“A must for your sales team, and anyone wanting to improve their connections with people - NeuroSelling® is the perfect balance of ‘why’ and ‘how.’

Caitlin Clipp
Executive Director

The Headline

A long-term partnership has helped the CEO unify the leadership team while also becoming national leaders in client retention, new business acquisition, and client advocacy.

The Client

Our client is a fortune five healthcare company dedicated to helping people live healthier lives and making the health system work better for everyone. The company serves millions of individuals throughout their working lives and through retirement. The company is dedicated to simplifying healthcare’s complex world by offering quality health benefits designed for affordability.

The Challenge

The Ohio region was implementing strategic organizational changes and was looking for a partner that would help them fulfill the “One Ohio” promise internally within their teams and externally with their clients.

Post organizational changes, the newly unified leadership team was committed to training critical members of the organization to protect current customers, win new business, and drive customer advocacy. The training needed to include a proven process that could be implemented and measured within all customer-facing teams.

The CEO of Ohio was looking for a process that would establish standardization and consistency with customer conversations across the sales and service teams. The programs needed to have sustainability because the healthcare industry is complex and always changing.

The Solution

The client engaged with Braintrust to create, implement, and coach a standardized messaging and customer conversation approach consistent with the Braintrust philosophy and the client brand. The programs were developed and executed, utilizing all three of the Braintrust platforms: NeuroMessaging™, NeuroSelling®, & NeuroCoaching™.

In addition to the core programs, Braintrust also worked with industry associations and served as keynote speakers for statewide industry events.

The Results

Over the past four years, Braintrust has partnered to develop, train, and execute programs across the sales and service teams within the Ohio market.

  • Overall year-end client persistency wrapped at 93%, up by 5%. (Every other internal division dropped.)
  • 20 key corporate accounts were selected during the peak selling season. Utilizing NeuroSelling®, 50% of those key accounts were landed which is up from 12% from the previous year. This led to $ millions in additional revenue!
  • Current account retention goals were surpassed by ≈10%
  • NeuroMessaging™, NeuroSelling®, and NeuroCoaching™ assisted in creating role clarity, leader vision casting, and client story consistency to further build advocacy internally and externally across Ohio

Our continued partnership has yielded a top-five national performance for Ohio, yielded better than
forecasted client persistency, and generated millions of dollars in growth across the project’s life.

Client Testimonial

“Thank You for pulling me out of my comfort zone and teaching me how to think outside the box.  I seriously don’t know if I would have survived this 1/1 season without the training and guidance this past year.  Believe me when I say that I have used it each and every day and feel my presentations and conversations are much better because of it.
Again, Thank You!”
Millie (outside sales rep)

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