Featured Episodes

Is cold outreach really as daunting in medical device sales as it seems? Omar Khateeb, a seasoned expert with over a decade in the industry, shatters common misconceptions and introduces powerful strategies for turning cold calls into fruitful relationships. In this insightful episode, Omar draws parallels between effective social media engagement and traditional sales tactics to reshape how we think about connecting with new prospects.

Imagine swallowing a robotic pill that can navigate your body and diagnose health issues without the need for invasive procedures. What if this tiny device could revolutionize medical diagnostics and treatment? This isn’t a scene from a sci-fi movie—it’s a reality brought to life by groundbreaking advances in medical technology.

Back by popular demand, Brent Adamson, the mind behind The Challenger Sale and The Challenger Customer, returns to our podcast for another encore. In this episode, sponsored by Physician Growth Accelerator, Brent continues to unravel the complexities of modern sales dynamics specifically tailored to the unique challenges faced by surgeons and medical practitioners.

Is your tech enterprise stuck in internal battles while startups are disrupting the market? We’re bringing back one of our top episodes where Geoffrey Moore, renowned author and advisor, dives into the dynamics of startup and established tech enterprises. His insights are based on decades of consulting and are highlighted in his pivotal works, "Crossing the Chasm" and "Zone to Win."

How frequently do you consider the underlying psychology that drives your team's dynamics and overall performance? What if you could tap into this deeper understanding to not only foresee potential issues but also to foster a more collaborative and innovative environment? Exploring these aspects of business psychology might be the key to unlocking higher efficiency and effectiveness within your team.

How often does your team address a problem with an immediate yet short-lived remedy? How much time, money, and energy could be saved if you came up with a permanent solution? These proactive approaches are often overlooked, but likely the most efficient way to enhance your operation.

Cancer left undetected can swiftly evolve from a silent threat to a devastating diagnosis. But what if cancer could be detected and treated at its inception? Sumit Rai, CEO of Cancer Check Labs, is on a mission to dramatically increase survival rates.

Mastering the art of conversation isn’t all about talking – it’s about truly listening. So how can you train your team to prioritize meaningful dialogue over unappealing monologues? Mike Esterday and Derek Roberts, co-authors of "Listen to Sell: How Your Mindset, Skillset, and Human Connections Unlock Sales Performance" join us to explore the depths of sales conversations.

Imagine a world with consistently precise surgical outcomes. We see firsthand how combining tech and human skills can enhance processes and improve outcomes. So why wouldn’t we bring these capabilities to medical practices?

It’s no secret that networking is a powerful tool for creating connections, building credibility, and identifying new opportunities. But with so many professionals building networks, it can be easy to get lost in the vastness of platforms like LinkedIn. So how can we find the right network with ease?

In an increasingly competitive field, medical sales leaders constantly seek tools and tactics to help them get ahead. So how can you optimize your team and elevate results? Mike Zani suggests focusing on the transformative power of behavioral science.

How many medical sales professionals worry more about how their presentation is received than the actual substance of their work? Why do performance aesthetics take precedence over genuine problem-solving and leadership effectiveness? Kris Krustangel, Vice President of Sales at Virtus Medical, delves into the transformative power of self-awareness and humility in medical sales.

Dressing for success isn’t just a thing of the past. In fact, with the evolving landscape of the interview process, some tactics hold more weight than ever before. So how do you position yourself for career stability regardless of the transformations taking place around you?

Burnout plagues us all at some point in our professional lives, but it’s not always easy to identify, or overcome. So how can you master your profession if you’re unable to master your own feelings? It requires grit and resilience.

In the dynamic world of MedTech, where innovation is the lifeblood of progress, Jay Pendleton, founder of MedTech Voice, offers a compelling perspective on the power of storytelling in building trust and driving success.

The long and tedious patent process has become an outdated source of delay for innovators across the globe. With today’s technology, you can protect your innovations faster than ever. So when should you pursue a patent? And how can startups thrive in this rapidly evolving space?

All paths lead to growth… if you can stop running from yourself. But what does it really take to stop searching and start living? Mark Wigginton, certified professional coach, sales strategy advisor, and founder of Focusing on Results unlocked his full potential when he decided to change his focus.

