KCI USA SALES – CLINICAL CONSULTANT/CLINICAL ACCOUNT MANAGER
FUNCTIONAL COMPETENCIES
1. Consultative Selling
2. Customer Focus
3. Education
4. Product/Clinical Excellence
5. Strategic Account Management
6. Territory Management
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KCI Leadership Competency: 1. Consultative Selling
Key Behaviors by Dimension of Value Contribution
Competency Definition
Consultative Selling: Proficient in
using KCI’s selling model to
effectively demonstrate the clinical
and cost effectiveness of KCI
products and services so that
customers may make an informed
decision about the appropriateness
of KCI therapies.
Stage I
Stage II
Stage III
Stage IV
Contributes by following direction
Contributes by demonstrating individual
competence
Contributes through others
Contributes by shaping the organization
 Demonstrates basic knowledge of
selling model by utilizing the guidelines
for pre-call planning, customer
discussion, messaging, handling
objections, closing and post-call followup.
 Identifies and utilizes internal resources,
contacts and support (i.e.: RSM, AE,
CCs, etc.) whenever needed.
 Works with AE and other team members
to identify and develop a plan to meet
customers’ needs.
 Establishes purpose of the call and
value to the customer.
 Asks open-ended questions to uncover
the customer’s needs.
 Effectively recognizes and responds to
customer objections.
 Utilizes basic knowledge of customer
care setting regulations and
reimbursement to assist customer in
product decision-making.
 Closes by agreeing to a next step with
the customer such as scheduling a
reason to contact the customer in the
future.
 Follows-up on any specific action
agreed upon and or plans future sales
activities based on what was learned
from previous call.
 Proficient in utilizing selling model.
 Anticipates customer’s needs and possible
objections by having readily available
supporting materials, clinical studies and/or
previous patient scenarios.
 Continues to add value for customers as a
trusted and credible resource.
 Directs and/or redirects conversation with
customer on desired clinical outcome by
demonstrating effectiveness of KCI’s
products and therapies.
 Utilizes knowledge and understanding of
competitive products strengths and
limitations to educate customer in decisionmaking process.
 Partners with AE and other team members
to provide appropriate and cost-effective
solutions.
 Reviews customer’s order history, develops
goals, selects materials, clinical studies
and previous patients, as applicable, when
developing a pre-call plan.
 Identifies new business/selling
opportunities and communicates them to
AE.
 Builds strong network within accounts and is
utilized as a knowledgeable and valued resource.
 Anticipates trends and develops selling strategies
for competitive advantage.
 Continuously re-evaluates and adjusts sales plan
and strategies to meet changing customers needs.
 Expands belief of clinical and cost effectiveness of
KCI products as evidenced by increase in product
usage.
 Utilized as resource by customer to assist with
development of product protocols and policies.
 Drives adoption of KCI products and therapies by
training more clinicians and KCI product
champions.
 Serves as a role model or mentor by assisting with
KCI training.
 Assists others to seek out and provide new and
innovative solutions to customer’s needs.
 Shares effective techniques and personal
selling/business development experiences with
other team members.
 Facilitates peer-to-peer discussion across
customer base.
 Highly influential within account’s
administration to impact decision-making
process and drive business.
 Shares/develops creative clinical
solutions with appropriate corporate
teams.
 Provides direction to organization by
consulting in difficult or unusual
situations.
 Defines/drives critical business
opportunities by sharing knowledge of
trends and ideas with management to
help meet or exceed those trends.
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KCI Leadership Competency: 2. Customer Focus
Key Behaviors by Dimension of Value Contribution
Competency Definition
Customer Focus: Builds close and
long-lasting relationships by
networking with targeted key
customer contacts based on mutual
respect, trust, and credibility to
maximize business opportunities.
Stage I
Stage II
Stage III
Stage IV
Contributes by following direction
Contributes by demonstrating individual
competence
Contributes through others
Contributes by shaping the
organization
 Understands the importance of continued
contact and networking with customers.
 Continues to strengthen networks with
customers and medical community to foster
credibility, trust and respect.
 Networks through customers to grow the
business in accounts as well as identifies
potential customers.
 Influences business plans by
shaping customer focus
strategies.
 Establishes solid relationships with
customers and key decision makers.
 Recognized throughout customer base as a
valuable clinical resource.
 Positions self as trusted advisor and
customer advocate/resource.
 Serves as a role model for customer
satisfaction.
 Begins to identify specific clinical needs
of individual accounts.
 Demonstrates value to customer by
providing timely and knowledgeable
consultations and clinical support.
 Shares in-depth knowledge and new advances
with customers as well as other KCI members.
 Leverages customer
relationship to influence
customer’s corporate decision
making to use KCI Product
Line.
 Identifies customer service needs
/concerns and utilizes contacts and
resources to help solve them.
 Maintains relationship with individual key
contacts when the key contact changes
facilities.
 Maintains high service levels.
 Acts as a key proponent for customer
service/satisfaction.
 Identifies self as key clinical contact and
leaves contact information with
customer.
 Responds in timely fashion to customers
needs by promptly returning calls and
pages.
 Supports continuous improvement efforts
that maximize account penetration/loyalty.
 Establishes thorough understanding of
customer’s goals and business model.
 Demonstrates accountability and flexibility
to meet customer’s needs.
 Develops relationship with customers that
are using competitive products
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 Develops key contacts as product champions
and advocates of KCI products and therapies.
 Anticipates future needs with in-depth
knowledge of customer’s operation.
 Inspires team by individual actions to provide
quality customer service.
 Works closely with key contacts to aligns self
and relevant KCI teams with key contacts.
 Inspires others across the
organization by individual
actions to provide quality
customer service.
 Establishes relationship with
customer that gives access to
information about customer that
is not shared with others.
KCI Leadership Competency: 3. Education
Key Behaviors by Dimension of Value Contribution
Competency Definition
Stage I
Stage II
Stage III
Stage IV
Contributes by following direction
Contributes by demonstrating individual
competence
Contributes through others
Contributes by shaping the
organization
 Conducts in-services on all KCI products
related to care setting
Education: Understands & executes
KCI’s educational programs to
provide value to our customers;
participates in ongoing educational
programs in order to enhance
clinical expertise; fosters growth in
customers through education.
•
Schedules and conducts education
programs to facilitate clinician
independence using KCI products

