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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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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"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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In 2002 Baxter Healthcare involved Huthwaite in training for the European Marketing Group responsible for the development of promotional support materials. The objective was to align the promotional materials with the SPIN^® sales approach adopted by the sales force, to produce materials, which focused on how the products could solve customer problems and meet their needs rather than just describe the solution. The article contains comment from Jon Parker, Director of Training at Baxter Healthcare, about the needs behind the project, the approach taken by Huthwaite and the results achieved.

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The first of 2 articles on Beckman Coulter as it launched its PROSELL initiative to 53 managers at their international conference in Switzerland . The article discusses the setting up and delivery of a global sales training initiative.

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Medtronic customers benefit from a seamless high-quality experience through closer alignment between the sales team making the initial deal and service functions that subsequently manage the ongoing relationship.

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When manufacturer of orthopaedic implants Biomet developed 'Rapid Recovery', they called in Huthwaite International to ensure that the company's sales and marketing teams understood and supported the concept, and could communicate it internally and externally.

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Alison Morris, Healthcare sector head, Huthwaite International looks at the changing face of hospitality for pharmaceutical and healthcare companies and how they are taking a smarter approach to cultivating business relationships. Maintaining a balance at social events between the 'fun' or relaxed elements and achieving an acceptable return is an art in itself.

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