Focus: Market analysis, Sales education

Diagnostic: Performance Readiness Audit (PRA)

Reynolds & Reynolds Healthcare Systems Division, Dayton, Ohio

Reynolds & Reynolds Healthcare Systems Division provides system solutions for physician and medical practice management. RRHSD represents an $80 million business unit within the $1.4 billion parent organization.  

Situational Overview:

Reynolds & Reynolds was being inefficient at penetrating the medical systems/solutions marketplace. Traditional fixes had been applied (new sales people – sales training) with little gain. Senior management was frustrated and receiving pressure from the board and stockholders to make this group profitable.

Efforts:

This endeavor focused on creating tools and educational programs to improve sales of specific systems & products.  The project included:

·   Analyzing Targeted Markets & Clients

·   Identifying Future Product & Service Offerings

·   Developing Sales Educational Curriculum (Healthcare Industry Data)

·   Developing Sales Performance Improvement Tools  

Results:

·   Identified problem as market knowledge not skills of people

·   Rebuilt sales approach to include a “client-centric” needs survey

·   Reynolds & Reynolds closed largest partnership ever ($1 billion over 5 years)