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Continuous Learning, Grit and Authenticity with Kristin Shunk
Episode 481st December 2021 • The Science of Selling STEM • Wesleyne Greer
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In this episode of the Science of Selling STEM, I’ll be talking to Kristin Shunk, the Senior Director of Sales at Hyperfine, a company whose mission is to make MRI accessible to every patient, regardless of income or resources. Their Swoop® Portable MR Imaging System™ addresses the limitations of current imaging technologies. Swoop wheels directly to a patient’s bedside, where it plugs into a standard electrical outlet and uses an Apple iPad® for control. Images display within minutes, enabling critical decision-making capabilities across various clinical settings such as neurointensive care units, emergency departments, pediatrics, and more. 

Kristin is a transformative leader whose career spans startup, midsized, and large medical device businesses that specialize in general neurosurgery, neurology, epilepsy, neuro-oncology, functional neurosurgery, spine, and neurocritical care management. She specializes in building high-performance teams and developing effective commercial strategies. She’s passionately committed to improving patients’ lives by offering game-changing, disruptive medical technologies. Kristin believes that transformative medical devices in the hands of physicians can change the lives of many and she certainly makes that happen in a big way. Stay tuned as she shares how she has built such an incredible sales career and the tips and strategies we can use to achieve the same.

And if you need help with any sales or leadership issue don't hesitate to book a complimentary clarity session with me HERE

On Today’s Episode of the Science of Selling STEM:

  • Her leadership experiences working for startup, midsized, and large corporations (02:24)
  • The core competencies to keep in place as a leader no matter the dynamic environment you’re working in (04:55)
  • Finding the WHY: Making sure sales is about serving and helping people (08:28)
  • Getting into medical device sales even before it was even a thing (09:48)
  • Transitioning from the operating room into companies doing cutting-edge work (13:42)
  • Challenges associated with learning new technologies and building sales teams around them (16:57)
  • Why hiring salespeople who have grit and authenticity is important (18:22)
  • Coaching salespeople to be the best according to their specific skill sets (21:41)
  • Building a team of excellence and the excitement of scaling their business (25:02)
  • Being proud of her accomplishments as a leader in the medical device industry (28:34)

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Connect with Kristin Shunk:

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Thanks for tuning into The Science of Selling STEM! If you enjoyed this episode and want to learn even more about what it takes to transform your sales, don’t forget to tune into our other episodes and share your favorite episodes on social media!

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Transcripts

Wesleyne Greer:

As a sales manager, you are judged by the

Wesleyne Greer:

performance of your team, and you're praised when they do

Wesleyne Greer:

well. But one thing that you've not been able to figure out is

Wesleyne Greer:

how to get everyone on your team consistently hitting quota every

Wesleyne Greer:

single month. On the Snack size sales podcast, we discuss the

Wesleyne Greer:

science of selling stem sales leadership in the science,

Wesleyne Greer:

technology, engineering and manufacturing fields is

Wesleyne Greer:

difficult. You will learn from sales managers just like you

Wesleyne Greer:

that will give you actionable insights and tips on how to

Wesleyne Greer:

develop as a leader and achieve your revenue targets every

Wesleyne Greer:

single month. So pop your headphones in and get ready to

Wesleyne Greer:

listen to my guest today. They will give you information and

Wesleyne Greer:

inspiration to ensure that you have actionable insights that

Wesleyne Greer:

you can put into place today. Hello, and welcome to another

Wesleyne Greer:

episode of the science of selling stem. Today I have the

Wesleyne Greer:

great pleasure of having Kristin. Skunk with me that I

Wesleyne Greer:

say it right, not skunk Shunk sorry, chunk. There we go.

Wesleyne Greer:

Kristen sharp names are important. How are you today,

Wesleyne Greer:

Kristen?

Kristin Shunk:

I'm doing great Wesleyne Thanks for having me.

Wesleyne Greer:

Awesome. So let me tell you guys a little bit

Wesleyne Greer:

more about Kristin. She's the senior director of sales for

Wesleyne Greer:

hyper fine, where she's supporting the commercialization

Wesleyne Greer:

of the world's first portable MRI hyper find swoop brings MRI

Wesleyne Greer:

imaging to the patient's bedside. Kristen is a

Wesleyne Greer:

transformative leader whose career spans across startup,

Wesleyne Greer:

midsize and large medical device businesses. She specializes in

Wesleyne Greer:

building high performance teams and developing effective

Wesleyne Greer:

commercial strategy. She's passionately committed to

Wesleyne Greer:

improving patients lives by offering game changing

Wesleyne Greer:

disruptive medical technologies. She likes to say a

Wesleyne Greer:

transformative medical device is the EU This is a big word. How

Wesleyne Greer:

do you say that our matricaria

Kristin Shunk:

in the hands basically, it's an armamentarium

Kristin Shunk:

of a physician

Wesleyne Greer:

armlets harian? Oh, a few clinicians can change

Wesleyne Greer:

the lives of so many. So I'm gonna have to start at the end.

