Case Studies - Beckman Coulter

INTRODUCTION

The Beckman Coulter vision is strong and succinct. Simply stated, the company seeks to be the industry leader for adding value to customer processes in life science research and clinical diagnostics. A major company challenge involved the many different business development methodologies and strategies for approaching a sales opportunity, leading to client confusion and ineffective allocation of resources. With a continuous stream of new technology, the sales people often resorted to describing the features of the product rather than uncovering the needs of the client and linking the new technology to those needs. This approach was proving ineffective at helping the client see the true value of the new technology and how it could impact their business.

THE HUTHWAITE SOLUTION

Huthwaite worked with Beckman Coulter to develop a sales methodology that was based initially on the following goals:

• Leverage competitive differentiators and have sales force sell to create value for their clients

• Sustain organisational change and train managers to lead in this methodology

• Help sales force plan and execute sales calls that revolved around the clients and their challenges
• Provide a common platform for analysing accounts and developing effective account strategies

Beckman Coulter co-developed with Huthwaite a manager-coaching implementation strategy that ensured sales people executed “the skills” on critical accounts. Because of Beckman Coulter’s commitment to extended learning, coaching and measurement of results, the new sales methodology has become an integral part of their corporate culture.

THE RESULTS

Beckman Coulter sales people are working together, using a common methodology and speaking a common sales language. There is now a consistent process from sales representative to national managers which has lead to more accurate forecasting and accelerated account planning. Marketing material is based around client problems rather than a product’s bells and whistles. This, along with critical compentencies, is helping the sales force to have a more client-focused dialogue.