A webinar focused on a highly sensitive market
Following the success of the first BW Academy online session, Bright World hosted its second international webinar, this time dedicated to the care home segment. The session focused on helping partners understand why sales in care environments differ fundamentally from other professional laundry markets and why preparation, sector knowledge, and credibility are critical for success.
Care homes operate continuously and under strict hygiene expectations. Laundry processes are directly connected to resident wellbeing, infection prevention, and operational continuity. In this context, equipment downtime is not merely an inconvenience but a serious operational risk, which significantly influences purchasing decisions and supplier selection.
Rethinking the sales approach in care homes
A key message of the webinar was the need to rethink how sales conversations are structured. Instead of leading with technical specifications or pricing, partners were encouraged to begin with the operational reality of the care home. Understanding resident numbers, laundry volumes, staffing constraints, and past reliability issues provides the foundation for a meaningful and productive dialogue.
This consultative approach positions the sales process as problem-solving rather than transactional. When partners demonstrate a clear understanding of daily challenges, they move closer to being perceived as advisors rather than equipment suppliers, which strengthens trust and improves long-term outcomes.
Hygiene as a baseline requirement, not a differentiator
Hygiene was highlighted as one of the most important and credible sales arguments in the care home segment. The webinar reinforced a clear principle: hygiene is not a value-added feature, but a baseline standard. Textiles are a recognized vector for the transmission of microorganisms, making proper laundry handling and processing essential in care environments.
Achieving hygienically safe laundry depends on correct procedures, validated disinfection methods, and consistent execution. High-temperature washing and drying, correct programme selection, regular machine cleaning, and disciplined workflow organisation are all essential. These processes are governed by European standards such as EN 14065 and reinforced by national healthcare regulations, making hygiene a matter of compliance as well as responsibility.
Technology, process, and credibility
The webinar demonstrated that technology must be combined with proper processes, training, and service support to deliver real value. LG professional laundry solutions were presented as part of an integrated system designed to support care home operations through reliability, ease of use, and energy-efficient performance.
Internationally recognised backflow prevention certification was also discussed as an important element when handling contaminated linen, further reinforcing safety and regulatory alignment. Together, these factors contribute to smoother daily operation and increased confidence for both management and staff.
The role of BW Academy
The session concluded by reaffirming the role of BW Academy as a platform for shared expertise and practical education. As the care home segment continues to grow across Europe, partners need more than product knowledge to compete effectively. Structured sales methodologies, regulatory awareness, and real-market insight are becoming a must.
This second BW Academy webinar demonstrated how focused education can help partners approach complex segments with clarity, confidence, and credibility, laying the foundation for more sustainable growth.