rob lawton division manager cmj medical depuy synthes ...division manager cmj medical depuy synthes...
TRANSCRIPT
Rob Lawton Division Manager
CMJ Medical DePuy Synthes – Mitek Sports Medicine
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
$133 Billion by 2016 6500 companies in
the US 80% of companies
have less than 50 employees
Athletic Trainer Medical Sales Professional
Medical & Dentistry
Therapy & Counseling
Education & Training
Psychology
Admin & Management
Personnel & HR
Physics
Computers
Communication & Media
Customer Service Sales & Marketing Admin & Management Computers Education & Training Psychology Communication &
Media
*info from www.mymajors.com
Athletic Trainer Medical Sales Professional
Active Listening Monitoring/Assessment Critical thinking Communication Social perceptiveness Active learning Service orientation Decision making Instructing Coordination Time management Problem solving Persuasion Negotiation
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 Medical Sales Professional
Dependability Stress Tolerance Flexibility Concern for others Integrity Initiative Cooperation Leadership Attention to detail Self control Persistence Independence Achievement/effort
Integrity Initiative Cooperation Dependability Persistence Stress Tolerance Achievement/Effort Self control Independence Flexibility Attention to detail Innovation Leadership
*info from www.mymajors.com
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.
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 long-term repeated use such as Lasers, Anesthesia equipment, Imaging Equipment, Robotics, etc.
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
Orthopedics ◦ Sports Medicine ◦ Joint Reconstruction ◦ Trauma ◦ Spine/Neuro
General Surgery
Plastic Surgery Cardiac Surgery Equipment
Diabetes Dental
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
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
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:
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.
Knowledge
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 Education
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 Administration
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.
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
Networking ◦ Team Physicians
◦ PA’s
◦ Local hospital OR
◦ Area Sales Reps
◦ Linked-In
Recruiter ◦ Medical Device
Connections
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
Expect Multiple Interviews ◦ Phone, in person, ride
along, final
Have Brag Book, Letters of Recommendation and 30/60/90 day plan to discuss and leave behind
Always close and follow-up after the interview
Be Creative and Persistent
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.
