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Sales Training

The Client: BioForm Medical

Medical Aesthetics

The Directive
Develop a selling skills program that focused on strategic account development and management, as well as basic technical and communication skills, to enhance their expertise for selling Radiesse dermal filler

The Result
LDI created three training components to help sales representatives build clinical and business partnerships with their customers. These components included:

• Account Development Training for Sales Representatives
• Sales Management Training for Regional Managers
• An Account Development Workshop II to reinforce initial workshop training

The Account Development Training was comprised of a brief backgrounder designed to prepare sales reps for a classroom workshop and the Account Development Workshop. The backgrounder introduced representatives to BioForm’s plan for account development and contained exercises related to their own accounts. The 3-day Account Development workshop continued to build on the foundation set by the pre-workshop backgrounder.

The Sales Management Training for Regional Managers consisted of a 1-day workshop to strengthen the knowledge and skills needed for effective development and coaching of sales representatives. Based on their learning from the Sales Management Workshop, each Regional Manager observed and assessed each sales representative on the job and then selected field-based reinforcement activities, designed to supplement the representatives performance in areas needed for improvement.

The Account Development II Workshop, held 3 to 6 months after BioForm sales representatives had completed the first Account Development workshop, was a 1-day event for representatives to gather and share experiences, gain additional practice in high-level plays, and practice the use of more sophisticated tools.