Miller Heiman Case Study
A global medical technology business
A system was needed that would teach the company’s sales team how to work in a more strategic way with multiple stakeholders and extended time frames, as well as to learn how to develop and execute on a sales plan. Miller Heiman was selected to provide the necessary sales methodology and training, and Strategic Selling® and LAMP® were implemented.
Since putting all 40 of its Spainbased sales personnel through the Strategic Selling® workshop, Smith & Nephew says they are better able to manage their sales opportunities as a result of acquiring discipline in the sales process. A system supported by written Blue Sheets is now in place that allows its salespeople to evaluate and strategize on each sales opportunity and helps sales directors point out areas needing improvement. Perhaps the largest benefit, the company says, has come from having changed the planning mindset of its sales force.
Smith & Nephew Overcomes Adverse Economic Conditions With Miller Heiman Sales Methodology
In recent years, Spain, like many countries, has had to contend with volatile economic conditions that have completely transformed the buying process in most organizations. Commercial organizations in the B2B sales environment are now challenged to find a way for their sales personnel to adapt to this new reality. Smith & Nephew used to be one of those organizations.
Smith & Nephew is a global medical technology business dedicated to helping improve people’s lives. They enjoy leadership positions in Orthopedic Reconstruction, Advanced Wound Management, Sports Medicine, and Trauma. They have almost 11,000 employees and a presence in more than 90 countries, with annual sales in excess of $4.3 billion.
Joan Pich, Sales Director for the Wound Management Division in Barcelona, says, “We went from a very simple buying process with just one or two stakeholders to a much more complex environment with several stakeholders, each with different roles and levels of influence. This extended the sales process time frame, with some sales taking months or even years to complete.
“We needed a system that would teach our sales team how to work in a more strategic way with consideration of several stakeholders and extended time frames. We needed them to learn how to develop a sales plan and execute on that plan.” Smith & Nephew’s UK-based Corporate Sales Excellence team selected Miller Heiman as the organization to provide the necessary sales methodology and training.
Joan says, “We found Miller Heiman’s Strategic Selling® methodology was clear and easy to apply. We were surprised by how well Strategic Selling® matched our marketing strategy. It fit like a glove. It’s not just a training program.
Instead there is ongoing consulting, reinforcement, and coaching, all designed to sustain and complement the sales methodology. It’s like watering a plant—if you don’t water it consistently, it will not grow.”
Smith & Nephew has put all 40 of its Spain-based sales personnel through the Strategic Selling® workshop.
The Strategic Selling® methodology provides salespeople with a tool called the Blue Sheet to document the account strategy for every account in a standard manner. The Blue Sheet is an integral part of the Strategic Selling® methodology and allows sales teams to develop action plans to successfully sell solutions that require approval from multiple decision makers.
Frans Coenen, a Miller Heiman sales consultant, says, “The salespeople at Smith & Nephew are now better able to manage their sales opportunities. What they have acquired is discipline in the sales process. The salespeople have a system in place, supported by written Blue Sheets, that allows them to evaluate and strategize on each sales opportunity. The Blue Sheet also helps sales directors point out areas that might need improvement.”
According to Joan, “The salespeople were very impressed with the conceptual situation reflected in just one sheet, which could be shared with the rest of the team.”
Carles Ferrer, General Manager, AWM Iberia & Italy, says, “It has been a huge benefit for the field force to use the Blue Sheet. The largest benefit, I believe, has been to change the planning mindset of our sales force. The Blue Sheet makes it easy to communicate marketing messages and action plans.”
Carles has equal praise for Miller Heiman’s Large Account Management Process SM (LAMP®), a second workshop used by Smith & Nephew’s new Market Access Team. This team, comprised of very senior people, uses the Miller Heiman Gold Sheet to map out the relationships with enterprise-size strategic clients.
Carles says, “Miller Heiman has developed a sales methodology that makes planning easy. The Strategic Selling® and LAMP® workshops are taught in a very practical and logical manner. They are very suitable for active salespeople. Of special note, the coordination, planning, and implementation of Strategic Selling® and LAMP® were much easier and faster than we expected.”
Would Smith & Nephew recommend Miller Heiman to others?
“Yes, definitively,” says Carles. “Miller Heiman has a great system for analyzing accounts and managing each through the sales cycle. Their highly structured sales methodology is refined and ready to apply. Miller Heiman made the sessions fun, entertaining, and extremely valuable. It has had a very positive impact on our field sales operation.”