As Vice President of Sales and Marketing at ConMed, it is an honor for me to get to work with extremely talented people every day. I recognize that this is a privilege, and so I decided to shine the spotlight on some of our terrific employees and leaders at ConMed. This post is the final one in this series; feel free to scroll through previous months here at MedExec.org to read the other interviews as well. I hope you will enjoy reading about these remarkable and inspiring people and their strategies for success in the medical sales industry.
This week’s post highlights the career of one of ConMed’s sales professionals who is highly respected by her peers as well as by the Territory Managers that work for her. This colleague started with ConMed Electrosurgery in July of 2008. She quickly proved herself by radically turning around her territory that had been previously underperforming. This territory was in such bad shape that the Territory Manager before her lasted just 4 months—when he found out how hard he would have to work, he quit. The new Territory Manager was not daunted, however. She took on the challenge and immediately had an impact. In January of 2012, this hardworking leader was promoted to the Area Director of the Mid Atlantic Region. As a leader, she has continued to take on challenges and has always found ways to succeed. In addition, she finds immense satisfaction in developing her Territory Managers so that they can also become successful. She currently leads the #1 Altrus Territory Manager, and her region leads the country in Altrus sales and procedures.
Below are her answers to some questions I asked regarding her experience and strategies:
If someone wants to be in medical sales and, more specifically, wants to sell Altrus for ConMed, please describe what types of scenarios to expect.
ConMed provides a fast-paced, competitive selling environment. If you are tenacious and love to find ways to overcome obstacles by coming up with creative ways to reach your end goal, then this is a job you will find rewarding. If you hate hearing the word “no” and it demotivates you to work towards a specific end goal, you will not enjoy this position.
Have you ever had a surgeon that, at the outset, was completely disinterested in your product but is now a big believer? What changed that surgeon’s mind? How did you get through to him or her?
When you first approach surgeons about a new product, their reaction is based on many things. They may be in a hurry, they may be having a bad day, or they may be in the middle of trialing another product. An initial negative reaction does not mean that they are completely uninterested in the product.
Also, most surgeons do not even realize that some of the drawbacks to their current vessel sealing devices can be fixed because they have been dealing with these issues for such a long time. When you speak with many surgeons initially, they state that they have no problems. The best way to uncover any issues the surgeons may be having is to observe a case with the current technology that they are utilizing. Discuss what you saw and how Altrus may help them. This is where you can truly make an impact on the surgeon.
What has been your most exciting moment in the OR?
My most exciting times in the OR come when I see my Territory Managers win over a surgeon in an Altrus procedure by having an open dialogue with the surgeon throughout the procedure. This dialogue includes troubleshooting, giving tips on how to utilize the product, overcoming obstacles, and also finding out what the surgeon loves about Altrus.
What has been your most challenging moment in the OR?
The biggest challenge is discerning whether a surgeon is a suspect or a true prospect. A suspect is someone who is telling you all the things that you want to hear, but when it is time to commit, you have a difficult time getting the surgeon to move forward. True prospects are those of whom you have asked difficult questions—and they are still excited about moving forward.
How important is goal setting to your success? How do you go about determining your goals and achieving them?
Goal setting is extremely important in order to stay on pace to hit your goals. I determine my goals by reviewing ConMed’s corporate objectives. Once I have set my long-term goals, I then break them down into short-term goals. I review these goals on a weekly basis to see where I am succeeding and where I need to adjust if I am falling short of a particular goal.
How do you handle adversity in the field when things don’t go your way?
I understand that every answer of “no” is temporary. I keep moving forward and try to find another way to get the end result that I am looking for. This is where creativity and strategizing become an important part of success as a Territory Manager. It is important to try to go into every situation with an understanding of each potential outcome and a plan to handle those outcomes in order to be well-prepared for whatever may come.
How do you plan your day? How far in advance do you plan?
Although I need to be extremely flexible, I believe that it is very important to have a long-term plan and short-term goals that are aligned with each other. Being a manager, I usually plan my schedule months or weeks in advance. I instruct my Territory Managers to plan at least a week ahead. They readjust their schedules as things change, but they always stay focused on the most important tasks.
What is your best advice for a brand new salesperson?
Come in and be ready to soak up a lot of information. The best way to do this is to throw yourself into the position and get into the OR as soon and as often as possible. Also, use your teammates and manager as resources and constantly reach out to them with any question that you have. No question is a stupid question. By asking for help, you will avoid wasting a lot of time!
Great post Sean. I have had an opportunity to work with this hiring manager. She is outstanding. Her reps cannot say enough about her support and encouragement. We are fortunate to have a talented leader like this at ConMed Electrosurgery.
Thanks Lisa!