Today’s post highlights another one of our inspiring leaders at ConMed. We have a terrific team, and it is my privilege to introduce you to this hardworking colleague. I trust you will find inspiration from his strategies and insights to apply to all of your personal and professional endeavors!
This particular colleague made an immediate impact on business thanks to a fearless effort. With little operating room experience, he achieved his Altrus quota in his first quarter. His territory consistently leads, and he has made significant progress in his overall quota.
These achievements were accomplished because of three specific traits:
First, this employee is very disciplined and focused. He does not accept put offs or delays. He effectively identifies a need and provides his customers a solution. He urges his customers to take action.
Next, this leader plans strategically. He always knows when and where his next Altrus order will come from. He knows when the surgeon will use the product and where his next trial will start. He has a plan and is focused on execution.
Finally, this individual has a will to win. His goal is to be a top representative in the company, and he works towards that goal daily. Every week, he finds new procedures, new surgeons, and new opportunities, thanks to his relentless planning and consistent effort.
What do you need to love in order to sell Altrus or be in medical sales?
If you love a clinical sale rather than one based upon price, you will love selling Altrus. If you hate rejection and asking tough questions, you will hate selling Altrus.
Have you ever had a surgeon that, at the beginning, 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?
Yes. One particular surgeon blew me off the first few times I approached him, saying he had never had luck with the other vessel sealers he had used in the past, so he didn’t want to try Altrus. Knowing that he and his partner were very close, I began to really push this doctor’s partner to use Altrus. I knew if I could get the partner to like Altrus, the reluctant doctor would at least give it a shot.
The partner agreed to use Altrus on a colectomy, and the case went great. I told this doctor about my conversations with his partner, who was hesitant because of a lack of success with other comparable devices. I asked the partner—the one who used Altrus in the colectomy—to reach out to the original doctor and share his success story in order to build confidence in Altrus. The partner did exactly that, and now the once-reluctant doctor is one of my biggest users—he uses Altrus for all his cases needing vessel sealing.
What has been your most exciting moment in the OR?
My most exciting moment thus far has been working a clear plan and succeeding to bring Altrus into a new account. I found a champion who was willing to fight for Altrus, and we executed our plan to get Altrus in the door. Then, once Altrus was purchased, this surgeon was thrilled with the results he achieved in his cases.
What has been your most challenging moment in the OR?
My most challenging moments have come when working with some doctors that find something new to complain about after every case. I also find it challenging when we experience setbacks such as a procedure that does not go well—but each of these challenges presents an opportunity to remind my surgeons of the benefits of Altrus.
How important is goal setting to your success? How do you go about determining your goals and achieving them?
Goals are very important to me. Without goals I am working towards, it would be easy to lose sight of my daily activities and my overall strategy and plan. I determine my goals based on my financial goals for the year. Once I have my yearly financial number, I determine exactly what I need to do to make this happen. I write down monthly, quarterly, and yearly goals to have something both short-term and long-term to work towards.
How do you handle adversity in the field when things don’t go your way?
Adversity is something I expect. I am adamant about not getting too high on my highs or too low on my lows. I know just one email, phone call, or conversation can change a bad day in a heartbeat. I know if I continue to work my plan, then I will succeed.
How do you plan your day? How far in advance do you plan?
My day is planned based on what I am looking to accomplish for the day—increasing my Altrus number. So, first I plan my day based on the Altrus cases I have scheduled and what I am trying to accomplish in each particular case. Then, while I am in a facility, I look at what other opportunities I have there, opportunities such as discussing Altrus with other surgeons or pitching our other products. I plan four to five days in advance. I know if I have a clear plan for the next four to five days, I am setting myself up to achieve my overall goals.
What is your best advice for a brand new salesperson?
Target surgeons who are willing to fight for your product…and then do whatever it takes to get your product in those surgeons’ hands. There are two main questions I ask a surgeon at the end of a pitching conversation: “If you feel that my product is a good fit for you, are you willing to go to bat and fight for this product? Are you willing to take the steps needed and contact key people in order to get this new product into the hospital?” Without a surgeon who is willing to do this, all I am doing is having conversations that won’t put me at the top of the totem pole.
I’ve notice how important goal setting is for most of these highly successful sales reps. They have a plan and work it. Great post!