Partena is an independent health insurance fund which provides a personal service, useful digital tools and an extensive package of personal benefits and services tailored to every stage of life.
Partena Health Insurance Fund has experienced unprecedented commercial growth in recent years. One of the drivers behind this expansion has been the development of their custom sales methodology, Hartena, which is essentially a highly relational way of approaching customers. Koen Vandendriessche testifies that the Hartena sales approach has not only led to spectacular results, but also to a positive perception of sales among employees who predominantly have a relational channel of trust.
Koen Vandendriessche: “Today, our RIO coaches have already done three hundred field coaching sessions. That’s three hundred commercial conversations with customers that they follow on-site. In that way we embed the methodology. They work with the RIO coaching document for this. RIO ensures that you immediately speak the same language. During conversations they used to speak past one another and couldn’t put their finger on exactly why. Thanks to a common language, this now goes much more smoothly.”
Koen Vandendriessche: ‘A year and a half ago, after testing, we had 24 people who wanted to do front office sales. We now have 45 people, which is almost 50% of all front office staff. Here is a nice anecdote: we recently started with video calls for customers and prospects. So not for service, but for commercial questions. We had opened the assignment and asked who wanted to collaborate on a proof of concept. And I thought: I’ll be satisfied with three or four. Instead, I had to hold them back. And that’s a good thing. I had room for eight people to do a proof of concept. I had to go up to 14, otherwise I would’ve disappointed too many people. So, the negative connotation around sales from three years ago is gone. Just gone. That’s the biggest change our organization has seen. The front office only wanted to do service and now we’re seeing that the “farmer profiles” who once suffered from cold feet are saying: “Go on, give me two more slots for appointments” or “Send that prospect over to me.” We’ve hardly had to replace any people during this transformation process because the “RIO sales story” really hit home.’
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