Spin switches strategy of Swisslog sales force: Hospital logistics experts develop consultative skills

Abstract

Purpose

The purpose of this paper is to describe how Swisslog Healthcare Solutions, which provides automated logistics solutions for hospitals and other health‐care organizations, has taught its sales force to talk about the operational benefits of its systems to individual hospitals or pharmacies rather than simply the technical features of a particular product.

Design/methodology/approach

The paper explains the reasons for the training, the form it took and the results it has achieved.

Findings

The paper highlights the focus on building relationships, communicating the benefits of change and ensuring that customers understood the long‐term value to their organization, developing their ability to focus potential customers on existing problems and the benefits they might achieve by implementing the Swisslog solutions.

Practical implications

The paper explains that online learning covered the theory effectively, providing time for role‐playing and interactive work during the face‐to‐face sessions, which was vital for gaining practical knowledge in, for example, how to behave in meetings with a potential client using the Spin technique and approach.

Social implications

The paper highlights how the development of information technology is significantly affecting the way companies select their training partners – and the kinds of training they expect.

Originality/value

The paper reveals that training‐company Huthwaite ensured that team members were truly involved by consulting them to help to create the customized training materials.

Citation

(2013), "Spin switches strategy of Swisslog sales force: Hospital logistics experts develop consultative skills", Human Resource Management International Digest, Vol. 21 No. 2, pp. 23-25. https://doi.org/10.1108/09670731311306797