Siemens Healthcare has been working successfully with Huthwaite International for several years as part of a broader service team project in its Polish operation. In looking to improve its sales and support offering, the main goal has been to perfect the communication skills internally between the sales and specialist service teams and also between each Siemens Healthcare Service representative and the client.

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Today, every company worth its salt will say it believes in creating long term relationships with customers and suppliers. And there really is no other way to achieve the sense of partnership needed to create a foundation for mutual success over time. Like many of their contemporaries in other industries, healthcare salespeople have become a touch cynical when it comes to a utopian vision of win/win outcomes in their business dealings. Alison Morris, Healthcare Sector Head, Huthwaite International looks at how this can be achieved.

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The balance of power has shifted in favour of buyers, but the rules of good sales negotiation remain the same - and well planned training can help you prepare.

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Selling in a mature market, where sales have to be won from well-established competition can be difficult in itself. But when the market is also conservative and cautious in its buying behaviour the salesforce can be in for a tough time. A marketplace very familiar to Hollister, a world leader in Continence, Ostomy and Wound Care.

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Having a reputation for producing world-class products in the fields of superconductivity, analytical equipment, medical equipment and magnets for Magnetic Resonance Imaging wasn't enough for Oxford Instruments - they wanted a world-class salesforce to match. With comment from Dr Jim Hutchins on the training, the trainers and its application in the workplace.

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This article first appeared in Pharmafocus in January 2002. The article covers Huthwaite research into the common traps which reduce the impact of new product launches and suggests actions which can be taken to increase the chances of success. The article contains research data showing the changes in behaviour of salespeople selling new products compared to existing ones and the negative impact this can have on customers.

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"SPIN^® gives you techniques to match the selling process with the buying process. It's the only programme I've ever come across that truly puts the buyer at the heart of selling: it's founded on solid research, and it works. I know it works because I've done it myself, I've put many staff through the programme in the past, and I've seen the impact on both the team and the bottom-line." Paul Knee, Managing Director, Diagnostic Ultrasound.

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Measuring the success or otherwise of training is a task that challenges many training and sales managers looking to get the best out of their training spend. Huthwaite International's ability to provide measurement was a key factor which lead Bayer Diagnostics to choose it over other training suppliers. Huthwaite's SPIN^® Selling Skills programme includes measurement tools enabling sales managers to assess objectively to what extent selling skills have improved.

Here we have two case studies. In the first, Belinda Wright, Training Manager at Bayer Diagnostics, comments on the results obtained from the Huthwaite sales productivity project delivered in 1998.

In the second article we see how in 2001 the Near Patient Testing Division of Bayer Diagnostics recognised the need to standardise its approach to the European Market. The article looks at how they achieved this through a common sales methodology, sales language and marketing literature. Adrian Ralph, European NPT Marketing Manager gives comment.

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When a company relies on a network of national service teams to provide Europe-wide service, it is vital that they use a mode of communication that is appropriate to their market, consistent with their sales teams and helps them effectively realise business opportunities. IMS Health discovered the benefits of combining local expertise with consistency when Huthwaite were retained to deliver a pan-European solution to their needs.

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