Orthopedic Sales Director
The St. John Companies
I was recruited to initiate all aspects of a new Orthopedic Division start-up using inside B-to-B telephone account management as the key contact channel and integrate with the current catalog marketing channel. The successful model was subsequently used as a template to translate inside sales skills to the core radiology imaging business with tremendous results. Responsibilities included:Sales Management – • Recruited and trained all orthopedic outbound telephone sales account managers.• Developed all sales scripts and presentations, creating sales strategies and focus, forecasting, budgeting, compensation packages and commission reports.• Created sales strategies based on sales rep successes and challenges. • Managed key national account, contracts, group purchasing, and high net worth customers. Marketing Operations – • Managed vendor selection and acquisition, product selection, price negotiation, and established drop-ship supply agreements.• Worked with software developers to customize the CRM to integrate with the sales reps work flow to accommodate the departmental sales strategy and customer list management. Direct Marketing – • Responsible for customer contact management, including direct marketing materials, a 128-page Orthopedic and Imaging catalog, niche catalogs and single piece direct mail offers.• Wrote all product copy, worked with the distribution department to design layouts, and reported response analysis, ROI and both customer acquisition and maintenance cost analysis. Financial reporting – Responsibility for reporting of sales, profits and quarterly P & L statements, including managing all direct and indirect costs. Key Metrics:• Grew the Orthopedic segment from $700k in revenues per year to over $6 million in sales while maintaining gross profit margins over 40%• Tripled average customers yearly value in just the first 3 years.• Company grew from $7M to over $45M during my tenure
