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Demonstrate AT’s
background & skills are great fit for medical sales
Provide an overview of
medical sales
- pportunities
Rob Lawton Division Manager CMJ Medical DePuy Synthes Mitek Sports - - PowerPoint PPT Presentation
Rob Lawton Division Manager CMJ Medical DePuy Synthes Mitek Sports - - PowerPoint PPT Presentation
Rob Lawton Division Manager CMJ Medical DePuy Synthes Mitek Sports Medicine Demonstrate ATs background & skills are great fit for medical sales Provide an overview of medical sales opportunities Describe the medical
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A medical device is an instrument, apparatus or implant that is used to diagnose, prevent, or treat disease or other conditions and does not achieve its purposes through chemical action.-Wikipedia
$133 Billion by 2016 6500 companies in
the US
80% of companies
have less than 50 employees
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Athletic Trainer Medical Sales Professional
Medical & Dentistry Therapy & Counseling Educatio
cation n & T & Training ing
Psychology
ychology
Admin
in & M & Management gement
Personnel & HR Physics Co
Compute puters
Comm
mmuni unica catio tion n & & Media
Customer Service Sales & Marketing Admin & Management Co
Compute puters
Educatio
cation n & T & Training ing
Psych
cholo
- logy
gy
Communi
mmunica catio tion n & & Med edia
*info from www.mymajors.com
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Athletic Trainer Medical Sales Professional
Active Listening
Monit nitorin
- ring/As
/Asse sess ssment ent
Critical tical thinkin inking
Comm mmunicati nication
- n
Social ial percept eptiv ivenes eness
Activ ive learnin rning
Service ice orienta entation tion
Decis ision
- n makin
ing
Inst structin ructing
Coordin dinat ation ion
Time ime mana nagemen gement
Problem lem solvin ing
Persu suas asion ion
Negotia
- tiation
tion
Comm
mmunica icatio ion
Persuas
uasio ion
Nego
goti tiati ation
- n
Social
ial percepti tiven venes ess
Servi
vice e orien ientation ation
Coordin
dinatio ion
Acti
tive e learnin arning
Critic
ical al thin inkin ing
Proble
lem m solving lving
Decisi
ision
- n making
ng
Time
ime man anagem agement ent
Monito
nitorin ing/ g/asses assessm sment ent
Inst
structing ructing
*info from www.mymajors.com
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Athletic Trainer Medical Sales Professional
Depen
endabi dabili lity ty
Stress
ss Tole leran ance
Flexi
exibil bility ity
Concern for others Integrity
egrity
Init
itiat iative ive
Coo
- opera
peratio ion
Leadershi
adership
Atten
entio ion to detail ail
Self
lf control
- ntrol
Persis
isten tence ce
Indepen
dependen dence
Ach
chiev ievem emen ent/eff t/effort
- rt
Integ
egrit rity
Initiative
iative
Cooperat
ration ion
Dependab
dabili ility ty
Persis
istence tence
Stress
s Tolera erance ce
Achiev
ieveme ement/E /Effort
- rt
Self control
rol
Indep
epen enden dence ce
Flexibil
ibility ity
Attention
ion to d detail
Innovation Leadersh
ership ip
*info from www.mymajors.com
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Medica
cal Suppl ply y
- Customer Service Focus
- Call Point in Office
- Large Territories
- Work with hospitals,
physician offices and surgery centers purchasing directors
- Sell all disposable items
used in medicine including surgical drapes, gloves, etc.
- Sell basic capital
equipment such as blood pressure cuff, thermometers, etc.
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Capita
tal l Equipm ipmen ent
- Long Term Sales Focus
- Call Point is Hospital
Administration
- Very Large Territories
- Work with hospitals,
physician offices and surgery center business managers and administration.
- Sell equipment for long-
term repeated use such as Lasers, Anesthesia equipment, Imaging Equipment, Robotics, etc.
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Medic
ical al Device vice
- Clinical Expertise Based
- Call point is Operating Room
- Small Territories (10-20
accounts)
- Work with surgeons, OR
staff and purchasing in hospitals and surgery centers
- Sell surgical implants and
disposable instruments and provide clinical expertise on their use in the OR
- Provide customer service
such as instrument delivery, educational in-services and sales demonstrations to surgeons and OR staff
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Orthopedics
- Sports Medicine
- Joint Reconstruction
- Trauma
- Spine/Neuro
General Surgery Plastic Surgery Cardiac Surgery Equipment Diabetes Dental
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Medical Device - Orthopedic Medical Supply
Sports Medicine
- Johnson & Johnson
DePuy Synthes
- Stryker
- Zimmer/Biomet
- Smith & Nephew
- Arthrex
- ConMed
Other Ortho
- NuVasive
- Globus Medical
- Wright Medical
- Medtronic
- Boston Scientific
Cardinal Health Owens & Minor Medline McKesson Henry Schein
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Corporate Employee Distributor 1099 Contractor
Salary and/or
Commission
Full Benefits
- 401K, Insurance, exp. Acct.
- Car, gas card
Sell only company
products
Structured - must follow
corporate policies
Great options for
promotion and continued training
Compensation is stable Independent contractor
- 1099, you pay all taxes
Limited to No Benefits Sell multiple companies
products
Sell your own line of
products
Minimal structure Limited opportunities for
promotion and training
Compensation can be
variable and inconsistent
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Entry Level Job Provide support to Full Line Representative(s) Serve as an apprentice learning as you go Service existing accounts, obtain and submit orders and manage
inventory
Monitor competitive activities within territory to include pricing,
products, schedules and techniques
Recommend change in products and service by evaluating
customer needs and competitive development
Resolve customer complaints by investigating issues, developing
solutions and making recommendations to management
Maintain professional and technical knowledge by attending
educational workshops, establishing personal networks and participating in professional societies
Contributes to the team effort by accomplishing related results
and duties as needed
Compensation – 40-60K
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Sales es Resu sults ts Objective: Achieve 100% of the forecast as planned. Methods:
Identify achievable, quarterly target customers that are relevant to company sales direction.
