Secrets in Medical Device Sales™

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How do you stand out and win in a male-dominated industry?

Let’s revisit this conversation with Patricia Choquette, a four-time Rep of the Year in medical device sales whose career is a powerful example of what grit, preparation, and consistency can accomplish.

In this rerun of Secrets in Medical Device Sales, Patricia takes us back to her journey from selling cars to growing her annual sales from $100,000 to $6.5 million in just four years. She shares the mindset and strategies that helped her succeed, from delivering real value to outworking the competition.

Patricia also gets candid about navigating a male-dominated industry and why preparation, product knowledge, and daily excellence matter. Her message is simple: Be better, do better, and you’ll win.

Revisit this episode for practical insights and a reminder of what’s possible when you bring grit to the work!

Must-Hear Insights and Key Moments

• Persistence and Hard Work Lead to Success – Patricia shares how her journey from selling cars to becoming a top medical device sales rep is a direct result of her commitment to outworking the competition and never giving up.
• Importance of Providing Value – True success in sales comes from consistently delivering value, not just focusing on making a sale. Patricia stresses the importance of building trust and offering meaningful solutions to clients.
• Navigating a Male-Dominated Industry – She emphasizes the importance of being more prepared, knowledgeable, and focused than competitors.
• Outwork the Competition – One of her core beliefs is that hard work and resilience will set you apart in any field, as people respect a strong work ethic.
• Success is a Byproduct of Dedication – Success is a byproduct of daily dedication, preparation, and doing your best every single day, Patricia highlights. It’s about showing up fully and consistently.
• Balancing Personal and Professional Life – Patricia highlights the importance of quality over quantity when managing both professional and personal life.

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Sometimes the biggest breakthrough isn't landing a new account—it's finally moving one that's been sitting still. What's one opportunity you revisited, one relationship you leaned into, or one small win that created real momentum in your territory? We'd love to hear your story.

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What if the secret to selling more has nothing to do with selling?

After watching a waitress treat every table like it was her only table, Cindy and Lisa saw a powerful parallel to medical device sales: serve before you sell. Physicians and staff don’t need another pushy rep. They need someone who brings value and makes their lives easier.

Lisa and Cindy break down servant leadership, building trust, and why your product can’t compensate for a poor customer experience. This week’s challenge: treat every customer like a new table.

Must-Hear Insights and Key Moments

• Treat Every Customer Like a New Table - Leave the stress of the previous interaction behind and give the next customer your full attention. 
• Serve Before You Sell - Medical device sales isn’t just about presenting a product. It’s about understanding how you can genuinely help the physician, staff, and patient.
• The Power of Servant Leadership - Lisa and Cindy explore how leading through service can build trust and create stronger customer relationships.
• Your Product Isn’t Enough - Even a strong product can get overlooked when the rep creates a frustrating or overly promotional experience.
• Make Their Lives Easier - Physicians are busy. The reps who remove obstacles instead of creating them become valuable partners in the customer experience.
• What Do They Remember? - Customers may not remember exactly what you said, but the experience you created can shape whether they want to see you again.
• Consistency Builds Trust - Servant leadership doesn’t require grand gestures. Showing up, supporting customers, and making things easier consistently can make a meaningful difference.
• The Weekly Challenge - Before walking through the next door, leave everything else behind, put your phone away, smile, and ask: “How can I serve this customer today?”

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We'd Love to Hear Your Stories!

Sometimes the biggest breakthrough isn't landing a new account—it's finally moving one that's been sitting still. What's one opportunity you revisited, one relationship you leaned into, or one small win that created real momentum in your territory? We'd love to hear your story.

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What if doing all the “right” things is actually holding your territory back? Lisa and Cindy rapid-fire 20 everyday activities medical device reps often do, from physician dinners and OR visits to cold calls, competitor research, and the infamous “I was just in the area” text.

But being busy doesn’t always mean being productive. Lisa and Cindy break down why intentionality matters more than simply checking boxes, sharing real-world examples around planning, delegation, and chasing big accounts.

