Driving 22% Increase In Quota Attainment in Fourth Largest US Healthcare Company
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The Specialty Solutions group within the Pharmaceutical Business segment of Cardinal Health made it their goal to capture more market share and accelerate revenue growth. This group handles the marketing and distribution of oncology medicine and other advanced solutions. Leaders of division wanted to grow their consultative skills to drive their solution-based selling. Complicating this challenge was the fact that Cardinal Health had recently purchased Medtronic resulting in a combined workforce comprised of disparate approaches. In this complex setting, there were several sales representatives in both the medical and pharmaceutical divisions calling on the same account. Therefore, any differences in the approach to selling would be immediately noticeable to customers. Cardinal Health was looking for a solution that would consist of more than a provider, they wanted a partner. They wanted to work with a training organization that would be a communicative, and accessible resource.
22% increase in quota attainment
14-31% increase in knowledge retainment across all participants
93% quota attainment among bottom performing reps that participated
The leadership at Cardinal Health recognized that Richardson Sales Performance’s Connected Selling Curriculum™ provided the structure they needed. With an academy approach, Cardinal Health could create a base for skill development, then build upon that foundation while customizing the training content to address the ground-level challenges as they change. This customization and flexibility was important to Cardinal Health because it allowed them to make the sales training program their own solution. Moreover, a curriculum structure meant they could build core skills in a sequential and project-based way which would serve their goal of sustainable skill development. The sales training program also served as an effective onboarding tool. The teams trained included post-acute care representatives, laboratory product representatives, biopharma manufacturer service representatives, and others.
Richardson Sales Performance and Cardinal Health partnered to customize individual role plays and create Consultative Selling programs for over 1,000 sales representatives. Cardinal Health expanded training to more than 2,000 additional sales professionals. Cardinal Health also took the initiative to fold Richardson Sales Performance concepts into their learning platform which helps participants retain behavioral skills with repeated, small increments of engagement. Participants engaged in the Consultative Selling Skills program, Developmental Coaching program and Consultative Negotiation Skills program. Initially, they learned the skills in Accelerate before moving on to instructor-led training. As a result of the training, Cardinal Health was able to:
• More effectively plan customer calls
• Resolve objections
• Advance the sales process when progress stalled
• Build consensus and gain support across decision-makers
• Retain business amid competitive threats
• Deal with a drive towards standardization within hospitals