company

Our customer is one of the largest market leaders in medical devices with headquarters in Switzerland. Their global product portfolio enables clinicians to be more efficient and effective in treating patients at the hospital bedside, in the operating theater, in critical care units, at home and in the dialysis clinic.

TYPE OF PROJECT

The project was started to adapt the sales organization to the new market conditions, legislation, the new wishes and needs of hospitals, doctors, patients, pharmacists and other stakeholders. Our contribution consisted of a market and customers research on the one hand, in-depth questioning of the sales organization and recommendations for an adapted and customer-driven sales organization

Business development, commercial effectiveness, marketing & sales alignment, customer centricity, segmentation

the challenge

• Markets and customers are on the move. New wishes and needs arise, also through stricter legislation and the financing of the health sector. It is expected that the marketing and sales organization will also adjust to this.

• Flattening growth figures. How to achieve significant growth again?

• The sales organization has become rigid and has historically been an inside-out organization. This sales organization is therefore mainly a product driven organization, while on the other hand the influence and decision-making power of the customer increases.

How we helped

• We focus on researching the new wishes and needs of the most important individual customers and prospects through in-depth interviews and a survey.

• On the other hand, we also interview sales management and individual sales employees, account managers and other stakeholders in the sales organization about approaches and results.

• We look for the overlap in the results of the survey/interviews in order to be able to define the existing gaps, the main action points for the organization of sales and the market and customer approaches (sales processes)

• We advise the general manager and his sales management staff on how to optimally adjust the organization and what is needed in the new sales processes.

• We communicate and organize workshops with the sales teams to support and raise awareness of the desired changes.

• We coach at executive level.

Results

• A new customer segmentation.

• Customer centricity: the sales organization changed from a product driven to a customer driven sales organization

• The sales method changed from a product sales approach to solution and value selling

• A stable growth and positive evolution of the sales figures in subsequent years