow certain basics and acquire necessary managerial skills quickly, some of which are discussed below:

• Having chosen to become a Line Manager, first of all please understand the reality that you are no more a Senior Medical Representative and your job responsibilities are different now.
• Ensure work discipline strictly with all in the team.
• Don’t compromise on punctuality for work with all members in the team.  If the MR has to meet the Manager at the Stockist point for joint work at 9.00 am he should be there by 8.55 am itself.
• Ensure proper detailing for all products by all in the team.  Communication (i.e.detailing) is the most important tool to convert a Doctor, therefore it is the responsibility of a good Line Manager to ensure that every one in the team is 101% right on communication part.
• Ensure promotion of right products to right doctors at all times by all in the team,  which is professionally prepared based on proper Market Survey which is recorded.
• Ensure proper implementation of all Sales & Marketing strategies in the field.
• Fill up vacancies if any with the right candidates quickly to ensure that you don’t lose sales on a/c of vacancies.
• Ensure proper and complete induction of newly joining people in the team. The induction should be so complete to give a feeling to the newly joined MR that in the absence of the Line Manager also he can do a good job confidently
• Ensure every one in the team maintain the right frequency of calls.  For example if a Doctor is to be  met on 10th and again on 20th every month ensure that it is done exactly on those dates.
• Ensure everyone does his best, if you are supervising a pool,  ensure that everyone is on his toes,  doesn’t take things lightly, and doesn’t suck on others’ hard work.
• Ensure sale comes from all range of products and do not rely on only a few products.  If sales are not good for some products, please find out if he has chosen the right customers,  and also if his detailing is correct and create necessary impact, for such products.
• Ensure call norms of Doctors and Chemists are religiously met by everyone in the team day in and day out.
• Ensure everyone in the team ensures availability of all products at all counters by doing adequate Personal Order Booking (POB) which is monitored regularly.
• Ensure every one in the team sends daily work reports, stock and sales statement of stockists, and other reports on time without any need to remind
• Conduct Sales Review Meets in a professional manner to identify reasons for shortfall in sales, action plan with deadlines to over come the same, ensure that it is implemented as planned so that every one in the team achieves sales objectives, month after month, thus taste success, feel confident, earn incentives, and aspire for better quality of life.
• Always encourage them to do sales in an ethical manner.  Don’t encourage unethical practices, and nip them in the bud itself.
• Ensure that the approved working plan is strictly adhered to by every one in the team. Deviations if any (which should be rare) should be discussed with the Line Manager in advance, and only after his concurrence should be carried out.
• Ensure every one in the team charges only the approved fares, and allowances in his tour expense statements.
• Spend a little more time with newly joined or weak MRs till they improve and come upto the expected  efficiency level.
• Recommend talented and consistently performing MRs in the team for career growth to your superiors. and also recommend  good salary hike at the right time for the good and performing MRs in the team.
• Reward their hard work and try to appreciate it as much as possible.
• Encourage good MRs who are senior in the team to take up more important responsibilities, like induction of newly joining MRs, working in the vacant territory for some days every month, etc   under your overall supervision.
• Successful line manager should have at his finger tips, in which town each of his team member has worked for the day, whether it is as per plan or not, number of calls made, value of POB booked, etc. i.e. close monitoring.
• SMS success achieved by any one to all in the team,  spread positive energy all around,  and encourage healthy completion amongst all team members.
• Show them the way, demonstrate to them also, but don’t do their work.
• Inspite of repeated attempts to correct,  if some one is not willing to change and drag down the team’s  performance, don’t waste time to get rid of such bad elements quickly.

By implementing all the above, the Line Managers help their team members to succeed and thereby they also succeed in their job.  The  MRs under such a Line Manager always owe their success to him,  and don’t  leave ‘their guru/mentor’  that easily,   hence very less attrition level  in the team led by such an effective Line Manager.