Influencing Physician Dialogues and Outcomes

Challenge

• Company sales performance below expectation for several years
• Access to physicians on the decline, in terms of both frequency and duration of sales calls, with average call time reduced to one minute
• Shorter patient time frames and increased competition, resulting in less product differentiation
• Company vision was to transform to a best-in-class sales team able to conduct differentiated physician dialogues to influence physician recommendations, market share growth and sales results

HORN Solution

• Developed customized Consultative Sales Model to shift physician interactions from conventional, “feature selling” detailing to insightful, provocative dialogues
• Designed and delivered two-day Consultative Selling experiential learning to the sales team with practical on-the-job support
• Equipped Sales leaders with a practical Coaching process, influential dialogue skills and behaviour-based tools to accurately observe, assess and coach to gaps
• Rigorously and consistently executed follow-up mechanisms to embed the learning including selling skills certification, manager mentoring clinic, on-the-job audits, customer survey, recognition program for best audits and customer survey results