Many managers coach the same thing all cycle.
Usually the opening. It is the easiest part of a call to watch and the easiest to comment on. By month three the reps open beautifully and still leave without a commitment.
A cycle is not one coaching job. In my experience it is three.
- Month one: the message.
- Can the rep open with it in their own words? I look for clarity, not word-perfect recall.
- Month two: the conversation.
- Doctors have heard the message once. Now they push back. Does the rep ask before presenting, and handle the objection without arguing?
- Month three: the commitment.
- Does the rep ask for a trial with a named patient type, then go back to see how it went? This is where a message becomes patients treated.
Before the next cycle starts, I look back with each rep. One skill that grew. One to carry into the next cycle meeting.
The double visit calendar stays the same. What I watch for changes every month.
“The cycle moves every month. Your coaching should move with it.”
Lesson 18 of 23 in Step 4: Coaching, with the full guide and a checklist for this week.