Sales legend and trainer Steve Gielda—co-founder of Ignite Selling—joins Samuel to break down what truly drives performance in medical device, pharma, biotech, and diagnostics. Steve traces his path from selling 3M copiers out of a van to leading life-sciences consulting with Neil Rackham (of SPIN Selling) and building Ignite’s simulation-based, gamified training that accelerates pipelines and product launches.

We get tactical fast: how today’s top reps think strategically, map real stakeholders (beyond the “friendly” contacts), and use smarter questions that challenge clinical and business assumptions—not just needs. Steve explains when SPIN still shines, where Challenger-style questions raise the bar, and why role-playing strategy is as critical as role-playing the call.

For frontline managers, Steve lays out the playbook: coach early in the pipeline, ask more than you tell, know when to sell vs. when to coach, and—yes—let your reps fail on safe calls so they learn to win without you. We dive into work ethic vs. knowledge, turning average reps into top performers, and the signals that a high producer is (or isn’t) ready for leadership.

If you want practical frameworks to sharpen your questioning, focus your account strategy, and elevate your team’s coaching culture, this episode delivers candid insights you can apply on your very next call.

Connect with Steve: LinkedIn

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