Wesleyne Greer:

Because that was such a big word. Where did that come from?

Wesleyne Greer:

Tell me about that word.

Kristin Shunk:

So an armamentarium is really, you

Kristin Shunk:

know, the tools, the devices, all of the things that these

Kristin Shunk:

physicians have at their disposal in order to help

Kristin Shunk:

patients. It's kind of what they have in their bag to get their

Kristin Shunk:

business done. And to help those patients.

Wesleyne Greer:

I love it. So your career has spanned across

Wesleyne Greer:

startups all the way to large corporations tell us the

Wesleyne Greer:

differences between each one a startup, a midsize and a large

Wesleyne Greer:

corporation?

Kristin Shunk:

Yeah, so you know, a startup really is. It's

Kristin Shunk:

really incredible environment where it's a very fast paced,

Kristin Shunk:

incredible environment where, you know, you bring a lot of

Kristin Shunk:

people together in order to create this synergistic kind of,

Kristin Shunk:

you know, foundation of what we're going to create, how are

Kristin Shunk:

we going to do it, and it's this incubator of sorts, you know,

Kristin Shunk:

whatever, you're creating a business and the product, the

Kristin Shunk:

midsize company is probably a player in the space that I think

Kristin Shunk:

personally, you know, for me was where I learned a lot where the

Kristin Shunk:

stomping grounds, kind of, you know, I kind of got my place in

Kristin Shunk:

the world around medical device, it's where I learned a lot,

Kristin Shunk:

because, you know, there weren't a lot of processes in place.

Kristin Shunk:

And, you know, in contrast to those larger companies, that

Kristin Shunk:

they have all the resources, they have all their processes in

Kristin Shunk:

place, and they tell you how it's done. And so I think, you

Kristin Shunk:

know, for me in my career, each one has served such an impactful

Kristin Shunk:

purpose in who I am not only as a representative medical

Kristin Shunk:

devices, but as a leader.

Wesleyne Greer:

So when you think about your leadership

Wesleyne Greer:

throughout the different types of companies, how does it

Wesleyne Greer:

change?

Kristin Shunk:

Well, I don't know if it changes necessarily,

Kristin Shunk:

I think that I'm one of those leaders that I'm fairly

Kristin Shunk:

consistent along among all the companies. And the difference

Kristin Shunk:

between the small, the medium, and the large. I feel like

Kristin Shunk:

leadership is you have to change your style based on what type of

Kristin Shunk:

environment you're working in. But a lot of those core

Kristin Shunk:

competencies as a leader that you have, I think that those

Kristin Shunk:

stay in place throughout whatever dynamic environment

Kristin Shunk:

that you're in.

Wesleyne Greer:

So you mentioned core competencies, what are some

Wesleyne Greer:

of the core competencies that are important to you and your

Wesleyne Greer:

leadership style?

Kristin Shunk:

Well, number one, it's really the center of why we

Kristin Shunk:

do what we're doing. that is the core of what I always lead with.

Kristin Shunk:

It's not what we're selling. It's not what we're doing every

Kristin Shunk:

day. It's why we're doing it. And I think that that is the key

Kristin Shunk:

motivator for me. And it should be within the team that I lead,

Kristin Shunk:

why are we doing it? Why are we creating this process? Why are

Kristin Shunk:

we creating this product? Those types of questions are really

Kristin Shunk:

the core of what I do every single day.

Wesleyne Greer:

So typically, as a leader, it's easy for you to

Wesleyne Greer:

understand or figure out the why, right? Because you have

Wesleyne Greer:

you're the bridge between the company and the salespeople. But

Wesleyne Greer:

how do you translate that out to the team? Like, how do you help

Wesleyne Greer:

them develop their why?

