The Challenge: Varying Levels of Negotiation Expertise Across the Sales Team
It’s not enough to have a great product in healthcare. Success hinges on connecting, understanding, and finding that sweet spot where everyone wins. MCG had built a talented team of sales executives covering three key areas: payers, providers, and speciality treatment pathways. Yet there was room for growth.
Identifying the Skills Gap
Picture a room full of passionate professionals. Some are smooth talkers who could sell ice to Eskimos. Others are brilliant clinicians who know every medical detail of the products but lack formal training in the art of persuasion and deal-making. That was MCG’s reality—a mixed bag of talents, all eager to make a difference in healthcare but not always speaking the same ‘sales language.’ Soon, this lack of uniformity became particularly evident in client interactions, contract renewals, and overall sales performance.
The Potential for Improvement
Let’s be clear – MCG performed well. However, the healthcare world moves fast, and “good enough” rarely stays that way for long. Leadership spotted a golden opportunity to transform their team into negotiation pros. They envisioned a future where every chat with a client went beyond the usual features-and-benefits spiel, zeroing in on solutions that really clicked with client needs.
Sharpening negotiation skills across the board meant more than just pumping up the numbers (though that certainly appealed). MCG aimed for bigger fish. They wanted to evolve beyond vendors and become invaluable partners – the go-to problem solvers clients couldn’t do without.
This strategy focused on empowering each sales exec with the right tools to shine, whether facing down a tough-as-nails CFO or collaborating with a forward-thinking Chief Medical Officer. At its heart, MCG recognized that sharper negotiation skills led to smarter solutions for clients. And smarter solutions? They pave the way to better patient care – the real reason everyone showed up to work each day.
The Solution: SNI's Tailored Negotiation Training Program
With all that said, MCG Health faced a pivotal moment. As a leader in healthcare technology, they knew their success hinged on their team’s ability to negotiate effectively. But finding the right training partner to elevate their skills seemed like an insurmountable challenge – until Shapiro Negotiations Institute (SNI) entered the picture.
Finding the Perfect Training Partner
MCG Health’s quest for negotiation excellence began with a detailed search that left no stone unturned. They evaluated offerings from industry giants and prestigious institutions, determined to uncover that elusive perfect fit. Unexpectedly, the breakthrough came at Hearst Media Institute executive program where SNI was delivering the keynote session.
There, MCG Health’s leadership encountered one of SNI’s top facilitators. Immediately, his session was a revelation and stood out—a stark contrast to the dry, theoretical approaches they’d come to expect. The presentation crackled with energy, blending humor with hard-hitting insights. The more laughter that filled the room and the more engaged participants appeared, the more MCG Health realized they’d found what they were looking for. It was a perfect fit.
Creating the Perfect Program
MCG Health teamed up with SNI to create a training program that went beyond sales. They brought everyone to the table—the sales crew, contract negotiators, and renewal specialists—a smart move, considering MCG’s subscription-based business relied heavily on these teams working in sync.
The final product was a high-energy workshop with real-world challenges and hands-on exercises. Around 40 team members participated, and it was clear that everyone was locked in. Dull lectures were off the menu, and the program completely overhauled MCG’s negotiation approach with cutting-edge strategies and a fresh perspective. Everyone had a good time, learning and laughing, and time flew by. When the session wrapped, a refreshed MCG team was ready to take on the world with newfound skills and confidence. The office was talking too- many teams from different departments called it the best program they’d ever attended.
The Results and Key Takeaways: Beyond the Financial Gains
The impact of SNI’s negotiation training at MCG Health has been a game-changer. Just look at the numbers: they locked in an extra $1 million in annual contract value from a major healthcare provider, and that’s just one deal. Across the board, they also expect a 5-10% boost in deal outcomes, adding up to a cool $3 million more in yearly revenue. And for the first time ever, MCG’s team is winning the pricing battle against big healthcare players who always push for discounts. Instead of prices trending down, they’re actually going up year over year. Not too shabby for a program that only kicked off in March!
The real magic, though, happened within the team. People from sales, contracts, and customer success left the training excited and eager to put their new skills to the test. The office had a new energy, and everyone started speaking the same language regarding closing deals. Team members learned how to read the room, stand their ground, and come out on top – together.
No wonder MCG Health has already allocated funds in next year’s budget to keep the training going and to make it a regular thing.