Acts as a resource to other team members
on high level presentations within region

Helps to develop confidence in other team
members

Increases own clinical knowledge to become
a more effective consultant
 Develops working knowledge of KCI
products, services and educational
programs
•
 Applies basic knowledge of clinical
studies as it relates to education
Recognized by customers as an expert in
all KCI therapies
•
Demonstrates mastery in presenting
clinical studies and supportive evidence to
meet specific customer needs

Conducts training on a District/Regional level
on best practices and is considered an expert
in the region
•
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Demonstrates proficient presentation skills

Networks with clinical educators to
promote KCI education programs to meet
customer needs
Demonstrates ability to motivate clinical and
sales team members to a higher level of
performance

Identifies need for and assists customers
in developing protocols.
Drives KCI business and clinical objectives
by conducting KCI’s educational programs to
professional organizations

Mentors new clinical consultants/clinical
account managers in all care settings

Invited to participate in national/corporate
programs that shape education for the
organization
 Learns to recognize educational needs of
customers
 Begins to pursue internal continuing
education programs
 Demonstrates effective delivery of
education programs
 Demonstrates effective basic
presentation skills
 Demonstrates clinical knowledge of
relevant disease processes
•
 Proactively seeks resources to enhance
knowledge
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Develops organizational best
practices related to
educational programs

