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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.

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A Team Dklutr production