Complete On Boarding Binder--2017

Below is an example of purposeful probes that effectively and efficiently provide insight
for the representative. This is the kind of dialogue that will allow the sales representative to
effectively position a product.

Dynamic Stabilization:

Rep What are your thoughts on dynamic stabilization?
Surgeon Ibelieveithasaplace,andIusedynamicstabilizationonmanyofmyfusionpatients.
Rep Whendoyouusedynamicstabilizationversusarigidconstruct?
Surgeon As a adjunct to provide posterior stabilization following an ALIF procedure and

in some patients after doing a TLIF.
Rep What product do you use to accomplish dynamic stabilization?
Surgeon Zimmer’s Dynesys System.
Rep What do you like about the Dynesys system that made you select it versus

competitive products?
Surgeon Itriedsomeoftheothersystems,buttheydidnotholdupasadynamicsystem

and failed.
Rep Why do you think the Dynesys systemdoes not fail?
Surgeon The materials in the system are flexible and distribute the stresses applied well.

Other systems used more brittle or solid components that fatigued when
cyclically loaded.
Rep What would you do to improve the Dynesyssystem?
Surgeon I would make it easier to use.
Rep Whatchangeswouldmakeiteasierforyoutouse?

PERSUASIVE EXCELLENCE 11

Because the questions used were a part of a conversation that had clear purpose and intent, the
number of questions was not overwhelming. Instead, the questions reflected a true interest and
desire to understand the physician’s practice PRIOR to any discussion about a Globus
product solution. The representative successfully used “piggy-back probes” (probes that
build on one another) to develop a thorough understanding of the physician’s decision process.
Now the representative is prepared to SELL a Globus product solution and the
physician is open to listening! The insight provided allows the representative to skillfully
select the features and benefits that will be most important to the physician, thus effectively
and efficiently moving the physician through the journey of persuasion.
The 4 Stages of the Decision Making/Sales Process provide a clear picture of the
journey of persuasionthat probes will help to facilitate. “Strategic Probing”provides sales
representatives with a framework to expedite customer knowledge and understanding, which
will allow them to strategically position their product to meet a true customer need, and from the
customer’s viewpoint. This is persuasion versus coercion. Strategic Probing separates
probes into 3 distinct categories.

12 PERSUASIVE EXCELLENCE

Strategic Probing includes “Investigative,” “Solution-Oriented,” and “Implication” probes.
Investigative probes include both basic logistic-type questions and more targeted questions
to develop a need in the mind of the customer. Solution probes are then used to present the
product as the best solution to the newly identified need. Implication probes are used to
position your product for a natural close.

Investigative Probes

Most surgeons you call on are satisfied with the status quo — the devices, products, and sales
reps they are familiar with and are comfortable using. Investigative probes are used to identify,
develop, or create a need, taking physicians from Stage 1 to Stage 2 in the decision-making
process. Investigative probes help physicians realize that there are some important facts,
improvements, or enhancements that they have not considered. These questions help physicians
see beyond their immediate situation to options they may not be aware of. In some situations,
you use investigative probes to take a problem the surgeon perceives to be small and develop
it, allowing the physician to see the long-term consequences of the status quo. Investigative
probes also develop the seriousness of the problem in the physicians’ minds, guiding them to
the decision to makea change. Without this phase of questioning, thesales representative often
offers a premature and inappropriate solution that is based on assumption rather than fact,
therefore missing the target and not connecting with the physician’s need. The result — no sale.

Solution-Oriented Probes

Solution-oriented probes begin once a clear need has been identified, usually in Stage 3 of
the decision-making process. They offer physicians a vision for the resolution of the need/
problem/opportunity that you have led them to identify, convincing them that a change is
needed. Solution-oriented questions are intended to facilitate a natural and easy close.

PERSUASIVE EXCELLENCE 13

Implication Probes

The implication probe frames the need and corresponding solution that you will close on at
the end of the presentation. Closing on a well-defined solution to a legitimate need offers the
following benefits:

• It is natural and appropriate.
• It extends the relationship.
• It builds trust.
• It nourishes a long-term relationship.
• Itbuildsphysiciancommitmentthatisnoteasilychangedbythecompetition.

Theimplication probeisoften 1or 2 simplequestions thatsummarizetheinformation andframe
the remainder of the presentation. These questions are often framed by the following:

• “If then ”
• “If would you ”

The journey of persuasion requires patience, persistence, and insight. It avoids any sense of
coercion or hard sell tactics that may permanently damage the relationship. Yes, effective
probing is complex, but without it, Globus will not achieve our vision of becoming
the preeminent spine company in the world, and you will never realize the maximum
potential of your territory.

A sale is made only after the customer has an established need, is willing to explore options,
makes a decision to switch, and finally decides that your product best fills the need. Using a
probe must become second nature throughout all of your presentations. Top sales representatives
spenda significantportion ofthesalescycleinvestigatingandprobing.Probingisnotsomething
you do up front and stop — it must occur continuously as you guide the physician to a specific
Globus solution.

