Six reps share their thoughts about selling in the year ahead
What does the year ahead hold for you in the field? What will you need to be successful? Repertoire asked several readers these questions. Sharing their thoughts were:
Tom Cook, account manager, McKesson Medical-Surgical
Territory: Orlando, Fla.
Years in medical sales/management: 23
Dick Daley, field sales consultant, Henry Schein
Territory: Central Maine
Years in medical sales/management: 33
Marie Mabie, diagnostic sales consultant, LABSCO
Territory: Western and central Iowa.
Years in medical sales/management: 5
Bob Miller, vice president of sales, GERICARE Medical Supply
Territory: State of Alabama, primarily
Years in medical sales/management: 38
Lauren Stachelek, surgery center/surgical hospital sales consultant, Cardinal Health
Territory: Philadelphia to central Pennsylvania
Years in medical sales/management: 5 1/2
Jim Wheeler, regional director of sales, Seneca Medical
Territory: Ohio, Michigan, Indiana
Years in medical sales/management: 25
Repertoire: In 2016, what will be the most challenging part of your job as a medical sales professional?
Tom Cook: Staying on top of the many changes taking place in the industry, plus keeping up with the buying habits of my customers and how they are being influenced by my competitors, whether it be face to face, email or through social media, etc.
Dick Daley: Having been in sales for many years, there’s always the new challenge of, “How can I be successful next year?” or “What do I need to do to increase business?” Sometimes there’s a plan based on what I know about getting new customers, and sometimes it’s a matter of new products and/or better resources that will enhance what I’m already doing. What I see now is the challenge of recognizing the new market to call on and how to best access it. It sounds simplistic in thought, but that’s the real challenge.
Marie Mabie: Helping our customers adjust to the ever-changing healthcare market.
Bob Miller: Balancing the federal government’s cutbacks that are taking place in post-acute care. They are rather severe. The key will be to identify those cutbacks that affect them the most and create solutions to help solve them. Different facilities may handle the cutbacks in different ways, so we will have to be flexible and on our toes.
Lauren Stachelek: Patience. Even if you uncovered a need, or a solution to provide a center efficiencies, improve work flow, increase OR turnover or improve the quality of patient care… the center/ hospital may not be ready for a change. Continue to follow up, follow through and remain consistent; that is what proves a different end result in your territory over another’s.
Jim Wheeler: One thing for sure that each of us can count on in healthcare is change. Change can create both opportunities and challenges. Mergers and acquisitions will continue to create challenges in 2016. Understanding the current landscape of our customer base and how mergers can impact them creates uncertainty. The ability to react quickly to these changes can significantly impact the success for both the customer and the distributor. Another important part of my job will be making sure our team helps our customers truly understand the value we are delivering and staying focused on what we do best.
Repertoire: Is there any one medical-sales-related lesson or skill you want/need to learn or master in the year ahead? If so, what is it, and why is it important?
Cook: Getting better at reading and analyzing the various sales reports we get every month and working that information into the daily mix.
Daley: My initial thought would be to develop a better communication skill set, which would enable me to better sell Henry Schein to the different levels of hospital administration that determine how their physician sites will be serviced and by whom.
Mabie: I need to continue to study the healthcare market so I can successfully sell into a market that is value-based rather than fee-for-service-based.
Miller: The medical-related skill that I want to master is related to my sales force. I want all my reps to be able to pull any and all information as it relates to their accounts on an iPad — sales, specific products ordered, status on payment, prices on each product. Reason being, they can have all the answers at their fingertips; they don’t have to make calls to the home office, or step out of the call to find this information. Building trust and having the information at your fingertips is the best way to go.
Stachelek: Relational management. Sales is more psychology-based than most are aware of, and it’s important to understand how to better read an individual, understand their agenda and goals, and sympathize with their struggles. It’s crucial to get back to basics and ensure you are asking the right questions of the right individual. Because our sales cycle is longer due to its relational basis, you don’t want to waste any further time. Beginning the relationship with this type of relational managerial behavior helps create more loyal customers.
Wheeler: The one skill that I continue to focus on is how I interact with customers on a daily basis. The former ways of selling a product to a customer are diminishing as well as becoming ineffective. Customers have different expectations from their supply chain partners. They look for partners who are willing to totally engage in their organization, understand their pain points and offer meaningful solutions to achieve their goals. Asking good questions and having active listening skills are critical parts in one’s success. It’s important to position yourself in a consultative and advisory manner. The fundamental blocking and tackling elements of distribution are now a given in every customer’s eyes, but you still have to make sure you’re meeting these expectations better than your competition, and then expand service beyond the “given” service expectations. To be successful in medical sales, I need to continue to find new ways to align myself with my customer to provide meaningful solutions to their challenges. In the past, we found ourselves sitting across the desk from a customer. Today, we strive to sit alongside the customer.
Repertoire: Suppose you have a son or daughter – recently graduated from school – who wants to become a medical products/equipment salesperson. What one piece of advice would you offer him or her? Why did you select that?
Cook: Tell them that it is a great industry to get into, but you won’t learn it overnight. Be patient and learn from others around you. I selected that because it is ever-changing, so strive to adapt to the changes; otherwise, you won’t survive.
Daley: A strong communication skill set and a strong understanding of business and computers would be a beneficial base to begin with. Second, getting the chance to work in a company that allows you the time necessary to learn and understand the products you are representing is very important. There is no replacement for being an expert in what you are selling and how it impacts your customers’ needs!
Mabie: Do the right thing! Sales is a competitive, fast-paced market. Mostly it is about superior customer service. If you take care of your customers, the rest will follow.
Miller: Treat everyone with respect, no matter their position. Make good eye contact and give them a firm handshake. It still works today, and you would be amazed how many people don’t do that. It gives a great first impression, and sometimes that’s all the time you have.
Stachelek: I did laugh out loud at this question, given I’m still in my twenties. I grew up in sales; it’s easy to say it’s in my blood, with both of my parents being brokers. However, I have always been more intrigued by the medical industry. This type of role made sense. As cliché as it sounds, it chose me. Immediately out of college, I was accepted into Cardinal Health’s Sales Development Program. No matter what industry you are interested in, I would say, research and strive to become a part of a recent graduate development program with a company. It is an excellent opportunity to gain priceless work experience, while simultaneously learning about the company. Also, continuously ask yourself, “Is it a good fit?” And don’t settle!
Wheeler: If my son or daughter expressed an interest in entering the medical field in distribution, I would encourage them to work at achieving strong communication and technical skills. Understanding how to work and interpret data, such as Excel, would be a critical skill set to master. The medical field offers a great deal of opportunity for those who like an industry that is continuously changing and moves at a very fast pace.