Medical Equipment Sales Training
The proven Gap Selling methodology used by Fortune 500 healthcare companies to train medical equipment sales teams.
If your buyers are doctors, sell like one.
Struggling to convert leads into sales? Wish you could grow revenue in key hospital accounts?
Reps are getting to the table but, they’re not closing.
Hospital buyers are raising the bar. Your team is expected to understand the clinical environment, diagnose what’s causing surgical delays, cost overruns, and workflow issues, and show exactly how your solution addresses them.
If reps can’t uncover root causes and connect them to measurable impact, they won’t win the room.
Train your team to sell the way your buyers think: clinically, precisely, and focused on outcomes that matter.
Build credibility that leads to closed deals
Gap Selling trains reps to uncover clinical problems, quantify operational and financial impact, and guide buyers toward change. When reps diagnose problems better than the buyer can describe them, they earn trust fast and move deals forward.
Sell Smarter, Sell Better
People We Work With:
Why Train Your Team in Gap Selling
Clinical buyers won’t take action until they understand the problem. Product knowledge matters but only after your reps uncover what’s broken.
Hospitals make buying decisions based on how well a solution addresses surgical delays, compliance risk, and financial pressure. If reps can’t diagnose those issues first, product details won’t matter.
Gap Selling trains reps to approach every sale like a diagnosis. They learn to:
- Identify breakdowns in clinical workflows and operations
- Uncover root causes behind procedural delays, waste, or risk
- Map each issue to its impact on patient outcomes and hospital performance
- Connect product capabilities to specific problems that need solving
- Build cases that support consensus and justify change
When reps lead with problems, product expertise becomes useful. Without it, they never get a chance to explain.
Ready to Train Your Team Like Clinical Advisors?
We’ll show you how to align reps to what hospital buyers actually care about—clinical need, procedural impact, and long-term value.
The Execution Plan
This program gives your team a structured approach to selling medical equipment through clinical problem diagnosis, operational alignment, and business justification. Every part of the training is built to work inside real sales conversations with healthcare buyers.
Here’s how the plan comes together:
- Establish the foundation
Train your team to diagnose clinical problems, understand buyer priorities, and guide decisions across clinical, administrative, and procurement stakeholders.
- Build the Problem Identification Chart (PIC)
Map out the common problems your product solves, surgical inefficiencies, safety risks, regulatory pressure and document the root causes and downstream impact. This becomes the working blueprint for every deal.
- Align the discovery process
Equip reps to lead discovery around workflows, patient impact, compliance risk, and the financial consequences of inaction.
- Create deal consistency
Roll out a shared process for qualifying, strategizing, and reviewing opportunities based on buyer input.
- Respond with buyer data
Train reps to handle objections using data the buyer shared in discovery: anchored in real risks, real costs, and real urgency.
This execution plan becomes the backbone of your sales motion—from first conversation to final close.
Gap Selling & Medical Sales
When you walk into a doctor’s office with persistent pain, they don’t jump to treatment. They ask questions. They run tests. They search for what’s causing the problem and what happens if it’s left untreated.
That’s the mindset medical sales reps need to adopt.
Gap Selling gives your team a structured way to diagnose before they prescribe. Reps learn to uncover procedural delays, compliance gaps, or patient safety risks and trace those issues to clinical and financial impact.
Instead of pitching features, they gather real input from buyers and build urgency using the hospital’s own data. It’s a consultative approach that earns trust quickly and drives action across multiple stakeholders.
Medical Equipment Sales Training That Changes Sales Behavior
After training, you’ll see measurable changes in how your team qualifies, communicates, and moves deals forward.
Here’s what changes:
- Reps gather clear data on delays, failures, risks, and their downstream impact
- Discovery zeroes in on the real barriers to care delivery, budget stability, and procedural efficiency
- Qualification is grounded in documented buyer input
- Objections are handled with stakeholder data and real-world metrics
- Managers coach using the PIC as a live diagnostic map for opportunity health
- Deal strategy becomes repeatable, guided by a shared process across the team
Case Studies
Ryan Cannady, CRO of John Deer Employees Credit Union Increased his bank membership
Ryan was tasked with increasing the number of clients who used Deer Employee Credit Union as their primary banking institution. His team was struggling at helping members see the value of the relationship. Before Gap Selling sales training, only 18% of their 3000 members made DECU their primary financial institution. After Gap Selling, they grew that number to 40% of 7,000 members.
%
Increase in Primary Institution
%
Increase in Membership
%
Shorter Sales Cycle Length
%
Positive Culture Change
trusted by:
Struggling With Declining Revenue or Falling Win Rates?
We’ll help you uncover the hidden execution issues driving poor results before the next quarter slips away.
A Little Insight For Ya…
Here are a few tools to get you on the right path forward.
How Buyers Want to be Sold
This survey report shares direct input from buyers on how they prefer to be approached, engaged, and sold to. It highlights what buyers pay attention to, what gets ignored, and the reasons they move forward or walk away. You’ll see clear trends in messaging, outreach, and rep behavior that influence buying decisions.
Use this report to align your sales motion with how real buyers actually evaluate sellers.
Deal Review Framework
This resource outlines a nine-point deal review process anchored in buyer input. It helps sales leaders assess deal quality based on discovery, qualification, decision process, buying timeline, and urgency. Each criterion is designed to surface execution gaps and guide stronger coaching conversations.
Use it to bring structure, consistency, and focus to every deal review session.
Revenue S.P.E.E.D.™ Model Assessment
This self-assessment gives sales leaders a structured way to evaluate their team’s ability to execute. It breaks down your sales organization across three critical layers: Skills, Opportunity, and Forecasting. Each section contains targeted questions covering everything from methodology and coaching to pipeline visibility and forecast reliability.
Use this tool to inspect how well your systems support rep execution, deal quality, and leadership oversight. The assessment highlights gaps that stall performance and gives you a starting point to prioritize what needs to change first.