Insights from Abbott Laboratories: Using Modern Sales Learning Tools to Maintain a Competitive Edge

  • Travis Hecker, Abbott Laboratories, Chronic Pain Therapy (CPT) division

With increasing competition, complex products and constant regulatory changes, medical device sales trainers must get information out to the field quickly to maintain a competitive edge. Taking too long to digest information before getting it into the hands of sellers means sales lost to the competition. Using modern sales learning tools, sales trainers can quickly and easily create and share bite-sized videos with their sales teams capturing key value messages, Medicare procedures, and competitive insights.

This session will explore how Abbott Laboratories used modern and informal learning to achieve sales success in their Chronic Pain Therapy (CPT) division to fix a broken sales training process. During the session, Travis Hecker, senior manager, Global Sales Training, will explore Abbott’s approach to rolling out a new sales training program, from ensuring initial buy-in among sales representatives to developing a network of advocates critical to program success. Specifically, attendees will learn how to:

• Involve reps from the start to channel the bottom-up input needed to successfully launch new sales training tools

• Develop processes that ensure sales teams can stay fast and nimble in a rapidly changing and complex environment

• Effectively coach on complex products to make sales training more effective and enjoyable

• Use learning reinforcement and just in time training to ensure sellers have the knowledge needed to add value to every customer conversation

  • Date:Wednesday, June 5
  • Time:2:00 PM - 3:30 PM
  • Room:Grapevine 5-6
  • Location:Grapevine 5-6
  • Session Type:Case Study
  • Submitter Name: Eisenberg, Sami
  • Submission Date (CST): 09/01/2019 14:46
  • Session Level: Beginner
  • Submitter Email:
  • Session Length: 90 Minute Workshop
  • How are you planning on keeping the learners engaged during this presentation?: Audience questions/polls about challenges faced, learning tactics used, and successes seen will create a collaborative learning environment.
  • Learning Objective 1: Develop an understanding of the way reps want to learn, where they want to learn and how they want to learn in a rapid and complex selling environment
  • Learning Objective 2: Learn best practice strategies for implementing a new sales training program/tool, from initial roll out to creating a network of program advocates.
  • Learning Objective 3: Learn how to leverage modern learning principles to efficiently train and reinforce learning using the methods preferred by today’s medical sales reps.
  • What is the topic your workshop will cover and how is it relevant to the industry?: Modern learning, ongoing formal/informal training & learning reinforcement as critical tools for sales success in the complex medical device industry
Travis Hecker
Abbott Laboratories, Chronic Pain Therapy (CPT) division