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Medical sales training

We’ve all heard stories of “the good old days” of selling medical devices, capital equipment, and consumables – where sales hinged on relationships and sales people referred to a physician as “my doc” and could count on that doc for sales.

These stories no longer ring true. Medical sales is on the brink of unprecedented change – impacting what they buy, how the buy and how much they are willing to pay for it.

Today’s sales training programs must be designed to help sales people deal with a medical sales market that looks very different than in times past:

  • Competition is keener – from traditional competitors and non-traditional ones, like biologics, that are creating potentially new ways of addressing traditional medical issues.
  • Physician-preference purchasing decisions are becoming less common as physicians are losing sole ownership as the economic buyer’s role in purchasing decisions is increasing.
  • Hospitals, surgery centers, and practices are looking to consolidate the number of vendors they work with to achieve cost savings.
  • Insurance reimbursements are fluctuating.
  • Many procedures – including some of the most profitable ones – are moving from hospitals to surgery centers.

Add to this list changing rules of engaging buyers (e.g., AdvaMed) and the result is the same regardless of the medical devices, capital equipment, or consumables you are selling: The buying process has moved beyond physician-preference and now involves more people some with a clinical background, like a Head Nurse, OR Director, or Lab Director and some who are economic buyers, like Materials Managers and Medical Directors.

The Sales Momentum Response. From our work with market leading medical sales companies such as Smith & Nephew, Boston Scientific, Kimberly-Clark, Medtronic and Owens & Minor, we have learned how to design sales training for the medical sales market that makes a difference.

Sales Momentum offers a variety of sales training programs specifically created and customized for the medical sales market.  These programs include basic skills, like:  sales call execution, sales strategy, and sales coaching. In addition, Sales Momentum® has created a wide variety of sales simulations customized for the medical sales market.

Take a Deeper Dive into Medical Sales …

hospital 1Medical sales: creating value propositions – Read about creating value propositions with medical sales in this post, including three key points medical sales reps should consider when crafting their value propositions.

Medical sales teams: a challenge to achieving success – – In medical sales, team selling is critical. Not only do medical sales people work with field support staff as well as marketing and other corporate staff – medical device sales people are now being asked to work as teams with their counterparts representing other product lines, as well as with hospital corporate account directors. Yet, selling as a team isn’t easy.

Medical sales: 8 questioning traps that hinder sales success – Most sales people – including medical sales reps – talk too much, listen too little and don’t ask enough questions. The problem is “doing a better job at asking questions”, is easy to say, but not so easy to do. There are many traps on the road to getting better – this post shares eight of them.

Medical sales: translating clinical value into economic value – Fewer and fewer medical device adoptions, and other medical sales, are driven strictly by clinicians. This means that people, other than physicians, increasingly are become pivotal players in the decision-making process. So medical device sales people are calling on new decision-makers and influencers who have different purchasing criteria. Yet simply providing sales people with clinical data for physicians and administrators that illustrates economic value won’t win the day. Sales training needs to provide sales people with learning experiences that will help them use that data effectively – this post drills down on this issue.

Selling to hospitals: 10 roles for internal champions – Top performers are good at developing internal champions – rightly so, they are crucial to winning key business.  Why? Increasingly a lot of selling is going on when the sales person isn’t there so the sales person needs someone to “tell their story” when they’re not around. This post shares 10 roles internal champions might take on when a sales person isn’t there.

Medical device sales: why do physicians switch – Take a look at four drivers behind why a physician buys a specific medical device and six reasons why physicians will switch. Although this post was originally written for medical device sales, we think it has a broader appeal to all of medical sales.