If sales tools were rare gems, probes would be valued as diamonds.

14 PERSUASIVE EXCELLENCE

Technique 3: Listen…Active Listening

Selling is considered by many to be a verbal skill. Paradoxically, successful salespeople know
oneofthemostimportantcomponentsofgood sellingis nonverbal;itis listeningandlistening
actively. Listening will provide the insight, knowledge, and understanding needed to efficiently
and effectively guide the physician through the journey of persuasion to the solution that
only a Globus product can provide.

Nomatterhow wellyou probe,ifyou don’tlisten actively, theprospect’s answerwon’tregister. If
you don’t listen well, you will miss the subtlety of an objection or an important nuance. You have
permission to ask a question only once. It is your responsibility to remember the answer,write it
down, or do whatever you need to capture the information and then use it, building on it as you
develop the relationship with the physician. This requires you to listen actively!

Active listening is the ability to listen intently for insight and knowledge so you can respond
skillfully to individual physicians and their unique situations, providing a customized solution
to their specific needs. Active listening is far more than being able to repeat back what the
physician just said! Your goal is to understand the meaning behind what the physicians are
saying and the feelings they have about the issue. You want to probe what they say to uncover
their feelings — just because they said something, do they really believe it? If they believe it,
how strongly do they believe it? Topsales professionals are able to step into their customers’
shoes and see the opportunity from their perspective. This requires active listening.

A misconception about listening is that it is a passive skill, but this is not true. Listening is
effective only when pursued actively. Globus expects you to act on all information that you
gain in every sales call:

• Useittobuildyournextcallobjective(progressiveselling).
• Recorditin thePhysician profileso thatit iscapturedforfuturereference.
• Use it to guide your sales strategy for that physician.
• Useittoselecttheappropriateresourcesneededtosellthisphysician.
• Use it to identify the competitor product you need to compare the Globus productwith.

PERSUASIVE EXCELLENCE 15











Everybody likes to be flattered and to have their problems understood. Use this facet of
human nature as a tool. Whether you are talking to the top spine surgeon in your territory, the
purchasing agent in the hospital, or the front office administrator, you appeal is a powerful
technique that will serve you and your territory well! Consider the impact of the following
example: “Dr. Smith, you mentioned that being an MIS specialist is important to you and your
patients and might even be a reason why your clinic is booked out for 4 weeks.” This is a clear
compliment on Dr. Smith’s commitment, dedication, and success as a MIS specialist. Certainly
the relationship between Dr.Smith and the sales representative will be enriched by comments
such as this.

PERSUASIVE EXCELLENCE 21

Technique 6: Benefits

Up to this point, engaging in a detailed product discussion would
have been similar to throwing darts at a target while blindfolded.
Regardless of the perspiration and hard work, you may never hit
the bull’s-eye; in fact, you may never hit the target!

Armed with information and understanding your physician’s
thought process and current position, you are now prepared to
strategically introduce the product benefits that will guide
thephysician totheGlobusproduct.Position allproductbenefitsbasedon theuniquesituation
of the individual physician you are talking with. The benefits presented must tie directly to
solving the identified need.

Benefits are what provide thesatisfaction for a prospect’s desires or needs. All products and
serviceshavefeaturesthatmakebenefitspossible.Afeatureisa physicalaspectofa product
and should not be confused with a benefit. Benefits provide relevance. Probing and
listening allow you to provide targeted benefits.

Benefits should also be used to elevate and differentiate your product from thecompetition.
Physicians will not switch to your product unless they understand the benefit of the change.
Similarity to a competitor product will not tip the scale. A physician is interested in learning
how your product is unique.

You appeal taught us the importance of understanding the physician’s thought process and
perspective. When combined with the physician profile, the information learned through
continued probing and questioning allows you to customize the product presentation (features
and benefits) to the specific needs and desires of your customer. A benefit is only a benefit if
the prospect perceives it to be so. Benefits must be customized and must resonate with each
individual physician! Benefits that resonate with the physician are what tip the scale and
balancein favoroftheGlobusproduct.

22 PERSUASIVE EXCELLENCE

Anotherconceptdiscussedin Technique2,Probe,wasthevalueofpiggy-backprobes.You
usually do not gain the level of insight and knowledge needed without a succession of
purposefully crafted questions.
Never assume theprospect instinctively understands what benefits canbe derived froma
product’s features. Use Technique 5, You Appeal, and demonstrate or describe benefits that
relate to the prospect personally. Then confirm that the benefit is understood by asking for an
acknowledgement.“Dr.Jones,how willthetimesavingsprovidedby theFriendshipBraceletbe
of value to you”?
The following scenario provides an excellent example of the effective use of piggy-back probes
to identify a need and then respond with a targeted specific benefit.

