A worldwide leader in complementary analytical technologies, Waters designs, manufactures, sells and services innovative science solutions to support customer discoveries, operations, performance and regulatory compliance.
Alex Tisserand, Managing Director Sales Development and Support
Geneen Baynham, Business Development Manager (Project Management for the DSG initiatives)
The highly skilled sales team at Waters possessed a keen lab-level understanding of customer needs. Among these users, they increasingly encountered customers doing research on their own and contacting Waters late in the buying process. This highlighted the need to engage higher in accounts, especially when launching new products. Traditionally, the company prepared for product launches by equipping the sales team with features and functions. For executive-level conversations, they needed a new approach to enablement—an approach focused on the objectives, challenges, and needs of higher-level audiences.
Elevating customer conversations above end users
The sales team at large was very comfortable talking to the end user — lab workers and chemists who would actually be using the analytical equipment and are interested in features and functions. However, new business growth required higher-level conversations with executives, labs and manufacturing facilities.
Accelerating sales success following launch of new products
Waters is continuously releasing innovative new technologies necessitating a new sales enablement approach that would lead to early sales momentum.
Closing the gap between marketing and sales
The marketing and sales enablement teams recognized the need to help the sales force understand and use customer-facing messaging content and tools as well as ensure a high degree of practicality for every-day sales conversations.
“We normally start talking to the sales force, most of the time about the product itself and then after that talk about the customer and why they need the product. With the new methodology created with DSG, we have changed the way we talk to customers. Starting from the customer’s world and relevant Waters insights we go on to talk about the expected results. Only then do we talk about the solution and the product.”
Alex Tisserand, Waters Managing Director Sales Development and Support
DSG worked with the Waters team to establish a playbook approach for sales messaging content and tools to accelerate new product time to revenue and more effective conversations above the end-user level:
“For me, the key success factor is not just the numbers of systems we’ve sold which has been ahead of goal. It is also the time we saved during the introduction by having a Playbook that enabled us to deliver the whole message including the complete package with ideal customer profile, industry trends, objections, customers challenges, talk tracks, and a whiteboard tool.”
Introducing a new product worldwide within a short span of time is no small undertaking, but Waters is seeing the results from the hard work. By the end of the quarter in which the 2nd new product was released, the sales team had already surpassed sales projections and had a healthy pipeline filled with leads at various stages of the buying cycle.
“The playbook is a nice tool for salespeople. They keep using it because it's the right set of content and practical guidance to refresh the memory during the weeks, months, and quarters after a training roll-out.”