MCG Health
The SNI Method: MCG Health's Fast-Track to Better Deals
The Situation
MCG Health was looking to improve their negotiation skills, so they started checking out their options. They looked into some big-name companies and well-known institutions, sizing up what each had to offer. Nothing seemed to fit quite right, until they got a taste of Shapiro Negotiations Institute (SNI) in action during a keynote at MCG’s parent company Hearst. Let’s just say that when the SNI facilitator took the stage, he blew everyone away. Rather than sitting in a typical dull slide-heavy presentation, the room roared with laughter and “aha” moments. MCG Health’s team knew right then and there: this was exactly what they needed.
Once MCG hired SNI, they didn’t disappoint. From the get-go, SNI rolled out the red carpet, working closely with MCG to personalize every aspect of the training around their unique situation and industry challenges. They put together a workshop with a bit of everything – real-world case studies, hands-on exercises, and lively discussions. The white glove treatment continued throughout, with SNI tweaking the program based on ongoing feedback and delivering a smooth experience from start to finish.
Forty people from all over MCG Health participated: procurement, contracting, and license renewal specialists. The SNI facilitator kept everyone on their toes with a mix of humor and practical know-how, all while zeroing in on how to understand the perspectives of multiple parties in a negotiation. It was exactly what MCG Health wanted – training that was customized for the revenue drivers, but universal enough that it spoke to everyone, no matter their job title.
The SNI Solution
SNI examined the existing curriculum and uncovered ways to not only teach the standard negotiations training program but also, during the course of the two-day seminars, demonstrate how SNI’s negotiations tools could be implemented in the context of their existing sales process from initial contact through service agreement signatures.
SNI was then asked to design a customized follow-up program that focused on probing techniques and methods to uncover the interests of the top decision makers.
The Impact
The impact of the SNI training spread through the company like wildfire. From sales and customer success to contracting and finance, employees couldn’t stop raving about it. “This is the best training we’ve ever had!” became the common refrain, with team members gushing about how engaging and eye-opening the experience had been.
Clearly, the training left both an immediate and lasting impression. Immediately, when people returned to their daily work, the change appeared tangible throughout different departments. Sales executives started pulling out new strategies during tough calls. Customer success teams handled tricky conversations with a fresh playbook. Even the finance department approached contract negotiations from an entirely new angle. The training hadn’t simply taught a few clever techniques but fundamentally rewired the company’s DNA and approach to deal-making and renewals.
The Result
The results already speak for themselves less than half a year after the program. In one standout case, the team secured an extra $1 million in annual contract value from a significant healthcare partner, thanks to their newly honed negotiation skills.
Yet, that’s just the tip of the iceberg. For years, MCG Health’s contract renewals typically ended up slightly worse after negotiations. Now, for the first time ever, they’re seeing positive gains. While the improvements might seem small on paper, they add up to millions in additional revenue across hundreds of deals. They’re also closing 5-10% better deals than before, which projects an extra $2-3 million in annual revenue.
What’s more, MCG Health is so impressed with the results that they’ve already earmarked funds in next year’s budget to keep the training going. They plan to make this program annual, run it for all new hires, and offer refresher courses to veteran staff.
