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New Pharm Exec Europe supplement explores how sales reps' thinking and behaviour can really be changed.
The articles by IMS's Kevin Dolgin in Pharm Exec Europe'slatest supplement are very much concerned with the best kind of training that is, training that works, and achieves the desired goal of affecting a real behavioural change in the sales force. Kevin investigates the methodologies that lie behind successful training programmes, and, importantly, also looks beyond the methodologies to the management support that is necessary to sustain the lessons learned and to facilitate the new practices. And, as he perceptively observes, the power of conforming to peer group behaviour should not be underestimated: the more we start to think and do things differently after training, the more our colleagues will follow.