PUBLISHED JANUARY 2025
The Medical Sales Book!
MASTERING MEDICAL SALES
—THE EVOLUTION—
The Modern Playbook for Medical Sales Professionals
AVAILABLE IN HARDCOVER, E-BOOK, & AUDIOBOOK
How Would Your Sales—and Income—Grow If You Could Get Time with HCPs Consistently, Master the Medical Sales Conversation, Navigate the Complex Approval Process, and Build Long-Term Relationships?
"The Book" on medical sales: "Mastering Medical Sales - The Evolution" is your field guide to conquering the complex world of medical sales—written by someone who's actually been in the trenches. Industry veteran Mace Horoff combines decades of real-world experience with a refreshingly honest (and occasionally humorous) approach to help you navigate everything from resistant gatekeepers to complex committee decisions.
What Makes This Different From Every Other Sales Book?
This isn't another theoretical textbook filled with outdated strategies and generic advice. This is about Medical Sales! Through compelling case studies and real-world examples (including some spectacular failures that reveal valuable lessons), you'll learn:
Master the Art of Access & Influence
• Break Through the Gatekeeper Barrier - Learn why one sales rep gets consistently shut down while another walks right in (Spoiler Alert: It's not about having the perfect sales pitch)
• Transform "No Time" into "When Can We Meet?" - Discover the psychological triggers that make busy HCPs actually want to meet with you
• Navigate the "Committee Maze" without losing your mind (or your commission) - Including the famous "Seven Stakeholders, One Solution" case study
Perfect Your Approach & Presentation
• Master the Value Creation Imperative - Stop selling and start solving (including real examples of reps who transformed their results by changing one key approach)
• Turn Objections into Opportunities - Learn the "Objection Redirection Framework" that's helped hundreds of reps close seemingly impossible deals
• Leverage the Three Circles of Professional Life - Understand how your actions outside work directly impact your success (sometimes in surprising ways)
Build Long-Term Success
• Develop Your Digital Dominance - Navigate social media and virtual platforms like a pro while staying compliant (including what NOT to do, learned from others' expensive mistakes)
• Master Real-time Relevant Based Selling™ - Position your solution so effectively it becomes the obvious choice
• Perfect the Follow-Up Formula - Transform the most neglected part of sales into your secret weapon
BONUS: The Truth About Medical Sales Success
• The "Closing Secret" that makes getting to "yes" almost automatic (when you do everything else right)
• The "Deep Practice Protocol" - Develop mastery while your competition is just going through the motions
• The Ethics Navigation Framework - Handle difficult situations with confidence while building trust and credibility
...and MUCH, MUCH MORE!
The Triple Threat Model
A deep dive into the three essentials for high-performance medical sales (average reps focus on only one or two).
MACE HOROFF
President, Medical Sales Academy
Medical Sales Author & Content Creator
Keynote Speaker / Workshop Facilitator
TEDx Speaker
“Mace Horoff brings a unique blend of humor, insight, and expertise to the world of medical sales—a field he knows inside and out, both literally and figuratively. After graduating from Emory University with a B.S. in Biology, Mace initially pursued an academic path, entering a Ph.D. program in Anatomy at the University of Florida College of Medicine. Teaching Gross Anatomy and Histology to medical and dental students seemed like a perfect fit—until the research lab work started. Realizing he was far too much of a “people person” to spend his life cloistered with microscopes and cell cultures, he left academia behind and ventured into Nuclear Medicine, which led him to orthopedic implant sales. The rest, as they say, is history.
Mace’s knack for connecting with people and his medical knowledge quickly propelled him to the top of his field. Recognizing his ability to demystify “complex topics and make them engaging, his company tapped him to train others at headquarters and national sales meetings. It wasn’t long before he realized his true calling wasn’t just selling but teaching others how to sell effectively.
In 2010, Mace published the first edition of Mastering Medical Sales, which became a go-to resource for training departments at medical device companies across the U.S. Known for his innovative “Sales Pilot” methodology, inspired by his love of aviation, Mace redefined what practical sales training could be. Like pilots, he believes sales professionals must master their craft with rigorous, hands-on training to succeed.Today, Mace is a sought-after speaker and workshop leader, renowned for his ability to “reach into the world” of his audience with relatable, engaging, and practical lessons. He has spoken at TEDx and is Past-President of the Florida Speakers Association. When he’s not helping sales teams achieve their potential, you might find him indulging his curiosity for life, proving once again that he knows how to push boundaries and inspire others to do the same.
Get Mastering Medical Sales—The Evolution
$32.95
HARDCOVER
+ Shipping
$29.95
E-BOOK
Immediate Delivery
$39.95
AUDIOBOOK
W/Bookfunnels Audiobook Player (Please see note below)
E-book is available for Apple iOS and Google Android devices only.
*Audiobook is delivered as streaming audio using the included Bookfunnels Audiobook Player (It's Awesome!) with lifetime access. It is NOT a file download!
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What readers are saying about
"Mastering Medical Sales—The Evolution"
Just finished Mastering Medical Sales—The Evolution by Mace Horoff.And it’s a must-read for every med rep.- Surgical or Non-Surgical- Big company or Independent rep- Trauma, Ortho, Capital Equipment, Wound Care, etc. This book gives practical advice you can start using right away.And it also has strategies for building long-term success. Mace uses stories so well in this book, and it really makes his lessons stick. If you’re in medical sales and want to level up... read this book.
- Matt Simon
...mastery comes from adapting, then owning your style. Reading both of your books really fast tracked my path in medical sales. I’m not just saying this to say it, but your books in the hands of a sales professional is a weapon not be under-estimated. Especially when you are entering the MedTech space as a newbie to the industry, but who has done sales before
- Thai Pham
Mace Horoff is the Medical Device Sales Trainer “OG”, but his latest book, Mastering Medical Sales—The Evolution, shows Mace hasn’t lost a step. Mace’s advice and guidance is not only relevant, it’s cutting edge, and perfect for both a new Medical Device sales rep, but also for a veteran sales leader looking for an edge. If you want to be good at Medical Device Sales, Mace’s book is perfect for you. If you want to be GREAT... Read Mastering Medical Sales—The Evolution every year!
- Mark Copeland
