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Case Study
Industry Fast-Moving Consumer Goods
Category Sales
Product Counselor
Business Issue
The lack of a common sales methodology and process was causing inefficiencies for this leading provider of human milk-based nutritional formulations for infants in critical care. Selling teams— consisting of sales, research, and health economics team members—collaborate to win and expand business in multiunit healthcare systems. To better convey the value of the organization’s premium products, the teams’ shared knowledge needed to be enriched with interpersonal and selling skills to express empathy, earn trust, and deliver compelling product education to potential and existing customers.
Solution Summary
A consultative sales methodology and a new sales process unified the selling teams, enabling them to discover the information needed, strengthen customer relationships, and create value. Teams also learned how to deliver virtual presentations that influenced buying decisions. Coaching skills equipped sales managers to drive improved performance by modeling and supporting “right way” behaviors.
All programs were delivered virtually during the pandemic, with asynchronous reinforcement activities aiding immediate on-the-job application. Busy sales managers used coaching protocols and tools to streamline their coaching efforts and support best-practice coaching conversations.
Outcomes
An 18% of Sales Revenue increase was attributed to the Counselor Sales Person
Participants indicated at least a 26% increase in their productivity.
92% of the sales methodology reinforcement activities received coaching feedback & support
Behaviors that showed the greatest level of change:
The participants were able to:
- Built stronger rapport and addressed client needs proactively.
- Handle difficult conversations earlier and more confidently.
- Consistently apply consultative problem-solving practices as a team.
- Reduced workplace stress, challenging interactions are managed more effectively.
An 18% increase in revenue was attributed to The Counselor Salesperson™.
