Career Growth Featured

Help Your Medical Sales Reps Improve Sales Efforts with 3 Training Updates

Lawyers, teachers, medical professionals, pilots — all are accountable to uphold state and national guidelines for ongoing education requirements. Yet, while legislation has an impact on product development and distribution in the medical sales industry, there is little structure in the way of education plans for medical sales reps.

You don’t have to wait for legal mandates to create an education strategy for your team. When all clients are happy and sales goals are reached month after month, the gaps in your ongoing sales training plan are easy to overlook. 

However, one misstep due to a lack of accurate information or slip in sales skills, and your sales reps could be on the hunt for new clients, just hoping their reputation doesn’t precede them. 

To close the the gap and avoid any costly and easily-avoidable sales losses, consider these areas for improvement in your sales training plan for all reps on your team:

Sales Knowledge

Individual sales reps have a variety of skills and aptitudes for seeing sales success. The easiest way to update your sales training plan is to look at what makes your top performers successful. Through regular performance reviews and employee feedback, and even dedicated skills and personality tests you can splice through the data and identify the trends. 

Such as, do these top performers actively pursue knowledge about products and seek out ways to sharpen their sales skills on their own? How many touch points do they make with clients? How are they communicating new information to clients and how frequently?

Lean into your high-performing sales reps to learn what they consider most useful in continuing education. Work together with your whole time to devise a sales education plan to train everyone on the skills your data shows are working. At this step, it’s even going back to some sales 101 to see what areas all can improve on! 

Product Knowledge

Whether sales reps are new to your team or you’re delivering groundbreaking healthcare products to clients, you can’t expect your sales reps to know what they don’t know. If there is a gap in product knowledge, not only are sales going to be affected, but clients are not going to be well-informed. Especially in medical sales, misinformation can lead to costly and dangerous decisions.

Regular check-ins with your sales team to update everyone on information on new products and ask questions about changes to old products helps you keep a pulse on your sales reps’ product knowledge. These ‘Did You Know?’ sessions can be quick (as little as 15 minutes could be enough) but highly effective in keeping everyone up-to-date on product developments.

Consider evaluating the product knowledge your team has across each product line your medical sales pros are providing. They don’t need to be an expert in all products in the company, but with the easiest sale and upsell, and your client valuing their relationship with your reps, these reps being able to connect their clients with products outside of their own offerings can lead to an even stronger relationship. 

While uncovering what they don’t know, it’s important to have them let you know how they want to know it. If a call is the best way for initial info, yet you know they’re always checking email — release a regular trends report with links to downloadable resources. 

Client Knowledge

Being well-informed of clients’ changing needs is case-by-case for your sales reps. But that doesn’t mean you can’t empower your team to create a plan that keeps them current and knowledgeable.

Customers don’t always have time to update sales reps of changes in their needs or policies before the next sales call. In many cases, sales reps can learn about new developments by watching for announcements on clients’ social media and webpage. They can always ask if there is a newsletter distributed to staff or patients they can sign up for. 

It’s also a good idea for sales reps to have another point of contact for their clients, someone they can ask for updates without disrupting the workflow in their office. This might be an office assistant, receptionist, or nurse familiar with the sales relationship.

Ultimately, building a meaningful relationship with clients means staying in touch and in-the-know so sales reps can better serve their patients’ needs. Sales reps want to sell products that make an impact. This means, they need to see their mission through and connect with clients, learn about their team and patients, and work toward selling them products that make a real difference.


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