The challenge? Pick one activity you’re doing and turn it from rapid-fire to intentional. Your territory doesn’t need more activity, it needs better attention.

Must-Hear Insights and Key Moments

• The Rapid-Fire Trap – Being constantly busy can feel productive, but activity without purpose can keep you spinning your wheels without creating results.
• The Secret Is Intentionality – Every sales activity can be valuable when there is a clear reason behind it. The goal isn’t to do more, it’s to do what matters with intention.
• Make Physician Dinners Count – A dinner shouldn’t simply be a nice meal or a chance to “get to know” a physician. Go in knowing the physician, defining the business goal, and knowing what you want to accomplish.
• Stop Doing Everything Yourself – Delegating can feel uncomfortable, especially when you know you can do something faster. Lisa and Cindy discuss starting small to build trust and protect your time for higher-impact work.
• Don’t Reinvent the Wheel – If your company or another successful rep already has a system that works, use it. Being smart with your time isn’t laziness, it’s strategy.
• Chasing the Big Account Strategically – Landing a major account takes time, patience, and multiple intentional steps. Don’t put your entire territory at risk by betting everything on one “whale.”
• Every Step Needs a Next Step – Showing up at a big account isn’t enough. Know who you need to meet, where you are in the process, and what action moves you forward.
• Turn Activity Into Action – Go back through the 20 activities and identify one you could approach differently. The challenge is to pivot from simply being active to being intentional.

Follow The Girls of Grit™:

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We'd Love to Hear Your Stories!

Sometimes the biggest breakthrough isn't landing a new account—it's finally moving one that's been sitting still. What's one opportunity you revisited, one relationship you leaned into, or one small win that created real momentum in your territory? We'd love to hear your story.

A Team Dklutr production

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What if the very thing that made you successful is quietly keeping you from your next level?

Lisa and Cindy unpack the hidden "success tax" high performers pay when being reliable turns into carrying everyone's workload. They share honest stories, from demanding customers to everyday life, that reveal why saying yes too often can cost you focus, growth, and peace of mind.

You'll walk away with four powerful questions to help you protect your energy, make smarter decisions, and create a bigger impact without sacrificing the success you've already built.

Must-Hear Insights and Key Moments

• The Success Tax Explained – Success comes with hidden costs. The more capable you become, the more responsibilities naturally find their way to you. 
• When Being the Go-To Person Becomes a Liability – Reliability is a strength until it becomes everyone's default solution, leaving you carrying work that doesn't always belong to you. 
• The "I'll Just Do It Myself" Trap – Doing everything yourself may feel faster, but it creates long-term dependency and increases stress. 
• The Three Biggest Costs – The success tax steals your focus, limits your growth, and weakens the strategic thinking needed for your next breakthrough.
• Why Delegation Is Leadership – Letting others step up creates stronger teams while protecting your own capacity to perform at your highest level.
• Choose Impact Over Busyness – Instead of proving you can do everything, evaluate where your involvement creates the greatest long-term impact. 
• The Four-Question Success Audit  – Before saying yes, ask whether the task requires your expertise, moves the business, develops someone else, or simply adds unnecessary weight. 
• Growth Requires Selectivity – The habits that create early success eventually need to evolve if you want to reach the next level.

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We'd Love to Hear Your Stories!

Sometimes the biggest breakthrough isn't landing a new account—it's finally moving one that's been sitting still. What's one opportunity you revisited, one relationship you leaned into, or one small win that created real momentum in your territory? We'd love to hear your story.

A Team Dklutr production

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What if your biggest breakthrough isn't working harder, it's knowing where to focus first?

Lisa and Cindy answer a listener's question about building momentum in a massive VA territory, sharing the exact framework they'd use in the next 30 to 60 days. From finding overlooked opportunities to mapping decision-makers, they break down practical strategies that move accounts forward.

