Training transforms culture and boosts growth at B Braun Medical : Sales team moves to a more “consultative” approach

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.