Encore Episode: What Helps a Rep “Win Over” a Surgeon (It’s Not What You Think)

There’s no doubt about it—you better know the nuances of your product and fully understand the frustrations of the people you call on. What’s more, you need to know how and when to leverage those understandings. If you’re looking to develop or sharpen that kind of professional discretion, then you’ll want to revisit our 50th episode featuring Johnny Caffaro, senior manager of global downstream marketing for hip at Stryker. Johnny’s journey from a green go-getter to a trusted OR asset is an important and timeless reminder: Business development takes work, and it ain’t always pretty. Do it right, though, and you’ll open up countless opportunities for yourself over time. 

In this epsiode, you’ll learn: 

  • Why everyone in a hospital—from administrators to custodians—is worth your time and can help you build a more aligned strategy


  • Why it pays to make the scrub tech look like a hero 


  • How to get the ‘status quo bias’ working in your favor


  • Ways to save your career from the complacency trap (or avoid it altogether)

Plus, we explore the advantage of pitching your most complex products first. 



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