One of the most challenging times during any product launch is the post-launch phase, when sales representatives are at risk of losing momentum. They’ve executed launch strategies but are navigating objections, or the excitement has worn off. Romar Learning Solutions shares what leaders can do to help their teams regain and maintain enthusiasm post-launch:
What Causes Enthusiasm to Wane?
During the launch phase of a product launch, sales representatives have repeatedly executed promotional strategies by conveying product specifications and messaging to their customers. They’ve likely gone on countless field visits after days of preparation and are still met with resistance—with objections, indifference, or the occasional, “Do you have anything new to tell me?”
Navigating this resistance can be discouraging, which is why leaders should be prepared to provide additional support to sales representatives who are struggling.
Post-Launch Coaching
The key to effective post-launch coaching is for leaders to spend quality coaching time in the field with their sales representatives, sharing valuable insights, developing their representatives, and adjusting strategies as needed.
When leaders join their sales representatives in the field, they have the opportunity to observe their teams in action and perform a post-launch reassessment for each territory. Observing sales representatives as they encounter challenges in real-time enables leaders to identify areas of poor performance and set aside time to work directly with these individuals to help them refine their application of approved tools, messaging, and resources. They can reignite that motivation and enthusiasm the representative had at launch.
When performing a post-launch reassessment, leaders should utilize the what-why-how-when model. This model requires leaders to answer:
- What is going well and what isn’t?
- Why is that happening?
- How can they further develop their team for the launch, or how can they help sales representatives who are struggling or starting to lose their enthusiasm?
- When should these adjustments be made?
As leaders adjust their coaching to meet the needs of their team members, they should monitor key metrics and provide positive and constructive evidence-based feedback. Evidence-based feedback is specific and provides greater clarity for what is and isn’t working. Leaders should provide examples of good behaviors demonstrated by high-performing sales representatives and continue affirming the vision and approved marketing strategies.
Interested in learning more about Leadership Launch Excellence? Contact Romar Learning Solutions today!
