Leading medical device manufacturer implements executive
level selling skills development program

Focus
Executive Level Selling within Strategic Accounts Solution: “C” World tailored for the strategic account management process  

Client Overview

BD (Becton, Dickinson and Company) is a medical technology company that serves healthcare institutions, life science researchers, clinical laboratories, industry and the general
public. BD manufactures and sells a broad range of medical supplies, devices, laboratory equipment and diagnostic products.

Situational Overview

BD identified a need to enhance the skills of their Strategic Account Managers (SAM’s) and Regional Business Managers (RBM’s) in order to conduct more effective senior level sales meetings.  

The Chapman Group was engaged to deliver their executive level selling program and facilitate training workshops for these senior level salespeople.
 

Efforts

Initially, The Chapman Group conducted a needs assessment with a client team of senior level sales managers and executives in order to further develop the strategic objectives, goals, and vision for this project.

The next step in the project involved tailoring “C-World” in order to align the training content to the executive level selling landscape within BD’s target markets. “C-World” is the name of The Chapman Group’s executive level selling program.

The final phase of the engagement involved training the Strategic Account Managers and Regional Business Managers within BD on these executive level selling skills. The content of the training program matched the selling landscape of the Strategic Account and Regional Business Mangers and provided this group with a new understanding of the dynamics involved in selling to the executive level.

Results

The facilitated workshop entitled “Owning the Zone, Selling at the Executive Level” was rated one of the highest facilitated program offered by BD’s College of Sales.