By Mark Thill
Sales reps who responded to a recent Repertoire survey remain “all in” the profession that some entered as many as 40 years ago. Morale is high, and most would do it again if they had the chance.
The survey, conducted in November 2015, followed by one year a similar survey, in which Repertoire set out to take the pulse of the medical sales profession. Only 47 people responded to the most recent survey, meaning the results may serve more as points of discussion, rather than actionable data.
Of the 47 who responded, 49 percent were between the ages of 31 and 50, and 51 percent were 51 or older. (None of the respondents was 30 or younger.) Seventy-five percent of respondents were men, 25 percent women. And, as was the case last year, the majority of respondents – 87 percent – serve primarily the physician market.
Some key points from the survey. (Percentages might not add up to 100, as they are rounded up or down.)
Hours per week spent in the field:
- 0 to 20 hours: 13 percent
- 21 to 30 hours: 15 percent
- 31 to 40 hours: 38 percent
- 41 to 50 hours: 23 percent
- 51 to 60 hours: 11 percent
Average number of hours spent on administrative work
The biggest percentage of respondents – 42 percent – spend 16 to 20 hours per week on administrative duties. Thirty percent spend between 11 and 15 hours on such tasks, and 26 percent spend between six and 10 hours.
Morale
Reps were asked to describe their morale and feelings about the current state of medical products sales. Here’s a breakdown of their responses.
- Very positive: 19 percent
- Somewhat positive: 55 percent. (Same percentage as last year.)
- Somewhat negative: 21 percent
- Very negative: 4 percent
Would you do it again?
Reps were asked, “If you had your career to do over, would you choose to be a medical sales rep?”
- “Yes, medical sales is still rewarding”: 91 percent
- “No, the negatives outweigh the positives”: 9 percent
What’s to like?
Financial rewards and customer relationships are the factors that many reps find most satisfying about their work. When asked to name their top two factors, they responded:
- Financial rewards: 70 percent
- Customer relationships: 55 percent
- Freedom: 45 percent
- Interaction with colleagues: 17 percent
- Intellectual stimulation: 9 percent
- Other: 4 percent
Manufacturer relationships
Most reps give high marks to the quality of distributor/manufacturer relationships. When asked how they would grade distributor/manufacturer relationships over the past five years (using school grades, that is, A, B, C, D, F), they responded like this:
- A: 17 percent
- B: 51 percent
- C: 30 percent
- D: 2 percent
- F: None
Is retirement in the works?
Despite the gloom-and-doom scenarios regarding medical sales, not many reps are contemplating changing their retirement plans. Respondents were asked to complete this sentence: “The profession of medical sales is changing in such a way that….”
- I will not change my retirement plans: 68 percent
- I will accelerate my retirement plans: 21 percent
- I will defer my retirement plans: 11 percent
So little time…
As was the case last year, the biggest obstacle standing in the way of providing great customer service is “not enough hours in the day,” according to survey respondents. Their responses regarding the biggest obstacle they face while trying to provide great customer service:
- Not enough hours in the day: 34 percent
- Group purchasing contracts: 28 percent
- Providers are too busy to see me: 23 percent
- Value analysis/product selection committees: 11 percent
- Vendor credentialing: 4 percent
How can I get better?
Reps were asked to identify the single most important thing they can do to improve their sales. Their responses:
- Manage my time better: 45 percent
- Educate myself more on industry events, changes and reform: 32 percent
- Better use of electronic sales management tools: 15 percent
- Educate myself more on products: 6 percent
- Improve my relationship with inside sales/customer service: 2 percent