A pharmaceutical client faced employee resistance regarding sales targets.
The targets weren’t necessarily wrong. The problem was clarity.
Reps didn’t understand how their numbers were calculated. They couldn’t see the methodology. The result was predictable: frustration, suspicion, and disengagement.
The approach
We didn’t change the targets. We changed the visibility.
Working with Zelna Symms on facilitation and process design, we architected transparency tools that let reps see exactly how their targets were set.
The client maintained complete control -providing inputs and making final decisions. We facilitated and built the visibility layer.
What transparency delivered
Within five days:
- Representatives gained visibility into how targets were calculated
- Daily progress tracking became standard practice
- Understanding of methodology improved significantly
- Sentiment shifted from “my target is wrong” to “how can I hit my target?”
95% adoption rate.
The insight
The breakthrough wasn’t a sales tactic. It was systems that made logical and fairness-based sense to the workforce.
When people understand how decisions are made, they stop fighting the decisions and start working toward the outcomes.
Transparency without loss of control.
That’s the principle. The client still owned every input and every final decision. What changed was the rep’s ability to see the reasoning behind their numbers.
The question for sales leaders
How much energy does your sales force spend questioning targets versus pursuing them?
If the answer is “more than zero,” the problem might not be the targets. It might be the visibility.
Written by
Wimpie du Toit
CTO & Founder at Herbst Group. Working with pharmaceutical commercial leaders across South Africa, Kenya, and Brazil to transform sales force effectiveness through evidence-based approaches.
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