Driven leaders strive for excellence and require the same from their teams, but is demand for results void of open communication the most effective way forward? Or is there an approach that promotes organizational success alongside personal growth?

Sales and marketing are supposed to collaborate in the pursuit of a shared goal. But there are many tales of lacking respect in the industry. Salespeople grind daily only to have marketers change the narrative around how to close more deals. So how can MedTech companies unleash a more collaborative approach that generates more revenue?

Artificial intelligence has been around much longer than people realize. However, as early adoption meets mass adoption, why is the medical device industry still hesitant here? Perhaps the industry requires an outsider’s perspective to revolutionize how we operate.

What do physicians really think of medical device? We’ve discussed this very question and more with previous guest, Dr. Qasim Butt. He’s an interventional nephrologist, medical consultant & advisor, and founder of Your Kidneys Your Health.

Matt Dixon is the Founding Partner of DCM Insights, and co-author of four of the most important sales and customer experience books of the past twenty years, including The Challenger Sale and his latest book, The JOLT Effect: How High Performers Overcome Customer Indecision. He’s also the guest on one of our most popular episodes!

It wasn’t long ago that Ted McKenna, an accomplished sales and customer experience researcher, founding partner of DCM Insights, and co-author of The Jolt Effect: How HighPerformers Overcome Customer Indecision joined us to talk about customer indecision.

One of the first interviews we ever recorded remains relevant to sales leaders everywhere. Bill Eckstrom is a renowned keynote speaker, founder and CEO of EcSell Institute, and author of The Coaching Effect. He’s not just passionate about growth, he’s obsessed with it.

You don’t need a better product to close more deals. You need a better story. So how can you better craft your messaging to ignite interest in every client? CEO and founder of Oratium, Tim Pollard, emphasizes simplicity, customer-centricity, and the importance of building a message rooted in a real customer problem.

Dismissing competitor decisions is common ground for sales teams, especially when you focus on the advantages of your products. But, what if you could use the decisions of your competitors as a tool to predict their future moves and carve out a competitive advantage?

Success often hinges on a delicate balance between technical prowess and mental fortitude. So how can we harness the untapped potential of the human mind to propel sales teams forward? Maintaining confidence without veering into cockiness becomes an important discipline.

Believe it or not, knowledge can be a curse when it comes to medical sales. If sales reps are leaning into clinical and product knowledge too much, it can take away from the connection their clientele often desire. So what can sales leaders do to help develop their teams for maximum impact?

Patients enter a black hole as soon as they leave their physician’s office. They’re expected to keep up with intense regimens and care for themselves as their doctors do. Unfortunately, this often leads to unnecessary medication errors, inaccurate data, and potentially harmful dosage increases. But what if there was a way to support patients beyond the clinic?

Think about it, the company that sells you your deodorant knows more about you than a medical device company. Why does that seem so backwards? But what if we told you there’s a tool available for medical device companies to gain valuable insights about 2.8 million healthcare practitioners?

What if you never had to worry about missing calls and losing sales, and sales STILL kept moving? It may be out of your comfort zone, but adopting inside sales tactics has been proven to accelerate growth and reduce costs. But how do you do that in an industry that is known for the power of face-to-face meetings and hands on demonstrations?

After 22 years of teaching in England, Phil Gostling was ready for a new challenge and took the leap into medical sales. Hard? Yes. But his lessons are gold and his approach to the industry can teach even the most seasoned sales teams about the importance of learning and listening.

It’s no secret that how you sell and who you sell to is critical for company growth, but how do you navigate variables outside of your control? Healthcare is seeing an increase in consolidation across the board, leaving little room for small to mid-sized companies to operate. In this week’s episode, sponsored by TrackableMed, we put the health ecosystem under the microscope to understand more about what’s happening.

Salespeople spend valuable time on conversations that lead to dead ends because customers don’t feel confident making decisions. So how do you navigate a conversation with a buyer in a way that can help them avoid analysis paralysis or other forms of indecision?

