The Challenge: Transactional Sales Culture Holding Back Growth
- Sales Excellence
The Challenges
Stale tactics
Salespeople relied heavily on feature-functionality pitches, often using the same generic slide decks regardless of customer context.Lacking confidence
They lacked confidence and frameworks to challenge the status quo in clinical settings or tender discussions.Little alignment
There was little alignment between commercial, marketing, and medical teams, creating fragmented customer messaging.Drifting accounts
Strategic accounts were drifting, and some key customers were reducing loyalty or moving to competitors.Mis-directed
Sales managers were focused on forecasting and deal tracking — not coaching behaviours or deepening sales capability.
Our Solution
Strategic, Behavioural, Measurable
Bespoke solution, sound principles
KOAP’s solution was a bespoke, multi-layered programme: Sales Excellence: From Seller to Strategic Partner. Our mission was to embed a mindset and methodology that elevated every customer interaction — whether in a hospital corridor, procurement pitch, or remote meeting — to a value-led conversation grounded in trust and insight.Customer-Centric, Not Product-Led
We trained salespeople to explore what really matters to each customer — clinical outcomes, operational efficiency, risk mitigation, and long-term value. We introduced account mapping tools, structured discovery questions, and stakeholder profiling models to support this shift.Challenger Mindset, Trusted Voice
Salespeople learned to take a stand. To bring data and insight to the table. To help customers see what they hadn’t yet considered — including the cost of inaction, inefficiencies in workflows, and future-proofing gaps in their existing solutions.Cross-Functional Selling
We facilitated working sessions between sales, medical affairs, and marketing to ensure aligned messaging and create joint value narratives. Salespeople learned to integrate clinical evidence, patient pathways, and business cases into one compelling proposition.Manager as Capability Coach
Sales leaders were developed alongside their teams. We designed dedicated manager enablement modules, coaching templates, and “coach the coach” sessions so that behavioural change was sustained after every learning event.Live Deals, Real Results
Throughout the programme, participants brought in real-life deals — working through pricing objections, stakeholder resistance, and account entry strategies in facilitated peer sessions. They tested new language, reframed discussions, and received feedback in the moment.
Our Approch
What the Client Gained –
In just twelve months, the organisation experienced measurable and visible outcomes:
- $10 million attributed revenue gain, linked directly to changes in sales team approach and improved positioning in major tenders
- Salespeople reported a 45% increase in confidence to lead strategic conversations, handle objections, and influence multi-stakeholder environments
- Strategic account plans were redesigned and rolled out across regions, leading to greater win rates and longer deal cycles
- Cross-functional alignment led to the creation of joint value messages — combining clinical data, business impact, and service differentiation
- Managers became coaches, not trackers, with structured rhythms for feedback and support
Most importantly, salespeople no longer saw themselves as product ambassadors. They now saw themselves as strategic partners shaping the future of healthcare with their customers.
Contact Person
Steve Gore – Co-Founder, KOAP | Emotional Resilience Designer | Human Performance Partner
Steve Gore is the Co-Founder of KOAP and brings more than 40 years of experience in leadership, sales, and human development to his work with global organisations. A passionate advocate for emotionally intelligent workplaces, Steve has designed and delivered wellbeing, resilience, and performance programmes for clients in healthcare, life sciences, and pharma across the globe.
Steve blends science with storytelling, bringing together the latest research in neuroscience, emotional regulation, and workplace behaviour with his own real-world insight from decades of working in complex, high-stakes environments.
His mission is simple: help people take better care of themselves — and each other — so they can do great work, live well, and lead sustainably. Whether working with a team under pressure or a leadership group facing change, Steve brings empathy, humour, and a deeply practical approach to building wellbeing that lasts.
“Steve Gore and the team at KOAP have been critical partners in the development and success of our people and our business.
They have worked with AstraZeneca since 2009 and with our Finance teams since 2018. The team at KOAP have all the qualities you expect in a great partner including strategic thinking, innovation, integrity and commitment. Working together with the client they create powerful programmes that explore concepts, supported by research, that are highly relevant to the challenges and opportunities facing today’s business leaders.
Steve is a master facilitator whose strong connection with participants encourages them to think differently resulting in a unique learning experience that is both high quality AND high value.”
