Next Generation Product & Sales Approach


Client Overview

Global supplier of laboratory diagnostic instrumentation, reagents and related services.

The Project

Create a comprehensive learning experience for the global sales force in preparation for the launch of next-generation products using the elements of Commercial Excellence (knowledge, skills, strategy and opportunity management).


The accelerating rate of change in health care continues to increase expectations of clinical diagnostic systems throughout the world. Healthcare organizations are looking for ways to reduce costs, grow revenue, improve patient outcomes, and improve efficiencies. To address these needs, the client conducted extensive research to design innovative, next-generation instruments.

The Challenge

These new instruments promised to deliver the most innovative user experience combined with advanced functionality. However, the products would not be available for 18 to 24 months at the time of the project. This created several challenges. How would the supplier:

  • Retain current customers
  • Protect against new competitive offerings
  • Manage the long journey to next-generation products
  • Implement a new approach to selling solutions rather than just features and benefits
  • Engage the sales teams to inspire their confidence and enthusiasm?

The Objectives

  • Equip sales teams to present the next-generation design concepts, which would enable the laboratory of the future

  • Identify ideal targets based on the best fit for next-generation products

  • Learn product enhancements for current platforms

  • Learn how to develop account strategies to retain and grow current customers until next-generation instruments were available

The Solution

By collaborating with marketing and sales leadership, IMS designed a comprehensive, highly interactive training experience that included:

  • Advanced preparation to obtain new customer profile data and insight on competition

  • Classroom training on marketing strategy, new product design, marketing tactics and toolkits

  • Workshops for regional teams in local languages included interactive activities such as developing account strategies, role playing, knowledge checks, and Q & A

  • Highly trained in-house presenters at events in Asia, Europe and the U.S.

The Results

Top-line sales growth exceeded market growth rate. The current base continues to grow rapidly while awaiting the next generation deployment. Furthermore, sales force attrition remained historically low. In the end, sales teams felt energized and ready to face any challenges on the long road ahead.