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Performance Based Results

Medical Device & Biotech Sales Training

For many medical and biotech sales professionals today, it’s a struggle 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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Our clients typically get 7 times
their return-on-investment (ROI) – or better!

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.

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Here’s what some of our medical and biotech sales clients and training participants have said about the results we helped them achieve

The team closed a $12 million opportunity because of your training. Now that’s delivering ROI.”
Christina Kachellek Learning Manager,
You equipped us with the skills to fully engage our customers in order to close more business.” Richard Parker President,
Midwest Medical
Great job customizing and delivering highly engaging sessions to help our team succeed.” Chris Strasinski VP of Sales,
Philips Remote Cardiac Service

On-Site Medical Device Sales Rep Training

The best medical sales training programs offer more than rah-rah speeches and generic info-speak. Your business is unlike any other because of its people. Achieving better results means pinpointing the unique problems your sales team faces. Leveraging in-depth industry knowledge and proven medical technology sales training techniques, Performance Based Results will help your reps ask the right questions, listen carefully to the answers and devise the solutions that close bigger sales.

Paul Cherry’s proprietary six-step approach to medical equipment sales training, The Sales Bridge, begins with research. Your sales representatives will gain the trust of your customers because they’ll take the time to identify customer needs and engage in value-added conversations. They’ll learn how to bypass the gatekeepers and gain access to the decision-makers who fund important purchases. Because closing the deal is just the beginning of the customer relationship, your sales reps will learn how to stay motivated while providing excellent customer service.

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Become a Trusted Partner

Give the sales and management teams at your medical device business a refresher course with a customized or off-the-shelf solution from Performance Based Results. Our workshops include:

Selling Skills Workshops
Target specific skills that need improvement with a one-day workshop from Performance Based Results. Review your options, which include classes:

Learn more about what your customers value, and how you can deliver that value, fast.

Management Workshops
Build a healthier corporate culture with management classes that grow relationships between you, your executives and your employees. Workshops we offer include:

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 Solution

  • 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%.