PERSUASIVE EXCELLENCE 23

Transition Product Presentation:

Rep Dr.Smith,youmentionedthefactthatyouhavetoassembletheDynesys
components intraoperatively. How much time does this add to the procedure?
(Investigative question)

Surgeon On average, I would say it adds 30 minutes or so for a 1 level and perhaps as
much as 45 minutes for a 2 level. (Need)

Rep Socomparedwith atypicalfusioncasewhereyoudroparodintotheconstruct,
at that point you are just starting to assemble the Dynesys system and looking at
30 minutes minimum before you are can lock the system down and close. Right?
(Implication question)

Surgeon That is correct.

Rep (Holding bone model) Globus’ Transitionis made of the same materials as the
Dynesys product. However, the innovation is in the fact that it is preassembled for
1 and2 levelcases or itcanbeassembledonthebacktablefor anynumber of
levels. (Feature) Thus Transition is much easier to use than Dynesys. (Benefit)
How does this sound? (Does this benefit resonate?)

Surgeon Interesting.

Rep Let me show you a couple more of Transition’s features.

Youmentioned the biomechanical changes induced by rigid fusions earlier; this
bumper on the construct is a very important innovation. It restricts the movement
of the adjacent screw so it allows for interpedicular distance change. (Feature)
This more closely replicates the normal spine.. (Benefit) What are your feelings
on how Transition’s design affects biomechanics versus Dynesys? (Does this
benefit resonate?)

Surgeon Itlooksgood.Thebumperisaninterestingadditiontotheconstruct.CanIseethat?
(The physician is engaged in the journey of persuasion and you have a green light
to continue.)

24 PERSUASIVE EXCELLENCE

Rep First, letmeshowyouonemorefeatureofthesystemIthinkyouarereally
goingtolike.
The system is built off our Revere pedicle screw system platform. We have added
HA-coated screws to enhance fixation. But the feature that youwill love at the end
of the case is the quarter-turn locking cap with low torque final tightening.
You simply drop the construct into the screw head, apply the locking cap with a
quarterturn,andtherodissecured.Whenyouarereadyto doyourfinaltightening,
the locking screw requires just 4.5 Newton meters of torque. (Feature) What this
means to you is that the systemis easy to assemble and you don’t have to strain
or potentially break a screw out of a pedicle to secure the construct. (Benefit)
Dr. Smith, how much easier is Transition to use than the Dynesys system? (Does
the benefit resonate?)

Surgeon I can see how this is easier to assemble.
The key throughout the sales call is to be moving the physician through the journey of
persuasion toward the close for a Globus product. When you have confirmation from the
physician that the benefit resonates, you are ready to move toward the close, which should
be a natural progression of the sale because it was earned. In every sales presentation it is
imperative to include warnings, risks and contraindications.
Consider the power of a simple pause after each benefit listed above, inviting feedback
from the physician. If the benefit did not resonate or if the physician doesn’t understand the
significance, then you havenot moved the physician toward your product. Don’t assume. Pause
and ask what the benefit means to his or her unique situation.

PERSUASIVE EXCELLENCE 25

Technique 7: Reasons Why

“Reasons Why” answer the question, “So What?” Reasons why answer each physician’s question,
“What does this mean for me?” Not providing reasons why with every benefit is like a delicious
cake without the icing. It is like preparing for a race, but not running it. Reasons why help to
connect the dots in the physicians’ mindsand bring them towarda conclusion. Reasons why will
move the physician forward in the journey of persuasion more quickly than anything else.

As you will learn in Technique8, Objections and Indifference, reasons why provide the proof
behind the claim. They answer the critical question, “So what?” Reasons why make benefits
believable and acceptable. The greater the benefit, the greater the necessity of reasons why.

At Globus, you have a complete armamentarium of reasons why: studies, white papers,
product indications, and product demonstrations. As a sales representative, the confidence
and enthusiasm with which you deliver your sales presentation reflects the strength of your
armamentarium. Yourjob is not to share ALL of the reasons why that you can provide. Yourjob
is to use your insight and understanding to zero in on the reasons why that will BEST resonate
with eachindividual physician.

Remember, reasons why make benefits believable and acceptable. The bigger the benefit,
the harder it is for the prospect to accept it as authentic; therefore, the greater the need for
justifyingorprovidingthebenefitwithareasonwhy.Technique3,Listening,isespecially useful
in determining the strength and number of reasons why required. Check in with the physician
after each benefit by asking, “How did this sound?” or “What benefit will this offer to you?” If
the physician does not provide a convincing response or enthusiastic belief, you will want to
deliver additional reasons why.

Product demos provide you with some of the most powerful reasons why.Showing versus telling
is always advantageous. As the saying goes, a picture is worth a thousand words, and the actual
object that your physician can touch, inspect, and try is worth ten thousand words.

Remember prospects are naturally skeptical. Take full advantage of every selling opportunity
available. Don’t end the journey just short of the desired destination. Always use reasons why
to seal the deal and maximize the impact of your sales presentation.

