The professor in the back of the room is leaning back in her chair, arms crossed. She is tilting her head, eyes narrowing. I know I am in for a challenge, I can see it. The tension in the room is palpable.
I am 26 years old, and have been in the job for a couple of months. I represent a medical device company, and my customers and doctors, highly educated, are experts in their field. Decisions are made on facts, statistics and clinical data.
The professor asks me if I think the product I am talking about has better clinical trial results that the leading product on the market. 6 months ago I had never read a clinical trial. She is the lead author for over 250 publications in major journal across the world. There is only one thing to do: openly say that I don’t know.
This is a frequent occasion in my business, and rightly so. Medical device reps is on high turnover, often young, inexperienced, polished and smart, in for the career opportunities. In the good cases, there to make a difference, in the bad cases they are there to make a quick sale and move on.
Two things are imperative to do a good job in one of my companies;
Technical skills, and a humble approach to the knowledge of our customers. There is no way we can catch up with the 8 years of medical school. But we CAN be experts on one thing: our product.
I tell my team 2 things: don’t EVER try to diagnose and treat a patient. You will be asked to, and sometimes even pushed to. Stay away, and do not be flattered and dragged in, no matter how good your relationship with the doctor is. You are NOT trained and equipped to make such judgement.
Know everything there is to know about the product. Features, benefits, technical specs, clinical data, user experience, manufacturing process, origin, improvement history. Watch it being used. Listen, learn. Ask questions of the users. My favourite one: Ask the user why she/he is using it. They will tell you better reasons than your marketing department can, with a lot more credibility. Know how it is used, in what applications. For us, anatomy is key, and I send my team on the same anatomy trainings that doctors attend. They need ton be extremely knowledgeable, so they can add value to the customer.
After all, it boils down to this: you need to earn the trust of your customer, and they will appreciate your dedicated. Few things can replace passion and dedication, no matter what field you’re in. And trust me…you can’t fake that.
And of my professor? I asked her to mentor me. We spent a couple of years with me tagging along every chance I got. Her patience and support benefits me yet to this day, and I thank her by paying it forward.
*Well, MOST people don’t like it.