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Case Study: Genzyme Canada Improves Sales through Conversation

A typical sales executive spends 50 to 95 percent of his or her time in conversation.  With improved conversation methods, sales relationships have become less transactional and more relational, leading to increased sales.

Genzyme Canada, based in Mississauga Ontario, is a division of Genzyme Corporation, one of the world’s leading biotechnology companies. In the intense environment of medical sales, Genzyme general manager, Brian Lewis, wanted to impress upon the sales team that they needed to improve the ability to really listen to and draw the needs out of their customers.

Download this case study to learn how Juice trained the Genzyme Canada sales team in The Sticking Point process. The sticking point is defined as the fear, the block, or the objection that stands in the way of a customer saying yes to a sale. The process helps the sales person move beyond that point to close a sale.

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