Abstract
PurposeShows that the UK subsidiary of health‐care company B Braun Medical Ltd has increased sales in one of its divisions by more than a third after launching new products and introducing a new training program for its sales force.Design/methodology/approachDescribes the development of a “consultative” approach, where sales personnel act as partners to the customers, adding value to their business and offering appropriate solutions.FindingsReveals that the division has increased business by 36 percent over three years. Representatives are more motivated and focused and the success of the team has secured investment and ensured the long‐term viability of the business.Practical implicationsHighlights the role of training in changing organizational culture.Originality/valueProvides a useful example of the turn‐around that can be achieved by companies operating in declining markets where margins are being squeezed.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
