Challenging the notion of type casting in device and pharma sales

21 Feb, 2019

Why do smart people continue to recruit the same personality type for key medical device and pharma sales roles, despite the dramatic shifts in healthcare?  Ted Coss from BEC Search has an idea why. 

As Einstein said, the definition of insanity is continuing to do the same thing over and over again and expecting a different result. So why do smart people continue to recruit the same personality type for key medical device and pharma sales roles, despite the fact that the healthcare landscape has dramatically changed?

We all know the style – the gun-slinging rep with the fat Rolodex (or, in today’s world, iPhone contacts) who relies on relationships alone to sell.  Ask him/her about her their sales process and prepare for a rambling narrative or a blank stare.  They just know people, and that’s how it gets done.

Don’t get me wrong; relationships are paramount in sales, and these folks can be extremely effective.  However, there’s a downside to only casting one type of person in the dynamic world of healthcare sales, where consumers are advocating for themselves and doing their research, and where quality outcomes are expected by both patient and payer.

These relationship-driven reps are often limited by their approach.  They call on the same set of physicians and providers (their buddies) and are hesitant to go after people they don’t know.  They may even have some relationship baggage, meaning they avoid those who turned them down in the past or they simply didn’t connect with.  Their universe of contacts is limited by past history, and they’re not apt to knock on new doors.

Rather than conducting a narrow search that includes only reps who are experienced in the exact niche your product or service is in, I am seeing companies hire salespeople from other practice areas.  These are people who don’t limit themselves to a certain set of physicians or providers that they call on exclusively.  They don’t have preconceived notions or biases and will call on anyone who might be interested in the product or service.  They are also open to learning, and don’t pretend to have it all figured out.

You may think that I’m implying that you should hire more junior reps, but that’s not what I am saying.  My observation is more about personality type, and a willingness to learn, adapt and think differently.

Relationships will always be a valuable asset in sales, and in any job type or industry for that matter; however, buying from your buddies out of loyalty or personal preference is no longer acceptable in the evidence-based and outcomes-driven healthcare environment.

All of us who are searching for rockstar sales talent need to adjust accordingly.

To hear more on this topic, check out my podcast on Medical Sales Nation with Jim Surek and Charlie Johnson.