We're all afraid of something. The good news: Fear doesn't have to hold you back in healthcare sales. 

In fact, it can do just the opposite. You can turn fear into fuel that drives you to unprecedented success.

With $4B+ in market cap unlocked for my clients, 50,000+ healthcare sales professionals trained, and 31 million lives improved by better healthcare, I've discovered what others miss: healthcare sales requires a fundamentally different approach. 

While others chase quick fixes and generic sales tactics, I help leaders align with natural patterns in human behavior, market dynamics, and organizational systems to achieve extraordinary results. Utilizing our Pain-Dominant logic, we help align sales and marketing actions to focus on key outcomes.

I've been a field sales rep in healthcare. I've managed my father's ophthalmology practice during his battle with ALS. I've been a trusted advisor in healthcare for two decades. Here's what this experience has taught me: 

Winning in healthcare sales requires more than just the right tools — it demands a deep understanding of human nature, the courage to transform fear into fuel, and total commitment to the outcomes that you, your clients, and their patients deserve.

This isn't theory. It's battle-tested wisdom supported by evidence from:
• 20+ years developing healthcare sales leaders as a 3rd party
• Hands-on healthcare management experience
• My PhD in management and MBA in marketing
• 100+ coaching clients promoted to executive roles in the last 5 years
• A lifetime in sales (starting at age 11) to relate to your situation

Today, I help healthcare sales leaders across the globe develop their distinctive edge by teaching them to:
• Recognize natural patterns in complex healthcare systems
• Transform fear into a strategic advantage
• Achieve sustainable results where others see only obstacles

Ready to turn your fear into fuel for success? Let's connect. Whether you're looking to scale your team's performance, transition to healthcare sales, or unlock your next level of leadership, I'm here to help.

📩 DM me here on LinkedIn
🌐 Visit www.liquidsmarts.com

Gunter Wessels

LiquidSMARTS℠

LiquidSMARTS℠, a Global Professional Services Company, has focused its practice reducing miscommunication, misalignment of resources, and dis-coordination of action in periods of rapid change. Avoiding these issues increases engagement and sales volume.  Our service & product offerings include: Revenue Enablement - Pipeline Management - Evidence Influencing - Deal Management - Controlling Negotiations - Behavioral Assessments - Corporate Accounts Strategy & Master Series - High Performance Skills - Technology Solutions - Discover, Design, Engineer & Engage - Commercialization Services.

Practice Partner, Head of Business Development

The Binding Site

Binding Site provides specialist diagnostic products to clinicians and laboratory professionals worldwide. We are dedicated to improving patient lives, delivering innovative medical solutions that improve the diagnosis and management of blood cancers and immune system disorders.

Our primary business development objective directly supports large US integrated healthcare systems in the area of Guideline Awareness surrounding diagnostic screening practices for Multiple Myeloma and Monoclonal Gammopathies overall.  Our program practice stands on proven Health Economic Outcome Research tools with the intent of improving clinician awareness of global testing guidelines (International Myeloma Working Group - IMWG, National Comprehensive Cancer Network - NCCN, The College of American Pathologists - CAP) utilizing data analysis, clinical education with ongoing monitoring.

Business Development Executive

Abbott

Global manufacturing & distribution of in-vitro diagnostic systems and reagents performing clinical analysis of human DNA, RNA, and proteins at the molecular level.  Leadership oversight of US National Reference Laboratories, Group Purchasing Organizations, US Government and IDN strategic national accounts. Leadership development of US field sales Acquisition Expansion Planning. Leadership expansion of AMD’s Solution Design Team.

Director, Enterprise Solutions

Cardinal Health

P&L responsibility for a ~$750M business model inclusive of radiopharmaceutical diagnostic imaging agents, delivered directly to the US imaging marketplace.  Leadership of a team of 5 Regional Sales Directors, 34 Regional Account Managers, 5 Clinical Specialists & GPO Director totaling a staff of 45 nationally.

