Hycult Biotech is an innovative developer and manufacturer of high-quality immunological tools for scientific research, serving a global customer base in the academic and pharmaceutical sectors. In addition to supplying protein complements and kits, Hycult Biotech also develops customized solutions and services under the Biocult label. As a knowledge-driven organization with a strong team of specialists, Hycult Biotech faced the challenge of further professionalizing its operations and strengthening its commercial capabilities.

The Challenge

Our main challenge was to strengthen our commercial effectiveness, achieve sustainable revenue growth, and improve internal collaboration. The sales organization operated too reactively, and there was a need for more initiative and ownership within the team. At the same time, we wanted to further develop and position our Biocult services. To realize these ambitions, it was essential not only to make strategic choices, but also to ensure better internal alignment and collaboration across departments.

The Solution

Sales Improvement Group conducted a thorough analysis and designed a program that aligns closely with the culture of Hycult Biotech: content-driven, structured, and people-focused.

The approach included interviews, sessions, and workshops conducted by Ewout den Hartog and Peter-Paul van Leeuwen. Employees were encouraged to take a critical look at themselves and the team—not in a lecturing way, but with an open and inviting attitude. We were confronted with a mirror that was at times challenging but above all enlightening. Ewout and Peter-Paul asked the right questions to bring out the answers from within our own organization.

The method developed by Sales Improvement Group provides us with structure and direction. Despite some initial hesitation from a few colleagues, the enthusiasm grew as it became clear that we were shaping this program together as a team.

The Result

"One of the key outcomes of the program is that the management team is now better equipped to create clarity and set the right frameworks for the organization. More structure has been established in our approach and collaboration, giving us greater focus, direction, and transparency as a whole.

Although tangible commercial results often take time to materialize, we can already see that we are on the right track. The mindset has improved, employees are taking more ownership, and internal collaboration has become smoother. We have taken important steps toward becoming a proactive, future-focused organization—and this is only the beginning!"

Ronald de Niet
CEO / Owner