New Product Training Program Quickly Generates $600,000

Issue:
An emerging Contract Sales Organization (CSO) recently expanded their client base to include an acute-care insulin monitoring software system. Sales into target institutions were stalled and not meeting the expectations of the client.

 Analysis:
After meeting with the CSO’s management, client executives and select specialty field sales representatives, we identified these underlying key issues:

• • Thorough understanding of how the software works
  • Baseline knowledge of metabolics, including intensive insulin therapy
  • Familiarity with hospitals, and the key departments & clinicians who make decisions in this product and clinical arena

 Insight:
The sales force felt unprepared to deliver a convincing message, from the perspectives of clinical background knowledge, product knowledge, and a knowledge of selling in hospitals.

Recommendations:

We recommended the following:
a) Redesigning and then re-training specific field sales team members on:

• • the specifics of the insulin monitoring software
  • clinical background on metabolics, post-surgical insulin needs, and the basic science behind intensive insulin therapy
  • basic overview of hospitals, key personnel and departments

b) Attending and presenting the product to key hospitals and personnel, in conjunction with the field sales representatives

This would take advantage of our expertise in strategic leadership and training & development, as well as our clinical expertise in selling complex products into specialized markets.

 Results:
The CSO accepted our recommendations; we began implementation immediately. Through these efforts, the client was able to sign long-term contracts in four key target hospitals within the first six months of the working relationship, representing approximately $600,000 in sales.