The goal of the program was to move from a “product provider” approach to selling to a customer-focused approach in which a consultative style is evident in the sales professional’s thinking, actions, and words.
AmerisourceBergen engaged Richardson Sales Performance to develop a customized, multi-stage approach to learning and behavior change.
First, participants completed a self-directed online learning module called Accelerate. Here, learners were introduced to the Six Critical Skills and the Consultative Selling Framework before starting their virtual engagement training sessions.
Then participants completed a pre-assessment of their selling skills which established a baseline. This step enabled sales professionals to quantify the impact of their learning journey.
Third, sales professionals participated in virtual, instructor-led consultative selling workshops focused on building customer-centric selling skills including positioning, gaining access, questioning and listening techniques, resolving objections, and gaining commitment to close. The competencies targeted were chosen because they were applicable to a range of sales professionals positioning many different products. This approach was critical to success because MWI offers a wide range of about 35,000 products from over 500 vendors. The range of products covers almost everything a customer needs. Products include pharmaceuticals, vaccines, parasiticides, diagnostics, capital equipment, supplies, veterinary pet food, and nutritional products.
The program was integrated throughout the animal health division. As a result, participants included new hires and seasoned sales professionals. By engaging the entire sales organization in the training AmerisourceBergen had an opportunity to approach the market with a united selling style. Additionally, a universal sales language and methodology meant that adjustments to sales techniques could be made at scale.