Presentation

Rob Lawton
Division Manager
CMJ Medical
DePuy Synthes – Mitek Sports Medicine
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Demonstrate AT’s
background & skills are
great fit for medical sales
Provide an overview of
medical sales
opportunities
Describe the medical
sales reps
responsibilities &
expectations
Outline a plan to
research, find open
positions and secure and
complete interview
Answer your questions
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
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$133 Billion by 2016
6500 companies in
the US
80% of companies
have less than 50
employees
Athletic Trainer
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Medical & Dentistry
Therapy & Counseling
Education & Training
Psychology
Admin & Management
Personnel & HR
Physics
Computers
Communication &
Media
Medical Sales
Professional
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Customer Service
Sales & Marketing
Admin & Management
Computers
Education & Training
Psychology
Communication &
Media
*info from www.mymajors.com
Athletic Trainer
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Active Listening
Monitoring/Assessment
Critical thinking
Communication
Social perceptiveness
Active learning
Service orientation
Decision making
Instructing
Coordination
Time management
Problem solving
Persuasion
Negotiation
Medical Sales
Professional
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Communication
Persuasion
Negotiation
Social perceptiveness
Service orientation
Coordination
Active learning
Critical thinking
Problem solving
Decision making
Time management
Monitoring/assessment
Instructing
*info from www.mymajors.com
Athletic Trainer
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Dependability
Stress Tolerance
Flexibility
Concern for others
Integrity
Initiative
Cooperation
Leadership
Attention to detail
Self control
Persistence
Independence
Achievement/effort
Medical Sales
Professional
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Integrity
Initiative
Cooperation
Dependability
Persistence
Stress Tolerance
Achievement/Effort
Self control
Independence
Flexibility
Attention to detail
Innovation
Leadership
*info from www.mymajors.com
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Medical Supply
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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Capital Equipment
◦ 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 longterm repeated use such
as Lasers, Anesthesia
equipment, Imaging
Equipment, Robotics, etc.
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Medical Device
◦ 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
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Sports Medicine
Joint Reconstruction
Trauma
Spine/Neuro
General Surgery
Plastic Surgery
Cardiac Surgery
Equipment
Diabetes
Dental
Medical Device Orthopedic
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Sports Medicine
◦ Johnson & Johnson
 DePuy Synthes
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Stryker
Zimmer/Biomet
Smith & Nephew
Arthrex
ConMed
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NuVasive
Globus Medical
Wright Medical
Medtronic
Boston Scientific
Other Ortho
Medical Supply
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Cardinal Health
Owens & Minor
Medline
McKesson
Henry Schein
Corporate Employee
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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
Distributor 1099
Contractor
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Independent contractor
◦ 1099, you pay all taxes
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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
Sales Results
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.
Territory Business Planning
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.
Call Activity and Resource Allocation
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
order 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.
Sales Process
Objective:
Follow the selling process with each potential customer in order to consistently improve
weekly call to close ratios.
Methods:
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Before each call, plan specific and achievable objectives and tactics for advancing
customer(s) to expand use of our products.
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Plan to align conversations with customers’ behavior styles in order to capture and keep
their attention.
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Open each selling conversation with a clear purpose, a benefit for the customer to listen
and gain their involvement.
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Enable customers to magnify their needs for our products by using open-ended
questions to stimulate discussions.
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Demonstrate product features and benefits that fill magnified needs revealed by each
customer.
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Use clinical papers and third party references as evidence of our product benefits.
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Overcome customer questions, concerns or objections by listening, clarifying,
empathizing and providing realistic resolutions.
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Close by asking the customer to take the next step.
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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.
Knowledge
Objective:
Continuously expand knowledge necessary to represent the complete product line in a professional manner.
Methods:
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Focus on continuous improvement.
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Actively investigate market conditions, competitive activity, and competitive product differentiation.
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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 Education
Objective:
Routinely ensure customer satisfaction with all products by providing education in proper product selection and use.
Methods:
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Provide professional education programs to customers monthly in order to ensure proper use of products.
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Offer services to customers that exceed their expectations and lead to increasing use of our products.
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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 Administration
Objective:
Manage territory business and communications in a timely and efficient manner.
Methods:
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Maintain account and sales records as required to effectively make plans to consistently grow sales.
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Update information systems on a daily basis in order to monitor and track key business trends and indicators.
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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
2014 Survey www.medreps.com
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Networking
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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
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Medical Sales College
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Resume
◦ www.medicalsalescolle
ge.com
◦ Clear & Concise
◦ Emphasize skills
◦ Letters of
recommendation from
Ortho Surgeon
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Expect Multiple
Interviews
◦ Phone, in person, ride
along, final
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Have Brag Book, Letters
of Recommendation and
30/60/90 day plan to
discuss and leave behind
Always close and followup 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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Rob Lawton
rjlawton1@me.com
443-223-3791 - Cell