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Sales Track
Monday, March 10
10:45 a.m. – 12:15 p.m.
 4-A. The Sales Process for the Novel Professional
ACPE # 207-999-08-162-L04-P
VNA Approver Number:
Pharmacy & Nursing Continuing Education Contact Hours: 1.5
Session Summary:
- Understand how new (or relatively new) sales professionals can effectively learn to set up, launch and build their sales territories.
- Obtain valuable tools for assessing the market in a particular territory, organizing time, and pre- and post-sales call planning.
- Ascertain how sales professionals unfamiliar with home infusion can quickly excel in this unique sector.
Faculty: Alison Cherney, MBA, President, Cherney and Associates, Brentwood, TN
Educational Objectives:
- State two ways to assess the sales territory.
- Identify techniques to prioritize top accounts.
- List the top five training subjects needed to build a business.
- Identify the three major ways customers create a competitive advantage.
- State the rationale for managing sales time.
4:15 – 5:45 p.m.
8-B. Real-World Tips for Creating Successful Incentive Plans
ACPE # 207-999-08-166-L04-P
VNA Approver Number:
Pharmacy & Nursing Continuing Education Contact Hours: 1.5
Session Summary:
- Engage in a thorough review of how incentive plans can be created around revenue, net revenue, cash collections or referrals—and how they can be either commission- or bonus-based.
- Investigate genuine examples of how incentive plans can be productively set up in different types of organizations.
- Receive valuable tips on how to best manage sales incentive plans in your own company.
Faculty: Alison Cherney, MBA, President, Cherney and Associates, Brentwood, TN
Educational Objectives:
- State the three basic elements of incentive plans.
- List the major pros and cons of commission plans.
- State the major pros and cons of bonuses.
- State the major rationale for matching up incentives to marketing plans.
- List the five major issues with managing incentive plans and how to overcome them.
Tuesday, March 11
10:45 a.m. – 12:15 p.m.
12-C. Compliance and Sales: Identifying Marketing Opportunities While Avoiding Compliance Hurdles
ACPE # 207-999-08-172-L04-P
VNA Approver Number:
Pharmacy & Nursing Continuing Education Contact Hours: 1.5
Session Summary:
- Consider how alternate-site infusion organizations can engage in a variety of creative business arrangements with other health care providers—inclusive of adopting and implementing programs that incorporate marketing to referral sources.
- Recognize how to avoid potential regulatory violations when entering into these dealings.
- Analyze innovative business arrangements and marketing programs that fit within the current regulatory landscape.
Faculty: Clay Stribling, Esq, Attorney, Brown & Fortunato, PC, Amarillo, TX
Educational Objectives:
- List statutes and regulations that govern marketing programs.
- Describe business arrangements that can be entered into by infusion companies, pharmacies, HME companies, home health agencies, hospitals, physicians and other providers.
- Identify innovative marketing programs that focus on marketing to referral sources.
- Identify arrangements and programs that might violate anti-fraud laws.
- Describe business arrangements that are legally acceptable.
3:15 – 4:45 p.m.
17-D. Taking Your Game to the Next Level: Advanced Training for Infusion Sales
ACPE #207-999-08-177-L04-P
VNA Approver Number:
Pharmacy & Nursing Continuing Education Contact Hours: 1.5
Session Summary:
- Learn how to cultivate skills that will translate into more referrals and increased alternate-site infusion revenue.
- Discuss solid strategies for reading your customers, carrying sales conversations and assessing how to truly know when a sales call went well.
- Acquire advanced closing techniques to use when “closing the sale”—and realize how to vary your sales approach, depending upon who you are talking to.
Faculty: David Adair, MBA, Regional Sales Manager, Chartwell Pennsylvania, Pittsburgh, PA
Educational Objectives:
- Describe personality types and list strategies to read customers quickly.
- Identify successful skill sets which help to carry conversations.
- List the key elements necessary to demonstrate an understanding of customer motivation.
- List the characteristics of a successful sales call versus an unsuccessful sales call.
- Describe the benefits of utilizing a closing technique.
5:00 – 6:30 p.m.
22-E. Effective Sales and Marketing Today: Meet the Experts!
ACPE #207-999-08-180-L04-P
VNA Approver Number:
Pharmacy & Nursing Continuing Education Contact Hours: 1.5
Session Summary:
- Engage a seasoned panel of infusion sales professionals from national to local providers, as they answer your most pressing questions about developing and growing the sales function at your organization.
- Obtain key insights on recruitment and retention of top performing sales personnel, growing business in rural markets and managing customer objections.
- Receive effective, efficient and innovative ideas to help grow your referral base, as you analyze real-world examples of sales programs that have achieved proven results.
Faculty: David Grady, Owner and Consultant, Superior Specialty Pharmacy, LLC dba Big Sky IV Care and Spotted Dog Consulting, LLC, Kalispell, MT; Len Holman, RPh, Option Care of Northeast Ohio, Canfield, OH; and Jayne Van Brunt, RN, BSN, Infusion Market Manager, Apria Healthcare, Redmond, WA
Educational Objectives:
- State the three most common sales and marketing strategies utilized by smaller companies competing against national rivals.