It’s no secret, there are a few things missing from the field of medical device. But how do we bridge the gap and connect all the items that sales reps deal with on a day-to-day basis? It starts by building awareness.

How often do we hear people say the customer is always right? While the idea behind the phrase goes a long way, do your customers really know what’s best for their practice? It seems like there’s a new product or solution every day. Physicians can’t be expected to know everything while they’re tirelessly doing what they trained their whole lives to do – save lives.

Is it possible to check all the boxes when it comes to delivering value? Patients value treatment and the overall experience, doctors value time and productivity, and office managers value organization and minimal disruptions. It can be a tall order.

What separates companies that innovate and grow, vs innovate and die? It comes down to feedback and the product lifecycle. And there are key ways you can improve the customer experience from day one that will help the dominoes fall in your direction.

Did you know that 40-60% of the average sales pipeline stalls out due to not moving forward? Author of The Challenger Sale Matt Dixon calls these no-decision losses. And they plague sales teams the world over, which is why he’s back with new research and a new book sharing what the best sellers do to overcome this problem.

Some physicians seem to avoid medical device reps at all costs. Others seem open to conversations but may be skeptical of the intention behind them. And many don’t have the power to make a final decision anyway. So, what do physicians really think of medical device?

At times, medical device sales can feel like a never-ending treadmill – when’s the last time you stopped and looked around? Are you truly living the life you want and making the impact you dreamt of making? Rebecca (Becca) Kinney, owner of Cypress Rise Inc. joins us to unravel how self-care and self-expression have helped her succeed in ways she never thought possible.

When is the last time you participated in a dress rehearsal? Let us rephrase that. When is the last time you dressed for the role you wanted, took actionable steps to showcase your ability to perform in that role, and gathered valuable feedback from the ones calling the shots? If you’re seeking career advancement, there are tactics to help you get there.

So, you want to be a sales professional? It’s going to take a lot more than selling a product, getting paid, and calling it a day. It’s going above and beyond in every aspect of the role and facing an important fork in the road: Can you step out of your comfort zone, say no to business when it’s not the right fit, and establish leadership without stepping on anyone’s toes?

Can we bring a door-to-door approach to the modern age? Building a relationship with office staff and learning how to navigate their space is still important, but we need to take our approach to the digital world. And instead of talking to a few people in the office, you can reach an infinite audience depending on what you do for yourself online.

How could an industry that’s riddled with a lack of innovation possibly be ahead? There’s still a lot of room for improvement, but MedTech focuses more on value for the patient than differentiation. The focus is to provide the best possible solution for the ones that need it most. When you can consistently operate from that perspective, hitting a quota becomes secondary.

Outside of competitions on the Food Network, would you ever give a baker a set of recipes and expect them to make a cake out of it? Of course not! Ironically, we see physicians forced to perform their jobs based on the perspective of implant manufacturers every day. Not only does that limit the professionals who know what’s best, but it’s a huge disservice to patients needing effective care.

The Medical Device and MedTech world is changing, and not everyone is ready to change with it. But for those who see this and want to jump on board, it can be a challenge to navigate. So how do you adopt new strategies to stay ahead of the shift? Eric Anderson believes technology, specifically social media, is a key factor.

Still stalking physicians in hospital cafeterias? Does your company applaud you for being asked to leave? If so, take a step back and a glimpse forward. You’re not doing yourself any favors. Success in medical device sales needs something radically different these days.

How do you achieve high sales rates in markets around the world? Identify the ideal distributor in each country, drive up their engagement and competency through personalized training, and teach them the ins and outs of the systems you have in place. At the end of the day, holding everyone accountable builds confidence and drives results.

Are regulations and requirements preventing products, solutions, and treatments out of the hands of patients that really need them? Good providers want to improve patient care and try to use new products that can help, but they’re often restricted by the red tape in their own network. This, plus a culture amongst physicians that’s difficult to change, makes innovation in healthcare a massive challenge.

In a world of instant gratification, why is it so difficult to get in touch with your local medical device representative? RepSource founder Cheryl Halbert joins us to talk about the genesis of the virtual sales roster, making it easier to connect with local medical device sales representatives.

