Focus Magazine - Winter 2017 - 26

FEATURESTORY

former corporate account director at
Johnson & Johnson, recommended
that trainers use micro-learning
strategies. e following are some
examples of short "micro-lessons"-
each focused on a single
objective-that trainers can share with
the field:
* A short podcast on the four
performance categories of MIPS
* An article on how a local IDN is
changing its purchasing strategy
* A video interview with a hospital
executive on YouTube
* A five-question quiz on a new
payment model

Emphasize the Language of
Value
Barrow urged trainers to leverage
off-the-shelf or customized content on
value-based selling to help sales teams
cra effective value propositions that
go beyond the features and benefits of
their product to reflect the company's
entire portfolio of services and
expertise. "We're still sending folks out
there trained in the old way -
focusing on features and benefits -
expecting new results," he said.
According to Ybarra, trainers need
to ensure that their sales teams can
adequately articulate their product's
value proposition to physicians,
clinicians, and the value analysis team.
More than ever before, changing
payment models are driving
customers' interest in reviewing
products to determine how they affect
clinical outcomes and metrics,
including length of stay and
readmission rates.
"We are no longer interested in
products and services that are 'nice to
have' in our environment, because
'nice to have' is not going to impact
the clinical outcome," he said. Sales

teams also need to understand what
initiatives their customers are working
on and make sure that their product
or service aligns to these priorities.

Train Teams to Adapt Their
Message Based on the
Audience
Brent Petty, an executive industry
consultant and former system vice
president of supply chain for
Wellmont Health System, encouraged
trainers to prepare their sales forces to
have conversations with three types of
IDN leaders: service line leaders,
supply chain leaders, and C-Suite
executives. Sales representatives
should be ready to go from "scrubs to
suits" and make sure their value
proposition is tailored to each
audience, according to Petty, who also
serves on the board of directors for
the Association for Healthcare
Resource & Materials Management.
To help sales teams reach supply
chain leaders, trainers can provide
content on craing messages that
address three common challenges for
the supply chain: bandwidth,
expertise, and validation of their
current strategies.
"e Affordable Care Act thrust
supply chain into the limelight," Petty

said. "We are being asked to reduce
cost in ways that we have never
thought of before in areas we have
never dealt with before."
Sometimes, supply chain leaders
just don't have the bandwidth to
research each and every product. For
example, even the best supply chain
leaders rarely know the total cost of
ownership for specific products, but
sales teams can help. "If your company
can do the legwork for us, you become
a partner that is helping run our
business," he said.
Expertise is another area where
sales teams can help supply chain
leaders. Trainers can offer modules
and micro-lessons to help sales
representatives become coaches,
instructing healthcare executives on
how complex technologies work -
without the sales pitch.
Supply chain leaders also need help
validating their current strategies and
planning for the future.
"e people you train are our
subject matter experts, and we count
on them acting that way when they
call on us," Petty said.
Ybarra agreed. "Sales representatives are no longer considered the
dark side," he said. "ey are partners
in our healthcare business." ■

Michelle R. O'Connor, MEd, is president and CEO of CMR Institute. Email Michelle at moconnor@cmrinstitute.org.