Allocate time and resources to target customer in order to achieve each quarter’s forecast.
Efficiently and effectively lead target customers through the sales process to expedite closing.
Continuously expand knowledge necessary to represent the complete product line in a professional manner.
Routinely ensure customer satisfaction with all products by providing education in proper product selection and use.
Manage territory business and communications in a timely and efficient manner. Measurement: Achieve 100% of the forecast by the end of each quarter and the year.
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Territo ritory ry Busine ness Planni ning ng Objective: Identify achievable and relevant quarterly target customers that lead to meeting annual forecasts. Methods:
On a daily basis, search for potential volume sales opportunities
during calls in all accounts.
On a daily basis, qualify the probability and timing of closing
potential sales in all accounts.
Identify products to sell to existing and new target customers that
will lead to meeting the forecast.
Establish quarterly lists of targets, tactics, potential volume, and
timelines in order to track progress and adjust if necessary.
Monitor progress with target customers monthly and change plans if
necessary to meet the forecast. Measurement: Close 80% of the target customer sales as planned in order to achieve the forecast each period.
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Call Activi vity ty and Resour urce ce Allocati tion Objective: Accomplish priority sales goals through efficient use of time and resources. Methods:
Establish daily goals for visits with new and existing decision makers
in order to sell and expand product usage.
Anticipate and deploy required resources in a timely manner to
accelerate target customer sales strategies.
Make customer visits required to protect and expand existing
business and convert competitive business.
Make specific plans prior to each target customer visit in order to
efficiently advance customers to using our products.
Routinely assess target customers call results versus call plans in
- rder to improve in the future.
Adjust call activity and resource allocation as needed for success.
Measurement: There is a clear relationship between call activity/resource allocation and sales results with target customers.
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Sales les Proce
- cess
ss Objective: Follow the selling process with each potential customer in order to consistently improve weekly call to close ratios. Methods:
Before each call, plan specific and achievable objectives and tactics for advancing customer(s) to expand use of our products.
Plan to align conversations with customers’ behavior styles in order to capture and keep their attention.
Open each selling conversation with a clear purpose, a benefit for the customer to listen and gain their involvement.
Enable customers to magnify their needs for our products by using open-ended questions to stimulate discussions.
Demonstrate product features and benefits that fill magnified needs revealed by each customer.
Use clinical papers and third party references as evidence of our product benefits.
Overcome customer questions, concerns or objections by listening, clarifying, empathizing and providing realistic resolutions.
Close by asking the customer to take the next step.
Routinely search for existing customer as well as new customer satisfaction with our products. Measurement: Demonstrate consistent improvement in weekly, monthly and quarterly call to close ratios.
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Knowl wled edge e Objective: Continuously expand knowledge necessary to represent the complete product line in a professional manner. Methods:
Focus on continuous improvement.
Actively investigate market conditions, competitive activity, and competitive product differentiation.
Routinely prepare for successful re-certification. Measurement: Consistently achieve acceptable level on all certification tests in order to be qualified to sell our products. Customer mer Educat cation n Objective: Routinely ensure customer satisfaction with all products by providing education in proper product selection and use. Methods:
Provide professional education programs to customers monthly in order to ensure proper use of products.
Offer services to customers that exceed their expectations and lead to increasing use of our products.
Handle customer complaints with a sense of urgency for satisfactory resolution. Measurement: Consistently build an increasing number of relationships with customers in a growing number of accounts. Territory Admi mini nist strati ation Objective: Manage territory business and communications in a timely and efficient manner. Methods:
Maintain account and sales records as required to effectively make plans to consistently grow sales.
Update information systems on a daily basis in order to monitor and track key business trends and indicators.
Submit all required information requested in a prompt and orderly fashion. Measurement: Communications are made in a timely, accurate and meaningful manner with few exceptions.
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5:30-6am-Wakeup 7am-?-Surgical Case
Coverage
Sales Call Lunch Meeting Transport Instrument
Trays
Administrative Tasks Prepare for the next
few days
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2014 Survey www.medreps.com
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Networking
- Team Physicians
- PA’s
- Local hospital OR
- Area Sales Reps
- Linked-In
Recruiter
- Medical Device
Connections
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Website
Listings/Applications
- Corporate Websites
- www.medreps.com
- Variety of Job Websites
Medical Sales College
- www.medicalsalescolle
ge.com
Resume
- Clear & Concise
- Emphasize skills
- Letters of
recommendation from Ortho Surgeon
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Expect Multiple
Interviews
- Phone, in person, ride
along, final
Have Brag Book, Letters
- f Recommendation and
30/60/90 day plan to discuss and leave behind
Always close and follow-
up after the interview
Be Creative and
Persistent
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Athletic Trainers knowledge and skills match that
required for a medical sales professional.
The work style characteristics of an athletic
trainer is virtually the same as a medical sales professional.
The 3 medical sales options are supply, capital
equipment and device.
The 2 models for medical sales employment are
corporate employee and independent contractor.
Utilize networking and corporate and medical job
websites for leads on open positions.
Be creative and persistent and use all your
resources to achieve your goal.
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