If your benefit answers the prospect’s needs and is believable, your prospect will choose
your product.

26 PERSUASIVE EXCELLENCE

Technique 8: Objections and Indifference

Objections

You should welcome objections, as they represent engagement and involvement from the
physician. They are indicators that the customer is listening and considering what you have
shared. An objection represents a critical moment in the journey of persuasion. View it as
an obstacle or detour that, once overcome, often leads to a smooth and direct path to a
Globus solution. As a result, objection-handling skills often separate the best sales
representatives from the average. A sale cannot be made until prospects’ objections are
overcome and their needs satisfied.

The typical response of sales representatives when they hear an objection is either to ignore it
and pretend it did not happen or immediately “jump on it,” providing the textbook answer that
they have practiced. Just as no 2 physicians are the same, most objections, while they may be
similar, have unique facets that are usually different. Each must be explored before it can be
effectively handled. You should practice and memorize responses to common objections, but
when you hear the objection, you must respond with a disciplined approach.

Thefollowingemotionsareoften experiencedbysalesrepresentativeswhen an objection is
voiced: fear, avoidance, defensiveness, anger, frustration, intellectual superiority, or the desire
to fight and annihilate the objection away with every weapon they have (studies, product
features and benefits, data, etc).

The appropriate handling of an objection requires that you turn your natural response upside
down and take you out of the equation, remaining calm and controlled. Although you often
have plenty of data to easily handle the objection, you don’t want to make your point yet destroy
the relationship with the physician. Therefore, you must remain positive; never argue with the
physicians or their objection.

As you would expect, handling objections is not simple. The science (structure) is a
7-Step Process. Youmust become an expert at each of the 7 Steps. The art will require practice
and coaching to become proficient in leveraging objections to help close the sale. You must
address the objection with confidence and skill. The Objection Worksheet (at the end of this
section) has been developed to serve as a guide when handling an objection.

PERSUASIVE EXCELLENCE 27











Technique 10: Closing

As mentioned several times in the Persuasive Excellence sales training material, the 10 Techniques
are not truly steps. They are techniques to be leveraged throughout the sales presentation,EVEN
WHEN CLOSING! Closing does not simply occur at the end of the sales call. Closing begins before
you get out of the car to go into the doctor’s office to make the presentation. It begins when you
are doing your precall planning and developing the SMART.

A SMART product call objective meets the following criteria:

• Specific: very clear, exactly what do you want to achieve.
• Measurable: quantifiable, so one can say yes it was achieved or no it was not (not subjective)
• Achievable:realistic,objectivesthatarebothchallengingandmotivating,becauseyouknow

that with hardwork you can accomplish the objective

• Relevant:theobjectivemustbeconsistentwith youroveralljobresponsibilities andin line
with the corporate objectives

• Time Sensitive: When will the objective be completed by? There must be a precise date you
are targeting for completion.

The close should be the natural result of the sales presentation. If it is awkward or forced, you
are probably asking for more than you earned. Taking Globus’s long-term perspective to selling,
where our goal is to develop the relationship versus close the sale, if you haven’t earned the
right to ask for the case, don’t close for the case. Only close on the next step in the journey
of persuasion that you did earn. You are building a relationship, not closing a sale! If you
close a physician without earning it — even if you do make the sale — you have likely damaged
the relationship!

Some people think a close comes only at the end of a sale presentation. Nothing could be further
from the truth. Each of the 10Techniques should be intertwined with your focus on moving the
physician toward the desired destination, accomplishment of the call objective.

Attheendofeverysegmentina presentation,geta strongacknowledgement.Acknowledgement
is your best close. When a prospect has acknowledged your product’s benefits for fulfilling his
or her needs, it is time to close the sale. Avoid yes/no questions. As you close, you want to ask
questions that will give you confidence in the surgeons’ intent to use your product. Otherwise
they can “yes you to death” and “yes you right out of the office without a sale.” While the yes’s
will make you feel good at the end of the call, they often do not reflect reality.

PERSUASIVE EXCELLENCE 33

While the close should be the natural next step, don’t expect prospects to close themselves.
ASK FOR THE ORDER! If you have successfully closed all of the segments along the way, your
prospect will react favorably to your final close.

There are numerous books written on closing and hundreds of techniques offered.

The principles are simple:

• The most important factor is to make the decision easy for the prospect. “Dr. Jones, I have
the equipment with me. Can I get it set for your case on Wednesday?”

• Trial close: Thereis NOreasonto be uncertainif youhave earned theright to. ASK! Trial
closes are open-ended questions that provide insight regarding the physician’s intent.
– “Dr.Jones, based on the information we discussed, what are you going to do differently
when you have your next ACDF case”?
– “How will the information we have covered impact your decision regarding a dynamic
stabilization product?”
Based on the physician’s response, you will know if you have earned the right to close and
ask for the next case. If you have not earned the right, go back to probing and actively listen
to understand the hesitations.

