Our Clients in This Industry
Train for Agility, Insight, and Clinical-Backed Outcomes
The healthcare industry is transforming rapidly. From value-based care models to increased buyer scrutiny and limited HCP access, sellers must do more than present products — they must challenge assumptions, lead with insight, and deliver strategic value tailored to patient outcomes.
Richardson equips healthcare sales teams with the consultative and Challenger-based skills needed to thrive in today’s high-stakes, matrixed environments. Our programs help sellers engage buying groups, communicate clinical and economic impact, and earn trust with stakeholders focused on outcomes.
Why Healthcare Sales Teams Must Evolve
Sellers in pharmaceuticals, MedTech, and healthcare services face mounting challenges:
- Larger, decentralized buying teams resulting from M&A activity and organizational complexity
- Time-constrained HCPs and greater gatekeeping by administrators
- A shift toward value-based care models that demand solution alignment with patient outcomes
- A heightened need to demonstrate differentiated value in competitive, data-driven markets
In this environment, sellers need more than product fluency. They must teach for differentiation, tailor messages to clinical and operational roles, and take control of the conversation — the core strengths of The Challenger Sale.
Sales Training Programs for Healthcare Sales Teams
We build 16 core selling capabilities through modular, blended-learning experiences. Key healthcare-focused programs include:
The Challenger Sale
Ideal for sellers navigating complex health systems. This program teaches reps to lead with insight, tailor solutions to multiple roles, and take control of buying conversations — critical for engaging value committees and reframing thinking in evidence-driven cultures.
Consultative Selling Training
Equips reps with structured frameworks to drive conversations that uncover deeper needs, align with outcome metrics, and position high-value solutions.
Consultative Opportunity Pursuit Training
Helps sellers prioritize stakeholder conversations, track deal progress, and apply Challenger skills in day-to-day execution, particularly when stakeholder groups shift.
Consultative Prospecting (Omnichannel) Training
Builds strategic prospecting plans that span virtual meetings, social media, email, and in-person engagement, crucial for reaching time-constrained HCPs.
Consultative Negotiations Training
Prepares sellers to guide difficult conversations with confidence, using positioning and mutual value framing to preserve margin and trust.
The Accelerate Sales Performance System
Richardson’s Accelerate Sales Performance System helps organizations scale learning, track behavior change, and coach more effectively. Using real-time performance data, leaders can assess where sellers succeed or struggle and deliver personalized learning paths to close gaps.
Outcomes You Can Expect
By training healthcare sellers with Challenger and consultative methods, your team can:
- Influence complex, multi-level buying groups
- Improve access and engagement
- Demonstrate differentiated value
- Drive better business and patient outcomes
- Achieve consistent, measurable gains in seller capability and sales results
Supporting Healthcare Sales Teams in Selling AI Solutions
Artificial intelligence is transforming healthcare — from predictive diagnostics and clinical decision support to patient engagement and hospital operations. Yet despite this momentum, many healthcare buyers hesitate. Concerns about compliance, patient safety, and unproven ROI create uncertainty around how to adopt AI responsibly.
Richardson and Challenger help healthcare sellers navigate this complexity by equipping them with the frameworks and confidence to teach buyers how to buy AI safely, strategically, and confidently.
Equip Sellers to Lead the AI Conversation
Our combined methodologies enable sales teams to move beyond technical demos and lead insight-driven conversations that clarify the business case for AI adoption. Using Challenger’s commercial teaching principles, sellers learn to quantify the cost of inaction and position AI as a solution to urgent challenges such as clinician burnout, readmission penalties, and supply chain inefficiencies.
Build Confidence Through Consultative Skills
With Richardson’s Consultative Selling approach, sellers learn to empathize with healthcare buyers’ concerns about patient safety, data privacy, and ethics. They gain the ability to navigate complex buying groups — clinicians, compliance leaders, finance, and IT — and tailor their message to each stakeholder’s priorities.
Create Constructive Urgency and Measurable Outcomes
By applying Challenger and Consultative frameworks, sellers are equipped to create constructive urgency without pressure, guiding buyers to see that standing still is riskier than moving forward. Teams learn to define clear, measurable outcomes such as reduced patient wait times, improved operational efficiency, and better clinical outcomes.
Enable Consistent Execution
Through the Accelerate Sales Performance System, sales leaders can reinforce AI-specific selling skills with data-driven coaching, sustainment tools, and analytics that drive lasting behavior change across every customer interaction.
The Result
Healthcare sales teams emerge as trusted advisors who help buyers navigate AI adoption responsibly — aligning innovation with compliance, ethics, and measurable impact on patient outcomes.
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Success Story: Cencora
Cencora’s Animal Health division needed to shift from product-focused selling to a consultative approach that resonated with veterinarians and caregivers.
Partnering with Richardson, Cencora deployed a multi-stage training program anchored in the Consultative Selling Framework and Six Critical Skills, delivered via our Accelerate platform. Workshops addressed positioning, objection handling, closing, and building trust with diverse buyer types.
The Results:
- 116.6% improvement in sales call preparation
- 66.6% improvement in needs-based dialogue
- 29.8% overall skill gain
- Companion Animal group exceeded fiscal goals compared to other divisions
This transformation unified sales methodology across the division, empowered reps with consultative behaviors, and drove profitable growth at scale.
Watch the video below to learn about Cencora’s experience working with Richardson.
FAQ: Richardson's Healthcare Sales Training Solutions
Q. Why is healthcare sales training different from other industries?
A. Healthcare sellers must align with clinical standards, navigate complex stakeholder ecosystems, and support value-based care goals — all under strict regulatory constraints. Training must reflect this complexity and build trust-driven, insight-led behaviors.
Q. Is The Challenger Sale effective for healthcare sales teams?
A. Yes. Challenger helps sellers reframe thinking, lead value-based conversations, and gain stakeholder consensus. It's especially effective in environments with long sales cycles, data-driven buyers, and outcome-focused stakeholders.
Q. How does Richardson support omnichannel sales strategies?
A. Through programs like Consultative Prospecting, sellers learn to create multi-touchpoint plans across virtual and physical channels, critical for reaching HCPs with limited availability.
Q. What are the best training programs for healthcare sales teams?
A. The Challenger Sale, Consultative Selling training, Consultative Opportunity Pursuit training, Consultative Prospecting training, and Consultative Negotiations training.
Q: How can healthcare sellers succeed when selling AI?
A: By teaching buyers how to buy responsibly. Richardson and Challenger help sellers link AI to measurable outcomes and guide complex buying groups through compliance, safety, and value considerations.
Q: Why do healthcare sales teams need AI-specific training?
A: Because AI adoption brings new risks and opportunities. Our training helps sellers address buyer hesitation, align solutions to outcomes, and lead confident, insight-driven AI conversations.
