healthcare sales training for medical device reps

Medical Device & Diagnostics

The medical device industry is poised for tremendous growth, but too many sales reps are working with an outdated playbook.

Declining HCP access is the #1 obstacle facing the medical device and diagnostics industry. This is driven mainly by decades of message-based selling techniques that alienated customer and devalued sale reps’ capabilities. Generations of reps have been trained to talk at customers with scripts and samples instead of with them about issues that bring about improved patient care and better outcomes.

The days of the high-pressure, manipulative, product/self/company-centric approach to selling are gone. These “traditional” measures have succeeded in alienating our customers, devaluing our sales professionals, and watering down the talent pool.

They don’t help sales reps deal with increasingly difficult access, and customers skepticism of their motives, they exacerbate the problem. They don’t help the sales professional partner with customers to address cost objection, budget constraints, customer apathy, and a revolving door of decision makers – they only make these issues worse because they fail to give the sales reps the tools, understanding and skills to partner effectively with their customers.

The old model has failed to capture the full potential of a talented and motivated group of professionals that are more than capable of adopting and executing advanced consultative sales techniques that help them engage their customers in more meaningful ways.

This, in turn, increases employee productivity, employee engagement, job satisfaction, and retention of your most valuable employees.

There is a better way forward. Our medical device sales training equips people with the mindset as well as the skillset and processes to step up to new selling realities.

With aging populations, chronic disease threats, the recent pandemic and ever-changing government regulations, the future of healthcare is being shaped every day. Now more than ever, the medical device and diagnostics industry is playing a crucial role in improving the ability to diagnose and treat illnesses.

But while medical device sales opportunities are growing across a variety of segments, the selling environment has changed dramatically, and it’s pushing even the most experienced sales reps out of their comfort zones. New influencers, broader coalitions of clinical and non-clinical buyers, changing regulations and policies, and the rise of virtual sales calls and product demos have changed the game. Many of the “tried-and-true” approaches taught in medical device sales training programs no longer apply.

Product knowledge is always going to be important. So are clinical relationships. But when you’re selling virtually or need to get a variety of different stakeholders on board, that’s not enough to be successful.

Against these changing industry dynamics, the medical device sales professionals who consistently break through have:

  • A thorough understanding of the business environment they’re operating in
  • The skills, behaviors and mindset to engage in strategic, value-filled conversations with diverse stakeholders
  • The confidence and commitment to adapt to new selling situations
  • Strong support from an active coaching culture and effective, value-focused processes

Our customized medical device sales training and coaching gives you a proven, value-driven approach for developing consultative sales behaviors (both in person and virtually), equipping your team to adapt to the needs of different influencers and building your sales reps’ self-belief so they can step up to new realities and deliver the value that matters most to each stakeholder.

Doctor in conversation with pharmaceutical representative


  • Build a strong values- and ethics-based culture
  • Create a common sales language across the organization
  • Equip salespeople to sell economic as well as clinical value
  • Create strategic partnerships that open the door for more opportunities
  • Maximize sales performance
  • Enhance leadership capabilities and create a true coaching culture
  • Attract and retain high performers
two doctors shaking hands

Medical device sales training that gets results:

  • Sales training with learning dynamics that impact attitudes and beliefs plus skills
  • A medical sales training model easily applied with clinical and non-clinical customers
  • A GAP Analysis process that challenges customers to think differently
  • Strategies to identify and sell different Behavior Styles®
  • A sustainment process that transfers knowledge into new behaviors
  • Coaching resources and materials for cultural alignment

The impact on your team and your business is powerful:  increased sales and productivity, reduced call reluctance, increased achievement drive and greater customer loyalty.

Medical device sales training outcomes:

  • Develop a thorough understanding of the medical device and healthcare business environment.
  • Learn the skills, behaviors and mindset to engage in strategic, value-filled conversations with diverse healthcare stakeholders.
  • Build the confidence, competence and commitment to excel in a complex, constantly changing sales environment.
  • Discover and apply proven strategies for effective virtual sales meetings and product demos.
  • Apply an effective, value-focused process to create strong relationships and long-term loyalty.

Medical Devices Sales Training Programs

Integrity Selling for Medical Device Sales equips sales professionals with consultative sales behaviors and skills as well as the value-focused mindset and processes to forge strategic partnerships that will drive your competitive advantage.

pharmaceutical sales training Integrity Selling

Integrity Selling Refresh

A simple and effective way for med device sales reps and their managers to keep previously learned Integrity Selling principles front-of-mind within their daily workflow.

Call Center Training Gets Results

Integrity Selling Elevate

For graduates of Integrity Selling, Elevate offers sustained, virtual sales training and coaching to deepen learning and speed results.  

professional development for non-profits

Integrity Coaching

Empower and equip your people to do great things.


Pharmaceutical advisor showing new medicine
A Global Medical Devices Leader
Building Consultative, Collaborative Relationships with Healthcare Providers By Aligning Sales Process, Sales Model & a Common Sales Language
Straight Years of double-digit growth in hospital sales
equipment in operating room
Quest Diagnostics
Comprehensive Sales Model Shaping Culture, Improving Sales Effectiveness
healthcare customer service training program
Implementing a formal selling process across the Smith & Nephew Sports Medicine division wins a 2018 Training Top 125 Award
increased revenue by 23% vs. the 9% average growth for the market


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The investment we have made is paying huge dividends in shaping a performance-driven culture – where people are motivated and engaged to perform at their highest potential.

Vice President of Sales
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I think of Integrity Solutions as a company that helps you sell the way a buyer wants to buy. No one wants to be sold to or feel like they’ve been manipulated. The Integrity model helps customers uncover needs that maybe they didn’t even realize upfront that they had.

VP of Sales – Field & DtC
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The Integrity Selling Model provides value and enthusiasm for the following reasons: First, it’s a realistic, detailed, and customer-focused approach that allows you to be yourself while having a conversation with the customer. Second, it unifies all (our) lines of business to one language. Finally, it’s a model that world-class organizations provide for their sales forces.

Executive Sales Director

Who We Work With

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FreseniusRx logo
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Invest in a Patient Outcomes-Focused Sales Culture that Develops Trust and Delivers Results

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