Welcome Hearing “No” in All its Forms - You’re On the Way to a “Yes”

Whether you're trying to schedule an appointment, generate interest in your devices, or secure that first case, there's one word you'll hear repeatedly during your daily work as a medical device rep.

That word is "no."

This word may sometimes be used explicitly, or it may be masked behind sugar-coated excuses or a spreadsheet of hard facts. Nonetheless, it will appear to mean the same thing: no.

Subsequently, if anyone is to succeed in medical device sales, they will need to quickly come to terms with realising this and make their peace with it. Part of this process is to acquire the skill of deciphering what is actually meant by “no” but more of that later.

Why would anyone want to place themselves in a position where the word “no” echoed throughout the day (allow me the artistic exaggeration).

First, let's assume that masochism isn't the reason you'd like to hear "no" every single day—after all, it's not listed as a desirable trait in job specs or explored in interviews.

However, hearing “no” regularly, is an indication you are doing the work. It’s a signpost that you’re making the calls, or in the case of making appointments, trying to make the calls.

Another strategy, is to change the paradigm:

“No” becomes your friend.

“No” removes doubt and false hope.

“No” let’s you know where you stand.

“No” saves you valuable time and stops you trying to convert the unconvertable. If a lead or potential customer can’t or doesn’t want to say “no” to you, this can lead to false paths which will never end in winning business.

If you were told after a presentation, “No - I just wouldn’t use this (for whatever reason)” you should thank the surgeon for their candor. They have just saved you from a potential wild goose chase and a head full of second-guessing head trash.

They’ve said “no” to one particular product, not a life time of future products.

“No” and its many guises.

Let's examine the various forms "no" can take:

No.

No - thanks.

No - who else is using it?

No - I’m a KOL for company X.

No - but please bring lunch next time.

No - I rarely see these cases in my practice.

No - this cost’s more than what we currently use.

No - I’d like to see more clinical evidence before I try.

No - we are in a supply agreement with another company.

No - your supporting studies only show a marginal difference in efficacy.

Not all of the above responses actually mean a definitive "no."

Some of these actually mean “no - not right now” which is good because in medical device sales, we need to play the game. It’s not impossible you could see a surgeon for the very first time and they say “I could use this on a patient later this week, is a set available?” But this is rare.

You’re not selling insurance or replacement windows. There are no one-time, sign here now, introductory offers.

You’re building long-term relationships and being told “no” is just part of the getting-to-know-you process.

To conclude, view hearing "no" as part of the journey towards collecting "yeses." You can't reach a "yes" without encountering a few "nos" along the way.

A definitive "no" is a clarifying time-saver, while a "not just yet" is a potential "yes" in the making.

Clear?

Yes or no?