We all operate in two types of mindsets: fixed vs growth, as outlined in psychologist Carol Dweck’s landmark book “Mindset.” With the new year on the horizon, there’s no better time to revisit the issue with “problem territories,” and reset your mindset!

Isn’t it ironic . . . we have vehicles that can drive themselves, and yet healthcare patients remain restricted by wires, patches, and tubes?

Could you find more success by focusing on 10% of your potential market? Robert Spomer, VP of sales at Intrinsic Therapeutics, says yes by channeling impact through the right surgeons, even if that means limiting where your resources go.

Many physicians enter the field carrying an outdated assumption that there’s no need to advertise. But that model is broken and it means you're leaving money and opportunity on the table.

With her experience as a nurse, Aryn provides a unique perspective as she transitioned to medical device to sales, and then to device marketing. This episode hits on market agitation and how medical device professionals can work smarter, and dive into valuable tactics to find the right customers.

Providing a solution doesn’t make you a hero. It makes you a guide. As such, it’s important to pave a consistent, repeatable pathway that people can trust and look forward to.

Painful attacks swarm our minds, and that can be especially true in the chaos of holiday travel. As we prepare for the long weekend among family and friends, it’s easy to become riddled with negativity bias delivered to us by the autopilot brain.

New ideas are the lifeblood of innovation. But too often ideas get stuck in silos. As a result, we get absorbed by tunnel vision that prevents us from exchanging ideas, feeding our curiosity, and accepting our failures.

Virtual Reality (VR) headsets are all the rage these days, but they’ve found particular use in medical device demos — not just to increase sales, but to train surgeons more effectively on new tools.

What if the impact of your company’s work was so contagious, you could sense it in every conversation? Tiffany Matthews, VP of Marketing for BioTissue says their shared conviction and values are simply one of the things that makes that possible.

Every human has the same problem – regardless of how progressive our world is, our brain still processes life through the lens of survival. And this means we encounter hundreds of biases every day that impact not only our own behavior, but the behavior and actions of our customers.

Struggling to make sense of a mess of customer data in your sales process? Learn how sellers can reach more key decisions makers and arm themselves with the data that’s most useful when selling to each unique customer.

If you’re scared to begin building your presence on LinkedIn, you’re not alone. In this episode, Johnny shares how he's leveraged his personal brand, expertise, and industry presence to open doors, close deals, and more.

Trying to gain access to a medical office or surgeon? Chances are, you may be going at it all wrong. In this episode, we learn how Jessica Zampedri, a consultant for orthopedic and spine surgeons, is approaching the challenge of access and how she’s building net new relationships in strategic ways.

What separates people who accomplish great things from those who spin their wheels? Mindset. Rhonda Petit is a sales and mindset mentor and author of “The Spirit of Selling: Using Universal Laws for Sales Success”.

What if every MedTech founder could get direct access to a group of physicians to ask questions, overcome obstacles, make connections, and help get their technology and therapies to market? Actually, what you’d get is someone like Dr. Jawad Ali!

You've got W2 employment working for the strategics or for an early-stage commercial startup... And then you've got self-employment. Amazing things can happen when you cut the safety net and walk out on the tightrope. According to Jamie Tipton, your professional partnerships reach new levels of depth, you see opportunities others don't, and you find out what you're truly made of. Join us as the founder and principal of Clutch City Medical recounts the magic of finally having an idea worth struggling for.

There are a lot of macroeconomic events unfolding right now, and they're affecting budgets at MedTech companies across the country. How are those budget changes impacting execution in the field? We've gotten multiple requests to discuss multiple concerns that are hitting the market. From navigating sudden insurance changes to hitting quotas with less resources at your disposal, we'll walk you through the minefield that is today's medical device sales market and focus on the proven tactics that will see you through turbulent times.

Disarming social skills and commanding product expertise—Dr. Mohamed Draz rarely meets a rep with both. Join us as the senior clinical fellow in neurosurgery at NHS Scotland explains why the often-overlooked junior surgeon and support staff hold the key to a rep’s long-term success, and how reps can let their expertise shine by communicating with them more empathetically.

