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Sales Presentations: Pharma

Case study

THE Objective

TO EQUIP A NEW GENERATION OF PRESENTERS WITH THE SKILLS TO DELIVER SALES RESULTS

A fast-growing pharma company had hit a speed bump. Their new sales team were struggling to present their message in the same compelling way as their MD. In this competitive and crowded marketplace, the team’s struggle to engage audiences directly impacted results and confidence.

Something had to change.

The Challenge

Our early analysis of the issues highlighted two specific areas:

The Impact of ‘Presentation Creep’

Unfortunately, upon reviewing the organisation’s latest presentation material, we identified that a phenomenon we call ‘Presentation Creep’ had found its way into their content. Presentation Creep is when a powerful presentation (previously optimised by Eyeful) is diluted over time with additional content.

A Lack of Presentation Experience

While academically well qualified, the team was inexperienced in delivering high pressure, high stakes pharmaceutical sales presentations. It was very much a case of being thrown in at the deep end, as evidenced in the lack of credibility and rapport required in such a competitive industry.

Continual failure had damaged the team’s confidence, and results were faltering. To compound matters, competitors were beginning to take advantage.

THE EYEFUL SOLUTION

Great sales storytelling is nothing without well-managed presentation training and sales onboarding. This was the challenge faced by our pharma client, this prompted them to turn to Eyeful to help them evolve their presentation culture from the ground up.

As you can see in the example below, we started them on their journey with an elegant PowerPoint presentation design that was both visually appealing and very much on-brand…

Eyeful was brought in to help relieve the pressure, get the story straight and bring a large fragmented sales team together. To achieve this goal, we created a four-step process:

Step 1

ANALYSE AND REVIEW

By reviewing the presentation delivered by the team, we were able to understand the experience from the angle of their audience.

Step 2

REBUILD THE PRESENTATION COLLATERAL

This was an essential aspect of our approach, as it was agreed that there would be little point in providing the team with powerful techniques, only to see them fail in the field with inadequate presentation materials.

Step 3

UPSKILL THE PRESENTING TEAM

With confidence fragile and a highly competitive market on the horizon, we carefully identified the most suitable modules from our Sales & Pitch Presentation Training programme. A mixture of one-to-one coaching and practical exercises engaged and ingrained knowledge within the team. As part of this process, we introduced the Power Of Story and, Eyeful’s Audience Pathway Model presentation structure.

To support a new approach to presentation skills, we put the team through a series of rigorous group exercises using real-life scenarios:

Senario 1

A presentation opportunity to introduce a new product to an existing client with the goal of upselling to the new product.

Senario 2

A meeting with a seemingly happy existing client who is on the verge of signing with a competitor, intending to fend off this interest

Senario 3

You will be a guest speaker at a large pharmaceutical conference to impress the audience and position your company ahead of the competition.

Delivery skills were measured and developed using video analysis, providing the team with immediate insight and a clear reference point for the future.

The Result

We set out to provide a new generation of pharmaceutical presenters with the assets and skills to deliver sales results in the real world. We delivered on this and more.
The organisation now benefits from…

A MORE ENGAGED TEAM

The team feels valued and more engaged in the business due to investment in their skillset.

AN EVOLVED PRESENTATION CULTURE

The team now view sales meetings as a valuable opportunity to engage with audiences rather than a ‘necessary evil’ of their role.

IMPROVED SALES RESULTS…

Happy and confident presenters lead to authentic delivery and a notable upturn in sales results.

LET’S MAKE THE MOST OF YOUR SALES OPPORTUNITIES

If you would like your sales presentations to deliver the numbers your business needs, then get in touch and we’ll help you to make it happen…
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