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Case Study
Business Issue
The renal care industry in India is experiencing rapid growth due to government initiatives and rising competition. This organization, a leading global player in renal care, primarily generates revenue from hemodialysis and peritoneal dialysis machines manufactured in Germany and related consumables.
The organization needed to retain its leading position in the market by meeting multiple challenges, including:
- Salespeople’s ability to position consumables as an ongoing service, in addition to dialysis machines
- Steadily decreasing margins on the machines business due to increased competition
- Salespeople succumbing to negotiation pressure from hospitals and clinics
- Salespeople making low-margin deals
Industry Healthcare & Pharmaceutical
Category Sales
Product Counselor
Solution
Wilson Learning curated a performance improvement journey with two phases.
Phase 1, The Counselor Salesperson™, launched the learning journey, establishing a problem-solving mindset and a customer-focused sales methodology across the sales organization.
Salespeople learned the strategies to respond to customers’ business needs, priorities, and interests better than the competition.
Phase 2, Negotiating to Yes™, grounded the salesforce in the concepts of Principled Negotiation, providing an efficient process, skills, and techniques for reaching optimal business agreements that are satisfying to both parties and strengthen customer relationships.
The teams cultivated skills for better questioning, listening, persuading, strategizing, problem-solving, and countering unfair tactics.
Impact Evaluation surveys were administered 4 months after each phase. Participants agreed that it was easy to apply the new skills and tools imparted through both workshops. 88% of sellers agreed that they improved the quality of their customer sales interactions and negotiations.
This project was a huge success thanks to Wilson Learning’s ability to contextualize the solutions to the medical devices organization with opportunities for application and skill usage—all driven and supported by business leaders in a supportive environment.
Outcomes
In addition to the strong improvements in skill development and performance, sales teams attributed roughly half of the program's sales impact to the application of consultative selling skills and the other half to Principled Negotiation skills within four months of completing The Counselor Salesperson™ program. Building on these results, the partnership continues to support the onboarding of new sales professionals with proven sales and negotiation methodologies. Wilson Learning is also exploring opportunities to equip the company's key account teams with advanced sales performance capabilities.
Behaviors that showed the greatest level of change:
The participants were able to:
- Lead customer conversations with curiosity, credibility, and confidence.
- Ask insightful questions that uncover business challenges and decision drivers.
- Demonstrate flexibility by adapting their approach to each customer’s communication and buying style.
- Negotiate collaboratively to reach agreements that strengthen trust and long-term partnerships.
Sales teams attributed roughly half of the program’s sales impact to the application of consultative selling
skills and the other half to Principled Negotiation skills within four months of completing
The Counselor Salesperson™ program.
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