• Youmustclose.IFyou haveearnedit,askforthebusiness.
– Assumptive Close: “Dr. Jones, can I speak with Carol to schedule the case for Tuesday?”
– Dr.Tovey:“IreallyliketheflexibilitythatXpandoffers.”
– Rep:” Iamsureyouwillreally liketheinstrumentsthatgo withtheseimplants.Iknow
you are tight on time today. I would want to show you the instruments before you do your
first case and based on your group’s volume of corpectomies, I think we could probably
placeanXpandsetandanda Nikosethereinthehospital.Thatwouldhelpwhenyou
are on trauma call.” (Assume the sale)
– Dr.Tovey:“Great. I will tell Steveto coordinatewithyouand makesureweusethison
our next case.”
– Direct Close:“Dr.Jones,basedonallofthebenefitsofTransitionthatwehavediscussed
for you and your patients, will you use Transition in 100% of your dynamic stabilization
procedures? Great, lets speak with your scheduler and start saving you time right away
with Transition.”

• If you cannot seal the deal or schedule the case, close on something! Affirm the progress
that took place on the journey of persuasion by summarizing the discussion, identifying with
thephysicianthenextstepin thejourney,andschedulingyournextcall.

34 PERSUASIVE EXCELLENCE

• ACTION CLOSE! Often, business is left onthetableor product never ordered becausethe
case was never scheduled. Don’t start celebrating even with an enthusiastic “YES” when you
ask the doctor for the next case. There should be no celebration until the case is scheduled
and completed. Only then is the sale completed.

Finally, becoming the preeminent spine company in the world demands a long-term focus
and long-term relationships. If your goal is to open the relationship versus close the sale,
when the physician actually does use your product for the first, second, or 30th time, you must
follow up. Your job is to service your physicians, reinforce their experiences, handle issues that
did not go as expected, solve problems, and schedule the next case!
When approaching a sale, imagine that between you and success is a wall consisting of 10bricks.
Each brick represents 1 of the 10 Techniques to successful selling. A brick is removed for each
technique used successfully throughout your presentation. When 9 bricks are gone, it is time to
close the sale. However, if you fail to ask for the order, the 1 remaining brick will end the journey
just short of your desired destination.
Persuasive Excellence provides the science (essential structure) needed for every Globus sales
presentation to deliver the consistency and branding crucial to our success. The artistry (your
unique talents, skills and experience) will bring the science to life and deliver the excellent
service that best represents Globus Medical, the preeminentspine company inthe world.

PERSUASIVE EXCELLENCE 35

201 Training
Appendix B
EPIC Day

EPIC DAY PRE‐CALL PLANNER

SURGEON NAME REP NAME DATE

□ Yes □ No

CITY/AREA AD NAME AD present on call?

Pre‐Call Objective (SMART Buiness Outcome): • Exude Enthusiasm
Specific/Measurable/Achievable/Relevant/Time Sensitive (An • Probe: Explorefeeling/emotion
• Listen: Until it hurts
objective as it relates to converting a physician to a specific • Control: The whole environment
• "You Appeal": It's not aboutme
product.) • Benefits: So That
• Reasons Why: Appeal to logic
□ Smart Goal achievable in 48 hours? • Objections and Indifference
Product Focus (primary): • Images and Stores: Paint aPicture
Secondary product: • Closing: The natural step

(only if necessary‐‐must have
follow up below)

Probes:
• Develop the need
• Develop a solution
• Position our product

Benefits/Reasons Why/Image and Story:
Benefit:

• Reason Why
• Image andStory
• TrialClose/GainAgreement

EPIC Day Pre‐Call Planner (Rev. B)

Benefit:
• Reason Why
• Image andStory
• TrialClose/GainAgreement

Benefit:
• Reason Why
• Image andStory
• TrialClose/GainAgreement

Potential Objections/Plan to Overcome:
1
2
3
Closes for a SMART Business Outcome:
1
2
3

EPIC Day Pre‐Call Planner (Rev. B)

EPIC DAY POST‐CALL ANALYSIS

SURGEON NAME REP NAME DATE

□ Yes □ No

CITY/AREA AD NAME AD present on call?

Pre‐Call Objective (SMART Buiness Outcome):
Specific/Measurable/Achievable/Relevant/Time Sensitive (An objective as it relates to converting a physician to a
specific product.)

Was the pre‐call objective achieved? Was SMART goal achievable in 48 hours?

YES: Complete "Business Objective Action Plan"
NO: Complete "Follow‐Up Plan"

Business Objective Action Plan: 48‐Hour ‐ Next Step Target Completed
Action Items / Follow‐Up Completion Date

Business Objective Follow‐Up Plan: 48‐hour ‐ Next Step Target Completed
Action Items / Follow‐Up Completion Date

EPIC Day Post‐Call Analysis (Rev. B)

Persuasive Excellence SELF‐ASSESSMENT (POST‐CALL ANALYSIS)
Consider: Specific statements/actions you used. What was said/not said?