Kristin Shunk:

Well, I think that, you know, when you ask

Kristin Shunk:

people why they're doing what they're doing, everybody's story

Kristin Shunk:

is different. I've come across people who maybe have had a

Kristin Shunk:

family member that has a particular disability, or maybe

Kristin Shunk:

they've had a medical challenge, and it's why they're doing what

Kristin Shunk:

they're doing. Some people feel that, you know, it's incumbent

Kristin Shunk:

upon them to make a very good living, because they have, you

Kristin Shunk:

know, children, and they want to make sure that, you know, those

Kristin Shunk:

kids are taken care of. So the y is always a little different for

Kristin Shunk:

people. But I think as a leader, I think what I do is, although

Kristin Shunk:

your why's are different, there has to be a core why we do in

Kristin Shunk:

our company as to why we do it. So for example, you know, here

Kristin Shunk:

at hyper fine, where I'm leading a team, why we're doing what we

Kristin Shunk:

are doing is very clear, MRI imaging is a challenge, it is a

Kristin Shunk:

challenge to get access to, and not everyone has it. So not even

Kristin Shunk:

just thinking about the US but thinking about the world over,

Kristin Shunk:

it's a very small part of the population that actually has the

Kristin Shunk:

chance to, if they have an ailment to have their brain

Kristin Shunk:

imaged, why we are doing what we are doing and stating that

Kristin Shunk:

purpose to your team, so that everybody is moving in that same

Kristin Shunk:

direction is important. And for me, as a leader, why we are

Kristin Shunk:

doing this is because we want to give access to MRI imaging to

Kristin Shunk:

everyone, to anyone, anywhere. And that is you know, stating

Kristin Shunk:

that purpose, and really leading a team around following that

Kristin Shunk:

purpose. And that why is critical.

Wesleyne Greer:

Wow, that I mean that to me that that's so heavy

Wesleyne Greer:

and so deep, right? Really understanding that what you're

Wesleyne Greer:

doing is impacting lives, not just the lives that you can see,

Wesleyne Greer:

but those lives, the people that you will never meet or

Wesleyne Greer:

encounter. And I was actually asked the question recently,

Wesleyne Greer:

like, how do you get people over, like the negative

Wesleyne Greer:

connotation in sales, right? Like, it's sleazy, it's pushy,

Wesleyne Greer:

all of these things. And I use exactly what you say it is, what

Wesleyne Greer:

we're doing is we are helping someone solve a problem, right?

Wesleyne Greer:

Whether you're selling a pen, and you're helping them to write

Wesleyne Greer:

better, because your ink is better, or you're selling a

Wesleyne Greer:

medical device, and you're helping their quality of life,

Wesleyne Greer:

you're helping them be diagnosed with something that is what you

Wesleyne Greer:

should think about. That's what sales is all about. It's about

Wesleyne Greer:

helping, it's about serving, it's not about you're not

Wesleyne Greer:

selling somebody, something they don't want. And if you're doing

Wesleyne Greer:

that you're doing the wrong thing, right, whatever we're

Wesleyne Greer:

doing is we are doing it to serve and to really help.

Kristin Shunk:

Exactly, that's exactly and that's why I

Kristin Shunk:

actually came to selling medical devices is that I, you know,

Kristin Shunk:

always had a really strong sense of self. And I wanted to impact

Kristin Shunk:

the world in a bigger way. And I knew that I could do that by

Kristin Shunk:

offering things, widgets, whatever, I could change people,

Kristin Shunk:

I had done some sales before, you know, in my early years,

Kristin Shunk:

working for my mother's business, and realize that you

Kristin Shunk:

could really sell something to someone and it really impact

Kristin Shunk:

their lives in a very positive way. And when I had the chance

Kristin Shunk:

to sell a medical device that inherently changed the

Kristin Shunk:

trajectory of a patient's care, it really resonated with me. And

Kristin Shunk:

I do say that as well. I tell people, you know, you can sell a

Kristin Shunk:

pen, you can sell a car, but selling that car is gonna help

Kristin Shunk:

that family, maybe it helps that family maybe it helps that

Kristin Shunk:

person get from point A to point B, you know, get from home to

Kristin Shunk:

work every day. But you're you're supporting their

Kristin Shunk:

lifestyle. It's not just about how fast it goes or the wheels

Kristin Shunk:

on the biggest engine. It's about, you know, really what it

Kristin Shunk:

means for that person in their life.

Wesleyne Greer:

Hmm. So you said you this, you decided to get

Wesleyne Greer:

into medical sales. What did you do before you dipped your toe

Wesleyne Greer:

into this world?