Provides direction to
organization on education
strategies and programs,
including national meetings,
clinical education committees,
etc.
KCI Clinical Consultant/Clinical Account Manager Competency: 4. Product/Clinical Excellence
Key Behaviors by Dimension of Value Contribution
Competency Definition
•
Product/Clinical Excellence:
Demonstrates an understanding of
marketed products’ clinical features
and design characteristics;
incorporates clinical data in business
strategy. Recognized by client and
customer groups (e.g. physicians,
clinicians, etc.) as highly proficient in
all relevant product/therapy areas;
educates others.
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Stage I
Stage II
Stage III
Stage IV
Contributes by following direction
Contributes by demonstrating individual
competence
Contributes through others
Contributes by shaping the organization
Demonstrates a basic knowledge of
the different clinical applications
relating to KCI’s products/therapies.
Demonstrates an understanding of
medical staff contributions to
procedures and their impact on the
buying decision.
Able to provide consultation to
medical staff on products/technology;
learns quickly to be an expert.
Understands relevant
anatomy/physiology and disease
states.
Begins to understand and present
clinical studies (internal/external to
company).
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As needed, conducts product inservicing that leads to customer
conversions.
Demonstrates superior knowledge of
clinical applications of all products; able
to understand content and apply
knowledge of clinical studies/papers.
Understands the decision-making
processes involved in treating patients in
relevant disease state areas; able to
influence as appropriate.
Actively consults/advises customers on
clinical applications of KCI
products/technology.
Demonstrates mastery in presenting
clinical studies and supportive evidence;
a wound care clinical thought leader.
Shows willingness to learn and
communicates/keeps others informed
about new technologies /therapies
relating to KCI’s products.
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Coaches, mentors and teaches others to
meet KCI’s standards of clinical excellence;
considered an expert.
Sets high standards and expectations for
clinical excellence in accordance with best
practices; shares knowledge base across
care settings.
Maintains high clinical proficiency relative to
KCI products/therapies, including clinical
studies and supportive evidence.
Keeps aware of latest developments in
technology/clinical practice; keeps others
informed of changes/trends.
Fosters an environment of learning and
communicates new techniques/applications
of KCI’s therapies.
Helps others anticipate/interpret competitor
technology/clinical endeavors and
associated threats/opportunities to KCI.
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Communicates, contributes and
impacts organizational best practices
and decision making related to clinical
activities with customer groups.
Influences new product
designs/internal projects, development
and investments; supports
division/corporate development and
strategy efforts.
Ensures effective models for on-going
clinical training for field sales force are
applied; fosters continued development
of clinical knowledge/experience
across functional/care setting teams.
KCI Clinical Consultant/Clinical Account Manager Competency: 5. Strategic Account Management
Key Behaviors by Dimension of Value Contribution
Competency Definition
Stage I
Stage II
Stage III
Stage IV
Contributes by following direction
Contributes by demonstrating individual
competence
Contributes through others
Contributes by shaping the organization
 Develops understanding of daily
operations of customer facilities.
 Identifies and develops relationships with
key decision-makers.
Strategic Account Management:
Assists in execution of business
plans/goals by supporting
continuous improvement efforts that
maximizes account
penetration/loyalty.
 Develops understanding of
reimbursement processes/procedure
associated with each care setting.
 Delivers KCI Clinical Education
Programs to support overall business
goals
 Performs bedside consults for
appropriate education and application of
product to achieve proper clinical
outcomes.
 Learns to synchronize/collaborate with
territory account executive(s).
 Working knowledge of customer account
operations, business plans/goals.
Strategies, and barriers to entry and key
decision makers.
 Works with others to develop innovative
strategies to generate new business.
 Conveys strong knowledge and new
information to customers on
reimbursement/insurance payer’s
information as it applies to KCI products
(wound patients, payer mix, etc.).
 Acts as a lead across teams/care settings in
supporting execution of key strategies/accts.
 . Communicates value proposition on KCI
Products.
 Collaborates with Account Executive(s) to
develop and execute acct plans/strategies
that drive KCI business performance.
 Consults in creation of territory and account
planning.
 Identifies and shares industry, market and
competitor developments and helps others to
interpret and respond proactively.
 Consults on key projects; provides strategic
insight to support growth plans within the acct.
 Collaborates across care settings; to
promote continuity of care.
 Sharing Strategies to overcome barriers to
entry and KDM for specific accts.
 Lends clinical expertise to build a
collaborative plan that maximizes
value/customer loyalty.
 Alignment of KCI and customer resources for
the mutual achievement of goals while
maximizing ROI and pt outcomes
 Utilizes data to identify sales opportunities.
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 Motivates/coaches others within KCI to think,
“out-of-the-box” in executing business plans.
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 Able to communicate successful account
strategies that influence future KCI
business.
 Represents company in determining
standards of care, quality/improvement
policies and protocols that impact
strategies /acct management.
 Promotes and shares with the
organization continuous improvement
efforts to maximize account
penetration/loyalty.
KCI Leadership Competency: 6. Territory Management
Key Behaviors by Dimension of Value Contribution
Competency Definition
Stage I
Stage II
Stage III
Stage IV
Contributes by following direction
Contributes by demonstrating individual
competence
Contributes through others
Contributes by shaping the
organization
 Develops working knowledge of territory,
including geography and key accounts
(including key ordering customers, key
IDNs and GPO influences, payors, etc.)
Territory Management: Maximizes
productivity and efficiency by
effectively managing territory
 Develops a weekly call plan to reflect
priority accounts and customers
 Understands and applies resources
available to manage territory (i.e. heat
maps, ordering physician reports, etc.)
 Prioritizes time spent in accounts
according to customer needs and
business priorities
 Prioritizes time in order to get in front of
key customers, including physicians
 Prioritizes time geographically
 Begins to develop relationships with key
KCI team members (i.e. Service, Account
Executive, Regional Business Analyst,
Coordinator of Patient Accounts, Patient
Financial Services, etc.)
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 Manages territory according to relative
importance of ordering customers to
maximize revenue growth

Supports alignment of individual territory plans
and account profiles into broader
Regional/District sales plan

Provides direction about
resources needed in territory
for effective coverage
 Demonstrates in-depth knowledge of market
share within the territory across care
settings

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Provides thoughtful direction
regarding strategic territory
realignment
 Demonstrates working knowledge of
competitor presence in territory
Coordinates sales strategies across care
settings to effectively target accounts within
territory to maximize Regional/District overall
business objectives

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 Demonstrates working knowledge of payor
mix
Provides time and priority management
strategies to more positively affect revenue

 Manages patient transitions from each care
setting
Helps others to manage time in order to
maximize revenue
Leverages successful territory
management strategies to
help shape organizational
strategies

Serves as a role model for effective territory
management
 Identifies needs and coordinates territory
activities with AE
 Proactively and effectively utilizes all KCI
team members (i.e. Service, AE, RBA,
COPA, PFS, etc.)
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