When cognitive neuroscientist Dr. Carmen Simon says humans are cognitively lazy by design, she means it as a compliment to efficient biology. Join us as the chief science officer at Corporate Visions and B2B Decision Labs helps us investigate the ‘business brain’ and shows us how to create ‘cognitive ease-infused’ sales content.

You could be the smartest rep in the room capable of doing a case by yourself, but it doesn’t mean jack if you can’t effectively communicate with your customers. Do you know for certain whether they’re perceiving your behavior as trustworthy… or cringeworthy? Board-certified neurosurgeon Dr. Betsy Grunch dishes what her peers really think about common MedTech approaches, the tendency of providers to pick a lane and stay in it, and practical insights for how you can plant the seeds of behavior change.

We're going back to the archives again—this time, for some constructive criticism from a top urologic surgeon. Join us as Dr. Jamin Brahmbhatt discusses the importance of first learning (then enhancing) an office’s workflow, who really makes key decisions in a practice, and why your poker face isn’t as impenetrable as you think.

By definition, there can be no instruction manual for thinking outside of the box—but we all know it when we see it. And lately, the creativity Dr. Scott Sigman has seen from some reps has him feeling hopeful. The opioid-sparing orthopaedic surgeon is no stranger to innovation himself; he’s the chief medical officer for OrthoLazer, a company whose proven laser therapy and unique franchise model is zapping the status quo for pain relief treatment. In this episode, Dr. Sigman offers real-life examples of how reps can organically plug into KPOs’ online ‘ecosystem’ and lean into the entrepreneurial spirit.

If you’re asking your team to march through muck and mire toward your company’s goal, are your boots the first pair on that path? Join us as Larry Anderson, VP of commercial and strategic initiatives at BG Medical and U.S. Army veteran captain in the 101st Airborne division, shares practical insights on what is—and what isn’t—exceptional leadership. Learn how to divorce ego from your leadership, create a constructive environment for complaints, and build lasting morale.

What if you could get 10 percentage points back from all those no-decision deals simply by turning your ‘Why Us’ story into a ‘Why Change’ story? Tim Riesterer has seen it happen in the wild. He’s chief visionary at B2B Decision Labs, which conducts thought-provoking experiments to understand how humans conceptualize risk, frame value, and make decisions. In this episode, you’ll learn how to use precise language to bypass peoples’ risk-averse biology and why “value only lives in contrast.”

Francisco Martinez will be the first to admit that when he initially started in medical sales, necessity—not integrity—was the driver of his career. Today, he’s a sales coach, trainer, and productivity enthusiast on a mission to dignify selling and help high achievers go beyond transactions. Join us as we explore his 180-degree mindset shift, tap into the power of humility, discuss the industry’s growing need for hard truths and clear motives, and more.

Don't just give customers fact sheets—give them aha moments by telling a gripping story that casts them as the main character. Our guest John Livesay, award-winning sales professional and author of “The Sale Is in the Tale,” specializes in turning case studies into case stories. Even surgeons and hospital administrators base purchasing decisions on emotional responses, and he argues reps don’t tug hard enough on heartstrings. Join us to learn how you can drive more sales with clear, concise, and compelling stories that your customers can remember and repeat in the ‘meeting after the meeting.’

The golden age of clinician-to-clinician learning is dawning, and the savviest MedTech reps are already capitalizing on it. We sat down with Dr. Brian Cohen, anesthesiologist and the co-founder and COO of CMEfy, a co-learning platform that incentivizes clinician collaboration. In this episode, you’ll hear how these tools are giving docs the keys to drive their continuing medical education and helping medical thought leaders monetize their insights.

If you don’t actively make a doctor’s life easier, then you automatically become another thing that they dread, says Dr. Sandra Weitz. In this episode, the host of The Private Medical Practice Academy podcast walks you through the decision-making process of a private practice and ASC owner. Learn from the good, the bad, and the ugly of her experiences with MedTech and find out if you’re a 'toxic' rep.

What kinds of MedTech rep behaviors and approaches make doctors cringe? Join us as urologic surgeon Dr. Jamin Brahmbhatt shares constructive critiques of the industry as well as insights on how reps can first learn—then enhance—an office’s workflow.