If you've been feeling overwhelmed by a large territory or stalled pipeline, this episode will help you simplify your next move, build confidence, and create measurable momentum, one smart win at a time.

Must-Hear Insights and Key Moments

• The Secret to Momentum – Lisa reveals why trying to grow an entire territory at once is the fastest way to feel overwhelmed, and why winning small first creates bigger success.
• Find Your Low-Hanging Fruit – Learn the five questions that uncover hidden opportunities already sitting inside your territory.
• VA Doesn't Mean Impossible – Cindy explains why government processes shouldn't become an excuse and how understanding the system gives you an advantage.
• Map Every Decision-Maker – Success isn't just about the physician; it's about knowing who influences, approves, orders, or blocks your product.
• Think Chess, Not Checkers – Strategic selling means planning several moves ahead instead of reacting one account at a time.
• Build a 60-Day Conversion List – Create a focused roadmap using just two to five high-potential accounts instead of chasing everything.
• Weekly Accountability Wins – The reps who grow fastest review what worked, what didn't, and adjust every single week.
• Measure Movement, Not Activity – Stop counting visits and start tracking which opportunities actually moved closer to an order.

Follow The Girls of Grit™:

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We'd Love to Hear Your Stories!

Sometimes the biggest breakthrough isn't landing a new account—it's finally moving one that's been sitting still. What's one opportunity you revisited, one relationship you leaned into, or one small win that created real momentum in your territory? We'd love to hear your story.

A Team Dklutr production

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The best reps don't react to the next move; they're already planning the next five.

Lisa and Cindy reveal why the best medical device sales professionals don't simply react to what's happening around them. They anticipate obstacles, recognize patterns, and think several moves ahead before walking into an account.

They break down the mindset shifts that transform good reps into exceptional ones. From anticipating physician objections to recognizing referral patterns, they share practical ways to become more strategic in every interaction.

Learn how to connect the dots, stay ahead of change, and build a game plan that creates long-term success in medical device sales.

Must-Hear Insights and Key Moments

• Play Chess, Not Checkers – Lisa and Cindy explain why elite sales reps succeed by thinking several moves ahead instead of reacting to what's directly in front of them.
• Connect the Dots – Gathering information isn't enough. Learn how top performers strategically connect people, processes, and opportunities to create momentum.
• Anticipate Before You React – Discover how preparing for objections, physician changes, and market shifts helps you stay in control of every conversation.
• Recognize Winning Patterns – From referral trends to operating room schedules, identifying patterns allows you to make smarter decisions before competitors do.
• Ask Better Questions – Surface-level answers rarely tell the whole story. Lisa and Cindy discuss why deeper "why" questions uncover opportunities others miss.
• Build Your Future Pipeline Today – Don't wait until a physician retires or leaves. Learn why developing relationships with fellows and future decision-makers is a winning long-term strategy.
• Critical Thinking Creates Elite Reps – Success isn't about memorizing information, it's about applying knowledge strategically to every account and every interaction.

Follow The Girls of Grit™:

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We'd Love to Hear Your Stories!

Sometimes the biggest breakthrough isn't landing a new account—it's finally moving one that's been sitting still. What's one opportunity you revisited, one relationship you leaned into, or one small win that created real momentum in your territory? We'd love to hear your story.

A Team Dklutr production

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What if the biggest opportunity in your account has nothing to do with the procedure you're selling? The reps who build real careers in medical device don't just know their product — they know their surgeon's world inside and out.

In this episode, Lisa and Cindy break down what it actually means to sell to a practice, not just a procedure. From understanding RVUs and clinic days to knowing which committees your physician sits on — the details most reps overlook are the ones that set you apart.

The challenge: pick your top three customers. What's one thing you can learn about their practice that goes beyond your device?

