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Excellence in Capability Development

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Finalist

Competitive Selling and Building Value

by Leo Pharma UK
with support from Makara Health


Summary of work

Following a STEM audit, Leo Pharma UK identified a key area of development for its already motivated and successful team of account managers and reps. The STEM insights had shown a need to focus on the style of sales calls, moving from a transactional to a more values-based, consultative selling approach to further enhance performance.

The learning initiative had to be experiential, address the different needs of the individuals in the team, and be able to demonstrate that it had achieved the desired results at the next STEM audit. This two-part programme did just that. The first session, ‘Competitive selling and building value’, brought together the whole team to experience ‘forum-theatre’, where participants were able to practise their skills working with actors and pre-written sales call scripts – stopping the performance to provide input and adapt techniques in real time. The follow-up event ‘Activating the inner warrior – productive pressure in practice’ further refined the skills by using NLP techniques and exploring archetypes, providing the opportunity to review the learnings from the first event. STEM audit 2 clearly demonstrated that this training intervention met and exceeded its objectives, alongside encouraging comments from learners.

Judges' comments

This project had very clear objectives linked to the outcomes. It showed a creative approach to improving skills and demonstrated a clear business need.


Winner

Challenging the Future AstraZeneca Marketing Capabilities - by AstraZeneca
with support from Uptake Strategies & EY


Finalists

Esketamine Training Programme – Launch Preparation - by Janssen Pharmaceuticals
with support from OPEN Health Group

Competitive Selling and Building Value - by Leo Pharma UK
with support from Makara Health

CONNECT Customer Engagement Framework - by Sanofi Genzyme


PMEA Awards 2020

Key dates

Entry deadline 27 August 2020
Extended entry deadline 3 September 2020*
*additional fee applies
Judging Day 1 October 2020
Company of the Year Interviews 22 October 2020
PMEA Event 25 November 2020