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Case Study
Business Issue
Operating across multiple highly competitive markets within the biotechnology industry, the company recognized the need to create a stronger point of differentiation through its sales force. Its sales professionals brought deep scientific and technical expertise to customer conversations, but technical knowledge alone was not enough to differentiate the sales experience or uncover the full scope of customer needs.
The company needed its salesforce to shift from a primarily technical and transactional approach to a more consultative one — one that enabled sales professionals to ask better questions, understand the broader business challenges behind customer requirements, and identify opportunities to create greater value. At the same time, sales managers needed the capability to coach and reinforce these behaviours so that the new approach would become part of everyday sales practice.
Industry Healthcare & Pharmaceutical
Category Sales
Product Counselor
Solution
Wilson Learning partnered with the company’s internal performance consultants to create an integrated sales learning journey focused on building consultative selling capability and sustaining its application in the field.
The journey brought together The Counselor Salesperson™, Turning Information into Sales™, and Coaching the Counselor Salesperson™ to address the full cycle of behavior change — from establishing a consistent consultative sales process, to strengthening discovery skills, to enabling managers to coach and reinforce those skills.
Participants practiced applying the approach to real sales opportunities, using case studies, simulations, and targeted questioning techniques to uncover customer needs beyond the immediate technical requirement. An Extended Learning System continued the learning beyond the classroom through reinforcement messages, videos, quizzes, application planners, and reminders of key skills.
Sales managers were integrated into the journey through a dedicated coaching workshop and participation in the sales training. Ongoing monthly manager conferences provided a forum to address coaching challenges, share best practices, and reinforce application. This created a connected learning experience in which salespeople developed the skills and managers had the tools to support their continued use on the job.
Outcomes
- We have more than doubled the size of the sale. This type of result is total vindication of our recent investment in this training.”
- “This new way to sell allowed our team to recapture a once-lost account and then double the size of the original product-focused sale.”
- “By using the relating and discovery skills, we were able to re-enter an account in which an opportunity was lost, win the client’s trust, and uncover and win an even larger opportunity than the original stated need.”
- “Using The Counselor Salesperson™ skills, we increased the deal size from $120K to $520K and beat our competitors by providing additional business consulting value.”
Behaviors that showed the greatest level of change:
The participants were able to:
- Expand opportunities by uncovering needs beyond the customer’s initial requirements.
- Build trusted customer relationships through stronger relating and discovery skills.
- Apply consultative selling consistently to create greater business value and increase deal potential.
Without the training in advanced discovery skills from Wilson Learning, we would never have sold the whole
bundle.
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