Medical Device & Diagnostics

Declining HCP access is the #1 obstacle facing the medical device and diagnostics industry. This is driven mainly by decades of message-based selling techniques that alienated customer and devalued sale reps’ capabilities. Generations of reps have been trained to talk at customers with scripts and samples instead of with them about issues that bring about improved patient care and better outcomes.

The days of the high-pressure, manipulative, product/self/company-centric approach to selling are gone. These “traditional” measures have succeeded in alienating our customers, devaluing our sales professionals, and watering down the talent pool.

They don’t help sales reps deal with increasingly difficult access, and customers skepticism of their motives, they exacerbate the problem. They don’t help the sales professional partner with customers to address cost objection, budget constraints, customer apathy, and a revolving door of decision makers – they only make these issues worse because they fail to give the sales reps the tools, understanding and skills to partner effectively with their customers.

The old model has failed to capture the full potential of a talented and motivated group of professionals that are more than capable of adopting and executing advanced consultative sales techniques that help them engage their customers in more meaningful ways.

This, in turn, increases employee productivity, employee engagement, job satisfaction, and retention of your most valuable employees.

There is a better way forward. Our medical device sales training equips people with the mindset as well as the skillset and processes to step up to new selling realities.

With aging populations, chronic disease threats, the recent pandemic and ever-changing government regulations, the future of healthcare is being shaped every day. Now more than ever, the medical device and diagnostics industry is playing a crucial role in improving the ability to diagnose and treat illnesses.

But while medical device sales opportunities are growing across a variety of segments, the selling environment has changed dramatically, and it’s pushing even the most experienced sales reps out of their comfort zones. New influencers, broader coalitions of clinical and non-clinical buyers, changing regulations and policies, and the rise of virtual sales calls and product demos have changed the game. Many of the “tried-and-true” approaches taught in medical device sales training programs no longer apply.

Product knowledge is always going to be important. So are clinical relationships. But when you’re selling virtually or need to get a variety of different stakeholders on board, that’s not enough to be successful.

Against these changing industry dynamics, the medical device sales professionals who consistently break through have:

• A thorough understanding of the business environment they’re operating in
• The skills, behaviors and mindset to engage in strategic, value-filled conversations with diverse stakeholders
• The confidence and commitment to adapt to new selling situations
• Strong support from an active coaching culture and effective, value-focused processes

Our customized medical device sales training and coaching gives you a proven, value-driven approach for developing consultative sales behaviors (both in person and virtually), equipping your team to adapt to the needs of different influencers and building your sales reps’ self-belief so they can step up to new realities and deliver the value that matters most to each stakeholder.