Kristin Shunk:

Yeah, so I'm a product of an engineer who was

Kristin Shunk:

very science motivated. And an artist. My mother is an artist

Kristin Shunk:

and so as my stepfather So I decided to go the logical route

Kristin Shunk:

in college and decided to get a business degree. But I had

Kristin Shunk:

really been exposed through my parents art, that you know what

Kristin Shunk:

the impact of, you know, art can do for people in the world over

Kristin Shunk:

and really grew up in this very creative environment. And I

Kristin Shunk:

remember right before I finished college, I drove by this dentist

Kristin Shunk:

office, and there were devices that I knew could be sold to

Kristin Shunk:

this dentist office. And at the time medical device wasn't a

Kristin Shunk:

thing, you know, selling medical devices wasn't a thing,

Kristin Shunk:

pharmaceuticals was more mainstream. And I thought to

Kristin Shunk:

myself, you know, somebody has to sell them all those little

Kristin Shunk:

devices in their dentist office, and I started researching

Kristin Shunk:

device, you know, selling products, all those different

Kristin Shunk:

things. And I, I came across this ad for, you know, Johnson

Kristin Shunk:

and Johnson, and they were looking for this medical device

Kristin Shunk:

sales. And I just started contacting big companies. And I

Kristin Shunk:

contacted Johnson and Johnson, I asked them, if I could contact

Kristin Shunk:

the rep. And when I contacted that rep, that rep actually gave

Kristin Shunk:

me the opportunity to go into the operating room and be with

Kristin Shunk:

him and the surgeon. And in that environment, I realized that it

Kristin Shunk:

is exactly who I was. It was the engineering of the device, it

Kristin Shunk:

was the selling opportunity. And it was, you know, this really

Kristin Shunk:

great way that you could impact patients. And I realized very

Kristin Shunk:

quickly that that's who I was, I was meant to go into medical

Kristin Shunk:

device, and selling that medical device really resonated with me,

Kristin Shunk:

because I could impact a patient's lives, I could serve a

Kristin Shunk:

surgeon serve the nurses serve the clinicians, and sell

Kristin Shunk:

something that really was a true benefit to the hospital.

Wesleyne Greer:

Hmm, I love that this was. So for any of our

Wesleyne Greer:

younger audience that's out there. This was before the days

Wesleyne Greer:

of LinkedIn. Right? So you can go on LinkedIn and say, Okay,

Wesleyne Greer:

I'm going to find a medical device rep, or I'm going to find

Wesleyne Greer:

the CEO or VP of sales at a company, you have tenacity,

Wesleyne Greer:

right? You're like, I'm gonna find this person, can I talk to

Wesleyne Greer:

them? What do I need to do? And they must have seen something in

Wesleyne Greer:

you. Because for somebody to say, Come to work with me,

Wesleyne Greer:

right? Come see my world. And really, that opens your eyes up

Wesleyne Greer:

into what this is. And I think that, really, when I heard their

Wesleyne Greer:

story, and I'm thinking about your background of that creative

Wesleyne Greer:

versus that engineering, it's really what a medical device is,

Wesleyne Greer:

right? It's an engineered solution, but you have to be

Wesleyne Greer:

creative in the way that you use it. Because no two providers, no

Wesleyne Greer:

two doctors are going to use the medical device in the same exact

Wesleyne Greer:

way. Right. And it's up to you as a salesperson to think

Wesleyne Greer:

outside the box and get into their world.

Kristin Shunk:

Exactly. And I also think there's an artistry

Kristin Shunk:

to what surgeons do, and nurses and clinicians are, there's a

Kristin Shunk:

real artistry to it. You know, one anatomy, anatomy is not the

Kristin Shunk:

exact same as the other anatomy, one patient is not the exact to

Kristin Shunk:

the other patient. And there is a bit of an artistry in that.

Kristin Shunk:

And I really respect that I respect what they do. And all I

Kristin Shunk:

want to do is provide some type of solution, some type of

Kristin Shunk:

something that can make that artistry better, and those

Kristin Shunk:

patient outcomes better.

Wesleyne Greer:

That's good. I love it. I love it. So it seems

Wesleyne Greer:

like you started in the operating room. And now you've

Wesleyne Greer:

transitioned to a company doing really cutting edge work. What

Wesleyne Greer:

was that transition like through your career?

Kristin Shunk:

Well, I was really, I guess, Lucky. You

Kristin Shunk:

know, I always people always tell you know, you know how

Kristin Shunk:

lucky you are right? But it really you have to invest in

Kristin Shunk:

yourself. And whenever I was with a midsize company called at

Kristin Shunk:

the time it was a mid sized company, it's a much larger

Kristin Shunk:

company now called Integra. There are all these devices that

Kristin Shunk:

you know, a neurosurgeon used. And Integra probably had one of

Kristin Shunk:

those in their bag. And it really gave me the opportunity

Kristin Shunk:

to really get some really good experience with all types of

Kristin Shunk:

devices in neurosurgery and be at the bedside and work with

Kristin Shunk:

neurosurgeons both in the operating room in the ICU. I did

Kristin Shunk:

really well at that company and was very proud of what I was

Kristin Shunk:

able to accomplish. But my mother has a saying she says, If

Kristin Shunk:

Kristen isn't challenged, she's not happy. And so I had a really

Kristin Shunk:

unique opportunity to take a leap of faith and take a lot of

Kristin Shunk:

risk and go into startup. And that's where I feel that I got

Kristin Shunk:

my stride. Being in a really disruptive technology. The next

Kristin Shunk:

company that I was part of was visual lace. It was a device

Kristin Shunk:

that inherently offered patients a minimally invasive option.

