Case Study

Developing the Sales Force at CooperVision

CooperVision is one of the world’s leading manufacturers of soft contact lenses and related products and services. Every year CooperVision hosts an internal conference, the Americas Sales Conference (ASC), for their regional sales team. The purpose of this conference is for CooperVision to equip their sales force with the latest data, industry trends, knowledge, and skills to effectively market CooperVision’s products to eye care professionals.

The Challenge

For the 2017 conference, the sales managers planned to present workshops on three different topics: The Business of Optometry, 1 Day Strategy Execution, and Business Selling Conversations. To prepare their sales managers to facilitate these workshops, CooperVision enlisted the help of GP Strategies.

GP Strategies Solution

GP Strategies provided major assets including an interactive, highly visual Sales Success Playbook packed with current research, company-provided information, sales tools, job aids, and links to additional assets and resources. Examples of these resources include customer testimonials via Allego videos, job aids aimed at helping sales representatives handle common objections/challenges, and PowerPoint decks. GP Strategies also provided detailed facilitator guides for the regional directors to use during their facilitation of multiple workshops during their internal national conference held in December. GP Strategies tailored the playbook to meet the sales team’s specific needs.

Business Impact

Regional directors who delivered the workshop training were well equipped with the skills and knowledge needed to be effective presenters by the TTT event. The ASC was held over two days in December 2017. Sales representatives provided feedback following the live event. They reported feeling much more educated and prepared for complex customer conversations.

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