Must-Hear Insights and Key Moments

• Sell the Practice, Not Just the Procedure — The reps who make a career out of medical device sales think bigger than their product. Lisa and Cindy break down why understanding your surgeon's full world is the move that separates good reps from great ones.
• Know Their Hot Buttons — Every surgeon has a specialty within their specialty. The rep who knows what makes their physician tick — whether it's research, referrals, or a specific procedure — always has an edge in the room.
• How to Research Your Surgeon — Google, ChatGPT, practice websites, nurses, techs, other reps — Lisa and Cindy walk through exactly how to build a full picture of your physician before you ever walk into the account.
• Clinic Day vs. OR Day Changes Everything — Timing your outreach around clinic days isn't a small detail — it's the difference between getting a response and getting ignored. Lisa shares exactly when she sends texts and why it works.
• Bring Value, Not Just a Pitch — When a surgeon starts to associate your visit with something useful — a paper, a clinical trial, a conversation — the door stays open. Lisa and Cindy explain what that actually looks like in practice.
• Know Their Economics — Understanding how your physician gets paid, what drives their RVUs, and how your product fits into that picture makes you invaluable. The rep who gets this becomes the one they call.
• Take the Blinders Off — Too many reps are locked in on their product and missing the full opportunity in front of them. Lisa and Cindy close with a challenge: learn one more thing about each of your top three accounts that has nothing to do with your device.

Follow The Girls of Grit™:

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We'd Love to Hear Your Stories!

Sometimes the biggest breakthrough isn't landing a new account—it's finally moving one that's been sitting still. What's one opportunity you revisited, one relationship you leaned into, or one small win that created real momentum in your territory? We'd love to hear your story.

A Team Dklutr production

Send us a text!

You track your quota. You track your cases. But when's the last time you actually tracked your energy? Most high performers don't burn out from doing too much — they burn out from carrying too much.

In this episode, Lisa and Cindy walk you through a live energy audit built for medical device reps who are always moving but running on empty. From toxic accounts and coconut line teammates to decision fatigue and an inbox that never stops — they break down the hidden leaks quietly stealing your focus every day.

The challenge this week isn't about doing more. It's about asking yourself: what is stealing energy from the things that matter most? Answer that honestly, and your Friday will look very different.

Must-Hear Insights and Key Moments

• The Energy Audit Explained — Lisa and Cindy introduce a simple 1-to-10 scoring exercise to help reps identify where their mental and emotional energy is actually going — and what's quietly costing them performance.
• Toxic Accounts Have an Emotional Price Tag — Not every account is worth the mental cost. The hosts break down how certain hospitals and customers can drain you before you even walk through the door.
• The Coconut Line Is Real — Negative teammates are one of the sneakiest energy drains in the business. Lisa and Cindy talk about why they're hard to spot, harder to set limits with, and exactly what to do when that call comes in.
• Decision Fatigue Is a Sign, Not a Weakness — When you can't answer "what's for dinner," your brain is telling you something. The hosts explain why depleted decision-making at home is a direct signal of mental depletion at work.
• Email, Travel, Sleep, Social Media — The audit covers all of it: the inbox stress response, what travel really costs your focus, how your feed is feeding your mindset, and why sleep isn't optional if you want to perform.
• Unfinished Tasks Are Carrying Weight — That spreadsheet you've been avoiding? It's draining you every single day you don't do it. Lisa and Cindy make the case for tackling the hard stuff first — and why the planner exists.
• The Real Secret to More Energy — It's not about doing more. It's about eliminating what's draining you. The hosts close with one clear challenge: identify what's stealing energy from what matters most, and fix just one thing this week.

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We'd Love to Hear Your Stories!

Sometimes the biggest breakthrough isn't landing a new account—it's finally moving one that's been sitting still. What's one opportunity you revisited, one relationship you leaned into, or one small win that created real momentum in your territory? We'd love to hear your story.

A Team Dklutr production

Send us a text!

It's 5:30 AM. Your phone lights up. The case you've been counting on is canceled. What happens in the next five minutes can define your career more than the bad news itself.

Lisa and Cindy break down the Five-Minute Rule: stop, separate facts from stories, and resist the spiral. Whether the case canceled due to a patient issue or a competitor just stole the case from under you, your reaction is the only thing in your control.

