Training Your Sales Force for Maximum Performance · • Visual/Spatial • Logical ... • Phlebitis (2.5% vs 4.9%) ... The Infusion Nurse and Patient Complication Rates of Peripheral

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Training Your Sales Force for Maximum Performance

Kevin R. Glover, BFA, M.Ed, MSVP Sales Training and Clinician EducationB. Braun Medical IncAnd Aesculap Academy©Copyright 2009. Kevin R, Glover, M.Ed. B. Braun Medical Inc. and Aesculap Academy. All rights reserved.

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00:32.52

− 00:19.05

= 00:13.47

٪ 18 Years

The Difference Between Potential and Expert Performance

©Copyright 2009. Kevin R, Glover, M.Ed. B. Braun Medical Inc. and Aesculap Academy. All rights reserved.

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NASAMSNBCNBANHIANFLFBIIVCVC


NASA MSNBC NBA NHIA NFL FBI IV CVC

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NHIA Multiple Intelligence Survey

• Body/Kinesthetic

• Interpersonal

• Musical/Rhythmic

• Visual/Spatial

• Logical/Mathematical

• Verbal/Linguistic

• Intrapersonal

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Cognitive Channel Preferences of Sales Force


Slight Do/Think Dominant Learning Style of Sales Force


How Effective is Each Training Type?

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How Much Training is Applied?

Deliberate Practice (Effort)

Blended Curriculum

Performance Assessment (Rubrics)

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“Deliberate, difficult practiceundertaken over a long period of time, while receiving informative feedback, and having opportunities for repetition and correction of errors leads to elite performance.”

- K. Anders Ericsson, Ph.D.


Deliberate (Difficult) Practice

• 80,000 Meters a Week

• 52 Days More Per Year

• Feedback

• Error Correction

• Feedback

• Error Correction


Deliberate (Difficult) Practice10,000 Hours / 10 Years

Elite Performers Are Made – Not Born

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In a study at Children’s Hospital of Philadelphia, staff nurses demonstrated a 44% first attempt success rate versus the 98% first attempt success rate of the ONE IV nurse specialist on staff.

- A. M. Frey, RN

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In a retrospective review of 2,777 patients, staff nurse first IV attempt success rate ranges between 44%-76.9% with a mean number of over 2.18 IV insertion attempts per patient access at one large university teaching hospital.

- Lynn Hadaway, RN



Infusion Nurses versus Staff Nurses

• Infiltration (7.5% vs 13.9%)

• Phlebitis (2.5% vs 4.9%)

• Catheter leakage (6.4% vs 15.3%)

• Removal due to complications (19.7% vs 35.8%)

- S. S. Paleski, RN



Medical students who used computer-based simulations increased their cardiac bedside core competency skills from 47% to 80%. This was compared to the control group improvement of only 41% to 46%, even though the control group saw more “real” practice patients- S. Barry Issenberg, MD

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Surgeons increased procedural accuracy, while decreasing their time to perform uninterrupted intracorporealsuturing, from an average 376 seconds to an average of 150 seconds after computer simulated instruction- James C. Rosser, MD



Physician CVC insertion skills improved after a simulation-based mastery education program at Northwestern University. This led to an 84.5% reduction in the incidence of CRBSI.

- Jeffrey H. Barsuk, MD


“The terrible consequence of automaticity is that it arrests the continuous development of [clinicians] who lose conscious control over the execution of the [veinpuncture] procedure, making intentional modifications for improvement extraordinarily difficult.”

- K. Anders Ericsson, Ph.D.

Automaticity

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Arrested Arrested DevelopmentDevelopment

Automaticity

ExperienceExperienceAdequacyAdequacy

The Business Challenge

• 1.5% Sales Growth

• 25% Conversion Rate (5/20)

• 40% Retention Rate (2/5)


Our Customer Challenge

• PIVC Too Dull

• PIVC Too Hard to Thread

• More Blood Exposure

• Different PIVC Technique


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Our Sales Team Challenge

• Lacked Clinical Expertise

• Lacked Product Expertise

• No Competitive Expertise

• No Ability to Prioritize

• Could Not Lead or Say “No”


Blended Curriculum Objectives

• Learner-Centric (Difficult) Training Design

• Sales Reps Are Trusted Clinical Advisors

• Sales Reps Are Sound Business People

• Improved PIVC Annual Revenue Growth

• Improved PIVC Conversion Rates

• Improved PIVC Customer Retention Rates


Blended Curriculum (50 Hours)


• Print-basedLearning Modules

• Fundamentals

• PIVC Product

• PIVC Competition

• PIVC Sales Process

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• Supplemented With Videos



• Supplemented With Animations


• VenipunctureCertification Program

• Live Classroom InstructionUtilizing Simulation Tools



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• Presentation Skills Training



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Teach Backs• Sales Management Pull Through,Coaching and Feedback

• Peer-to-peer tutoring

• High Pressure, High Risk Performance





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• 9% Sales Growth

• 95% Conversion Rate (19/20)

• 85% Retention Rate (16/19)

The Business Results (2008)


Pushing Past Our Comfort Zone…0.7484 Seconds Even Faster

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ReferencesBarsuk J.H, Cohen E.R, Feinglass J., McGaghie W.C., Wayne D.B. (2009) Use of simulation-based education to reduce catheter-related bloodstream infections. Archives of Internal Medicine. Vol. 169. No. 15: 1420-1423

Colvin, G. (2008) Talent is Overrated. What Really Separates World-class Performers from Everybody Else. Penguin Books. London, England

Ericsson K.A. (2004). Deliberate practice and the acquisition and maintenance of expert performance in medicine and related domains.Academic Medicine. Vol. 79, No. 10: S70-S81

Frey A.M. (1998) Success rates for peripheral IV insertion in a children’s hospital. Journal of Intravenous Nursing. Vol. 21, No. 3:160-165

Gardner H. (1983) Frames of Mind. The Theory of Multiple Intelligences. Basic Books. New York, NY

Gladwell, M. (2008) Outliers. The Story of Success. Little, Brown and Company. New York, NY.

Hadaway L. (2005) The IRIS vascular viewer. InfraRed Imaging Systems, Inc. Available at http://www.irimagesys.com/IRIS_news.htm

Kolb, D.A. (1984) Experiential Learning. Experience as The Source of Learning and Development. Prentice Hall. Saddle River, NJ

Lininger R.A. (2003) Pediatric Peripheral IV Insertion Success Rates. Pediatric Nursing. Vol. 29, No. 5:351-354

Maki D, Daniel M, Crnich C. The risk of bloodstream infection in adults with different intravascular devices: a systematic review of 200 published prospective studies. Mayo Clinic Proceedings. 2006;81(9):1159-1171

Palefski S.S., Staoddard G.J. (2001) The Infusion Nurse and Patient Complication Rates of Peripheral Short Catheters. Journal of Intravenous Nursing. Vol. 24, No. 2:113-123

Rosser J.C., Rosser L.E., Savalgi R.S. (1997) Skill acquisition and assessment for laparoscopic surgery. Archives of Surgery. Vol. 132: 200-204

Training Your Sales Force for Maximum Performance · • Visual/Spatial • Logical ... • Phlebitis (2.5% vs 4.9%) ... The Infusion Nurse and Patient Complication Rates of Peripheral

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