Medical Device & Biotech
Sales Training

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It’s a struggle today for many medical and biotech sales professionals to be able to gain and sustain access to decision-makers, whether they’re a surgeon, physician, key opinion leader, materials manager or C-level hospital executive. How do you engage and influence, conduct value-added discussions and ask the right questions? How can sales reps listen for information that’s going to help drive the sale and steer clear of price discussions, avoid commoditization and deliver real value to customers?

Performance Based Results has the answers. Our customized medical and biotech sales training programs focus exclusively on the needs of your business and the marketplace it serves. Trainer Paul Cherry can teach your team how to identify and gain access to the true decision-makers, and then ask the questions that reveal honest, value-added information.

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The medical device industry and biotech industry are changing rapidly, and unfortunately, yesterday’s relationships may not offer your sales team members the same value they did before. The good news is that targeted medical device and biotech sales training from Performance Based Results delivers the know-how, energy and commitment your business needs to grow.

Case Study:

Global Medical Device Manufacturer


Highly technical medical device sales professionals had difficulty gaining access and engaging physicians. Too much time was spent driving to accounts, service calls, paperwork, calling on non-decision-makers (nurses, therapists, billing clerks, technicians, and administrative assistants). Additional challenges included the following:

  • No structured sales and sales management process in place.
  • Every rep sold differently — lack of a uniform approach/lack of consistency and accountability.
  • Product marketing department did not communicate with sales department.
  • Sales reps too comfortable selling one product line over other product lines.


  • PBR put together a medical device sales training and medical device sales management training program focused on physician engagement strategies.
  • PBR also customized a C-level executive sales training program to equip the sales reps to proactively call on individuals such as:
    • Hospital Administrators
    • CEOs and CFOs
    • Vice Presidents
    • Procurement Directors
    • GPO and IDN key decision-makers

The Results

  • Medical device manufacturer documented $8,234,000 of sales revenue as a direct result of the 3-month sales training program.
  • Medical device sales reps consistently sold all five product lines to meet performance targets.
  • Medical device sales reps demonstrated the following sales improvement activities:
    • 18.7% increase in sales calls.
    • 24.3 % increased face-time with the doctor.
    • Shortened sales cycle by 17.2%.
    • Increased closure rate by 16.9%.
    • Greater marketing and sales collaboration to speed up product launches.
    • 12 months after the training program, client increased sales revenue by 14%.