Training transforms culture and boosts growth at B Braun Medical: Sales team moves to a more “consultative” approach
Human Resource Management International Digest
ISSN: 0967-0734
Article publication date: 24 July 2007
Abstract
Purpose
Shows 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/approach
Describes the development of a “consultative” approach, where sales personnel act as partners to the customers, adding value to their business and offering appropriate solutions.
Findings
Reveals 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 implications
Highlights the role of training in changing organizational culture.
Originality/value
Provides a useful example of the turn‐around that can be achieved by companies operating in declining markets where margins are being squeezed.
Keywords
Citation
(2007), "Training transforms culture and boosts growth at B Braun Medical: Sales team moves to a more “consultative” approach", Human Resource Management International Digest, Vol. 15 No. 5, pp. 26-28. https://doi.org/10.1108/09670730710762843
Publisher
:Emerald Group Publishing Limited
Copyright © 2007, Emerald Group Publishing Limited