The healthcare sales process is more complex than ever — with AI committees, long sales cycles, and multiple stakeholders shaping every deal. In this episode of the B2B Sales Trends Podcast, Harry Kendlbacher sits down with Stacy Faught, National Director of Sales and Marketing, North America, Clinical Decision Support Products at Beckman Coulter Diagnostics, to explore how elite sellers build trust and relationships at every level to win in today’s environment.

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You’ll learn:

- How to build multi-level “zipper relationships” that protect your deals
- Why AI in healthcare sales adds new complexity to the buying process
- How to balance patience and persistence in long sales cycles
- The role of value selling and storytelling in closing critical opportunities
- Stacy’s best sales tips for thriving in a VUCA environment

⏱️ Timestamps

00:00 – Introduction: Harry welcomes Stacy Faught to discuss the healthcare sales process
02:10 – Why AI committees make healthcare sales more complex
05:02 – How long sales cycles impact sellers and customers
07:20 – Patience vs. persistence: sales tips for navigating hospital buying
08:45 – Button vs. zipper: how to build relationships at every level
12:03 – Thriving in uncertainty: VUCA tolerance in healthcare sales
16:08 – Top 3 qualities of elite sellers: listening, value selling, storytelling

💡 Key Takeaways

- AI adoption in hospitals introduces new committees and adds layers to the sales process.
- Elite sellers create zipper relationships instead of relying on a single champion.
- Compassion and empathy are essential when buyers face long, frustrating sales cycles.
- Value selling and storytelling build the emotional connection that closes deals.
- Resilience and VUCA tolerance are what separate top sales performers.

👤 About Guest

Stacy Faught is National Director of Sales and Marketing, North America, Clinical Decision Support Products at Beckman Coulter Diagnostics. With over 20 years of experience in healthcare sales and marketing, Stacy specializes in guiding hospitals through complex buying processes, AI adoption, and building elite sales teams that win.

Connect with Stacy Faught on LinkedIn: https://www.linkedin.com/in/stacy-faught-b601905/

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77. The Healthcare Sales Process: How to Build Relationships at Every Level

This podcast is dedicated to sales leaders in the B2B space, where we share conversations about innovative and successful sales transformations to keep you up to date on the latest trends that will help you to effectively tackle the challenge of constructing and executing a profitable and sustainable sales process.

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