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Case Study
Business Issue
A healthcare nutrition provider had already developed formal sales skills and processes for its global sales teams. However, their salespeople continued to simply take sales orders to meet their revenue requirements. Without a consultative selling approach, solution-based selling wasn’t taking off.
Meanwhile, the company focused on developing a sales toolkit to help improve its sales results. This kit was designed to create and maintain a highly motivated, skilled, and efficient medical sales force that was also better aligned with marketing.
However, the company discovered that its salespeople were using a standard sales approach without considering each healthcare provider’s unique Social Style. This approach was unsuccessful in differentiating the company.
Industry Healthcare & Pharmaceutical
Category Sales
Product Versatile Communications
Solution
The company partnered with Wilson Learning to strengthen its sales managers’ and teams’ ability to engage healthcare professionals as trusted advisors rather than order takers.
By integrating the company’s medical selling methodology with The Versatile Salesperson™, Wilson Learning equipped medical delegates with the interpersonal versatility and consultative selling skills needed to build stronger customer relationships and deliver greater value.
Before the global rollout, pilot programs in the U.S. and Portugal established performance benchmarks, while train-the-trainer certification prepared internal facilitators to scale the program worldwide.
Program impact was evaluated through participant surveys conducted three months after training and an analysis of pre- and post-program business performance metrics.
Outcomes
Results showed that salespeople who participated in the training achieved a 22% increase in sales performance compared with those who did not participate. Sales teams calling on hospital and health care professionals now bring new problem exploration skills to every sales scenario, helping them sell more effectively to higher level decision-makers. Wilson Learning’s program, The Versatile Salesperson, combined with the company’s experience, insights, and enthusiasm, delivered a powerful new selling language and process to grow its market share. Specifically, the three regions that have had versatility training are the three top-performing regions YTD.
Behaviors that showed the greatest level of change:
The participants were able to:
- Build greater trust and credibility by adopting a more consultative approach with healthcare professionals.
- Adapt their communication and selling style to align with different customer preferences and needs.
- Conduct more effective value-based conversations that move beyond product promotion.
- Apply versatile selling behaviors that strengthen customer relationships and improve sales performance.
Sales teams now bring new problem-exploration skills to every selling scenario, helping them sell more
effectively to higher-level decision-makers.
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