Try as we might to pretend that our professional and personal lives are perfectly separate, there’s no denying these two ships have—and will always have—the same captain. That means the limiting beliefs that hold you back personally are likely manifesting professionally. Samuel Adeyinka, founder of the full-service media and training company “Evolve Your Success,” joins the show to discuss why all professional achievement is anchored in personal growth.

Not sure you’re really in the right specialty? Tired of battling the status quo in a company that promised you the moon? It’s time to get inside the minds of today’s MedTech hiring managers. We sat down with premier MedTech recruiter David Bagga to find the pulse of the job market and discuss pandemic-era trends. Join us as we explore the surprising reason why start-ups are the most requested placement among candidates right now, the kind of candidate that today’s managers never want to see, and some deal-breaking social media faux pas to avoid.

As a med device sales rep, you hustle hard to make what you make—so why aren't you putting that money to work for you? This week, we’re joined by Chris Larsen, a longtime investor, former medical device sales rep, and founder of Next Level Income. Join us as he explains how almost anyone in the industry can begin implementing the not-so-secret money management strategies of the ultra-rich to achieve financial freedom.

A high IQ and 10+ years of advanced schooling can’t save your physician partner from being a crappy communicator. Worse yet, their lack of ‘conversational capacity’ may be alienating staff and hurting their practice’s bottom line. In this episode, you’ll learn why leading consultant and author Craig Weber created the conversational capacity framework, some actionable tips to master its three elements (Self-awareness, Mentality, and Skillset), and why sharing it with practice owners may just be your strongest competitive advantage yet.

Is your company’s culture a catalyst for growth or a runaway train careening toward a cliff? Michael Waidler, area business director with Palette Life Sciences, joins the show to discuss MedTech company lifecycles and how reps can contribute to, prepare for, and take advantage of key cultural shifts. In this episode, you’ll learn why culture is the cornerstone of everything we do (for better or worse), how leaders can better prepare their teams for the realities of acquisition, and what a growth-driven culture looks like in practice.

Sure, someone might nod along with what you’re saying and vocalize agreement, but could you recognize the exact moment you started to lose them in your conversation? Shelly O’Donovan, CEO of Authentic Influence Group, joins the show to explain how MedTech reps can gain a competitive advantage simply by recognizing dozens of largely subconscious indicators. In this episode, you’ll discover why learning to read ‘micro-expressions’ can have a major impact on your relationships, and how other forms of subtle, authentic communication help you unlock the deep trust that drives business.

MedTech recruiter Hilary Trader’s message is loud and clear: Stop acting like you’re on a first date or at a dinner party when interviewing for jobs. You need to set humility aside and sell yourself like a product—close hard and fast, or don’t bother showing up. In this week’s episode, you’ll learn how you can better market yourself as a company’s plug-and-play option for overcoming immediate and future pain points, why it always pays to be brutally honest with recruiters, and what it means to confidently (and not cockily) play by “the rules of the game.”

“Why”—when we use this word to question others, it can easily be perceived as an attack or judgment. But when we apply it to ourselves to better understand our own behaviors, it’s the start of personal growth. In this week’s special episode, we’re featuring TrackableMed CEO Zed Williamson’s recent guest appearance on the podcast “Your Best Day Yet,” hosted by Eric Guy of the Center for Victory. Eric and Zed discuss how little-known—yet deeply-ingrained—psychological triggers can sabotage opportunities and the importance of recognizing our own biases. Join us to explore actionable ways you can start building habits that bring out the best in your brain.

What’s the fastest way to cure “commission breath”? Tracking the progress of your true end users and realizing this job is much, much bigger than you. SPR Therapeutics’ regional sales manager Mase Bowman joins the show to share how keeps himself humble yet hungry in the neuromodulation and interventional pain space, helping docs do more procedures with creative solutions. In this episode, learn why reps should work to uncover the dynamics of the C-suite in charge of value analysis, why the greatest professional sin is a lack of a curiosity, and some powerful examples of lead nurturing.