Kristin Shunk:

There was nothing in between there was an open craniotomy and

Kristin Shunk:

then there was medical management and visualize offer

Kristin Shunk:

patients and minimally invasive options. So we really changed

Kristin Shunk:

the complete continuum of care for the patient. And that's

Kristin Shunk:

where I got a taste of what disruptive technology can do for

Kristin Shunk:

the patient continuum of care, not only from the device aspect,

Kristin Shunk:

but from the business aspect, in developing a business around

Kristin Shunk:

that, the processes, the procedures, the, you know,

Kristin Shunk:

building a team, building marketing material, and really

Kristin Shunk:

the engine that fuels a startup. And sure enough, they did, in

Kristin Shunk:

fact, they were acquired visually, it was acquired by

Kristin Shunk:

Medtronic, I was part of the integration, supporting that

Kristin Shunk:

integration, and then ultimately ended up the US sales manager of

Kristin Shunk:

that business unit. But Medtronic was a wonderful

Kristin Shunk:

company, tons of resources, I am so grateful for my time there.

Kristin Shunk:

But just like my mom says, I needed another challenge. And

Kristin Shunk:

that's when I came to hyper fine. Being part of, you know,

Kristin Shunk:

another truly disruptive technology that's going to

Kristin Shunk:

change the patient continuum of care is really remarkable. And

Kristin Shunk:

now, you know, we're developing an entire organization around a

Kristin Shunk:

portable MRI, which is very different than the other, you

Kristin Shunk:

know, widgets or technologies that are out there. And scaling

Kristin Shunk:

that organization is very important to us right now. And

Kristin Shunk:

getting the word out that to physicians and hospitals that

Kristin Shunk:

this is available.

Wesleyne Greer:

So you have taken leaps of faith and started

Wesleyne Greer:

teams from scratch. And you know, now you're in this

Wesleyne Greer:

position with hyper fine. So thinking about when you said,

Wesleyne Greer:

Hey, okay, pretty much on board, it's time for me to try

Wesleyne Greer:

something else. What are some of the the challenges that you

Wesleyne Greer:

experience is taking over a learning new technology building

Wesleyne Greer:

a team? What are some of those challenges?

Kristin Shunk:

I think that the core focus of it is, is that

Kristin Shunk:

whenever you're taking on a new technology, you have to get to

Kristin Shunk:

the root of again, that why right? What is that need? What

Kristin Shunk:

does that need? When you're selling something your customers

Kristin Shunk:

know? What is their need? What exactly is that niche, what

Kristin Shunk:

drives them to need that device. And I think that once you get a

Kristin Shunk:

better understanding of that of where it fits, and how the

Kristin Shunk:

customer is going to use it, and the value that it brings, you

Kristin Shunk:

can really craft an organization around that, and develop an

Kristin Shunk:

organization around that. And, you know, build a team with

Kristin Shunk:

inherent skill sets and relationships. And around that,

Kristin Shunk:

why and around that value that the product brings. And I find

Kristin Shunk:

that that is, you know, the most, you know, successful teams

Kristin Shunk:

that I've seen is that when you can bring people with two skill

Kristin Shunk:

sets that are focused around that why and around that

Kristin Shunk:

product, it becomes an environment that is set for

Kristin Shunk:

greatness.

Wesleyne Greer:

So when you're building your team, this is

Wesleyne Greer:

something that so many sales managers, sales leaders have

Wesleyne Greer:

this question, okay, I'm either building a team from scratch, or

Wesleyne Greer:

we're in growth mode, and you said you get a balance of skill

Wesleyne Greer:

set. How do you figure out how many industry outside versus

Wesleyne Greer:

industry insiders versus senior and junior? What is your Do you

Wesleyne Greer:

have a magic formula for that? Or what are you looking for?

