Feds let Glaxo’s video do the talking
Outliers understands that sales can be a highly emotional business in which the deliberate manipulation of serotonin levels by a salesperson can affect the difference between profit and loss.
But jeez. An 11-minute video exhibit released by the Justice Department this month shows exactly how GlaxoSmithKline executives worked their sales force into a money-seeking lather over their highly anticipated launch for the new asthma drug Advair. The company video of the April 2001 live presentation shows how the sales meeting came complete with blasting music, strobe lights, a rock-star stage and a towering reproduction of the now famous Advair Diskus dispenser.
“Y’all ready for this!?!” the rap-rock jock jam by 2 Unlimited declares as company executives appear on stage, sheathed in black light and posing on a moving platform like band members.
“Who wants to be a millionaire?” one GSK executive asks the crowd of sales representatives.
“You do the math,” the exec says later in the video. “There are people in this room who are going to make an ungodly sum of money selling Advair. And you know who you are. That’s the way it should be. When GSK makes money, you make money. ”
The United Kingdom-based company agreed this month to change its sales incentives, announcing that it had eliminated individual sales targets as a basis for bonuses and instead will be using a measure of “the quality of the services” sales reps deliver to customers instead.
However, GSK did not admit wrongdoing in settling allegations involving sales of Advair. You can watch the video at http://j.mp/MY70J3.