I do keep in mind some of the main principles. Customers narrow down their options and buy on the sales experience rather than price.....customers don’t want to be asked what keeps them up at night but shown what should be keeping them up. I don’t view it as some fail proof system however.
My original point was that device sales companies do not provide formal sales training either as a new hire or ongoing. Skills will atrophy or the rep never had much to begin with.....came from an industry where volume of calls predicted success and they just outworked everybody. I never understood how difficult pharma was until I got into device. In pharma I had to sell against a cheap generic and if they used it the doctor made less money because it reduced the need for surgery. I just had to take the doctor’s word for it when they said they would use it or use more and wait for the data to verify. And the only person who benefits is the patient. In my current role if a doctor uses my device the surgery is less invasive, more precise, faster, and it cuts the number of days a patient is in the hospital. The doctor can then do more surgeries, make fewer errors, make more money, and the hospital saves while patients experience better outcomes. If they don’t use my device I get a real reason why which gives me a fighting chance to address the concern instead of some bullshit.
Will you work harder in device? Yes. Be managed out if you don’t perform? Yes. See your quotas go up after you crush them over and over again to the point one stops hitting their number? That happens too and then it’s time to move on....but you make a lot of money in the process.
In conclusion, you won’t convince me a good drug rep isn’t a good sales rep. Seen it proven too often.