Kristin Shunk:

So what I think you're looking for is a grit. To

Kristin Shunk:

be honest, I think that grit is so important. It's not

Kristin Shunk:

necessarily that, you know, I need people with relationships,

Kristin Shunk:

you know, I don't know, relationships are definitely a

Kristin Shunk:

plus. But it's the person that's going to go out there every

Kristin Shunk:

single day, and not only be gritty, to be able to be

Kristin Shunk:

motivated to get something done. But also, I think that you know,

Kristin Shunk:

somebody who's willing to challenge the norm, and say, you

Kristin Shunk:

know, I know that you might be doing this, but I have this to

Kristin Shunk:

offer. And really finding that person that is gritty can

Kristin Shunk:

challenge people to think differently. And the third thing

Kristin Shunk:

is authenticity. I think that the authenticity piece is really

Kristin Shunk:

important to customers, customers don't want someone to

Kristin Shunk:

come in and say, This is the best device. And you know, you

Kristin Shunk:

should buy it now and buy it now and walk away. The authenticity

Kristin Shunk:

part really creates the connection with the customer.

Kristin Shunk:

And if you're not authentic about what you're doing, and how

Kristin Shunk:

you're doing it, and what you're providing to them, it's not

Kristin Shunk:

going to go well for anyone. So it's those three things. It's

Kristin Shunk:

the grit, the challenge, you know, people who are willing to

Kristin Shunk:

challenge others, not only customers but themselves and

Kristin Shunk:

their peers. And then thirdly, it's that authenticity that I

Kristin Shunk:

find really important.

Wesleyne Greer:

I love that and what I love the most about what

Wesleyne Greer:

you said is you didn't say they must have this experience. They

Wesleyne Greer:

have to have been doing this they have to have this book of

Wesleyne Greer:

business book Because so often I think that's what happens when

Wesleyne Greer:

we're so tunnel vision focused on they have to come from the

Wesleyne Greer:

industry, you know, my favorite work term that I love to say is,

Wesleyne Greer:

you know, your, your competitors reject. So, and when you don't

Wesleyne Greer:

have to think about those competitors rejects. And you're

Wesleyne Greer:

like, our technology is good. Our scientists are good. Our

Wesleyne Greer:

engineers are good. We know our product, we can teach it to you,

Wesleyne Greer:

what we need is for you to come in and buck the status quo,

Wesleyne Greer:

right. And I think that when somebody especially when you're

Wesleyne Greer:

selling to doctors, or engineers, or any of these

Wesleyne Greer:

really smart people, you have to have that tenacity when they

Wesleyne Greer:

say, leave me alone, to keep going, you have to have the

Wesleyne Greer:

tenacity when it's hard, or you know, you have to push a little

Wesleyne Greer:

bit harder, or think about a different way of getting in, you

Wesleyne Greer:

have to keep going. And that's really what that grip boils down

Wesleyne Greer:

to.

Kristin Shunk:

Exactly, exactly. And I'm gritty, I'll admit it.

Kristin Shunk:

I'm very gritty. I came out of school. And you know, I figured

Kristin Shunk:

out okay, I want to do this and I was gritty, I reached out to,

Kristin Shunk:

you know, companies, I contacted reps that said, No, you know, go

Kristin Shunk:

find somebody else to talk to you got to be gritty, you got to

Kristin Shunk:

be gritty in the beginning of your career

Wesleyne Greer:

and throughout, like, No, it doesn't mean No, it

Wesleyne Greer:

just means not right now, right? And so they say, Okay, I'll put

Wesleyne Greer:

you on the shelf. Maybe for a month or two months, or maybe

Wesleyne Greer:

even three months, I've had people that out of the woodworks

Wesleyne Greer:

six months later, I come back, and they say, okay, so yeah, now

Wesleyne Greer:

I'm ready. But again, it's not to be that annoying salesperson,

Wesleyne Greer:

right? And so as a leader, how do you coach each person to

Wesleyne Greer:

their specific skill set to what makes them tick?

Kristin Shunk:

Well, I think culture is important. I think

Kristin Shunk:

culture is important within an organization. And I think that

Kristin Shunk:

coachability is important. And not everyone is coachable. But I

Kristin Shunk:

think that you know, my, my suggestion to everyone is that

Kristin Shunk:

you should always be coachable. We're always learning we're on

Kristin Shunk:

this planet, not as people who know everything we learn every

Kristin Shunk:

single day, and I tell the people that I coach, and that I

Kristin Shunk:

lead, and that I mentor that is that you should have a keen

Kristin Shunk:

curiosity about life, about what you're doing, about, you know,

Kristin Shunk:

being a parent, whatever that is, and learn every single day,

Kristin Shunk:

learn something new every single day. So when I'm coaching

Kristin Shunk:

others, and whenever I'm mentoring others, and leading

Kristin Shunk:

others, I come from that place. And as long as they know that

Kristin Shunk:

