Creativity Training: A Missing Module In Pharma Sales Training

I've written quite several posts regarding pharma sales training, but until today, I've never touched on the subject of creativity. Hence I'm calling it the "missing module" in sales training.

I know that some people work very hard to show how important to teach creativity directly. Many looks at creativity as a gift: you either have it or you don't.

Edward De Bono is one of such persons, but I would not talk about his brilliant ideas like Six Thinking Hat, Six Action Shoes, Superstition, etc.

Nor will I talk about another creative person: Tony Buzan, whose creation is widely used all over the world - Mind Map.

I remember one time, during product training, I was busy making a Mind Map as taught by Buzan.
The trainer, who like to walk around the room while presenting, caught a glimpse of what I was doing.

How couldn't he? I was drawing my Map on a piece of plain A4 paper, using a three-inks ballpoint pen, placed horizontally!

That got him curious...

...and he slowly walked towards me.

Guess what he says?

"Be more serious. I don't want you to score low on the product test later."

As sincere as he makes it sounds, I didn't see that coming. I, as a person, always cherish creative force on others. But of course, this is something people can force on others.

I totally understand how those who work hard to teach creativity directly feel. I think I know...
In the pharma market of today, companies and sales force are facing limited resources. For example, medical reps have lesser meeting time with health care providers, especially doctors.

Some reps have more than one products to promote, so, more products and less "face to face" time with customers do not look like the right combinations.

And this year, there's less budget to spend on marketing. Add that to the previous equation and what do you get?

Total imbalance...

How can pharma companies tip the balance to be on the "profitable" side?

I remember listening to Larry Wilson a long time ago, and he was talking about playing to win.
Even back then, people like Larry had already seen what's coming. Hence he penned a book: Stop Selling And Start Partnering.

But that's not the point...

Larry said one thing that separate "winners" and "non-winners" is creativity.
And his definition of creativity was really superb. It's so practical that I know you would not forget after hearing it once.

And before that...

So many people describe a creative person as someone who acts a bit crazy, or perhaps, out of this world.

But that's not how Larry define creative.

He said, "Creative is the ability to go as far as you can, with all that you've got."

Isn't that awesome?

Old Larry had put practical meaning to creativity and indirectly makes it achievable. That means, everyone is creative, and everyone can be creative.

And if I may take a sneak peek at De Bono's creative techniques, like what he taught in Six Thinking Hats, I don't see individual pieces of stuff that a reasonable person could not do.

De Bono said, his techniques have been used by high paid executive and miners in remote places with equal success.

And look at Buzan's Mind Map...

Is there anything mysterious about using images and connecting them with some words, and combine with the element of colors, etc.?

Of course not!

But the effectiveness is unbelievable...

...you can only understand its real power when you use it yourself.

So, with the limited resources available in the pharmaceutical industry, and by applying Larry Wilson's definition of creativity, the medical sales force can expect to perform even under such circumstances.

But they need the right map...

...or to put it plainly, they need to engage in the right training.

Teaching creativity as a competency is somewhat missing in medical sale reps training manual. I don't have to look far to prove this: I didn't write about the training either in my free course on this blog :-)

And then there's still time...

As the pharmaceutical industry moves forward, its sales force (people like me) can choose to follow along or get left behind.

It's a free choice...

So, my recommendation is, start looking. I might be writing about this sporadically, but to plan appropriately, do look for professional.

And may we go as far as we can, with all that we have, no matter how scarce.