Dan Hinkle and Nobel BiocareHow one company turned the sales pitch into a dynamic

sales experience for prospects.

A VABLET SUCCESS STORY

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A VABLET SUCCESS STORY: DAN HINKLE AND NOBEL BIOCARE

OverviewIn 2010, Nobel Biocare, a global leader in the field of implant-based dental solutions for over 60 years, was forced to reevaluate how they sold their products.Just two years after releasing a ground-breaking new product, Nobel was finding it increasingly difficult to differentiate itself as the marketplace became more saturated with smaller companies offering lower-cost products entering the market.

Nobel’s fight to remain competitive and grow revenue took place on the sales front. A sales force of over 130 worldwide reps became responsible for keeping Nobel relevant and profitable in the field.

With hundreds of products and no centralized tool for managing the marketing content needed to sell, Nobel’s reps were unequipped to sell in the way the turbulent marketplace required.

Pre-vablet Snapshot• 130+ sales representatives

• Hundreds of products and solutions

• Diminished market share

• No centralized sales enablement solution

Dan Hinkle, senior director of practice development, saw an opportunity to not only give reps an edge in closing sales but to also optimize Nobel’s entire sales experience. All he needed was the right purpose-built sales enablement tool.

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A VABLET SUCCESS STORY: DAN HINKLE AND NOBEL BIOCARE

The Challenges

Differentiation

Unable to compete on price point alone, Nobel needed a way to continue to drive revenue at the previously achieved rates. Not to mention, lower-cost competitors posed an active threat to Nobel’s 70,000 worldwide clients.

WHAT THE REPS NEEDED:

• The tools to build loyalty with prospects and articulate how they could help grow the prospect’s business

• A holistic understanding of solutions beyond just the nuts and bolts of a product

Agility in the Field

Reps also lacked the content tools to turn the sales presentation into a conversion opportunity. Without a centralized way to access marketing content, reps were forced to file, transport, and deliver content manually, often using email and file sharing services like Dropbox. They also often managed files by using a thumb drive or hard copies in a binder.

Limited content access also handicapped the types of content reps had at their disposal. Their file-sharing services weren’t compatible with large or sophisticated files like videos or HTML, and print collateral couldn’t offer the agility and engagement to drive a prospect to close. To compete against lower price points, reps couldn’t afford to be in the field without optimized content during the sales presentation.

WHAT THE REPS NEEDED:

• Faster and simpler content access in the field

• Optimized content storage and filing capabilities

• More dynamic and engaging marketing content and presentation media

Their file sharing services weren’t compatible with large or sophisticated files like videos or HTML, and print collateral couldn’t offer the agility and engagement to drive a prospect to close.

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A VABLET SUCCESS STORY: DAN HINKLE AND NOBEL BIOCARE

I didn’t really consider any other platform.

- Dan Hinkle

Solutions and ResultsReps needed the tools to enhance the sales presentation and become more predictive, consultative salespeople. vablet’s centralized, all-in-one platform made finding a solution very easy for Hinkle.

Greater content access for reps in the field and more control over content use in the field for marketing were huge selling points for Hinkle. With one platform, Nobel was able to check the boxes of everything they needed to compete on the sales front.

Using vablet, Hinkle enabled Nobel’s reps to address the challenges of differentiation and sales agility on a variety of different fronts. Not only did reps get the agile presentation tools to drive conversions during prospect meetings, they also got the on-demand education and insight to become more consultative and relationship-focused during the sales meeting.

“Content at Their Fingertips”

vablet’s real-time content deployment and centralized content storage ensured reps never lacked what they needed to make a sale, even when they were offline or without WiFi access. This “content at their fingertips” streamlined the sales process for reps in the field, helping them maximize their selling time and focus entirely on prospect engagement and relationship building.

RESULT:

Increased selling time and productivity in the field.

Predictive Sales Tools

Utilizing vablet’s enhanced storage, filing, and deployment capabilities, Nobel’s sales force optimized both the sales presentation and the way reps approached the presentation.

Nobel’s marketing team gained the ability to be more strategic, creative, and dynamic in their content development. Videos, HTML forms, surveys, and audio files became part of reps’ content suite, helping them give more engaging, accurate, and articulate sales presentations.

A benefit of deploying this more sophisticated content, reps gained a richer and more holistic understanding of their solutions. With a deeper knowledge of what they were selling, reps were able to deliver more interactive, engaging sales presentations, which allowed reps to better connect with prospects and tailor Nobel’s solutions to their specific needs and concerns.

Hinkle even leveraged vablet’s rich media capabilities to create on-demand training videos and product tutorials, which gave reps the insight they needed to go from being salespeople to being solution consultants.

RESULT:

Increased prospect engagement during the sales presentation.

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A VABLET SUCCESS STORY: DAN HINKLE AND NOBEL BIOCARE

Leadership Visibility

vablet’s usage metrics gave leaders like Hinkle the visibility to make better, more-informed strategic and personnel decisions. By seeing which reps were using content in the field, how much they were using it, and how it translated to sales numbers, Hinkle and the rest of the executive team were able to adjust what content would be deployed to give reps higher conversion rates.

RESULT

Optimized content development and sales enablement decision making.

Conclusion

Post-vablet Snapshot• Higher sales conversions

• Greater differentiation in the market

• Increased selling time in the field

What started as a means for pitching Nobel products became a tool for optimizing the entire sales process. vablet’s feature-rich platform and dedicated support team gave Nobel the capacity to not only be more agile and impactful in the sales field but to also get more return from their sales enablement investment.

Since leaving Nobel in 2011, Hinkle has been sure to take vablet with him — even attempting to leverage the application’s flexibility and potential in ways beyond the sales field. Now working for ClearChoice, another giant in the dental-implant field, he suggested dental specialists use vablet to enhance their consultation experience with procedure descriptions, tutorial videos, and patient education media.

Leveraging vablet’s real-time content deployment, rich media capabilities, and on-demand training features, Nobel was able to evolve their sales process from pitching product features to connecting with client outcomes. Reps gained the consultative and predictive sales tools to boost conversions by engaging with prospects on a deeper, more valuable level.

About vabletvablet is a sales enablement platform that makes it easy for any organization to give its sales team the edge they need to close. With an integrated, all-in-one sales enablement platform, we help our customers drive enterprise-wide productivity, offer differentiated yet branded user experiences, and open new growth opportunities both internally and externally.

They’re not just app developers — they truly cared about helping us out. If I called Paul and the team and said ‘Can it do that?’ or ‘It’d be great if it did this,’ it’d get done that day.

- Dan Hinkle