May 2, 2025- Repertoire Magazine recently sat down with Mace Horoff, author of Mastering Medical Sales – The Evolution – The Modern Playbook for Medical Sales Professionals, about his new book, how medical sales has changed over the years, and what it takes to be a successful medical sales rep in today’s market.
Competition is always high, especially in a market like medical sales where there are so many products that can accomplish the same objective. In a highly saturated market, the sales reps themselves can be the differentiators. For Horoff, a high-quality sales representative has several key qualities:
- Ongoing continuing education – Leveraging continuing education opportunities for yourself is a powerful way to level up your knowledge and experience. Horoff said, “If your doctors have to do it, you should too. Medicine is dynamic – it’s a science – and it’s literally changing every day. Doing little things like setting up Google alerts for the specialty you sell to goes a long way to keep up to date.”
- Organization is key – Organization could be the secret ingredient that sets you apart from other sales reps. When you keep things organized, you will have a better picture of the needs and challenges your territory is facing. “If you don’t control your time and develop a true understanding of your territory, you’re going to be leaving money on the table,” he said.
- Let the experts be experts – This can be particularly challenging for medical sales reps because when you are calling on these highly educated individuals, it’s easy to feel like you need to match their level of expertise. “When you understand that they are the experts, all you have to do is allow them to be the expert,” he said. “If you ask the right questions, they will tell you what it is you want them to know.”
Finally, the mission mindset is what keeps the sales reps in the game. “When they say no, that’s not going to stop you because it’s going to be your goal to ultimately do what’s best for that provider and their patients. Looking at your job as a mission instead of just a job to sell a product makes a dramatic difference in how you think, how you perform, and what your sales outcome will be.”
Continue Reading in the latest issue of Repertoire Magazine.