When a territory has a flat month, the answer is usually already in three numbers.
In my experience, reps and managers reach for "the market is slow" too quickly. Before that, look at the field numbers.
- Coverage: target doctors seen at least once this cycle, out of the whole list.
- Frequency: calls per target doctor per cycle, against the plan.
- Quality: calls with a clear ask and a recorded outcome.
Then read them against sell-out in your area, the units moving from distributors to pharmacies in your territory. Not sell-in, which is what the company shipped to the distributor. They are different numbers.
- Good coverage but flat sell-out usually points to quality.
- Good quality but flat sell-out usually points to frequency on the top doctors.
Only when all three look healthy is it time to look at the market.
“A flat month is rarely a mystery. One of the three numbers already told you.”
Lesson 3 of 12 in Step 1: Planning your territory, with the full guide and a checklist for this week. Discuss this lesson on LinkedIn.