Don't be THAT Rep
We have all encountered that annoying salesperson whose relentless persistence has us trying to avoid them. Today, we zero in on one of the most critical errors sales pros make.
This blunder is not merely an obstacle to closing deals- it can tarnish your reputation and turn you into the salesperson customers try to avoid. There is no need to worry, however. We have your back with the tools you need to correct this type of conduct and remove it entirely from your repertoire of sales techniques.
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Transcript:
Note: We use AI transcription so there may be some inaccuracies
Anneliese Rhodes: Everyone knows that annoying salesperson, maybe it's at the car dealership, or maybe it's the kiosk person in the mall, or even the vendor on the side of the road. You know the one I'm talking about. They're relentless in their sales approach and refuse to take no for an answer. Their persistence can be so overwhelming that you find yourself taking detours just to avoid these people in certain stores or altogether.
Cynthia Ficara: Today, we are going to tackle one of the biggest mistakes a salesperson can make, and it's not just about hindering your ability to make a sale. This mistake can actually brand you as someone to avoid in future interactions with customers. But fear not! We're here to give you the necessary tools to fix this behavior and completely eliminate it.
Anneliese Rhodes: Good morning, Cindy. Good morning to all of our listeners out there. Thank you so much for tuning in to another episode of Secrets and Medical Device Sales brought to you by the Girls of Grit.
Cynthia Ficara: Good morning, Lisa, very happy to be here and good morning to all of our listeners
Anneliese Rhodes: as well. So today we are talking about something that I actually have to laugh at because I feel like we all probably know this person in one way, shape or form, whether we run into them in the OR or in a doctor's office or just at the mall.
There's always that person, that salesperson or that representative that is just awful. That you just cannot stand to be around. It's almost like their aura is so off putting that you're like, ugh, I don't even know how they sell anything because they're so pushy. They're so obnoxious. They're just so. I don't know.
Over the top. And so today we're going to talk about that. I'm going to give you some great stories and really try and help you guys, you know, to really recognize this behavior. And the truth is we probably all can be this way, maybe in one way, shape or form. So it's really important to recognize that early and then eliminate it so that it doesn't take over your whole entire personality.
And then, uh, nobody wants to be around you.
Cynthia Ficara: Exactly, and you know, our examples I think that we're going to go through today is probably a little bit more extreme. But as you listen, you may think to a lesser degree, this may come across your plate. And so it's just another characteristic to be aware of.
And so when we talk about that bushy, annoying sales rep, we're talking about those offensive people that are obnoxious and really turn you off. Now, of course, Transcribed Of course I had to do research on this, and I'm not kidding you, when I found an article, and I will link it, guess what the title is?
Anneliese Rhodes: How not
Cynthia Ficara: to be
Anneliese Rhodes: obnoxious?
Cynthia Ficara: Sort of like that, it says, science has a word for those people who just really annoy everyone. For no apparent reason. Oh
Anneliese Rhodes: my god. I gotta know this. By the way, there's like people like everywhere You can even find these people at parties, but tell me what what's
Cynthia Ficara: the word I need to hear well, because it talks about that people just Some people bring out the best in you and then others just really drive you insane and it says science isn't sure why but What we are talking about the word they use Is more term and it's called affective presence.
So really it's, it's a concept that stems from research in psychology. And it suggests that some people just naturally make others feel relaxed, while others make people feel bristle. And that's the term that they use, no matter what they do. So, for our discussion today, we're trying to avoid being bristle.
Which actually, you know what, um, I have to laugh. I was thinking about obnoxious and annoying people and I, and I automatically go to work, but you were just talking about seeing this in life and it reminded me of, okay, did you see the Netflix series Outer Banks?
Anneliese Rhodes: Oh my God, yes, of course. I watched it. My stepdaughters watched it.
I think even my daughter watched it. We all watched it. We loved it.
