As Ramcon continues to grow and transform, the organisation is further strengthening its professional service excellence by empowering Product Specialists and Sales Managers to make confident, commercially sound decisions. Mannaz has supported this development by helping build key commercial capabilities – particularly with regards to negotiation excellence and trust-based customer relationships.
Ramcon’s sales organisation is highly skilled and deeply trusted by its customers. To strengthen these trusted partnerships even further, its professionals continue to strive to balance commercial confidence with interpersonal sensitivity and an ability to build strong, insight-driven relationships.
Mannaz has supported Ramcon in developing this balance – equipping Product Specialists and Sales Managers with practical tools to strengthen their negotiation skills, customer dialogue skills and long-term commercial impact.
Since 2024, Mannaz has worked with Ramcon’s sales organisation, focusing specifically on Product Specialists and their sales leaders. This group plays a key role in maintaining strong relationships across the Nordic markets and is expected to demonstrate a high level of credibility – both by educating customers and by learning from them in equal measure.
In the most successful customer interactions, Ramcon’s specialists help those customers who have purchased and are using complex medical instruments make better decisions for the patients they serve. Building this level of trust requires professionals who can combine expert advice with a deep understanding of each customer’s needs, context and priorities.
That trust, however, can be fragile. It may be weakened by poorly planned or badly executed negotiations, or by a customer-service mindset that leans too heavily on advocacy at the expense of enquiry. For Ramcon, the development therefore centred on strengthening both commercial confidence and the ability to build open, trust-based customer relationships.
Over the past two years, Mannaz has combined several learning formats to help Ramcon’s sales professionals strengthen an already highly skilled commercial practice with additional tools, language and confidence.
A key element was a negotiation skills programme that placed trust and perspective-taking at the centre of the negotiation process. The programme introduced a practical toolbox to help participants prepare for commercial discussions with customers and apply the tools directly in their day-to-day work. Through realistic role-play exercises and grounded customer scenarios, participants were able to practise new approaches, receive feedback and build confidence in handling complex commercial conversations back ‘in the field’.
To embed the learning more deeply and create a sustainable development process, Mannaz also worked closely with Ramcon’s sales leaders to strengthen their coaching skills. This gave leaders practical tools to support the Product Specialist community, clarify performance expectations and create the space, structure and encouragement needed for continued development.
Finally, the development journey addressed how Ramcon’s sales teams can continue to act as trusted advisors and partners once agreements are in place. Mannaz designed and delivered a highly interactive programme focused on understanding the customer’s context, exploring their goals and challenges with genuine curiosity, asking stronger questions and offering a clear point of view that builds credibility and long-term value.
The impact of the collaboration has been clear. When Mannaz revisited the group nine months later, all participants had applied at least some of the models and tools introduced during the programme. Many also reported that the quality of their customer conversations had improved, and that they felt better equipped to approach negotiations with greater confidence, structure and awareness of the customer’s perspective.
Ramcon was founded in 1988 and is today a well-established distributor of laboratory and medical equipment for the industrial, medical, chemical and Life Science markets in the Nordic countries.
They predominantly are working with sales, service and support. They have a head office is located in Copenhagen and also have offices in Aarhus, Gothenburg and Stockholm.
