Our Swiss based client has spent more than twenty-five years at the forefront of scientific advancement and improved clinical practices in their specialist field.
Their stated mission is to ‘re-imagine medicine to improve and extend people’s lives.’
What was their dream?
Quite simply they wanted to change the rules of the game in pharmaceutical sales.
They wanted to combine the data from clinical trials that logically proved their success with the patient and health care professional stories that emotionally proved their value.
If they achieved this then they knew that they would move from a constant cycle of defensive battles with competitors to conversational partnerships with everyone from patient advocacy groups to oncologists.
What was their nightmare?
There were several challenges to overcome.
- Their industry is dogged by a reputation for dull data driven communication
- The transactional style of features, benefits and hard close was deeply ingrained across all the teams.
- Everyone was skilled at saying ‘what they did’ and less proficient at saying ‘why they did it.’
What action did we help them take?
Over three workshops we worked alongside their branding agency to help develop an overarching narrative that all the sales teams could use in their calls with their stakeholders.
We then travelled to fifteen European countries to help the local teams spot, shape and share the stories that would support that narrative.
In two-day workshops we helped them,
- Develop and tell the personal stories that brought the data to life.
- Create deep connections through the impact they made at every point of contact.
- Shift from a mindset of ‘this is what I do’ to ‘this is why I do it.’
What was the result?
From having been second to market and trailing their competitor’s results, they are now number one. We continue to support their sales teams by writing storytelling guides for their training manuals.
The Story Spotters helped over 150 of our team members inspire change and guide people through a journey of persuasion. The feedback was exceptional. These coaching sessions truly gave our people the skills to create deeper connections and more meaningful conversations.
Create your own success story
All of our clients come to us with a very simple problem. They know they are good at what they do. But they find it hard to stand out from the crowd. So, they want to find the secret formula that makes people pay attention and keep paying it. That's where we bring our expertise in leadership storytelling techniques that build trust, drive engagement and influence change. We do it because we care. We do it because it works.
Get in touch to see how it can work for you.