Cynthia Ficara: It was so good. And I remember my youngest daughter. We would watch it, and we'd finish one of the episodes, and she'd be like, Oh, Topper is so annoying. He just annoys me. So annoying. I mean, and I laugh, but she would say that word over and over again.
And so, you know, when you mention running into people, whether it's at work, or it's at a grocery store, or somewhere, it's like, in my mind, it's Topper. It's that annoying person. So, yeah. Today, let's kind of give some examples of how not to be a quote unquote topper
Anneliese Rhodes: topper. I'm going to give this dude his name because I can't say the real dude's name, but I'm going to tell you there is the most annoying rep and I'm telling you, I see this guy like All the time.
And every freaking time I'm running from him, Cindy, I'm running from him. The doctors run from him. The staff makes fun of him. I don't know how the guy sells anything. I really don't. And FYI, I would never hire a guy like this or gal for that matter. Like, let's be real here. He's just so bad. So for example, we were in a case, I don't know, this was like a couple months ago and he comes in.
Unannounced, uninvited, the case was a little bit hairy because it was an emergent case. So you know, when cases are emergent, everybody's a little frantic, hair on fire. You're just trying to get through it, you know, the best you can, which obviously you have it all planned out, but you still are like, don't pull me away from what I'm really trying to get to right now.
I just need to get this patient off the table and not let them die. Right? So everybody's a little bit hair on fire. Well, NWOC's frickin topper. And he's here to sell his product and it's like and you're like, Oh my God, dude, number one, you weren't invited. Number two, your timing could not be worse. Like, do you not even feel the energy of the room right now?
Everybody's frantic. And he's just like, Hey, Dr. Smith, I'm here today to sell you my product. And it's like, Oh my God. And the doctor's like, um, I don't really have time right now. This is an emergent case. Didn't we make an appointment in the office for you to come in like two weeks? Well, yeah, but I thought maybe you'd might have some time.
It's like, no, dude, I don't have time. I'm in an ER case right now. I need you to leave the OR. And then what was even worse is the staff is like, Get out. Like, go. Leave the room. You need to get out of here. This is not your place. So now, instead of like, doing the right thing by following what he should have done, which was go to the office, the staff hates him.
And now they're like, that guy sucks. The doctor, the next time that doctor sees him, I guarantee you, Cindy, the doctor's gonna be like, I don't even wanna hear your product. Because you came in at the wrong time and you pushed me. You push me over the edge and me, I'm just like, Oh God, dude, don't ever let me be that guy.
Like, seriously, I never want to be that guy. He's like, he's like a cancer. He's like, he just leeches on. You're like, Oh God, go away. So yes, he has a very, what was the word again? Effective. What was that word? Present. Effective present. God, that's him, man. That's freaking him. But he sounds very
Cynthia Ficara: bristle. He bristles everybody.
Oh my gosh. You know, I think I, well, that was actually an excellent definition when we're talking about what we mean by that rep. It's, you know, what not to be. Don't be a topper. And some of those characteristics that just make you cringe. Sometime in life, we've all faced that, but I also want to talk a little bit, you know, a little bit more about this characteristics and then let's discuss and understand why people behave this way so we can also take it a step further.
And let all of our listeners know what not to do. And, of course, if this is something that is in their repertoire or part of their characteristic, let's talk about how to eliminate them and replace with behavior characteristics that will lead you to success rather than complete turnoff. Yeah,
Anneliese Rhodes: sorry, I didn't mean to interrupt you as this is 1 of the things you're not supposed to do.
But I think what you're saying is, you know, you don't have to be don't you don't have to be that guy in order to be effective. Sometimes it can just be that you're being too pushy or that your timing is bad, or that you're just loud that you're just. Physically loud in a quieter setting. I mean, in surgery, sometimes things need to be quiet.
Surgeons like things to be quiet cause they operate that way. So when you come in and your presence is loud and you're making a big show of yourself or your product, all of that, I think too, is effective behavior that doesn't need to be that way. You don't need to be that way in order to get your point across.
