The consulting, medical, and financial services this client sells are not easy for decision-makers, coming from both healthcare and administration points of view, to grasp. The physicians-turned-salespeople needed to make their messages concise, persuasive, and easy to understand for people outside their area of expertise.

In this series of Case Studies, we demonstrate how select clients have benefited from our work. 

Wrangling a Rogue Business Development Team to Standardize (and stick to) a Complex Sales Process: A Case Study 

Training Goal  

To help a rogue team of practicing physicians and business developers conduct sales meetings more effectively, work together as a cohesive team, and standardize the B2B sales process.  

Organization 

A fast-growing healthcare management company 

Trainees  

B2B business development teams made up of strong-willed physicians and exhausted business developers who are supported by a team of still-practicing healthcare specialists 

Types of Presentations 

Team sales presentations delivered to hospital administrators and physician groups 

Business Challenge  

The consulting, medical, and financial services this client sells are not easy for decision-makers, coming from both healthcare and administration points of view, to grasp. The physicians-turned-salespeople needed to make their messages concise, persuasive, and easy to understand for people outside their area of expertise. They also had challenges working with each other and their counterparts in business development. To complicate things more, the business was growing, the aging founder held an iron grip on the organization, and the sales process had never been formalized.  

The Chief Business Officer needed to see immediate improvements if she was going to keep the train on its tracks.  

Solution  

We consulted* with the physicians and their counterparts in business development to help them understand the benefits of consistency and adhering to protocols when developing and delivering sales presentations. The training that followed included multiple skill-development workshops to improve the effectiveness of each of the team members. It also included training for the presentation development support team. It is their job to tailor the slide decks to meet the unique requests from each of the physicians for each presentation along the very complex sales cycle.  

*Interestingly, much of the consulting work was conducted in Zoom when the product was in version 1.0. You could say we were Zoom pioneers! 

From a Leader  

You are a gift to us. – Chief Business Officer