UPFRONT Focus SUMMER 2012 Vol. 22, No. 3 16 2012 SPBT Industry Landscape Study: Trends, Technology & Training By Tim Sosbe and Christopher Goins e life sciences industry is changing. Are you ready? Findings from the 2012 SPBT Industry Landscape Study assess current training capabilities and future readiness. COVER STORY PRODUCT 32 EffectiveTRAINING Launches Product on Short Timelines FEATURE ARTICLE 24 The Lost ROI from Poor By Bob Holliday Launching products in a short time period is becoming the norm, but with a little planning, a successful launch can be achieved regardless of timeline. Coaching Practices LEADERSHIP/MGT DEVELOPMENT 34 Leadership Secrets from By Don Kyle Coaching is the biggest driver to increasing sales performance for reps. Ine ective coaching can cost organizations time and money. Pharma Legends By Steven Rauschkolb Why is leadership such an important issue for the training department? Hear the answers to this question from senior industry leaders. FEATURE 26 GettingARTICLE the Attention SELLING SKILLS 35 Don’t Overlook NPs/PAs You Deserve in Sales Training By Chris Westfall Sometimes being frank and honest is the best way to make a real connection. Creating a powerful conversation that delivers an impact is imperative. By Michelle Nolin Flewell Training programs that focus on treating the “whole” patient can help sales professionals make a di erence with all types of clients. 29 Training that Doesn’t eLEARNING Break the Bank 36 The Case for Continuous Learning By Bryan Horveath Teaching sales professionals to become pullthrough learners is key to retaining and applying knowledge from training. MEDICAL & DIAGNOSTIC By Jaime Danielson and Peter Pisarri Curbing spending is a focus for every organization. Utilizing video/teleconferences can be a cost-e ective solution to support sales forces. FOCUS | SUMMER 2012 | www.spbt.org 9http://www.spbt.org