I'm coming from that place, and that they should be coming from

Kristin Shunk:

that place, we're learning every single day, it makes that

Kristin Shunk:

inherent coachability a little bit easier. Because all I want

Kristin Shunk:

is I want them to be, you know, the best that they can be at

Kristin Shunk:

whatever they're doing. And if they're under the idea that they

Kristin Shunk:

want to be the best that they can be with, you know, what

Kristin Shunk:

they're doing every day, and they're leading based on

Kristin Shunk:

curiosity, and willingness to learn. I think that when you

Kristin Shunk:

come from that foundation, and when you work with others who

Kristin Shunk:

understand that you're approaching it that way, they

Kristin Shunk:

are, in fact more coachable and more willing to learn that we

Kristin Shunk:

both agree that we don't know everything, and that we are

Kristin Shunk:

going to learn together, you're going to teach me I'm going to

Kristin Shunk:

teach you and we're going to be our best selves.

Wesleyne Greer:

Do you know, as a salesperson, I think sometimes

Wesleyne Greer:

it's hard to admit that I don't know everything, right? Like, I

Wesleyne Greer:

need help, too. And even as a leader, a lot of times, I think

Wesleyne Greer:

that that's one of the challenges that we have, we

Wesleyne Greer:

don't stop and say, I need help, too. Right? So I think that

Wesleyne Greer:

really say, Hey, as long as you're coachable, we can work

Wesleyne Greer:

together. And a lot of times I say, what is the key that you're

Wesleyne Greer:

looking for when you're working with people, and I'm like, one

Wesleyne Greer:

thing doesn't matter what your industry is, or what you do, the

Wesleyne Greer:

propensity to change, if you have the propensity to change,

Wesleyne Greer:

then you can grow, we can grow

Kristin Shunk:

together. Exactly. And you know, it's a

Kristin Shunk:

hard conversation. Sometimes when you're selling something,

Kristin Shunk:

and as a salesperson, your measure is by the revenue, the

Kristin Shunk:

quota, the target, and we put a lot of pressure on ourselves to

Kristin Shunk:

hit those things, which we should, that's our job. Our job

Kristin Shunk:

is to do a lot of those things. That's part of our job. And I

Kristin Shunk:

feel like sometimes whenever sales, people are feeling that

Kristin Shunk:

pressure, they're unwilling to try new things. Let's try new

Kristin Shunk:

things. Let's try something like something isn't working, let's

Kristin Shunk:

try something else. And you know, rather than stay in the

Kristin Shunk:

same place that we're at, and I think I've always been open and

Kristin Shunk:

receptive to that, you know, it Kristin, if this isn't working

Kristin Shunk:

even as a leader, if this isn't working, this is what could

Kristin Shunk:

work. And I think that if salespeople are open to that, I

Kristin Shunk:

think that they'll see that they're able to hit those

Kristin Shunk:

targets, hit those quotas, learn from each other, and really meet

Kristin Shunk:

those goals and those KPIs.

Wesleyne Greer:

Hmm. I love that. So hyper fine is going

Wesleyne Greer:

through a transition right now. Tell us about what the trends

Wesleyne Greer:

mission is and your role in it. Yeah, so

Kristin Shunk:

I'm actually building a team. So hyper fine

Kristin Shunk:

was FDA approved in 2020. So the first part of our year here in

Kristin Shunk:

2021, was really about commercializing the technology.

Kristin Shunk:

There was a lot of research and development over a number of

Kristin Shunk:

years that was be developed. And now the decision has been made

Kristin Shunk:

that we are in fact commercializing. So we have been

Kristin Shunk:

building a team of excellence as what we have, and we were

Kristin Shunk:

developing processes and procedures in order to meet the

Kristin Shunk:

market need. We actually announced in July that we are

Kristin Shunk:

going public as a double stack with a technology called

Kristin Shunk:

liminal. And these technologies previously existed within a

Kristin Shunk:

incubator company called the Four catalyzer. And, you know,

Kristin Shunk:

right now, what we're doing is we're scaling, we're scaling, it

Kristin Shunk:

is so much fun, we are in a really exciting time. And we're

Kristin Shunk:

scaling. So we are developing a team, I am hiring on the West

Kristin Shunk:

Coast. And we're developing a team around offering a portable

Kristin Shunk:

MRI to hospitals. It's very, very exciting.

