Transforming Sales Structures for a Mental Wellness Organization

About the Company seeking Coaching

The client was a forward-thinking organisation specialising in employee wellness programs with a strong focus on mental health solutions. As a pioneer in their niche, they aimed to deliver impactful mental wellness services to corporate clients. However, being a relatively new concept in the industry, the organisation faced numerous operational and strategic challenges. They aimed to achieve a specific turnover target within two years, starting from scratch.

Challenges

Despite having a team of qualified counsellors to deliver services, the company encountered several obstacles that hindered its growth:

1. Sales Team Instability:

The sales team experienced frequent turnover, making it difficult to build consistency or momentum in client acquisition.

2. High Attrition Rates:

Employee retention issues extended beyond the sales team, creating a volatile work environment and impacting morale.

3. Lack of Robust Processes:

The absence of standardised sales operations and performance management processes resulted in inefficiencies and lost opportunities.

4. Overdependence on Management:

Without clearly defined systems, the leadership team was heavily involved in day-to-day operations, leaving little bandwidth for strategic decision-making.

5. Undefined Recruitment Strategy:

There was no framework to identify or onboard the right talent for key roles, particularly in sales and leadership.

Groval Eulers’ Solution

Recognising the need for a holistic intervention, Groval Eulers partnered with the client as an integral part of the management team to revamp their sales ecosystem.

Building Sales Processes:

Designed comprehensive sales structures with transparent workflows, performance benchmarks, and accountability measures.

Implemented a robust performance management system with incentive structures and review mechanisms to motivate and align the team with organisational goals.

Strengthening Recruitment:

Partnered with the company to identify the skill sets required for business acquisition and retention roles, including the critical position of Sales Head.

Introduced a targeted recruitment process to bring in experienced professionals capable of driving results.

Developing Leadership Alignment:

Collaborated with delivery teams to foster a sales-friendly culture within the organisation.

Facilitated cross-functional leadership training to ensure seamless communication and alignment between sales and service delivery.

Optimising Management’s Role:

Introduced systems that reduced operational dependency on the leadership, enabling them to focus on strategic initiatives.

Results/Outcomes

The multi-layered intervention delivered transformative results:

1. Stable and High-Performing Sales Team:

A more vigorous recruitment process and performance management system led to the formation of a stable sales team with reduced attrition.

2. Streamlined Processes:

Newly established workflows and review mechanisms enhanced the efficiency of sales operations and improved client acquisition rates.

3. Leadership Empowerment:

The management team could redirect their efforts toward long-term strategic planning by minimising the need for direct involvement in day-to-day operations.

4. Achieved Turnover Target:

Within two years, the organisation met its ambitious turnover goal, establishing itself as a key player in the mental wellness industry.

Key Learnings

Systematisation Drives Stability:

Structured processes and frameworks are critical for reducing chaos and creating scalable growth.

Leadership Alignment Is Essential:

A sales-friendly culture within delivery teams significantly improves client satisfaction and retention.

Targeted Recruitment Works Wonders:

Investing in the right people for roles ensures better business outcomes and team cohesion.

Dinkar Rao sales training and coaching

Certified Coach (SUCCESS CONVERSION COACHING™) – Accredited by CCA and ICF

Groval Euler's sales training and coaching
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    Are you a Managing Director/ CEO/ CSO/ HR Head of a company?

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    Are you heading Line of Business (LOB) and managing it’s P&L?

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    Do you want 90% of your sales team members to achieve their sales targets?

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    Do you want excellent customer satisfaction scores, consistently for your services?

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