You’re a busy practice doing busy practice things.

Most of the time, leading a sales team isn’t one of those.

And that’s OK. In fact, that’s exactly how it’s supposed to be. 

You’re focused on taking excellent care of patients.

How are you supposed to lead a sales team too?

When I ask practices about the coaching and accountability systems they provide their liaison, I generally get a blank stare. The answer is usually, “Uh, we don’t have any.”

While some practices do better than others, most practices fall into one of two extremes:

(1) Total hands-off leadership. They have no idea what the liaison is out doing or if they are doing it well.  All the while, they’re hoping and praying the rep is out there doing something.

Or

(2) Micromanagement. Requiring the liaison check so many boxes to prove they are working, it leaves the rep unable to focus on the behaviors that actually drive results.

Neither extreme is an effective strategy.

One leaves the liaison to flounder around on their own without a life preserver.

The other doesn’t allow them the oxygen to climb the mountain of referral relationship success.

So what is the balance and how do you find it?

Focus on results.

Too often, results get confused with behaviors. The results are not the behaviors. The results are the seven figure year over year revenue increase or doubling your surgical volume.

Yes, behaviors are important. 

But…

Spend your energy on the behaviors that drive the results.

Establish a few Key Performance Indicators (KPI’s).

KPI’s are not a list of your preferred behaviors. KPI’s are the behaviors necessary to achieve the desired outcomes.

(Side note: Too many KPI’s can get overwhelming. Keep your established KPI’s to 3 – 5 of the most important behaviors).

Such as…

• Customer visits
• Sales call planning
• Strategic events such as CE’s or society meetings
• Practice partnership days

Set the KPI’s. Then meet weekly with your liaison to review their results, discuss the call plan, and offer support.

“But how will I know if my liaison is doing what they’re supposed to do?”

The numbers don’t lie.

Are you getting more referrals? More referring doctors? More booked consults?

If you’re not seeing results, you have a problem.

How can you best support your liaison to achieve these results? Offer a motivating and competitive compensation plan. If you don’t, someone else will.

Provide good data so they can track their performance. The best liaisons love to see their progress and know that they are making a difference.

Allow access to ongoing coaching and training. 

Give your rep the authority and autonomy to do their job well. No one likes to be micromanaged, especially a sales rep.

You wouldn’t walk into a patient exam or surgery without the right equipment. Your physician liaison is the face of the practice. Why not give them the proper tools and equipment to be successful at their job?

This year, the Physician Liaison Elite Performance Boot Camp is more accessible than ever.

What is the Elite Performance Boot Camp?

It’s our liaison coaching and leadership program specifically designed so you can grow your practice and focus on what you do best… running a practice.

You take care of the patients, and we’ll take care of the coaching, training, resources, and accountability your liaison team needs to bring in more referrals from more referring doctors.

If you’re ready to start the year off right and put the proper tools in your physician referral network toolbox, book a free strategy session today!