High-performance teams – you know them when you see them, but what actually makes them tick? Jeff Bajorek, a former ortho sales rep who helps companies identify blind spots in their sales processes through acclaimed workshops and training programs, joins us to dissect success. In this episode, you’ll learn key differences between accountability and micromanagement, what it means to be a vulnerable leader, how start-ups can stop being at the mercy of “mercenaries,” and more.

What do we fundamentally misunderstand about positive people and their healthy relationships? Sales mentor and 36-year MedTech pro Chip Helm wants to set the record straight: Optimism is a conscious decision made daily, and no one ever lacks time for someone else—they simply choose not to make it. In this episode, you’ll hear a no-nonsense outlook on sales follow-up, hard truths about relationships, how to find true North in our personal and professional lives, and misconceptions about attitude.

How valuable is your authority as a MedTech rep if anybody can access it at any time? MedTech reps should be concerned with granting partners access to their expertise and resources—not with being taken for granted. This week we’re picking up where we left off in Robert Cialdini’s classic book “Influence” and highlighting the MedTech connection to its final three principles: liking, authority, and scarcity. In this episode, you’ll learn how to take a stronger position in your sales conversations and strategically guard your resources.

U.S. Marines will tell you that systems—not processes—save lives on the battlefield, but what’s behind the key distinction there? We’re joined by Shawn Rhodes, former war correspondent and author of “Bulletproof Selling,” to discuss where sales processes break down and how MedTech reps can improve their pipelines with a more systematic approach to business. In this episode, you’ll learn how to systematize your team’s wisdom, teach your customers “how to buy,” and more

What if you always treated your MedTech business like a moonshot? As JFK famously said, “We choose to do these things not because they are easy, but because they are hard.” That’s the spirit behind Johnny Caffaro’s approach to business development: Sell your most complex product first, then back your way into the primary products. We caught up with the director of Sales for the West at United Orthopedic Corporation to explore the psychology behind this tactic. In this episode, you’ll learn what it means to be a technical asset in the OR, and why more reps should be willing to roll their sleeves up and get their hands dirty.

What’s the difference between interesting info and transformative knowledge? Grasping concepts in the abstract is one thing, but understanding how they graph on to your daily grind can be difficult without practical, industry-relevant examples. That’s why we’re taking a deep dive into Robert Cialdini’s beloved best-seller, “Influence: The Psychology of Persuasion,” to highlight the MedTech connection to three of its six core principles. In this episode, you’ll learn how to use the power of reciprocity, call out customers on their commitments, and properly leverage social proof for greater impact.

Who’s more passionate: the rep who thinks they can sell everybody by simply talking more about all juicy the features and benefits on their sales sheet, or the rep who steps back, listens, and plays the long game? Based on his personal sales experience, Chase Isaacs—business development director for Physician’s Weekly—believes it’s the latter. In this episode, he shares how MedTech reps can fall back in love with what they do by self-evaluating their performance on three criteria: belief, listening, and care.

What if the market for your solution is a million times larger than you think it is? And one simple message could trigger an avalanche of new demand… In this episode, Corey Oldenhuis, one of our behind-the-scenes producers, joins us as a guest host to help break down a recent orthopaedic advertising program that generated dozens of appointments in a matter of days. Learn what they did, the role of empathy in driving key outcomes, and how to agitate the market through patient education.

If you’re dissatisfied in the MedTech industry, you have two choices: grin and bear the BS, or take the risk of striking out on your own. Stu Brandon, change agent for ASCdx, chose short-term pain for long-term gain when he decided to become a medical device broker. Once restricted in who he could do business with, Stu has enjoyed freedom in the brokerage model—but does he recommend it for every rep? In this interview, we talk about the limitations of direct selling roles at large companies, which personality traits best fit the brokerage model, and how to crack open fear to find opportunity.

If you won’t challenge the physician on how they’re treating patients and show them what’s possible, who will? Our guest Jonathan Lehmann, enterprise sales manager for the East at Ambry Genetics, believes strategic value is defined by a rep’s unique responsibility to push from a place of care. In this interview, we discuss how to combine vulnerability with curiosity to take new ground, the meaning of “tactical courageousness,” and identifying the real motives behind your customers’ professed goals.