A 90-Day Transformation Using the DealSMARTS Value-Based Orientation
Gunter Wessels, PhD, MBA
Founder & CEO, LiquidSmarts | Healthcare sales coaching, consulting, and training | Helping 50k+ leaders shape their distinctive edge in healthcare sales
The Background
Our client—a MedTech sales organization—was losing ground to more agile competitors in a highly competitive market. The newly appointed Vice President of Sales turned the situation around within an aggressive 90-day timeline. Applying our Value Proposition Framework and DealSMARTS value-based orientation, we identified that the biggest untapped resource was the tenured sales team. Instead of a traditional top-down approach, we implemented a reverse mentoring strategy, flipping expectations and leveraging senior staff’s experience in tandem with junior team members’ fresh perspectives.
The 90-Day Reverse Mentoring Program
Weeks 1-2: Digital Deep Dive
Like many we support, the organization was in the middle (somewhere) of a digital transformation. CRM utilization was inconsistent, and complaints were numerous. To start, we leveraged the digital savvy of junior team members, having them audit our existing digital tools and processes. This “Digital Deep Dive” was essential in aligning our technology stack with the modern sales landscape.
Weeks 3-4: Customer Journey Mapping
Next, we formed mixed-level teams to map the current customer journey from the outside of the sales organization. Our approach focused on understanding where value could be added or where gaps in engagement existed.
Weeks 5-6: Rapid Prototyping
Based on the customer journey mapping insights, cross-functional groups rapidly prototyped new sales approaches. We encouraged a value-based orientation, focusing on solutions directly addressing customer pain points.
Weeks 7-8: Skills Swap
Recognizing the importance of mutual learning, we introduced bi-directional skill-sharing sessions. Tenured staff shared their relationship-building expertise, while junior team members provided insights into digital strategies.
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Weeks 9-10: Client Feedback Blitz
To ensure our evolving strategies were aligned with market needs, the entire sales team participated in rapid client feedback collection. This phase was critical in refining our value proposition.
Weeks 11-12: Agile Sales Playbook
Finally, we synthesized all learnings into a new, agile sales playbook. This living document was designed to be adaptable, ensuring the organization could continuously evolve in response to market shifts.
Final Week: Launch & Learn
The program concluded with an organization-wide rollout, where the new strategies were implemented with built-in feedback loops to foster continuous improvement.
Key to Success
By applying the DealSMARTS value-based orientation and leveraging our Value Proposition Framework, we transformed what could have been a disruptive overhaul into a collaborative, innovative process. We recognized that our most significant asset was the tenured team’s experience and wisdom; by integrating their expertise with the fresh perspectives of junior members, we unlocked new performance levels.
Board’s Reaction and Future Plans
Impressed by the rapid and sustainable results, the team has expanded, and the company has grown significantly. They remarked that the thinking style is shifting within the organization. They were pleased with the VP’s performance in ensuring the organization adapts and thrives in an ever-changing market.
Embracing Innovation for Transformative Change with LiquidSMARTS
This case study underscores the importance of challenging traditional methods and embracing a value-based approach to driving rapid and meaningful change. Organizations can achieve transformative results quickly by focusing on the experience of tenured staff and the innovative potential of junior members.
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1 个月Awesome to see your framework for success here! I love how you utilized the strengths of both senior & junior sales members as usually in a sales turnaround one group gets pushed aside. Thanks for sharing.