Want to Be a Premier Revenue Driver? Stop Taking Orders and Start Taking Accountability

Are you a revenue driver or just an order taker? More importantly, do you understand the distinction? Francisco Martinez didn’t really know—let alone care—when he fell into a medical sales role out of necessity years ago. Now? He’s a sales coach, trainer, and productivity enthusiast on a mission to dignify selling and help high achievers go beyond transactions. We sat down with the executive sales manager for Empire Medical (Arthrex) to chat about his 180-degree mindset shift, the power of humility, the industry’s growing need for hard truths and clear motives, and more.

In this episode, you’ll learn:

• The irony of using “salesy” as a dirty word (and what’s really behind it)

• How to champion the culture you want to be a part of, regardless of your role

• Why a failure to consistently define goals can lead to misaligned teams

• How to make an impact within and beyond MedTech using the three ‘E’s

Plus, we explore ways to balance the dual responsibilities of sales and service more effectively.

How Soft Skills Make You Strong: Perfecting the Art of Storytelling to Close More Accounts

You’re dishing out indisputable data that proves you have a superior product—so why aren’t docs responding rationally to it? Stop spinning your wheels and start spinning yarns, says John Livesay, award-winning sales professional and author of “The Sale Is in the Tale.” We caught up with the “the Pitch Whisperer” himself to discuss how the most successful pitch artists in MedTech tell clear, concise, and compelling stories that their customers can repeat in that often-overlooked ‘meeting after the meeting.’ Join us to learn the four-part formula for translating stats into a captivating narrative that lets your customers’ frustrations and aspirations take center stage.

In this episode, you’ll learn:

• How empathy and engaging body language up your likeability factor

• Simple tricks to make your story stronger (e.g., present tense > past tense). 

• How to break the habit of telling stories that lack meaningful resolutions

• Why you should use the ‘5-5-5 rule’ to be a progressionist, not a perfectionist

Plus, we dig into the neuroscience behind our brains’ inability to conceptualize the word ‘don’t.’

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

There’s no doubt about it—you better know the nuances of your product and fully understand the frustrations of the people you call on. What’s more, you need to know how and when to leverage those understandings. If you’re looking to develop or sharpen that kind of professional discretion, then you’ll want to revisit our 50th episode featuring Johnny Caffaro, senior manager of global downstream marketing for hip at Stryker. Johnny’s journey from a green go-getter to a trusted OR asset is an important and timeless reminder: Business development takes work, and it ain’t always pretty. Do it right, though, and you’ll open up countless opportunities for yourself over time. 

In this epsiode, you’ll learn: 

• Why everyone in a hospital—from administrators to custodians—is worth your time and can help you build a more aligned strategy

• Why it pays to make the scrub tech look like a hero 

• How to get the ‘status quo bias’ working in your favor

• Ways to save your career from the complacency trap (or avoid it altogether)

Plus, we explore the advantage of pitching your most complex products first. 

Physician Education: A Changing Landscape

Odds are, your prospective customer is trapped in their own ‘healthcare bubble’—and your ‘in’ could be showing them a way out. Dr. Brian Cohen is an anesthesiologist and the co-founder and COO of CMEfy, a co-learning platform that’s incentivizing clinician collaboration. We sat down with him to hear how his platform is giving clinicians the keys to drive their continuing medical education while helping medical thought leaders monetize their insights. Join us to find out how MedTech reps can leverage this co-learning revolution to drive value for customers and get plugged into what clinicians on the ground care about most.

In this episode, you’ll learn:

• The power of reflective journaling in medicine

• What it took to design a platform where no stakeholder loses

• How the cautionary tales of social media impact co-learning efforts

• Why once “close to the chest” techniques are now being passed along

Plus, we dig into COVID’s role in helping check egos and spur open channels of communication. 

A Surgeon’s Advice to MedTech: Be Intentional, Steward Your Brand, and Enhance Workflows

Like most docs, urologic surgeon Dr. Jamin Brahmbhatt only takes reps as seriously as they present themselves. Walk into his office with wrinkled scrubs, little to no research on your competitors, and a callous attitude toward his staff, and you’ll get schooled—that is, if he agrees to see you at all. We welcomed Dr. Brahmbhatt to the show to share constructive critiques of today’s MedTech reps and explain what it takes for them to earn the title of ‘partner.’ Join us as we discuss the importance of first learning—then enhancing—an office’s workflow, who really makes key decisions in a practice, and why your poker face isn’t as impenetrable as you think.

In this episode, you’ll learn:

• Why talking crap about competitors tanks your credibility
• How to get your foot in the door by owning the small things
• Why docs won’t trust you if you don’t put brand image before quotas  
• Basics doctors expect you to know about the way they practice medicine
• Why simple forethought is always your strongest competitive advantage

Plus, Dr. Brahmbhatt’s explains the issue with some reps’ unauthorized name-dropping habit.