Medical Sales Accelerator Podcast

The Medical Sales Accelerator Podcast brings you insider tips and secrets to help you drive your sales. Featuring interviews with top-performing medical sales reps, president’s club winners, and leaders in the MedTech industry. Hosted weekly by Zed Williamson and Clark Wiederhold. Listen online, or find us on YouTube.

Developed and produced by TrackableMed, the medical marketing agency known for creating predictable, trackable growth for MedTech companies and medical practices.

Episodes

Powering Your MedTech Sales with Integrity, Optimism, and Accountability

Why do people make excuses for behaviors that hold them back from what they want most? Chip Helm believes that if you can’t list your guiding business principles on one hand, you’re overcomplicating your approach and making it harder to hold yourself accountable. The author, sales mentor, and 36-year industry veteran rejoins the show to hammer home the five core principles that have shaped his impressive career (sprinkling in a few “Chip-isms” along the way). Join us as we discuss a no-nonsense outlook on follow-up, hard truths about relationships, how to find true North in our personal and professional lives, and misconceptions about attitude.

In this episode, you’ll learn:

– Why follow-up is all about acknowledgement, not answers  

– The futility of trying to win arguments (i.e., being right with facts but wrong with relationship)

– What it means to be a “shark” networker

– How to solve this equation: Energy · X = Motivation

Plus, we dig into the specific behavioral changes required to become a practical, potent optimist.   

How to Implement the “Psychology of Persuasion” in Your MedTech Sales: Part 2

From the sales that coax consumers to fill their carts to the hostage negotiation tactics that save lives, the psychology of persuasion dominates our world. Though most medical device sales reps are familiar with at least a handful of these behavioral triggers, surprisingly few know how to weave them into their sales approach. This week, we’re picking up where we left off in Robert Cialdini’s best-seller, “Influence: The Psychology of Persuasion,” to show how reps can more effectively wield the final three “weapons” of influence: liking, authority, and scarcity. Join us as we bring pages of wisdom to life in everyday medical device sales scenarios and discuss how reps can better position themselves in sales conversations.

In this episode, you’ll learn:

– How to challenge the status quo and still be likable   

– Why you should be aware of key differences in your physician partners’ personalities

– Why pointing out all the patients who shouldn’t use your therapy is a smart play

– How to better implement—and gatekeep—your team’s resources and expertise

Plus, we touch on the famous scientific studies that demonstrated the power of these principles. 

Building a Sales System and Becoming “Bulletproof” on the MedTech Battlefield

For the elite task forces that operate in the most dangerous places on earth, the difference between a process and a system isn’t semantic­—it’s life or death. As former war correspondent Shawn Rhodes argues in his book “Bulletproof Selling,” processes are largely designed around individuals, making them harder to repeat, improve, and measure. Systems, however, are always designed around objectives. But that’s just one of several key distinctions that he believes most salespeople are missing. We caught up with Shawn to discuss how “systematized selling” helps senior and junior MedTech reps alike improve their pipelines, things companies can do to avoid being hamstrung by their own top talent and achieve consistent growth, and the importance of teaching customers “how to buy.”  

In this episode, you’ll learn:

  • Why buying a CRM and shoving it down every team member’s throat isn’t a “system”
  • How to incentivize your top performers to systematize their wisdom
  • What it means to understand “commander’s intent”
  • Why the best systems are “T.R.I.M.” systems
  • The power of using Drift and Loom videos as a sale call follow-ups

Plus, we define the difference between an unhelpful gripe and a responsible complaint. 

What Helps a Rep “Win Over” a Surgeon (It’s Not What You Think)

So, you think medical sales is sexy? Prepare for a wake-up call. Johnny Caffaro, director of sales for the West at United Orthopedic Corporation, found out quickly that making a name for yourself in this industry takes more than the gift of gab and a firm handshake. Whether it’s intensive case planning weeks ahead of surgery, advising surgeons and scrub techs during procedures, or staying till 10 p.m. to clean your instruments, the logistics of medical sales are no joke. We sat down with him to discuss his success with a bold approach to business development: Selling your most complex product first, then backing your way into the primary products. Join us as we explore the psychology behind this tactic, how reps can become technical assets in the OR, and why competency is the best way to win over surgeons.

In this episode, you’ll learn:

– What MedTech companies are really looking for when they ask, “Are you a chameleon?”

– Why you should care about making the scrub tech look like a hero

– How to recalibrate your career if you’ve fallen into the complacency trap

– Why everyone in a hospital—from administrators to custodians—is worth your time

– Why smaller, “hungrier” distributorships are the best places to source talent

Plus, we explore how to get the ‘status quo’ bias working in your favor.

How to Implement “The Psychology of Persuasion” in Your MedTech Sales

What do sitcom laugh tracks and Hare Krishnas handing out flowers in the airport have to do with MedTech sales? Quite a lot, according to Robert Cialdini’s classic book, “Influence: The Psychology of Persuasion.” They’re all based on one or more of the six principles—or “weapons,” as Cialdini calls them—that we humans use to influence others. This week’s special book review episode is dedicated to exploring the MedTech connection to the first three principles of “Influence”: reciprocity, commitment and consistency, and social proof. Join us as we push beyond the abstract to show how reps can implement these proven psychological tactics in their daily dealings to greater effect.

In this episode, you’ll learn:

  • How simple social experiments revealed fascinating patterns in the human psyche
  • Why you should always be asking your customers to “keep tabs on your stuff”
  • How overzealous attempts to use social proof can backfire  
  • What it means to start out as a giver as opposed to a taker
  • Why some physicians may respect—but not follow —KOLs in academia

How to Reignite a Fire in Your Sales Process With 3 Simple Values

Are you 100% bought in to the product you’re selling? If not, the world’s best poker face won’t help you; sooner or later, a lack of passion will show up in your numbers. Chase Isaacs, director of business development for Physician’s Weekly, believes the problem is that most reps are unable to move beyond conceptual knowledge of their product toward a deeper realization of its impact. Worse yet, they listen to respond but don’t listen to understand. We sat down with Chase to discuss how reps can develop a more mature sales process by self-evaluating their performance on three criteria: belief, listening, and care.

In this episode, you’ll learn:

  • What it means to bear responsibility for providing solutions
  • Why words are very rarely where the meaning lies (and how to bridge “language barriers”)
  • When highly polished elevator pitches do more harm than good
  • Why thinking MedTech sales is a “numbers game” usually leads to burnout

Plus, we explore how VR and other digital technologies are forcing reps to own value-based selling.

Resources and links from the show:

Responses

About Instructor

Sandy Garcia

As a senior level marketing consultant, I help MedTech companies and medical specialty practices grow through behavioral marketing and growth acceleration programs. I've accumulated over 20 years of experience in media sales and sales management. This includes digital, radio, cable and print. With this experience, I have a track record for generating marketing strategies that help physicians and medtech leaders get a much higher ROI for their marketing investments, resulting in increased patient demand.

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