Healthcare Sales Training

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

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.