Many companies sell products that most customers can literally live without. But the devices that MedTronic sells are a matter of life and death. Patient well-being depends upon the insulin delivery devices, implantable defibrillators, and cardiac pacemakers designed and manufactured by MedTronic. In some markets, seven out of eight medical devices in use are MedTronic devices. But what happens when you know you have a product that will help a given customer in terms of cost, time, and end-user well-being, but you cant get a foot in the door to communicate that information? This video demonstrates how MedTronic sales representatives maintain a customer-centered approach to the personal selling process as a means for effectively communicating MedTronics product Is MedTronic effective at building long-term customer relationships through its sales force? If so, how? If not, what could be improved?

• Is MedTronic effective at building long-term customer relationships through its sales force? If so, how? If not, what could be improved?