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Terminating sales problems with aventis
As Arnold Schwarzenegger said in Terminator, “If you don’t ask, you don’t get.“ As a cyborg from the future, he might not actually have been thinking about sales techniques, but the quote is surprisingly apt.
Aventis have for many years been a world leader in medical research and development, creating many breakthrough patented medications. Just like any business, though, they can’t rely on reputation and need an effective sales team that can get by knowing how to ask.
They approached Creative Solutions with the task of designing a pack that not only trains Aventis’s sales teams, but is also interactive, progressive and fun to use. This was right up our street, since clear, accessible and informative design that’s a pleasure to use is right at the heart of Creative Solution’s approach.
The Art of Persuasion
The first task, underpinning all the rest, was to design, develop and create a presentation called “The Art of Persuasion”, consisting of 120 PowerPoint slides. We worked closely with Aventis’s sales team, establishing not only the content and message of the course, which is split into eight modules, but also ensuring that everything reflects the company’s value’s and branding.
The presentation was by no means the whole course, though. We also created and developed an interactive CD to run alongside it. This was designed to lead the team through the pack as they worked through the modules, integrating PDF files that could be printed off as work books.
Each of the 350 complete packs that we created, printed and distributed took the form of a D-ring binder consisting of a copy of “The Art of Persuasion”, together with slide notes, work book and a copy of the CD integrated together.
Sales teams are there to make money
That wasn’t the end of the project, though. The packs have to be used within the company, and to this end we trained 125 senior team members in the Aventis sales section to install and use the pack and migrate the elements through onto their own teams. We also organised a conference for the launch of the initiative, creating a presentation to explain its aims and development.
Central to the message was balancing profitability for the company with the need to “Provide appropriate solutions to the clinicians’ problems and help them to cure disease and ultimately save lives.” A philosophy not unlike that of Creative Solutions, where commercial ambition goes hand in hand with our passion for creating design that exceeds what our clients expect.
We seem to have succeeded in this case. Anita Blake, Aventis Stagecraft team leader, said, “The function of the sales person is… to make money, but also improve the quality of life of patients through innovative and effective pharmaceuticals. Creative Solutions helped us do precisely that… good, effective and practical design that has given our sales team knowledge and confidence to handle objections that has led to our sales success.”
The Salesinator will be back...
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