Improving engagement in sales team: The case of medical device company

Abstract

The case study addresses the issue of low engagement within the sales team of a medical device company. Through interviews with team members, it was identified that poor internal communication is the core problem affecting engagement levels. Sales representatives reported feeling disconnected from the broader organizational goals, lacking clear directives, and often experiencing frustration due to unclear expectations. A detailed analysis of communication processes revealed three primary areas of concern: downward, upward, and horizontal communication. Specifically, the root cause was found to be ineffective downward communication, characterized by micromanagement and a lack of trust in the team, which undermined their ability to perform autonomously and with confidence. The lack of clear communication from leadership led to a demotivating work environment, impacting not only the team's engagement but also its overall productivity. To address these issues, two potential solutions were explored. The first solution proposed is the adoption of an Agile methodology, aimed at transforming the team’s working practices by increasing flexibility, collaboration, and responsiveness. Agile would allow for more frequent feedback loops and a more adaptive approach to meeting sales goals, with a focus on iterative progress and continuous improvement. The second solution focuses on fostering an Empowering Leadership approach, which emphasizes creating an environment where team members feel trusted, valued, and supported in making decisions. This approach would empower the sales team to take ownership of their roles, increase their self-confidence, and improve collaboration across all levels. The Empowering Leadership model advocates for a shift from micromanagement to a coaching and mentoring style, thereby improving relationships between managers and team members. After evaluating both solutions, the thesis has come up with prioritizing the implementation of Empowering Leadership. This approach is believed to be more aligned with the company’s values and current organizational culture, offering the potential to improve both communication and team morale, ultimately leading to increased engagement and performance. Empowering Leadership not only addresses the immediate issues related to trust and communication but also provides a sustainable foundation for long-term team development. By shifting focus to trust-building, transparent communication, and shared decision-making, the company is confident that it will be able to foster a more engaged, motivated, and high-performing sales team.