Vice President - US Foundational Sales & Group Purchasing Organizations

GE Healthcare

GE Healthcare - Clarient Diagnostic Services is a global cancer diagnostic reference testing laboratory.  Personal accountability for US and exUS based business development activities specific to cancer diagnostic specimen import / export business modeling.  Successful exUS development outcomes include Israel, Ecuador, and Brazil resulting in substantial business expansion for the firm.  Responsible for commercialization of GE-Clarient's 1st satellite reference laboratory development in conjunction with Baylor College of Medicine - Houston, TX.

Vice President, International Business Development

BCServices, LLC

Expert provision and leadership of new business development and existing business expansion within domestic and international markets. Subject matter expertise drawn from over two decades of highly developed skill sets within clinical diagnostic industries.  Secured projects include Clarient Diagnostic Services, Inc. = Proprietary antibody, European distribution strategy.  And, GE Healthcare - MDx / Clarient = Globalization, specimen import / export strategy development, support and implementation.

Independent Commercial Professional - Founder

PTS Diagnostics

Accountability to PTS' Board of Directors and shareholders with primary focus on investor relations, strategy development, and revenue attainment, with long term objective of liquidity event.  Direct responsibilities include departmental oversight and leadership of Marketing, Sales and Customer Service functions.

Chief Marketing Officer

Roche Diagnostics

P&L responsibility for $155MM business inclusive of capital equipment and reagents/consumables in clinical chemistry, immunochemistry, urinalysis, IT, and laboratory automation product portfolios. Provide leadership, strategic & tactical direction to exceed revenue, margin, market share, employee development, customer satisfaction, cultural, and operating expense objectives specific to a field sales organization comprised of a team of 47, including Regional Sales Managers, Account Managers & Product Specialists spanning the Central United States & Puerto Rican Distribution.

Area Business Director - Central United States & Puerto Rico

Medical Analysis Systems, Inc.

Built and led a national sales organization generating $41M in annual sales revenue through US laboratory distribution - Fisher Scientific and Allegiance Healthcare, encompassing over 400 clinical sales representatives nation-wide.  Developed a distributor sales support staff of 39 employees including field sales, inside sales, and GPO/health systems team members.

Vice President, Sales

Achieved 105% of sales plan posting $4.5M in US sales growth through Fisher Scientific for plan year 1998.  103 Fisher sales representatives achieved MA quota for plan year 1998.  Secured major national contracts with key GPO buying groups including LabCorp, Preimer, Medecon,  and over 20 Integrated Health Systems nation-wide.

Vice President, Distributor Sales

Staffed, trained and implemented a Distributor Sales team of 6 employees including 5 Regional Sales Directors and 1 Director of Sales Productivity.  Developed, implemented and executed a key distributor sales incentive program generating over $1.0M in new business for the company contributing to a $1.7M increase for plan year 1997.

Director, Distributor Sales

Increased OEM revenues over 35% or $2.1M for MAS' FY1994 through FY1996.  Responsible for the management and expansion of all MAS OEM partnerships including Abbott, Olympus, Dade-Behring / Dupont, Microgenics and Baxter - Dade Diagnostics.  Secured and developed new OEM contract partnerships with Roche Diagnostics, Schiaparelli Biosystems, Bayer and Instrumentation Laboratories (IL).

National OEM Sales Manager

Distinguished, authentic, results-driven senior sales, marketing, and business development executive with an extensive record of achievement within both large and small business environments. Consistent results stemming from multiple business disciplines including direct, distribution, corporate account, and OEM business entities.  Exceptional mentor and coach, combining business acumen with innate leadership abilities to recruit, build, and retain top-performing teams.

SPECIALTIES: Executive-level negotiations, presentations, business development, and relationship building.  P&L responsibility and accountability in excess of ~$750M annually.  Building, management, and leadership of effective sales & marketing organizations. Formation, implementation, and execution of long-term strategic plans. OEM, distribution, and corporate account expertise.

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The Battle

Gunter Wessels

Bill Bartelson

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