When Training Requires Travel 3633

Originally Published MX July/August 2004

ADVERTISING, DISTRIBUTION, & SALES

When a medtech company's ultimate sales force isn't actually made up of company employees, sales training takes on even greater importance. Essilor International (Charenton-le-Pont, France) relies on optometrists and opticians to sell its products to consumers. But to get the most out of these busy eye-care professionals, the company needed to help them understand and eloquently sell the benefits of its antireflective optical lens technology. As part of an ongoing effort to extend the reach of its own consultants, Essilor looked to LehmanMillet (Boston) and the Internet.