Front-line Manager is the Fulcrum of Field Force Excellence. Article by K. Hariram, Managing Director, Galderma India (ex). Also read Mr. Hariram's inspiring success story - From Medical Rep to Managing Director in the July 2011 issue of MedicinMan.

1. Vol. 2 lssue 6 June 2012
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2012
MedicinMan Field Force Excellence FLM is the Fulcrum of FFE
MedicinMan Welcomes Mr. K. Hariram as Chief Mentor
This time, like all times, is a very good his strengths and eligibility. He suddenly
one, if we but know what to do with moves into a role of MANAGING
it.” -- Ralph Waldo Emerson OTHERS from MANAGING SELF.
Despite companies handling this
In today’s context, the timing of FFE transition in their own way, he is caught
2012 (Field Force Excellence) by the up with the immediate responsibility of
MedicinMan team is perfect. I am sure getting results through others. Hence,
this event will be able to bring into sharp mostly he is forced to focus on results.
focus the challenges and perspectives He loses out/ is deprived of the much
on the role of FLMs in the changing needed ON THE JOB COACHING and
context. It would also help build and TRAINING.
foster excellence- a sure way for the
pharmaceutical industry to evolve into To unlock a sales team’s abilities, a FLM Guest Editorial by K. HARIRAM;
“High retention and Low attrition” sector. must spend a significant amount of time
on two activities: Former MD – Galderma India
Recently I came across an article titled 1. Help the team to understand the
“Talent hunt; the race intensifies”. company’s direction and its implication The rut of routine- disturbance in the
Employee retention, sales force in for the team members. team climate, low morale at all levels, etc-
particular, has been mentioned as a 2. Coaching for performance. sets in and all these at a high cost to the
crucial challenge and the demand –supply companies.
imbalance is adding to the woe. This has This happens very rarely today. Direct
called for significant efforts to retain and time spent on core coaching activity is I hope the proceedings of FFE 2012
attract a skilled human resource. only around 10 to 30%. Similarly, the help the FLMs understand what is
FLMs hardly receive any coaching from expected of them. The participation of
When it comes to field force retention, their managers. Mostly, they are involved discerning industry leaders will provide
one of the major influencing factors in auditing for compliance with standards a better framework and clarity. It will
is the Front line manager and his role, or solving immediate problems. It is also facilitate communication to ensure
relationship with his team members, etc. typically an attitude of ‘you are not paid that the management understands the
As the saying goes, “people work for to think, but to execute’ challenges FLMs face and how best they
people and not for companies”. . can be supported.
May be, this is the residual effect of early
Take any progressive and growing days of industrial revolution - Efficiency, Leaving you with this thought as a way
pharmaceutical organization and talk to at the cost of effectiveness, thus diluting forward…
its sales management team. The talk will EXCELLENCE. “Excellence is an art won by training
invariably center on the FLMs, their role, Attention to execution is important, but and habituation. We do not act rightly
quality, responsibility etc. in MAKING not at the cost of ignoring the need to because we have virtue or excellence,
THINGS HAPPEN. put in efforts to deal with the challenges but we rather have those because we
Let us take a brief look at a typical FLM. or demands involving the big picture. have acted rightly. We are what we
Mostly, he is promoted from the ranks of There has to be room for flexibility and repeatedly do. Excellence, then, is not
a successful MR or TBM on the basis of improvement.. an act but a habit”. Aristotle
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