MedTech Sales Training

Train for Access, Virtual Agility, and Strategic Differentiation

The MedTech buying landscape has changed — and it’s not going back. As hospitals, surgical centers, and physician practices limit in-person access, sales teams must adapt. MedTech sellers are now expected to lead virtual conversations, bring value to time-constrained stakeholders, and demonstrate clinical and economic relevance across the care continuum.

Richardson delivers MedTech sales training programs designed to help sellers thrive in this new environment. Clients can choose between our proven Consultative Selling Framework and The Challenger Sale — both of which equip reps to engage meaningfully, build trust quickly, and differentiate through how they sell.

Why MedTech Sales Teams Must Evolve

Today’s selling environment poses unique challenges:

• Overwhelmed physicians and surgeons juggling backlogs and limited availability
• Gatekept access to office staff and administrators protecting patient workflows
• No room for spontaneity — every conversation must be planned, valuable, and relevant
• Stakeholder engagement is fragmented, and time is easily cut short in virtual settings

These realities make it harder than ever for reps to earn attention, let alone influence buying decisions. To succeed, sellers must lead with insight, tailor their approach by role, and create value from the first interaction.

Our Approach to MedTech Sales Training

We believe that successful MedTech sales professionals must be able to do more than communicate product value — they must earn access, guide strategic conversations, and adapt to how healthcare decisions are made today. That means knowing when to lead with discovery and when to challenge thinking. It means creating connection in a virtual setting and shaping consensus across complex, multi-role buying groups.

At Richardson, we approach MedTech sales training with the understanding that no two organizations — or go-to-market strategies — are the same. That’s why we offer a choice between two proven methodologies:

• Consultative Selling: A customer-first model focused on trust, alignment, and solution-fit
• The Challenger Sale: A commercially-driven model built on insight, control, and differentiation

Both approaches are designed to help sellers succeed in access-constrained environments, and both prioritize outcome-focused conversations that resonate with clinical and economic stakeholders.

Our job is to help you identify which approach best supports your team’s strategy — and deliver training that builds the capabilities required to connect, influence, and win in today’s MedTech sales environment.

Sales Training Programs for MedTech Sales Teams

We help sellers build 16 core capabilities using blended learning from our Connected Selling Curriculum™. Recommended programs for MedTech teams include:

The Challenger Sale

Offers a distinct approach focused on teaching, tailoring, and taking control of the sale, especially effective in crowded or innovation-driven markets.

Consultative Selling

Provides a repeatable framework for leading structured, buyer-focused sales conversations. Ideal for building trust and uncovering deeper needs.

Virtual Selling

Teaches reps how to create connections, build trust, and earn access during virtual meetings — even when face-to-face interaction isn’t possible.

Gaining Access with Consultative Prospecting

Focuses on multichannel access strategies. Sellers learn how to identify gatekeepers, time outreach effectively, and craft messages that earn meetings.

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

With the right methodology and skill development, MedTech sales teams can:

• Increase access to HCPs, hospital administrators, and clinical staff
• Deliver more valuable and relevant virtual conversations
• Strengthen trust and buyer engagement despite access limitations
• Influence multi-stakeholder decisions with confidence and clarity
• Differentiate based on how they sell, not just what they sell

FAQ: Richardson's MedTech Sales Training Solutions

Q. What is MedTech sales training?

A. MedTech sales training equips reps to navigate complex healthcare systems, engage stakeholders virtually, and sell medical devices or technology with clinical and economic value in mind.

Q. Do we need to choose between Consultative and Challenger training?

A. Yes. Richardson offers both frameworks, but they are separate approaches. We’ll help you determine which best fits your selling strategy, customer environment, and sales team maturity.

Q. Which program is best for teams struggling with HCP access?

A. Virtual Selling and Consultative Prospecting offer tools to help reps gain access in hybrid settings, while both Consultative Selling and Challenger help make those conversations impactful once access is gained.

Q. Is Challenger relevant in MedTech sales?

A. Very much so. Challenger helps reps reframe clinical conversations, guide complex buying groups, and position innovative technologies in ways that disrupt status quo thinking.

Q. Can the training be tailored by clinical specialty or channel?

A. Absolutely. We customize programs to fit your customer segment (e.g., hospitals, IDNs, surgical centers) and sales roles — whether field, inside, or hybrid.