Coaching for Sales Excellence: Why FLMs Need to Coach MRs More Effectively in the Field?

Opening: The Real Picture of Coaching at the Frontline

Imagine this…
You are a First Line Manager (FLM), spending the day with a Medical Representative (MR).

You watch the MR meet a doctor. But instead of preparing clear objectives, analyzing the doctor’s profile, and finding open questions to explore needs, the MR just repeats product information and hopes the doctor will “be interested.”

After the call, you ask a few general questions: “How did you feel about the call?” and then quickly move to sales targets.

This is not coaching and if this sounds familiar, you are not alone.

As David Clutterbuck – author of The Team Coaching Casebook and Coaching the Team at Work 2  said, effective coaching requires the right process, skills, and mindset. Without that, coaching turns into checking, supervising, or instructing and the real value is lost.

WHY – Why do we need this program now?

The pharmaceutical industry is changing fast:

• HCPs are busier and have less time.
• Sales calls must be high-quality and effective, not just more in number.
• Sales results depend heavily on the skills and motivation of each MR.

That’s why the FLM is truly the “coach on the field,” helping MRs to:

• Set the right objectives for each call, based on updated doctor profiles (adoption level, potential, prescribing habits, etc.).
• Choose the right strategy based on real situations and data.
• Review and improve after every interaction.

But in reality, many FLMs have never been properly trained in coaching.

The result? MRs don’t change their behavior, opportunities to improve are missed, and sales growth does not reach its full potential.

WHAT – Introducing Coaching for Sales Excellence

Coaching for Sales Excellence is a 1.5-day blended program (training + workshop) designed specifically for FLMs in the ETC channel.

Program objectives:

• Shift the mindset: from managing sales numbers to developing people.
• Equip with tools: Coaching Frameworks from Pre-call Planning (ABCD) to Post-call Coaching (CLEAR).
• Integrate sales skills: Active listening, open questions, reflective questions that motivate doctors to think and take action.
• Apply data: Use CRM and performance analytics to design effective coaching plans.
• Build a coaching culture: Coaching becomes a habit, not a one-time event.

Program differentiators:

• Based on solid theory from books like Developing Coaching Skills (Dietmar Sternad) and Coaching the Team at Work 2 (David Clutterbuck).
• Customized with practical exercises tailored to the reality of pharmaceutical companies in Vietnam, by therapy area, product type, and market conditions.
• 100% skill practice through role-play, case studies, and live feedback.

HOW – Implementation & Impact Guarantee

The program is designed to be practical and measurable:

1. Before the program:

• Assess needs and readiness of each FLM.
• Collect real cases from Sales Managers and Marketing Leads to include in training.

2. During the program:

• FLMs practice each coaching step (Pre-call ABCD, Post-call CLEAR) directly on MR situations.
• Key skills: listening, asking thought-provoking questions, giving feedback, creating a safe learning space, encouraging accountability.
• Watch demo videos, do recorded practice, and receive detailed feedback.

3. After the program:

• Track field application over 30 days.
• Provide group coaching / 1-on-1 coaching to sustain skills.'
• Deliver a company-level report on coaching effectiveness.

Business benefits:

• Higher call conversion rates as MRs use strategic approaches.
• More meaningful interactions with HCPs through active listening and focused questions.
• A proactive, self-learning MR team.
• Sustainable sales growth through effective coaching.

📌 When FLMs coach with clarity and purpose:
✅ MRs grow → ✅ Sales increase → ✅ Business thrives

“Coaching isn’t an add-on to leadership – it IS leadership.” – David Clutterbuck