So I think you're right, Cindy, we're not just talking about that nth degree that I just gave a great example of. It can be anywhere in between, and I think that we all need to be aware of that because, you know, we, I think we all can go there sometimes. And we talked about in previous episodes, whether it was our last episode where you're just so desperate that you're just throwing things out there.
You can become effective, offensive, obnoxious because you're so desperate to get that sale. I think in that moment that rep was so desperate to get the doctors to buy the new product that he didn't even realize or look around to see what the environment was, which was really emergent.
Cynthia Ficara: I think you're right, you know, not reading the room.
Again, all things that you evolve in certain situations, knowing your place, your part, your timing. I think that in defining a specific type of rep that we are today, explaining, or a person where you are in a certain situation, one of those things you mentioned about being really pushy. And really pushing on their agenda, you know, sometimes somebody runs in the room and their one track mind is I have to do this.
Well, guess what? Nobody wants to receive that information. They're not ready. And I like what you said about being pushy and selfish. So I want to kind of think a little bit as to why somebody would be that way. Actually, you just mentioned those that are pushy might come out of desperation that we talked about.
They're so desperate. I'm in a hurry. I have to get this right now. So I'm not even paying attention to what's around me. And I think there's one other one you mentioned about being loud. So, for me, when I know people are very loud, Sometimes I wonder if they, it's like a need for attention. Do they want everybody to know they're present?
Or sometimes when somebody's nervous, they're trying to be funny, or they're trying to fit in, right? So they're, they're loud and they just want to come across as center of attention. So, I also think, That sometimes when people are really loud, they want to be seen because maybe there's somebody that is threatened by a competitor.
So talk about the situation of being in the OR and maybe you and your competitor are in the same room and depending on different areas of sales you're in, that can happen. If you are threatened by their presence, you may resort to, Oh, I'm going to be loud and Oh, look at me over here, blah, blah, blah, blah, blah.
So nothing is focused on that person.
Anneliese Rhodes: That is a great example. You're making me think of like a clown, you know, and that's what this guy is. He's a clown, but the clown, he's in the back of the room, yelling, screaming, look at me, look at me, I got this red nose on my face and I've got these colors here and all this bright, shiny stuff and it's like, you know, what we're all talking, what we're talking about here, Cindy, within medical devices and medicine, a lot of medicine and medical things are very, very Sterile.
There's not a lot of shine and hoopla over it. It's so precise. It's so measured. It's so strategic. And when you come in and you disrupt with so much emphasis, you're pushing yourself out. Because medicine needs for you to be strategic and thoughtful and clinical and all of the things that that guy's competitor, by the way, does really well.
His competitor is so thoughtful. He only comes in when he's needed. Are all of their products solutions? Absolutely. But the competitor's product and the competitor's product isn't any better than the clown's. But because the way that he presents it is so dead on with medicine, that he's the one that gets used because he doesn't disrupt the entire environment.
The physicians aren't Put off by it. The staff likes the guy. So it's like everything that we're talking about here today. I think the overarching thing is that medicine in medical devices and medicine, it has to be strategic. It has to be thought of well thought of. It cannot be this. Let's throw crap at the wall and see what sticks.
That's not the way this goes. They're surgeons. They're precise.
Cynthia Ficara: Clowns belong in a circus, strategic reps belong in the O. R. And I think that sometimes people don't even realize that they have portions of being a clown. I think that they could go through the day and not even realize what they're doing.
You know, many of these characteristics are selfish because they go in, like I said earlier, with an agenda. And that's not going to get you where you need to be. And I think that while we're talking about these characteristics, if you should have any of these that we mentioned, being pushy, being loud, being selfish, having to have the last word, being obnoxious, just hogging all of the space and the air in the room, none of that is going to get you success in your career.
And I'm going to be honest with you. It's also going to affect your reputation and I'm going to pause for a minute there because in medical device you often hear, Oh, it's, it's such a small world or we're all, what is the term I'm trying to say? Not incest. Is that the word? I've
Anneliese Rhodes: heard that. It's like, but it's a small community of people.