- Identify the three most common objections experienced by large infusion companies competing against smaller, locally owned businesses.
- List the three most common strategies for growing business in rural markets.
- Describe successful sales strategies utilized by companies without individuals solely dedicated to the sales function.
- Identify recruitment and retention strategies for seasoned sales professionals.
Wednesday, March 12
9:15 – 10:15 p.m.
26-F. Everyone Sells!—How to Create a Sales-Driven Company
ACPE #207-999-08-185-L04-P
VNA Approver Number:
Pharmacy & Nursing Continuing Education Contact Hours: 1.0
Session Summary:
- Recognize that for any business to succeed today, it is essential for all employees to know their responsibility to the customer.
- Comprehend how true sales-oriented companies that “put the customer first” are quickly taking the place of operationally-driven organizations with a more internal focus.
- Acquire tips and simple techniques for building a staff where “everybody sells”—and examine real-world examples of how to create a sales-driven environment within your own company.
Faculty: Anne K. DiRenzo, MS, Vice President of Business Development, MediLink Homecare, Inc.,
Hammonton, NJ
Educational Objectives:
- Identify strategies that contribute to home infusion business growth.
- Describe efficient sales and communication techniques that contribute to business growth in a home infusion organization.
- Identify ways the entire staff in your organization can contribute to increasing sales.
- List five ways to create a customer service-oriented organization.
- Describe ways to integrate customer service and business growth strategies into current operations at the participant’s organization.
10:30 a.m. – 12:00 p.m.
30-G. Remaining Ahead of the Competition through Therapy-Specific Selling and Niche Marketing
ACPE #207-999-08-189-L04-P
VNA Approver Number:
Pharmacy & Nursing Continuing Education Contact Hours: 1.5
Session Summary:
- Understand the basics of discerning opportunities for niche markets by emphasizing the strengths of your company—while also leveraging the weaknesses of the competition.
- Grasp the core building blocks of identification, implementation and continual assessment of niche strategies that produce long-term revenue generation (versus short-term successes).
- Cultivate no-nonsense approaches for matching your company’s capabilities with the most vital needs of referral sources—and learn how to constantly adjust niche marketing plans to remain ahead of competition.
Faculty: Helen Michener, Critical Care Systems, Shermans Dale, PA
Educational Objectives:
- Identify strengths and weaknesses of your own company in the eyes of key referral sources.
- Identify strengths and weaknesses of your competition in the eyes of key referral sources.
- Develop complete understanding of marketplace needs as expressed and described by top referral sources.
- Identify and implement strategies which match your company strengths with most vital needs of referral sources.
- Describe key elements of implementing ongoing monitoring strategies to constantly review and adjust niche marketing plans to remain ahead of competition.
1:30 – 2:30 p.m.
34-H. Cultivating an Effective Clinician Transition to Sales
ACPE #207-999-08-194-L04-P
VNA Approver Number:
Pharmacy & Nursing Continuing Education Contact Hours: 1.0
Session Summary:
- Grasp the different features of successful sales and clinical roles—and determine which characteristics are required to be effective at transitioning a clinician to a sales position.
- Recognize the common pitfalls and study key strategies for achieving productive outcomes when initiating such a role conversion—and appreciate how a clinical sales person can still serve an important clinical role in the organization.
- Explore how this approach can help your company better align often limited resources to attain improved sales results.
Faculty: Tracy Collins, RN, Infusion Partners, Knoxville, TN
Educational Objectives:
- List three attributes of a successful sales person.
- Identify the skills necessary for a clinical person to perform in a sales capacity.
- Name three characteristics that translate well from clinical to sales.
- Determine the major pitfalls that clinicians experience in the sales process.
- Identify strategies for clinicians to develop to overcome common pitfalls when transitioning to the sales role.
2:45 – 4:15 p.m.
37-I. Sales Growth Indicators and Strategies: Outcomes to Success!
ACPE #207-999-08-197-L04-P
VNA Approver Number:
Pharmacy & Nursing Continuing Education Contact Hours: 1.5
Session Summary:
- Learn how home and alternate-site infusion professionals can maximize growth opportunities and measure productivity within the infusion sales arena—and, via active learning techniques, explore utilizing performance metrics to determine sales growth.
- Understand the factors impacting patient retention, service augmentation and resource availability to facilitate customer commitment.
- Analyze referral breakdown, effects of service delivery and clinical accountability, all in relationship to infusion growth potential and prospective market share—and recognize the need for a commitment between sales and operations to sustain a culture of support to ensure unified success.
Faculty: James Tanner, PA, Vice President, Sales and National Accounts, Wren Medical Systems, Gurnee, IL
Educational Objectives:
- Outline performance metrics to determine sales growth and patient revenue.
- State specific strategies intended to augment customer retention and their potential impact on infusion revenue.
- Identify how to extrapolate opportunities from referral trends that can enhance infusion revenue.
- Investigate the impact of service delivery and clinical accountability in gaining and securing infusion market share.
- Give an example of the need for a commitment between sales and operations to sustain a culture of support and unified success.
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