(Scale: 1=POOR; 5=FAIR; 10=OUTSTANDING)

Persuasive Excellence Scale How Demonstrated
10 Techniques of 1‐10

Exude Enthusiasm:
• How did you exude enthusiasm?
• How did you exude enthusiasm as
it relates to the call objective?
• Surgeon response?
• Was the enthusiasm maintained?

Probe:
• Best close‐ended probe asked and why?
• Best open‐ended probe asked and why?
• Surgeon response?
• Was that the desired response?
• Based on the surgeon's response what
would have been a better probe?

Active Listening: "Until it hurts."
• What is the single most important thing
the surgeon said (related to the call
objective)?
• What did you learn from what was
not said?
• Surgeon response?

Control:
• Did you maintain physical control? How?
• Did you maintain mental control? How?
• What would you have done differently?
• Surgeon response?

"You Appeal":
• What sentence did you use with the
word "you" in it?
• How did you customize the benefits to
the surgeon's specific needs?
• Surgeon response?

EPIC Day Post‐Call Analysis (Rev. B)

Persuasive Excellence Scale How Demonstrated
10 Techniques of 1‐10

Benefits:
• What benefit(s) did you present?
• Why?
• How did each benefit relate to the call
objective/uncovered need?
• Surgeon response?

Reasons Why:
• What "Reason Why" did you use to support
the benefit?
• Surgeon response?

Objections and Indifference:
• Objections encountered?
• How did you respond?
• Surgeon response?
• Was the objection overcome / did you
gain agreement?
• If not, what would you change?
• Did you encounter "Indifference"? When?
• How was it expressed (physical/verbal)?
• How did you handle it?

Images and Stories:
• What specific images and stories did you
use to support call objective?
• Surgeon response?

Closing:
• What did you close for?
• Was it successful?
• Was that the pre‐call objective?
• If not, why?
• Surgeon response?
• What would you change?

EPIC Day Post‐Call Analysis (Rev. B)

Top 2‐3 strengths demonstrated on the call:
1‐2 areas that will have the most significant benefit for the sales representative's development:

EPIC Day Post‐Call Analysis (Rev. B)

301 Pre Work and Training

Overview: A mandatory course focuses on understanding Direct Look and MIS TLIF. This
course features hands on practical exercises and office and OR role play. Attendance is
required by all field sales personnel.
Goal: For students to gain an advanced knowledge of Globus products requiring more rep
involvement and to apply this knowledge in the operating room and on sales calls.
Objectives: By the end of the training program students should:

• Sell Globus and create general enthusiasm for the company
• Demonstrate persuasive excellence in every sales call
• Demonstrate OR proficiency
• Demonstrate bailout situations in an OR environment
• Handle common objections
• Identify and sell against competitive products
• Be well versed on tips and pearls for each product
• Understand surgical techniques
• Be proficient in the procedures outlined
• Know the benefits of these products and how to properly articulate them to aphysician
• Be able to overcome physician objections

28

Pre work for 301 will begin prior to the course using Globus Blackboard. Access Blackboard as
you previously have and click on the “301 Sales Training Pre Work” under My Courses.
More detailed logistical information regarding travel will be sent to you prior to the start of the
online training session. Please use the link provided to book travel using your personal credit
card. Hotel and ground transportation will be arranged for you.

29

301 Pre Work and Training

More information regarding Blackboard will be sent to you prior to the start of the online training
session.

O Review syllabus on Globus Blackboard and check home page for announcements
O Field training (paperwork on Globus Blackboard) if applicable (direct Spine Specialists)

O Complete 301 pre work (view presentations, participate in discussions and take quizzes for
each weekly module)

O Follow instructions to book travel which will be sent to you via email

O If you haven’t already observed the below procedures, please try to see cases AND sales calls
BEFORE attending 301 Training:

o 3 Direct Look/LLIF cases
o 1 MIS/TLIF case

Continue to see as many different kinds of cases/sales calls as possible:

o ACDF/ COALTION®/ COALTION®-AGX
o Disc Arthroplasty/ SECURE®-C
o Posterior (PLIF/TLIF)/CREO®/ REVERE® with Interbody(Expandables)
o ALIF/INDEPENDENCE®

More detailed logistical information regarding travel will be sent to you a few weeks prior to the training
session. Please use the link provided to book travel using your personal credit card. Hotel and ground
transportation will be arranged for you.

