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
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:
Encore Episode: How to Fight Status Quo in Your MedTech Sales Opportunities
How do you compete against a MedTech Goliath and maintain price integrity? We’re paying another visit to the archives this week so more industry underdogs can hear Trent Campbell’s killer advice.
Prior to his role as VP for Axonic Modulation Technologies, Trent logged a decade of experience in numerous National and Corporate Accounts roles with medical device companies including Atrium Medical (acquired by Maquet/Getinge), Applied Medical, and Fisher & Paykel Healthcare.
Trent knows that while status quo may be your competitor’s greatest weapon—it’s also their biggest weakness. In this popular episode, he shares how new challengers with a disruptive technology can turn the tide by having a brave “clinical champion” in their corner and win with a focus on long-term value. If you’ve been searching for a strategy to reshape demand and avoid commoditization, this episode is for you!
Resources and links from the show:
Encore Episode: Relevance as a Key Sales Ingredient and Why Most Reps Miss It
Innovation can render existing products or procedures obsolete, but is poor positioning the real threat to your relevance in the market? We’re back in the archives this week to highlight Mace Horoff’s excellent take on why more reps need to understand the moment-to-moment relevance of their product.
Mace is the creator of the Medical Sales Academy, a professional keynote speaker, and a 38-year frontline sales veteran. As the Academy’s lead medical sales expert, he helps sales managers think beyond quotas and coach their teams on product relevance—i.e., how their product solves the problems customers don’t even see coming.
In this practical discussion, Mace explains why “pending” business is worse than no business at all, how to be aggressive with your quota without being pushy toward customers, and why understanding your own inherent value as a rep is the key to new opportunities.
Resources and links from the show:
Encore Episode: Agitating the Market to Outshine Your Competitors
We’re diving into the archives again this week to highlight another popular value-packed episode. Every rep wants competitive advantages in the market, but the “old method” of selling and catering to physician customers won’t help you recognize them. Ben Bouterie’s approach is a great example of how to unlock opportunities through practice development and value-based selling. Ben is the regional sales director at Aerin Medical. As a 7-time President’s Club winner, he’s spent his career creating markets for disruptive technologies in multiple specialties. In this interview, he shares practical ways to position yourself as a trusted industry advisor versus a sales rep, and leverage this authority to gain trust and opportunities. Ben’s lessons on agitating the market and simplifying solutions for your customers are worth playing on repeat. If you’re trying to dodge the downward spiral of commoditization and crush growth expectations, then this episode is for you!
Encore Episode: Breaking into New Territories and Developing Net New Accounts
This week, we’re turning back the playlist and featuring one of the most popular episodes to date. Every sales professional in this field is interested in how they can break into new territories and develop net new accounts. Jay Pendleton’s advice and conversation is the perfect answer for this challenge.
Director of Strategy and Talent for Medtronic Cranial & Spinal Technologies (CST), Jay’s held various sales and leadership roles for the company, most recently the last 3 years as Zone Manager for the Western Strategic Spinal Technology team — responsible for driving market share growth and engaging key surgeon customers through differentiating technology (i.e. OLIF, Titan, Medicrea) with sales reps and district managers for the Rocky Mountain Texas & Pacific Regions.
Digging into his innate ability to open doors with new clients, Jay shares tips and insights for medical device reps to get past gatekeepers, develop new relationships, and break into new territories. If you’ve been listening to the podcast and you’re wanting an episode that’s super tactical for new business development, you don’t want to miss this one!
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