Case Study: REPROCELL (Biopta)

REPROCELL, with its Biopta division, is a global leader in providing human tissue testing services essential for pre-clinical drug development and regenerative medicine research.

Project Overview

Reprocell Europe sought an advanced business development training solution to empower its scientific sales team.

The team needed to build stronger connections with clients, refine their sales approach, and effectively communicate Biopta’s value within a highly technical, research-oriented market.

They partnered with Lucrum House to implement the Selling with EASE business development masterclass – originally an in-house one-day workshop for the team, followed by new Scientific Sales Associates attending the two-day open masterclass program designed to blend advanced sales techniques with the consultative approach crucial for complex industries like Biotech.

The Challenge

REPROCELL’s Biopta sales team faced several challenges common in the scientific and research sectors:

• Navigating Complex Sales: Engaging with clients who require deep technical insight and clear, results-oriented proposals.
• Building Consultative Sales Skills: Ensuring the team could transition from product-focused selling to a consultative approach, tailoring solutions to the nuanced needs of each research institution and pharmaceutical client.
• Objection Handling in a Regulated Market: Managing client concerns related to regulatory compliance, quality standards, and evidence-based results in a way that fostered trust and long-term partnerships.

Solution: Selling with EASE Masterclass

The Selling with EASE program was customised to meet Biopta’s unique requirements, focusing on consultative sales techniques, strategic objection handling, and effective pipeline management.

Biopta’s scientific sales associates engaged in hands-on workshops, practical exercises, and scenario-based learning. Each session was designed to build a deeper understanding of the EASE methodology:

1. Earn the Right: The team learned how to build credibility and rapport by understanding client pain points, establishing trust, and positioning themselves as experts in the biotech field.
2. Ask the Right Questions: They practiced techniques for uncovering key client motivations and needs, shifting the focus from selling to a collaborative discovery of solutions.
3. Solve the Problem: Exercises focused on constructing tailored solutions, with emphasis on creating value for clients while meeting strict compliance standards.
4. Execute the Solution: The team worked on refining their closing strategies, ensuring client commitments were achieved without compromising the integrity of Biopta’s service standards.

Results

Feedback from Biopta’s team was overwhelmingly positive. The masterclass significantly elevated their confidence, equipped them with actionable strategies, and fostered a collaborative mindset essential in their field:

• Enhanced Client Engagement: Sales associates reported an immediate improvement in their ability to communicate effectively with clients, leading to more productive discussions and better alignment with client goals.
• Improved Sales Pipeline: By implementing the EASE framework, Biopta’s team could better manage and prioritise leads, resulting in a more robust and sustainable pipeline.
• Refined Objection Handling: The training provided practical tools for overcoming complex objections related to compliance and technical specifications, a key factor in building trust within the highly regulated biotech market.

Client Feedback

“ Chris delivered sales training for Biopta and I found him to be a real expert who could relate to our challenges and business needs and provide relevant examples of solutions that would help us in our sales process. The feedback from all our staff was entirely positive. I’d certainly recommend Chris.”
— David Bunton, CEO, REPROCELL Europe

“The two days were packed full of insightful tips and techniques that Chris has learned throughout a fantastic sales career. It was apparent from the offset that Chris knows what he’s talking about. His ability to break down long, in-depth processes and make them easy to understand is something that truly helped me grasp what he was trying to get across over the short time period we had to work with.”
— Calum McIlraith, Scientific Sales Associate

“The two days were jam packed with so many take home messages and guidance in an exciting and interactive manner. Chris’ ability to break down and simplify scenarios and learning points made the workshop so easy to understand and so useful. Overall, the 2 days were fantastic and left me leaving far more confident and prepared to go to battle with prospecting and selling with the tools Chris has supplied. I thoroughly recommend masterclass to anyone in the sales industry.”
— Luke McMullan, Scientific Sales Associate

Conclusion

The Selling with EASE masterclass empowered REPROCELL’s team to transition from a traditional sales approach to a consultative, client-centred model. By fostering deeper client relationships and elevating their sales techniques, the company is better equipped to support pharmaceutical and research clients. This case exemplifies the impact of tailored sales training in complex, highly regulated industries, where client trust and technical expertise are paramount.

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