Steve Thurlow explains the concept of the 'service/sales continuum' in building customer value.

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Recovering service - and customer goodwill - is easier said than done, especially in today's uncertain economic conditions. Steve Thurlow says there are significant benefits for customers and the company when its service and sales teams work together to deliver added value.

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Evidence suggests that it pays to train your sales staff better in a recession. Steve Thurlow, Huthwaite's business director, manufacturing, outlines some successful sales strategies to deploy in tough business conditions.

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Competition in specialty chemicals is growing and the pressure to maintain profitability levels is higher than ever. As a global leader, Ciba recognised the power of world-class sales skills to realise its mission of being number one in all its chosen markets.

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With the recession stacking the odds in favour of the purchaser, the art of negotiation has been reduced to unsustainable 'smash and grab' raids. But there's plenty of scope for 'win-win' scenarios, providing you get your timing right.

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Formed on the production lines at Toyota as a means of improving efficiency, Lean has evolved into a set of management principles, if not a philosophy. Lean permeates a broad spectrum of industries from software development to the public sector, and business functions from R&D to procurement. However, until now, Lean has not been applied to the disciplines of sales and business development despite, in the view of Steve Thurlow, Business Director for Manufacturing at Huthwaite International, the intuitive link between these disciplines and the principles of Lean. Namely, how to remove waste, continuously improve and add value.

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Most employees within an organisation don't have 'sales' in their job title and might recoil from the view that they have any connection with sales. Yet these are the very people whose behaviours can improve both the recognition and conversion of new sales opportunities and retention of existing clients, writes Steve Thurlow.

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In 2003, Chris Rhodes, Director of Marketing for the industrial division (Europe) of SKF, approached Huthwaite to discuss the need for a tailor-made Negotiation Skills programme for their senior negotiators in Europe to help them fine-tune many of the skills they used when negotiating with world-class clients.

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Wheelabrator Group introduce coaching to reinforce the development of new selling skills for its highly experienced salesforce, resulting in improved margins and the best year in their history.

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