I interviewed 2 great candidates who are currently in medical device sales. It made me think about some of the differences between medical device sales and a typical B2B sales position. When you move into medical device sales, it is definitely a step up in many ways- in responsibility, complexity and commitment
Both candidates talked about their efforts to convert surgeons from competitive products. Their success resulted from ferocious determination, research and a sophisticated level of clinical knowledge about their own and competitors’ products. In one case, there were 8-10 competitive plating systems on the market, and yet the rep was able to identify 5 competitive differentiators in his product.
A good product? Sounds like it. A rep who does his homework? Definitely. When you are a medical device rep you need to be as fluent as a surgeon on surgical techniques, clinical data and anatomy, and even more so on the options available on the market.
The other candidate talked about how there is zero room for error in medical device sales. Have to fidget with a copier or mailing machine that doesn’t work quite as expected during a demo? You can probably recover from that. Don’t have option C or D if needed in the OR? It might be the last time you’ll ever work with that customer.
“You can’t make mistakes. #1 there is a patient on the table. #2 there are too many competitors,” the rep said. To avoid any errors, he double, triple and quadruple checks his instruments and implants the day before the strategy. If he has to drive 8 hours from his rural territory to retrieve a missing instrument in the middle of the night before a case, oh well, he does it. Without question. “If there is a mistake, you better catch it far in advance, long before the customer ever knows.”
Although medical device sales is sexy and exciting, you need to seriously consider if you are prepared to make this level of commitment. Many successful sales representatives consider medical device sales not simply a job, not only a profession- but a lifestyle. That is how complete and total the commitment must be in order for you to maximize your success in this field.
Are you ready for it?
I seriously can’t imagine a better lifestyle for someone who is passionate about selling and getting paid well for it! It is without question the most interesting and potentially fulfilling line of sales I have been involved with.
Thanks Brad for your input. Medical device sales is rewarding on so many levels. Nothing else quite compares.