Wesleyne Greer:

Wow. So talk about excitement. You just got

Wesleyne Greer:

FDA approved, you are going public, and you are building a

Wesleyne Greer:

team. I mean, this sounds like a lot of excitement. And I know

Wesleyne Greer:

this is what keeps you on your toes. So when you think about

Wesleyne Greer:

all of the different balls that you have up in the air, which is

Wesleyne Greer:

the one that excites you the most.

Kristin Shunk:

Hmm, I have to be really frank, what excites me

Kristin Shunk:

the most is that patients that are seemingly difficult to

Kristin Shunk:

transport from the ICU, if you can kind of imagine that, you

Kristin Shunk:

know, this patient, we've all known people heard of people

Kristin Shunk:

heard of stories that you know, this patient is in the ICU and

Kristin Shunk:

may have, you know, lines and all types of things. And getting

Kristin Shunk:

that patient to an MRI is really challenging. And it's

Kristin Shunk:

challenging for the nurses and all involved, and being able to

Kristin Shunk:

bring a portable MRI to that bedside in the ICU, that really

Kristin Shunk:

excites me. So it's one thing to have an idea, it's one thing to

Kristin Shunk:

create a product, but to actually scale that product so

Kristin Shunk:

that it's accessible to everyone throughout the US worldwide.

Kristin Shunk:

That's what excites me the most is going to be that access to

Kristin Shunk:

imaging, I will say that I really looking forward to

Kristin Shunk:

leading this team, because we are building an incredibly

Kristin Shunk:

motivated team around that idea of the why. And the team that

Kristin Shunk:

we're putting together and our leaders that are leading us,

Kristin Shunk:

even at the executive level are all focused on that. So really

Kristin Shunk:

the team aspect and the synergy that we're going to create is

Kristin Shunk:

something that I am also excited about.

Wesleyne Greer:

And that my friends is how you bring it all

Wesleyne Greer:

back to your why Kristen started our conversation talking about

Wesleyne Greer:

why and when I asked her what excited her the most she brought

Wesleyne Greer:

it right back to her why which she has embodied as a company

Wesleyne Greer:

why and really her passion around developing people and

Wesleyne Greer:

getting people to help her see this way. And this vision. I

Wesleyne Greer:

love it. And so usually I asked people, what is the thing that

Wesleyne Greer:

you're most excited about have accomplishing or have done in

Wesleyne Greer:

your life thus far. But you've given us so much golden nuggets,

Wesleyne Greer:

I don't know if there's anything else that you want to share with

Wesleyne Greer:

us?

Kristin Shunk:

Well, I think outside of my my business, I

Kristin Shunk:

will say that I'm a mother, and I'm a woman. And when I started

Kristin Shunk:

in this, in this world of medical device, there weren't a

Kristin Shunk:

lot of women involved. And so outside of you know, hyper fine,

Kristin Shunk:

these dynamic companies, the why of the technologies and things

Kristin Shunk:

like that I am most proud of what I've been able to

Kristin Shunk:

accomplish as a female in the medical device industry and a

Kristin Shunk:

leader of females as well. I speak at women's leadership

Kristin Shunk:

events and things of that nature. But also being a mother,

Kristin Shunk:

my child is going to see be able to say that his mom was

Kristin Shunk:

courageous. She was a leader, and she impacted the lives of

Kristin Shunk:

many. And for that I am most proud of showing him what that

Kristin Shunk:

looks like. Ah,

Wesleyne Greer:

that gave me chills. I mean, guys, I'm a mom

Wesleyne Greer:

of boys too. And it is amazing for them to see us walk in our

Wesleyne Greer:

passion, and really do the things that we love. Oh man,

Wesleyne Greer:

this has been a jam packed episode. Thank you so much for

Wesleyne Greer:

sharing your time, talent, expertise and inspiration with

Wesleyne Greer:

us. If people want to get in contact with you want to chat

Wesleyne Greer:

with you a bit more. What is the one best way for them to do

Wesleyne Greer:

that?

Kristin Shunk:

The best way for them to connect with me is on

Kristin Shunk:

LinkedIn. You can just look up Kristen shank. My last name is S

Kristin Shunk:

h u n k connect with me online Then messaged me. Follow me on

Kristin Shunk:

LinkedIn.

Wesleyne Greer:

Awesome. Well, thank you so much again for

Wesleyne Greer:

joining us. I have thoroughly enjoyed and you've taught me so

Wesleyne Greer:

much about really focusing on your why. Thank you again. Thank

Wesleyne Greer:

you, Leslie. And that was another episode of the science

Wesleyne Greer:

of selling stem. If you enjoyed this episode, click below leave

Wesleyne Greer:

us a review, drop a comment or like and remember in everything

Wesleyne Greer:

that you do transform your sales. Until next time.

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