What skills do today's medical sales reps need to succeed?

Welcome to the ever-changing world of medical sales, where new products and therapies emerge daily, putting the industry in constant flux.

Each year brings a new wave of promising medical innovations, meaning that companies – and medical sales representatives - must consistently review how they can add value to care providers and patients. For those sales reps, this means embracing technology, refining their blend of sales expertise and industry knowledge, and keeping their tech skills up to scratch.

1. A nose for a sale

While the role of the medical sales rep has evolved over time, some things haven’t changed – namely, the need for reps to be able to sell drugs, medicines and medical equipment to health professionals. Reps are always dealing with people, so interpersonal communication skills are key, particularly when it comes to anticipating the needs of customers and explaining how certain products or therapies could help them.

With a plethora of choices available in the medical sales market – there are more than 500,000 medical technologies available in hospitals, community care settings and homes in Europe alone – reps must have a deep understanding of what makes their products unique and how they can empower healthcare practitioners. In this fiercely competitive marketplace, sales professionals without a solid foundation in core sales skills will find it challenging to stay ahead.

2. Technological prowess

Technology has exploded onto the healthcare market in recent years. From medical devices and in vitro diagnostics to digital health solutions, these innovations have permeated the UK, European, and global healthcare markets. Meanwhile, medical sales reps are increasingly being expected to understand these technologies – and know how to sell them. This is where data-backed sales strategies come into play, empowering reps to navigate this tech-driven era with confidence.

New technologies are also being used to help reps with the day-to-day management of their roles. Increasingly sophisticated CRM systems are used to help improve sales and customer relationships, while the use of mobile devices, iPads and laptops has come along in leaps and bounds. Sales reps who have a good grasp of modern technologies and how they can be harnessed to augment their roles will be the ones who are successful in the future.

3. Knowledge of the market

While there are routes into medical sales that don’t require prior experience in the healthcare industry, the truly exceptional representatives always stay connected to the pulsating beat of the market. They have more than a basic understanding of the medical industry; they are aficionados of its ever-evolving trends, weaving their expertise seamlessly into the fabric of patient care and treatment. Armed with comprehensive knowledge of the products they champion, they navigate a labyrinth of

4. Customer-centric expertise

In the exhilarating realm of sales, it's not just about knowing the market—it's about truly knowing your customer. A successful sales representative delves deep into the customer's world, unravelling their goals, motivations, and desires. Becoming a trusted expert on the client's product is the key that unlocks the door to understanding how your solutions can be the perfect antidote to their challenges.

Active listening is a crucial part of any customer-facing role, and this is particularly true in medical sales. By asking umbrella questions – those that open up a floodgate of information rather than a simple "yes" or "no" - reps can encourage their customers to speak freely and concentrate on absorbing as much information as possible.

Take your next step in medical sales at IQVIA

Do you want to serve as that vital bridge connecting medical and pharmaceutical marvels with healthcare professionals?

As a Medical Sales Representative at IQVIA, you’ll do just that. With opportunities spanning the global landscape, we are dedicated to empowering you to maximize your potential and achieve unparalleled success.

View our latest medical sales representative jobs and take your next career step.