Ralf Cooper Email & Phone Number

• 100% CRM compliance across the surgical sales force• Maximised the effectiveness and efficiency of all of the customer facing sales teams by identifying and providing innovative solutions, skills, processes and tools• Designed and executed the CRM strategy for the Surgical Division ensuring alignment with the Wound Care Division.• Ensured that operational CRM activity was completed in line with project plan and was carried out in a coordinated manner• Business reporting for Sales management is available in accordance to strategy and methodology for analysing the business• Embedded common language for Acute Hospital Sector Segmentation and Targeting within Surgical and Woundcare Divisions• Supplied accurate and timely Business Intelligence (BI) data at National, Regional and Territory level• Measured progress on relevant bonus schemes within BI• Actively assisted Sales Managers in the creation of customer business proposals• Bespoke CRM data provided to sales management team to evaluate the performance of the salesforce• All Surgical sales tools (BI, CRM etc) managed to provide accurate, relevant and functional data• Lead UK surgical training & implementation of CRM for all technical aspects

• Field visits to assist Sales Force with analysis of customer needs, true potential, evaluations, implementations and account planning• Delivering within the companies training programme;o Product evaluation and implementation training, with emphasis on bespoke product protocols, clinical acceptability and business caseso Sales analysis trainingo CRM system trainingo “How to work a Hospital” training• Facilitate the o Theatre Access Training for the Surgical Sales Forceo Professional Selling Skills training• Design and maintenance of the evaluation/implementation/conversion process with emphasis on bespoke product protocols and clinical acceptability• Actively involved in product selection and pricing on National contracts within the NHS and Private sector • Responsible for all Surgical product business cases at Trust level down to individual product pricing, for approval by the National Sales Manager. • Working within a matrix management format with all interested parties to ensure all proposals are bespoke to the account ensuring the most cost effective proposal.• Collection and Analysis of Hospital Episode Statistics from NHS, England, Wales, Scotland and Northern Ireland to supply market potential • Designed and implemented National Competitor Market View, • Analysed business pipeline data on monthly basis, enabling business to present at Territory, Regional and National level.• Responsible for the accuracy of in-market sales reporting, with necessary analysis complete for distribution throughout company• Combine CRM data and Sales Data to ensure the company can match product, department, role, contact and account activity to true sales• Developed and maintained Product Comparison and Pricing tool for surgical portfolio

• Delivered new CRM project in line with global strategy• Implementation of new CRM system to sales force within project goal• Worked within international project team to develop and introduce a new CRM system to Molnlycke Health Care (MHC).• Supported and coached the sales force to ensure sales force effectiveness to increase the pace of new gains throughout the business• Two periods of 6 months Regional Business Manager cover with sales values of £15M

National

• Identified and drove best practice throughout the surgical sales team, ensuring consistent sales execution across all regions to maximise market share and sales revenue• Supported and coached the sales force to ensure that the clinical argumentation to convert to Single Patient Use drapes, gowns and procedure packs was used effectively to increase the pace of conversions• Assisted the Commercial Manager and Marketing Team with clinical /competitor/business input to develop sales package to help communicate the Value Proposition

• Co-ordinated and delivered the induction process for MHC new starters to ensure that they were equipped with all the necessary skills, knowledge and tools to carry out their role effectively.• Identified and worked with a shortlist of chosen training providers to deliver training courses where training needs were identified• Developed and managed training material to help meet individual training and development needs.• Supported the sales and marketing managers in securing that the sales force has the required sales support tools and knowledge to sell new and existing product ranges effectively to meet sales and profit targets.• Provided individual in field specific training where needs had been identified.• Actively involved in the recruitment process of new salesforce through assessment of skills at selection centres.

• Lead and directed the process of conversion from Multi Patient Use fabrics towards Klinidrape and Barrier Single Patient Use products within the UK salesforce• Acted as a support and mentor to the surgical sales force in relation to the conversion process, in order to secure the number and value of conversions required to achieve budget• Co-ordinated the implementation of value added services to key customers, in order to build customer loyalty and provide differentiation from our competitors

North West

• Maintain and developed the sales of Klinidrape products/ Custom Procedure Trays in nominated Key Accounts with management information as required• Efficient professional evaluations of Klinidrape products leading to decisions to convert• Effectively managed the conversions of selected Key Accounts to the Klinidrape portfolio• Transitioned customers from single use drape platform to custom procedure trays• Supported the marketing department in the development/evaluation of new products• Effectively introduced new products to nominated accounts• Provided market information on competitor companies/products and feed back to manager• Maintained and developed appropriate Value Added Services for nominated accounts, particularly in the area of clinical/product education

North West

Wirral

• Senior Theatre Scrub Nurse, Orthopaedics, Max-Fax, ENT

Manchester/Liverpool

Orthopaedics, Trauma, Max-Fax, ENT, Laparoscopic

Manchester