Ineffectual management allied to poor individual sales performance on the ground can have a detrimental effect on sales even when the product is a recognised market leader.
Client: Lorne Laboratories
Business: Specialist manufacturer of blood grouping reagents, diagnostic test kits and distributor for a wide range of related medical laboratory equipment.
Issue: Medical laboratory equipment sales were below expectations due to inexperienced and underperforming regional sales efforts.
Poor reporting between the field and the centre, compounded by the absence of any performance management or review processes, saw the sales director’s time increasingly diverted towards selling rather than managing.
Solution: Vertical tackled the company’s urgent need to refocus its sales efforts by drawing up a training needs analysis and recommending key training priorities.
Cathy Bennett designed and delivered a tailored one-day sales training course for the sales team as well as developing and implementing a performance management framework.
“We provided management support and coaching on this process and one-to-one reviews to ensure that the process worked effectively,” added Cathy. “I personally spent time with each sales manager out in the field, fully evaluating them in face-to-face customer situations. This included on-the-job coaching and recommendations to overcome any identified hurdles to their success.
“It was also an opportunity to assess the perceived value of the Lorne brand and offering, and give critical feedback on barriers to the success of the business.”
Result: Sales are now in line with budget despite the credit crunch’s impact on NHS purchasing. The sales force is re-energised, fully aware of the company’s marketing strengths and is committed to comprehensive weekly activity reports.