It's like vascular surgery. It's like cardiac surgery. It's like a lot of the orthopedic surgery. People know people and after you're in it. They know who you are, and I bet I know where you're going with this, but go ahead.
Cynthia Ficara: Exactly. Your reputation of where you are right now is going to carry with you everywhere you go.
And this is true in life. So, If you're the wild party or this, that, when you were in college, people might not take you seriously. You carry that into your adult work life. When you exhibit certain behavior in one job, it's going to go with you. And people remember that about you. So let's say you're in orthopedics, and now you're switched to a neuro division.
Well, guess what? People in orthopedics know people in neuro. People that are reps know reps in both. Divisions and if you're known as that rep where you are, it could be career suicide. So it is so important that you not behave this certain way and if you are this is the time To stop and pause and think about it I mean, anybody listening right now, just think of some situations and ask yourself some tough questions.
Have I done this before? Have I exhibited a small percentage of the situation? Because I think it's a safe place to say that the best part about listening to a podcast is it allows you to be honest with yourself because the chances are you are alone in your car or you have your headphones on and no one can hear you walking around the house cleaning.
So it's a good time. To ask yourself the hard questions, do I exhibit the behaviors, but now get the hard answers, and it's time to grow.
Anneliese Rhodes: That is so good. That is so profound. I mean, you're exactly right. So, what do we do? How do we replace? These negative, obnoxious, off putting behaviors and now change it to hopefully drive more success and position ourselves better in the job field.
So I think one of the first things that we're talking about besides just self awareness is being aware of your surroundings. Know when to be seen and heard and know when not to. So going back to my example of that rep coming in at the wrong time. And continuing, not only not acknowledging that it was the wrong time, but continuing to push the product when he's told it's not the right time is bad.
If you're feeling inside of yourself, you know what, I probably pushed that doc a little too much, or I ran into the doc at the wrong time and I caught him in the hallway and he's like, I don't have time. I don't have time. So acknowledge it. Know that you did that, but now rectify it. Go to the office. And make the appointment with the surgery scheduler to come see the doctor in his office or her office and meet with them at the appropriate time because that's what they asked you to do.
And then if it got to a point where you're concerned about maybe the fact that you really pushed them away like that rep that I talked about, apologize, you know, Dr. So and so, I'm sorry, I came in at the wrong time. You know, I really didn't recognize that it was an emergency, but looking back, I realized that it was.
My mistake. I'm really sorry. I think I was just so excited about telling you about our new product. Easy. There is a solution for you.
Cynthia Ficara: Excellent points. As you said, know your surroundings, when to be seen and heard, know your audience, and the timing. What I don't get, because I just have to interject because this story, it's just, it, these things have happened to me as well.
What I don't get is why people don't listen, because the fourth thing I really want to say to replace with is actively listen to others. And, you know, we've discussed before listening with your eyes, your ears, your body language, just because you have something you want to say, pay attention. Are people listening?
So I was in a control room for an OR and picture this, picture a small door and the width of the room was pretty much as wide as the door would open. So I was one of the vendors where there was more than one vendor in this particular surgery. We were getting started and I went out where I had something stored on the other side of the hallway because you can't always bring everything you need into the room.
I open the door and this person is in my way, a tall person, but I have a distinct marking that I am a vendor. I have a red cap on my head. So, Even though my scrubs match the same scrubs that everybody else wears, I pretty much am flashing, she's a vendor, and so I open the door, I'm like, oh, excuse me, as I'm running out in a hurry, clear body language, he says, oh, hey, yes, holds up his product, and says, this is, says it, and then says, the research says that, and he's giving me statistics, I said, excuse me, excuse me, I need to get through the door.
Then he continued to tell me more research statistics, And I literally put my hand up and said, wait, stop. Excuse me. I'm not who you think I am. I am another vendor. I'm running out the door to get something. Oh, no, no. He says to me, you need to hear this. And I looked at him. I said, no, I need to get out that door.
