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What happens when a competitor won’t even look at you in the hallway?

Avery Lanman knows the feeling—and shares how choosing professionalism over pride changed everything. In this candid episode, Lisa and Cindy dig deep with Avery on rep dynamics, OR pressure, and how to be taken seriously when you’re still learning the ropes. Avery’s advice? Trust wins. Always. 

From building his own rep curriculum to knowing when to step aside for the sake of the patient, this episode is packed with powerful takeaways for new and veteran reps alike.

Must-Hear Insights and Key Moments

• The Hallway Standoff – Avery shares a real story about a competitor who refused to acknowledge him—and the surprising way he responded.
• Initiative Is Everything – Learn how Avery taught himself OR systems by using the very trays he was delivering.
• Trust Over Transaction – Why Avery sometimes gives away business to competitors—and gains more in return.
• Rep-to-Rep Etiquette – Lisa and Avery unpack how sales reps can stay competitive without becoming combative.
• How Women Rep Differently – Lisa opens up about female competition in the field and the pressure to protect success.
• The Self-Made Curriculum – Avery details the 16-week plan he pitched to get off salary and onto commission faster.
• Own Your Development – Advice for reps who feel stuck doing grunt work—and how to flip it into growth.
• The Operating Line – Avery shares what’s next: an educational series to bridge the gap between medtech reps and manufacturers.

About Avery

Avery Lanman, based in Torrance, California, is the Founder and Principal Distributor at Apollo Solutions. He brings valuable experience from previous roles at DePuy Synthes Companies and has played a key role in generating over $45 million in sales. Avery holds a Bachelor's Degree in Film Studies and Literature from Yale University, earned between 2009 and 2013. In addition to his work in medical device distribution—particularly in novel spine technologies—he is also a writer who collaborates with doctors and spine device companies to craft compelling content.

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