Welcome to Success Stories, which explores what makes the industry's top-performing representatives so amazingly successful. Each month we will talk with someone who works closely with sales representatives, such as managers, trainers, managed care specialists, medical science liaisons and even doctors, to get their unique perspective on what habits, traits and competencies propel a rep to the top of his or her company.

Shawna Hankins is an area sales manager at inVentiv Health. She hires start-up teams for launches, and has been a Circle of Excellence award winner for the western region based upon her teams' sales performance and for consistently hiring exceptional representatives.

This month I spoke with Shawna Hankins, area sales manager at inVentiv Health. As a manager in a contracted sales force, Hankins' teams face a special challenge: inVentiv reps have to continually learn new products and new corporate cultures every time they are assigned to a new contract. As a manager, Hankins knows how difficult it is for representatives to thrive under these constantly evolving circumstances, and has a unique perspective on what it takes for a rep to be truly successful.

Shawna, representatives in a contracted sales force are in a unique position. What characteristics identify top performers at inVentiv?

Fluidity and passion are the most important traits of our top performers. Fluidity is the ability of the representative to "go with the flow" and not become disrupted by constant change, such as new target lists, reporting criteria, access issues and managed care. The fluidity of exceptional reps allows them to discover opportunities regardless of the objections they receive, while others often get caught up in variables that are out of their control.

Passion is the second attribute that I see in all of our top reps. Passion defines and differentiates the exceptional from the average representatives. If representatives demonstrate complacency while selling their product, then their market share growth will undoubtedly be average or below. However, if representatives consistently demonstrate passion and confidence in their product, then the likelihood of provider buy-in is high. In my experience, there is a direct correlation between representatives who passionately sell their product through science, build relationships and maintain a positive attitude and those who become award-winning representatives.

What do you think are the best habits that a representative can develop to ensure their success?

Hard work and dedication are essential work habits. These traits cannot be taught by an area sales manager—representatives have to embrace them. Most aspects of pharmaceutical sales require hard work, and representatives must be dedicated and not retreat when they experience a day bursting with challenges. Exceptional representatives view hard work as a driver of their success, and dedicate themselves to delivering value to their physicians by making quality calls each day.

When you hire, what is the best predictor of success?

Past performance, regardless of whether the candidate has been in pharmaceuticals or in sales, is a strong predictor of success. If a person's past performance has been consistently exceptional, then the likelihood of future success is high. Again, I emphasize the ability to be passionate and hungry as this is the number-one attribute I seek in future candidates. If they are willing to be coached and possess these attributes, then 80% of the work is completed.

The new PhRMA guidelines go into effect this month. How are your top reps handling this change?

I believe the PhRMA guidelines are positive for the future of the industry. More importantly, these changes will separate the exceptional representatives from the average representatives by showcasing their ability to sell their product by articulating scientific information, cultivating relationships and listening to their providers, rather than by giving away premium items or taking doctors out for lunches or dinners. It's interesting, the team I am currently managing has not been too concerned with the new guidelines because they are confident with their ability to sell their product scientifically and utilize influence with their relationships. Honestly, it is a pleasure to "go back to the basics" when all a representative had to sell with was a package insert. The bottom line is that doctors prescribe products from representatives whom they trust and respect, and who can demonstrate how a product will bring value to their patients. Delivering value is really what the PhRMA guidelines are all about and I believe the representatives at inVentiv understand that.