401 Training

Overview: A mandatory one-week advanced training course taught by surgeons, product
development specialists and advanced technology specialists. The curriculum will focus on
advanced concepts for LLIF and Deformity sets and instrumentation, advanced surgical
techniques with extensive lab time working on cadavers, advanced selling techniques and
territory planning. Advanced training is mandatory for all Spine Specialists and above.
Goal: For students to completely understand and apply advanced knowledge of Globus
products to increase sales and grow a territory.
Objectives: By the end of the training program students should:

• Understand what patients present for each type of procedure andwhy
• Walk a surgeon through each procedure with Globus products
• Understand pathology and surgical techniques
• Understand and be able to discuss case studies
• Understand sales plans
• Apply advanced selling techniques

30

Pre work for 401 will begin prior to the course using Globus Blackboard. Access Blackboard as
you previously have and click on the “401 Sales Training Pre Work” under My Courses.
More detailed logistical information regarding travel will be sent to you prior to the start of the
online training session. Please use the link provided to book travel using your personal credit
card. Hotel and ground transportation will be arranged for you.

31

401 Pre Work and Training

More information regarding Blackboard will be sent to you prior to the start of the online training
session.

O Review syllabus on Globus Blackboard and check home page for announcements
O Field training (paperwork on Globus Blackboard)
O Review the Direct Look final exam study guide
O Follow instructions to book travel which will be sent to you via email
O The following procedures MUST be observed prior to attending 401 training:

o 3 Direct Look/LLIF cases
o 1 MIS/TLIF case

More detailed logistical information regarding travel will be sent to you a few weeks prior to the training
session. Please use the link provided to book travel using your personal credit card. Hotel and ground
transportation will be arranged for you.

Frequently Asked Questions

How do I access my Globus email?
https://mail.globusmedical.com
How do I order business cards?
On SPINE-IT (sales portal) under Documents then Forms. Complete form online and submit.
Where can I find the expense report directions and template?
On SPINE-IT (sales portal) under forms; detailed instructions are part of the online orientation.
Where can I go to update items needed for vendor clearance (HIPAA, BBP, etc.)?
http://globus.spine-iep.com/iep/Login.aspx click on the credentialing tab
Who can send me my criminal background check results?
Contact Human Resources.
Where do I get information for a drug screen or vaccinations for vendor credentialing?
Contact Human Resources.
When do my benefits (medical, prescription, dental, etc.) go into effect?
Benefits go into effect the first of the month following the date of hire. If you started on the
first of the month, they will go into effect the day you start. The only exception is 401k which
goes into effect after a three-month waiting period.
Where do I access by paystubs?
Visit www.mypaychex.com under the Human Resources tab. Contact Human Resources with
any questions.
Who do I contact in IT for problems?
Contact our help desk [email protected] for general questions or Carla Linares for iPad
issues [email protected]
How do I book travel?
Register for our Egencia travel portal:
http://www.egencia.com/pub/agent.dll?qscr=newa&gpid=6942E5526D65
All travel is booked at your expense and reimbursed through normal channels. Direct reps are
required to book travel through Egencia. Distributor reps are welcome to use this site as well
to book airfare, hotel accommodations and car rentals for business or pleasure.
What is MERC?
MERC, or Musculoskeletal Education & Research Center, is the surgeon education initiative at
Globus Medical. Visit the education section of the Globus website to view the MERC calendar:
http://www.globusmedical.com/education

What is a preceptorship?
A preceptorship is a unique opportunity for your surgeon to learn more about our products in a
one-on-one setting with another surgeon. A visit may include case observation, discussion and
cadaveric training. Download a visiting surgeon application from SPINE IT under Documents
then Forms and return it along with your surgeon’s CV.
How do I schedule a VIP surgeon visit?
Contact Diane Mitchell, VIP Coordinator for available dates. Complete VIP Objectives, Surgeon
Profile and Bioskills Reservation form (all found on SPINE IT under forms) and return along with
your surgeon’s CV. Be sure your distributor principal and/or AD is available toattend.
How do I handle a product complaint or warranty issue?
Within three days of the incident completely fill out the Return Product Evaluation Form (found
on SPINE IT under forms) as completely and specifically as possible. Return the form to
customer service.

Globus Contacts

Main telephone number 610-930-1800

Main fax number 610-930-2042

Custom Instrument Requests [email protected]
Customs Group direct fax 610-930-1804

Customer Service [email protected]
Toll free 866-GLOBUS-1 or 866-456-2871
610-930-1801

Blackboard https://globusmedical.blackboard.com
Contact James Plourd with questions

Globus email access https://mail.globusmedical.com

Globus HOTLINE www.globushotline.com or 877-874-8416

iPad [email protected]
Carla Linares with questions

IT Help [email protected]

Learn Wise https://globus.learn-wise.com

Loaners and Consignments [email protected]

MERC [email protected]

NetDimensions http://globusmedical.netdimensions.com

Pricing [email protected]

Purchase Orders [email protected]

SPINE IT (sales portal) https://www.globusmedical.info
Travel [email protected]
www.egencia.com
VIP (surgeon) visits [email protected]

