Medical device sales are a complex concept by their very nature. Medical devices utilize the latest cutting-edge technology and contain highly technical aspects that a sales representative may have to condense into digestible sound bites. A medical device sales rep must also have some industry expertise and be able to provide intelligent answers to questions. While it would be ideal for each representative to be fully immersed in the multiple aspects of the business, this is rarely feasible. As a result, most trainers have to rely on a set of best practices when it comes to medical device sales training.
Create Short, Easy-to-Digest Modules
Today’s sales reps are highly mobile, which means they can access modules and additional training when they’re in the field. This presents a huge opportunity to maximize productivity, but you can’t squander it. It’s unrealistic, for example, to expect reps to watch hour-long modules while they’re in the field. Instead, medical sales training should be broken into chunks that are easy to digest between sales calls. Scale content in accordance with the devices you use and the amount of downtime your rep has in a given day.
Don’t Skimp on Product Documentation
Medical devices have some of the most demanding standards in the industry. Your sales reps must have exact and in-depth knowledge not only of the products they sell, but the regulations that apply to them. An encyclopedic knowledge of the product is not only invaluable to the sales process, but also in the event a product is subject to recall and you must provide documentation that you followed all the applicable regulations.
Dodge the “Hard Sell”
Medical device sales are unique in that they don’t require a hard sell; in fact, this could come off as condescending. Sales professionals don’t need to harp on the benefits of a given medical device, especially when speaking with members of a health care system. Most of these individuals know what an oxygen monitor does, for example, so medical device sales trainers should teach reps to be aware of this risk.
Be as Honest and Transparent as Possible
Honesty and transparency are essential tenets of any corporate sales training program, but this especially applies to medical sales training. When reps sell high-tech tools such as biotechnology, they can rest assured that their customers are smart, knowledgeable, and capable of seeing through any gimmicks. Medical device sales reps must learn that transparency and honesty play integral roles in getting customers the information they need to make a decision.
Long-Term Training Initiatives
Medical device sales is an industry in which technology can have a short half-life. This means that sales skills and technical expertise can go stale faster than other businesses. While all sales disciplines benefit from ongoing training, this holds especially true for medical device sales training. Medical best practices evolve, technology changes, and the laws and regulations evolve right with them. This makes medical sales training a long-term commitment.
Respect For the Client’s Time
Health care is a busy industry and professionals are often running short on time. Sales reps must make the most of every phone call and presentation, more so than for other fields. While teaching preparation is always important, medical device sales reps must take extra steps to avoid time wasters such as failing to avoid institutional policy.
Medical device sales is a highly specialized discipline, so the training be tailored. Sales reps in this industry must undergo more extensive and technical training than others. This training should be mobile and broken into easy to digest “bites.” It should also address unique product regulations and the importance of documentation. Unlike some other sales disciplines, it should avoid the hard sell and requires frequent refreshers and tune-ups. Medical device sales training is a continuous and long-term effort that requires the help of a professional.