How to Achieve Long-term National Account Success with Bob Beck

Mastering Medical Device

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Bob Beck is one of the pioneers in national accounts and has helped shape how industry manages our most important customers. In this episode Bob describes what a national account is, how to work with group purchasing organizations, integrated health delivery networks and other strategic accounts. He also shares how to best work internally with the sales and marketing team and management to achieve company objectives. Bob talks extensively about the importance of communication, personal relationships and contract structure and how each affects the short and long-term success of the relationship between the company and customer. Bob had a sales and sales management background before transitioning to national accounts at Abbott, and has worked in corporate accounts at Stryker Orthopedics, RTI Surgical, SiNTX, and Instrumentation Laboratory. He currently consults with companies on strategies and tactics in National Accounts as the Founder of Capstone Consulting.

Links from this episode:

• Bob Beck LinkedIn
• Beckers Hospital Review
• Modern Healthcare
• AHA Data & Insights
• Definitive Healthcare

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1. Introduction (00:00:00)

2. What a National Account is (00:02:27)

3. Clinical selling v. national account selling (00:03:33)

4. Evolution of national accounts (00:10:35)

5. Managing the sales process (00:14:28)

6. IDN size and scope (00:19:52)

7. Working with sales and sales management (00:24:51)

8. Pricing Strategy (00:29:50)

9. RFI and RFP (00:34:29)

10. How to establish and maintain a relationship (00:38:47)

11. Introducing a new product when you do not have a contract (00:43:45)

12. Large v. small company national accounts (00:52:45)

13. Advice and what the industry has meant to Bob (00:56:43)

14. Key Takeaways (00:59:19)