EyeforPharma 2007 Sales Force Effectiveness Conference to tackle behavioural change issues

  • 2007 EyeforPharma Sales Force Effectiveness Europe conference will tackle the issue of behavioural change as a key driver for a new sales effectiveness model
  • The EyeforPharma Sales Force Effectiveness Summit Europe Event (SFE) will take place at Grimaldi Forum, Monaco, March 7th-9th 2007
8th February 2007, London, UK - As pharmaceutical sales forces around the world struggle with the quest for new models of efficiency and effectiveness, the industry faces huge changes in the way they do business in general and sales in particular. To the outside world the most visible changes are related to downsizing. However, these changes don't always solve the problems. The most significant change needed may be one of behaviour. At the conference, Dr Leandro Herrero will present the view that sales force effectiveness - so far largely associated with use of tools, training and/or processes - must switch focus to a change in behaviour.

"The famous customer-centric approach - or customer relationship focus, or '360° view of the customer'," Dr Herrero says, "has not been able to find a home easily in pharmaceutical sales. The music is there, very loud even, but very often nobody truly understands the lyrics. Often these terms don't mean anything more than greater product push disguised as customer-centrism. Companies who understand this are moving towards true behavioural change, not only in sales but also in marketing or other functions such as medical and HR."

"If change is needed," Dr Herrero continues, "the traditional 'change management models' may not be the most effective vehicle. Those conventional approaches are based upon 'more-of-the-same' in energy and focus, i.e. communication to all, new training, new appeals to awareness of the problem. Most of those change management systems fail because they do not deliver behavioural change in the individuals."

Dr Herrero, a leading expert in behavioural change management in organisations, will deliver a keynote presentation under the title "Viral Change: Changing the way we manage change. Effectiveness and leadership in a renewed, modern, agile and competitive pharma sales organisation." At this presentation - which is based upon his book Viral Change (2006, meetingminds, www.meetingminds.com) - Dr Herrero will draw a plan for a much needed change in direction in the sales effectiveness arena. He will also be available during the conference for informal discussions on this topic.

EyeforPharma conferences (www.eyeforpharma.com) are at the forefront of trends in pharmaceutical conferences and constitute the leading forum for discussions, knowledge update and cutting edge thinking.

The EyeforPharma 5th Annual Pharmaceutical Summit - Sales Force Effectiveness Europe 2007 is the biggest conference on this topic in Europe. The event will offer strategies for revolutionising sales performance among many other things. The event will also provide a perfect opportunity to network with pharmaceutical industry experts and innovators from all over the world. The EyeforPharma Sales Force Effectiveness Europe 2007 event will take place at the Grimaldi Forum in Monaco on Wednesday, 7th March 2007 through to Friday, 9th March 2007. Mention 'Leandro' as a discount code and receive 20 per cent discount of the registration price at www.eyeforpharma.com/sales2007/

The Chalfont Project Ltd (www.thechalfontproject.com) is an international consulting firm of organisation architects with a long-standing presence in the bio-pharmaceutical industry.

Dr Leandro Herrero practiced as a psychiatrist for more than fifteen years before taking up senior management positions in several pharmaceutical companies, both in the UK and the US. He is co-founder and CEO of The Chalfont Project Ltd, an international firm of organisational consultants. Taking advantage of his behavioural sciences background - coupled with his hands-on business experience - he works with organisations of many kinds on structural and behavioural change, leadership and human collaboration. He has published several books, among which The Leader with Seven Faces and Viral Change (www.meetingminds.com)

About EyeforPharma
EyeforPharma is a global pharmaceutical business strategy information provider with a highly reputable and worldwide presence in the Pharma industry. It is renowned for producing top level conferences that attract the highest level of speakers to deliver presentations on cutting edge pharmaceutical business strategies. We provide business intelligence and analysis online at www.eyeforpharma.com and through an email briefing twice a month. EyeforPharma also has a very strong foothold in the European, US and Japanese markets.

Media contact
Richard Bracchi
Global Events Director
EyeforPharma
T: +44 (0) 2073757203
F: +44 (0) 2073757576
Email: richard@eyeforpharma.com



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