Selling Skills Case Study
Watch a quick walkthrough of this project below, or scroll down to explore the full case study.
Project Overview
A large pharmaceutical sales company with a field force of 1500 representatives needed to address gaps in advanced sales skills, particularly around communication techniques for multi-indication calls.
The client had recently adopted a new sales model but was unsure if their reps were fully aligning their approach with the model.
Through a thorough skill gap analysis, we identified key areas of improvement and designed a training program to help reps develop the necessary skills for effective HCP engagement.
My Role
Conducted needs analysis through interviews with 3 sales reps and 3 managers to assess alignment with the newly adopted sales model.
Designed and developed a blended learning solution that included an instructor-led workshop, scenario-based microlearning modules, and a pre-call planning tool, carefully selecting each methodology to address specific challenges within the sales team.
Created survey questions to assess sales skills using a 1-5 scale rating system.
Aligned the training program with business metrics and performance goals, ensuring the learning experience was impactful and aligned with organizational priorities.
Solution Highlights
-
Focused on mastering communication techniques for multi-indication calls, including crafting strong opening statements, asking powerful questions, making thoughtful transitions, and gaining commitment.
Included video-based scenarios that unfolded throughout the workshop, showing HCPs providing new information that reps needed to respond to during the activities.
Engaged reps with practical activities, including a powerful question activity where they used QR codes to uncover different question types (e.g., T.E.D., self-persuasion, rhetorical) and practiced applying these to their sales conversations
-
Developed scenario-based modules that aligned with the skills practiced in the ILT workshop. These modules gave reps the opportunity to practice engaging opening statements and identifying appropriate patient profiles for multi-indication calls.
Used interactive elements to ensure reps could rehearse key messages and learn through real-world simulations.
-
Designed in Articulate Storyline, the pre-call tool allowed reps to select one of four HCP types and view suggested questions and messaging that would resonate with that specific type.
Ensured the tool was accessible on mobile devices, so reps could quickly access it before their calls to ensure they were tailoring their approach to the right HCP segment.
Impact
-
The training program was rolled out to the existing sales force and new hires, ensuring consistency in multi-indication call strategies across all reps.
-
Reps gained confidence in handling complex sales conversations, with measurable improvements in key sales skills such as crafting strong opening statements, using powerful questions, and making smooth transitions between indications.
-
Field Coaching: Post-training field coaching observations showed a 30% improvement in reps’ ability to navigate multi-indication calls, as reported by sales managers.
Post-Training Surveys: A 90% satisfaction rate was reported by reps in post-training surveys, with feedback highlighting the effectiveness of the video-based scenarios and the pre-call planning tool.
Sales Metrics: Sales effectiveness increased by 15% in the first quarter after training, as measured by engagement and successful sales conversions during multi-indication calls.
Key Takeaways
Pairing a live workshop with scenario-based microlearning and a mobile pre-call tool gave reps practice before the call, reinforcement after it, and support in the moment. That combination turned a new sales model into a measurable change on the job: a 30% improvement in multi-indication call skills, 90% satisfaction, and a 15% gain in sales effectiveness.