“Why Are Sales Training Programs Failing to Deliver the Expected Business Impact?”

In many OTC organizations, sales training programs for Medical Sales Representatives (MSRs) are conducted regularly every year covering topics such as consultative selling, relationship building, and product knowledge.
Despite consistent investment and serious efforts, many managers still wonder: why hasn’t the training translated into tangible business improvement or meaningful behavioral change in the field?

The Common Reality

Through our discussions with numerous Sales Managers and HR Managers in the industry, one common issue emerges: most training programs lack a clear “diagnostic starting point.”
In other words, companies often don’t know where their team currently stands, what specific competencies each person needs, and how their development should be prioritized.

Frequent Gaps Observed:

• No clear identification of each MSR’s strengths and weaknesses prior to training.
• Training content is not personalized to actual competency needs.
• No competency database to track progress or measure post-training impact.
• Training and coaching are not aligned with the long-term development roadmap of the salesforce.

HCX Coaching’s Recommended Solution

We believe that true team development must begin with a structured, data-driven assessment.
Through the Sales Competency Framework for OTC MSRs — comprising eight core competencies such as Consultative Selling, Customer Engagement, and In-field Execution — HCX Coaching helps organizations:
• Map the current competency landscape of their sales team.
• Design targeted training roadmaps by skill group and proficiency level.
• Establish a foundation for effective post-training coaching and performance follow-up.

Our 3-Step Process:

1. Diagnose – Assess real competency levels through behavioral surveys and self-confidence mapping.

2. Design – Build an L&D roadmap focused on priority competencies that drive performance.

3. Drive – Integrate coaching, feedback, and progress measurement after training.

Join the “Sales Competency Diagnosing” Workshop – November 14, 2025

Organized by HCX Coaching, this workshop offers a hands-on opportunity for L&D, Sales Managers, HR Directors, and Sales Trainers to:
• Experience the international-standard competency assessment tool for OTC MSRs.
• Review sample benchmark reports successfully implemented at leading pharmaceutical companies in Vietnam.
• Join group discussions to co-create more effective training strategies for your own sales teams.

Final Message:

Training that doesn’t begin with measurement ends merely as information sharing.
Let’s build a sustainable competency development ecosystem — starting with accurate diagnosis, targeted learning, and timely coaching.