Excuse me. And I remember thinking, wow. Okay. I got over it. Now this did dent. We're in the same surgery together. And his part was first. Wait on, he left the room. We're going on. And in my procedure, there was one part that we just really needed to pay attention to. His timing was so bad, he bursts into the room, loudly talks over the surgeon and the team as we were discussing this very important part, and blurts out about more that we could use of his and how much it costs, to the point where the tech turned and said, Out.
Get out right now. This is not the time. Your turn is over. You need to go into the control room. And I remember thinking, why do people do this? So, please understand, a lot of what we're saying is that we've been faced in these situations that I hope he knows how out of place he was. And if he just listened to what we were saying, without having to say it more than once, I think that situation could have been so much better.
Anneliese Rhodes: Oh, it's, that's so, God, that's so uncomfortable. It also makes me think that he was trying to win you over to get you to sell his product for him. And it's like, I don't got time for that. You know, dude, take a hike. Go sell your own product. And if you can't sell it, then take a freaking hint. And so it's like, you're talking about be aware if you're having trouble selling your products, maybe you need to look inward and say, Hmm, if my product super is amazing, it's a great solution.
But yet I literally am trying, I'm not getting any sales. I'm trying to push it off on other people. Maybe look inward and say, maybe it's me, maybe I'm the off putting one, maybe I'm effective and I need to change my behaviors, my awareness of the time, you know, the timing, make sure I'm in the right place at the right time, figure out who my real audience is, all of those things are very important.
I think another thing that he was doing to you was he was interrupting. He was interrupting in the middle of your case. I mean, no, what? No, this is surgery. Again, things are done precisely, strategically and very sterile. It is a certain way. You can't just interrupt in the middle of it because what if you distracted the surgeon during a really important time?
What if something really bad happened? I mean, that's Really not good. So again, you need to be aware of what's going on. Another thing I think is if you are in a situation where you're just not getting what you need out of the surgeons or the customers that you're calling on, ask for feedback, go to somebody else that you know, a mentor and say, Hey, this is the kind of situation that I put myself into and I'm still not selling the product.
What am I doing wrong? Guaranteed. If they're a good mentor, they're going to tell you. You're not doing it correctly. You're not feeling it out. You're not doing it at the right time. You're not listening to your customers needs. They're going to point out the things that you and I are talking about right now that are really important that you may be overlooking because you're just so intent on selling your product.
Cynthia Ficara: Excellently said. I just want to reiterate something that we mentioned earlier because I think that it's a really good reminder in ways to avoid this is, is really don't operate from a state of desperation. Because I, I know we said that before, but I think it's important just to reiterate that right now is that be prepared.
This is how you can make sure you're not going to do this. Be prepared, be confident, and be aware. And, and I think that when you have everything planned out ahead of time, you're not running around backwards. And chasing what you didn't get done to make you come across in a way that is not well received.
So I think that a lot of these ways that we said to overcome this is good, and I think we just need to remind Everybody out there who is self evaluating right now, remind yourself like what it feels like to be on the receiving end of this behavior. Because we've already discussed two stories of how it made us feel.
And now just think, you know, do you want to make people feel the word they use bristle? I mean, is that how you want people to leave when interacting with you? My guess is going to be no. So that effective presence that we talk about, While it is kind of a mysterious term, it really, really matters how you present yourself, how you communicate, and how you are being received.
Lisa, this has been enjoyable laughing and talking about obnoxious behavior. We've all seen it. So, In summary, don't be a topper. And your call to action for today is to have your effective presence, bring out the best in others. Be warm and welcoming.
Anneliese Rhodes: Thank you so much for tuning in to another episode of secrets and medical device sales brought to you by the girls of grit.
You can find us on LinkedIn, Instagram, and now on Pinterest. Don't forget to rate us on Apple podcast and Spotify. Thank you so much. Have a great week and a great month. Talk to you soon. Bye bye.
