Who is the best seller for Medical Devices?

In the healthcare market and specifically in the medical devices sales industry which is continuously growing, new talent is always looked for. But, do you have what it takes to be the best medical devices/equipment sales rep.?

Many examples of industry-specific backgrounds who are working in the field of selling medical devices are coming as healthcare professionals, candidates that were nurses, techs, pharmacists, dentists, physiotherapists, general practitioners...etc, others are coming as Biotechnology or Science Background or Biomedical engineers. Many as well are working in the field coming from business background. Due to rising competition, many reps are returning to graduate school for further sales training. Obtaining a Master of Business Administration (MBA) with a concentration in health services management or sales management is often the best. Some may choose a Master of Health Administration (MHA). The question remains the same, who is the best?

What really counts here, the background or the skills? Let us agree that some skills are fundamentals imperative for the position of sales rep. These skills are necessary for all kind of sales, among them but not limited to:

Sales Skills

Having new business development talent, prospecting ability, presentation proficiency, rapport building, objection handling...etc, all are highly appreciated skills and each one makes a difference. Sales skills are a must for reps to passively or aggressively persuade physicians or buyers for purchases. Medical device sales representatives should be confident, outgoing, persistent, and self-motivated. Analytical skills will help plan which healthcare organizations should be targeted for medical sales. Gaining Commitment and getting a prospect to commit to a deal fairly quickly is crucial in sales. The key is making sure the right people with the right approval power are bought in to the process as the sale progresses. Closing techniques are always taught within various companies training modules. Post-Sale relationship management to thank customers and to continue building and maintaining the relationship after the sale are genuinely important for clever sales reps.

Self-Management Skills

Time management skills, sales reps need to be self-motivated and able to set goals and create systems to achieve those goals. They should also have a positive attitude accompanied by a strong work ethic. They should adapt quickly to change, as the medical sales industry is always evolving. These set of skills are outstanding and could put their owner in a competitive post.

What really makes different is the interpersonal skills

Do not be sales rep. But be a problem solver.

The most successful is the one who provides solution to the physician or caregiver and not features.

   I remember a sales person who was selling simple medical device with tens of competitors. Yes, his device was unique with the highest technology, full of features and high in price as well. In short period of time, he succeeded to make the full hospital standardized with his brand only. Not because he used all of the superior features of his brand but because he offer them a simple solution to fix the device in the IV-pole and solve their problem of placement and frequent broken devices. Solutions count. What you really need to be the best , What you really need to be a problem solver:

Creativity

Creativity is perhaps one of the most underrated skills that can help outbound sales reps transform into top performers. Creative sales reps are able to think on their feet in the face of rapidly shifting circumstances, impress clients with their dedication to innovative problem solving, and brainstorm new ways to add value to the client-salesperson relationship.

What’s in it for me?

Creativity will not be realized unless you have full understanding of the product, technology, applications of the product, users work flow, what competitors are doing, what are the needs of the users ...etc and hence you can help to turn all the features into benefits for the users. Before you will inform the prospects about these benefits, put yourself in their shoes: What’s in it for me? If you are able to find out the correct answer for this question, you are on the route to bring for them the correct solution.

While some sales reps might think they weren’t born with exceptional creativity, and therefore they’ll never achieve it, the reality is certain aspects of creative thinking can be learned and nurtured.