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Fad?
Coaching in Pharma: Valuable Business Skill or Temporary
Fad?
Coaching in
Pharma: Valuable Business Skill or Temporary Fad?
Learn how coaching can transform an
employee’s performance and ensure that employees remain motivated and
loyal to their manager and company. Medical Sales Managers who coach
effectively tend to have more stable, motivated and productive teams.
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There continues to be massive coverage in
the press about how effective the skill of coaching can be, both in the
workplace and in people’s personal lives. Life coaching is fast becoming
popular and, in response, there has been a recent ‘explosion’ of
accredited life coaches being churned out by various Life Coach Training
Schools. But, what about using the skill of coaching in business? Can a
pharmaceutical manager employ coaching skills to further the performance,
general motivation and morale of his/her employees?
Learn how coaching
can transform an employee’s performance and ensure that employees remain
motivated and loyal to their manager and company. Sales Managers who coach
effectively tend to have more stable, motivated and productive
teams.
But it is essential to point out that coaching is only one part
of the pharmaceutical manager’s role. The challenge is to ensure that all
the differing aspects of management are built into that role. Promoting the
skill of coaching may be worthwhile, but without the other aspects of
management, a manager would not be fully effective.
Recruitment,
performance management, financial management, business planning and customer
engagement are just a few of the skills that a pharmaceutical manager requires
in order to be successful. A manager must get the right balance of all skills
to succeed. Being a successful coach does not guarantee managerial
success.
Managers often struggle to cope with coaching, both in terms of
taking the skills on board and also in taking the time to put them into
practice. Training courses help provide initial exposure to the skill, although
there is often a lack of qualified coaching follow-up support available after a
course has been completed. Without follow-up many managers will revert to their
old ‘directive’ ways, particularly when under pressure or
stress.
In summary, coaching is an essential business skill. Many
managers do not possess the appropriate skills or do not use them as often as
they should. Coaching is only part of the manager’s role and should be
used in balance with other skills. Managers should fully understand what
coaching is about and what it entails before embarking on using these
skills.
There are plenty of opportunities to coach in a manager’s
everyday role. This review explores the basics.
EXECUTIVE SUMMARY
The
distinction between management and coaching is currently a hot topic across all
industries. The recent explosion of accredited life coaches has been followed
by efforts to ensure that the principles of coaching transfer to the world of
business. The pharmaceutical industry is no exception. The question remains,
can pharmaceutical managers use coaching skills to motivate their staff and
improve performance?
A good coach aims to enhance performance through
feedback, motivation, listening and questioning. Yet coaching is not always the
ideal method; sometimes directive management is more appropriate. However,
there are many opportunities for pharmaceutical managers to adopt coaching
skills: field visits, progress reviews, team meetings and individual appraisals
all benefit from the coaching philosophy.
This Improving Practices
review provides advice and guidance for pharmaceutical managers looking to
develop the art of coaching. It defines the differences between coaching and
managing, and explains how successful managers require a balance of skills. It
looks at the GROW and OUTCOMES frameworks for coaching, and demonstrates how
teams can grow and become more productive through an understanding of these
approaches. It also looks at the major requirements of any training programme
designed for coaches. The review concludes that coaching is an essential
business skill, and that the ‘directive’ approach eventually leads to
managerial suicide. Coaching is not a modern fad, but a vital component of good
management.
Coaching in
Pharma: Valuable Business Skill or Temporary Fad?
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