The Effectiveness of the Sales Force Excellence Program of a Pharmaceutical Company (PT ABC) in Indonesia: A Case Study
The purpose of this study is to evaluate the effectiveness of a sales force excellence program (SFE) that PT ABC had implemented in 2005. nnThe first evaluation consists of looking at the results, if there was growth in sales and increase in sales target achievements after SFE implementation. The second evaluation was to assess the SFE effectiveness through the internal SFE audit results (DMR, Script & CT 90) and to see if any relationship or associations exist between these results and SFE (measured by target achievement results). nnSecondary data were also gathered, comprising of sales and targets of PT ABC for the years 2003-2006, and the SFE audit scores and sales person's target achievement results. Primary data analyzed were the results of the survey-questionnaire conducted. nnThe results of the analysis revealed that PT ABC's sales force have a more than majority (between 70-80%) positive response towards SFE program and its implemented components of CSD & CT 90, DMM, OJT, & ECU. According to the opinion of the sales force, there is a moderate to strong correlation between SFE and its implemented components; and that SFE can be predicted through the use of a multiple regression model comprising of CSD & CT90, DMM, OJT & ECU as the independent variables.nnThe results also reveal that, since the implementation of the SFE program in 2005, sales have grown and sales target achievements are higher than before implementation. However, when the audit variables of DMR, Script and CT90 was analyzed in relation to sales force effectiveness (measured by target achievement results), the results reveal a very weak or no correlation and therefore the conclusion that sales force effectiveness cannot be explained by the audit results. nnIt is theorized that the weak correlation and non-relationship between SFE and the audit results, could be by reason of the fact that implementation of the SFE program is not yet complete, including its audit components. It is recommended that a similar research be done after completion, with the use of an interview method to better explore the sales force's opinions on the matter. It is also recommended that the causal relationship between the identified variables may be investigated through other forms of statistical procedures such as path analysis.
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