26

FOCUS | Winter 2017 | www.L-TEN.org


http://www.L-TEN.org

Table of Contents for the Digital Edition of Focus Magazine - Winter 2017

LTEN Focus on Training Magazine
From the President: Preparing for Change
Table of Contents
Table of Contents
Guest Editor: Facilitative Training & Mutual Learning Models
Directions: A Time to Reflect and Plan
Front of the Room: Help! I've Got a Big Audience!
Building Account Management Capabilities
6th Annual Medical Device & Diagnostics Trainers Summit
Training Your Sales Team for Today's Changing Customers
Training Reinforcement 101
Sales Simulation Programs that Drive Performance
5 Persuasive Communication Lessons
Do It Yourself In-House Talent Development
Leveraging Simulation-Based Technology in Training
3 Essential Pillars for Competitive Selling
Virtual How: Learning Innovation & Best Practices
Ad Index
Focus Contacts
Meet Your Incoming LTEN Board President
Focus Magazine - Winter 2017 - Intro
Focus Magazine - Winter 2017 - LTEN Focus on Training Magazine
Focus Magazine - Winter 2017 - Cover2
Focus Magazine - Winter 2017 - 3
Focus Magazine - Winter 2017 - 4
Focus Magazine - Winter 2017 - From the President: Preparing for Change
Focus Magazine - Winter 2017 - 6
Focus Magazine - Winter 2017 - Table of Contents
Focus Magazine - Winter 2017 - 8
Focus Magazine - Winter 2017 - Table of Contents
Focus Magazine - Winter 2017 - 10
Focus Magazine - Winter 2017 - Guest Editor: Facilitative Training & Mutual Learning Models
Focus Magazine - Winter 2017 - 12
Focus Magazine - Winter 2017 - Directions: A Time to Reflect and Plan
Focus Magazine - Winter 2017 - 14
Focus Magazine - Winter 2017 - Front of the Room: Help! I've Got a Big Audience!
Focus Magazine - Winter 2017 - 16
Focus Magazine - Winter 2017 - Building Account Management Capabilities
Focus Magazine - Winter 2017 - 18
Focus Magazine - Winter 2017 - 19
Focus Magazine - Winter 2017 - 20
Focus Magazine - Winter 2017 - 21
Focus Magazine - Winter 2017 - 6th Annual Medical Device & Diagnostics Trainers Summit
Focus Magazine - Winter 2017 - 23
Focus Magazine - Winter 2017 - Training Your Sales Team for Today's Changing Customers
Focus Magazine - Winter 2017 - 25
Focus Magazine - Winter 2017 - 26
Focus Magazine - Winter 2017 - 27
Focus Magazine - Winter 2017 - Training Reinforcement 101
Focus Magazine - Winter 2017 - 29
Focus Magazine - Winter 2017 - 30
Focus Magazine - Winter 2017 - 31
Focus Magazine - Winter 2017 - 32
Focus Magazine - Winter 2017 - 33
Focus Magazine - Winter 2017 - Sales Simulation Programs that Drive Performance
Focus Magazine - Winter 2017 - 35
Focus Magazine - Winter 2017 - 36
Focus Magazine - Winter 2017 - 37
Focus Magazine - Winter 2017 - 38
Focus Magazine - Winter 2017 - 39
Focus Magazine - Winter 2017 - 5 Persuasive Communication Lessons
Focus Magazine - Winter 2017 - 41
Focus Magazine - Winter 2017 - 42
Focus Magazine - Winter 2017 - 43
Focus Magazine - Winter 2017 - Do It Yourself In-House Talent Development
Focus Magazine - Winter 2017 - 45
Focus Magazine - Winter 2017 - 46
Focus Magazine - Winter 2017 - 47
Focus Magazine - Winter 2017 - Leveraging Simulation-Based Technology in Training
Focus Magazine - Winter 2017 - 49
Focus Magazine - Winter 2017 - 50
Focus Magazine - Winter 2017 - 51
Focus Magazine - Winter 2017 - 3 Essential Pillars for Competitive Selling
Focus Magazine - Winter 2017 - 53
Focus Magazine - Winter 2017 - 54
Focus Magazine - Winter 2017 - 55
Focus Magazine - Winter 2017 - 56
Focus Magazine - Winter 2017 - Virtual How: Learning Innovation & Best Practices
Focus Magazine - Winter 2017 - 58
Focus Magazine - Winter 2017 - 59
Focus Magazine - Winter 2017 - Ad Index
Focus Magazine - Winter 2017 - Focus Contacts
Focus Magazine - Winter 2017 - Meet Your Incoming LTEN Board President
Focus Magazine - Winter 2017 - Cover3
Focus Magazine - Winter 2017 - Cover4
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