Following Through: A SuperCable Success Story

February 2, 2022

Happy Wednesday Kinamed Agents and Sales Representatives,

I witnessed a rep complete a sale recently and had to share as a perfect example of good “follow through”. “Follow through” is a common refrain of sports coaches – especially for any sport that involves throwing, hitting or kicking a ball.  Sure, slap singles or short passes have their place, but if you want to hit a home run, you better follow through on that swing. The same goes for device sales.  We’re all looking to score as much as possible, so why do we stop when we’re ahead?  It’s easy to think the job is done once you’ve got approval and place a set on the shelf for your surgeon champion to use.  But when you do that, you’re settling for the field goal!

Here’s a playbook example of how to follow through all the way to the endzone:

@Sean Baker, a Kinamed sales rep in Central California, recently scored a new SuperCable account and executed the follow through perfectly:

Step 1) Get Surgeon approval.   Sean started with a doc he has other business with. Showed him SuperCable and demoed the technique.  When done correctly, this is the easy part.

Step 2) Get hospital approval This is typically the most challenging part of the whole process.  In Sean’s case, the surgeon supported his efforts and the approval process went through relatively painlessly.

Step 3) Follow Through! This is key: Once you get approval, don’t stop there.  Sean hit the follow-through steps perfectly: 1)In-service, 2)Spread the word, 3)Network, 4)Proliferate

• In-service.  Sean arranged this with the hospital and Kinamed’s Marketing team sent Sean an in-service kit that included mounted sawbones and extra sample cables to facilitate tensioner demos.  The feedback was outstanding!

Most facilities will accommodate this.  Don’t miss out on this opportunity to rub shoulders with hospital staff and make sure they know that SuperCable is available for all their cerclage needs and they know how the tensioner works.

• Spread the word by talking to all the other surgeons at that facility.  On the day of the in-service, Sean tracked down the other surgeons and showed them SuperCable and got their commitment to use in their next case.

This is the beauty of Kinamed products.  Even if you don’t have a relationship or business with the other surgeons at the facility, you now have a great excuse to strike up a conversation!  Not only will they be impressed with SuperCable, they’ll be pleased to hear it is approved and on the shelf.

• Network with other reps at that facility.  Sean went over the product and conveyed the high level of Surgeon interest to the Stryker rep.  Over the weekend, the Stryker rep successfully covered his first case for Sean with a new user.

The nature of SuperCable cases means you won’t be available for every case.  Find out which reps are in every revision and fracture case and make a friend who will pull SuperCable when cerclage is needed.  Whether or not they carry a line that includes metal cables, the value to them of supporting their surgeon by facilitating use of a much better cable system is priceless! 

• Proliferate by talking to your new surgeon customers about the rest of the Kinamed portfolio. Next up, Sean will be talking to these docs about how SuperCable Grips and Plates are the best Proximal Femoral plating system around and are designed to work with the new cable system they’re using. He also has a great product to help them improve cement technique (CarboJet), and an implant that makes PFRs easy and successful (KineMatch Patient-Matched PFR). After that, he’ll find out if any of the sports docs are doing TTOs or OCAs…

Try this approach on your next new SuperCable or CarboJet account and/or revisit some of your existing accounts to fully squeeze the opportunity out of each one.  The extra effort up front will pay dividends in the long run!  Contact me any time to create a game-plan that will lead to victory.

Let’s make it happen!

Best,

Patrick Miller

Director of Sales, Pacific Region

Kinamed, Inc.

pmiller@kinamed.com

(805) 746-0784