The Client: The client is one of the leading pharmaceutical Multinational Corporations.
Their Background: The major focus of the organization in India had been selling branded products. They were keen to further expand their footprint in India by also focusing on Generic products. Generic products have huge competition and the differentiator is mostly price. Hence to achieve success in the Generic products, it was imperative to enhance their existing sales strategy. This would also improve their market capital and make them one of the top pharma companies in India.
The commercial division of the company having its corporate office at Mumbai, was looking at a Design and Delivery partner who could design the content and structure of their new sales strategy and also assist in the implementation of the same through its 1500 member sales force spread across India.
This was a huge change management initiative, which would have organization wide implications and hence had to be implemented successfully across the company.
The objective was to design a completely different sales strategy. The new sales strategy had to be catering to internal and external customers in a way it could be understood, accepted and implemented easily.
The organization’s major challenge was to manage and lead this massive change and ensure the new sales strategy became a way of life for the entire organization, specifically the Sales Force.
The Task: Information for the new sales strategy was not well documented and was available only in form of raw data. Most of the data was available around the existing sales strategy. A lot of information was lying with various stakeholders and top performers in the form of intellectual capital.
The Task of the Yellow Spot team was to assimilate all this information and data, convert it into a simple, easily deployable yet visually appealing form.
The Field Training Managers of the organization were also to be taken through a Train the Trainer program on the new sales strategy designed by The Yellow Spot, to enable them to train and coach the Sales Force through the new Sales Process.
The entire task had to be accomplished by The Yellow Spot team in a period of 6 months. They deployed dedicated Instructional Designers, Graphic Designers and Facilitators to complete the task at hand. They worked and gathered information at the client site, created concepts along with various client representatives, designed appealing visual aids and prepared the training managers for training and coaching on the new strategy.
The first version of the entire strategy was prepared in 6 months.
Post the first review and feedback by the field teams, the strategy was further fine tuned.
In total, 5 versions of the strategy were created post the initial roll out based on these inputs. The process involved 6 months of additional time invested by the team to get the final copy approved and accepted by the client. The project overall took 335 days to complete.
This strategy is now an integral part of this organization and has been successfully implemented across the country by the Sales Force.
The feedback received by the Field Training Managers post the Sales training has been very positive. The new strategy has helped the Sales Team add value to their Clients by offering them differentiated services.
It has also helped the client in competing with the existing competition, by helping them offer services in a market where products are very similar and hence improved their sales effectiveness.
A well-motivated Sales Force of around 1500 professionals carries the new sales strategy in their pockets and has helped in bringing a smile to their customers face.