The reps who last in this industry aren't the ones who never get bad news. They're the ones who know how to recover. Take the challenge this week: next time bad news hits, set a timer. Five minutes. Then decide your next best move.

Must-Hear Insights and Key Moments

• The Bad News Reality Check - In medical device sales, cancellations, competitor losses, and quota hits aren't exceptions. They're part of the job, and Lisa and Cindy make clear that how you handle them is what separates the reps who last from the ones who don't.
• The Five-Minute Rule - Before you fire off a text or spiral into worst-case thinking, stop. Lisa and Cindy introduce the Five-Minute Rule: pause, breathe, and give yourself space before reacting to anything.
• Facts First, Stories Second - A canceled case is a fact. "I'm losing this account and I'm never gonna hit quota" is the story you tell yourself after. Cindy breaks down why separating those two things is the most important move you can make in the moment.
• It's Not About You - Patients cancel because they're sick. Surgeons lose income too. Lisa reminds reps to zoom out and consider everything a case cancellation affects beyond their own numbers, and why that shift in perspective protects relationships.
• Be the Detective - When a competitor gets the case instead of you, don't get emotional. Get curious. Lisa and Cindy walk through how to investigate what really happened and why knowing your competitor's device as well as your own is a non-negotiable.
• The Athlete Analogy - Cindy draws a straight line between elite athletes and elite reps. You don't quit after a tough loss. You walk off the field, assess, and come back with a plan. That mindset is what gives you a long career in med device.
• Communicate When You're Behind - If a cancellation puts your quota at risk, loop in your manager early. Lisa walks through exactly how to handle that conversation so it lands professionally, not defensively.

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We'd Love to Hear Your Stories!

Sometimes the biggest breakthrough isn't landing a new account—it's finally moving one that's been sitting still. What's one opportunity you revisited, one relationship you leaned into, or one small win that created real momentum in your territory? We'd love to hear your story.

A Team Dklutr production

Send us a text!

You walked in prepared. Data ready. Product knowledge sharp. Then the surgeon drops one sentence and the entire call goes sideways. Sound familiar?

That moment exposes the gap between reps who react and reps who anticipate. In this episode, Lisa and Cindy unpack the quiet skill behind every elite performer: seeing the objection, the breakdown point, and the next move before anyone else in the room does.

You'll learn how to pivot under pressure, address pushback before it lands, and stop leaving your territory up to chance. Because the reps who win aren't the luckiest. They're the most ready.

Must-Hear Insights and Key Moments

• The Surgeon Who Flipped the Script – Lisa shares the sales call where a physician revealed he sat on the safety and efficacy board, and how she pivoted in real time to save the conversation.
• Anticipating Objections Before They Land – Why cost is almost never a surprise, and how recognizing patterns lets you address pushback before your customer even raises it.
• The Difference Between Reacting and Anticipating – How elite reps stop waiting for customers to dictate the pace and start steering every conversation themselves.
• Spotting Breakdown Points – Inventory gaps, FDA timelines, VAC committee delays. The hotspots where deals fall apart, and how to stay ahead of them.
• Trust Is Built in the Hard Moments – Why upfront communication during problems builds more credibility than smooth sailing ever will.
• Always Be Thinking Three Steps Ahead – From the surgery scheduler to the next follow-up, how to leave every conversation with the next move already locked in.
• Three Questions Every Rep Should Ask – The simple framework Cindy lays out to turn preparation into anticipation in any setting.
• Running Your Territory Like a CEO – Why anticipation is the foundation of self-led performance, and how to stop leaving your business up to chance.

Follow The Girls of Grit™:

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We'd Love to Hear Your Stories!

Sometimes the biggest breakthrough isn't landing a new account—it's finally moving one that's been sitting still. What's one opportunity you revisited, one relationship you leaned into, or one small win that created real momentum in your territory? We'd love to hear your story.

A Team Dklutr production