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Sales Development Case Studies

Global Specialty Pharmaceutical Organisation Cultivates a New Sales Culture

Global Specialty Pharmaceutical Organisation Cultivates a New Sales Culture

Business Issue:

A global specialty pharmaceutical organisation's sales force, though experienced, had not received any formal sales development and lacked a common sales and key account management process. It was recognised that to achieve a higher level of performance across the regions, a common sales culture and new way of working was required.


Wilson Learning consulted with the organisation to identify skill gaps and subsequently designed and delivered a robust, customised sales development programme that leveraged a range of content, including Counsellor Salesperson, Versatile Salesperson, Negotiating to Yes, Sales Advantage Series, High Performance Coaching and Managing Sales Performance.

Over 300 salespeople and their managers across Germany, Ireland, Italy, Middle East, Nordics, UK, France, Portugal, Benelux and Spain acquired new skills through face-to-face learning events, receiving usage and reinforcement support through extended learning system ongoing practise, refreshers, coaching tips and stretch assignments. In addition, the marketing department received Counsellor Salesperson training to ensure integration of the new sales process and use of a common language across functions.


Impact evaluation studies revealed that 92% of the participants were able to easily apply the new skills learned on the job. Among participants, 60% reported the new techniques they learned enabled them to build trust with new clients, with 60% also reporting they were better able to manage relationships that led to additional opportunities with existing clients. A further 71% attributed positive outcomes to their enhanced ability to anticipate and answer customers’ questions.

"I initially talked to three suppliers, the Wilson Learning consultant outshone the rest by 'walking the talk,’ preparing well, taking time to get to know us as a company and accurately identifying our needs. After just two meetings, I trusted both the consultant and Wilson Learning. Sales training to me is all about building trust and Wilson Learning’s salespeople are living examples of how theory is turned into practice.”—Client sponsor

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