Today we’re going to talk about one of the most common questions I get: What does it take to succeed in your first 12 months in medical device sales?

Breaking into the medical device industry can be challenging, but once you’re in, it’s all about doing the right things to stand out and build a strong foundation for your career. I want to share some practical advice for new reps—whether you’re an associate sales rep, full-line sales rep, or clinical specialist—on how to thrive and make a lasting impression.

Key Principles for Success in Medical Device Sales

1. Do the Work

One of the most straightforward yet overlooked strategies is simply doing the work. It sounds simple, but many reps struggle with consistency. The first six months in a new role should be dedicated to learning the products, understanding your accounts, and building relationships with the hospital staff and decision-makers in your territory.

Rather than focusing on closing big deals right away, your priority should be gaining a thorough understanding of:

• Your Products: Know them inside and out. Be able to discuss their features, benefits, and how they fit into the current market.
• Your Accounts: Who are your key contacts? What are their needs? How do they prefer to communicate? Building rapport here is critical.
• Your Competitors: Understand who you’re up against. Know what they’re offering and how your product stands out.

It’s all about laying the groundwork so that when the opportunity for a big deal does come, you’re prepared to execute flawlessly.

2. Keep Your Word

This might sound basic, but one of the biggest differentiators between top performers and average reps is the ability to keep promises. If you say you’ll be somewhere, be there. If you say you’ll deliver something, make sure it’s delivered. A surprising number of reps fail in this area, and it’s often the difference between earning trust and losing credibility.

A few best practices for keeping your word:

• Document Commitments: If you commit to dropping off samples or following up with an email, document it and set reminders so you never forget.
• Be Early, Not On Time: Arriving early for a meeting or surgery shows that you value the time of your clients and colleagues.
• Over-Communicate: Always confirm meetings and follow up on actions, especially when working with new accounts. This builds reliability and respect.

3. Treat Others Better Than They Treat You

The medical device industry can be tough, and you’ll encounter challenging situations with hospital staff, surgeons, and even other reps. Some people might not be friendly initially, especially if they’ve had bad experiences with previous reps. Despite this, your job is to treat them better than they treat you.

Even if someone is rude or dismissive, respond with kindness and professionalism. Over time, this approach can change how people view and interact with you. You’d be surprised at how many difficult relationships have been turned around simply by maintaining a positive attitude and providing exceptional service.

4. Take Extreme Ownership

One of the keys to success in medical device sales is having a mindset of extreme ownership. When something goes wrong—whether it’s a missed delivery, a surgery issue, or a miscommunication—take responsibility. Don’t point fingers at others. This shows that you are a leader and someone who can be trusted, no matter the situation.

Always be asking yourself: What could I have done differently to prevent this? By adopting this mentality, you’ll naturally start to see ways to improve your performance and strengthen relationships in your accounts.

5. Make Life Easier for Your Customers

One of the simplest ways to win over your accounts is to make their lives easier. This could mean going the extra mile to ensure they have the right equipment for a surgery, helping restock items, or being proactive in addressing potential issues before they arise.

Here are a few practical ways to provide value:

• Be Prepared for Surgeries: Ensure that all supplies and equipment are ready before the procedure starts.
• Provide Educational Resources: Offer to train staff on new devices or review best practices.
• Check in Regularly: A quick check-in to see if your clients need anything can go a long way in building trust.

6. Build Relationships and Show Up Consistently

Your success in medical device sales will largely depend on your ability to build and nurture relationships. In your first year, prioritize showing up consistently. Make it a point to regularly visit your accounts, attend surgeries, and offer support—even when there isn’t a pressing need.

People do business with those they know, like, and trust. Consistent presence and genuine relationship-building are key components to being seen as a trusted partner rather than just another sales rep.

Final Thoughts

Success in your first 12 months doesn’t mean you have to close massive deals right away. Instead, focus on becoming a resource for your clients and your team. Invest time in building relationships, learning your products, and delivering on your promises. When you do these things consistently, success will naturally follow.

Remember, the medical device industry is a marathon, not a sprint. Put in the effort, be patient, and trust the process.

Want More Details?

For more stories and tips on breaking into medical device sales, check out our talk on Spotify, Apple Podcasts, or watch on YouTube.

Ready to break into Medical Device Sales? 

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Click here to learn more and kickstart your journey to success.

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All the best,

Jacob McLaughlin

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