Sonny Orton
Yukon
Summary
Healthcare sales and operations leader with 24+ years of experience driving revenue growth across acute care, post-acute, IDN, long-term care, and skilled nursing markets. Proven success leading multi-state sales teams, developing strategic healthcare partnerships, and managing multimillion-dollar medical equipment portfolios. Expertise in capital equipment sales, rentals, therapeutic surfaces, business development, territory expansion, and executive-level relationship management.
Overview
20
20
years of professional experience
Work History
Regional Sales Director
US MED-EQUIP, LLC
01.2022 - 05.2026
- Led and developed a high-performing sales organization across Oklahoma and Texas markets focused on movable medical equipment, specialty beds, and therapeutic surfaces.
- Key Responsibilities & Achievements
- Directed and coached 9 Business Development Representatives across 10 markets supporting approximately $36M in annual revenue across rental, service, and capital sales divisions.
- Conducted joint sales calls with Business Development Representatives and Strategic Sales Executives to identify growth opportunities within IDN, acute care, and post-acute healthcare systems.
- Improved sales effectiveness through structured field coaching, ride-alongs, product education, and territory planning initiatives.
- Developed strategic relationships with healthcare executives, procurement leaders, clinicians, and operational stakeholders.
- Supported revenue growth initiatives through strategic account penetration and expansion planning.
- Drove accountability and performance management through routine sales reviews and KPI tracking.
Regional/Divisional Manager
SIZEWISE RENTALS, LLC
01.2020 - 01.2022
- Managed sales and operations teams while driving growth initiatives throughout acute care, post-acute, skilled nursing, and long-term care markets.
- Key Responsibilities & Achievements
- Led and mentored 5 District Sales Representatives and 18 operations team members, fostering a culture of accountability, collaboration, and continuous improvement.
- Conducted strategic sales coaching within IDN, acute care, skilled nursing, and long-term care facilities to improve territory performance and close rates.
- Delivered ongoing competitive product training and market positioning strategies through monthly field visits and coaching sessions.
- Managed annual site budgets and operational performance metrics.
- Prepared CRM reporting and sales analytics for executive leadership and Board of Directors presentations.
- Strengthened customer retention through relationship development and responsive customer support strategies.
Executive Sales Representative
SIZEWISE RENTALS, LLC
04.2015 - 01.2020
- Managed a multi-site healthcare sales territory focused on capital equipment, rental growth, and strategic healthcare partnerships.
- Key Responsibilities & Achievements
- Generated new business through prospecting, cold calling, networking, relationship building, and clinical product in-servicing.
- Managed a large geographic territory requiring overnight travel and multi-site account oversight.
- Maintained relationships with Materials Management teams, Physicians, Nurses, Clinical Specialists, Buyers, Value Analysis Committees, and C-Suite executives.
- Accountable for capital and rental revenue growth across multiple healthcare product lines.
- Secured primary rental provider agreement for an 11-facility IDN network.
- Recognized as a District Sales Representative of the Year nominee in 2017.
- Participated in the Evolving Leadership Program.
- Contributed to the largest Great Plains Region bed frame sale to date.
Regional/Divisional Manager
SIZEWISE RENTALS, LLC
08.2011 - 04.2015
- Key Responsibilities & Achievements
- Managed and developed 5 District Sales Representatives and 20 operations personnel across regional markets.
- Conducted strategic field coaching and joint sales calls to support territory development and revenue growth.
- Collaborated with healthcare facilities across IDN, acute care, post-acute, skilled nursing, and long-term care sectors.
- Recognized as Regional Manager of the Year nominee in both 2013 and 2014.
District Sales Representative
SIZEWISE RENTALS, LLC / H.P.E.S.
08.2006 - 08.2011
- Key Responsibilities & Achievements
- Developed new business through cold calling, networking, relationship management, and consultative selling.
- Managed capital and rental sales goals across multiple product categories.
- Conducted sales presentations and clinical support meetings with healthcare professionals and executive stakeholders throughout the continuum of care.
- Built long-term customer relationships across acute care, post-acute, and skilled nursing environments.
Education
High School Diploma -
Panguitch High School
Panguitch, UTSkills
- Healthcare Sales Leadership
- Medical Equipment Sales
- IDN Account Management
- Acute & Post-Acute Care
- Capital Equipment Sales
- Strategic Account Development
- Territory Expansion
- Business Development
- Team Leadership & Coaching
- Clinical Product Education
- Contract Negotiation
- CRM Management
- Sales Forecasting
- Value Analysis Committees
- C-Suite Relationship Management
- Rental Revenue Growth
- Territory Management
- Cross-Functional Collaboration
- CRM Platforms
- Microsoft Office Suite
- Sales Forecasting & Reporting
- Pipeline Management
- Territory Planning
- Executive Reporting
- Customer Relationship Management
PROFESSIONAL DEVELOPMENT
Evolving Leadership Program — Sizewise Rentals
Timeline
Regional Sales Director
US MED-EQUIP, LLC
01.2022 - 05.2026
Regional/Divisional Manager
SIZEWISE RENTALS, LLC
01.2020 - 01.2022
Executive Sales Representative
SIZEWISE RENTALS, LLC
04.2015 - 01.2020
Regional/Divisional Manager
SIZEWISE RENTALS, LLC
08.2011 - 04.2015
District Sales Representative
SIZEWISE RENTALS, LLC / H.P.E.S.
08.2006 - 08.2011
High School Diploma -
Panguitch High School