In the first phase of a product launch, leaders support their sales teams as they learn the background science of their product, learn all launch materials/messaging/strategy, analyze market data for targeting, and collaborate with matrix colleagues to yield the best launch results. This first phase of pre-launch coaching and preparation lays the groundwork for phase II—a successful product launch.
Romar Learning Solutions shares what leaders should be doing from a coaching perspective to ensure a smooth launch promotion:
Cultivating motivation
The launch phase is when a leader’s role switches from developmental support to motivational coaching. Once a leader has helped their sales team refine their skills, retain product information, and finalize plans, they must motivate their team to aggressively communicate new knowledge and promotional messaging.
Motivational behaviors
Leaders should adopt a few key behaviors during the launch phase of any product launch to cultivate motivation.
First, a leader should encourage sales representatives by appealing to what motivates them, whether that’s incentive compensation, helping patients, mastering something new, or gaining more control over their world. When leaders focus on what drives sales representatives, they are more likely to get real commitment to the launch.
Leaders should also encourage communication by developing systems and processes that exchange new ideas across the team. Stressing the importance of communication tells teams that their contributions are valuable to the process.
Leaders should also provide positive and constructive feedback so teams understand what is and isn’t working. When sales representatives maintain the launch’s vision and achieve executional excellence, leaders should affirm these efforts. Constructive feedback and guidance are necessary when sales representatives aren’t effectively implementing pre-launch strategies.
During the launch phase, realignment may be necessary. Leaders should develop a deep understanding of what is happening at launch in their area by having frequent field visits. Field visits during launch will not only allow leaders to identify whether strategy and expectation realignment is necessary but will demonstrate to their teams how enthusiastic and committed they are to the success of the product launch.
Interested in learning more about what actions are necessary after launch execution? Stay tuned to learn more about phase III (post-launch) of Leadership Launch Excellence.
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