What Physicians Hate About Sales Reps (and How to Avoid It)

In medical device sales, your success depends on building real trust with your physicians. But too often, reps unknowingly sabotage relationships by repeating the same off-putting behaviors. If you've ever felt like a doctor is brushing you off or ignoring your follow-up, there's a good chance you're making one of these missteps.

Here’s what many physicians can’t stand about reps—and what you can do differently to stand out.

1. Wasting Their Time

Surgeons and interventionalists are on tight schedules. If you’re not providing immediate value or clearly connecting your visit to patient care or efficiency, you’ll get labeled a “time-waster.”

Avoid it: Always have a clinical purpose. Lead with something relevant—case feedback, new clinical data, or a fast tip that saves time. This is especially important in busy labs like the cath lab or EP suite.

💡 Want to learn how to structure an impactful clinical discussion? Review our Device 201 course on physician engagement and advanced selling.

2. Not Knowing the Procedure

Reps who don’t understand the procedure or device they’re selling frustrate clinicians who expect technical precision in the room.

Avoid it: You should be able to anticipate steps, know what wire or balloon is needed next, and speak the language of the lab. That’s why foundational clinical knowledge matters—especially in cardiovascular specialties.

📌 Struggling with terminology? Our Intro to Coronary Devices lesson breaks down wire classifications, lesion prep, and more.

3. Overselling or Making Claims They Can’t Back Up

Physicians are trained skeptics. They’ll tune out quickly if you make exaggerated claims, bash the competition, or quote data you can’t explain.

Avoid it: Know your clinical trials cold. Stick to published data and let the product—and your credibility—speak for itself.

4. Being Too Passive or Too Pushy

There’s a fine line between being helpful and being overbearing. Some reps hover too much in procedures; others disappear and offer no support when needed.

Avoid it: Ask your physicians directly how they like reps to support them during cases. Some want hands-on partnership; others prefer quiet backup.

5. Not Following Through

Failure to follow through—on case support, product delivery, billing questions, or PO numbers—erodes trust quickly. You don’t need to be perfect, but you do need to be accountable.

Avoid it: Keep a simple system to track commitments. A one-page tracker or shared email recap can go a long way.

How to Be a Rep They Actually Want Around

The best reps are seen as part of the clinical team, not just someone selling a product. They:

• Show up prepared

• Respect time

• Deliver real solutions

• Understand the clinical impact

• Keep their word

Want to build this kind of reputation? Start by investing in your own knowledge base and clinical fluency.

🎓 Device University was built for exactly this. Our on-demand courses are designed to make you the rep physicians trust in the room. Enroll here.