DAY ONE | TUESDAY, FEBRUARY 26
7:30 REGISTRATION & WELCOME COFFEE
8:15 CHAIRPERSON’S OPENING REMARKS
Steve Gielda, Principal Partner, IGNITE SELLING
8:30 OPENING ICE BREAKER: SHARING MEDICAL DEVICE SALES TRAINING BEST PRACTICES
This interactive ice breaker will open the event with an opportunity for all participants to move around the conference room with the goal of meeting other delegates and engaging in brief conversations. The audience is encouraged to quickly exchange perspectives regarding sales training program trends, industry challenges, and common goals attendees have for the conference. Furthermore, participants in this warm-up session are also given the opportunity to directly build contacts with industry peers, kicking off the event networking platform.
Pete Sandford, Executive Vice President, Business Development, NXLEVEL SOLUTIONS
Steve Emerson, Director of Sales Training & Development, SIEMENS HEALTHINEERS
9:00 CASE STUDY: USING MODERN SALES LEARNING TOOLS TO MAINTAIN A COMPETITIVE EDGE
With increasing competition, complex products and constant regulatory changes, medical device sales trainers must get information out to the field quickly to maintain a competitive edge. Taking too long to digest information before getting it into the hands of sellers means sales lost to the competition. Using modern sales learning tools, sales trainers can quickly and easily create and share bite-sized videos with their sales teams capturing key value messages, Medicare procedures, and competitive insights.
- Successfully launch new sales training tools
- Stay fast and nimble in a changing environment
- Coach on complex products to make sales training more effective and enjoyable
- Ensure sellers add value to every customer conversation
Travis Hecker, Senior Training Manager, ABBOTT LABORATORIES
9:45 CASE STUDY: IMPROVING PRODUCT KNOWLEDGE RETENTION FOR MEDICAL DEVICE SALES TEAMS
From new hire training through senior development, medical device sales teams must continue education on product knowledge, focusing on impact of continuum of care and other health benefits. With an increase in overall product information available for sales teams, it is important device sales trainers deliver effective and engaging training methods to increase retention in sales representative. Exploring various methods of blended and hands on learning activities for product knowledge will highlight best practices for future individual development.
- Developing streamlined product knowledge curriculum
- Product knowledge training methods for higher retention
- Tools and resources for communicating product benefits
Jason Gwilliam, Sales Enablement & Execution Leader, BTG
10:30 COFFEE AND NETWORKING BREAK
11:00 INTERACTIVE WORKSHOPS: TRAINING ON THE FOUNDATIONS OF MEDICAL DEVICE SALES PROFESSIONALISM
Across the medical device industry, executives agree the first step in a successful commercial sales group is ensuring the foundations of salesmanship are mastered and utilized in every sales conversation. As areas to address in sales training and development programs increase in volume and complexity, often focused on product knowledge, it is challenging for sales trainers to devote time and resources toward the development of perfecting salesmanship fundamentals. However, the importance of honing in on the essentials remains vital in the success of a sales representative. By rotating through multiple interactive workshop stations, attendees will have the opportunity to engage in scenarios highlighting key fundamental attributes that are essential to successful sales teams.
Julie Young, Director of Surgical Sales Training, OLYMPUS
GROUP 1: Carol Keohane, OLYMPUS
GROUP 2: Jason Gwilliam, BTG
GROUP 3: Steve Emerson, SIEMENS HEALTHINEERS
Each workshop station will meet for 30 minutes, rotating between each of the 3 groups.
12:30 LUNCHEON FOR ALL PARTICIPANTS
1:30 – 3:00 2 PART MODULE: MASTERING STORYTELLING SKILLS IN SALES TRAINING PROGRAMS
Applying storytelling skills in sales training programs offers trainers a strong communication style to connect with trainees, and a framework to provide learners with to successfully execute a streamlined, solution-based pitch with increased product value. Training a salesforce to meet the needs and expectations of a customer on a personal level can pose as a challenge in a constantly evolving industry. Uncovering the structure of successful storytelling will position sales training managers with a strengthened communication style, and a framework to offer representatives to utilize in the field.
1:30 PART 1: BUILDING BLOCKS FOR EFFECTIVE AND ENGAGING STORYTELLING IN MEDICAL DEVICE SALES
- Structure of selling through a story
- Determining customer needs
- Communication and body language
Greg Caesar, Director, Sales Training, STRYKER
2:15 PART 2: WORKSHOP: APPLYING STORYTELLING PRINCIPLES FOR TRAINING DELIVERY AND EXECUTION
Mark Schleihs, North America Training Manager, COOK MEDICAL
Shane Graham, Director Practitioner Relations and Marketing
CANADA DIAGNOSTIC CENTRES
3:00 THE SURPRISING TRUTH ABOUT SALES AGILITY: RESEARCH REVEALS WE’VE HAD IT ALL WRONG!
Sales training and development leadership face a considerable challenge in selecting the most appropriate and effective selling methodology for their organization. In fact, investments in sales training and technology have skyrocketed over the past five years, and yet key markers of performance such as the percentage of sellers at quota, VP of Sales tenure, and seller retention are all down. You will learn how companies can leverage these research findings and methods to identify the right selling approach to create true agility in their own sales organizations.
Michelle Vazzana, PhD, Chief Strategy Officer, VANTAGE POINT PERFORMANCE
3:45 COFFEE AND NETWORKING BREAK
4:00 CASE STUDY: ADVANCED SKILLS DEVELOPMENT FOR TENURED MEDICAL DEVICE SALES REPRESENTATIVES
Tenured sales representatives are looking for advanced skills development and opportunities in the hopes of growing customer relationships and progressing careers. Utilizing the sales skills and product knowledge already achieved and practiced, sales trainers are challenged to provide effective and engaging advanced trainings, encouraging tenured sales teams to adapt new practices and continue professional growth. By exploring a successful tenured sales development program, sales trainers can look to implement new practices to support tenured rep success.
- Requirements for a progressive senior development program
- Building on and advancing already established sales skills
- Areas of development for tenured sales representatives
Jason Wright, Global Sales Execution and Development, ANGIODYNAMICS
4:45 WORKSHOP: COACHING SKILLS AND FUNDAMENTALS FOR MEDICAL DEVICE SALES MANAGERS
Continuing the development of medical device sales teams: sales trainers, managers and executives need to consider personal development in order to enhance coaching and communication skills to effectively provide feedback and direction to sales teams. Sales leaders coming from a variety of backgrounds and various experiences to share, the key fundamentals of communication and coaching are essential to the development and growth of the sales force. Exploring applicable coaching skills and fundamentals for training will shed light on open areas of development for medical device sales leaders.
- Key fundamentals for sales coaching behaviors
- Best practices for communicating feedback
- Being a resource for sales rep progression
Shane Graham, Director Practitioner Relations and Marketing, CANADA DIAGNOSTIC CENTRES
5:30 CLOSING REMARKS & DAY 1 CONCLUSION