Index

510k clearance letters on SPINE-IT or www.fda.gov medical device; approvals and clearances
benefits--medical/dental, etc. then search 510 database
contact Renee DeMarzio in HR with any questions
[email protected]

business cards order online - form can be found on SPINE-IT (sales portal) under forms

certificate of liability insurance SPINE-IT under Documents-Globus Medical-Forms

coding questions No Globus employee or agent is permitted to provide coding advice;
contact Kelly Baker [email protected]

drug screen contact Renee DeMarzio in HR with any questions
[email protected]

educational grants form of SPINE-IT (sales portal) under forms - submit to professional affairs
email access https://mail.globusmedical.com
employee relations contact Joan Huggins in HR with any questions
[email protected]
expense reports template and tips and pearls can be found on SPINE-IT (sales portal) under
forms
Globus Cares (educational and charitable request form on SPINE-IT under forms) submit to professional
charitable grants) affairs [email protected]
Hotline www.globushotline.com to report compliance issues
insurance coverage - clinical Dave McKee [email protected]
insurance coverage - Globus Candee Undercuffler at [email protected]
IT helpdesk [email protected]
literature use literature app available on company iPad

MERC (surgeon education) [email protected]
medical device cards order through customer service
new account set up [email protected] or 610-930-1801
non-latex certification Rick Kreppel [email protected]
off label questions contact Kelly Baker [email protected]

paid time off contact Joan Huggins in HR with any questions
payroll (including taxes) [email protected]
preceptorships (one-on-one Contact Joan Huggins in HR with any questions
surgeon education) [email protected]
product return Contact Tara Simonic [email protected]
(complaint or warranty)
Any released product with a question of identity, quality, durability,
reimbursement questions reliability, safety, effectiveness or performance must be returned to
SPINE IT Globus Medical for evaluation. Contact customer service for form
[email protected]
sterilization contact Director of Reimbursement Vicki Sullivan
tax id (W-9 form) [email protected]
vendor clearance questions http://us.spineit.net/GmLogin.jsp
VIP (surgeon visits)
workers comp claims on SPINE-IT under documents or contact Daniel Paul
[email protected]
04-3744954 (W-9 form available on SPINE-IT)
contact training department
forms on SPINE IT--submit to VIP Coordinator
[email protected]
contact Renee DeMarzio in HR with any questions
[email protected]

Sr. VP Global Product Development: Andy Iott x1860
FIXATION INTERBODY F
DIRECTOR: Chad Glerum x1833 DIRECTOR: Mar

MIS FIXATION - Group x5045 / Chris Flick x1982 POSTERIOR IBF - Group x50
Matt Bechtel 2714 Alex Hetzel 1837 Joel Cryder 1847
Hilliary Adams 2501
David Peretz 2009
Liana Mari 2310 Michael Ashleigh 2570

CREO - Group x5046 / Khiem Pham x1829 2610 LATERAL IBF - Group x505
Jeff Nichols 2015 John Henry 2514
2402
Dave Leff 1853 Nicole Carlozzi Jody Seifert 1819
George Yacoub 1805 Nidhi Thakur Tyler Hessler 1841
Leslie Smith 2603 Alex Burkhardt 2702

DEFORMITY - Group x5058 / Aditya Muzumdar x1844 ANTERIOR IBF - Group x50
Bobby Lynch 2575 Patrick Murray 2339 Colm McLaughlin 2510
1618 Karin Ricci 1834
John LaColla 2350 Alexis Prisco 2328 Jason Zappacosta 1194
Basil Tharu George Howard 1851
Asher Breverman 2617

CERVICAL IBF - Group x505

CERVICAL FIXATION - Group x5059 / Jason Cianfrani x2013 Jason Gray 1849
Dan Spangler 2011 Julie Crozier 2321 Mark Miccio 1105
Nick Tacca 1101 Sam Petersheim 1991
Ross Morris 1641 Matt Urban 1635

Dan Wolfe 1811 MARKETING DIRECTOR
Marketing Manager:
ALGEA Steve Cicchini 2969
Kim Weaner 2959 Brian Flint 2017

Bob Doran 1866
Hunter Zudans 1818

BIOMATERIALS DIRECTOR: Christine Grimes x1889
Group x5044
Jennifer Klimek 1838 Allison Adams 2728
Archana Bhat 1691 Christina Nikolos 1692
Madeline Davis 2410 Jackie Schwartz 1990
Joshua Cige

FUSION (IBF)
rk Adams x1812

040 / Mark Weiman x1839
Damiem Kahmer 1850
Rachel Duffie 2627
Rick Martz 3246
Jeff Martin 2648

52 / Adam Friedrich x1832

Steve Hartmann 2515
Christy Mace 2463
Lauren Mehok 1870

054 / Noah Hansell x1807
Timothy Schmucker 2719
Brian Pell 2010
Ryan Morris 2437
Matt Houseal 2502
56 / Mark Fromhold x1816

Brittany Hansen 2407
Prem Ramakrishnan 1831
Morgan Kunkle 2636

R - Scott Stanton x2508
Amanda Tomris 1917