BTL Aesthetics · Medical aesthetics
The BTL Aesthetics sales team that converted 62% more leads into meetings
Twelve months of leadership and sales development at BTL Aesthetics UK lifted the number of sales leads turned into meetings by 62% and the closing rate (the share of deals won) by 12%, and returned 5.5 times its cost. The business, a Czech company leading its UK market, had a team whose communication styles were quietly working against each other.
The challenge: leadership, sales and communication styles
BTL Aesthetics, a Czech company and market leader in the UK, identified a need for formal leadership and management training among both senior and emerging leaders. The sales team also required formal training.
Underneath both was a third problem. A cultural mix of communication styles that were not fully understood within the team was resulting in misunderstandings and inefficiencies, inside the business as well as in front of customers.
The approach: twelve months of leadership and sales development
Inner Leader created a structured leadership and sales development programme, tailored specifically to what BTL needed.
It ran over twelve months, in person and virtually, so that the skills had time to settle into daily habit.
Personality profiling ran through it. Once people could see their own working style and recognise everyone else's, the misunderstandings that had been costing time started to disappear.
We've seen a tangible improvement in the sales team's approach to work, their internal and external communication style, collaboration in the team and, most importantly, sales output.
James CarrSales & Marketing Director, BTL Aesthetics UK
The outcome: sales training results and a 5.5 times return
Leads converted into demonstration meetings rose by 62%, and the closing rate rose by 12%.
That improved closing rate delivered between £400,000 and £500,000 in additional revenue, a 5.5 times return on what the programme cost.
The internal change mattered as much. Communication across the business improved alongside the sales numbers, which is what the leadership team had asked for at the start.
Another impact that Inner Leader's training contributed to is improved internal communication and understanding of working styles. The personal profiling exercise was a fantastic contributor to improving productivity and harmony within the business.
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